دانلود رایگان مقاله انتقال به برندهای متناوب پس از شکست شرکت – سال 2019
مشخصات مقاله:
عنوان فارسی مقاله:
زندگی پس از مرگ برند: انتقال به برندهای متناوب پس از شکست شرکت
عنوان انگلیسی مقاله:
Brand afterlife: Transference to alternate brands following corporate failure
کلمات کلیدی مقاله:
روابط مصرف کننده و برند، شکست شرکت، ورود به بازار، مطالعه زمینه، سرزنش، ادراکات مصرف کننده
مناسب برای رشته های دانشگاهی زیر:
مدیریت – اقتصاد
مناسب برای گرایش های دانشگاهی زیر:
مدیریت کسب و کار – بازاریابی – اقتصاد پولی
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Outline
Highlights
Abstract
Keywords
۱٫ Theoretical foundations
۲٫ Method
۳٫ Findings
۴٫ Discussion
Acknowledgment
Appendix A. Photos of Georgie Pie restaurants
References
قسمتی از مقاله انگلیسی:
Abstract
When companies fail and withdraw their brands from the marketplace, consumers may retain positive affect and abiding loyalty to discontinued brands. This research, anchored in the extant brand relationship literature, introduces the concept of transference from psychiatry to explore the ways in which consumers’ continuing relationships with a defunct brand impact the relational trajectories with competing and substitute brands in the marketplace. A unique study was conducted in New Zealand. The Georgie Pie brand was purchased and killed by McDonald’s, leaving distraught consumers and room for a new competitor, Burger King, to enter the marketplace. The ways in which competitors replaced Georgie Pie differed by geographic region, and an analysis by region revealed that, under the right market conditions, transference of allegiance from the dead brand to competitor alternatives is possible, even toward the corporation deemed guilty for the failure of the beloved brand.
“I can remember being very upset and confused to [sic] the discontinuation of Georgie Pie. I was at a loss, as a big part of my childhood memories was gone forever. I even used to always look at the building where it used to be situated and feel sad and resent the new restaurant there (even though it had nothing to do with the discontinuation of Georgie Pie [Burger King]). McDonalds tried to be Georgie Pie’s replacement, but I never got as attached. This could have been due to the fact that it was them that had bought out Georgie Pie which made me dislike their ideals, and the McDonalds brand more so.”
