Promoting Brand Personality Based on Effective Variables on Brand
Subject Areas :saeed mir 1 , ali rashidpoor 2 *
1 -
2 - Islamic Azad University
Keywords: brand promoting brand personality equipment manufacturing companies Interpretive Structural Modeling,
Abstract :
The current study was conducted to introduce promoting brand personality based on effective variables on the brand using ISM approach. This study is on the basis of the mixed method research, both qualitative and quantitative, in a deductive-inductive paradigm. Regarding its purpose, this is a practical and a descriptive-survey research in nature and procedure. Statistical population of the current study in qualitative and quantitative was 15 people selected from experts at the university who were investigated based on purposive sampling method. Also, they were asked questions to obtain as much information as required. In qualitative section of this research, data-collection instrument of the text information is based on content analysis technique. The instrument of data collection in quantitative section was the ISM Matrix Questionnaire which its validity and reliability was measured using content validity and retesting. In qualitative section, the acquired data were analyzed using content analysis technique and MATLAB Software was used for analysis of data in quantitative section. The results of the study consist of introducing eight effective aspects in promoting brand personality which is introduced as the final model of the research. These aspects are: brand personality, brand performance, marketing mix, brand design, technology and social networks, customer, culture and social responsibility.
1- ابراهیمی، ابوالقاسم؛ علوی، سید مسلم؛ پورموردینی، الهه(1395). بررسي اثر مسئوليت پذيري اجتماعي ادراكي بر شهرت، هويت يابي مشتري و قصد خريد برند (مورد مطالعه: شركت گلستان)، مدیریت بازرگانی، دوره 8، شماره 3، 502-479.
2- اخلاصی، امیر. (1391). اصول برندسازی با رویکرد ارتباطات یکپارچه بازاریابی. تهران، انتشارات علمی؛ چاپ اول .
3- آقازاده، هاشم؛ قلی پور، رحمت اله؛ بخشی زاده، الهه.(1392). بررسی تاثیر شخصیت برند بر قصد خرید مجدد از طریق ارزش ادراک شده و وفاداری برند. فصلنامه تحقیقات بازاریابی نوین، دوره سوم، شماره چهارم، 22-1.
4- تقی زاده، هوشنگ؛ علی پور، خالد.(1395). رابطه شخصیت برند و ارزش ادراک شده با تعهد به برند در بین کاربران زن تلفن های همراه. فصلنامه زن و مطالعات خانواده، سال هشتم، شماره 31، 55-39.
5- توکلی، حمید؛ جعفری، حوریه.(1391). برندسازی اینترنتی، وب‌سایت نامی‌نیک.
6- حسنی، علی، موسوی بازرگانی، سیدجلال، قدیری‌نیا، محمد.(1392). «عملکرد برند، مفهوم سازی و اندازه گیری»، فصلنامه گردشگری دانشگاه علم و فرهنگ، دوره یک، شماره یک.
7- حمدی، کریم.؛ وظیفه دوست، حسین.؛ حاجی محمدعلی، علی.(1392). تاثير عناصر آميخته بازاريابي بر فروش باتري استارتر سبك (بررسي موردي در شهر تهران). فصلنامه مدیریت بازاریابی، شماره 18، 62-48.
8- درویش، پ (1390).کارکردهای شخصیت برند در بازار لوازم خانگی استان گیلان. توسعه مهندسی بازار گستران آتی. شماره 20،1- 10.
9- رشيدي، حسن، رحماني، زین العبادین.(1392). برند و تأثير آن بر وفاداري مشتري. مجلة اقتصادي، (10 و 9)، 65-8.
10- رضایی کلیدبری، حمیدرضا، طالقانی، محمد، علوی فومنی، سیده فاطمه.(1396).«تأثیر تجانس و شخصیت برند بر وفاداری مشتریان»، فصلنامه مدیریت بازرگانی، دوره 9، شماره 2، 336-317.
11- زیویار، فرزاد.؛ ضیایی، محمدصادق.؛ نرگسیان، جواد.(1391). بررسي عوامل موثر بر رضايت مشتريان با استفاده از مدل سروكوال، فصلنامه تحقیقات بازاریابی نوین، سال 2، شماره 3، 186-173.
12- صالحي اميري، سيدرضا.؛ محمدي، سعید.(1389). ديپلماسي فرهنگي، تهران: ققنوس.
