ارزیابی تاثیر واسطه ای تصویر ذهنی برند روی شکل گیری ارزش ویژه برند
محورهای موضوعی : مدیریت بازرگانی
حسین عماری
1
(عضو هیأت علمی، گروه مدیریت بازرگانی، واحد بناب، دانشگاه ازاد اسلامی، بناب، ایران)
احمد زنده دل
2
(عضو هیأت علمی (دانشیار) واحد نیشاپور ،دانشگاه آزاد اسلامی، نیشاپور، ایران)
کلید واژه: ارزش ویژه برند, نگرش به برند, شخصیت برند, تصویر ذهنی برند, صنعت شکلات, تاثیر واسطه ای,
چکیده مقاله :
هدف اصلی این پژوهش ارزیابی تاثیر واسطه ای تصویر ذهنی برند بین شخصیت و نگرش به برند با ارزش ویژه برند می باشد. بعد از بررسی اثرات مستقیم، غیر مستقیم و اثر کل، تاثیر گذارترین متغیر برون زا در شکل گیری ارزش ویژه برند در صنعت شکلات ایران شناسایی می شود تا در آینده، شرکت های فعال در این صنعت بتوانند با سرمایه گذاری روی این عامل، ارزش ویژه برند خود را، که مهمترین دارایی نامشهودشان است، افزایش دهند. گرایش این پژوهش کاربردی، رویکرد آن استقرائی، استراتژی آن علی، هدف روش شناسی آن تبیین(آزمون فرضیات)، و افق زمانی آن تک مقطعی می باشد. برای گردآوری داده ها در این پژوهش، از ابزار پرسشنامه استاندارد شده استفاده شده است. برای بررسی روابط علی بین ابعاد ارزش ویژه برند، مدل یابی معادلات ساختاری و تحلیل عامل تاییدی مورد استفاده قرار گرفته است. برای آزمون مدل طراحی شده، یک نمونه 432 نفری با روش نمونه گیری خوشه ای از بین مراجعین به فروشگاه های بزرگ محصول شکلات در ایران انتخاب و مورد بررسی قرار گرفته اند. نتایج حاصل از تست مدل حاکی از آن است که تصویر ذهنی برند مهمترین عامل تاثیرگذار در ایجاد ارزش ویژه برنددر صنعت شکلات می باشد. علاوه بر این، با استناد به داده های گردآوری شده ، تاثیر واسطه ای تصویر ذهنی برند، در شکل گیری ارزش ویژه برند، مورد تایید است. مزیت این مدل، در نظر گرفتن سازه شخصیت برند بعنوان یکی از ابعاد تاثیر گذار روی ارزش ویژه برند است که در مدل های ارائه شده در کشورمان کمتر مورد استفاده قرار گرفته است. همچنین، این مدل بر اساس داده های گردآوری شده از صنعت شکلات ایران مورد آزمون قرار گرفته در صورتی که، اکثر مدل های ارائه شده در زمینه ارزش ویژه برند در کشورهای دیگری مثل آمریکا، کره و ... مورد آزمون قرار گرفته اند.
This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on mediating between brand attitudes, brand personality and brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. The data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand image is an important component of brand equity in this industry. Moreover, the role of brand image as a mediating factor in the formation of brand equity is supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index particularly in the chocolate industry of Iran is novel.
Aaker, J., (1997), “Dimensions of Brand Personalityˮ, Journal of Marketing Research, Vol. 34. No. 3, PP.347-356
Atligan, E., and et al., (2005), “Determinants of The Brand Equity A Verification Approach In The Beverage Industry In Turkeyˮ, Marketing Intelligence & Planning, Vol. 23. No. 3, PP.237-248.
Bong, N., and et al., (1999), “Measuring Brand Power: Validating A Model For Optimizing Brand Equityˮ, Journal of Product & Brand Management, VOL. 8 NO. 3, pp. 170-184
Boo, S., Busser, J., and Baloglu, S., (2009), “A Model of Customer-Based Brand Equity And Its Application To Multiple Destinations ˮ, Tourism Management, Vol. 30, PP. 219-231.
Bravo, R., and et al., (2007), “Family As A Source of Consumer-Based Brand Equityˮ, Journal of Product & Brand Management, Vol.16, No.3, PP.188–199, ISSN 1061-0421.
