جستجوی مقالات مرتبط با کلیدواژه "brand positioning" در نشریات گروه "علوم انسانی"

The brand is a set of mental nodes or functional, emotional, intellectual implications and advantages that occupy the mind of the target market. Associating the meanings and linking images and signs with the brand are some of the advantages and benefits of a brand. It is the advantages or benefits and the brand that become the basis of the decision to buy a product. If enough attention is not paid to the brand decline and failure of the brand will occur, and the revival of failed brands which is called brand revival is a very difficult task. The current research aims to identify the dimensions and components of brand revival in the textile industry.

The method of this research is sequential mixed in the form of pragmatism paradigm, which started with qualitative method and data-based strategy and then ended with quantitative method and causal strategy. The method of data analysis in the qualitative part of coding and the statistical population include 17 managers of companies active in the textile industry of Iran, who have been interviewed using the snowball method (reaching the theoretical saturation limit). In the quantitative part, structural equation modeling was used. In order to evaluate the validity of the model, managers and distributors of the textile industry were considered as the statistical population, and random cluster method was used for sampling.

To determine the dimensions of brand revival Interviews with 17 elite experts in the field of brand management and prominent textile industry managers, were performed by snowball method and the theoretical saturation limit was achieved. Also, the validity and reliability of the interview protocol was checked and confirmed through the Guba method. In the quantitative part, in order to determine the contribution and weighting of the dimensions of brand revival, all managers, sales and marketing employees and distributors formed a statistical population, the size of the sample was 110 randomly selected according to the Morgan table method. Investigating convergent validity with AVE criterion, divergent validity was evaluated with structural equation method and total reliability was calculated and confirmed by Cronbach's alpha test of 0.962. In order to analyze the data, confirmatory factor analysis was performed in PLS. The findings showed that the influencing factors include 166 components (open code), 114 dimensions (axial code) in the form of 16 factors extracted from library sources and the opinions of managers and experts.

In this research, for the first time, the brand revival structure in the textile industry was designed and tested. Applying this method is completely different from the previous studies that were designed to understand the prerequisites and dimensions of the brand. In this research, based on the data model of the Glaser foundation and the method of structural equations, a fourteen-factor model in the form of 114 functional components was presented for revitalizing the brand of textile industries.

Considering the importance of brand positioning for any business and the growing trend of research in this field, the necessity of conducting scientific studies is fully felt. A review of the subject literature and domestic and international research shows that no comprehensive study has been done on this issue. Considering the extent and influence of the field of brand positioning in most business research, the need for clarification is evident to reveal the current situation and future trends based on scientific techniques. To fill this existing deficiency, the present research seeks to answer the question: What is the scientific map of published studies in the field of brand positioning in the Scopus database? Based on this mapping, the study aims to analyze the network of concepts in this field and identify the most valuable areas. It addresses the topics within this field and assists researchers in brand positioning to explain the study process and policy-making in this field based on the identified influential areas.

The present research is a quantitative, applied, descriptive, and scientometric study based on the objective. The research employed co-word analysis and network analysis techniques. The statistical population comprised all scientific and specialized articles on brand positioning indexed in the Scopus citation database from 1975 to 2023. Initially, the term "brand positioning" was searched in the titles, abstracts, and keywords of the Scopus database. Subsequently, the search was refined to include only articles and reviews, followed by a selection of English language articles. Finally, 577 scientific and specialized articles on brand positioning were chosen for analysis. VOSviewer and Gephi software were utilized for visualizing and analyzing scientific maps of the 577 selected documents. The Scopus database was chosen due to its vast collection of 70 million reviewed research articles from over 5000 international publishers, ensuring relative uniformity.

The research findings reveal that marketing, branding, brand image, brand management, and consumer behavior are the most common topics and keywords in the realm of brand positioning. According to the generated maps and utilizing the closeness centrality index, branding, competition, marketing, brand image, product design, and brand management emerge as the most crucial topics in information dissemination within the network. In essence, they represent categories with an interdisciplinary perspective in the domain of brand positioning.

