مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

پایش تاثیر رفتارهای برندسازمنابع انسانی بر تصویرذهنی برند با نقش میانجی درگیری ذهنی مشتری (مورد مطالعه نمایندگی‌های شرکت ایران‌خودرو استان لرستان)

نویسندگان
1 دانش آموخته کارشناسی ارشد مدیریت، دانشگاه لرستان، خرم آباد، ایران
2 استاد گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران
3 دانشیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران
چکیده
این پژوهش به لحاظ هدف، کاربردی و از نظر روش و ماهیت، توصیفی- پیمایشی با رویکرد پژوهش کمّی است. جامعه آماری پژوهش از کارکنان و مشتریان نمایندگی‌های ایران‌خودرو واقع در استان لرستان، تشکیل شده است. لذا با توجه به محدود بودن تعداد کارمندان (300 نفر) و دسترسی به اعضای آن با استفاده از روش نمونه‌گیری در دسترس و بکارگیری فرمول کوکران 169 نفر از کارکنان انتخاب گردید و با توجه به نامحدود بودن مشتریان از روش نمونه‌گیری در دسترس و بکارگیری فرمول کوکران تعداد 384 نفر از مشتریان انتخاب شد، که در مجموع 553 نفر به عنوان نمونه آماری پژوهش انتخاب گردید. ابزار گردآوری اطلاعات این پژوهش پرسشنامه می‌باشد، برای سنجش رفتار برندساز از پرسشنامه مورهارت و همکاران (2009) استفاده شد و توسط کارکنان تکمیل گردید، برای سنجش متغیر تصویر ذهنی برند از پرسشنامه حسینی و همکاران (1389) و استایلوس و همکاران ( 2017) و برای سنجش درگیری ذهنی مشتری از پرسشنامه بیتون و همکاران (2011) و اینو و همکاران (2017) استفاده شد، و توسط مشتریان تکمیل گردید. تحلیل داده‌های جمعیت‌شناختی و همچنین آزمون توزیع نرمال داده‌ها به کمک نرم‌افزار 24 SPSS و تجزیه‌وتحلیل داده‌ها به منظور آزمون فرضیات از روش حداقل مربعات جزئی با استفاده از نرم‌افزارSmart PLS 3 انجام شد. نتایج حاصل از این پژوهش نشان داد که مؤلفه‌های رفتار برندساز منابع انسانی و درگیری ذهنی مشتری هر کدام به تفکیک اثر مثبت و معناداری بر تصویر ذهنی برند، دارند. همچنین در پژوهش حاضر، نقش میانجی درگیری ذهنی مشتری تأیید شد.
کلیدواژه‌ها

موضوعات


عنوان مقاله English

Scaning the impact of human resource Brand-Building Behaviors (BBB) on brand mental image with mediator role of customer mental involvement (acase study of lorestan province irankhodro company Agencies)

نویسندگان English

Zeinab Safari Ahmadvand 1
Reza sepahvand 2
Hojatullah vahdati 3
1 MSc. Graduate in management, Lorestan University, Khorramabad, Iran
2 Lorestan university professor, Management faculty, Khorramabad, Iran
3 Lorestan university Associate Professor, Management faculty, Khorramabad, Iran
چکیده English

This research is applied in terms of purpose and descriptive-correlative in terms of method and nature with a quantitative research approach. The statistical population of the research consists of employees and customers of Iran Khodro dealerships located in Lorestan province. Therefore, due to the limited number of employees (300 people) and access to its members, 169 mployees were selected by using available sampling method and applying Cochran's formula, due to the unlimited number of customers, 384 customers were selected from the available sampling method and using Cochran's formula, which in total 553 people were selected as the statistical sample of the research. The tool for collecting information in this research is a questionnaire to measure the Brand-Building Behaviors, the questionnaire of Morehart et al, (2009) was used and it was completed by the employees, The questionnaire of Hosseini et al, (1389) and Stylos et al, (2017) was used to measure the brand mental image variable, and the questionnaire of Beiton et al, (2011) and Inou et al, (2017) was used to measure the customer mental involvement, and it was completed by the customers. Demographic data analysis as well as data normal distribution test was done with the help of SPSS 24 software and data analysis was done in order to test hypotheses by partial least square method using Smart PLS 3 software. The results of this research showed that the components of human resource Brand-Building Behaviors(BBB) and customer's mental involvement each have a positive and significant effect on brand mental‌‌‌‌‌‌image.

