نگاشت علّی برند موفق در آموزش عالی ایران (مورد مطالعه دانشگاه فنی و حرفهای
محورهای موضوعی : مدیریت بازرگانی- بازرگانی
شهناز نایب زاده
1
,
ارسلان نامی
2
,
سیدحسن حاتمی نسب
3
,
محمدتقی هنری
4
1 - استاد گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
2 - دکتری گروه مدیریت، دانشگاه فنی و حرفه ای، بوشهر، ایران (نویسنده مسئول)
3 - استادیار گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
4 - استادیار گروه مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
کلید واژه: برند موفق, آموزشعالی, دانشگاه فنی و حرفهای, نگاشت علّی,
چکیده مقاله :
هدف اصلی این مطالعه، شناسایی، دسته بندی و نگاشت علّی مولفه های برند موفق در آموزش عالی است. این پژوهش از نظر هدف؛ کاربردی، از نظر ماهیت؛ اکتشافی- تحلیلی؛ از نظر روش گردآوری داده ها، ترکیبی (کیفی- کمی) است. براین اساس، در فاز کیفی با مرور ادبیات و پیشینه پژوهش و تاییدیه خبرگان مولفه های برند موفق در آموزش عالی شناسایی شد. سپس با استفاده از نظر خبرگان این مولفه ها دسته بندی گردید. در نهایت با استفاده از پرسشنامه مقایسه زوجی داده های مورد نیاز از 11 خبره دانشگاه فنی و حرفه ای استخراج و با استفاده از رویکرد نگاشت علّی مدل برند موفق با نقشه ذهنی ادغامی خبرگان طراحی شد. یافته های فاز کیفی نشان داد برند موفق در آموزش عالی بطور کلی در مقوله های تصویر دانشگاه، هزینه ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون سازمانی، برنامه ریزی و موفقیت آموزشی و موقعیت دانشگاه دسته بندی شد. بیشترین رابطه متغیرها مربوط به خدمات و امکانات دانشگاهی با هزینه ها و موارد مالی، سپس رابطه بین متغیرهای تصویر دانشگاه و خدمات و امکانات دانشگاهی است. ضعیف ترین رابطه نیز بین متغیر هزینه و موارد مالی با متغیر تصویر دانشگاه و برنامه ریزی و موفقیت آموزشی با هزینه ها و موارد مالی است. برند موفق در دانشگاه فنی و حرفه ای از مقوله های تصویر دانشگاه، هزینه ها و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون سازمانی، برنامه ریزی و موفقیت آموزشی و موقعیت دانشگاه تشکیل شده است.
This goal of the research is identify, categorize and causally map the components of a successful brand in higher education. This research in terms of purpose; functional, in nature; exploratory-analytical; in data collection method, it is a combined (qualitative-quantitative) method. In the qualitative phase, the components of a successful brand were identified by reviewing the literature and research background and experts' confirmation. Then, using the opinion of experts, these components were categorized. Ultimately, by using a pairwise comparison questionnaire, the required data was extracted from 11 experts of the technical and vocational university, and by using the causal mapping approach, the successful brand model was designed with the integration mental map of the experts. The findings of the qualitative phase showed that a successful brand in higher education consists of 6 components, which were divided into university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university. The highest relationship between variables is related to the relationship between university services and facilities with costs and financial items. Then, between the university image variables and university services and facilities. The weakest relationship is between the cost and financial variables with the university image and educational planning and success with costs and financial items. Successful brand consists of university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university.
Abdurrahman L., Orhan A., Funda U., Adem Y. (2018). Factors Affecting University Choice: A Study on University Freshman Students. The Journal of Buca Faculty of Education, 46, 199-216
Afzal, S. (2013). Factors influencing successful brand extension into related and unrelated product categories. Asian Economic and Financial Review, 3(2), 216.
Azizi, S, & Asnaashari, M. (2013). Internal branding and brand performance: the moderator role of workplace competitive climate and job satisfaction. Management Research in Iran, 17(3), 1-17.
Azizi, S, Ghareche, M, & BARATI, A. (2018). Model of successful branding in the ceramic and tile industry using grounded theory approach. Journal of Business Management, 9(4), 807-826. SID. https://sid.ir/paper/140225/en
Baykasoğlu, A., Kaplanoğlu, V., Durmuşoğlu, Z. D., & Şahin, C. (2013). Integrating fuzzy DEMATEL and fuzzy hierarchical TOPSIS methods for truck selection. Expert Systems with Applications, 40(3), 899-907.
Bock, D. E., Poole, S. M., & Joseph, M. (2014). Does branding impact student recruitment: A critical evaluation. Journal of Marketing for Higher Education, 24(1), 11-21.
Dao, M. T. N., & Thorpe, A. (2015). What factors influence Vietnamese students’ choice of university? International Journal of Educational Management.
Dawes, P. L., & Brown, J. (2014). Determinants of awareness, consideration, and choice set size in university choice. Journal of Marketing for Higher Education, 12(1), 49-75.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049-3057. DOI : https:// www.doi.org /10.56726/IRJMETS43500
Escalada, S. M. (2019). Strategy and management, the foundations of any successful brand. Correspondencias & análisis, 9, 13-35.
Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of product & brand management, 15(2), 98-105.
Feiz, D., Zarei, A., & Ghazvini, H. (2020). Designing a model for measuring the improvement of brand performance with the fuzzy expert system approach. Journal of Business Management Perspective, 18(40), 119-139.
Ghaedamini Harouni, A., Sadeghi De Cheshmeh, M., Korang Beheshti, S., & Maharani Barzani, M. (2022). Effects of Brand Performance on Consumer Buying Behavior through Variables Mediating Brand Trust and Brand Image and Brand Equity and Brand Loyalty. Jounal of Marketing Management, 17(54), 151-175.
Gharibi, H., Dehdashtishahrokh, Z., Hoseinimehr, M. (2020). The Impact of Brand Image and Brand Strength on the Desire to Buy Customers From online Stores (Case Study: Bamilo Store). Commercial Surveys, 17(99), 52-76.
Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model. Journal of product & brand management, 17(1), 4-12.
Gifford, R., & Newmeyer, C. E. (2019). Insights into long-term brand success. Journal of Marketing Theory and Practice, 27(1), 1-18.
Gupta, V., Levenburg, N., & Moore, L. (2019). Branding a family business: Identity, reputation, and legitimacy. Journal of Business Research, 103, 169-179.
Ilgan, A., Ataman, O., Uğurlu, F., & Yurdunkulu, A. (2018). Factors affecting university choice: A study on university freshman students. Dokuz Eylül Üniversitesi Buca Eğitim Fakültesi Dergisi, (46), 199-216.
Išoraitė, M. (2018). Brand Image Theoretical Aspects. Integrated Journal of Business and Economi, 2(1), 116-122.
Iyer, P., Davari, A., & Paswan, A. (2018). Determinants of brand performance: the role of internal branding. Journal of brand Management, 25(3), 202-216.
Jomeh Pour, S., Khabiri, M., Sajjadi, N., & Jalali Farahani, M. (2021). Factors Affecting the Foreign Employer Brand of the Ministry of Sports and Youth of Iran from the Perspective of Physical Education Students. Karafan Quarterly Scientific Journal, 18(2), 165-184. https://doi.org/10.48301/kssa.2021.128441
Joseph, M., Mullen, E. W., & Spake, D. (2012). University branding: understanding students’ choice of an educational institution. Journal of Brand Management, 20(1), 1-12.
Judson, K. M., Aurand, T. W., Gorchels, L., & Gordon, G. L. (2008). Building a university brand from within: University administrators' perspectives of internal branding. Services Marketing Quarterly, 30(1), 54-68.
Kerin, R., Hartley, S., & Rudelius, W. (2008). Marketing: The Core (3 ed.). McGraw-Hill/Irwin. https://www.amazon.com/Marketing-Core-Roger-Kerin/dp/0073381063
Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133.
Mihajlović, L. S., & a Trajkovi, S. (2020). Branding and brand m anagement in international busines. Journal of Process Management– New Technologies, International, 8(2), 38-44.
Mirzaie, H., Musavi, S., & Salehi Omran, E. (2020). Identifying entrepreneurial university indices and providing a model for public universities. Iranian Journal of Management in The Islamic University, 9(1), 165-184.
Mustafa, S. A. A., Sellami, A. L., Elmaghraby, E. A. A., & Al-Qassass, H. B. (2018). Determinants of college and university choice for high-school students in Qatar.
Naatu, F. (2016). Brand building for competitive advantage in the Ghanaian jewelry industry. International Review of Management and Marketing, 6(3), 551-558.
Nami, A., Nayebzadeh, S., Hatami-nasab, S. H., & Honari, M. T. (2023). Validation of Successful Brand Status in Technical and Vocational Universities with Structural Equation Modeling Approach. Karafan Quarterly Scientific Journal, 20(Special Issue), 63-89. doi: 10.48301/kssa.2022.332137.2031
Narayanan V.K, Armstrong D.J (2015). Causal Mapping for Research in Information Technology, Hershey PA: Idea Group Publishing.
