Background & Purpose: The current competitive age has led to the rapid growth of universities and higher education institutions , as well as other organizations , always trying to strengthen their brand equity in different ways and to make distinctions to other competitors. therefore , the present study seeks to investigate the effect of individual component of personal brand of professors and faculty members on the brand equity of the defense university.
Methodology: this research is applied in terms of practical orientation and the collection of data is descriptive and survey type . by reviewing the literature , questions related to individual component of personal brand and brand equity were extracted based on the conceptual model of research and with the help of experts , in the form of 49 questions , 121 of employees who were randomly selected at the defense university were studied and 99 questionnaires were completed and restored . the reliability coefficient of the questionnaire was /967. finally , the results were analyzed using spss and lizrel software
Findings: between the individual component of professors and faculty members with brand equity in defense university , there is a positive and significant relationship
Conclusion: the results of this study provide useful insight to managers and decision - makers at the university in order to identify these factors to enhance the specific brand value of the university brand