عنوان مقاله [English]
In this research, we will examine the various dimensions of the brand, to identify the necessary background for the formation of brand talkability and thereby provide a solution for developing and increasing the power of talkability among Iranian brands, especially in the automotive industry. Given the fact that the automotive industry is considered to be the key to industrial communication in a chain of industries and has a high potential for job creation and economic development, this issue is of great importance to study. On the other hand, the lack of sufficient studies in the field of marketing and branding in the automotive industry has made it necessary to address this issue, remove the existing gap and develop the business in this industry. It can also answer the following questions: What are the factors affecting brand talkability in the automotive industry? What is the relationship between the factors and concepts associated with brand talkability in the automotive industry?
The present research is a mixed method of quantitative-qualitative approach. It is considered to be a developmental and descriptive-analytic in nature. This research was carried out in two main stages. First, using theme analysis based on the collected data through semi-structured interviews, the factors related to the brand talkability power were identified and then, using structural-interpretation method, through determining the interactions between the components, the leveling and identification of the key factors of the first phase of the model, the ultimate conceptual model of the research was presented. Data analysis was carried out using two methods of topic analysis (theme) and interpretive structural modeling.
Based on the analysis, 142 unique codes were identified as initial codes. Among the identified codes, some were more abundant than other codes, indicating the importance of these codes and their greater impact on brand talkability power from the interviewees’ viewpoint. These codes include: brand credibility; proud ownership; the creation of a sense of pride; feedback from others' experience; the impact of social networking; the importance of customers to the brand; the sense of consumer leading; the sense of brand image; communication and the context for brand engagement; brand trust; honesty; luxury products; the desire to use a brand; brand standing; the feeling of distinctiveness and the exchange of thoughts. After categorizing the codes, 14 final themes were identified and a conceptual model of brand talkability power was presented. The factors associated with brand talkability power presented in the conceptual model are: Brand Benefits; Experience; Consumer Support; Brand Relationship; Brand Social Benefits; Brand Intrinsic Value; Brand Marketing Communications (Traditional); Brand Marketing Communications (Modern); Reference Groups; Brand Psychological Behavior; Brand Equity; Consumer Support; Product Features and Brand Controversy. Based on the analysis of influence-dependency power in the interpretive structural model of brand talkability power, three groups of factors (independent, dependent, and linked) were identified.
A product with more benefits will be more likely to talk and advise to the others. The experience of the brand by others, followed by advising others, makes the feedback pass to others in the form of sharing comments. Providing a product that is priced in line with its perceived quality as well as being accountable and responsive are among the most prominent examples of brand support. Brand communication provides the basis for brand talkability by creating and developing communications and providing the groundwork for brand engagement. Based on the interpretive structural model, we can conclude that the factors associated with brand talkability are complex and tightly interconnected. Also, the inherent value of the brand is the most important underlying factor affecting other factors.