Document Type : Original Research Paper


1 Government Management Department, Faculty of Management, University of Tehran.Tehran. Iran

2 Business Management Department, Faculty of Humanities, Mehr Alborz University, Iran

3 Department of Information Technology Management, Faculty of Information Technology, Mehr Alborz University, Iran

4 Department of Industrial Engineering, Faculty of Engineering, Qom University, Qom, Iran


This study examines the factors contributing to the development of branding strategies in e-learning based universities. The purpose of this paper is to identify factors contributing to the development of branding strategies in a virtual university in Tehran. In this paper, the factors wich affecting strategy (the first stage of the strategic management process) for e-learning based universities, based on the literature and the experience of many years of activity, in this type of Iranian universities, are collected and using professors’ perspectives we can provide scientific and practical strategies that help university to create a successful brand. The survey research strategy conducted for this study. This study is an applied descriptive survey research, Data collection is based on field Studies and questionnaire is used for collecting data. The results indicated that institutional /academic factors, external environmental factors, internal environmental factors and student perceptions factors, had positive and significant effects on development of branding strategies for e-learning based universities.


Main Subjects

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