Chang, P., Chieng, M., (2006), “Building Consumer Brand Relationship: A Cross-Cultural Experiential Viewˮ, Psychology & Marketing, Vol. 23, No. 11, PP. 927-959.
Chaudhuri, A., (1995), “Brand Equity Or Double Jeopardy?ˮ, Journal Of Product & Brand Management, Vol. 4, No.1, PP. 26-32, © MCB University Press, 1061-0421
Delgado, E., and et al., (2005), “Does Brand Trust Matter to Brand Equity? ˮ, Journal of Product &Brand Management, Vol. 14, No. 3, PP. 187-196
Diamantopoulos, A., and Grime, G., (2005), “The Impact of Brand Extensions on Brand Personality: Experimental Evidenceˮ, European Journal of Marketing, Vol. 32, No .1, PP. 129-149
Doweets, S., & Doweets, M. (2007). Conversational Laser. Translated by: A. Delaware, V. Karami, H. Zarin & M. Joye, Tehran: Arasbaran Publishing, (In Persian).
Ghazi Tabatabai, S. M. (1995). Structural Models of Covariance or LaserLes Models in Social Sciences. Journal of Tabriz Faculty of Social Sciences, 38, 34-38, (In Persian).
Kapferer, J., (2008), “The New Strategic Brand Managementˮ, Kong Page, Philadelphia and London, PP. 9-12.
Kassim, N.M. Abdulla, A.M. (2006), "The influence of attraction on internet banking; an extension to the trust-relationship commitment model" International Journal of Banking, Vol.24, No.6, PP.424-442.
Kim, H., and et al., (2006), “The Effect of Consumer- Based Brand Equity On Firmsʼ Financial Performanceˮ, Journal of Consumer Marketing, Vol. 20, No.4, PP. 335-351.
Kim, K., and et al., (2008), “Brand Equity in Hospital Marketingˮ, Journal of Business Research, Vol. 61, PP. 75-82.
Kotler, P& et al., (2007), “Marketing Management ˮ, Pearfon Education, PP. 256-260.
Pappu, R., and et al., (2005), “Consumer-Based Brand Equity: Improving The Measurement–Empirical Evidence ˮ, Journal of Product & Brand Management, Vol. 14, No.3, PP. 143-154.
Rekom, J., Jacobs, G., and Verlegh, P., (2006), “Measuring and Managing The Essence Of A Brand Personality ˮ, Marketing Letters, Vol. 17, PP. 181-192
Salinas, E., Perez, J., (2009), “Modeling the brand extensions' influence on brand image ˮ, Journal of Business Research, Vol. 62, PP. 50-60.
Saunders, M., and Lewis, P., and Thornhill, A., (2003), "Research Methods for Business Students", Third Edition, Prentice Hall, pp.83.
Sweeney, j., and Brandon, C., (2006), “Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumflex Models ˮ, Journal of Business Research, Vol. 23, No.8, PP. 639-663.
Taylor, S., and et al., (2007), “Understanding (Customer-Based) Brand Equity In Financial Services ˮ, Journal of Services Marketing, Vol. 21, No.4, PP. 241-252.
Valette, P., and et al., (2009), “The Impact of Brand Personality and Sales Promotions on Brand Equityˮ, Journal of Business Research, PP. 1-5.
Wang, H. and et al., (2008), "Global Brand Equity Model : Combining Customer-Based With Product-Market Outcome Approaches", Journal Of Product & Brand Management, Vol. 17, No. 5, PP. 305-316.
Yasin, N., and et al., (2007), “Does Image Of Country Of Origin Matter To Brand Equity? ˮ, Journal of Product & Brand Management, Vol. 16, No.1, PP. 38-48.
Yoo, B., and Donthu, N., (2001), “Developing and Validating A Multi Dimensional Consumer-Based Brand Equity Scale ˮ, Journal of Business Research, Vol. 52, P
_||_Aaker, J., (1997), “Dimensions of Brand Personalityˮ, Journal of Marketing Research, Vol. 34. No. 3, PP.347-356
Atligan, E., and et al., (2005), “Determinants of The Brand Equity A Verification Approach In The Beverage Industry In Turkeyˮ, Marketing Intelligence & Planning, Vol. 23. No. 3, PP.237-248.
