مدلی برای پیشایندها و پیامدهای ارزش ویژۀ برند کارمند‌محور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

2 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

تحقیق حاضر با هدف بررسی عوامل موثر بر ارزش ویژۀ برند کارمندمحور و همچنین پیامدهای آن انجام شده است. در این تحقیق سعی شده است مدلی از پیشایندها و پیامدهای ارزش ویژه برند کارمندمحور ارائه و آزمون شود. تحقیق حاضر به لحاظ هدف یک تحقیق کاربردی و به لحاظ روش از نوع تحقیقات توصیفی و همبستگی است. جامعه آماری تحقیق شامل کارکنان بانک صادرات شهر اصفهان بود که نمونه­ای از آنها به تعداد 340 نفر انتخاب شد. داده­های تحقیق از طریق پرسشنامه جمع­آوری شد و با استفاده از روش مدل­سازی معادلات ساختاری و با رویکرد حداقل مربعات جزئی مورد تحلیل قرار گرفت. یافته­های تحقیق تاثیر مثبت و معنی­دار جهت­گیری بازار درونی، دانش برند و هویت­یابی با برند را بر ارزش ویژۀ برند کارمندمحور تأیید کرد. همچنین تأثیر ارزش ویژۀ برند کارمندمحور بر رفتار شهروندی برند، رضایت کارکنان، قصد ماندن در سازمان و تبلیغات توصیه­ای مثبت کارکنان تأیید شد. با توجه به تأثیر ارزش ویژۀ برند کارمندمحور بر نگرش­ها و رفتارهای کارکنان، به منظور ارتقای آن در سازمان می­توان به توسعه و تقویت پیشایندهای ارزش ویژۀ برند کارمندمحور شامل جهت­گیری بازار درونی، دانش برند و هویت­یابی با برند توجه نمود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

A Model of Antecedents and Consequences of Employee-based Brand Equity

نویسندگان [English]

  • Mehdi Yazdanshenas 1
  • Erfan Asnaashari Esfahani 2
1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba`i University, Tehran, Iran.
چکیده [English]

The aim of this study was to investigate the factors affecting the employee-based brand equity and also its consequences. This research tried to present and test a model of the antecedents and consequences of employee-based brand equity. The present study is an applied research in terms of purpose and descriptive and correlational research in terms of method. The statistical population of the study included the employees of Bank Saderat in Isfahan, a sample of which was selected included 340 people. Research data were collected through a questionnaire and analyzed using structural equation modeling with partial least squares approach. The research findings confirmed the positive and significant effect of internal market orientation, brand knowledge and brand identification on the employee-based brand equity. Also, the effect of employee-based brand equity on brand citizenship behavior, employee satisfaction, intention to stay in the organization and positive employees` word-of-mouth were confirmed. Considering the effect of employee-based brand equity on employees' attitudes and behaviors, in order to promote employee-based brand equity within the organization, it is possible to develop and strengthen its antecedents including internal market orientation, brand knowledge and brand identification.

کلیدواژه‌ها [English]

  • Employee-based Brand Equity
  • Internal Market Orientation
  • Brand Knowledge
  • Brand Identification
  • Brand Citizenship Behavior

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