Explaining the Position of University Brand Personality on Student's Preferences (Case Study: University of Mazandaran)

Today, universities are faced with a multitude of problems, especially in the field of financial domains. As such, it seems that paying due attention to brand personality can be effective in solving the forenamed problems. In this regard, the present study aimed at explaining the position of the university brand personality in regard to students’ preferences. The statistical population of this study was composed of all PhD students in Faculty of Humanities and Social Sciences of University of Mazandaran (N=307). Having used Krejcie & Morgan Table (1970), it was attempted to determine the statistical sample of 170 students through stratified random sampling method. Given the purpose and nature of study, this research was classified as quantitative and fundamental research types. The research method was descriptive-correlational. The results of the study showed that among the six research components of brand personality (credibility, charisma, honesty, viability, conscience and universality), only two components of viability and charisma could play a role in predicting students’ preferences for choosing the University of Mazandaran