مدل‌سازی ساختاری تفسیری هویت برند سازمانی در بازار B2B صنعت IT با نگاهی به عملکرد بازاریابی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

2 کارشناس‎ارشد مدیریت بازرگانی ـ بازاریابی بین‌المللی، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

3 استادیار گروه مدیریت، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران

چکیده

تاکنون چندین چارچوب برای مفهوم هویت نام تجاری بیان شده است که با برندهای B2C سازگاری دارد؛ اما هنوز مدل فراگیری از ابعاد هویت برند و ارتباط بین آنها برای برندهای B2B ارائه نشده است. هدف از پژوهش حاضر مدل‌سازی ساختاری تفسیری هویت برند با نگاهی به عملکرد بازاریابی در بازار B2B صنعت فناوری اطلاعات است. بدین منظور، ابتدا ادبیات و پیشینۀ موضوع بررسی شد و با استفاده از روش تجزیه و تحلیل مضمون (تحلیل تم)، عوامل مؤثر بر هویت و تأثیرپذیر از آن استخراج شد. به‎کمک روش مدل‌سازی ساختاری تفسیری بر اساس نظر خبرگان صنعت و استادان در این زمینه (13 خبرۀ دانشگاهی و 12 خبرۀ صنعت)، مدل هویت برند در بازار کسب‌و‌کار صنعت فناوری اطلاعات طراحی شد. برای انتخاب خبرگان در مصاحبه، روش نمونه‌گیری گلولۀ برفی به‎کار رفت. نتایج پژوهش نشان می‌دهد مدل هویت برند شامل 18 بُعد می‎شود. به‎علاوه، نتایج پژوهش حاکی از تأثیرگذاری هویت برند بر عملکرد بازاریابی و رضایت و وفاداری مشتریان و قصد آنان برای خرید مجدد است.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance

نویسندگان [English]

  • Mohammad Rahim Esfidani 1
  • Sara Ramezani 2
  • Mohammad Ali Shahhoseini 3
چکیده [English]

Several brand identity frameworks have been published in the B2C brands . A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. The purpose of this paper is Interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance. For this purpose, at first, literature and history were studied. First, literature and history were studied. Then, using the method of content analysis (theme analysis), its influencing factors and the influence of identity were identified. after that by using interpretative structural modeling techniques based on idea,s of industry experts and professors (13 academic experts and 12 industrial experts) in the IT industry business model was designed brand identity in the market. Snowball sampling was used to select the experts said in an interview. The results show that the model of brand identity contains18 dimensions. In addition, the conclusions of the impact of brand identity on marketing performance and customer satisfaction and loyalty, and their intention is to repurchase.

کلیدواژه‌ها [English]

  • B2B Market
  • brand identity
  • Interpretive structural modeling
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