شناسایی و الویت بندی عوامل موثر بر موفقیت برندهای فعال در صنعت ساخت و ساز
محورهای موضوعی :
1 - ندارم
کلید واژه: موفقیت برند صنعت ساخت و ساز کنیک AHP فازی ,
چکیده مقاله :
با توجھ بھ اھمیت موفقیت برند در کسب و کارھا و بالخصوص در صنعت ساخت و ساز، این تحقیق با ھدف انجام ISM شناسایی و الویت بندی عوامل موثر بر موفقیت برندھای فعال در صنعت ساخت و ساز با بکارگیری روش 10 نفر از خبرگان کھ دارای سابقھ فعالیت در حوزه صنعت ساخت و ساز - شد. بدین منظور با استفاده از نظرات 15 یا دارای تحصیلات مرتبط با صنعت ساخت و ساز بوده اند مطالعھ عوامل اثر گذار موفقیت برند صنعت ساخت و ساز مورد بررسی قرار گرفتند وخبرگان درپرسشنامه شرکت نمودند55درصدمردان و 45درصد زنان تشکیل دادندومیزان تحصیلات کارشناسان ارشد بالاترین میزان درگروه تحصیلات تکمیلی ها را تشکیل دادند که در سنین 30تا42سال را تشکیل دادند و پس از پالایش نھایی وزن معیارھا مشخص شد؛ تقویت بنیھ ھای اقتصادی % 30 ، تقویت بنیھ ھای اقتصادی % 30 ، استفاده از ظرفیت ھای فرھنگی اجتماعی % 7، مواجھھ با تحریم ھا % 9 ، مدیریت صادرات % 5 ، اشتغالزایی % 12 ، اقتصاد دانش بنیان % 5 ، توسعھ فرھنگ کارآفرینی % 17 ، مدیریت بھینھ منابع . 6% ، اصلاح الگوی مصرف % 5 ، ھدف گرایی %
Considering the importance of brand success in businesses and especially in the construction industry, this research aims to Carrying out ISM, identifying and prioritizing factors affecting the success of active brands in the construction industry by using the method 10 of the experts have experience in the field of construction industry. For this purpose, using comments 15 or have had education related to the construction industry. Studying the factors influencing the success of the brand in the construction industry were investigated and the experts participated in the questionnaire, 55% were men and 45% were women. The level of education of the senior experts was the highest in the group of postgraduates who were between the ages of 30 and 42. And after the final refinement, the weight of the criteria was determined; Strengthening the economic foundations 30%, strengthening Economic bases 30%, use of social and cultural capacities 7%, confrontation with sanctions 9%, management Export 5%, job creation 12%, knowledge-based economy 5%, development of entrepreneurship culture 17%, resource management . 6%, modification of consumption pattern 5%, goal orientation 4%
ا ( .ح ،یلیلخ .ج ،ینایقدص یعاص .ح ،روپ 1390 هطبار یسررب .) شهوژپ .زیربت یمیشورتپ تکرش یراجت درکلمع و ینامزاس ینیرفآراک ی .یمومع تیریدم یاه
13128-121 .
( ناسحا ،ناریگجاب یدمحم .میرم ،لابقا .نیسح ،یچولب 1398 لدم ) یراتخاس یبای-تیلباق زا یریسفت یملع همانلصف .ایوپ طیحم رد نامزاس یتباقر تیزم رب رثؤم یاه
هرود .تیفیک و درادناتسا تیریدم 9 ناتسبات ،- یپایپ هرامش 32 رویرهش 1398 هحفص 46-69 .
