بررسی عوامل مؤثر بر هواداری برند لوکس در صنعت پوشاک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار مدیریت، دانشگاه شهید باهنر کرمان، کرمان، ایران.

2 دانشجوی کارشناسی ارشد مدیریت کسب و کار، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران.

3 استادیار بخش مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه شهید باهنر کرمان، کرمان، ایران

چکیده

پژوهش حاضر با هدف بررسی عوامل مؤثر بر هواداری برند لوکس در صنعت پوشاک صورت گرفته است. این پژوهش از نظر هدف کاربردی و از نظر گردآوری داده‌ها از نوع توصیفی- همبستگی می باشد. جامعه آماری پژوهش حاضر شامل کلیه مصرف‌کنندگان برندهای لوکس فعال صنعت پوشاک در کشور ایران می‌باشد که دارای صفحه در شبکه‌های اجتماعی هستند. به روش نمونه‌گیری احتمالی طبقه‌ای 386پرسشنامه الکترونیکی در میان مصرف‌کنندگان برندهای هاکوپیان، پیرکاردین، فرس، ژوانی، ای دی ال، زارا، آرمانی، مانگو، پولو توزیع و دریافت گردید. داده‌های پژوهش با استفاده از آمار توصیفی و استنباطی و با استفاده از مدل‌سازی معادلات ساختاری و نرم‌افزارهایSPSS  و AMOS مورد تجزیه‌وتحلیل قرار گرفتند. بر مبنای نتایج تحقیق مشخص شد در صنعت پوشاک، وفاداری به برند لوکس تأثیر مثبت و معناداری بر روی هواداری برند لوکس می‌گذارد. هویت‌یابی مصرف‌کننده با برند لوکس به‌طور مثبت و معناداری وفاداری به برند لوکس را تحت تأثیر قرار می‌دهد و همچنین پرستیژ برند لوکس تأثیر مثبت و معناداری بر روی هویت‌یابی مصرف‌کننده با برند لوکس می‌گذارد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Factors Affecting Luxury Brand Advocacy in Clothing Industry

نویسندگان [English]

  • Mohammad mehdi Poursaeed 1
  • Mohammadali Poodat 2
  • Saeid Dehyadegari 3
1 Assistant Professor, Department of management, Shahid Bahonar University of Kerman, Kerman, Iran
2 Department of management, Faculty of management and economics. Shahid Bahonar University of Kerman, Kerman, Iran.
3 Department of Management, Faculty of Management and Economy, Shahid Bahonar University of Kerman, Kerman, Iran
چکیده [English]

Present study has conducted in order to investigate the factors affecting luxury brand advocacy in the clothing industry. Based on the purpose, this study is an applied research and based on the data collecting method, this is a correlation research. The statistical population of the present study includes all the consumers of Iran clothing industry's luxury brands which have a page on social media. 386 electronic questionnaires distributed and collected among consumers of Hacoupian, Pierre Cardin, Firs, Jovani, ADL, Zara, Armani, Mango and Polo through probability-stratified sampling. The data extracted from the questionnaires were analyzed using descriptive and inferential statistics and structural equation modeling using AMOS and SPSS software. Based on the results, it turned out that in the clothing industry, luxury brand loyalty has positive and significant impact on luxury brand advocacy. Consumer- luxury brand identification affects luxury brand loyalty in a positive and significant way and it is also impacted by luxury brand prestige positively and significantly.

کلیدواژه‌ها [English]

  • brand advocacy
  • consumer-brand identification
  • luxury brand
  • clothing industry

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