نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت بازرگانی- گرایش مدیریت بازاریابی، گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.
2 گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران.
3 دانشیار، دانشکده معارف اسلامی و مدیریت، دانشگاه امام صادق(ع)، تهران، ایران.
4 استادیار، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ملایر، ملایر، ایران.
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Abstract
Objective
This research was carried out with the aim of identifying formative antecedents archetypes in a cross-sectional manner during the years 1399 to 1400 in the western region of the country and the city of Hamedan.
Methodology
This research is fundamental and practical in terms of purpose, In terms of the type of data, it is a qualitative research, and in terms of place and time of implementation, it is a field research. After semi-structured in-depth interviews for each brand with the owners and managers of reputable brands and marketing professors using phenomenology and coding methods, using Maxqda software, a series of features were extracted as the antecedents of the brand archetype, and based on them, the archetype of each brand was determined.
Findings
The results of the interviews include 137 interviews for 12 selected brands. From the interviews, a series of features were extracted as the formative antecedents of each brand archetype. The result of coding the interviews with the Maxqda software includes 2316 codes, 457 subcodes, 79 semi subcodes and 12 main codes were extracted and after removing and merging the duplicate codes, the result was expressed separately for each brand. Also, the findings of the research show that the archetypes of Apple: Creator, Xbox: Magician, Pepsi: Jester, Jeep: Explorer, Diesel: Outlaw, Rolex: Ruler, Sony: Sage, Chanel: Lover, Coca-Cola: Innocent, Gap: Everyman, Nike: Hero, and Niva: Caregiver.
Conclusion
Based on the results obtained from the research, archetypes help to understand the meaning and concept of the brand and are a very important tool for marketing and branding and differentiate brands from each other. The personality of a brand is a very important factor in attracting customers. It is the personality of each brand that determines how the customer feels about the brand. In order to be successful in the market, every brand must have a deep and meaningful relationship with its customers. This brand relationship with the customer creates a deep sense of loyalty and trust in the customer, and ultimately attracts the customer to our brand and gives them a sense of satisfaction. Creates in customer. the brand and the customer and to create a deep and effective relationship between them is to design the brand personality based on archetypes, so that with this method it has a deep impact on the customer's mind and feelings for each brand and customer. Turn the ordinary into a loyal and permanent customer for our brand. Archetypes help the brand to introduce its identity and personality to the customer. Also, the results obtained from the research based on the formative antecedents of brand archetypes can be used to design efficient strategies in the field of marketing and branding in order to create brand identity.
کلیدواژه‌ها [English]
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