Related Links
News
Statistics
| Number of Journals | 25 |
| Number of Issues | 918 |
| Number of Articles | 7,565 |
| Article View | 12,275,710 |
| PDF Download | 8,681,655 |
The effect of brand personality on share of wallet with role of relationship constructs in retail chain industry | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| Volume 6, Issue 3 - Serial Number 19, September 2019, Pages 125-148 PDF (892.15 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.22051/bmr.2020.31521.2001 | ||
| Authors | ||
| esmaeil shah tahmasbi* 1; Eshagh Ghoorchibeygi2 | ||
| 1adjunct professor | ||
| 2Danesh Alborz University, Qazvin | ||
| Abstract | ||
| The increasing importance of customers has led to increasing attention to the related concept. One of the most important of these concepts is the customers purchase share. The purpose of this study is to investigate the effect of brand personality on customers' share of wallet with the role of relationship constructs in the retail chain industry. This study is applied in terms of purpose and is descriptive-correlation in terms of method. The population consisted of customers of Refah chain stores in Tehran city. The number of 384 people was selected as a sample assuming the unlimited population, and questionnaire was distributed among them. In this study, data collection tool was a standard questionnaire with a range of five-option Likert scale. Its validity and reliability were confirmed by content validity and confirmatory factor analysis and Cronbach's alpha test, respectively. The data Analyzed by PLS software indicated that active and responsive brand personality has a positive effect on customers satisfaction and loyalty. Also, the results represented that customers satisfaction and loyalty influenced their share of Wallet. But, the moderating role of customers’ age was not confirmed. One of the most important suggestions in this study is paying attention to brand nostalgia and age of brand and, another one is creating new and innovative product sections to evoke a responsible and active personality. | ||
| Keywords | ||
| brand personality; share of wallet; relationship constructs; retail chain industry | ||
| References | ||
|
آدابی، م (1397). تأثیر تجربه مشتریان بر وفاداری و سهم خرید آنان در صنعت خرده‌فروشی (موردمطالعه: مشتریان فروشگاه زنجیرهای هایپر استار)، سومین کنفرانس علمی پژوهشی رهیافت‌های نوین در علوم انسانی ایران، 18-1 بخشی زاده برج، ک، صالحیان فرد، ر، قربانی فاراب، م (1395). بررسی رابطه بین سبک‌های زندگی والس با وفاداری برند محصولات با فناوری پیشرفته با استفاده از مدل آناندان و همکاران (موردمطالعه: برند سامسونگ در صنعت رسانه دیجیتال)، فصلنامه مدیریت برند، 3(5)، 40-13 پورعباد، و، پورعباد، م (1394). بررسی تأثیر وفاداری مشتری بر سهم مشتری در مراحل مختلف چرخه عمر رابطه، دومین کنفرانس بین‌المللی مدیریت و مهندسی صنایع، 15-1 خدامی، س، اصانلو، ب، (1395)، طراحی مدل شخصیت برند خرده‌فروش مبتنی بر ارزش‌های تجربی در بازاریابی، پژوهش‌ها بازاریابی نوین، سال ششم زمستان، 4(23)،: 106-89. زارعیان جهرمی، س (1397). شناخت رابطه بین وجهه و اعتبار نیروهای فروش بر وفاداری و سهم خرید مشتریان با نقش میانجی ارزش‌افزوده تجربی (موردمطالعه: مشتریان فروشگاه زنجیرهای هایپر استار)، رشته مدیریت بازرگانی، موسسه غیرانتفاعی ارشاد دماوند- واحد تهران منصوری، س (1395)، بررسی تأثیر سرمایه‌گذاری در بازاریابی رابطهمند بر قدردانی و وفاداری مشتریان (مطالعه موردی: مشتریان بانک رفاه در استان تهران)، پایان‌نامه کارشناسی ارشد، رشته مدیریت بازرگانی، گرایش بازاریابی بین‌الملل، موسسه غیرانتفاعی ارشاد، واحد تهران وکیل الرعایا، ی، دیبازر، ر (1397)، رابطه شهرت نیروهای فروش با رفتار مشتریان با نقش میانجی ارزش‌افزوده تجربی توسط نیروهای فروش، اولین کنفرانس ملی مدل‌ها و تکنیکهای کمی در مدیریت، 12-1.
Adabi, M. (2018). The effect of customer experience on loyalty and their purchasing share in retail
industry (Case Study: Customers of Hyper Star Chain Store), Third Scientific Research Conference on New Approaches in Humanities of Iran, 1-18. (In Persian)
Adem Sop & Kozak,N (2019). Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty, Journal of Hospitality Marketing & Management, 28(8)
Alaei, M (2018), The role of communication quality, customer understanding and sensory marketing in customer repurchase behavior, Master Thesis, Business Management, International Marketing Orientation, Koomesh Non-Profit Institute, Semnan. (In Persian)
Aaker, D. A. (2004). Leveraging the corporate brand. California Management Review. 46(3), 6–18.
Bairrada, C. M. Coelho. A. Lizanets. V (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management
Baumann, Chris, Suzan Burton, and Greg Elliott (2005), Determinants of Customer Loyalty and Share
of Wallet in Retail Banking, Journal of Financial Services Marketing, 9 (3), 231–48.
