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بررسی تأثیر پشیمانی از برند بر قصد رفتاری بهواسطهی رضایت و نقش تعدیلگری هویت برند استفادهکنندگان در باشگاههای ورزشی درجهیک شهر مشهد | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 3، دوره 5، شماره 3 - شماره پیاپی 15، آذر 1397، صفحه 109-144 اصل مقاله (944.24 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2020.25580.1744 | ||
نویسندگان | ||
فریبرز رحیم نیا* 1؛ تهمینه سروری2؛ مجتبی پورسلیمی3 | ||
1استاد گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد | ||
2کارشناس ارشد مدیریت بازرگانی بینالملل، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد | ||
3استادیار گروه مدیریت، دانشکده علوم اداری و اقتصادی، دانشگاه فردوسی مشهد | ||
چکیده | ||
با توجه به اینکه مشتریان برای دستیابی به اهداف هویتی خود از برندها بهعنوان حامل معانی استفاده میکنند، یکی از ابزارهای راهبردی که موجب آسیبپذیری کمتر سازمان در مقابل فعالیتهای رقابتی بازار و بروز پشیمانی میشود، هویتیابی مصرفکننده با برند میباشد. به همین منظور، این پژوهش به بررسی تأثیر پشیمانی از برند بر قصد رفتاری بهواسطهی رضایت و نقش تعدیلگری هویت برند استفادهکنندگان میپردازد. نمونه این مطالعه شامل 402 نفر از استفادهکنندگان خدمات ورزشی باشگاههای ورزشی درجهیک شهر مشهد است. این پژوهش از نظر هدف کاربردی و از حیث اجرا پیمایشی بوده و برای جمعآوری دادهها از پرسشنامه استفادهشده است. برای ارزیابی فرضیات از روش مدلیابی معادلات ساختاری با نرمافزار آموس استفادهشده است نتایج نشان داد، پشیمانی از برند بهصورت مستقیم و غیرمستقیم بهواسطهی رضایت تأثیر منفی بر قصد رفتاری استفادهکنندگان دارد و همچنین هویتیابی استفادهکنندگان با برند بهعنوان تعدیلگر تأثیر منفی پشیمانی از برند بر قصد رفتاری و رضایت را کاهش و اثر مثبت رضایت بر قصد رفتاری را افزایش میدهد. | ||
کلیدواژهها | ||
برند؛ پشیمانی از برند؛ رضایت؛ قصد رفتاری؛ هویت برند مصرفکننده | ||
عنوان مقاله [English] | ||
Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad | ||
نویسندگان [English] | ||
fariborz rahimnia1؛ tahmine sarvari2؛ mojtaba poursalimi3 | ||
1Professor،Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad. | ||
2Master of International Marketing Management, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad | ||
3Assistant Professor، Faculty of Administrative Sciences and Economics،Ferdowsi University of Mashhad | ||
چکیده [English] | ||
As customers use brands as the carrier of meanings to achieve their identity goals, one of the strategic tools that causes the organizations to be less vulnerable to market competitive activities and emerging of regrets is consumer brand identification. So, this study examines the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad. In this study the sample size consists of 402 consumers of the best sports clubs in Mashhad. This research is practical in terms of objective and in terms of performance and data collection nature is quantitative survey with questionnaire. To test the hypotheses, structural equation modeling technique was used by AMOS software. The results indicates that regretting the brand was directly and indirectly has negative effect on the consumer behavioral intention via satisfaction, consumer brand identification as a moderator reduces the negative impact of regretting the brand on behavioral intention and satisfaction and strengthens the positive impact of satisfaction on behavioral intention. | ||
کلیدواژهها [English] | ||
Brand, Behavioral Intention, Consumer Brand Identification, Regretting the Brand, Satisfaction | ||
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