تحلیل الگوی مهارت برند بر عملکرد برند در شرکت های فعال در بورس فلزات فولادی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی دانشگاه اصفهان

2 دانشیار گروه مدیریت دانشگاه اصفهان

3 عضو هیات علمی دانشگاه اصفهان

چکیده

هدف این پژوهش آزمون الگوی طراحی شده مهارت برند در شرکت های فعال در حوزه بورس فلزات فولادی ایران است. روابط میان اجزای الگو با استفاده از روش آمیخته اکتشافی تبیین شده است. به علت نامحدود بودن جامعه آماری تعداد 384 نفری از مشتریان شرکت های فعال در بورس فلزات انتخاب و پرسشنامه پژوهشگر ساخته مستخرج از مرحله کیفی پژوهش جمع آوری شد. در بخش کیفی پژوهش عوامل ایجادکننده مهارت برند در سه طبقه عوامل ویژگی های کارکردی برند، بازارمحوری و قابلیت بازاریابی؛ عوامل زمینه ای شامل حاکمیت دولت و نقش و مشکلات صادرات؛ و در نهایت پیامدها یا عملکرد مهارت برند در چهار طبقه ارزش ویژه برند، عملکرد بازاری برند، عملکرد مالی برند، عملکرد صادراتی برند دسته بندی شد. بخش کمی پژوهش نشان داد که ویژگی های کارکردی برند به میزان (55/0)، بازارمحوری به میزان (57/0)، قابلیت بازاریابی به میزان (66/0)، حاکمیت دولت به میزان (74/۰)  بر مهارت برند و مهارت برند بر ارزش ویژه برند به میزان (66/0)، عملکرد بازاری برند به میزان (87/0)، عملکرد مالی به میزان (62/0)، عملکرد صادراتی به میزان (83/0) تأثیرگذار هستند. همچنین مشکلات و نارسایی های صادرات به میزان (86/۰-) به صورت منفی بر مهارت برند تأثیر دارند.

کلیدواژه‌ها

عنوان مقاله [English]

Analysis of Brand Skills Pattern on Brand Performance in Corporate Steel Exchange

نویسندگان [English]

  • Fatemeh Haghverdizadeh 1
  • َAli Kazemi 2
  • azarnoush Ansari 3
1 university of Isfahan
2 Associate Professor, Management Department, Faculty of Administrative Sciences and Economics, university of Isfahan
3 faculty member, university of Isfahan
چکیده [English]

Objective: This study seeks to design and test the brand skill model in companies active in the field of Iranian steel metals exchange.
Methodology: This research has been done qualitatively-quantitatively. The qualitative part of the data was collected from semi-structured interviews with 18 experts. Due to the unlimited statistical population, 384 customers of companies operating in the metal exchange were selected and a researcher-made questionnaire was extracted from the qualitative stage of the research. Thematic analysis was used to analyze the qualitative data and structural equations were used for the quantitative part.
Findings: In the qualitative part of the research, the factors that create brand skills in three categories of factors: functional characteristics of the brand, market orientation and marketing capability; Underlying factors include government sovereignty and the role and problems of exports; Finally, the consequences or performance of brand skills were classified into four categories: brand equity, brand market performance, brand financial performance, and brand export performance.
Result: The results of the model test showed that the functional characteristics of the brand, market orientation, marketing capability, government governance, brand skills and brand skills affect brand equity, market performance, financial performance, export performance. Export problems and shortcomings also have a negative impact on brand skills.

کلیدواژه‌ها [English]

  • Brand Skill
  • Brand Performance
  • Brand export performance
  • government sovereignty

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سابقه مقاله

  • تاریخ دریافت: 16 بهمن 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399
  • تاریخ اولین انتشار: 11 دی 1399

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