تأثیر ویژگی‌های نوآوری محصول و ارتباطات برند بر ارزش ویژه برند (مورد مطالعه: شرکت کشت و صنعت قارچ رامند مجار)
محورهای موضوعی : مدیریت بازاریابیفرانک خدایاری 1 , بهناز خدایاری 2 , لیلا شیخلر 3
1 - استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران
3 - کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: ویژگی‌های نوآوری محصول (مزیت نسبی, پیچیدگی), ارتباطات برند, سازگاری, ملموس بودن, ارزش ویژه برند,
چکیده مقاله :
هدف از این پژوهش بررسی تأثیر ویژگی‌های نوآوری محصول و ارتباطات برند بر ارزش ویژه برند در شرکت کشت و صنعت قارچ رامند مجار است. روش پژوهش برحسب هدف کاربردی و بر اساس نحوه اجرا از نوع توصیفی، پیمایشی می‌باشد. جامعه آماری آن شامل کلیه مشتریان و نمایندگان فروش که از خدمات شرکت کشت و صنعت قارچ رامند مجار (کمپوست جوانه) استفاده می‌کنند می‌باشند. حجم نمونه با استفاده از فرمول جامعه کوکران 386 نفر تعیین گردید و روش نمونه‌گیری در دسترس می‌باشد. داده‌های پژوهش با روش کتابخانه‌ای و میدانی گردآوری شده و ابزار مورد استفاده پرسش‌نامه استاندارد بوده است. پایایی پرسش‌نامه‌ها با استفاده از روش آلفای کرونباخ 0/844 و روایی ابزار با روش محتوایی مورد تأیید قرار گرفته‌اند. داده‌ها به کمک نرم‌افزار لیزرل و با استفاده از آزمون‌های آماری، توصیفی و استنباطی مورد تحلیل قرار گرفت. نتایج این پژوهش حاکی از آن است که از متغیر ویژگی‌های نوآوری محصول، مزیت نسبی، ملموس بودن و سازگاری برارزش ویژه برند تأثیر مثبت دارند، اما تأثیر پیچیدگی برارزش ویژه برند معنادار نشده است. همچنین ارتباطات برند مبتنی بر مشتری و ارتباطات برند مبتنی بر شرکت تأثیر معنادار بر ارزش ویژه برند دارند.
The present study investigates the effect of product innovation and brand communication on brand equity in Ramandh-e-Hungarian Musher Company. The research method is descriptive and survey type. The statistical population of the study includes all customers and sales representatives who use some services from the company of cultivating and cultivating the Ramadan mushroom (buds). The sample size was determined using 386 people's unlimited formulas and the method of sampling this study Random is simple. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.844) and the validity of the tool was confirmed by the content method. The research data were analyzed by statistical, descriptive and inferential statistics using LISREL software. The results of this research indicate that the relative advantage, compatibility and tangibility of brand equity have a positive effect. However, the impact of tangibility on brand equity is not significant. Also, the impact of customer-based communication and company-based communications has been reported on the brand's significant value.
فرهنگ، ا.، سیادت، ع.، هویدا، ر. و مولوی، ح. (1395). "بررسی رابطه ساده و چندگانه یادگیری سازمانی و اعتماد اجتماعی در سازمان با توسعه کارکنان دانشگاه‌های دولتی پزشکی و غیر پزشکی جنوب شرق کشور"، جامعه شناسی کاربردی، دوره 22، شماره 1(41)، صص. 159-182.
بخشایش، ش،. براتی، ا، و محمدی، ن. (1394). "بررسی ارتباط بین ابزارهای بازاریابی رابطه مند و حفظ مشتری در بازاریابی خرده فروشی (مطالعه موردی: مشتریان فروشگاه‌های خرده فروشی شهر کرمانشاه)"، کنفرانس بین المللی اقتصاد مدیریت و علوم اجتماعی.
کشاورزی، ع.ح. (1386). "موانع و تسهیل کننده‌های تسهیم دانش در سازمان‌ها"، اولین کنفرانس ملی مدیریت دانش.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, The Free Press, New York, New York, USA.
Aaker, D.A. (1996). Measuring brand equity across products and markets”, California Management Review, Vol. 38(3), PP. 102-120.
