شناسایی بحران برند ناشی از رسوایی امنیت غذایی با رویکرد پدیدارشناسی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی- مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه

2 دانشیار، مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران.

3 دانشیار، رشته آمار، گروه آمار، دانشکده علوم پایه، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

ایمنی محصولات غذایی قرن‌هاست که در فهرست موضوعات داغ باقی‌مانده است، درنتیجه هدف اصلی این مقاله نیز، شناسایی بحران برند ناشی از رسوایی امنیت غذایی با رویکرد پدیدارشناسی می‌باشد. برای این منظور از پارادایم تفسیری، رویکرد کیفی و استراتژی پدیدارشناسی استفاده شده است. داده­ها با مقایسه دو جامعه خبرگان و مدیران عملیاتی شرکت­های صنایع غذایی به‌دست‌آمده است. به‌منظور دسترسی به خبرگان حوزه بازاریابی- برند و مدیران عملیاتی، از روش نمونه­گیری گلوله برفی و تاکتیک تحلیل محتوای پنهان برای تجزیه‌وتحلیل مصاحبه­های عمیق استفاده شده است و از نرم‌افزار مکس کیودا پرو 2020 برای کدگذاری استفاده شده است. یافته­ها و نتایج پژوهش­ها نشان می­دهد بحران برند توسط سه بعد شدت بحران، نگرش ضد مصرف و شدت احساسات منفی مصرف­کننده ایجاد می­گردد که این سه بعد با توجه به ماهیت سیال و در هم تنیدگی، سطوح متفاوتی از بحران برند را شکل می­دهند: برند گریزی، عدم علاقه به برند، رد هژمونی برند، مخالفت با برند و برند ستیزی.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Identifying the Brand Crisis Caused by the Food Safety Scandal with a Phenomenological Approach

نویسندگان [English]

  • sara hamidi 1
  • Karim Hamdi 2
  • MohammadHassan Behzadi 3
1 Associate Professor،Department of marketing Management, Department of Business Management, Faculty of Management and Economics،Science and Research Branch،Islamic Azad University، Tehran، Iran
2 PhD Student in Business Management-Marketing Management Department of Business Management, Faculty of management and Economics، Science and Research Branch، Islamic Azad University، Tehran،Iran.
3 Associate Professor،Department of Statistics،Faculty of Basic Sciences، Science and Research Branch،Islamic Azad University، Tehran،Iran
چکیده [English]

Food safety has been a hot topic for centuries (Odeyemi et al, 2019). As a result, the main purpose of this article is to identify the brand crisis caused by food safety scandal with a phenomenological approach. For this purpose, interpretive paradigm, qualitative approach, and Phenomenological strategy were used. The data were obtained by comparing two communities of experts and operational managers of food industry companies. In order to reach the experts in the field of marketing - brand and operational managers, the snowball sampling method was chosen and the tactic of hidden content analysis was used to analyze in-depth interviews. MAXQDA 2020 software was used for coding. Findings and results show that the phenomenon of brand crisis is caused by three dimensions of crisis severity, anti-consumption attitude and the severity of the negative consumer feelings, which these three dimensions are fluid and intertwined. They form different levels of brand crisis: brand avoidance, brand dislike, rejection of brand hegemony, opposition to the brand and brand hate.

کلیدواژه‌ها [English]

  • Brand Crisis
  • Brand Avoidance
  • brand dislike
  • rejection of brand hegemony
  • Brand Hate
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