مدیریت تبلیغات و فروش

مدیریت تبلیغات و فروش

ارائه چارچوب مفهومی شکل‌گیری هواخواهی برند با تاکید بر نقش دلبستگی برند و عشق به برند

نویسندگان
کبری بخشی زاده برج 1
رقیه صالحیان فرد 2
فائزه شکری 3
1 دانشیار، مدیریت بازرگانی، دانشکده مدیریت دانشگاه علامه طباطبائی تهران، ایران.
2 کارشناس ارشد مدیریت بازرگانی، دانشکده مدیریت، مؤسسه آموزش عالی مولانا، آبیک، ایران
3 کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت، موسسه غیرانتفاعی ارشاد دماوند، تهران، ایران
10.22034/asm.2024.715741
چکیده
هدف: هواخواهی برند از جمله مفاهیم نوینی است که به خصوص با توسعه رسانه‌های اجتماعی وارد عرصه برندسازی شده است؛ هواخواهی برند بیانگر تبلیغ یک برند از طریق بازاریابی دهان به دهان-اغلب از طریق کانال‌های رسانه‌های اجتماعی- است. از این رو جهت درک بهتر این مفهوم و عوامل موثر بر آن لازم است تحقیقات بیشتری صورت گیرد. از این رو در پژوهش حاضر به ارائه چارچوب مفهومی شکل‌گیری هواخواهی برند با تاکید بر نقش دلبستگی برند و عشق به برند پرداخته می‌شود.
روش: پژوهش حاضر از نظر هدف در حیطه تحقیقات کاربردی می‌باشد. همچنین پژوهش حاضر بر اساس ماهیت و روش، یک پژوهش توصیفی-پیمایشی است که از لحاظ زمانی به شکل مقطعی انجام شده است. جامعه آماری این تحقیق کلیه مشتریان برند نوین چرم می‌باشد چون اطلاع دقیقی از حجم جامعه وجود ندارد، جامعه آماری به صورت نامحدود در نظر گرفته شد. جهت تعیین حجم نمونه از فرمول کوکران استفاده شد. با استفاده از فرمول جامعه نامحدود کوکران نمونه‌ای به حجم 384 نفر از مشتریان از طریق روش نمونه گیری تصادفی ساده انتخاب شد. برای مطالعات مقدماتی داده‌های ثانویه از منابع کتابخانه‌ای معتبر، سایت‌های قابل استناد گردآوری شده و در ادامه برای جمع‌آوری داده‌های اولیۀ این پژوهش، ابزار پرسشنامه به‌کار گرفته شده است. پرسشنامه مورد استفاده از منابع استاندارد طراحی شده است که شامل 5 بعد و 25 گویه می‌باشد. پرسشنامه به شکل الکترونیکی به وسیلۀ پلتفرم‌های اجتماعی (اینستاگرام، واتساپ، تلگرام، ایتا) و وب‌سایت‌های در دسترس توزیع شد. روایی پرسشنامه با روش محتوایی و همچنین روایی سازه ارزیابی شد
کلیدواژه‌ها
تجانس برند
دلبستگی برند
عشق به برند
هواخواهی برند
وفاداری برند

موضوعات

عنوان مقاله English

Designing a Conceptual Framework for Brand Advocacy Formation: Emphasizing the Role of Brand Attachment and Brand Love

نویسندگان English

Kobra Bakhshi Zadeh Borj 1
Roghayeh salehian fard 2
Faezeh shokri 3
1 Associate Prof., Business Management, Faculty of Management, Allameh Tabatabai University, Tehran, Iran.
2 MSc. Faculty of Management, Maulana Institute of Higher Education, Abik, Iran
3 3. MSc, Faculty of Management, Ershad Damavand Institute of Higher Education, Tehran, Iran
چکیده English

Purpose: Brand advocacy has emerged as a significant concept in branding, particularly with the rise of social media, which facilitates brand promotion through word-of-mouth. This study aims to deepen the understanding of brand advocacy by exploring the roles of brand attachment and brand love. It introduces a conceptual framework for brand advocacy and employs a descriptive-survey methodology, using a cross-sectional design.

Method: The study targets all customers of the Novin Leather brand, treating the population as effectively unlimited due to the lack of precise size information. A sample of 384 customers was determined using Cochran's formula and selected via simple random sampling. Data were collected through a questionnaire based on standard sources, distributed electronically via social media platforms and websites. The questionnaire, which includes 5 dimensions and 25 items, was validated using content and construct methods and its reliability was assessed with Cronbach's alpha and composite reliability.

Findings: The analysis confirmed the questionnaire’s strong validity and reliability. Data analysis, conducted with inferential statistics and structural equation modeling using the partial least squares (PLS) approach with SmartPLS 3 software, revealed significant relationships. Brand-consumer self-congruity positively affects brand love, attachment, and loyalty. Brand love significantly influences brand attachment and loyalty. Brand attachment impacts brand loyalty and advocacy, with brand loyalty also significantly affecting brand advocacy.

Conclusion: The conceptual model and variables proposed in this study offer valuable insights and serve as a basis for future research in branding, especially in the domain of brand advocacy.

کلیدواژه‌ها English

Brand self-congruity
Brand attachment
Brand love
Brand advocacy
Brand loyalty
پورسعید، محمدمهدی، پودات، محمدعلی، ده یادگاری، سعید. (1401). بررسی عوامل مؤثر بر هواداری برند لوکس در صنعت پوشاک. فصلنامه علمی پژوهشی مدیریت برند، 9(3)، 179-220.
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