تعداد نشریات | 25 |
تعداد شمارهها | 932 |
تعداد مقالات | 7,652 |
تعداد مشاهده مقاله | 12,494,502 |
تعداد دریافت فایل اصل مقاله | 8,885,846 |
بررسی تاثیر شخصیت برند و پیشبرد فروش ادراکی، بر ارزش ویژه برند و نقش تعدیلگر قومیت | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 3، دوره 3، شماره 3 - شماره پیاپی 7، مهر 1395، صفحه 79-118 اصل مقاله (10.28 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2017.6551.1000 | ||
نویسندگان | ||
عبدالهادی درزیان عزیزی1؛ علی حسین حسین زاده2؛ طیبه خبیر* 3 | ||
1استادیار گروه مدیریت،دانشگاه شهید چمران | ||
2دانشیار گروه جامعه شناسی ،دانشگاه شهید چمران | ||
3کارشناس ارشد مدیریت اجرایی ،واحدعلوم وتحقیقات خوزستان | ||
چکیده | ||
امروزه ارزش ویژه برند، به عنوان یک اولویت برای صاحبان برند و به عنوان یک شاخص مناسب برای ارزیابی میزان بهرهوری فعالیتهای بازاریابی در نظر گرفته میشود؛ از این رو، این سوال مطرح میشود که چه فعالیتهای بازاریابی، ارزش ویژه برند را ارتقا میبخشند؟ پژوهش حاضر با رویکرد توصیفی-علّی، به منظور بررسی تاثیر پیشبرد فروش و شخصیت برند بر ارزش ویژهی برند، با در نظر گرفتن نقش تعدیلگر قومیت، انجام گرفته است. با استفاده از نمونهگیری طبقهای تصادفی بر مبنای جنسیت، نمونهای به حجم 410 نفر انتخاب شد و متغیرهای پژوهشی برای دو اپراتور تلفن همراه (ایرانسل و همراه اول) به وسیله یک پرسشنامهی معتبر و پایا مورد سنجش قرار گرفتند. نتایج بهدست آمده از مدلسازی معادلات ساختاری با استفاده از نرمافزار اسمارت پیالاس، نشان داد که شخصیت برند، بر ارزش ویژه برند تاثیر مثبتی دارد؛ پیشبرد فروش، بر ارزش ویژه برند تاثیر منفی میگذارد؛ و در این میان، ارزش ویژه برند، بیشتر متاثر از شخصیت برند میباشد. همچنین بُعد ارزش دریافتشده ارزش ویژه برند، نسبت به دیگر ابعاد آن، قویترین پیشبینیکننده و بُعد سادگی شخصیت برند نیز قویترین پیشبینیکنندهی متغیر شخصیت برند بود. نقش تعدیلکنندهی قومیت، در این رابطه تایید نشدکنند | ||
کلیدواژهها | ||
ارزش ویژه برند؛ شخصیت برند؛ پیشبرد فروش؛ قومیت | ||
عنوان مقاله [English] | ||
Studying the Effect of Brand Personality and Perceived Sales Promotion on Brand equity, and the Moderator Role of Ethnicity | ||
نویسندگان [English] | ||
Abdul Hadi Darzyan Azizi1؛ Ali Hussein Hosseinzade2؛ Tayyibeh Khabir3 | ||
1Assistant Professor, Department of Management, Shahid Chamran University | ||
2Associate Professor of Sociology, Shahid Chamran University | ||
3Master's degree in executive management, department of science and research in Khuzestan | ||
چکیده [English] | ||
: Today, brand equity is not only a priority for most of brand owners, but also is appreciated as an appropriate criterion for assessment of marketing activities’ productivity, and thus directing resources towards ones that create brand equity. So the propounded question is that which marketing activities promote brand equity. The current study, which is a causal-descriptive type, wants to investigate the effects of sales promotion and brand personality on brand equity with regard to the moderator role of ethnicity. The research sample is 410 students of Azad university (khoozestan branch) which were selected by using random sampling based on gender. By using a valid and reliable questionnaire, variables of the study (brand equity, sales promotion and brand personality) were measured for two mobile operators (Irancell and Hamrah-e-Aval). According to the results which obtained through structural equations modeling by Smart PLC application, brand personality has a positive impact on brand equity, while sales promotion negatively affects it. Among all dimensions of brand equity, perceived value is the strongest predictor of this construct. The simplicity facet of brand personality is also best predictor of it. The moderator role of ethnicity could not be verified in this study. | ||
کلیدواژهها [English] | ||
Brand Equity, Brand personality, Sales promotion, Ethnicity | ||
مراجع | ||
Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: three perspectives on the question of brand personality. Advances in consumer research, 22, 391-391.
