ارائه الگویی از پیشرانهای برندسازی نوستالوژیک (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
بازارهای امروز عرصه رقابت محصولات نیست، بلکه صحنه رویارویی برندهای تجاری است. برندها می توانند یک پیوند عاطفی سالم را با مشتریان ایجاد کنند؛ به طوری که محرک احساس های آنها باشند. در این راستا، برندهای نوستالوژیک با توجه به تحریک حس لذت بخش گذشته احساس های بیشتری را در مصرف کنندگان برمی انگیزند و می توانند برای سازمان ها مزیت رقابتی پایدار را ایجاد کنند؛ بنابراین هدف از پژوهش حاضر ارائه الگویی از متغیرهای مؤثر بر برندسازی نوستالوژیک است که برای رسیدن به این هدف طی جست وجوهای انجام شده بین سال های 2000 تا 2023 تعداد 112 مقاله یافت شد و 29 مقاله برای تجزیه و تحلیل انتخاب و طی چندین بار باز بینی، سرانجام 23 متغیر شناسایی شد. در پژوهش حاضر برای کنترل کیفیت متغیرها با استفاده از تکنیک دلفی فازی و نظرهای 20 خبره غربالگری و 13 متغیر به عنوان مهم ترین متغیرها انتخاب و در 3 دسته عوامل (ویژگی های فردی، ویژگی های روانی و ویژگی های محصول) به صورت مدل مفهومی ارائه شد. سپس از تکنیک های دیمتل فازی برای تعیین شدت اثرگذاری و اثرپذیری و نیز از تحلیل شبکه فازی برای تعیین وزن و اهمیت عوامل و متغیرها استفاده شد. نتایج حاصل از دیمتل فازی نشان داد که متغیر «ویژگی های روانی» با مقدار 951/0 تأثیرگذارترین و «ویژگی های فردی» با مقدار 094/0- تأثیرپذیرترین عوامل است و بر اساس یافته های تحلیل شبکه فازی متغیر «ویژگی های فردی» با مقدار 439/0 بیشترین وزن و مهم ترین عامل و «ترجیح برند» با مقدار 159/0 مهم ترین متغیر است.Presenting a Model of Nostalgic Branding Drivers
Today's markets are no longer just arenas for product competition; they have become battlegrounds for commercial brands. Brands can forge strong emotional connections with customers by tapping into their emotions. Nostalgic brands, in particular, have the ability to evoke positive emotions in consumers by triggering fond memories, thereby offering organizations a sustainable competitive edge. This study sought to construct a model that outlines the factors influencing nostalgic branding. To achieve this, 112 articles published between 2000 and 2023 were reviewed, with 29 ultimately selected, leading to identification of 23 variables. To ensure quality, these variables underwent screening using the fuzzy Delphi method and were evaluated by 20 experts. Subsequently, 13 variables were deemed most crucial and were integrated into a conceptual model comprising 3 categories: individual, psychological, and product characteristics. Fuzzy DEMATEL techniques were then employed to gauge the influence and effectiveness of these variables. Furthermore, fuzzy network analysis was utilized to ascertain the weight and significance of the factors and variables. The findings from fuzzy DEMATEL revealed that "psychological characteristics" held the highest influence with a value of 0.951, while "individual characteristics" were the most affected with a value of -0.094. Additionally, according to the fuzzy network analysis, "personal characteristics" were deemed the most significant with a value of 0.439 and "brand preference" emerged as the most significant variable with a value of 0.159.
Introduction
In today's dynamic market landscape, organizations must swiftly discern consumer expectations and preferences to stay ahead of their competitors and ensure their survival. It is widely acknowledged that the emotional and sentimental aspects of products play a pivotal role in consumers' final product choices and the prices they are willing to pay. Consequently, organizations should prioritize principled branding, emphasizing the development of brands that not only meet emotional needs, but also foster deep emotional connections with consumers, thereby establishing a robust bond with them.
In this context, nostalgic brands have the potential to address consumers' emotional and sentimental needs by evoking past memories, leading to heightened brand affection and reduced risk aversion during the product purchase process. The significance of nostalgic brands lies in their ability to infuse branding with a sense of nostalgia, eliciting emotional responses from the audience and engaging them on a psychological level. In today's fiercely competitive market environment, one of the foremost concerns for businesses is to ensure their survival and mitigate market share loss resulting from an oversupply relative to demand, a pressing issue in the current landscape. This research aimed to aid businesses in tackling this challenge by presenting a model outlining the variables that influence nostalgic branding. Therefore, the objectives of this study were as follows:
- Presenting a model delineating the variables that influence nostalgic branding
- Ascertaining the intensity of impact and susceptibility of variables affecting nostalgic branding
- Identifying the significance and priority of variables influencing nostalgic branding
Methods
The present research was practical in nature and fell within the research paradigm of mixed methods, encompassing both qualitative and quantitative approaches.
