اخبار و اعلانات
آمار
| تعداد نشریات | 20 |
| تعداد شماره‌ها | 508 |
| تعداد مقالات | 4,389 |
| تعداد مشاهده مقاله | 8,223,444 |
| تعداد دریافت فایل اصل مقاله | 4,216,268 |
طراحی مدل مؤلفه‌های مؤثر بر تصویر سازمانی دانشگاه امام صادق (ع) | ||
| اندیشه مدیریت راهبردی | ||
| مقاله 2، دوره 4، شماره 2، مهر 1389، صفحه 43-77 اصل مقاله (4.03 M) | ||
| شناسه دیجیتال (DOI): 10.30497/smt.2010.144 | ||
| نویسندگان | ||
| مصباح‌الهدی باقری کنی1؛ اکبر عرفانی‌فر* 2 | ||
| 1استادیار گروه مدیریت بازرگانی دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق علیه السلام | ||
| 2کارشناس ارشد معارف اسلامی و مدیریت بازرگانی | ||
| چکیده | ||
| بی‌شک، به‌دست‌آوردن و حفظ وجهه و تصویر بیرونی مثبت، یکی از اهداف مهم تمامی سازمانها محسوب می‌شود. امروزه بسیاری از سازمانها زمان، منابع و تلاش بسیاری را صرف ایجاد تصویری تأثیرگذار از سازمان یا کسب و کار خود می‌کنند؛ چرا که هر گاه سازمانی تصویر مثبتی داشته باشد، مخاطبان، ذی‌نفعان و مشتریان آن، عموماً رفتارها و تصمیمات آن سازمان و نیز تجربه‌های خود با آن را مثبت تلقی خواهند کرد؛ درحالی‌که اگر این افراد یا گروه‌ها در ذهن خود تصویری منفی از آن سازمان داشته باشند، عملکرد و رفتار آن سازمان نزد آن‌ها به شکلی غیرواقعی تحت تأثیر تلقی‌ها و برداشت‌های منفی خواهد بود. نظر به اهمیتی که مفهوم تصویر سازمانی برای سازمانها و نهادهای مختلف دارد، تحقیق حاضر با دو هدف «اکتشافی» و «آزمون فرض» و با استراتژی مطالعة موردی انجام گرفته و گردآوری اطلاعات نیز در آن به سه شیوة کتابخانه‌ای، تحلیل محتوا و پیمایشی بوده است. نهایتا،ً در دانشگاه امام صادق (ع) مؤلفه‌هایی همچون هویت و فرهنگ دانشگاه، دانش‌آموختگان، گزینش و سایر عوامل بدو ورود، شهرت و پیشینة خاص، ویژگی‌ها و عملکرد بخش‌های مختلف، محیط فیزیکی و نمادها، کارکنان در تماس با مخاطبان بیرونی و پوشش رسانه‌ای اخبار و مراسم مهم‌ترین عوامل تأثیرگذار بر تصویر این دانشگاه شناسایی شده‌اند. | ||
| کلیدواژه‌ها | ||
| تصویر؛ تصویر برند؛ برند سازمانی؛ تصویر سازمانی؛ دانشگاه؛ دانشگاه امام صادق (ع) | ||
| عنوان مقاله [English] | ||
| Conceptual Model Design of Effective Factors on Corporate Image of Imam Sadiq (a.s) University | ||
| نویسندگان [English] | ||
| Mesbah Alhoda Bagheri Kani1؛ Akbar Erfanifar2 | ||
| 1استادیار گروه مدیریت بازرگانی دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق علیه السلام | ||
| 2MA of Commercial Management | ||
| چکیده [English] | ||
| Undoubtedly to gain and maintain a positive external image and reputation, can be considered as one of the most important goals of all organizations. Today, many organizations are spending time, resources and effort to create an effective image of their organization or business; When an organization has a positive image, the audience, the stakeholders and customers, consider the behaviors and decisions issued by the organization and their experiences as positive, whereas if the same people or groups had in their mind a negative image of the organization, the organization's performance and behavior would be unrealistically considered under the influence of their negative perceptions. Because of the importance of the concept of organizational image for various organizations and institutions, this study has been conducted with two goals of "exploratory" and "hypothesis testing" and with a case study strategy. The data collection was done in three ways: library method, content analysis and survey. Finally for Imam Sadiq University, factors such as identity and culture of the university, the university graduates, students’ selection and admission process, characteristics and performance of different parts of the university, the university reputation and background, its physical environment and related symbols, the personnel’s contact with external clients, and media coverage of university news and events were identified as the most important factors influencing the image of the university. | ||
| کلیدواژه‌ها [English] | ||
| image, brand image, corporate brand, corporate image, University, Imam Sadiq University | ||
| مراجع | ||
|
