اثر هویت‌سازی برند بر اقدام‌های ضدبرند با میانجی‌گری عشق به برند و حسادت به برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استادیار گروه مدیریت دانشکدة علوم اجتماعی، اقتصاد و مدیریت، شیراز، ایران

2 کارشناس ارشد مدیریت بازرگانی، مدرس دانشگاه پیام نور، تهران، ایران

3 کارشناس ارشد مدیریت بازرگانی، کارشناس شرکت برق منطقه‌ای استان گیلان، رشت، ایران

چکیده

هدف تحقیق حاضر بررسی اثر هویت‌سازی برند بر اقدام‌های ضدبرند از جانب مشتری با میانجی‌گری عشق به برند و حسادت به برند است. تحقیق حاضر از نظر هدف کاربردی و از نظر روش گردآوری، توصیفی- پیمایشی است. جامعة آماری تمام مشتریان برند پوشاک بنتون در شهر شیراز است که از این تعداد با روش نمونه‌گیری غیرتصادفی و با استفاده از فرمول نمونه‌گیری کوکران برای جامعة نامعلوم، 384 نفر انتخاب شدند. روایی پرسشنامه به روش محتوایی و تحلیل عاملی- تأییدی و پایایی آن به روش کرونباخ (85 درصد) تأیید شد. یافته‌ها نشان داد هویت‌سازی برند بر عشق به برند و حسادت به برند مؤثر است و عشق به برند می‌تواند بر حسادت به برند اثر بگذارد. نکتة دیگر آنکه عشق به برند برخلاف حسادت به برند نتوانست بر اقدام‌های ضدبرند از جانب مشتری مؤثر باشد. در تحلیل نقش میانجی‌گری متغیرها نیز یافته‌ها نشان داد متغیر عشق به برند توانسته است رابطة میان هویت‌سازی برند و حسادت مشتری به برند را به‌صورت ناقص میانجی‌گری کند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The effect of customer identification with brand on anti-brand activities through brand love and brand jealousy

نویسندگان [English]

  • Abolghasem Ebrahimi 1
  • Seyed Moslem Alavi 2
  • Mahdi Najafi Siahroudi 3
1 Assistant Professor, Faculty of Social Science, Economics and Management, Shiraz University, Shiraz, Iran
2 MSc. in Business Management, Payamnoor University of Estahban, Estahban, Iran
3 MSc. in Business Management, Regional Electricity of Gilan, Rasht, Iran
چکیده [English]

The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. The present study is an applied research and is descriptive/ survey research in terms of methodology. The statistical population consists of all Benetton customers who buy at benetton store in Shriaz city, of which 384 customers (estimated by Cochran formula) are selected using non-probability sampling method. The questionnaire’s validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). Findings reveal that, identity made by a brand can affect brand love and brand jealousy while brand love can influence brand jealousy. Another finding shows that brand love unlike brand jealousy has not influenced anti-brand activism. Analysing the mediating role of variables also shows that brand love has mediated – but not fully- the relationship between customer identification with brand and brand jealousy.

کلیدواژه‌ها [English]

  • anti-brand activities
  • brand jealousy
  • brand love
  • customer identification with brand

مراجع

  1. Aaker, J. L. (1997). Dimensions of Brand Personality, Journal of Marketing Research, 34 (3): 347- 353.
  2. Ahuvia, A. C. (1993). I love it! Towards a unifying theory of love across divers love objects, Doctoral dissertation, Northwestern University.
  3. Ahuvia, A. C. (2005). Beyond the Extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32: 171- 184.
  4. Alavi, S. M. & Najafi Siahroudi, M. (2014). The role of Brand loyalty between Brand love and Brand advocacy (A case of study: Malavan Anzali sport brand), Journal of Applied Researches at Sport Management, 3 (9): 22-36. (In Persian)
  5. Albert, N. & Valette-Florence, P. (2010). Measuring the love feeling for a brand using interpersonal love items, Journal of Marketing Development and Competitiveness, 5 (1): 57-63.
  6. Albert, N., Merunka, D. & Valette-Florence, P. (2008). The love feeling toward a brand: Concept and measurement. Advances in Consumer Research, 36: 300- 307.
  7. Albert, N., Merunka, D. & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences, Journal of Business Research, 66: 904– 909.

