شناسایی شاخص های زبانشناسی برند و تاثیر آن بر اجزاء روانشناسی مصرف کننده (مطالعه موردی: صنعت مواد غذایی)

ﻫﺪف اﺻﻠﯽ از ﭘﮋوﻫﺶ ﺣﺎﺿﺮ، ﺷﻨﺎﺳﺎﯾﯽ اﺑﻌﺎد زﺑﺎﻧﺸﻨﺎﺳﯽ و ﺗﺄﺛﯿﺮ آن ﺑﺮ رواﻧﺸﻨﺎﺳﯽ ﻣﺼﺮف ﮐﻨﻨﺪه در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﯾﯽ ﻣﯽ ﺑﺎﺷﺪ. ﺑﻪ ﻣﻨﻈﻮر ﺷﻨﺎﺳﺎﯾﯽ اﺑﻌﺎد و ﺷﺎﺧﺺﻫﺎی زﺑﺎﻧﺸﻨﺎﺳﯽ ﺑﺮﻧﺪ، از روﯾﮑﺮد ﮐﯿﻔﯽ و ﺑﻪ ﻣﻨﻈﻮر ﺑﺮرﺳﯽ ﻣﻌﻨﺎداری و ﻣﯿﺰان ﺗﺄﺛﯿﺮات اﺟﺰاء ﻣﺪل، از روﯾﮑﺮد ﮐﻤﯽ اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. دادهﻫﺎی ﻣﻮردﻧﯿﺎز ﭘﮋوﻫﺶ در ﺑﺨﺶ ﮐﯿﻔﯽ، ﻣﺒﺘﻨﯽ ﺑﺮ ﭘﻨﻞ ﺧﺒﺮﮔﺎﻧﯽ درﺑﺮدارﻧﺪه 10 ﺧﺒﺮه ﺑﺎزارﯾﺎﺑﯽ در ﺻﻨﻌﺖ ﻏﺬاﯾﯽ اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. اﯾﻦ اﻓﺮاد ﻣﺒﺘﻨﯽ ﺑﺮ روش ﻧﻤﻮﻧﻪﮔﯿﺮی ﮔﻠﻮﻟﻪ ﺑﺮﻓﯽ اﻧﺘﺨﺎب ﺷﺪه و ﻓﺮآﯾﻨﺪ اﻧﺘﺨﺎب ﺗﺎ دﺳﺘﯿﺎﺑﯽ ﺑﻪ اﺷﺒﺎع ﻧﻈﺮی اداﻣﻪ ﯾﺎﻓﺖ. ﻫﻤﭽﻨﯿﻦ ﺑﻪﻣﻨﻈﻮر ﺗﮑﻤﯿﻞ ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎ در ﺑﺨﺶ ﮐﻤﯽ، از ﺟﺎﻣﻌﻪ ﺧﺒﺮﮔﺎن ﺑﺎزارﯾﺎﺑﯽ و ﻓﺮوش و ﻣﺪﯾﺮان و ﺗﺤﻠﯿﻠﮕﺮان در ﺻﻨﻌﺖ ﻣﻮاد ﻏﺬاﯾﯽ، ﻧﻤﻮﻧﻪای 420ﻧﻔﺮی ﺑﺎ اﺳﺘﻔﺎده از روش ﻧﻤﻮﻧﻪﮔﯿﺮی ﻧﻤﻮﻧﻪ دردﺳﺘﺮس و ﻓﺮﻣﻮل ﻧﻤﻮﻧﻪﮔﯿﺮی ﻣﺮﺑﻮط ﺑﻪ روش ﻣﺪل ﺳﺎزی ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری (ﻓﺮﻣﻮل ﮐﯿﻮ) ﮔﺰﯾﻨﺶ ﮔﺮدﯾﺪ. ﮔﺮدآوری دادهﻫﺎ در ﺑﺨﺶ ﮐﯿﻔﯽ، ﺑﺎ اﺳﺘﻔﺎده از اﺑﺰار ﻣﺼﺎﺣﺒﻪ ﺑﺪون ﺳﺎﺧﺘﺎرﯾﺎﻓﺘﻪ و در ﺑﺨﺶ ﮐﻤﯽ، ﺑﻪ وﺳﯿﻠﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻣﺤﻘﻖ ﺳﺎﺧﺘﻪ ﺑﻪ اﻧﺠﺎم رﺳﯿﺪ. ﻧﻬﺎﯾﺘﺎً دادهﻫﺎی ﮔﺮدآوری ﺷﺪه در ﺑﺨﺶ ﮐﯿﻔﯽ، ﻣﺒﺘﻨﯽ ﺑﺮ روﯾﮑﺮد ﻫﺮﻣﻨﻮﺗﯿﮏ و ﺗﺤﺖ روش ﺗﺤﻠﯿﻞ ﻣﺤﺘﻮای ﮐﯿﻔﯽ و ﻧﺮم اﻓﺰار maxqda ﺗﺤﻠﯿﻞ ﮔﺮدﯾﺪﻧﺪ. دادهﻫﺎی ﮐﻤﯽ ﻧﯿﺰ در ﻗﺎﻟﺐ ﭘﺮﺳﺸﻨﺎﻣﻪ در دو ﺑﺨﺶ زﺑﺎن ﺷﻨﺎﺳﯽ ﺑﺮﻧﺪ و رواﻧﺸﻨﺎﺳﯽ ﻣﺼﺮفﮐﻨﻨﺪه ﻣﺒﺘﻨﯽ ﺑﺮ 75 ﺳﺆال ﮔﺮدآوری ﮔﺮدﯾﺪه و ﺑﺎ اﺳﺘﻔﺎده از روش ﻣﺪلﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎری و ﻧﺮم اﻓﺰار amos، ﻣﻮرد ﺗﺤﻠﯿﻞ ﻗﺮار ﮔﺮﻓﺘﻨﺪ. ﻧﺘﺎﯾﺞ ﺣﺎﺻﻞ از ﺑﺨﺶ ﮐﯿﻔﯽ، اﺑﻌﺎد ﻫﻔﺖﮔﺎﻧﻪ ﻣﺮﺑﻮط ﺑﻪ کارﺑﺮد زﺑﺎن در ﻓﻌﺎﻟﯿﺖ ﻫﺎی ﺑﺮﻧﺪﺳﺎزی و ﺷﺎﺧﺺﻫﺎی آن ﻫﺎ را ﻣﺸﺨﺺ کرد. ﺑﺮاﺳﺎس ﻧﺘﺎﯾﺞ ﺑﺨﺶ ﮐﻤﯽ ﭘﮋوﻫﺶ، اﺑﻌﺎد ﻫﻔﺖﮔﺎﻧﻪ زﺑﺎﻧﺸﻨﺎﺳﯽ ﺑﺮﻧﺪ دارای ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎدار و ﻣﺜﺒﺘﯽ ﺑﺮ رواﻧﺸﻨﺎﺳﯽ ﻣﺼﺮفﮐﻨﻨﺪه ﻣﯽ ﺑﺎﺷﻨﺪ.

identify brand linguistics indicators and its impact on the components of consumer psychology (case study: food industry)

identifying the indicators and components of brand linguistics as well as the existing dimensions in the process of consumer psychology of the first target brand and investigating the effect of brand linguistics dimensions on the dimensions of consumer psychology in the food industry is another goal of this research. a qualitative approach was used to identify the dimensions and indicators of brand linguistics and a quantitative approach was used to examine the significance and extent of the effects of the model components. the data required for the research were used in qualitative section based on an expert panel containing 10 marketing experts in the food industry. these individuals were selected based on the snowball sampling method and the selection process continued until theoretical saturation was achieved. also, in order to complete the questionnaires in quantitative part, a sample of 420 marketing and sales experts and managers and analysts in the food industry were used using the available sample sampling method and the formula related to the structural equation modeling method. data were collected in the qualitative part using semistructured interview tools and in the quantitative part by a researchermade questionnaire. finally, the collected data were analyzed in the qualitative section based on the hermeneutic approach by using of qualitative content analysis method in maxqda software. quantitative data were collected in the form of a questionnaire in two sections of brand linguistics and consumer psychology based on 75 questions and were analyzed using structural equation modeling in amos software.