Psychological Identifications of Branding in the Food Industry with Grounded Theory Institutions (Study case: Gaz Asari)
Subject Areas : Marketing
Zakieh Beiki Demeneh
1
,
sayyed mohammad reza davoodi
2
,
Mohammad Reza Dalvi
3
1 - Doctoral student of public administration majoring in organizational behavior, Isfahan Branch, Islamic Azad University, Khorasgan, Iran
2 - Associate Professor, Department of Management, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran
3 - Associate Professor of Business Administration, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran
Keywords: Grand Theory, brand, branding, psychology,
Abstract :
A strong brand differentiates the product from competitors' products, reduces search costs, minimizes perceived risks, and offers high quality from the customer's point of view. He considered that one of the most important problems of Iran's food industry is related to the brand name, especially in the field related to the internalization of awareness and association of the brand name in the customer's mind. Cognitive distortions, as psychological factors that cause perceptual errors in people, can be effective in their negative feelings and, as a result, affect the expected results of customers' behavior; Therefore, identifying the psychological components of branding in the food industry with the foundation's data approach (case study: Gaz Asari) is of great importance. The method of this research is qualitative and grounded theory method (foundation data) which has been used in this research due to some of its special features. The statistical population consists of interviews with 17 people, including all managers and expert managers in the Gaz Asari brand industry, which means analyzing the data obtained from the interviews, using the qualitative-inductive grounded theory method (including the steps of open coding, central coding, and selective coding). The results include 19 general categories in the form of a paradigm model, which include causal conditions (competitive pressure, changing customer characteristics, market uncertainty, understanding the importance of branding and lifestyle changes), central phenomenon (psychological branding), background conditions (sustainability of brand effects) flexible characteristics of the brand and branding skills, intervening conditions (customer, company capability, brand competition capacity and the challenges of Sanat Gaz administration) and strategies (differentiation strategy, modeling strategy, discovery strategy, and resistance strategy) and consequences (short consequences duration and long-term consequences).
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Psychological identifications of branding in the food industry with grounded theory institutions
(Study case: Gaz Asari)
Abstract
Cognitive distortions, as psychological factors that cause perceptual errors in people, can be effective in their negative feelings and, as a result, affect the expected results of customers' behavior; Therefore, identifying the psychological components of branding in the food industry with the foundation's data approach (case study: Gaz Asari) is of great importance. The method of this research is qualitative and grounded theory method (foundation data) which has been used in this research due to some of its special features. The statistical population consists of interviews with 17 people, including all managers and expert managers in the Gaz Asari brand industry, which means analyzing the data obtained from the interviews, using the qualitative-inductive grounded theory method (including the steps of open coding, central coding, and selective coding). The results include 19 general categories in the form of a paradigm model, which include causal conditions (competitive pressure, changing customer characteristics, market uncertainty, understanding the importance of branding and lifestyle changes), central phenomenon (psychological branding), background conditions (sustainability of brand effects) flexible characteristics of the brand and branding skills, intervening conditions (customer, company capability, brand competition capacity and the challenges of Sanat Gaz administration) and strategies (differentiation strategy, modeling strategy, discovery strategy, and resistance strategy) and consequences (short consequences duration and long-term consequences).
Keywords: brand; branding; psychology; Grand theory
1. Introduction
Attention to the development and improvement of the quality of bran is one of the most important concerns of large companies and organizations (Sabet et al, 2021; Sabet, & Razeghi,2019). Accordingly, paying attention to the quality of employees' performance through the improvement of effective factors can be a way forward (Danaei Shandiz et al,2020) One of the most important topics in brand psychology is the schema category. A very basic concept of a brand name is presented as a schema (Wang et al., 2021). Brand schema is a cognitive structure that includes a cognitive connection with a brand name (Jafenthaler, 2022). Brand schemas of strong brands are characterized by a large number of mostly positive associations that distinguish themselves from other weaker unique aspects of competitors. Brand schemas can influence information processing by directing attention (Gosh et al., 2022), selective processing of information (Hong et al., 2022), or differential activation of information in memory (Kovalodko et al., 2022), in other words, Before consumers choose a product, they need to look at a wide range of available products; or consider relevant alternatives and make inferences about the various alternatives to form a final opinion about which product best meets their dominant needs.
In the discussion of brand psychology, attention is considered, how a strong brand can attract attention (Yu et al., 2022), activate positive features in memory (Venkatesh et al., 2012), and influence consumption. affect the consumers about the brand product and other alternatives and finally, change the choice result in favor of the product (Lu and Yan, 2019).
On the other hand, among the five human senses, vision undoubtedly has the strongest effect on consumer perception. Lin Storm (2005) also showed that 83% of humans use vision as a receiver to receive messages in between (Chen and Hu, 2022). Suriyadi et al. (2022) proposed that color psychology and quality logo design often make certain products with good brand personality in the minds of consumers, on the other hand, a product that is not properly designed and the choice of logo color Poor quality makes a product have a defective character. Colors evoke brands. Using a color that does not align with the overall brand statement and does not consistently communicate the product may lead to consumer confusion. It is very important to examine the psychological significance of the chosen colors and how they are perceived. Beauty brands that know how to use color effectively will stand out in today's visual world.
Packaging is always the consumer's first impression of a product. Consumers prefer to buy a product that comes in a portable package, performs as expected, and contains all the information they need to know about the product, which should be compact, convenient, and compatible. provides the environment (Singh et al., 2021). Although decades have passed since the investigation of the type of attitude of customers towards brands and its effects on customer behavior, during the last few years, the research process has moved in the direction that many of these researchers, the amount They have made customers' fascination and, in a better word, love for the brand their focus. Brand is defined as a name, word, symbol design, or a combination of these that is used to identify the goods and services of a seller or a group of sellers and distinguish them from other competitors; Therefore, one of the most important assets of the company is their brand. The trade name or the brand is widely used as a basis for the consumer and a tool for the customer to examine the differences and uniqueness of the products, which increases the confidence and confidence of the customers in the ease of their decision-making process, which reduces the issues related to their experiences and quality confirmation. to give
Experts in the field of brand management have argued that brand image is a fundamental part of powerful brands that can differentiate a product from competing products. The brand image creates a kind of relationship with the brand in the consumer, in which a set of perceptions about the brand is created in the consumer's memory. Recently, strong links have been established between products and brands, many experts believe that a great revolution has been created in this field, especially in the field of brand management, by proposing a post-modern point of view on the subject of market management. From the point of view of retrospection, the selection of other products is not a simple phenomenon in the form of trade of goods and services. From this point of view, the selection of products is a kind of display of inner thoughts, identification, creativity, and even art for the individual. On the other hand, unlike in the past, the selection of products and their brands is not only related to the intrinsic and functional characteristics of the product but also covers various characteristics of the brand in the form of aesthetic characteristics and symbolic meanings that are emitted from the image of the brand. Geo research has, in such a way that with the best explanation of the topic, they believe that the stronger the relationship between the customer's perception of the product and the individual's self-concept, the more this (aesthetic and symbolic effect of the brand) will increase (Iranzadeh, 2019: 98).
