طراحی مدل داینامیکی ارزش ویژه برند با تمرکز بر اخبار جعلی و دانش مشتری (مورد مطالعه برند کوکاکولا)
محورهای موضوعی : مدیریت دانش
داود ارین نژاد
1
(دانشجوی دکتری گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران )
علیرضا پویا
2
(استاد گروه مدیریت، دانشگاه فردوسی مشهد، ایران)
هادی بستام
3
(استاد مدعو گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران و استادیار مدیریت بازرگانی، موسسه آموزش عالی تابران، مشهد، ایران )
علی حسین زاده
4
(استادیار گروه مدیریت، واحد تربت حیدریه، دانشگاه آزاد اسلامی، تربت حیدریه، ایران )
کلید واژه: مدل داینامیکی, ارزش ویژه برند, اخبار جعلی, دانش مشتری,
چکیده مقاله :
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.
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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