نقش جنسیت برند بر شکل‌گیری رفتار شوق محور مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی دانشگاه خوارزمی، ایران، تهران

2 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران

3 گروه مدیریت بازرگانی بین‌الملل ،دانشگاه خوارزمی.ایران تهران

چکیده

جنسیت برند عامل مهمی از ساختار دموگرافیک برند است که پیامدهای مختلف آن مورد بررسی قرار گرفته است. با توجه به نقش جنسیت  در تقویت خودپنداره  و شکل گیری رفتارها، در تحقیق حاضر  به مطالعه رابطه بین جنسیت برند و رفتار شوق محور که رفتاری مهم در شکل گیری ارزش ویژه برند است، پرداخته شده است. از این رو هدف این پژوهش درک عمیق رابطه بین جنسیت برند و رفتار شوق محور با تجزیه‌وتحلیل نقش واسطه­گر درگیری مصرف­کننده و عشق به برند در فضای اینستاگرام می‌باشد.روش این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی پیمایشی است.جامعه آماری پژوهش کاربران اینستاگرام برندهای سارک، سله بن، هاکوپیان و ال سی من هستند.حجم نمونه مبتنی بر فرمول کلاین محاسبه شده است. تعداد 174 پرسشنامه برای برندهای مردانه و 154 پرسشنامه برای برندهای زنانه گردآوری شد و مبتنی بر معادلات ساختاری مورد تجزیه‌وتحلیل قرار گرفت. یافته‌ها نشان داد که ویژگی مردانه و ویژگی زنانه برند به طور مستقیم بر رفتار شوق محور تأثیر مثبت و معناداری ندارد. آمیختگی مصرف‌کننده و عشق به برند تحت تأثیر ویژگی مردانه و زنانه قرار دارند اما شدت اثر ویژگی مردانه برند بر آمیختگی مصرف‌کننده و عشق به برند نسبت به ویژگی زنانه برند بیشتر است همچنین جنسیت برند به طور غیر مستقیم با تأثیر بر درگیری مصرف‌کننده و عشق برند بر رفتار شوق محور تأثیرگذار است.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Brand Gender on the Formation of consumer's Passion-driven Behavior

نویسندگان [English]

  • Soheila khoddami 1
  • Hossein Norouzi 2
  • Fatemeh aghamolaei 3
1 Associate Professor of Business Management Department in faculty of management, Kharazmi university,Iran.
2 Assistant Professor, Business Management Dep., Kharazmi University, Tehran, Iran
3 Master of Business Management, Kharazmi university
چکیده [English]

 Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love.

کلیدواژه‌ها [English]