Agarwal, R. D. (1982). Organization and management. Tata McGraw-Hill Education.
Ang, S. H., & Lim, E. A. C. (2006).The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising,35(2), 39-53.
Ataman, M. B., Van Heerde, H. J., & Mela, C. F. (2010).The long-term effect of marketing strategy on brand sales. Journal of Marketing Research, 47(5), 866-882.
Austin, J. R., Siguaw, J. A., &Mattila, A. S. (2003).A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2), 77-92.
Azoulay, A., &Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. The Journal of Brand Management, 11(2), 143-155.
Bagozzi, R.P. (1994). In: Principles of marketing research (pp. 317–385). Oxford:Blackwell.
Batra, R., Lehmann, D. R., & Singh, D. (1993).Brand equity and advertising.
Belk, R. (1988). Possessions and self.John Wiley & Sons, Ltd.
Bemmaor, A. C., &Schmittlein, D. C. (1991). Models of purchase timing and models of brand choice: Outlook and issues. International Journal of Research in Marketing, 8(3), 163-168.
Bharadwaj, S. G., Varadarajan, P. R., &Fahy, J. (1993). Sustainable competitive advantage in service industries: a conceptual model and research propositions. The Journal of Marketing, 83-99.
Blattberg, R. C., & Neslin, S. A. (1989). Sales promotion: The long and the short of it. Marketing letters, 1(1), 81-97.
Blattberg, R. C., Briesch, R., & Fox, E. J. (1995).How promotions work.Marketing science, 14(3_supplement), G122-G132.
Boulding, W., Lee, E., &Staelin, R. (1994). Mastering the mix: Do advertising, promotion, and sales force activities lead to differentiation?. Journal of marketing research, 159-172.
Bridges, E., Briesch, R. A., &Yim, C. K. B. (2006).Effects of prior brand usage and promotion on consumer promotional response. Journal of Retailing, 82(4), 295-307.
Bridges, E., Florsheim, R. A., & John, C. (1996).A cross-cultural comparison of response to service promotion. Service Industries Journal, 16, 265-286.
Buil, I., de Chernatony, L., &Martínez, E. (2008).A cross-national validation of the consumer-based brand equity scale. Journal of Product & Brand Management, 17(6), 384-392.
Buil, I., de Chernatony, L., &Martínez, E. (2010). THE EFFECT OF ADVERTISING AND SALES PROMOTIONS ON BRAND EQUITY.
Burton, D. (2000). Ethnicity, identity and marketing: a critical review. Journal of Marketing Management, 16(8), 853-877.
Calder, B. J., Phillips, L. W., &Tybout, A. M. (1981).Designing research for application. Journal of consumer research, 197-207.
Chin, W. W., &Newsted, P. R. (1999). Structural equation modeling analysis with small samples using partial least squares.
Christodoulides, G., & De Chernatony, L. (2010). Consumer-based brand equity conceptualization and measurement: A literature review. International journal of research in marketing, 52(1), 43-66.
Chun-Tung Lowe, A., & Corkindale, D. R. (1998). Differences in “cultural values” and theireffects on responses to marketing stimuli: A cross-cultural study between Australians and Chinese from the People's Republic of China.European Journal of Marketing, 32(9/10), 843-867.
Chun-Tung Lowe, A., & Corkindale, D. R. (1998). Differences in “cultural values” and theireffects on responses to marketing stimuli: A cross-cultural study between Australians and Chinese from the People's Republic of China.European Journal of Marketing, 32(9/10), 843-867.
Cohen, R. (1978). Ethnicity: Problem and focus in anthropology. Annual review of anthropology, 379-403.
Cook, T., & Campbell, D. (1975). The Design and Conduct of Experiment and Quasi-Experiment in Field Settings. Handbook of Industrial and Organizational Research. Chicago: Rand McNally & Co.
Crask, M. R., &Laskey, H. A. (1990).A positioning-based decision model for selecting advertising messages. Journal of Advertising Research, 30(4), 32-38.
Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010). Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289-300.
Deshpande, R., Hoyer, W. D., & Donthu, N. (1986). The intensity of ethnic affiliation: A study of the sociology of Hispanic consumption. Journal of Consumer Research, 214-220.
Diamond, W. D., & Johnson, R. R. (1990). The framing of sales promotions: an approach to classification. Advances in Consumer Research, 17(1), 494-500.
Donthu, N., Hershberger, E. K., &Osmonbekov, T. (2005).Benchmarking marketing productivity using data envelopment analysis. Journal of Business Research, 58(11), 1474-1482.
Ember, C. R. (1977).Cross-cultural cognitive studies. Annual Review of Anthropology, 33-56.
Erdem, T., Keane, M. P., & Sun, B. (2008).A dynamic model of brand choice when price and advertising signal product quality. Marketing Science, 27(6), 1111-1125.
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001).The effect of brand attitude and brand image on brand equity. Journal of Marketing Theory and Practice, 61-75.
Fornell, C., &Larcker, D. F. (1981).Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
Fournier, S. (1991).A meaning-based framework for the study of consumer-object relations. Advances in consumer research, 18(1), 736-742.
Freling, T. H., & Forbes, L. P. (2005).An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7), 404-413.
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information systems, 16(1), 5.
Gefen, D., Straub, D., & Boudreau, M. C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the association for information systems, 4(1), 7.
Geuens, M., Weijters, B., & De Wulf, K. (2009).A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97-107.
Götz, O., Liehr-Gobbers, K., &Krafft, M. (2010). Evaluation of structural equation models using the partial least squares (PLS) approach. In Handbook of partial least squares (pp. 691-711). Springer Berlin Heidelberg.
Green, C. L. (1995). Differential responses to retail sales promotion among African-American and Anglo-American consumers. Journal of Retailing, 71(1), 83-92.
Hansen, F., Hansen, L. Y., &Grønholdt, L. (2002).Modelling purchases as a function of advertising and promotion. International Journal of Advertising, 21(1), 115-135.
He, H., & Li, Y. (2010). Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, 27(1-2), 77-99.
He, H., Li, Y., & Harris, L. (2012).Social identity perspective on brand loyalty.Journal of Business Research, 65(5), 648-657.
Henry, W. A. (1976). Cultural values do correlate with consumer behavior.Journal of marketing research, 121-127.
Henseler, J., &Fassott, G. (2010). Testing moderating effects in PLS path models: An illustration of available procedures. In Handbook of partial least squares (pp. 713-735). Springer Berlin Heidelberg.
Henseler, J., Ringle, C. M., &Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing (AIM), 20, 277-320.
Hirschman, E. C. (1981). American Jewish ethnicity: Its relationship to some selected aspects of consumer behavior. The Journal of Marketing, 102-110.
Hirschman, E. C. (1983). Cognitive structure across consumer ethnic subcultures: A comparative analysis. Advances in Consumer Research, 10(2), 97-202.
Hoyer, W. D., &Deshpande, R. (1982). Cross-cultural influences on buyer behavior: The impact of Hispanic ethnicity. An assessment of marketing thought and practice, 89-92.
Jaccard, J., &Turrisi, R. (2003). Interaction effects in multiple regression (Vol. 72). Sage.
Jamal, A. (2003). Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption. European Journal of Marketing, 37(11/12), 1599-1620.
Jedidi, K., Mela, C. F., & Gupta, S. (1999). Managing advertising and promotion for long-run profitability. Marketing science, 18(1), 1-22.
Johar, G. V., Sengupta, J., & Aaker, J. L. (2005). Two roads to updating brand personality impressions: Trait versus evaluative inferencing. Journal of Marketing Research, 42(4), 458-469.
Jorgensen, J. G. (1979). Cross-cultural comparisons. Annual Review of Anthropology, 309-331.
Jørgensen, S., Taboubi, S., &Zaccour, G. (2003). Retail promotions with negative brand image effects: Is cooperation possible?. European Journal of Operational Research, 150(2), 395-405.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22.
Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing science, 25(6), 740-759.
Keng, C. J., Tran, V. D., & Le Thi, T. M. (2013).Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3).
Kim, C., Laroche, M., & Joy, A. (1990). An empirical study of the effects of ethnicity on consumption patterns in a bi-cultural environment. Advances in consumer research, 17(1).
