Examining the Effect of Cohesive Team Identity Function on Brand Equity of Audit Institutions: Testing the Violation of Abilene's Paradox Theory

Rahimi, Mojtaba; Borhani, Seyed Abbas; Rezazadeh, Javad; Faraji, Omid

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year 15, Issue 60 (2023)

fa 2023, 15(60): 17-36

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Examining the Effect of Cohesive Team Identity Function on Brand Equity of Audit Institutions: Testing the Violation of Abilene's Paradox Theory

Mojtaba Rahimi¹

, Seyed Abbas Borhani ^*

¹, Javad Rezazadeh²

, Omid Faraji³

1- Department of Accounting, Qom branch, Islamic Azad University. Qom, Iran.
2- Department of Accounting, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.
3- Department of Financial Management and Accounting, School of Management and Accounting, Farabi Campus, University of Tehran, Qom, Iran.

Abstract: (200 Views)

Today, an important part of the competitive functions of the audit market depends on the issue of branding and commercialization of audit institutions that under these conditions, many of them should develop their internal capabilities to use the created capacities, along with marketing strategies. The purpose of this research is examining the effect of cohesive team identity function on brand equity of audit institutions: testing the violation of Abilene's paradox theory. To measure the cohesive team identity of auditors, the questionnaire of Van Dick et al. (2008) was used, and the data related to the brand value of auditing institutions was collected using the questionnaire of Lipnická & Ďaďo (2013). The period of questioning the subjects was 6 months from November 2023 to April 2024. The statistical population of the research is audit partners and senior auditors working in audit institutions in Teharan; Using Cochran's sample size determination method under unlimited communities, the sample size was determined to be 179. In order to increase the validity of the research, 245 questionnaires were randomly distributed among the auditors, 195 questionnaires were received and became the basis of statistical analysis. To test the research hypothesis, partial least squares analysis was used in Smart PLS software. The findings of the research showed that the function of cohesive team identity has a positive and significant effect on the brand equity of auditing institutions. In fact, the obtained results indicate that the auditors' cohesive team identity is considered as one of the basic internal capabilities for stimulating brand equity that this process can reduce the frustration caused by the pressure of experienced auditors on less experienced or even newcomer auditors due to the validation caused by collective participation while promoting competitive functions in the audit market and in this way resolve the conflict caused by the Abilene paradox.

Article number: 2

Keywords: Cohesive Team Identity, Brand Equity, Abilene's Paradox.

Full-Text [PDF 777 kb] (51 Downloads)

Type of Study: Research | Subject: Special

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Rahimi M, Borhani S A, Rezazadeh J, Faraji O. Examining the Effect of Cohesive Team Identity Function on Brand Equity of Audit Institutions: Testing the Violation of Abilene's Paradox Theory. fa 2023; 15 (60) : 2
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