13- فتحیان، محمد.؛ مهدوی نور، حاتم. (1386). مبانی و مدیریت فناوری اطلاعات، تهران، دانشگاه علم و صنعت، چاپ ششم.
14- Ang S.H & Lim E, (2006). The Influence of Metaphors and product type on brand personality perceptions and attitudes. Journal of advertising, 35, 2, ABI/inform global.
15- Blain, Carmen, Stuart E. Levy, & JR Brent Ritchie. (2005). "Destination branding: Insights and practices from destination management organizations." Journal of Travel Research, 43(4), 328-33.
16- Crosno, J. L.; Freling, T. H.; Skinner, S. J. (2009). Does brand social power mean market Might? exploring the influence of brand social power on brand evaluations. Journal of Psychology & Marketing, 26(2), 91-121.
17- Chirani, E., Taleghani, M., & Esmailie Moghadam, N. (2012). Brand Performance and Brand Equity. Interdisciplinary Journal Of Contemporary Research In Business, 3(9), 1033-1036.
18- Das, G. (2014). Impacts of Retail Brand Personality and Self-Congruity on Store Loyalty: The Moderating Role of Gender. Journal of Retailing and Consumer Services, 21(2), 130-138.
19- De Chernatony, L., Harris, F. J., & Christodoulides, G. (2004). Developing a Brand Performance Measure for Financial Services Brands. The Service Industries Journal, 24(2), 15–33.
20- Heslop, L. A., Cary, D., & Armenakyan, A. (2010). "Cue incongruity in wine personality formation and purchasing". International Journal of Wine Business Research, 22(3), 288-307.
21- Huang J., Tzeng G., Ong Ch. (2005). Multidimensional Data in Multidimensional Scaling Using the Analytic, Network Process; Pattern Recognition Letters, Vol.26.
22- Ingenhoff, D.; Fuhrer, T. (2013). Positioning and differentiation by using brand personality attributes: Do mission and vision statements contribute to building a unique corporate identity?Corporate Communications: An International Journal 15(1), 83-101.
23- Joy, S. Kolb, D.(2009). Are there cultural differences in learning style?, International Journal of Intercultural Relations, 33, 69–85.
24- Kang, C., Bennett, G., Welty peachey, J.(2016). Five dimensions of brand personality traits in sport. Sport Management Review, 19, 441-453.
25- Keller, K. L. (2008). “Strategic brand management-building, measuring, and managing brand equity”,United States: Pearson - Prentice Hall.
26- Klipfel, J.A.L., Barclay, A.C. & Bockorny, K.M. (2014). Self-Congruity: A Determinant of Brand Personality. Journal of Marketing Development and Competitiveness, 8(3),130-143.
27- Lee, J. W. (2009). Relationship between consumer personality and brand personality as self-concept: from the case of korean automobile brands. Academy of Marketing Studies Journal, 13(1), 25-45.
28- Lin, L.-Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers. Journal of Product & Brand Management, 19(1), 4-17.
29- Liu, Z., Huang, S. & Liang, M. (2016), Chinese consumers' brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310-326.
30- Loh, A. (2011). A Study on Influence of Trust, Social identity, Perceived Risk and EWOM on Consumer Decision making Process in the context of Social Network Sites. Unpublished master's thesis in business administration. School of Management, Blekinge Tekniska Hogskola University, Sweden.
31- Louis, D., Lombert, C. (2010)." Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)" . Journal of Product & Brand Management, 19(2), 1144-130.
32- Maehle, N., Shneor, R. (2010). On congruence between brand and human personalities. Journal of Product & Brand Management, 19(1), 44–53.
33- Matzler, k., Strobl, A., Stokburger-Sauer, N., Bobovnicky, A.(2016).florian bauer brand personality and culture: the role of culture differences on the impact of brand personality perceptions on tourists visit intention, Tourism Management, 52, 507-520.
34- Molinillo, S., Japutra, A., Nguyen, B., Chen, C.H.S.(2017). Responsible Brands vs. Active Brands? An Examination of Brand Personality on Brand Awareness, Brand Trust, and Brand Loyalty, Marketing Intelligence & Planning, 35(2):166-179. 35- Prasad, K., & Dev, C. S. (2000). Managing Hotel Brand Equity. Cornell Hotel and Restaurant Administration Quarterly, 22-31.
36- Seimiene, E., Kamarauskaite, E.,(2014), “Effect of brand elements on brand personality perception”, Procedia - Social and Behavioral Sciences, Vol. 156 ,429 – 434.