Aaker, D. (1996), Building Strong Brands, New York: The Free Press. Aaker, Jennifer L. (1997), "Dimensions of Brand Personality", Journal of Marketing Research, Vol. 34. Anderson, J.R. (1980), Cognitive Psychology and Its Implications, San Fransisco: W. H. Freeman. Avenarius, H. (1993), "Introduction: Image and Public Relations Practice", Journal of Public Relations Research, Vol, 5. Baskin, O. W. & Aronoff, C. E. (1988), Public Relations: The Profession and the Practice, IA: Wm. C. Brown, Publishers. Benson, T.W. & Prosser, M.H. (1988), Readings in Classical Rhetoric, CA: Hermagoras Press. Berg, P. (1985), "Organization Chance as a symbolic transformation process", Organizational Culture, Frost, L. F. M., M. R. LOus, G. C. Lundberg, & J. Martin (Eds), Ga: Beverly Hills. Bernstein, D. (1984), Company Image and Reality: A Critique of Corporate Communications, Eastbourne: Holt, Rhinehardt and Winston. Bok, D. (1992), "Reclaiming the Pubic Trust", Change, July/August. Bonner, C. (1997), "Image is All: Deregulation, Restructuring and Reputation in the Natural Gas Industry", American Gas, Vol. 79. Boulding, K. (1969), The Image, MI: The University of Michigan Press. Bowra, C.M. (1961), Greek Lyric Poetry, London: Oxford University Press. Chajet, C. (1991), Image by Design, MA: Addison-Weley Publishing Company, Inc. Chan-Olmsted, Sylvia M. (2006), Competitive Strategy for Media Firms: Strategic and Brand Management in Changing Media Markets, London: Lawrence Erlbaum Associates. Cheny, G. & Vibbert, S. L. (1987), "Corporate Discourse: Public Relations and Issue Management", Handbook of Organizational Communication, Joblin, F. M., L. L. Putnam, K. H. Roberts, & L. W. Porter (Eds), CA: Newbury Park. Conant, J. K. (1992), "Enrollment Trends in School of Public Affairs and Administration: A Search for Winners and Losers", Public Administration Review, Vol. 52. Copeland, B. (1995), "Boosting the Corporate Image", Indiana Business Magazine, Vol. 39. Denis, M. (1991), "Imagery and Thinking", Imagery and Cognition, Cornolidy C. & M. A. McDaniel (Eds), New York: Springer-Verlag. Elwell, Tricia (1998), The Concept of Image in Advertising and Public Relations, The University of Houston. Faircloth, James (2005), "Factors Influencing Nonprofit Resource Provider Support Decisions: Applying the Brand Equity Concept to Nonprofits", Journal of Marketing Theory and Practice. Flanagan, G. A. (1967), Modern Institutional Advertising, New York: McGraw-Hill. Gregory, J. (1991). Marketing Corporate Image, Chicago: NTC Business Books. Kazoleas, D., Kim, Y. & Anne M.; "Institutional image: a case study"; Corporate Communications; Vol. 6. Keller, Kevin Lane& Lehman, Donald (2006), "Brands and Branding: Research Findings and Future Priorities", Marketing Science, Vol. 25. Kotler, Philip & Andreason, A. R. (1987), Strategic Marketing for Nonprofit Organizations (3rd ed.), Englewood Cliffs, NJ: Prentice-Hall. Id. & Fox, F. A. (1985), Strategic Marketing for Educational Instititions, Englewood Cliffs, NJ: Prentice-Hall. Id. & Kevin Lane Keller (2006), Marketing Management, Pearson Prentice Hall. LeBlanc, Gaston & Nguyen, Nha (1996), "Cues used by customers evaluating corporate image in service firms", Intevnational Journal of Service Industry Management, Vol. 7. Lee, Betty Kaman (2004), "Corporate Image Examined in a Chinese-Based Context: A Study of a Young Educated Public in Hong Kong, " Journal of Public Relations Research, Vol. 16. Martenson, Rita (2007), "Corporate Brand Image, Satisfaction and Store Loyalty", International Journal of Retail & Distribution Management, Vol. 35. Moffit, M. A. (1994), "A Cultural Studies Perspective toward Understanding Corporate Image: A Case Study of State Farm Insurance", Journal of Public Relations Research, Vol. 6. Oh, Mi-Young (2001), South Korean Attitudes toward Foreign Subsidiaries of Multinational Corporations (MNCs): The Hnfluence of Corporate Image and Country of Origin Image, and the Presence of Halo Effect, Southern Illinois University. Roberts, P. W. & G. R., Dowling (2002), "Corporate Reputation and Sustained Superior Financial Performance", Strategic Management Journal, Vol. 23. Sirgy, M. Joseph (1982), "Self-Concept in Consumer Behavior: A Critical Review", Journal of Consumer Research, Vol. 9. Theus, K. T. (1993), "Academic Reputations: The Process of Formation and Decay", Public Relations Review, Vol. 19. Venable, B. T., G.M., Rose & W. Gilbert (2003), "Measuring the Brand Personality of Nonprofit Organizations", Advances in Consumer Research, Keller, P.A. & Rook, D.W., Valdosta, GA: Associatin for Consumer Research, Vol. 30, 79. | ||
|
آمار تعداد مشاهده مقاله: 4,836 تعداد دریافت فایل اصل مقاله: 2,605 |
||