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طراحی الگوی مفهومی جایگاهیابی مجدد برند | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 2، دوره 5، شماره 1 - شماره پیاپی 13، خرداد 1397، صفحه 35-78 اصل مقاله (712.9 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.20646.1522 | ||
| نویسندگان | ||
| علیرضا نعلچی کاشی1؛ سید محمد طباطبایی نسب* 2؛ زهره طباطبایی نسب3؛ شهناز نایب زاده4 | ||
| 1دانشجوی دکتری | ||
| 2یزد ، صفاییه، دانشگاه یزد، دانشکده مدیریت | ||
| 3هیات علمی | ||
| 4دانشیار/ دانشگاه آزاد اسلامی واحد یزد | ||
| چکیده | ||
| جایگاهیابی مجدد برند به معنای تغییر باورهای مشتریان در مورد برند و ایجاد یک موقعیت متمایز و جدید در ذهن مشتریان هدف است. از آنجایی‌که پژوهشهای انجام‌شده در حیطه جایگاهیابی مجدد برند محدود است، پژوهش حاضر با هدف ارایه مدلی جامع از جایگاهیابی مجدد برند انجام شده است. این مطالعه یک پژوهش کیفی است که پژوهشگران در آن برای تحلیل داده‌ها، رویکرد نظریه داده‌بنیاد را به کمک نرم‌افزار مکس‌کیودی‌ای به‌کار بردند. مدل استخراج‌شده نشان می‌دهد که با توجه به روند پژوهش، عواملی مانند عدم رقابت‌پذیری محصول یا برند، زمینه‌ساز جایگاهیابی مجدد برند هستند و برای اجرای موفق فرآیند جایگاه یابی مجدد برند باید از استراتژی‌هایی مانند تغییر جایگاه روانی استفاده کرد. به‌علاوه، شناخت از مصرف‌کننده، جزو شرایط زمینه‌ای است که موجب تسهیل فرآیند می‌شود و مقاومت مصرف‌کننده نسبت به تغییر، جزو شرایطی مداخله‌گر است که در فرآیند اختلال ایجاد می‌کند. نهایتا اینکه پیامد این فرآیند، تغییر و بهبود جایگاه برند است | ||
| کلیدواژه‌ها | ||
| برند؛ جایگاهیابی؛ جایگاهیابی مجدد برند؛ نظریه داده‌بنیاد | ||
| عنوان مقاله [English] | ||
| Developing a Conceptual Framework for Brand Repositioning | ||
| نویسندگان [English] | ||
| alireza naalchi1؛ Seyed Mohammad Tabataba'i-Nasab nasab2؛ Zohre Tabataba'i-Nasab3؛ Shahnaz Nayebzadeh4 | ||
| 1ph.d student | ||
| 2Business department-Economics,Management & Accounting-Yazd university-Yazd-Iran | ||
| 3assistant | ||
| 4associate | ||
| چکیده [English] | ||
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Auckland University of Technology Ethics Committee. New Zealand. pp 1-80. 8- Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and Qualitative Research. Edwards Brothers, Inc. Fourth Edition. Pp 1-650. 9- Corbin, J. & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology. 13(1), pp 3-21. 10- Copeland, J. T. (2001). Successful brand repositioning, Aspirational vs. achievable strategies. Marketing practice. McKinsey & Company. pp 1-12. http://marketing.mckinsey.com 11- Crowley, D. (2011). What Old Spice teaches us about brand repositioning? Quirk’s Marketing Research Review. pp 1-2. www.quirks.com 12- Crompton, J. L. (2009). Strategies for implementing repositioning of leisure services. Managing Leisure. 14(2), pp 87 –111. 13- Crosby, L.A. & Taylor, J.R. (1983). Psychological commitment and its effects on post decision evaluations and preference stability among voters. Journal of Consumer Research. 9(4), pp 413-431. 14- Chowdhury, p. p. (2013). Key strategies and issues of positioning: A review of past studies. American Academic & Scholarly Research Journal. 5(1), pp 55-66. 15- Chacko, H. E. & Marcell, M. H. (2008). Repositioning a Tourism Destination: The Case of New Orleans after Hurricane Katrina. Journal of Travel & Tourism Marketing. 23(2/4), pp 223-235. 16- Dev, Ch .S. & Keller, K. (2014). Brand Revitalization. Cornell Hospitality Quarterly. 55(4), pp 333 –341. 