ارائه یک مدل مفهومی از برندسازی مدیران به روش فراترکیب

الموضوعات :

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.

تاريخ الإرسال : 12 الخميس , صفر, 1444 تاريخ التأكيد : 24 الأحد , جمادى الأولى, 1444 تاريخ الإصدار : 28 الثلاثاء , ربيع الثاني, 1444

الکلمات المفتاحية: برندسازی, برند, برندسازی مدیران, روش فراتریب,

ملخص المقالة :

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.

المصادر:

اسگندری، کریم؛ جزنی، نسرین؛ معمارزاده طهران، غلامرضا؛ موسی‌خانی، مرتضی و محتشمی، علی. (1398). طراحی مدل برندسازی منابع انسانی در سازمان‌های دولتی ایران به روش فراترکیب. فصلنامه مشاور شغلی و سازمانی، 11(41). 194- 159.

حسن پور، ا؛ وکیلی، ی؛ نوروزی، ح؛ خمویی، ف (1399). شناسایی ابعاد و مولفه های برندسازی شخصی کارمند با روش آمیخته (مطالعه موردی: صنعت بیمه ایران). فصلنامه پژوهش های مدیریت در ایران، دوره 24، شماره 3،پاییز،116-91.

دلیری، جواد (1396). بررسی شاخص‌های برند سازی شخصی و سیاسی ترامپ و بازنمایی رسانه‌ای آن با تأکید بر رقابت‌های انتخاباتی 2016 ایالات متحده. فصلنامه رسانه، 28(2)، 51-25.

صائمیان، ص؛ محمدیان، م؛  میرمعینی، ح؛ شاهرخی، ف. (1393). بررسی تأثیر مؤلفه های فرهنگی بر مدل برند شخصی مبتنی بر شایستگی های فردی. مجله مدیریت فرهنگی، 7(22). 86-71.

صفار، ی؛ عظیم‌زاده، س م و کفاش‌پور، آ. (1395). تحلیل عوامل مؤثر در شکل‌دهی تصویر برند ورزشکاران حرفه‌ای، دوفصلنامه مدیریت و توسعه ورزش، 5(1)، 102-85.

عاملی، ر (1393). بررسی پیشایندها و پیامدهای ارزش ویژه برند بر مبنای کارمندان (مورد مطالعه: هتل های منتخب استان اصفهان). پایان نامه کارشناسی ارشد، دانشگاه یزد.

عزیزی، ش؛ جمالی، ش و صناعی ، الف. (1391). ارائه مدل عوامل مؤثر بر عملکرد کارکنان در مورد برند درصنعت بانکداری (مطالعه موردی: بانک کشاورزی). مدیریت بازرگانی ، دوره 4، شماره 11، 104-89.

فیض، داود؛ باقری قره بلاغ، هوشمند؛ حیدری، حمیدرضا؛ عین علی، محسن؛ نوری، مراد علی. (۱۳۹۸). رفتار شهروندی سازمانی؛ واکاوی نقش برندسازی منابع انسانی در سکوت سازمانی کارکنان پلیس راهور ناجا. منابع انسانی ناجا، ۱۳ (۵۷)، ۹-۲۶.

قاسمی، حمید و صائمیان، فاطمه (1396). مقایسه وضعیت خودبرندسازی و مهارت‌های ارتباطی دانشجویان رشته تربیت بدنی با سایر رشته‌ها. پژوهش‌های کاربردی در مدیریت ورزشی، 6(3)، پیاپی23، 52-43.

ملایی, ر؛ سیادت, س ع؛ هویدا، ر و ریزانه، ج. (1400). طراحی مدل برندسازی شخصی کارکنان با تأکید بر آموزش‌های سازمانی (مورد مطالعه:کارکنان اداری قوه قضائیه جمهوری اسلامی ایران). مجله ایرانی مطالعات مدیریت، 14(4)، 699-720. doi: 10.22059/ijms.2020.309396.674202.

