Farsi Translation - tough leadership brand management

1. ‫ﻣﻌﺮﻓﯽ‬:‫رﻫﺒﺮي‬‫اﻓﮑﺎر‬‫در‬‫ﻣﺪﯾﺮﯾﺖ‬‫رﺳﺘﮕﺎر‬ ‫ﻣﻬﺪي‬ :‫ﻣﺘﺮﺟﻢ‬ ‫ﺑﺮﻧﺪ‬
‫ﺧﺪا‬ ‫ﻧﺎم‬ ‫ﺑﻪ‬
‫ﻣﻘﺎﻟﻪ‬ ‫ﺗﺮﺟﻤﻪ‬
Introduction: Thought leadership in brand management
Colin Jevons, Isabel Buil, Bill Merrilees, Leslie de Chernatony
Journal of Business Research 66 (2013) 1–3
:‫ﻣﻌﺮﻓﯽ‬‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫در‬ ‫اﻓﮑﺎر‬ ‫رﻫﺒﺮي‬
‫اضریلع‬ ‫یشخب‬

2. ‫ﮐﻠﯿﺪي‬ ‫ﮐﻠﻤﺎت‬:،‫اﻓﮑﺎر‬ ‫رﻫﺒﺮي‬،‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬‫ﮐﻨﻔﺮاﻧﺲ‬ ‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬1
‫ﭼﮑﯿﺪه‬
‫ﺷﺎﻣﻞ‬ ‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬‫ﻣﻘﺎﻟﻪ‬ ‫ﭘﺎﻧﺰده‬‫از‬ ‫ﺑﺮﮔﺮﻓﺘﻪ‬2
‫ﻫﺎي‬ ‫اراﺋﻪ‬3
‫ﮐﻨﻔﺮاﻧﺲ‬ ‫ﺷﺸﻤﯿﻦ‬‫ﺳﺎﻻﻧﻪ‬‫رﻫﺒﺮ‬ ‫اﻟﻤﻠﻠﯽ‬ ‫ﺑﯿﻦ‬‫ان‬‫اﻓﮑﺎر‬4
‫د‬‫ر‬‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬5
‫اﺳﺖ‬،‫داﻧﺸﮕﺎه‬ ‫در‬ ‫ﮐﻪ‬‫ﺳﻮﺋﯿﺲ‬ ‫ﻣﻘﯿﻢ‬ ‫ﻫﺎي‬ ‫اﯾﺘﺎﻟﯿﺎﯾﯽ‬6
‫ﻟﻮﮔﺎﻧﻮ‬ ‫در‬ ،‫ﺳﻮﯾﺲ‬7
‫آورﯾﻞ‬ ‫در‬2010‫ﺑﺮﮔﺰار‬
.‫اﺳﺖ‬ ‫ﺷﺪه‬‫ﮐﻨﻔﺮاﻧﺲ‬154‫ﺷﺪه‬ ‫اراﺋﻪ‬ ‫ﻣﻘﺎﻟﻪ‬8
‫داﺷﺖ‬‫از‬ ‫ﺑﻌﺪ‬ ‫و‬‫ﺑﺎر‬ ‫دو‬‫ﻓﺮاﯾﻨﺪ‬‫ﺑﺮرﺳﯽ‬‫ﻣﺤﺮﻣﺎﻧﻪ‬9
‫اﯾﻦ‬ ‫از‬ ‫ﻧﯿﻤﯽ‬ ‫از‬ ‫ﮐﻤﺘﺮ‬ ،
‫ﻫﺎ‬،75‫ﭘﺬﯾﺮ‬ ،‫ﻣﻘﺎﻟﻪ‬‫ش‬10
.‫ﺷﺪﻧﺪ‬ ‫اراﺋﻪ‬ ‫ﮐﻨﻔﺮاﻧﺲ‬ ‫در‬ ‫و‬‫ﻧﻮﯾﺴﻨﺪﮔﺎن‬‫ﺷﺎﻧﺲ‬ ‫ﮐﻨﻔﺮاﻧﺲ‬ ‫ﺷﺪه‬ ‫ﭘﺬﯾﺮش‬ ‫ﻫﺎي‬ ‫ﻣﻘﺎﻟﻪ‬‫ﺑﺎزﺑﯿﻨﯽ‬
‫و‬ ‫ﮐﻨﻔﺮاﻧﺲ‬ ‫از‬ ‫ﺑﻌﺪ‬ ‫ﻣﻘﺎﻻﺗﺸﺎن‬‫آﻧﻬﺎ‬ ‫اراﺋﻪ‬‫ﻣﻨﻈﻮر‬ ‫ﺑﻪ‬‫اﺣﺘﻤﺎﻟﯽ‬ ‫درﺑﺮداﺷﺘﻦ‬11
‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬.‫داﺷﺘﻨﺪ‬ ‫را‬‫دور‬ ‫ﯾﮏ‬
‫ﺑﯿﺸﺘﺮ‬‫از‬‫ﺑﺮرﺳﯽ‬‫ﻣﺤﺮﻣﺎﻧﻪ‬‫ﮔﯿﺮاﻧﻪ‬ ‫ﺳﺨﺖ‬12
‫اﻧﺘﺨﺎب‬ ‫ﺑﻪ‬ ‫ﻣﻨﺠﺮ‬‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﻣﻘﺎﻟﻪ‬ ‫ﭘﺎﻧﺰده‬ ‫اﯾﻦ‬.‫اﯾﻦ‬‫ﻣﻌﺮﻓﯽ‬‫ﯾﮏ‬‫ﻣﺮور‬‫از‬‫اﯾﻦ‬
‫ﺗﻔﮑﺮ‬ ‫ﻣﻮﺿﻮع‬ ‫ﺑﺎ‬ ‫ﺗﺤﻘﯿﻖ‬13
‫در‬‫ﺑﺎره‬14
.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫اراﺋﻪ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬
‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻣﻘﺎﻻت‬‫ﺗﻨﻮع‬‫ﮔﺴﺘﺮدﮔﯽ‬ ‫و‬15
‫ﺗﺤﻘﯿﻘ‬‫ﺎت‬‫ﻓﻌﻠﯽ‬‫درﺑﺎره‬‫ﮐ‬ ‫ﻣﯽ‬ ‫ﻣﻨﻌﮑﺲ‬ ‫را‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬‫ﻨ‬.‫ﻨﺪ‬
‫ﻣﻘﺎﻻت‬ ‫ﺑﻌﻀﯽ‬‫ﻣﻔﯿﺪي‬ ‫و‬ ‫ﺟﺪﯾﺪ‬ ‫داﻧﺶ‬‫را‬‫ﻣ‬ ‫درﺑﺎره‬‫ﺸﮑﻼت‬‫دﯾﺮﯾﻨﻪ‬16
‫ﻣﺎ‬ ‫درك‬ ‫در‬‫ﺑﺮﻧﺪﻫﺎ‬ ‫ﮐﺎرﮐﺮد‬ ‫ﻧﺤﻮه‬ ‫از‬‫ﺗﻮﺳﻌﻪ‬
‫ﻣﻘﺎﻻت‬ ‫دﯾﮕﺮ‬ ‫و‬ ‫دادﻧﺪ‬‫ﻣﻮﺿﻮﻋ‬‫ﺎﺗ‬‫ﯽ‬‫ﺟﺪﯾﺪ‬‫و‬‫اﺑﺘﮑﺎري‬ ‫ﻫﺎي‬ ‫روش‬‫ﮐﺮدﻧﺪ‬ ‫ﻋﺮﺿﻪ‬.‫ﭘﮋوﻫﺎن‬ ‫داﻧﺶ‬ ‫ﺗﻨﻮع‬ ‫ﮐﻪ‬ ‫ﭼﯿﺰي‬17
1
conference special issue
2
developed from
3
presentations
4
Thought Leaders’ International Conference
5
‫واژه‬ ‫ﺑﺮاي‬‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﻣﺎرك‬ ‫و‬ ‫ﺗﺠﺎري‬ ‫ﻧﺎم‬ ‫ﻣﺎﻧﻨﺪ‬ ‫ﻣﺘﻌﺪدي‬ ‫ﻣﻌﺎﻧﯽ‬ ‫ﺑﺮﻧﺪ‬‫اﯾﻨﺠﺎ‬ ‫در‬ ‫وﻟﯽ‬‫از‬‫ﺗﺮ‬ ‫ﺷﺪه‬ ‫ﺷﻨﺎﺧﺘﻪ‬ ‫واژه‬ ‫ﻫﻤﺎن‬‫ﺑﺮﻧﺪ‬‫اﺳﺘﻔﺎده‬‫ﺷﺪه‬‫اﺳﺖ‬)‫ﻣﺘﺮﺟﻢ‬(.
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Università della Svizzera italiana (In English: University of Italian Switzerland)
7
Lugano, Switzerland
8
submission
9
a double blind reviewing process
10
accepted
11
possible inclusion
12
rigorous
13
thought-leading research
14
into
15
diversity and breadth
16
long-standing problems
17
scholars

3. ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺘﻔﺎوت‬ ‫ﮐﺸﻮر‬ ‫ﻧﻪ‬ ‫از‬ ‫ﻧﻮﯾﺴﻨﺪﮔﺎن‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﯾﻦ‬ ،‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫را‬ ‫ﮐﻨﻔﺮاﻧﺲ‬ ‫در‬ ‫ﮐﻨﻨﺪه‬ ‫ﺷﺮﮐﺖ‬‫ﻣﻘﺎﻻت‬
‫ﻣﻮﺟﻮد‬‫ﺑﻪ‬ ‫ﻧﯿﺰ‬‫ﻫﻤﯿﻦ‬‫ﺻﻮرت‬‫ﻣﺘﻨﻮع‬‫ﻫﺴﺘﻨﺪ‬.
‫ﺗﻌﺎرض‬1
‫واﻗﻌﯿﺖ‬ ‫ﯾﮏ‬‫ﻧﺎﺧﻮﺷﺎﯾﻨﺪ‬2
‫زﻧﺪﮔﯽ‬‫اﻣﺮوزي‬3
‫اﺳﺖ‬–‫ﺷﺎﯾﺪ‬‫ﺟﺎﻣﻌﻪ‬‫ﺣﺘﯽ‬‫ﯾﺎد‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺗﻌﺎرض‬ ‫ﺑﺪون‬ ‫دوره‬ ‫ﯾﮏ‬
.‫ﻧﯿﺎورد‬‫ﺗﺮ‬ ‫ﻣﺸﺨﺺ‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬4
،‫ﺷﺎﯾﺪ‬5
،‫رﻗﺎﺑﺖ‬ ‫و‬ ‫ﺗﻌﺎرض‬6
‫ﻣﻬﻢ‬ ‫ﻣﯿﺎن‬ ‫در‬‫ﻫﺎ‬ ‫اﻧﺴﺎن‬ ‫ﭼﺮا‬ ‫ﮐﻪ‬ ‫ﺑﺎﺷﺪ‬ ‫دﻻﯾﻠﯽ‬ ‫ﺗﺮﯾﻦ‬7
‫ﺧﻮدﺷﺎن‬
‫آورﻧﺪ‬ ‫ﻣﯽ‬ ‫در‬ ‫ﮔﺮوه‬ ‫ﺻﻮرت‬ ‫ﺑﻪ‬ ‫را‬‫ﻫﺎ‬ ‫ﮔﺮوه‬ ‫آن‬ ‫و‬‫ﭼﮕﻮﻧﻪ‬.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫رﻓﺘﺎر‬‫در‬‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬ ‫در‬ ‫ﻣﻘﺎﻟﻪ‬ ‫اوﻟﯿﻦ‬،
‫ﭘﺎول‬ ‫و‬ ،‫اﺳﺘﺎف‬ ‫واگ‬ ،‫اوﯾﻨﮓ‬8
‫ﺑﺮرﺳﯽ‬‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬‫ﮐﻪ‬‫ﭼﮕﻮﻧﻪ‬‫و‬ ‫ﺗﻌﺎرض‬‫ﻣﺨﺎﻟﻒ‬ ‫ﺟﻬﺖ‬ ‫در‬ ‫وﻓﺎداري‬9
،‫رﻗﺎﺑﺖ‬ ‫ﯾﺎ‬،
‫ﺧﻮد‬‫را‬‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎﻋﺎت‬ ‫ﺑﯿﻦ‬ ‫در‬ ‫ﻫﻢ‬10
‫ﺳﺎزﻧﺪ‬ ‫ﻣﯽ‬ ‫ﻧﻤﺎﯾﺎن‬ ‫آن‬ ‫درون‬ ‫در‬ ‫ﻫﻢ‬ ‫و‬11
.‫ﻣﺒﻨﺎي‬‫ﺗﺌﻮرﯾﮑﯽ‬12
‫ﺷﺎن‬‫ﻫﻮﯾﺖ‬
‫اﺟﺘﻤﺎﻋﯽ‬13
‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬ ،14
،‫ﺧﻮد‬ ‫ﺑﻨﺪي‬ ‫دﺳﺘﻪ‬15
‫ﺑﺮﻧﺪ‬ ‫ﻓﺮﻫﻨﮓ‬ ‫ﺗﺌﻮري‬ ‫و‬16
.‫اﺳﺖ‬‫اﯾﻦ‬ ‫از‬ ‫آﻧﻬﺎ‬‫ﺗﺎ‬ ‫ﮐﺮدﻧﺪ‬ ‫اﺳﺘﻔﺎده‬
‫ﻧﮕﺎري‬ ‫ﻗﻮم‬ ‫ﻣﻄﺎﻟﻌﻪ‬ ‫ﯾﮏ‬‫اﯾﻨﺘﺮﻧﺘﯽ‬17
‫اﺟﺘﻤﺎﻋﺎﺗ‬ ‫از‬‫ﯽ‬‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫اراﺋﻪ‬‫ﻧﺰدﯾﮏ‬‫ﺑﺮﻧﺪ‬ ‫دو‬‫ﻗﻮي‬‫ﻣﺤﻠﯽ‬‫از‬‫اﻧﺒﻮه‬ ‫ﺑﺎزار‬‫وﺳﺎﯾﻞ‬
‫ﻣﻮﺗﻮري‬ ‫ﻧﻘﻠﯿﻪ‬18
‫اﺳﺘﺮاﻟﯿﺎ‬ ‫در‬‫ﮔﺮﻓﺘﻪ‬ ‫ﺷﮑﻞ‬،‫ﻣﻮﺗﻮرز‬ ‫ﺟﻨﺮال‬ ‫و‬ ‫ﻓﻮرد‬ ‫ﻣﺤﻠﯽ‬ ‫ﻫﺎي‬ ‫ﺷﻌﺒﻪ‬ ‫و‬19
) ‫ﻫﺴﺘﻨﺪ‬‫ﻣﺤﻠﯽ‬ ‫اﺻﻄﻼح‬ ‫در‬
‫ﺑﺎ‬‫ﻫﻮﻟﺪن‬ ‫ﻧﺎم‬20
‫ﺷﻮﻧﺪ‬ ‫ﻣﯽ‬ ‫ﺷﻨﺎﺧﺘﻪ‬.(‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫آﻧﻬﺎ‬‫ﺗﻌﺎرض‬‫رﻗﺎﺑﺖ‬ ‫و‬‫ﻣﻮﺟﻮد‬21
‫دار‬ ‫رﯾﺸﻪ‬ ‫و‬ ‫ﭘﯿﻮﺳﺘﻪ‬22
،‫اﺳﺖ‬
1
conflict
2
unfortunate fact
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modern life
4
more positively
5
perhaps
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rivalry
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human beings
8
Ewing, Wagstaff and Powell
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oppositional loyalty
10
brand communities
11
manifest
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theoretical foundation
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social identity
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social comparison
15
self-categorization
16
brand culture theory
17
) ‫اﯾﻨﺘﺮﻧﺘﯽ‬ ‫ﻧﮕﺎري‬ ‫ﻗﻮم‬ ‫اﺻﻄﻼح‬netnography‫ﺗﺤﻘﯿﻘﺎت‬ ‫ﺗﮑﻨﯿﮑﻬﺎي‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬ ‫اﯾﻨﺘﺮﻧﺖ‬ ‫در‬ ‫را‬ ‫اﻓﺮاد‬ ‫آزاد‬ ‫رﻓﺘﺎر‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﻧﮕﺎري‬ ‫ﻗﻮم‬ ‫از‬ ‫اي‬ ‫ﺷﺎﺧﻪ‬ (
‫ﻓﺮ‬ ‫را‬ ‫ﻣﻔﯿﺪي‬ ‫ﻫﺎي‬ ‫ﺑﯿﻨﺶ‬ ‫ﺗﺎ‬ ‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫ﺑﺮرﺳﯽ‬ ‫ﻣﻮرد‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬‫ا‬‫)ﻣﻨﺒﻊ‬ ‫ﮐﻨﺪ‬ ‫ﻫﻢ‬http://en.wikipedia.org/wiki/Netnography.(
18
two locally strong mass-market motor vehicle brands
19
Ford and General Motors
20
Holden
21
underlying conflict and rivalry
22
deep-rooted

