طراحی مدل داینامیکی ارزش ویژه برند با تمرکز بر اخبار جعلی و دانش مشتری (مورد مطالعه برند کوکاکولا)
الموضوعات :داود ارین نژاد 1 , علیرضا پویا 2 , هادی بستام 3 , علی حسین زاده 4
1 - دانشجوی دکتری گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
2 - استاد گروه مدیریت، دانشگاه فردوسی مشهد، ایران
3 - استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استادیار مدیریت بازرگانی، موسسه آموزش عالی تابران، مشهد، ایران
4 - استادیار گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران
الکلمات المفتاحية: مدل داینامیکی, ارزش ویژه برند, اخبار جعلی, دانش مشتری,
ملخص المقالة :
هدف: هدف این پژوهش طراحی مدل داینامیکی ارزش ویژه برند با تمرکز بر اخبار جعلی و دانش مشتری می باشد. روش شناسی: رویکرد پژوهشی مورد استفاده آمیخته هست و دوره زمانی شبیه‌سازی در این تحقیق (از سال 2020- 2025) بوده است. جمع‌آوری اطلاعات در مراحل شناخت متغیرها، بیان فرضیه پویا، مفهوم‌سازی سیستم و تشکیل نمودارهای علّی و معلولی اولیه از منابع کتابخانه‌ای استفاده شده است؛ برای شفاف سازی چگونگی تأثیرگذاری متغیرها بر یکدیگر، فرموله نویسی روابط و تأیید اعتبار مدل نهایی پویایی سیستمی از مصاحبه با خبرگان در صنعت مواد غذایی و شرکت خوشگوار مشهد (تولیدکننده محصولات کوکاکولا) و آزمونهای حالت حدی، آزمون کفایت مرز و باز تولید رفتار بهره گرفته شد. یافته ها: بر اساس نتایج تحقیق ارزش ویژه برند ماهیت پویا داشته و همه ابعاد و مؤلفه‌های اثرگذار بر آن در طول زمان بر اساس سیاست‌های مختلف قابلیت تغییر دارند و همچنین تکرار و گسترش اخبار جعلی در خصوص یک سازمان و محصولاتش میتواند ارزش ویژه برند را کاهش دهد و میزان باور مشتریان و اعتبار سازمان با تکرار اخبار جعلی کاهش می‌‌یابد. نتیجه گیری: سرمایه‌گذاری سازمان در راستای بالا بردن دانش مشتری در خصوص محصولات و رفع سوء برداشت‌های ناشی از اخبار جعلی میتواند اعتماد به برند را افزایش داده و منجر به خنثی‌سازی اثر اخبار جعلی بر ارزش ویژه برند شود.
Bahadur, F. K. (2020). Fake it till you break it?! Impact of fake news on implicit brand attitudes of social media users (Master's thesis, University of Twente). persion
Berthon, P. R., & Pitt, L. F. (2018). Brands, truthiness and post-fact: Managing brands in a post-rational world. Journal of Ma+cromarketing, 38(2), 218-227.
Borges‐Tiago, T., Tiago, F., Silva, O., Guaita Martínez, J. M., & Botella‐Carrubi, D. (2020). Online users' attitudes toward fake news: Implications for brand management. Psychology & Marketing, 37(9), 1171-1184.
Borkovsky, R. N., Goldfarb, A., Haviv, A. M., & Moorthy, S. (2017). Measuring and understanding brand value in a dynamic model of brand management. Marketing Science, 36(4), 471-499.
Bronstein, M.V., Pennycook, G., Bear, A., Rand, D.G. andCannon, T.D. (2019),“Belief in fake news is associated withdelusionality, dogmatism, religious fundamentalism, andreduced analytic thinking”,Journal of Applied Research inMemory and Cognition, Vol. 8 No. 1, pp. 108-117
Crescitelli, E. and Figueiredo, J.B. (2009). Brand equity evolution: a system dynamics model. BAR Curitiba, 6(2): 101- 117.
Crass, D., Czarnitzki, D., & Toole, A. A. (2019). The dynamic relationship between investments in brand equity and firm profitability: Evidence using trademark registrations. International Journal of the Economics of Business, 26(1), 157-176
Datta, H., Ailawadi, K. L., & Van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?. Journal of Marketing, 81(3), 1-20.
Domenico, G., & Visentin, M. (2020). Fake news or true lies? Reflections about problematic contents in marketing. International Journal of Market Research, 62(4), 409-417.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308. persion
Ezzati, Nasim, Mazhari, Zahra (2021), the effect of brand equity, brand identity and loyalty on customers' intention to repurchase from the sports shoes industry, Accounting and Management Perspective Quarterly, Volume 4, No. 44, pp. 35-50 . persion
Esmaili, Amir; Rahimi, Saleh; Moradi, Mahmoud (2019), the relationship between information literacy and the ability of library users to recognize fake news based on the information mapping components of IFLA, National Studies on Librarianship and Information Organization, Volume 30, Spring 2019, Number 1 (consecutive 117, persion
Farz Alivand, Shiva,(2021), a review of the concept of customer knowledge management and its importance in the performance of the organization, the sixth international conference on sustainable development techniques in industrial management and engineering with the approach of recognizing permanent challenges, Tehran, persion
Flostrand, A., Pitt, L., & Kietzmann, J. (2019). Fake news and brand management: a Delphi study of impact, vulnerability and mitigation. Journal of Product & Brand Management.
