نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری مدیریت بازرگانی (بازاریابی)، گروه مدیریت دانشکده ادبیات و علوم انسانی، دانشگاه آزاد اسلامی واحد همدان، همدان، ایران
2 استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه، ایران
عنوان مقاله [English]
One way to influence the customer is to create an appropriate image of the brand in the minds of the customer. Therefore, the present study addresses the design and explanation of the brand image model in the life curve of electronic products based on the data theory of the foundation. In terms of the purpose of this research, in terms of data, data is the foundation and in terms of the method of implementation, it is qualitative. The statistical population consisted of all experts and academic experts, among whom 13 were selected using snowball sampling method. The interview was used to collect information. Data analysis was performed using Foundation Data Analysis method in three stages of open, axial and selective coding. The results show that for the design and explanation of the mental image model in the product life curve, five theorems obtained based on the paradigm model are needed. 1. The causal conditions include: satisfaction, modernity, and communication, affect brand image creation. 2. The central conditions include brand attitude and brand personality in creating a brand image of the brand. 3. Subjective conditions include: Political, economic, social and cultural factors affect the brand image of the brand. 4. Interceptive factors include: Product life cycle, Customer, Trust and Satisfaction of brand image creation; and 5. Strategic conditions including: loyalty, competitors, emphasis on advertising, technology and marketing, have an impact on brand image creation. .