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گفتمان کاوی الگوهای ذهنی خریداران محصولات جعلی برندهای لوکس بر مبنای روش شناسی کیو | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 1، دوره 4، شماره 1 - شماره پیاپی 9، خرداد 1396، صفحه 13-40 اصل مقاله (2.6 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.16718.1368 | ||
| نویسندگان | ||
| سید حمید خداداد حسینی* 1؛ سهیل نجات2؛ مسلم هاشمی2 | ||
| 1استاد گروه مدیریت بازرگانی دانشکده اقتصاد دانشگاه تربیت مدرس | ||
| 2دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس | ||
| چکیده | ||
| امروزه به دلایل فراوانی خرید برندهای لوکس جعلی شدت یافته و بازار بسیار بزرگی را به خود اختصاص داده است. این موضوع باعث ضربه زدن به وجهه و اعتبار برند شرکت های معتبر می شود. دانستن دلایل خرید برندهای لوکس جعلی می تواند کمک شایان توجهی به این شرکت ها کند. از این رو، پژوهش حاضر از طریق روش شناسی کیو به شناسایی ذهنیت های خریدارن برند جعلی پرداخته است. در این راستا پس از مطالعه مبانی نظری موجود در زمینه خرید برندهای لوکس جعلی و انجام مصاحبه با 10 نفر از خریداران برند جعلی که به صورت قضاوتی انتخاب شده بودند، فضای گفتمان این پژوهش در قالب 43 عبارت شکل گرفت. در بخش کمی این پژوهش نیز تعداد 54 نفر برای مرتب سازی عبارات نمونه ای به صورت غیراحتمالی و در دسترس انتخاب شدند. جامعه آماری این پژوهش را دانشجویان دانشگاه تربیت مدرس تشکیل می دهند. پایایی دسته های کیو از طریق آزمون- آزمون مجدد سنجیده شد که همبستگی پاسخ ها بین آزمون اولیه و آزمون مجدد 889/0 بود. داده ها پس از جمع آوری از طریق نرم افزار SPSS22 مورد بررسی قرار گرفتند و با انجام تحلیل عاملی کیو، تعداد هفت ذهنیت 1- ارزش-گرایان، 2- تأثیرگذاران، 3- تأثیرپذیران، 4- کم توقعان، 5- قیمت گرایان، 6- یادگیرندگان و 7- خودابراز کنندگان شناسایی شدند. ذهنیت های شناسایی شده نیز در انتها مورد تفسیر قرار گرفتند. | ||
| کلیدواژهها | ||
| برندهای لوکس بدلی؛ خریداران برندهای بدلی؛ الگوهای ذهنی؛ روششناسی کیو | ||
| عنوان مقاله [English] | ||
| Identifying the Mental Patterns of Counterfeit Luxury Brands Buyers: A Discourse Analysis based on Q methodology | ||
| نویسندگان [English] | ||
| Hamid khodadad hosseini1؛ soheil nejat2؛ Moslem Hashemi2 | ||
| 1Professor of Business Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran. | ||
| 2PhD student of Business Management, Faculty of Management and Economics, University of Tarbiat Modares. Tehran, Iran | ||
| چکیده [English] | ||
| Today, for many reasons, the purchase of counterfeit luxury brands has become widespread and has a huge market. This will undermine the reputation of reputable brands. Knowing the reasons for buying counterfeit luxury brands can be a great help for these companies. Therefore, the present research has been conducted through Q - methodology to identify the counterfeit brand buyer's mentality. In this regard, after studying the theoretical foundations on the purchase of counterfeit luxury brands and conducting interviews with 10 fake brand buyers who were selected judgmentally, the discourse space was formed in the form of 43 phrases. In the quantitative part of the research, 54 individuals were selected for sorting out sample expressions that were selected in an improbable and available format. The statistical population of the study is students of Tarbiat Modares University. The reliability of Q categories was measured through a test-retest reliability, which correlated the responses between the initial test and the retest 0.889. Data were analyzed through SPSS-22 software. By performing Key factor analysis, seven mentalities were identified: 1) value-seekers, 2) influencers, 3) influence-takers, 4) low-expectants, 5) price-takers, 6) learners and 7) self-asserters. Also, At the end, identified mentalities were interpreted. | ||
| کلیدواژهها [English] | ||
| Counterfeit luxury brands, Counterfeit brand buyers, Mental patterns, Q - methodology | ||
| مراجع | ||
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