عوامل کلیدی موفقیت در احیای برندهای گورستانی

نوع مقاله : مقاله پژوهشی

نویسنده

دانشیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران

چکیده

هدف اصلی پژوهش حاضر شناسایی عوامل کلیدی موفقیت در احیای برندهای گورستانی با بهره گیری از تکنیک دلفی فازی است. این پژوهش از نظر هدف کاربردی و از حیث نحوه گردآوری اطلاعات توصیفی پیمایشی و از لحاظ نوع­شناسی پژوهش در زمره پژوهش­های آمیخته با رویکرد کیفی و کمی در پارادایم قیاسی استقرایی است. جامعه آماری پژوهش در بخش کیفی خبرگان هستند که 12 نفر از آن­ها بر اساس اصل کفایت نظری و با استفاده از روش نمونه­گیری هدفمند انتخاب شده­اند. از طرفی در بخش کمی نیز 30 نفر براساس نمونه­گیری هدفمند انتخاب شدند. در بخش کیفی پژوهش ابزار گردآوری اطلاعات مصاحبه نیمه ساختاریافته است که روایی و پایایی آن با استفاده از ضریب نسبت روایی محتوایی و آزمون کاپای-کوهن تایید شد. ابزار گردآوری اطلاعات در بخش کمی نیز پرسشنامه مقایسه زوجی است که روایی و پایایی آن با استفاده از روایی محتوا و آزمون مجدد تایید شد. در بخش کیفی، داده­های کیفی بدست آمده از مصاحبه با استفاده از نرم­افزار اطلس.­تی و روش کدگذاری تحلیل شد و عوامل کلیدی موفقیت در احیای برندهای گورستانی با استفاده از برندگذاری مجدد شناسایی شدند. به علاوه در بخش کمی پژوهش، با استفاده از روش دلفی فازی تعیین اولویت عوامل کلیدی موفقیت در احیای برندهای گورستانی با استفاده از برندگذاری مجدد انجام پذیرفت و مهمترین عوامل مشخص شد. نتایج پژوهش نشان دهنده آن است که در بخش کیفی چهارده عامل به عنوان عوامل کلیدی موفقیت در احیای برندهای گورستانی با برندگذاری مجدد شناسایی شدند. در بخش کمی نیز نتایج حکایت از آن دارد که رفع کاستی های گذشته، ذکر افتخارات گذشته، به روز رسانی تکنولوژی تحقیقات، سلایق و علایق تغییر در لوگو و رنگ برند، تغییر شعار برند و تغییر در ویژگی های بصری برند به ترتیب مهمترین عوامل کلیدی موفقیت در احیای برندهای گورستانی با استفاده از برندگذاری مجدد هستند

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

key success factors in Reviving Graveyard Brands

نویسنده [English]

  • seyed Najmmedin Mousavi
Associate Professor, Department of Business Administration, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
چکیده [English]

The main goal of the current research is to identify and analyze the key success factors in the revival of Graveyard Brands using the fuzzy Delphi technique. This research is applied in terms of purpose, in terms of method is descriptive survey data, and in terms of research typology, it is among mixed researches with a qualitative and quantitative approach in the inductive comparative paradigm. The statistical population of the research in the qualitative part is experts, 12 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. On the other hand, in the quantitative section, 30 people were selected based on targeted sampling. In the qualitative part of the research, the data collection tool was a semi-structured interview, the validity and reliability of which was confirmed using the coefficient of content validity ratio and the Kappa-Cohen test. The tool for collecting information in the quantitative part is a pairwise comparison questionnaire whose validity and reliability were confirmed using content validity and retesting. In the qualitative part, the qualitative data obtained from the interview were analyzed using Atlas.T software and the coding method, and the key success factors in reviving cemetery brands were identified using rebranding. In addition, in the quantitative part of the research, using the fuzzy Delphi method, determining the priority of the key success factors in reviving cemetery brands using rebranding was done and the most important factors were determined. The research results show that in the qualitative part, fourteen factors were identified as key success factors in reviving cemetery brands with rebranding. In the quantitative part, the results indicate that fixing past shortcomings, mentioning past honors, updating research technology, tastes and interests, changing the brand logo and color, changing the brand slogan, and changing the visual characteristics of the brand are the most important key factors  are respectively  considered as key success factors in reviving cemetery brands using rebranding.

کلیدواژه‌ها [English]

  • Branding
  • fuzzy Delphi analysis
  • brand revitalization
  • graveyard brands Community Verified icon

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