kalvandi, Hojatolah, Rah chamani, Ahmad, Abbasi, Javad. (1403). Interpretive structural modeling of the role of the Organizational nature on brand identity in the biological industry(A case study of the Razi Institute). سامانه مدیریت نشریات علمی, 79(3), 519-528. doi: 10.32592/ARI.2024.79.3.519
Hojatolah kalvandi; Ahmad Rah chamani; Javad Abbasi. "Interpretive structural modeling of the role of the Organizational nature on brand identity in the biological industry(A case study of the Razi Institute)". سامانه مدیریت نشریات علمی, 79, 3, 1403, 519-528. doi: 10.32592/ARI.2024.79.3.519
kalvandi, Hojatolah, Rah chamani, Ahmad, Abbasi, Javad. (1403). 'Interpretive structural modeling of the role of the Organizational nature on brand identity in the biological industry(A case study of the Razi Institute)', سامانه مدیریت نشریات علمی, 79(3), pp. 519-528. doi: 10.32592/ARI.2024.79.3.519
kalvandi, Hojatolah, Rah chamani, Ahmad, Abbasi, Javad. Interpretive structural modeling of the role of the Organizational nature on brand identity in the biological industry(A case study of the Razi Institute). سامانه مدیریت نشریات علمی, 1403; 79(3): 519-528. doi: 10.32592/ARI.2024.79.3.519
Interpretive structural modeling of the role of the Organizational nature on brand identity in the biological industry(A case study of the Razi Institute)
1Department of Marketing Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran
2Associate Professor, Department of Management, Islamic Azad University, Qazvin Branch, Islamic Azad University, Qazvin, Iran.
چکیده
This research seeks to investigate the factors related to the nature of the organization and its role in brand identity. The research was conducted in the field of biological industry. Razi Institute is the leader of the vaccine industry in terms of a variety of products and production of more than 70% of the country's market needs and is a propitious case for studying this industry. The model from the results of the qualitative method was examined using the structural equation modeling method. Because of the exploratory nature of the model and the non-normal distribution of the variables, variance-based methods were employed to predict the results of the hypotheses. The statistical population consisted of 1,870 individuals including sales representatives, inoculation centers, and veterinarians. A 40-item questionnaire was distributed among 270 participants, with a response rate was 82%. The adequacy of this tool was confirmed using Bartlett's sphericity test. The variables of the model included 8 exogenous latent (independent) variables, 2 endogenous latent (dependent) variables, 2 moderating variables, and 1 mediating variable. A total of 15 hypotheses related to relationships between variables were examined in various internal and external model analysis tests. In the end, the hypotheses were checked through factor loadings and impact factors. The variables of the model with a coefficient of determination of 0.731 could predict the model at a close-to-strong level. The obtained fit (goodness-of-fit=0.593) showed that the model had high reliability and tested the hypotheses with 97% precision. Finally, while confirming the obtained model, relationships were measured in structural equations, and in the results, in addition to examining the hypotheses of its influence, it was also analyzed, and the reasons for its influence and its average were also seen based on each analytical variable.
مدل ساختاری تفسیری نقش ماهیت سازمان بر هویت برند در صنعت بیولوژیک(مطالعه موردی موسسه سرم سازی رازی)
چکیده [English]
این پژوهش بدنبال بررسی عوامل ماهیت سازمان و نقش آن در هویت برند است قلمرو تحقیق صنعت بیولوژیک می باشد .موسسه رای با تنوع تولیدی 70 نوع محصول مختلف دامی ،طیور و انسانی به عنوان رهبر بازار در این صنعت بوده و حدود 40 درصد از سهم بازار را در اختیار دارد و بررسی آن می تواند ما را به درک جامعی از صنعت بیولوژیک در کشور رساند. مدل بدست آمده از نتایج روش کیفی در قالب مدل معادلات ساختار مورد بررسی قرار گرفت با توجه به اکتشافی بودن مدل و عدم نرمال بودن توزیع داده های متغیر ها از روش های واریانس محور برای پیشبینی نتیجه فرضیات استفاده گردید جامعه آماری 1870 نفر شامل نمایندگان فروش در کشور ، مراکز مایه کوبی و دامپزشگان می باشد .پرسش نامه حاوی 40 سوال برای 270 نمونه که آزمون کرویت بارتلت کفایت آن را تایید نمود و با نرخ بازکشت 82 درصد توزیع گردید. متغییر های مدل شامل 8 متغییر مکنون برونزا ، دو متغییر مکنون درونزا، دو متغییر تعدیل گر و یک متغییر میانجی می باشد .15 فرضیه روابط بین متغییر ها در آزمون های مختلف تحلیل مدل درونی و بیرونی بررسی گردید . که در نهایت فرضیات بر اساس ظریب عاملی و ظرایب تاثیر معناداری و اثر گذاری آن بررسی گردید متغیرهای مدل روی هم رفته با ضریب تعیین 0.731در سطحی نزدیک به قوی اقدام به پیش بینی در مدل می نمایند. برازش بدست آمده GoF=0.593 نشان می دهد که مدل دارای اعتبار بالایی بوده و با دقت 97 درصد به آزمون فرضیات پرداخته است.در نهایت ضمن تایید مدل بدست آمده روابط در معادلات ساختاری مورد سنجش قرار گرفت که در نتایج علاوه بر بررسی فرضیات طریب تاثیر آن نیز مورد تجزیه و تحلیل قرار گرفت و دلایل ظریب تاثیر و متوسط آن نیز بر اساس هر متغییر تحلیل گر دید.
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سامانه مدیریت نشریات علمی. طراحی و پیاده سازی از سیناوب