The Effect of Branding on Attracting International Students with the Mediating of Satisfaction and Loyalty of Brand in Higher Education

Abstract

Extended Abstract Abstract Branding in response to globalization and global competition is one of the factors influencing academic centers to compete internationally. The purpose of this study was to investigate the impact of branding on attracting international students with the mediating of satisfaction and loyalty of brand in higher education. The method used in this study was correlational. Statistical population used in this survey faculty of universities of sistan and baluchestan based on a stratified random sample of 177 peopel were selected. The research tool was Four questionnaires, brand reinforcement, brand satisfaction, brand loyalty and and international students' attraction. Reliability and validity of all three tools were reported suitable. Analysis method was structural equation with Using PLS2 software. The results indicated, that influence of brand reinforcement has a directly and indirectly effect on brand satisfaction, brand loyalty and international students attraction. Also, brand satisfaction has a direct and indirect effect on brand loyalty and attracting international students. on the other hand, brand loyalty has a direct effect on attracting international students. It can be said that attention to awareness, attitude and value in promoting brand performance through satisfaction and loyalty has a constructive role in attracting students to higher education institutions. Introduction International higher education is seen as a tool for expanding students' knowledge of world cultures and improving the labor market. The mobility and movement of students outside the national borders of a country are considered to be the most prominent indicators of international higher education. Branding due to changes in the quantity and quality of activities of educational institutions, quality management, growth of study opportunities, organizational image and reputation, cultural and communication diversity, and organizational image and student satisfaction and loyalty, have plays important role in attracting international students with the developing competitive advantage. Sistan and Baluchestan University has attracted international students due to the presence of international students and being located in the border region. In order to compete and attract international students, research in the field of brand is necessary. Therefore, the purpose of the present study was to investigate the effect of brand reinforcement on recruitment of international students through mediating brand loyalty and satisfaction in higher education. Case study The present correlational study was conducted on a sample of 177 faculty members of Sistan and Baluchestan University. Materials and Methods The research instrument consisted of four questionnaires: Brand Strengthening, Brand Loyalty, Brand Satisfaction and International Student Attraction. Data were analyzed using smart PLS software and structural equation modeling. Discussion and Results Satisfaction, loyalty, and brand empowerment have directly and indirectly influenced the attraction of international students. It can be stated that the three dimensions of brand awareness, value and attitude have a constructive role in attracting international students. Customer satisfaction with the university brand, based on educational experiences, plays an important role in attracting international students. Establishing an effective higher education brand can be configured based on the relationship between the institution and the student. On the other hand, brand reinforcement influenced brand satisfaction. The greater the power of an academic brand, That is, familiarity provides more attitude, increases brand satisfaction. And brand satisfaction and reinforcement have directly and indirectly influenced brand loyalty. It can be said that brand loyalty to an institution or university is influenced by each component of the brand. Satisfaction is an introduction to loyalty that leads to increased brand loyalty with increased satisfaction. Conclusion Overall, branding and internationalization are two of the key drivers of progress in higher education institutions from a dynamic global perspective. Universities need to increase brand power to enhance awareness and offer courses, to differentiate from competitors and gain market share.