تبیین نقش میانجی عملکرد محصول در تأثیر چشم‌انداز و موضع‌یابی برند بر ارزش ویژۀ برند

نوع مقاله: مقاله علمی پژوهشی

نویسنده

استادیار گروه مدیریت بازرگانی دانشکدة مدیریت و علوم اقتصادی، دانشگاه لرستان، خرم‌آباد، ایران

چکیده

هدف از این تحقیق بررسی تأثیر چشم‌انداز و موضع‌یابی بر ارزش ویژة برندهای صنایع غذایی ایران با درنظرگرفتن نقش میانجی عملکرد محصول بود که با استفاده از روش تحقیق توصیفی- پیمایشی انجام گرفت. جامعة آماری پژوهش، کارشناسان بازاریابی برندهای برتر صنایع غذایی کشور است که با استفاده از روش نمونه‌گیری طبقه‌بندی، نمونه‌ای به حجم 178 نفر انتخاب شد. ابزار گردآوری داده‌های پژوهش پرسشنامه بود که روایی آن به روش اعتبار محتوا و پایایی آن با روش آلفای کرونباخ تأیید شد. برای بررسی و آزمون فرضیه‌ها از رویکرد مدل‌سازی معادلات ساختاری استفاده شد. نتایج پژوهش بیانگر آن است که چشم‌انداز برند تأثیر مثبت و معنی‌داری بر موضع‌یابی برند، عملکرد محصول و ارزش ویژة برند در صنایع غذایی ایران دارد. سایر نتایج نشان می‌دهند موضع‌یابی برند تأثیر مثبت و معنی‌داری بر عملکرد محصول و ارزش ویژة برند دارد و عملکرد محصول نیز تأثیر مثبت و معنی‌داری بر ارزش ویژة برند در صنایع غذایی ایران دارد. همچنین، عملکرد محصول نقش میانجی مثبتی در تأثیر چشم‌انداز و موضع‌یابی برند بر ارزش ویژة برند دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The describe of moderating role of product performance in brand vision and positioning effect on brand equity in Iran food industry

نویسنده [English]

  • Seyyed Najmeddin Mousavi
چکیده [English]

This research aimed to investigate the effect of brand vision and positioning on brand equity with regard to moderating role of product performance and using descriptive survey research. The population of research was marketing experts of superior brands in Iran’s food industry, which chosen 148 sample of those population using stratified sampling method. Data collection tool was a questionnaire that confirmed its validity and reliability by content validity and crovbach’s alpha method. To review and hypothesis testing structural equation modeling were used. Results suggest that brand vision has positive and significant impact on positioning, product performance and brand equity. Product performance also plays a positive moderating role in brad vision and positioning on brand equity.

کلیدواژه‌ها [English]

  • brand equity
  • brand vision
  • Food industry
  • product performance
  • positioning
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