رابطه اعتماد سازمانی با عملکرد برند: تبیین نقش حاکمیت شرکتی

نویسنده

استادیار گروه مدیریت، دانشگاه بین المللی امام رضا(ع)، مشهد، ایران

چکیده

هدف از پژوهش حاضر، بررسی رابطه انواع اعتماد سازمانی با عملکرد برند با نقش میانجی حاکمیت شرکتی است. این پژوهش از نظر هدف، کاربردی و از نظر روش توصیفی از نوع همبستگی است. جامعه آماری این پژوهش شرکت­های پذیرفته شده در بورس اوراق بهادار تهران است که نمونه­ای متشکل از 138 شرکت انتخاب شدند و پرسشنامه پژوهش برای تکمیل توسط مدیران ارشد این شرکت­ها ارسال شد. از این تعداد، 95 پرسشنامه قابل تحلیل بودند. سپس با استفاده از نرم افزار اسمارت پی ال اس و به کمک مدل­سازی معادلات ساختاری رابطه بین متغیرهای پژوهش آزمون شد. یافته­های پژوهش نشان می­دهد که بین اعتماد سازمانی مبتنی بر دانش و شناخت با حاکمیت شرکتی رابطه مثبت و معنادار وجود دارد؛ اما رابطه اعتماد سازمانی مبتنی بر عقلانیت با حاکمیت شرکتی منفی و معنادار است. رابطه مثبت و معنادار حاکمیت شرکتی با عملکرد برند نیز تأیید گردید. همچنین نتایج پژوهش نشان می­دهد که حاکمیت شرکتی دارای نقش میانجی بین انواع اعتماد سازمانی با عملکرد برند شرکت­های پذیرفته شده در بورس اوراق بهادار تهران است.
 

کلیدواژه‌ها

عنوان مقاله [English]

The relationship between organizational trust and brand performance: Investigating the role of corporate governance

نویسنده [English]

  • morteza rojuee
چکیده [English]

The purpose of this study is to investigate the relationship between organizational trust types and brand performance with the mediation role of corporate governance in companies admitted to Tehran Stock Exchange. This is an applied research and in terms of method is descriptive- correlational. The statistical population of this research is the companies accepted in Tehran Stock Exchange. A sample of 138 companies was selected and the research questionnaire was completed by senior managers of these companies. Of these, 95 questionnaires were analytic. Then, the relationship between the variables of the research was tested using the SmartPls software and the structural equation modeling. The findings of the research show that there is a positive and significant relationship between knowledge-based trust and identification-based trust with corporate governance, but the relationship between deterrence-based trust and corporate governance is negative. The positive and significant relationship between corporate governance and brand performance was also confirmed. Also, the results of the research show that corporate governance has a mediating role between the types of organizational trust and brand performance of the companies accepted in Tehran Stock Exchange.
 

کلیدواژه‌ها [English]

  • Corporate governance
  • knowledge-based trust
  • identification-based trust
  • Brand Performance
  • deterrence-based trust

مراجع

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پژوهش های مدیریت در ایران
دوره 24، شماره 2
تیر 1399
صفحه 87-110

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