ارائه یک مدل مفهومی از برندسازی مدیران به روش فراترکیب

محورهای موضوعی : مدیریت

اعظم سنائی ¹ , اکبر اعتباریان ² , البرز قیتانی ³ , علی رشیدپور ⁴

1 - دانشجوی دکتری، مدیریت دولتی گرایش رفتار سازمانی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.
2 - دانشیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.
3 - استادیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.
4 - استادیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.

تاریخ دریافت : 1401/06/17 تاریخ پذیرش : 1401/09/27 تاریخ انتشار : 1401/09/01

کلید واژه: برندسازی, برند, برندسازی مدیران, روش فراتریب,

چکیده مقاله :

هدف از این پژوهش، ارائه یک مدل مفهومی از برندسازی مدیران سازمان‌های ایرانی در سطوح سه گانه مدیریت عالی، میانی و اجرایی به روش فراترکیب می‌باشد. در این پژوهش از روش کیفی- تحلیل مضمون تفسیری استفاده گردیده است. منابع نوشتاری مرتبط با برندسازی مدیران اعم از کتاب، پایان نامه، مقاله و غیره به‌عنوان جامعه آماری بخش کیفی انتخاب شده‌اند. پس از بررسی و غربال، بیش از هشت هزار منبع شناسایی شده، 75 منبع دارای کدهای مرتبط بودند و برای تحلیل مورد استفاده قرار گرفتند. در نهایت، در اثر نتیجه تحلیل داده‌های کیفی شناسایی 207 کد، 70 مضمون پایه، 29مضمون سازمان دهنده و ۷ مضمون شناسایی شد که در قالب یک مدل مفهومی ارائه و تبیین شدند. بنابراین، براساس مدل پژوهش 7 مضمون فراگیر و تعیین کننده مدل برندسازی مدیران استخراج شده شامل: جایگاه اجتماعی، خبرگی، آرمان توسعه محور، پویایی نظام مدیریت منابع انسانی سازمان، هوشمندی فردی و سازمانی، خودبرندسازی و اعتمادآفرینی می‌باشند.

چکیده انگلیسی:

This research aims to present a conceptual model of managers' branding in a hybrid way. In this research, the qualitative method-interpretive theme analysis has been used. Written sources related to the branding of managers, such as books, dissertations, articles, etc., were selected as the statistical population of the qualitative section; After examining and screening more than eight thousand identified sources, 75 sources had related codes and were used for analysis. Finally, as a result of qualitative data analysis; 207 codes, 68 basic themes, 29 organizing themes, and 7 comprehensive themes were identified, presented, and explained in the form of a conceptual model. Therefore, based on the research model, 7 overarching and determining themes of managers' branding model were extracted, including; Social status, expertise, development-oriented ideal, the dynamism of the organization's human resources management system, individual and organizational intelligence, self-branding and trust-building.

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Lucaa, F., Corina, A., & Sasuc, C. (2015). The importance of the professional personal brand. 7th International Conference on Globalization and Higher Education in Economics and Business Administration, 

Manurung, A. D. R. (2015). The Influence of Heroic Leadership and Learning Organization to Work Achievement with Authentic Personal Branding as Mediator. Mediterranean Journal of Social Sciences, 6(5), 18-25.

McNally, D., & Speak, K. D. (2002). Be your own brand. Berrett-Koehler Publishers.

Miles, S. J., & Mangold, W. G. (2005). Positioning Southwest airlines through employee branding. Journal of Business Horizons, 48(6), 535-545.

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Ogutu, R. P., & Ougo, R. T. (2016). The Relationship Between Personal Branding And Career Success: A Case of Employees at Geothermal Development Company in Kenya. International Journal of Economics, Commerce and Management, IV(8), 282-306.

Pawar, A. (2016). The Power of Personal Branding. International Journal of Engineering and Management Research, 6(2), 840-847.

Philbrick, J. L., & Cleveland, A. D. (2015). Personal branding: building your pathway to professional success. Medical reference services quarterly, 34(2), 181–189.

Potgieter, A., & Doubell, M. (2020). The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation. African Journal of Business and Economic Research, 15(2), 109-135.

Raftari, M., & Amiri, B. (2014). An entrepreneurial business model for personal branding: proposing a framework. Journal of Entrepreneurship, Business and Economics, 2(2), 121-139.

Rampersad, H. K. (2008). A new blueprint for powerful and authentic personal branding. Performance Improvement, 47(6), 34-37.

Rangarajan, D., Gelb, B. D., & Vandaveer, A. (2017). Strategic personal branding—and how it pays off. Business Horizons Journal, 60(5), 657-666.

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Styv´en a, M., Napp a, A., Mariani, M., & Nataraajan, R. (2022). Employee perceptions of employers’ creativity and innovation: Implications for employer attractiveness and branding in tourism and hospitality. Journal of Business Research, 290–298.

Tanwar, K., & Prasad, A. (2016). The effect of employer brand dimensions on job satisfaction: gender as a moderator. Management decision, 54(4), 854-886.

Tarnovskaya, V. (2017). Reinventing personal branding building a personal brand through content on You Tube. Journal of International Business Research and Marketing, 3(1), 29-35.

Tsai, S. P. (2011). Fostering international brand loyalty through committed and attached relationships. International Business Review, 20(5), 521-534.

Vosloban, R. I. (2013). Employee's personal branding as a competitive advantage: A managerial approach. The International Journal of Management Science and Information Technology, 147-159.

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