Beverland, M.B., Napoli, J. & Farrelly, F. (2010). “Can all brands innovate in the same way? A typology of brand position and innovation effort”, Journal of Product Innovation Management, Vol. 27(1), PP. 33-48.
Russell-Bennett, R., McColl- Kennedy, J.R. & Coote, L. (2007). “Involvement, satisfaction and brand loyalty in a small business services setting”, Journal of Business Research, Vol, 60(12), PP. 1253-1260.
Bruhn, M., Schoenmueller, V. & Schäfer, D.B. (2012). “Are social media replacing traditional media in terms of brand equity creation”, Management Research Review, Vol. 35(9), PP. 770-790.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing, Vol. 9(1), PP.31-53.
Caruana, A. & Ewing, M. (2010). “How corporate reputation, quality and value influence online loyalty”, Journal of Business Research, Vol. 63(9), PP. 1103-1110.
Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). “Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands”, Journal of Advertising Research, Vol. 52(1), PP. 53-64.
Faircloth J.B., Capella, L. & Alford B. (2001). “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, Vol. 9(3), PP. 61-75.
Joaquín, A. & Ricardo, C. (2008) “Assessing the Impact of Organizational Learning Capability on Product Innovation Performance: An Empirical Test”, Tech novation, Vol. 28(6), PP. 315-326.
Weerawardena, J, O’Cass, A., & Julian, C. (2006). “Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance”, Journal of Business Research, Vol. 59(1), PP. 37-45.
Hashem, G. & Tann, J. (2007). “The adoption of ISO 9000 standards within the Egyptian context: A diffusion of innovation approach”, Total Quality Management & Business Excellence, Vol. 18(6), PP. 631-652.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2016). “The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), 27-41.
Damanpour, F., Schneider, M., (2009). “Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers”, Journal of Public Administration Research and Theory, Vol. 19(3), PP. 495-522.
Chebat, J.C., Hedhli, K.E. & Sirgy, M.J. (2009). “How does shopper- based mall equity generate mall loyalty? A conceptual model and empirical evidence”, Journal of Retailing and Consumer Services, Vol. 16(1), PP. 50-59.
Keller, K.L. (1993). “Conceptualizing, measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57(1), PP. 1–22.
Keller, K.L. (2009). “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol. 15(2-3), PP. 139-155.
Li, C. & Bernoff, J. (2011). “Groundswell: Winning in a world transformed by social technologies”, Harvard Business Review Press, Boston M.A.
Li, H. & Atuahene-Gima, K. (2001). “Product Innovation Strategy and the Performance of New Technology Ventures in China”, the Academy of Management Journal, Vol. 44(6), PP. 1123-1134.
Macdonald, E., & Sharp, B. (2000). “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, Vol. 48(1), PP. 5-15.
Chiva, R., Alegre, J. (2005). “Organizational learning and organizational knowledge: Towards the Integration of Two Approaches”. Management Learning, Vol. 36(1), PP. 49-68.
Palmatier, R., Scheer, L. & Stennkamp, J.B. (2007). “Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty”, Journal of Marketing Research, Vol. 44(2), PP. 185-199.
Pappu, R., Quester, P.G. & Cooksey, R.W. (2012). “Consumer-based brand equity: improving the measurement, empirical evidence”, Journal of Product and Brand Management, Vol. 14(3), PP. 143-154.
Richard, J, Barnes-Holmes, D. & Moors, A. (2016). “What is learning? On the nature and merits of a functional definition of learning”, Psychon Bull Rev, Psychonomic Society, Inc.
Riegner, C. (2007). “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions”, Journal of Advertising Research, Vol. 47(4), PP. 436-447.
Rogers, E.M. & Shoemaker, F.F. (1971). “Communication of innovations: A cross-cultural Approach”, New York, NY, Free Press.
Rogers, E.M. (2003). “Diffusion of Innovations”, New York, NY, Free Press, 5th Edition.
Sia, C., Teo, H.H., Tan, B.Y. & Wei, K.K. (2004). “Effects of environmental uncertainty on organizational intention to adopt distributed work arrangements”, IEEE Transactions on Engineering Management, Vol. 51(3), PP. 253-267.
Nørskov, S., Chrysochou, P. & Milenkova, M. (2015). “The impact of product innovation attributes on brand equity”, Journal of Consumer Marketing, Vol. 32(4), PP. 245-254.