17- Doyle, P. & Stern, P. (2006). Marketing Management and Strategy. Fourth Edition. Great Britain: Prentice Hall, Pearson Education Limited. Pp 1-446. 18- Descotes, R. M. & Delassus, V. P. (2015). The impact of consumer resistance to brand substitution on brand relationship. Journal of Consumer Marketing. 32(1), pp 34 – 42. 19- Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. John Wiley & Sons, Ltd, Publication England. Second edition. Pp 1-369. 20- Dittrich, K. Duysters, G. & Man, A. (2007). Strategic repositioning by means of alliance networks: The case of IBM. Research Policy. 36(10), pp1496–1511. 21- Erevelles, S. Roy, A. & Yip, L.S.C. (2001). The universality of the signal theory for products and services. Journal of Business Research. 52(2), pp 175-87. 22- Fuchs, Ch. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies from a consumer perspective. European Journal of Marketing. 44(11/12), pp1763-1786. 23- Fishbein, M. & Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple behavioral criteria. Psychological Review. 81(1), pp 59–74. 24- Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of Product &Brand Management. 17(1), pp. 4-12. 25- Georgiev, G. & Werner, Ph. (2013). Strategic repositioning in global manufacturing companies. School of Economics and Management lund university. Department of Business administration. Pp 1-63. 26- Gambetti, R C. Graffigna, G. & Biraghi, S. (2012). The Grounded Theory approach to consumer–brand engagement.The practitioner’s standpoint. International Journal of Market Research. 54(5), pp 659-687. 27- Homburg, Ch. Jozić, D. & Kuehnl, Ch. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science. 45(3), pp 377-401. 28- Hooley, G. & Greenley, G. (2005). The resource underpinnings of Competitive positions. Journal of Strategic Marketing. 13(2), pp 93-116. 29- Herrmann, A. & Huber, F. (2000). Value-oriented brand positioning. The International Review of Retail, Distribution and Consumer Research.10 (1), pp 95-112. 30- 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). 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Journal of Business & Industrial Marketing. 29(3), PP 253– 264. 37- Kumar, R. & Gupta, V. (2003). Repositioning Western Brands in the Asian Culture: Insights from the Indian Context. Asia Pacific Journal of Economics and Business. 7(1). Pp 57-72. 38- Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th Edition. Published by Pearson Education, Inc. pp 1-590. 39- Kotler, Ph. Keller, K.L. (2008). Marketing Management. Prentice-Hall, Englewood Cliffs, NJ. 13 Edition. PP 1-717. 40- Kapferer, J N. (2008). The New Strategic Brand Management. Fourth Edition. Kogan Page Limited. Pp 1-560. 41- Keller, k. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing. 57(1), pp 1-22. 42- Keller, k. (1999). Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies. California Management Review.41 (3), pp 102-124. 43- Kolbl, Ž. Konečnik Ruzzier, M. & Kolar, T. (2015). 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| کلیدواژه‌ها [English] | ||
| Brand, Brand Repositioning, Grounded Theory, Positioning | ||
| مراجع | ||
|
