چکیده:
Objective Research in consumer behavior has more focused on positive attitudes about brands, while the assessment of negative feelings about brands has been ignored or merely confined to concepts such as dissatisfaction. Therefore, regarding the theoretical vacuum in the field of brand embarrassment, the purpose of this study is to identify the factors affecting brand embarrassment. Methodology The required data in this study was gathered through conducting semi-structured interviews with 12 marketing experts and consumers who experienced embarrassment. The applied sampling technique was snowball sampling, observing the saturation rule. The obtained data were analyzed by content analysis method using MAXQDA software. Findings According to the codes obtained from the interviews, ultimately 30 final codes and 7concepts were obtained. They were classified into 4 main categories affecting brand embarrassment. Conclusion The obtained results indicated that the main categories affecting brand embarrassment include: a) factors related to consumers such as their characteristics, social status, and mental images; b) marketing mixes such as products’ characteristics, prices, location (distribution), and promotions provided by the company; c) performing imitative acts, non-compliance to laws and regulations, and ignoring social responsibilities by some brands, which can be considered as factors related to the company; and d) factors related to society including the impact of family, peer groups, culture and economic status of the society.
خلاصه ماشینی:
Since attention to society and the prevailing culture in it was an important and influential factor from the point of view of experts, it is suggested to companies to design their products and services according to different cultures and in this regard to examine the values prevailing in the culture, social classes, family and friend groups, and various customs and traditions of society design, produce and distribute.
(2016) showed that consumers who use distinct products and a famous brand, when they feel embarrassed about that brand, show greater confidence in displaying the desirable characteristics of the company and brand in question, and thus reduce brand embarrassment; this research is in line with confirming the findings of the present study.
Based on this and considering the axial coding performed on the qualitative study of the research, 7 concepts were identified as factors influencing brand embarrassment.
Research Background (Refer to the page image) It should be noted that a significant amount of domestic background was not found during the review; therefore, based on the studies conducted and the review of foreign background, the researcher in this research seeks to answer the question: What are the factors influencing consumer brand shame from the perspective of experts, specialists, and those who have experienced this feeling?
Research in the field of consumer behavior focuses more on positive attitudes towards brands; while the evaluation of 2 negative emotions from the brand has been ignored or simply reduced to concepts such as dissatisfaction (Alvarez & Fournier, 2016; Batra et al.
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