مدل‌سازی ارزش ویژه برند برای محصولات تند‌مصرف، با رویکرد سیستم‌های دینامیکی

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشگاه آزاد اسلامی واحد تهران شمال،گروه مهندسی صنایع

2 کارشناسی ارشدمهندسی صتایع ،مدیریت سیستم وبهره وری،دانشگاه آزاد اسلامی واحد تهران شمال

چکیده

 
امروزه اندازه‌گیری ارزش ویژه برند، به چالش بزرگ سازمان‌ها؛ بالاخص در صنعت محصولات تند‌مصرف تبدیل شده است. با اینکه مقالات و پژوهش‌های بسیاری در حوزه برندسازی و ارزش ویژه برند وجود دارد، اما تاکنون بررسی‌های اندکی بر پویایی این سیستم‌ها تمرکز نموده‌اند. در این پژوهش، مدل دینامیکی بررسی ارزش ویژه برند از منظر مشتری در محصولات زودمصرف را ارایه کرده و به‌کار می‌بریم. هدف این مطالعه، ارایه مدل شبیه‌سازی‌شده‌ایست که این سیر تکامل را معرفی می‌نماید. مدل بر اساس مفهوم ارزش ویژه برند، که توسط آکر توسعه یافته، ترسیم شده است و با استفاده از الگوی سیستم دینامیک توسعه می‌یابد. استفاده از مدل‌های پویایی محاسباتی، در نظر دارد منبع جدید از اطلاعاتی ایجاد کند که قادر باشد دانشگاهیان و مدیران را به‌طور یکسان به کاربردهای پویای مدیریت برندشان آگاه نماید. در نتیجه، مدلی که به‌سادگی قابل پیاده‌سازی است ایجاد شده است که می‌تواند از طریق روابط علّی متغیرهایی که ارزش ویژه برند را تشریح می‌کنند، شبیه‌سازی سناریوهای پیوسته را اجرا نماید

کلیدواژه‌ها


عنوان مقاله [English]

Modeling Brand Equity in Fast-Moving Consumer Goods: A System Dynamics Approach

نویسندگان [English]

  • Mehdi Nikfarjam 1
  • Sareh Abdolvand 2
1 Assistant Professor of Islamic Azad University, Tehran North Branch, Industrial Engineering
2 Master of Industrial Engineering, Management and Management System, Islamic Azad University, Tehran North Branch
چکیده [English]

Today, measuring brand equity, especially in fast-moving consumer goods industry, is a great challenge for corporations. Although, there are several researches and articles on brand building and brand equity, few focused on system dynamics approach. The mainpurpose of the model is to identify, incorporate and simulate generally observed dynamics of customer based brand equity in fast-moving consumer goods. Therefore, in this research adynamic model is introduced and examined. The objective of the study is to present a simulation model, which introduce this evolution path. The model has mapped according to the Aaker brand equity concept and developed  by system dynamics approach. Using computational dynamic models can create a new source of information, which can equally inform academics and managers about dynamic application of brand management. For this purpose, a model is developed that can be implemented comfortably and be used for conducting continuous scenarios simulations and characterizing brand equity through examining causal relations of variables.

کلیدواژه‌ها [English]

  • Brand Equity
  • System dynamics
  • Brand Awareness
  • Perceived Quality
  • Brand Loyalty
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