آزمون مدل تاثیر برندگرایی و ارتباطات درون کارکردی بر رفتارهای برندساز کارکنان وزارت ورزش و جوانان جمهوری اسلامی ایران Journal Article

Writer: شفیعی زاده، فاطمه ؛ آفرینش، اکبر ؛ شریفی فر، فریده ؛

مطالعات اسلامی در حوزه سلامت پاییز 1398 - شماره 9 (‎14 page(s) - From 67 to 80 )

Keywords: ارتباطات درون‌کارکردی کارکنان وزارت ورزش و جوانان جمهوری اسلامی ایران برندگرایی رفتارهای برندساز brand orientation intra-functional communication brand-making behaviors staff of the Ministry of Sport and Youth of the Islamic Republic of Iran

fa en

Abstract:

The overall purpose of the present study was to testing the model of the effect of brand orientation and intra-functional communication on brand-making behaviors of employees of the Ministry of Sports and Youth of the Islamic Republic of Iran. The present study is a descriptive correlational one based on structural equation modeling. The statistical population of the study consisted of all employees of the Ministry of Youth and Sports (890 persons). The statistical sample was selected based on Cochran formula of 268 persons using simple random sampling. In this study, The study used the Oing et al. (2005) brand interrogation questionnaire, the Dutch-colleagues intra-functional communication questionnaire (2012), and the Mohart et al. (2009) brand-building behavior questionnaire. The results of structural equation modeling showed that brand orientation has a significant positive effect on internal brand-making behaviors. Also, the impact of brand orientation on communication within a positive function was significant. In addition, intra-functional communication has a significant positive effect on internal branding behaviors. Therefore, it is suggested that the managers of the Ministry of Sports and Youth implement training and in-service programs as internal branding mechanisms in this organization.

Download citation file :
(پژوهیار, , , )

Download PDF
Downlaod HTML

Shortlink:

Page: