نوع مقاله : مقاله مروری
نویسندگان
1 دانشجوی دکتری بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
2 دانشیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران
3 استادیار، گروه مشاوره و راهنمایی، دانشکده علوم تربیتی و روانشناسی، دانشگاه الزهرا، تهران، ایران
چکیده
این پژوهش بر آن است با شناسایی عوامل مؤثر در رابطه بین الگوی ذهنی مصرف کننده با آمیختگی با برند، به بررسی اهمیت الگوی ذهنی در رفتار مصرف کننده بپردازد. پژوهش‌های پیشین به صورت پراکنده به بررسی متغیرهای خاصی تحت عنوان میانجی یا تعدیلگر در رابطه با الگوی ذهنی مصرف کننده پرداخته اند. هدف پژوهش حاضر تحلیل و تجمیع یافته های قبلی و ارائه چارچوبی نسبتاً جامع جهت ریشه یابی رابطه الگوی ذهنی مصرف کننده با نوع آمیختگی برند است. از سوی دیگر، رابطه مطرح شده در هیچ یک از پژوهش های پیشین بررسی نشده است. بدین منظور، این پژوهش با بهره گیری از مبانی پارادایم تفسیری و رویکرد استقرایی و پیاده سازی روش فراترکیب اجرا شده است. جامعه آماری موردبررسی شامل تمامی پژوهش های صورت گرفته در حوزه الگوی ذهنی مصرف کننده با رویکرد آمیختگی با برند است. نمونه آماری از 76 پژوهش منتخب در این حوزه تشکیل شده است. در مرحله تجزیه وتحلیل یافته ها از فنون تحلیل مضمون بهره گرفته شد. درنهایت پس از تحلیل تمامی مقاله‌ها، تعداد 7 مقوله اصلی و 12 مقوله فرعی استخراج گردید. این مقوله ها عبارت اند از الگوی ذهنی مصرف کننده، نگرش برند، رابطه فرد با برند، ارزش ادراک شده، انگیزه استفاده از رسانه اجتماعی، شخصیت برند، و قصد خرید. خروجی های پژوهش حاضر می تواند تبیین گر مسیر پیشرو برای پژوهش های آتی باشد.
کلیدواژه‌ها
عنوان مقاله [English]
Effective Factors in Consumer Mindset Relationship with Brand Engagement: A Meta-Synthesis Approach
نویسندگان [English]
- Razie Zilaie 1
- Mohammad Ali Babaie Zakliki 2
- Abbas Abdollahi 3
1 Marketing Ph.D. student, management department, social science and economy faculty, Alzahra university, tehran. iran
2 Associate Professor, Department of Management, Faculty of Social and Economic Sciences, Al-Zahra University, Tehran, Iran
3 Assistant Professor, Department of Counseling and Guidance, Faculty of Educational Sciences and Psychology, Al-Zahra University, Tehran, Iran
چکیده [English]
This study intends to identify the factors affecting the formation of the relationship between consumer mindset and brand engagement, and therefore, investigate the importance of mindsets in consumer behavior field. Previous research that examined consumer mindset are scattered and mostly use a certain varible as moderator or mediater in relation with it. The aim of this study is to analyze and synthesise previous findings and provide a relatively comprehensive framework for rooting out the relationship between the consumer mindset and brand engagement. For this purpose, this study is carried out using the principles of interpretive paradigm and inductive approach and implementation of meta-synthesis strategy. The statistical population includes all researches in the field of consumer mindset with a brand engagement approach. The sample consists of 76 selected researches in this field. In the analysis phase, the content analysis techniques were used. Finally, after analyzing all studies, 7 main categories and 12 subcategories were extracted. These categories include consumer mindset, brand attitude, self-brand connection, perceived value, social media using motivation, brand personality, and purchase intention. The outputs of the present study can explain the leading path for future research.
کلیدواژه‌ها [English]
- Consumer Mindset
- Brand Engagement
- Consumer Behavior
- Meta-Synthesis
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