( هنامس ،ینموف ناوخا و هزوریف ،یربکا یلع یجاح 1397 ) رهش ایسآ همیب : هعلاطم دروم( همیب تعنص رد رادیاپ یتباقر تیزم بسک اب دنرب هژیو شزرا نیب هطبار
.هعسوت و داصتقا ، تیریدم رد نیون یاه شهوژپ یللملا نیب سنارفنک نیموس،)تشر
( دمحم دیس رتکد ،رجاهم 1400 .رادیاپ یتباقر تیزم و یبایرازاب یاه یژتارتسا قیرط زا دنرب هژیو شزرا یشخبرثا شیازفا )
رابج .م ،یبایراف .ه ،یریصن ( .ی ،هداز 1394 لیدعت شقن ؛عیانص درکلمع دوبهب رب یراکمه رب ینتبم تاطابترا تاریثأت یسررب .) تیلباق یگدننک رازاب اب طبترم یاه
هعلاطم( هرامش ،مجنپ لاس .نیون یبایرازاب تاقیقحت .)ناجنز ناتسا یتعنص یاهدحاو ؛یدروم ی ( ،مراهچ ی 19 :) 53-72 .
Adjei, M.T., Noble, S.M. and Noble, C.H. (2010), “The influence of C2C communications in online brand communities
on customer purchase behavior”, Journal of the Academy ofMarketing Science, Vol. 38 No. 5, pp. 634-653.
Aggarwal, P. and McGill, A.L. (2012), “When brand seem human, do human act like brands? Automatic behavioral
priming effects of brand anthropomorphism”, Journal of Consumer Research, Vol. 39No. 2, pp. 307-323.
Ahearne, M., Bhattacharya, C.B. and Gruen, T. (2005), “Antecedents and consequences of customer-company
identification: expanding the role of relationship marketing”, Journal of Applied Psychology, Vol. 90 No. 3, pp. 574-585.
Anderson, E.W. (1998), “Customer satisfaction and word of mouth”, Journal of Service Research, Vol. 1 No. 1, pp. 5
17.
Antonetti, P. (2016), “Consumer anger: label in search of meaning”, European Journal of Marketing, Vol. 50 Nos 9/10,
pp. 1602-1628.
Aron, A., Mashek, D., McLaughlin-Volpe, T., Wright, S., Lewandowski, G. and Aron, E.N. (2005), “Including close
others in the cognitive structure of the self”, in Baldwin, M.W. (Ed.), Interpersonal Cognition, Guilford Press, New York,
pp. 206-232.
Bauer, R.A. (1968), “Consumer behaviors as risk taking”, in Kassarjian, H.H. and Robertson, T.S. (Eds), Perspectives
in Consumer Behavior, Scott Foresman and Company, Glenview, IL.
Belk, R. (1988), “Possessions and the extended self”, Journal of Consumer Research, Vol. 2, pp. 139-168.
De Toni, A. &Tonchias, S.,"strategic planning and firms competencies", international journal of operation and
production management, vol. 23, No. 9, 2003.
Dishman,P., Pearson, T. (2003), "assessing intelligence ass learning within an industrial marking group: a pilot study",
industrial marketing management, 32, pp. 615-620.
Elliott, R. (2004), “Making up people: consumption as a symbolic vocabulary for the construction of identity”, in
Ekstrom, K. and Brembek, H. (Eds), Elusive Consumption: Trackin New Research Perspectives, Berg Publishers,
Oxford, pp. 129-140.
Fionda, A.M. and Moore, C.M. (2009), “The anatomy of the luxury fashion brand”, Journal of Brand Management,
Vol. 16 Nos 5/6, pp. 347-363.
Hollebeek, L.D. (2011), “Demystifying customer brand engagement: exploring the loyalty nexus”, Journal of
Marketing Management, Vol. 27 Nos 7/8, pp. 785-807.
Hollebeek, L.D. and Chen, T. (2014), “Exploring positively-versus negatively-valenced brand engagement: a
conceptual model”, The Journal of Product and Brand Management, Vol. 23 No. 1, pp. 62-74.
Hoover, R.J., Green, R.T. and Saegert, J. (1978), “A Cross- National study of perceived risk”, Journal of Marketing,
Vol. 42No. 3, pp. 102-108.
