شناسایی و اولویت‌بندی عوامل تاثیرگذار بر برندملی ایران با رویکرد رفتار شناختی مصرف‌کننده

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانش‌آموخته دکتری دانشکده مدیریت دانشگاه تهران، دانشکده پردیس البرز - تهران– ایران

2 استادیار دانشکده مدیریت دانشگاه تهران - تهران - ایران

3 استادیار 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


عنوان مقاله [English]

Identifying and Prioritizing the Factors Affecting Iran's Nation Brand with the consumer's Cognitive behavior approach

نویسندگان [English]

  • hamed bozorgkhou 1
  • masoud keimasi 2
  • mohammadrahim esfidani 2
  • mohammadsaleh torkestani 3
1 Tehran university- faculty of management- Alborz Campus/ Phd Student - Tehran - Iran
2 Tehran university Faculty member-Faculty of management/Assistant Professor- Tehran - Iran
3 Allame Tabatabaie university Faculty member-Faculty of management/Assistant Professor - Tehran - Iran
چکیده [English]

With the advent of communication age, Countries are more and more deprived of their image and other countries image and in response to it, tried to manage advertising and the use of modern public relations tools to improve the reputation of their country. The general image of a country is synonymous with personal structures and stereotypes of other countries people and affects their selective behavior in preferences through changing in their Cognitive and emotional attitude. Role of nation brand on overall image of other countries and general assessment of its products is a subject that has attracted many researchers in recent years. It can be said that in order to promote Nation Brand and reduce the effects of the weakening factors of countries Nation Brand we need special attention to the brand and its related strategies. In order to answer this question, we tried to identify the factors affecting Iran's nation brand and Prioritizing them with cognitive behavior approach. Firstly, we tried to gather information from scientific resources Related to field of research and the main factors were identified using Meta-synthesis method. Secondly, the data obtained from researcher-made questionnaire in order to prioritize the factors, has been used. The sample interviewed consisted of managers of detergent and sanitary exporter companies of Iran selected using judgment sampling method and analyzed using paired comparison method. According to research findings, factors affecting Iran's nation brand described as: “Cultural heritage capacities, Tourism capacities, Welfare, Products & services, Physiography capacities, Governance, Human capacities, Economical capacities”.

کلیدواژه‌ها [English]

  • brand
  • Nation Brand
  • image
  • Competitive Identity
  • Cognitive Behavior
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