شناخت و فهم پدیدۀ قبیله گرایی برند، تحلیل عناصر پیشایندی و پسایندی با روش FCM (مطالعۀ موردی: شرکت های صنعت پوشاک) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
هدف اصلی پژوهش حاضر شناسایی عناصر پیشایندی و پسایندی مفهوم قبیله گرایی برند و سپس تحلیل آنها با استفاده از روش نقشه شناختیِ فازی است. پژوهش حاضر از نظر هدف و نحوه گردآوری اطلاعات به ترتیب کاربردی و توصیفی-پیمایشی و از لحاظ نوع شناسی در زمره پژوهش های آمیخته با رویکرد کیفی و کمّی در پارادایم قیاسی-استقرایی است. جامعه آماری پژوهش خبرگان آشنا با موضوع، یعنی استادان دانشگاه حوزه مدیریت، مدیران منابع انسانی و مدیران بازاریابی است که 25 نفر از آنها بر اساس اصل کفایت نظری و با استفاده از روش نمونه گیری هدفمند انتخاب شده اند. ابزار گردآوری اطلاعات در بخش کیفی پژوهش، مصاحبه نیمه ساختاریافته و در بخش کمّی نیز پرسشنامه است که روایی و پایایی آنها به ترتیب با استفاده از نسبت روایی محتوایی و آزمون کاپای-کوهن و نیز با استفاده از روایی محتوایی و پایایی باز آزمون تأیید شده است. در بخش کیفی، داده های به دست آمده از مصاحبه با نرم افزار مکس کیو دی ای و روش کدگذاری تحلیل و پیشایندها و پسایندهای قبیله گرایی برند نیز شناسایی شد. سپس در بخش کمّی پژوهش با استفاده از روش نقشه شناختی فازی، مدل روابط علّی قبیله گرایی برند ارائه و مهم ترین عوامل پیشایندی و پسایندی قبیله گرایی برند نیز مشخص شد. یافته های پژوهش نشان داد که وفاداری به برند، ارتقا برند و بازاریابی بشارتی از عوامل مؤثر بر قبیله گرایی برند و عشق به برند، وابستگی به برند و ارزش لذت جویی نیز از مهم ترین پیامدهای قبیله گرایی برند هستند.Recognizing and Understanding the Brand Tribalism; Providing a FuzzyCognitive Mapping of the Generating Factors Using the FCM Method
The main aim of the present study is to identify the antecedent and consequence elements of the concept of brand tribalism and then analyze them using the fuzzy cognitive mapping method. In terms of the purpose and method of gathering the data, the current research is applied and descriptive-survey, and in terms of typology, it is among mixed studies with a qualitative and quantitative approach in the deductive-inductive paradigm. The statistical population of the research is experts familiar with the subject, 25 of whom were selected based on the principle of theoretical adequacy and using the targeted sampling method. In the qualitative part of the research, semi-structured interviews, and in the quantitative part, a questionnaire were used. The validity and reliability of the questionnaire were determined by using the CVR coefficient, the Kappa-Cohen test, retest reliability, and content validity. In the qualitative phase, the qualitative data obtained from the interview using MAXQDA software and the coding method were analyzed. Then, in the quantitative part of the research, using the FCM method, a fuzzy map of brand tribalism was presented and the most important antecedent and consequent factors of brand tribalism were identified. The research findings confirm that brand loyalty, brand promotion, and marketing evangelism are effective factors in brand tribalism. In addition, brand love, brand affiliation, and hedonic value are the most important consequences of brand tribalism. IntroductionRapid changes create a new world where information is transferred quickly and people are culturally closer to each other (Abeysekera, 2021). Based on this, due to cultural proximity and the fluid flow of information, most markets have matured. For this reason, new customers are difficult to get, so organizations are in great need of new marketing strategies that have the most effectiveness with the lowest cost (Sadeghi & Arab-Nejad, 2015). One of the most recent concepts in the field of marketing is brand tribalism, which refers to an effective customer-oriented social advertising strategy (Tsiotsou, 2013). In the world of marketing, the discussion of brand tribalism is a big challenge for companies, because the process of creating brand tribalism involves creating a network of people who are interested in the brand, communicate with each other, and as a result, share their feelings and opinions about the brand among members of a group or tribe (Dionisio et al., 2008). Brand tribalism allows group members to share their personal experiences and feelings related to the brand (Taute & Sierra, 2014). According to the definition by Muniz and O'Guinn (2001), brand tribalism refers to a social entity that reflects the role and position of brands in the daily life of customers, and it is considered a way to connect the customer to the brand and the customer to the customer. In addition to what has been said, in advertising platforms such as Instagram and various virtual networks, due to having the option to join advertising groups, using the benefits of brand tribalism has become an important necessity in today's very competitive market. Therefore, according to what has been said, the present research aims to determine, firstly, the factors that cause brand tribalism, and secondly, the most important consequences of using the concept of brand tribalism in the marketing plans of companies. MethodologyIn terms of method, this research is mixed based on a qualitative and quantitative research design. The current research is classified as survey research from the point of view of its practical purpose and in terms of the data collection method. The statistical population of this research is experts familiar with the subject under study, 25 of them have been selected as sample members using the purposeful sampling method based on the principle of theoretical saturation. The sample members are university professors, human resource managers, and marketing managers of textile and Zagros Posh companies, which are active as two large and active companies in the field of clothing. The tool for collecting information is an interview in the qualitative part and a questionnaire in the quantitative part. In this way, qualitative data were first collected using the opinions of 25 experts and up to the point of theoretical saturation of information, and then they were analyzed with Maxqda software and content analysis and coding method. The validity and reliability of the data collection tool have been confirmed in the interview section using the content validity ratio and the Kappa-Cohen test and in the questionnaire section using the content validity and retest reliability. In the next step, quantitative data were analyzed using the fuzzy cognitive mapping method. Cognitive maps are oriented graphics for representing causal relationships between several objects or concepts. In other words, fuzzy cognitive maps with system descriptions by modeling signs of causality that indicate a positive or negative relationship derived from fuzzy values and the sequence and hierarchy of cause and effect relationships can be a guide for analysts and decision-makers to an easy, accurate, and comprehensive understanding of complex systems. FindingsThe findings of the present research are based on the analysis of antecedent and consequent elements of the concept of brand tribalism and their prioritization. Based on the results obtained from the qualitative part of the study, the identified antecedents of brand tribalism are hedonic value, social prestige value, special brand value, value-creating activities, common feelings, common prejudices, brand dependence, brand love, collective identification, and brand discourse power. Also, the identified consequences are brand tribalism, brand support, word-of-mouth advertising, brand loyalty, brand trust, evangelistic marketing, increasing competitiveness and market share, appropriate positioning and positive customer mentality, brand promotion, improvement of brand social power, and brand association. ConclusionsThe results of the research in the quantitative part showed that among the antecedent factors of brand tribalism, brand love with indegree 11/91, outdegree 11/31, and centrality 23/22 has been identified as the most important factor among the antecedent factors, and after that hedonic value, brand dependence and special value of the brand were identified as other important factors, respectively. Also, among the consequences of brand tribalism, brand loyalty with indegree 10.98, outdegree 11.45, and centrality 23.76 was identified as the most important determinant of brand tribalism. Next, evangelism marketing, brand promotion, and brand support were identified as other important consequences of brand tribalism.
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