رهبری تحول‎آفرین برند خاص: واکاوی نقش رفتارهای برند‎ساز کارکنان بر بشارت برند در شرکت‎های بیمه

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 استاد، گروه مدیریت صنعتی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران

2 دانشیار، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری‎، دانشگاه سمنان، سمنان، ایران

3 دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریت و علوم اداری‎، دانشگاه سمنان، سمنان، ایران

چکیده

هدف: مفهوم رهبری تحول‎آفرین برند خاص، روشی برای انگیزه‌بخشی به کارکنان است تا با توسل به ارزش‎ها و عقاید شخصی خود به نفع شرکت فعالیت کنند. هدف از اجرای پژوهش حاضر،‎ بررسی رابطه بین رهبری تحول‎آفرین برند خاص و رفتارهای برندساز‎ کارکنان بر بشارت برند در شرکت‎های بیمه است.
روش: پژوهش از نظر هدف کاربردی بوده و از لحاظ شیوه گردآوری داده‎ها توصیفی از نوع پیمایشی است. جامعه آماری پژوهش حاضر، کارکنان نمایندگی‎‎ بیمه‎های بازرگانی شهر سمنان و ارومیه است که با توجه به روش نمونه‎گیری تصادفی طبقه‎بندی‌شده، 171 نفر از کارکنان نمایندگی‎ بیمه‎های شهر سمنان (گروه 1) و 71‎ نفر از کارکنان نمایندگی‎ بیمه‎های شهر ارومیه (گروه 2)‎ به‌عنوان نمونه انتخاب شدند. اطلاعات با استفاده از پرسشنامه مبتنی بر مقیاس لیکرت جمع‎آوری شدند و برای تجزیه و تحلیل داده‎های تحقیق از مدل‌سازی معادلات ساختاری استفاده شد.
یافته‎ها: بر اساس یافته‎های پژوهش حاضر، رهبری تحول‎آفرین برند خاص بر مشارکت، تبلیغات شفاهی و ماندگاری تأثیر مثبت و معناداری دارد. همچنین، بین متغیرهای مشارکت، تبلیغات شفاهی و ماندگاری با بشارت برند تأثیر مثبت و معناداری مشاهده شد.
نتیجه‎گیری: این پژوهش نشان داد که بشارت برند موجب حفظ و خرید‎ مجدد مشتری، تبلیغات و حمایت شدید مشتریان از برند و کاهش هزینه‎های بازار‎یابی و تبلیغات می‎شود.
 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Brand-Specific Transformational Leadership: Analysis of the Role of the Employee’s Brand-Building Behaviour on Brand Evangelism in Insurance Companies

نویسندگان [English]

  • Adel Azar 1
  • Abbasli Rastgar 2
  • Hooshmand Bagheri Garabollagh 3
1 Prof., Department of Industrial Management, University of Tarbiat Modares, Tehran, Iran
2 Associated Prof., Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
3 Ph.D. Candidate, Department of Business Management, Faculty of Economics, Management and Administrative Sciences, Semnan University, Semnan, Iran
چکیده [English]

Objective
Branding evangelism, as a new and growing phenomenon, includes positive recommendations to others about the brand, as well as measures to weaken rival brands. None of the existing models has considered the independent role of the evolving leadership variable of the brand and the brand-building behaviours of the employees, and only the parameters of brand trust, brand identity, brand affinity and purchase intentions have been investigated. Given the importance of this issue, and given that current studies often ignore the view of branding practices of employees in this regard, and, on the other hand, given the limited body of research in the area of ​​evangelism and the gaps in the literature of brand evangelism; this study seeks to measure the role of brand transformational leadership and branding behaviours on brand awareness in insurance companies. Therefore, to realize if there is a relationship between the evolving leadership of the brand and the evangelism of the brand can be considered a worthwhile topic.
 
Methodology
The present research is applied in terms of purpose and in terms of data collection method, it is descriptive of survey type. The statistical population of this research includes the representatives of the commercial insurance companies of the cities of Semnan and Urmia. According to the random sampling method, 171 employees of the insurance representative of Semnan city (group 1) and 71 employees of Urmia City (Group 2) were selected as samples. A Likert scale based questionnaire was used for data collection and structural equation modeling was used to analyze the research data.
 
Findings
The findings of this study indicate that brand-specific transformational leadership has a significantly positive effect on participation, oral advertising and survival. In addition, there is a significantly positive relationship between the variables of participation, oral advertising and survival with brand evangelism. The research showed that brand evangelism not only helps maintain customers and make them re-purchases, but also promotes brand advertising and customer support. It also reduces the cost of marketing and advertising.
 
Conclusion
Transformational leaders often contribute to their participation by emphasizing participation in collective activities and providing opportunities for sharing experiences among employees. Brand-specific transformational leadership causes increase in employee accountability and more willingness to conduct citizen behaviors. However, it is clear that the leader cannot provide the grounds for the development and increase in the effectiveness of the staff, unless through sharing and dissemination of information in the organization and the consideration of the ideas and opinions of employees can create opportunities for the greater participation of employees and promoting their creativity and innovation.
Since the transformational leadership of a particular brand has a positive and significant impact on employee participation, it is suggested to leaders or managers of insurance agents to consider rewards for their employees in exchange of an increase in employee participation in brand development of the organization. Transformational leaders often contribute to their participation through the emphasis on participation in collective activities and providing the opportunity to share experiences among employees. For this reason, companies have to create good communication channels with their customers and predict the extent of customer participation in these channels. Companies can also encourage their customers to express their interests, requests, and needs. At the same time, employees should also be able to clearly explain their expectations of customers in order to provide desirable services.
 

کلیدواژه‌ها [English]

  • Brand-specific transformational leadership
  • Brand-building behavior's
  • Brand evangelism
  • retention

مراجع

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مدیریت بازرگانی
دوره 11، شماره 1
1398
صفحه 141-162

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