طراحی مدل رفتار هم آفرینی برند با مشتری با تاکید بر پیش آیندها، عوامل و پس آیندها

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار، عضو گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبائی(ره)، تهران، ایران

2 دانشیار گروه مدیریت دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی

3 هیئت علمی و استادیار دانشگاه علامه طباطبایی

4 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران.

چکیده

چکیده
هدف: توجه به برند و ابعاد متفاوت آن از گذشته تا امروز مورد توجه پژوهشگران قرار داشته است. در بازارهای رقابتی امروز برندهایی توانستند ماندگار شوند که با ارتباط سازنده با مشتریان از نظرات آنها بهره بردند. هدف این پژوهش طراحی مدل رفتار هم آفرینی برند با مشتری است.
روش: این پژوهش از حیث هدف توسعه ای کاربردی و رویکرد مطالعاتی آن کیفی و از نظر ماهیت اکتشافی است. در این پژوهش از روش فراترکیب برای طراحی مدل استفاده شده است.
یافته ها : با بررسی پژوهش های پیشین در هفت مرحله فرآیند فراترکیب و دسته بندی و تجزیه و تحلیل پژوهش ها در قالب 3 مقوله، 10 مفهوم و 37 کد، مدل رفتار هم آفرینی برند شامل پیش آیندها، عوامل رفتار هم آفرینی و پس آیندها ارائه گردید.
نتایج: نتایج نشان داد امروزه مشتریان می‌توانند ایده‌هایی را خلق کنند که از جذابیت تجاری بالایی برخوردار باشد و به نوعی شریک تجاری بنگاه شوند و به این شکل نیازهای گسترده مشتریان برآورده میشود.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a model of brand co-creation behavior with the customer with emphasis on antecedents, factors and consequences

نویسندگان [English]

  • Zohreh Dehdashti Shahrokh 1
  • Vahid Nasehifar 2
  • Mohammadsaleh Torkestani 3
  • Maliheh Eslamipanah 4
1 Associate Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran
2 Faculty member and associate professor, faculty of management and accounting.Allameh Tabataba'i univesity
3 Faculty of Management & Accounting,University of Allameh Tabatabaii,Tehran,Iran
4 PhD Student in Business Management, Department of Business Management, Allameh Tabatabai University, Tehran, Iran.
چکیده [English]

Abstract
Objective: focusing on the brand and its different aspects have been considered by researchers from the past to the present. In today's competitive markets, the brands have been able to survive that benefit from customers’ opinions through constructive communication. This study aims to design a model of brand co-creation behavior with the customers.
Method: This research is applied development in terms of purpose, and its study approach is qualitative and exploratory in nature. The meta-synthesis method has been used to design the model in this research.
Findings: By reviewing previous researches in seven stages of the meta-synthesis process and categorizing and analyzing researches in the form of 3 categories, 10 concepts, and 37 codes, a model of brand co-creation behavior including antecedents, co-creation behavior factors, and consequences Presented.
Results: The results showed that today, customers can create highly commercially attractive ideas and become a kind of business partner, thus meeting the broad needs of customers.

کلیدواژه‌ها [English]

  • brand co-creation
  • co-creation behavior
  • qualitative study
  • meta-synthesis
  • Organization

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سابقه مقاله

  • تاریخ دریافت: 26 آذر 1400
  • تاریخ بازنگری: 08 اردیبهشت 1401
  • تاریخ پذیرش: 09 اردیبهشت 1401

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