期刊名称：İktisadi İdari ve Siyasal Araştırmalar Dergisi
电子版ISSN：2564-7466
出版年度：2020
卷号：5
期号：11
页码：53-68
DOI：10.25204/iktisad.678892
语种：English
出版社：Iktisadi Idari ve Siyasal Arastirmalar Dergisi
摘要：In today’s competitive environment,with the concept of brand starting to find its place in every area of life,human brand has become one of the prominent fields of work. On the other hand,in parallel with the changes in the social structure,the branding of and the determination of brand equity of academics who are the soul of universities and the main human element,has become a necessity. In general,the knowledge of academics,their relationships with colleagues and students are accepted as determinants of brand equity. The purpose of this conceptually designed study is to develop a scale to determine the brand equity of academics. For this purpose,a comprehensive literature study was carried out and a model was put forward to determine the brand equity of academics. According to this model,a strong brand of academics is emerging through the combination of features such as performance and popularity. A scale was then developed to determine the brand equity of academics within the framework of the research model..
其他摘要：Günümüz rekabet ortamında marka kavramının hayatın her alanında kendine yer bulmaya başlamasıyla birlikte insan markası öne çıkan çalışma alanlarından biri olmuştur. Öte yandan,toplum yapısında ortaya çıkan değişimlere paralel olarak,üniversitelerin ruhu
关键词：Brand; human brands; brand equity; academic brands; brand equity of academics
其他关键词：Marka; insan markası; marka değeri; akademik marka; akademisyenlerin marka değeri
