بررسی تأثیر جامعۀ برند در ویژگی های برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد، دانشگاه آزاد اسلامی، واحد یزد، گروه مدیریت، یزد، ایران

2 استادیار مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد یزد، گروه مدیریت، یزد، ایران

3 استادیار مدیریت صنعتی، دانشگاه آزاد اسلامی، واحد یزد، گروه مدیریت، یزد، ایران

چکیده

هدف از پژوهش حاضر بررسی تأثیر جامعة برند در ویژگی‌های برند است. مدل این پژوهش با استفاده از متغیرهای شناسایی و تعیین هویت جامعة برند، تعهد به جامعة برند، شناسایی و تعیین هویت برند، تعهد به برند، دلبستگی به برند و شباهت جامعه- برند شکل گرفته است. روش‌شناسی این پژوهش از نظر هدف، کاربردی و برحسب روش‌ پژوهشی همبستگی است که با به‌کارگیری ابزار پرسشنامه و روش پیمایشی، داده‌های مورد نیاز، به روش تصادفی ساده، از بین 180عضو باشگاه مشتریان شعب بانک ملت شهرستان یزد جمع‌آوری شده است. برای بررسی تأیید روابط بین متغیرها و عوامل از تحلیل عاملی تأییدی و تکنیک PLS- که فن مدل‌سازی مسیر واریانس محور است و امکان بررسی نظریه و سنجه‌ها را به‌طور همزمان و بررسی متغیر تعدیلگر فراهم می‌سازد- استفاده شده و همچنین با استفاده از آزمون سبل فرض نقش میانجی متغیرها بررسی شده است. نتایج پژوهش نشان می‌دهد که شناسایی و تعیین هویت جامعة برند با شناسایی و تعیین هویت برند رابطة معناداری دارد و همچنین در تعهد به جامعة برند تأثیر مستقیم داشته و ارتباط بین شناسایی و تعیین هویت برند و تعهد به برند نیز مورد تأیید است. طبق یافته‌های پژوهش، تعهد به جامعة برند و شناسایی و تعیین هویت برند، هردو از طریق دلبستگی به برند بر تعهد به برند اثر می‌گذارند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The effect of brand community on brand characteristics

نویسندگان [English]

  • Akram Eghbali 1
  • Shahnaz Nayebzade 2
  • Hasan Dehghan Dehnavi 3
1 MSc. Student, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
2 Assistant Prof, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
3 Assistant Prof, Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran
چکیده [English]

The current research aims to examine the effect of brand community on brand characteristics.The model of this research has been formed with using variables including brand community identification, brand community commitment, brand identification, brand attachment, brand commitment, perceived community, and brand similarity. This research is applied and correlational. Required data is collected by using questionnarires and survey methodology.The statistical population of this research is Club Bank Mellat in Yazd city and stratified sampling was used to select the samples; and 180 samples were collected. In this study, the confirmation of the relationship between variables and factors was done using the PLS confirmatory factor analysis technique. The variance of a technology-driven modeling and feasibility study of the theory and measures simultaneously and provides an offset variable is used. The variables, examined by Soble test, have been assumed to play the role of mediator. Results show that there is a significant relationship between brand community identification and brand identification. Also, brand community identification influences brand community commitment positively. According to research findings, brand attachment mediates brand community commitment's positive influence on brand commitment. Brand attachment mediates brand identification's positive influence on brand commitment.

کلیدواژه‌ها [English]

  • Brand Attachment
  • Brand commitment
  • brand community commitment
  • brand community identification
  • brand identification
Abouei Ardakan, M., Sohrabi Yourtchi, B. & Bahrami, S. (2013). Well worth the characteristics of mobile payment systems from the customer perspective (Case study: Safir Services System in Export Development Saderat Bank of Iran). Journal of Business Management, Management Faculty of Tehran University, 5(1): 1-20. (In Persian)
 
Algesheimer, R., Dholakia, U.M. & Herrmann, A. (2005). The social influence of brand community: Evidence from Eropean Car Clubs. J Mark; 69(3): 19–34.
 
