بررسی تاثیر هویت برند خدماتی بر افتخار به برند با میانجی گری تعهد به برند و رفتار شهروندی برند ( بیمارستان های آریا و 22 بهمن شهر مشهد)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشگاه فردوسی مشهد، مشهد، ایران،

2 2کارشناس ارشد مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایران،

چکیده

امروزه درک اینکه چگونه برندها می‌توانند از پیامدهای عملکرد منتفع شوند به حوزه‌ای موردعلاقه در مدیریت فزاینده برند تبدیل‌شده است. مساله اصلی در تحقیق حاضر، عدم هویت سازی کارکنان در جامعه تحقیق با برند سازمان است. در راستا حل این مساله هدف تحقیق، بررسی نقش و سازوکار تأثیرگذاری هویت برند خدماتی بر افتخار به برند از طریق متغیرهای میانجی تعهد به برند و رفتار شهروندی برند می‌باشد. این مطالعه ازنظر هدف کاربردی و ازنظر شیوه جمع‌آوری داده‌ها توصیفی- پیمایشی است. نمونه مطالعه حاضر را210 نفر از 460 نفر کارکنان بیمارستان‌های آریا و 22 بهمن در شهر مشهد تشکیل داد. جمع‌آوری داده‌ها از پرسشنامه مقیاس 5 امتیازی لیکرت استفاده شد. و پایایی و روایی آن به ترتیب با محاسبه ضریب آلفای کرونباخ، روایی محتوا و سازه به روش تحلیل عاملی تائیدی مورد تائید قرار گرفت. برای برازش مدل و آزمون فرضیه‌ها از نرم‌افزار Amos استفاده شد. یافته‌ها نشان می‌دهد که هویت برند خدماتی و رفتار شهروندی برند به‌طور مثبت و معنی‌داری بر افتخار به برند تأثیر دارند. همچنین هویت برند خدماتی بر تعهد به برند و تعهد به برند بر رفتار شهروندی برند تأثیر مثبت و معنی‌داری دارد. نقش میانجی‌گری تعهد به برند و رفتار شهروندی برند بر افتخار به برند نیز در این پژوهش مورد تائید قرار گرفته است.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of Service Brand Identity on Brand Pride with the Mediating Role of Brand Citizenship Behavior and Brand Commitment (Case Study: Aria and 22-Bahman Hospitals in Mashhad City)

نویسندگان [English]

  • ali shirazi 1
  • fereshte sadeghi 2
1 . Associate Professor of Management in Ferdowsi University of Mashhad,
2 MSc, Faculty of Economics and administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
چکیده [English]

 
Today, understanding how brands can benefit from consequences of performance has become an interesting discipline in brand management. The main issue in this study, is the lack of staff identification with the organization’s brand in the research population. So, the purpose of this study is to examine the role and impact mechanism of service brand identity, on brand pride by the mediating role of brand commitment and brand citizenship behavior. This study is a practical one, and the method of data collection is descriptive survey. 210 from 460 employees of Aria and 22 Bahman hospitals in Mashhad city formed the statistical sample of the research. Data was collected by a questionnaire in the scale of five-point Likert. The reliability and validity were tested by Cronbach’s alpha coefficient and content validity factor analysis methods. To analyze the data, structural equation modeling and Amos software were employed. The results have indicated that service brand identity and brand citizenship behavior have a positive and significant impact on brand pride. Furthermore, positive and significant impact of service brand identity on brand commitment and brand commitment on brand citizenship behavior were confirmed. Indirect impacts of service brand identity on brand pride through brand commitment and brand citizenship behavior mediating roles, in this study were also confirmed.

کلیدواژه‌ها [English]

  • Service ذrand identity
  • Brand commitment
  • Brand citizenship behavior
  • Brand pride

 

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