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
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