انوشیروان علاء

The purpose of this study is to examine and evaluate the financial brand value of educational centers, aiming to expand school branding by addressing the question of which factors influence brand financial value and by analyzing the relationships among the identified factors and components. This research employs a mixed-methods (qualitative-quantitative) approach. Initially, qualitative meta-synthesis analysis was used to identify the determinants of brand value in non-profit schools. Subsequently, structural equation modeling was employed to develop the financial branding model. The qualitative sample comprised academic articles and books published between 2012 and 2023 on the subject of brand financial value, while the quantitative population consisted of all education staff in the schools of Tonekabon County, Mazandaran Province, during 2023–2024, selected through unlimited census and stratified random sampling in person. The findings indicate that, in the qualitative phase, components such as brand sentiment, brand credibility, brand competence, brand meaning, and brand attributes were identified as key determinants of financial brand value. In the quantitative phase, statistically significant relationships among the dimensions and components were established. The overall model fit, based on the GOF formula, was calculated at 0.69, indicating strong model validity and alignment with empirical data. The results of this study can provide substantial support to managers and decision-makers in non-profit schools for enhancing and promoting financial brand value—particularly by increasing credibility, attracting students, securing greater financial opportunities and resources, strengthening community engagement, and fostering a sense of belonging and identity.