The present study is the first systematic quantitative analysis of brand positioning research in the Scopus citation database, which uses co-word analysis to map the scientific landscape of this field. This study addresses the gap in scientometric research in the literature, aiming to enhance the understanding of brand positioning research from its inception to the present. Research questions were formulated for this purpose and will be addressed in this article. This analysis can serve as a guide for future research in brand positioning. The results indicate an increasing trend in research over the years. The main topics identified in brand positioning research include branding, brand performance, brand social responsibility, destination branding, brand positioning, and brand origin. Through co-citation analysis, key authors in the brand positioning research community were identified, such as Keller, Aaker, Diamantopoulos, and Hayer. Given the significance of green branding (a primary keyword in the corporate social responsibility cluster), the rise in environmental risks, and the impact of green branding on brand sustainability, companies in our country should prioritize this area when establishing and implementing their brand.

The purpose of this study was to provide a brand repositioning model for companies active in the electricity industry. For this purpose, a systematic evaluation and analysis of the results and findings of the previous research has been done with the approach of qualitative research and meta-composite tool, which includes seven steps. In this method, by searching for the keyword of brand repositioning in various databases, 2349 studies were found in the period of 2012 to 2022 AD and 1391 to 1401 AD. Out of 2349 found works, 1657 works in terms of title, 384 works in terms of abstract and 246 works in terms of text were not consistent with the purpose and questions of this research; Therefore, these works were left out, and only 62 works that were in the field of brand repositioning and were in line with the purpose and questions of the present research both in terms of title and content, were selected for meta-combination analysis and presentation of brand repositioning model. became By studying and carefully examining the finalized sources, components and indicators of brand repositioning of companies active in the electricity industry were extracted from each of the sources, which include financial strength, quality, price, delivery, service, marketing, customer satisfaction and management. human resources. In total, the pattern of brand repositioning of companies active in the electricity industry was identified and classified in the form of 8 components and 71 indicators.

Today, in the clothing industry, branding is not a choice, but a necessity. If the domestic clothing market is examined, it will be seen that only a few brands are active, and even these few brands are not prominent in global level and domestic.first, the variables of branding of this industry are extracted by relying on scientific sources and experts through Multi Grounded Theory (MGT), and then the factors affecting the branding are ranked through The Importance-Performance Matrix. After examining the opinions of experts and specialists in the field of fashion branding through theoretical and snowball sampling (14 experts and experts in this field until theoretical saturation), the final branding model was prepared and then to check the branding status of companies in this industry from 42 expert and specialist surveys the brand of these companies was used.Finally, 59 essential variables affecting the branding of the fashion industry were identified., brand visual identity with a score of (0.027) ranked first, brand communication with a score of (0.025) ranked second, economic challenges with a score of (0.025) ranked third and distribution challenges with a score of (0.025) ) the fourth rank, brand conceptual identity (0.025) and the fifth rank of the SWj index in the Importance-Performance Matrix have the most points, which can play a significant role in the branding of this industry, and the players in this field prioritize these items in order to grow and develop strong brands. put at the top of their achievements.

The increasing number of Muslims and the need to adapt and match the products with the preferences of Muslim consumers, requires the identification of brand positioning components for this type of consumers, which has not been studied in this important issue by reviewing the literature. Therefore, the purpose of this research is to identify the components of brand positioning in the minds of Muslim consumers.

This research is based on the purpose of applied and descriptive research, and according to the implementation method for searching and selecting scientific articles, a systematic review of the research literature was considered and the components were extracted with the technique of qualitative content analysis. All articles related to brand positioning and branding for Muslim consumers were searched, collected and qualitatively evaluated from the Scopus citation database and Google Scholar. Finally, 17 articles were qualitatively analyzed using Max Qda software.

The findings of this research show that the components of price, quality, service, consumer preferences, distribution channel and sources of competitive advantage of the company have been studied as components of brand positioning in the minds of Muslim consumers in the research literature.

The components of brand positioning should be adapted and appropriate according to the level of commitment and dependence of Muslim consumers of each country and region to Islam. be more focused.

This study evaluates the influencing factors of marketing strategies on corporate social responsibility and brand equity with the mediating role of brand position. The current research method is descriptive and the method of data collection is survey. For this purpose, a questionnaire with 26 questions has been designed. In order to answer the questions, 200 of the car body insurance policy buyers of 4 private insurance companies of Asia, Alborz, Mellat and Parsian, which have the largest share of the car body insurance market, were selected as the statistical sample of this research. The sampling method was chosen as simple random. The results of the research show that the perceived quality, brand loyalty and associations have a direct effect on the social responsibility of the company and the brand value of insurance companies, and the position of the brand name does not directly affect the social responsibility of the company and the brand value.

