A conceptual model for advancing university branding: Focusing on cognitive dimensions

https://doi.org/10.35912/ijfam.v7i3.3170
Published: Dec 5, 2025

Abstract:

Purpose: This study aims to develop a conceptual model for enhancing university branding by examining the role of key cognitive components. It provides practical insights for academic institutions to strengthen their brand positioning in a competitive educational landscape.

Research Methodology: This study adopted an applied research design utilizing a descriptive survey method. Data were collected from faculty members and students at a public university in Tehran through standardized questionnaires. Structural Equation Modeling (SEM) was implemented using Smart PLS software to examine relationships between cognitive components including brand image, trust, communication, service quality and loyalty and their influence on university branding.

Results: The results revealed that brand loyalty and brand communication are the most influential factors in university branding. Brand loyalty had the highest impact, followed by communication. The study confirmed that strengthening cognitive elements significantly improves brand positioning and interested party engagement.

Conclusions: Cognitive components, particularly brand loyalty, communication, trust and service quality, play a critical role in university branding. Strategic efforts to build positive perceptions, foster trust and maintain consistent communication are essential for enhancing brand reputation and attracting students.

Limitations: The study was confined to a single university in Tehran, Iran and relied on self-reported data, potentially introducing bias. It also excluded emotional and behavioral factors and its cross-sectional design limits longitudinal insights.

Contribution: The study offers a validated model demonstrating how cognitive factors enhance university branding, providing actionable strategies for academic institutions.

Keywords:
1. Brand Communication
2. Brand Loyalty
3. Cognitive Components
4. Higher Education
5. University Branding
Authors:
1 . Hassan Torabi
Malek Ashtar University of Technology, Tehran, Iran
2 . Reza Hosnavi
Malek Ashtar University of Technology, Tehran, Iran
3 . Faezeh Yousef Nezhad
Malek Ashtar University of Technology, Tehran, Iran
4 . Akbar Azadi
5 . Masoud Haghi
Malek Ashtar University of Technology, Tehran, Iran
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How to Cite
Torabi, H., Hosnavi, R. ., Nezhad, F. Y., Azadi , . A. ., & Haghi, M. (2025). A conceptual model for advancing university branding: Focusing on cognitive dimensions. International Journal of Financial, Accounting, and Management, 7(3), 489–502. https://doi.org/10.35912/ijfam.v7i3.3170
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Issue & Section
Vol. 7 No. 3 (2025): December
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Del Río-Rama, M. d. l. C., Álvarez-García, J., Mun, N. K., & Durán-Sánchez, A. (2021). Influence of the quality perceived of service of a higher education center on the loyalty of students. Frontiers in Psychology, 12. doi:https://doi.org/10.3389/fpsyg.2021.671407

    Fahim, A. Y., Al Mamun, A., Hossain, A., Chakma, T., & Hassan, E. M. (2022). Unpacking Brand Imperialism in Bangladesh: Emerging Market Perspective. International Journal of Financial, Accounting, and Management, 4(2), 219-239. doi:https://doi.org/10.35912/ijfam.v4i2.863

    Ghorbanzadeh, D., Rahehagh, A., & Najarzadeh, M. (2024). Determinants of university brand loyalty in an emerging higher education market. Journal of Applied Research in Higher Education, 16(5), 2075-2090. doi:https://doi.org/10.1108/JARHE-10-2023-0494

    Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203

    Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97. doi:https://doi.org/10.1016/j.ijhm.2017.12.011

    Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing science, 43(1), 115-135. doi:https://doi.org/10.1007/s11747-014-0403-8

    Hsu, C.-c., Chen, S.-H., & Feng, X.-c. (2024). Analysis of Product Quality and Customer Satisfaction: A Case Study of the Automotive Parts Industry. International Journal of Financial, Accounting, and Management, 6(2), 245-259. doi:https://doi.org/10.35912/ijfam.v6i2.2153

    Moslehpour, M., Chau, K. Y., Zheng, J., Hanjani, A. N., & Hoang, M. (2020). The mediating role of international student satisfaction in the influence of higher education service quality on institutional reputation in Taiwan. International Journal of Engineering Business Management, 12. doi:https://doi.org/10.1177/1847979020971955

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    Saputra, S. (2022). The influence of brand awareness, brand image, perceived quality and brand loyalty on brand equity in banking sector. Journal Of Business Studies And Mangement Review, 5(2), 319-326. doi:https://doi.org/10.22437/jbsmr.v5i2.17576

    Sarder, M. A. U., & Mustaqeem, K. M. (2024). The Role of Social Media Marketing in Shaping Educational Institution Branding. International Journal of Research and Innovation in Social Science, 8(3S), 4574-4588. doi:https://doi.org/10.47772/ijriss.2024.803333s

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    Snijders, I., Wijnia, L., Kuiper, R. M., Rikers, R. M., & Loyens, S. M. (2022). Relationship quality in higher education and the interplay with student engagement and loyalty. British Journal of Educational Psychology, 92(2), 425-446. doi:https://doi.org/10.1111/bjep.12455