Javan Jafari, Ahmad and Qane Qalichi, Akram, (2019), Investigating the impact of customer value on customer relationship management, International Conference on Progress in Management, Business, Economics and Finance . Persion
Hassan , H. Rahman, M. 2013. The Value of National Brand and Local Brand. Journal of Basic and Applied Scientific Research, 3(3): 784-786.
Hidayatno, A., Putri, D.N. and Rahman, I. (2013). Understanding the Dynamics of 6P Branding Strategy with Brand Equity for a Mature Customer-Goods Brand using a System Dynamics Model. Proceeding of the 13th International Conference on QIR (Quality in Research) Yogyakarta, Indonesia, 25-28 June 2013. Persion
Ghayour,Farzad, Dehghan, Kobra(2021) The Impact of Quality Costs on Brand Equity Considering the Mediating Role of Green Innovation in Tehran Stock Exchange,Accanting and auditing Review, Volume 28. Pp 712-691. Persion
Ghomi Aveili , Zinat, Taghipourian ,Mohammad Javad, Maranjori ,Mehdi, Rahmati, Maryam (2021), A Systematic Review of Brand Equity Using the Meta-Synthesis Technique: Analysis of Constituents and its Consequences from a Combined (Financial-Customer) Perspective, 11th year, Vulome 2, number (41)pp 91-112. Persion
González-Mansilla, Ó. Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75(2), 51-65
Ghisetti, C., Mancinelli, S., Mazzanti, M., Zoli, M. (2017). Financial barriers and environmental innovations: evidence from EU manufacturing firms. Climate Policy, 17(3), 131–147
Kumar,S.Shah,N(2018). False Information on Web and Social Media: A Survey. Stanford University. 1(10).1-35.
Kwon, M., & Barone, M. J. (2020). A World of Mistrust: Fake News, Mistrust Mind-Sets, and Product Evaluations. Journal of the Association for Consumer Research, 5(2), 206-219.
Kordnaij, Esdalah ,Bakshizadeh, Alireza, Askaripour, Hossein. (2019). Counterfeit products and their impact on brand equity of original products (case study: clothing industry in Tehran) (English). International Humanities (1) 22. 109-130
Karroubi, Mehdi, Bahari, Shahla, Mohammadi, Samira, Bahari, Jafar, Bejaleh, Marjan. (2020). Evaluating factors affecting brand value among sportswear customers (case study: Ali Daei brand). Geography and Human Relations, 1(1), 218-236. persion
Mills, A. J., Pitt, C., & Ferguson, S. L. (2019). The relationship between fake news and advertising: brand management in the era of programmatic advertising and prolific falsehood. Journal of Advertising Research, 59(1), 3-8.
Monti, F., Frasca, F., Eynard, D., Mannion, D., & Bronstein, M. M. (2019). Fake news detection on social media using geometric deep learning. arXiv preprint arXiv:1902.06673.
Mobini Dehkordi, A. (2011). Introduction of plans and models in mixed research method, Strategy Quarterly, 20th year, No. 60, pp. 217-234. persion
Mohammadi, Bahman and Izadkhah, Habib, (2021), Detection of fake news in social networks using clustering of fake users, 5th National Conference on Distributed Computing and Big Data Processing, persion
Momeni, Maryam, Nazarpur, Amir Hoshang, Mousavi, Seyed Najmuddin (2020) Investigating the effect of customer knowledge management on innovation capacity with the mediating role of knowledge absorption capacity, Transformation Management Research Journal, Volume 12, Number 1, Serial Number 23, Pages 145-168. persion
Nik Farjam Mehdi, Abdulvand, Sara (2016). Modeling brand value for fast consumption products with a dynamic system approach. Brand Management Quarterly, Volume 4, Number 8. persion
Pesonen, T. (2018). The effects of fake news on consumer trust in social media marketing: A quantitative study on consumer mindset.
Soltanifar, Mohammad, Salimi, Maryam, Falsafi, Seyed Gholamreza (2017), Fake news and coping skills, Media Mass Communication Quarterly, Volume 28, Number 3, Serial Number, 108, pp. 43-69. persion
Saei, Mohammad Hossein, Azadi, Mohammad Hossein (2021), Strategies to deal with fake news in news organizations and media in Iran, Scientific Quarterly of Mass Communication - Media, Volume 32, Number 2, Serial Number 123, pp. 35-78. persion
Shafieha, Somayieh, Saleh Ardestani, Abbas, Afsharkazemi, Mohammad Ali, Mirabi, Vahodreza (2017). Designing a brand equity model and predicting future trends in Alborz Insurance Company using the system dynamics approach. Future Management Research Quarterly, 28th year, number 109, persion
Shahzad, M.; Ying, Q.; Rehman, S- U.; Zafar, A.; Ding, X., & Abbas, J. (2019). Impact of knowledge absorptive capacity on corporate sustainability with mediating role of CSR: analysis from the asian context. Journal of Environmental Planning and Management.
Yoo, B. (2009). Cross-National Invariance of the Effect of Personal Collectivistic Orientation on Brand Loyalty and Equity. Asia Pacific Journal of marketing and Logistics, Vol. 21, No. 1
