پیشایندها و پیامدهای اسکیزوفرنی برند (مورد مطالعه: صنعت خودرو کشور)

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 استاد، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

برند و هویت برند عاملی مهم در دستیابی شرکت‌ها به مزیت رقابتی است. عوامل مختلفی از جمله اسکیزوفرنی برند (شخصیت چندگانه برند) می‌توانند این مزیت را به یک خطر تبدیل کنند. هدف از انجام پژوهش شناسایی پیشایندها و پیامدهای اسکیزوفرنی برند است. این پژوهش از نظر هدف کاربردی، از نظر روش و چگونگی گردآوری داده‌ها توصیفی از نوع پیمایشی و از نظر نحوه اجرا از نوع پژوهش‌های آمیخته (کیفی و کمی) بشمار می‌رود. در این پژوهش از طرح اکتشافی دو مرحله‌ای استفاده شده است. این طرح زمانی استفاده می‌شود که به دلیل مهیا نبودن ابزار پژوهشی، پژوهشگر به تدوین چنین ابزاری نیاز دارد. جامعه آماری بخش کیفی، اساتید دانشگاهی آشنا با موضوع و در بخش کمی، مشتریان و پرسنل نمایندگی‌ها و کارخانه ایران خودرو شهر سمنان است. ابزار گردآوری داده‌ها در بخش کیفی، مصاحبه و در بخش کمی، پرسشنامه می‌باشد. داده‌ها با بهره‌مندی از مدلسازی معادلات ساختاری و نرم‌افزارهای PLS و SPSS تجزیه و تحلیل شد. نتایج نشان داد که سه عامل مدیریت نامناسب پرتفوی برند، عدم نهادینه‌سازی هویت برند در فرهنگ سازمانی و عدم ثبات هویت برند بعنوان پیشایندها و سه عامل تصویر ضعیف برند، عدم وفاداری به برند و عدم اعتماد به برند بعنوان پیامدهای اسکیزوفرنی برند شناسایی شده‌اند.

کلیدواژه‌ها


عنوان مقاله [English]

The Antecedents and Consequences of the Brand Schizophrenia (Case Study: Country Automotive Industry)

نویسندگان [English]

  • Davood Feiz 1
  • Zahra Ahmadi alvar 2
1 Prof. in Business Management, Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran
2 Ph.D. Student in Business Management, Faculty of Economic, Management, and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Brand and Brand Identity is an important factor in achieving competitive advantage. Various factors, including brand schizophrenia (brand multiple personality) can turn this advantage into a risk. The purpose of this study is to identify the antecedents and consequences of brand schizophrenia. The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method (qualitative and quantitative) in which the exploratory approach are implemented. In this research, a two-stage exploration plan has been used. This design is used when the researcher needs to develop such a tool due to the lack of research tools. The statistical population for the qualitative part of the study includes university professors familiar with the subject. The statistical population for the quantitative part of the study includes is the customers and personnel of the Iran Khodro of Agencies and Factory in semnan. The device of collecting data is for the qualitative part, the interview and in the quantitative part, questionnaire. Data were analyzed by PLS and SPSS soft ware's. The results showed that three factors of inappropriate management of brand portfolio, lack of institutionalizing brand identity in organizational culture, and instability of brand identity as antecedents and three factors of poor brand image, Lack of brand loyalty and lack of brand trust were identified as the consequences of Brand schizophrenia.

کلیدواژه‌ها [English]

  • Brand Identity
  • Brand Schizophrenia
  • Automobile Industry
  • Brand multiple personality
  • Brand portfolio
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