پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شمارهها | 938 |
| تعداد مقالات | 7,705 |
| تعداد مشاهده مقاله | 12,647,324 |
| تعداد دریافت فایل اصل مقاله | 9,005,434 |
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 | ||
|
رحمان سرشت، حسین، سید محمد اعرابی و مهدی ابراهیمی (1387)، رویکرد نوین ارزشآفرینی در سازمانها، سومین
کنفرانس بینالمللی مدیریت راهبردی، تهران، ایران.
صارمی، علیرضا. صادقیان قراقیه، سعید. شکری، صابر و حمدی، یحیی. (1396). عوامل مؤثر بر جذابیت برند کارفرما، با نقش
متغیر تعدیلگر اجتناب اطمینان برند. مدیریت برند، 4 (3)، 143-174.
محمد شفیعی، مجید و احمدزاده سمیه (1396). تأثیر چابکی سازمانی و مسئولیت اجتماعی شرکت بر تصویر برند. مدیریت
برند، 4 (1)، 41-78.
Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. Aaker, D. (1991). Managing Brand Equity. Free Press, New York. Amit, R.H. & P.J.H. Schoemaker. (1993). Strategic Assets and Organizational Rents. Strategic Management Journal, 14(1), 33-46. Balmer, J. M. T. & Powell, S. M. & Greyser, S. A. (2011). Explicating ethical corporate marketing. Insights from the BP Deepwater Horizon catastrophe: The ethical brand that exploded and then imploded. Journal of Business Ethics, 102(1), 1–14. Bakri, M. Krisjanous, J. and Richard, J.E. (2020), Decoding service brand image through user-generated images, Journal of Services Marketing, 34 (4), 429-442. Barreda, A. A. Nusair, K. Wang, Y. Okumus, F & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment, Journal of Hospitality and Tourism Technology, 11 (1), 109-135. Bontis, N. (1998). Intellectual Capital: An exploratory study that develops measures and models. Management Decision, 36 (2), 63-76. Bontis, N. (1999). Managing organizational knowledge by diagnosing intellectual capital: Framing and advancing the state of the field. International Journal of Technology, 18(5), 433-462. Chakraborty, U. & Bhat, S. (2018). Effect of Credible Reviews on Brand Image: A Mixed Method Approach. IIM Kozhikode Society & Management Review, 7(1), 13–22. Cho, E. Fiore, A. (2015). Conceptualization of a Holistic Brand Image Measure for Fashion-Related Brands. Journal of Consumer Marketing, 32 (4), 30-45. Coelho, P.S. Rita, P. Santos, Z.R. (2018). On the Relationship Between Consumer-Brand Identification, Brand Community, and Brand Loyalty. Journal of Retailing and Consumer Services. 43, 101-110. Colliander, J. and Marder, B. (2017). ‘Snap Happy’ Brands: Increasing Publicity Effectiveness Through a Snapshot Aesthetic when Marketing a Brand on Instagram. Computers in Human Behavior. 78, 34-43. Dirsehan, T. Kurtulus, S. (2018). Measuring Brand Image Using a Cognitive Approach: Representing Brands as a Network in the Turkish Airline Industry. Journal of Air Transport Management. 67, 85-93. Edvinsson L. and Malone M. S. (1997). Intellectual Capital: Realizing Your Company's True Value by Finding Its Hidden Brainpower, 1st edition, London Harper Business. 89-139. Gao, Q. and Feng, C. (2016). Branding with Social Media: User Gratifications, Usage Patterns, and Brand Message Content Strategies. Computers in Human Behavior. 63, 868-890. Geurin, A. N. and Burch, L.M. (2016). User-Generated Branding via Social Media: An Examination of Six Running Brands. Sport Management Review, 20 (3), 273-284. Gupta, M & Bhasin, J (2014). The Relationship between Intellectual Capital and Brand Equity, Management and Labour Studies, 39(3) 329–339. Godey, B. Manthiou, A. Pederzoli, D. Rokka, J. Aiello, G. Donvito, R. and Singh, R. (2016). Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research, 69 (12), 5833-5841. Grant, R.M. (1991). The resource-based theory of competitive advantage: Implications for strategy formulation. California Management Review, 33(3), 114-135. Grant, R.M. (1996). Prospering in dynamically - competitive environments: Organizational capability as knowledge integration. Organization Science, 7(3), 375-386. Jara, M. Cliquet, G. (2012). Retail Brand Equity: Conceptualization and Measurement. J. Retail. Consumer Serv. 19(1), 140-149. Jin, N.P. Lee, S. Huffman, L. (2012). Impact of Restaurant Experience on Brand Image and Customer Loyalty: Moderating Role of Dining Motivation. Journal of Travel & Tourism Marketing, 29, 532-551. Kato, T. Tsuda, K. (2018). A Management Method of the Corporate Brand Image Based on Customers’ Perception. Procedia Computer Science. 126, 1368–1377. Keller, K. L. (2009). Building Strong Brands in a Modern Marketing Communications Environment. Journal of Marketing Communications, 15 (2-3), 139-155. Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-based Brand Equity. Journal of Marketing, 57(1), 1-22. Keller, K.L. (2016). Reflections on Customer-based Brand Equity: Perspectives, Progress and Priorities. AMS Review, 6(1-2), 1-16. Keller, V.G. Desai, K.K. Talukdar, D. Inman J.J. (2018). Shopper Marketing Moderators of the Brand Equity – Behavioral Loyalty Relationship. Journal of Business Research, 85, 91-104. Kohli, C. Suri, R. and Kapoor, A. (2015). Will Social Media Kill Branding? Business Horizons, 58, 35-44. Krueger, R.A. Casey, M. A. (2014). Focus Groups: A Practical Guide for Applied Research. 3rd Ed. Sage Publishing. Laurence, D. (2017). Do Ads That Tell A Story Always Perform Better? The Role of Character Identification and Character Type in Storytelling Ads. International Journal of Research in Marketing, 35 (2), 289-304. Lee, J. and Lee, H. (2012). Canonical Correlation Analysis of Online Video Advertising Viewing Motivation and Access Characteristics. New Media and Society. 14(8), 1358-1374. Li, H. and Lo, H.Y. (2014). Do you Recognize Its Brand? The Effectiveness of Online In Stream Video Advertisements. Journal of Advertising, 44(3), 208-218. Liua, C. H & Jiangb, J.F. (2020). Assessing the moderating roles of brand equity, intellectual capital and social capital in Chinese luxury hotels, Journal of Hospitality and Tourism Management, 43, 139–148. Li, Y. Teng, W. Liao, T.T. and Lin, T.M.Y. (2020). Exploration of patriotic brand image: its antecedents and impacts on purchase intentions, Asia Pacific Journal of Marketing and Logistics, DOI 10.1108/APJML-11-2019-0660. Martínez, J.B, Cricelli, L. Ferrándiz, E. Greco, M & Grimaldi, M. (2020). Joint forces: Towards an integration of intellectual capital theory and the open innovation paradigm, Journal of Business Research, 112(C), 261-270. Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty. International Journal retail distribution management, 35(35), 544-555. Merrilees, M.Y. Rahimah, B. Miller, D. & Shao, W. (2016). Mall brand meaning: an experiential branding perspective. Journal of Product & Brand Management, 25(3), 262-273. Mohammad shafiee, M & Ahmadzadeh, S. (2017). The impact of organizational agility and corporate social responsibility on brand image, Brand Management, 4 (1), 41-78. (in Persian) McDowell, W. C. Peake, W. O. Coder, L. & Harris, M. L. (2018). Building small firm performance through intellectual capital development: Exploring innovation as the “black box”. Journal of Business Research, 88, 321–327. Pavlou, P. A. (2003). Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134. Plumeyer, A. Kottemann, P. Boger, D & Decker, R. (2019). Measuring brand image: a systematic review, practical guidance, and future research directions, Review of Managerial Science, 13, 227–265. Persson, N. (2010). An Exploratory Investigation of the Elements of B2B Brand Image and its Relationship to Price Premium. Industrial Marketing Management, 39 (8), 1269-1277. Philips, L.W (1981). Assessing the measurement error in key informant reports: A Methodological note on Organizational analysis in marketing, Journal of Marketing Research, 18 (4), 395-415. Rahman Seresht, H. Aarabi, S. M & Ebrahimi, M (2008). A New Approach to Value Creation in Organizations, 3rd International Conference on Strategic Management, Tehran, Iran. Roos J. Roos G. Nicola C. D. and Edvisson, L. (1998). Intellectual Capital: Navigating the New Business Landscape. Macmillan Press LTD. Roos, G & Roos, J. (1997). Measuring your Company’s Intellectual Performance, Long Range Planning, 30 (3), 366-373 Sanchez, R. (2001). Building Blocks for Strategy Theory: Resources, Dynamic Capabilities and Competences. Rethinking Strategy. London: Sage Publications. 143-157. Salvi, A. Vitolla, F. Giakoumelou, A. Raimo, N & Michele, R. (2020). Intellectual capital disclosure in integrated reports: The effect on firm value, Technological Forecasting and Social Change, 160, 1-8. Saremi, A. Sadeghian Qaraqieh, S. Shokri, S & Hamdi, Y. (2017). The effective factors in employer’s brand attractiveness with the role of moderating variable of brand avoiding uncertainty. Brand Management, 4 (3), 143-174. (in Persian) Shahraki, I. Sheikh, R. & Mohammadi, E. (2015). Customers' mental image with the pure propagator index of Iranian airline companies, Business Research Journal, 7(13), 51-72. (in Persian) Seo, E.J. and Park, J.W. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and Customer Response in the Airline Industry. Journal of Air Transport Management. 66, 36-41. Seyedghorban, Z. Matanda, M.J. & Laplaca, P. (2016). Advancing theory and knowledge in the business-to-business branding literature. Journal of Business Research, 69(8), 2664-2677. Stewart T. A (1997). Intellectual Capital: The New Wealth of Organizations. New York:114 Doubleday. Sullivan, P.H (2000). Value-driven intellectual capital. How to convert intangible corporate assets into market value. New York: John Wiley. Teece, D.J. Pisano, G. and Shuen, A. (1997). Dynamic capabilities and strategic management. Strategic Management Journal, 18(7): pp. 509-533. Vimla & Taneja. U. (2020). Brand image to loyalty through perceived service quality and patient satisfaction: A conceptual framework, Health Services Management Research, Advance online, 1-8. DOI: 10.1177/0951484820962303 Wang, S.W. Pelton, L.E. and Hsu, M.K. (2018), Analysis of consumers’ attitudinal and emotional factors on luxury apparel brand purchase intentions, Service Industries Journal, 39(11-12), 1-19. Walsh, K. Enz, C. & Canina, L. (2008). The impact of strategic orientation on intellectual capital investments in customer service firms. Journal of Service Research, 10(4), 300–317. Wilkinson, S. (1998). Focus Group Methodology: A Review. International Journal of Social Research Methodology, 1 (3), 181-203. Zhang, Y. (2015). The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, 3 (1), 58-62. Zhicheng, L. Zhuoer, C. Tin Shing, L. T & Kai Wah, C. H. (2016). The Impact of Intellectual Capital on Companies’ Performances: A Study Based on MAKE Award Winners and Non-MAKE Award Winner Companies, Procedia Computer Science, 99, 181-194. | ||
|
آمار تعداد مشاهده مقاله: 549 تعداد دریافت فایل اصل مقاله: 488 |
||