Slotegraaf, R.J., Moorman, C. & Inman, J.J. (2003). “The Role of Firm Resources in Returns to Market Deployment”, Journal of Marketing Research, Vol. 40(3), PP. 295-309.
Sriram, S., Balachander, S. & Kalwani, M. U. (2007). “Monitoring the Dynamics of Brand Equity Using Store-Level Data”, Journal of Marketing, Vol. 71, PP. 61-78.
Srivastava, R.K. & Shocker, A.D. (1991). “Brand Equity: A Perspective on its Meaning and Measurement”, Working Paper Series. Cambridge, MA: Marketing Science Institute.
Tornatzky, L.G. & Klein, K.J. (1982). “Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings”, IEEE Transactions on Engineering Management, Vol. 29(1), PP. 28-45.
Urban, G.L., Carter, T., Gaskin, S. & Mucha, Z. (1986). “Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications”, Management Science, Vol. 32(6), PP. 645-659.
Carpenter, J.M. & Fairhurst, A. (2005). “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, Vol. 9(3), PP. 256-269.
Yoo, B., Donthu, N. & Lee, S. (2000). “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of marketing Science, Vol. 28(2), PP. 195-211.
Weber, Y., Tarba, S. & Reichel, A. (2006). “International mergers and acquisitions performance: acquirer nationality and integration approaches”, International Studies of Management & Organization, Vol. 41(3), PP. 9-24.
Zeithaml, V. & Parasuraman, A.S. (1990). “Service quality”, Cambridge: Marketing Science Institute.
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فرهنگ، ا.، سیادت، ع.، هویدا، ر. و مولوی، ح. (1395). "بررسی رابطه ساده و چندگانه یادگیری سازمانی و اعتماد اجتماعی در سازمان با توسعه کارکنان دانشگاه‌های دولتی پزشکی و غیر پزشکی جنوب شرق کشور"، جامعه شناسی کاربردی، دوره 22، شماره 1(41)، صص. 159-182.
بخشایش، ش،. براتی، ا، و محمدی، ن. (1394). "بررسی ارتباط بین ابزارهای بازاریابی رابطه مند و حفظ مشتری در بازاریابی خرده فروشی (مطالعه موردی: مشتریان فروشگاه‌های خرده فروشی شهر کرمانشاه)"، کنفرانس بین المللی اقتصاد مدیریت و علوم اجتماعی.
کشاورزی، ع.ح. (1386). "موانع و تسهیل کننده‌های تسهیم دانش در سازمان‌ها"، اولین کنفرانس ملی مدیریت دانش.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, The Free Press, New York, New York, USA.
Aaker, D.A. (1996). Measuring brand equity across products and markets”, California Management Review, Vol. 38(3), PP. 102-120.
Beverland, M.B., Napoli, J. & Farrelly, F. (2010). “Can all brands innovate in the same way? A typology of brand position and innovation effort”, Journal of Product Innovation Management, Vol. 27(1), PP. 33-48.
Russell-Bennett, R., McColl- Kennedy, J.R. & Coote, L. (2007). “Involvement, satisfaction and brand loyalty in a small business services setting”, Journal of Business Research, Vol, 60(12), PP. 1253-1260.
Bruhn, M., Schoenmueller, V. & Schäfer, D.B. (2012). “Are social media replacing traditional media in terms of brand equity creation”, Management Research Review, Vol. 35(9), PP. 770-790.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing, Vol. 9(1), PP.31-53.
Caruana, A. & Ewing, M. (2010). “How corporate reputation, quality and value influence online loyalty”, Journal of Business Research, Vol. 63(9), PP. 1103-1110.
Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). “Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands”, Journal of Advertising Research, Vol. 52(1), PP. 53-64.
Faircloth J.B., Capella, L. & Alford B. (2001). “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, Vol. 9(3), PP. 61-75.
Joaquín, A. & Ricardo, C. (2008) “Assessing the Impact of Organizational Learning Capability on Product Innovation Performance: An Empirical Test”, Tech novation, Vol. 28(6), PP. 315-326.
Weerawardena, J, O’Cass, A., & Julian, C. (2006). “Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance”, Journal of Business Research, Vol. 59(1), PP. 37-45.
Hashem, G. & Tann, J. (2007). “The adoption of ISO 9000 standards within the Egyptian context: A diffusion of innovation approach”, Total Quality Management & Business Excellence, Vol. 18(6), PP. 631-652.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2016). “The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), 27-41.
