بررسی تأثیر ارزش برند صنعتی بر مؤلفه‎های ارزش برند ترکیبی و قصد خرید مصرف‎کنندۀ نهایی

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 مدیر گروه مدیریت بازرگانی/دانشکده مدیریت دانشگاه تهران

2 دانشگاه تهران

3 دانشجوی کارشناسی ارشد/ دانشکده مدیریت دانشگاه تهران

چکیده

پژوهش حاضر با هدف تعیین تأثیر ارزش برند صنعتی بر مؤلفه­های ارزش برند ترکیبی و ترجیح خرید مصرف­کنندگان نهایی اجرا شده است. جامعۀ آماری تحقیق حاضر، کلیۀ خریداران لپ­تاپ در شهر تهران است. مدل تحقیق با نمونه­ای متشکل از 200 نفر و با استفاده از روش نمونه­گیری خوشه­ای سنجیده شده است. جمع‎آوری اطلاعات لازم از طریق پرسشنامه‎ای انجام گرفت که اعتبار آن آزمون شده بود. این اطلاعات با اعمال آزمون­های مدل معادلات ساختاری، تحلیل مسیر و رگرسیون در نرم­افزارهای آموس 20 و اس. پی. اس. اس. نسخۀ 18 تجزیه و تحلیل شدند. در پایان مشخص شد که ارزش برند صنعتی موجب افزایش وفاداری، کیفیت ادراک‎شده و تصویر برند ترکیبی می­شود. بین ارزش برند صنعتی، تداعی و آگاهی از برند، ارتباط مثبت و معناداری وجود ندارد. همچنین در ادامه تأیید شد که وفاداری، کیفیت اداراک‎شده و تصویر برند ترکیبی، قصد خرید مصرف­کنندۀ نهایی را افزایش می‎دهد، اما تداعی و آگاهی از برند ترکیبی موجب افزایش قصد خرید مصرف‎کنندۀ نهایی نمی­شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Industrial Brand Equity on Ingredient Brand Equity component and End-User Purchase Intention

چکیده [English]

The goal of present study is to determine the effect of industrial brand equity on ingredient brand equity component and also on end-user's purchase intention in Tehran’s laptop market. Statistical Society of present study is all of the laptop buyers in Tehran city.The research's model was assessed with a sample size of 200 subjects, selected using cluster sampling method. The required data was gathered with the application of a questionnaire whose validity was measured earlier. These data were analyzed in Amos 20 and SPSS 18, employing structural equations model, path analysis, and regression analysis. Finally, it was determined that in Tehran’s laptop market, industrial brand equity increased loyalty, perceived quality, and ingredient brand equity image. In addition, there was not any positive and significant correlation between industrial brand equity with association and awareness of ingredient brand equity. Moreover, it was confirmed that loyalty, perceived quality, image of ingredient brand positively affected end-user purchasing intention. In contrast, ingredient brand association and awareness did not show such impact.

کلیدواژه‌ها [English]

  • "industrial brand equity"
  • "ingredient brand equity"
  • "purchase intention"
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