Volume 27 -                   RJMS 2020, 27 - : 104-113 | Back to browse issues page

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Ghaemshahr Branch, Islamic Azad University, Ghaemshahr, Iran , dr.mr.bagherzadeh@gmail.com
Abstract:   (1015 Views)
Background & Aims: In today's world, one of the salient features of human societies that are affected by rapid progress and development is the complexity of cultural, social, and economic problems of societies. The stability, preservation, and survival, progress, and development of these communities are possible only by solving problems in the best possible way. Universities, as a small but important part of human society, are no exception to this rule. Therefore, to survive, to overtake competitors in the market of competition and development and progress, they must identify problems and eliminate them in the shortest possible time. Therefore, in the current competitive and complex era, which has led to the rapid growth of higher education institutions and the blurring of global boundaries, introducing the brand of a university to its stakeholders is of particular importance. One of these new forms of branding is the "organizational brand". A phenomenon that has emerged rapidly from several years ago and has attracted special attention. The term organizational brand represents something that connects people to the organization. Leads to a positive attitude towards the brand. This type of attitude is a psychological contract between the organization and employees. Accordingly, Wilden 2010 mentions the organizational brand as a tool to ensure the achievement of a skilled and competent workforce, as well as increasing the commitment and loyalty of the current employees of the organization. Therefore, all organizations are involved in the competition and attracting academic elites, and this branding is a concern for all institutions, and higher education can also help to attract better and elite students. Thus, universities have realized the importance of attracting students and having distinctive mental images in a competitive market, so that increasing competition between universities for student enrollment has forced them to create a set of desirable characteristics. And create a unique brand to attract potential students. Therefore, they can create the most valuable mental image among competitors by branding the potential capacities of higher education. Therefore, paying attention to the issue of branding in the field of universities is necessary to achieve a competitive advantage. Therefore, identifying the factors affecting the behavior of customers and organizational brand is important that in this study, psychological factors and mental, cultural, and social health were mentioned. One of the most important quality policies of the organization in universities such as the Islamic Azad University of the Islamic Republic of Iran is the qualitative development of human resources and the attraction of human capital. Of course, to achieve this, organizational branding is needed, and since organizational branding is a set of factors that make the organization a good place to work, so those factors must be identified and strengthened. Given the challenges that the present and future environment of Iranian organizations such as the Islamic Azad University will involve, so the researcher to identify and research variables, namely psychological and mental health factors, socio-cultural factors in brand development. A paid organization that other researchers in the field of brand management have paid less attention to. Therefore, the present study seeks to answer the question: Do psychological and mental health factors, socio-cultural factors affect the organizational brand of Islamic Azad University?
Methods: The research method is descriptive and of correlation schemes and structural equation modeling methods. The statistical population in this study included all the presidents and deputies of the Islamic Azad University in 1398. To select the sample, the available purposive sampling method was used, in such a way that among the presidents and deputies of the Islamic Azad University based on the criteria for entry and exit of the research (criteria for entry of subjects in the research, brand awareness and having Work experience was in the units of Islamic Azad University and the exclusion criteria were unwillingness to answer questions honestly and dissatisfaction to participate in the study) and was selected as a sample group. In this study, a total of 300 questionnaires were distributed in person among the presidents and deputies of the Islamic Azad University who were available. Of these, 245 were answered correctly and 55 were unanswered. The number of research samples in the present study reached 245 people who were experts who participated in filling out the questionnaire. In order to collect data and information, a researcher-made questionnaire was used for analysis, which includes two parts: general and specialized questions. In 3 general questions (including age, gender, and work experience) we tried to collect general and demographic information about the respondents, also with 45 specialized questions in the field of the organizational brand to try to measure the dimensions of psychological and mental health factors, socio-cultural factors The effect on the organizational brand in Islamic Azad University was measured. Specialized questions in the form of 2 categories of psychological and mental health (including components of mental factors, mental health, positive mental image, attitude) and categories of socio-cultural factors (including components of physical condition, community atmosphere, social environment, cultural environment, Engagement, Attraction Value, Universal Value) with 45 items identified by the Likert process from "too little to too much". Statistical analysis in this study was performed using smart pls and spss 20 software. Structural equation modeling with the help of smart pls software version 3 was used to examine the relationships between research variables.
Results: The results showed that psychological factors and mental health factors (mental factors, mental health, positive mental image, attitude), socio-cultural factors (physical conditions, community atmosphere, social environment, cultural environment, involvement, value, attractiveness, value Universality) have an effect on the organizational brand phenomenon of Islamic Azad University and also the research model has a favorable fit.
Conclusion: It seems that the use of the organizational brand model in Islamic Azad University can have a suitable and practical position among the managers of this organization; Therefore, correct and scientific planning and strategy for the development of the organizational brand model in universities can be introduced as the highest strength of higher education managers in this field.
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Type of Study: Research | Subject: Clinical Psychiatry

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