پیوندهای مفید
آمار
| تعداد نشریات | 13 |
| تعداد شمارهها | 238 |
| تعداد مقالات | 2,415 |
| تعداد مشاهده مقاله | 3,938,563 |
| تعداد دریافت فایل اصل مقاله | 2,856,925 |
بررسی عوامل مؤثر در تدوین استراتژیهای برندسازی دانشگاههای مبتنی بر آموزش الکترونیکی | ||
| فناوری آموزش | ||
| مقاله 4، دوره 11، شماره 2 - شماره پیاپی 42، فروردین 1396، صفحه 133-148 اصل مقاله (1.56 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22061/tej.2017.633 | ||
| نویسندگان | ||
| عباس منوریان1؛ جواد صفویه2؛ نرگس آقاخانی3؛ جلال رضایینور* 4 | ||
| 1گروه مدیریت دولتی، دانشکده مدیریت، دانشگاه تهران ، تهران، ایران | ||
| 2گروه مدیریت کسبوکار، دانشکده علوم انسانی، دانشگاه مهر البرز ، ایران | ||
| 3گروه مدیریت فناوری اطلاعات، دانشکده فناوری اطلاعات، دانشگاه مهر البرز، ایران | ||
| 4گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه قم، قم، ایران | ||
| تاریخ دریافت: 08 دی 1394، تاریخ بازنگری: 19 فروردین 1396، تاریخ پذیرش: 06 خرداد 1396 | ||
| چکیده | ||
| این تحقیق به بررسی عوامل مؤثر در تدوین استراتژیهای برندسازی در دانشگاههای مبتنی بر آموزش الکترونیکی میپردازد. هدف اصلی این تحقیق شناسایی عوامل مؤثر در تدوین استراتژیهای برندسازی یکی از دانشگاههای مجازی استان تهران است. در این مقاله تلاش شده است عوامل مؤثر بر تدوین استراتژی (مرحلة اول از فرآیند مدیریت استراتژیک) برای دانشگاههای مبتنی بر آموزش الکترونیکی، بر اساس پیشینة تحقیق و نیز تجارب چندین ساله فعالیت این نوع دانشگاهها در ایران، جمعآوری شوند و با دیدگاهسنجی از استادان یکی از دانشگاههای مجازی استان تهران مورد بررسی و تجزیهوتحلیل قرار گیرند، شاخصها و عواملی که در تدوین استراتژی برندسازی موفق در یک دانشگاه الکترونیکی مؤثر است بررسی و شناسایی شود، همچنین عواملی که باعث نگهداری و ارتقای برند دانشگاهی هستند معرفی کرد تا با استفاده از آنها بتوان با ارائة راهکارهای علمی و عملی، یک برند موفق دانشگاهی را به وجود آورد. این پژوهش از نظر هدف کاربردی و از نوع توصیفی-پیمایشی است، از منظر گردآوری دادهها، میدانی و ابزار آن پرسشنامه است. نتایج تحقیق حاکی از این است که عوامل بنگاهی/دانشگاهی، عوامل محیطی خارجی، عوامل محیطی داخلی و عوامل ادراک دانشجو، تأثیر مثبت و معناداری بر تدوین استراتژیهای برندسازی دانشگاههای آموزش الکترونیکی دارند. | ||
| کلیدواژهها | ||
| استراتژی برندسازی؛ برندسازی؛ دانشگاه مبتنی بر آموزش الکترونیکی؛ مدیریت استراتژیک برند | ||
| موضوعات | ||
| آموزش الکترونیکی- مجازی | ||
| عنوان مقاله [English] | ||
| Investigating Effective Factors of Branding Strategies in E-Learning based Universities | ||
| نویسندگان [English] | ||
| A. Monavvarian1؛ J. Safavieh2؛ N. Aghakhni3؛ J. Rezaee Nour4 | ||
| 1Government Management Department, Faculty of Management, University of Tehran.Tehran. Iran | ||
| 2Business Management Department, Faculty of Humanities, Mehr Alborz University, Iran | ||
| 3Department of Information Technology Management, Faculty of Information Technology, Mehr Alborz University, Iran | ||
| 4Department of Industrial Engineering, Faculty of Engineering, Qom University, Qom, Iran | ||
| چکیده [English] | ||
| This study examines the factors contributing to the development of branding strategies in e-learning based universities. The purpose of this paper is to identify factors contributing to the development of branding strategies in a virtual university in Tehran. In this paper, the factors wich affecting strategy (the first stage of the strategic management process) for e-learning based universities, based on the literature and the experience of many years of activity, in this type of Iranian universities, are collected and using professors’ perspectives we can provide scientific and practical strategies that help university to create a successful brand. The survey research strategy conducted for this study. This study is an applied descriptive survey research, Data collection is based on field Studies and questionnaire is used for collecting data. The results indicated that institutional /academic factors, external environmental factors, internal environmental factors and student perceptions factors, had positive and significant effects on development of branding strategies for e-learning based universities. | ||
