بررسی تأثیر عناصرنام تجاری بر نگرش و رفتار مصرف‌کنندگان نسبت به نام تجاری تعمیم یافته (مورد مطالعه: شرکت فرآورده‌های گوشتی و لبنی کاله)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، دانشگاه یزد، یزد، ایران

2 کارشناس‎ارشد مدیریت بازگانی، دانشگاه یزد، یزد، ایران

چکیده

ارزیابی و ادراک مصرف‎کنندگان از نام تجاری، مبنای تصمیم به خرید و اعتماد به نام تجاری را شکل می‎دهد و هر چه ارزش نام و نشان تجاری در ذهن مصرف‌کنندگان بیشتر باشد، شرکت می‎تواند منافع بیشتری از مصرف‎کنندگان کسب کند. پژوهش حاضر به تجزیه‎وتحلیل تأثیر ابعاد ارزش ویژه و عناصر نام تجاری بر نگرش مصرف‎کنندگان نسبت به تعمیم نام تجاری، می‎پردازد. جامعۀ آماری پژوهش را مصرف‌کنندگان محصولات شرکت کاله در شهر اصفهان پوشش می‎دهد. ابزار گردآوری داده‎ها پرسشنامه در نظر گرفته شده است و به‎کمک آزمون ضریب همبستگی فرضیه‎ها تحلیل می‎شوند. برازندگی و اعتبار مدل با بهره‎مندی از معادلات ساختاری بررسی می‎شود. نتایج نشان می‎دهد آگاهی از نام‌ تجاری، تصویر نام تجاری و وفاداری نسبت به نام‌ تجاری بر رفتار مصرف‌کننده رابطه‌ای مثبت برقرار می‎کند و تداعیات نام ‌تجاری و شخصیت نام ‌تجاری بر نگرش مصرف‌کننده نسبت به نام ‌تجاری تعمیم‌یافته تأثیر مثبت می‎گذارد؛ همچنین یافته‎های پژوهش تأثیر عامل جنسیت بر نگرش آنان نسبت به نام‌ تجاری تعمیم‎یافته را تأیید می‎کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Examination of the impact of brand elements on consumers’ attitude & behaviour toward extended brand (Case study: Kaleh meat and dairy products company)

نویسندگان [English]

  • Seyed Mohammad Tabatabaee Nasab 1
  • Zohreh Mohammad Nabi 2
1 Assistant Prof. of Business Management Department, Yazd University, Yazd, Iran
2 MSc. Business Management, Yazd University, Yazd, Iran
چکیده [English]

Consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. The current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. The statistical population of this study is the consumers and customers in the food industry (Kaleh company products) in the city of Isfahan. Data collection instrument is questionnaire, and correlation coefficient was used for analyzing hypotheses and identifying the extent and intensity of the relationships between variables. Besides, in order to investigate conceptual framework fitness, the structural equation modeling technique was used. The results show that brand awareness, brand image and brand loyalty have a positive impact on consumer’s behavior, and brand associations and brand personality have a positive impact on consumer's attitude. Findings indicate that gender is effective on their attitudes toward brand extension.

کلیدواژه‌ها [English]

  • brand equity
  • brand extension
  • Brand Personality
  • Consumer Attitude

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