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شناسایی بحران برند ناشی از رسوایی امنیت غذایی با رویکرد پدیدارشناسی | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
دوره 8، شماره 3 - شماره پیاپی 27، آذر 1400، صفحه 198-147 اصل مقاله (1.5 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2021.35330.2121 | ||
نویسندگان | ||
سارا حمیدی1؛ کریم حمدی* 2؛ محمدحسن بهزادی3 | ||
1دانشجوی دکتری مدیریت بازرگانی- مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه | ||
2دانشیار، مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران. | ||
3دانشیار، رشته آمار، گروه آمار، دانشکده علوم پایه، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران | ||
چکیده | ||
ایمنی محصولات غذایی قرنهاست که در فهرست موضوعات داغ باقیمانده است، درنتیجه هدف اصلی این مقاله نیز، شناسایی بحران برند ناشی از رسوایی امنیت غذایی با رویکرد پدیدارشناسی میباشد. برای این منظور از پارادایم تفسیری، رویکرد کیفی و استراتژی پدیدارشناسی استفاده شده است. دادهها با مقایسه دو جامعه خبرگان و مدیران عملیاتی شرکتهای صنایع غذایی بهدستآمده است. بهمنظور دسترسی به خبرگان حوزه بازاریابی- برند و مدیران عملیاتی، از روش نمونهگیری گلوله برفی و تاکتیک تحلیل محتوای پنهان برای تجزیهوتحلیل مصاحبههای عمیق استفاده شده است و از نرمافزار مکس کیودا پرو 2020 برای کدگذاری استفاده شده است. یافتهها و نتایج پژوهشها نشان میدهد بحران برند توسط سه بعد شدت بحران، نگرش ضد مصرف و شدت احساسات منفی مصرفکننده ایجاد میگردد که این سه بعد با توجه به ماهیت سیال و در هم تنیدگی، سطوح متفاوتی از بحران برند را شکل میدهند: برند گریزی، عدم علاقه به برند، رد هژمونی برند، مخالفت با برند و برند ستیزی. | ||
کلیدواژهها | ||
بحران برند؛ برند گریزی؛ عدم علاقه به برند؛ رد هژمونی برند؛ برند ستیزی | ||
عنوان مقاله [English] | ||
Identifying the Brand Crisis Caused by the Food Safety Scandal with a Phenomenological Approach | ||
نویسندگان [English] | ||
sara hamidi1؛ Karim Hamdi2؛ MohammadHassan Behzadi3 | ||
1Associate Professor،Department of marketing Management, Department of Business Management, Faculty of Management and Economics،Science and Research Branch،Islamic Azad University، Tehran، Iran | ||
2PhD Student in Business Management-Marketing Management Department of Business Management, Faculty of management and Economics، Science and Research Branch، Islamic Azad University، Tehran،Iran. | ||
3Associate Professor،Department of Statistics،Faculty of Basic Sciences، Science and Research Branch،Islamic Azad University، Tehran،Iran | ||
چکیده [English] | ||
Food safety has been a hot topic for centuries (Odeyemi et al, 2019). As a result, the main purpose of this article is to identify the brand crisis caused by food safety scandal with a phenomenological approach. For this purpose, interpretive paradigm, qualitative approach, and Phenomenological strategy were used. The data were obtained by comparing two communities of experts and operational managers of food industry companies. In order to reach the experts in the field of marketing - brand and operational managers, the snowball sampling method was chosen and the tactic of hidden content analysis was used to analyze in-depth interviews. MAXQDA 2020 software was used for coding. Findings and results show that the phenomenon of brand crisis is caused by three dimensions of crisis severity, anti-consumption attitude and the severity of the negative consumer feelings, which these three dimensions are fluid and intertwined. They form different levels of brand crisis: brand avoidance, brand dislike, rejection of brand hegemony, opposition to the brand and brand hate. | ||
کلیدواژهها [English] | ||
Brand Crisis, Brand Avoidance, brand dislike, rejection of brand hegemony, Brand Hate | ||
مراجع | ||
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