بررسی نقش ناهمخوانی برند و ناهمگن‌بودن مصرف‌کنندگان بر تمایل به جایگاه‌یابی مجدد برند

نوع مقاله: مدیریت استراتژیک(استراتژهای منابع انسانی- استراتژی های تولید- استراتژی های سرمایه گذاری- استراتژی های بازار و رقابتی)

نویسندگان

1 دانشجوی دکتری گروه مدیریت بازرگانی، دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه یزد، یزد، ایران

3 دانشیار، گروه مدیریت بازرگانی،دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی،یزد، ایران

4 استادیار، گروه اقتصاد، دانشکده مدیریت، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران

10.22080/jem.2019.16180.2877

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


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 Kashi 1
  • Seyed Mohammad Tabatabaienasab 2
  • Shahnaz Nayebzadeh 3
  • Zohreh Tabataba’i- Nasab4 4
1 Ph.D. Student in Business Management, Faculty of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 Associate Prof, Business Management, Faculty of Management, Yazd University, Yazd, Iran
3 Associate Prof, Business Management, Faculty of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
4 Assistant 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
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