Identifying the drivers and drivers of entrepreneurial marketing for brand life cycle management with a meta-synthesis approach
Subject Areas : Jounal of Marketing Management
shahram raeissi
1
,
Mohammad Javad Taghipourian
2
,
مریم رحمتی
3
,
اعظم حاجی اقاجانی
4
1 - PhD Student in Entrepreneurship Management, Chalus Branch, Islamic Azad University, Chalus, Iran
2 - Assistant Professor, Department of Management, Chalus Branch, Islamic Azad University, Chalus, Iran
3 - Assistant Professor, Department of Management, Chalus Branch, Islamic Azad University, Chalus, Iran
4 - Assistant Professor, Department of Management, Chalus Branch, Islamic Azad University, Chalus, Iran
Keywords: Entrepreneurial marketing, brand life cycle management, brand rejuvenation, meta-synthesis.,
Abstract :
Brand equity is usually the only valuable asset for a company, and when certain aspects of brand equity are not managed properly, the brand is on the path of decline. Brands face various ups and downs throughout their lives and usually decline during the maturity period, which many organizations are unaware of and lose time. In order to increase the life of a brand, rejuvenation is one of the effective methods. Brand rejuvenation is adding value to a brand that currently exists, and this is done by improving its product features and current image. Various strategies can lead to brand rejuvenation. Brand life cycle management, especially in the decline stage, as the last stage of a brand's life cycle, has always been of special interest to managers in order to formulate and implement value-creating strategies. Of course, the effectiveness of the presented strategies depends on identifying the factors affecting brand decline. Entrepreneurial marketing is one of the effective strategies for brand rejuvenation and brand life cycle management in the present era. Many books and articles have examined the product life cycle, but in few articles, brand life cycle management has been explored, and in Iran and the world, there is no accepted framework for entrepreneurial marketing and identifying effective factors for brand life cycle management. The purpose of this article is to investigate the derivation of a conceptual model of entrepreneurial marketing for brand life cycle management using the meta-synthesis method. The necessity of this research is the short life of prominent brands and the subsequent waste of economic and social capital. The research method in this article is the meta-synthesis method, which, as one of the systematic review methods, analyzes the results and findings of previous researchers in the period from 2013 to 2023. The findings of this research are six driving factors and six supporting factors of entrepreneurial marketing for brand life cycle management, using the seven steps of the Sandelowski and Barroso method, and the qualitative research model was designed using MaxQED software. The results were classified in the form of concepts and open and axial coding, which after a complete review, ultimately the drivers of entrepreneurial marketing were identified as 6 components including acceptable technology, entrepreneurial government, entrepreneurial perception, creative mission-oriented organization, entrepreneurial insight and entrepreneurial analysis and 10 factors and 57 indicators, and the sons of entrepreneurial marketing for brand life cycle management were identified as 6 components including anti-market, self-sanction, perceptual illusion, anti-entrepreneurial personality, bubble analysis and external threats and 7 factors and 17 indicators. The results of this research can be used as one of the brand life cycle management strategies by brand owners.
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