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
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [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]
الوانی، سید مهدی. خانباشی، محمد و بودلایی، حسن. (1393). تبیین مفهوم اپوخه در پژوهشهای پدیدار شناختی و کاربرد آن در حوزه کارآفرینی. فصلنامه راهبرد، 23(71)، 217-241.
امامی سیگارودی، عبدالحسین. دهقان نیری، ناهید. رهنورد، زهرا و نوری سعید علی. (1391). روششناسی پژوهش کیفی: پدیدارشناسی. پرستاری و مامایی جامع نگر، 22(2)، 68: 56-63.
آکادمی تجزیهوتحلیل آماری ایران، https://analysisacademy.com/category/reliability_validity
بدیع، فرهاد. (1397). نگرشی نو به صنعت غذا و تحلیل گرایشهای نوین در صنعت. نشریه اقتصاد سبز، 82.
بدیع، فرهاد. (1393). کانال توزیع ارزش محور در بازار ایران از منظری دیگر. مجله بازاریاب بازارساز، 4.
باشکوه اجیرلو، محمد و احمدی، اکرم. (1399). طراحی مدل مفهومی خونسردی برند. فصلنامه مدیریت برند، 7(22).
پنج تنی، منیره. منصوریان، یزدان و مبینی، مهتاب. (1396). پدیدارشناسی تجربۀ زیباشناختی مکان: مطالعۀ موردی میدان نقشجهان. پژوهشهای فلسفی (دانشگاه تبریز)، 11(20)، 23-60.
رحیم نیا، فریبرز. سروری، تهمینه و پورسلیمی، مجتبی. (1397). بررسی تأثیر پشیمانی از برند بر قصد رفتاری بهواسطهی رضایت و نقش تعدیل گری هویت برند استفادهکنندگان در باشگاههای ورزشی درجهیک مشهد. فصلنامه مدیریت برند، 5 (15).
صدر، سارا. (1398). مختصات صنعت غذایی ایران. روزنامه دنیای اقتصاد. شماره روزنامه: 4653، شماره خبر: 3547029.
صدیقی، حامد. اکبری، محسن و کاظمی نیا، آزاده. (1396). بررسی تأثیر میزان تقلید، نوع تقلید و نقش زبان برند در تشخیص تقلید از برند اصلی. فصلنامه مدیریت برند، 4 (10).
منصوریان، یزدان. (1391). مهارت در مصاحبههای پژوهشی: نکتهها و اشارهها. مجله الکترونیکی عطف، در ۱۱:۱۶ ق.ظ.
مالی، فاطمه. (مرداد 1399). تحلیل تورم برخی از گروههای کالایی مربوط به مواد غذایی در دو بخش تولیدکننده و مصرفکننده بازه زمانی ١٣٩٨-١٣٩١. مرکز آمار ایران، (https://www.amar.org.ir/Portals/0/News/1399/tavarom%20m$t.pdf).
نظریان، محمد، وظیفه دوست، حسین و حیدرزاده، کامبیز. (1398). ارائه الگوی رفتار ضد مصرف در بازار ایران با رویکرد نظریه داده بنیاد. مجله مطالعات مصرفکننده، دانشکده علوم انسانی و اجتماعی دانشگاه کردستان، 6 (2)، 333-352.
Abid, R. & Khattak, A. (2017). Brand Avoidance Motivators Stimulate to Brand Equity in the
MediatingRole of Brand Hate: A Case of Smartphone Industry of Pakistan. Journal of Accounting &
Marketing, 6(3), DOI: 10.4172/2168-9601.1000250.
Alvani SM, Khanbash M, & Boudlayi H. (2014). Explaining the concept of Epoche in phenomenological
research and Its Use in entrepreneurship. Rahabord Quarterly,23(17),217-241. (In Persian).
Badie F. (2018). New attitude toward food industry and analysis of new attitudes in Industry. Green Economy
Publication. 82. (In Persian).
Badie F. (2014). Value_oriented distribution canals and Links in Iran’s Market from Another Perspective
Bazar Yab Bazarsaz Journal. 4. (In Persian).
