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
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