نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، دانشکده اقتصاد، مدیریت و حسابداری دانشگاه یزدف یزد، ایران
2 گروه مدیریت، دانشکده اقتصاد مدیریت و حسابداری، دانشگاه یزد، یزد، ایران
3 دانشکده اقتصاد مدیریت و حسابداری، دانشگاه یزد، یزد، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The number of brands is increasing and trying to outdo each other more and more. The present study aimed to identify the elements of brand leadership effective planning and strategies to attract customers and achieve the position of brand leadership.
Method: It was a scoping that involved defining the research question, searching and selecting relevant studies, charting the results, and analyzing the findings. The English full text of published articles from 2000 to 2023 was included based on including and excluding criteria. WOS and Scopus were the databases. Manual research was performed as well. The retrieved papers were screened by title and abstracts. Endnote 8.0. used for importing citations as well as removing duplicate papers. A descriptive analysis was performed.
Results: 21 articles were included in the study. The elements of brand leadership based on the selected articles were brand identity, organizational structure, supportive ability, consumer education, special differentiation of products, and characteristics, realizing the brand promise, a learning organization, and social responsibility, value, quality, popularity, brand citizenship, advertising on social media, and word of mouth for the products and services, innovative, and practical interaction with the stakeholders.
Conclusions: The elements of brand leadership can be categorized into two perspectives: the organizational and the customer-oriented perspectives. By focusing on the elements of brand leadership, organizations can save on marketing costs to introduce a company to the market and brand leaders.
کلیدواژه‌ها [English]
)