کلیدواژه‌ها English

brand mental image
customer mental involvement
human resource Brand-Building Behaviors (BBB)
lorestan province irankhodro company Agencies
امرایی, حافظ، قلی پور، فروزان، کریمی علویچه، دکتر محمد رضا. (1394). درگیری ذهنی و تاثیر آن در انتخاب برند توسط مشتری. مجله اقتصادی-ماهنامه بررسی مسایل و سیاستهای اقتصادی، 15(5)، 65-82.
بهنام، ام.، دویل، جی پی، و دلشب، وی. (1399). تأثیر دانش مصرف‌کننده بر وفاداری مصرف‌کننده سودآور از طریق درک کیفیت خدمات و مشارکت روان‌شناختی در باشگاه‌های ورزشی غیرانتفاعی. مجله بین المللی بازاریابی و حمایت ورزشی ، 22 (2)، 407-427. ‏
شریعت نژاد، علی. (1401). طراحی و تبیین الگوی رفتارهای برندساز منابع انسانی با روش مدلسازی ساختاری تفسیری. فصلنامه علمی پژوهشی مدیریت برند، 9(1)، 216-249.
علی‌نژاد، مریم، صلواتی، شهرام، نسیمی، محمدعلی. (1402). شاخص‌های تأثیرگذار بر نگرش مصرف‌کنندگان بازار خودروهای لوکس به روش تحلیل مضمون  مطالعات رفتار مصرف‌کنند .51-71.(1)10 .
کنجکاو منفرد، امیر رضا، غفاری، محمد، تسلیمی بابلی، امین. (1399). بررسی تاثیر درگیری ذهنی گردشگران بر قصد بازدید مجدد از مقصد گردشگری با تاکید بر نقش ارزش ویژه برند (مطالعه موردی: شهر یزد). مطالعات برنامه ریزی سکونتگاه های انسانی، 15(3)، 793-810.
محقق منتظری، م.، اکبری، م.، و ابراهیم پور ازبری، م. (1390). طراحی مدل صمیمیت مشتری در خدمات بیمه: رویکرد تئوری پایه. مجله مطالعات رفتار مصرف کننده ، 8 (2)، 1-31. ‏
مرادی، ندا، غفاری، محمد. (1398). بررسی تأثیر تحریف‌های شناختی بر تصویر ذهنی برند (مطالعه موردی: مشتریان شرکت همکاران سیستم). مدیریت بازاریابی, 12(36)، 83-94.
ملکی مین باشرزگاه، مرتضی، باقری گربلاغ، هوشمند، و ورمقانی، مریم. (1400). رهبری معاملاتی خاص برند: اثرات رفتارهای برندسازی بر ارزش ویژه برند مبتنی بر کارمند در صنعت بیمه کیبرنتیس، 51 (7) ، 2326-2342.‏
 
