برندسازی استراتژیک

نوع مقاله : مستخرج از رساله

نویسندگان

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

2 دانشجوی دکتری، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی، تهران، ایران

چکیده

در پژوهش حاضر به تبیین مدل چالش­های برندسازی استراتژیک با تأکید بر صنعت زعفران ایران پرداخته­ایم. پژوهش به­صورت ترکیبی (کیفی-کمّی) است، در بخش کیفی از روش نظریه داده بنیاد استفاده شده است. ابزار گردآوری داده­ها در این بخش مصاحبه عمیق نیمه ساختاریافته است. جامعه آماری پژوهش از اساتید خبره در زمینه برند و مدیران شرکت های صادرکننده زعفران تشکیل شده است و از نمونه­گیری هدفمند استفاده شده است. داده­های جمع­آوری شده با استفاده از کدگذاری باز، محوری و انتخابی، تجزیه­وتحلیل شدند و الگوی نهایی استخراج گردید. در بخش کمّی از مدل­سازی معادلات ساختاری به کمک نرم­افزار SmartPLS3 استفاده شده است. جامعه آماری در فاز کمّی پژوهش از کلیه مدیران شرکت‌های فعال صادرکننده در صنعت زعفران استان‌های خراسان رضوی و خراسان جنوبی تشکیل شده است. ابزار اندازه­گیری در بخش کمّی پرسشنامه است و مقیاس اندازه­گیری طیف 5 گزینه­ای بوده است. در ابتدا مدل­های اندازه­گیری بررسی شده و روایی و پایایی ابزار اندازه‌گیری مورد تأیید قرار گرفت. سپس در قسمت مدل ساختاری میزان قدرت پیش بینی مدل مورد ارزیابی قرار گرفت.  برای ارزیابی قدرت پیش‌بینی مدل با توجه به مقادیر ضریب تبیین مدل از قدرت پیش­بینی مطلوب برخوردار بوده است. ضمن اینکه شاخص SRMR با توجه به مقدار کوچکتر از ۰۸/۰ نشان از برازش خوب مجموع مدل اندازه­گیری و ساختاری دارد. یافته­های پژوهش نشان داد که با توجه به ارزش اقتصادی بالای زعفران، منحصربه فرد بودن زعفران ایرانی می‌توان با استفاده از تبلیغات هدفمند، ارتقاء توان رقابت­پذیری به افزایش ارزش برند زعفران و جذب سرمایه­گذاران دست یافت.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Presenting a Strategic Branding Model

نویسندگان [English]

  • mehdi haghighi kafash 1
  • mojgan hamidi beinabaj 2
  • mohammad reza karimi alavijeh 3
  • shahram khalil nezhad 3
1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh tabataba'i University, Tehran, Iran
2 PhD student, Faculty of Management and Accounting, Allameh tabataba'i University, Tehran, Iran
3 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Allameh tabataba'iUniversity, Tehran, Iran
چکیده [English]

The aim of this study is to explain the model of strategic branding challenges with emphasis on Iran's saffron industry. The method is combined (qualitative-quantitative). In the qualitative part, the data theory method of the foundation has been used. The data collection tool in this section was an in-depth interview. The statistical population of the research consists of experts in the field of brand and managers of saffron exporting companies and the method of targeted sampling has been used. The collected data were analyzed using open, central,selective coding and the final pattern was extracted. In a small part, structural equation modeling using SmartPLS3 software has been used. The statistical population in the quantitative phase of the research consists of all managers of saffron exporting companies. The measuring instrument in the quantitative section of the questionnaire and the scale of measurement was the 5-choice Likert scale. First, the measurement models were examined and the validity and reliability of the measurement tools were confirmed. In the structural model section, the predictive power of the model was evaluated. Assessing the predictive power of the model according to the values ​​of the coefficient of explanation of the model has had the desired predictive power. Meanwhile, the SRMR index shows a good fit of the measuring and structural modeldue to the value less than 0.08. The research findings showed that due to the high economic value of saffron, its uniqueness can be achieved by using targeted advertising, promoting competitiveness, increasing brand value and attracting investors.

