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شناسایی و اولویتبندی عوامل تاثیرگذار بر برندملی ایران با رویکرد رفتار شناختی مصرفکننده | |
مطالعات رفتار مصرفکننده | |
مقاله 5، دوره 5، شماره 2، بهمن 1397، صفحه 83-110 اصل مقاله (817.29 K) | |
نوع مقاله: مقاله پژوهشی | |
نویسندگان | |
حامد بزرگ خو* 1؛ مسعود کیماسی2؛ محمد رحیم اسفیدانی2؛ محمدصالح ترکستانی3 | |
1دانشآموخته دکتری دانشکده مدیریت دانشگاه تهران، دانشکده پردیس البرز - تهران– ایران | |
2استادیار دانشکده مدیریت دانشگاه تهران - تهران - ایران | |
3استادیار دانشکده مدیریت دانشگاه علامه طباطبایی - تهران - ایران | |
چکیده | |
با ظهور عصر ارتباطات، کشورها به طور فزایندهای از تصویر خود و دیگر کشورها، شناخت پیدا کرده و در پاسخ به آن سعی کرده تا با مدیریت تبلیغات و به کارگیری راهبردهای ارتباطی، وجهه کشور خود را درسطح جهان بهبود بخشند. تصویر عمومی از یک کشور مفهومی بوده که با سازههای شخصی و کلیشههای ذهنی مردم، از دیگر کشورها همگامی داشته و از طریق اثرگذاری بر نگرش شناختی و عاطفی مصرفکنندگان، بر رفتار انتخابی آنان در ترجیح محصولات و خدمات یک کشور نسبت به دیگر کشورها اثرگذار است. نقش برندملی، در تصویر ذهنی مردم دیگر کشورها و در نهایت ارزیابی کلی از آن کشور و محصولات آن، در سالهای اخیر مورد توجه پژوهشگران زیادی قرار گرفته است. در این پژوهش تلاش شده تا با رویکرد رفتار شناختی ضمن شناسایی عاملهای اثرگذار بر برندملی ایران، به اولویتبندی آنها مبادرت گردد. در ابتدا به جمعآوری اطلاعات از منابع علمی مرتبط با حوزه پژوهش مبادرت شده و عاملهای اصلی اثرگذار بر برندملی با بهره گیری از روش فراترکیب شناسایی شدهاند. در ادامه از دادههای بدست آمده از پرسشنامه محقق ساخته به منظور اولویتبندی عوامل استفاده شده است. جامعه نمونه این بخش شامل کارشناسان و مدیران شرکتهای صادرکننده مواد شوینده و بهداشتی ایرانی بوده که با استفاده از روش نمونهگیری قضاوتی مورد انتخاب قرار گرفته و با روش مقایسه زوجی، مورد تحلیل قرار گرفتهاند. اولویتبندی نهایی عاملها به ترتیب شامل: "ظرفیتهای فرهنگی و تاریخی، ظرفیتهای گردشگری، رفاه، محصولات و خدمات، ظرفیتهای طبیعی و جغرافیایی، حکومت و ساختار سیاسی، ظرفیتهای انسانی، ظرفیتهای اقتصادی" بوده است. | |
کلیدواژهها | |
برند؛ برندملی؛ تصویر ذهنی؛ هویت رقابتی؛ رفتار شناختی | |
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