مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

تاثیر هویت و تصویر برند بر ارزش ویژه‌ برند با نقش میانجی دلبستگی، نگرش،اعتماد و تعهد به برند (مطالعه موردی، مصرف‏کنندگان لوازم خانگی)

نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.
2 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.
چکیده
هدف: در بازارهای رقابتی حاضر، ایجاد ارزش ویژه برند قدرتمند برای موفقیت مالی یک شرکت امری ضروری است. ادبیات موجود هنوز فرآیند نفوذ و تاثیر تصویر برند بر ارزش ویژه برند را شناسایی نکرده است. بنابراین شناسایی عوامل بالقوه ارزش ویژه برند و روابط میان آن‌ها مانند دلبستگی به برند، نگرش به برند، تصویر برند بسیار مهم است. تصمیم گیرندگان می‌توانند توجه بیشتری به این محرک‌ها داشته باشند تا ارزش ویژه برند را تقویت کنند بنابراین این پژوهش با هدف توسعه دانش در ارتباط با هویت برند، تصویر برند، دلبستگی، نگرش، اعتماد و تعهد به برند و بررسی تاثیر آن‌ها بر ارزش ویژه برند در صنعت لوازم خانگی و ارائه راهکارهایی برای افزایش ارزش ویژه‌ی برند اجرا شد. صنعت لوازم خانگی از این جهت انتخاب شد که این صنعت برای کشورهای در حال توسعه که درآمد متوسطی دارند بسیار جذاب است. همچنین در این مطالعه به ارائه مدل مفهومی که روابط بین ادراکات مشتریان نسبت به تصویر و هویت برند و ارزش ویژه برند را نشان می‌دهد پرداخته است.روش: فلسفه پژوهش؛ اثبات‌گرا، هدف؛ توصیفی، جهت‌گیری؛ کاربردی و استراتژی؛ پیمایش است. نمونه آماری تحقیق مصرف کنندگان یک برند ایرانی فعال در صنعت لوازم خانگی است. از پرسشنامه برای جمع‌آوری داده‌ها استفاده گردبد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

The effect of brand identity and image on brand equity with the mediating role of brand attachment, attitude, trust and commitment (case study, home appliance consumers)

نویسندگان English

marzieh soltani tajabadi 1
Ameneh Khadivar 2
1 Ph.D. Candidate of Business Administration, Faculty of Social Sciences and Economics, AlZahra University, Tehran, Iran.
2 Associate Professor, Department of Management, Faculty of Social Sciences and Economics, Alzahra University, Tehran, Iran
چکیده English

Purpose: In today's competitive markets, creating strong brand equity is essential for a company's financial success. The existing literature has not yet identified the influence process and influence of brand image on brand equity. Therefore, it is very important to identify the potential factors of brand equity and the relationships between them, such as brand attachment, brand attitude, and brand image. Decision makers can pay more attention to these stimuli to strengthen the special value of the brand, so this research aims to develop knowledge related to brand identity, brand image, attachment, attitude, trust and commitment to the brand and to investigate its impact. Research on brand equity in the household appliance industry and providing solutions to increase brand equity were carried out. The home appliance industry was chosen because it is very attractive to middle-income developing countries. Also, in this study, a conceptual model has been presented that shows the relationships between customers' perceptions of brand image and identity and brand equity.Method: research philosophy; Affirmative, objective; descriptive, orientation; Application and strategy; is navigation. The statistical sample of consumer research is an Iranian brand active in the home appliance industry. A questionnaire was used to collect data. From Morgan's table, 400 people were determined as the sample size, and then the online questionnaire was sent to the target audience. The sampling method used in this research is simple random sampling. In order to analyze the data and test the research hypotheses, the methods of inferential statistics, structural equation modeling and

کلیدواژه‌ها English

attachment theory
Brand equity
brand identity
brand image
expectancy value theory
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