تاثیر ادراکات از شخصیت برند بر تمایل به خرید: نقش تفاوت‌های فرهنگی و سازگاری مشتری و برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان

2 کارشناسی ارشد مدیریت بازرگانی، دانشگاه علامه طباطبایی

چکیده

شرکت­های موفق، از استراتژی­های شخصیت برند برای شکل­دهی به رفتارهای مشتریانشان استفاده می‌نمایند. این رفتارها به تفاوت­های فرهنگی مشتریان و سازگاری آن‌ها با برند بستگی دارد. لذا در این پژوهش این دو متغیر، به ترتیب به­عنوان متغیرهای تعدیل­گر و میانجی در ارتباط میان ادراکات از شخصیت برند و تمایل به خرید در نظر گرفته شد. از میان ابعاد تفاوت­های فرهنگی، بر فردگرایی و اجتناب از عدم اطمینان، تمرکز شد و تاثیر این دو بر رابطه ادراکات از شخصیت برند و تمایل به خرید مطالعه شد. جامعه آماری، مشتریان پنج استان منتخب ایران است که نمونه‌ای تصادفی به تعداد 243 نفر به روش خوشه‌ای از میان آن‌ها انتخاب شد. برای تجزیه‌وتحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی استفاده شد. نتایج نشان می­دهدکه سازگاری مشتری با برند، نقش میانجی را در رابطه میان شخصیت برند و تمایل به خرید ایفا می‌کند. به‌علاوه، فردگرایی و اجتناب از عدم اطمینان در جهت مثبت، رابطه سازگاری مشتری با برند و تمایل به خرید را تعدیل می­کنند

کلیدواژه‌ها

عنوان مقاله [English]

The impact of Brand Personality Perceptions on Purchase Intention: Role of Cultural Differences and Customer-Brand Congruence

نویسندگان [English]

  • Majid Mohammadshafiee 1
  • Yazdan Rahmatbadi 2
1 Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
2 Master of Business Administration, Allameh Tabataba'i University
چکیده [English]

Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence with
brand. So, in this research these two variables are considered as moderator and
mediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, the
study is focused on individualism and uncertainty-avoidance. Also, the impact of
those two dimensions on the relationship between brand personality perceptions and
purchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equation
modeling method with partial least square approach is used. The results show that
customer-brand congruence plays the mediator role in relationship between brand
personality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence and
purchase intention.

کلیدواژه‌ها [English]

  • Brand personality
  • Cultural differences
  • Customer-Brand congruence
  • purchase Intention

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