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بررسی تأثیر مسئولیت‌های اجتماعی شرکت بر ارزش ویژه برند و وفاداری به برند با تحلیل نقش میانجی اعتماد به برند در آموزش عالی

نوع مقاله : علمی- پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشگاه شهید چمران اهواز، اهواز، ایران.

2 دانش آموخته کارشناسی ارشد مدیریت کارآفرینی، دانشگاه شهید چمران اهواز، اهواز، ایران.

3 دانش آموخته کارشناسی ارشد مدیریت بازاریابی، دانشگاه شهید چمران اهواز، اهواز، ایران.

10.22055/edus.2024.45677.3547

چکیده

امروزه بحث مسئولیت های اجتماعی شرکت به یکی از ابزارهای اساسی برای بهبود وفاداری به برند و ارزش ویژه برند تبدیل شده است، بنابراین تحقیق حاضر با هدف بررسی تاثیر مسئولیت اجتماعی بر ارزش ویژه برند و وفاداری به برند با در نظر گرفتن نقش میانجی اعتماد به برند در بین دانشجویان دانشگاه شهید چمران اهواز انجام شده است. دانشجویان با استفاده از روش نمونه­گیری دردسترس انتخاب شده­اند. با در نظر گرفتن حجم جامعه برابر 15157 حجم نمونه از طریق رابطه کوکران 375 بدست آمد. روش پژوهش از منظر نحوه گردآوری داده­ها از نوع توصیفی و پیمایشی است. داده­های لازم برای آزمون برازش مدل مفهومی و فرضیه­های تحقیق از طریق پرسشنامه استاندارد با روایی و پایایی در سطح مطلوب گردآوری شده­اند. داده های این مطالعه با استفاده از روش مدلسازی معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی مورد تجزیه و تحلیل قرارگرفته­اند. نتایج این پژوش نشان می­دهد که برای ایجاد اعتماد به برند در آموزش عالی توجه به مسئولیت­های اجتماعی شرکت مقوله مهمی است، بنابراین هرقدر که اعتماد به برند آموزشی بیشتر باشد، افراد وفاداری بیشتری را به آن نشان خواهند داد. از این رو ایجاد و حفظ یک رابطه قابل اعتماد و بلند مدت برای موفقیت یک برند در تمامی بازارهای رقابتی آموزش عالی امری حیاتی است.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Impact of Social Responsibility on Brand Value and Brand Loyalty in Higher Education

نویسندگان [English]

  • Mohammad Ayati Mehr 1
  • Fardin Beigi 2
  • Seyed Mohammad Mehdi Aletaha 3

1 Assistant Professor of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

2 Master of Entrepreneurship Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

3 Master of Marketing Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran.

چکیده [English]

Introduction
Nowadays, attention to the environmental approaches of social responsibility is more important, therefore, many higher education centers are trying to be more socially responsible and less harmful to the environment due to environmental pressures from society. Social responsibility is of great importance and has strategic for organizations in all industries, universities and higher education institutions are no exception. Today's higher education industry has become increasingly competitive. As a result, the organization’s social responsibility activities contribute to social welfare and enhance the university's reputation. Social responsibility as a strategy affects the performance of an organization in general and is expected to increase the equity value of a brand in particular. However, few studies specifically address the relationship between social responsibility and branding in higher education. Given this research gap, the authors aim to investigate how social responsibilities impact brand value and loyalty in this sector.
 
Method
This descriptive survey study involves students from the Shahid Chamran University of Ahvaz. A sample of 229 students was selected and surveyed. Data were gathered from field and library sources, and a standardized questionnaire was used for this goal. The field data was analyzed using the PLS-SEM method.
Results
This research highlights the importance of social responsibility in fostering brand confidence in higher education. Increased trust in an educational brand correlates with greater loyalty among individuals. Thus, establishing and maintaining reliable, long-term relationships is crucial for a brand's success in the competitive higher education market.
 
Discussion
University presidents should work to enhance the university's relationship with industry and society, alongside financial aspects, to boost overall community satisfaction and foster a positive, responsible image of the higher education brand.

کلیدواژه‌ها [English]

  • Brand trust
  • Social responsibility
  • Brand Valu
  • brand loyalty
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علوم تربیتی
دوره 31، شماره 1
شهریور 1403
صفحه 167-190
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