However, there are more complete studies in the field of investigating factors affecting brand choice. For example, in one of the most significant studies on this topic by Sinan and Cheng (2017), under the title of investigating the effects of encountering a brand name on brand choice, two general concepts including memory-based and stimulus-based choices have been considered. In this research, most of the driving factors are external factors in the form of brand shape characteristics, while in the memory-based concept, choices occur based on retrieving information from the customer's memory regarding a specific brand (for example, previous purchase experiences, etc.) (Hosseini, 2019: 87). According to the results of this research, if the customer is not in a time limit, memory-based factors have a greater effect on the choice of the brand, assuming that the customer has previous experience in this matter; Because the customer has the opportunity to refer to his memory, review his previous experiences and choose that brand if he is satisfied. On the other hand, in this research, personal factors are discussed in the opinion of customers, customer awareness and reputation as a whole, and the personal and external effect that the brand image has on its choice (Zarei, 2016: 54).
Cognitive distortions, as psychological factors that cause perceptual errors in people, can be effective in their negative feelings and consequently affect the expected results of customer behavior. Therefore, the investigation of this category of psychological variables on consumers' feelings and behavioral approaches can be an answer to the justifications of people, especially business owners, regarding the effectiveness and generalization of people's characteristics on their judgment of products, services, and brands, as well as a better understanding of Behavioral approaches of customers in different situations caused by perceptual mistakes provided (Tabatabayi, 2018: 9). Although emotions have always been important to branding, they may become even more important: a study of the broad generation of millennial consumers (currently ages 18-34) shows that millennials are 50 percent more personally and emotionally engaged than older generations. They are emotionally connected to brands. Agreeing that brands represent their value and their appropriate place. A great emotional brand does not directly sell products, it sells emotions. The goal is to create an emotion that customers or potential customers associate with your brand, and then make sure you show it across all of your marketing channels, including online and offline advertising, social media, and your website content. (Vikas, 2021: 956).
It is not possible to enter the export target markets; Because these units cannot introduce the products well; This means that the export showcase of these companies is mostly weak. An export showcase is a product that is introduced to global markets with a suitable brand and packaging. Part of the root of these problems comes from the fact that many production and commercial units in Isfahan province are not very aware of the importance of commercial branding. When the product does not have a name, brand, and packaging, the main producer of this product is lost in the market and other people take its profit. Many of the products of Isfahan province are marketed without a brand so that other producers can market them under their name. In such a case, there is no name and sign of Isfahan province in the production and supply of products to the market, and the products of the province are marketed under the brand name of others. Today, many of the products produced in Isfahan province due to the weakness of branding, creation of packaging, modification, completion, and processing industries, as well as neglect in the field of marketing, are easily exported in the name of other provinces of the country, so that the honor of producing these products, which is the result of the suffering of the producer of Isfahan, belongs to other provinces. become a country; Therefore, the main problem of the research can be considered as the lack of integrated branding for the products of Isfahan province. This issue needs a road map and practical solutions before it needs practical action; In this way, having a road map and knowing practical solutions in the field of branding products of Isfahan province, one can easily take practical measures to provide an integrated brand for the products of the province. Therefore, this research is aware of the abundant production and commercial capacity in the province and seeks to identify the distinctive identity aspects of the province's production products so that it can offer a unified brand identity to the market. This research aims to determine what problems and obstacles exist in the way of introducing and supplying products of the province and subsequently, brands with the name of Isfahan province. Reaching obstacles and problems means finding solutions; This means that by identifying the root of the problems, it will be easier and more logical to provide a solution.
In addition to this, the small, medium, and even large units that are active in the country, mostly have a limited variety of production, and this issue is considered a weak point for creating a brand in the food industry because the food consumer expects from a brand that he has become confident and loyal to. has to provide most of his needs in that group of goods. One of the other expectations that the consumer has from the producer is quality stability, and unfortunately, this issue is also one of the weak points of food production units in the country. A change in the quality of the products causes the consumer to lose confidence in the desired brand, and unfortunately, the quality of the products of food producers in the country changes due to various reasons at different times. Therefore, since the export industry is one of the most fundamental factors in realizing the economic development of a country, in this regard, products that alone can have a strong export performance are of special importance. Gaz, as a traditional Iranian sweet, can be presented as a profitable product for export to global markets, considering the unique advantages that Gaz has for export, this product is presented as a profitable opportunity in the field of global trade. will be The possibility of using its recognition, high price, suitable packaging and the interest of the people of the world to its taste is a combination that allows experiencing significant profitability by exporting Gaz to the world markets and add to the economic development of the country, considering The importance of a model for identifying the psychological components of branding in the food industry with a ground theory approach that examines the root of the issue and investigates the causes and necessary measures were not found among the researches in the food industry. The present research investigates the psychological components of branding and This research seeks to answer the question, what are the psychological components of branding in the food industry?
2- Theoretical Framework
Brand as schema
One of the most important topics in brand psychology is the schema category. A very basic concept of a brand name is presented as a schema (Wang et al., 2021). To fulfill customers' expectations in the food distribution industry, empowering salespeople is important.( Fateh et al., 2023)Brand schema is a cognitive structure that includes a cognitive connection with a brand name (Jafenthaler, 2022). Brand schemas of strong brands are characterized by a large number of mostly positive associations that distinguish themselves from other weaker unique aspects of competitors. Brand schemas can influence information processing by directing attention (Gosh et al., 2022), selective processing of information (Hong et al., 2022), or differential activation of information in memory (Kovalodko et al., 2022), in other words, Before consumers choose a product, they need to look at a wide range of available products; or consider relevant alternatives and make inferences about the various alternatives to form a final opinion about which product best meets their dominant needs.
