بررسی تاثیر شخصیت برند و پیشبرد فروش ادراکی، بر ارزش ویژه برند و نقش تعدیل‌گر قومیت

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت،دانشگاه شهید چمران

2 دانشیار گروه جامعه شناسی ،دانشگاه شهید چمران

3 کارشناس ارشد مدیریت اجرایی ،واحدعلوم وتحقیقات خوزستان

چکیده

 
امروزه ارزش ویژه برند، به عنوان یک اولویت برای صاحبان برند و به عنوان یک شاخص مناسب برای ارزیابی میزان بهره‌وری فعالیت‌های بازاریابی در نظر گرفته می­شود؛ از این رو، این سوال مطرح می­شود که چه فعالیت‌های بازاریابی، ارزش ویژه برند را ارتقا می‌بخشند؟ پژوهش حاضر با رویکرد توصیفی-علّی، به منظور بررسی تاثیر پیشبرد فروش و شخصیت برند بر ارزش ویژه‌ی برند، با در نظر گرفتن نقش تعدیل‌گر قومیت، انجام گرفته است. با استفاده از نمونه‌گیری طبقه‌ای تصادفی بر مبنای جنسیت، نمونه­ای به حجم 410 نفر انتخاب شد و متغیرهای پژوهشی برای دو اپراتور تلفن همراه (ایرانسل و همراه اول) به وسیله یک پرسشنامه‌‌ی معتبر و پایا مورد سنجش قرار گرفتند. نتایج به‌دست آمده از مدل‌سازی معادلات ساختاری با استفاده از نرم‌افزار اسمارت پی‌ال‌اس، نشان داد که شخصیت برند، بر ارزش ویژه برند تاثیر مثبتی دارد؛ پیشبرد فروش، بر ارزش ویژه برند تاثیر منفی می‌گذارد؛ و در این میان، ارزش ویژه برند، بیش‌تر متاثر از شخصیت برند می‌باشد. همچنین بُعد ارزش دریافت‌شده ارزش ویژه برند، نسبت به دیگر ابعاد آن، قوی‌ترین پیش‌بینی‌کننده و بُعد سادگی شخصیت برند نیز قوی‌ترین پیش‌بینی‌کننده‌ی متغیر شخصیت برند بود. نقش تعدیل‌کننده‌ی قومیت، در این رابطه تایید نشدکنند

کلیدواژه‌ها


عنوان مقاله [English]

Studying the Effect of Brand Personality and Perceived Sales Promotion on Brand equity, and the Moderator Role of Ethnicity

نویسندگان [English]

  • Abdul Hadi Darzyan Azizi 1
  • Ali Hussein Hosseinzade 2
  • Tayyibeh Khabir 3
1 Assistant Professor, Department of Management, Shahid Chamran University
2 Associate Professor of Sociology, Shahid Chamran University
3 Master's degree in executive management, department of science and research in Khuzestan
چکیده [English]

: Today, brand equity is not only a priority for most of brand owners, but also is appreciated as an appropriate criterion for assessment of marketing activities’ productivity, and thus directing resources towards ones that create brand equity. So the propounded question is that which marketing activities promote brand equity. The current study, which is a causal-descriptive type, wants to investigate the effects of sales promotion and brand personality on brand equity with regard to the moderator role of ethnicity. The research sample is 410 students of Azad university (khoozestan branch) which were selected by using random sampling based on gender. By using a valid and reliable questionnaire, variables of the study (brand equity, sales promotion and brand personality) were measured for two mobile operators (Irancell and Hamrah-e-Aval). According to the results which obtained through structural equations modeling by Smart PLC application, brand personality has a positive impact on brand equity, while sales promotion negatively affects it. Among all dimensions of brand equity, perceived value is the strongest predictor of this construct. The simplicity facet of brand personality is also best predictor of it. The moderator role of ethnicity could not be verified in this study.
 

کلیدواژه‌ها [English]

  • Brand Equity
  • Brand personality
  • Sales promotion
  • Ethnicity

 

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