تأثیر ارزش ویژۀ برند صنعتی بر عملکرد برند از دیدگاه اعضای مرکز خرید (مورد مطالعه: شرکت‎های تولید‌کنندۀ لوازم خانگی)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار مدیریت بازرگانی، دانشگاه علامه طباطبائی، تهران، ایران

2 دانشجوی دکتری مدیریت بازاریابی بین‎الملل، دانشگاه سمنان، سمنان، ایران

چکیده

در شرایط فرارقابتی امروز، تأمین‌کنندگان باید برای حفظ و بهبود جایگاه خود در برابر سایر تأمین‌کنندگان داخلی و خارجی، از ارزش ویژۀ برندشان بهره بگیرند، اما مسئله این است که تأمین‌کنندگان صنعتی نمی‌دانند چه عواملی بر ایجاد و ارتقای ارزش ویژۀ برند صنعتی آنها اثرگذار است و همچنین نمی‌دانند که چگونه می‌توانند با ارتقای ارزش ویژۀ برند، عملکرد برندشان را در بازار بهبود دهند. بنابراین مطالعۀ پیش رو با دو هدف اصلی انجام گرفته است: 1. یافتن عوامل تأثیرگذار بر ارزش ویژۀ برند تأمین‌کنندگان صنعتی و 2. بررسی رابطۀ ارزش ویژۀ برند صنعتی و عملکرد برند. جامعۀ آماری پژوهش شامل اعضای مرکز خرید شرکت‌های تولیدکنندۀ یخچال، ماشین لباسشویی و اجاق‌گاز شهر تهران است. برای آزمون فرضیه‎های پژوهش از مدل‌یابی معادلات ساختاری مبتنی بر روش حداقل مربعات جزئی استفاده شده است. یافته‌های پژوهش حاکی از تأثیر مثبت معنادار کیفیت ادراک‎شده، وفاداری به برند، مسئولیت اجتماعی تأمین‌کننده، شهرت تأمین‎کننده و کیفیت رابطۀ خریدارـ تأمین‌کننده بر ارزش ویژۀ برند صنعتی است. همچنین نتایج نشان داد ارزش ویژۀ برند صنعتی، تأثیر مثبت معناداری بر عملکرد برند در بازارهای صنعتی دارد. تأمین‌کنندگان ایرانی می‌توانند از یافته‌های پژوهش به‎منظور حفظ و ارتقای ارزش ویژۀ برندشان در بازارهای صنعتی استفاده کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The impact of industrial brand equity on brand performance from the perspective of buying center members (Case study: Manufacturers of home appliances in Tehran)

نویسندگان [English]

  • Zohre Dehdashti Shahrokh 1
  • Amin Kohyari Haghighat 2
1 Associate Prof., Dep. of Management and Accounting, Allameh Tabataba’i University, Iran
2 PhD Candidate, International Marketing Management, University of Semnan, Iran
چکیده [English]

Nowadays, suppliers in order to maintain and improve their positions against othernational and international suppliers take advantage of their brand equity, but the problem is that industrial suppliers do not know what factors are influencing for development and promotion industrial brand equity and also do not know how to enhance brand equity, to improve brand performance in industrial markets. This study has two main goals: 1. identify factors influencing industrial brand equity, 2. examine the relationship between industrial brand equity and brand performance. SPSS software was used to analyze data and PLS software was used to test hypotheses. Research findings indicate a significant positive effect of perceived quality, brand loyalty, social responsibility of supplier, reputation of supplier and quality of relationship between the buyer-supplier on industrial brand equity. The effect of brand awareness on industrial brand equity was insignificant. The results also showed significant positive effect industrial brand equity on brand performance in industrial markets.

کلیدواژه‌ها [English]

  • brand awareness
  • Brand Loyalty
  • Brand performance
  • industrial brand equity
  • Perceived Quality
  • quality relationship
  • reputation
  • Social Responsibility

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