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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 | ||
علوم تربیتی | ||
دوره 31، شماره 1، شهریور 1403، صفحه 167-190 اصل مقاله (952.03 K) | ||
نوع مقاله: علمی- پژوهشی | ||
شناسه دیجیتال (DOI): 10.22055/edus.2024.45677.3547 | ||
نویسندگان | ||
محمد آیتی مهر* 1؛ فردین بیگی2؛ سید محمد مهدی آل طاها3 | ||
1استادیار گروه مدیریت، دانشگاه شهید چمران اهواز، اهواز، ایران. | ||
2دانش آموخته کارشناسی ارشد مدیریت کارآفرینی، دانشگاه شهید چمران اهواز، اهواز، ایران. | ||
3دانش آموخته کارشناسی ارشد مدیریت بازاریابی، دانشگاه شهید چمران اهواز، اهواز، ایران. | ||
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 | ||
اعتماد به برند؛ مسئولیتهای اجتماعی؛ ارزش برند؛ وفاداری به برند | ||
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