دوره 27، شماره 1 - ( 3-1400 )                   دوره 27 شماره 1 صفحات 134-103 | برگشت به فهرست نسخه ها

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sahli F, Alidousti S. Conceptualization of the Libraries’ Brand Based on a Systematic Literature Review. Research on Information Science and Public Libraries 2021; 27 (1) :103-134
URL: http://publij.ir/article-1-2251-fa.html
سهلی فرزانه، علیدوستی سیروس. مفهوم‌سازی برند کتابخانه‌ها بر پایه مرور نظام‌مند پژوهش‌ها. تحقیقات اطلاع‌رسانی و كتابخانه‌های عمومی. 1400; 27 (1) :103-134

URL: http://publij.ir/article-1-2251-fa.html


پژوهشگاه علوم و فناوری اطلاعات ایران (ایرانداک) ، alidousti@irandoc.ac.ir
چکیده:   (2173 مشاهده)
هدف: هدف از این پژوهش شناسایی مفهوم برند برای کتابخانه‌ها بر پایه مرور نظام‌مند پژوهش‌هاست.
روش: این پژوهش با استفاده از روش مرور نظام‌مند و بر پایه نُه گام «مرکز مرور و نشر خدمات ملی بهداشت (اناچاس)» است. آثار علمی (مقاله، پایان‌نامه، و رساله) با موضوع برندسازیِ کتابخانه‌ها در ده پایگاهداده فارسی و هفت پایگاهداده جهانی جست‌وجو شد. آثار بازیابیشده، ارزیابی کیفیت و سرانجام 36 منبع انگلیسی و سه منبع فارسی تحلیل شدند. نتایج پژوهش بر پایه روش کرسول و میلر (2000) و با کاربرد روش‌های تبادل نظر با همتایان، ممیزی، و تعامل بلندمدت در بافت، روایی‌سنجی شدند. برای بررسی پایایی نیز روش‌ گیبس (2007) به کار رفت.
یافته‌ها: برند کتابخانهها با 11 بُعد هویت برند، تداعی برند، آگاهی برند، تصویرسازی برند، همخوانی برند، کیفیت برند، اعتبار برند (تخصص برند و اعتماد برند)، برتری برند، و وفاداری رفتاری مفهوم مییابد.
اصالت/ارزش: دنیای بازاریابی و برندسازی پیچیده است و نمی‌توان از مدیران و کتابداران انتظار داشت که بدون آموزش یا مطالعه، با این مفاهیم آشنا باشند و بتوانند در مسیر درست بازاریابی و برندسازی پیش روند. این پژوهش نخستین پژوهشی است که برند را برای کتابخانه‌ها مفهوم‌سازی کرده است. نتایج پژوهش می‌تواند راهنمای خوبی برای درکی آسان از مفهوم برند و اهمیت آن برای کتابخانه‌ها، مدیران، و کتابداران باشد.
متن کامل [PDF 1319 kb]   (951 دریافت)    
نوع مطالعه: كيفي | موضوع مقاله: مطالعات مديريتي
دریافت: 1399/5/7 | پذیرش: 1399/8/12 | انتشار: 1400/3/10

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