تبیین و تحلیل ذهنیت شناختی انسان‌انگاری برند در کسب وکارهای نوپا

هدف: انسان ‌انگاری برند مفهومی است که قصد دارد از طریق رفتارهای دوستانه‌ و شخصی‌تر، مصرف‌ کننده را به یک کسب‌ و کار نزدیک‌تر کند و عمدتاً این امر بخش‌های خدمات مشتری، فروش و بازاریابی یک شرکت را پوشش می‌دهد. هدف پژوهش حاضر تبیین و تحلیل ذهنیت شناختی انسان انگاری برند در کسب ‌وکارهای نوپا با کاربست روش شناسی کیو می‌ باشد.روش: این پژوهش از نظر هدف کاربردی و از حیث ماهیت و روش در زمره پژوهش‌ های آمیخته قرار می‌ گیرد. جامعه آماری پژوهش را اساتید و مدیران کسب ‌وکارهای نوپا تشکیل می‌ دهند که با استفاده روش نمونه‌ گیری هدفمند و بر مبنای اصل کفایت نظری 22 نفر به عنوان نمونه آماری انتخاب شدند. با توجه به رویکرد پژوهش در بخش کیفی ابتدا با 22 مصاحبه فضای گفتمان حاصل شد و با استفاده از دیدگاه ‌ها و نظرات آن ها نمونه، گزینه کیو و در نهایت مجموعه کیو به دست آمد. لازم به ذکر است که روایی و پایایی داده‌ ها به ترتیب با استفاده از شاخص نسبت روایی محتوا (cvr) و پایایی دو کدگذار تایید شد. سپس در بخش کمی پژوهش با بهره گیری از spss داده‌ های به دست آمده از بخش کیفی مورد تحلیل و بررسی قرار گرفت و در نهایت الگوهای ذهنی انسان انگاری برند در کسب‌ وکارهای نوپا به دست آمد.یافته‌ ها: نتایج نشان می‌ دهد که حمایت و پشتیبانی از برند، افزایش خرید مجدد، توسعه تصویر برند، بهبود شایستگی برند، ارائه تبلیغات موثر توسط مشتری، تعامل و ارتباط با مشتری و جهت دهی به رفتار و نگرش مشتریان هفت الگوی ذهنی اساتید و مدیران در راستای انسان انگاری برند در کسب و کارهای نوپا می ‌باشند.نتیجه گیری: کسب وکارهای نوپا به دلیل نوپا بودن و نداشتن موقعیت مناسب در محیط رقابتی در معرض آسیب های جدی می ‌باشند. از این رو، پرداختن به مقوله انسان انگاری برند و دادن ویژگی‌ های انسان‌ مانند به برند یا محصول می ‌تواند مشتری را تحت تاثیر قرار دهد و نه تنها احتمال خرید و وفادری به برند را در پی دارد؛ بلکه رشد و بقای کسب ‌وکارهای نوپا را افزایش دهد.

explanation and analysis of brand anthropomorphic cognitive mentality in start-up businesses

introduction: today, with the markets becoming more competitive, not paying attention to the marketing issues prevents businesses from achieving remarkable success. in the last decade, one of the most important new concepts in marketing is the concept of brand anthropomorphism, which recently in academic research, the tendency of consumers to anthropomorphize brand products has been the focus of researchers. brand anthropomorphism is the tendency to attribute human characteristics, features, intentions and emotions to a brand product. brand anthropomorphism changes the form of attitude and behavior towards an object; therefore, people tend to choose the object that resembles a human being, human characteristics such as a brand or product, the use of personal pronouns to refer to a product, or the use of the first person instead of the third person in when referring to a brand or product, it creates a favorable evaluation among consumers. the importance of the concept of anthropomorphism of the brand is due to the fact that today the behavior of customers has undergone changes and transformations, consumers not only want quality and affordable products or services, but also have a desire to buy from companies that provide personalization services prioritize their experience. in today's world, attracting the opinion of consumers and influencing them in order to sell are more important and basic concepts in business and branding. today, the number of brands is increasing so much that simply giving a brand identity is not the only way to differentiate. this distinction should be purposeful and meaningful and based on the internal policies of organizations and companies for better introduction. the internal policies of any organization only seek to create and stabilize an effective image of the brand in the minds of the audience. in fact, a brand creates value for an organization, and one of the ways to promote this value is to anthropomorphize the brand. when the trust and attention of consumers towards a company's brand and advertising decreases, anthropomorphic brand advertising offers a way to influence consumers in effective ways. people are exposed to advertisements with pseudo-human images every day. marketers put human elements in their brand design and encourage consumers to interact with them. in fact, the anthropomorphism of the brand increases the emotional connection of consumers with the quasi-human entity and reduces the possibility of replacing a product. for this reason, companies are always looking for ways to create this strong emotional connection between the brand and consumers; because it has been proven that this emotional connection between the consumer and the brand has strong and positive consequences on the relationships and behaviors of consumers.methods: in terms of practical purpose and in terms of nature and method, this research is classified as mixed research. the statistical population of the research consists of professors and managers of start-up businesses, 22 people were selected as a statistical sample using the purposeful sampling method and based on the principle of theoretical adequacy. according to the approach of the research in the qualitative part, first with 22 interviews, the space of discourse was obtained, and by using their views and opinions, sample, cue option and finally the set of cues were obtained. it should be noted that the validity and reliability of the data were confirmed using the content validity ratio (cvr) index and the reliability of two coders, respectively. then, in the quantitative part of the research, using spss, the data obtained from the qualitative part was analyzed and finally the mental patterns of brand anthropomorphism in start-up businesses were obtained.result: the results show that supporting and supporting the brand, increasing repeat purchases, developing the brand image, improving the brand competence, providing effective advertisements by the customer, interaction and communication with the customer, and directing the behavior and attitude of the customers are seven mental patterns. professors and managers are in line with the humanization of brand in start-up businesses.conclusion: new businesses are exposed to serious damage due to their newness and lack of a suitable position in the competitive environment. therefore, dealing with the category of anthropomorphism of the brand and giving human-like characteristics to the brand or product can influence the customer and not only leads to the possibility of buying and being loyal to the brand; but to increase the growth and survival of start-up businesses.