In the discussion of brand psychology, attention is considered, how a strong brand can attract attention (Yu et al., 2022), activate positive features in memory (Venkatesh et al., 2012), and influence consumption. affect the consumers about the brand product and other alternatives and finally, change the choice result in favor of the product (Lu and Yan, 2019).
The fact that brands act as a determining factor in consumer judgments, even more so than the characteristics of the product at hand, has been repeatedly demonstrated in studies in which consumers are asked to compare products with the correct label or products with a brand name label. judge wrongly or without brand. For example, Allison and Ohl (1964) asked consumers to rate several brands of the same beverage and found that consumers tended to judge their preferred beverage brand better when it was correctly labeled than when it was not. They were not able to identify the brand name (Reddy et al., 2020).
Hoyer and Brown (1990) conducted a study with different brands of peanut butter. They found that awareness of a familiar brand in a collection leads people to explore fewer brands. Furthermore, consumers mistakenly rated a low-quality product as high quality when labeled with a familiar brand label, and a high-quality product with a high-quality brand when labeled with an unfamiliar brand name. They got it wrong. Most importantly, studies have shown that brand mental associations often involve implicit and automatic low-level processing of information that occurs directly after exposure to brands and can occur outside of the consumer's conscious awareness (Chartrand & Fitzsimons, 2011).
Brand and self-concept
Another important topic in brand psychology is the category of self-concept and the mutual effects between the brand and it. Because it is important to follow a sustainable and healthy lifestyle. Consequently, when a consumer observes another person using a brand associated with identity-related attributes, such as a healthy lifestyle, similar inferences may be made about the user's characteristics, values, and attitudes. have a brand (Barton et al., 2022).
Because brands provide consumers with a way to express their social identity and categorize themselves, and, logically, consumers prefer brands that are compatible with their self-concept. The idea that people are motivated to assert themselves in their values, attitudes, and behavior is a central tenet of early theories in social psychology, such as compatibility theory (Tibbatt & Kelly, 2017) or incongruity theory (Festinger, 1957). Several studies have shown that people invest resources such as effort, time, and money to appear more consistent, thereby confirming their self-concept (self-affirmation). Swann and Bahrmester (2012) suggested that a consistent and stable self-view enables people to categorize and organize their experiences and guide their behavior. Furthermore, consistent behavior increases the predictability of others, which creates a coherent environment for social interactions.
Self-concept can represent the consumer's self-view (how the consumer sees himself) or the view of significant others (how the consumer thinks others see him). As a result of this ambivalence, consumers may develop discrepancies between their views and the way others perceive them, and in line with the compatibility theories mentioned earlier, they should be motivated to reduce these discrepancies. Using brands with a symbolic advantage helps resolve this conflict, as such brands allow consumers to publicly represent themselves and bring other people along.
The most well-known example of a commercial program aimed at influencing others' views of one's identity is the use of brands as status symbols. At first glance, it seems illogical that people would buy expensive brands that perform the same useful functions as cheaper brands. However, the fact that a consumer can afford expensive brands is a symbol of having resources such as money or power. In evolutionary psychology, the use of status symbols is described as a costly form of signaling
Cultural differences in brand perception
The relationship between brand meaning and the cultural context of consumers can be seen in the analysis of brand personality in different cultures (Song and Tinkham, 2005). For example, Acker et al. (2001) found that dimensions of brand personality in Japan and Spain, two cultures with strong harmony-oriented values, included peacefulness, whereas this dimension did not play a role in the United States. In addition, the authors observed other dimensions of specific culture such as passion in Spain. Song and Tinkham (2005) observed likability as a culture-specific factor in Korea. Cultural differences between brand personality dimensions support the view that brands are symbols and have cultural meaning, and that cross-cultural differences are related to brand perception (Sander et al., 2021).
Cross-cultural researchers have a long tradition of studying cross-cultural differences in personality constructs and thinking (Oisserman, et al., 2008). The basic concept of culture here is the psychological dimension that the self and as a result the symbols used to describe themselves are influenced by the social and cultural systems of individuals (Marcus and Kitayama, 2010). Hence, consumers in different cultures rely on different symbols, including brands, but also differ in the way they process information (Moij and Hofstede, 2011).
A study by Eisenreich and Rubera (2010) examined the drivers of brand commitment by comparing consumers from England, an individualistic culture, and China, a collectivist culture. In line with the assumption that the difference in social orientations between these cultures can also be seen in the perception of brands, the researchers found that the self-relevance of brands is a more important driver for brand commitment in an individualistic culture than in a collectivist culture. culture, while social responsibility was more important in collective culture. Interestingly, differences between individualistic and collectivist cultures were also revealed in the differences in advertising content across cultures (Shavit et al., 2008).
Psychological brand ownership
Building a long-term relationship is the main mission of any company. The brand offers competitive weapons to complement the quality products in achieving this mission. The brand name is often considered an intangible benefit that usually outweighs the tangible benefits of a brand. Intangibility as it is commonly called, a brand can not only encourage perceived risk tolerance but can also minimize switching to a competing brand. The abundance of branding topics can be seen in the literature with a variety of measurements applicable to all types of businesses. Kotler (2003) defined a brand as a logo, symbol, name, or design that creates a trademark or signature that distinguishes goods or services.
Research in psychology has shown that even everyday objects with common experiences, such as brands, can create engaging, emotional, and socially meaningful cognitive experiences. Brands as passive objects with utilitarian and symbolic meanings, brands as relationship partners and regulators of personal relationships, and brands as creators of social identity with social group bonding value. Research in these fields is based on several basic perspectives in cognitive, emotional, motivational, personality, interpersonal, and group psychology (Bagozi et al., 2021).
Companies are trying hard to place their brand in the lives of consumers. Psychological brand ownership is one of the best ways to make consumers psychologically own the brand to create desired behavior. Therefore, companies need to know the ways through which psychological brand ownership can be induced (Kumar and Kushal, 2021). Psychological brand ownership can be defined as a psychological experience that creates positive brand attitudes and brand recognition, such as a sense of ownership toward a brand, and an altruistic spirit toward brand-related activities (Chang Chiang and Han, 2012).
