بررسی اثر نقش میانجی اعتماد کارکنان به برند بر رابطۀ سبک رهبری تحول‎گرا و رفتار شهروندی برند در صنعت کاشی و سرامیک

نوع مقاله: مقاله علمی پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی و MBA، دانشگاه پیام نور، تهران، ایران

2 دانشجوی دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد بین ‎الملل کیش، ایران

3 استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران،ایران

4 استادیار گروه مدیریت، دانشگاه آزاد اسلامی،واحد تهران جنوب، تهران، ایران

چکیده

از آنجا که کارکنان در حفظ و نگهداری رابطۀ برند با مشتریان، نقش مهم و پایه‎ای دارند، مدیریت رفتار کارکنان در راستای انطباق آن با اصول برند از عوامل بسیار حیاتی در برندسازی شناخته شده است و چون سبک رهبری یکی از توانمندی‎های سازمان در فرایند برندسازی برای شکل‎دهی رفتار کارکنان به‎منظور اعتماد به برند، بالاتر رفتن احتمال بروز رفتارهای حامیانه و داوطبانۀ آنان است، مطالعۀ پیش رو به بررسی رابطۀ سبک رهبری تحول‎گرا و رفتار شهروندی برند با نقش میانجی اعتماد کارکنان به برند پرداخته است. روش تحقیق، توصیفی و از نوع همبستگی است و روش تحلیل داده‎ها از نوع مدل‎یابی معادلات ساختاری است. جامعۀ آماری شامل کارکنان فروش و بازاریابی شرکت‎های عضو انجمن صنفی کاشی و سرامیک ایران در نظر گرفته شده که با استفاده از روش نمونه‎گیری تصادفی متناسب با حجم، 210 نفر برای نمونۀ آماری انتخاب شدند. نتایج معادلات ساختاری تمام فرضیه‎های مطرح شده را تأیید کرد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Relationship between Brand Transformational Leadership Style and Brand Citizenship Behavior Considering the Mediating Role of the Staff Trust in Sales and Marketing in the Ceramic and Tile Industry

نویسندگان [English]

  • Mohammad Mahmoudi Meimand 1
  • Sahar Golkari hagh 2
  • Mahmoud Samii Nasr 3
  • Hassan Mehrmanesh 4
1 Associated Prof. of Management, Payam e Noor University, Tehran, Iran
2 Ph.D. Candidate in Business Management, Islamic Azad University, Kish Branch, Iran
3 Assistant Prof. of Management, Islamic Azad University, Central Branch, Tehran, Iran
4 Assistant Prof. of Management, Islamic Azad University, Central Branch, Tehran, Iran
چکیده [English]

In the area of ​​organizational behavior, leadership is one of the most prominent factors influencing the behavior of the organization's staff toward brand performance. The present study aims to investigate the role of transformational leadership style in promoting brand citizenship behavior with regards to the mediating role of employee-based trust to the brand. The present study is descriptive in nature and correlative. The data were evaluated based on structural equation modeling. The statistical population consists of all the sales and marketing staff of tile and ceramic companies linked with Iran Tile and Ceramic Association. Using random stratified sampling method, 210 individuals were selected as the statistical sample for the study. To collect data, three self-made questionnaires were used to evaluate leadership, brand trust and brand citizenship behavior. The collected data were analyzed using SPSS and AMOS software. The results of structural equation showed that the direct effect of trust on brand citizenship behavior of employees is 0.574. There was a significantly positive direct effect for leadership style on employee trust (p = 0.601) and also there was a significantly positive effect for trust, as the mediator, on the relationship between leadership style and brand citizenship behavior (p = 0.84).

کلیدواژه‌ها [English]

  • Brand citizenship behavior
  • Ceramic Tile Industry of Iran
  • Employee’s Brand Trust
  • Transformational Leadership Style
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