ارائۀ الگویی از پیشران های برندسازی نوستالوژیک

بازارهای امروز عرصۀ رقابت محصولات نیست، بلکه صحنۀ رویارویی برندهای تجاری است. برندها می‌توانند یک پیوند عاطفی سالم را با مشتریان ایجاد کنند؛ به‌طوری که محرک احساس‌‌های آنها باشند. در این راستا، برندهای نوستالوژیک با‌توجه به تحریک حس لذت‌بخش گذشته احساس‌های بیشتری را در مصرف‌کنندگان برمی‌انگیزند و می‌توانند برای سازمان‌ها مزیت رقابتی پایدار را ایجاد کنند؛ بنابراین هدف از پژوهش حاضر ارائۀ الگویی از متغیرهای موثر بر برندسازی نوستالوژیک است که برای رسیدن به این هدف طی جست‌وجوهای انجام‌شده بین سال‌های 2000 تا 2023 تعداد 112 مقاله یافت  شد و  29 مقاله برای تجزیه‌و‌تحلیل انتخاب و طی چندین بار باز‌بینی، سرانجام 23 متغیر شناسایی شد. در پژوهش حاضر برای کنترل کیفیت متغیرها با استفاده از تکنیک دلفی فازی و نظرهای 20 خبره غربالگری و 13 متغیر به‌عنوان مهم‌ترین متغیرها انتخاب و در 3 دسته عوامل (ویژگی‌های فردی، ویژگی‌های روانی و ویژگی‌های محصول) به‌صورت مدل مفهومی ارائه شد. سپس از تکنیک‌های دیمتل فازی برای تعیین شدت اثرگذاری و اثرپذیری و نیز از تحلیل شبکۀ فازی برای تعیین وزن و اهمیت عوامل و متغیرها استفاده شد. نتایج حاصل از دیمتل فازی نشان داد که متغیر «ویژگی‌های روانی» با مقدار 0.951 تاثیرگذارترین و «ویژگی‌های فردی» با مقدار 0.094- تاثیرپذیرترین عوامل است و بر‌اساس یافته‌های تحلیل شبکۀ فازی متغیر «ویژگی‌های فردی» با مقدار 0.439 بیشترین وزن و مهم‌ترین عامل و «ترجیح برند» با مقدار 0.159 مهم‌ترین متغیر است.

presenting a model of nostalgic branding drivers

today’s markets are no longer just arenas for product competition; they have become battlegrounds for commercial brands. brands can forge strong emotional connections with customers by tapping into their emotions. nostalgic brands, in particular, have the ability to evoke positive emotions in consumers by triggering fond memories, thereby offering organizations a sustainable competitive edge. this study sought to construct a model that outlines the factors influencing nostalgic branding. to achieve this, 112 articles published between 2000 and 2023 were reviewed, with 29 ultimately selected, leading to identification of 23 variables. to ensure quality, these variables underwent screening using the fuzzy delphi method and were evaluated by 20 experts. subsequently, 13 variables were deemed most crucial and were integrated into a conceptual model comprising 3 categories: individual, psychological, and product characteristics. fuzzy dematel techniques were then employed to gauge the influence and effectiveness of these variables. furthermore, fuzzy network analysis was utilized to ascertain the weight and significance of the factors and variables. the findings from fuzzy dematel revealed that psychological characteristics held the highest influence with a value of 0.951, while individual characteristics were the most affected with a value of -0.094. additionally, according to the fuzzy network analysis, personal characteristics were deemed the most significant with a value of 0.439 and brand preference emerged as the most significant variable with a value of 0.159.  introductionin today’s dynamic market landscape, organizations must swiftly discern consumer expectations and preferences to stay ahead of their competitors and ensure their survival. it is widely acknowledged that the emotional and sentimental aspects of products play a pivotal role in consumers’ final product choices and the prices they are willing to pay. consequently, organizations should prioritize principled branding, emphasizing the development of brands that not only meet emotional needs, but also foster deep emotional connections with consumers, thereby establishing a robust bond with them.in this context, nostalgic brands have the potential to address consumers’ emotional and sentimental needs by evoking past memories, leading to heightened brand affection and reduced risk aversion during the product purchase process. the significance of nostalgic brands lies in their ability to infuse branding with a sense of nostalgia, eliciting emotional responses from the audience and engaging them on a psychological level. in today’s fiercely competitive market environment, one of the foremost concerns for businesses is to ensure their survival and mitigate market share loss resulting from an oversupply relative to demand, a pressing issue in the current landscape. this research aimed to aid businesses in tackling this challenge by presenting a model outlining the variables that influence nostalgic branding. therefore, the objectives of this study were as follows:- presenting a model delineating the variables that influence nostalgic branding- ascertaining the intensity of impact and susceptibility of variables affecting nostalgic branding- identifying the significance and priority of variables influencing nostalgic branding methodsthe present research was practical in nature and fell within the research paradigm of mixed methods, encompassing both qualitative and quantitative approaches.in the qualitative phase, the meta-synthesis technique was employed to identify variables and construct a model. subsequently, in the quantitative phase, the fuzzy decision-making trial and evaluation (fuzzy dematel) technique was utilized to determine the impact intensity and influenceability of the variables, while the fuzzy analytical network process (fuzzy anp) technique was employed to establish the weight and priority of the variables.the meta-synthesis technique, a suitable qualitative method for reviewing prior research, was chosen to explore the variables influencing the subject of this study. this technique aligned with the study’s objectives by allowing for the integration of findings from previous studies to identify variables for the development of a model in the realm of nostalgic branding.in the fuzzy dematel technique, qualitative issues were translated into quantitative criteria for decision-making, enabling the calculation of quantitative relationships between multiple variables in a given problem. this technique assesses the intensity of the direct and indirect effects of variables on each other and categorizes the existing variables into cause and effect groups.the fuzzy anp technique depicted as a network rather than a hierarchy illustrates the interaction and interdependence between variables in a problem, unveiling the overall impact of variables within the specified network. this technique compares variables pairwise to calculate their weights and subsequently ranks them based on these weights. findingsin this study, the following steps were undertaken to identify variables and construct a model using the meta-synthesis technique:formulation of research questionssystematic examination of principlesreview and selection of relevant articlesextraction of variablesanalysis and synthesis of variablesquality controlpresentation of variablesthrough these steps, 23 variables were extracted from the articles and subsequently categorized into 3 groups based on their similarities: psychological characteristics, individual features, and product features. following quality control using the fuzzy delphi technique, 13 variables that influenced nostalgic branding were ultimately selected to form the model.