| کلیدواژهها [English] | ||
| Brand strategy, branding, E-learning based universities, brand strategic management | ||
| مراجع | ||
|
[1] “Allameh, H. Noktehdan, I. Effects of customer loyalty service quality (case of four and five star hotels in Isfahan). Business Management, 2010. 2. (5). [In Persian].” [2] “Heydarzadeh, K. Ghalandari, K. Norouzi, A. Brand, affecting on purchasing process. Tadbir periodical journal (scientific periodical journal in the field of management training). 2007. 18. (18). [In Persian].” [3] “Sung, M. and Yang, S. U. Toward the model of university image: the influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 2008. 20(4).” [4] “Kotler, P. Marketing Management, 11th ed. Prentice-Hall, Upper Saddle River, NJ. 2003.” [5] “Költringer, C. Dickinger, A. Analyzing destination branding and image from online sources: A web content mining approach. Journal of Business Research, 2015. 68. (9).” [6] “Tsai, J. Chang, C. Call-pricing equity returns and default risks of entry mode with brand perception in retail banking. International Review of Economics & Finance, 2012. 21. (1).”
[7] “Kayaman, R. & Arasli, H. Customer based brand equity: evidence from the hotel industry. Managing Service Quality, 2007.17 (1).”
[8] “Brodie, R. J. Whittome, J. R., & Brush, G. J. Investigating the service brand: A customer value perspective. Journal of Business Research, 2009. 62. (3).”
[9] “Carlene Elrod, C. The development and application of a systematic approach to evaluating an academic department’s brand meaning. Published doctoral dissertation, University of Mossouri-Rolla. 2007.”
[10] “Wong, P. W. Teoh, K. The influence of destination competitiveness on customer-based brand equity, Journal of Destination Marketing & Management, 2015. DOI:10.1016/j.jdmm.2015.05.001.”
[11] “Bahraminejad, R., The analysis of the impact of brand extension strategy on brand image in the market of sports shoes (case study: Physical education students of Isfahan University and Islamic Azad University Khorasgan Branch) Master’s Thesis. Faculty of .”
[12] “Zamani, M.S, The study of consumer reaction against the brand expansion strategy (brand extensions) (case study: Shirin Novin Company and tak Makaron Company). Master’s Thesis. Faculty of Management - Islamic Azad University Central Tehran Branch. 2012. [.”
[13] “Purmoradiyan, S., The effect of resource-based strategy on the performance of E-Banking, the moderating role of brand and innovation capability, Master’s Thesis. Institute of Humanities and Social Sciences - Tabriz University. 2012. [In Persian].”
[14] “Feyzabadi, Z., Prioritization and evaluation the effective factors on the brand of tourism destinations in Iran, Master’s Thesis. Allame Tabatabaee University. 2010. [In Persian].”
[15] “Atefi, B., The effect of the brand extensions strategy on consumer attitudes of new product (case study: Snowa Brand), Master’s Thesis. Faculty of Humanities and Social Sciences - Payam Noor University of Tehran. 2010. [In Persian].”
[16] “Mollaee Tavani, Z., The strategy codification of education of Karaj Environment University based on SWOT analysis, Master’s Thesis. Faculty of Humanities - Payam Noor University of Tehran. 2012. [In Persian].”
[17] “Mottaghi, S. Strategy formulation align with Comprehensive scientific map to promote the role and the position of Payam Noor University In realization of 20-Year Vision of the Islamic Republic of Iran, Master’s Thesis. Economic and Social Research Institu.”
[18] “Roodbari, H., The model for the measurement of service quality in E-Learning Universities (case study: Mehr Alborz University). Master’s Thesis. Faculty of Management - Mehr Alborz Institute of Higher Education.”
[19] “Butterfield, L. Brand survival: Do brands really last forever? Strategic Direction, 2007. 23 (3).”
