Volume 14, Issue 55 (Summer 2026)
IUESA 2026, 14(55): 91-105 |
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resen resen S H, Bakhshizadeh A. Designing a Branding Model for Islamic Azad University to Attract Iraqi Students. IUESA 2026; 14 (55) :91-105
URL: http://iueam.ir/article-1-2283-en.html
URL: http://iueam.ir/article-1-2283-en.html
1- ST.C , Islamic Azad University , Tehran , Iran
2- ST.C , Islamic Azad University , Tehran , Iran ,alirezabakhshizadeh@iau.ac.ir
2- ST.C , Islamic Azad University , Tehran , Iran ,
Abstract: (11 Views)
Iran’s higher education system possesses substantial potential for attracting and enrolling Iraqi students. Owing to geographical proximity, shared cultural and historical affinities, and Iran’s significant educational capacities, the country has emerged as an appealing academic destination for Iraqi students. By strategically enhancing the brand positioning of universities, this potential can be leveraged to accelerate international student recruitment and foster scientific and cultural collaboration between the two nations.Accordingly, the present study aims to develop a university branding model for Islamic Azad University (IAU) to enhance its attractiveness among Iraqi students. In terms of purpose, this research is applied; methodologically, it adopts a qualitative research design. Data were collected through semi-structured interviews whose validity and reliability were assessed and confirmed as satisfactory.Following a comprehensive review of the literature, an interview protocol was developed. Participants were selected through purposive snowball sampling from among academic experts and executive professionals actively engaged in higher education institutions in both countries. Data were analyzed using a grounded theory approach with the support of MAXQDA software.The findings indicate that economic and educational factors constitute the core drivers of university branding in attracting Iraqi students. The study further identifies strategic actions, including the development of supportive infrastructures, enhancement of institutional reputation, and implementation of active academic diplomacy strategies. These strategies are influenced by intervening conditions (student-related and university-related factors) and contextual conditions (macro-level and micro-level factors). The implementation of these strategies yields consequences at both institutional and national levels—benefiting the host university and country, as well as the students and their home country.
Keywords: Higher Education System, University Branding, Islamic Azad University, Iraqi Students, Grounded Theory
Type of Study: Research |
Subject:
Special
Received: 2026/05/18 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
Received: 2026/05/18 | Accepted: 2026/06/22 | Published: 2026/06/22 | ePublished: 2026/06/22
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