Applying a qualitative meta-composite approach in order to provide a brand repositioning model for companies active in the electricity industry

Subject Areas : Jounal of Marketing Management

babak roozbahani ¹ , S. Sarmad Saeidi ² , behrooz ghasemi ³

1 - Department of Commerce, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Commerce, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Department of Commerce, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2023-06-21 Accepted : 2024-01-27 Published : 2024-03-12

Keywords: Brand positioning, brand repositioning, brand repositioning strategies,

Abstract :

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.

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