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ارائه مدل محتوایی عدم مسئولیتپذیری اجتماعی مؤثر بر تنفر از برند (مورد مطالعه:صنعت بانکداری ایران) | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 3، دوره 9، شماره 2 - شماره پیاپی 30، تیر 1401، صفحه 79-114 اصل مقاله (1.62 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2022.39021.2296 | ||
نویسندگان | ||
سارا صدیقی کراده1؛ ابوالقاسم ابراهیمی* 2؛ علیرضا امینی3 | ||
1کارشناسی ارشد مدیریت بازرگانی- گرایش بازاریابی/ دانشگاه شیراز | ||
2دانشیار و عضو هیات علمی بخش مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران. | ||
3استادیار و عضو هیات علمی بخش مدیریت، دانشکده اقتصاد، مدیریت و علوم اجتماعی دانشگاه شیراز، شیراز، ایران. | ||
چکیده | ||
مسئولیتپذیری اجتماعی یکی از مهمترین مسائل مربوط به کسب و کار است که توجه و بکارگرفتن آن موجب مزیت رقابتی و عدم توجه به آن موجب پیامدهای منفی میشود. هدف از پژوهش حاضر ارائه مدل محتوایی عدممسئولیتپذیری اجتماعی مؤثر بر تنفر از برند در صنعت بانکداری ایران میباشد. در این پژوهش ابتدا با بررسی پیشینه و مصاحبه با 10نفر از خبرگان صنعت بانکداری تهران،تمها و مقولههای شاخصهای عدم مسئولیتپذیریاجتماعی و تنفر از برند استخراج شد. سپس تمهای شاخص تنفر از برند با پرسشنامه محققساخته و نظرات 15 نفر از خبرگان صنعت بانکداری تهران و روش بهترین-بدترین و وزندهی شدند. بعد از آن براساس وزنهای بدست آمده و پرسشنامه محققساخته و مراجعه مجدد به خبرگان مذکور، مقولههای عدم مسئولیتپذیری اجتماعی با استفاده از تکنیک مولتی مورا اولویتبندی شدند. در نهایت، با مراجعه مجدد به خبرگان مذکور شاخصهای با اولویت بالاتر به روش مدلسازی ساختاری تفسیری سطحبندی و روابط بین آنها تعیین گردید. یافتههای این تحقیق نشان میدهد تمهای بیتوجهی به عدالت اجتماعی و بیتوجهی به مسائل اخلاقی دارای بیشترین پیش برندگی در تسهیل پذیرش مسئولیتپذیریاجتماعی هستند | ||
کلیدواژهها | ||
مسئولیت اجتماعی؛ عدم مسئولیت اجتماعی؛ برند؛ تنفر از برند | ||
عنوان مقاله [English] | ||
Developing a Content Model of Social Irresponsibility Influencing the Brand Hate (Case Study: Iranian Banking Industry) | ||
نویسندگان [English] | ||
Sara Sedighi Keradeh1؛ abolghasem ebrahimi2؛ Alireza Amini3 | ||
1Department of Management,, School of Economics, Management & Social Sciences,/Shiraz University | ||
2. Corresponding Author: Associate Professor and faculty member, Department of Management, School of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran: | ||
3. Assistant Professor and faculty member, Department of Management, School of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran | ||
چکیده [English] | ||
Social responsibility is one of the most important issues in business that paying attention to and using it leads to a competitive advantage and not paying attention to it leads to negative consequences. The purpose of this study is to present a content model of social irresponsibility affecting brand hatred in the Iranian banking industry. In this study, by examining the background and interviews with 10 experts in the Tehran banking industry, the themes and categories of indicators of irresponsibility, social responsibility and brand hatred were extracted. Then, the topics of the brand hatred index were researched with a researcher-made questionnaire and the opinions of 15 experts in Tehran banking industry and the best-worst method were weighed. Then, based on the weights obtained and the researcher-made questionnaire and referral to the mentioned experts, the categories of social irresponsibility were prioritized using the multi-mora technique. Finally, by referring to the mentioned experts, higher priority indicators were determined by interpretive structural modeling, leveling and relationships between them. The findings of this study show that the themes of disregard for social justice and disregard for moral issues have the most advancement in facilitating the acceptance of social responsibility. | ||
کلیدواژهها [English] | ||
Social responsibility, Social Irresponsibility, Brand, Brand hate | ||
مراجع | ||
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