The factors affecting the special brand value of medical sciences universities and their ranking with the promethee method (case study: Tabriz University of Medical Sciences)

In this research, by applying the concepts of brand value and branding in universities of medical sciences, it was tried to study and identify the factors of brand value related to the branding of universities of medical sciences, and finally, the ranking of these factors was presented using fuzzy promethee method.

The research method is applied, descriptive and survey. The statistical population of the survey is all the students of Tabriz University of Medical Sciences in the number of 8286 people in the academic year of 1401-1400, of which 368 people were selected using Morgan's table and simple random method. The research tool is a questionnaire, the validity and reliability of the tool was confirmed using the content validity method and Cronbach's alpha. The collected data were tested using descriptive and inferential statistics and fuzzy promethee approach and SPSS 23 and visual promethee software.

Considering that the average of all factors is higher than the standard value of 3.4 and according to the results of the t-test, the impact of all the investigated factors on the special value of the university brand in universities of medical sciences was proven.

The findings of the fuzzy promethee method indicate that the most important factor affecting the special value of the university brand is the perceived quality.