بررسی اثر مسئولیت‎پذیری اجتماعی ادراکی بر شهرت، هویت‌یابی مشتری و قصد خرید برند (مطالعۀ موردی: شرکت گلستان)

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی، شیراز، ایران

2 دانشجوی دکتری مدیریت سیستم، دانشگاه شیراز، شیراز، ایران

3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران

چکیده

هدف این تحقیق بررسی اثر مسئولیت­پذیری اجتماعی درک‎شده بر شهرت برند، هویت­یابی مشتری از برند و قصد خرید برند است. این پژوهش کاربردی از نظر روش گردآوری ماهیت توصیفی ـ پیمایشی دارد. جامعۀ آماری آن شامل کلیۀ مشتریان شرکت گلستان در شهر شیراز است که از این جامعه به روش نمونه­گیری غیرتصادفی، 384 نفر انتخاب شدند. داده‎های این پژوهش از طریق ابزار پرسشنامه جمع‎آوری شده است. روایی پرسشنامه به روش محتوایی ظاهری/ محتوایی و روایی سازه و پایایی آن از طریق روش آلفای کرونباخ (78 درصد) و روش دو نیم‎کردن (70 درصد) به تأیید رسیده است. یافته­ها نشان می‎دهد مسئولیت‎پذیری اجتماعی درک‎شده بر شهرت برند و هویت­یابی مشتری از برند تأثیر می‎گذارد. از سوی دیگر، ارتباط میان مسئولیت­پذیری اجتماعی درک‎شده و قصد خرید برند تنها از طریق هویت­یابی مشتری از برند امکان­پذیر است. یافتۀ دیگر اینکه مؤلفۀ قیمت در رابطۀ میان هویت­یابی مشتری از برند و قصد خرید برند، نقش تعدیل‎گری دارد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz)

نویسندگان [English]

  • Abolghasem Ebrahimi 1
  • Sayyed Moslem Alavialavimoslem 2
  • Elahe Pourmourdinii 3
1 Business Administration Faculty Member/Shiraz University
چکیده [English]

Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention.

کلیدواژه‌ها [English]

  • perceived social responsibility
  • Brand Reputation
  • brand identification
  • Purchase intention
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