Research background
Suriyadi et al. (2022) in research entitled The Psychological Concept of Color and Logo strengthened the brand personality of local products in the investigation of the white tea brand in one of the regions with the best tea products in Indonesia, even foreign markets among 120 respondents who They were randomly selected from the purchasing department and showed that the logo design and color selection of the packaging of the tea products even at the high-quality level are perceived as low quality due to their simplicity. It seems that the boxes of these products are made with simple paper and simple branding to make expensive products look cheap and reduce the personality brand and also the demand for the product.
Correa and Seamus (2022) in a research entitled Are colors emotional triggers in digital branding in marketing and smart technologies? Through the analysis of color perception in graphic design, and the analysis of consumer responses. It shows that consumers prefer colors that are associated with positive emotions and prefer calmness and safety more to blue, complexity to black, comfort to white, brown as the most boring color, and red They prefer it as the color that attracts their attention the most. By developing a new framework and exploring the emotional triggers of colors in design, this study brings new insights to brands, determining how to best capture customers' attention and provide them with more pleasant experiences. brought
Apahai et al. (2022) research aimed at investigating the impact of artificial intelligence in studying the behavior and psychological reactions of humans towards colors when shopping, the relationship between color perception and human emotions in different fields of branding, advertising, communication, human resources development, And finally, they show improvement in mental health.
(Vikas et al., 2021) effectiveness is a value-oriented category that goes beyond numbers and is related to the direction of the organization. conducted research titled Understanding Brand Authenticity and Social Deprivation from Psychological Brand Ownership Factors. Companies are trying hard to penetrate their brands into the lives of consumers. Psychological brand ownership is one of the best ways to create a psychological consumer in consumers to create desirable behavior; Therefore, companies must know the ways to create psychological brand ownership. For this purpose, the present study primarily examines perceived brand authenticity and social rejection as important antecedents of psychological brand ownership. A total of 407 responses were collected through the online mode. The results show that both brand authenticity and social deprivation create a sense of psychological brand ownership. In addition, the findings also support positive word of mouth and purchase intention as outcomes of psychological brand ownership. This study provides important implications for academics and doctors.
Sangwan (2020) conducted research titled The Effect of Brand Tourism on Customer Loyalty Experiences in a Luxury Hotel: The Moderating Role of Psychological Ownership. This study applies the brand tourism effect to investigate the different reactions of loyal customers from two types of non-loyal customers (i.e., branded expatriates and branded tourists) in the luxury hotel industry. This study also examines the modifying role of psychological ownership due to brand name tourism. By conducting a 2 (types of non-loyal customers) * 2 (psychological ownership) experimental test, the results show that the loyal customers of tourists perceive the brand with more satisfaction and their disappointment is the most different emotional reaction. In addition, the result also considers the moderating effect to be significant, it shows that in a restroom, loyal customers view the brand positively towards the restaurant tourists. Finally, this study also discusses theoretical and practical concepts.
Lin et al. (2019) in the research entitled "Investigating the development of brand loyalty from the perspective of positive psychology among 31 car brands among 580 people from the statistical sample showed that the cohesion of society and the quality of information positively affect this flow." Brand liking positively influences brand identification and subsequently brand loyalty.
Rahimian (1400) in a research entitled "Identifying the components of strengthening the personal brand of university faculty members" stated that since the competition of universities has increased in recent years and they have turned to branding, and one of the important factors of the brand of universities is the brand of faculty members. It is their science. The findings showed that the personal branding of university faculty members includes knowledge (expertise), psychological (characteristics), communication (networking in the academic and public domain), and fame (being known in the academic, media, and public domain). ) and action (voluntary activities in the field of social responsibility). If the model is applied, we can expect an increase in the function of the reference group of the faculty members of the country's universities and, as a result, an increase in the efficiency of the educational and research system. Conclusion: Maturity in the cultivation of human capital, one of which is improving the personal identity of faculty members, can create the necessary ground for improving the performance of the university to the environmental needs.
Erwane and Shojayan (1400) in research entitled "Investigating the effect of brand reputation on customers' attitude towards the brand with the mediating role of emotional and cognitive trust" stated that brand reputation has a significant effect on three variables of customers' attitude towards the brand, cognitive trust, and emotional trust; Also, the variable of cognitive trust has a significant effect on customers' attitude towards the brand; But the effect of emotional trust on customers' attitude towards the brand was not significant. Cognitive trust in the relationship between brand reputation and customers' attitude towards the brand as a mediator.
search method This research has designed a model to identify the psychological components of branding in the food industry with a with grounded theory(case study: Ghazasari) using a qualitative-inductive method using grounded theory] and a semi-structured interview tool. The need to identify the psychological components of branding in the food industry was collected from the interviewees by semi-structured interview method and data collection was done from 17 of the interviewees until theoretical saturation was achieved in the 15th interview. Coding the first 15 interviews, the initial mental framework of the researcher was formed, and subsequently, by conducting subsequent interviews and using the new codes obtained, he developed the mental framework until the theoretical adequacy of the interviews was completed by conducting the final 2 interviews. The main structure of data analysis in the Strauss-Corbin method is based on three open, central, and selective coding methods. The first stage of data analysis and interpretation in the grounded theory method is open coding, where the data is broken down into its smallest unit. The second stage is axial coding, during which the data is analyzed, conceptualized, and put together in a new way. Axial coding requires that The analyst has reached several categories and has them in hand. This is the process of converting concepts into subcategories (in axial coding, the grounded data theorist selects an open-coding phase category and places it at the center of the process being investigated (as the central phenomenon), and then other categories) relates to it. Other categories are: "preliminary conditions", "strategies", "contextual and intervening conditions" and "consequences". This stage includes drawing a diagram, which is called a "coding model". The third stage of analysis and Data interpretation in this method is selective coding. Selective coding is a process in which categories are linked to the central category and form the theory. At this stage, the core category is identified and other categories are systematically related to it. Interviews with questions such as "Factors affecting the psychological components of branding in the food industry in terms of structure and content, what elements do you know?" "What characteristics distinguish the current state of branding psychology in the food industry?" "What are the barriers to branding psychology in the food industry?" After the open coding process, 303 primary codes were created and 68 open codes were extracted. In the second step, based on the similarities and differences among the extracted codes, the codes were grouped in a common axis and 17 axis codes were obtained. In the third stage, based on the six-component model of Strauss and Corbin, one of the categories was selected as the central category, and the relationship of other categories in the paradigm model with it was determined. Participants and sampling To collect data, from managers, elites in the brand field, including all managers and expert managers (university managers and professors of some management faculties (Dahaghan University, Shahreza and Isfahan, Khomeinishahr) and people with practical experience and jobs in the food industry are among the tools An exploratory interview was used. The interview sample was 17 people, and the purposeful sampling method and the snowball method were used to select them, and the interview was semi-structured and in-depth with open questions. Also, library studies were conducted to review the documents. The number of the studied samples was sufficient. It was obtained through the theoretical saturation (sufficiency) method. To implement the foundation's data strategy, in this research, a systematic approach with three techniques of open, central, and selective coding was used. Also, the acceptability criterion used in the evaluation of research based on the foundation's data instead of validity and Reliability has been used. Acceptability means that the research findings are reliable and believable in reflecting the experiences of the participants, the researcher, and the audience about the phenomenon under study. Ten indicators of acceptability criteria have been introduced, 5 of which are used in this research to improve accuracy. Scientific, validity, and reliability were used. The audit strategies used are the sensitivity of the researcher, the coherence of the methodology, the appropriateness of the sample, the repetition of a finding, and the use of feedback from informants.