In this research, the process of personal branding in the information technology industry was investigated. The research method is applied, with an exploratory-explanatory and qualitative approach. The statistical population includes experts and personal branding experts in the information technology industry that 12 people were selected as a research sample by targeted snowball method. To analyze the data, content analysis based on open coding, axial coding and selective coding based on grounded theory was used. The results showed that individual competencies through individual characteristics and expertise (skills) and marketing capabilities through product, price, distribution channels, promotion, staff and processes lead to the formation of brand originality in the IT industry; Brand Authenticity also leads to brand positioning. Also, infrastructures such as technical, legal, cultural and political infrastructures as background conditions and target market analysis (study of competitors and customers) as interfering factors affect brand positioning and ultimately lead to personal branding in the IT industry. Thus, personal branding is broader than corporate branding, which is influenced by complex factors and conditions and is not merely a professional marketing process.

According to the importance of brand positioning in the sustainable development of sport brands, the aim of the current study was to study the partial role of SERVQUAL dimensions on the brand positioning of Persepolis and Esteghlal football teams. This field study was a descriptive-correlative research and a practical one. The research population included all the fans of Persepolis and Esteghlal football teams. Based on Cochran's formula, 394 football fans were selected through random sampling in Azadi stadium. Data collection was conducted by using Brand Positioning Questionnaire developed by Omidikia (2012) and Service quality Questionnaire developed by Miri (2019). The reliability of the tools was confirmed based on Cronbach's alpha, and the validity of the research tools were confirmed by conducting face validity, content validity as well as construct validity. The findings of the research by applying structural equation modeling demonstrated that the SERVQUAL dimensions (Tangibles, Reliability, Responsiveness, Assurance and Empathy) had a positive and significant effect on the brand positioning of the Persepolis and Esteghlal football teams. According to the research findings, focusing on improving the SERVQUAL and its dimensions is critical for sustainable development of Persepolis and Esteghlal brands that can ultimately leads to the brand positioning and brand consolidation in the mind and heart of football fans.

Fashion is a subset of creative industries and has roots in the culture of a region. In Iran, despite the long history of the textile industry and clothing production, a limited number of brands in the fashion industry have been able to get promoted to strong brands at home or abroad. Most foreign fashion products find their way into Iran through either official or smuggling imports. Unfortunately, there are also domestic manufacturers who, despite the good quality of their products, sell them domestically with foreign Hem Tags, the act that can be translated as a sign of the lack of strong domestic brands in the Iranian garment industry. What are the problems of fashion branding in Iran? What factors have weakened branding in this country? What are the steps of the branding process in this industry, how should the branding of mass and luxury fashion styles be done in this industry, and what are the differences in branding details? The purpose of this study is to provide a comprehensive model of branding.

The present study tries to provide a comprehensive model for the Iranian fashion industry by reviewing the existing literature and theories, as well as conducting semi-structured interviews with the country’s experts and specialists, and also adopting the method of Multi-Grounding Theory. The researchers adopted Snowball sampling methods and carried out interviews until reaching a theoretical saturation.

The data was analyzed by MAQXDA software and 744 codes, 255 concepts, and 10 categories were extracted. Also, 88 articles, books, reports and etc were reviewed. The required data for this study were gathered via conducting interviews.

According to the achieved results, branding in the fashion industry includes three major stages of pre-branding, branding, and post-branding, while this study explored eight steps of branding, including 1) branding requirements, 2) branding opportunities, 3) branding challenges, 4) brand identity, 5) brand positioning, 6) application of appropriate marketing tools and blends, 7) brand evaluation, and 8) growth. The remaining two categories are about the difference between luxury fashion branding, mass branding, and the order of branding steps.

