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بررسی نقش ناهمخوانی برند و ناهمگنبودن مصرفکنندگان بر تمایل به جایگاهیابی مجدد برند | ||
| پژوهشنامه مدیریت اجرایی | ||
| مقاله 3، دوره 11، شماره 21، شهریور 1398، صفحه 97-128 اصل مقاله (1.25 M) | ||
| نوع مقاله: مدیریت استراتژیک (برنامه‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسبوکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . ) | ||
| شناسه دیجیتال (DOI): 10.22080/jem.2019.16180.2877 | ||
| نویسندگان | ||
| علیرضا نعلچی کاشی1؛ سیدمحمد طباطبایی نسب* 2؛ شهناز نایب زاده3؛ زهره طباطبایی نسب4 | ||
| 1دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران | ||
| 2دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه یزد، یزد، ایران | ||
| 3دانشیار، گروه مدیریت بازرگانی،دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی،یزد، ایران | ||
| 4استادیار، گروه اقتصاد، دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران | ||
| تاریخ دریافت: 11 اردیبهشت 1398، تاریخ بازنگری: 08 مهر 1398، تاریخ پذیرش: 04 آذر 1398 | ||
| چکیده | ||
| جایگاهیابی مجدد برند به عمل اصلاح یا تغییر یک برند فعلی در پاسخ به شرایط بازار گفته میشود. هدف این مطالعه بررسی نقش ناهمخوانی برند و ناهمگنبودن مصرفکنندگان بر تمایل شرکتها به جایگاهیابی مجدد برند است. برای این هدف در مطالعه حاضر 77 شرکت که در صنعت فرشماشینی در شهرستان کاشان مشغول به فعالیت بودند، انتخاب شدند. روش پژوهش از نظر هدف کاربردی و از نظر روش علی از شاخه پیمایشی است. ابزار گردآوری پرسشنامه و نمونهگیری غیراحتمالی به روش در دسترس است. برای تعیین حجم نمونه از رابطه کوکران استفاده شد. پژوهشگران این مطالعه برای تحلیل دادهها و بررسی ارتباط میان متغیرها از مدل معادلات ساختاری با استفاده از نرمافزار اسمارت- پیالاس استفاده کردند. نتایج پژوهش نشان دادند که متغیرهای ناهمخوانی برند، ضعف رقابتی سازمان و تمایز برند به صورت مستقیم بر متغیر تمایل به جایگاهیابی مجدد برند تاثیر میگذارند اما متغیرهای ضعف برند و آشفتگی محیط رقابت بر متغیر تمایل به جایگاهیابی مجدد برند تاثیرگذار نیستند. همچنین متغیر ناهمگنبودن مصرفکنندگان بهعنوان تعدیلگر بر دو متغیر ناهمخوانی برند و ضعف برند تاثیر گذاشته و اثر این دو متغیر را بر تمایل به جایگاهیابی مجدد برند تعدیل مینماید. | ||
| کلیدواژه‌ها | ||
| تمایل به جایگاهیابی مجدد برند؛ ناهمخوانی برند؛ ضعف رقابتی سازمان؛ آشفتگی محیط رقابت | ||
| عنوان مقاله [English] | ||
| The Study of the Role of Brand Incongruity and Heterogeneous of Consumers on the Intention to Brand Repositioning | ||
| نویسندگان [English] | ||
| Alireza Naalchi Kashi1؛ Seyed Mohammad Tabatabaienasab2؛ Shahnaz Nayebzadeh3؛ Zohreh Tabataba’i- Nasab44 | ||
| 1Ph.D. Student in Business Management, Faculty of Management, Yazd Branch, Islamic Azad University, Yazd, Iran | ||
| 2Associate Prof, Business Management, Faculty of Management, Yazd University, Yazd, Iran | ||
| 3Associate Prof, Business Management, Faculty of Management, Yazd Branch, Islamic Azad University, Yazd, Iran | ||
| 4Assistant Professor, Economic, Faculty of Management, Yazd Branch, Islamic Azad University, Yazd, Iran | ||
| چکیده [English] | ||
| Brand repositioning is referred to as the modification or change of a current brand in response to market conditions. The aim of this study was to investigate the role of brand Incongruity and Heterogeneous of Consumers on firms' intention to brand repositioning. For this purpose, on the current study 77 companies that were active in the machine-made carpet industry in Kashan were selected for this study. The research method is applied in terms of purpose and the causal in terms of method, of the survey type. The data collection tool is the questionnaire and the sampling method is a convenience sampling that the Cochran formula was used to determine the sample size. The researchers this study used to analyze the data and examine the relationship between the variables the structural equation modeling using Smart-PLS software. The results of this study showed that brand incongruity variables, competitive weakness of the organization and brand differentiation directly affect the intention to brand repositioning, but variables the turbulent of the competitive environment and brand weakness are not affected by variable the intention to brand repositioning. Also, the heterogeneous of consumers as a moderator affects both Brand incongruity and brand weaknesses and modifies the effect of these two variables on the Intention to brand repositioning. | ||
| کلیدواژه‌ها [English] | ||
| Intention to brand repositioning, Brand incongruity, Competitive weakness of the organization, Turbulent of the competitive environment | ||
| مراجع | ||
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