Table (1) several factors in the definition of talent management (Ashton and Morton, 2005) [14]
education | Grade | work experience | Side | Age |
|---|---|---|---|---|
Business Management | Doctorate | 24 | Boss | 48 |
Management of Bazargan _ _ _ _ | Doctorate | 21 | Boss | 53 |
Management of merchants _ _ _ _ | Doctorate | 17 | Head of Business Improvement Department | 49 |
Management of merchants _ _ _ _ | Doctorate | 23 | Head of Transformation and Renovation Department | 47 |
Industrial Management | Masters | 23 | Gaz Asari sales representative | 57 |
strategic management | Doctorate | 22 | Head of the group | 53 |
Management of merchants _ _ _ _ | Doctorate | 12 | professor | 44 |
business management | Doctorate | 7 | professor | 32 |
Executive Management | Masters | 17 | Member of the board of Reghaz Asari _ | 53 |
Business Management | the expert | 13 | Gaz Asari sales representative | 49 |
Industrial Management | Doctorate | 14 | Internet sales manager Gaz Asari | 43 |
governmental management | Doctorate | 18 | Central Deputy | 54 |
Management of the economic system | Doctorate | 30 | Director General | 52 |
Business Management | Doctorate | 10 | professor | 46 |
Business Management | Doctorate | 12 | professor
| 45 |
Evaluation management | Doctorate | 10 | Member of the board of Reghaz Asari _
| 55 |
Management of the economic system | Doctorate | 30 | CEO | 50 |
- Research findings
To answer the research question "What is the conceptual paradigm of relationship management with employees ?" The open and central codings of each part of the contextual model are given below.
Causal conditions Psychological factors of branding in the food industry
the conditions of the category that affect the central category The basis of the interviews done The core codes of "customer characteristic change, market uncertainty, understanding the importance of branding, lifestyle changes" have been identified and related to another wider selection code called causal conditions. The participants in the research stated that conditions are involved in the psychological factors of branding in the food industry, such as culture building, the way of interacting with human capital, and the structure of the banking organization, which is given in Table No. 4.
Table 2: Axial coding of qualitative data (causal conditions)
Paradigm position | Dimensions | Categories | Open source |
Causal conditions | Competitive pressure | Developing competition in the Gaz industry | Competition intense between Companies producing Gaz |
The need to develop an advantage Competition of the Gaz Asari brand | |||
The strengthening of competing brands in Gaz industries | |||
Pressure For Competition With other Gaz brands | |||
hard And complicated Become environment Competition in Gaz industries | |||
Increase Competition At Market Exports | |||
increase Actors That To one the part come in be | |||
Changes in Technology in the Gaz food industry | |||
Companies With Brands Famous | |||
Increase products Similar goods or substitute goods | |||
Brand competitiveness at the level of Gaz industry companies | |||
Creative competition | Development of new forms of presenting Gaz | ||
acceleration Catch Changes environment commercial | |||
Intensification of struggles in advertising | |||
The possibility of creating value-superior | |||
Presentation Products new Leader in the food industry | |||
Global competition | Markets global From way reinforcement And Development commercial | ||
Development Global standards | |||
expectations of increasing market export | |||
Top Carry Value brand self At Markets Internal and Foreign | |||
Changing customer characteristics | Customer diversification | Variety of competitors foreign At Gaz production | |
Increased desire to be different | |||
Alternative products in terms of variety | |||
Need To be Exclusive to be | |||
Change demand Buyers | |||
Customer attention to the brand Products And Different services | |||
Customer uncertainty | Distrust Market Consumption | ||
Increase behavior Complaint Amez | |||
Distortions cognitive | |||
feelings negative Regarding invalid goods | |||
Brand trust | assessment brand Products Gaz production industries | ||
Decrease Feeling Risk Customer | |||
effects Gaz Asari brand On Behavior customers | |||
Fascination customers to Sanat Gaz brand | |||
strength the trust And confidence of customers | |||
The challenge of choice | was not Options Better | ||
single option At Choice available | |||
Customer emotional connection | Relationships Personal and Emotional With Brands | ||
the show I Optimal | |||
under the effect others Placement of customers | |||
Increase excitement And emotions in consumers | |||
Customer Activation | getting stronger Self-concept Man | ||
Expectations Honesty From the brand | |||
Knowledge professional about commodity | |||
campaigns marketing | |||
Comparison with Brand Competitors | |||
distinction commodity From Goods competitor | |||
Market uncertainty | Intellectual property | Necessity of differentiating the Gaz industry | |
Increasing organizations imitator | |||
He copied the goods And Services | |||
challenges brand making | obstacles brand-making Manufacturers | ||
Lack of attention to professional ethics | |||
Information false comprehensive | |||
Negative advertisements in the Gaz market | |||
Increasing rumors in the industry | |||
Understanding the importance of branding | Brand position | reception brand Desirable in Gaz industries | |
known becoming a company through the Asari brand | |||
importance of the part after-sales service | |||
Value special brand Extract for Production doers | |||
The importance of loyalty To the Asari brand | |||
increase desire For the Asari brand by big customers | |||
Brand benefits | Application brand making Trade Gaz Asari | ||
Number of times And Volume shopping customers | |||
links severe between Products And Brands | |||
benefit Hi technical And functional One Brand Gaz | |||
Lifestyle changes | Change in expenses | Use of unnatural materials | |
Product price increase | |||
The importance of finding the nutritional values of Gaz | |||
Change in the quality of manufactured products | |||
Non-biological uses | The development of information and communication technology in the lives of customers | ||
Attention to the social aspects of production | |||
The importance of respecting the environment in food industry production |
Contextual conditions of employee relationship management
The background or context is a set of special characteristics that indicate the phenomenon in question, that is, the place of events and events belonging to the phenomenon. The context indicates the set of special conditions in which action and reaction strategies take place. A set of background elements Based on the relationship management with employees, it includes " sustainability of brand effects, flexible brand features, branding skills ", which is described in Table No. 5.
