ارائه یک مدل مفهومی از برندسازی مدیران به روش فراترکیب

الموضوعات :

اعظم سنائی ¹ (دانشجوی دکتری، مدیریت دولتی گرایش رفتار سازمانی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.)
اکبر اعتباریان ² (دانشیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.)
البرز قیتانی ³ (استادیار گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد اصفهان (خوراسگان)، اصفهان، ایران.)
علی رشیدپور 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.

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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.

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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.

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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.

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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.

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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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