کلیدواژه‌ها [English]

  • Strategic branding
  • model presentation
  • Grande theory
  • structural equation modeling
  1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.
  2. Ali, A., & Hakim, I. A. (2017). An Overview of the Production Practices and Trade Mechanism of Saffron in Kashmir Valley (India): Issues and Challenges. PACIFIC BUSINESS REVIEW INTERNATIONAL, 10(2), 97-106.
  3. Alavi Zadeh, S. A. M., Zandedel, A. A., Izadi, A. (2018). Analysis of the effects of saffron cultivation on the quality of life of rural households (Case study: Rustaq village in Khalilabad city). Rural Research and Planning, 7 (2), 79-95.
  4. Ambler, T. (2003). Marketing and the Bottom Line, 2d ed. London: Pearson Education.
  5. Amir shahi, M., & Jenahi, M. (2006). Investigating the effect of marketing on the decision of customers to buy daily consumer products. Fourth International Marketing Management Conference.
  6. Bosmali, I., Ordoudi, S. A., Tsimidou, M. Z., & Madesis, P. (2017). Greek PDO saffron authentication studies using species specific molecular markers. Food research international, 100, 899-907.
  7. Delgado-Ballester, E., & Munuera-Alemàn, J.L. (2005). Does brand trust matter to brand equity?. Journal of Product & Brand Management, 14(3), 187–196.
  8. De Chernatony L.(2010), From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. 3nd ed. Oxford:Published by Elsevier Ltd.
  9. De Chernatony, L., Harris, F. J., & Christodoulides, G. (2004). Developing a Brand Performance Measure for Financial Services Brands. The Service Industries Journal, 24(2), 15–33.
  10. Faqihi, A., Tajuddin, M., & Tajuddin, M. (2010). Internationalization of small and medium businesses in the food industry: Presenting a causal model. Iranian Journal of Management Sciences, 5(17), 1-22.
  11. Ganie, M. A., & Nusrath, A.(2016). Marketing and trade mechanism of saffron. crocus Sativus. IOSR Journal of Economics and Finance, 7(5), 55-62.
  12. Grassl, W. (2000). Strategic brand management: building, measuring, and managing brand equity, Journal of Consumer Marketing, 17(3), 263-272.
  13. Haghighinasab, M., & Nabizadeh, T. (2017). The impact of green export marketing strategy on creating a green brand image: a study of iran's saffron industry. Brand Management, 4(4), 113-146.
  14. Haghighikafash, M. (2012). Factors affecting the special value of brand names and trademarks from the perspective of customers. Insurance research (former insurance industry). 27(3), 97-120.
  15. Hamid, N., Kachroo, J., Bhat, A., & Peer, Q. J. (2017). An economic analysis of marketing and price spread of saffron in J&K State. Journal of Pharmacognosy and Phytochemistry, 6(5), 1231-1239.
  16. Herstein, A., & Zvilling, C. (2011). Brand management perspectives in the twenty-first century Qualitative Market Research, An International Journal, 14(2), 188-206.
  17.  Homburg, C., Klarmann, M., & Schmitt, J. (2010). Brand awareness in business markets: When is it related to firm performance? International Journal of Research in Marketing, 27(3), 201 –212.
  18.  Kapferer, J. N. (2008). The new strategic brand management. 4th ed. London: Kogan Page.
  19. Karadeniz, M. (2010). The importance of customer based strategic brand equity management for enterprises, Journal of Naval Science and Engineering, 6(2), 117- 132.
  20. Kashefi, M., Mohammadi, H., & Abolhasani, L. (2019). Effect of Marketing Strategies on Export Performance of Agricultural Products: The Case of Saffron in Iran. Journal of Agricultural Science and Technology, 21.
  21. Karbasi, A., & Mohammadzadeh, S. H. (2016). Developing strategies to protect saffron production and market in Iran. In International Symposium on Saffron Biology and Technology: Advances in Biology, Technologies, Uses and Market, 1184, 11-20.
  22. Keller, K. L. (2008). Strategic brand management: building, measuring, and managing brand equity (3rd ed.). Pearson Higher Ed USA.
  23. Keller, K.L. (1993). Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, 57(1), 1-22.
  24. Kennelly, M., & Toohey, K. (2014). Strategic alliances in sport tourism: National sport organizationsand sport tour operators. Sport Management Review, 17(4), 407-418.
  25. Kim, S., Hyunjung, H., & King, B. (2015). Muslim travelers in Asia: The destination preferences and brand perceptions of Malaysian tourists. Journal of Vacation Marketing, 21(1), 3–21.
  26. Kim, K. H., Kim, K. S., Kim. J.H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of Business Resaerch, 61(2), 75-82.
  27. Kheirandish, M., & Gowda, M. S. (2012). Marketing efficiency and price spread for Saffron in Iran. Trends in Agricultural Economics, 5(1), 23-30.
  28. Kujala, J., Katriina P., & Pekka, T. (2011). Creating a conceptual model for building responsible brands. EJBO Electronic Journal of Business Ethics and Organization Studies, 16(1), 211-231
  29. Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior, 25, 887e896.
