برندسازی استراتژیک

نوع مقاله : پژوهشی

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

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فصلنامه مطالعات مدیریت راهبردی
دوره 11، شماره 43
مهر 1399
صفحه 21-43

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سابقه مقاله

  • تاریخ دریافت: 05 بهمن 1398
  • تاریخ بازنگری: 22 فروردین 1399
  • تاریخ پذیرش: 13 تیر 1399

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