شناسایی و تحلیل عوامل ایجادکننده و پیامدهای پدیده اسکیزوفرنی برند با روش fcm

هدف: رسالت اصلی هر برند، ایجاد تصویر ثابتی از خود در ذهن مشتری می باشد. اما گاهی اوقات برندها به دلیل سردرگمی در رسالت و هدف خود، در موقعیت های مختلف، رنگ عوض کرده و چیزی متفاوت از خود به نمایش می گذارند که به این بیماری اسکیزوفرنی برند گفته میشود. این بیماری که به اختلال چند شخصیتی برند نیز معروف است، در صورت بروز، سبب عدم اعتماد و اطمینان مشتریان به برند می شود. بنابراین باتوجه به اهمیت موضوع،پژوهش حاضر با هدف شناسایی و تحلیل عوامل ایجادکننده و پیامدهای پدیده اسکیزوفرنی برند با روش fcm، انجام پذیرفت. پژوهش حاضر از نظر هدف کاربردی و از حیث نحوه گردآوری داده ها توصیفی-پیمایشی است. جامعه آماری پژوهش در هر دو بخش کیفی و کمی مدیران بازاریابی و اساتید دانشگاه در حوزة مدیریت و بازاریابی می باشند که 20 نفر از آنان با استفاده از روش نمونه گیری هدفمند و براساس اصل اشباع نظری، انتخاب شدند. ابزار گردآوری داده در بخش کیفی، مصاحبه و در بخش کمی پرسشنامة نقشه شناخت فازی است. برای تحلیل داده ها در بخش کیفی از رویکرد تحلیل محتوا و روش کدگذاری با بهره گیری از نرم افزار مکس کیو دی ای و در بخش کمی از روش نقشه شناخت فازی استفاده شده است. نتایج پژوهش نشان می دهد که مهمترین عوامل ایجادکننده اسکیزوفرنی برند، هویت متکثر برند در ذهن مشتری، آوای ناموزون و نامتوازن برند و نهادینه سازی نکردن هویت برند در فرهنگ سازمانی می باشند. همچنین مهمترین پیامدهای اسکیزوفرنی برند، ایجاد ادراک چندشخصیتی برند، ناپایداری اصالت برند و ایجاد ابهام و وهم در ارتباط تصویر برند است.

identification and analysis of factors causing and consequences of brand schizophrenia phenomenon with fcm method

introduction: nowadays, the birth of new brands and businesses is increasing and each of them is trying to be recognized and influence the public mind. since the mid-1980s, brands have been raised as one of the valuable assets of organizations and a means to gain competitive advantage through differentiation, and have become increasingly important. in this regard, one of the most important and popular factors in the field of marketing is the created personality of a brand or business. in consumer behavior studies, a lot of attention has been paid to brand personality, which refers to the set of human characteristics associated with a brand. brand personality is one of the elements of brand identity, which represents the vision and ultimate goal of a brand along with physics, culture, relationship, reflection and self-image. researchers believe that the simplest way to create a brand personality is to give the brand a prominent face and identity. as a result, it can be said that what guarantees the success or failure of a brand today is the brand identity. although the brand identity may bring unique benefits to the company, this identity may also suffer from diseases, one of which is brand schizophrenia. brand schizophrenia is one of the words that recently appeared in branding books and texts published on websites and blogs, and like schizophrenia, it includes inconsistency and stability in the behaviors of a brand. if brands show different characteristics in different situations, then the target audience does not know what to expect from the brand. in fact, in this case, the associations of the brand are constantly changing in the mind of the consumer, and the correct image of the brand and its identity will not be formed correctly in the mind of the consumer, as a result, in this case, the consumer loses her trust in the brand, which ultimately causes the death of brands. therefore, according to the topic raised, the main question of the research is, what are the factors that cause and the consequences of brand schizophrenia phenomenon?methodology: the current research is applied in terms of purpose and descriptive-survey in terms of data collection. the statistical population of the research in both qualitative and quantitative sections are marketing managers and university professors in the field of management and marketing, 20 of whom were selected using the purposeful sampling method and based on the principle of theoretical saturation. the data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. to analyze the data in the qualitative part, the content analysis approach and the coding method using maxqda software and the fuzzy cognitive map method were used in the quantitative part. the validity and reliability of the interview was confirmed using content validity and theoretical validity and intra-coder inter-coder reliability. in this way, in the coding process, coding was checked once by the researcher (intra-coder) and in the second time, another expert (inter-coder) was asked to check the correctness of coding using cohen's kappa test. also, the validity and reliability of the questionnaire was measured using content validity and retest.result: the findings of the research consisted of two qualitative and quantitative parts, in the qualitative part of the research, the causes and consequences of brand schizophrenia were identified, and in the quantitative part, the priority of these components was determined. the findings of the qualitative part confirm that the most important reasons for brand schizophrenia are the disintegration of brand messages, improper brand portfolio management, wrong positioning of the brand, unbalanced and unbalanced brand voice, inconsistency of brand actions and activities over time. confusion and the absence of a specific brand mission, the perception of contradictory messages from the brand by the customer, the plural identity of the brand in the customer's mind, the lack of strategic brand management and strategic contradiction, and not institutionalizing the brand identity in the organizational culture. also, the findings of the qualitative section show that the creation of borderline personality disorder for the brand, the decline and death of the brand, the creation of a multi-personality perception of the brand, the reduction of brand satisfaction and loyalty, the instability of brand authenticity, the reduction of the social power of the brand, negative recommendation advertising, creating ambiguity and illusion in relation to the brand image, stimulating the coercive power of the customer and hating the brand, and the failure of the brand to achieve its goals, are the most important consequences of brand schizophrenia.conclusion: the findings of the quantitative section also indicate the prioritization of the factors that create and the consequences of brand schizophrenia. in this way, the most important reasons for brand schizophrenia are multiple brand identity in the customer's mind, unbalanced and unbalanced brand voice, not institutionalizing the brand identity in the organizational culture and disjointed brand messages. also, the most important consequences of brand schizophrenia are the creation of multi-personality perception of the brand, the instability of brand authenticity, the creation of ambiguity and illusion in relation to the brand image, and the creation of borderline personality disorder for the brand.