Investigating the Nature of Linkage between Personality Traits of Students and Brand Personality of Universities (University of Isfahan’s Brand as a Case Study)

Abstract

Recently building strong brands with distinctive personalities plays a vital role in the success of each organization. Nowadays facing with important role of educational services in societies’ improvement makes it crucial for universities apply effective strategies in order to attract students from all around the world. Thus in this paper and for the first time we have tried to study the nature of bond between students’ personality traits and the brand personality of universities in order to help university leaders how to build durable brands with unique personalities. To attain this goal this paper conducted the brand of the University of Isfahan as one of the major universities in Iran. In order to examine the main hypothesis Structural Equation Modeling (SEM) and Amos graphic have been used. As a result a strong and important relationship between students’ personality traits and universities’ brand personality has been implied .it was found that university of Isfahan is successful and reliable.