یوسفی، ح و غلامی آواتی، ر .(1399)، بررسی تاثیر وفاداری به برند با رضایت مشتریان،ششمین همایش ملی پژوهش های نوین در حوزه علوم انسانی، اقتصاد و حسابداری ایران،تهران،https://civilica.com/doc/1221723.

Aaker, D. A. (1996). Building Strong Brand. The Free Press, New York.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Ahmad, R., Hashim, L., & Harun, N. (2016). Criteria for effective authentic personal branding for academic librarians in Universiti Sains Malaysia libraries. Procedia-Social and Behavioral Sciences, 224, 452-458.

Bendisch, F., Larsen, G., & Trueman, M. (2012). Fame and Fortune: A Conceptual Model of CEO Brands. European Journal of Marketing, 47(3).

Berger, L. A. (2004). Four steps to creating a talent management system, Talent Management Handbook, Creating Organizational Excellence by Identifying, Developing, and Promoting Your Best People. New York: McGraw-Hill.

Bikash, K., & Sasmita, S. (2021). Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude. International Journal of Asian Business and Information Management, 12(2).

Brandt, E., & Kull, P. (2007). Talent Management: How firms is Sweden find and nurture value adding human resources. Intarnationella Handelshogskolan. www. essays. se/essay/47c110a845

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

Bridson, K., & Evans, F. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403-411.

Butar, C. R. B., & Ali, D. S. F. (2018). Strategi personal branding selebgram non selebriti. PRofesi Humas, 2(2), 86-101.

Cheborgei, W. C., & Kamaar, M. (2017). Influence of personal branding on organizational performance in the affluent banking industry in Kenya industry in Kenya. The Strategic Journal of Business & Change Management, 4(4), 678 - 692.

Evans, J. R. (2017). Branding in perspective: Self-branding for professional success. Hofstra University, Hempstead, 1-27.

Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841- 853.

Frendika, R., Sule, E. T., & Kusman, M. (2018). The power of personal values and cultural competence towards personal branding of employees. Academy of Strategic Management Journal, 17(1), 1-10.

Ghosh, D. K., & Kulshrestha, S. S. (2016). Employee Branding–Becoming a New Mantra for Employee Engagement. International Journal of Science and Research, 5(6), 2081 – 2086.

Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: interdisciplinary systematic review and research agenda. Front. Psychol.

Gordon, R., Zainuddin, N., & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing, 30(1), 48-62.

Graeme, M., Gollan, P., & Grigg, K. (2009a). A future for employer branding? Dealing with negative capabilities in strategic. International Industrial Relations, 15(1), 24-56.

Graeme, M., Gollan, P., & Grigg, K. (2009b). A future for employer branding? Dealing with negative capabilities in strategic. Sydny: Anaheim. International Industrial Relations, 15(1), 24-56.

Hankinson, P. (2001). Brand orientation in the top 500 fundraising charities in the UK. JOURNAL OF PRODUCT & BRAND MANAGEMENT, 10, 346-360.

Jacobson, J. (2020). You are a brand: social media managers’personal branding and “the future audience”. Journal of Product & Brand Management, 26(6), 715–727.

Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(1), 695-716.

Kull, P., & Brandt, E. (2007). Talent Management: How firms is Sweden find and nurture value adding human resources. Intarnationella Handelshogskolan. https://www.semanticscholar.org/paper/Talent-Management-%3A-How-firms-in-Sweden-find-and-Kull-Brandt/6bc55d1ccc31d29c4fb9997cc56973587e509330

Liopis, G. (2013). Personal branding is a leadership requirement, not a self-promotion campaign. Forbes(10).

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.

Milovanovic, S., Baltezarevic, B., & Milovanovic, N. (2016). Personal branding through leadership. International Review of Basic and Applied Sciences, 3(4), 75-81.

Montoya, P., & Vandehey, T. (2003). The Brand Called You: The Ultimate Brand-building and Business Development. Personal Branding Press.

