تأثیر ادراک مصرف‌کننده از برند اخلاقی و ابعاد حمایت اجتماعی بر هم‌آفرینی ارزش برند در کرونا با توجه به نقش تعدیلگر نوع دوستی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

2 دانشجوی دکتری مدیریت بازرگانی-بازاریابی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران.

چکیده

هدف این مقاله، تبیین اثر ادراک مصرف­کننده از برند اخلاقی و کیفیت ارتباطات در شرایط کرونایی در رابطه با حمایت اجتماعی و هم­آفرینی ارزش برند با در نظر گرفتن نقش تعدیلگر نوع دوستی است. این مطالعه از نظر هدف کاربردی، از نظر روش توصیفی- پیمایشی و از نظر گردآوری داده­ها، کتابخانه­ای و میدانی می­باشد. جامعه، مصرف­کنندگان الکترونیکی است که با استفاده از فرمول کوکران، 194 نفری انتخاب شد. از پرسشنامه برای جمع­آوری اطلاعات استفاده شد. روایی محتوا و روایی سازه سنجش و بررسی شده و پایایی از طریق محاسبه ضرایب بارهای عاملی آلفای کرونباخ و پایایی ترکیبی به‌دست‌آمده است. برای تجزیه­و­تحلیل داده­ها از مدل­سازی معادلات ساختاری و از نرم­افزار Spss25 و Smart Pls2.0 استفاده شده است. نتایج نشان می­دهد که حمایت احساسی و اطلاعاتی بر ادراک مصرف­کننده از برند اخلاقی تأثیر دارند و ادراک مصرف­کننده از برند اخلاقی بر کیفیت ارتباطات تأثیری مثبت و معنادار دارد. کیفیت ارتباطات بر نیت هم­آفرینی ارزش برند تأثیری مثبت و معنادار دارد. نوع­دوستی قادر است اثرگذاری حمایت احساسی بر ادراک مصرف­کننده از برند اخلاقی را تعدیل کند. شرکت­ها با رعایت معیارهای اخلاقی و بهبود کیفیت ارتباطات با مشتریان و می­تواند باعث هم­آفرینی ارزش برند شوند. خرده­فروشان باید به حمایت­های اجتماعی در دوران کرونایی و جنبه­های اخلاقی برندشان توجه بیشتری کنند، زیرا بر کیفیت ارتباطات و هم­آفرینی ارزش برند مؤثر می­باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

The Effect of Consumer Perception of Ethical Brand and Dimensions of Social Support on the Co-Creation of Brand Value in Corona with Respect to the Moderating Role of Altruism

نویسندگان [English]

  • hossein Rahimi clever 1
  • adeleh dehghani ghahnavieh 2
1 Associate Professor،Department of Business Management, Faculty of Social Sciences،University of Mohaghegh Ardabili ، Ardabil، Iran.
2 - PhD student Business Management – Marketing, Faculty of Social Sciences,University of Mohaghegh Ardabili , Ardabil, Iran,
چکیده [English]

The purpose of this article is to explain the effect of consumer perception of ethical brand and the quality of communications in corona conditions in relation to social support and the intention to co-create brand value by considering the moderating role of altruism. This study is applied in terms of purpose, descriptive-survey method in terms of method and library and field in terms of data collection. The community consisted of electronic consumer. 194 people selected using the Cochran's formula. Questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbach's alpha factor load coefficients and combined reliability. Structural factor equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that emotional and informational support have an effect on consumer perception of ethical brand and consumer perception of ethical brand has a positive and significant effect on communication quality. The quality of communication has a positive and significant effect on the intention to co-create brand value. Altruism can moderate the effect of emotional support on consumer perception of an ethical brand. Companies can create brand value by observing ethical standards and improving the quality of customer relationships. Retailers need to pay more attention to corporate social support and the ethical aspects of their brand, as it affects the quality of communication and the co-creation of brand value.

کلیدواژه‌ها [English]

  • Consumer perception of ethical brand"
  • communication quality in corona"
  • social support"
  • co-creation of brand value"
  • "
  • altruism"

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