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واکاوی مفهوم «استراتژی سبد برند» مبتنی بر مرور نظاممند | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 6، دوره 5، شماره 2 - شماره پیاپی 14، شهریور 1397، صفحه 149-180 اصل مقاله (1.19 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2019.28557.1867 | ||
| نویسندگان | ||
| شهریار عزیزی1؛ منیژه قره چه2؛ سید محمود حسینی3؛ فرزاد ترکمانی* 3 | ||
| 1گروه مدیریت بازرگانی - دانشکده مدیریت و حسابداری - دانشگاه شهید بهشتی - تهران - ایران | ||
| 2دانشگاه شهید بهشتی | ||
| 3گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران | ||
| چکیده | ||
| حجم بالای مطالعات مرتبط با حوزه سبد برند و مفاهیم مشتق از آن از یک طرف و طیف گسترده و گاهاً متعارض یافتههای حاصل آن‌ها از طرف دیگر، نویسندگان را بر آن داشت تا ضمن مرور نظاممند مطالعات انجام‌شده در این حوزه (به‌ویژه در بحث استراتژی سبد برند)، به دستهبندی و تجمیع یافتههای حاصله پرداخته و مفهوم، ابعاد، پیشآیندها و عوامل مؤثر بر آن را تبیین نمایند. بر این اساس، مبتنی بر الگوی چهار مرحلهای مرور نظاممند، استراتژی جستجوی مقالات تدوین و فرآیند جستجو در پایگاههای استنادی برتر آغاز گردید و مقالات برتر و واجد شرایط به‌منظور بررسی عمیقتر و پاسخ به سؤالات پژوهش انتخاب شدند. یافتههای پژوهش حاکی از آن است که مفهوم استراتژی سبد برند، از تعابیر هویتگرایانه به تعابیر سیستمی و در ادامه به‌سوی مفاهیم ساختارگرایانه و سلسلهمراتبی در حال تغییر و تحول میباشد. همچنین، گسترهی برند، ارتباط بین برندهای سبد و عناصر بصری سبد برند ازجمله مهمترین ابعاد استراتژی سبد برند هستند که توسط عوامل درونی چون عوامل مرتبط با برند و عوامل عملکردی و عوامل بیرونی چون عوامل مربوط به مصرفکننده و عوامل مربوط به رقبا تحت تأثیر قرار میگیرند. | ||
| کلیدواژه‌ها | ||
| برند؛ سبد برند؛ استراتژی سبد برند؛ مدیریت سبد برند | ||
| عنوان مقاله [English] | ||
| Analyzing the concept of “brand portfolio strategy”: a systematic review | ||
| نویسندگان [English] | ||
| Shahriar Azizi1؛ manizhe ghareche2؛ Mahmood Hosseini3؛ Farzad Torkamani3 | ||
| 1Business Management Groups | ||
| 2Business Management Department | ||
| 3Business Management Department, Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran | ||
| چکیده [English] | ||
| The high volume of the research related to "brand portfolio" and the derived concepts from it, and on the other hand, a wide and yet conflicting spectrum of findings motivated the authors to categorize the findings and elaborate the concept, dimensions, drivers and impacting factors on the subject, in addition to systematically review of the previous researches. Based on the four-step model of systematic review of Okoli & Schabram (2010) and Iden et al (2017), the search strategy of the papers was developed, the searching process in related databases was started and more appropriate articles were selected in order to achieve a deeper analysis. Findings of the research show that the concept of brand portfolio strategy have been transformed from identity-based to systemic approaches and then is changing to structure-oriented and hierarchical concepts. In addition, brand scope and the relationship between brand portfolio and brand visual elements are among the most important dimensions of brand portfolio strategy, which are affected by internal factors like brand related and performance factors and also external factors like consumer-related and competitor factors. | ||
| کلیدواژه‌ها [English] | ||
| brand, brand portfolio, brand portfolio strategy, brand portfolio management | ||
| مراجع | ||
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