Neale, L., Hughes, A., & Dann, S. M. (2008). Exploring the application of personal brands and opinion leadership in political marketing Proceedings of Australia and New Zealand Marketing Academy Conference, The Australian National University.

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.

Sagdati, M. (2015). The role and importance of personal branding in career development [Bachelor Thesis, Valkeakoski, univercity of applied sciences]. International Business.

Saunders, K. M. (2011). A Case Study of Four Entrepreneurs on Their Quest to Achieve Professional Success in the Age of the Personal Brand University of North Carolina Wilmington.

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.

Ward, C., & Yates, D. (2013). Personal branding and e-professionalism. Journal of Service Science, 6(1), 101-104.

Aaker, D. A. (1996). Building Strong Brand. The Free Press, New York.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

Ahmad, R., Hashim, L., & Harun, N. (2016). Criteria for effective authentic personal branding for academic librarians in Universiti Sains Malaysia libraries. Procedia-Social and Behavioral Sciences, 224, 452-458.

Ameli, R. (2014). Reviewing the antics and consequences of brand equity based on employees (Case study: Selected Hotels in Isfahan Province) [Master's Thesis, Yazd University]. (In Persian)

Azizi, S., Jamali, S., & Sana'i, A. (2012). Presenting a model of factors affecting employees' performance regarding brand in banking industry (Case study: Agricultural Bank). Business Administration, 4(11), 89-104. (In Persian)

Bendisch, F., Larsen, G., & Trueman, M. (2012). Fame and Fortune: A Conceptual Model of CEO Brands. European Journal of Marketing, 47(3).

Berger, L. A. (2004). Four steps to creating a talent management system, Talent Management Handbook, Creating Organizational Excellence by Identifying, Developing, and Promoting Your Best People. New York: McGraw-Hill.

Bikash, K., & Sasmita, S. (2021). Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude. International Journal of Asian Business and Information Management, 12(2).

Brandt, E., & Kull, P. (2007). Talent Management: How firms is Sweden find and nurture value adding human resources. Intarnationella Handelshogskolan. www. essays. se/essay/47c110a845

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.

Bridson, K., & Evans, F. (2004). The secret to a fashion advantage is brand orientation. International Journal of Retail & Distribution Management, 32(8), 403-411.

Butar, C. R. B., & Ali, D. S. F. (2018). Strategi personal branding selebgram non selebriti. PRofesi Humas, 2(2), 86-101.

Cheborgei, W. C., & Kamaar, M. (2017). Influence of personal branding on organizational performance in the affluent banking industry in Kenya industry in Kenya. The Strategic Journal of Business & Change Management, 4(4), 678 - 692.

Daliri, J. (2017). Review of Trump’s Political and Personal Branding Indices and Its Media Representation by Emphasis on 2016 US Election. Rasaneh journal, 28(2), 25-51. (In Persian)

Esgandari, K., Jazani, N., Memarzadeh, G., Mousakhani, M., & Mohtashami, A. (2019). Designing a Model of Human Resource Brand in Iran's Governmental Organizations by the Meta-Synthesis Method. Career and Organizational Counseling, 11(41), 159-194. (In Persian)

Evans, J. R. (2017). Branding in perspective: Self-branding for professional success. Hofstra University, Hempstead, 1-27.

Ewing, M. T., & Napoli, J. (2005). Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research, 58(6), 841- 853.

Feyz, D., Bagheri Gharebolagh, E., Heidari, H., Ayn, M., & Nouri, M. (2019). Organizational Citizenship Behavior, Analysis of the Role of Human Resource Branding in Organizational Silence of Police Employees rahur Naja. Scientific Journal of Education Technology, 13(57). (In Persian)

Frendika, R., Sule, E. T., & Kusman, M. (2018). The power of personal values and cultural competence towards personal branding of employees. Academy of Strategic Management Journal, 17(1), 1-10.

Ghasemi, H., & Saemian, F. (2017). Comparison of self-development status and communication skills of physical education students with other disciplines. Applied Researches in Sport Management, 6(3), 43-52. (In Persian)

Ghosh, D. K., & Kulshrestha, S. S. (2016). Employee Branding–Becoming a New Mantra for Employee Engagement. International Journal of Science and Research, 5(6), 2081 – 2086.

Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal branding: interdisciplinary systematic review and research agenda. Front. Psychol.

Gordon, R., Zainuddin, N., & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing, 30(1), 48-62.

Graeme, M., Gollan, P., & Grigg, K. (2009a). A future for employer branding? Dealing with negative capabilities in strategic. International Industrial Relations, 15(1), 24-56.

Graeme, M., Gollan, P., & Grigg, K. (2009b). A future for employer branding? Dealing with negative capabilities in strategic. Sydny: Anaheim. International Industrial Relations, 15(1), 24-56.

Hankinson, P. (2001). Brand orientation in the top 500 fundraising charities in the UK. JOURNAL OF PRODUCT & BRAND MANAGEMENT, 10, 346-360.

Hassanpoor, A., Vakili, Y., Norouzi, H., & Khamoie, f. (2021). Identify the dimensions and components of employee personal branding by mixed method (Case study: Iran Insurance Industry). Management Research in Iran, 24(3), 91-116. (In Persian)

Jacobson, J. (2020). You are a brand: social media managers’personal branding and “the future audience”. Journal of Product & Brand Management, 26(6), 715–727.

Knox, S., & Freeman, C. (2006). Measuring and managing employer brand image in the service industry. Journal of Marketing Management, 22(1), 695-716.

Kull, P., & Brandt, E. (2007). Talent Management: How firms is Sweden find and nurture value adding human resources. Intarnationella Handelshogskolan. https://www.semanticscholar.org/paper/Talent-Management-%3A-How-firms-in-Sweden-find-and-Kull-Brandt/6bc55d1ccc31d29c4fb9997cc56973587e509330

Liopis, G. (2013). Personal branding is a leadership requirement, not a self-promotion campaign. Forbes(10).

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.

Milovanovic, S., Baltezarevic, B., & Milovanovic, N. (2016). Personal branding through leadership. International Review of Basic and Applied Sciences, 3(4), 75-81.

Mollaei, R., Siadat, S. A., Hoyda, R., & Rizaneh, J. (2021). Designing the personal branding model of employees with an emphasis on organizational training (case study: administrative staff of the judiciary of the Islamic Republic of Iran). Iranian Journal of Management Studies, 14(4), 699-720. https://doi.org/10.22059/ijms.2020.309396.674202 (In Persian)

Montoya, P., & Vandehey, T. (2003). The Brand Called You: The Ultimate Brand-building and Business Development. Personal Branding Press.

Neale, L., Hughes, A., & Dann, S. M. (2008). Exploring the application of personal brands and opinion leadership in political marketing Proceedings of Australia and New Zealand Marketing Academy Conference, The Australian National University.

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.

Saemian, P., Mohammadian, M., Mir Moini, H., & Shahrokhi, F. (2014). Investigating the effect of cultural components on the personal brand model based on individual competencies. Journal of Cultural Management, 7(22), 71-86. (In Persian)

Saffar, Y., Azimzadeh, S. M., & Kaffashpour, A. (2016). Analysis of factors affecting the brand image shaping of professional athletes. Sport Management and Development Biennical, 5(1), 85-102. (In Persian)

Sagdati, M. (2015). The role and importance of personal branding in career development [Bachelor Thesis, Valkeakoski, univercity of applied sciences]. International Business.

Saunders, K. M. (2011). A Case Study of Four Entrepreneurs on Their Quest to Achieve Professional Success in the Age of the Personal Brand University of North Carolina Wilmington.

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.

Ward, C., & Yates, D. (2013). Personal branding and e-professionalism. Journal of Service Science, 6(1), 101-104.

Yousefi, H., & Gholami Avati, R. (2019). investigating the effect of brand loyalty on customer satisfaction, The 6th National Conference on Modern Researches in the Humanities, Tehran. https://civilica.com/doc/1221723 (In Persian)