واکاوی مفهوم «استراتژی سبد برند» مبتنی بر مرور نظام‌مند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی - دانشکده مدیریت و حسابداری - دانشگاه شهید بهشتی - تهران - ایران

2 دانشگاه شهید بهشتی

3 گروه 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


عنوان مقاله [English]

Analyzing the concept of “brand portfolio strategy”: a systematic review

نویسندگان [English]

  • Shahriar Azizi 1
  • manizhe ghareche 2
  • Mahmood Hosseini 3
  • Farzad Torkamani 3
1 Business Management Groups
2 Business Management Department
3 Business 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
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