سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

محمدی, اسفندیار, جعفری, مهسا, شیری, اردشیر. (1402). فهم پدیده شجاعت برند در صنعت مد. , 22(54), 47-78. doi: 10.48308/jbmp.2023.103739
اسفندیار محمدی; مهسا جعفری; اردشیر شیری. "فهم پدیده شجاعت برند در صنعت مد". , 22, 54, 1402, 47-78. doi: 10.48308/jbmp.2023.103739
محمدی, اسفندیار, جعفری, مهسا, شیری, اردشیر. (1402). 'فهم پدیده شجاعت برند در صنعت مد', , 22(54), pp. 47-78. doi: 10.48308/jbmp.2023.103739
محمدی, اسفندیار, جعفری, مهسا, شیری, اردشیر. فهم پدیده شجاعت برند در صنعت مد. , 1402; 22(54): 47-78. doi: 10.48308/jbmp.2023.103739

فهم پدیده شجاعت برند در صنعت مد

چشم انداز مدیریت بازرگانی
مقاله 2، دوره 22، شماره 54 - شماره پیاپی 88، شهریور 1402، صفحه 47-78    اصل مقاله (826.15 K)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2023.103739
نویسندگان
اسفندیار محمدی* 1؛ مهسا جعفری2؛ اردشیر شیری1
1دانشیار و عضو هیئت علمی، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ایلام، ایلام، ایران.
2دانشجوی کارشناسی ارشد، گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه ایلام، ایلام، ایران.
چکیده
هدف: پژوهش حاضر با هدف فهم پدیده شجاعت برند در صنعت مد انجام شده است.
روش شناسی: این پژوهش از لحاظ هدف کاربردی و از نظر شیوة جمع‌آوری داده‌ها از نوع اکتشافی بوده که با رویکرد آمیخته (کیفی- کمی) مورد تحلیل قرار گرفته است. با بهره‌گیری از نمونه‌گیری هدفمند و با در نظر گرفتن منطق نمونه‌گیری نظری، با 11 نفر از خبرگان دانشگاهی و مدیران بازاریابی حوزه صنعت مد و پوشاک مصاحبه عمیق نیمه‌ساختار یافته صورت گرفته است. همچنین در بخش کمی تعداد 384 نفر از مشتریان پوشاک برندهای ایرانی در شهر تهران با روش غیراحتمالی در دسترس انتخاب شدند. ابزار گردآوری داده‌ها در بخش کمی، پرسشنامه مبتنی بر یافته‌های بخش کیفی بود که روایی و پایایی آن مورد تایید قرار گرفت. تحلیل داده‌های بخش کمی به وسیله نرم‌افزار اسمارت پی‌ال‌اس انجام شد.
یافته‌ها: تجزیه‌وتحلیل مصاحبه‌ها با روش تحلیل تم نشان داد الگوی پدیده شجاعت برند در صنعت مد شامل پنج مولفه «ویژگی‌های مرتبط با برند»، «اقدامات اجتماعی برند»، «ویژگی‌های مرتبط با تبلیغات»، «اقدامات مرتبط با رقبا» و « اقدامات مرتبط با مشتریان» است.
نتیجه گیری: نتایج حاصل از مدلسازی معادلات ساختاری نشان داد الگو از برازش خوبی برخوردار است و مولفه‌ها و شاخص‌های مدل، به خوبی توانسته‌اند تبیین معنی‌داری از پدیده شجاعت برند در صنعت مد داشته باشند.
کلیدواژه‌ها
واژگان کلیدی: برند؛ شجاعت برند؛ صنعت مد
عنوان مقاله [English]
Understanding the phenomenon of brand courage in the fashion industry
نویسندگان [English]
esfandyar mohammadi1؛ mahsa jafari2؛ ardeshir shiri1
1Associate Professor of Business Administration, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.
2MS Student, Business Administration Department, Faculty of Literature and Humanities, Ilam University, Ilam, Iran.
چکیده [English]
Abstract
Objective: The present study was conducted with the aim of understanding the phenomenon of brand courage in the fashion industry.
Methodology: This research is exploratory in terms of practical purpose and in terms of data collection, which has been analyzed with a mixed (qualitative-quantitative) approach. Using purposeful sampling and considering the logic of theoretical sampling, an in-depth semi-structured interview was conducted with 11 university experts and marketing managers in the field of fashion and clothing industry. Also, in the quantitative section, 384 customers of Iranian clothing brands in Tehran were selected using a non-probability method. The tool for collecting data in the quantitative section was a questionnaire based on the findings of the qualitative section, whose validity and reliability were confirmed. Quantitative data analysis was done by SmartPLS software.
Findings: The analysis of the interviews using the theme analysis method showed that the pattern of the phenomenon of brand courage in the fashion industry includes five components: "brand-related features", "brand social actions", "advertising-related features", "competitor-related actions" and "related actions". with customers.
Conclusion: The results of structural equation modeling showed that the model has a good fit and the components and indicators of the model have been able to have a meaningful explanation of the phenomenon of brand courage in the fashion industry.
کلیدواژه‌ها [English]
Keyword: Brand, brand courage, fashion industry
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