عوامل موثر بر جذابیت برند کارفرما، با نقش متغیر تعدیلگر اجتناب اطمینان برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 گروه مدیریت، دانشگاه پیام نور، ایران

2 عضو هیات علمی دانشگاه پیام نور، گروه مدیریت، دانشگاه پیام نور، کرج، ایران

3 گروه جامعه شناسی فرهنگی، دانشگاه آزاد واحد علوم و تحقیقات تهران

چکیده

 هدف از این مقاله، بررسی عوامل موثر بر جذابیت برند کارفرما است. با استفاده از ادبیات پژوهش، متغیرهای لوگو، تصویر ذهنی، شهرت و هویت برند مشتری شناسایی شدند و متغیر اجتناب از عدم‌اطمینان برند، در رابطه‌ی بین هویت برند مشتری و جذابیت برند کارفرما، به عنوان متغیر تعدیلگر در نظر گرفته شد. جامعه آماری پژوهش، مدیران و کارشناسان ادارات شهرداری استان فارس است که حداقل یک بار از هواپیمایی ماهان استفاده نموده‌اند. با استفاده از فرمول کوکران و انتخاب تصادفی، نمونه‌ای به تعداد 190 نفر انتخاب شد. برای تجزیه‌وتحلیل داده‌ها، از روش مدل معادلات ساختاری در قالب نرم‌افزار پی‌ال‌اس استفاده گردید. نتایج نشان می‌دهد که لوگوی سازمان بر تصویر ذهنی و شهرت، تصویر ذهنی بر شهرت و جذابیت برند کارفرما، شهرت بر هویت برند مشتری و جذابیت برند کارفرما؛ و در نهایت، هویت برند مشتری بر جذابیت برند کارفرما تاثیر دارد. ضمن این‌که تاثیر متغیر تعدیلگر اجتناب از عدم‌اطمینان برند، در رابطه‌ی میان هویت برند مشتری و جذابیت برند کارفرما تایید شد.

کلیدواژه‌ها


عنوان مقاله [English]

The effective factors in employer’s brand attractiveness with the role of moderating variable of brand avoiding uncertainty

نویسندگان [English]

  • alireza saremi 1
  • saeed sadeghian gharaghi 2
  • saber shokri 1
  • yahya hamdi 3
1 management department, payamenour university, Iran
2 Faculty Member of Payame Noor Universityو management department, payamernour university, Karaj, Iran
3 cultural sociology, Azana university
چکیده [English]

 
The aim of this study was to analyze the effective factors in employer’s brand attractiveness. By using the literature logo, corporate image, reputation and customer brand identification variables were determined and variable of brand avoiding uncertainty in relationship with customer brand identification and employer’s brand attractiveness was selected as of moderating variable. The population of the study was managers and experts in municipalities in Fars province that they at least used Mahan airline once.190 people were selected by using Cochran Formula and simple random sampling. To analyze the data structural equitation modeling in the PLS software was used. The results showed that logo has effect on corporate image and reputation, corporate image on reputation and employer’s brand attractiveness, reputation on employer’s brand attractiveness and customer brand identification and at last customer brand identification has effect on Employer’s brand attractiveness. It should be mentioned that the effect of moderating variable of brand avoiding uncertainty in relationship with Customer Brand Identification and Employer’s brand attractiveness was confirmed.

کلیدواژه‌ها [English]

  • employer’s brand attractiveness
  • logo
  • corporate image
  • reputation
  • customer brand identification
  • brand avoiding uncertainty
-     حمدیان پور، ف. & ضیایی بیده، ع. & سعیدا اردکانی، م. (1392). ارایه مدلی جهت بررسی پیامدهای ارزش ویژه برند کارفرما با استفاده از مدل معدلات ساختاری، دوفصلنامه علمی و پژوهشی کاوش‌های مدیریت بازرگانی، سال پنجم، 9، 20-1.

-     خوش‌زبان، س.& علیزاده مشکانی، ف. (1395). رابطه میان آرم سازمان، تصویر و شهرت سازمان از طریق برداشت‌های مشتری. همایش بین‌المللی مدیریت نوین در افق 1404، تهران.

-     رابینز، ا. (1389). رفتار سازمانی، مفاهیم، نظریه‌ها و کاربردها (ترجمه: علی پارساییان و سید محمد اعرابی). دفتر پژوهش‌های فرهنگی، چاپ 89.

-     سالنامه آماری شرکت هواپیمایی کشور، سایت http://www.cao.ir (تاریخ بازدید 6 اسفندماه 95).

