بررسی تاثیر تبلیغات و پیشبرد فروش بر خلق ارزش ویژۀ برند (مورد مطالعه: برند لوازم خانگی سامسونگ)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید چمران اهواز، اهواز، ایران

چکیده

هدف پژوهش حاضر، بررسی تأثیر تبلیغات و پیشبرد فروش بر خلق ارزش ویژة برند است. پژوهش حاضر از نظر هدف کاربردی و از نظر نحوة گردآوری اطلاعات، توصیفی- علی و بر پایة مدل معادلات ساختاری (SEM) است. ابزار مورد استفاده، پرسشنامه و جامعة آماری شامل مصرف‌کنندگان لوازم خانگی برند سامسونگ در شهر تهران است، که از روش نمونه‌گیری فرایندی (مرحله‌ای) برای جمع‌آوری داده‌های مورد نیاز استفاده شد. با توجه به فرمول نمونه‌گیری از جامعة نامحدود، 393 دادة جمع‌آوری‌شده مبنای تحلیل قرار گرفت. به‌منظور تجزیه و تحلیل داده‌ها از نرم‌افزار Smart PLS استفاده شد. یافته‌های پژوهش نشان داد پیشبرد فروش بیشترین تأثیر غیرمستقیم را بر ارزش ویژة برند دارد و آگاهی همراه با تداعیات برند هیچ تأثیری بر وفاداری برند ندارد. از این‌رو، پیشنهاد می‌شود مدیران بازاریابی شرکت سامسونگ، برنامه‌های تبلیغات و پیشبرد فروش را در طرح‌های بازاریابی خود قرار دهند و مدیران این برند به نقش ابعاد سه‌گانة ارزش ویژة برند در ایجاد ارزش ویژة برند و به‌دنبال آن ایجاد مزیت رقابتی توجه کنند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Examining the effect of advertising and sales promotions on brand equity creation (Case study: Samsung Home Appliances Brand)

نویسندگان [English]

  • Abdolhadi Darzian Azizi 1
  • Farajollah Rahimi 1
  • Elahe Asadolahi Dehkordi 2
1 Assistant Professor, Business Administration, Shahid Chamran University of Ahvaz, Ahvaz, Iran
2 MSc in Business Administration, Shahid Chamran University of Ahvaz, Ahvaz, Iran
چکیده [English]

The aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. Regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. The research tool for data collection was a valid questionnaire and the research population included consumers of Samsung brand of Home Appliances. Using Process Method of sampling, 393 samples have been included in the survey. After collecting data from consumers of Samsung appliances in Tehran, Partial Least Squares analyses as well as statistical software smartPLS have been used. The findings demonstrated that advertising has the greatest indirect effect on brand equity and awareness, in addition, brand associations have no effect on the brand loyalty. Hence, it is recommended that marketing managers consider advertising and sales promotion programs in their marketing plans. Also, brand managers noticed three dimensions of brand equity to create brand equity and consequently to gain competitive advantage.

کلیدواژه‌ها [English]

  • Advertising
  • brand equity
  • Dimensions of Brand Equity
  • sales promotions

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