Bashokouh Ajirlou M, Ahmadi A. (2020). Designing a conceptual model of brand coolness. Modiriat
Brand Quarterly,7(22). (In Persian).
Brandão, A. & Popoli, P. (2020). WHO DOES JOIN THE ANTI-BRAND COMMUNITIES ON THE
INTERNET? Conference: 13th Annual Conference of the EuroMed Academy of Business.
Bilby, J. Reid, M. Brennan, L. Chen, J. (2020). Tiers and fears: An investigation of the impact of city tiers
and uncertainty avoidance on Chinese consumer response to creative advertising. Australasian
Marketing Journal (AMJ), 28(4), 332-348, https://doi.org/10.1016/j.ausmj.2020.07.005.
Borba Salvador, A. & Akemi Ikeda, A. (2018). Brand crisis management: the use of information for
prevention, identification and management. Review of Business Management, 20(1), 74-91.
DOI:10.7819/rbgn. v20i1.3583.
Bhatt, S. Lee. J. Deutsch, J. Ayaz, H. Fulton, B. & Suri, R. (2018). From food waste to value‐added surplus products (VASP): Consumer acceptance of a novel food product category. J Consumer Behav,
17(1), 57-63.
Chokchai, C. & Gregorio, F.D. (2020). A consumer socialization approach to understanding advertising
avoidance on social media. Journal of Business Research, 110 (2020) 474–483.
https://doi.org/10.1016/j.jbusres.2020.01.062.
Cherrier, H. Black, I. R. & Lee, M. (2011). Intentional non-consumption for sustainability Consumer
resistance and/or anti-consumption? European Journal of Marketing, 45(11), 1757-1767.
Cromie, JG. & Ewing, MT. (2008). The rejection of brand hegemony. Journal of Business Research, 62(2),
218-230, doi: 10.1016/j.jbusres.2008.01.029.
Dessart, L. Veloutsou, C. & Morgan-Thomas, A. (2020). Brand negativity: a relational perspective on anti-
brand community participation. European Journal of Marketing, 54(7), 1761-1785,
https://doi.org/10.1108/EJM-06-2018-0423.
Emami Sigaroudi A, Dehghan Niri N, Rahavard Z, &Nouri SA. (2012). Journal of Holistic Nursing and
Midwiferry,22(2),56-63. (In Persian).
Food & Beverages E-Commerce Market Global Briefing 2020-30. Covid 19 Growth and Change & Iran
Food & Drink Q4 2020. (August, 2020). www.marketresearch.com.
Fahmi, T. M. & Zaki, H. S. (2018). Drivers and Outcomes of Brand Hate in the Tourism Sector. Journal of
the Faculty of Tourism and Hotels-University of Sadat City, 2(2).
Fischer, E. Castilhos, R. B. & Fonseca, M. J. (2014). The Qualitative Interview in Marketing and Consumer
Research: Paradigmatic Approaches and Guideline. Revista Brasileira de Marketing 13(04), 67-79.
Foudil, D. (2014). Criteria of Validity and Reliability in Quantitative and Qualitative Research.
https://www.researchgate.net/publication/344299664.
Garg, P. & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude.
Article in Journal of Islamic Marketing, 9(3), 683-694, https://doi.org/10.1108/JIMA-11-2017-0125
Gruber, T. Szmigin, I. Reppel, A.E. & Voss, R. (2008). Designing and conducting online interviews to
investigate interesting consumer phenomena. Article in Qualitative Market Research, 11(3), 256-274,
DOI: 10.1108/13522750810879002
Hannes, E. Janssens, D. (2009). Qualitative methods in travel surveys. 6-7.
http://www.travelsurveymanual.org/Chapter-24.html.
Hansstein, F. V. (2014). Consumer Knowledge and Attitudes towards Food Traceability: A Comparison
between the European Union, China and North America. 2014 International Conference on Food
Security and Nutrition. Singapore, 67(22), 114-118.