Bong, N., and et al., (1999), “Measuring Brand Power: Validating A Model For Optimizing Brand Equityˮ, Journal of Product & Brand Management, VOL. 8 NO. 3, pp. 170-184
Boo, S., Busser, J., and Baloglu, S., (2009), “A Model of Customer-Based Brand Equity And Its Application To Multiple Destinations ˮ, Tourism Management, Vol. 30, PP. 219-231.
Bravo, R., and et al., (2007), “Family As A Source of Consumer-Based Brand Equityˮ, Journal of Product & Brand Management, Vol.16, No.3, PP.188–199, ISSN 1061-0421.
Chang, P., Chieng, M., (2006), “Building Consumer Brand Relationship: A Cross-Cultural Experiential Viewˮ, Psychology & Marketing, Vol. 23, No. 11, PP. 927-959.
Chaudhuri, A., (1995), “Brand Equity Or Double Jeopardy?ˮ, Journal Of Product & Brand Management, Vol. 4, No.1, PP. 26-32, © MCB University Press, 1061-0421
Delgado, E., and et al., (2005), “Does Brand Trust Matter to Brand Equity? ˮ, Journal of Product &Brand Management, Vol. 14, No. 3, PP. 187-196
Diamantopoulos, A., and Grime, G., (2005), “The Impact of Brand Extensions on Brand Personality: Experimental Evidenceˮ, European Journal of Marketing, Vol. 32, No .1, PP. 129-149
Doweets, S., & Doweets, M. (2007). Conversational Laser. Translated by: A. Delaware, V. Karami, H. Zarin & M. Joye, Tehran: Arasbaran Publishing, (In Persian).
Ghazi Tabatabai, S. M. (1995). Structural Models of Covariance or LaserLes Models in Social Sciences. Journal of Tabriz Faculty of Social Sciences, 38, 34-38, (In Persian).
Kapferer, J., (2008), “The New Strategic Brand Managementˮ, Kong Page, Philadelphia and London, PP. 9-12.
Kassim, N.M. Abdulla, A.M. (2006), "The influence of attraction on internet banking; an extension to the trust-relationship commitment model" International Journal of Banking, Vol.24, No.6, PP.424-442.
Kim, H., and et al., (2006), “The Effect of Consumer- Based Brand Equity On Firmsʼ Financial Performanceˮ, Journal of Consumer Marketing, Vol. 20, No.4, PP. 335-351.
Kim, K., and et al., (2008), “Brand Equity in Hospital Marketingˮ, Journal of Business Research, Vol. 61, PP. 75-82.
Kotler, P& et al., (2007), “Marketing Management ˮ, Pearfon Education, PP. 256-260.
Pappu, R., and et al., (2005), “Consumer-Based Brand Equity: Improving The Measurement–Empirical Evidence ˮ, Journal of Product & Brand Management, Vol. 14, No.3, PP. 143-154.
Rekom, J., Jacobs, G., and Verlegh, P., (2006), “Measuring and Managing The Essence Of A Brand Personality ˮ, Marketing Letters, Vol. 17, PP. 181-192
Salinas, E., Perez, J., (2009), “Modeling the brand extensions' influence on brand image ˮ, Journal of Business Research, Vol. 62, PP. 50-60.
Saunders, M., and Lewis, P., and Thornhill, A., (2003), "Research Methods for Business Students", Third Edition, Prentice Hall, pp.83.
Sweeney, j., and Brandon, C., (2006), “Brand Personality: Exploring the Potential to Move from Factor Analytical to Circumflex Models ˮ, Journal of Business Research, Vol. 23, No.8, PP. 639-663.
Taylor, S., and et al., (2007), “Understanding (Customer-Based) Brand Equity In Financial Services ˮ, Journal of Services Marketing, Vol. 21, No.4, PP. 241-252.
Valette, P., and et al., (2009), “The Impact of Brand Personality and Sales Promotions on Brand Equityˮ, Journal of Business Research, PP. 1-5.
Wang, H. and et al., (2008), "Global Brand Equity Model : Combining Customer-Based With Product-Market Outcome Approaches", Journal Of Product & Brand Management, Vol. 17, No. 5, PP. 305-316.
Yasin, N., and et al., (2007), “Does Image Of Country Of Origin Matter To Brand Equity? ˮ, Journal of Product & Brand Management, Vol. 16, No.1, PP. 38-48.
Yoo, B., and Donthu, N., (2001), “Developing and Validating A Multi Dimensional Consumer-Based Brand Equity Scale ˮ, Journal of Business Research, Vol. 52, P