التسويق الرجعي كمحدد لأبعاد الوزن النسبي للعلامة بين أجيال Baby Boomers وGeneration X وMillennials دراسة تحليلية مقارنة

نوع المستند : المقالة الأصلية

المؤلفون

1 قسم الاعلام والعلاقات العامة-كلية الاعلام-جامعة العلوم الحديثة والآداب MSA - الجيزة- مصر

2 قسم الإعلان والعلاقات العامة، كلية الاعلام، جامعة العلوم الحديثة والآداب

المستخلص

بدأ في السنوات الأخيرة ظهور لبعض المفاهيم والتقنيات الجديدة في مجال صناعة التسويق، من بينها مفهوم Retro-marketing أو التسويق الرجعي، والذي يشير إلى إحياء منتج أو خدمة من فترة تاريخية سابقة، مع ظهور هذه الاستراتيجية التسويقية الجديدة، أُثيرت أسئلة حول فعالية استراتيجية التسويق الرجعي في مدى تأثيرها على الوزن النسبي للعلامة. في إطار نموذج Keller للوزن النسبي للعلامة، تعتزم هذه الدراسة من خلال المقابلات المتعمقة اكتشاف دور استراتيجية التسويق الرجعي في تحقيق أبعاد الوزن النسبي للعلامة بين ثلاثة أجيال مختلفة: baby boomers، وGen X، وMillennials. كشفت النتائج عن وجود تأثير جدير بالملاحظة لاستراتيجية التسويق الرجعي على الوزن النسبي العلامة بين baby boomers وGen X، في حين أظهرت تأثيرًا طفيفًا على جيل الألفية.

الكلمات الرئيسية

الموضوعات الرئيسية


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