Table 3: Axial coding of qualitative data (contextual conditions)
Paradigm position | Dimensions | Categories | Open source |
Background conditions | Persistence of brand effects | Intrinsic effects | Features a shape Gaz Asari brand |
evaluation Positive To Gaz Asari brand | |||
dependency emotional To Gaz Asari brand | |||
Emotional effects | create a Feeling Belonging to Gaz Asari | ||
attitude a positive Ratio To the Gaz Asari brand | |||
Existence comment Long term to Gaz Asari | |||
image Gaz Asari producer | |||
Social effects | Feeling success | ||
Value Credit and Social | |||
advertisements Verbal Positive | |||
Cognitive effects | increase Information And Knowledge of technical | ||
Desirability Hi Customer At Selection One the product | |||
Existence Attitudes Favorable to brand affiliations | |||
Environmental effects | The ability to understand the environment's dynamic | ||
Attention to the needs of environmental | |||
Organizational effects | Desire to invest in the Gaz Asari brand | ||
vision Culture And mentality Beneficiaries | |||
Flexible brand features | Brand mana | Homogeneity Character Gaz Asari brand | |
Continuity and Stability Value Hi The foundation of Gaz Asari | |||
Durability on Gaz Asari's mind | |||
Continuity and Stability Brands Products | |||
Brand diversity | Possession From identity Hi Gaz Asari multi-role | ||
Development of benefits Functional Gaz Asari | |||
distinction At Price And Or the amount of requested goods | |||
Branding skills | Branding power | Producer Attitude Ratio To Gaz Asari brand | |
The ability to follow similar brands as Gaz Asari | |||
Brand Intelligence | Paying attention to the cultural foundations of the Gaz Asari brand | ||
The ability of the brand to adapt to changes in the environment | |||
Branding knowledge | mastery Of brand making And Gaz branding | ||
Adequate knowledge of Gaz branding | |||
Ability to differentiate the product | |||
Environmental advertising | Mastery of virtual social networks in connection with Gaz | ||
Technological literacy and appropriate to the issues of the day | |||
Knowing new platforms in Gaz advertising | |||
Communication skills | Knowledge of managing customer needs | ||
Ability to cluster customers |
Intervening conditions of employee relationship management
They facilitate or constrain strategies within a particular context. Contributors argue that Customer, company capability, brand competition capacity, Gaz industry management challenges, psychological intervention conditions of branding in the food industry
Table 4: Axial coding of qualitative data (intervening conditions)
Paradigm position | Dimensions | Categories | Open source |
Intervening conditions | Customer | customer behavior | Loyalty customers to existing brands |
reduce the length of life | |||
answers behavioral aroused | |||
tendency Consumption doers To shopping Brand Gaz | |||
Customer emotions | Irritability of decision-making For shopping | ||
awareness From reactions to emotional And Emotional | |||
Process Decision-making Emotional | |||
Value Perceived prestige of customers | |||
amount intensity or depth closeness mental customers With Gaz Asari brand | |||
dependency strong And personal between the customer And the Asari brand | |||
belonging Mind Customers to consumer products | |||
Knowing the customer | Durability The taste and aroma of the product At Mind buyer | ||
awareness Of Time Appropriate shopping | |||
Visualization Foreign brand | |||
Understanding the ideas an individual customers | |||
image mental From the product And brand | |||
Memory interventions Customer | |||
Experience And a diary shopping | |||
understanding connections brand | |||
Consequences brand | |||
Value mental attitude brand | |||
Distortion of customers' awareness | mistakes Customer perception | ||
The influence of media social In the mind of the customer | |||
Non-authentic names and brands | |||
Currents social | |||
Faltering in power Decision get Customer | |||
inconsistency image From self With image mental brand | |||
Ability to participate | The company's communication function | Feeling Responsibility social Gaz Asari | |
customer Madari Gaz Badaji | |||
Simultaneity and location of goods and services | |||
Making Gaz Asari products and services available | |||
Feeling welcome From Process Buy from Gaz Asari branches | |||
Optimal to be Function Products And Gaz Asari services | |||
amount of relationships and interactions with Customers of Gaz Asari | |||
Competitive power | vision Ratio To Gaz Asari business | ||
success long time A juicy bite | |||
Awareness of competitor's strength | |||
strength competitive Company | |||
position Company At Gaz Bazaar | |||
Attention To Morality Commercial | |||
The social capital of the company | to have a base Of customers Loyal | ||
Evaluations internal about the quality of the product | |||
Giving importance to transparency in production | |||
Loyalty behavior For creating Both Nawai With Gaz Asari brand | |||
Functions Interaction and Status And Validity Gaz Asari | |||
nature Social Gaz Asari | |||
amount Value And acceptability Gaz Asari brand | |||
advertisements Gaz Asari's social oral | |||
Customer fees | cost attraction one New customer | ||
cost keep customer | |||
Advertising long And Laborious | |||
Misjudgment Consumption doer | |||
The competitive capacity of the brand | Brand innovation capability | Exclusive to be named Trade Gaz Asari | |
Ability And Capacity Gaz Asari brand | |||
innovations diverse Gaz Asari brand | |||
The special capacity of the brand | Property Hi exclusive Gaz Asari brand | ||
Synergistic power Gaz Asari brand | |||
The ability to customize Gaz Asari | |||
profitability Brand in competitive conditions | |||
Brand attributes | Attractive And staring doer to be | ||
able confidence to be | |||
Property Hi Qualitative Tangible | |||
qualification And merit | |||
Unique And unique to be | |||
Attractive And Entertaining | |||
reliable | |||
Stability Property I see | |||
Durability of quality perception done | |||
Prominence brand | |||
Assets main brand | |||
Challenges of Sanat Gaz administration | The functional challenge of Gaz Asari | Inseparability Services | |
Market constraints Target | |||
type limitation activity Commercial Organization | |||
The structural challenge of Gaz Asari | Limits of innovation organizational | ||
complexity And Structural strength | |||
Vulnerability normative | |||
The content challenge of Gaz Asari | Vulnerability Information | ||
Media interventions social | |||
Manpower empowerment costs | |||
motivation more To process Information New | |||
Conflict of interests of the owner Infiltrators |
Communication management strategies with employees
based strategies Actions and reactions are used to control, manage, and feedback on the phenomenon under study. Strategies are purposeful and they are done for a reason. The strategies of this research include differentiation strategy, modeling strategy, discovery strategy, resistance strategy, and psychology of branding in the food industry. It is shown in the table below.