Kim, H. S. (2000). Examination of brand personality and brand attitude within the apparel product category. Journal of Fashion Marketing and Management: An International Journal, 4(3), 243-252.
Kleine, R. E., Kleine, S. S., &Kernan, J. B. (1993). Mundane consumption and the self: A social-identity perspective. Journal of Consumer Psychology, 2(3), 209-235.
Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: is it more important in services?. Journal of services marketing, 15(5), 328-342.
Kuenzel, S., & Halliday, S. V. (2010). The chain of effects from reputation and brand personality congruence to brand loyalty: The role of brand identification.Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 167-176.
Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 14(3), 170-186.
Laroche, M., Joy, A., Hui, M., & Kim, C. (1991). An examination of ethnicity measures: convergent validity and cross-cultural equivalence. Advances in consumer research, 18(1), 150-157.
Lassar, W., Mittal, B., & Sharma, A. (1995).Measuring customer-based brand equity. Journal of consumer marketing, 12(4), 11-19.
Laurent, G., Chandon, P., &Wansink, B. (1999). Hedonic and utilitarian consumer benefits of sales promotions.
Lee, W. N., & Um, K. H. R. (1992). Ethnicity and consumer product evaluation: A cross-cultural comparison of Korean immigrants and Americans. Advances in consumer research, 19(3), 429-36.
Levy, S. J. (1959).Symbols for sale. Harvard business review, 37(4), 117-124.
Louis, D., & Lombart, C. (2010).Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand).Journal of Product & Brand Management, 19(2), 114-130.
Low, G. S., & Mohr, J. J. (2001).Factors affecting the use of information in the evaluation of marketing communications productivity. Journal of the Academy of Marketing Science, 29(1), 70-88.
Luna, D., &Forquer Gupta, S. (2001). An integrative framework for cross-cultural consumer behavior. International Marketing Review, 18(1), 45-69.
Luo, X., & Donthu, N. (2006). Marketing's credibility: A longitudinal investigation of marketing communication productivity and shareholder value. Journal of Marketing, 70(4), 70-91.
Maio Mackay, M. (2001). Application of brand equity measures in service markets. Journal of Services Marketing, 15(3), 210-221.
Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9(1), 1-28.
Mathies, William, “brand value can be more critical than price in closing the sale.” TWICE, 2010: 24.
Matzler, K., Bidmon, S., &Grabner-Kräuter, S. (2006). Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. Journal of Product & Brand Management, 15(7), 427-434.
McCort, D. J., &Malhotra, N. K. (1993). Culture and consumer behavior: toward an understanding of cross-cultural consumer behavior in international marketing.Journal of International Consumer Marketing, 6(2), 91-127.
McCrae, R. R., & Costa, P. T., Jr. (1996). Toward a new generation of personality theories: Theoretical contexts for the five-factor model. In J. S. Wiggins (Ed.), The five-factor model of personality: Theoretical perspectives (pp. 51-87). New York: Guilford.
Mela, C. F., Gupta, S., & Jedidi, K. (1998). Assessing long-term promotional influences on market structure. International Journal of Research in Marketing,15(2), 89-107.
Mela, C. F., Gupta, S., & Lehmann, D. R. (1997). The long-term impact of promotion and advertising on consumer brand choice. Journal of Marketing research, 248-261.
Mela, C., & Urbany, J. (1997). Promotion over time: exploring expectations and explanations. Advances in Consumer Research, 24, 529-535.
Mulyanegara, R. C., Tsarenko, Y., & Anderson, A. (2009). The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality. Journal of Brand Management,16(4), 234-247.
Neslin, S. A. (2002). Sales promotion. Handbook of marketing, 13, 311-338.
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. T. (1967). Psychometric theory(Vol. 226). New York: McGraw-Hill.
Onkvisit, S., & Shaw, J. J. (1989). The international dimension of branding: strategic considerations and decisions. International Marketing Review, 6(3).
Palazón-Vidal, M., & Delgado-Ballester, E. (2005).Sales promotions effects on consumer-based brand equity. International Journal of Market Research, 47(2), 179-204.
Papatla, P., &Krishnamurthi, L. (1996).Measuring the dynamic effects of promotions on brand choice. Journal of Marketing Research, 20-35.
