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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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
                Of Marketing. 57 (1), pp 1-22.
Keller, k. (1999). Managing Brands for the Long Run: Brand Reinforcement and Revitalization
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