طراحی مدل کهن الگوهای تکوین پیشین نام‌ و نشان

این پژوهش با هدف طراحی مدل پیشایندهای سازندۀ کهن ‌الگوهای نام‌ و نشان به صورت مقطعی در طی سال‌ های 1399 و1400 در شهرهای همدان، قزوین، سنندج و کرمانشاه انجام شد که از لحاظ هدف، بنیادی و کاربردی، از لحاظ روش، توصیفی پیمایشی، از لحاظ نوع دادهل‌ ها، تحقیقی آمیخته است. پس از 12 مصاحبه عمیق نیمه‌ساختاریافته برای هر نام‌ونشان با صاحبان و مدیران نام‌ونشان‌های معتبر و اساتید بازاریابی به روش پدیدارشناسی و کدگذاری با استفاده از نرم افزارmaxqda12 مجموعه‌ای از ویژگی ‌ها با کارکرد پیشایندهای کهن‌الگوی همان نام‌ونشان استخراج و براساس کدها پرسشنامه ‌ها طراحی و به صورت جداگانه در بین 201 نفر از مشتریانی که مصرف ‌کننده نام‌ونشان بوده و حداقل ده سال نسبت به نام‌ونشان وفاداری نگرشی یا رفتاری داشتند، توزیع و داده‌ ها جمع‌ آوری شد. با استفاده از روش کدگذاری از 137 مصاحبه، 2316 کد شامل 457 کد فرعی، 79 کد نیمه‌فرعی و 12 کد اصلی استخراج شد، سپس 12 پرسشنامه طراحی و جمعاً 2412 پرسشنامه برای 12 نام‌ونشان منتخب تکمیل شد. پیشایندهای سازنده هر یک از 12 کهن‌الگوی یونگ در بازاریابی از درون داده ‌ها استخراج گردید. برای هر نام‌ونشان پیشایندها از مصاحبه‌ ها و پرسشنامه‌ ها به دست آمد. با توجه به پیشایندهای حاصل از پژوهش می‌ توان اظهار داشت کهن‌الگوها در شکل ‌گیری نام‌ونشان شما تاثیر بسزایی دارند.

designing a model of antecedent’s archetypes brand formetive

introduction: this research was conducted with the aim of designing model of antecedents’ archetypes brand formetive cross-sectionally during the years 1399 to 1400 in the city of hamadan, qazvin, sanandaj and kermanshah.methodology: this research is a field research in terms of its fundamental and practical purpose, in terms of descriptive survey method, in terms of the type of research data, and in terms of place and time of implementation. after 10 to 12 in-depth semi-structured interviews for each brand with the owners and managers of reputable brands and marketing professors using the phenomenology and coding method using maxqda12 software, a series of features were extracted as archetypal antecedents of the same brand and based on the codes, questionnaires were designed and individual forms were distributed among 201 customers who were consumers of the brand and had at least ten years of attitudinal or behavioral loyalty to the brand and collected data. due to the non-normality of the research data in the kolmogorov-smirnov test, confirmatory factor analysis and structural equation tests were used using spss and smart pls software. after confirming the reliability, convergent and divergent validity, the quality or validity of the model is checked and at the end the test of the overall model of the research is conducted, which shows the appropriate fit of the model and the model presented by the researcher is approved. to extract the antecedents archetypes brand formetive, considering brands that have a subconscious collective, were selected for apple brand creator archetype, xbox brand magician archetype, pepsi brand jester archetype, jeep brand explorer archetype, diesel brand outlaw archetype, rolex brand ruler archetype, sony brand sage archetype, chanel brand lover archetype, coca cola brand innocent archetype, gap brand everyman archetype, nike brand hero archetype, niva brand caregiver archetype. based on the model obtained from the research, a series of characteristics were extracted as the antecedents of the archetype of each brand.discussion and results: using the coding method, 2316 codes including 457 sub-codes, 79 semi-sub-codes and 12 main codes were extracted from 137 interviews, then 12 questionnaires were designed and a total of 2412 questionnaires were distributed for 12 selected brands in the distribution research and the findings were analyzed. and finally, the formetive antecedents of each of jung’s 12 archetypes in marketing were extracted from the data. for each brand separately, a series of factors were obtained from the interviews and questionnaires as the antecedents of the same brand, which indicated and confirmed the specific archetype of the same brand and fulfilled the purpose of the research. for example, the findings of the research show that the antecedents archetypes formetive: different thinking, creative and passionate, transforming ideas into reality, innovative and impactful, with quality and a long history, smiling and funny, easy life, challenging other brands, fear of boredom, reminder of happy moments, clever, funny, playful and irresponsible, lovely, gaining new experiences, looking for a better world, overshadowing the borders, enjoy your discovery, away from limitation, a better and more real life, youthful, adventurer, complex personality, luxury, a different and new appearance, make the world a better place, destroying traditions, a successful commander in challenging conditions, desire to help the world, dominance and control, constructive, discover new parts, decoder of clues and solver of the riddle of existence.