شناسایی چارچوب گفتمانی مشروعیت برند پایدار در یک زمینه صنعتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکترای مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

2 عضو هیات علمی گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان

3 دانشگاه سمنان

4 عضو هیأت علمی و مدیرگروه مدیریت بازرگانی دانشگاه سمنان

10.22051/bmr.2023.42352.2412

چکیده

امروزه شرکت‌ها تحت فشار قرار گرفته‌اند تا مسئولیت‌های اجتماعی و زیست محیطی را در چارچوب استراتژی‌ها و سیستم‌های مدیریتی خود بپذیرند و پایداری می‌تواند برندهای رقابت کننده در بازارهای B2B را متمایز کند. از طرفی دستیابی به پایداری و مزیت رقابتی مستلزم آن است که شرکت‌ها برندسازی، شهرت و مشروعیت خود را به روشی متقابل پشتیبانی و ترکیب کنند. لذا هدف از پژوهش حاضر شناسایی چارچوب گفتمانی مشروعیت برند پایدار در یک زمینه صنعتی می‌باشد. چارچوب فلسفی این پژوهش، پارادایم تفسیری– اثبات‌گرایی و از دسته پژوهش‌های کاربردی و اکتشافی است. مشارکت‌کنندگان پژوهش که به صورت هدفمند انتخاب شدند، 12 نفر از فعالین حوزه B2B آشنا با برندسازی پایدار هستند، که دیدگاه‌های آن‌ها با استفاده از تحلیل عاملی کیو با استفاده از نرم‌افزار SPSS 25 مورد تجزیه و تحلیل قرار گرفت. نتایج نشان می‌دهد که الگوی مشروعیت برند پایدار در یک زمینه صنعتی، در پنج دسته ذهنیت مشروعیت خارجی، مشروعیت عمل‌گرایانه، مشروعیت هنجاری، مشروعیت ابزاری و کاتالیزور مشروعیت قرار دارد. فرآیند مشروعیت بخشی، فرآیندی است که نه فقط عملکرد بازاریابی، بلکه کل سازمان را در بر می‌گیرد. لذا کسب‌وکارهای B2B باید استفاده از کارکنان در روابط با مشتری را مورد توجه قرار دهند، زیرا آن‌ها اساساً چهره‌های برند هستند. همچنین برندهای پایدار B2B باید با تداعی مثبت؛ هم برای تامین کننده و هم برای مشتریانشان ارزش ایجاد ‌کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying the Discourse Framework of Sustainable Brand Legitimacy in an Industrial Context

نویسندگان [English]

  • Sima Alipour 1
  • Morteza Maleki MinBashRazgah 2
  • davood feiz 3
  • Azim Zarei 4
1 Ph.D student in Business Management, Faculty of Economics and Management, Semnan University, Semnan, Iran
2 Faculty of Business Management, DoS in Economics, Management and Administrative Sciences, Semnan University, Semnan
3 semnan university
4 Prof., Faculty of Economics, Management and Administrative sciences, Semnan University, Semnan, Iran
چکیده [English]

Today, companies are under pressure to accept social and environmental responsibilities within the framework of their strategies and management systems, and sustainability can differentiate competing brands in B2B markets. On the other hand, achieving sustainability and competitive advantage requires companies to support and combine their branding, reputation, and legitimacy in a mutual way. Therefore, the purpose of this research is to identify the discourse framework of sustainable brand legitimacy in an industrial context. The philosophical framework of this research is the interpretive-positivist paradigm and is a category of applied and exploratory research. The participants of the research, who were selected purposefully, are 12 B2B activists familiar with sustainable branding, whose views were analyzed using Q factor analysis using spss25 software. The results show that the model of sustainable brand legitimacy in an industrial context is in five categories: external legitimacy, pragmatic legitimacy, normative legitimacy, instrumental legitimacy, and legitimacy catalyst. The process of legitimization is a process that involves not only the marketing function but the entire organization. Therefore, B2B businesses should pay attention to the use of employees in customer relations, because they are basically the faces of the brand. Also, sustainable B2B brands should be associated with positive associations; Create value for both suppliers and customers.

کلیدواژه‌ها [English]

  • Brand legitimacy
  • Sustainable Branding
  • B2B Business
  • Q Method

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