نقش دلبستگی احساسی برند بر واکنش‌های رفتاری خریداران اتومبیل‌های لوکس در تهران
محورهای موضوعی : مدیریت بازاریابیمحمد جواد تقی پوریان 1 , ندا آشتیانی 2
1 - استادیار، گروه مدیریت بازرگانی، واحد چالوس، دانشگاه آزاد اسلامی، چالوس، ایران
2 - کارشناسی ارشد مدیریت بازرگانی، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: اتصال به برند, تبلیغات دهان به دهان, علاقه به برند, اشتیاق به برند, نیت تغییر,
چکیده مقاله :
در اقتصادهای در حال توسعه توجه به کالاهای لوکس توسط طبقه متوسط جامعه بسیار زیاد و عاملی برای کسب درآمد و ایجاد یک چرخه اقتصادی می‌باشد. طی سال‌های اخیر در ایران توجه به ماشین‌های لوکس به شدت افزایش یافته است. هدف این تحقیق بررسی تأثیر دلبستگی احساسی برند بر واکنش‌های رفتاری خریداران اتومبیل‌های لوکس در تهران می‌باشد، که تأثیر ابعاد سه‌گانه‌ی آن (علاقه به برند، اتصال به برند و اشتیاق به برند) را بر ابعاد واکنش رفتاری (نیت تغییر و تبلیغات شفاهی) بررسی می‌گردد. بدین منظور پرسش‌نامه‌های بر اساس کار تحقیقاتی تحقیقاتی (آلبرت و همکاران، 2009) و (آتناسوپولز و همکاران، 2001) تنظیم و در بین خریداران اتومبیل‌های لوکس در شهر تهران به صورت خوشه‌ای چند مرحله‌ای پخش و 384 پرسش‌نامه قابل تحلیل بدست آمد. نتایج مدل‌یابی معادلات ساختاری نشان داد دلبستگی احساسی برند بر تبلیغات دهان به دهان تأثیر مثبتی دارد ولی بر نیت تغییر تأثیری ندارد و همینطور اشتیاق به برند، اتصال به برند بر تبلیغات دهان به دهان و نیت تغییر تأثیر مثبتی دارد و علاقه به برند بر تبلیغات دهان به دهان و نیت تغییر تأثیری ندارد.
In developing economies, the attention of luxury goods by the middle class is a huge factor in earning an income and creating an economic cycle. In recent years, the interest in luxury cars has increased dramatically in Iran. The purpose of this study is to investigate the effect of brand emotional attachment on the behavioral reactions of luxury car buyers in Tehran, that It examines the impact of its three dimensions (brand interest, brand connect and brand passion) on the dimensions of behavioral response (change intentions and WOM). For this purpose, questionnaires set based on research work by Albert and et al. (2009) and Athanassopoulos and et al. (2001) and was distributed among the buyers of luxury cars in Tehran in a multi-stage cluster that 384 questionnaires were analyzed. Structural equation modeling results shown that brand emotional attachment has positive effect on word of mouth but does not affect change intention and also, Brand passion, brand attachment have a positive impact on word of mouth and change intention but brand interest has no effect on word of mouth advertising and change intention.
صفرزاده، ح.، خیری، ب. و آقاسیدآقا، ر. (1390). "بررسی تأثیر عوامل زمینه‌ای، وفاداری به برند و تغییر دادن برند بر روی تصمیم خرید مصرف‌کنندگان جوان"، مجله مدیریت بازاریابی، دوره10، شماره 1، صص. 65-94.
دانشیان، م.، نایب‌زاده، ش.، معین‌الدین، م. و اقبالی، ا. (1395). "بررسی تأثیر شخصیت و تصویر ذهنی برند بر تبلیغات شفاهی"، مجله مدیریت بازاریابی، دوره 32، شماره 3، صص. 1-25.
Ajzen, I. & Fishbein, M. (1975). “Belief, attitude, intention and behavior: An introduction to theory and research”, Journal of Business venturing, Vol. 5, PP. 177-189.
Albert, N., Merunka, D. & Valette-Florence, P. (2009). “The feeling of love toward a brand: Concept and measurement”, NA-Advances in Consumer Research, Vol. 36, PP. 3-17.
Albert, N. (2009). “The Feeling of Love toward a Brand: Concept t and Measurement”, Advances in Consumer Research, Vol. 36, PP. 300-307.