امیدی‌کیا، ک، مشبکی، ا، خداداد حسینی، س ح، و عزیزی، ش. (1391). شناخت قابلیت‌های سازمانی جایگاه‌سازی برند شرکت در صنعت مواد غذایی با استفاده از نظریه داده‌بنیاد، اندیشه مدیریت راهبردی، سال ششم، شماره اول، صص 35-72. اسدی، ع، یکتا، م، حسن‌زاده، ف، و لطفی، د. (1393). آینده پژوهش صنعت پوشاک، اتاق بازرگانی، صنایع و معادن و کشاورزی تهران، صص 1-75. حمیدی‌زاده، محمدرضا، غدیری، علیرضا، قرچه، منیژه، و بازرگان، کاوه. (1395). پیشایند‌های ارزش ویژه برند شرکتی، در صنعت فناوری اطلاعات و ارتباطات ایران، با استفاده از نظریه داده‌بنیاد، مجله مدیریت برند، 3 (3)، صص 48-11. روشندل اربطانی، ط، محمودزاده، ا. (1396). طراحی مدل تبلیغات از طریق رسانه‌های اجتماعی به منظور تاثیر بر تمایل مشتریان، فصلنامه مدیریت بازرگانی، 9 (4)، صص 763-786. رحیم‌نیا، ف، فاطمی، ز، و هرندی، ع. (1392). بررسی آثار متقابل ابعاد ارزش ویژه برند مبتنی بر مشتری، فصلنامه مدیریت بازرگانی، 5 (4)، صص 1-20. رضایی پنداری، ع، آذر، ع. (1397). طراحی مدل مدیریت زنجیره‌ی تامین خدمات با رویکرد نظریه داده‌بنیاد، پژوهشهای مدیریت عمومی، 11 (39)، صص 5-32. شفیعی، مجید محمد، احمدزاده، سمیه. (1396). تاثیر چابکی سازمانی و مسئولیت اجتماعی شرکت بر تصویر برند، مجله مدیریت برند، 5 (1)، صص 78-41. طباطبایی‌نسب، س، محمدنبی، ز. (1394). بررسی تاثیر عناصر نام تجاری بر نگرش و رفتار مصرف‌کنندگان نسبت به نام تجاری تعمیم‌یافته (مورد مطالعه: شرکت فرآورده‌های گوشتی و لبنی کاله). فصلنامه علمی-پژوهشی مدیریت بازرگانی، 7 (2)، صص 445-462. Aaker, D. A. & Shansby, J.G. (1982). Positioning Your Product. Business Horizons. 25 (3), pp 56-62.
Andrews, M. & Kim, D. (2007). Revitalising suffering multinational brands: an empirical study.
International Marketing Review. 24 (3), pp 350 – 372.
Asadi, A. Yekta, M. Hasanzadeh, F. & Lotfi, D. (2014). Future Studies of the Clothing Industry. Tehran
Chamber of Commerce, Industries, Mines and Agriculture. PP 1-75. (In Persian).
Blankson, Ch. Kalafatis, S.P. Cheng, J.M.-S. & Hadjicharalambous, C. (2008). Impact of positioning
Strategies on corporate performance. Journal of Advertising Research. 48 (1), pp 106-122.
Bjorkdahl, A.H. (2004). Brand - how to reposition a brand: Brand -Repositioning a brand. School of
Economics and Management Lund University. Department of Business administration. pp 1-72.
Berry, N.C. (1988). Revitalizing brands. Journal of Consumer Marketing. 5 (3), pp 15-20.
Chang, S. (2009). Repositioning: A Case Study of McDonald’s New Zealand. Auckland University of
Technology Ethics Committee. New Zealand. pp 1-80.
Creswell, J. W. (2012). Educational Research: Planning, Conducting, and Evaluating Quantitative and
Qualitative Research. Edwards Brothers, Inc. Fourth Edition. Pp 1-650.
Corbin, J. & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria.
Qualitative Sociology. 13 (1), pp 3-21.
Copeland, J. T. (2001). Successful brand repositioning, Aspirational vs. achievable strategies.
Marketing practice. McKinsey & Company. pp 1-12. http://marketing.mckinsey.com
Crowley, D. (2011). What Old Spice teaches us about brand repositioning? Quirk’s Marketing Research
Review. pp 1-2. www.quirks.com
Crompton, J. L. (2009). Strategies for implementing repositioning of leisure services. Managing
Leisure. 14 (2), pp 87 –111.
Crosby, L.A. & Taylor, J.R. (1983). Psychological commitment and its effects on post decision
Evaluations and preference stability among voters. Journal of Consumer Research. 9 (4), pp
413-431.
Chowdhury, p. p. (2013). Key strategies and issues of positioning: A review of past studies. American
Academic & Scholarly Research Journal. 5 (1), pp 55-66.
Chacko, H. E. & Marcell, M. H. (2008). Repositioning a Tourism Destination: The Case of New Orleans
After Hurricane Katrina. Journal of Travel & Tourism Marketing. 23 (2/4), pp 223-235.
