Development and Validation Process of an Innovative Instrument to Assess Perception of Research University Image

Abstract

Objective - This paper reports the development of an innovative scale to measure the perceived brand image of Research University among postgraduate students. Methodology/Technique - Based on an exploratory qualitative inquiry and quantitative assessment, a seven factor scale of Research university brand image was developed. A multistep approach was used to develop and validate a multidimensional brand image scale Findings - The multistep approach demonstrated that the new brand image scale is reliable and valid. Basing on the results from two national samples it can be concluded that perceived brand image actually represent five components of brand image associated with satisfaction in terms of construct, convergent, discriminate validity. Novelty - This research offers essential theoretical and reasonable implications for researchers and academicians. Type of Paper - Empirical Keywords: Brand Image; Research University; new instrument; convergent validity; discriminant validity