Document Type : Original Article
Authors
1
Assistant Professor, Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
2
MA, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran.
3
PhD Student, Faculty of Economics and Management, Lorestan University, Khorramabad, Iran.
10.48308/jbmp.2024.234644.1580
Abstract
Purpose: Brand anthropomorphism is a concept that aims to bring the consumer closer to a business through friendly and personal behaviors, and this mainly covers the customer service, sales and marketing departments of a company. The aim of the current research is to explain and analyze the cognitive mentality of brand anthropomorphism in start-up businesses using Q methodology.
Method: In terms of practical purpose and in terms of nature and method, this research is classified as mixed research. The statistical population of the research consists of professors and managers of start-up businesses, 22 people were selected as a statistical sample using the purposeful sampling method and based on the principle of theoretical adequacy. According to the approach of the research in the qualitative part, first with 22 interviews, the space of discourse was obtained, and by using their views and opinions, sample, cue option and finally the set of cues were obtained. It should be noted that the validity and reliability of the data were confirmed using the Content Validity Ratio (CVR) index and the reliability of two coders, respectively. Then, in the quantitative part of the research, using Spss, the data obtained from the qualitative part was analyzed and finally the mental patterns of brand anthropomorphism in start-up businesses were obtained.
Findings: The results show that supporting and supporting the brand, increasing repeat purchases, developing the brand image, improving the brand competence, providing effective advertisements by the customer, interaction and communication with the customer, and directing the behavior and attitude of the customers are seven mental patterns. Professors and managers are in line with the humanization of brand in start-up businesses.
Conclusion: New businesses are exposed to serious damage due to their newness and lack of a suitable position in the competitive environment.Therefore, dealing with the category of anthropomorphism of the brand and giving human-like characteristics to the brand or product can influence the customer and not only leads to the possibility of buying and being loyal to the brand;but to increase the growth and survival of start-up businesses.
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