    Tammubua, M. H. (2021). Do brand image and brand trust mediate the effect of service quality on brand loyalty? Lessons from higher education sector. Britain International of Humanities and Social Sciences (BIoHS) Journal, 3(2), 302-315. doi:https://doi.org/10.33258/biohs.v3i2.452

    Tessema, D. H., Yesilada, F., Aghaei, I., & Ahmed, J. N. (2025). Influence of perceived service quality on word-of-mouth: the mediating role of brand trust and student satisfaction. Journal of Applied Research in Higher Education, 17(6), 2293-2306. doi:https://doi.org/10.1108/JARHE-06-2024-0299

    Todea, S., Davidescu, A. A., Pop, N. A., & Stamule, T. (2022). Determinants of student loyalty in higher education: A structural equation approach for the Bucharest University of economic studies, Romania. International journal of environmental research and public health, 19(9). doi:https://doi.org/10.3390/ijerph19095527

    Tr??ng, N. V. T. (2021). The Factors Effect On Brand Equity In Higher Education. Journal of Science and Technology-IUH, 51(3). doi:https://doi.org/10.46242/jstiuh.v51i03.3750

    Twum, F. O., & Peprah, W. K. (2020). The impact of service quality on students’ satisfaction. International Journal of Academic Research in Business and Social Sciences, 10(10), 169-181. doi:https://doi.org/10.6007/IJARBSS/v10-i10/7923

    ur Rahman, A., Manzoor, W., Yasmin, N., Yaqub, R. M. S., & Ali, M. S. (2024). From service quality to brand loyalty: The mediating effect of student satisfaction in public sector universities. Pakistan Journal of Humanities and Social Sciences, 12(2), 1225–1240. doi:https://doi.org/10.52131/pjhss.2024.v12i2.2215

    Vo, T.-T., Le, Q. H., & Duong, L. N. (2024). Promoting university brand through student co-creation behaviors: the role of online brand posts. Journal of Trade Science, 12(1), 60-79. doi:https://doi.org/10.1108/JTS-11-2023-0026

    Wang, Z., & Yang, X. (2025). Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership. Journal of Research in Interactive Marketing, 19(2), 201-220. doi:https://doi.org/10.1108/JRIM-10-2023-0359

    Waqas, M. (2022). The role of brand experience and student engagement in the creation of brand equity in a higher education context. Journal of Nonprofit & Public Sector Marketing, 34(4), 451-474. doi:https://doi.org/10.1080/10495142.2021.1902905

    Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14, 549. doi:https://doi.org/10.3389/fnins.2020.00549

    Zhu, W., & Kerdpitak, C. (2023). The Influence Of Trust, Service Quality, And University Image Toward Undergraduate Students’loyalty In China. Paper presented at the International Academic Multidisciplinary Research Conference In Zurich 2023.

