شناسایی و طبقه بندی عوامل موثر بر انتخاب نشان سیاسی با تاکید بر انتخابات ریاست جمهوری 1392

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیات علمی دانشگاه شیراز

2 دانشجوی دکتری مدیریت سیستم (مدرس دانشگاه پیام نور تهران)

3 کارشناس ارشد مدیریت بازرگانی

4 دانشجوی دکتری مدیریت بازرگانی، دانشگاه علم و صنعت

چکیده

پژوهش­ حاضر با رویکردی توصیفی/ پیمایشی و با هدفی کاربردی به بررسی عواملی که می‌تواند بر انتخاب نشان های سیاسی از جانب رای­دهندگان موثر باشد، پرداخته است. 560 پرسشنامه در میان کسانی که تصمیم داشته­ اند در انتخابات ریاست ­جمهوری 1392 شرکت کنند در سه شهر تهران، شیراز و رشت توزیع گردید. در سنجش روایی پرسشنامه از روش روایی ظاهری/ محتوایی و برای تعیین پایایی آن از روش آلفای کرونباخ ‌(79%) استفاده شد. یافته­ها نشان داد که مهم­ترین عوامل موثر در انتخاب برند سیاسی رییس­جمهور، شامل ویژگی‌هایی همچون قانون­مداری، مشورت­پذیری، نقدپذیری، سخنرانی در میان اقشار مختلف جامعه و برگزاری جلسه رودررو با مردم می‌گردد. همچنین نتایج نشان داد که از نظر بزرگ­ترین خوشه رای ­دهندگان عواملی مانند درک نیاز مردم، تخصص کاری و قدرت بیان و توانایی در سخنرانی دارای بیشترین اهمیت و ویژگی‌هایی همچون ظاهر نامزد ‌(پوشش، چهره و فیزیک بدنی)، حزب یا گروهی که نامزد به آن تعلق دارد و دارا بودن شعار یا نماد متمایز از سایر نامزدها کم­ترین اهمیت را در انتخاب رییس ­جمهور داشته است.

کلیدواژه‌ها


عنوان مقاله [English]

Identifying and Categorizing the Factors Influencing Political Brand Choice: emphasizing 2013 Iranian presidential election

نویسندگان [English]

  • Abolghasem Ebrahimi 1
  • Seyed Moslem Alavi 2
  • Mahdi Najafi Siahroodi 3
  • Alireza Mosayebi 4
چکیده [English]

As an applied study, the current survey has investigated the factors influencing political brand choice by voters. 560 questionnaires were distributed among those who had decided to attend in 11th Iranian presidential election in three large cities including Tehran, Shiraz and Rasht. Face validity approach was used to test the validity. For testing the reliability of the questionnaires, Alpha Cronbach (79%) was applied. Findings showed that the most important factor influencing the choice of president brand possesses some characteristics including law-abiding, acceptance of criticism, seeking consultancy, and speech in public and holding some face to face meetings with people. Also other findings revealed that in the view point of the largest cluster of voters, variables such as well understanding of people needs, expertise, power of utterance and the ability to speech has the highest importance and attributes like as candidate appearance (cloths, face and body physics), candidate party and having a distinctive symbol or slogan has the lowest importance in choosing president brand.

کلیدواژه‌ها [English]

  • Political Marketing
  • personal brand
  • political brand
  • president election
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