Designing a dynamic model of brand equity with a focus on fake news and customer knowledge at Coca-Cola
Subject Areas :Davood ariannejad 1 , Alireza Pouya 2 , Hadi Bastam 3 , Ali Hosseinzadeh 4
1 - PhD student in Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran
2 - Professor of Management, Ferdowsi University of Mashhad, Iran
3 - Visiting Professor of Management Department, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran and Assistant Professor of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran
4 - Assistant Professor of Management, Torbat Heydariyeh Branch, Islamic Azad University, Torbat Heydariyeh, Iran
Keywords: dynamic model, brand equity, fake news, customer knowledge,
Abstract :
Objective: The purpose of this research is to design a dynamic model of brand equity focusing on fake news and customer knowledge. Methodology: The research approach used is mixed and the time period of simulation in this research was (from 2025-2020). Library sources have been used to collect information in the stages of identifying variables, expressing dynamic hypothesis, conceptualizing the system, and forming initial cause and effect diagrams; In order to clarify how the variables affect each other, formulating relationships and verifying the validity of the final model of system dynamics from interviews with experts in the food industry and Mashhad Co. ¬ Production of behavior was used. Findings: According to the results of the research, brand equity has a dynamic nature, and all the dimensions and components affecting it can be changed over time based on different policies, and also the repetition and spread of fake news about an organization and its products can reduce brand equity. and the amount of trust of customers and the credibility of the organization decreases with the repetition of fake news. Conclusion: The investment of the organization in order to increase the customer's knowledge about the products and remove the misconceptions caused by fake news can increase the trust in the brand and lead to the neutralization of the effect of fake news on the brand value.
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