 
References
Aaker, D.A., 1996. Measuring brand equity across products and markets. California Manag. review. 38 (3), 102–120.
Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018). The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations. Journal of Retailing and Consumer Services, 40, 139-149.‏
Alinezhad, M., Salavati, S., & Nasimi, M. A. (2023). The Indices Affecting The Consumers Attitude In The Luxury Car Market By Theme Analysis Method. Consumer Behavior Studies Journal10(1), 51-71.‏ [In Persian]
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2020). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research: An International Journal23(1), 47-68.‏
Amrai, H, Qolipour, F, Karimi Alawiche, M R. (2015). Mental involvement and its effect on the customer's choice of brand. Economic magazine-monthly review of economic issues and policies , 15 (5), 65-82. [In Persian]
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of hospitality and tourism technology11(1), 109-135.‏
Behnam, M., Doyle, J. P., & Delshab, V. (2020). The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs. International Journal of Sports Marketing & Sponsorship22(2), 407-427.‏ [In Persian]
Behnam, M., Sato, M., Baker, B. J., Delshab, V., & Winand, M. (2020). Connecting customer knowledge management and intention to use sport services through psychological involvement, commitment, and customer perceived value. Journal of Sport Management, 34(6), 591-603.‏ B
Bekkers, D. D., Raassens, N. N., & Schepers, J. J (2018). The relationship between the employee’s psychological state and brand building behavior for the organization.‏
Bravo, R., Martinez, E. and Pina, J.M. (2019), “Effects of service experience on customer responses to a hotel chain”, International Journal of Contemporary Hospitality Management, Vol. 31 No. 1, pp. 389-405.
Buil, I., Martínez, E., & Matute, J. (2016). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256–271.
Cretu, A. E., & Brodie, R. J. (2009). Brand image, corporate reputation, and customer value. In Business-To-Business Brand Management: Theory, Research and Executivecase Study Exercises (Vol. 15, pp. 263-387). Emerald Group Publishing Limited.
Fallah, M., & Ahmadi, F. Y(2018). The Effect of Brand Mental Image of Buyer’s Customers ASUS Laptop On Brand Equity.‏
Fan, Q. (2019). Relationship among China’s country image, corporate image and brand image: A Korean consumer perspective. Journal of Contemporary Marketing Science2(1), 34-49.‏
Fournier, S. M. (2010), "Consumer and their Brands: Developing Relationship Theory in Consumer Research", Journal of Consumer Research, Vol. 24, No. 4, PP. 343-373.
Gr€onroos, C. (2017), “On value and value creation in service: a management perspective”, Journal of Creating Value, Vol. 3 No. 2, pp. 125-141.
Harris, L. C. & M. M. H. Goode (2010), "The Four Levels of Loyalty and the Pivotal Role of Trust: a Study of Online Services Dynamics", J Relailing, Vol. 80, No. 2, PP. 139-158.
Hasni, M. J. S., Salo, J., Naeem, H., and Abbasi, K. S. (2018). Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty: an empirical evidence from retail sector. Int. J. Retail Distrib. Manag. 46, 1056–1076. doi: 10.1108/IJRDM-07-2017-0148
Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability. Journal of Retailing, 95(2), 94-114.‏
Hosseini, S. H. K., & Behboudi, L. (2017). Brand trust and image: effects on customer satisfaction. International journal of health care quality assurance, 30(7), 580-590.‏
Inoue, Y., Funk, D. C., & McDonald, H. (2017). Predicting behavioral loyalty through corporate social responsibility: The mediating role of involvement and commitment. Journal of Business Research, 75, 46-56.‏
Izogo, E. E., Elom, M. E., & Mpinganjira, M. (2020). Examining customer willingness to pay more for banking services: The role of employee commitment, customer involvement and customer value. International Journal of Emerging Markets, 16(6), 1176-1201.‏
Jiang, X., Lin, J., Wang, C., & Zhou, L. (2024). How far is reality from vision: An online data-driven method for brand image assessment and maintenance. Information Processing & Management61(5), 103769.
Junior, J. R. S., ter Horst, E., Molina, G., Gunn, L. H., Reinoso-Carvalho, F., Sezen, B., & Peña-García, N. (2023). Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country. Journal of Marketing Analytics11(1), 95
Kaur, H., & Kaur, K. (2019). Connecting the dots between brand logo and brand image. Asia-Pacific Journal of Business Administration11(1), 68-87.‏
Kato, T. (2021). Factors of loyalty across corporate brand images, products, dealers, sales staff, and after-sales services in the automotive industry. Procedia Computer Science, 192, 1411-1421.‏
Kejkav Monfared, A R, Ghaffari, M, Taslimi Babli, A. (2020). Investigating the impact of tourists' mental engagement on the intention to revisit a tourist destination with an emphasis on the role of brand equity (case study: Yazd city). Human Settlements Planning Studies , 15 (3), 793-810. [In Persian]
Kim, S. H., & Lee, S. (2017). Promoting customers’ involvement with service brands: evidence from coffee shop customers. Journal of Services Marketing31(7), 733-744.‏
King, C. and So, K.K.F. (2015), “Enhancing hotel employees’ brand understanding and brand-building behavior in China”, Journal of Hospitality and Tourism Research, Vol. 39 No. 4, pp. 492-516.
Kotler, Philip. (2000) , " Marketing Management: Analysis,Planning, Implementation and Control". 10th ed. PrenticeHall, Englewood Cliffs, NJ.
Kristanti, M. M. (2017). Branding Employee Behavior, Corporate Brand Personality, Strategic Leadership, and Cultural Organizational Values to Develop Brand Sustainable Value in the Indonesian Banking Industry. Advanced Science Letters, 23(1), 141-145.‏