Damanpour, F., Schneider, M., (2009). “Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers”, Journal of Public Administration Research and Theory, Vol. 19(3), PP. 495-522.
Chebat, J.C., Hedhli, K.E. & Sirgy, M.J. (2009). “How does shopper- based mall equity generate mall loyalty? A conceptual model and empirical evidence”, Journal of Retailing and Consumer Services, Vol. 16(1), PP. 50-59.
Keller, K.L. (1993). “Conceptualizing, measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57(1), PP. 1–22.
Keller, K.L. (2009). “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol. 15(2-3), PP. 139-155.
Li, C. & Bernoff, J. (2011). “Groundswell: Winning in a world transformed by social technologies”, Harvard Business Review Press, Boston M.A.
Li, H. & Atuahene-Gima, K. (2001). “Product Innovation Strategy and the Performance of New Technology Ventures in China”, the Academy of Management Journal, Vol. 44(6), PP. 1123-1134.
Macdonald, E., & Sharp, B. (2000). “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, Vol. 48(1), PP. 5-15.
Chiva, R., Alegre, J. (2005). “Organizational learning and organizational knowledge: Towards the Integration of Two Approaches”. Management Learning, Vol. 36(1), PP. 49-68.
Palmatier, R., Scheer, L. & Stennkamp, J.B. (2007). “Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty”, Journal of Marketing Research, Vol. 44(2), PP. 185-199.
Pappu, R., Quester, P.G. & Cooksey, R.W. (2012). “Consumer-based brand equity: improving the measurement, empirical evidence”, Journal of Product and Brand Management, Vol. 14(3), PP. 143-154.
Richard, J, Barnes-Holmes, D. & Moors, A. (2016). “What is learning? On the nature and merits of a functional definition of learning”, Psychon Bull Rev, Psychonomic Society, Inc.
Riegner, C. (2007). “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions”, Journal of Advertising Research, Vol. 47(4), PP. 436-447.
Rogers, E.M. & Shoemaker, F.F. (1971). “Communication of innovations: A cross-cultural Approach”, New York, NY, Free Press.
Rogers, E.M. (2003). “Diffusion of Innovations”, New York, NY, Free Press, 5th Edition.
Sia, C., Teo, H.H., Tan, B.Y. & Wei, K.K. (2004). “Effects of environmental uncertainty on organizational intention to adopt distributed work arrangements”, IEEE Transactions on Engineering Management, Vol. 51(3), PP. 253-267.
Nørskov, S., Chrysochou, P. & Milenkova, M. (2015). “The impact of product innovation attributes on brand equity”, Journal of Consumer Marketing, Vol. 32(4), PP. 245-254.
Slotegraaf, R.J., Moorman, C. & Inman, J.J. (2003). “The Role of Firm Resources in Returns to Market Deployment”, Journal of Marketing Research, Vol. 40(3), PP. 295-309.
Sriram, S., Balachander, S. & Kalwani, M. U. (2007). “Monitoring the Dynamics of Brand Equity Using Store-Level Data”, Journal of Marketing, Vol. 71, PP. 61-78.
Srivastava, R.K. & Shocker, A.D. (1991). “Brand Equity: A Perspective on its Meaning and Measurement”, Working Paper Series. Cambridge, MA: Marketing Science Institute.
Tornatzky, L.G. & Klein, K.J. (1982). “Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings”, IEEE Transactions on Engineering Management, Vol. 29(1), PP. 28-45.
Urban, G.L., Carter, T., Gaskin, S. & Mucha, Z. (1986). “Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications”, Management Science, Vol. 32(6), PP. 645-659.
Carpenter, J.M. & Fairhurst, A. (2005). “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, Vol. 9(3), PP. 256-269.
Yoo, B., Donthu, N. & Lee, S. (2000). “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of marketing Science, Vol. 28(2), PP. 195-211.
Weber, Y., Tarba, S. & Reichel, A. (2006). “International mergers and acquisitions performance: acquirer nationality and integration approaches”, International Studies of Management & Organization, Vol. 41(3), PP. 9-24.
Zeithaml, V. & Parasuraman, A.S. (1990). “Service quality”, Cambridge: Marketing Science Institute.