طراحی الگوی جوانسازی برند با تاکید بر نقش منابع انسانی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشیار، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم آباد، ایران.

2 دانشجوی دکتری، دانشکده اقتصاد و مدیریت،دانشگاه لرستان، خرم آباد، ایران.

3 دانشجوی دکترا، دانشکده اقتصاد و مدیریت،دانشگاه لرستان، خرم آباد، ایران.

چکیده

جوانسازی برند، مقوله ای مهم و حیاتی برای کسب و کارهایی است که عمری از آنها گذشته و در بازار رقابتی، قدم های اولیه را در راه تولید، بازاریابی و فروش تا حدی طی کرده­اند و اکنون در میدانی قرار دارند که تولد برندهای جدید، حضور رقبا و تغییرات سریع بازار را بیش از پیش احساس می­کنند. اهمیت این مقوله در تجارت روز سبب گردید تا هدف از انجام مطالعه حاضر، طراحی الگوی جوانسازی برند با تاکیدی بر نقش موثر منابع انسانی در سازمان باشد. این مطالعه از رویکرد تفسیرگرایی به منظور دستیابی به اهداف پژوهش بهره برده است. بدین منظور و در راستای دستیابی به هدف اصلی پژوهش نیازمند حصول مجموعه داده­هایی بوده که از طریق مصاحبه جمع­آوری گردیده­اند. مشارکت­کنندگان در این مطالعه را اساتید بازاریابی و مدیریت برند و همچنین متخصصان بازاریابی فعال در شرکت­های برندمحور تشکیل داده­اند. در این بین پس از انجام مصاحبه با 15 نفر از مشارکت­کنندگان با روش نمونه­برداری هدفمند، اشباع نظری حاصل گردید. نتیجه تحلیل کدهای استخراج­شده با روش داده­بنیاد نشان داد که آگاهی از برند، عملکرد فروش، ادراکات مشتریان، عملکرد رقبا، ادراکات منابع انسانی، ادغام و مالکیت به عنوان مهم­ترین عوامل اثرگذار بر جوانسازی برند مطرح می­باشند. این مطالعه متناسب با روش داده بنیاد و الگوی طراحی­شده، پیشنهادهایی ارائه نموده است.

کلیدواژه‌ها

عنوان مقاله [English]

Designing a brand rejuvenation model with the role of brand-oriented human resource strategy

نویسندگان [English]

  • Seyed Nnajmedin Mousavi 1
  • Saber Taghipour 2
  • Masomeh Momeni Mofrad 3
1 Associate Professor, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
2 PhD student, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
3 PhD student, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran
چکیده [English]

  Objective: Brand rejuvenation is an important and vital issue for businesses that have lived a lifetime and in the competitive market, have taken some initial steps towards production, marketing and sales, and are now in the field of new brands. They feel the presence of competitors and rapid market changes more than ever. The importance of this category in today's business has led to the aim of the present study to design a brand rejuvenation model with an emphasis on the effective role of brand-oriented human resources in the organization. Participants in the study were branded marketing and management professors, as well as marketing experts active in branded companies.  Methodology: The analytical approach in this research was qualitative and based on semi-structured interview tools. In the meantime, after conducting interviews with 15 participants by targeted sampling method, theoretical saturation was obtained. Finding: The results showed that brand awareness, sales performance, customer perceptions, competitors' performance, human resource perceptions, integration and ownership are the most important factors influencing brand rejuvenation. Conclution: The results show that the brand-oriented human resource strategy has been able to bring positive results following brand rejuvenation. This study offers suggestions based on the data method of the foundation and the designed model. 

کلیدواژه‌ها [English]

  • Brand Rejuvenation
  • Human Resources

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