طراحی و معماری مدل برندسازی ملی ایران

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکتری، دانشگاه الزهرا

2 دانشیار دانشگاه الزهرا

چکیده

بررسی برند ملی یکی از نکات مهم در حوزه کسب و کار است که اخیرا در تحقیقات، مورد توجه بسیاری قرار گرفته است. اما متاسفانه پژوهش‌های کمی  برای شناسایی عوامل تشکیل دهنده برند ملی در ایران انجام شده است. در این پژوهش، با استفاده از دو روش تحلیل محتوای کیفی، و دیمتل، به استخراج عناصر موثر بر برندسازی ملت پرداخته شده و شبکه ساختاری روابط میان عناصر استخراج شده مورد مطالعه قرار گرفتند. بر همین اساس، در مرحله اول، با 16 نفر از خبرگان مصاحبه‌های عمیق صورت گرفت و 241 مفهوم، 30 کد، 10 مقوله و 4 تم با عناوین پیمایش افکار، بسترسازی نهادی، دگردیسی سیاسی و مقرراتی و تحول ارزشی و ورزشی استخراج گردیدند. ارتباط میان ده مقوله استخراج شده در روش تحلیل محتوای کیفی نیز از طریق روش دیمتل مورد مطالعه قرار گرفت. بر همین اساس مشخص گردید که مقوله سنجش افکار عمومی بین‌المللی بیشترین اثرگذاری را بر سایر عوامل دارد. همچنین، مقوله مدیریت قوم گرایی بیشترین اثرپذیری را نسبت به سایر متغیرها دارد. در نهایت، مقوله بهبود معماری سیستم سیاسی و قانونی کشوربیشترین تعامل را از نظر اثرگذاری و اثرپذیری، با سایر عوامل دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Designing and Architecting the Iran National Brand

نویسندگان [English]

  • Raziyeh Mahdiye 1
  • Ahmad Nedaeifard 2
1 PhD Candidate, Alzahra Uniersity
2 Associate Proffersor in Alzahra University.
چکیده [English]

 Objective: The national brand survey is one of the most important business issues that has received much attention in recent research. Unfortunately, however, little research has been done to identify the constituents of the national brand in Iran. Methodology: In this study, using two methods of qualitative content analysis, and DEMATEL, the elements that influence the nation branding were extracted and the structural network of relationships among the extracted elements were studied.  Finding: Accordingly, in the first stage, in-depth interviews were conducted with 16 experts and 241 concepts, 30 codes, 10 categories, and 4 themes were extracted with Themes such as opinion scrolling, institutional setting, political and regulatory transformation, and value and sport transformation. The relationship between the ten categories extracted in the qualitative content analysis method was also studied through the DEMATEL method. Result: Accordingly, it was found that the issue of measuring international public opinion has the most influence on other factors. Also, ethnicity management has the most impact on other variables. Finally, the issue of improving the architecture of the country's political and legal system has the most interaction with other factors in terms of effectiveness and effectiveness

کلیدواژه‌ها [English]

  • برند ملی
  • هویت ملی
  • برندینگ
  • ملت

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سابقه مقاله

  • تاریخ دریافت: 20 مرداد 1398
  • تاریخ بازنگری: 19 دی 1399
  • تاریخ پذیرش: 11 دی 1399

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