Document Type : Quantitative Research Paper
Authors
1
Master of Business Administration,, University of Kurdistan, Sanandaj, Iran
2
Associate Prof., Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran
3
PhD of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan
10.22034/jsa.2024.141375.2521
Abstract
Organizational reputation may be conceptualized as the collective perception of stakeholders regarding an organization's capacity to generate value, which is distinguished from its competitors, despite being an inherently intangible construct. From an economic perspective, a company's reputation can be regarded as a mirror of its historical achievements and an indicator of its distinctive attributes. The prominence of brand reputation as a fundamental asset substantively augments the integration of social media strategies across diverse tiers of distribution channels. This applied research endeavors to elucidate the influence of branding on the reputation and renown of educational institutions. The statistical population of this research encompasses language learners enrolled at the leading ten language institutions in Tehran, chosen for their extensive network of branches, substantial student enrollment, the perspectives of online users across multiple platforms and, crucially, and most importantly, consultation with prominent professors in the field of TESOL in Tehran. For data collection, a Likert scale-based questionnaire was employed, yielding a compilation of 573 responses from educational institutions. Subsequent analysis was conducted utilizing the structural equation modeling technique, SPSS, and SMART PLS software. The results of this research showed that brand evidence, communication, loyalty, satisfaction, and personality have a significant effect on brand renown and organizational reputation. Moreover, while brand identity does indeed exert a discernible influence, its impact is comparatively modest and does not extend to influencing brand renown and organizational reputation within educational institutions.
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