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تاثیر دلبستگی عاطفی مشتریان بر ارزش ویژه برند با تاکید بر نقش میانجی کیفیت رابطه‌ای و رفتار شهروندی برند در بازار صنعتی | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 4، دوره 2، شماره 2 - شماره پیاپی 4، دی 1394، صفحه 97-124 اصل مقاله (7.77 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2015.2580 | ||
| نویسندگان | ||
| بهاره اصانلو* 1؛ سهیلا خدامی2 | ||
| 1استادیار ،دانشگاه خوارزمی، دانشکده مدیریت | ||
| 2استادیار،دانشگاه خوارزمی، دانشکده مدیریت | ||
| چکیده | ||
| علیرغم اهمیت موضوع مدیریت برند، پژوهشهای کاربردی اندکی در حوزه ارزش ویژه برند در مبادلات صنعتی انجام شده است. پژوهش حاضر نشان می‌دهد سازمان‌ها از طریق برقراری پیوندهای عاطفی عمیق با مشتریان، می‌توانند ارزش ویژه برند خود را در بازارهای صنعتی ارتقا دهند. هدف پژوهش حاضر بررسی رابطه دلبستگی عاطفی مشتریان به برند با ارزش ویژه برند است. بدین منظور بر نقش میانجی کیفیت رابطه‌ای برند و رفتار شهروندی برند تاکید شده است. روش پژوهش حاضر، کاربردی از نوع توصیفی-پیمایشی است. جامعه آماری این پژوهش صنعت IT و ابزار جمع‌آوری اطلاعات پرسشنامه است. به‌منظور تجزیه‌وتحلیل اطلاعات، از روش معادلات ساختاری و تحلیل عاملی تاییدی و نرم‌افزار لیزرل استفاده شده است. نتایج پژوهش نشان می‌دهد که دلبستگی عاطفی مشتریان، موجب افزایش کیفیت رابطه‌ای برند می‌شود و سازمان‌ها از طریق بهبود کیفیت رابطه‌ای برند می‌توانند رفتار شهروندی برند و ارزش ویژه برند را ارتقا دهند. | ||
| کلیدواژه‌ها | ||
| دلبستگی عاطفی مشتریان؛ کیفیت رابطه‌ای برند؛ رفتار شهروندی برند؛ ارزش ویژه برند؛ بازار صنعتی | ||
| عنوان مقاله [English] | ||
| The Impact of Customers’ Emotional Attachment on Brand Equity with an Emphasis on the Mediating Role of Brand Relationship Quality and Brand Citizenship Behavior in Industrial Market | ||
| نویسندگان [English] | ||
| Bahare Osanlou1؛ Soheila Khoddami2 | ||
| 1Assistant Professor, Kharazmi University, Faculty of Management | ||
| 2Assistant Professor, Kharazmi University, Faculty of Management | ||
| چکیده [English] | ||
| Despite the importance of brand management, limited empirical work has focused on branding in business-to-business (B2B) exchanges. This study shows that organizations through deep emotional ties with customers can improve brand equity in industrial markets. The study aims to investigate the relationship between customer emotional attachments to brand with brand equity. In this regard, the mediating role of brand relationship quality and brand citizenship behavior is emphasized. The research is implemented with an applied and descriptive method. The population is IT industry and data is collected through questionnaires. Structural equation modeling and confirmatory factor analysis is used in order to analyze the data through LISREL software. The results show that consumer’s emotional attachment increases brand relationship quality and organizations can enhance their brand citizenship behavior .and brand equity by improving brand relationship quality | ||
| کلیدواژه‌ها [English] | ||
| Customers’ emotional attachment to brand, Brand relationship quality, Brand citizenship behavior, Brand Equity, Industrial market | ||
| مراجع | ||
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