بررسی تاثیر ارتباطات برند مصرف‌کننده بر بشارت برند تلفن همراه

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد ،دانشگاه تهران

2 استادیار،عضو هیئت علمی،دانشکده مدیریت ، دانشگاه تهران

چکیده

 
در جامعه مصرف‌کننده امروزی، که امکان نشان دادن طرفداری برند برای مصرف‌کننده، به آسانی وجود دارد، برای صاحبان بازار فهم رفتارهایی که منجر به انتخاب برند می‌شوند مهم است. هدف این مطالعه، بررسی چگونگی تاثیر ارتباطات برند مصرف‌کننده بر متغیرهای بشارت برند است که منجر به رفتارهای حمایتی از برند می‌شود. این مطالعه پیشنهاد می‌دهد که صاحبان بازار می‌توانند بشارت برند خود را به وسیله ایجاد اطمینان برند، تعهد برند و هویت‌پذیری برند ترویج دهند. به طور خاص، این مطالعه به بررسی اثر سه مولفه از مولفه‌های ارتباطات برند مصرف‌کننده (صمیمیت برند، اشتیاق برند و هویت‌پذیری برند) بر روی مولفه‌های بشارت برند (قصد خرید برند، توصیه مثبت برند، توصیه منفی برند) می‌پردازد. داده‌ها از طریق پرسشنامه و از نمونه آماری شامل 350 نفر از دانشجویان، در مورد برند تلفن همراه به‌دست آمد. فرضیات این پژوهش با استفاده از تکنیک مدل‌یابی معادلات ساختاری تحلیل گردید. یافته‌های این پژوهش نشان داد که ارتباطات برند مصرف‌کننده، بر روی بشارت برند تاثیر مثبت می‌گذارد، ولی از راه‌های گوناگون؛ به‌طوری‌که هویت‌پذیری برند، روی توصیه مثبت و منفی برند؛ تعهد برند، روی قصد خرید و توصیه منفی برند؛ و اطمینان برند، روی قصد خرید و توصیه مثبت برند تاثیر مثبت می‌گذارد. همچنین مشخص شد که متغیر قصد خرید، روی دو متغیر توصیه مثبت و منفی برند تاثیر مثبت دارد؛ و توصیه مثبت برند نیز روی توصیه منفی برند رقبا تاثیر مثبت دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Influence of Consumer Brand Relationship on Brand Evangelism

نویسندگان [English]

  • Mehdi Ashkani 1
  • Mohamadrahim Esfidani 2
1 Graduate Student, University of Tehran
2 Assistant Professor, Faculty Member, Faculty of Management, University of Tehran
چکیده [English]

 
The purpose of this study is to examine how the consumers’ relationship with a brand, influences brand evangelism, which represents an intense form of brand support behavior. This study investigates the influences of three consumer-brand relational constructs, brand trust and brand identification, on brand evangelism (purchase intentions, positive referrals, and oppositional brand referrals). Data collects through questionnaires from 350 students about their mobile phone brand. Collected data was analyzed regarding to the method: Structural Equation Modeling (SEM); in order to do which, the technique Partial List Squares (PLS) were used. Two hypotheses are disproved and ten hypotheses were confirmed. The findings reveal that consumer-brand relationships influence brand evangelism, albeit in different ways. Whereas brand identification and brand passion influences purchase intentions and oppositional brand referrals and brand intimacy influences positive on all three elements of brand evangelism. It was also found purchase intentions influences on Positive and oppositional brand referrals and positive brand referrals influences on oppositional brand referrals

کلیدواژه‌ها [English]

  • Consumer brand relationship
  • Brand evangelism
  • Brand identification
  • Brand intimacy
  • Brand passion
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