پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 941 |
| تعداد مقالات | 7,773 |
| تعداد مشاهده مقاله | 12,854,127 |
| تعداد دریافت فایل اصل مقاله | 9,152,505 |
مدل‌سازی ارزش ویژه برند برای محصولات تند‌مصرف، با رویکرد سیستم‌های دینامیکی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 5، دوره 3، شماره 4 - شماره پیاپی 8، اسفند 1395، صفحه 123-156 اصل مقاله (7.8 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.11367.1169 | ||
| نویسندگان | ||
| مهدی نیکفرجام* 1؛ ساره عبدالوند2 | ||
| 1استادیار دانشگاه آزاد اسلامی واحد تهران شمال،گروه مهندسی صنایع | ||
| 2کارشناسی ارشدمهندسی صتایع ،مدیریت سیستم وبهره وری،دانشگاه آزاد اسلامی واحد تهران شمال | ||
| چکیده | ||
| امروزه اندازه‌گیری ارزش ویژه برند، به چالش بزرگ سازمان‌ها؛ بالاخص در صنعت محصولات تند‌مصرف تبدیل شده است. با اینکه مقالات و پژوهشهای بسیاری در حوزه برندسازی و ارزش ویژه برند وجود دارد، اما تاکنون بررسی‌های اندکی بر پویایی این سیستم‌ها تمرکز نموده‌اند. در این پژوهش، مدل دینامیکی بررسی ارزش ویژه برند از منظر مشتری در محصولات زودمصرف را ارایه کرده و به‌کار می‌بریم. هدف این مطالعه، ارایه مدل شبیه‌سازی‌شده‌ایست که این سیر تکامل را معرفی می‌نماید. مدل بر اساس مفهوم ارزش ویژه برند، که توسط آکر توسعه یافته، ترسیم شده است و با استفاده از الگوی سیستم دینامیک توسعه می‌یابد. استفاده از مدل‌های پویایی محاسباتی، در نظر دارد منبع جدید از اطلاعاتی ایجاد کند که قادر باشد دانشگاهیان و مدیران را به‌طور یکسان به کاربردهای پویای مدیریت برندشان آگاه نماید. در نتیجه، مدلی که به‌سادگی قابل پیاده‌سازی است ایجاد شده است که می‌تواند از طریق روابط علّی متغیرهایی که ارزش ویژه برند را تشریح می‌کنند، شبیه‌سازی سناریوهای پیوسته را اجرا نماید | ||
| کلیدواژه‌ها | ||
| برند؛ ارزش ویژه برند؛ سیستم دینامیک؛ آگاهی از برند؛ کیفیت ادراک‌شده؛ تداعی برند؛ وفاداری به برند | ||
| عنوان مقاله [English] | ||
| Modeling Brand Equity in Fast-Moving Consumer Goods: A System Dynamics Approach | ||
| نویسندگان [English] | ||
| Mehdi Nikfarjam1؛ Sareh Abdolvand2 | ||
| 1Assistant Professor of Islamic Azad University, Tehran North Branch, Industrial Engineering | ||
| 2Master of Industrial Engineering, Management and Management System, Islamic Azad University, Tehran North Branch | ||
| چکیده [English] | ||
| Today, measuring brand equity, especially in fast-moving consumer goods industry, is a great challenge for corporations. Although, there are several researches and articles on brand building and brand equity, few focused on system dynamics approach. The mainpurpose of the model is to identify, incorporate and simulate generally observed dynamics of customer based brand equity in fast-moving consumer goods. Therefore, in this research adynamic model is introduced and examined. The objective of the study is to present a simulation model, which introduce this evolution path. The model has mapped according to the Aaker brand equity concept and developed by system dynamics approach. Using computational dynamic models can create a new source of information, which can equally inform academics and managers about dynamic application of brand management. For this purpose, a model is developed that can be implemented comfortably and be used for conducting continuous scenarios simulations and characterizing brand equity through examining causal relations of variables. | ||
| کلیدواژه‌ها [English] | ||
| Brand Equity, System dynamics, Brand Awareness, Perceived Quality, Brand Loyalty | ||
| مراجع | ||
|
منابع امیرشاهی، م.، ا.، منتی، ح.، (1394). الگوسازی فعالیت‌های بازاریابی موثر بر ارزش برند با استفاده از نظریه مفهوم‌سازی بنیادی. چشم‌انداز مدیریت بازرگانی، 14(24)، 97-115. صمدی، ع.، ح.، مصلح شیرازی، ع.، روحی، آ.، (1391). طراحی یک مدل دینامیک برای صنعت گردشگری در ایران با استفاده از رویکرد پویایی‌شناسی سیستم برای افق ایران 1404. فصلنامه علمی-پژوهشی مدل‌سازی اقتصادی، 6 (17)، 65-89. مشایخی، ع.، ن.، آذر، ع.، زنگویی نژاد، ا.، (1393). ارایه مدل دینامیکی برای کاهش متوسط زمان پرداخت خسارت شرکت‌های بیمه. فصلنامه پژوهشنامه بازرگانی، 18 (71)، 95-117. Aaker, D. (1991). Managing brand equity: capitalizing on the value of brand name. New York: The Free Press.
