بررسی ادراک از شخصیت برند با استفاده از رویکرد آرکئوتایپی و ارتباط آن با ابعاد شخصیت

امروزه در حوزه آموزش عالی دستیابی به مزیت رقابتی و تمایز، بیش از پیش اهمیت یافته است. یک ابزار کارآمد جهت دستیابی به مزیت رقابتی و ایجاد تمایز ایجاد شخصیتی مطلوب برای برند است. در این پژوهش به‌منظور بررسی شخصیت برند از مفهوم آرکئوتایپ ها استفاده ‌شده است. هدف از انجام این پژوهش تعیین ادراک از شخصیت برند دانشگاه یزد از طریق رویکرد آرکئوتایپی و پرتکرارترین آرکئوتایپ انتخابی هر تیپ شخصیتی و همچنین بررسی ارتباط میان شخصیت دانشجویان و اساتید دانشگاه یزد و آرکئوتایپی که بیشترین میزان انتخاب را دارد، می‌باشد. به علاوه هدف دیگر از انجام این پژوهش درک یکسان بودن یا نبودن آرکئوتایپ انتخابی هر پنج تیپ شخصیتی می باشد. جامعه آماری این پژوهش را دانشجویان و اساتید دانشگاه یزد تشکیل می‌دهند. داده های لازم در این پژوهش به کمک 118 پرسشنامه تکمیل‌شده توسط دانشجویان و اساتید در دانشکده‌ها و مقاطع تحصیلی مختلف که بر اساس نمونه‌گیری تصادفی انتخاب‌شده‌اند، جمع‌آوری‌شده است. لازم به ذکر است که این پژوهش  با  کاربست رویکرد شخصیت نئو و مدل آرکئوتایپی مارک و پیرسون صورت گرفته است. در تجزیه‌وتحلیل داده‌ها از جدول توافقی و ضریب کرامر استفاده‌ شده است. نتایج نشان می‌دهد که بیشرین آرکئوتایپ های انتخابی آرکئوتایپ های بی گناه، حاکم، جست و جو گر و جادوگر می باشند. همچنین با تجزیه و تحلیل ویژگی های شخصیتی افراد با استفاده از رویکرد نئو و آرکئوتایپ انتخابی توسط آنان مشخص گردید که افراد با ویژگی‌های شخصیتی متفاوت در انتخاب برترین آرکئوتایپ انتخابی یعنی آرکئوتایپ بی گناه برای  شخصیت برند دانشگاه یزد اتفاق نظر دارند و هر پنج تیپ شخصیتی این گزینه را بیش از سایرین انتخاب نموده اند. انتخاب این آرکئوتایپ رابطه ای با ویژگی های روان رنجورخویی، وظیفه شناسی، برونگرایی و توافق پذیری ندارد و تنها ارتباط این آرکئوتایپ با ویژگی تجربه پذیری مورد تایید قرار گرفت.

investigating the perception of brand personality using an archetypal approach and its relationship with personality dimensions: a case study of yazd university

introduction: in the past, marketing was used only in business and had no role in education. the role of educational institutions was to serve the community, conduct research activities and teach students the skills that were useful to them in the workplace. in fact, these institutions were only used to develop knowledge. but now, marketing departments have found a special position in the organizational structure of higher education institutions. higher education managers consider marketing activities as important as the financial, human resources, quality assurance and the other internal departments of these institutions. the reasons for the importance of marketing in higher education centers is the increased competition between universities over attracting students and professors and obtaining financial support. the decline in government financial support, along with the declining trend in university admissions, is putting additional pressure on higher education institutions. in recent decades, the term branding has been used in the higher education marketing literature. in these complex and highly competitive markets, universities and other higher education institutions consider branding as a way to resist the challenges. brand is one of the most valuable assets of any organization whose appropriate management can pave the way to success in any organization. therefore, it seems necessary to pay attention to the issue of branding in the universities in order to achieve a competitive advantage. brand is one of the most important factors that improve the competitive position of universities. the ideal brand of a university encourages decision makers to continue their studies to choose that university; thus becoming confident that they will receive advantages such as high-quality education, suitable physical facilities and suitable job market opportunities. because universities are an effective instrument for providing education for applicants, it seems necessary for these institutions to have the social credibility and a proper mental image. having a proper mental image of a university brand attracts students and professors and gains access to foreign resources to invest in the university. as a key factor, it persuades students to choose that university by students. therefore, for effective brand management, consumers’ mental image of the brand and their inference and perception of brand personality must be understood. so, if the personality perceived by the consumer fits the identity that universities are trying to present, the factors creating this fit should be strengthened. also, if there is a discrepancy, the factors causing it should be detected and corrected. the purpose of this study is to determine the perception of the brand personality of yazd university through the archetypal approach and the most frequent archetype of each personality type. the study also seeks to investigate the relationship between the personality of students and professors of yazd university and the archetype that is the most selected. another purpose of this study is to understand whether the selected archetypes of all the five personality types are the same or not.methodology: the present study is applied in terms of purpose and descriptive analysis in terms of method.. secondary sources and libraries were used to collect the data on the background of the research. preliminarily, the data were collected using a questionnaire appropriate to the research topic. the students and professors of yazd university formed the statistical population of the research. the necessary data for the study were collected from 118 questionnaires completed by the students and professors in different faculties and educational grades. they were selected through random sampling. statistical analysis was performed using the contingency table and cramer’s v.