-     شفیعی، م. م. & رحمت‌آبادی، ی. (1394). تاثیر ادراکات از شخصیت برند بر تمایل به خرید: نقش تفاوت‌های فرهنگی و سازگاری مشتری و برند. فصلنامه مدیریت برند، دوره دوم، شماره چهارم، 68-45.

-          علیزاده ثانی، م. & نجات، س. (1395). بررسی تاثیر جذابیت برند کارفرما بر تمایل استخدام نخبگان (مطالعه موردی: شرکت‌های زیرمجموعه وزارت نفت). نشریه مدیریت بازرگانی، شماره 1، 228-205.

-         مجتهدزاده، پ. (1378). ایران و ایرانی بودن در آستانه قرن بیست‌ویکم، ماهنامه اطلاعات سیاسی اقتصادی، شماره‌های 147-148، آذر و دی 1378.

-     Ahearne, M. & Bhattacharya, C.B. & Gruen, T. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of Applied Psychology, 90 (3), 574-585.

-     Alizadeh Sani, M. & Nejat, S. (2015). Investigating the Effect of Employer Brand Attraction on Elite Hiring Opportunity (Case Study: Subsidiaries of Oil Ministry). Business Management, 1, 205-228. (In Persian)

-     Backhaus, K. & Tikoo, S. (2004). Conceptualizing and Researching Employer Branding. Career Development International, 9 (5), 501-517.

-     Balmer, John M. T. (1998). Corporate identity and the advent of corporate marketing. Journal of Marketing Management, 14(8), 963–996.

-     Balmer, J. M. T. & Gray, E. R. (2000). Corporate identity and corporate communications: creating a competitive advantage. Industrial and Commercial Training, 32 (7), 256-62.

-     Balmer, J. M. & Stuart, H. & Greyser, S. A. (2009). Aligning identity and strategy: Corporate branding at British Airways in the late 20th century. California Management Review, 51(3), 6-23.

-     Balmer, J. M. T. & Powell, S. M. & Greyser, S. A. (2011). Explicating ethical corporate marketing. Insights from the BP Deepwater Horizon catastrophe: The ethical brand that exploded and then imploded. Journal of Business Ethics, 102(1), 1–14.

-     Bergami, M. & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology, 39(4), 555-577.

-     Biel, Alexander L. & Bridgwater, C. A. (1990). Attributes of likeable television commercials. Journal of Advertising Research, 30(3), 38–44.

-     Chadwick, S. & Walters, G. (2009). Sportswear identification, distinctive design and manufacture logos — Issues from the front line. Marketing Review, 9(1), 63–78.

-     Chin, W. W. (2010). How to write up and report PLS analyses. In V. E. Vinzi, W. W. Chin, J. Henseler, H. & Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 655 – 690). Berlin: Springer.

-     Collins, C.J. & Stevens, C.K. (2002). The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: a brand equity approach to recruitment. Journal of Applied Psychology, 87(6), 1121-1133.

-     DeChernatony, L. (2001). A model for strategically building brands. Brand Management, 9(1), 21–44.

-     Dell, D. & Ainspan, N. & Bodenderg, T. & Troy, K. & Hickey, j. (2001). Engaging Employees through Your Brand. The Conference Board (Research Report 1288-01-RR).

-     Dolphin, R. R. (2004), Corporate Reputation – A Value Creating Strategy. Corporate governance, 4(3), 77-92.

-     Dowling, G. R. (1993). Developing your company image into a corporate asset. Long Range Planning, 26(2), 101-109.

-     Dukerich, J. M. & Golden, B. R. & Shortell, S. M. (2002). Beauty is in the eye of the beholder: The impact of organizational identification, identity, and image on the cooperative behaviors of physicians. Administrative Science Quarterly, 47(3), 507 – 533.

-     Edwards, M.R. (2010). An integrative review of employer branding and OB theory. Personnel Review, 39(1), 5-23.

-     Freer, T. (2012). Social media gaming – a recipe for employer brand success. Strategic HR Review, 11(1), 13-17.

-     Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Boston: Harvard Business School Press.

-     Fombrun, C. J. & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233–258.

-     Foroudi, P. & Melewar,T.C. & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: An examination of consumer perceptions in the financial setting. Journal of Business Research, 67, 2269–228.

-     Fung So K. & King C. & Hudson S. & Meng F. (2017). The missing link in building customer brand identification: The role of brand attractiveness. Tourism Management, 59, 640- 651.

