The Effect of University Social Responsibility on Students Retention with Emphasis on Brand Resonance

The present study aims to determine the impact of university social responsibilities on student retention with respect to the role of brand resonance. In terms of nature and method, the research is a descriptive-survey research and has been conducted with an applied purpose. The statistical population of the present study is all students of Yazd University whose number is equal to 14,372 people. Content-face validity and construct validity (confirmatory factor analysis) of the research instrument were reviewed and confirmed and its reliability was measured using Cronbach's alpha coefficient test and considering that the alpha value for all components of the research was more than 0.7 The reliability of the research tool can be confirmed with confidence. In order to analyze the data, descriptive and inferential statistics were used and structural equation modeling was used by SPSS and LISREL software. The results of this study showed that the social responsibilities of the university have a significant effect on the dimensions of brand resonance and the dimensions of brand resonance have a significant effect on student retention. However, university social responsibility does not have a significant effect on student retention, which can be rooted in the lack of transparency of social responsibility activities at the university.