  • Brand gender
  • brand love
  • brand engagement
  • passion-driven behavior
سفیری، خدیجه (1388). روش‌های پژوهش کیفی در علوم اجتماعی. چاپ دوم، انتشارات پیام پویا.
شهیدی، محمد حسن، فرشادگهر، ناصر (1386). روش تحقیق و مأخذشناسی در علوم اجتماعی. چاپ سوم، انتشارات خوارزمی (دانشکده امور اقتصادی سابق).
نیومن، ویلیام. لارنس (1397). روشهای پژوهش اجتماعی: رویکردهای کیفی و کمی. ترجمه دکتر ابوالحسن فقیهی و دکتر عسل آذر، جلد اول، چاپ سوم، انتشارات ترمه.
امیرشاهی، میراحمد، یزدانی، محمدیان، محمود، تقوی فرد و نسیم.(1392). آزمون عشق به برند در میان اعضای شبکه‌های اجتماعی در ایران بر اساس مدل آلبرت و همکاران. مدیریت برند.32-11,(2)1.
Aaker, D. (2000). A., 1996, Building strong brands. New York, 184.
Aaker, D. A., & Biel, A. L. (1993). Brand equity and advertising: An overview (pp. 1-10). Hillsdale,
         NJ: Lawrence Erlbaum Associates.‏
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research34(3), 347-356.‏
Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question  of brand personality. ACR North American Advances, 22(1),391-395.
Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of consumer         marketing, 30(3), 258-266.
Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring
        the concept and its dimensions. Journal of Business research61(10), 1062-1075.
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence       from European car clubs. Journal of marketing69(3), 19-34.‏
Amirshahi, Mirahmad, Yazdani, Mohammadian, Mahmoud, Taghavi Fard and Nasim (2013). Brand love test among members of social networks in Iran based on the model of Albert et al. Brand Management.32-11. (2) 1.(in Persian)
Ann, O. (1972). Sex, gender and society. London: Temple Smith.‏
Aron, A., & Aron, E. N. (1988). Love and the expansion of self: Understanding attraction and satisfaction.  Hemisphere Publishing Corp/Harper & Row Publishers, 17(2).
Avery, J. (2012). Defending the markers of masculinity: Consumer resistance to brand gender- bending. International Journal of Research in Marketing29(4), 322-336.‏
Azar, S. L. (2015). Toward an understanding of brand sexual associations. Journal of Product & Brand Management,‏ 24(1), 43-56.
Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook–Towards a typology of consumer–brand interactions. Journal of Brand Management23(2), 153-178.‏
Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management11(2), 143-155.‏‏
Azusienyte, M., Gutheim, V., & Kervinen, M. (2008). Brand Personality and Gender–How there is a Woman inside Evian and a Man inside Nike. Department of Business Administration.
Bagozzi, R. P., Batra, R., & Ahuvia, A. (2017). Brand love: development and validation of a practical scale. Marketing Letters28(1), 1-14.‏
Batra, R. L., & Lehmann, D. R. DR y SINGH, D.(1993),“The brand personality component of brand goodwill: some antecedents and consequences”. Brand Equity and Advertising, Lawrence Erlbaum Associates, Hillsdale, NJ.,83-96.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing76(2), 1-16.‏
Bauer, H. H., Heinrich, D., & Martin, I. (2007, December). How to create high emotional consumer-brand relationships? The causalities of brand passion. In 2007 Australian & New Zealand Marketing Academy Conference Proceedings (pp. 2189-2198).‏
Baumeister, R. F., & Bratslavsky, E. (1999). Passion, intimacy, and time: Passionate love as a function of change in intimacy. Personality and social psychology review3(1), 49-67.‏
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management17(7), 504-518.‏
Beukeboom, C. J., Kerkhof, P., & de Vries, M. (2015). Does a virtual like cause actual liking? How following a brand's Facebook updates enhances brand evaluations and purchase intention. Journal of Interactive Marketing32, 26-36.‏
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research66(1), 105-114.‏
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters17(2), 79-89.‏
Chang, S. J., Van Witteloostuijn, A., & Eden, L. (2010). From the editors: Common method variance in international business research., 178-184.
Chernatony, L. D. (1997). Integrated brand building using brand taxonomies. Journal of Product and Brand Management6(1), 56-63.‏
Coulter, K. S., Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review., 35(9), 857-877.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing26(2), 83-91.‏
Descartes, R. (1972). Les passions de l’âme [The passions of the soul]. ES Haldane & G. Ross (Trans.), The philosophical works of Descartes. Cambridge, MA: Cambridge University Press.(Original work published 1649).‏
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2016). Capturing consumer engagement: duality, dimensionality and measurement. Journal of Marketing Management32(5-6), 399-426.‏
Fischer, E., & Gainer, B. (1994). Masculinity and the consumption of organized sports. Gender issues and consumer behavior, 84-103.‏
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.
Frijda, N. H., Mesquita, B., Sonnemans, J., & Van Goozen, S. (1991). The duration of affective phenomena or emotions, sentiments and passions. International Review of Studies on Emotion, 187-225.
Gilal, F. G., Zhang, J., Gilal, R. G., & Gilal, N. G. (2020). Linking motivational regulation to brand passion in a moderated model of customer gender and age: an organismic integration theory perspective. Review of Managerial Science14(1), 87-113.‏
Goldberg, L. R. (1990). An alternative" description of personality": the big-five factor structure. Journal of personality and social psychology59(6), 1216.‏
