The Antecedents and Consequences of the Brand Schizophrenia (Case Study: Country Automotive Industry)

Brand and Brand Identity is an important factor in achieving competitive advantage. Various factors, including brand schizophrenia (brand multiple personality) can turn this advantage into a risk. The purpose of this study is to identify the antecedents and consequences of brand schizophrenia. The present study is applied in nature and is a descriptive survey in terms of purpose and data collection. It is conducted based on a mixed method (qualitative and quantitative) in which the exploratory approach are implemented. In this research, a two-stage exploration plan has been used. This design is used when the researcher needs to develop such a tool due to the lack of research tools. The statistical population for the qualitative part of the study includes university professors familiar with the subject. The statistical population for the quantitative part of the study includes is the customers and personnel of the Iran Khodro of Agencies and Factory in semnan. The device of collecting data is for the qualitative part, the interview and in the quantitative part, questionnaire. Data were analyzed by PLS and SPSS soft ware's. The results showed that three factors of inappropriate management of brand portfolio, lack of institutionalizing brand identity in organizational culture, and instability of brand identity as antecedents and three factors of poor brand image, Lack of brand loyalty and lack of brand trust were identified as the consequences of Brand schizophrenia.