Identification and analysis of factors causing and consequences of brand schizophrenia phenomenon with FCM method

Document Type : Original Article

Author

Assistant Professor, Department of Business Management, Khorramabad Branch, Islamic Azad University, Khorramabad, Iran

10.48308/jbmp.2024.235421.1597

Abstract

The present research was conducted with the aim of identifying and analyzing the factors that cause and the consequences of the phenomenon of brand schizophrenia with the FCM method. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research in both qualitative and quantitative sections are marketing managers and university professors in the field of management and marketing, 20 of whom were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. To analyze the data in the qualitative part, the content analysis approach and the coding method using Maxqda software and the fuzzy cognitive map method were used in the quantitative part. The results of the research show that the most important factors causing brand schizophrenia are multiple brand identities in the customer's mind, unbalanced and unbalanced brand voice and not institutionalizing the brand identity in the organizational culture. Also, the most important consequences of brand schizophrenia are the creation of a multi-personality perception of the brand, the instability of the brand's authenticity, and the creation of ambiguity and illusion in relation to the brand image.

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Journal of Business Management Perspective
Volume 22, Issue 55 - Serial Number 89
December 2023
Pages 171-194

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History

  • Receive Date: 26 April 2024
  • Revise Date: 29 April 2024
  • Accept Date: 30 April 2024

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