شناسایی عوامل موثر بر برند سیاسی با استفاده ازنقشه شناختی فازی با روش FCM

موسوی, سیده نسیم; میر, سعید; موسوی, سید نجم الدین; منیشداوی, الهه

doi:10.48308/jbmp.2024.235391.1596

شناسایی عوامل موثر بر برند سیاسی با استفاده ازنقشه شناختی فازی با روش FCM

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ کارشناسی ارشد، مدیریت بازرگانی- تجارت الکترونیک، دانشکده مبتکران، دانشگاه آزاد اسلامی، واحد ملایر، ایران

² استادیار گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه آزاد اسلامی، واحد خرم آباد، ایران

³ استاد تمام گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران

⁴ دانشجوی دکتری مدیریت منابع انسانی، دانشکده ادبیات وعلوم اداری، دانشگا ه لرستان خرم آباد، ایران

10.48308/jbmp.2024.235391.1596

چکیده

هدف: پژوهش حاضر با هدف شناسایی عوامل موثر بر برند سیاسی با استفاده از نقشه شناختی فازی با روش FCM انجام پذیرفت. برندها دارایی‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌های استراتژیک و کلیدی برای دستیابی به مزیت رقابتی هستند. برندها را می‌‌‌‌‌‌‌‌‌‌‌توان به‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌عنوان یک دستگاه اکتشافی در نظر گرفت که مجموعه‌ای از ارزش‌‌‌‌‌‌‌‌‌ها را در بر می‌‌‌‌‌‌‌‌گیرد که مصرف‌‌‌‌‌‌‌‌‌‌کننده را قادر می‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌سازد تا انتخاب‌‌‌‌‌‌‌های سریع و کارآمد داشته باشد. اخیراً، مفهوم نام برند سیاسی و شعارهای نام برند به‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌طور گسترده توسط بسیاری از احزاب سیاسی پذیرفته شده است زیرا آن‌ها به دنبال متمایز کردن خود هستند و این منجر به علاقه در حال ظهور به ایده برند سیاسی شده است.
روش‌شناسی: این پژوهش از نظر هدف کاربردی و از حیث روش گردآوری داده‌ها از نوع توصیفی و اکتشافی است که دارای فلسفه پژوهشی قیاسی استقرایی است. جامعه ‌آماری پژوهش حاضر کارکنان حوزه‌های معاونت سیاسی استانداری لرستان و فرمانداران لرستان به‌علاوه اساتید رشته‌های علوم سیاسی و بازاریابی دانشگاه‌های لرستان است. که اعضای نمونه با استفاده ازروش نمونه‌گیری هدفمند و براساس اصل اشباع نظری انتخاب شده‌اند. ابزارگردآوری داده‌ها در بخش کیفی مصاحبه نیمه‌ساختاریافته و دربخش کمی پرسشنامه است که روایی و پایایی آن‌ها به ترتیب از طریق CVR و آزمون کاپای کوهن و دربخش پرسشنامه با استفاده ازروایی محتوایی و پایایی درون کدگذار و میان‌کدگذار مصاحبه و روایی و روایی محتوایی و پایایی بازآزمون برای پرسشنامه مورد تحلیل قرار گرفته است.

کلیدواژه‌ها

موضوعات

برندسازی

عنوان مقاله [English]

Identifying factors affecting political brand using fuzzy cognitive map with FCM method

نویسندگان [English]

Sayedh Nasim mousavi ¹
sseed mir ²
Sayed Najmmedin Mousavi ³
elahe maneshdavi ⁴

¹ .M.Sc. Graduate, Business Management - Electronic Commerce, Faculty of Innovators, Malayer aslami Azad University, Iran

² Assistant Professor, Department of Business Management, Faculty of Literature and Humanities, Islamic Azad University, Khoramabad Branch, Iran

³ Associate Professor Department of management, Lorestan University, Khorramabad, Iran

⁴ PhD student in Human Resource Management, Faculty of Literature and Administrative Sciences, Khorramabad University of Lorestan, Iran

چکیده [English]

Purpose: The current research was conducted with the aim of identifying factors affecting political brand using fuzzy cognitive map with FCM method. Brands are strategic and key assets to achieve competitive advantage. Brands can be considered as a heuristic device that includes a set of values that enable the consumer to make quick and efficient choices. Recently, the concept of political branding and branding slogans have been widely adopted by many political parties as they seek to differentiate themselves, leading to an emerging interest in the idea of political branding. Methodology: This research is descriptive and exploratory in terms of practical purpose and in terms of data collection method, which has an inductive comparative research philosophy. The statistical population of the current research is the employees of the Political Vice-Chancellor of Lorestan Governorate and the governors of Lorestan, in addition to the professors of political science and marketing fields of Lorestan universities. that the sample members were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is a semi-structured interview and in the quantitative part is a questionnaire whose validity and reliability are respectively through CVR and Cohen's kappa test and in the questionnaire part using content validity and intra-coder and inter-coder reliability of the interview and validity and content validity and retest reliability for the questionnaire. has been analyzed. I.

C

کلیدواژه‌ها [English]

brand
political
political brand
fuzzy cognitive map

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