کهن الگوهای برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی- گرایش مدیریت بازاریابی، گروه مدیریت، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران

2 استادیار، 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

10.22034/jbar.2023.19731.4285

چکیده

هدف

این پژوهش با هدف طراحی مدل پیشایندهای سازنده کهن الگوهای برندبه صورت مقطعی در طی سالهای1399و1400در شهرهای همدان،قزوین،سنندج وکرمانشاه انجام شده است.

روش شناسی

این پژوهش از لحاظ هدف بنیادی و کاربردی،از لحاظ روش توصیفی پیمایشی،از لحاظ نوع دادهها،تحقیقی آمیخته و ازلحاظ مکان و زمان اجرا یک تحقیق میدانی می باشد.پس از10 الی 12مصاحبه عمیق نیمه ساختاریافته برای هربرند با صاحبان و مدیران برندهای معتبر و اساتیدبازاریابی به روش پدیدارشناسی و کدگذاری بااستفاده ازنرم افزارMaxqda12 یکسری ویژگیها به عنوان پیشایندهای کهن الگوی همان برنداستخراج و براساس کدها پرسشنامه ها طراحی و به صورت جداگانه در بین 201 نفر از مشتریانی که مصرف کننده برندبوده وحداقل ده سال نسبت به برند وفاداری نگرشی یارفتاری داشته باشند توزیع و دادهها جمع آوری گردید.باتوجه به نرمال نبودن داد ههای تحقیق درآزمون کولموگروف-اسمیرنوف ازآزمونهای تحلیل عاملی تأییدی و معادلات ساختاری بااستفاده از نرم‌افزارهای SPSS 25وSmart PLS 3 استفاده گردید.

یافته ها

بااستفاده ازروش کدگذاری از دل137مصاحبه2316 کدشامل457 کدفرعی79 کدنیمه فرعی و12کداصلی استخراج شد،سپس12پرسشنامه طراحی وجمعاً 2412 پرسشنامه برای12برند منتخب در پژوهش توزیع و یافته ها مورد تجزیه و تحلیل قرار گرفت و در نهایت پیشایندهای سازنده هر یک از 12 کهن الگوی یونگ در بازاریابی از دل دادهها استخراج گردید.

بحث و نتیجه گیری

با توجه به پیشایندهای بدست آمده از پژوهش می توان اینگونه بیان کرد که کهن الگوها در شکل گیری برند شما تاثیر زیادی دارند. کهن الگوها می توانند ابزار بسیار مهمی برای بازاریابی باشند. کهن الگوها به ما کمک می کنند تا معنی و مفهوم برند خود را بشناسیم.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Brand Archetypes

نویسندگان [English]

  • Fozieh Taheri Mina 1
  • , Tohfeh , Ghobadi Lamuki 2
  • Meisam Latifi 3
  • Hossein Hajibabaei 4
1 1. Ph.D. Student in Business Management - Marketing Management Orientation, Department of Management, Hamedan Branch, Islamic Azad University, Hamedan, Iran.
2 Assistant Professor, Department of management, Hamedan Branch, Islamic Azad University, Hamedan,Iran
3 Associate Prof., Faculty of Islamic Education and Management, Imam Sadegh (AS) University, Tehran, Iran
4 Assistant Professor, Department of business Administration, Faculty of Literature and Humanities, Malayer University, Malayer, Iran
چکیده [English]

Abstract



Introduction

This research was conducted with the aim of designing model of antecedents archetypes brand formetive cross-sectionally during the years 1399 to 1400 in the city of Hamadan, Qazvin, Sanandaj and Kermanshah.



Methodology

This research is a field research in terms of its fundamental and practical purpose, in terms of descriptive survey method, in terms of the type of research data, and in terms of place and time of implementation. After 10 to 12 in-depth semi-structured interviews for each brand with the owners and managers of reputable brands and marketing professors using the phenomenology and coding method using Maxqda12 software, a series of features were extracted as archetypal antecedents of the same brand and based on the codes, questionnaires were designed and Individual forms were distributed among 201 customers who were consumers of the brand and had at least ten years of attitudinal or behavioral loyalty to the brand and collected data.Due to the non-normality of the research data in the Kolmogorov-Smirnov test, confirmatory factor analysis and structural equation tests were used using SPSS and Smart PLS software. After confirming the reliability, convergent and divergent validity, the quality or validity of the model is checked and at the end the test of the overall model of the research is conducted, which shows the appropriate fit of the model and the model presented by the researcher is approved. To extract the Antecedents Archetypes Brand Formetive, considering brands that have a subconscious collective, were selected for Apple Brand Creator archetype, Xbox Brand Magician archetype, Pepsi Brand Jester archetype, Jeep Brand Explorer archetype, Diesel Brand Outlaw archetype, Rolex Brand Ruler archetype, Sony Brand Sage archetype, Chanel Brand Lover archetype, Coca Cola Brand Innocent archetype, Gap Brand Everyman archetype, Nike Brand Hero archetype, Niva Brand Caregiver archetype. Based on the model obtained from the research, a series of characteristics were extracted as the antecedents of the archetype of each brand.



Discussion and Results

Using the coding method, 2316 codes including 457 sub-codes, 79 semi-sub-codes and 12 main codes were extracted from 137 interviews, then 12 questionnaires were designed and a total of 2412 questionnaires were distributed for 12 selected brands in the distribution research and the findings were analyzed. and finally, the Formetive antecedents of each of Jung's 12 Archetypes in marketing were extracted from the data. For each brand separately, a series of factors were obtained from the interviews and questionnaires as the antecedents of the same brand, which indicated and confirmed the specific archetype of the same brand and fulfilled the purpose of the research. For example, The findings of the research show that the antecedents archetypes Formetive: Different thinking, Creative and passionate, Transforming ideas into reality, Innovative and impactful, With quality and a long history, Smiling and funny, Easy life, Challenging other brands, Fear of boredom, Reminder of happy moments, Clever, Funny, Playful and Irresponsible, Lovely, Gaining new experiences, Looking for a better world, Overshadowing the borders, Enjoy your discovery, Away from limitation, A better and more real life, Youthful, Adventurer, Complex personality, Luxury, A different and new appearance, Make the world a better place, Destroying traditions, A successful commander in challenging conditions, Desire to help the world, Dominance and Control, Constructive, Discover new parts, Decoder of clues and solver of the riddle of existence, Emphasis on research, Development and innovative developments, Encourage the customer to think, Seeking knowledge and expanding information, Good sense for life, Finding opportunities and strengths, Independent, Lifelong learner, Differentiation from Competitors' Products, Idealistic and Traditional , Nostalgic, Loyal to customers, Willingness to help, , High quality, sense of belonging, Desire to communicate with others, Defending his territory and honor or from the oppressed, Development of borders, Escape from limiting environments, Diverse and affordable, Desire to communicate, Empathize and help others, Believing in seeing and feeling through the eyes of others, Reassurance, Self care in the form of self acceptance, Compassionate, Patient and Friendly and … .



Conclusion

According to the antecedents obtained from the research, it can be said that archetypes have a great impact on the formation of your brand. Also, the findings show that archetypes have an impact on the formation of brand personality and help us understand the meaning and concept of the brand and are very important tools for marketing and differentiate brands from each other. An archetype is what gives originalityto a brand. Archetypes play an undeniable role in our success in the marketplace. The archetype of the brand differentiates from competitors, creates a sensory connection with the audience, creates a lasting relationship with the customer, focuses on good features and conveys the brand's message and purpose.

کلیدواژه‌ها [English]

  • Archetype
  • Antecedent
  • Brand
  • Marketing