بررسی نحوه شکل گیری ارزش ویژه برند مبتنی بر نمادگرایی فرهنگی برند در صنعت مواد غذایی (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
نمادگرایی فرهنگی برند به عنوان یکی از جنبه های اساسی ساختار هویت برند اهمیت بسیاری دارد. کسب وکارها در دنیای امروزه نه تنها به دنبال ارائه محصولات و خدمات باکیفیت هستند، سعی دارند با ایجاد یک هویت برجسته و قابل تشخیص ارتباط مؤثری با مشتریان خود برقرار کنند. در این راستا، نمادگرایی فرهنگی برند به عنوان یک ابزار بسیار مؤثر در ایجاد ارتباط عاطفی با مشتریان و تقویت هویت برند مورد توجه قرار می گیرد. این نمادها می توانند شعارها، لوگوها، رنگ ها، نقش ها و مفاهیم فرهنگی خاص باشند. هدف از نمادگرایی فرهنگی برند ایجاد ارتباط عمیق با مشتریان و تمایز برند از برندهای دیگر است. بر این اساس، هدف از پژوهش حاضر بررسی تأثیر نمادگرایی فرهنگی برند بر ارزش ویژه برند در صنعت مواد غذایی است. در این مطالعه برای بررسی عمیق تر این ارتباط نقش میانجی پرستیژ برند، اصالت برند و ارزش گذاری برند نیز مطالعه شده است. این پژوهش ازنظر هدف کاربردی و به لحاظ ماهیت جمع آوری اطلاعات توصیفی-پیمایشی است. ابزار گردآوری اطلاعات در پژوهش حاضر پرسشنامه بوده است که به روش در دسترس از 312 نفر از مصرف کنندگان صنعت مواد غذایی جمع آوری شده است. برای تجزیه وتحلیل اطلاعات از نرم افزارهایSPSS24 وSmart PLS3 استفاده شده است. یافته ها حاکی از آن است که نمادگرایی فرهنگی برند بر پرستیژ برند و اصالت برند اثرگذار است. همچنین، پرستیژ برند و اصالت برند با ارزش گذاری برند بر ارزش ویژه برند تأثیر معنادار دارند. به طور کلی، نتایج نشان می دهد که نمادگرایی فرهنگی برند می تواند با عواملی چون پرستیژ برند، اصالت برند و ارزش گذاری برند در ارتقای ارزش ویژه برند نقش داشته باشد.Investigating the Formation of Brand Equity Based on Brand Cultural Symbolism in the Food Industry
Brand cultural symbolism is a crucial element of brand identity. In today's competitive marketplace, businesses strive not only to deliver high-quality products and services, but also to forge meaningful connections with their customers by establishing a distinctive and recognizable identity. In this context, brand cultural symbolism serves as an effective tool for creating emotional connections with customers and enhancing brand identity. These symbols can include slogans, logos, colors, motifs, and specific cultural concepts. The goal of brand cultural symbolism is to foster a deep relationship with consumers while differentiating the brand from its competitors. This research aimed to examine the impact of brand cultural symbolism on brand equity within the food industry. Additionally, it investigated the mediating roles of brand prestige, brand authenticity, and brand valuation in this relationship. The study was applied in nature and employed a descriptive survey methodology for data collection. A questionnaire was administered to 312 consumers in Tehran using convenience sampling. Data analysis was conducted using SPSS24 and Smart PLS3 software. The findings indicated that brand cultural symbolism significantly influenced brand prestige and brand authenticity. Furthermore, both brand prestige and brand authenticity had a substantial effect on brand equity through brand valuation. The results suggested that brand cultural symbolism played a key role in enhancing brand equity by leveraging factors, such as brand prestige, brand authenticity, and brand valuation.IntroductionThis study investigated the impact of brand cultural symbolism on brand equity within the food industry. In today’s competitive landscape, brands influence consumer behavior not only through functional attributes, but also through cultural dimensions. Research has demonstrated that brands perceived as culturally authentic are often preferred by consumers as these brands resonate with their social and cultural values. The food industry serves as a powerful medium for conveying and reinforcing various cultural narratives. As a cultural industry that significantly shapes social identity and community culture, it provides an ideal context for exploring the concept of brand cultural symbolism. While previous studies have largely concentrated on the theoretical aspects of cultural symbolism, empirical research and modeling of these relationships—especially within the food industry—remain limited. Moreover, this study addressed gaps in the existing literature regarding the relationship between brand cultural symbolism and brand valuation. Drawing on theories of brand authenticity, particularly self-congruence theory, it examined how consumers tend to favor certain brands that align with their cultural identity. As consumers increasingly select brands based on their cultural identity and social values, brand cultural symbols—such as values, norms, and lifestyles—can significantly shape perceptions of brand authenticity and prestige. This research hypothesized that brand cultural symbolism not only contributes to the development of a positive brand image, but also enhances brand prestige and authenticity, thereby strengthening brand valuation and ultimately brand equity.Materials & MethodsThis study employed a descriptive survey design. The research population consisted of consumers in the food industry and non-probability convenience sampling was utilized. The sample size estimated using Klein's formula ranged from 140 to 420 participants. Primary data were collected through a