بهبود جایگاه ذهنی برند با استفاده از توسعه شخصیت برند: پژوهشی آمیخته

عیوضی نژاد, سلمان; بلور پارسا, محمد رضا; اکبری, محسن

doi:10.22051/bmr.2021.29455.1903

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	بهبود جایگاه ذهنی برند با استفاده از توسعه شخصیت برند: پژوهشی آمیخته
فصلنامه علمی پژوهشی مدیریت برند
دوره 7، شماره 1 - شماره پیاپی 21، فروردین 1399، صفحه 47-82 اصل مقاله (858.2 K)
نوع مقاله: مقاله پژوهشی
شناسه دیجیتال (DOI): 10.22051/bmr.2021.29455.1903
نویسندگان
سلمان عیوضی نژاد¹؛ محمد رضا بلور پارسا²؛ محسن اکبری^* ³
¹دانشجوی دکتری، مدیریت بازرگانی – سیاست‌گذاری بازرگانی- دانشگاه شهید بهشتی
²دانشجوی دکتری، مدیریت بازرگانی – بازاریابی- دانشگاه شهید بهشتی
³دانشیار دانشگاه گیلان، مدیریت بازرگانی
چکیده
با توجه به عصر رقابت و تلاطم‌های محیطی بالا، توسعه جایگاه‌یابی ذهنی برند در ذهن مشتریان ضروری است. هدف پژوهش پیش رو در گام اول، شناسایی ویژگی‌های شخصیتی بالقوه مطلوب برای برند بانک الف در نظر دانشجویان در جهت بهبود جایگاه ذهنی برند این بانک و در گام دوم امکان‌سنجی اضافه شدن این ویژگی‌ها به شخصیت برند، بر اساس ارتباط با عناصر جوهره برند بانک الف، بوده است. نوع پژوهش از منظر هدف کاربردی و از منظر روش اکتشافی بوده، بر این اساس با انجام مصاحبه نیمه ساختاریافته با دانشجویان شهر تهران با استفاده از روش تحلیل مضمون در فاز اول، شش ویژگی شخصیتی مطلوب بالقوه شامل: قابل‌اعتماد، مسئولیت‌پذیر، پرتحرک، اجتماعی، بخشنده، هدفمند شناسایی شدند. درنتیجه انجام فاز دوم پژوهش با استفاده از ابزار پرسشنامه طراحی‌شده از بخش اول، دو ویژگی بالقوه «قابل‌اعتماد» و «اجتماعی» با بالاترین رابطه علی مثبت با عناصر جوهره برند به‌عنوان ویژگی‌هایی که بیش‌ترین امکان را برای اضافه شدن به هویت برند دارند انتخاب و ویژگی «بخشنده» با بالاترین رابطه علی منفی با عناصر جوهره برند به‌عنوان ویژگی که کمترین امکان را در این رابطه دارد، شناخته شدند.
کلیدواژه‌ها
جوهره برند؛ شخصیت برند؛ جایگاه ذهنی برند
عنوان مقاله [English]
Improving the Mental Position of Brand by Improving the Brand Personality: A Mixed Study
نویسندگان [English]
Salman Eivazinezhad¹؛ Mohammadreza Blourparsa²؛ Mohsen Akbari³
¹. PhD student in Business Management - Shahid Beheshti University

³Associate Professor, University of Guilan
چکیده [English]
Today's competitive condition and high environmental turbulence necessitate the improvement of brand position in customers' minds. Accordingly, the purpose of the present research is first identifying the desired potential personal attributes of Alef bank' brand in students minds and using them to improve their brand position, accordingly and then, feasibility study of adding these attributes to brand personality by considering their relationship with brand essence elements of Alef bank. To do so, Tehran students were interviewed and 6 desired potential personality attributes were dentified: trustworthy, responsible, active, social, generous, and purposeful. In the second phase of the research, by using a questionnaire and analyzing the gathered data, it is found that "trustworthy" and "social" have the highest positive causal relationship with the elements of brand essence. So, these attributes have the most feasibility to be added to brand identity and position. It is also found that "generous" has the highest negative causal relationship with the elements of brand essence, so it has the lowest feasibility in this relationship.
کلیدواژه‌ها [English]
Brand Essence, Brand Personality, Brand Position

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آمار

بهبود جایگاه ذهنی برند با استفاده از توسعه شخصیت برند: پژوهشی آمیخته

Aaker, J.L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34 (3), 347.

Aaker, J.L. Benet, M.V. & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish Brand Personality. Journal of personality and social psychology, 81(3), 492-508.

Aaker, J. L. Fournier, S. & A.S. B. (2004). When good brands do bad. Journal of Consumer Research, 31 (6): 1-16.

Aaker, D. A. & Joachimsthaler, E. (2000). Brand Leadership, The Free Press. New York.