Table 5: Axial coding of qualitative data (strategies)
Paradigm position | Dimensions | Categories | Open source |
Strategies | Differentiation strategy | Quality development | Focus on quality And Gaz Asari's innovation |
Development of Gaz Asari brand services | |||
review At Methods Business Traditional Gaz Asari | |||
Development Propulsions effective At businesses a lot Small Gaz Asari | |||
Process reengineering | forming again Darges Asari processes | ||
cognition Propulsions Kelidi Gaz Asari | |||
Correcting the defective cycles of the Gaz Asari brand | |||
Differentiation in advertising | Customer attention management based on psychological aspects of the Gaz Asari brand | ||
Multimediaization of Gaz Asari brand advertisements | |||
Techniques of influence on attitude and persuasion to accept Gaz Asari | |||
Internal alignment with the brand | Focus on issues of environmental | ||
Developing a sense of ownership and psychological | |||
incitement Feeling Man | |||
Psychological security of the consumer | Creation guarantee And confidence From benefits item Expectation | ||
Add Information about Value One the product | |||
the balance Ongoing between Organization And customer | |||
confidence to give To Function the product And service | |||
Transparency of product information | |||
Modeling strategy | Competitive psychology | Using psychological patterns of competing brands | |
Psychological analysis of the effects of consuming other products | |||
Adaptation Strategic Giving meaning to consumption | |||
analyze strategic Competitors' brand | |||
Alignment strategy | Optimization Features functional the product | ||
Developing the ability to match with the competitor | |||
Discipline to Processes Commercial | |||
Emotional management | Strong more to do Relation Gaz Asari brand With Customer At the length Time | ||
advertisements Mouth To Dhan Gaz Asari | |||
Increasing the psychological literacy of Gaz Asari employees | |||
made Brands has the theme Love And Interest in Gaz Asari | |||
Managing consumer emotions Ratio To one Gaz Asari brand | |||
Customer orientation | souk to give customers satisfaction To Gaz Asari's loyalty | ||
Demand management Gaz Asari buyers | |||
Illustration mental At Purchases Gaz Asari organization | |||
Objectify the performance And benefits of Gaz Asari product | |||
Discovery strategy | psychology Color | Using the capacities of psychological effects of color | |
reinforcement of the power To remind Gaz Asari brand | |||
Matching color and environment in Gaz Asari advertisements | |||
Development of psychological knowledge of Gaz Asari customers | |||
Development System identity Basri Gaz Asari | |||
Makeup Different Gaz Asari product | |||
Using a range of colors to suit Gaz Asari customers | |||
Discover a new market | analyze Beneficiaries Kelidi Gaz Asari | ||
Brand share management from the Gaz Asari market | |||
Discover markets communicational Among Gaz Asari International | |||
Research Hi Marketing for Gaz Asari brand | |||
Development Markets Export Gaz Asari | |||
Social creativity | identity social Gaz Asari brand | ||
Focus Roy Features New Gaz Asari | |||
Use From Symbols for Gaz Asari | |||
Conversation making | Possible Match continuous With changes in the market | ||
internal making Gaz Asari's knowledge | |||
association name Commercial Gaz Asari in Mind customer | |||
architecture brand | Designing Strategic And Creative | ||
Development and diversification planning Gaz Asari products | |||
Symbols and Symbols related To the Gaz Asari brand | |||
Arrangement of sensory elements of Gaz Asari product | |||
Resistance strategy | Strengthening organizational policies | engaged in All Beneficiaries with Gaz Asari | |
management strategic Experience customer | |||
analyze Beneficiaries a key | |||
Organizational capital management | Strengthen communication in internal organization | ||
Elements mixed marketing | |||
Puberty at Breeding Fund Hi human | |||
management keep customer | |||
Standardization | Standardization Programs And Planning | ||
Standardization system assessment | |||
Standardization of the system attraction forces Human | |||
Standard Features on the product | |||
Strengthening the brand system | System development Identification to Gaz Asari brand | ||
Supervision regular Function At equal to Standards a key | |||
advertisements imaginary And Technologies Updates on the Gaz Asari brand | |||
division Gaz Asari market | |||
prevent From logging into Competitors' New | |||
Register purchases new | |||
Use From marketing internal |
Implications of employee relationship management
The results emerge as a result of strategies. Consequences are the results of actions and reactions. Consequences cannot always be predicted and are not necessarily what people intended. It is also possible that what is considered an outcome at one point in time may become a part of conditions and factors at another time. Based on the conducted interviews Consequences included Short-term consequences are long - term consequences.
