کیفیت شخصیت برند؛ از شخصیت برند پررنگ تا اختلال شخصیت برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران؛

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

3 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

4 دانشیار، گروه روانشناسی، دانشکده علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران

چکیده

از زمان توسعه‌ی مدل شخصیت برند آکر در سال 1997 میلادی که با نگاهی به مدل­های چندعاملی شخصیت انسان در روانشناسی ارائه شد، پژوهش‌های پرشماری برای خلق ارزش بر اساس مدل آکر شکل گرفته است. با این وجود، به سایر مفاهیم مرتبط با شخصیت انسان در روانشناسی و کاربرد آنها برای شخصیت برند کمتر توجه شده است. در این پژوهش، با هدف توسعه‌ی مفهوم "کیفیت شخصیت برند"و تعریف وضعیت­های آن، از مفاهیم مرتبط در روانشناسی و رواندرمانی استفاده شده است. پژوهشگران با استفاده از روش تحلیل مضمون، از 289 برش حاصل از مصاحبه­های عمیق با 14 خبره و سایر منابع، 8 وضعیت کیفیت شخصیت برند (مضمون اصلی)، 10 زیروضعیت (مضمون فرعی) و 230 ویژگی وضعیت (کد) استخراج  نمودند. وضعیت­های کیفیت شخصیت برند حاصله عبارتند از: شخصیت مثبت؛ شخصیت منفی؛ شخصیت دووجهی؛ شخصیت پررنگ؛ شخصیت کمرنگ؛ بدون شخصیت؛ مشکل شخصیت؛ و اختلال شخصیت. وضعیت­ها و ویژگی­های کیفیت شخصیت برند ارائه شده می­تواند دید خوبی به شرکت­ها درباره شخصیت برند آنها بدهد تا در صورت نیاز، به بهبود و مراقبت از شخصیت برند خود بپردازند. همچنین می­تواند مبنایی برای پژوهش‌های آینده باشد.

کلیدواژه‌ها

عنوان مقاله [English]

Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder

نویسندگان [English]

  • Farshad Sadeghiani 1
  • Hamid khodadad hosseini 2
  • Fereshteh Mansouri Moayyed 3
  • Maryam Esmaeilinasab 4
1 Administration Department, Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran
2 Professor, Business Administration Department, Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran
3 Associate Professor, Business Administration Department, Management and Economics Faculty, Tarbiat Modares University, Tehran, Iran
4 Associate Professor, Psychology Department, Humanities Faculty, Tarbiat Modares University, Tehran, Iran
چکیده [English]

Since the Aaker brand personality model development in 1997, which was inspired by multi-factor models of human personality in psychology, a lot has been done to build value on that; however, little done to apply the other extant human personality-related concepts in psychology and psychiatry to brand personality. In this research, with the aim of developing the concept of brand personality quality (BPQ), using thematic analysis method, we applied related concepts in psychology and psychiatry. Our analysis resulted in 289 extracts out of 14 in-depth interviews with brand personality experts and other sources. Based on the results, we defined 8 BPQ conditions/classes (themes), 10 BPQ sub-conditions (sub-themes) and 230 features of BPQ conditions (codes). The final 8 BPQ conditions/classes are: positive; negative; two-sided; vivid; and pale brand personality; brand with no personality; brand personality difficulty; and brand personality disorder. The presented BPQ conditions/classes give practitioners a good view of their brand personality to improve or protect their brand personality. Furthermore, BPQ concept can be a basis for future studies. 

کلیدواژه‌ها [English]

  • Brand Personality Quality (BPQ)
  • Positive. Negative and Two-Sided Brand Personality
  • Vivid and Pale Brand Personality
  • Brand with No Personality
  • Brand Personality Difficulty and Disorder

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