AlMandil, K. (2012). “An Investigation on how brand attachment and brand experience affect customer equity and customer loyalty”, Brunel Business School.
Athanassopoulos A., Gounaris S. & Stathakopoulous V. (2001). “Behavioral responses to customer satisfaction: an empirical study”, European journal of marketing”, Vol. 35(5/6), PP. 687-707.
Belaid, S. & Temessek Behi, A, (2010). “The role of attachment in building consumer-brand relationships: an empirical investigation in utilitarian consumption context”, Vol. 3, PP. 1-69.
Boo, S., Busser, J. & Baloglu, S. (2009). “A model of customer-based brand equity and its application to multiple destinations”, Tourism Management, Vol. 30(2), PP. 219-231.
Dick, A.S. & Basu, K., (1994). “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22(2), PP. 99-113.
Fetscherin, M. & Heinrich, D. (2015). “Consumer brand relationships research: A bibliometric citation meta-analysis”, Journal of Business Research, Vol. 68(2), PP. 380-390.
Han, H. & Jeong, C. (2013). “Multi-dimensions of patrons’ emotional experiences in upscale restaurants and their role in loyalty formation: Emotion scale improvement”, Journal of Product & Brand Management, Vol. 32(1), PP.59-70.
Hur, W.M., Ahn, K. & Kim, M. (2011). “Building brand loyalty through managing brand community commitment”, Management Decision, Vol. 49(7), PP. 1194-1213.
Hsieh, C.T. & Klenow, P.J. (2012). “The life cycle of plants in India and Mexico”, National Bureau of Economic Research.
Jaccard, J. & king, G.W. (1977). “The relation between behavioral intentions and beliefs: a probabilistic model1”, human communication research, Vol. 3(4), PP. 326-334.
Keong, R.T.C. (2006). “Word-of-mouth: the effect of service quality, customer satisfaction and commitment in a commercial education context”, Graduate School of Management, University of Western Australia.
Keller, K.L. (2008). “Building customer-based brand equity: A blueprint for creating strong brands”, Marketing Science Institute - MSI.
Lee, S.H., Ha, S.H., Hiep, N.M., Chang, W.J. & Koo, Y.M. (2008). “Lipase-catalyzed synthesis of glucose fatty acid ester using ionic liquids mixtures”, Journal of biotechnology, Vol. 133(4), PP. 486-489.
Lobo, A., Maritz, A. & Mehta, S. (2007). “Enhancing Singapore travel agencies' customer loyalty: an empirical investigation of customers' behavioral intentions and zones of tolerance”, International Journal of Tourism Research, Vol. 9(6), PP. 485-495.
Louis, D. & Lombart, C. (2010). “Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)”, Journal of Product & Brand Management, Vol. 19(2), PP. 114-130.
Pedeliento, G., Andreini, D., Bergamaschi, M. & Salo, J. (2015). “Brand and product Marketing Management. Attachment in an industrial context: The effects on brand loyalty”, Journal of Product & Brand Management, Vol. 28(3), PP. 348-363.
Pourazad, N. & Pare, V. (2015). “Conceptualizing the Behavioral Effects of Brand Passion among Fast Fashion Young Customers”, Sydney International Business Research Conference, Sydney. http://www.aabl.com.au/wpcontent/uploads/proceedings/sydney/P179-R8. Pdf.
Rajumesh, S. & Sritharan, V. (2014). “Influence of moderating variables on attachment, brand trust and loyalty relationship”, International Journal of Economics, Commerce and Management.
Sarkar, A. (2011). “Romancing with a brand: A conceptual analysis of romantic consumer-brand relationship”, Management and Marketing Challenges for the Knowledge Society, Vol. 6(1), PP. 79-94.
Theng So, J. (2013). “Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding”, Vol. 17, PP. 403-423.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: measuring the strength of consumers’ emotional attachment to brands”, Journal of Consumer Psychology, Vol. 15(1), PP. 77-91.
Walsh, M.F., Page Winterich, K. & Mittal, V. (2010). “Do logo redesigns help or hurt brand? The role of brand commitment”, Journal of Product & Brand Management, Vol 19(2), PP. 76-84.
Westbrook, R.A., (1987). “Product/ consumption-based affective responses and post-purchase-processes”, Journal of Marketing Research, Vol. 24(8), PP. 258-270.
