ارائه یک مدل مفهومی از برندسازی مدیران به روش فراترکیب

محورهای موضوعی : مدیریت

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.)

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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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.

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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.

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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.

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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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