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تاثیر ادراکات از شخصیت برند بر تمایل به خرید: نقش تفاوتهای فرهنگی و سازگاری مشتری و برند | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 2، دوره 2، شماره 2 - شماره پیاپی 4، دی 1394، صفحه 45-68 اصل مقاله (6.55 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2015.2579 | ||
| نویسندگان | ||
| مجید محمدشفیعی* 1؛ یزدان رحمت بادی2 | ||
| 1استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان | ||
| 2کارشناسی ارشد مدیریت بازرگانی، دانشگاه علامه طباطبایی | ||
| چکیده | ||
| شرکتهای موفق، از استراتژیهای شخصیت برند برای شکلدهی به رفتارهای مشتریانشان استفاده می‌نمایند. این رفتارها به تفاوتهای فرهنگی مشتریان و سازگاری آن‌ها با برند بستگی دارد. لذا در این پژوهش این دو متغیر، به ترتیب بهعنوان متغیرهای تعدیلگر و میانجی در ارتباط میان ادراکات از شخصیت برند و تمایل به خرید در نظر گرفته شد. از میان ابعاد تفاوتهای فرهنگی، بر فردگرایی و اجتناب از عدم اطمینان، تمرکز شد و تاثیر این دو بر رابطه ادراکات از شخصیت برند و تمایل به خرید مطالعه شد. جامعه آماری، مشتریان پنج استان منتخب ایران است که نمونه‌ای تصادفی به تعداد 243 نفر به روش خوشه‌ای از میان آن‌ها انتخاب شد. برای تجزیه‌وتحلیل داده‌ها از روش مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی استفاده شد. نتایج نشان میدهدکه سازگاری مشتری با برند، نقش میانجی را در رابطه میان شخصیت برند و تمایل به خرید ایفا می‌کند. به‌علاوه، فردگرایی و اجتناب از عدم اطمینان در جهت مثبت، رابطه سازگاری مشتری با برند و تمایل به خرید را تعدیل میکنند | ||
| کلیدواژه‌ها | ||
| شخصیت برند؛ تفاوتهای فرهنگی؛ سازگاری مشتری با برند؛ تمایل به خرید | ||
| عنوان مقاله [English] | ||
| The impact of Brand Personality Perceptions on Purchase Intention: Role of Cultural Differences and Customer-Brand Congruence | ||
| نویسندگان [English] | ||
| Majid Mohammadshafiee1؛ Yazdan Rahmatbadi2 | ||
| 1Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan | ||
| 2Master of Business Administration, Allameh Tabataba'i University | ||
| چکیده [English] | ||
| Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence with brand. So, in this research these two variables are considered as moderator and mediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, the study is focused on individualism and uncertainty-avoidance. Also, the impact of those two dimensions on the relationship between brand personality perceptions and purchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equation modeling method with partial least square approach is used. The results show that customer-brand congruence plays the mediator role in relationship between brand personality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence and purchase intention. | ||
| کلیدواژه‌ها [English] | ||
| Brand personality, Cultural differences, Customer-Brand congruence, purchase Intention | ||
| مراجع | ||
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