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نقش جنسیت برند بر شکلگیری رفتار شوق محور مصرفکننده | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 3، دوره 9، شماره 1 - شماره پیاپی 29، اردیبهشت 1401، صفحه 86-137 اصل مقاله (2.03 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2022.36471.2162 | ||
نویسندگان | ||
سهیلا خدامی* 1؛ حسین نوروزی2؛ فاطمه آقامولایی3 | ||
1دانشیار گروه مدیریت بازرگانی دانشگاه خوارزمی، ایران، تهران | ||
2استادیار گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران | ||
3گروه مدیریت بازرگانی بینالملل ،دانشگاه خوارزمی.ایران تهران | ||
چکیده | ||
جنسیت برند عامل مهمی از ساختار دموگرافیک برند است که پیامدهای مختلف آن مورد بررسی قرار گرفته است. با توجه به نقش جنسیت در تقویت خودپنداره و شکل گیری رفتارها، در تحقیق حاضر به مطالعه رابطه بین جنسیت برند و رفتار شوق محور که رفتاری مهم در شکل گیری ارزش ویژه برند است، پرداخته شده است. از این رو هدف این پژوهش درک عمیق رابطه بین جنسیت برند و رفتار شوق محور با تجزیهوتحلیل نقش واسطهگر درگیری مصرفکننده و عشق به برند در فضای اینستاگرام میباشد.روش این پژوهش از نظر هدف کاربردی و از نظر روش توصیفی پیمایشی است.جامعه آماری پژوهش کاربران اینستاگرام برندهای سارک، سله بن، هاکوپیان و ال سی من هستند.حجم نمونه مبتنی بر فرمول کلاین محاسبه شده است. تعداد 174 پرسشنامه برای برندهای مردانه و 154 پرسشنامه برای برندهای زنانه گردآوری شد و مبتنی بر معادلات ساختاری مورد تجزیهوتحلیل قرار گرفت. یافتهها نشان داد که ویژگی مردانه و ویژگی زنانه برند به طور مستقیم بر رفتار شوق محور تأثیر مثبت و معناداری ندارد. آمیختگی مصرفکننده و عشق به برند تحت تأثیر ویژگی مردانه و زنانه قرار دارند اما شدت اثر ویژگی مردانه برند بر آمیختگی مصرفکننده و عشق به برند نسبت به ویژگی زنانه برند بیشتر است همچنین جنسیت برند به طور غیر مستقیم با تأثیر بر درگیری مصرفکننده و عشق برند بر رفتار شوق محور تأثیرگذار است. | ||
کلیدواژهها | ||
جنسیت برند؛ عشق به برند؛ درگیری برند؛ رفتار شوق محور | ||
عنوان مقاله [English] | ||
The Role of Brand Gender on the Formation of consumer's Passion-driven Behavior | ||
نویسندگان [English] | ||
Soheila khoddami1؛ Hossein Norouzi2؛ Fatemeh aghamolaei3 | ||
1Associate Professor of Business Management Department in faculty of management, Kharazmi university,Iran. | ||
2Assistant Professor, Business Management Dep., Kharazmi University, Tehran, Iran | ||
3Master of Business Management, Kharazmi university | ||
چکیده [English] | ||
Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love. | ||
کلیدواژهها [English] | ||
Brand gender, brand love, brand engagement, passion-driven behavior | ||
مراجع | ||
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