نوع مقاله : مقاله پژوهشی
نویسندگان
1 ایران، تهران،دانشگاه تربیت مدرس، دانشکده مدیریت و اقتصاد، گروه مدیریت، رشته مدیریت بازرگانی
2 استاد گروه مدیریت بازرگانی دانشکده مدیریت و اقتصاد دانشگاه تربیت مدرس
3 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
4 دانشیار، دانشکده مدیریت، پردیس فارابی، دانشگاه تهران، قم
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Despite the many investments made in the field of brand management in holding companies, these efforts have not been very effective. One of the reasons for this issue is the lack of a comprehensive thinking and model for branding in holdings. Therefore, according to the need of holding companies for a suitable branding model to obtain a suitable competitive position in the target markets of each of the subsidiary businesses, as well as the research gap in the relevant literature, in the present study, using a multi-level approach Efforts have been made to compile such a model. The research method in the current study is qualitative-exploratory and meta-synthesis. For this purpose, using selected keywords from Scopus and Web of Science databases, 78 articles were selected during several stages of monitoring and subjected to qualitative content analysis. The reliability of coding results was evaluated using retest reliability and it was equal to 73%, which is satisfactory. The identified branding pattern included three levels: a) wisdom or goals (long-term and short-term), b) middle or strategies and tactics, and c) macro or internal organizational factors affecting branding in holdings. At the micro level, goals include creating differentiation, improving brand positioning, and creating economic value. At the middle level, strategies included brand architecture, brand engagement, and brand ingenuity. Finally, at the macro level, intra-organizational factors included the management of organizational capabilities, intra-organizational behaviors and interactions, organizational growth and development, and management of the organization's brand portfolio.
کلیدواژه‌ها [English]
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