Investigating the effect of brand leadership on organizational reputation; Explain the mediating role of organizational legitimacy

Document Type : علمی - پژوهشی

Authors

1 Assistant Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran

2 Associate Professor, Department of Business Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran

3 Graduate student, field of business management, strategic management orientation

Abstract

Abstract: Many companies and organizations have their reputation and legitimacy from the names and logos of their managers and leaders. In fact, managers and leaders whose management and leadership style has become a brand have an increasing impact on the reputation and legitimacy of the organization. Therefore, the present study was conducted with aim to investigate the impact of leadership brand on organizational reputation with the mediating role of organizational legitimacy. This study is applied research and descriptive survey in terms of method. The statistical population is knowledge-based companies in Lorestan province. Due to the size of the statistical population is limited and specific, Cochran's sample formula was used to determine the sample size and at a 95% confidence level the sample size was 340 people and sample were selected by available sampling method. In the present study, standard questionnaires were used to collect information, the validity and reliability of which were confirmed by content validity and Cronbach's alpha. Structural equation modeling and PLS software were used to test the hypotheses and analyze the data. The results of the research show that all the hypotheses have been confirmed.

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History

  • Receive Date: 27 July 2021
  • Revise Date: 28 November 2021
  • Accept Date: 04 December 2021

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