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مدلسازی بهبود تصویر ذهنی برند هلدینگها از طریق توسعه سرمایههای فکری | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| دوره 7، شماره 1 - شماره پیاپی 21، فروردین 1399، صفحه 15-45 اصل مقاله (894.19 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2020.31458.1996 | ||
| نویسنده | ||
| مهدی ابراهیمی* | ||
| استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران. | ||
| چکیده | ||
| تقویت و به‌کارگیری سرمایههای فکری که محصول خرد و تفکر هستند، میتواند تصویر ذهنی مشتریان از ویژگیهای منابع انسانی، زیرساختها و امکانات و شبکههای ارتباطی هلدینگ در بازار را تغییر داده و موقعیت رقابتی ممتازی را برای هلدینگها به وجود آورد؛ بنابراین، این پژوهش به بررسی نحوه بهبود تصویر ذهنی برند هلدینگها از طریق توسعه سرمایههای فکری پرداخته است. پژوهش حاضر، دارای جهت‌گیری کاربردی و هدف تبیینی می‌باشد و با استفاده از تکنیک مدلسازی تفسیری ساختاری به تحلیل داده‌های جمع‌آوری‌شده از طریق مصاحبه با ۱۴ مدیر ارشد یکی از هلدینگهای بزرگ کشور، پرداخته ﺷﺪه است. این افراد به روش هدفمند غیر تصادفی انتخاب شدند. تعداد نمونه تا حد رسیدن به اشباع نظری به روش گلوله برفی مشخص شد. یافته‌های نهایی مشخص ساخت که تقویت سرمایههای فکری هلدینگ، تصویر ذهنی مشتریان از برند هلدینگ را تحت تأثیر قرار میدهد و ترتیب اهمیت تصویر ذهنی ابعاد سرمایههای فکری هلدینگها عبارت است از تصویر ذهنی سرمایههای انسانی، سرمایههای رابطهای و سرمایههای ساختاری. | ||
| کلیدواژه‌ها | ||
| تصویر ذهنی برند؛ سرمایه انسانی؛ سرمایه ساختاری؛ سرمایه رابطهای؛ سرمایههای فکری؛ مدلسازی ساختاری تفسیری | ||
| عنوان مقاله [English] | ||
| Modeling the Improvement of the Brand Mental Image of the Holdings through the Development of Intellectual Capital | ||
| نویسندگان [English] | ||
| Mehdi Ebrahimi | ||
| Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran | ||
| چکیده [English] | ||
| Strengthening and utilizing the intellectual capital that is the product of thinking can change the mental image of customers about the characteristics of human resources, infrastructure and facilities and communication networks of the holdings in the market and create an excellent competitive position for them. Accordingly, this study examines how to improve the brand mental image of the holdings through the development of intellectual capital. The present study has an applied orientation with explanatory purpose and Interpretive Structural Modelling technique has been used to analyze the collected data through interviews with 14 senior managers of one of the largest holdings in the country. These individuals were selected in a targeted and non-random manner. The number of samples was determined based on theoretical saturation and snowball method. The findings showe that strengthening the intellectual capital of the holding affects the customers mental image of the holding brand, and the mental image of the dimensions of the holdings' intellectual capital in order of importance include the mental image of human capital, relational capital and structural capital. | ||
| کلیدواژه‌ها [English] | ||
| Brand Image, Human Capital, Structural Capital, Relational Capital, Intellectual Capital, Interpretive Structural Modelling | ||
| مراجع | ||
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رحمان سرشت، حسین، سید محمد اعرابی و مهدی ابراهیمی (1387)، رویکرد نوین ارزش‌آفرینی در سازمان‌ها، سومین
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