  1. Bui, H. T. T., Bui, Q. T. T., Nguyen, T. T. P., Cao, Q. H., Phung, T. V., & Nguyen, H. T. (2023). Assessing the relationship between service quality, satisfaction and loyalty: the Vietnamese higher education experience. Quality Assurance in Education, 31(2), 197-214. doi:https://doi.org/10.1108/QAE-01-2022-0015
  2. Del Río-Rama, M. d. l. C., Álvarez-García, J., Mun, N. K., & Durán-Sánchez, A. (2021). Influence of the quality perceived of service of a higher education center on the loyalty of students. Frontiers in Psychology, 12. doi:https://doi.org/10.3389/fpsyg.2021.671407
  3. Fahim, A. Y., Al Mamun, A., Hossain, A., Chakma, T., & Hassan, E. M. (2022). Unpacking Brand Imperialism in Bangladesh: Emerging Market Perspective. International Journal of Financial, Accounting, and Management, 4(2), 219-239. doi:https://doi.org/10.35912/ijfam.v4i2.863
  4. Ghorbanzadeh, D., Rahehagh, A., & Najarzadeh, M. (2024). Determinants of university brand loyalty in an emerging higher education market. Journal of Applied Research in Higher Education, 16(5), 2075-2090. doi:https://doi.org/10.1108/JARHE-10-2023-0494
  5. Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. doi:https://doi.org/10.1108/EBR-11-2018-0203
  6. Han, H., Nguyen, H. N., Song, H., Chua, B.-L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72, 86-97. doi:https://doi.org/10.1016/j.ijhm.2017.12.011
  7. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing science, 43(1), 115-135. doi:https://doi.org/10.1007/s11747-014-0403-8
  8. Hsu, C.-c., Chen, S.-H., & Feng, X.-c. (2024). Analysis of Product Quality and Customer Satisfaction: A Case Study of the Automotive Parts Industry. International Journal of Financial, Accounting, and Management, 6(2), 245-259. doi:https://doi.org/10.35912/ijfam.v6i2.2153
  9. Moslehpour, M., Chau, K. Y., Zheng, J., Hanjani, A. N., & Hoang, M. (2020). The mediating role of international student satisfaction in the influence of higher education service quality on institutional reputation in Taiwan. International Journal of Engineering Business Management, 12. doi:https://doi.org/10.1177/1847979020971955
  10. Mourad, M., Meshreki, H., & Sarofim, S. (2020). Brand equity in higher education: comparative analysis. Studies in Higher Education, 45(1), 209-231. doi:https://doi.org/10.1080/03075079.2019.1582012
  11. Muhammad, S., Salleh, S., & Yusr, M. M. (2020). Understanding employee brand trust and internal Brand Communications & Training (BCT) effects on employee brand performance: a study of the banking industry. International Journal of Financial, Accounting, and Management, 2(2), 95-120. doi:https://doi.org/10.35912/ijfam.v2i2.193
  12. Naheen, F., & Elsharnouby, T. H. (2024). You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour. Journal of Marketing for Higher Education, 34(1), 368-389. doi:https://doi.org/10.1080/08841241.2021.1992814
  13. Panda, S., & Kaur, N. (2023). Beyond degrees: Navigating the digital frontier in higher education credentialing. University News, 61(43), 43-53. doi:https://doi.org/10.5281/zenodo.10052788
  14. Saputra, S. (2022). The influence of brand awareness, brand image, perceived quality and brand loyalty on brand equity in banking sector. Journal Of Business Studies And Mangement Review, 5(2), 319-326. doi:https://doi.org/10.22437/jbsmr.v5i2.17576
  15. Sarder, M. A. U., & Mustaqeem, K. M. (2024). The Role of Social Media Marketing in Shaping Educational Institution Branding. International Journal of Research and Innovation in Social Science, 8(3S), 4574-4588. doi:https://doi.org/10.47772/ijriss.2024.803333s
  16. Seitova, M., Temirbekova, Z., Kazykhankyzy, L., Khalmatova, Z., & Çelik, H. E. (2024). Perceived service quality and student satisfaction: a case study at Khoja Akhmet Yassawi University, Kazakhstan. Paper presented at the Frontiers in Education.
  17. Snijders, I., Wijnia, L., Kuiper, R. M., Rikers, R. M., & Loyens, S. M. (2022). Relationship quality in higher education and the interplay with student engagement and loyalty. British Journal of Educational Psychology, 92(2), 425-446. doi:https://doi.org/10.1111/bjep.12455
  18. Tammubua, M. H. (2021). Do brand image and brand trust mediate the effect of service quality on brand loyalty? Lessons from higher education sector. Britain International of Humanities and Social Sciences (BIoHS) Journal, 3(2), 302-315. doi:https://doi.org/10.33258/biohs.v3i2.452
  19. Tessema, D. H., Yesilada, F., Aghaei, I., & Ahmed, J. N. (2025). Influence of perceived service quality on word-of-mouth: the mediating role of brand trust and student satisfaction. Journal of Applied Research in Higher Education, 17(6), 2293-2306. doi:https://doi.org/10.1108/JARHE-06-2024-0299
  20. Todea, S., Davidescu, A. A., Pop, N. A., & Stamule, T. (2022). Determinants of student loyalty in higher education: A structural equation approach for the Bucharest University of economic studies, Romania. International journal of environmental research and public health, 19(9). doi:https://doi.org/10.3390/ijerph19095527
  21. Tr??ng, N. V. T. (2021). The Factors Effect On Brand Equity In Higher Education. Journal of Science and Technology-IUH, 51(3). doi:https://doi.org/10.46242/jstiuh.v51i03.3750
  22. Twum, F. O., & Peprah, W. K. (2020). The impact of service quality on students’ satisfaction. International Journal of Academic Research in Business and Social Sciences, 10(10), 169-181. doi:https://doi.org/10.6007/IJARBSS/v10-i10/7923
  23. ur Rahman, A., Manzoor, W., Yasmin, N., Yaqub, R. M. S., & Ali, M. S. (2024). From service quality to brand loyalty: The mediating effect of student satisfaction in public sector universities. Pakistan Journal of Humanities and Social Sciences, 12(2), 1225–1240. doi:https://doi.org/10.52131/pjhss.2024.v12i2.2215
  24. Vo, T.-T., Le, Q. H., & Duong, L. N. (2024). Promoting university brand through student co-creation behaviors: the role of online brand posts. Journal of Trade Science, 12(1), 60-79. doi:https://doi.org/10.1108/JTS-11-2023-0026
  25. Wang, Z., & Yang, X. (2025). Building brand loyalty through value co-creation practices in brand communities: the role of affective commitment and psychological brand ownership. Journal of Research in Interactive Marketing, 19(2), 201-220. doi:https://doi.org/10.1108/JRIM-10-2023-0359
  26. Waqas, M. (2022). The role of brand experience and student engagement in the creation of brand equity in a higher education context. Journal of Nonprofit & Public Sector Marketing, 34(4), 451-474. doi:https://doi.org/10.1080/10495142.2021.1902905
  27. Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14, 549. doi:https://doi.org/10.3389/fnins.2020.00549
  28. Zhu, W., & Kerdpitak, C. (2023). The Influence Of Trust, Service Quality, And University Image Toward Undergraduate Students’loyalty In China. Paper presented at the International Academic Multidisciplinary Research Conference In Zurich 2023.