فصلنامه پژوهش و برنامه ریزی در آموزش عالی
نقش قدرت وابستگی به برند در ارزش ویژه برند آموزش عالی در سطح بین المللی
نویسندگان
1 عضو هیئت علمی مؤسسه آموزش عالی غیرانتفاعی نیما، محمودآباد، مازندران، ایران
2 دکترای سیاستگذاری علم و فناوری، مؤسسه آموزش عالی غیرانتفاعی نیما، محمودآباد، مازندران، ایران
3 کارشناس ارشد مدیریت بازرگانی- بازاریابی بین الملل، مؤسسه آموزش عالی غیرانتفاعی نیما، محمودآباد، مازندران، ایران
چکیده
در این پژوهش نقش قدرت وابستگی به برند در ارزش ویژه برند آموزش عالی بین المللی بررسی شد. روش تحقیق بر اساس هدف از نوع تحقیق کاربردی و بر اساس نحوه گردآوری داده ها از نوع روش توصیفی از شاخه پیمایشی - همبستگی بود. جامعه آماری کلیه دانشجویان غیر ایرانی بودند که محل زندگی آنها خارج از مرزهای ایران است، ولی در یکی از دانشگاه های بین المللی داخل ایران تحصیل کرده اند. این تحقیق با توجه به سابقه مطالعات داخلی جزو معدود مطالعاتی است که در آن دانشگاه های کشور از دیدگاه دانشجویان بین المللی بررسی شده است. ضمن آنکه سعی شد تا با بررسی طیف گسترده ای از دانشجویان، حتی آنهایی که درس خود را به اتمام رسانده و به کشورشان برگشته اند، دیدگاه جامع تری در این حوزه به دست آید. در این مطالعه به دلیل پراکنده بودن اعضای جامعه آماری از روش نمونه گیری غیراحتمالی آسان یا در دسترس استفاده شد. پرسشنامه ها به صورت اینترنتی توزیع شد و تعداد 219 پرسشنامه مبنای تحلیل داده ها قرار گرفت. برای آزمون فرضیه های پژوهش از مدلسازی معادلات ساختاری استفاده شد. نتایج پژوهش نشان داد که دانشگاه های بین المللی ایران باید با افزایش کیفیت خدمات رسانی خود و افزایش و بهبود رفتار کارکنان موجب افزایش کیفیت ادراک شده دانشجویان خود شوند که این امر موجب بهبود تصویر برند، هویت برند، معنای برند و شهرت برند و متقابلاً موجب افزایش تعهد، اعتماد و رضایتمندی دانشجویان می شود که درنهایت، این امر به افزایش ارزش افزوده برند منجر خواهد شد.
کلیدواژه‌ها
عنوان مقاله [English]
The role of brand attachment power in the brand equity of higher education at international level
نویسندگان [English]
- Azam Sazvar 1
- Maryam Ghaedi 2
- Eynollah Mohamadi 3
1 Faculty Member of Nima Higher Education Institution, Mahmoud Abad, Mazandaran, Iran.
2 PhD in Policy of Science & Technology, Nima Higher Education Institution, Mahmoud Abad, Mazandaran, Iran.
3 Master of Business Administration-International Marketing, Nima Higher Education Institution, Mahmoud Abad, Mazandaran, Iran.
چکیده [English]
This research examined the role of brand attachment power in the brand equity of international higher education. An applied research method as chosen for this study. A descriptive correlational-survey method was used for data collection. The statistical population of the study included all non-Iranian students whose place of residence is outside Iran's borders but have studied at one of the international universities in Iran. This study, according to the history of national studies, is one of the few studies that have examined the Iranian universities from the perspective of international students. In addition, we have tried to get a more comprehensive view of the research topic by examining a wide range of students, even those who have completed their studies and returned to their country. Due to the scattered statistical population, a convenient non-probability sampling method was used. The questionnaires were distributed online and 219 questionnaires were used for data analysis. Structural Equation Modeling was applied to test the research hypotheses. The results of the research indicated that international universities in Iran should increase the perceived quality of their services and improve the behavior of their staff, which improves the brand image, brand identity, brand concept and brand reputation that in turn enhances commitment, trust and satisfaction of students, and ultimately leads to increased brand value.
کلیدواژه‌ها [English]
- The power of brand attachment
- Brand equity
- internationalization of universities
- Brand image
- Brand concept
- Brand identity
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