He, L.Y. & Ran, Y.X. (2015). The Correlation of Brand Equity and Crisis: A Review and Directions for
Future Research. Modern Economy, 6, 392-397. http://dx.doi.org/10.4236/me.2015.63036.
Hair, F. J. Sarstedt, M. Matthews, L. M. Ringle, C. M. (2016). Identifying and treating unobserved
heterogeneity with FIMIX-PLS: part I – method. European Business Review, 28(1), 63-76
Islam, T. Attiq, S. Hameed, Z. Khokhar, M. N. & Sheikh, Z. (2018). "The impact of self-congruity
(symbolic and functional) on the brand hate: A study based on self-congruity theory", British Food
Journal, 121(1), 71-88, https://doi.org/10.1108/BFJ-03-2018-0206.
Iyer, P. Davari, A. & Paswan, A. (2018). Determinants of brand performance: The role of internal branding.
Journal of Brand Management, 25 (3), 202–216, https://doi.org/10.1057/s41262-018-0097-1.
International Centre for Anti-Consumption Research (ICAR). (2014). ANTI-CONSUMPTION AND
CONSUMER WELLBEING. ICAR Proceedings. Organisers: Michael SW Lee, Stefan Hoffmann.
Christian- Albrechts- Kiel University. ISBN: 978-0-473-28933-1
Jaffee, Steven. Henson, S. Unnevehr, L. Grace, D. & Cassou, E. (2019). THE SAFE FOOD IMPERATIVE,
ACCELERATING PROGRESS IN LOW- AND MIDDLEINCOME COUNTRIES. The World Bank
Group. DOI: 10.1596/978-1-4648-1345-0.
Kuehne, S. (October 6, 2020). Food Fraud with Nasty Results. Sherwood, D. “How a Chilean raspberry
scam made its way into Canada leading to a norovirus outbreak”. Reuters. Retrieved from
https://foodsafetytech.com/column/food-fraud-with-nasty-results/.
Khandelwal, U, Kulshrestha. K. & Tripathi, V. (2018). MEASURING CONSUMER REACTIONS
DURING PRODUCT-HARM CRISIS AMONG INDIAN CONSUMERS. Academy of Marketing
Studies Journal, 22(4), -15.
Khan, M. S. Kadirov, D. Bardakci, A. Iftikhar, R. Baran, T. Kantar, M. & Madak, N. (2018). "Social
media analysis of anti-consumption in Turkey". British Food Journal, 121(1), 22-34.
https://doi.org/10.1108/BFJ-03-2018-0203.
Kaczynski, D. Salmona, M. & Smith, T. (2013). Qualitative research in finance. Australian Journal of
Management, 39(1), 127–135. DOI: 10.1177/0312896212469611.
Kuijpers, D. Wintels, S. & Yamakawa, N. (2020). Reimagining food retail in Asia after COVID-19.
McKinsey & Company.
https://www.mckinsey.com/industries/retail/our-insights/reimagining-food- retail-in-asia-
Kinderman, P. (2019). A Phenomenological Approach. In: A Manifesto for Mental Health. Palgrave
Macmillan, Cham. http://doi-org-443.webvpn.fjmu.edu.cn/10.1007/978-3-030-24386-9_7.
Knittel, Z, Beurer, K. & Berndt, A. (2016). Brand avoidance among Generation Y consumers. Qualitative
Market Research: An International Journal, 19(1), 27-43, DOI 10.1108/QMR-03-2015-0019.
Khalifa, D. Shukla, P. (2018). Me, My brand and I: Consumer responses to luxury brand rejection. Article in
Journal of Business Research, 81: 156-162, https://doi.org/10.1016/j.jbusres.2017.05.032.
Li, Y. Phau, I. Lu, W. & Teah, M. (2018). Crisis management of food security scandals in China:
Motivations and solutions towards purchase intention. J Consumer Behav, 17(1), 13-24.