4. ‫در‬ ‫ﺑﯿﺸﺘﺮ‬ ‫وﻟﯽ‬‫و‬ ‫ﻃﻨﺰآﻣﯿﺰ‬ ‫ﻧﺎﻣﮕﺬاري‬‫ﺗﻤﺴﺨﺮ‬1
‫ﻣﺸ‬‫ﺎﻫ‬‫ﺪ‬‫ﺷﺪه‬ ‫ه‬.‫اﺳﺖ‬‫اﯾﻦ‬ ‫وﺟﻮد‬ ‫ﺑﺎ‬،‫وﻗﺎﯾﻊ‬‫و‬‫ﻫﺎي‬ ‫ﻣﻮﻗﻌﯿﺖ‬‫ﺧﺎص‬2
‫ﻣﯽ‬
‫ﺗﻨﺶ‬ ‫ﺗﻮاﻧﻨﺪ‬‫ﻫﺎي‬‫ﭘﻨﻬﺎن‬3
‫اﺟﺘﻤﺎﻋﺎت‬ ‫ﺑﯿﻦ‬‫دﻫﺪ‬ ‫اﻓﺰاﯾﺶ‬ ‫را‬،‫و‬‫رﻗﺎﺑﺖ‬ ‫ﻇﻬﻮر‬4
‫ﺑﻪ‬ ‫را‬‫ﺧﺼﻤﺎﻧﻪ‬ ‫رﻓﺘﺎر‬5
‫آﺷﮑﺎر‬ ‫دﺷﻤﻨﯽ‬ ‫و‬
‫ﺗﻮﺟﻪ‬ ‫ﻗﺎﺑﻞ‬6
‫ﺗﺒﺪﯾﻞ‬‫ﮐﻨ‬‫ﻨ‬‫ﺪ‬.‫دﯾﮕﺮ‬ ‫در‬‫ﻃﯿﻒ‬ ‫اﻧﺘﻬﺎي‬7
،‫ﺣﺘﯽ‬‫ﻏﯿﺮ‬‫ﻣﺼﺮف‬‫ﮐﻨﻨﺪﮔﺎن‬‫ﺑﺮﻧﺪ‬8
‫ﺗﻮاﻧﻨﺪ‬ ‫ﻣﯽ‬‫ﻏﯿﺮ‬ ‫ﺻﻮرت‬ ‫ﺑﻪ‬
‫ﻣﺴﺘﻘﯿﻢ‬9
‫ﯾﮑ‬ ‫ﺑﺎ‬ ‫را‬ ‫ﺧﻮدﺷﺎن‬‫ﯽ‬‫دو‬ ‫از‬10
‫اﺟﺘﻤﺎع‬،‫ﺳﺎزﻧﺪ‬ ‫ﻫﻤﺴﻮ‬ ‫ﺑﺮﻧﺪ‬‫ﮐﻪ‬‫ﮐﻪ‬ ‫آﻧﺠﺎﯾﯽ‬ ‫از‬‫ﺑﺮﻧﺪﻫﺎ‬ ‫دوي‬ ‫ﻫﺮ‬‫از‬‫ﺑﺎزﯾﮕﺮان‬
‫ﻋﺎدي‬‫ﺑﺎزار‬‫اﻧﺒﻮه‬11
‫اﻧﺪ‬‫ﺟﺬاب‬‫اﺳﺖ‬.
‫در‬‫ﻣﻘﺎﺑﻞ‬‫ﺗﻌﺎرض‬‫ﺑﯿﻦ‬‫ﺑﯿﻦ‬ ‫ﺗﻌﺎرض‬ ‫ﯾﮏ‬ ‫دوم‬ ‫ﻣﻘﺎﻟﻪ‬ ،‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎﻋﺎت‬ ‫اﻋﻀﺎي‬‫ﻫﺎي‬ ‫اﯾﺪه‬‫داﻧﺸﮕﺎﻫﯽ‬12
‫ﻣﯽ‬ ‫ﺑﺮرﺳﯽ‬ ‫را‬
‫ﮐﻨﺪ‬.‫ﻣﻘﺎﻟﻪ‬ ‫اﯾﻦ‬ ‫در‬،‫ﻣﺮﯾﻠﺲ‬ ‫و‬ ،‫ﺑﻮوﻣﮕﺮاث‬ ،‫ﯾﻮرده‬13
‫درﺑﺎره‬ ‫ﺗﻔﮑﺮ‬‫ﺑﺮﻧﺪ‬ ‫ﮔﺮاﯾﺶ‬14
،‫اﻧﮕﯿﺰاﻧﻨﺪ‬ ‫ﺑﺮﻣﯽ‬ ‫را‬‫ﻓﻠﺴﻔﻪ‬
‫را‬ ‫ﻣﻮﺟﻮدش‬‫ﮔﻮﻧﺎﮔﻮن‬ ‫ﻫﺎي‬ ‫ﺟﻨﺒﻪ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬15
‫ﺗﺌﻮرﯾﮑﯽ‬ ‫ﻫﺎي‬ ‫ﭘﺎﯾﻪ‬،،‫ﺳﺎزﻣﺎﻧﯽ‬ ‫ﻓﺮﻫﻨﮓ‬،‫رﻓﺘﺎر‬‫و‬‫ﻋﻤﻠﮑﺮدي‬ ‫ﻧﺘﺎﯾﺞ‬‫ﺑﺎ‬
‫ﻓﻠﺴﻔﻪ‬‫ﮔﺮاﯾﺶ‬‫ﺑﺎزار‬16
‫ﮐﻨ‬ ‫ﻣﯽ‬ ‫ﻣﻘﺎﯾﺴﻪ‬‫ﻨ‬‫ﺪ‬‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬‫ﮔﺮاﯾﺶ‬‫ﻫﺎي‬‫اﺳﺘﺮاﺗﮋﯾﮏ‬‫ﺑﺮﻧﺪ‬‫ﮔﺮاﯾﺶ‬ ‫و‬‫ﺑﺎزار‬17
‫ﺑﻪ‬ ‫را‬‫ﺗﻔﮑﺮ‬
‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫ﮐﻼﺳﯿﮏ‬‫ﻣﺘﺼﻞ‬.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬
،‫ﯾﻮرده‬،‫ﺑﻮوﻣﮕﺮاث‬‫و‬‫ﻣﺮﯾﻠﺲ‬‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺑﺤﺚ‬ ‫ﮔﺮاﯾﺶ‬ ‫دو‬ ‫ﺑﯿﻦ‬ ‫رواﺑﻂ‬ ‫درك‬ ‫راه‬ ‫ﭼﻬﺎر‬ ‫درﺑﺎره‬–‫ﮔﺰﯾﻨﻪ‬ ‫دو‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬
‫ﻣﺠﺰا‬ ‫اﺳﺘﺮاﺗﮋﯾﮏ‬18
‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ،‫ﻓﺮآﯾﻨﺪ‬ ‫ﯾﮏ‬‫ﻃﺒﯿﻌﯽ‬ ‫ﺗﮑﺎﻣﻞ‬19
،‫ﺑﺮاي‬ ‫ﻫﺎﯾﯽ‬ ‫ﮔﺰﯾﻨﻪ‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬‫ﻧﻪ‬ ‫وﻟﯽ‬ ‫ﻫﺎ‬ ‫ﺑﻌﻀﯽ‬‫ﻫﻤﻪ‬‫و‬ ،‫ﺑﻪ‬
1
humorous name-calling and ridicule
2
certain events and occasions
3
latent tensions
4
manifestation of the rivalry
5
malicious behavior
6
remarkable outright hostility
7
at the other end of the spectrum
8
non-users of the brands
9
vicariously
10
one or other
11
commonplace, mass-market players
12
academic ideas
13
Urde, Baumgarth, and Merrilees
14
brand orientation
15
varied perspectives
16
market orientation
17
strategic orientations of brand and market orientation
18
as two separate strategic options
19
a process of natural evolution

5. ‫ﻫﻤﺰﯾﺴﺘﯽ‬ ‫ﻫﻢ‬ ‫ﯾﮏ‬ ‫ﻋﻨﻮان‬‫راﺑﻄﻪ‬ ‫ﯾﮏ‬ ‫ﯾﺎ‬‫اﻓﺰاي‬ ‫ﻫﻢ‬‫ﺳﻮدﻣﻨﺪ‬‫دوﺟﺎﻧﺒﻪ‬1
.‫آﻧﻬﺎ‬ ،‫ﻧﻬﺎﯾﺖ‬ ‫در‬‫ﯾﮏ‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺑﺮﻧﺪ‬ ‫ﮔﺮاﯾﺶ‬
‫روﯾﮑﺮد‬‫ﺑﯿﺮون‬ ‫ﺑﻪ‬ ‫داﺧﻞ‬2
‫و‬‫ﺷﺪه‬ ‫ﻣﺸﺘﻖ‬‫از‬‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬3
‫ﻧﻘﻄﻪ‬ ‫ﯾﮏ‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺑﺮﻧﺪﻫﺎ‬ ‫ﮐﻪ‬‫ﮐﺎﻧﻮﻧﯽ‬4
‫و‬ ‫ﺳﺎزﻣﺎن‬ ‫ﺑﺮاي‬
‫اش‬ ‫اﺳﺘﺮاﺗﮋي‬‫ﮔﯿﺮد‬ ‫ﻣﯽ‬ ‫ﻧﻈﺮ‬ ‫در‬‫ﻣﯽ‬‫ﺑﺒﯿﻨﻨﺪ‬.‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫اﯾﻦ‬‫ﺑﺎ‬ ‫ﺗﻘﺎﺑﻞ‬ ‫در‬ ‫اﺑﺘﺪا‬ ‫در‬،‫ﺑﺎزار‬ ‫ﮔﺮاﯾﺶ‬‫روﯾﮑﺮد‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬
‫داﺧﻞ‬ ‫ﺑﻪ‬ ‫ﺑﯿﺮون‬5
‫ﺑﺮﻧﺪ‬ ‫ﺗﺼﻮﯾﺮ‬ ‫ﺷﺪه‬ ‫ﻣﺸﺘﻖ‬ ‫و‬6
‫ﺑﺎﺷﺪ‬ ‫اﺳﺖ‬‫وﻟﯽ‬ ،‫آﻧﻬﺎ‬‫از‬ ‫ﻓﺮاﺗﺮ‬‫دوﺑﺨﺸﯽ‬ ‫ﺗﻌﺎرض‬ ‫ﯾﮏ‬7
‫ﺳﺎده‬‫رﻓﺘﻪ‬‫اﯾﺪه‬ ‫و‬
‫ﯾﮏ‬‫ﭘﻮﯾﺎﺗﺮ‬ ‫ﺗﻌﺎﻣﻞ‬‫ﻣﻔﯿﺪﺗﺮ‬ ‫و‬8
‫اﻟﮕﻮ‬ ‫دو‬ ‫ﺑﯿﻦ‬‫ﻓﮑﺮي‬ ‫ي‬9
.‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫را‬
‫ﺳﻮم‬ ‫ﻣﻘﺎﻟﻪ‬‫ﻣﺸﺎﺑﻬﯽ‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬‫ﮐﻨﻨﺪه‬ ‫ﯾﮑﭙﺎرﭼﻪ‬،‫اﺳﺖ‬‫ﻫﺎﯾﯽ‬ ‫اﯾﺪه‬‫را‬‫دو‬ ‫از‬‫اﺻﻞ‬‫ﮔﯿﺮد‬ ‫ﻣﯽ‬‫ﺗﺎ‬‫ﻣﺎ‬ ‫درك‬‫را‬‫از‬‫ﮐﺎرﮐﺮد‬ ‫ﻧﺤﻮه‬
‫ﺑﺮﻧﺪ‬‫ﻃﻮر‬ ‫ﺑﻪ‬‫آﻧﻼﯾﻦ‬‫دﻫﺪ‬ ‫ﺗﻮﺳﻌﻪ‬.‫ﻣﻘﺎﻟﻪ‬ ‫اﯾﻦ‬‫ﻫﺎﯾﯽ‬ ‫ﺑﯿﻨﺶ‬‫را‬‫و‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫از‬‫ﺗﺤﻘﯿﻘ‬‫ﺎت‬‫اﻃﻼﻋﺎﺗﯽ‬ ‫ﻫﺎي‬ ‫ﺳﯿﺴﺘﻢ‬10
‫ﮔﯿﺮد‬ ‫ﻣﯽ‬
‫ﯾﮏ‬ ‫ﺑﻪ‬ ‫ﺗﺎ‬‫ﺟﺎﻣﻊ‬ ‫ﻣﺪل‬11
‫آﻧﻼﯾﻦ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺗﺠﺮﺑﻪ‬ ‫از‬12
‫ﺑﺮﺳﺪ‬.‫ﻣﻮرﮔﺎن‬-‫وﻟﻮﺗﺴﻮا‬ ‫و‬ ‫ﺗﻮﻣﺎس‬13
‫ﺑﺎ‬‫اﺳﺘﻔﺎده‬‫از‬‫داده‬‫ﻫﺎي‬
1
a symbiotic or synergistic mutually beneficial relationship
2
inside-out
3
‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬)brand identity(‫در‬ ‫واﻗﻊ‬ ‫در‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ .‫ﺗﺼﻮﯾﺮي‬ ‫ﻫﺎي‬ ‫وﯾﮋﮔﯽ‬ ‫و‬ ‫ﻋﻼﺋﻢ‬ ‫ﮔﻮﻧﻪ‬ ‫ﻫﺮ‬ ‫و‬ ‫ﻧﺎم‬ ‫ﺷﺎﻣﻞ‬ ‫ﺑﺮﻧﺪ‬ ‫ﯾﮏ‬ ‫از‬ ‫ﺧﺎرﺟﯽ‬ ‫ﺑﯿﺎن‬ ‫ﯾﻌﻨﯽ‬‫و‬ ‫اﺻﻠﯽ‬ ‫ﻋﻨﺼﺮ‬
.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺘﻤﺎﯾﺰ‬ ‫رﻗﺒﺎﯾﺶ‬ ‫از‬ ‫و‬ ‫ﺷﻨﺎﺳﺎﻧﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺸﺘﺮﯾﺎﻧﺶ‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺧﻮد‬ ‫آن‬ ‫ﺑﻮﺳﯿﻠﻪ‬ ‫ﺑﺮﻧﺪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫اﺳﺎﺳﯽ‬
‫)ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandDictionary.aspx(
4
hub
5
outside-in
6
) ‫ﺑﺮﻧﺪ‬ ‫ﺗﺼﻮﯾﺮ‬brand image(‫ﺑﺮﻧﺪ‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻧﮕﺮش‬‫اﺳﺖ‬‫دﯾﮕﺮ‬ ‫ﺑﯿﺎن‬ ‫ﺑﻪ‬ .‫ﯾﺎﺑﺪ‬ ‫ﻣﯽ‬ ‫ﻧﻤﻮد‬ ‫آﻧﻬﺎ‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬ ‫ﭘﺎﯾﻪ‬ ‫ﺑﺮ‬ ‫ﮐﻪ‬‫ﺳﺎﯾﺮ‬ ،‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬
.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺮ‬ ‫روﺷﻦ‬ ‫ﻣﺎ‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﻔﻬﻮم‬ ‫و‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﺎ‬ ‫ﺣﺎﻓﻈﻪ‬ ‫در‬ ‫ﺑﺮﻧﺪ‬ ‫ﯾﮏ‬ ‫ﮔﺮه‬ ‫ﺑﺎ‬ ‫ﻣﺮﺗﺒﻂ‬ ‫اﻃﻼﻋﺎﺗﯽ‬ ‫ﻫﺎي‬ ‫ﮔﺮه‬
)‫ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandDictionary.aspx(
7
a simple dichotomous conflict
8
a more dynamic and helpful interaction
9
paradigm
10
information systems research
11
integrative model
12
‫ﺗﺠﺮﺑﻪ‬‫ﺑﺮﻧﺪ‬‫آﻧﻼﯾﻦ‬)online brand experience(‫ﭘﺎﺳﺦ‬‫ذﻫﻨﯽ‬‫اﻓﺮاد‬‫را‬‫در‬‫ﺗﻤﺎس‬‫ﺑﺎ‬‫ﯾﮏ‬‫ﺑﺮﻧﺪ‬‫آﻧﻼﯾﻦ‬‫درﯾﺎﻓﺖ‬‫ﻣﯽ‬‫ﮐﻨﺪ‬.‫ﺗﺠﺮﺑﻪ‬‫ﺑﺮﻧﺪ‬‫آﻧﻼﯾﻦ‬‫از‬‫ﻣﻔﻬﻮم‬
‫ﺗﺠﺮﺑﻪ‬‫ﻣﺸﺘﺮي‬‫اﺳﺘﺘﻨﺘﺎج‬‫ﻣﯽ‬‫ﺷﻮد‬‫ﮐﻪ‬‫ﺣﺎﻟﺖ‬‫ﻫﺎي‬‫ﺷﻨﺎﺧﺘﯽ‬‫و‬‫اﺣﺴﺎﺳﯽ‬،‫ﮐﻪ‬‫ﭼﻨﺪ‬‫ﺑﻌﺪي‬‫ﻫﺴﺘﻨﺪ‬‫و‬‫ﺑﺮاي‬‫ﻫﺮ‬‫ﻣﺸﺘﺮي‬‫ﻣﻨﺤﺼﺮ‬‫ﺑﻪ‬‫ﻓﺮد‬‫اﺳﺖ‬‫را‬‫ﺷﺎﻣﻞ‬‫ﻣﯽ‬‫ﺷﻮد‬.‫ﺗﺠﺮﺑﻪ‬‫ﺑﺮﻧﺪ‬
‫آﻧﻼﯾﻦ‬‫ﭘﺎﺳﺦ‬‫ﻫﺎي‬،‫ﻋﻘﻼﻧﯽ‬‫ﺷﻨﺎﺧﺘﯽ‬‫و‬‫ﻫﺪف‬‫ﻣﺤﻮر‬‫ﺑﻪ‬‫ﯾﮏ‬‫ﺑﺮﻧﺪ‬‫را‬‫درﯾﺎﻓﺖ‬‫ﻣﯽ‬‫ﮐﻨﺪ‬‫و‬‫ﻋﻼوه‬‫ﺑﺮ‬‫آن‬‫ﺗﺠﺮﺑﻪ‬‫ﺑﺮﻧﺪ‬‫را‬‫از‬‫ﻣﻨﻈﺮ‬‫ﺣﺴﯽ‬‫ﻋﺎﻃﻔﯽ‬‫ﭘﺮدازش‬‫ﻣﯽ‬‫ﮐﻨﺪ‬.
‫)ﻣﻨﺒﻊ‬)2013(.Morgan-Thomas, A. & Veloutsou, C.(
) ‫ﺑﺮﻧﺪ‬ ‫ﺗﺠﺮﺑﻪ‬brand experience(‫ﻣﺜﻞ‬ ‫ﻫﺴﺘﻨﺪ‬ ‫ﺷﺪه‬ ‫ﮐﻨﺘﺮل‬ ‫ﺗﺠﺎرب‬ ‫از‬ ‫ﺑﺮﺧﯽ‬ .‫ﮔﯿﺮد‬ ‫ﻣﯽ‬ ‫ﺷﮑﻞ‬ ‫ذﯾﻨﻔﻌﺎن‬ ‫ذﻫﻦ‬ ‫در‬ ‫ﺑﺮﻧﺪ‬ ‫ﯾﮏ‬ ‫آن‬ ‫وﺳﯿﻠﻪ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫روﺷﯽ‬‫ﻣﺤﯿﻂ‬
‫ﺗﺒﻠﯿﻐﺎت‬ ،‫ﻓﺮوﺷﯽ‬ ‫ﺧﺮده‬ ‫ﻓﺮوﺷﮕﺎه‬‫ﻫﺎ‬ ‫روزﻧﺎﻣﻪ‬ ‫ﻣﻄﺎﻟﺐ‬ ،‫دﻫﺎن‬ ‫ﺑﻪ‬ ‫دﻫﺎن‬ ‫ﺗﺒﻠﯿﻐﺎت‬ ‫ﻣﺜﻞ‬ ‫اﻧﺪ‬ ‫ﻧﺸﺪه‬ ‫ﮐﻨﺘﺮل‬ ‫ﺑﺮﺧﯽ‬ ‫و‬ .‫ﻏﯿﺮه‬ ‫و‬ ‫ﺳﺎﯾﺖ‬ ‫وب‬ ،‫ﺧﺪﻣﺎت‬ ‫و‬ ‫ﻣﺤﺼﻮﻻت‬ ،.‫ﻏﯿﺮه‬ ‫و‬
‫اﺳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺧﺪﻣﺎت‬ ‫ﯾﺎ‬ ‫ﻣﺤﺼﻮﻻت‬ ‫از‬ ‫ﮐﻠﯽ‬ ‫و‬ ‫ﻣﺘﻤﺎﯾﺰ‬ ،‫ﺷﻔﺎف‬ ‫ﺑﺮﻧﺪ‬ ‫ﺗﺠﺮﺑﻪ‬ ‫ﯾﮏ‬ ‫ﻫﻤﺮاه‬ ‫ﺑﻪ‬ ‫ﻣﺴﺘﻤﺮ‬ ‫ﺗﺠﺎرب‬ ‫از‬ ‫ﺑﺮﺧﺎﺳﺘﻪ‬ ‫ﻗﻮي‬ ‫ﺑﺮﻧﺪﻫﺎي‬.
)‫ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandDictionary.aspx(
13
Morgan-Thomas and Veloutsou