In the qualitative phase, the Meta-Synthesis technique was employed to identify variables and construct a model. Subsequently, in the quantitative phase, the Fuzzy Decision-Making Trial and Evaluation (Fuzzy DEMATEL) technique was utilized to determine the impact intensity and influenceability of the variables, while the Fuzzy Analytical Network Process (Fuzzy ANP) technique was employed to establish the weight and priority of the variables.
The Meta-Synthesis technique, a suitable qualitative method for reviewing prior research, was chosen to explore the variables influencing the subject of this study. This technique aligned with the study's objectives by allowing for the integration of findings from previous studies to identify variables for the development of a model in the realm of nostalgic branding.
In the Fuzzy DEMATEL technique, qualitative issues were translated into quantitative criteria for decision-making, enabling the calculation of quantitative relationships between multiple variables in a given problem. This technique assesses the intensity of the direct and indirect effects of variables on each other and categorizes the existing variables into cause and effect groups.
The Fuzzy ANP technique depicted as a network rather than a hierarchy illustrates the interaction and interdependence between variables in a problem, unveiling the overall impact of variables within the specified network. This technique compares variables pairwise to calculate their weights and subsequently ranks them based on these weights.
Findings
In this study, the following steps were undertaken to identify variables and construct a model using the Meta-Synthesis technique:
Formulation of research questions
Systematic examination of principles
Review and selection of relevant articles
Extraction of variables
Analysis and synthesis of variables
Quality control
Presentation of variables
Through these steps, 23 variables were extracted from the articles and subsequently categorized into 3 groups based on their similarities: psychological characteristics, individual features, and product features. Following quality control using the Fuzzy Delphi technique, 13 variables that influenced nostalgic branding were ultimately selected to form the model.
To assess the impact intensity and influenceability of factors and variables, they were initially encoded, leading to the formation of the Fuzzy Decision Intensity Matrix. Subsequently, the Fuzzy Relative Intensity Matrix of direct and indirect relationships was derived. Ultimately, it was determined that among the factors, "psychological characteristics" held the highest influence with a value of 0.951 and the highest priority in penetration, while "individual features" was the most influenced factor with a value of 0.094.
In a descending order, "psychological characteristics", "product features", and "individual features" were found to be the most penetrating factors. To determine the weight and importance of factors and variables, the Fuzzy Relative Intensity Matrix of direct and indirect relationships was normalized to create a weighted Fuzzy Supermatrix. Following normalization, the limit matrix was established, from which the weights and importance of factors and variables were derived. Consequently, "individual features" emerged with the highest weight at a value of 0.439 making it the most influential factor, while "brand preference" was identified as the most effective variable in nostalgic branding with a value of 0.1591.
Conclusion
Leveraging nostalgia in branding has the potential to evoke emotions in the audience, engaging them on a psychological level and fostering a sense of intimacy with the brand. This, in turn, contributes to a more enduring perception of the brand in individuals' minds. Brands incorporating nostalgic elements serve as potent communication tools for marketers, playing a significant role in customer interaction. Therefore, the primary aim of this research was to develop a model outlining the factors influencing nostalgic branding. To achieve this objective, the Meta-Synthesis technique was employed followed by the utilization of the Fuzzy DEMATEL technique to assess the impact intensity and influenceability of the variables and the Fuzzy ANP technique to determine the weights and importance of the variables.
After completing various stages and screening the variables through the implementation of the Meta-Synthesis technique, 13 variables were presented in 3 categories: Individual features, psychological characteristics, and product features, forming a comprehensive conceptual model.
In the application of the Fuzzy DEMATEL technique to evaluate the impact intensity and influenceability, the variables were categorized into 3 groups: individual features, psychological characteristics, and product features. Following a series of stages, it was established that among the factors, "psychological characteristics" held the highest effectiveness value of 0.951, signifying its paramount influence and guiding role within the system. Consequently, it played the most significant role among the influential factors. Conversely, "individual features" exhibited an influenceability value of 0.094, positioning it as the most influenced factor. In employing the Fuzzy ANP technique to determine the weights and importance of factors and variables, "individual features" emerged with the highest weight at 0.439, establishing it as the most crucial factor, while "brand preference" held a weight of 0.159, signifying its significance as the most crucial variable.
Acknowledgment
We would like to express our sincere appreciation to Toosan Moharekeh Shargh Manufacturing and Industrial Company and Islamic Azad University, Semnan branch, for their invaluable material and spiritual support in conducting this research as part of a post-doctoral dissertation in the field of business management.
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