Horta, I.M. and Camanho, A.S., 2014. Competitive positioning and performance assessment in the construction
industry. Expert Systems with Applications, 41(4), pp.974-983 .
Jackson, T. (2004), “A contemporary analysis of global luxury brands”, in Bruce, M., Moore, C. and Birtwistle, G.
(Eds), International Retail Marketing: A Case Study Approach, Elsevier Butterworth Heinemann, Oxford, pp. 155-169.
Lee, D., Kim, H.S. and Kim, J.K. (2011), “The impact of online brand community type on consumer’s community
engagement behaviors: consumer-created vs. marketercreated online brand community in online social-networking web
sites”, Cyberpsychology, Behavior, and Social Networking, Vol. 14Nos 1/2, pp. 59-63.
Lee, J., Park, D.H. and Han, I. (2008), “The effect of negative online consumer reviews on product attitude: an
information processing view”, Electronic Commerce Research and Applications, Vol. 7 No. 3, pp. 341-352.
43
1
هرامش ،
2
هرود
_______________________________
راک و بسک رد یدربهار تاعلاطم
15
:
Lee, M.S.W., Motion, J. and Conroy, D. (2009), “Anticonsumption and Brand avoidance”, Journal of Business
Research, Vol. 62No. 2, pp. 169-180.
Libai, B., Bolton, R., Bügel, M.S., de Ruyter, K., Götz, O., Risselada, H. and Stephen, A.T. (2010), “Customer
tocustomer interactions: broadening the scope of word of mouth research”, Journal of Service Research, Vol. 13 No. 3,
pp. 267-282.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. and Iacobucci, D. (2010), “Brand attachment and brand
attitude strength: conceptual and empirical differentiation of two critical brand equity drivers”, Journal of Marketing,
Vol. 74 No. 6, pp. 1-17.
Peñaloza, L. and Price, L.L. (1993), “Consumer resistance: a conceptual overview”, Advances in Consumer Research,
Vol. 20No. 1, pp. 123-128.
Prahalad, C.K. and Ramaswamy, V. (2004), “Co-creation experiences: the next practice in value creation”, Journal of
Interactive Marketing, Vol. 18 No. 3, pp. 5-14.
Rauschnabel, P.A. and Ahuvia, A.C. (2014), “You’re so lovable: anthropomorphism and brand love”, Journal of Brand
Management, Vol. 21No. 5, pp. 372-395.
Richter, A. and Koch, M. (2007), “Social software: status quo und Zukunft”, Fakf€ur Informatik, Univ. der Bundeswehr
M€unchen, pp. 1-49.
van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010), “Customer engagement
behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
van Doorn, J., Lemon, K.N., Mittal, V., Nass, S., Pick, D., Pirner, P. and Verhoef, P.C. (2010), “Customer engagement
behavior: theoretical foundations and research directions”, Journal of Service Research, Vol. 13 No. 3, pp. 253-266.
Vargo, S.L. and Lusch, R.F. (2016), “Institutions and axioms: an extension and update of servicedominant logic”,
Journal of the Academy of Marketing Science, Vol. 44 No. 1, pp. 5-23.
Varman, R. and Belk, R.W. (2009), “Nationalism and ideology in an anticonsumption movement”, Journal of
Consumer Research, Vol. 36No. 4, pp. 686-700.
Wilk, V., Harrigan, P. and Soutar, G.N. (2018), “Navigating online brand advocacy (OBA): an exploratory analysis”,
Journal of Marketing Theory and Practice, Vol. 26 Nos 1/2, pp. 99-116.
Wragg, T. (2004), “Nurturing brand advocates”, Brand Strategy, Vol. 187, pp. 36-37.
Yang, S., Lin, S., Carlson, J.R. and Ross, W.T. Jr (2016), “Brand engagement on social media: will firms’ social media
efforts influence search engine advertising effectiveness?”, Journal of Marketing Management, Vol. 32 Nos 5/6, pp. 526
557.