6. ‫ﺗﺠﺮﺑﯽ‬1
‫ﭘﯿﻤﺎﯾﺶ‬ ‫ﯾﮏ‬2
‫آﻧﻼﯾﻦ‬ ‫ﺟﺴﺘﺠﻮي‬ ‫ﻣﻮﺗﻮرﻫﺎي‬ ‫ﮐﺎرﺑﺮان‬ ‫از‬3
،‫ﻓﻨﺎوري‬ ‫ﭘﺬﯾﺮش‬ ‫از‬ ‫را‬ ‫ﭘﺎﯾﺪاري‬ ‫درك‬4
‫اﯾﺠﺎد‬
‫ﮐﺮده‬‫و‬‫آن‬‫را‬‫ﻋﺎﻃﻔﯽ‬ ‫ﻫﺎي‬ ‫ﺟﻨﺒﻪ‬ ‫ﺑﺎ‬5
‫ﺑﺮﻧﺪ‬ ‫رواﺑﻂ‬6
‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﮑﻤﯿﻞ‬.‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫آﻧﻬﺎ‬‫و‬ ‫اﻋﺘﻤﺎد‬‫ﺳﻮدﻣﻨﺪي‬
‫ﺷﺪه‬ ‫درك‬7
‫ﻣﺜﺒﺘﯽ‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬‫ﺑﺮ‬‫آﻧﻼﯾﻦ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺗﺠﺮﺑﻪ‬‫ﮔﺬارد‬ ‫ﻣﯽ‬ ‫اﺛﺮ‬.‫اﯾﻦ‬‫ﻣﺜﺒﺖ‬ ‫ﻫﺎي‬ ‫ﺗﺠﺮﺑﻪ‬‫ﻣ‬‫ﻮﺟﺐ‬‫ﺗﻤﺎﯾﻼت‬ ‫و‬ ‫رﺿﺎﯾﺖ‬
‫رﻓﺘﺎري‬8
‫ﺷﻮ‬ ‫ﻣﯽ‬‫ﻧ‬‫ﮐﻪ‬ ،‫ﺪ‬‫ﺗﺮﺗﯿﺐ‬ ‫ﺑﻪ‬‫ﺑﻪ‬‫ﺑﺮﻧﺪ‬ ‫رواﺑﻂ‬ ‫ﯾﮏ‬ ‫ﮔﯿﺮي‬ ‫ﺷﮑﻞ‬‫آﻧﻼﯾﻦ‬9
.‫ﺷﻮﻧﺪ‬ ‫ﻣﯽ‬ ‫ﻣﻨﺠﺮ‬‫ﺑﺮﻧﺪ‬ ‫ﺷﻬﺮت‬ ‫آﻧﮕﺎه‬10
‫ﺑﻪ‬
‫ﺟﺎﻧﺸﯿﻦ‬ ‫ﯾﮏ‬ ‫ﻋﻨﻮان‬11
‫و‬ ‫اﻋﺘﻤﺎد‬ ‫ﻣﻬﻢ‬‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺷﺪه‬ ‫درك‬ ‫ﺳﻬﻮﻟﺖ‬‫ﯾﮏ‬‫آﻧﻼﯾﻦ‬ ‫ﺑﺮﻧﺪ‬12
،‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻇﻬﻮر‬‫ﯾﮏ‬ ‫و‬
‫ﺟﺎﻟﺐ‬ ‫ﭘﯿﺸﺮﻓﺖ‬‫ﺗﻮﺟﻪ‬.‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫را‬
‫ﭼﻬﺎرم‬ ‫ﻣﻘﺎﻟﻪ‬‫ﺧﻮد‬‫ﻣﻔﻬﻮم‬‫را‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬.‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﺗﻮﺳﻌﻪ‬‫داﺳﯿﻠﻮا‬‫ﺳﯿﻤﻮﺋﺰ‬ ‫و‬ ‫ﻻﮔﺲ‬ ،13
‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ ‫ﻋﻤﻮﻣﯽ‬ ‫دﯾﺪﮔﺎه‬
‫را‬‫ﺑﺎ‬‫و‬ ‫ﻃﺮﻓﻪ‬ ‫ﯾﮏ‬ ‫ﻋﻨﻮان‬‫ﻫﯿﺠﺎﻧﯽ‬14
‫ﮐﺸ‬ ‫ﻣﯽ‬ ‫ﭼﺎﻟﺶ‬ ‫ﺑﻪ‬‫ﻨ‬‫ﺪ‬–‫ﭼﯿﺰي‬‫ﮐﻪ‬‫ﻣﺪﯾﺮان‬‫ﺧﻮاﻫﻨﺪ‬ ‫ﻣﯽ‬‫ﺑﺮﻧﺪ‬‫ﺑﺎﺷﺪ‬ ‫ﻃﻮر‬ ‫آن‬–‫در‬
‫ﮐﻪ‬ ‫ﺣﺎﻟﯽ‬،‫دارﻧﺪ‬ ‫ﺗﺎﮐﯿﺪ‬ ‫زﻣﺎن‬ ‫ﻃﻮل‬ ‫در‬ ‫ﺛﺒﺎت‬ ‫ﺑﻪ‬ ‫ﻧﯿﺎز‬ ‫ﺑﺮ‬‫ﻣﺤﯿﻄ‬ ‫ﮐﻪ‬ ‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺷﺎره‬‫ﮐﻪ‬ ‫ﯽ‬‫ﭘﻮﯾﺎﺳﺖ‬ ‫اي‬ ‫ﻓﺰاﯾﻨﺪه‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬15
،
‫ﻧﻘﺶ‬ ‫و‬‫اﻫﻤﯿﺖ‬ ‫ﺑﻪ‬ ‫رو‬16
‫ﻣﺸﺘﺮﯾﺎن‬‫ﻋﻨﻮان‬ ‫ﺑﻪ‬‫ﮐﻤﮑﯽ‬ ‫ﭘﺸﺘﯿﺒﺎﻧﺎن‬17
‫ﺑﺮﻧﺪ‬ ‫ﺗﻮﺳﻌﻪ‬ ‫و‬ ‫ﺳﺎﺧﺖ‬ ‫در‬18
،‫روﯾﮑﺮد‬ ‫ﯾﮏ‬ ‫ﻧﯿﺎزﻣﻨﺪ‬
‫ﺗﺎزه‬19
.‫اﺳﺖ‬‫ﺑﺎ‬‫اﻟﻬﺎم‬‫از‬‫ادﺑﯿﺎت‬‫ﺷﻨﺎﺳﯽ‬ ‫ﺟﺎﻣﻌﻪ‬20
‫ﻫﻤﭽﻨﯿﻦ‬ ‫و‬،‫اﺳﺘﺮاﺗﮋي‬‫دادﻧ‬ ‫ﻧﺸﺎن‬ ‫آﻧﻬﺎ‬‫ﮐﻪ‬ ‫ﺪ‬‫ﯾﮏ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬‫ﻓﺮآﯾﻨﺪ‬
1
empirical data
2
survey
3
online search engines
4
technology acceptance
5
emotional aspects
6
brand relationship
7
trust and perceived usefulness
8
satisfaction and behavioral intentions
9
online brand relationship
10
brand reputation
11
antecedent
12
perceived ease of use of an online brand
13
Silveira, Lages and Simoes
14
unilateral and aspirational
15
increasingly dynamic environment
16
rising role
17
co-contributors
18
brand construction and development
19
fresh approach
20
sociology

7. ‫ﭘﻮﯾﺎﯾﺴﺖ‬‫زﻣﺎن‬ ‫ﻃﻮل‬ ‫در‬ ‫ﮐﻪ‬‫ﻃﺮﯾﻖ‬ ‫از‬‫دوﺟﺎﻧﺒﻪ‬ ‫ﺗﺎﺛﯿﺮ‬1
‫ﺑﺮ‬‫ﻫﺎ‬ ‫ورودي‬‫ي‬2
‫دﯾﮕﺮ‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮان‬‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻫﺎي‬ ‫ﻣﻮﻟﻔﻪ‬3
،‫ﺑﻪ‬
‫وﯾﮋه‬‫ﻣﺸﺘﺮﯾﺎن‬‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫ﺳﺎﺧﺘﻪ‬.
‫ﻧﯿﺎز‬ ‫ﻣﻮرد‬ ‫ﺛﺒﺎت‬‫ﻣﺪﯾﺮﯾﺖ‬ ‫در‬‫و‬‫ﻧﻤﺎﯾﺶ‬‫ﻫﻮﯾﺖ‬4
،‫در‬‫ﺣﺎﻟﯽ‬‫ﮐﻪ‬‫ﯾﮏ‬‫اﺣﺴﺎس‬‫ﭘﺎﯾﺪار‬‫درﺑﺎره‬‫ﺧﻮد‬‫را‬‫ﺣﻔﻆ‬‫ﻣﯽ‬‫ﮐﻨﺪ‬
‫ﺗﻐﯿﯿﺮات‬ ‫ﺑﺎ‬ ‫ﺑﻮدن‬ ‫ﻣﻨﻄﺒﻖ‬‫اي‬ ‫زﻣﯿﻨﻪ‬5
‫را‬‫ﻣ‬ ‫ﺿﺮوري‬‫ﯽ‬‫ﺳﺎزد‬.‫ﺷﺎن‬ ‫ﺳﻬﻢ‬‫اﯾﻦ‬‫اﺳﺖ‬‫ﮐﻪ‬‫ﻧﺸﺎن‬‫دﻫﻨﺪ‬‫ﭼﮕﻮﻧﻪ‬‫ﻣﺤﯿﻂ‬ ‫ﯾﮏ‬ ‫ﺑﺎ‬
‫ﺑﯿﻨﯽ‬ ‫ﭘﯿﺶ‬ ‫ﻗﺎﺑﻞ‬ ‫ﻏﯿﺮ‬ ‫و‬ ‫ﻧﺎﭘﺎﯾﺪار‬6
،‫اي‬ ‫ﻓﺰاﯾﻨﺪه‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬‫ﺣﺎل‬ ‫در‬‫ﻋﺎدي‬‫اﺳﺖ‬ ‫ﺷﺪن‬،‫ﮐﺮد‬ ‫ﺑﺮﺧﻮرد‬.‫آﯾﺎ‬‫ﻫﻮﯾﺖ‬‫ﺑﺮﻧﺪ‬
‫ﺑﺎﯾﺪ‬‫ﺑﻤﺎﻧﺪ‬ ‫ﺛﺎﺑﺖ‬ ‫زﻣﺎن‬ ‫ﻃﻮل‬ ‫در‬‫ﻣﺎﻧﺪﮔﺎري‬ ‫ﺑﺴﯿﺎر‬ ‫ﻫﺎي‬ ‫ﻣﺮﺟﻊ‬ ‫ﺗﺎ‬7
‫ﺑﺮاي‬‫ﮐﻨﺪ‬ ‫ﺧﻠﻖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬‫ﯾﺎ‬ ،‫ﻋﻮض‬ ‫در‬‫اﻧﻌﻄﺎف‬ ‫ﺑﺎﯾﺪ‬
‫اﻧﻄﺒﺎق‬ ‫ﻗﺎﺑﻞ‬ ‫و‬ ‫ﭘﺬﯾﺮ‬8
‫ﺑﺎﺷﺪ‬‫؟‬‫آﻧﻬﺎ‬‫ﭘﯿ‬‫ﻣﻌﻨﯽ‬ ‫ﺑﻪ‬ ‫اﯾﻦ‬ ‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺸﻨﻬﺎد‬‫وﯾﮋﮔﯽ‬‫ﺑﺎدوام‬ ‫ﻫﻮﯾﺖ‬9
‫ﮐﻪ‬ ،‫دارد‬ ‫ﺑﺴﺘﮕﯽ‬‫ﺑﺎﯾﺪ‬‫در‬
‫ﻣﺘﻐﯿﺮ‬ ‫ﻣﺤﯿﻂ‬ ‫ﯾﮏ‬،‫ﭘﻮﯾﺎ‬‫ﺑﺎﺷ‬ ‫ﭘﺬﯾﺮ‬ ‫اﻧﻌﻄﺎف‬ ‫و‬‫ﻨ‬‫ﺪ‬.‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ ‫ﭼﺎرﭼﻮب‬ ‫ﯾﮏ‬ ‫آﻧﻬﺎ‬10
‫را‬‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺸﻨﻬﺎد‬‫ﮐﻪ‬‫اﺑﻌﺎد‬ ‫از‬11
،‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬‫ﺑﺮﻧﺪ‬ ‫وﺟﻬﻪ‬12
‫ﻣﺸﺘﺮي‬ ‫وﺟﻪ‬ ،13
،‫ﺗﻘﺎﺑﻞ‬‫اي‬ ‫زﻣﯿﻨﻪ‬ ‫ﻋﻮاﻣﻞ‬ ‫و‬ ‫ﻫﺎ‬14
‫ﻗﺒﯿﻞ‬ ‫از‬‫رﻗﺎﺑﺖ‬‫اﯾﻦ‬ ‫ﻧﻈﯿﺮ‬ ‫ﻫﺎﯾﯽ‬ ‫ﻣﺤﯿﻂ‬ ‫ﺑﺮاي‬
‫ﺗﺸﮑ‬‫ﯿ‬‫ﻞ‬‫اﺳﺖ‬ ‫ﺷﺪه‬.
1
mutually
2
inputs
3
social constituents
4
identity management and presentation
5
contextual changes
6
unstable and unpredictable environment
7
long lasting references
8
flexible and adaptable
9
enduring identity attribute
10
brand identity framework
11
dimensions
12
brand face
13
consumers' face
14
encounters and contextual factors