Bashokouh, Mohammad, Shekastehband, Mitra (2016). Analysis of the factors affecting the development of the services brand identity, Business Management, University of Tehran, Volume 7, pp. 1-21. (in persion)

Bendixena, M; Bukasaa, K & Abrat, R (2004). Brand equity in the business-to-business market, Industrial Marketing Management 33 (2004) 371–38

Brochado, A. Da Silva, R. & Vinhas Laplaca, P. (2015). Assessing Brand Personality Associations of Top-of-Mind Wine Brands. International Journal of Wine Business Research, 27 (2), 125-142

Black, I. & Veloutsou, C. (2016). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research.7.399-410.

Berry, L. L. (2000). Relationship marketing, provo, Utah, American Marketing Association.

Braun, V. & Clarke, V. (2006), “Using thematic analysis in psychology”, Qualitative Research in Psychology, Vol. 3, No. 2, Pp. 77-101.

Coleman, D. de Chernatony, L. & Christodoulides, G. (2011). B2B service brand identity: Scale development and validation. Industrial Marketing Management, 40(7), 1063- 1071.

Cretu, A. E. & Brodie, R. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36, 230–240.

Danaeifard, Hassan, Alvani, Seyed Mehdi, Azar, Adel (2013). Qualitative research methodology in management: a comprehensive approach, Saffar Publications, third edition, Iran

De Chernatony, L. (2006). From Brand Vision to Evaluation, Oxford, Butterworth-Heinemann.

Duma, F. Hallier, C. & Nguyen, B. (2016). The management of luxury brand behavior: adapting luxury brand management to the changing market forces of the 21st century. The Marketing Review, 16 (1), 3-25.

De Chernatony, L. McDonald, M. & Wallace, E. (2010). Creating Powerful Brands. Oxford: Elsevier.

Ebrahimi, Abolghasem, Khalifa, Mojtaba, Samizadeh, Mehdi (2012). Psychological Processes Effects of Brand Identity and Brand Personality on Brand Loyalty, Business Management Perspectives, 12, pp. 189-208. (in persion).

Fong So, K. King, C. Hudson, S. & Meng, F. (2017). The Missing Link in Building Customer Brand Identification: The Role of Brand Attractiveness, Tourism Management, 59, 640 -651.

Ghammat Afzar, Nasrin, Seljuqi, Mohammad Javad. (2019). Investigating the effect of brand personality on the loyalty of sports team fans by determining their identity (Case study: Payam Quchan karate fighters). Accounting and Management Perspectives, 2 (9), 1-20(in persion).

Ghodeswar, B. M. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product and Brand Management, 17, 4–12.

Hassani, M.H (2011). An Introduction to Integrative Methodology in Interdisciplinary Research in the Social Sciences. Quarterly Journal of Interdisciplinary Studies in the Humanities, 2(4), 153-137. (In Persian).

Hinson, R. E. Abdul-Hamid, I. K. & Osabutey, E. L.C. (2017). Investigating market orientation and positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality Management. 29 (10). Pp 2629-2646

Hoffmann A, &Anna-Caroline S, (2012), Which Brand Personality Traits Make Consumers Pay a Price Premium? Master's Degree, Department of Business Administration.

Japura, A. & Molinillo, S. (2019). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research, 99, 464-471.

John, D. R. Loken, B. Kim, K. & Monga, A. B. (2006). Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43(4): 549–563.

Kapferer, J. N. (2004). The new strategic brand management: Creating and sustaining brand equity long term, Kogan Page. London.

Kapferer, J. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term. Kogan Page Publishers.

Kapferer, Jean-Noël. (2012). The New strategic brand management: Advanced insights and strategic thinking. London: Kogan page, 5th ed.

Keller, K.L. (2008). Strategic Brand Management - building, Measuring, and Managing Brand Equity (Third Ed). United States: Pearson - Prentice Hall.

Keller, k & RICHEY, k (2016). The importance of corporate brand personality traits to a successful 21st century business, IMPORTANCE OF CORPORATE BRAND PERSONALITY.

Kim, J. Lee, H. & Lee, J. (2019). Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect. Journal of Retailing and Consumer Services, 28(1), 93-113.

Kostelijk, E. (2008). Commentary identity-based marketing: A new balance marketing paradigm. European Journal of Marketing,42 (9): 907-914

Kotler, P. Keller, K.L. Brady, M. Goodman. M. & Hansen, T. (2009) Marketing Management Prentice Hall

Garanti, Z. & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry the mediating role of brand equity. International Journal of Bank Marketing, 37(6), 1480-1503.

Kim, J. Lee, H. & Lee, J. (2019). Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect. Journal of Retailing and Consumer Services, 28(1), 93-113.

Krishnan, B. C. & Hartline, M. D. (2001). Brand equity: Is it more important in services? Journal of Services Marketing, 15 (5): 328-342.

Levet N. (2012),“Brand personality, the reason for consumers to pay a price premium for National brands over Private Labels" master thesis,University of Kassel.

Maehle, N. & Shneor, R. (2010). On Congruence between Brand and Human Personalities. Journal of Product & Brand Management, 19(1), 44-53.

Moorthi, Y. L. R. (2002). An approach to branding services. Journal of Services Marketing, 16(3), 259-274.

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