تاثیر دلبستگی عاطفی مشتریان بر ارزش ویژه برند با تاکید بر نقش میانجی کیفیت رابطه‌ای و رفتار شهروندی برند در بازار صنعتی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار ،دانشگاه خوارزمی، دانشکده مدیریت

2 استادیار،دانشگاه خوارزمی، دانشکده مدیریت

چکیده

علیرغم اهمیت موضوع مدیریت برند، پژوهش‌های کاربردی اندکی در حوزه ارزش ویژه برند در مبادلات صنعتی انجام شده است. پژوهش حاضر نشان می‌دهد سازمان‌ها از طریق برقراری پیوندهای عاطفی عمیق با مشتریان، می‌توانند ارزش ویژه برند خود را در بازارهای صنعتی ارتقا دهند. هدف پژوهش حاضر بررسی رابطه دلبستگی عاطفی مشتریان به برند با ارزش ویژه برند است. بدین منظور بر نقش میانجی کیفیت رابطه‌ای برند و رفتار شهروندی برند تاکید شده است. روش پژوهش حاضر، کاربردی از نوع توصیفی-پیمایشی است. جامعه آماری این پژوهش صنعت IT و ابزار جمع‌آوری اطلاعات پرسشنامه است. به‌منظور تجزیه‌وتحلیل اطلاعات، از روش معادلات ساختاری و تحلیل عاملی تاییدی و نرم‌افزار لیزرل استفاده شده است. نتایج پژوهش نشان می‌دهد که دلبستگی عاطفی مشتریان، موجب افزایش کیفیت رابطه‌ای برند می‌شود و سازمان‌ها از طریق بهبود کیفیت رابطه‌ای برند می‌توانند رفتار شهروندی برند و ارزش ویژه برند را ارتقا دهند. 

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Customers’ Emotional Attachment on Brand Equity with an Emphasis on the Mediating Role of Brand Relationship Quality and Brand Citizenship Behavior in Industrial Market

نویسندگان [English]

  • Bahare Osanlou 1
  • Soheila Khoddami 2
1 Assistant Professor, Kharazmi University, Faculty of Management
2 Assistant Professor, Kharazmi University, Faculty of Management
چکیده [English]

Despite the importance of brand management, limited empirical work has focused
on branding in business-to-business (B2B) exchanges. This study shows that organizations through deep emotional ties with customers can improve brand equity in
industrial markets. The study aims to investigate the relationship between customer
emotional attachments to brand with brand equity. In this regard, the mediating role
of brand relationship quality and brand citizenship behavior is emphasized. The research is implemented with an applied and descriptive method. The population is IT
industry and data is collected through questionnaires. Structural equation modeling
and confirmatory factor analysis is used in order to analyze the data through LISREL
software. The results show that consumer’s emotional attachment increases brand
relationship quality and organizations can enhance their brand citizenship behavior
.and brand equity by improving brand relationship quality

کلیدواژه‌ها [English]

  • Customers’ emotional attachment to brand
  • Brand relationship quality
  • Brand citizenship behavior
  • Brand Equity
  • Industrial market

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