questionnaire that included 4 general questions and 28 specific questions based on a Likert scale. The questionnaire was distributed online via social media platforms, yielding 312 valid responses. The content validity of the questionnaire was confirmed through expert reviews and its reliability was assessed using Cronbach’s alpha with all values exceeding 0.7, indicating acceptable reliability. Data analysis was performed using Structural Equation Modeling (SEM) with Smart PLS 3 and SPSS 24 software.Research FindingsAnalysis of the demographic data revealed that among the 312 respondents in the sample, 55.5% were female and 45.5% were male. The age distribution indicated that the majority of respondents (39.9%) fell within the 25- to 30-year age group. In terms of education, the largest proportion of respondents held a bachelor's degree (43.2%). Regarding income, 47.1% of respondents reported an income of less than 6 million Iranian Rials. Furthermore, the inferential data analysis in the measurement model evaluation showed that the values of Cronbach's alpha for all constructs exceeded 0.7, indicating acceptable reliability. Additionally, the composite reliability for all constructs was above 0.7 and the Average Variance Extracted (AVE) for each construct surpassed 0.4, demonstrating good convergent and discriminant validity. In the structural model evaluation, the R-squared values for the variables of "brand authenticity", "brand valuation", and "brand equity" were 0.524, 0.573, and 0.592, respectively, indicating moderate explanatory power of the model for these variables. However, the R-squared value for "brand prestige" was relatively low at 0.113, indicating weak explanatory power. The predictive quality of the model was assessed using the Q² criterion, where all variables exhibited acceptable Q² values, suggesting good predictive relevance. Path coefficients (β) and significance tests revealed that all coefficients were above 0.3, indicating significant and positive relationships between the variables. Significance tests based on t-values demonstrated that all t-values exceeded 1.96, confirming the significance of all relationships. Finally, the overall model fit was evaluated using the Goodness-of-Fit (GOF) index, which yielded a value of 0.46, indicating a good model fit. Therefore, the research model provided satisfactory results in terms of overall fit, predictive capability, and structural relationship analysis.Discussion of Results & ConclusionThis study investigated the impact of brand cultural symbolism on brand equity in the food industry, focusing on the mediating roles of brand prestige, brand authenticity, and brand valuation. The findings demonstrated that brand cultural symbolism significantly enhanced the brand equity of food brands by positively influencing these mediating variables. The first hypothesis, which examined the relationship between brand cultural symbolism and brand prestige, was confirmed. The results indicated that brands that evoked Iranian cultural symbols—such as history, art, and specific rituals—were perceived as more prestigious by consumers. This connection strengthened consumer engagement with the brand, enhancing its perceived power and prestige. The second hypothesis, which explored the effect of brand cultural symbolism on brand authenticity, was also validated. Food brands that positioned themselves as representatives of Iranian culture and identity were viewed as more authentic by consumers. By incorporating cultural symbols into their product design and packaging, these brands established a deeper and more genuine connection with their audience. Regarding the third hypothesis, which examined the influence of brand prestige on brand valuation, the results confirmed that recognized prestige correlated with higher brand valuations. To achieve this, food brands had to provide high-quality products, attractive designs, and distinctive features to be regarded as credible and prestigious in consumers' minds. The fourth hypothesis, which assessed the impact of brand authenticity on brand valuation, was likewise confirmed. The findings suggested that brands that drew upon rich cultural traditions and Iranian heritage in their products were perceived as more valuable. In essence, food brands that integrated national, historical, and cultural symbols into their designs could forge stronger emotional and social connections with consumers, thereby enhancing their perceived brand valuation. Finally, the confirmation of the fifth hypothesis, which examined the relationship between brand valuation and brand equity, indicated that brands recognized as both economically and emotionally valuable achieved higher brand equity. Food brands could bolster their brand equity by offering high-quality products at reasonable prices and fostering positive emotional associations, such as vitality and stress relief. In conclusion, this study illustrated that food brands that effectively leveraged brand cultural symbolism to connect with Iranian culture could strengthen their prestige, authenticity, brand valuation, and ultimately their brand equity, thereby solidifying their position in the market.
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