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الگوی برندسازی شرکت های مادر | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| فصلنامه علمی پژوهشی مدیریت برند | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| مقاله 1، دوره 11، شماره 4 - شماره پیاپی 40، اسفند 1403، صفحه 13-66 اصل مقاله (2.27 M) | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| نوع مقاله: مقاله پژوهشی | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| شناسه دیجیتال (DOI): 10.22051/bmr.2025.47442.2582 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| نویسندگان | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| سیمین نصرالهی وسطی1؛ اسداله کردنائیچ* 2؛ اصغر مشبکی اصفهانی3؛ hr_yazdani یزدانی4 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 1دانشجوی دکتری بازاریابی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 2استاد گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه تربیت مدرس، تهران، ایران، | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 3استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 4دانشیار، دانشکده مدیریت، پردیس فارابی، دانشگاه تهران، قم | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| چکیده | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| علی‌رغم سرمایه‌گذاری‌های فراوانی که در حوزه مدیریت برند در هلدینگ‌ها انجام می شود، این تلاش ها از اثربخشی چندانی برخوردار نبوده است. یکی از دلایل این موضوع، نبود یک تفکر و الگوی جامع برای برندسازی در هلدینگ‌ها است. از اینرو، با توجه به نیاز هلدینگ‌ها به یک الگوی مناسب برندسازی برای کسب موقعیت رقابتی مناسب در بازارهای هدف هر یک از کسب و کارهای تابعه و نیز شکاف پژوهشی موجود در ادبیات مربوطه، در پژوهش حاضر با بهره‌گیری از رویکردی چند سطحی نسبت به تدوین چنین الگویی مبادرت شده است. روش پژوهش در پژوهش حاضر، کیفی-اکتشافی و از نوع فراترکیب است. بدین منظور، با استفاده از کلیدواژه‌های منتخب از بین پایگاه‌های اطلاعاتی اسکوپوس و وب آف ساینس، تعداد 78 مقاله طی چندین مرحله پایش انتخاب شد و مورد تحلیل محتوای کیفی قرار گرفت. پایایی نتایج کدگذاری با استفاده از پایایی بازآزمون ارزیابی گردید و برابر 73 درصد بود که رضایت بخش است. الگوی برندسازی شناسایی شده شامل سه سطح الف) خرد یا اهداف (بلندمدت و کوتاه مدت)، ب) میانه یا استراتژی‌ها و تاکتیک‌ها، و ج) کلان یا عوامل درون سازمانی موثر بر برندسازی در هلدینگ‌ها بود. در سطح خرد، اهداف شامل ایجاد تمایز، بهبود جایگاه برند، و خلق ارزش اقتصادی است. در سطح میانه، استراتژی‌ها شامل معماری برند، تعامل برند، و نبوغ برند بود. سرانجام، در سطح کلان نیز عوامل درون سازمانی مشتمل بر مدیریت توانمندی های سازمانی، رفتارها و تعاملات درون سازمانی، رشد و توسعه سازمانی، و مدیریت پورتفوی برندهای سازمان بود. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| کلیدواژه‌ها | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| برندسازی؛ معماری برند؛ الگو؛ مدل چند سطحی؛ هلدینگ | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| عنوان مقاله [English] | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| a Model of Branding in Holding | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| نویسندگان [English] | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Simin Nasrolahi Vosta1؛ Asadollah Kordnaeij2؛ Asghar Moshabaki3؛ hr_yazdani hr_yazdani4 | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 1PhD Candidate in Marketing Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 2Professor, Business Management Department, Faculty of Management & Economics, University of Tarbiat Modares, Tehran, Iran. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 3Professor, Management, faculty of management and Economics, Tarbiat Modares University, Tehran, Iran | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| 4Associate Professor, Faculty of Management, Farabi College, University of Tehran, Qom | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| چکیده [English] | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Despite the many investments made in the field of brand management in holding companies, these efforts have not been very effective. One of the reasons for this issue is the lack of a comprehensive thinking and model for branding in holdings. Therefore, according to the need of holding companies for a suitable branding model to obtain a suitable competitive position in the target markets of each of the subsidiary businesses, as well as the research gap in the relevant literature, in the present study, using a multi-level approach Efforts have been made to compile such a model. The research method in the current study is qualitative-exploratory and meta-synthesis. For this purpose, using selected keywords from Scopus and Web of Science databases, 78 articles were selected during several stages of monitoring and subjected to qualitative content analysis. The reliability of coding results was evaluated using retest reliability and it was equal to 73%, which is satisfactory. The identified branding pattern included three levels: a) wisdom or goals (long-term and short-term), b) middle or strategies and tactics, and c) macro or internal organizational factors affecting branding in holdings. At the micro level, goals include creating differentiation, improving brand positioning, and creating economic value. At the middle level, strategies included brand architecture, brand engagement, and brand ingenuity. Finally, at the macro level, intra-organizational factors included the management of organizational capabilities, intra-organizational behaviors and interactions, organizational growth and development, and management of the organization's brand portfolio. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| کلیدواژه‌ها [English] | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Branding, Pattern, Brand Architecture, Multi-Level Model, Holding | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| مراجع | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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پیوست: مقالات منتخب برای فراترکیب
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آمار تعداد مشاهده مقاله: 178 تعداد دریافت فایل اصل مقاله: 80 |
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