Grohmann, B. (2009). Gender dimensions of brand personality. Journal of marketing research46(1), 105-119.‏
Grohmann, B. (2016). Communicating brand gender through type fonts. Journal of Marketing Communications22(4), 403-418.‏
Gumus, I. (2016). Brand gender, brand personality and brand loyalty relationship. Communication in Mathematical Modeling and Applications1(2), 8-41.‏
Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers' social media behavior. Journal of Consumer Behaviour10(6), 356-364.‏
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing28(2), 149-165.‏
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing33(1), 27-41.‏
Junaid, M., Hou, F., Hussain, K., & Kirmani, A. A. (2019). Brand love: the emotional bridge between experience and engagement, generation-M perspective. Journal of Product & Brand Management, 28(2).
Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of management journal33(4), 692-724.‏
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons53(1), 59-68.‏
Kim, M. S., & Kim, J. (2018). Linking marketing mix elements to passion-driven behavior toward a brand. International Journal of Contemporary Hospitality Management., 30(1).
Lane, K. K. (2003). Strategic brand management: building, measuring, and managing brand equity. New Jersey.
Langner, T., Bruns, D., Fischer, A., & Rossiter, J. R. (2016). Falling in love with brands: a dynamic analysis of the trajectories of brand love. Marketing Letters27(1), 15-26.‏
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management32(5-6), 558-578.‏
Lerner, G. (1986). The creation of patriarchy (Vol. 1). Oxford University Press, USA.‏
Leventhal, R. C., Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1).
Leventhal, R. C., Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23, 33-42.
Levy, S. J. (1959). Symbols for sale. Harvard business review, 117-119.
Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Van Tilburg, M. (2014). The effect of brand gender on brand equity. Psychology & Marketing31(5), 371-385.‏
Lippa, R. A. (2005). How do lay people weight information about instrumentality, expressiveness, and gender-typed hobbies when judging masculinity–femininity in themselves, best friends, and strangers?. Sex Roles53(1-2), 43-55.‏
Lorber, J. (1994). Paradoxes of Gender New Haven, CT: Yale Univ. PressLorberParadoxes of Gender1994.‏
Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement. Online Information Review, 41(4), 00-00.
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management20(1), 13-27.‏
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research96, 376-385.‏
Mead, M. (1935). Sex and temperament (p. 280). Routledge and Kegan Paul.‏
Merrilees, B. (2016). Interactive brand experience pathways to customer-brand engagement and value co-creation. Journal of Product & Brand Management, 25(5), 402-408.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs:Exploring motivations for brand-related social media use. International Journal of advertising30(1), 13-46.‏
Newman, William. Lawrence (2016). Social Research Methods: Qualitative and Quantitative Approaches. Translated by Dr. Abolhassan Faghihi and Dr. Asal Azar, Volume One, Third Edition. Termeh Publications.(in Persian)
Palan, K. M. (2001). Gender identity in consumer behavior research: A literature review and research agenda. Academy of Marketing Science Review10(2001), 1-31.‏
Plummer, J. T. (1985, February). Brand personality: A strategic concept for multinational advertising. In Marketing educators' conference . New York: Young & Rubicam, 1-31.
Rodrigues, P., & Borges, A. P. (2020). Negative emotions toward a financial brand: the opposite impact on brand love. European Business Review.‏
Roy, P., Khandeparkar, K., & Motiani, M. (2016). A lovable personality: The effect of brand personality on brand love. Journal of Brand Management23(5), 97-113.‏
Safiri, Khadijeh (2009). Qualitative research methods in social sciences. Second Edition, Dynamic Message Publications.(in Persian)
Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management decision, 50(2), 253-272.
Schamari, J., & Schaefers, T. (2015). Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement. Journal of Interactive Marketing30, 20-33.‏
Shahidi, Mohammad Hassan, Farshad Gohar, Nasser (2007). Research methods and bibliography in social sciences. Third Edition. Kharazmi Publications (former Faculty of Economic Affairs).(in persian)
Sternberg, R. J. (1986). A triangular theory of love. Psychological review93(2), 119.‏
Sternberg, R. J. (1987). Liking versus loving: A comparative evaluation of theories. Psychological Bulletin102(3), 331.‏
Swani, K., Milne, G., & Brown, B. P. (2013). Spreading the word through likes on Facebook. Journal of Research in Interactive Marketing, 7(4).
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology15(1), 77-91.‏
Vacas de Carvalho, L., Azar, S. L., & Machado, J. C. (2020). Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects. Journal of Marketing Management, 1-28.‏
Vallerand, R. J., Blanchard, C., Mageau, G. A., Koestner, R., Ratelle, C., Léonard, M., ... & Marsolais, J. (2003). Les passions de l'ame: on obsessive and harmonious passion. Journal of personality and social psychology85(4), 756.‏
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of service research13(3), 253-266.‏
Vernuccio, M., Pagani, M., Barbarossa, C., & Pastore, A. (2015). Antecedents of brand love in online network-based communities. A social identity perspective. Journal of Product & Brand Management, 24(7), 706-719.