THE EFFECT OF CORPORATE BRAND IMAGE ON INSTITUTIONAL COMMITMENT: A FIELD STUDY

With the recently-established universities, especially in recent ten years, the problem of the shortage of instructors has begun to appear, and a large number of transfers of instructors between universities has been experienced. it is considered that universities should have a positive corporate image and high level commitment employees to prevent this erosion. our study aimed to discuss if instructors’ perceptions of the image of the institution for which they work influences their institutional commitment. within the study, data were collected through questionnaire from the instructors employed, and factor analysis and multiple regression analysis were applied to the data collected. according to the results of the data, it can be said that there is a connection between the image of institutional trademark (corporate philosophy, the physical facilities and institutional quality) and institutional commitment (emotional and normative commitment).