ارائه مدل واکاوی مفهوم تصویر برند مبتنی بر یک مرور نظام‌مند

نوع مقاله : مقاله پژوهشی

نویسنده

دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران

چکیده

افزایش حجم روزافزون مطالعات مرتبط با مفهوم برند، به ویژه تصویر برند و مفاهیم مشتق شده ­ی گسترده از آن، هم­چنین برخی محتوای متعارض مستخرج پیرامون این مفهوم، به عنوان یک عامل برانگیزاننده و محرک، پژوهشگر را بر آن داشت تا با انجام یک مرور نظام ­مند در چارچوب پیشاند، تصمیم و پسایند (ADO) در این حوزه به طبقه­ بندی و تجمیع نتایج حاصل از یافته ­های سایر نویسندگان با هدف دستیابی به یک مفهوم یکپارچه از تصویر برند بپردازد. بنابراین، براساس الگوی چهار مرحله­ ای مرور نظام مند، طرح جست­جوی مقالات تدوین شد و سپس در پایگاه­ های معتبر داده این طرح آغاز و پیاده­ سازی شد. در مرحله بعد، مقالات برتری که با توجه به پرسش اصلی پژوهش واجد شرایط تلقی می­شدند، برای بررسی عمیق­تر و یافتن پاسخ مناسب پرسش پژوهش بارگیری، انتخاب، غربال و ارزیابی شدند. با مرور نظام ­مند مقالات پیشین و برای ارزیابی نهایی 33مقاله واجد شرایط انتخاب شد. یافته ­های پژوهش حاصل از مطالعات پیشین نشان می ­دهد که سازه اصلی تصویر برند حداقل شامل 53 تم تحت عنوان پیشایند و 20 تم به عنوان پیامد است. این تم ­ها در قالب شش بعد شناختی، ادراکی- نگرشی، عاطفی، احساسی، ارتباطی و رفتاری در سطوح مختلفی از قبیل سطح مشتری، سطح سازمان، سطح ملی، سطح فراملی طبقه ­بندی می­شوند. آزمون تجربی این مدل مفهومی با هدف تعمیم ­پذیری به پژوهش ­های آتی پیشنهاد می­شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Exploring a Conceptual Model of Brand Image Based on the ADO Framework (A Systematic Review Method)

نویسنده [English]

  • Manijeh Haghighinasab
Associate Professor of Marketing Management, Alzahra University.Tehran. Iran.
چکیده [English]

We are facing an increasing number of studies related to the concept of the brand, especially the brand image and the concepts derived from it. As a gap, there are some conflicting contents extracted around this concept that motivated and prompted the researcher to do a systematic review based on the ADO framework in this field to classify, consolidate and integrate the results of the findings of other authors and to explain the integrated concept of brand image, its antecedents, and outcomes.  Therefore, based on the four-step pattern of systematic review qualitative research method, a search plan for articles in valid databases was developed.
In the next step, the best articles that were considered qualified according to the main research question were downloaded, selected, screened, and evaluated for deeper investigations and findings for the appropriate answer to the research question.
 In this process, 33 eligible articles were selected for the final evaluation. The research findings from previous studies show that the focal construct of brand image includes at least 53 codes as antecedents and 20 codes as outcomes. These codes are classified as a conceptual model in the form of six cognitive, perceptual-attitudinal, sensory, emotional, communicative, and behavioral dimensions at different levels such as customer level, organization level, national level, and transnational level. As a result, an empirical test of the proposed model is suggested to future researchers.

کلیدواژه‌ها [English]

  • branding
  • brand image
  • exploration
  • systematic review
  • ADO framework

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