مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تأثیر تقویت برند بر جذب دانشجویان بین‌المللی دانشگاه مازندران با میانجیگری تصویر برند ، وفاداری برند و شهرت برند

نوع مقاله : مقاله پژوهشی

نویسنده
کارشناس معاونت پژوهش و فناوری اطلاعات دانشگاه مازندران
چکیده
تقویت برند در پاسخ به جهانی‌ سازی و رقابت جهانی، از عوامل مؤثر بر مراکز دانشگاهی برای جذب دانشجویان در صحنه بین‌المللی است . از این رو، هدف این پژوهش بررسی تأثیر تقویت برند بر جذب دانشجویان بین‌المللی دانشگاه مازندران با نقش میانجی وفاداری برند، شهرت برند و تصویر برند است . این پژوهش از نظر هدف، کاربردی و حیث ماهیت جمع‌آوری داده‌ها روش توصیفی - پیمایشی و از نوع همبستگی است. جامعه آماری پژوهش، اعضای هیئت‌علمی دانشگاه مازندران است. نمونه آماری پژوهش 167 نفر از اعضای هیئت‌ علمی بر اساس روش تصادفی طبقه‌ای است. ابزار گردآوری داده‌های پژوهش نیز پرسش‌نامه استاندارد بوده که روایی آن به روش روایی محتوای و روایی سازه و پایایی آن به روش آلفای کرونباخ مورد تأیید قرار گرفته است. روش تجزیه‌وتحلیل داده‌ها برای آزمون فرضیه‌های پژوهش، روش معادلات ساختاری (حداقل مربعات جزئی) به کمک نرم‌افزار Smart pls3 بوده است. نتایج تجزیه‌وتحلیل داده‌ها حاکی از آن است که تقویت برند بر جذب دانشجویان بین‌المللی دانشگاه مازندران و بر وفاداری برند و شهرت برند و تصویر برند تأثیر مثبت و معناداری دارد. همچنین نقش میانجی وفاداری برند و شهرت برند و تصویر برند در تأثیر بین تقویت برند بر جذب دانشجویان بین‌المللی مورد تأیید قرار گرفت.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The effect of brand strengthening on the attraction of international students of Mazandaran University with the mediation of brand loyalty , brand image and brand reputation

نویسنده English

hossein zabetpour koprdy
employee of mazandaran university
چکیده English

Strengthening the brand in response to globalization and global competition is one of the effective factors for university centers to attract students in the international scene. Therefore, the purpose of this research is to investigate the effect of brand strengthening on the attraction of international students of Mazandaran University with the mediating role of brand loyalty, brand reputation and brand image. In terms of purpose, this research is practical and in terms of the nature of data collection, it is a descriptive-survey method and correlation type. The statistical population of the research is the faculty members of Mazandaran University. The statistical sample of the research is 167 faculty members based on stratified random method. The research data collection tool is a standard questionnaire whose validity has been confirmed by content validity and construct validity and reliability by Cronbach's alpha method. The method of data analysis to test the research hypotheses was the method of structural equations (partial least squares) with the help of Smart pls3 software. The results of data analysis indicate that strengthening the brand has a positive and significant effect on attracting international students of Mazandaran University and on brand loyalty, brand reputation, and brand image. Also, the mediating role of brand loyalty and brand reputation and brand image in the effect of brand image on the attraction of international students was confirmed.

کلیدواژه‌ها English

Brand strengthening
attracting international students
brand loyalty
brand reputation
brand image
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