مجله توسعه آموزش جندی شاپور اهواز

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فرآیند داوری

مدلسازی برندینگ، پاسخ‌های رفتاری دانشجویان، تصویرذهنی و اعتبار برند دانشگاه در نظام آموزشی ایران

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری، مدیریت آموزشی، دانشگاه آزاد اسلامی واحد ساری، مازندران، ایران.

2 عضو هیئت علمی، گروه مدیریت آموزشی، دانشگاه آزاد اسلامی، واحد ساری، ساری، ایران.

3 عضو هیئت علمی، گروه مدیریت آموزشی، دانشگاه آزاد اسلامی واحد ساری، مازندران، ایران.

چکیده

پژوهش حاضر با هدف مدلسازی برندینگ، پاسخ­ های رفتاری دانشجویان، تصویرذهنی  و اعتبار برند دانشگاه در نظام آموزشی ایران از طریق روش تحقیق مدل آمیخته اکتشافی انجام شد. جامعۀ آماری آن در بخش کیفی، گروهی از اساتید مدیریت بازرگانی و آموزشی و مدیران عالی دانشگاه­ های آزاد کشور و در بخش کمّی اعضای هیئت علمی دانشگاه آزاد اسلامی در 14 واحد دانشگاهی این دانشگاه در استان مازندران به تعداد 1487 نفر (328 نفر زن و 1159 مرد) بودند. در بخش کیفی از روش نمونه­ گیری گلوله برفی، تعداد 20 نفر و در بخش کمّی با روش نمونه ­گیری تصادفی طبقه ­ای نسبی بر اساس فرمول کوکران، تعداد 305 نفر به عنوان نمونۀ آماری انتخاب شدند. داده ­ها در بخش کیفی از طریق اجرای تکنیک دلفی با پرسشنامه نیمه ­ساختاریافته و در بخش کمّی از طریق اجرای پرسشنامه­ه ای محقق ساخته 65 گویه ­ای در میان  نمونۀ آماری استخراج و با استفاده از نرم افزارهای SPSS و AMOS تجزیه و تحلیل شد. یافته ­ها نشان داد، مدل نهایی دارای چهار سطح و سیزده بعد بود که سطح اول (رفتار مشارکتی دانشجو، رفتار شهروندی دانشجو و کیفیت ادراکی دانشجو) بر سطح دوم (آگاهی برند، هویت برند، شهرت برند و جایگاه رقابتی برند)، سطح دوم بر سطح سوم (رضایت دانشجو، وفاداری دانشجو و تبلیغات شفاهی دانشجو) و سطح سوم بر سطح چهارم (ارزش برند دانشگاه، تصویر ذهنی از برند در جامعه و اعتبار برند در جامعه) تأثیر دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Branding modeling, students’ behavioral responses, mental image, and university brand credibility in the Iranian educational system

نویسندگان [English]

  • Mohammad Reza Khanari 1
  • Saeed Saffarian Hamedani 2
  • Ome Kolsoom Gholam Hosseinzadeh 3

1 PhD student, Education Management, Islamic Azad University of Sari, Mazandaran, Iran.

2 Faculty member, Department of Educational, Management Islamic Azad University, Sari Branch, Sari, Iran.

3 Faculty member, Department of Educational Management, Islamic Azad University, Sari Branch, Mazandaran, Iran.

چکیده [English]

Using a heuristic mixed-methods approach, the present study was aimed at branding modeling, students' behavioral responses, mental image, and university brand credibility in the Iranian educational system. The statistical population in the qualitative phase included a group of professors of Business and Educational Management and senior managers of Iran's Islamic Azad universities, and in the quantitative phase of the study, the statistical population included 1487 (328 females and 1159 male) faculty members of 14 Islamic Azad universities in Mazandaran province. The participants in the qualitative phase were 20 individuals selected using the snowball sampling method, while in the quantitative phase, using relative stratified random sampling method based on Cochran's formula, 305 people were selected. Data in the qualitative phase were collected by performing the Delphi technique with a semi-structured questionnaire, and in a quantitative phase, a 65-item researcher-made questionnaire was used as the data collection tool. Data were analyzed using SPSS and AMOS software. Findings showed that the final model had four levels and thirteen dimensions. The first level (student participatory behavior, student citizenship behavior, and student perceptual quality) affected the second level (brand awareness, brand identity, brand reputation, and brand competitive position) which in turn affected the third level (student satisfaction, student loyalty, and oral student promotion) and the third level affected the fourth level (university brand value, mental image of the brand in society, and brand credibility in society).

کلیدواژه‌ها [English]

  • Students' behavioral responses
  • Mental image
  • University brand credibility
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مجله توسعه آموزش جندی شاپور اهواز
دوره 12، شماره 3
فصلنامه پاییز 1400
آذر 1400
صفحه 865-881
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هم رسانی
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