8. ‫ﯾﮏ‬‫ﻧﯿﺎز‬ ‫ﻣﻮرد‬ ‫ﺑﺴﯿﺎر‬ ‫ﻣﻔﻬﻮﻣﯽ‬ ‫ﺗﻮﺳﻌﻪ‬،‫ﻗﻮي‬ ‫ﭼﺎرﭼﻮب‬ ‫ﯾﮏ‬ ‫ﺗﻮﺳﻌﻪ‬1
‫ﺑﺮﻧﺪﺳﺎزي‬ ‫ﺑﺮاي‬2
‫و‬ ‫ﻣﮑﺎن‬‫ﺷﻬﺮ‬3
.‫اﺳﺖ‬‫ﻣﻘﺎﻟﻪ‬ ‫در‬
‫ﭘﻨﺠﻢ‬‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬ ‫در‬‫ﻫﺮﯾﻨﮕﺘﻮن‬ ‫و‬ ‫ﻣﯿﻠﺮ‬ ،‫ﻣﺮﯾﻠﺲ‬4
‫ﻣﺎﻫﯿﺖ‬ ‫ﺑﺮرﺳﯽ‬ ‫ﺑﺎ‬5
‫ﺳﺮي‬ ‫ﯾﮏ‬‫ﻣﺸﺨﺼﺎت‬‫ﺑﺮﻧﺪ‬‫ﺷﻬﺮ‬‫ﺣﻮﻣﻪ‬
‫اي‬‫ﭘﺮﻓﺸﺎر‬6
‫ﮐﻪ‬‫ﺗﻮﺳﻌﻪ‬‫ﺷﻬﺮ‬ ‫ﺑﺮﻧﺪ‬‫اﺻﻠﯽ‬7
‫را‬‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫اﻓﺰاﯾﺶ‬‫ﭘﺮدازﻧﺪ‬ ‫ﻣﯽ‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬.‫آﻧﻬﺎ‬‫ﺳﺮي‬ ‫ﯾﮏ‬‫ﻣﺸﺨﺼﺎت‬
‫ﻋﻤﻮﻣﯽ‬‫ﺑﺮﻧﺪ‬‫ﺷﻬﺮ‬‫اي‬ ‫ﺣﻮﻣﻪ‬‫ﭘﺮﻓﺸﺎر‬‫را‬‫ﺑﺴﻂ‬‫ﺳﯿﺎﺳﺖ‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬‫ﮔﺬاران‬8
‫ﺗﺎ‬ ‫ﮐﺮد‬ ‫ﺧﻮاﻫﺪ‬ ‫ﮐﻤﮏ‬‫ﺑﺎ‬‫ﻣﺸﮑﻼت‬
‫ﺷﻬﺮﻫﺎي‬‫اي‬ ‫ﺣﻮﻣﻪ‬‫ﭘﺮﻓﺸﺎر‬‫ﺟﺎي‬ ‫ﺑﻪ‬ ‫ﮐﻪ‬ ‫ﺷﻮﻧﺪ‬ ‫ﻣﻮاﺟﻪ‬ ‫اي‬ ‫ﮔﻮﻧﻪ‬ ‫ﺑﻪ‬‫روﯾﻪ‬‫ﻫﺎي‬‫ﺗﺤﻤﻞ‬ ‫ﻏﯿﺮﻗﺎﺑﻞ‬ ‫و‬ ‫ﮐﻨﺪ‬‫ﺷﺪه‬ ‫ﺑﺮده‬ ‫ﮐﺎر‬ ‫ﺑﻪ‬
‫ﮔﺬﺷﺘﻪ‬ ‫در‬9
،‫ﻫﻮﺷﻤﻨﺪاﻧﻪ‬ ‫ﻫﺎي‬ ‫دﺧﺎﻟﺖ‬ ‫ﻣﻮﺟﺐ‬‫ﺗﺮ‬‫ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ‬ ‫و‬‫ﺗﺮ‬‫دوﻟﺖ‬10
.‫ﺷﻮد‬ ‫ﻣﯽ‬‫ﺑﺎ‬‫ﺗﻤﺎﯾﺰ‬ ‫اﯾﺠﺎد‬‫ﺑﯿﻦ‬‫ﺷﻬﺮﻫﺎي‬
‫ﺧﻮد‬ ‫ﺑﻪ‬ ‫ﻣﺘﮑﯽ‬11
‫ﺷﻬﺮﻫﺎي‬ ‫و‬‫اي‬ ‫ﺣﻮﻣﻪ‬‫ﭘﺮﻓﺸﺎر‬،‫ﺷﺎن‬ ‫ﻣﻘﺎﻟﻪ‬‫ﺑﻪ‬‫ادﺑﯿﺎت‬‫ﻧﻮﻇﻬﻮر‬‫ﺑﺮﻧﺪﺳﺎزي‬‫ﺷﻬﺮ‬ ‫و‬ ‫ﻣﮑﺎن‬‫ﻣﯽ‬ ‫ﻋﻤﻖ‬
.‫ﺑﺨﺸﺪ‬
‫ﺷﻬﺮﻫﺎ‬ ‫از‬ ‫ﺟﺎﺑﺠﺎﯾﯽ‬ ‫ﺑﺎ‬‫ﮐﺸﻮرﻫﺎ‬ ‫ﺑﻪ‬،‫ﻣﻘﺎﻟﻪ‬ ‫ﯾﮏ‬‫ﺗﮑﻤﯿﻠﯽ‬‫درﺑﺎره‬‫ﺑﺮﻧﺪﺳﺎزي‬‫ﻣﮑﺎن‬،‫ﻣﮑﺎن‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ ‫ﻣﻔﻬﻮم‬12
‫را‬‫از‬
‫ﻣﻨﻈﺮ‬‫ﺗﺎﻣﯿﻦ‬ ‫ﺑﺨﺶ‬13
‫ﻣﮑﺎن‬ ‫ﺑﺮﻧﺪﺳﺎزي‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺮور‬‫ﮐﻪ‬ ‫اﯾﻦ‬ ‫ﺑﻪ‬ ‫ﺗﻮﺟﻪ‬ ‫ﺑﺎ‬‫ﺷﺪه‬ ‫ﭘﺬﯾﺮﻓﺘﻪ‬ ‫ﻣﺪل‬ ‫ﻫﯿﭻ‬‫ﻣﻘﯿﺎس‬ ‫در‬ ‫اي‬
1
robust framework
2
) ‫ﺑﺮﻧﺪﺳﺎزي‬branding(‫ﻓﺮد‬ ‫ﺑﻪ‬ ‫ﻣﻨﺤﺼﺮ‬ ‫ﺗﺼﻮﯾﺮ‬ ‫و‬ ‫ﻧﺎم‬ ‫ﯾﮏ‬ ‫ﺧﻠﻖ‬ ‫ﻓﺮآﯾﻨﺪ‬،‫ﻃﺮﯾﻖ‬ ‫از‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﮐﻪ‬ ،‫اﺳﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ذﻫﻦ‬ ‫در‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﺑﺮاي‬‫ﻫﺎي‬ ‫ﻓﻌﺎﻟﯿﺖ‬‫ﺑﺎ‬ ‫ﺗﺒﻠﯿﻐﺎﺗﯽ‬
‫ﯾﮏ‬‫ﺛﺎﺑﺖ‬ ‫اﺻﻠﯽ‬ ‫اﯾﺪه‬‫ﺷﻮد‬ ‫ﻣﯽ‬ ‫اﻧﺠﺎم‬‫)ﻣﻨﺒﻊ‬http://www.businessdictionary.com/definition/branding.html(.
‫ﺑﺮﻧﺪ‬‫ﺳﺎزي‬‫ﯾﺎ‬‫ﻧﺎم‬‫ﮔﺬاري‬‫ﻣﺤﺼﻮل‬‫و‬‫اﻧﺘﺨﺎب‬‫ﺑﺮﻧﺪ‬‫ﺗﮑﻨﯿﮑﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫در‬‫آن‬‫ﺳﺎزﻣﺎن‬‫در‬‫ﺧﺼﻮص‬‫اﻧﺘﺨﺎب‬‫ﻧﺎم‬‫ﻣﺤﺼﻮﻻت‬‫ﺧﻮد‬‫اﻧﺪﯾﺸﯿﺪه‬‫و‬‫ﺑﺮاﺳﺎس‬‫دﺳﺘﺎوردﻫﺎي‬
‫ﺗﺤﻘﯿﻘﺎت‬‫ﺑﺎزار‬‫ﺑﻬﺘﺮﯾﻦ‬‫و‬‫ﻣﻨﺎﺳﺒﺘﺮﯾﻦ‬‫ﻧﺎم‬‫را‬‫ﺑﺎ‬‫ﻫﺪف‬‫ﺗﺎﺛﯿﺮﮔﺬاري‬‫ﺑﺮ‬‫ﻣﺸﺘﺮﯾﺎن‬‫ﻫﺪف‬‫ﺧﻮد‬‫اﻧﺘﺨﺎب‬‫ﻣﯿﮑﻨﺪ‬.‫ﻣﻔﻬﻮم‬‫ﻧﺎم‬‫ﮔﺬاري‬‫ﻣﺤﺼﻮل‬‫ﺑﺴﯿﺎر‬‫ﺷﺒﯿﻪ‬‫ﻓﺮاﯾﻨﺪ‬‫ﺗﺼﻤﯿﻢ‬
‫ﮔﯿﺮي‬‫ﺑﺮاي‬‫ﻧﺎم‬‫ﺷﺮﮐﺖ‬‫و‬‫ﺳﺎزﻣﺎن‬‫اﺳﺖ‬.‫ﻧﺎم‬‫ﮔﺬاري‬‫ﺑﺨﺶ‬‫ﺣﯿﺎﺗﯽ‬‫ﻓﺮآﯾﻨﺪ‬‫ﻣﺪﯾﺮﯾﺖ‬‫ﺑﺮﻧﺪ‬‫اﺳﺖ‬‫و‬‫درﺑﺮﮔﯿﺮﻧﺪه‬‫ﮐﻠﯿﻪ‬‫ﻓﻌﺎﻟﯿﺖ‬‫ﻫﺎي‬‫ﺑﺎزارﯾﺎﺑﯽ‬‫اﺳﺖ‬‫ﮐﻪ‬‫ﺗﺼﻮﯾﺮ‬‫ﺑﺮﻧﺪ‬–
‫از‬‫ﺟﻤﻠﻪ‬‫ﺟﺎﯾﮕﺎه‬،‫ﺳﺎزي‬‫ﻃﺮح‬‫و‬‫ﻧﺸﺎن‬،‫ﺑﺴﺘﻪ‬‫ﺑﻨﺪي‬‫و‬‫ﺳﺎﯾﺮ‬‫وﯾﮋﮔﯿﻬﺎي‬‫ﻣﺤﺼﻮل‬-‫را‬‫ﺗﺤﺖ‬‫ﺗﺎﺛﯿﺮ‬‫ﻗﺮار‬‫ﻣﯽ‬‫دﻫﺪ‬.‫ﻓﺮاﯾﻨﺪ‬‫ﻧﺎم‬‫ﮔﺬاري‬‫ﻣﺤﺼﻮل‬‫ﻣﻤﮑﻦ‬‫اﺳﺖ‬‫ﻣﺎه‬‫ﻫﺎ‬‫ﺑﻪ‬
‫ﻃﻮل‬‫اﻧﺠﺎﻣﺪ‬.‫ﺑﺮﺧﯽ‬‫از‬‫ﮔﺎم‬‫ﻫﺎي‬‫ﮐﻠﯿﺪي‬‫اﯾﻦ‬‫ﻓﺮاﯾﻨﺪ‬‫ﻋﺒﺎرﺗﻨﺪ‬‫از‬:‫ﻣﺸﺨﺺ‬‫ﮐﺮدن‬‫اﻫﺪاف‬‫ﺗﻮﺳﻌﻪ‬ ،‫ﺑﺮﻧﺪﮔﺬاري‬‫ﻧﺎم‬،‫ﻣﺤﺼﻮل‬‫ارزﯾﺎﺑﯽ‬‫ﻧﺎم‬‫ﻫﺎ‬‫ازﻃﺮﯾﻖ‬‫ﺑﺮرﺳﯽ‬‫ﺑﺎزار‬
‫ﻫﺪف‬‫و‬‫ﮔﺮوه‬‫ﻫﺎي‬‫ﮐﺎﻧﻮن‬،‫اﻧﺘﺨﺎب‬‫ﻧﺎم‬‫ﻧﻬﺎﯾﯽ‬‫ﻣﺤﺼﻮل‬‫و‬‫درﻧﻬﺎﯾﺖ‬‫ﺛﺒﺖ‬‫ﺣﻘﻮق‬‫ﻣﺎﻟﮑﯿﺖ‬‫ﺑﺮﻧﺪ‬.
‫)ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandBuilding.aspx(
3
place and city branding
4
Merrilees, Miller and Herington
5
nature
6
‫ﯾﮏ‬‫ﺷﻬﺮ‬‫اي‬ ‫ﺣﻮﻣﻪ‬‫ﭘﺮﻓﺸﺎر‬)a stressed satellite city(‫ﯾﮏ‬ ‫ﻣﺠﺎور‬‫اﺳﺖ‬ ‫ﺷﻬﺮ‬ ‫ﮐﻼن‬‫و‬‫اﺟﺘﻤﺎﻋﯽ‬ ‫ﻣﺸﮑﻼت‬ ‫ﺑﺎ‬‫زﯾﺎدي‬‫ﺑﯿﮑﺎري‬ ‫ﻣﺎﻧﻨﺪ‬‫اﺳﺖ‬ ‫ﻣﻮاﺟﻪ‬.
)‫ﻣﻨﺒﻊ‬:)2013(Merrilees, B. Miller, D. & Herington, C.(
7
core city brand development
8
policymakers
9
previously applied piecemeal, unsustainable practices
10
insightful and structured government interventions
11
self-sustaining cities
12
place brand identity
13
supply side aspect

