مدل ساختاری تأثیر دوسوتوانی برند دانشگاه بر تعهد دانشجویان با توجه به نقش میانجی عملکرد برند و تصویر برند دانشگاه (مورد مطالعه: برند پیام نور)

نوع مقاله : مقاله پژوهشی

نویسنده

استادیار گروه مدیریت دولتی، دانشگاه پیام نور، تهران

چکیده

هدف تحقیق حاضر بررسی نقش دوسوتوانی برند دانشگاه بر تعهد دانشجویان به دانشگاه برای ادامه تحصیل در مقاطع تحصیلات تکمیلی با توجه به نقش میانجی عملکرد برند و تصویر برند دانشگاه بود. تحقیق از لحاظ هدف، کاربردی و از نظر روش، توصیفی از نوع پیمایشی بود. جامعه آماری دانشجویان دانشگاه پیام نور استان یزد بود و حجم نمونه با فرمول کوکران، 359 تعیین شد. ابزار گردآوری داده‌ها، چهار پرسش­نامه بود. برای بررسی پایایی پرسش­نامه­ها از ضریب آلفای کرونباخ و برای بررسی روایی از روش روایی منطقی (روایی محتوا) و روایی سازه (تحلیل عاملی تأییدی) استفاده شد. تحلیل­های توصیفی و آزمون همبستگی با استفاده از نرم­افزار اس­پی­اس­اس و تحلیل­های مربوط به مدل‌سازی معادلات ساختاری با نرم­افزار لیزرل انجام شد. نتایج مدل ساختاری نشان داد که در دانشگاه پیام نور استان یزد، بعد اکتشافی دوسوتوانی برند بر عملکرد برند تأثیر دارد اما بعد بهره­برداری تأثیر ندارد. عملکرد برند دانشگاه بر تصویر برند دانشگاه و همچنین تصویر برند بر تعهد دانشجویان تأثیر دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Structural Model of Influence of Brand Ambidexterity on Studentsʼ Commitment with Considering Mediating Role of Brand performance and Brand Image (Case: Brand of Payame Noor)

نویسنده [English]

  • Hamideh Shekari
چکیده [English]

Abstract: The aim of this research is to investigate the effect of brand ambidexterity on studentsʼ commitment for higher education with considering mediating role of brand performance and brand image. This study is an applied research in terms of purpose and a descriptive-survey research in terms of method. The statistical population is the students of Payam-e-Noor University in Yazd province. A sample comprising of 359 members was selected using simple random sampling method. The statistical instruments consisted of four questionnaires. Reliability of the scales was confirmed by Cronbach’s alfa and validity of the scales was confirmed by confirmatory factor analysis. For analyzing data, Structural Equation Modeling was employed.The results revealed that exploratory strategy has a direct, positive and significant impact on brand performance. Exploitative strategy has no effect on brand performance. Brand performance has a direct, positive and significant impact on brand image. Brand image has a direct, positive and significant impact on studentsʼ commitment.

کلیدواژه‌ها [English]

  • Brand ambidexterity
  • Brand performance
  • Brand image
  • Studentsʼ Commitment
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