The Brand Image Perception of the Students in the Kurdistan Region of Iraq: The Importance of Advertisement, Social Media, and Personal Factors

Abstract

Aim of the study is to investigate the effects of advertisement, personal factors, and social media on the university brand image. Accordingly, 481 questionnaires have been collected from 3 private universities in the Kurdistan region of Iraq. Collected data was evaluated using hierarchical regression analyses. Based on the results of the study, it has been observed that advertisement is the most important factor on the brand image for the university students. Secondly, social media has unignorably effects on the brand image. It was already observed that although its significant, personal factors are least important on the brand image.