الگوی برندسازی اجتماعی در راستای توسعه پایدار (مورد مطالعه: شرکت لبنی دامداران)

با توجه به افزایش رقابت در محیط کسب و کار و افزایش قدرت انتخاب مشتریان، اگر یک شرکت بتواند برندی قوی برای خود ایجاد کند، بهتر از رقبا توسط مردم شناخته می شود. این پژوهش با هدف ارائه الگوی برندسازی در صنایع لبنی ایران انجام می شود. تحقیق حاضر از لحاظ هدف، کاربردی است که با رویکرد آمیخته انجام شده است. با استفاده از رویکرد کیفی مدل اولیه تحقیق طراحی شده است. در گام بعدی، نسبت به اعتبارسنجی مدل اقدام شد (رویکرد کمی). نمونه آماری در بخش کیفی شامل 19 نفر از خبرگان که حجم نمونه بر اساس رسیدن به اشباع نظری تعیین شد. نمونه آماری در بخش کمی شامل 252 نفر از مدیران، سرپرستان و کارکنان شرکت دامداران بوده است. ابزار اصلی گردآوری داده‌ها در بخش میدانی شامل مصاحبه نیمه ساختاریافته و در بخش کمی شامل پرسشنامه بوده است. جهت تحلیل داده‌های کیفی از تئوری داده بنیاد با استفاده از نرم افزار maxqda استفاده شده است. تحلیل داده‌ها در بخش کمی با روش حداقل مربعات جزئی انجام شده است. بر اساس نتایج حاصل از تحلیل کیفی شش دسته از عوامل شامل عوامل علی (بازاریابی اجتماعی، پارادایم های ذهنی مدیران، بهینه کاوی، فرهنگ سازمانی و مسئولیت اجتماعی)، زمینه‌ای (محیط کلان، فضای رقابتی)، مداخله‌گر (مزیت رقابتی پایدار و مشارکت کارکنان)، پدیده محوری (مدیریت برندسازی اجتماعی)، راهبردها (بازاریابی خیرخواهانه، برندسازی مشارکتی، انتخاب بازار هدف)، و پیامدها (عملکرد مالی، و عملکرد بازاریابی) شناسایی می شود.

social branding model in line with sustainable development (case study: domdaran dairy company)

introduction: a large part of the sustainable marketing literature is devoted to the concept of “green”, which implies the environmental aspect of sustainable development, and it seems that the social aspect of sustainable development is less considered. meanwhile, the company’s social actions are very important, not only in terms of achieving sustainable development goals (this can be seen by referring to the 17 goals of the sustainable development program); they also have a positive impact on the image of the company and can attract customers’ trust to social brands. however, in domestic literature, not much research has been done in relation to social branding. on the other hand, in many cases, the two concepts of social media branding and societal branding are confused with each other. the first refers to the use of social networks in branding activities, while the second basically refers to the social responsibility considerations of the company in branding operations, which is the subject of the present research. this research has been done with the aim of providing a branding model for iran’s dairy industry. materials and methods:the main purpose of this research is to model social branding in the direction of sustainable development, so the current research is in the scope of developmental research. since in this research we arrive at a general pattern from the data obtained from interviews and questionnaires, therefore, the approach of this research is inductive. qualitative data analysis was done with the methods of exploratory and interview-based data theory, and quantitative data analysis was based on the nature and method of descriptive survey research, which is a questionnaire for data collection. the statistical population of this research in the qualitative part included university professors and managers of dairy companies. the selection of the statistical sample was continued using the purposeful snowball sampling method until the level of theoretical saturation and data sufficiency. a total of 19 experts were selected as samples in the qualitative section. the population studied in the quantitative research are the managers, supervisors, and employees of the livestock company (n = 730). to calculate the sample size, cochran’s formula for limited communities was used, and the statistical sample size reached 252 samples, which we distributed 300 questionnaires among them for more certainty. the main tool of data collection in the qualitative part is a semi-structured, in-depth interview. in the quantitative part, to test these research hypotheses, a researcher-made questionnaire containing 47 items was used to collect information. the items of the questionnaire have been formulated exactly based on the indicators identified in the qualitative phase of the research. in order to evaluate the reliability of the questionnaire, cronbach’s alpha coefficient was calculated, and two methods of form-content validity (cvr-cvi) and construct validity (convergent validity and divergent validity) were used to check the validity. in order to determine the validity and reliability of the interviews, two methods of re-testing and double-coder agreement were used. qualitative data was analyzed using the foundation data method.