عنوان مقاله [English]
This research aims to develop a localizing model of branding skill training and individual and social entrepreneurship in Educational system of Iran. The research method is combination and research design is also a mixed explorative research method. In qualitative section, twenty professors of educational management, entrepreneurship and public management disciplines in Islamic Azad University of Mazandaran and Senior and middle managers of Mazandaran Province Education Department were interviewed by using "samples containing rich information" with Delphi method and by using semi-structured questionnaires. The results suggested that the internal factors underlying the brand had dimensions of: manager's risk-taking, financial, social and legal infrastructures, strategic planning, support of senior managers of the organization, educational quality and culture and environment of the schools, external factors underlying the brand had dimension of: the brand power of the organization, government support, motivational plans of Upstream institutions and macro strategies, Internal Consequences of Branding had dimensions of: students motivation, entrepreneurial trend in school, encouragement and support of talent students and their creation and innovation and external consequences of branding had the dimensions of: brand equity of the organization, community and Public Opinion Satisfaction, attracting talented and innovative students, total desirable performance and the social responsibility of the organization. In the quantitative part of research, a researcher-made questionnaire by multi-stage relative classified sampling method has been distributed among 364 teachers of girls' and boys' secondary schools of Mazandaran and data were analyzed explorative and confirmatory factor analysis with SPSS and AMOS software. The results from quantitative section showed that the effect of all the internal and external factors underlying brand on branding skill-learning and individual and social entrepreneurship and this variable on internal and external consequences of branding has been confirmed.
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