پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 932 |
| تعداد مقالات | 7,653 |
| تعداد مشاهده مقاله | 12,495,798 |
| تعداد دریافت فایل اصل مقاله | 8,886,813 |
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 | ||
|
Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior. The Journal of Consumer Research, 31 (1), 87–101.
Athanasopoulou, P. (2009). Relationship quality: A critical literature review and research agenda. European Journal of Marketing, 43 (5), 583–610.
Burmann, C., Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. Journal of Brand Management, 12 (4), 279–300.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16 (4), 264–284.
Büschken J. (2004).Higher profits through customer lock-in. Mason, OH: Thomson.
Campbell, C., Papania, L., Parent, M., Cyr, D. (2010). An exploratory study into brand alignment in B2B relationships. Industrial Marketing Management, 39, 712–720.
Chaudhuri, A., Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65, 81–93.
Damasio, A. R. (2003). Looking for spinosa. London: Heinemann.
Dickey, M. H., McKnight, D. H., George, J. F. (2007). The role of trust in franchise organizations. International Journal of Organizational Analysis, 15 (3), 251–282.
Davies, M. A. P., Lassar, W., Manolis, C., et al. (2011). A model of trust and compliance in franchise relationships. Journal of Business Venturing, 26 (3), 321–340.
de Chernatony, L., Cottam, S., Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. The Services Industries Journal, 26 (8), 819–836.
Glynn,M. S. (2010). The moderating effect of brand strength in manufacturer–reseller relationships. Industrial Marketing Management, 39 (8), 1226–1233.
Grace, D.,Weaven, S., Frazer, L., & Giddings, J. (2013). Examining the role of franchisee normative expectations in relationship evaluation. Journal of Retailing, 89 (2), 219–230.
Grisaffe, D. B., Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64, 1052–1059.
Heath, R., Brandt, D., Nairn, A. (2006). Brand relationships: strengthened by emotion, weakened by attention. Journal of Advertising Research, 46 (4), 410-419.
Henkel, S., Tomczak, T., Heitmann, M., Herrmann, A. (2007). Managing brand consistent employee behavior: relevance and managerial control of behavioral branding. The Journal of Product and Brand Management, 15(5), 310–320.
Hudson, S., Roth, M. S., Madden, Th. J., Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76.
Hughes, D. E., Ahearne, M. (2010).Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74, 81–96.
Keller, K. L. (2003). Strategic brand management: Building, measuring and managing brand equity. Englewood Cliffs, NJ: Prentice-Hall.
Kimpakorn, N., Tocquer, G. (2008). Employees’ commitment to brands in the service sector: Luxury hotel chains in Thailand. Journal of Brand Management, 8(16),532–544.
Lee, Y., Back, K., & Kim, J. (2009). Family restaurant brand personality and its impact on customer's emotion, satisfaction, and brand loyalty. Journal of Hospitality &Tourism Research, 33(3), 305-328.
Leek, S., Christodoulides, G. (2011). A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management, 40(6), 830–837.
Leek, S., Christodoulides, G. (2012). A framework of brand value in B2B markets: The contributing role of functional and emotional components. Industrial Marketing Management, 41(1), 106–114.
Lindgreen, A., Beverland, B. B., Farrelly, F. (2010). From strategy to tactics: Building, implementing, and managing brand equity in business markets. Industrial Marketing Management, 39(8), 1223–1225.
Maxham, J. G., Netemeyer, R. G. (2003). Firms reap what they sow: The effects of shared values and perceived organizational justice on customers' evaluations of complaint handling. Journal of Marketing, 67(1), 46–62.
Morhart, F. M., Herzog,W., Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73 (5), 122–142.
Nyadzayo, M. W., Matanda, M. J., Ewing, M. T. (2011). Brand relationships and brand equity in franchising. Industrial Marketing Management, 40, 1103–1115.
Nyadzayo, M. W., Matanda, M. J., Ewing, M. T. (2015). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research, 68 (9), 1886-1894.
Nyadzayo, M. W., Matanda, M. J., Ewing, M. T. (2015). Franchisee-based brand equity: The role of brand relationship quality and brand citizenship behavior. Industrial Marketing Management, 163–174.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., Iacobucci, D. (2010). Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74, 1-17.
Pawle, J., Cooper, P. (2006). Measuring emotion e love marks, the future beyond brands. Journal of Advertising Research, 46 (1), 38-48.
Phau, I., Lau, K. C. (2001). Brand personality and consumer self-expression: single or dual carriageway? Brand Management, 8(6), 428-444.
Read, W., Robertson, N., McQuilken, L. (2011). A novel romance: The Technology Acceptance Model with emotional attachment. Australasian Marketing Journal, 19, 223–229.
Samu, S., Lyndem, P. K., Litz, R. A. (2012).Impact of brand-building activities and retailer-based brand equity on retailer brand communities. European Journal of Marketing, 46(11/12), 1581–1601.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50 (2), 253-272.
Sheth, J. N., Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4 (4), 397–418.
Smit, E., Bronner, F., Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of Business Research, 60 (6), 627-633.
Thomson M, MacInnis DJ, Park CW. (2005). The ties that bind: measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
Tuškej, U., Golob, U., & Podnar, K. (2013).The role of consumer-brand identification in building brand relationships. Journal of Business Research, 66(1), 53–59.
Valta, K. S. (2013). Do relational norms matter in consumer-brand relationships? Journal of Business Research, 66, 98–104.
Vallaster, C., de Chernatony, L. (2006). Internal brand building and structuration: The role of leadership. European Journal of Marketing, 40(7/8), 761–784.
| ||
|
آمار تعداد مشاهده مقاله: 2,735 تعداد دریافت فایل اصل مقاله: 9,180 |
||