طراحی چارچوب برندسازی چابک با رویکرد کیفی (مطالعه موردی: برندهای پوشاک ورزشی)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت ورزشی، دانشگاه آزاد اسلامی واحد قروه، قروه، ایران.

2 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه گیلان، رشت، ایران.

3 گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران.

چکیده
مهم‌‌ترین مأموریت برندها، حفظ تمایزی پایدار در شرایط رقابتی امروزه است. امروزه با وجود برندهای بی‌شمار و افزایش رقابت بین آنها، برندی که توانایی انطباق سریع با تغییرات محیطی را نداشته یا به عبارت دیگر چابک نباشد از گردونه انتخاب مصرف‌کنندگان خارج می‌شود. بنابراین حفظ چابکی برند در عصر امروزه اهمیت زیادی دارد. به همین دلیل، در پژوهش حاضر به طراحی مدل چابکی برند در برندهای پوشاک ورزشی به دلیل رقابت زیاد این برندها با رقیبان داخلی و خارجی پرداخته شد. این پژوهش از نظر هدف پژوهش، اکتشافی و از نظر ماهیت داده‌ها پژوهشی کیفی است. در پژوهش حاضر با روش نمونه‌گیری گلوله‌برفی با هفت نفر از اساتید دانشگاه و با روش نمونه‌گیری هدفمند با 19 نفر از مدیران و کارشناسان برند و بازاریابی برندهای پوشاک ورزشی مصاحبه شد. برای تجزیه و تحلیل داده‌ها از رویکرد نظریه داده‌بنیاد استفاده شد و داده‌ها طبق سه مرحله کدگذاری‌های باز، محوری و انتخابی دسته-بندی شدند. یافته‌های پژوهش نشان داد که سبک مدیریتی و رهبری، عوامل راهبردی، ساختاری، فرهنگی، بازاریابی، نوآورانه و عوامل مرتبط با برند (شرایط علّی) بر چابکی برند تأثیرگذار هستند. یافته‌ها تأثیر چابکی برند، عوامل زمینه‌ای و عوامل مداخله‌گر بر راهبردها (انطباق‌پذیری برند، انعطاف‌پذیری و نوآوری، کیفیت/هزینه) و تأثیر این راهبردها بر پیامدها را تأیید کردند. نتایج پژوهش حاضر به چابک کردن مدیریت برند سازمان‌ها کمک بسیاری کرده و مسیر پژوهشی مفیدی برای پژوهش‌های آتی فراهم می‌نماید.

کلیدواژه‌ها

موضوعات

عنوان مقاله English

Designing an Agile Branding Framework with a Qualitative Approach (Case Study: Sportswear Brands)

نویسندگان English

Faraz Divani 1
Navid Mahtab 1
Mohsen Akbari 2
Maryam Varmaghani 3
1 Department of Sport Management, Qor.c., Islamic Azad University, Qorveh, Iran.
2 Department of Business Management, Faculty of Management and Economics, Guilan University, Rasht, Iran
3 Department of Business Management, Faculty of Economic, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده English

The most important mission of brands is to maintain sustainable differentiation in today's competitive conditions. Today, despite the existence of countless brands and the increase in competition between them, a brand that cannot quickly adapt to environmental changes, or in other words, is not agile, is out of the choice of consumers. Therefore, maintaining brand agility is very important in today's era. For this reason, in the current research, the design of the brand agility model in sportswear brands was discussed due to the high competition of these brands with domestic and foreign competitors. This research is exploratory in terms of its purpose and qualitative in terms of the nature of the data. In the present study, seven university professors were interviewed using snowball sampling and 19 managers and experts of brand and marketing of sportswear brands were interviewed using purposive sampling. Grounded theory approach was used to analyze the data and the data were categorized according to three stages of open, axial and selective coding. Results of the research showed Management and leadership style, strategic, structural, cultural, marketing, innovative factors, and factors related to the brand (causal conditions) influence brand agility. The findings confirmed the effect of brand agility, contextual factors, and intervening factors on strategies (brand adaptability, flexibility, innovation, and quality/cost) and the effect of these strategies on consequences. The results of this research have helped a lot to make brand management of organizations more agile and provide a useful research path for future research.

کلیدواژه‌ها English

Agility
Brand management
Grounded theory
Sports brand
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دوره 18، شماره 95
فروردین و اردیبهشت 1405
صفحه 141-160

  • تاریخ دریافت 10 اردیبهشت 1403
  • تاریخ بازنگری 29 مهر 1404
  • تاریخ پذیرش 02 بهمن 1404