Liu, J., Anne, E. P., Brit, C., & Giboreau, A. (2019). The impact of tablecloth on consumers’ food perception
in real-life eating situation. Food Quality and Preference,71, 168-171.
https://doi.org/10.1016/j.foodqual.2018.06.011
Lipari, L. A. Debra L, Worthington, D. L. & Bodie, G. D. (2020). Phenomenological Approaches.
https://onlinelibrary.wiley.com/doi/abs/10.1002/9781119554189.ch2.
Mali F. (2020). Analysis of inflation of some groups of goods regarding food products in two parts of
producer and consumer2012_2019.Iran’s Statistics Center. (In Persian).
Mansourian Y. (2012). Proficiency in research interviews: points and references. Atf Electronic
Journal. 11:16. (In Persian).
Munir, H. Aqdas Rana, R. & Tariq Bhatti, U. (2017). Factors affecting advertisement avoidance through
mediating role of customer perceived value. Article in International Journal of Research, 4(9), e-ISSN:
2348-6848.
Mokhtar, A. (2016). A framework for Islamic advertising: Using Lavidge and Steiner’s hierarchy of effects
model. Intellectual Discourse, 24(2), 273–294. ISSN 0128-4878 (Print); ISSN 2289-5639 (Online).
Nau, J. P. & Rémy, E. (2011). Consumer resistance and anti-consumption: Insights from the deviant careers
of French illegal downloaders. Article in European Journal of Marketing, 45(11/12), 1789-1798, DOI:
10.1108/03090561111167423.
Nazarian M, Vazifedoust H, & Heydarzade K. (2019). Presentation of Behavioral Anti_Consumption
pattern in Iran’s market through data_oriental approach. Journal of Consumers’ studies. Kordestan
Human and Social Research University Publication.6(2).333_352. (In Persian).
Nixon, E. (2013). Indifference in a Culture of Consumption (A thesis submitted for the degree of Doctor of
Philosophy). University of Bath, School of Management.
Odoom, R. Kosiba, J. P. Tetteh Djamgbah, C. & Narh, L. (2019). "Brand avoidance: underlying protocols
and a practical scale". Journal of Product & Brand Management, 28(12).
https://doi.org/10.1108/JPBM-03-2018-1777.
Odeyemi OA, Sani NA, Obadina AO, Saba CKS, Bamidele FA, Abughoush M, Asghar A, Dongmo FFD,
Macer D, Aberoumand A. Food safety knowledge, attitudes and practices among consumers in
developing countries: An international survey. Food Res Int. 2019 Feb; 116:1386-1390. doi:
10.1016/j.foodres.2018.10.030. Epub 2018 Oct 11. PMID: 30716930.
Panjtani M, Mansourian Y, & Mobini M. (2017). Phenomenological analysis of location aesthetics
experience: Naghshe JahanSquare Case Study. Tabriz University Philosophical Researches, 11(20),23-60.
(In Persian).
Pinto, O. & Brandao, A. (2020). Antecedents and consequences of brand hate: empirical evidence from the
telecommunication industry. Article in European Journal of Management and Business Economics,
DOI: 10.1108/EJMBE-04-2020-0084.
Preijers, S. (2016). BRAND HATE, Exploring and understanding the concept (Master Business
Administration, Radboud University Nijmegen). Retrieved from
https://theses.ubn.ru.nl/handle/123456789/4503?locale-attribute=en.
Rahimnia F, Sarvari T, & Pour Salimi M. (2018). Analysis of the effect of regret brand behavioral
intention through satisfaction and the role of consumers’ brand identity in a first_class Gym in
Mashhad.Modiriat Brand Quarterly,5(15). (In Persian).
Roy, V. Tata, S. V. & Parsad, C. (2018). Consumer response to brand involved in food safety scandal: An
exploratory study based on a recent scandal in India. J Consumer Behav. 17(1), 25-33.
Riley, L. S. & Kohlbacher, F. (2018). MORAL AVOIDANCE FOR PEOPLE AND PLANET: ANTI-
CONSUMPTION DRIVERS. Journal: Management Decision, 56(2), DOI: 10.1108/MD-12-2016-0907.