Nasiri miyani, komeil, Salehi O, Ebrahim, & Abedini B, Meimenat. (2019). Identifying Factors Affecting the Selection of Technical and vocational Students from the Stakeholder Perspective. Journal of Skill Training, 7(28 ), 35-50. https://sid.ir/paper/409723/en
Novixoxo, J. D., Jamal-Deen, A., Anning, L., & Darko, S. (2018). The effect of branding on the marketing performance of companies in the mobile phone industry (case study of Techno Ghana, Accra). International Journal of Developing and Emerging Economies, 6(2), 39-60.
Praveen Thakral, Prof. (dr.) Rajendra K. Jain. ( 2023). Factors Influencing Brand Positioning in Higher Education: A Comparative Study of Madhya Pradesh and Rest of India. International Research Journal of Modernization in Engineering, Technology and Science. Volume:05/Issue:07/July-2023.
Proboyo, A., & Soedarsono, R. (2015). Influential factors in choosing higher education institution: A case study of a private university in Surabaya. Journal Management Pemasaran, 9(1), 1-7.
Rahimian, A. (2018). University Branding; New Necessity of Higher Education (Case Study: Karaj Branch of Payame Noor University). Journal of Management and Planning in Educational Systems, 11 (1), 139-158
Rasooli, R., & Esfandyarpour, I. (2018). Analysis of Effective Factors on the Brand Performance in Food Industry Factories. Iranian Journal of Trade Studies, 22(86), 165-188.
Rastgar, A., & Amini Khiabani, G. (2019). Achievement based on brand performance and market control; investigating the mediating role of brand management capability. New Marketing Research Journal, 9(2), 219-236.
Rastogi, P. (2012). Effect of brand extensions on parent brand. Global Journal of Commerce & Management Perspective, 1(1), 29-33.
Ravichandran, K., & Devi, P. N.(2017).Effective brand building . International Journal of Management (IJM), 8(1), 160-167.
Samaniego Erazo, G. N., Esteve-González, V., & Vaca, B. (2015). Teaching and Learning in digital worlds: strategies and issues in higher education. MB Mercè Gisbert (Ed.), Teaching and Learning in Digital World: Strategies and Issues in Higher Education, 129-136.
Santoso, A., Ratnawati, T., & Bon, A. T. (2019). Analysis of factors influencing students’ decisions to choose universitas Terbuka. International Conference on Industrial Engineering and Operations Management, Riyadh, Saudi Arabia, November 26-28.
Seturi, M. (2017). Brand awareness and success in the market. Journal of International Scientific Publications, 11, 424-432.
Stephenson, A. L., Heckert, A., & Yerger, D. B. (2016). College choice and the university brand: exploring the consumer decision framework. HigherEducation, 71(4),489-503.https://doi.org/ 10.1007 / s10734-015-9919-1
Suleymanov, T. (2019). University branding in Azerbaijan: empirical study of students'choices for education. Economic and Social Development: Book of Proceedings, 1444-1452.
Taj Amir, A., Andervazh, L., & hosseinpour, M. (2022). Presenting a strategic model of marketing capacities and its impact on performance in order to develop open innovation in Khuzestan steel industry. Journal of Marketing Management, 17(56), 65-83. doi: 10٫30495/jomm.2022٫63093٫1867.
Towers, A. E. (2019). Reconceptualising the decision making process of postgraduate student course selection (Doctoral dissertation, Manchester Metropolitan University).
Vlahvei, A., Notta, O., & Grigoriou, E. (2013). Establishing a strong brand identity through a website: The case of Greek Food SMEs. Procedia Economics and Finance, 5, 771-778.
Vukasovi, T. (2013). Building successful brand by using social networking media. Journal of Media and Communication Studies, 5(6), 56-63.
Yang, C., & Sigdel, B. (2023). The Impact of higher education service on institutional brand in Thailand: The mediating role of Chinese students’ satisfaction. The EURASEANS: Journal on Global Socio-Economic Dynamics, (6(43), 417-429. https://doi.org/10.35678/2539-5645.6 (43).2023.417-429
Yang, J. T., Wan, C. S., & Wu, C. W. (2015). Effect of internal branding on employee brand commitment and behavior in hospitality. Tourism and Hospitality Research, 15(4), 267-280.
_||_