تأثیر درگیری ذهنی و تردید نسبت به بازاریابی خیرخواهانه بر نگرش مصرف کنندگان به برند، تبلیغات و قصد خرید

نوع مقاله: مقاله پژوهشی

نویسنده

دانشگاه مدیریت علامه طباطبایی

10.22051/bmr.2019.23697.1658

چکیده

 استفاده از بازاریابی خیرخواهانه به‌طور فزاینده‌ای به جریان اصلی برنامه‌های ارتباطات بازاریابی شرکت‌ها تبدیل‌شده است. هدف از این مطالعه بررسی اثر بازاریابی خیرخواهانه بر نگرش نسبت به برند، تبلیغات و قصد خرید و نیز نقش مؤثر درگیری ذهنی مشتریان با مفهوم بازاریابی خیرخواهانه و همچنین شک و تردید به آن به‌عنوان عوامل تعدیل گر است. این مطالعه با استفاده از طرح شبه آزمایشی با استفاده از 384 نفر از شرکت‌کنندگان در شهر تهران با استفاده از نمونه‌گیری در دسترس انجام شد. دو پرسشنامه ساختاریافته برای گروه آزمایش و کنترل طراحی گردید. استفاده از تجزیه‌وتحلیل کوواریانس نشان می‌دهد که استفاده از بازاریابی خیرخواهانه نگرش مصرف‌کنندگان نسبت به برند، تبلیغات و قصد خرید را بهبود می‌بخشد. متغیرهای جمعیت شناختی و درگیری ذهنی با فعالیت‌های بازاریابی خیرخواهانه تأثیر بازاریابی خیرخواهانه بر نگرش نسبت به برند، تبلیغات و قصد خرید را تعدیل نمی‌کند ولی شک و تردید تأثیر بازاریابی خیرخواهانه بر متغیرهای وابسته را تعدیل می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention

نویسنده [English]

  • kobra bakhshizadeh baraj
چکیده [English]

In a mature market where products are similar in terms of price, quality, and services, the corporate behavior as a good citizen provides an opportunity for the company to be highlighted between competitors and its brand and products be distinguished among many choices. The postmodern condition of current societies requires changes in the way a businesse is conducted and communicates with different stakeholders. The use of cause related marketing has increasingly become the mainstream of corporate marketing communication programs. The purpose of this study was to investigate the effect of CrM (cause related marketing) on brand attitudes, advertising and purchase intention, as well as the effective role of cause involvement as well as skepticism as moderating factors. This study was carried out using a semi- experimental design and 384 participants in Tehran by available sampling were selected. Two structured questionnaires were designed for the experimental and control groups. Covariance analysis suggested that the use of CrM will improve consumers’ attitudes toward brand, advertising, and purchase intention. Cause involvement does not modify brand, advertising attitude and purchase intentions, whereas skepticism accepted as a moderating variable.

کلیدواژه‌ها [English]

  • cause related marketing
  • Brand attitude
  • Advertising
  • skepticism
  • cause involvement
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