To achieve financial success, brands need to meet customer needs to differentiate themselves positively from other brands and play a role in the market. Brand positioning allows the brand to meet these criteria. The main purpose of this study is to set Brand Positioning in Iran Football Professional League. The study instrument is interview. The findings show 199 effective elements in setting strategies in Iran Football Professional League. These elements are categorized into 23 concepts and sub-categories as follows:Structural prerequisites, Strategic management prerequisites, Commercial prerequisites, macro external prerequisites, Brand personality, Club symbols, Emotional aspect, Event aspect, fans’ strategies, Marketing information strategies, Marketing management strategies, Empowerment strategies, Executive management strategies, League background, Fans’ background, Market background, Club’s organizational background, Supportive background, Macro background, Political-Legal factors, Economic factors, Social factors, Technological factors. Eventually, the study model was developed by 6 main ideas such as: Causal prerequisites, Axial Phenomenon (brand position), Strategies, Background Factors, Interfering Factors and Consequences. According to the study result, some executive strategies are suggested than can pave the way for clubs’ managers to develop their clubs and brand positioning.

Currently, due to market dynamics and the impact of various factors at the macro and operational levels, customer purchasing patterns face different operational concepts and the concepts of customer satisfaction and loyalty in terms of operation, with different indicators on organizational performance, are effective. Also, attracting customers and providing value-creating services to satisfy them, the important thing is to maintain them in the company's value chain and to increase market share, especially customer share. The purpose of this study is to investigate the effect of using brand positioning and customer experience in loyalty. The present study is descriptive-survey and is applied in terms of purpose. The data collection tools were questionnaire that due to the high volume of the statistical population, using Cochran's formula, a simple random sampling method with a sample size of 415 was used. Content validity and convergence were used to assess the validity of the questionnaire and Cronbach’s alpha was used for reliability with a value of. /938. The collected data were analyzed at two levels of descriptive and inferential statistics. Structural equation modeling and Smart PLS were used to test the model and the research hypotheses. The results show that causal conditions have a positive effect on loyalty processes, intervening and context conditions. Underlying and intervening conditions have a direct effect on the processes and consequences of loyalty. Strategies have a positive effect on outcomes, but intervening and contextual conditions do not have a positive effect on strategies, and these two hypotheses are rejected.

It is necessary to analyze the concept of brand to gain a proper framework. So, the aim of this study was to develop a branding model in Iran sport industry with an emphasis on the dynamic environment. This study was exploratory and qualitative. Data were collected by snowball sampling method and through in-depth interviews from 15 branding experts. Then, through a three-step coding according to paradigm approach, the final model was obtained. The paradigmatic model showed the causal conditions required for the formation and branding in the sports industry, the contextual condition that caused the importance of branding in recent decades, as well as the mediating condition which facilitated and/or accelerated branding in sports industry. Also, the necessary branding process and strategies (actions and interactions) were explored and brand loyalty was introduced as an outcome.

In the current competitive business environment, companies need to understand their brand position. As hoteliers have high tendency to increase their profitability through attracting their commercial/industrial customers, it is necessary to know which factors must be considered to strengthen a hotel’s position in the minds of them. This paper is intended to analyze Mashhad’s Five-star hotels’ competitive brand position from the viewpoint of Tehran travel agencies’ managers. The managers of travel agencies in Tehran city which directly provide travel services to Mashhad including accommodation, were the survey’s population. The sample size was estimated as 228 people, using Cochran formula and cluster sampling was applied. Data were collected through questionnaires, and were analyzed by SPSS and Lisrel. Structural equation models were used for analyzing the data. Also, related radar maps were drawn by Microsoft Excel. According to the results of employed statistical tests and radar maps, “the core product”, “facilitating services” & “enhancing services” were recognized as the determinant factors of hotels’ brand position. Based on the research’s variables, there is a fierce & direct competition among the hotels under study. In general, two hotels are positioned in a group and the other three hotels are direct competitors. Finally, some suggestions have been proposed, in order to improve the hotel's brands positions.

This qualitative research tries to find the capabilities that are necessary to brand positioning in a systematic model by using grounded theory. Previous researches in brand positioning are very limited and most of them are one-sided (from the customer’s point of view)، quantitative and abstractive. Brand positioning is analyzed from an intra-organizational viewpoint in accordance with organizational capabilities approach in strategic management. To do that، depth interviews were conducted with managers of famous food companies. Analyzed data based on grounded theory showed that organizational stability provides good context for strengthening identity-building brand capabilities. This identity helps to position brand through image-maker capabilities. Managerial competencies and market dynamism as intervening and context creating conditions strengthen and accelerate the brand positioning.