مدل مفهومی قدرت گفتمان‎پذیری برند در صنعت خودرو با رویکرد ساختاری تفسیری

هدف: گفتمان‎پذیری برند، مفهوم جدیدی است که به بررسی درک تمایل روان‎شناختی مصرف‎کنندگان برای گفت‎وگو دربارۀ برند خاص بدون در نظرگرفتن مقوله مصرف و تجربه آن برند می‎پردازد. هدف پژوهش حاضر طراحی مدل مفهومی قدرت گفتمان‎پذیری برند در صنعت خودروسازی است.روش: این پژوهش به‎طور کلی از نوع آمیخته بوده و از لحاظ هدف، از دسته پژوهش‎های توسعه‎ای به‎شمار می‎رود که طی دو مرحله اجرا شده است. بدین منظور ابتدا با استفاده از روش تحلیل تم مبتنی بر مصاحبه نیمه‎ساختاریافته با افرادی که در زمینۀ صنعت خودروسازی داخلی گفت‎وگو می‎کنند، عوامل مرتبط با قدرت گفتمان‎پذیری برند شناسایی و مدل مفهومی اولیه تحقیق استخراج شد؛ سپس با بهره‎مندی از نظر خبرگان و متخصصان، از طریق توزیع پرسش‎نامه و به‎کارگیری روش ساختاری تفسیری، عوامل مختلف مدل نهایی تحقیق سطح‎بندی و ارتباط بین آنها مشخص شد.یافته‎ها: یافته‎های تحقیق نشان می‎دهد که 142 کد در قالب 14 تم بر گفتمان‎پذیری برند موثر است. همچنین ارزش ذاتی برند به‎عنوان زیربنایی‎ترین عامل و عوامل تجربه، ارزش ویژه برند، جنجال برند و حمایت مصرف‎کننده از برند، به‎عنوان عوامل وابسته شناسایی شدند. نتیجه‎گیری: نتایج این پژوهش، ضمن وارد کردن مفهوم گفتمان‎پذیری برند به ادبیات مدیریت بازاریابی، زمینه را برای تبیین مفهوم آن، تفکیک این پدیده از موارد مشابه از جمله تبلیغات توصیه‎ای و همچنین ارائه مدل مفهومی به‎منظور درک و به‎کارگیری این مدل در صنعت خودروسازی و سایر صنایع مشابه فراهم کرده است. همچنین به‎دلیل اهمیت موضوع گفتمان‎پذیری برند در بازاریابی، برای ایجاد و حفظ روابط بلندمدت با مصرف‎کنندگان و نقش آن در انتخاب و ترویج برند توسط مصرف‎کنندگان در موقعیت‎های مختلف، شرکت‎ها باید به تاثیر این موضوع بر ادراک مصرف‎کنندگان در فعالیت‎های بازاریابی خود حساسیت داشته و در انتخاب استراتژی‎های بازاریابی خود، این موضوع را در بازار هدف خود مد نظر قرار دهند.

A Conceptual Model of Brand Talkability in Automobile Industry Based on Interpretivestructural Modelling Approach

ObjectiveIn this research, we will examine the various dimensions of the brand, to identify the necessary background for the formation of brand talkability and thereby provide a solution for developing and increasing the power of talkability among Iranian brands, especially in the automotive industry. Given the fact that the automotive industry is considered to be the key to industrial communication in a chain of industries and has a high potential for job creation and economic development, this issue is of great importance to study. On the other hand, the lack of sufficient studies in the field of marketing and branding in the automotive industry has made it necessary to address this issue, remove the existing gap and develop the business in this industry. It can also answer the following questions: What are the factors affecting brand talkability in the automotive industry? What is the relationship between the factors and concepts associated with brand talkability in the automotive industry? MethodologyThe present research is a mixed method of quantitativequalitative approach. It is considered to be a developmental and descriptiveanalytic in nature. This research was carried out in two main stages. First, using theme analysis based on the collected data through semistructured interviews, the factors related to the brand talkability power were identified and then, using structuralinterpretation method, through determining the interactions between the components, the leveling and identification of the key factors of the first phase of the model, the ultimate conceptual model of the research was presented. Data analysis was carried out using two methods of topic analysis (theme) and interpretive structural modeling. FindingsBased on the analysis, 142 unique codes were identified as initial codes. Among the identified codes, some were more abundant than other codes, indicating the importance of these codes and their greater impact on brand talkability power from the interviewees’ viewpoint. These codes include: brand credibility; proud ownership; the creation of a sense of pride; feedback from others’ experience; the impact of social networking; the importance of customers to the brand; the sense of consumer leading; the sense of brand image; communication and the context for brand engagement; brand trust; honesty; luxury products; the desire to use a brand; brand standing; the feeling of distinctiveness and the exchange of thoughts. After categorizing the codes, 14 final themes were identified and a conceptual model of brand talkability power was presented. The factors associated with brand talkability power presented in the conceptual model are: Brand Benefits; Experience; Consumer Support; Brand Relationship; Brand Social Benefits; Brand Intrinsic Value; Brand Marketing Communications (Traditional); Brand Marketing Communications (Modern); Reference Groups; Brand Psychological Behavior; Brand Equity; Consumer Support; Product Features and Brand Controversy. Based on the analysis of influencedependency power in the interpretive structural model of brand talkability power, three groups of factors (independent, dependent, and linked) were identified. ConclusionA product with more benefits will be more likely to talk and advise to the others. The experience of the brand by others, followed by advising others, makes the feedback pass to others in the form of sharing comments. Providing a product that is priced in line with its perceived quality as well as being accountable and responsive are among the most prominent examples of brand support. Brand communication provides the basis for brand talkability by creating and developing communications and providing the groundwork for brand engagement. Based on the interpretive structural model, we can conclude that the factors associated with brand talkability are complex and tightly interconnected. Also, the inherent value of the brand is the most important underlying factor affecting other factors.