SCALE DEVELOPMENT STUDY FOR DETERMINING THE BRAND EQUITY OF ACADEMICS

Yıl 2020, Cilt: 5 Sayı: 11, 53 - 68, 29.02.2020

H. Mustafa Paksoy B. Dilek Özbezek Meryem Gül

https://doi.org/10.25204/iktisad.678892

Cited By: 1

Öz

In today’s competitive environment, with the concept of brand starting to find its place in every area of life, human brand has become one of the prominent fields of work. On the other hand, in parallel with the changes in the social structure, the branding of and the determination of brand equity of academics who are the soul of universities and the main human element, has become a necessity. In general, the knowledge of academics, their relationships with colleagues and students are accepted as determinants of brand equity. The purpose of this conceptually designed study is to develop a scale to determine the brand equity of academics. For this purpose, a comprehensive literature study was carried out and a model was put forward to determine the brand equity of academics. According to this model, a strong brand of academics is emerging through the combination of features such as performance and popularity. A scale was then developed to determine the brand equity of academics within the framework of the research model.

Anahtar Kelimeler

Brand, human brands, brand equity, academic brands, brand equity of academics

AKADEMİSYENLERİN MARKA DEĞERİNİ BELİRLEMEYE YÖNELİK ÖLÇEK GELİŞTİRME ÇALIŞMASI

Öz

Günümüz rekabet ortamında marka kavramının hayatın her alanında kendine yer bulmaya başlamasıyla birlikte insan markası öne çıkan çalışma alanlarından biri olmuştur. Öte yandan, toplum yapısında ortaya çıkan değişimlere paralel olarak, üniversitelerin ruhu ve temel insan unsuru olan akademisyenlerin markalaşması ve aynı zamanda marka değerinin belirlenmesi de bir zorunluluk haline gelmiştir. Genel olarak, akademisyenlerin bilgi birikimi, çalışma arkadaşları ve öğrencileri ile olan ilişkileri marka değerinin belirleyicileri olarak kabul edilir. Kavramsal olarak tasarlanan bu çalışmanın amacı akademisyenlerin marka değerinin belirlenmesine yönelik bir ölçek geliştirmektir. Bu amaç doğrultusunda öncelikle kapsamlı bir literatür çalışması yapılarak akademisyenlerin marka değerini belirlemeye yönelik bir model ortaya konulmuştur. Bu modele göre performans ve popülerlik gibi özelliklerin birleşimiyle güçlü bir akademisyen markası ortaya çıkmaktadır. Daha sonra ortaya konulan araştırma modeli çerçevesinde akademisyenlerin marka değerini belirlemeye yönelik bir ölçek geliştirilmiştir.

Anahtar Kelimeler

Marka, insan markası, marka değeri, akademik marka, akademisyenlerin marka değeri

Kaynakça

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