Azizi, Sh., Jamay, Sh. & Sanaei, A. (2012). Exposure the model of factors affecting the performance of employees on The Brand in Banking (Case Study: Agricultural Bank), Journal of Business Management, Tehran University, 4(11), Spring 2012[l1] . (In Persian)
 
Bagozzi, R.P. & Dholakia, U.M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23: 45–61.
 
Carlson, B.D. (2005). Brand-Based Community: The role of identification in developing a sense of community among brand users, College of Business Administration. Proposal in Oklahoma State University.
 
Carlson, B.D., Suter, T.A. & Brown, T.J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research, 61: 284–291.
 
Chirani, A. & Fard Sabouri, M. (2011). Compare powerful types of internal and external brand from the consumer's perspective of household products in Gilan. Journal of Business Management, Management Faculty of Tehran University, 3(8): 41-60, Summer 2011.
 
Dehdashti Shahrokh, Z., Taghavifard, M. & Rostami, N. (2010). A model for measuring the impact of brand credibility of banks on Commitment to Customer Loyalty. Journal of Iran Management Sciences, 5(20): 71, Winter 2010.
 
Dubois, T. & Westerhausen, U. (2011). Brand loyalty creation within online brand communities. Marketing Communications Managrment, Thesis of Copenhagen Business School, Department of Marketing, Characterrs: 234.787, Submission October 2011.
 
Heydarzadeh, K., Alvani, S. & Ghalandari, K. (2010). The effect of social power Dimensions of brand Based on the customer's level of mental fitness on decision to purchase. Journal of Management Research, (86), Fall 2010.
 
Gilaninia, Sh. (2010). The effect of brand loyalty on brand equity of bank In view of the electronic card customers. Journal of Industrial Management, Islamic Azad University of Sanandaj, 5(14), Winter 2010. (In Persian)
 
Grisaffe, D. B. & Nguyen Hieu, P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64: 1052-1059.
 
Fuller, J., Matzler, K. & Hoppe, M. (2008). Brand community members as a source of innovation. Journal of Product Innovation Management,2008, 25:608-619.
 
Hur, W.M., Ahn, K.H. & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7): 1194-1213.
 
Kim, C.K., Han, D. & Park, S. (2001). The effect of brand personality and brand identification on brand loyalty: applying the theory of social identification. Japanese Psychological Researc, 43(4): 195–206.
 
Kim, J.W., Choi, J., Qualls, W. & Han, K. (2008). It takes a marketplace community to raise brand commitment: The role of online communities. J Mark Manage; 3-4: 409-431.
Mathwick, C., Wiertz, C. & de Ruyter, K. (2008). Social capital production in a virtual P3 community. J Consum Res; 34(April)[l2] : 832–849.
 
Laroche, M., Habibi, M., Richard, M.O. & Sankaranarayanan, R. (2012). The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28 (5): 1755-1767.
 
Louis, D. & Lombart, C. (2010). Impact of brand personality on three major relational consequences trust, attachment, and commitment to the brand. Journal of Product & Brand Management, 19(2): 114-130.
 
Park, C.W., et al.(2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. J Mark 2010, 74(November): 1–17.
 
Rezaei Dolatabadi, H., Joushiar Najafabadi, L., Khazaeipour, J. & Varij Kazemi, R. (2013). Analyze the impact of CSR on the symbolic image, Functional image and brand loyalty. Journal of Business Management, Management Faculty of Tehran University, 5(2): 69-88. (In Persian)
 
Storch B. (2008). What Do You Think about Brand Communities? An Insight of Consumers´ perception toward brand communities and the idea of mutual benefits, Druck and Bindung: Books on Demand GmbH. Nordestedt. Germany.
 
Stokburger-Sauer, N., Ratneshwar, S. & Sen, S. (2012). Drivers of consumer– brand identification. International Journal of Research in Marketing. 29(4): 406–418, December 2012.
 
Terechshenko, M. & Radionova, V. (2011). Brand communities: A quantitative study of brand community influence on prospective and existing members, Thesis. Umeå University. Faculty of Social Sciences. Umeå School of Business.
 
Zaglia M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2013): 216-223.
 
Zhou, Zh., Zhang, Q., Su, Ch. & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(2012): 890–895.
 
 
 [l1]می شود یا می‌ماند؟
 [l2]به جای نام ماه عدد ماه را وارد کنیم؟ یعنی آوریل بشود 4 یا خیر