Aaker, D. (2012). Building Strong Brands. Simon & Schuster: New York.
Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
Ataman, B., Mela, C. & van Heerde, H. (2008), ‘Building brands’, Marketing Science, Vol. 27, pp. 1036-1054.
Austin, James. 2000. Strategic Collaboration between Nonprofits and Businesses. Nonprofit and Voluntary Sector Quarterly, Vol.29, pp. 69-97.
Bonoma, Thomas V. 1985. Case Research in Marketing: Opportunities, Problems and a Process, Journal of Marketing Research, vol. 22 No. 2, pp. 199-208.
Brodie, R. J., Glynn, M. S., & Durme, J. (2002), “Thinking with financial thinking towards a theory of marketing equity: integrating branding and relationship”. Marketing Theory, Vol. 2 No. 1, pp. 5–28.
Brown, M. (2015). BrandZ Top 100 Most Valuable Global Brands 2012. Recuperado de: http://www. millwardbrown. com/BrandZ/2015/Global/2015_BrandZ_Top100_Report. pdf.
Cannon, Hugh and Manfred Schweiger. 2005. An algorithm for incorporating company reputation into business simulations: Variation on the Gold standard. Simulation and Gaming, Vol. 36 No.2, PP. 219.
Campuzano, F., Mula, J., & Peidro, D. (2010). Fuzzy estimations and system dynamics for improving supply chains. Fuzzy Sets and Systems. Vol. 161, No. 11, pp. 1530-1542.
Catterall, Miriam. and Paulkine Maclaran. 1997. Focus Group Data and Qualitative Analysis Programs: Coding the Moving Picture as Well as the Snapshots. Sociological Research Online, Vol. 2 No. 1.
Chen, C. H, (2001) “using free association examine the relationship between the characteristics of brand equity”, Journal of Product and Brand Management, Vol. 10 No. 7, pp. 439-445.
Coyle Geoff. 2000. Qualitative and quantitative modeling in system dynamics: some research questions, System Dynamics Review, Vol. 16 No. 3, pp. 225- 244.
Dick, Bob. 2005. Grounded theory: a thumbnail sketch. Available from www.scu.edu.au/schools/gcm/ar/arp/grounded.html. Accessed September 2006.
Doyle, P., & Stern, P. (2006). Marketing Management and Strategy. Pearson Education: London.
Eisenhardt, Kathleen M. 1989. Building Theories from Case Study Research, Academy of Management Review, Vol.14 No. 4, pp. 532-550.
Erdem, T., M. P. Keane, B. Sun. 2008. The impact of advertising on consumer price sensitivity in experience goods markets. Quant, Marketing Economy, Vol. 6 No. 2, pp. 139–176.
Forrester, J.W., 1961. Industrial Dynamics. MIT Press, Cambridge, MA.
Forrester, Jay. 1991. System Dynamics and the Lessons of 35 Years, The Systemic Basisof Policy Making in the 1990s, edited by Kenyon Greene.
Forrester, J. W. and P. M. Senge (1980). Tests for Building Confidence in System Dynamics Models. System Dynamics. TIMS Studies in the Management Sciences 14: 209-228.A. A. Legasto, Jr. et al., eds. New York, North-Holland.
Farquhar, P. H. (1989). ``Managing Brand Equity'', Marketing Research, 24±33.
Farquhar, peter. J. K Han and Iriji, “ Recognizing and Measuring brand assets” , Marketing Science Institute, Cambridge (Report). 1991, pp. 91-119.
Gladden, J.M., Funk, D.C. (2002). Developing an Understanding of Brand Associations in Team Sport: Empirical Evidences from Consumers of Professional Sport, Journal of Sport Management, Vol. 16, pp. 54-81.
Harris, Bill and Bob Williams. 2005. System Dynamics, Enhancing Evaluation Using Systems Concepts, WK Kellogg Foundation, presented June 2005 http://users.actrix.co.nz/bobwill/AESSD.pdf. Accessed June 2006.
Kapferer, J. N. (1997), Strategic Brand Management, Great Britain: Kogan Page.
Keegan, Warren, M., Sandra, D., Thomas, (1995) Marketing. Prentice Hall: Englewood Cliffs.
Keller, K., (1993) Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, Vol. 1, pp. 1–22.
