طرحواره نظری بازاریابی جوامع دور از وطن با رویکرد فراترکیب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

2 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

3 دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران.

10.22051/bmr.2024.42737.2444

چکیده

بازاریابی جوامع دور از وطن (جداو) لفظی مصطلح در پژوهش‌های بازاریابی بین‌الملل ولی فاقد طرحواره شناختی برای ایجاد همگرایی در کاربست مصداقی و تفسیر معنایی است. هدف پژوهش حاضر شناسایی یک طرحواره نظری برای بازاریابی جداو با رویکرد فراترکیب است. پژوهش از نظر هدف کابردی‌ با رویکرد روش‌شناختی کیفی است. جامعه آماری شامل پژوهش‌های حوزه بازاریابی جداو، روش نمونه‌گیری از نوع قضاوتی و حجم نمونه 47 است. تحلیل داده‌های پژوهش متناسب با صورت‌بندی فراترکیب هون شامل فرآیند تلخیص و کدگذاری داده‌ها، تحلیل در سطح موردی، ترکیب در سطح میان مطالعه‌ای و نظریه‌سازی است. بر اساس یافته‌های پژوهش طرحواره نظری بازاریابی جداو دارای 76 مفهوم، 21 زیرمقوله و 5 مقوله است. پنج مقوله شامل سیمای جداو، سیمای کشور خاستگاه، فرآیند بازاریابی جداو، پسایندهای بازاریابی جداو برای برندها و پسایندهای بازاریابی جداو برای کشور خاستگاه است. اگرچه مصداق‌های بازاریابی جداو اغلب برندهای کشور خاستگاه است ولی تفسیرهای معنایی آن تحت تأثیر سیمای جداو و سیمای کشور خاستگاه است. همچنین پسایندهای بازاریابی جداو در دو سطح برند‌های کشور خاستگاه و کشور خاستگاه است.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Diaspora Marketing Theoretical Framework with Meta-Synthesis Approach

نویسندگان [English]

  • Mohammad Saleh Torkestani 1
  • Zohreh Dehdashti Shahrokh 2
  • Kobra Bakhshizadeh Borj 1
  • Pedram Jahedi 3
1 Corresponding Author: Associate Professor, Business Management Department, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
2 Professor, Business management department, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
3 . Ph.D. Candidate in Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University. Tehran, Iran
چکیده [English]

Diaspora marketing is a widely used term in international marketing research, but it lacks a cognitive framework to create convergence in extension and semantic interpretation. This study aims to identify a theoretical framework for diaspora marketing with a meta-synthesis approach. The research is applied with a qualitative methodological approach. The statistical population includes diaspora marketing research, the sampling method is judgmental, and the sample size is 47. According to Hoon's meta-synthesis, data analysis includes extracting and coding data, analyzing on a case-specific level, synthesis on a cross-study level, and building theory from meta-synthesis. Findings show that the diaspora marketing theoretical framework has 76 concepts, 21 subcategories and 5 categories. Categories include diaspora evaluation, country of origin evaluation, diaspora marketing process, diaspora marketing outcome for brands and diaspora marketing outcome for country of origin. Although extensions of diaspora marketing are often related to the country of origin brand, its semantic interpretations are influenced by the country of origin evaluation. Also, diaspora marketing outcomes defines in two levels of the country of origin and country of origin brands.

کلیدواژه‌ها [English]

  • Diaspora marketing
  • International marketing
  • Country of origin
  • host Country
  • Meta-synthesis

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