شناسایی عوامل کلیدی موفقیت در پیاده سازی هویت جنسیتی برند با در نظر گرفتن جامعه مصرف کننده با روش FCM (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
کلید مدیریت و توسعه برند، فهمیدن و شناخت این مسئله است که مشتریان به دنبال چه مزیت هایی هستند. در این بین توجه به مفهوم هویت جنسیتی برند و عوامل مؤثر در پیاده سازی آن (به عنوان راه حلی اساسی برای کسب رضایت مشتریان که امروزه متوقع تر از دیروز هستند و فقط به دنبال مزایای کارکردی نیستند، بلکه به دنبال مزایای ناملموسی نیز هستند) یک ضرورت است؛ بنابراین پژوهش حاضر با هدف شناسایی عوامل کلیدی موفقیت در پیاده سازی هویت جنسیتی برند و نیز با در نظر گرفتن جامعه مصرف کننده انجام شده است. پژوهش حاضر از لحاظ روش آمیخته و بر مبنای پژوهش کیفی و کمّی، از نظر هدف کاربردی و از حیث روش گردآوری داده ها از نوع پیمایشی و اکتشافی است که فلسفه پژوهشی قیاسی-استقرایی دارد. جامعه آماری پژوهش خبرگان (مدیران بازاریابی صنعت پوشاک) است که اعضای نمونه آن با استفاده از روش نمونه گیری هدفمند و براساس اصل اشباع نظری انتخاب شده است. ابزار گردآوری داده ها در بخش کیفی مصاحبه و در بخش کمّی پرسشنامه است که روایی و پایایی مصاحبه پژوهش با استفاده از روش روایی محتوایی، روایی نظری و پایایی درون کدگذار میان کدگذار تأیید و روایی و پایایی پرسشنامه پژوهش نیز با روایی محتوایی و بازآزمون سنجیده شده است. در پژوهش حاضر برای تحلیل داده ها در بخش کیفی از روش تحلیل محتوا و کدگذاری و در بخش کمّی از روش نقشه شناختی فازی بهره گرفته شده است. یافته های پژوهش مشتمل بر شناسایی عوامل موفقیت در پیاده سازی هویت جنسیتی برند به تفکیک جوامع مصرف و اولویت بندی آنهاست. در نتایج پژوهش تناسب ظاهر و سبک، روابط احساسی و عاطفی برند، جزئی نگری و دلبستگی به برند به عنوان مهم ترین عوامل موفقیت برند های زنانه و دریافت ارزش های مبتنی بر قدرت و پرستیژ، دریافت نهایت مطلوبیت، انگیزه های کاربردی و کلی نگری به عنوان مهم ترین عوامل کلیدی موفقیت در پیاده سازی هویت جنسیتی برند در برند های مردانه شناسایی شد.Identifying the Key Success Factors in Implementing Brand Gender Identity Considering the Consumer Community Using the FCM Method
The key to managing and developing a brand is to understand what benefits customers are looking for. In the meantime, paying attention to the concept of gender identity of the brand and the effective factors in its implementation as a basic solution to obtain the satisfaction of customers who today are more expected than yesterday and are not only looking for functional benefits but also intangible benefits, is considered a necessity. Therefore, the current research was carried out with the aim of identifying the key factors of success in the implementation of the gender identity of the brand by considering the consumer society. This research is applied in terms of purpose and method of data collection. It is also a survey and exploratory study, which has a comparative and inductive research philosophy. The statistical population of the research is made up of clothing industry managers, whose sample members were selected using the purposive sampling method and the principle of theoretical saturation. The data collection instrument was the interview in the qualitative part and the questionnaire in the quantitative part. The validity and reliability of the instruments were analyzed using content validity and intra-coder inter-coder reliability for the interview and content validity and re-test reliability for the questionnaire, respectively. In this study, the content analysis and coding methods were used for the qualitative part of the study and the fuzzy cognitive mapping method was used for the data analysis for the quantitative part of the study. Research findings include the identification of success factors in the implementation of brand gender identity by consumer communities and their prioritization. Considering the results of the research, the appropriateness of appearance and style, emotional and emotional relationships of the brand, and details and attachment to the brand were identified as the most important factors for the success of women's brands. Obtaining values based on power and prestige, obtaining maximum benefits, practical motivations, and generalization were identified as the most important key factors in the implementation of the gender identity of men’s brands.
Introduction
Due to the emergence of resource and energy limitations in the 21st century and the increase in the number of businesses, the world has witnessed an increase in competition between organizations. Therefore, for survival and growth, organizations are forced to use their tangible and intangible assets effectively and effectively. In the meantime, one of the intangible and very important assets for any organization is the brand. In general, the brand is a name, phrase, term, sign, symbol, and design, or a combination of them, whose purpose is to introduce the work and services offered by a seller or a group of sellers to distinguish them from the products of competing companies. In terms of the nature of brands, some signs and characteristics show that they have personality, birth certificate, and gender just like living beings. Therefore, one of the basic and essential issues in the topic of brand and marketing management is the differentiation of brands due to having a gender or the gender identity of the brand. Brand gender identity refers to individual personality traits related to product masculinity and femininity, both of which can be associated with brands.
Methodology
This qualitative-quantitative research is based on a mixed methods approach, which in terms of research philosophy is included in the category of inductive comparative studies. Therefore, the current research is an exploratory study in terms of data collection. The statistical population of the current research is the experts in the related field of study, which consists of marketing managers of the clothing industry. Thirty 30 them were selected as sample members using the purposeful sampling method based on the principle of theoretical saturation. The reason for choosing the population and the statistical sample is that the concept of gender identity has a theoretical concept with a scientific and management origin. The selection of the sample should be done in such a way that all the theoretical and practical aspects of this concept are examined by the statistical sample. Therefore, a group of experts was selected as marketing managers of the clothing industry. The tool for collecting the data was a questionnaire, whose validity and reliability have been verified, respectively, using content validity and theoretical validity, intra-coder and extra-coder reliability. It is necessary to explain that since the current research is mixed research with an exploratory approach, first a qualitative study should be done and then a quantitative study should be conducted. Therefore, the qualitative data were analyzed using the opinions of 30 experts up to the point of data saturation and theoretical adequacy. Qualitative data were analyzed using Atlas.ti software and content analysis and coding method, and quantitative data were analyzed using the FCM fuzzy mapping method.
Findings
The current research was carried out to identify the key factors of success in the implementation of the gender identity of the brand by different consumption communities. The results of the current research include both quantitative and qualitative parts and identifying the key factors of success in the implementation of gender identity of the brand according to the consumption communities. In the qualitative part of the research, a set of key factors for the success of gender identity implementation in men's brands were identified including obtaining values based on power and prestige, obtaining maximum utility, practical motives, overview, seeking authority, brand competence, brand excitement, utilitarian view, brand boldness, and brand complexity. In addition, a set of key factors of success in implementing the brand's gender identity in women's brands were identified including appropriateness of appearance and style, emotional and emotional relationships of the brand, detailing of the brand, attachment to the brand, the visual content of the brand, creative appearance approaches, fashion orientation and creating fashion, brand social prestige value, brand enjoyment value, emotional and social motivations.
Conclusions
Based on the results of the study, out of the 20 identified factors, ‘appearance and style compatibility’ had the highest influence capacity (55/15) and the highest degree of centrality (46/27) as the most important key success factor in implementing the gender identity of the brand in women's brands. ‘Receiving values based on power and prestige’ with the highest influence capacity (11/91) and the highest degree of centrality (27/88) were identified as the most important key success factor in the implementation of brand gender identity in men's brands.
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