Peter, J. P., Olson, J. C., &Grunert, K. G. (1999). Consumer behavior and marketing strategy (pp. 122-123). London: McGraw-Hill.
Phau, I., & Lau, K. C. (2001). Brand personality and consumer self-expression: single or dual carriageway?. The Journal of Brand Management, 8(6), 428-444.
Plummer, J. T. (2000). How personality makes a difference. Journal of Advertising Research, 40(06), 79-84.
Raghubir, P., &Corfman, K. (1999). When do price promotions affect pretrial brand evaluations?. Journal of Marketing Research, 211-222.
Ramaseshan, B., & Tsao, H. Y. (2007).Moderating effects of the brand concept on the relationship between brand personality and perceived quality. Journal of Brand Management, 14(6), 458-466.
Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. Journal of marketing Research, 351-357.
Reinartz, W., Krafft, M., & Hoyer, W. D. (2004). The customer relationship management process: Its measurement and impact on performance. Journal of marketing research, 41(3), 293-305.
Rossiter, J. R., & Chan, A. M. (1998).Ethnicity in business and consumer behavior. Journal of Business Research, 42(2), 127-134.
Schultz, D. E., & Robinson, W. A. (1982). Sales promotion management (Vol. 1982).Natl Textbook Co Trade.
Sheth, J. N., & Sisodia, R. S. (2002). Marketing productivity: issues and analysis. Journal of Business Research, 55(5), 349-362.
Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000).The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55-66.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research, 287-300.
Sojka, J. Z., &Tansuhaj, P. S. (1995). Cross-cultural consumer research: a twenty-year review. Advances in consumer research, 22, 461-461.
Sophonsiri, S., & Polyorat, K. (2009). The impact of brand personality dimensions on brand association and brand attractiveness: the case study of KFC in Thailand. Journal of Global Business and Technology, 5(2), 51.
Steenkamp, J. B. E., Hofstede, F. T., & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. The Journal of Marketing, 55-69.
Stewart, D. (1996). Allocating the promotional budget: revisiting the advertising and promotion-to-sales ratio. Marketing Intelligence & Planning, 14(4), 34-38.
Stewart, D. W. (2009). Marketing accountability: linking marketing actions to financial results. Journal of Business Research, 62(6), 636-643.
Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27(7), 639-661.
Suri, R., Manchanda, R. V., &Kohli, C. S. (2000). Brand evaluations: a comparison of fixed price and discounted price offers. Journal of Product & Brand Management, 9(3), 193-207.
Swaminathan, V., Stilley, K. M., &Ahluwalia, R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of consumer research, 35(6), 985-1002.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: an integrative model. Journal of marketing management, 20(7-8), 897-917.
Tong, X., & Hawley, J. M. (2009). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions.Journal of Fashion Marketing and Management: An International Journal, 13(4), 566-581.
Triandis, H. C. (1984). A theoretical framework for the more efficient construction of culture assimilators. International Journal of intercultural relations, 8(3), 301-330.
Tung, G. S., Kuo, C. J., &Kuo, Y. T. (2011).Promotion, switching barriers, and loyalty. Australian Journal of Business and Management Research, 1(2).
Valette-Florence, P., Guizani, H., &Merunka, D. (2011).The impact of brand personality and sales promotions on brand equity. Journal of Business Research, 64(1), 24-28.
Villarejo-Ramos, A. F., & Sánchez-Franco, M. J. (2005).The impact of marketing communication and price promotion on brand equity. The Journal of Brand Management, 12(6), 431-444.
Vinzi, V., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of partial least squares (pp. 1-22). ISBN.
Webster Jr, F. E. (1981). Top Management's Concerns about Marketing: Issues for the 1980's. The Journal of Marketing, 9-16.
Whan Park, C., 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(6), 1-17.
Wold, H. (1985). Partial least squares. Encyclopedia of statistical sciences.
Yau, O. H. (1988). Chinese cultural values: Their dimensions and marketing implications. European journal of Marketing, 22(5), 44-57.
Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the academy of marketing science,28(2), 195-211.
Zmud, J., &Arce, C. (1992).The ethnicity and consumption relationship.Advances in consumer research, 19(1), 443-450.
| ||
آمار تعداد مشاهده مقاله: 1,234 تعداد دریافت فایل اصل مقاله: 1,499 |