9. ‫ﮔﺴﺘﺮده‬1
‫ﻣﮑﺎن‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ ‫از‬‫ﻧﺪارد‬ ‫وﺟﻮد‬،‫دﭼﺮﻧﺎﺗﻮري‬ ‫و‬ ‫روزﯾﺮ‬ ‫ﮐﻮﻧﮑﻨﯿﮏ‬2
‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺸﻨﻬﺎد‬ ‫ﺟﺪﯾﺪ‬ ‫ﻣﺪل‬ ‫ﯾﮏ‬
‫ﮐﻪ‬‫ﺟﻬﺎﻧﮕﺮدي‬ ،‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫در‬ ‫رﯾﺸﻪ‬3
‫ﺷﻨﺎﺧﺘﯽ‬ ‫ﺟﺎﻣﻌﻪ‬ ‫ﺗﺌﻮري‬ ‫و‬4
،‫دارد‬‫آﻧﻬﺎ‬ ‫و‬‫را‬ ‫آن‬‫ﻣﻮرد‬ ‫ﯾﮏ‬ ‫در‬‫ﮐﺎوي‬5
‫ﻣﻔﺼﻞ‬
‫اﺳﻠﻮوﻧﯽ‬ ‫ﺑﺮﻧﺪﺳﺎزي‬ ‫ﺑﺮاي‬6
.‫ﺑﺮﻧﺪ‬ ‫ﻣﯽ‬ ‫ﮐﺎر‬ ‫ﺑﻪ‬‫ﺑﺮ‬ ‫ﻋﻼوه‬‫ﺿﻤﻨﯽ‬ ‫ﻣﻔﺎﻫﯿﻢ‬‫ﺑﺮﺟﺴﺘﻪ‬‫ﻣﺪﯾﺮﯾﺘﯽ‬7
‫ﺑﻪ‬ ‫ﺗﻌﻤﯿﻢ‬ ‫ﻗﺎﺑﻞ‬ ‫ﮐﻪ‬‫ﮐﺸﻮرﻫﺎ‬‫ي‬
،‫ﻫﺴﺘﻨﺪ‬ ‫دﯾﮕﺮ‬‫ﻣﻘﺎﻟﻪ‬ ‫اﯾﻦ‬‫ﺳﻪ‬ ‫ﻣﺪل‬ ‫از‬‫اي‬ ‫ﻣﺮﺣﻠﻪ‬8
‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﺑﺮاي‬‫ﻋﻨﺎﺻﺮ‬‫ﻓﺮد‬ ‫ﺑﻪ‬ ‫ﻣﻨﺤﺼﺮ‬‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬9
‫ﻧﻈﺮ‬ ‫ﻣﻮرد‬ ‫ﮐﺸﻮر‬
‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺸﺘﯿﺒﺎﻧﯽ‬.‫ﻣﻘﺎﻟﻪ‬‫آﻧﻬﺎ‬‫ارزش‬ ‫ﻫﻤﭽﻨﯿﻦ‬‫روﯾﮑﺮد‬‫ﺟﺎﻣﻌﻪ‬‫ﻣﺤﻮر‬‫ﮐﻠﯿﺪي‬ ‫ﮔﺬاران‬ ‫ﻗﺎﻧﻮن‬ ‫و‬ ‫)ﺗﺎﺛﯿﺮﮔﺬاران‬10
(
‫ﺑﺮﻧﺪﺳﺎزي‬‫ﮐﺸﻮر‬11
.‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫را‬
‫ﮐﻪ‬ ‫آﻧﺠﺎﯾﯽ‬ ‫از‬‫ﭘﻮدﻧﺎر‬ ‫و‬ ‫ﮔﻠﻮب‬ ،‫ﺗﻮﺳﮑﮓ‬12
‫ﺑﺮﻧﺪ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬ ‫ﻧﻘﺶ‬‫ﺳﻮي‬ ‫از‬‫ﻣﺸﺘﺮي‬13
‫در‬‫اﯾﺠﺎد‬‫ﻣﻮرد‬ ‫را‬ ‫ﺑﺮﻧﺪ‬ ‫رواﺑﻂ‬
‫ﻗﺮار‬ ‫ﺑﺮرﺳﯽ‬‫ﻣﯽ‬،‫دﻫﻨﺪ‬‫ﺑﯿﻦ‬ ‫رواﺑﻂ‬ ‫ﺑﻪ‬‫ﺳﻨﺨﯿﺖ‬‫ﻣﺸﺘﺮي‬14
،‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ارزش‬ ‫و‬‫ﺷﻨﺎﺳﺎﯾﯽ‬‫ﺑﺮﻧﺪ‬15
،‫ﺑﺮﻧﺪ‬ ‫ﺗﻌﻬﺪ‬16
،‫و‬
‫ﻧﻈﺮات‬17
.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﻮﺟﻪ‬‫ﻣﻘﺎﻟﻪ‬ ‫اﯾﻦ‬‫ﺑﯿﻨﺶ‬ ‫ﺗﻌﺪادي‬‫را‬ ‫ﻣﺸﺨﺺ‬‫در‬‫ﺑﺎره‬‫ﻓﺮآﯾﻨﺪﻫﺎي‬‫ﺑﺴﯿﺎر‬‫درﮔﯿﺮاﻧﻪ‬‫ﻣﺸﺘﺮي‬ ‫رﻓﺘﺎر‬18
‫ﭘﯿﺸﻨﻬﺎد‬‫دﻫﺪ‬ ‫ﻣﯽ‬‫و‬‫ﺿﻤﻨﯽ‬ ‫ﻣﻔﺎﻫﯿﻢ‬‫ﻣﻬﻤﯽ‬‫را‬‫ﻣﺪﯾﺮﯾﺘﯽ‬ ‫ﻫﺎي‬ ‫اﻧﺘﺨﺎب‬ ‫ﺑﺮاي‬19
‫اﯾﺠﺎد‬ ‫در‬‫ﻣﺎﻧﺪﮔﺎر‬ ‫و‬ ‫ﻗﻮي‬ ‫رواﺑﻂ‬20
‫ﺑﺎ‬
.‫دارد‬ ‫ﻣﺸﺘﺮﯾﺎن‬،‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ارزش‬ ‫اﻟﺒﺘﻪ‬‫ﺗﺎﺛﯿﺮ‬ ‫در‬ ‫را‬ ‫ﻣﻬﻤﯽ‬ ‫ﻧﻘﺶ‬،‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺑﺎزي‬ ‫ﻣﺸﺘﺮي‬ ‫رﻓﺘﺎر‬ ‫ﺑﺮ‬ ‫ﮔﺬاري‬‫ﻣﺨﺼﻮﺻﺎ‬‫اﮔﺮ‬
1
With no widely accepted model
2
Konecnik Ruzzier and de Chernatony
3
tourism
4
sociological theory
5
a detailed case study
6
Slovenia
7
significant managerial implications
8
three-stagemodel
9
unique brand identity elements
10
key influencers and enactors
11
community-based country branding approach
12
Tuskeg, Golob, and Podnar
13
consumer-brand identification
14
congruity of consumer
15
brand identification
16
brand commitment
17
‫و‬ ،‫ﻧﻈﺮات‬) ‫ﺷﻔﺎﻫﯿﺎت‬ ‫ﯾﺎ‬ ‫ﻫﺎ‬ ‫ﮔﻔﺘﻪ‬word of mouth(‫اﻃﻼﻋﺎت‬ ‫اﻧﺘﻘﺎل‬‫ﺑﻪ‬ ‫ﻓﺮد‬ ‫از‬‫ﻓﺮد‬‫ﻓﺮد‬ ‫ﯾﮏ‬ ‫ﺑﻪ‬ ‫زﻣﺎن‬ ‫ﮔﻔﺘﻦ‬ ‫آﺳﺎﻧﯽ‬ ‫ﺑﻪ‬ ‫ﺗﻮاﻧﺪ‬ ‫ﻣﯽ‬ ‫ﮐﻪ‬ ،‫اﺳﺖ‬ ‫ﮐﻼﻣﯽ‬ ‫ارﺗﺒﺎط‬ ‫ﺑﺎ‬
) ‫اﺳﺖ‬‫ﻣﻨﺒﻊ‬http://en.wikipedia.org/wiki/Word_of_mouth.(
18
high involvement consumer behavior processes
19
managerial choices
20
strong and lasting relationships

10. ‫ﻫﺎي‬ ‫ارزش‬ ‫ﺑﺎ‬‫ﻫﺪف‬ ‫ﻣﺸﺘﺮي‬ ‫ﮔﺮوه‬1
‫ﻫﻤﺎﻫﻨﮓ‬2
‫ﺑﺎﺷ‬‫ﻨ‬‫ﺪ‬.‫اﯾﻦ‬‫ﺗﺤﻘﯿﻖ‬3
‫ﮐﻪ‬ ‫ﻋﻮاﻣﻠﯽ‬ ‫ﺑﺮ‬ ‫ﺗﻤﺮﮐﺰ‬ ‫ﺑﺎ‬ ‫ﮐﻪ‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﭘﯿﺸﻨﻬﺎد‬
‫ﺑﺮﻧﺪ‬ ‫ﺷﻨﺎﺳﺎﯾﯽ‬‫ﻣﺸﺘﺮي‬ ‫ﺳﻮي‬ ‫از‬‫ﮔﺬارد‬ ‫ﻣﯽ‬ ‫ﺗﺎﺛﯿﺮ‬،‫ﻣﺜﻼ‬‫ﺧﺎص‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬‫ﻫﺎي‬ ‫وﯾﮋﮔﯽ‬‫ﻧﺎﻣﺤﺴﻮﺳﯽ‬ ‫و‬ ‫ﺑﻨﯿﺎدي‬4
‫ﻧﻈﯿﺮ‬
‫ﺑﺮﻧﺪ‬ ‫ارزﺷﻬﺎي‬،‫ﻃﻮر‬ ‫ﺑﻪ‬ ‫ﺗﻮاﻧﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮان‬‫ﺷﺎن‬ ‫ﺗﻤﺎﯾﻞ‬ ‫و‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺗﻌﻬﺪ‬ ‫ﻣﺸﺨﺼﯽ‬5
‫ﺧﻠﻖ‬ ‫ﺑﺮاي‬ ‫را‬‫ﻧﻈﺮات‬‫ﻣﺜﺒﺖ‬6
‫ﺗﺎﺛ‬ ‫ﺗﺤﺖ‬‫ﻗﺮار‬ ‫ﯿﺮ‬‫دﻫﻨﺪ‬.
‫ﻧﻨﯿﺰ‬ ‫و‬ ‫داوس‬-‫ﺗﯿﻞ‬7
‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺤﻘﯿﻖ‬‫ﮐﻪ‬‫ﭼﮕﻮﻧﻪ‬‫ﺑﺮﭼﺴﺐ‬ ‫ﯾﮏ‬ ‫ﺧﺮﯾﺪاران‬‫اﺧﺘﺼﺎﺻﯽ‬8
‫ﯾﮏ‬ ‫در‬‫ﻣﺤﺼﻮل‬ ‫دﺳﺘﻪ‬9
‫رﻗﯿﺐ‬ ‫ﻓﺮوﺷﺎن‬ ‫ﺧﺮده‬ ‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫ﻫﻤﭽﻨﯿﻦ‬10
‫دﺳﺘﻪ‬ ‫ﻫﻤﺎن‬ ‫در‬11
.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺧﺮﯾﺪاري‬ ‫را‬‫درك‬‫اﯾﻦ‬‫ﺧﺮﯾﺪ‬‫دوﺟﺎﻧﺒﻪ‬
‫ﻣﺸﺘﺮي‬12
‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫از‬‫اﺧﺘﺼﺎﺻﯽ‬‫ﺑﺮاي‬‫ﺧ‬‫ﻓﺮوﺷﺎﻧ‬ ‫ﺮده‬‫ﯽ‬13
‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫از‬ ‫ﮐﻪ‬‫اﺧﺘﺼﺎﺻﯽ‬‫ﺑﺮاي‬‫ﻣﺘﻤﺎﯾﺰ‬‫ﺳﺎزي‬
‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬ ‫ﻓﺮوﺷﺎن‬ ‫ﺧﺮده‬ ‫دﯾﮕﺮ‬ ‫از‬ ‫ﺧﻮد‬،‫و‬‫ﺑﺮاي‬‫ﺗﻮﻟﯿﺪ‬‫ﮐﻨﻨﺪﮔﺎﻧﯽ‬14
‫ﮐﻪ‬‫اﺧﺘﺼﺎﺻﯽ‬ ‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫ﺑﺎ‬ ‫ﺑﺮﻧﺪﺷﺎن‬
‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫رﻗﺎﺑﺖ‬.‫اﺳﺖ‬ ‫ﻣﻬﻢ‬‫ﺑﺎﻻﺗﺮ‬ ‫ﺳﻄﻮح‬‫ﺧﺮﯾﺪ‬‫دوﺟﺎﻧﺒﻪ‬،‫رﻗﺎﺑﺖ‬ ‫ﺷﺪت‬‫ﺑﺎﻻي‬15
‫ﺧﺮده‬ ‫اﺧﺘﺼﺎﺻﯽ‬ ‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫ﺑﯿﻦ‬
‫رﻗﯿﺐ‬ ‫ﻓﺮوﺷﺎن‬‫و‬ ،‫ﮐﻪ‬ ‫رﻗﺎﺑﺘﯽ‬‫ﻣﯿﺎن‬ ‫در‬‫ﻣﺘﻌﺪد‬ ‫ﻫﺎي‬ ‫ﻓﺮوﺷﮕﺎه‬16
‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫روي‬‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫را‬.‫ﺑﺎزارﯾﺎ‬‫ﺑﺎن‬‫ﺑﺮﭼﺴﺐ‬
‫اﺧﺘﺼﺎﺻﯽ‬17
‫ﺑﺮﻧﺪ‬ ‫ﻧﻮع‬ ‫دو‬ ‫ﺑﯿﻦ‬ ‫رﻗﺎﺑﺖ‬ ‫ﺑﺎﯾﺪ‬‫را‬‫ﻣﯿﺎن‬ ‫در‬،‫ﺑﮕﯿﺮﻧﺪ‬ ‫ﻧﻈﺮ‬ ‫در‬ ‫ﻫﺎ‬ ‫ﻓﺮوﺷﮕﺎه‬‫از‬ ‫اﺧﺘﺼﺎﺻﯽ‬ ‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬ ‫و‬
‫ﻧﺰدﯾﮏ‬ ‫رﻗﺒﺎي‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬ ‫را‬ ‫ﻓﺮوﺷﺎن‬ ‫ﺧﺮده‬ ‫دﯾﮕﺮ‬.‫آورﻧﺪ‬ ‫ﺣﺴﺎب‬ ‫ﺑﻪ‬‫ﻣﻠﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﺎزارﯾﺎﺑﺎن‬18
‫ﺑﺎﯾﺪ‬‫ﺑﺎﺷﻨﺪ‬ ‫آﮔﺎه‬‫اﻓﺰاﯾﺶ‬
1
target consumer group
2
congruent
3
study
4
fundamental and intangible characteristics
5
consumers’ commitment and their willingness
6
positive word of mouth
7
Dawes and Nenycz-Thiel
8
private label
9
product category
10
competing retailers
11
in the same category
12
consumer cross-purchasing
13
retailers
14
manufacturers
15
heightened competitive intensity
16
across multiple stores
17
private label marketers
18
national brand marketers

