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تاثیر برندسازی بر جذب دانشجویان بینالمللی با میانجیگری رضایت و وفاداری برند در آموزش عالی | ||
پژوهش های مدیریت عمومی | ||
دوره 13، شماره 48، شهریور 1399، صفحه 265-292 اصل مقاله (1.14 MB) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22111/jmr.2020.31759.4800 | ||
نویسندگان | ||
الهام هاشم نیا1؛ روح اله باقری مجد ![]() ![]() | ||
1کارشناسی ارشد مدیریت آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران | ||
2استادیار مدیریت آموزش عالی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران. | ||
چکیده | ||
برندسازی در پاسخ به جهانیسازی و رقابت جهانی، از عوامل موثر بر مراکز دانشگاهی برای رقابت دانشجویان در صحنه بینالمللی است. هدف پژوهش حاضر بررسی تاثیر برندسازی بر جذب دانشجویان بینالمللی با میانجیگری رضایت و وفاداری از برند آموزش عالی بوده است. روش پژوهش همبستگی بود که در جامعه تحقیق اعضا هیات علمی دانشگاه سیستان و بلوچستان با نمونه 177 نفری براساس تصادفی طبقهای اجرا شده است. ابزار پژوهش چهار پرسشنامه، تقویت برند، رضایت از برند، تعهد به برند و پرسشنامه جذب دانشجویان بینالمللی بوده است. روایی تأییدی و پایایی ترکیبی و کرانباخ ابزار مناسب گزارش شد. روش تجزیه و تحلیل با استفاده از نرمافزار PLS2، مدل معادلات ساختاری بوده است. نتایج نشان داد، تقویت برند دانشگاهی بر رضایت و وفاداری برند و جذب دانشجویان بینالمللی بهصورت مستقیم و غیرمستقیم تاثیر دارد. همچنین رضایت از برند بر وفاداری از برند و جذب دانشجویان بینالمللی اثر مستقیم و غیرمستقیم داشته است. از طرفی وفاداری به برند بر جذب دانشجویان بینالمللی اثر مستقیم داشته است. میتوان گفت توجه به آگاهی، نگرش و ارزش ویژه برند در ارتقا عملکرد برند از طریق رضایت و وفاداری دارای نقش سازنده در جذب دانشجو برای موسسات آموزش عالی است. واژههای کلیدی: تقویت برند، رضایت از برند، وفاداری به برند، جذب دانشجویان بین-المللی. | ||
کلیدواژهها | ||
تقویت برند؛ رضایت از برند؛ وفاداری به برند؛ جذب دانشجویان بینالمللی | ||
مراجع | ||
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