Table6: (results Qualitative data axis coding )
Paradigm position | Dimensions | Categories | Open source |
consequences | Short-term consequences | Strengthening the consumption of products | the effect of psychological Color brand |
marketing And producing Materials And Products food | |||
repetition shopping From one Category the product | |||
Develop customer relationships | cognition And accountability To the needs of consumers | ||
Levels higher satisfaction Customer from Brandez Asari | |||
Feeling Security from Brandez Asari | |||
Feeling Satisfaction and Proud of Brandez Asari | |||
Decrease risk And Absence Assurance of Brandez Asari | |||
reception social | |||
ease the establishment of relationships with customer | |||
Strengthen emotional capital | Inspiration Catch From Brandez Asari | ||
Made feeling Common Among Customers | |||
Use From Nostalgia And the past brand | |||
Continuity support And Loyalty | |||
Feeling comfort And Peace And Friendship | |||
expectations of social relation to the product | |||
supply Quality Expectations customer | |||
Development of brand technical efficiency | way logical For creating the Gaz Asari brand | ||
Durability of the product At Mind buyer | |||
Decrease costs advertising | |||
Reducing commercial branding costs | |||
Long-term consequences | increase the power brand | Create flow cash in circulation | |
profitability more | |||
Increase Fund put | |||
Brandez Asari's financial turnover | |||
level Comparison with competitors | |||
Increasing the maneuverability of the brand in development | |||
The customer's emotional connection with Barbrandez Asari | |||
position Yabi | create Feeling Responsibility acceptability Man At Relation With brand | ||
Increase confidence customers | |||
Strengthening the customer base Loyal | |||
Increase confidence in consumer From Brandez Asari | |||
Increasing quality inference done By Brandez Asari | |||
Strengthen brand credibility | Decrease the Gap between Identity Brandez Asari And the product | ||
Understanding the features aesthetics And meanings symbolic That From the Simai Gaz Asari brand | |||
Production proportional With inclinations personal | |||
Reducing Mistrust Market Consumption | |||
Increase the Volume of shopping customers | |||
increase in the length of customer life | |||
Development of responsibility for social |
Among the identified factors, a selective coding paradigm was performed, and based on that, the linear relationship between the secondary code and the central core of the research, including causal conditions, background conditions, intervening conditions, strategies, and consequences, was determined. Figure 1 shows the coding paradigm and, in other words, the qualitative research process model.
5. Conclusion
The current research was trying to identify the psychological model of branding in the food industry under study: Gaz Asari. In this regard, interviews were conducted with employees and experts in the food industry, and based on the analysis of the data from the interviews, the effective factors for improving the performance of the company on relationships, the consequences of improving the management of communication with employees on relationships, strategies, factors The interventionist and background conditions were identified and developed in the form of a model. The statistical population of the research in the qualitative part was 17 people. After interviewing the selected sample and thematic analysis of the data, the effective factors on the psychology of branding in the food industry, the consequences of the psychology of branding in the food industry, strategies, intervening factors, and background conditions were identified. In this research, out of 303 primary codes and 68 open codes; 5 core codes were included in causal conditions. The first category of competitive pressure includes the dimensions of the development of competition in the Gaz industry; Creative competition and global competition. The second dimension of changing customer characteristics includes customer diversification; customer uncertainty; brand trust; and the challenge of choosing; It is the emotional connection of the customer and activation of the customer. The third dimension of market uncertainty includes intellectual property and branding challenges. The fourth dimension of understanding the importance of branding includes the position of the brand and the benefits derived from the brand, and the last dimension of lifestyle changes includes changes in non-biological consumption. The researcher has come to the conclusion that the intense competition between companies producing Gaz; Necessity of developing the competitive advantage of Gaz Asari brand; The pressure to compete with other Gaz brands; the tough and complicated competitive environment in Gaz industries; acceleration of changes in the business environment; growing expectations of export markets; change in customer demand; Customer attention to different brands of products and services; increased complaining behavior; negative feelings towards invalid goods; negative feelings towards invalid goods; Customers' fascination with Sanat Gaz brand; being influenced by other customers; Expect honesty from the brand; The importance of loyalty to Asari brand; increase in the price of products; Changing the quality of manufactured products is one of the psychological components of branding in the food industry (case study: Gaz Asari) that managers and subordinates should provide appropriate solutions for these components. Differentiate strategies into four general categories; modeling strategy; Discovery strategy and resistance strategy. The first category includes qualitative development; process reengineering; differentiation in advertising; Internal compatibility with the brand and psychological security of the consumer. The second category includes rival psychology; balancing strategy; and emotional management; It is customer-oriented.
· Practical suggestions for research
· The importance of respecting the environment by food industry products
· The need to develop information and communication technology in the lives of customers
· Increasing desire for the Asari brand by big customers
· Recognition of the company through the Asari brand
· Providing new leading products in the food industry
· Development of new forms of presenting Gaz
· Technological changes in the Gaz food industry
· Necessity of developing the competitive advantage of the Gaz Asari brand
· 2. Practical suggestions for psychologically effective branding strategies in the food industry (case study: Gaz Asari):
· Analytical advertising and up-to-date technologies in the Gaz Asari brand
· Regular monitoring of performance against key criteria
· Planning the development and variety of Gaz Asari products, focusing on the new features of Gaz Asari
· Analysis of key stakeholders of Gaz Asari
· Driving the customer from satisfaction to loyalty to Gaz Asari
· Strengthening Gaz Asari's brand relationship with customers over time
· Psychological analysis of the effects of consuming other products
· Adding information about the value of a product
· Techniques of influence on attitude and persuasion to accept Gaz Asari
· Customer attention management based on psychological aspects of the Gaz Asari brand
· Development of effective drivers in very small businesses, Gaz Asari
· Reviewing the traditional business methods of Gaz Asari
· Focusing on the quality and innovation of Gaz Asari
· 3. Practical suggestions for the psychological requirements (background conditions) of branding in the food industry (case study: Gaz Asari):
· Knowing new platforms in Gaz advertising
· Possessing the multi-role identities of Gaz Asari
· Continuity and stability of Gaz Asari's fundamental values
· Existence of favorable attitudes towards brand affiliations
· Positive attitude towards Gaz Asari brand
· Positive evaluation of the Gaz Asari brand
· 4. Practical suggestions of psychological challenges (intervening conditions) of branding in the food industry (case study: Gaz Asari):
· Familiarity with behavioral loyalty to create harmony with the Gaz Asari brand
· Optimizing the performance of Gaz Asari products and services
· Making Gaz Asari products and services available
· Creating harmony between the self-image and the mental image of the brand, a strong and personal relationship between the customer and the Asari brand
· Awareness of emotional reactions
· 5. Practical suggestions of the psychological consequences of branding in the food industry (case study: Gaz Asari):
· Increasing the volume of customer purchases
· Increasing consumer trust from Asari brands
· Creating a sense of personal responsibility about the brand
· Reduction of commercial branding costs
· Building a common sense among customers
· Reducing the risk and uncertainty of Brandez Asari
· A sense of satisfaction and pride from Asari brands
· Knowing and responding to the needs of consumers
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