11. ‫ﻫﺎي‬‫ﻣﮑﺮر‬‫ﻗﯿﻤﺖ‬1
‫ﺗﻮاﻧﺪ‬ ‫ﻣﯽ‬‫ﺟﺎي‬ ‫ﺑﻪ‬‫ﺑﻪ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﭼﺮﺧﺶ‬‫ﺳﻮي‬‫ﻣﻠﯽ‬ ‫ﺑﺮﻧﺪﻫﺎي‬ ‫دﯾﮕﺮ‬،‫ﺑﻪ‬‫ﭼﺮﺧﺶ‬‫آﻧﻬﺎ‬‫ﺳﻤﺖ‬ ‫ﺑﻪ‬
‫ﺷﻮد‬ ‫اﺧﺘﺼﺎﺻﯽ‬ ‫ﻫﺎي‬ ‫ﺑﺮﭼﺴﺐ‬.
‫ﯾﮏ‬ ‫در‬‫ﭘﯿﻮﻧﺪ‬‫ﻧﻮآوراﻧﻪ‬‫اي‬ ‫داده‬ ‫ﻣﻨﺎﺑﻊ‬2
،‫ﻧﻨﯿﺲ‬ ‫و‬ ‫روﻣﺎﻧﯿﮏ‬-‫ﺗﯿﻞ‬3
‫ﻫﺎي‬ ‫داده‬‫ﺧﺮﯾﺪ‬ ‫رﻓﺘﺎر‬4
‫ﺷﺪه‬ ‫آوري‬ ‫ﺟﻤﻊ‬‫از‬‫داده‬
‫ﻫﺎي‬‫ﺑﺎرﮐﺪﺧﻮان‬5
‫را‬‫ﺑﺎ‬‫ﻫﺎي‬ ‫داده‬‫ﻫﺎي‬ ‫ﺗﺪاﻋﯽ‬‫ﺑﺮﻧﺪ‬6
‫ﯾﮏ‬ ‫ﻃﺮﯾﻖ‬ ‫از‬ ‫ﺷﺪه‬ ‫آوري‬ ‫ﺟﻤﻊ‬‫ﭘﯿﻤﺎﯾﺶ‬‫آﻧﻼﯾﻦ‬7
‫اﻓﺮاد‬ ‫ﻫﻤﺎن‬8
.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺮﮐﯿﺐ‬‫ﺳﻨﺠﻪ‬ ‫دو‬ ‫آﯾﺎ‬ ‫ﮐﻪ‬ ‫ﮐﻨﻨﺪ‬ ‫ﺑﺮرﺳﯽ‬ ‫ﺗﺎ‬ ‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬ ‫اﯾﻦ‬ ‫از‬ ‫آﻧﻬﺎ‬‫ﺑﺮﻧﺪ‬ ‫وﻓﺎداري‬ ‫رﻓﺘﺎري‬9
‫ﺗﻨﺎوب‬ ،
‫ﺧﺮﯾﺪ‬10
‫دﺳﺘﻪ‬ ‫ﻫﺎي‬ ‫ﻧﯿﺎزﻣﻨﺪي‬ ‫ﺳﻬﻢ‬ ‫و‬11
،‫ﺑﺮ‬ ‫ﻣﻘﺪم‬‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ﺗﺪاﻋﯽ‬‫ﻓﻌﻠﯽ‬‫ﮐﻪ‬‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﺗﻮﺳﻂ‬‫ﺷﻮد‬ ‫ﻣﯽ‬ ‫ﺣﻔﻆ‬‫ﯾﺎ‬ ‫ﻫﺴﺘﻨﺪ‬
‫ﺧﯿﺮ‬.‫آﻧﻬﺎ‬‫ﻣﻮارد‬ ‫ﺑﺴﯿﺎري‬ ‫در‬ ‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬‫ﺑﯿﻦ‬ ‫ﻣﺜﺒﺖ‬ ‫راﺑﻄﻪ‬ ‫ﯾﮏ‬‫رﻓﺘﺎري‬ ‫وﻓﺎداري‬‫ﻗﺒﻠﯽ‬‫و‬‫ﺗﻤﺎﯾﻞ‬12
‫ﻓﻌﻠﯽ‬‫وﺟﻮد‬
‫ﺑﻪ‬ ‫ﺗﺎ‬ ‫دارد‬‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ﺗﺪاﻋﯽ‬،) ‫اﻫﺮﻧﺒﺮگ‬ ‫ﮐﻼﺳﯿﮏ‬ ‫ﺗﻌﻤﯿﻢ‬ ‫در‬1995(13
‫ﺷﻮد‬ ‫داده‬ ‫ﻧﺴﺒﺖ‬.‫ﺑﺎ‬‫و‬،‫اﯾﻦ‬ ‫ﺟﻮد‬‫ﻣﺤﻘﻘﺎن‬
‫ﻗﺒﻠﯽ‬ ‫رﻓﺘﺎر‬ ‫ﺗﺎﺛﯿﺮ‬ ‫ﺗﺎ‬ ‫دارﻧﺪ‬ ‫ﻧﯿﺎز‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬،‫ﻣﺨﺼﻮﺻﺎ‬‫ﺳﻬﻢ‬‫ﻧﯿﺎزﻣﻨﺪي‬‫ﻫﺎي‬،‫دﺳﺘﻪ‬‫در‬‫ﻣﺪل‬،‫ﺳﺎزي‬‫را‬‫آورده‬ ‫ﺣﺴﺎب‬ ‫ﺑﻪ‬،
‫و‬‫وا‬ ‫ﻣﺘﻐﯿﺮ‬ ‫ﯾﮏ‬‫ﻣﺨﺘﻠﻒ‬ ‫اي‬ ‫داده‬ ‫ﻣﻨﺎﺑﻊ‬ ‫از‬ ‫ﺑﺴﺘﻪ‬‫ﮐﻨﻨﺪ‬ ‫اﺳﺘﺨﺮاج‬‫ﯾﺎ‬ ،‫ﺑﻪ‬‫ﻣﻨﻈﻮر‬‫ﭘﯿﺶ‬‫ﺑﯿﻨﯽ‬‫رﻓﺘﺎر‬‫ﺧﺮﯾﺪ‬‫آﯾﻨﺪه‬14
،‫ﻫﺎ‬ ‫داده‬‫را‬
‫آﯾﻨﺪه‬ ‫در‬ ‫زﻣﺎﻧﯽ‬ ‫ﻣﻮﻗﻊ‬ ‫ﯾﮏ‬ ‫در‬‫آوري‬ ‫ﺟﻤﻊ‬‫ﮐﻨﻨﺪ‬.
1
frequent price promotions
2
in an innovative linking of data sources
3
Romaniuk and Nenycz-Thiel
4
buying behavior data
5
scanner data
6
) ‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ﺗﺪاﻋﯽ‬brand associations(‫ﻓﺎﮐﺘﻮرﻫﺎي‬ ‫ﺷﺎﻣﻞ‬ .‫اﺳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺧﺼﻮص‬ ‫در‬ ‫ﮐﻨﻨﺪه‬ ‫ﻣﺼﺮف‬ ‫ﻋﻤﯿﻖ‬ ‫ﻫﺎي‬ ‫ﻧﮕﺮش‬ ‫و‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬ ‫از‬ ‫ﺑﺎزﺗﺎﺑﯽ‬
‫ا‬ ‫ﺑﺎﯾﺪ‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬ .‫اﺳﺖ‬ ‫ﺳﺎزﻣﺎﻧﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬ ‫و‬ ‫ﻣﺤﺼﻮل‬ ‫از‬ ‫ﺗﺪاﻋﯿﺎت‬ ،‫ﺑﺮﻧﺪ‬ ‫ﻫﻮﯾﺖ‬ ،‫ﺷﺪه‬ ‫ادراك‬ ‫ارزش‬ ‫ﭼﻬﺎرﮔﺎﻧﻪ‬‫ﻧﺰد‬ ‫در‬ ‫ﮐﺎﻓﯽ‬ ‫ﺗﻤﺎﯾﺰ‬ ‫و‬ ‫ﻣﻄﻠﻮﺑﯿﺖ‬ ،‫ﻗﺪرت‬ ‫ز‬
‫ﺑﻬﺒﻮد‬ :‫از‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ ‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺪاﻋﯿﺎت‬ ‫ﺷﺎﺧﺺ‬ ‫ﺑﺎﻻدر‬ ‫اﻣﺘﯿﺎز‬ ‫ﺳﻄﻮح‬ ‫از‬ ‫ﺑﺮﺧﻮرداري‬ ‫ﻣﺰاﯾﺎي‬ .‫ﺑﺎﺷﻨﺪ‬ ‫ﺑﺮﺧﻮردار‬ ‫ﻣﺸﺘﺮي‬‫ارﺗﻘﺎي‬ ،‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ﻣﺸﺘﺮي‬ ‫ذﻫﻨﯽ‬ ‫ﺗﺼﻮﯾﺮ‬
‫ا‬ ،‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ﻣﺸﺘﺮي‬ ‫ﻫﺎي‬ ‫داﻧﺴﺘﻪ‬ ‫ﺳﻄﺢ‬‫ﻓ‬‫ﻣﯿﺎن‬ ‫ﻧﺰدﯾﮑﯽ‬ ‫اﯾﺠﺎد‬ ‫ﺟﻬﺖ‬ ‫ﺑﻪ‬ ‫ﺧﺮﯾﺪ‬ ‫ﺣﺠﻢ‬ ‫و‬ ‫ﺗﮑﺮار‬ ‫ﺰاﯾﺶ‬‫ﺑﺮﻧﺪ‬ ‫و‬ ‫ﻣﺸﺘﺮي‬.
‫)ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandDictionary.aspx(
7
an online survey
8
same individuals
9
behavioral brand loyalty metrics
10
buying frequency
11
share of category requirements
12
propensity
13
Ehrenberg (1995)
14
predict future buying behavior

12. ‫اﻫﺮﻧﺒﺮگ‬ ‫اﻧﺪور‬ ‫ﮐﺎر‬ ‫ﺗﺎﺛﯿﺮ‬ ‫ﺗﺤﺖ‬ ‫ﮐﻪ‬ ‫دﯾﮕﺮي‬ ‫ﻣﻘﺎﻟﻪ‬‫اﺳﺖ‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﻗﺮار‬‫ﺗﻘﺎﺿﺎ‬ ‫ﮐﺸﺶ‬ ‫در‬ ‫ﺗﻨﻮع‬1
‫ﻗﺮار‬ ‫ﺑﺮرﺳﯽ‬ ‫ﻣﻮرد‬ ‫را‬
‫دﻫﺪ‬ ‫ﻣﯽ‬‫ﮐﻪ‬ ‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫ﮐﻪ‬‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫وﯾﮋﮔﯽ‬2
)‫ﮐﻪ‬‫ﻣﺰاﯾﺎي‬ ‫ﻋﻨﻮان‬ ‫ﺑﻪ‬‫ﻧﻤﺎدﯾﻦ‬ ‫و‬ ‫اﺳﺎﺳﯽ‬3
‫ﺑﺮاي‬ ‫ﺷﺪه‬ ‫ﻓﺮاﻫﻢ‬
‫ﺷﻮد‬ ‫ﻣﯽ‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﻧﻈﺮ‬ ‫در‬(‫ﻃﻮر‬ ‫ﺑﻪ‬‫ﻣﺘﻤﺎﯾﺰي‬4
‫ﺗﻘﺎﺿﺎ‬ ‫ﻫﺎي‬ ‫ﮐﺸﺶ‬ ‫در‬.‫دارد‬ ‫ﺣﻀﻮر‬،‫ﻫﺮﺣﺎل‬ ‫ﺑﻪ‬‫ﻣﻮرد‬ ‫اﯾﻦ‬ ‫در‬،‫ﺗﻨﺎﻗﺾ‬ ‫در‬
‫ﺑﺎ‬‫ﻫﺎي‬ ‫ﯾﺎﻓﺘﻪ‬5
‫اﻫﺮﻧﺒﺮگ‬‫ﻫﺎ‬ ‫اﻧﮕﻠﯿﺴﯽ‬ ‫و‬)1990(6
،‫اﻟﯿﻮﯾﺮا‬ ،‫ﯾﺎن‬ ،‫ﻓﻮﮐﺴﺎل‬–‫وﻟﺰ‬ ‫و‬ ‫ﮐﺎﺳﺘﺮو‬7
‫ﮐﻪ‬ ‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬‫ﮐﺸﺶ‬
‫ﻗﯿﻤﺖ‬ ‫ﻫﺎي‬ ‫ﻫﺎي‬8
‫ﺑﺮﻧﺪﻫﺎ‬ ‫و‬ ‫ﻣﺤﺼﻮﻻت‬ ‫ﺑﺮاي‬.‫ﻫﺴﺘﻨﺪ‬ ‫ﭘﻮﯾﺎ‬ ‫اي‬ ‫ﮔﺴﺘﺮده‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬‫ﺷﺪ‬ ‫داده‬ ‫ﺷﺮح‬ ‫اﯾﻨﺠﺎ‬ ‫در‬ ‫ﮐﻪ‬ ‫ﺗﺤﻘﯿﻘﯽ‬
‫داﺷﺖ‬ ‫ﻗﺮار‬ ‫ﺑﺎزﺗﺮي‬ ‫ﻣﺤﯿﻂ‬ ‫در‬9
،‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ﺗﺮي‬ ‫ﮔﺴﺘﺮده‬ ‫ﻃﯿﻒ‬ ‫و‬‫در‬ ‫را‬ ‫ﻣﻮﺟﻮد‬ ‫ﻫﺎي‬‫ﻓﺮوﺷﯽ‬ ‫ﺧﺮده‬ ‫ﻣﺘﻨﻮع‬ ‫ﻣﺤﯿﻂ‬10
‫ﺑﺎ‬
‫ﻫﺎﯾﯽ‬ ‫ﻗﯿﻤﺖ‬‫ﮐﻪ‬‫ﻃﺒﻖ‬‫رﻗﺎﺑﺘﯽ‬ ‫ﻓﺸﺎرﻫﺎي‬11
‫ﻣﺤﺪوده‬ ‫ﯾﮏ‬‫از‬12
‫ﻫﻤﻪ‬‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ﻫﺎي‬ ‫آﻣﯿﺰه‬13
‫ﮐﺮدﻧﺪ‬ ‫ﻣﯽ‬ ‫ﺗﻐﯿﯿﺮ‬‫ﻣﯽ‬ ‫ﻧﺸﺎن‬
‫داد‬،‫ﭘﻮﯾﺎﺗﺮ‬ ‫ﺗﻌﺎﻣﻞ‬ ‫ﯾﮏ‬ ‫و‬14
‫ﺑﯿﻦ‬ ‫در‬ ‫ﻗﯿﻤﺖ‬ ‫ﮐﺸﺶ‬ ‫از‬‫ﻧﺴﺒﺖ‬ ‫ﺑﺮﻧﺪﻫﺎ‬ ‫و‬ ‫ﻣﺤﺼﻮﻻت‬‫ﺑﻪ‬‫آزﻣﺎﯾﺸﯽ‬ ‫ﺑﺎﻓﺖ‬15
‫اراﺋﻪ‬ ‫ﻗﺒﻠﯽ‬ ‫ﮐﺎر‬
.‫داد‬‫ﻧﻘﺶ‬ ‫ﮐﺸﯿﺪن‬ ‫ﭼﺎﻟﺶ‬ ‫ﺑﻪ‬ ‫و‬ ‫ﮐﺸﻒ‬ ‫ﻃﺮﯾﻖ‬ ‫از‬‫ﻣﻘﺎﻟﻪ‬ ‫اﯾﻦ‬ ،‫ﻗﯿﻤﺖ‬ ‫ﮐﺸﺶ‬‫در‬ ‫ﺑﯿﺸﺘﺮ‬ ‫ﮐﺎر‬ ‫ﺑﺮاي‬ ‫را‬ ‫ﻓﺮﺻﺖ‬ ‫ﯾﮏ‬‫ﻣﻄﺎﻟﻌﻪ‬
‫ﺷﺪه‬ ‫ﺗﻌﺮﯾﻒ‬ ‫دﻗﺖ‬ ‫ﺑﻪ‬ ‫ﺑﺴﺘﻪ‬ ‫و‬ ‫ﺑﺎز‬ ‫ﻫﺎي‬ ‫ﻣﺤﯿﻂ‬16
‫ﻓﺮاﻫﻢ‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬
1
variations in demand elasticity
2
) ‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫وﯾﮋﮔﯽ‬brand attributes(‫ﺗﺸﺮﯾﺤﯽ‬ ‫ﺧﺼﻮﺻﯿﺎت‬‫اﺳﺖ‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﻮﺻﯿﻒ‬ ‫ﺷﮑﻞ‬ ‫ﺑﻬﺘﺮﯾﻦ‬ ‫ﺑﻪ‬ ‫را‬ ‫ﺧﺪﻣﺖ‬ ‫ﯾﺎ‬ ‫ﻣﺤﺼﻮل‬ ‫ﯾﮏ‬ ‫ﮐﻪ‬
)‫ﻣﻨﺒﻊ‬http://www.brandmagazine.ir/BrandDictionary.aspx(
3
functional and symbolic benefits
4
differentially
5
findings
6
Ehrenberg and England's (1990)
7
Foxall, Yan, Oliveira-Castro and Wells
8
price elasticities
9
was in a more open setting
10
diverse retail settings
11
competitive pressures
12
a range of
13
complete marketing mixes
14
a more dynamic interaction
15
experimental context
16
carefully defined open and closed settings