Sadeghi H, Akbari M, & Kazemi A. (2017). Analysis of the effect of amount and Type of imitation and
the role of brand’s language in recognition of imitation from Original brand. Modiriat Brand Quarterly
,4(10). (In Persian).
Sadr S. (2019). Characteristics of Iran’s food industry. World’s economy news.4653.3547029. (In Persian).
Samaraweera, G. C. Li, C. & Qing, P. (2014). Mitigating Product Harm Crises and Making Markets
Sustainable: How does National Culture Matter? ISSN 2071-1050.
www.mdpi.com/journal/sustainability, 6(5), 2642-2657.
Shaban, Y. & El-Bassiouny, N. (2017). The Many Facets of Sustainable Consumption, Anti-Consumption,
and Emotional Brand Attachment in Egypt. African Journal of Business and Economic Research
(AJBER), 12(1), 163-204.
Suomi, K. Saraniemi, S. Vhtalo, M. Kallio, T.J. & Tevameri, T. (2019). Employee Engagement and
Internal Branding: Two Sides of the Same Coin? Corporate Reputation Review.
https://doi.org/10.1057/s41299-019-00090-0.
Tufford, L. & Newman, P. (2010). Bracketing in Qualitative Research. Qualitative Social Work. SAGE
journals, Research Article, 11(1), 80-96.
Tony, C. Constantino, S. & Angela, D. (2019). Domains of Influence: Exploring negative sentiment in
social media. Journal of Product & Brand Management - Decision on Manuscript, 28(3).
DOI: 10.1108/JPBM-03-2018-1820.
Tandon, A. Jabeen, F. Talwar, S. Sakashita, M. & Dhir, A. (2020). Facilitators and inhibitors of organic
food buying behavior. Article in Food Quality and Preference, 88, DOI: 10.1016/j.foodqual.2020.104077.
Udadeniya, U.P.R.P. Yalegama, M.M.H.H. Wickramasinghe, A.K.K.D. Mannapperuma, M.Y.S.S. &
Jayasuriya, K.K.N.A. (2019). Online Behavioral Advertising Avoidance in Online Retailing in Sri
Lanka: Through the Mediating Role of Ad Skepticism. Global Journal of Management and Business
Research: E Marketing, 19(4).
Ursula Scholl‐Grissemann. (2018). Do consumers care about the message a claim conveys? The magic bullet
effect of organic and domestic claims on food products. J Consumer Behav, 17(1), 21-28.
World Health Organization and Food and Agriculture Organization of the United Nations. (2020). COVID-
19 and Food Safety: Guidance for Food Businesses: interim guidance. This work is available under the
Creative Commons Attribution-Non Commercial-Share, Alike 3.0 FAO licence (CC BY-NC-SA 3.0
IGO; https://creativecommons.org/licenses/by-nc-sa/3.0/igo/).
World Health Organization. (2020). WHO Coronavirus Disease (COVID-19) Dashboard.
https://www.worldometers.info/coronavirus/.
White, G. R. T. Samuel, A. Zhou, P. Razak, A. A. & Thomas, S. (2018). Religious heterogeneity of food
consumers: The impact of global markets upon methods of production. J Consumer Behav, 17(1), 3-
www.nobelprize.org/prizes/peace/2020/wfp/interview/
www.nobelprize.org/prizes/peace/2020/press-release
Yuksel, U. Thai, N. & Lee, M. S. W. (2019). Boycott them! No, boycott this! Do choice overload and
small‐agent rationalization inhibits the signing of anti‐consumption petitions? Article in Psychology and
Marketing, 37(4), DOI: 10.1002/mar.21293.
Yang, S. Li, D. Tao, Z. & Li, X. (2018). Search engine advertising for organic food: The effectiveness of
information concreteness on advertising performance. J Consumer Behav, 17(1), 47-56.
Zhang, C. & Laroche, M. (2020). Brand hate: a multidimensional construct. Article in Journal of Product &
Brand Management. ahead-of-print, ahead-of-print, https://doi.org/10.1108/JPBM-11-2018-
2103.