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پیشایندها و پیامدهای برندسازی دانشگاهی: فراترکیب نظریه‌سازِ یافتههای پژوهشی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 2، دوره 9، شماره 4 - شماره پیاپی 32، اسفند 1401، صفحه 66-110 اصل مقاله (2.33 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2022.37939.2239 | ||
| نویسندگان | ||
| مصطفی یزدی جوشقانی1؛ قاسم سلیمی* 2؛ مهدی محمدی3؛ جعفر ترک زاده3؛ ابوالقاسم ابراهیمی4 | ||
| 1دانشجوی دکتری مدیریت آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران، | ||
| 2( نویسنده مسئول) دانشیار، بخش مدیریت و برنامهریزی آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران، | ||
| 3دانشیار، بخش مدیریت و برنامهریزی آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه شیراز، شیراز، ایران، | ||
| 4دانشیار، بخش مدیریت، دانشکده اقتصاد و مدیریت، دانشگاه شیراز، شیراز، ایران، | ||
| چکیده | ||
| مطالعه حاضر با هدف طراحی مدل برندسازی دانشگاهی و شناسایی پیشایندها و پیامدهای آن انجام گرفت. بر این اساس، از گفتمان پژوهش کیفی و روش فراترکیب نظریهساز استفاده گردید. در این راستا با جستجو در پایگاههای اطلاعاتی معتبر و مطالعات و پژوهشهای مرتبط با برندسازی دانشگاهی، تعداد 42 مقاله انتخاب و محتوای آنها بصورت عمیق مورد بررسی قرار گرفت. یافتههای پژوهش نشان داد که پیشایندهای برندسازی دانشگاهی عبارتند از: اعتبار دانشگاه، میراث دانشگاه، کیفیت امور رفاهی دانشگاه، موقعیت جغرافیایی، فرهنگ و وضعیت مالی پایدار. همچنین کسب شهرت، بینالمللیشدن، کسب مزیت رقابتی پایدار، تضمین کیفیت، کسب رتبه دانشگاهی برتر، تصویر جدید در محافل پیرامون، هویتسازی جدید، تحول فرهنگی و اجتماعی، و اثرات ملی و محلی، پیامدهای برندسازی دانشگاهی به شمار می‌روند. بنابراین چنین میتوان نتیجهگیری کرد که دانشگاهی که در مسیر برندسازی گام برمی‌دارد، منتظر افزایش شهرت ملی و بینالمللیِ، سرآمدیِ اعضای هیات علمی و دانشجویان، اشتغالپذیری دانشآموختگان در بازار کار، دستاوردهای زیاد، استانداردهای علمی بالا، جذابیت، مزیت رقابتی پایدار، افزایش استقرار شرکتهای دانشبنیان و نوآورانه، افزایش کیفیتِ دانشجویان، اساتید، آموزش، خدمات، برنامه و زندگی دانشجویی، مرجعیت علمی و کسب جایگاه برتر در بازار و نظامهای رتبهبندیِ معتبر دانشگاهی، ایجاد یک تصویر متمایز از دانشگاه، ارتقاءِ هویت و ارزش دانشگاه، تولید سرمایههای آموزشی، فرهنگی و اجتماعی، تنوع قومی، زبانی و فرهنگی در دانشگاه، کسب جایگاه بینالمللی و دستیابی به استانداردهای جهانی، همافزایی با برند شهری، موثر در رشد سیاسی و توسعه اقتصادی کشور خواهد بود | ||
| کلیدواژه‌ها | ||
| برندسازی دانشگاهی؛ دانشگاه؛ آموزش عالی؛ فراترکیب نظریهساز | ||
| عنوان مقاله [English] | ||
| Antecedents and Consequences of university Branding: A Theory-Generating Meta-synthesis of Research Findings | ||
| نویسندگان [English] | ||
| Mostafa Yazdi Joshaghani1؛ Ghasem Salimi2؛ Mahdi Mohammadi3؛ Jafar Torkzadeh3؛ Abolghasem Ebrahimi4 | ||
| 1Ph.D. Candidate in Educational Management, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, | ||
| 2(Corresponding Author) Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran, | ||
| 3Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran | ||
| 4Associate Professor, Department of Management and Educational Planning, Faculty of Educational Sciences and Psychology, Shiraz University, Shiraz, Iran, | ||
| چکیده [English] | ||
| The aim of this study was to design a university branding model and identify its antecedents and consequences. Accordingly, the discourse of qualitative research and the Theory-Generating Meta-synthesis method were used. In this regard, by searching in reputable databases and studies and researches related to academic branding, 42 articles were selected and their content was examined in depth. Findings showed that the antecedents of university branding are: university credit, university heritage, quality of university welfare, geographical location, culture and stable financial status. Also, gaining reputation, internationalization, gaining a sustainable competitive advantage, quality assurance, gaining a top academic rank, a new image in the surrounding circles, a new identity, cultural and social change, and national and local influences are the consequences of university branding. Therefore, it can be concluded that the university that is taking a step towards branding is waiting for the increase of national and international reputation, the excellence of faculty members and students, the employability of graduates in the labor market, high achievements, high scientific standards, attractiveness. Sustainable competitive advantage, increase the establishment of knowledge-based and innovative companies, increase the quality of students, professors, education, services, programs and student life, scientific Authoritiness and gain a leading position in the market and reputable academic ranking systems, create an image Distinguishing from the university, promoting the identity and value of the university, producing educational, cultural and social capital, ethnic , linguistic and cultural diversity in the university, gaining an international position and achieving global standards, synergy with the urban brand, effective in growth Political and economic development of the country. | ||
| کلیدواژه‌ها [English] | ||
| University Branding, University, Higher Education, Theory-Generating Meta-synthesis | ||
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