13. ‫ﺑﻪ‬ ‫ﭘﺎﺳﺦ‬ ‫در‬ ‫ﺣﺪودي‬ ‫ﺗﺎ‬‫دﻋﻮت‬) ‫ﻫﻤﮑﺎران‬ ‫و‬ ‫ﭘﯿﺘﺎرد‬2007(1
‫ﺑﺮاي‬‫روﺷﻤﻨﺪ‬ ‫ﺗﺤﻘﯿﻖ‬2
‫در‬‫ﺗﺎﺛﯿﺮ‬ ‫ﺑﺎره‬‫ﻃﺮاﺣﯽ‬‫آرم‬3
‫ﺑﺮ‬
‫ارزﯾﺎﺑﯽ‬‫و‬‫ﺗﺮﺟﯿﺤﺎت‬‫ﺑﺮﻧﺪ‬4
،‫ﮐﺮﺗﺎز‬ ‫و‬ ‫ﮐﻮﭼﺮ‬ ،‫ﻣﻮﻟﺮ‬5
‫ﺗﺎﺛﯿﺮ‬‫ﺗﺼﻮﯾﺮي‬ ‫ﻫﻮﯾﺖ‬ ‫در‬ ‫ﺗﻐﯿﯿﺮ‬6
‫ﺑﺮ‬ ‫آن‬ ‫ﻋﻮاﻗﺐ‬ ‫و‬‫ﺗﺠﺪد‬‫ﺑﺮﻧﺪ‬7
،
‫ﺑﺮﻧﺪ‬ ‫ﻣﻮﻗﻌﯿﺖ‬8
‫و‬‫ﺑﺮﻧﺪ‬ ‫وﻓﺎداري‬.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺑﺮرﺳﯽ‬ ‫را‬‫وﺳﯿﻊ‬ ‫دﯾﺪ‬ ‫ﯾﮏ‬ ‫آﻧﻬﺎ‬9
‫از‬‫ﺿﻤﻨﯽ‬ ‫ﻣﻔﺎﻫﯿﻢ‬‫آرم‬ ‫ﺗﻐﯿﯿﺮ‬10
‫را‬‫ﯾﮏ‬ ‫در‬
‫ﻣﺴﺌﻠﻪ‬ ‫ﺑﻪ‬ ‫ﺗﺮ‬ ‫وﺳﯿﻊ‬ ‫ﭘﺎﺳﺦ‬،‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬‫ﺟﺰﺋﯽ‬ ‫ﺧﺼﻮﺻﯿﺎت‬11
‫ﮐﻮﺗﻪ‬ ‫و‬ ‫ﻫﻨﺪرﺳﻮن‬ ‫ﺗﻮﺳﻂ‬ ‫ﺷﺪه‬ ‫ﺗﺤﻠﯿﻞ‬ ‫آرم‬ ‫ﻃﺮاﺣﯽ‬
)1998(12
‫ﺑﺮﻧﺪ‬ ‫ﻣﺤﻘﻘﺎن‬ ‫و‬ ‫ﻣﺪﯾﺮان‬ ‫ﺑﺮاي‬،‫ﺑﺎ‬‫ارﺟﺎع‬‫ﺧﺎص‬13
‫ﺑﺮﻧﺪ‬ ‫ﺗﺠﺪد‬ ‫ﺑﻪ‬‫ﺑﺮﻧﺪ‬ ‫وﻓﺎداري‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﻮﻗﻌﯿﺖ‬ ،‫اراﺋﻪ‬‫ﻣﯽ‬
‫دﻫﻨﺪ‬.
‫ﮐﻪ‬ ‫اي‬ ‫ﻣﻘﺎﻟﻪ‬ ‫در‬‫ﺑ‬ ‫ﻣﺎﻫﯿﺖ‬‫ﯿ‬‫اﻟﻤﻠﻠﯽ‬ ‫ﻦ‬‫ﺧﺎص‬ ‫ﻣﻮﺿﻮع‬ ‫اﯾﻦ‬ ‫در‬ ‫ﺗﺤﻘﯿﻖ‬‫ﻫﯽ‬ ‫و‬ ‫ﻟﯽ‬ ،‫ﺳﺎزد‬ ‫ﻣﯽ‬ ‫رﻧﮓ‬ ‫ﭘﺮ‬ ‫را‬14
‫ﻣﯽ‬ ‫ﺑﺮرﺳﯽ‬
‫ﮐﻨﻨﺪ‬‫ﮐﻪ‬‫ﺑﻮﻣﯽ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﭼﮕﻮﻧﻪ‬15
‫ﻫﺎي‬ ‫ﭘﯿﻤﺎﻧﯽ‬ ‫ﻫﻢ‬‫ﺑﯿﻦ‬‫اﻟﻤﻠﻠﯽ‬‫ﺑﺮﻧﺪ‬16
‫را‬‫ﺑﻮﻣﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫ﯾﮏ‬ ‫و‬ ‫ﺧﺎرﺟﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫ﯾﮏ‬ ‫ﺑﯿﻦ‬17
،‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ارزﯾﺎﺑﯽ‬‫و‬‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺎﯾﯿﺪ‬‫ﻣﯿﺎﻧﺠﯽ‬ ‫ﺗﺎﺛﯿﺮات‬18
‫ﺑﺮﻧﺪ‬ ‫ﻧﻮع‬ ‫دو‬ ‫ﻫﺮ‬‫ﻣﺸﺘﺮي‬ ‫ﻗﻮﻣﯽ‬ ‫ﺗﻌﺼﺐ‬ ‫و‬19
‫و‬ ‫ﺧﺎرﺟﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﺮ‬
‫ﺷﺮﯾﮏ‬‫ﺑﻮﻣﯽ‬‫ﭘﯿﻤﺎﻧﯽ‬ ‫ﻫﻢ‬ ‫ﯾﮏ‬ ‫ﺳﻤﺖ‬ ‫ﺑﻪ‬‫ﺑﯿﻦ‬‫اﻟﻤﻠﻠﯽ‬‫ﺑﺮﻧﺪ‬‫دارد‬ ‫ﮔﺮاﯾﺶ‬.‫ﺗﺤﻘﯿﻖ‬ ‫اﯾﻦ‬‫ﺿﻤﻨﯽ‬ ‫اﺷﺎرات‬‫دوي‬ ‫ﻫﺮ‬ ‫ﺑﺮاي‬
‫ﻣﺪﯾﺮان‬‫ﺑﯿﻦ‬‫اﻟﻤﻠﻠﯽ‬‫ﺑﺮﻧﺪ‬20
‫ﻣﺪﯾﺮان‬ ‫و‬‫ﺑﻮﻣﯽ‬‫ﺑﺮﻧﺪ‬21
‫ﮐﻪ‬‫درﺑﺎره‬‫ﺑﺮاي‬ ‫ﻫﺎﯾﯽ‬ ‫اﺳﺘﺮاﺗﮋي‬‫ﻫﻢ‬‫ﭘﯿﻤﺎﻧﯽ‬‫ﻫﺎي‬‫ﺑﯿﻦ‬‫اﻟﻤﻠﻠﯽ‬‫ﺑﺮﻧﺪ‬
1
Pi ard et al.'s (2007)
2
systematic research
3
logo design
4
brand evaluation and preferences
5
Muller, Kocher and Crettaz
6
visual identity
7
brand modernity
8
) ‫ﺑﺮﻧﺪ‬ ‫ﻣﻮﻗﯿﺖ‬brand attitude‫)ﻣﻨﺒﻊ‬ ‫اﺳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺤﺒﻮﺑﯿﺖ‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫اﻫﻤﯿﺖ‬ (:)2012(Winther, J(.
9
broad vision
10
implications of logo change
11
detailed specifics
12
Henderson and Cote (1998)
13
specific reference
14
Li and He
15
native consumers
16
international brand alliances
17
native brand
18
moderating effects
19
consumer ethnocentrism
20
international brand managers
21
native brand managers

14. ‫ﻣﯽ‬ ‫ﮐﺎر‬‫ﮐﻨﻨﺪ‬.‫اﺳﺖ‬ ‫دارا‬ ‫را‬‫ﻫﻤﭽﻨﯿﻦ‬ ‫ﻣﻘﺎﻟﻪ‬ ‫آن‬‫ﺳﺎزي‬ ‫ﻋﻤﻠﯿﺎﺗﯽ‬ ‫ﺑﺎ‬1
‫ﻣﯿﺰان‬‫ﻣ‬‫ﻨﺎﺳﺐ‬‫ﺑﻮدن‬2
‫ﺑﺮﻧﺪ‬ ‫ﭘﯿﻤﺎﻧﺎن‬ ‫ﻫﻢ‬ ‫ﺑﺮاي‬‫ﺑﻪ‬
‫دوﺑﻌﺪي‬ ‫ﺻﻮرت‬،‫داﻧﺸﮕﺎﻫﯽ‬ ‫ادﺑﯿﺎت‬ ‫در‬3
‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺸﺎرﮐﺖ‬:‫ﻣ‬‫ﺧ‬ ‫ﻨﺎﺳﺐ‬‫ﻮد‬‫ﺑﺮﻧﺪ‬4
‫ﻣ‬ ‫و‬‫ﺑﺮﻧﺪ‬ ‫ﺑﯿﻦ‬ ‫ﻨﺎﺳﺐ‬‫ﻫﺎ‬5
.
‫ﺳﭙﺲ‬‫واﻟﺘﺎ‬‫اﻧﺘﻘﺎد‬ ‫ﺑﻪ‬‫ﺗﺤﻘﯿﻖ‬6
‫رو‬ ‫درﺑﺎره‬‫ا‬‫ﺑﺮﻧﺪ‬ ‫ﺑﻂ‬‫و‬‫ﻣﺸﺘﺮي‬7
‫ﻫﻨﺠﺎرﻫﺎي‬ ‫و‬‫اي‬ ‫راﺑﻄﻪ‬8
.‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﭘﺎﺳﺦ‬‫ﯾﮏ‬ ‫او‬
‫ﻣﻔﻬﻮﻣﯽ‬ ‫ﭼﺎرﭼﻮب‬9
‫دﻫﺪ‬ ‫ﻣﯽ‬ ‫ﺑﺴﻂ‬ ‫را‬‫ﮐﻪ‬‫ﻣﯿﺎﻧﺠﯽ‬ ‫ﻧﻘﺶ‬10
‫و‬ ‫ﻣﺸﺘﺮي‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫رواﺑﻂ‬ ‫در‬ ‫اي‬ ‫راﺑﻄﻪ‬ ‫ﻫﻨﺠﺎرﻫﺎي‬
‫ﮐﯿﻔﯿﺖ‬ ‫ﺑﺮ‬ ‫ﺗﺎﺛﯿﺮﺷﺎن‬‫رواﺑﻂ‬‫را‬ ‫ﺑﺮﻧﺪ‬‫ﭘﺮ‬‫رﻧﮓ‬‫ﻣﯽ‬‫ﺳﺎزد‬،‫ﯾﮏ‬ ‫و‬‫ﻣﻔﻬﻮم‬‫ﺳﺎزي‬‫ﻋﻤﻠﯿﺎﺗﯽ‬ ‫و‬‫ﺟﺎﯾﮕﺰﯾﻦ‬ ‫ﺳﺎزي‬‫ﮐﯿﻔﯿﺖ‬
‫اي‬ ‫راﺑﻄﻪ‬ ‫ﻫﻨﺠﺎرﻫﺎي‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫رواﺑﻂ‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫اﯾﺠﺎد‬ ‫را‬‫دﻟﯿﻠﯽ‬ ‫اﯾﻦ‬‫ﺑﺮاي‬ ‫را‬‫ﯾﮏ‬‫دوم‬ ‫ﻣﺮﺗﺒﻪ‬ ‫ﺳﺎﺧﺘﺎر‬11
‫ﻫﻨﺠﺎرﻫﺎي‬ ‫از‬
‫رواﺑﻂ‬ ‫ﮐﯿﻔﯿﺖ‬ ‫و‬ ‫اي‬ ‫راﺑﻄﻪ‬‫ﺑﺮﻧﺪ‬‫ﻓﺮاﻫﻢ‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬‫از‬‫ﮐﻪ‬ ‫آﻧﺠﺎﯾﯽ‬‫رواﺑﻂ‬ ‫ادﺑﯿﺎت‬ ‫ﺗﺤﻘﯿﻖ‬ ‫اﯾﻦ‬‫ﺑﻨﮕﺎﻫﯽ‬ ‫دو‬ ‫ﺑﯿﻦ‬12
‫را‬‫ﺑﻪ‬
‫ﺟﺎي‬‫ﻓﺮدي‬ ‫ﻣﯿﺎن‬ ‫رواﺑﻂ‬ ‫اﺳﺘﻌﺎره‬13
‫آورد‬ ‫ﻣﯽ‬ ‫ﺣﺴﺎب‬ ‫ﺑﻪ‬‫اﯾﻦ‬‫ﯾﮏ‬‫ﭘﯿﺸﺮﻓﺖ‬‫در‬‫ﮐﺎر‬‫ﻗﺒﻠﯽ‬‫اﺳﺖ‬.
‫ﺗﺤﻘﯿﻘ‬‫ﺎت‬‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎع‬‫اﺻﻄﻼح‬ ‫از‬"‫ﺗﻌﺎﻣﻞ‬14
"‫ﻃﻮر‬ ‫ﺑﻪ‬‫اي‬ ‫ﮔﺴﺘﺮده‬‫اﺳﺘﻔﺎده‬‫ﮐﻨﺪ‬ ‫ﻣﯽ‬،‫وﻟﯽ‬‫و‬ ‫ﻣﻌﻨﯽ‬ ‫ﺑﻪ‬‫ﭘﺎﯾﻪ‬‫ﻫﺎي‬
‫اش‬ ‫ﺗﺌﻮرﯾﮑﯽ‬15
‫ﮐﻤﯽ‬ ‫ﺗﻮﺟﻪ‬.‫اﺳﺖ‬ ‫ﺷﺪه‬‫ﻫﻮﻟﺒﯿﮏ‬ ‫و‬ ،‫ﺟﻮرﯾﮏ‬ ،‫اﯾﻠﯿﮏ‬ ،‫ﺑﻮردي‬16
‫از‬‫اﯾﻨﺘﺮﻧﺘﯽ‬ ‫ﻧﮕﺎري‬ ‫ﻗﻮم‬‫ﺑﺮاي‬
‫ﺣﺪود‬ ‫و‬ ‫ﻣﺎﻫﯿﺖ‬ ‫ﮐﺸﻒ‬17
‫ﺗﻌﺎﻣﻞ‬.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫اﺳﺘﻔﺎده‬ ‫آﻧﻼﯾﻦ‬ ‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎع‬ ‫ﯾﮏ‬ ‫در‬ ‫ﻣﺸﺘﺮي‬‫ﻣﺎﻫﯿﺖ‬ ‫آﻧﻬﺎ‬‫ﺑﻌﺪي‬ ‫ﭼﻨﺪ‬
1
operationalizing
2
fit
3
academic literature
4
brand-specific fit
5
between-brand fit
6
criticism of research
7
consumer-brand relationships (CBR)
8
relational norms
9
conceptual framework
10
mediating role
11
second-order structure
12
business-to-business
13
interpersonal relationship metaphor
14
‫اﺻﻄﻼح‬‫ﺗﻌﺎﻣﻞ‬‫ﯾﺎ‬‫ﻣﺸﻐﻮﻟﯿﺖ‬)engagement(‫در‬‫ﮐﺎﻧﻮن‬‫و‬ ‫دارد‬ ‫ﻗﺮار‬ ‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎع‬ ‫ﻣﺒﺎﺣﺚ‬‫ﻣﺘﻘﺎﺑﻞ‬ ‫و/ﯾﺎ‬ ‫ﺗﻌﺎﻣﻠﯽ‬ ‫ﺗﺠﺮﺑﯿﺎت‬ ‫ﻣﺎﻫﯿﺖ‬‫ﻣﯽ‬ ‫ﺷﺮح‬ ‫را‬ ‫ﺷﺮﮐﺎ‬ ‫ﺧﺎص‬
‫دﻫﺪ‬‫)ﻣﻨﺒﻊ‬:)2013(Brodie, R.J. Ilic, A. Juric, B. & Hollebeek, L.(.
15
theoretical meaning and foundations
16
Brodie, Ilic, Juric, and Hollebeek
17
nature and scope