  30. Maher, A. A. (2014). Modeling the effects of an international crisis on brand equity. Journal of Global Marketing, 27(2), 74–84.
  31. Manzo, A., Panseri, S., Bertoni, D., & Giorgi, A. (2015). Economic and qualitative traits of Italian Alps saffron. Journal of Mountain Science, 12(6), 1542-1550.
  32. Masoumzadeh, A., Ebrahimi, A., Shamsi, J., & Dehnavi, Kh. (2013). Iran saffron product branding operational program. Scientific research on saffron agriculture and technology, 1(2), 39-68.
  33. Marquardt, A. J. (2013). Relationship quality as a resource to build industrial brand equity when products are uncertain and future-based. Industrial Marketing Management, 42(8), 1386 –1397.
  34. Mazlomi, N., Afjeei, A., & Bayat, S. (2018). Effects of employer branding in the information technology industry. Brand management, 13(5), 81-107.
  35. Melodena, S. B. (2009). Strategic branding of destinations: a framework. European Journal of Marketing, 43(5/6), 611-629.
  36. Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30(5), 415 –425.
  37. Mizik, N. (2014). Assessing the total financial performance impact of brand equity with limited time-series data. Journal of Marketing Research, 51(6), 691 –706.
  38. Park, Ch. S., & Seenu V. S. (1994). A survey-based method for measuring and understanding brand equity and its extendibility, Journal of Marketing Research, 31(2), 271-288.
  39. Qadri, B. (2018). Examining saffron income and choice of marketing channel connection. Asian Journal of Managerial Science, 7(1), 25-30.
  40. Rangarajan, D., Gelb, B. D., & Vandaveer, A. (2017). Strategic personal branding—And how it pays off. Business Horizons, 60(5), 657-666.
  41. Raja, N., Wani, N. U. I., & Rashid, S. M. U. (2018). Personal and socio-economic profile of the saffron growers and its association with their income level: A study in the Pulwama district of Kashmir valley. Journal of Pharmacognosy and Phytochemistry, 7(4), 3437-3441.
  42. Rocchi, R., Mascini, M., Faberi, A., Sergi, M., Compagnone, D., Di Martino, V., & Pittia, P. (2019). Comparison of IRMS, GC-MS and E-Nose data for the discrimination of saffron samples with different origin, process and age. Food Control, 106736.
  43. Roll, M. (2006). Asian Brand Strategy, how Asian builds strong brands, china: Palgrave Macmillan press.
  44. Rust, R., Zeithaml, V. A., & Lemon, N. K. (2004). Customer-Centered Brand Management. Harvard business review, 110-118.
  45. Rousta, A., Venus, D., & Ebrahimi, AH. (1998). Marketing Management, Tehran: Requirement for research and development of a scientific book by the University of Science and Technology (Samt).
  46. Safaei, F. (2013). Investigating the factors affecting the provision of the necessary platform for the export of Iranian saffron under the Iranian brand. Master Thesis. management Group. Faculty of Management and Accounting. Payam Noor university.
  47. Saqib, N. (2015). Geographic indication as a branding tool for saffron. International Journal of Management and Social Science Research Review, 1, 18-27.
  48. Sereshti, H., Poursorkh, Z., Aliakbarzadeh, G., & Zarre, S. (2018). Quality control of saffron and evaluation of potential adulteration by means of thin layer chromatography-image analysis and chemometrics methods. Food control, 90, 48-57.
  49. Sobhanifard, Y., Akhavankharazyan, M., Mohammadzamani, M., & Ansari, A. (2012). Evaluation of domestic and foreign home appliance brand strategies from the perspective of Iranian customers. Strategic Management Studies, 10(3), 97-112.
  50. Strauss, A., Corbin. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory. SAGE Publications, Inc.
  51. Sultan, S. M., Negi, N., & Raina, S. K. (2019). Exploration, collection and conservation of multicrop germplasm from Kishtwar district of Jammu and Kashmir, India. Journal of Applied and Natural Science, 11(2), 398-403.
  52. Tasci, A. D. (2018). Testing the cross-brand and cross-market validity of a consumer-based brand equity (CBBE) model for destination brands. Tourism Management, 65, 143-159.
  53. Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations:An application of selfcongruity theory. Tourism Management, 32, 114127.
  54. Van Riel, A. C.R., Mortanges, C.Pa. de., & Streukens, S. (2005). Marketing antecedents of industial brand equity: An empirical investigation in specialty chemicals. Industrial Marketing Management, 34, 841-847.
  55. Wang, C. L., & Hao, A. W. (2018). Advancing theoretical and strategic development of branding in industrial marketing.
  56. Wani, A. (2018). Brand equity of kashmiri saffron: an empirical study. IUP Journal of  Brand Management, 15(2).
  57. Woodside, AG., Walser, MG. (2007). Building strong brands in retailing. Journal of Business Research, 60(1), 1-10.
  58. Zenker, S., & Beckmann, S. C. (2013). Measuring brand image effects of flagship projects for place brands: The case of Hamburg. Journal of Brand Management, 20(8), 642–655.