نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
2 استاد گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
3 دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Introduction: In order to get the best results from their brands, organizations should audit their brand capabilities, evaluate external issues affecting their brand, and then create a brand plan that defines the brand's true goals and the strategy to achieve them. Researchers have developed a new method to analyze brand importance, called the Brand Intelligence Brand Semantic Score program. They have introduced brand intelligence as a method of brand analysis and brand positioning evaluation. However, according to the literature, no model for brand intelligence has been provided yet. The fin-tech industry in Iran is an emerging industry, but the studies in this field lag behind the current developments in the financial sector. One of the challenges facing fin-tech is branding and weak brand strength. However, there is very little research on brand management and intelligence in fin-tech, especially in Iran. Therefore, to fill the gaps, this study seeks to provide a comprehensive model for brand intelligence in fin-tech payment services and identify and test the factors related to brand intelligence with a mixed approach.
Methodology: This research is of a mixed exploratory type. The qualitative part was based on the grounded theory approach, and the quantitative part was done through structural equation modeling. In the first stage, a model was designed for brand intelligence, and the validity of the presented model was tested in the second stage. In the qualitative section, six university professors and 18 fin-tech brand managers of payment services were interviewed using the snowball sampling method. In the quantitative part, the statistical population included the managers and employees of payment service fin-techs. The sample size was determined to be 315 people using Cochran's formula. A simple cluster sampling method was used for this purpose. A questionnaire based on the Likert scale was used to collect the data, and structural equation modeling was done to analyze the data.
Results and discussion: The qualitative data analysis showed that structural factors (existing organizational structure, flexibility of organizational structure, strong role of brand manager in organizational decisions), managerial factors (support and skill of top manager, resistance to change, manager's understanding of the benefits of brand intelligence, up-to-date views of top manager), and content factors (understanding the data, understanding the brand and understanding the product) are the causal factors that directly affect brand intelligence. Basic brand changes (brand name change, brand slogan change, brand promise change, brand identity change), minor brand changes (changing some brand elements, changing some brand management measures, continuing to move toward brand identity), and no-brand change (continuing to move towards brand identity, strengthening brand position by overseeing brand actions and tracking the factors affecting brand) were identified as brand intelligence strategies. According to the results, brand intelligence can have consequences for the brand and, thus, the whole organization. The consequences of brand intelligence for the brand are brand agility, brand health, brand equity, brand performance, and brand position. The organizational consequences of brand intelligence include organizational agility, organizational performance, satisfaction/loyalty, and sustainable and temporary competitive advantage. In this research, cultural factors, the factors related to human resources, financial resources and technological resources are intervening factors. Close environmental factors (market understanding, competitive understanding, and customer understanding) and far environmental factors (economic awareness, socio-cultural awareness, and political awareness) were also identified as contextual factors. According to quantitative research findings, structural, managerial, and content factors (causal conditions) can influence brand intelligence. The findings confirmed the effect of brand intelligence, contextual factors, and intervening factors on strategies and the effect of these strategies on the consequences of brand intelligence.
Conclusion: As a response to new-age brand management trends, this study aimed to increase our understanding of brand intelligence and provide a valid model for brand intelligence of payment services fin-tech. The findings of the study pave the way to creating an intelligent brand. This is because this model uses the grounded theory method to consider all the aspects of making a brand intelligence confirmed by SEM. Now, marketing and brand researchers have a comprehensive model of brand intelligence from an organizational point of view, which significantly helps to delineate the brand management process of intelligence and provide a useful research tool for future studies. Brand Intelligence is the future of brand management, making companies equipped with an ongoing diagnostic tool to more accurately track and evaluate their brand performance. Brand managers can thus first consider a standard for the important criteria of the brand, monitor the criteria continuously, and make new decisions to take corrective measures if a criterion deviates from its standard value. The use of intelligence in various aspects of business, including branding, allows organizations to achieve a competitive advantage in today's turbulent environment.
کلیدواژه‌ها [English]
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