8. Arndt, J., Solomon, S., Kasser, T. & Sheldon, K. M. (2004). The urge to splurge: A terror management account of materialism and consumer behavior, Journal of Consumer Psychology, 14 (3): 198- 212.

9. Aron, A., Aron, E. N., Tudor, M. & Nelson, G. N. (1991). Close relationships as including other in the self. Journal of Perspective Social Psychology, 60: 241– 53.

  1. Azizi, S. (2013). Mediator, moderator and intervening variables in marketing researchs: Conceptualization, differences and statistical procedures and tests, Journal of New Marketing Research, 3 (2): 157- 176. (In Persian)
  2. Bergkvist, L. & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love, Brand Management, 17 (7): 504– 518.
  3. Caroll, B. A. & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love, Marketing Letters, 17: 79- 89.
  4. Eghbali, A., Nayebzade, S. & Dehghan Dehnavi, H. (2014). The effect of brand community on brand characteristics, Journal of Business Management, Accepted Manuscript, Available Online from 24 August 2014. (In Persian)
  5. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research, Journal of Consuming Researches, 24: 343– 73.
  6. Hasan Gholipour, T., Rahrovi, E. & Abachian Ghasemi, R. (2013). Theoretical and empirical study of determinants of word of mouth in airline companies: The Case of Iran Airline Company, Journal of Business Management, 5 (1): 41- 60. (In Persian)
  7. Hollenbeck, C. R. & Zinkhan, G. M. (2006). Consumer activism on the internet: The role of anti-brand communities, Advances in Consumer Research, 33: 479- 485.
  8. Hollenbeck, C. R. & Zinkhan, G. M. (2010). Anti-brand communities, negotiation of brand meaning, and the learning process: The case of Wal-Mart, Consumption Markets & Culture, 13 (3): 325– 345.
  9. Khodadadeh, S. & Behnam, M. (2013). Brand identifiication with sport brand and its effect on brand extension through brand love, brand commitment and brand loyalty, Seminar course of payamnoor university, supervised by Seyyed Moslem Alavi, Fars, Estahban. (In Persian)
  10. Kim, J. & Hatfield, E. (2004). Love-types and subjective well being: A cross cultural study, Social Behavior and Personality, 32 (2): 173- 182.
  11. Loureiro, S. M. (2011). Consumer´s love and willingness to sacrifice for a brand, In Proceeding of ANZMAC Conference Marketing, Australia.
  12. Loureiro, S. M. (2012). Love and loyalty in car brands: Segmentation using finite mixture partial least squares, Challenges at the Interface of Data Analysis, Computer Science, and OptimizationStudies in Classification, Data Analysis, and Knowledge Organization, 503- 510.
  13. Loureiro, S. M., Ruediger, K. H. & Demetris, V. (2012). Brand emotional connection and loyalty, Journal of Brand Management Advance, 20: 13- 27.
  14. Rubin, Z. (1970). Measurement of romantic love, Journal of Perspective Social Psychology, 6 (2): 265– 73.
  15. Sarkar, A. (2013). Romantic brand love: A conceptual analysis, Marketing Review, 13 (1): 23-37.
  16. Sarkar, A. & Sreejesh, S. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement, Journal of Product & Brand Management, 23 (1): 24–32.
  17. Shahrokh Dehdashti, Z., Jafarzadeh Kenari, M. & Bahkshizadeh, A. (2012). Scrutiny of brand social identity perspective and its effect in brand loyalty development (Case of study: Kaleh dairy products company), Journal of New Marketing Research, 2 (2): 87-106. (In Persian)
  18. Shimp, T. A. & Madden, T. J. (1988). Consumer object relations: A conceptual framework based analogously on Sternberg’s triangular theory of love, Advances in Consumer Research, 15: 163- 168.
  19. Sternberg, R. J. (1986). A triangular theory of love, Psychological Review, 93(2): 119- 135.
  20. Sternberg, R. J. (1997). Construct validation of a triangular love scale, European Journal of Social Psychology, 27: 313– 35.
  21. Thomson, M., MacInnis, D. J. & Whan, P. C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachment to brands, Journal of Consumer Psychology, 15(1): 77- 91.
  22. White, G. L. (1981). A model of romantic jealousy, Motivation and Emotion, 5(4): 295- 310.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار