بررسی تاثیر برند ‌رهبری بر شهرت سازمانی؛ تبیین نقش میانجی مشروعیت‌ سازمانی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

3 دانشجوی ارشد، رشته مدیریت بازرگانی گرایش مدیریت استراتژیک، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

چکیده

چکیده: بسیاری از شرکت‌ها و سازمان‌های امروزی، شهرت و مشروعیت خود را از نام و نشان مدیران و رهبران خود دارند و مدیران این سازمان‌ها از نظر برند رهبری به عنوان یک الگو و نمونه برای دیگر مدیران هستند. در حقیقت، مدیران و رهبرانی که سبک مدیریت و رهبری‌شان به یک برند تبدیل شده است، تاثیر فزاینده‌ای بر شهرت و مشروعیت سازمان تحت امر خود دارند. لذا، پژوهش حاضر با هدف بررسی تاثیر برند رهبری بر شهرت سازمانی با نقش میانجی مشروعیت سازمان انجام پذیرفت. این پژوهش براساس هدف کاربردی و به لحاظ روش، توصیفی پیماشی است. جامعه آماری پژوهش، شرکت‌های دانش‌بنیان استان لرستان می‌باشد، با توجه به اینکه حجم جامعه آماری محدود و مشخص می‌باشد، از فرمول نمونه کوکران، نسبت به تعیین حجم نمونه استفاده شد و در سطح اطمینان 95% حجم نمونه برابر 340 نفر تعیین و به روش نمونه‌گیری در دسترس انتخاب شدند. در پژوهش حاضر برای جمع‌آوری اطلاعات از پرسشنامه‌های استاندارد استفاده گردیده‌است که روایی و پایایی آن‌ها با روش اعتبار محتوا و آلفای کرونباخ تایید شد. برای آزمون فرضیات و تحلیل داده‌ها از روش مدلسازی معادلات ساختاری و نرم افزار PLSاستفاده شد. نتایج پژوهش مبین آن است که همه فرضیات تایید شده است.

کلیدواژه‌ها

عنوان مقاله [English]

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

نویسندگان [English]

  • ali shariatnezhad 1
  • seidnajmealdin mousavi 2
  • mina hosseini 3
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
چکیده [English]

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.

کلیدواژه‌ها [English]

  • Keywords: brand
  • leadership brand
  • organizational legitimacy
  • organizational reputation

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سابقه مقاله

  • تاریخ دریافت: 05 مرداد 1400
  • تاریخ بازنگری: 07 آذر 1400
  • تاریخ پذیرش: 13 آذر 1400

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