University Research Base

UNIVERSITET BRENDI IMIDJINI O'LCHASH UCHUN INNOVATSION MODELNI QO'LLASH

Gulsaraxon Ostonaqulova

Toshkent Davlat Iqtisodiyot universiteti, «Marketing» kafedrasi, professori, iqtisodiyot fanlari doktori

Keywords: Universitet brendingi, Manfaatdor tomonlarning qarashlari, Akademik obro‘, Brend imidjini o‘lchash, ANOVA usuli.

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Abstract

Ushbu tadqiqot universitet brendi imidjini o‘lchash uchun innovatsion modelni taqdim etadi va turli omillar muassasaning brendi haqidagi tasavvurni qanday shakllantirishini tushunish uchun keng qamrovli yondashuvni taklif qiladi. Tadqiqotning maqsadlari brend imidjini shakllantiruvchi asosiy xususiyatlarni o‘rganish va umumiy tasavvurga eng katta ta’sir ko‘rsatadigan omillarni aniqlashni o‘z ichiga oladi. Ushbu maqsadlarga erishish uchun talabalar, o‘qituvchilar va ma’muriy xodimlar kabi turli manfaatdor tomonlardan kesimiy ma'lumotlar yig‘ildi. Ushbu guruhlar o‘rtasidagi farqlar va ularning brend imidji haqidagi qarashlarini tahlil qilish uchun ANOVA usuli qo‘llanildi. Tahlil natijalariga ko‘ra, turli manfaatdor guruhlar orasida brend imidji haqidagi tasavvurlarda sezilarli farqlar aniqlangan bo‘lib, akademik obro‘, kampus muhiti va raqamli ishtirok kabi ayrim xususiyatlar eng katta ta'sir ko‘rsatgan. Ushbu topilmalar universitetlarning o‘z imidjini samarali yaxshilash uchun mo‘ljallangan brending strategiyalarining ahamiyatini ta’kidlaydi. Natijalar universitet brendingi bo‘yicha qimmatli tushunchalar beradi va ta’lim marketingida kelgusida olib boriladigan tadqiqotlar va amaliy qo‘llash uchun asos yaratadi. Ushbu model tobora raqobatbardosh bo‘layotgan akademik maydonda o‘z brend pozitsiyasini yaxshilashni maqsad qilgan muassasalar uchun istiqbolli hisoblanadi.

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