طراحی الگوی مفهومی جایگاهیابی مجدد برند

نوع مقاله: مقاله پژوهشی

نویسندگان

1 یزد ، صفاییه، دانشگاه یزد، دانشکده مدیریت

2 دانشجوی دکتری

3 هیات علمی

4 دانشیار/ 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


عنوان مقاله [English]

Developing a Conceptual Framework for Brand Repositioning

نویسندگان [English]

  • Seyed Mohammad Tabataba'i-Nasab nasab 1
  • alireza naalchi 2
  • Zohre Tabataba'i-Nasab 3
  • Shahnaz Nayebzadeh 4
1 Business department-Economics,Management & Accounting-Yazd university-Yazd-Iran
2 ph.d student
3 assistant
4 associate
چکیده [English]

 
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کلیدواژه‌ها [English]

  • Brand
  • Brand Repositioning
  • Grounded Theory
  • Positioning

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