[20] “Hankinson, P. An empirical study which compares the organizational structures of companies managing the world’s top 100 brands with those managing outsider brands. Journal of Product & Brand Management. 1999. 8. (5).”
[21] “Juhari, Stephens. Tracing the Origins of Competitive Intelligence throughout History, Journal of Competitive Intelligence. 2006.”
[22] “Parment, Anders. Distribution Strategies for Volume and Premium Brands in Highly Competitive Consumer Markets, Journal of Retailing and Consumer Services. 2008. 15 (4).”
[23] “Janakiraman, M. Marketing Mix in the Context of Libraty & information Products & services, DESIDOC Bulletin of Information Technology, 1998. 18 (3).”
[24] “Kotler, P. Wong, V. Saunders, J. & Armstrong, G. Principle of Marketing, Fourth Edition, Prentice Hall. 2005.”
[25] “Chernatony, Leslie. From Brand Vision to Brand Evaluation, M. A. Butterworth-Heinemann. 2006.”
[26] “Deshpande, R. & Webster, F. Organizational Culture and Marketing: Defining the Research Agenda. Journal of Marketing, 1989. 53.”
[27] “Deshpande, R. &Farley, J. U. Organizational culture, market orientation, innovativeness and firm performance. International Journal of Research in Marketing, 2004. 22.”
[28] “Chernatony. Leslie. & Cottam, Susan. Interaction between Organizational Cultures and Corporate Brands, Journal of Product & Brand Management, 2008. 13 (24).”
[29] “Mangold, Glynn. Miles, Sandra Jeanquart. The Employee Brand: Is Yours an All-star? Journal of Business Horizons. 2007. 50 (5).”
[30] “King, Ceridwyn. Grace, Debra. Exploring the Role of Employees in the Delivery of the Brand: a Case Study Approach, Journal of Qualitative Marketing Research: an International Journal, 2005. 8 (4).”
[31] “Robbins, S. Organizational theory, structure and organizational design. Alvani, M, Danayifard, H. Tehran: Saffaar. 2008. [In Persian].”
[32] “David, J. Principle and Practice of Marketing, 4th edition, McGraw-Hill International (UK). 2004.”
[33] “Chernatony, Leslie. & McDonald, Malcolm. Creating Powerful Brands in Consumer, Service and Industrial Market, Third edition, Butterworth-Heinemann. 2003.”
[34] “Kotler, P. & Kller, K. L. Marketing Management. 12th Ed. New Dehli: Prentice-Hall of India. 2007.”
[35] “Vranesevic, T. & Stancec, R. The Effect of Brand on Perceived Quality of Food Product, Journal of British Food, 2003. 105 (11).”
[36] “Jagre, E., Watson, J. J., & Watson, J. G. Sponsorship and congruity theory: A theoretical framework for explaining consumer attitude and recall of event sponsorship, Advances in Consumer Research, 2001. 28.”
[37] “Balmer, J. M. T. Corporate identity, corporate branding and corporate marketing: seeing through the fogo, European Journal of Marketing, 2001. 35. (3).”
[38] “Gwinner, K. P. & Eaton, J. Building brand image transfer through event sponsorship: The role of image transfer, Journal of advertsing, 1999. 28 (4).”
[39] “McCracken, G. Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, 1989. 16.”
[40] “Aaker, J. L. Dimensions of brand personality, Journal of Marketing Research, 1997. 34 (3).”
[41] “Batra, R. & Homer, P. M. The situational impact of brand image beliefs. Journal of Consumer Psychology. 2004. 14 (3).”
[42] “Hellier, P. K. , Geursen, G. M. , Carr, R. A. , & Rickard, J. A. Customer repurchase intention: A general structural equation model, European Journal of Marketing, 2000. 37 (11).”
[43] “Dees, W. personality fit in NASCAR: does driver‐sponsor congruence increase sponsorship effectiveness outcomes? Partial fulfillment of the requirements for the degree of doctor of philosophy, Rollins College; M. S. E. S. S., University of Florida. 2007.”
[44] “Azar, A. Momeni, M. Statistics and Its Application in Management. Tehran: The Center for the Study and Compilation of University Books inhumanities (SAMT). 2012. [In Persian].”
[45] “Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1–55”.
| ||
|
آمار تعداد مشاهده مقاله: 12,743 تعداد دریافت فایل اصل مقاله: 2,327 |
||