15. ‫ﭘﻮﯾﺎي‬ ‫و‬ ‫ﭘﯿﭽﯿﺪه‬1
‫ﺗﻌﺎﻣﻞ‬‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻧﺸﺎن‬ ‫را‬ ‫ﻣﺸﺘﺮي‬‫در‬ ‫اﺳﺖ‬ ‫ﻣﻤﮑﻦ‬ ‫ﮐﻪ‬ ،‫ﺳﻄﻮح‬‫ﺷﺪﺗ‬‫ﯽ‬‫ﻣﺨﺘﻠﻒ‬2
‫ﻇﻬﻮر‬ ‫زﻣﺎن‬ ‫ﻃﻮل‬ ‫در‬
‫ﮐ‬ ‫ﭘﯿﺪا‬‫ﻨﺪ‬،‫و‬‫ﺑﻨﺎﺑﺮاﯾﻦ‬‫ﻫﺎي‬ ‫ﺣﺎﻟﺖ‬‫ﺗﻌﺎﻣﻞ‬‫ﻣﺠﺰاﯾﯽ‬3
.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﻨﻌﮑﺲ‬ ‫را‬‫ﻋﻤﻘﯽ‬ ‫ﭘﯿﻤﺎﯾﺶ‬ ‫ﺑﺎ‬4
،‫ﺗﻌﺎﻣﻞ‬‫ﻣﺸﺘﺮي‬5
‫ﯾﮏ‬ ‫ﺷﺎﻣﻞ‬
‫از‬ ‫ﻣﺤﺪوده‬‫ﻓﺮﻋﯽ‬ ‫ﻓﺮاﯾﻨﺪﻫﺎي‬6
‫ﮐﻪ‬ ‫اﺳﺖ‬‫ﻣﺸﺘﺮي‬ ‫ﺗﻌﺎﻣﻠﯽ‬ ‫ﺗﺠﺮﺑﻪ‬7
‫را‬‫آﻧﻼﯾﻦ‬ ‫ﺑﺮﻧﺪ‬ ‫اﺟﺘﻤﺎﻋﺎت‬ ‫در‬8
‫ﺧﻠﻖ‬ ‫و‬‫ﻣﺸﺘﺮك‬
‫ارزش‬9
‫ﻣﯿﺎن‬ ‫در‬ ‫را‬‫اﺟﺘﻤﺎع‬ ‫ﮐﻨﻨﺪﮔﺎن‬ ‫ﺷﺮﮐﺖ‬10
‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﻨﻌﮑﺲ‬.‫اﯾﻦ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬‫ﻧﺤﻮه‬‫ادراك‬،‫دادﻧﺪ‬ ‫ﻧﺸﺎن‬ ‫آﻧﻬﺎ‬
‫ﮐﻪ‬‫ﻣﺸﺘﺮﯾﺎن‬‫درﮔﯿﺮ‬11
‫وﻓﺎداري‬‫رﺿﺎﯾﺖ‬ ،12
‫ﺗﻮاﻧﻤﻨﺪﺳﺎزي‬ ،13
،‫ارﺗﺒﺎط‬14
‫ﻋﺎﻃﻔﯽ‬ ‫ﭘﯿﻮﻧﺪ‬ ،15
،‫ﺗﻌﻬﺪ‬ ‫و‬ ‫اﻋﺘﻤﺎد‬‫ﻣﺘﻌﺎﻟﯽ‬16
‫را‬ ‫ﻣﺸﺘﺮي‬.‫ﮔﺬارﻧﺪ‬ ‫ﻣﯽ‬ ‫ﻧﻤﺎﯾﺶ‬ ‫ﺑﻪ‬
‫ﻣﺎرﺗﯿﻨﺰ‬ ‫و‬ ،‫دﭼﺮﻧﺎﺗﻮري‬ ،‫ﺑﻮﯾﻞ‬ ،‫ﻧﻬﺎﯾﺖ‬ ‫در‬17
‫ﺑﯿﻦ‬ ‫رواﺑﻂ‬‫ﻋﻨﺼﺮ‬ ‫دو‬‫اﺻﻠﯽ‬18
‫ﻫﺎي‬ ‫ﺑﺮﻧﺎﻣﻪ‬‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫ارﺗﺒﺎﻃﺎت‬19
–
‫و‬ ‫ﺗﺒﻠﯿﻐﺎت‬‫ﻓﺮوش‬ ‫ﭘﯿﺸﺒﺮد‬20
-‫ﺑﺮ‬ ‫ﺗﺎﺛﯿﺮﺷﺎن‬ ‫و‬‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬ ‫ارزش‬21
.‫دﻫﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻗﺮار‬ ‫ﮐﺎوش‬ ‫ﻣﻮرد‬ ‫را‬‫رﻓﺘﺎر‬‫ﻫﺎي‬‫اﻓﺮاد‬‫در‬
1
complex multidimensional and dynamic nature
2
at different levels of intensity
3
distinct engagement states
4
drilling down
5
consumer engagement
6
a range of sub-processes
7
consumers' interactive experience
8
online brand communities
9
‫ﺧﻠﻖ‬‫ﻣﺸﺘﺮك‬)co-creation(‫واﻗﻌﯽ‬ ‫ﺗﻮﻟﯿﺪو‬ ‫ﺑﺮ‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺗﺠﺎري‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫ﯾﺎ‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫از‬ ‫ﺷﮑﻞ‬ ‫ﯾﮏ‬‫ﺳﺎزي‬‫ﻣﺪاوم‬‫ﺷﺮﮐﺖ‬ ‫دوﺟﺎﻧﺒﻪ‬ ‫ارزش‬–
‫ﻣﺸﺘﺮي‬) ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺎﮐﯿﺪ‬‫ﻣﻨﺒﻊ‬http://en.wikipedia.org/wiki/Co-creation.(‫ﺗﻤﺮﮐﺰ‬ ‫ﺗﻌﺎﻣﻠﯽ‬ ‫رواﺑﻂ‬ ‫و‬ ‫ﻣﺸﺘﺮي‬ ‫ﺗﺠﺮﺑﻪ‬ ‫ﺑﺮ‬ ‫ﮐﻪ‬ ‫ﺗﺠﺎري‬ ‫اﺳﺘﺮاﺗﮋي‬ ‫ﯾﮏ‬
‫ﻣﯽ‬‫ﮐﻨﺪ‬‫ﻣﺸﺘﺮك‬ ‫ﺧﻠﻖ‬ .‫ﯾﮏ‬‫ﺗﻌﺎﻣﻞ‬‫ﻓﻌﺎ‬‫ﺗﺮ‬ ‫ﻻﻧﻪ‬‫ﻣﺸﺘﺮي‬ ‫از‬‫ﺗﺠﺮﺑﻪ‬ ‫ﯾﮏ‬ ‫ﺧﻠﻖ‬ ‫ﺑﺮاي‬.‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺗﺸﻮﯾﻖ‬ ‫را‬ ‫ﭘﺮارزش‬
‫)ﻣﻨﺒﻊ‬http://www.businessdictionary.com/definition/co-creation.html(
10
community participants
11
engaged consumers
12
satisfaction
13
empowerment
14
connection
15
emotional bonding
16
enhanced
17
Buil, de Chernatony, and Martinez
18
two central elements
19
marketing communications programs
20
advertising and sales promotions
21
) ‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬ ‫ارزش‬brand equity(‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻧﺎﻣﺤﺴﻮس‬ ‫و‬ ‫ذﻫﻨﯽ‬ ‫ارزﯾﺎﺑﯽ‬‫اﺳﺖ‬‫آن‬ ‫ادراﮐﯽ‬ ‫ﻋﯿﻨﯽ‬ ‫ارزش‬ ‫از‬ ‫ﻓﺮاﺗﺮ‬ ‫و‬ ‫ﺑﺮﺗﺮ‬ ‫ﮐﻪ‬ ،‫ﺑﺎﺷﺪ‬ ‫ﻣﯽ‬.‫ﻋﺎﻣﻞ‬ ‫ﺳﻪ‬‫اﺻﻠﯽ‬
‫و‬ ‫ﻋﻤﻠﮑﺮد‬ ‫از‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ادراك‬ ‫و‬ ‫ﺑﺮﻧﺪ‬ ‫ﺑﻪ‬ ‫ﻧﺴﺒﺖ‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫ﻫﺎي‬ ‫ﻧﮕﺮش‬ ،‫ﺑﺮﻧﺪ‬ ‫از‬ ‫ﻣﺸﺘﺮﯾﺎن‬ ‫آﮔﺎﻫﯽ‬ ‫از‬ ‫ﻋﺒﺎرﺗﻨﺪ‬ ‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬ ‫ارزش‬ ‫ﺑﺮ‬ ‫ﺗﺎﺛﯿﺮﮔﺬار‬ ‫اﺻﻠﯽ‬.‫ﺑﺮﻧﺪ‬ ‫رﻓﺘﺎر‬‫ارزش‬
‫ﺳﺎل‬ ‫در‬ ‫ﺑﺎر‬ ‫اوﻟﯿﻦ‬ ‫ﺑﺮاي‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺑﺮﻧﺪ‬ ‫ﺣﻮزه‬ ‫در‬ ‫ﻣﻔﺎﻫﯿﻢ‬ ‫ﺗﺮﯾﻦ‬ ‫ﺷﺪه‬ ‫ﺷﻨﺎﺧﺘﻪ‬ ‫و‬ ‫ﺗﺮﯾﻦ‬ ‫ﻣﻬﻢ‬ ‫از‬ ‫ﯾﮑﯽ‬ ‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬1980‫اﯾﻦ‬ .‫ﮔﺮدﯾﺪ‬ ‫ﻣﻌﺮﻓﯽ‬‫اﺳﺘﺮاﺗﮋي‬ ‫در‬ ‫ﺑﺮﻧﺪ‬ ‫ﻧﻘﺶ‬ ‫ﻣﻌﯿﺎر‬
‫اﺳﺖ؛‬ ‫ﺳﺎﺧﺘﻪ‬ ‫ﭘﺰرﻧﮓ‬ ‫را‬ ‫ﺑﺎزارﯾﺎﺑﯽ‬‫و‬ ‫اﺟﺰا‬ ‫ﺧﺼﻮ‬ ‫در‬ ‫ﻧﻈﺮي‬ ‫اﺗﻔﺎق‬ ‫ﮔﻮﻧﻪ‬ ‫ﻫﯿﭻ‬ ‫ﺗﺎﮐﻨﻮن‬ ‫و‬ ‫ﺷﺪه‬ ‫ﮔﺮﻓﺘﻪ‬ ‫ﮐﺎر‬ ‫ﺑﻪ‬ ‫آن‬ ‫ﺳﻨﺠﺶ‬ ‫ﺑﺮاي‬ ‫ﻣﺘﻌﺪدي‬ ‫ﻫﺎي‬ ‫ﺷﯿﻮه‬ ‫ﺗﺎﮐﻨﻮن‬ ‫ﻟﯿﮑﻦ‬
‫و‬ ‫داﻧﺸﻤﻨﺪان‬ ‫ﻣﯿﺎن‬ ‫در‬ ‫آن‬ ‫ﮐﺎرﺑﺮدﻫﺎي‬‫)ﻣﻨﺒﻊ‬ ‫اﺳﺖ‬ ‫ﻧﮕﺮﻓﺘﻪ‬ ‫ﺷﮑﻞ‬ ‫ﭘﮋوﻫﺸﮕﺮان‬http://www.brandmagazine.ir/BrandDictionary.aspx.(

16. ‫ﺗﺒﻠﯿﻐﺎت‬ ‫ﺑﺮاﺑﺮ‬‫ﮐﻤﯽ‬ ‫ﺗﺤﻘﯿﻘﺎﺗﯽ‬ ‫ﺗﻮﺟﻪ‬ ‫ﻣﻮرد‬‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬ ‫ارزش‬ ‫ﺑﺎﻓﺖ‬ ‫در‬1
‫اﺳﺖ‬ ‫ﺑﻮده‬‫وﻟﯽ‬ ،‫در‬ ‫ﮐﻪ‬ ‫اﺳﺖ‬ ‫ﺷﺪه‬ ‫داده‬ ‫ﻧﺸﺎن‬
‫اﯾﺠﺎد‬‫ﻫﺴﺘﻨﺪ‬ ‫ﻣﻬﻢ‬ ‫ﺑﺮﻧﺪ‬ ‫وﯾﮋه‬ ‫ارزش‬)‫اﺑﻌﺎدﺷﺎن‬ ‫ﮐﻪ‬‫ﻧﺸﺎن‬‫دﻫﻨﺪ‬ ‫ﻣﯽ‬‫ﺣﺪي‬ ‫ﺗﺎ‬‫اﻧﺪ‬ ‫واﺑﺴﺘﻪ‬ ‫ﻫﻢ‬ ‫ﺑﻪ‬.(‫ﯾﮏ‬ ‫از‬ ‫اﺳﺘﻔﺎده‬ ‫ﺑﺎ‬
‫ﺑﺪﯾﻊ‬ ‫ﺗﺒﻠﯿﻐﺎﺗﯽ‬ ‫اﺳﺘﺮاﺗﮋي‬2
‫ﺧﻼﻗﺎﻧﻪ‬ ،3
،‫ﻣﺘﻔﺎوت‬ ‫و‬‫ﺗﻮاﻧﻨﺪ‬ ‫ﻣﯽ‬ ‫ﺷﺮﮐﺘﻬﺎ‬‫آﮔﺎﻫﯽ‬‫از‬‫ﺑﺮﻧﺪ‬4
‫ﻣﺜﺒﺖ‬ ‫ادراﮐﺎت‬ ‫و‬5
‫را‬ ‫ﺑﻬﺘﺮي‬‫از‬
‫ﺑﺮﻧﺪﺷﺎن‬‫ﮐﻨﻨﺪ‬ ‫اﯾﺠﺎد‬.‫ﻫﺰﯾﻨﻪ‬‫ﺷﺪه‬ ‫اﺣﺴﺎس‬ ‫ﺗﺒﻠﯿﻐﺎﺗﯽ‬6
‫ﻧﯿﺰ‬‫ﺑﺮ‬ ‫ﻣﺜﺒﺘﯽ‬ ‫ﺗﺎﺛﯿﺮ‬‫اﮔﺮﭼﻪ‬ ،‫دارد‬ ‫ﺑﺮﻧﺪ‬ ‫از‬ ‫آﮔﺎﻫﯽ‬‫ﺟﺎﻟﺐ‬ ‫ﻃﻮر‬ ‫ﺑﻪ‬
‫ﮔﺬاري‬ ‫ﺳﺮﻣﺎﯾﻪ‬ ‫اﯾﻦ‬ ‫ﺗﻮﺟﻬﯽ‬7
‫ﺷﺪه‬ ‫ادراك‬ ‫ﮐﯿﻔﯿﺖ‬ ‫ﺿﺮورﺗﺎ‬8
‫ا‬ ‫را‬ ‫ﺑﺮﻧﺪ‬ ‫ﻫﺎي‬ ‫ﺗﺪاﻋﯽ‬ ‫و‬‫رﺗﻘﺎ‬.‫دﻫﺪ‬ ‫ﻧﻤﯽ‬
‫ﻣﻘﺎﻻت‬ ‫اﯾﻦ‬‫ﻣﺤﺮك‬ ‫ﻫﺎي‬ ‫ﺑﯿﻨﺶ‬‫ﺑﺴﯿﺎر‬‫ﻣﺘﻨﻮﻋﯽ‬9
‫در‬ ‫را‬‫ﺑﺎره‬‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫در‬ ‫داﻧﺶ‬ ‫ﻫﺎي‬ ‫ﭘﯿﺸﺮﻓﺖ‬.‫ﮐﻨﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻓﺮاﻫﻢ‬
‫ﮔﺴﺘﺮ‬‫ه‬10
،‫ﻧﻮﯾﺴﻨﺪﮔﺎن‬ ‫ﻫﺎي‬ ‫ﻣﻠﯿﺖ‬‫ﻣﺤﺪوده‬‫ﻋﻨﺎوﯾﻦ‬11
‫ﻫﺎي‬ ‫روش‬ ‫و‬‫ﺑﺮرﺳﯽ‬12
‫ﺷﺪه‬ ‫اﺳﺘﻔﺎده‬‫ﯾﮏ‬ ‫ﮐﻪ‬ ‫ﮐﻨﺪ‬ ‫ﻣﯽ‬ ‫ﻣﺸﺨﺺ‬
‫ﻓﺮﻫﻨﮓ‬‫ﺳﺎﻟﻢ‬ ‫و‬ ‫ﭘﺮﻃﺮاوت‬ ‫ﺗﺤﻘﯿﻖ‬13
.‫اﺳﺖ‬ ‫ﺑﻮده‬ ‫ﻣﺸﻬﻮد‬ ‫ﻟﻮﮔﺎﻧﻮ‬ ‫ﮐﻨﻔﺮاﻧﺲ‬ ‫در‬ ‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫زﻣﯿﻨﻪ‬ ‫در‬‫اﻣﯿﺪوارﯾﻢ‬ ‫ﻣﺎ‬
‫ﮐﻪ‬‫ﺑﺮﻧﺪ‬ ‫ﻣﺪﯾﺮﯾﺖ‬ ‫در‬ ‫اﻓﮑﺎر‬ ‫رﻫﺒﺮي‬‫اﯾﻦ‬ ‫ﻧﻈﯿﺮ‬ ‫ﺧﺎﺻﯽ‬ ‫ﻣﻮﺿﻮﻋﺎت‬ ‫و‬ ‫ﺟﻠﺴﺎت‬ ‫ﻃﺮﯾﻖ‬ ‫از‬‫ﺗﻮﺳﻌﻪ‬‫اش‬‫ﺗﺪاوم‬.‫ﯾﺎﺑﺪ‬
1
brand equity context
2
original
3
creative
4
brand awareness
5
positive perceptions
6
perceived advertising spend
7
investment
8
perceived quality
9
a wide variety of stimulating insights
10
the range of
11
the scope of topics
12
methodologies
13
a vibrant and healthy research culture

17. ‫ﺗﺮﺟﻤﻪ‬ ‫در‬ ‫ﺷﺪه‬ ‫اﺳﺘﻔﺎده‬ ‫ﻣﻨﺎﺑﻊ‬
1. http://en.wikipedia.org
2. http://www.brandmagazine.ir/Default.aspx
3. http://www.businessdictionary.com
4. Brodie, R.J. Ilic, A. Juric, B. & Hollebeek, L. (2013). Consumer engagement in a virtual
brand community: An exploratory analysis. Journal of Business Research, 66, 105–114.
5. Merrilees, B. Miller, D. & Herington, C. (2013). City branding: A facilitating framework
for stressed satellite cities. Journal of Business Research, 66, 37–44.
6. Morgan-Thomas, A. & Veloutsou, C. (2013). Beyond technology acceptance: Brand
relationships and online brand experience. Journal of Business Research, 66, 21–27.
7. Winther, J. (2012). Sound brand fit: A cross-modal study on perception of fit between
sound logos, visual logos and. Thesis for degree of degree of Master of Science in marketing
communication management. Copenhagen Business School.

18. ‫فا‬ ‫ه‬‫ميباشد‬‫فرمت‬ ‫كه‬PDF.‫است‬ ‫گرفته‬ ‫ار‬‫ر‬‫ق‬ ‫ان‬ ‫عز‬ ‫اختيار‬ ‫در‬
‫فرمت‬ ‫شده‬ ‫ه‬ ‫ت‬ ‫مقا‬ ‫يه‬ ‫ای‬‫شده‬ ‫يپ‬ ‫و‬ ‫ورد‬:‫اييد‬ ‫يک‬ ‫نظر‬ ‫مورد‬ ‫رشته‬ ‫روی‬
‫ت‬ ‫مقا‬ ‫دنلود‬ ‫ای‬‫شده‬ ‫ه‬‫ن‬ ‫اي‬‫ر‬‫فرمت‬PDF‫اينجا‬.‫اييد‬ ‫يک‬
‫ند‬‫ر‬ ‫و‬ ‫ر‬‫انسا‬ ‫علوم‬‫ه‬
‫مپيو‬‫و‬ ‫ش‬‫ستا‬‫ری‬‫يت‬ ‫مد‬‫ه‬
‫ق‬‫يک‬ ‫ف‬ ‫و‬ ‫ر‬‫اقتصاد‬‫صنع‬ ‫ا‬‫ر‬‫ط‬
‫نيک‬ ‫م‬‫كشاورزی‬‫اج‬ ‫علوم‬‫افيک‬‫ر‬‫گ‬
‫ان‬‫ر‬‫شي‬‫سيا‬ ‫علوم‬
‫معماری‬‫طبي‬ ‫منابع‬‫فلسفه‬
‫معدن‬‫شنا‬ ‫زيست‬
‫متالورژی‬ ‫و‬ ‫مواد‬‫زيست‬ ‫يط‬
‫صنايع‬ ‫ند‬‫هوافضا‬
‫نسا‬‫روانشنا‬‫لوژی‬‫و‬‫تكن‬ ‫نو‬
‫افيا‬‫ر‬‫جغ‬‫نو‬ ‫ای‬ ‫فناور‬