تبیین جایگاه شخصیت برند دانشگاه بر ترجیحات دانشجویان (مطالعه موردی: دانشگاه مازندران)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری آموزش ‌عالی دانشگاه مازندران

2 کارشناسی ارشد مدیریت آموزشی

چکیده

 امروزه دانشگاه‌ها با مسائل و مشکلات متعددی به‌ویژه در حوزه مشکلات مالی روبرو هستند که توجه به شخصیت برند می‌تواند در حل آن مؤثر باشد. در این راستا پژوهش حاضر با هدف تبیین جایگاه شخصیت برند دانشگاه بر ترجیحات دانشجویان انجام گرفته است. جامعه آماری پژوهش شامل همه دانشجویان دکتری دانشکده علوم و اجتماعی دانشگاه مازندران به تعداد 307 نفر است که با استفاده از جدول کرجسی و مورگان (1970) نمونه‌ آماری این پژوهش (170 نفر) با روش نمونه‌گیری طبقه‌ای تصادفی انتخاب شد. روش پژوهش از حیث ماهیت از نوع پژوهش‌های کمی و از نظر هدف از نوع تحقیقات بنیادی به شمار می‌رود. روش پژوهش نیز از نوع توصیفی- همبستگی است. نتایج پژوهش نشان داد که از بین 6 مؤلفه (اعتبار، جذبه، صداقت، زنده بودن، وجدان و جهان‌شمولی)، شخصیت برند، تنها دو مؤلفه زنده بودن و جذبه سهمی در پیش‌بینی ترجیحات دانشجویان برای انتخاب دانشگاه مازندران داشته‌اند.

کلیدواژه‌ها


عنوان مقاله [English]

Explaining the Position of University Brand Personality on Students’ Preferences (Case Study: University of Mazandaran)

نویسندگان [English]

  • Mojtaba Tajari 1
  • Somayeh Sahebi 2
1 mazandaran un
چکیده [English]

Abstract: Today, universities are faced with a multitude of problems, especially in the field of financial domains. As such, it seems that paying due attention to brand personality can be effective in solving the forenamed problems. In this regard, the present study aimed at explaining the position of the university brand personality in regard to students’ preferences. The statistical population of this study was composed of all PhD students in Faculty of Humanities and Social Sciences of University of Mazandaran (N=307). Having used Krejcie & Morgan Table (1970), it was attempted to determine the statistical sample of 170 students through stratified random sampling method. Given the purpose and nature of study, this research was classified as quantitative and fundamental research types. The research method was descriptive-correlational. The results of the study showed that among the six research components of brand personality (credibility, charisma, honesty, viability, conscience and universality), only two components of viability and charisma could play a role in predicting students’ preferences for choosing the University of Mazandaran

کلیدواژه‌ها [English]

  • Key words: Brand personality
  • students’ preferences
  • Higher Education
  • University of Mazandaran

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