Keller, K., (1998) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall: Upper Saddle River.
Keller, K.L., 2001. Building Customer-Based Brand Equity, Marketing Management, Vol. 10 No. 2, pp. 14-19.
Keller, K. L. (2003). Strategic brand management: building, measuring and managing brand equity. New Jersey: Prentice Hall.
Kim, Hong, B., Woo G. K. And Jeong A. Aa.(2003), “The effect of consumer - based brand equity on frims, financial performance” Journal of Consumer Marketing, Vol. 20, pp. 335-351.
Kotler, Ph., (2000). Marketing Management: Edisi Millennium, International Edition. Prentice Hall International, Inc, New Jersey.
Kotler, Ph. and Armstrong, G. (2015) Marketing an Introduction. 12th Edition. New Jersey: Pearson Prentice Hall.
Kotler, Ph., and Keller, K., (2012). Marketing Management. 14th Global Edition. Pearson Education- Prentice Hall.
Kumar, S., & Nigmatullin, A. (2011). A system dynamics analysis of food supply chains–Case study with non-perishable products. Simulation Modelling Practice and Theory. Vol. 19, No. 10, pp. 2151-2168.
Laidler-Kylander, N. K. 2007. Brand Equity in International Nonprofit Organizations: A System Dynamics Approach. PhD thesis, Fletcher School, Tufts University.
Liu, S., Triantis, K. P., & Sarangi, S. (2010). A framework for evaluating the dynamic impacts of a congestion pricing policy for a transportation socioeconomic system. Transportation Research Part A: Policy and Practice. Vol. 44, No. 8, pp. 596-608.
Luna‐Reyes, L.F. and Andersen, D.L., 2003. Collecting and analyzing qualitative data for system dynamics: methods and models. System Dynamics Review, Vol. 19, No. 4, pp.271-296.
Naphade, M., Banavar, G., Harrison, C., Paraszczak, J., & Morris, R. (2011). Smarter cities and their innovation challenges. Computer, Vol. 44, No. 6, pp. 32-39.
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill.
Richardson, G. P., & Pugh III, A. L. (1997). Introduction to system dynamics modeling with DYNAMO. Journal of the Operational Research Society, 48(11), 1146-1146.
Richardson, G. P., 1996, Problems for the Future of System Dynamics. System Dynamics Review, Vol. 12 No. 2, PP. 141-157.
Senge, P. M., 1990. The Fifth Discipline. New York: Doubleday.
Senge, P. M. (2014). The fifth discipline fieldbook: Strategies and tools for building a learning organization. Crown Business.
Singh, S., Sharma, P. C., Barcellos, P. F. P., & Borella, M. R. D. C. (2015). System dynamics as a tool for green supply chain management: A theoretical ransom. International Journal of Humanities and Science, Vol. 5 No. 4-1, pp. 1-13.
Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.
Shocker, A. D., Srivastava, R. K., and Rueckert, R.W, (1994), “Challenges and opportunities facing brand management: An Introduction to Special Issue”, Journal of Marketing Research, Vol. 31, PP. 149-158.
Simon, Carol J. and Mary W. Sullivan (1993) “The Measurement and Determinants of Brand Equity: a Financial Approach” Marketing Science, Vol. 12No. 1, pp. 28-52.
Sterman, J. D. (1991). “A Skeptic’s Guide to Computer Models.” Managing a Nayion:The Microcomputer Software Catalog.
Sterman, J.D., 2000. Business Dynamics: Systems Thinking and Modeling in a Complex World (p. 1008). McGraw-Hill, Boston, MA.
Thompson C., A. Rindfleisch and Z. Arsel. (2006).” Emotional Branding and the Strategic Value of the Doppelganger Brand Image”. Journal of Marketing, Vol.70, pp.50-64.
Williams, D., 2005. Integrating System Dynamics Modeling and Case Study Research Method: A Theoretical Framework for Process Improvement. Working paper, System Dynamics Society. http://www.systemdynamics.org/other_resources.htm. Accessed December 2006.
Wolstenholme, E. F. and Coyle, R. G., 1983. The Development of System Dynamics as a Methodology for System Description and Qualitative Analysis. Journal of Operational Research Society, Vol. 37 No. 7, pp. 569-581.
YANG, J., YANG, F., & WANG, S. E. (2010). On the Operating Mechanism of Rational Innovation System Based on System Dynamics [J]. Scientific Management Research, 4, 001.
Yoo, B. and Donthu, N. (2001), “Developing and validating a multidimensional consumer-based brand equity scale”, Journal of Business Research, Vol. 52, pp. 1-14.
| ||
|
آمار تعداد مشاهده مقاله: 1,243 تعداد دریافت فایل اصل مقاله: 1,571 |
||