بررسی تأثیر هویت اجتماعی، جاذبه‌های ارتباطی و دسته‌بندی محصول بر وفاداری به برند

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشیار، گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

2 کارشناسی ارشد، گروه کارآفرینی سازمانی ، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

3 کارشناسی ارشد، گروه مدیریت صنعتی، دانشکدگان فارابی دانشگاه تهران، قم، ایران.

4 استادیار، گروه کسب‎وکار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

چکیده

هدف: علی‌رغم تلاش برای بررسی تأثیر هویت اجتماعی بر وفاداری برند و ارتباط آن با سایر عوامل، به نظر می‌رسد که ادبیات موجود به اندازه کافی گسترده یا غنی نیست تا جنبه‌های مختلف این رابطه را آشکار سازد. این پژوهش با هدف بررسی تأثیر هویت اجتماعی، ارتباط و دسته‌بندی محصول بر عشق برند و همچنین وفاداری برند در صنعت پوشاک اجرا شده است.
روش: رویکرد این پژوهش کمّی و از نوع  توصیفی هم‌بستگی به شمار می‌رود. جامعه آماری آن، مشتریان برند پوشاک بنتون در شهر تهران است. در پژوهش حاضر، 413 پرسش‌نامه با نسخۀ 3 نرم‌افزار اسمارت پی‌ال‌اس تجزیه‌وتحلیل شد. فرضیه‌های پژوهش نیز به‌کمک مدل‌سازی معادلات ساختاری و رویکرد حداقل مربعات جزئی انجام گرفت.
یافته‌ها: بر اساس نتایج، وابستگی برند سه احساس اشتیاق، مهربانی و ارتباط را شامل می‌شود. از سوی دیگر، وابستگی برند به کیفیت ارتباط مربوط است و افزایش برقراری ارتباط با مصرف‌کنندگان و افزایش تماس با مشتریان به ارتقای وفاداری و عملکرد مالی منجر می‌شود. افزون بر این، تأثیر خودبیانگری بر علاقه به برند تأیید شد. خودبیانگری نوعی فعالیت است که به احساسات مربوط می‌شود و از طریق ایجاد وابستگی و علاقه به برند بر وفاداری برند تأثیر می‌گذارد.
نتیجه‌گیری: هویت اجتماعی، بیان‌کننده وجود تعلق به گروه‌های اجتماعی خاصی است و جنبه فردی دارد، بنابراین زمانی هویت اجتماعی گروه‌های اجتماعی حاصل می‌شود که فرد خود را متعلق به گروه خاصی می‌داند. نتایج این پژوهش نشان داد که هویت اجتماعی بر خودبیانگری فرد تأثیر مثبت دارد. همچنین، مشتریانی که علاقه به برند را تجربه می‌کنند، برای شرکت در همکاری سازنده در جامعه برند تمایلی بیشتری دارند. علاوه بر این، خودبیانگری به شکل بالقوه برای افزایش علاقه به برند و تشویق رفتار مطلوب پس از خرید مهم است.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the Impact of Social Identity, Communication Appeals, and Product Classification on Brand Loyalty

نویسندگان [English]

  • Nader Seyyedamiri 1
  • Mohammad Jalali 2
  • Sareh Ghamkhar 3
  • Ali Davari 4
1 Associate Prof., Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
2 MSc., Department of Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
3 MSc., Department of Industrial Management, Collage of Farabi, University of Tehran, Qom, Iran.
4 Assistant Prof., Department of New Business, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
چکیده [English]

Objective
The multitude of clothing manufacturers has led to a fully competitive market. Therefore, respective stakeholders are always seeking to increase the attraction and retain committed and loyal customers to their brand in this competitive market. Many clothing manufacturers from other countries are attempting to enhance the attraction and retain loyal Iranian customers through their sales representatives in Iran and understanding how to build constructive communications with their Iranian customers. This study examines the factors affecting the brand attraction and loyalty of Iranian customers to a foreign clothing manufacturer. In fact, the present study aims to investigate the drivers of attraction to the brand and loyalty to a foreign clothing brand, despite the diversity and differences between the two countries, including cultural and social differences. In addition, this research helps local marketers and stakeholders in clothing to attract loyal and committed customers in other countries by identifying the factors affecting loyalty and interest in the brand. Therefore, the purpose of this study is to enrich the brand management literature as well as to investigate the effect of social identity, communication and, product classification on brand interest and brand loyalty.
 
Methodology
The present applied research is quantitative and descriptive in terms of data collection (research design). The statistical population of this study includes customers of Benton clothing brand in Tehran and the required data were collected using a questionnaire. Structural equation modeling and SmartPLS3 software (professional version) were used to analyze the data. Accordingly, the model fit is examined in three modes: the measurement model (the reliability of the factor loading of the indicators, the reliability that includes Cronbach's alpha and the combined reliability, and the validity that includes convergent as well as divergent validity), the structural model (determinant coefficient), and the general model (goodness-of-fit index). Structural equation modeling and partial least squares approaches were also implemented to investigate the research hypotheses.
 
Findings
The results have shown that brand loyalty includes three feelings of passion, kindness, and communication. On the other hand, brand loyalty is related to the quality of communication, and any increase in the communication with consumers can lead to improved loyalty and enhanced financial performance. Moreover, the effect of self-expression on brand interest was confirmed in the present study. Self-expression of an activity is related to emotions, which affects brand loyalty by creating dependence and interest in the brand.
 
Conclusion
According to the findings, social identity indicates the sense of belonging to certain social groups with an individual aspect. Thus, the social identity of social groups is achieved when the person considers himself/herself as a member of a particular group. The results of this study showed that social identity has a positive effect on self-expression. Besides, customers who have experienced brand interest are more likely to participate in a constructive partnership within a brand community. In addition, the results revealed that self-expression is potentially influential in increasing brand interest and encouraging desirable post-purchase behaviors.

کلیدواژه‌ها [English]

  • Social identity
  • Brand interest
  • Brand loyalty
  • Brand trust
  • Commitment to society

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مدیریت بازرگانی
دوره 13، شماره 3
1400
صفحه 633-654

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