Krugman, H. E. (1965). The impact of television advertising learning without involvement. Public Opinion Quarterly, 29(Fall), 349-356. http://dx.doi.org/10.1086/267335
Lee, J. L., James, J. D., & Kim, Y. K. (2014). A reconceptualization of brand image. International journal of business administration, 5(4), 1.‏
Liu, G., Ko, W. W., & Chapleo, C. (2017). Managing employee attention and internal branding. Journal of Business Research, 79, 1-11.‏
Liu, J., Liu, X. and Zeng, X. (2011), “Does transactional leadership count for team innovativeness? The moderating role of emotional labor and the mediating role of team efficacy”, Journal of Organizational Change Management, Vol. 24 No. 3, pp. 282-298.
Lohndorf, B., & Diamantopoulos, A. (2014). Internal branding: Social identity and social exchange perspectives on turning employees into brand champions. Journal of Service Research, 17(3), 310 325.‏
Loureiro, S. M. C., Correia, C., & Guerreiro, J. (2023). Mental imagery, product involvement and presence at virtual reality supermarket. Journal of Creative Communications18(1), 79-92.
Maaroof, A. (2021). The Brand distentions and the extent of its Effect on the Purchase Decision/An Exploratory Study for a Sample of Consumer of Nissan Motor Cars company in Turkey. TANMIYAT AL-RAFIDAIN, 40(130), 349-365.‏
Mahjoub, H., Kordnaeij, A., & Moayad, F. M. (2015). The effect of self-congruency on customer behavior and involvement. International Journal of Marketing Studies, 7(3), 139.‏
Menidjel, C., Benhabib, A., Bilgihan, A., & Madanoglu, M. (2020). Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing. International Journal of Retail & Distribution Management48(2), 207-226.‏
Michaelidou, N., & Dibb, S. (2008). Consumer involvement: a new perspective. The Marketing Review, 8(1), 83-99.‏
Miles, S. J., & Mangold, G. (2004). A conceptualization of the employee branding process. Journal of Relationship Marketing, 3, 65-87. http://doi.org/dv737n
Maleki Minbashrazgah, M., Bagheri Garbollagh, H., & Varmaghani, M. (2022). Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry. Kybernetes51(7), 2326-2342.‏ [In Persian] 
Moradi, N, & Ghafari, M. (2017). Investigating the effect of cognitive distortions on the mental image of the brand (case study: customers of the System Associates company). Marketing Management , 12 (36), 83-94. [In Persian]
Mohaghegh Montazeri, M., Akbari, M., & Ebrahimpour Azbari, M. (2021). Designing a Model of Customer Intimacy in Insurance Services: A Grounded Theory Approach. Consumer Behavior Studies Journal8(2), 1-31.‏ .‏ [In Persian]
Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122–142.
Nasution, R. A., Arnita, D., & Purnama, S. Q. (2021). Believe It or Not: The Effect of Involvement on the Credibility of Image Transfer through co-Branding. Journal of International Consumer Marketing, 33(5), 578-594.‏
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of retailing and consumer services, 30, 262-270.‏
Ogilvy, D., & Horgan, P. (1963). Confessions of an advertising man (p. 192). New York: Atheneum.‏
Ogilvy, D. (1983). Ogilvy on Advertising New York. NY: Crown Publishing.‏
Quoquab, F., Mohammad, J., & Mohd Sobri, A. M. (2021). Psychological engagement drives brand loyalty: evidence from Malaysian ecotourism destinations. Journal of Product & Brand Management30(1), 132-147.‏
Rehman, F. U., Ikhlaq, K., Shaikh, M., & ur Rehman, S. (2022). Brand Specific Leadership and Employee Brand Building Behavior: Mediating role of Internal Branding Mechanisms. KASBIT Business Journal15(3), 60-73.
Sato, M., Jordan, J.S. and Funk, D.C. (2019), “Behavioral correlates of psychological involvement: a 2- year study”, Journal of Sport Management, Vol. 33 No. 2, pp. 148-60.
Sivadas, E. and Baker-Prewitt, J.L. (2000), “An examination of the relationship between service quality, customer satisfaction, and store loyalty”, International Journal of Retail and Distribution Management, Vol. 28 No. 2, pp. 73-82.
Sharma, M. M., & Verma, P. (2023). Significance of Employee Brand Building Behaviour to Improving Outlook of Public Sectors’ organizations in India-A Systematic Literature Review. Journal of Informatics Education and Research3(2).
Shariatnejad, A. (2022). Designing a Model for Human Resource Brand-building Behaviors with Interpretive Structural Modeling. Quarterly Journal of Brand Management, 9(1), 216-249.‏ [In Persian] 
Surucu, o., ozturk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.‏
Su, D. N., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Effects of perceived safety, involvement and perceived service quality on loyalty intention among ride-sourcing passengers. Transportation, 48(1), 369-393.‏
Wang, G., Li, S., Wang, X., & Wang, X. (2015). Do salespeople's in-role and extrarole brand-building behaviors contribute to customer loyalty transfer?. Social Behavior and Personality: an international journal, 43(1), 153-166.‏
Wei, Z. (2022). Impact of Organizational Brand-Building Strategies on Organizational Brand Equity: A Moderating Role of Brand-Oriented Leadership. Frontiers in Psychology13, 919054.‏
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Managemrnt, 5(31), 55-65.
Xie, L., Li, Y., & Wang, H. (2010). The Impact of Supportive Leadership on Employee Brand Building Behavior and Brand Image.‏
Xie, L., Li, Y., Chen, S. H., & Huan, T. C. (2016). Triad theory of hotel managerial leadership, employee brand-building behavior, and guest images of luxury-hotel brands. International Journal of Contemporary Hospitality Management28(9), 1826-1847.‏
Yali, D. (2023). Study on the factors influencing the brand image of DUIA online education on consumerspurchase intention (Doctoral dissertation, SIAM UNIVERSITY).