Bakhshizadeh Borj, K. Salehiyan Fard, R. Ghorbani Farab, M. T. (2016). Reviewing the relationship
between VALS lifestyle and Products' brand loyalty with advanced technology using the model of Anandan et al. (Case study: Samsung Brand in Digital Media Industry), Brand Management Quarterly, 3(5), 13-40. (In Persian).
Birnik A-K. Sheth. B (2010). The branding challenges of Asian manufacturing firms, Business
Horizons, 53, 523-253
Cooil, B. Aksoy. L (2007). A Longitudinal Analysis of Customer Satisfaction and Share of Wallet:
Investigating the Moderating Effect of Customer Characteristics, Journal of Marketing, 71 (January 2007), 67–83.
Douglas, A and N. Das (2005). Linking Customer Management Effort to Customer Profitability in
Business Markets, Journal of Marketing Research, 41(4), 433-447.
East, Robert (1992), The Effect of Experience on the Decision Making of Expert and Novice Buyers,
Journal of Marketing Management, 8 (2), 167–70.
Echchakoui. A. (2016). Relationship between sales force reputation and customer behavior: Role of
experiential value added by sales force, Journal of Retailing and Consumer Services 28. 54– 66
Fitri, A. Farida. A (2019). The Role of Brand Personality on Consumer Behavior and Branding
Challenges in Asia. Faculty of Business, Economics and Social Development, University Malaysia
Terengganu, 21030 Kuala Nerus, Terengganu, Malaysia.
Gordon, R. Zainuddin, N., & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilizing brand personality and brand personality appeal. Journal of Services Marketing, 30(1), 48–62.
Hunneman. P. C. Verhoef. L. Sloot. M. (2015). The Impact of Consumer Confidence on Store
Satisfaction and Share of Wallet Formation. Journal of Retailing.
Jafarli, F. Hajialiakbari. F (2019). Explaining the effect of personality of active and responsible brands
on brand experience and communication structure a case study: users of Snowa products, European Journal of Management and Marketing Studies, 3(4). 83-98
Japutra, A and Molinillo, s. (2017). Responsible and active brand personality: On the relationships with brand experience and key relationship constructs. Journal of Business Research. 1-8.
Khodami, S. Osanloo, B. (2016), Designing the model of retail brand personality based on empirical
values in marketing, New Marketing Research, Sixth Year-Winter, 4 (23),89-106. (In Persian).
Mägi. W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and
shopper characteristics. Journal of Retailing. 79 (2003) 97–106.
Mansouri, S. (2016), Reviewing the effect of investment in relational marketing on customers'
appreciation and loyalty (Case Study: Customers of Refah Bank in Tehran Province), M.A. Thesis,
Business Management, International Marketing, Ershad Non-Profit Institute, Tehran Branch. (In
Persian).
Matzler, K. Strobl, A. Stokburger-Sauer, N. Bobovnicky, A. & Bauer, F. (2016). Brand personality
and culture: The role of cultural differences on the impact of brand personality perceptions on
tourists' visit intentions. Tourism Management, 52,507–520.
Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of
wallet. Journal of Retailing, 83 (2), 223–236.
Molinillo, S. Japutra. A. Nguyen. A (2016). Responsible brands vs active brands? An examination of
brand personality on brand awareness, brand trust, and brand loyalty. Journal of Product & Brand
Management, 25(6), 516-526
Nikhashemi. S, Gaur, A. Haque, A. Kumar. (2016). The Effect of Customers’ Perceived Value of Retail Store on Relationship between Store Attribute and
Nguyen, B. Yu, X. Melewar, T. C. & Chen, J. (2015). Brand innovation and social media: Knowledge
acquisition from social media, market orientation, and the moderating role of social media strategic capability. Industrial Marketing Management, 51, 11–25.
Pourebad, V. Pourebad, M. (2015). Investigating the effect of customer loyalty on customer share in
different stages of relationship life cycle, 2nd International Conference on Management and
Industrial Engineering, 1-15. (In Persian).
Rauschnabel, P. A. Krey, N. Babin, B. J. & Ivens, B. S. (2016). Brand management in higher
education: The University brand personality scale. Journal of Business Research, 69(8), 3077–3086.
Rostami. M. Foroghi Pour. H. Saboonchi.H (2019). The Causal Model of Brand Personality, Risk
Aversion and Customer Loyalty. Journal of System Management 3,193-208
Shaikh, A. Karjaluoto. H. Häkkinen, J (2018). Understanding moderating effects in increasing share-of-wallet and word-of mouth: A case study of Lidl grocery retailer, Journal of Retailing and Consumer Services, 44, 53-45.
Srivastava, M. Kaul, D (2016). Exploring the link between customer experience–loyalty–consumer
spend. Journal of Retailing and Consumer Services, 31, 277 –286.
Vakil Al-Raaya, Y. Dibazar, R. (2018), The relationship between salesperson reputation and customers behavior with the mediating role of experimental value added by salesperson, First National Conference on Quantitative Models and Techniques in Management, 1-12. (In Persian).
Zareian Jahromi, S. (2018). Recognizing the relationship between the reputation and credibility of
salesperson on customers' loyalty and purchasing share with the mediating role of experimental value added (Case study: Customers of Hyperstar Chain Stores), business management, Ershad Damavand Non-Profit Institute, Tehran Branch. (In Persian). | ||
|
Statistics Article View: 350 PDF Download: 324 |
||