-     Hair, J. F. & Ringle, M. & Sarstedt, M. (2011). PLS-SEM: Indeed a silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–151.

-     Hamidianpoor, F. & Ziaie Bideh, A. & Saida Ardakani, M. (2013). Offering of a model for evaluating the implications of employer brand visa ownership using structural modeling model. Business Management Exploration, 5(9), 1-20. (In Persian)

-     Keller, K. L. & Lehmann, D. R. (2006) Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740 – 759.

-     Khoshzaban, S. & Alizadeh Meshkani, F. (2016). The relationship between organization logos, image and reputation of the organization through customer perceptions. International Conference on New Management at 1404 horizons, Tehran. (In Persian)

-     King, C. & Grace, D. (2008). Internal branding: Exploring the employee's perspective. Journal of Brand Management, 15(5), 358-372.

-     Kissel, p. & Büttgen. N. (2015). Using social media to communicate employer brand identity: The impact on corporate image and employer attractiveness. Journal of Brand Management, 22(9), 755–777.

-     Kline, R. B. (2012). Principles and Practice of Structural Equation Modeling, 3nd edition, New York: Guilford Press.

-     Lam, S. K. & Ahearne, M. & Mullins, R. & Hayati, B. & Schillewaert, N. (2013). Exploring the dynamics of antecedents to consumer e brand identification with a new brand. Journal of the Academy of Marketing Science, 41(2), 234-252.

-     Marin, L. & De Maya, S. R. (2013). The role of affiliation, attractiveness and personal connection in consumer-company identification. European Journal of Marketing, 47(3/4), 655-673.

-     McCartney, S. (2014). Now landing: Tough challengers. The Wall Street Journal, D1.

-     Mojtahedzadah, P. (2007). Iran and Iranians on the eve of the twenty-first century. Political economic information, 147-148. (In Persian)

-     Moroko, L. & Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160-175.

-     Nguyen, N. (2006). The collective impact of service workers and services cape on the corporate image formation. International Journal of Hospitality Management, 25(2), 227-44.

-     Nguyen, N. & Le Blanc, M. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303 – 311.

-     Nunally, J. (1978). Psychometric theory, 2nd edition. New York: Mc Graw-Hill.

-     Pike, S. & Page, S. J. (2014). Destination marketing organizations and destination marketing: A narrative analysis of the literature. Tourism Management, 41, 202-227.

-     Rabins, E. (2010). Organizational Behavior, Concepts, Theories and Applications. (Translator: Ali parsaian and Sayed Mohammad Arabi), Office of Cultural Research, Tehran. (In Persian)

-     Rindova, V. P. & Williamson, I. O. & Petkova A. P. & Sever, J. M. (2005). Being Good or Being Known: An Empirical Examination of the Dimensions, Antecedents, and Consequences of Organizational Reputation. Academy of Management Journal, 48(6), 1033-1049.

-     Rigdon, E. E. & Ringle, C. M. & Sarstedt, M. (2010). Structural modeling of heterogeneous data with partial least squares. In N. K. Malhotra (Ed.), Review of marketing research, Vol.7.

-     Rue, H. & Bondarouk, T. & Dresselhaus, L. (2013). Global Talent Management in Multinational Corporations and the Role of Social Networks, Emerald Group Publishing.

-     Sarstedt, M. & Wilczynski, P. & Melewar, T. C. (2012). Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validity. Journal of World Business, under press, 1-11.

-     Shafie, M. M. & Rahmatabadi, Y. (2015). The effect of perceptions of brand personality on the tendency to buy: the role of cultural differences and customer and brand compatibility. Journal of Barand Management, 2(4). 45-68. (In Persian)

-     Sivertzen A. M. & Nilsen E. R. & Olafsen A. H. (2016). Employer branding: employer attractiveness and the use of social media. Journal of Product & Brand Management, 22/7, 473–483.

-     Statistical Yearbook of the country's airline, Retrieved from http://www.cao.ir. (In Persian)

-     Van, H. & Cornelius H. & Puth, G. (1995). Factors that determine the corporate image of South African banking institutions: An explanatory investigation. International Journal of Bank Marketing, 31(3), 340–355.

-     Wartick, S. L. (2002). Measuring corporate reputation. Business and Society Review, 105(3), 48-60.

-     Xie. C. & Bagozzi. R. & Meland. K.V. (2015). The impact of reputation and identity congruence on employer brand attractiveness. Marketing Intelligence & Planning, 33(2), 124-146.