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اعتمادآفرینی در برند اختصاصی (PLB) و تداعی شخصیت خردهفروش | ||
فصلنامه علمی پژوهشی مدیریت برند | ||
مقاله 5، دوره 11، شماره 1 - شماره پیاپی 37، فروردین 1403، صفحه 175-214 اصل مقاله (2 M) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22051/bmr.2024.44802.2502 | ||
نویسنده | ||
مهدی خادمی گراشی* | ||
دانشیار گروه مدیریت بازرگانی، موسسه عالی آموزش و پژوهش مدیریت و برنامه ریزی، تهران. | ||
چکیده | ||
یکی از این موضوعات جدید و در عین حال چالشبرانگیز در زمینه خرده فروشی، ارائه محصولات با برند فروشگاه (SB) است. برندهای اختصاصی که معمولاً برای کالاهای تندمصرف کاربرد مییابد، هم از برندِ خردهفروش تأثیر میگیرد و هم خود میتواند آن را متأثر سازد. با این حال در دنیای واقعی، شمار اندکی از خردهفروشان توانستهاند با این رویکرد، شخصیت متفاوتی از خود توسعه دهند و یا نگاه خوشبینانه مشتریان را در طول زمان حفظ کنند. نتایج این مطالعه با رویکرد پیمایش نشان میدهد که نگرش به برند اختصاصی بر شخصیت خردهفروش و در نهایت تعلق مشتریان به فروشگاه تأثیر دارد. همچنین یافتهها تأثیرپذیری وفاداری مشتریان از نوع تداعی شخصیت خردهفروش را تائید میکند. به نظر میرسد توسعه این پدیده نیاز به ملاحظاتی از جنبه تناسب با برند فروشگاه و موقعیت خردهفروش در ذهن مشتریان و بازار دارد. یافتههای این مطالعه میتواند به شناخت بیشتر ابعاد نظری این پدیده و چگونگی بهکارگیری آن در صنعت خردهفروشی کمک نماید. | ||
کلیدواژهها | ||
کلمات کلیدی: شخصیت خردهفروش؛ برند برچسب اختصاصی؛ وفاداری فروشگاهی؛ نگرش به برچسب اختصاصی؛ اعتماد به برچسب اختصاصی | ||
عنوان مقاله [English] | ||
Trust-building in PLB and Retailers personality | ||
نویسندگان [English] | ||
Mehdi Khademi-Gerashi | ||
Associate Professor, Institute for Management and Planning Studies (IMPS ) | ||
چکیده [English] | ||
Abstract Developing solutions for the retail industry has created new debates in the marketing literature. One of these challenging issues is offering store brand (SB) or private label products. The development of private labels, which are usually used for fast-moving goods with low cost, is affected by the retailer's brand and can affect it. However, in the real world, only some retailers have been able to deliver a different brand personality with this approach or maintain the optimistic view of customers over time. The results of this study, using a survey approach, show that the attitude towards the private label affects the retailer's personality and, ultimately, the customers' belonging to the store. Also, the findings confirm the effectiveness of customer loyalty based on the association type of the retailer's personality. The development of this phenomenon requires consideration of the fit with the store brand and the retailer's position in the minds of customers and the market. This study's findings help better understand the theoretical dimensions of this phenomenon and how to apply it in the retail industry. | ||
کلیدواژهها [English] | ||
Keywords: Retailer personality, Private label brand, Store loyalty, Private label attitude, Private label trust | ||
مراجع | ||
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