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
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