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اثر لوگوی آوایی بر بازشناسی برند براساس الگوی فعالیت الکتریکی قشر مغز | ||
| اندیشه مدیریت راهبردی | ||
| مقاله 2، دوره 17، شماره 4 - شماره پیاپی 38، دی 1402، صفحه 47-70 اصل مقاله (592.82 K) | ||
| نوع مقاله: مقاله علمی-پژوهشی | ||
| شناسه دیجیتال (DOI): 10.30497/smt.2024.246198.3565 | ||
| نویسندگان | ||
| میثم شیرخدایی* 1؛ زهرا قربانی منقاری2؛ سمیه نامدار طجری3؛ ابوالحسن حسینی1 | ||
| 1دانشیار گروه مدیریت بازرگانی، دانشکده اقتصاد و علوم اداری، دانشگاه مازندران، بابلسر، ایران. | ||
| 2دانشجوی مدیریت بازرگانی، دانشکده اقتصاد و علوم اداری، دانشگاه مازندران، بابلسر، ایران. | ||
| 3استادیار گروه بیومکانیک ورزشی و رفتار حرکتی، دانشکده علوم ورزشی، دانشگاه مازندران، بابلسر، ایران. | ||
| چکیده | ||
| هدف این پژوهش بررسی چگونگی تأثیر لوگوهای آوایی بر بازشناسی برند با تجزیه‌وتحلیل اجزای ERP مغز است. پژوهش حاضر از نظر هدف کاربردی و از نظر روش نیمه‌تجربی است. جامعه آماری این پژوهش، تمام دانشجویان 20-30 سال دانشگاه مازندران بوده که از میان آن‌ها 20 داوطلب (10 مرد و 10 زن) انتخاب گردید. برای انجام این پژوهش فعالیت الکتریکی مغز شرکت‌کنندگان حین پاسخ به پرسشنامه بازشناسی ثبت شد. بعد از استخراج داده‌ها، عملیات آماری بر روی داده‌ها با نرم افزار ERPLAB ، MATLAB و SPSS و آزمون تحلیل واریانس ویژه داده‌های تکراری انجام گردید. نتایج نشان داد که نهفتگی مولفه‌ی P300 کانال F4 و F3 مغز در شرایط لوگوهای آشنا نسبت به لوگوهای ناآشنا اثر معناداری دارد. در نتیجه مولفه P300 شاخص مناسبی برای بازشناسی برند است. اما یافته‌های رابطه معناداری بین لوگوهای آشنا با آوا و لوگوهای آشنا بدون آوا نشان نداد. این نتیجه نشان می‌دهد که تصویر بر صدا غلبه دارد و زمانی که در کنار تصویر، صدا به کار می‌رود پردازش ذهنی سنگین‌تر شده و تداخل شناختی ایجاد می‌کند. | ||
| کلیدواژه‌ها | ||
| لوگوی آوایی؛ بازشناسی برند؛ بازاریابی عصبی؛ ERP؛ مولفه P300 | ||
| عنوان مقاله [English] | ||
| The Effect of Sonic Logo on brand recognition based on pattern of electrical activity cortex | ||
| نویسندگان [English] | ||
| Meysam Shirkhodaie1؛ Zahra Ghorbani Monghari2؛ somayeh namdar tajari3؛ Aboalhasan Hosseini1 | ||
| 1Department of Business Management, faculty of economics and administrative sciences, University of Mazandaran, Babolsar, Iran; | ||
| 2Department of Business Management, Faculty of Economics and Administrative Sciences, University of Mazandaran, Babolsar, Iran | ||
| 3Department of Motor Behavior, Faculty of Sports Science, University of Mazandaran, Babolsar, Iran | ||
| چکیده [English] | ||
| The research aims to investigate the impact of phonetic logos on brand recognition by analyzing brain ERP components. This study is practical in its purpose and uses a semi-experimental approach. The statistical population for this research included all students between 20 to 30 years old at Mazandaran University, from whom 20 volunteers (10 men and 10 women) were selected. In this research, the participants' brain electrical activity was recorded while they answered a recognition questionnaire. After collecting the data, statistical operations were performed using ERPLAB, MATLAB, and SPSS software, and repeated measures ANOVA. The study found that the response time of the F4 and F3 brain channels is significantly different when participants view familiar logos compared to unfamiliar logos. This suggests that these brain channels can be used to measure brand recognition. However, the study did not find a significant difference between familiar logos presented with Sonic and familiar logos presented without Sonic. This suggests that visual information takes precedence over auditory information, and presenting sound alongside an image may lead to increased mental processing and cognitive interference. | ||
| کلیدواژه‌ها [English] | ||
| Sonic Logo, brand recognition, Neural marketing, ERP, P300 component | ||
| مراجع | ||
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