Dev, Ch. S. & Keller, K. (2014). Brand Revitalization. Cornell Hospitality Quarterly. 55 (4), pp 333 –341.
Doyle, P. & Stern, P. (2006). Marketing Management and Strategy. Fourth Edition. Great Britain:
Prentice Hall, Pearson Education Limited. Pp 1-446.
Descotes, R. M. & Delassus, V. P. (2015). The impact of consumer resistance to brand substitution on
Brand relationship. Journal of Consumer Marketing. 32 (1), pp 34 – 42.
Doyle, P. (2008). Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder
Value. John Wiley & Sons, Ltd, Publication England. Second edition. Pp 1-369.
Dittrich, K. Duysters, G. & Man, A. (2007). Strategic repositioning by means of alliance networks: The
Case of IBM. Research Policy. 36 (10), pp1496–1511.
Erevelles, S. Roy, A. & Yip, L.S.C. (2001). The universality of the signal theory for products and services.
Journal of Business Research. 52 (2), pp 175-87.
Fuchs, Ch. & Diamantopoulos, A. (2010). Evaluating the effectiveness of brand-positioning strategies
From a consumer perspective. European Journal of Marketing. 44 (11/12), pp1763-1786.
Fishbein, M. & Ajzen, I. (1974). Attitudes towards objects as predictors of single and multiple
Behavioral criteria. Psychological Review. 81 (1), pp 59–74.
Ghodeswar, B. (2008). Building brand identity in competitive markets: a conceptual model. Journal of
Product &Brand Management. 17 (1), pp. 4-12.
Georgiev, G. & Werner, Ph. (2013). Strategic repositioning in global manufacturing companies. School
Of Economics and Management lund university. Department of Business administration. Pp
1-63.
Gambetti, R C. Graffigna, G. & Biraghi, S. (2012). The Grounded Theory approach to consumer–brand
engagement.The practitioner’s standpoint. International Journal of Market Research. 54
(5), pp 659-687.
Homburg, Ch. Jozić, D. & Kuehnl, Ch. (2017). Customer experience management:
Implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45 (3), pp 377-401.
Hooley, G. & Greenley, G. (2005). The resource underpinnings of Competitive positions. Journal of
Strategic Marketing. 13 (2), pp 93-116.
Herrmann, A. & Huber, F. (2000). Value-oriented brand positioning. The International Review of Retail,
Distribution and Consumer Research.10 (1), pp 95-112.
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.
Hassanien, A. & Baum, T. (2002). Hotel repositioning through property renovation. Tourism and
Hospitality Research. 4 (2). Pp 144-157.
Hamidizadeh, M. Ghadiri, A. Gharecheh, M. & Bazargan, K. (2017). Studying Antecedents of B2B Brand
Equity in an Iranian ICT Company by Using Grounded Theory. Journal of Brand Management.
3 (3), pp 11-48. (In Persian).
Isen, Ch. (2010). Brand Repositioning: When Does Your Business Need It? Puget Sound
Journal. P 1. https://www.bizjournals.com
Jewell, R.D. (1999). The Role of Memory Interference in the Repositioning of brands. The Ohio Stat
University. Degree Doctor of Philosophy. pp 1-182.
Jewell, R. (2007). Establishing Effective Repositioning Communications in a Competitive Marketplace.
Journal of Marketing Communications. 13 (4), pp 231–241.
Jalkala, A.M. & Keranen, J. (2014). Brand positioning strategies for industrial firms providing customer
Solutions. Journal of Business & Industrial Marketing. 29 (3), PP 253– 264.
Kumar, R. & Gupta, V. (2003). Repositioning Western Brands in the Asian Culture: Insights from the
Indian Context. Asia Pacific Journal of Economics and Business. 7 (1). Pp 57-72.
Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
4th Edition. Published by Pearson Education, Inc. pp 1-590
Kotler, Ph. Keller, K.L. (2008). Marketing Management. Prentice-Hall, Englewood Cliffs, NJ. 13 Edition.
PP 1-717.
Kapferer, J N. (2008). The New Strategic Brand Management. Fourth Edition. Kogan Page Limited. Pp
1-560.
Keller, k. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal
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