Whan Park, C., Macinnis, D.J., Priester, J.R. (2007). “Beyond Attitudes: Attachment and Consumer Behavior”, Seoul National Journal, Vol. 12, No. 2, PP. 3-36.
Zeithaml, V., Berry, L. & Parasuraman, A. (1996). “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60(2), PP. 31-46.
_||_صفرزاده، ح.، خیری، ب. و آقاسیدآقا، ر. (1390). "بررسی تأثیر عوامل زمینه‌ای، وفاداری به برند و تغییر دادن برند بر روی تصمیم خرید مصرف‌کنندگان جوان"، مجله مدیریت بازاریابی، دوره10، شماره 1، صص. 65-94.
دانشیان، م.، نایب‌زاده، ش.، معین‌الدین، م. و اقبالی، ا. (1395). "بررسی تأثیر شخصیت و تصویر ذهنی برند بر تبلیغات شفاهی"، مجله مدیریت بازاریابی، دوره 32، شماره 3، صص. 1-25.
Ajzen, I. & Fishbein, M. (1975). “Belief, attitude, intention and behavior: An introduction to theory and research”, Journal of Business venturing, Vol. 5, PP. 177-189.
Albert, N., Merunka, D. & Valette-Florence, P. (2009). “The feeling of love toward a brand: Concept and measurement”, NA-Advances in Consumer Research, Vol. 36, PP. 3-17.
Albert, N. (2009). “The Feeling of Love toward a Brand: Concept t and Measurement”, Advances in Consumer Research, Vol. 36, PP. 300-307.
AlMandil, K. (2012). “An Investigation on how brand attachment and brand experience affect customer equity and customer loyalty”, Brunel Business School.
Athanassopoulos A., Gounaris S. & Stathakopoulous V. (2001). “Behavioral responses to customer satisfaction: an empirical study”, European journal of marketing”, Vol. 35(5/6), PP. 687-707.
Belaid, S. & Temessek Behi, A, (2010). “The role of attachment in building consumer-brand relationships: an empirical investigation in utilitarian consumption context”, Vol. 3, PP. 1-69.
Boo, S., Busser, J. & Baloglu, S. (2009). “A model of customer-based brand equity and its application to multiple destinations”, Tourism Management, Vol. 30(2), PP. 219-231.
Dick, A.S. & Basu, K., (1994). “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, Vol. 22(2), PP. 99-113.
Fetscherin, M. & Heinrich, D. (2015). “Consumer brand relationships research: A bibliometric citation meta-analysis”, Journal of Business Research, Vol. 68(2), PP. 380-390.
Han, H. & Jeong, C. (2013). “Multi-dimensions of patrons’ emotional experiences in upscale restaurants and their role in loyalty formation: Emotion scale improvement”, Journal of Product & Brand Management, Vol. 32(1), PP.59-70.
Hur, W.M., Ahn, K. & Kim, M. (2011). “Building brand loyalty through managing brand community commitment”, Management Decision, Vol. 49(7), PP. 1194-1213.
Hsieh, C.T. & Klenow, P.J. (2012). “The life cycle of plants in India and Mexico”, National Bureau of Economic Research.
Jaccard, J. & king, G.W. (1977). “The relation between behavioral intentions and beliefs: a probabilistic model1”, human communication research, Vol. 3(4), PP. 326-334.
Keong, R.T.C. (2006). “Word-of-mouth: the effect of service quality, customer satisfaction and commitment in a commercial education context”, Graduate School of Management, University of Western Australia.
Keller, K.L. (2008). “Building customer-based brand equity: A blueprint for creating strong brands”, Marketing Science Institute - MSI.
Lee, S.H., Ha, S.H., Hiep, N.M., Chang, W.J. & Koo, Y.M. (2008). “Lipase-catalyzed synthesis of glucose fatty acid ester using ionic liquids mixtures”, Journal of biotechnology, Vol. 133(4), PP. 486-489.
Lobo, A., Maritz, A. & Mehta, S. (2007). “Enhancing Singapore travel agencies' customer loyalty: an empirical investigation of customers' behavioral intentions and zones of tolerance”, International Journal of Tourism Research, Vol. 9(6), PP. 485-495.
Louis, D. & Lombart, C. (2010). “Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)”, Journal of Product & Brand Management, Vol. 19(2), PP. 114-130.
Pedeliento, G., Andreini, D., Bergamaschi, M. & Salo, J. (2015). “Brand and product Marketing Management. Attachment in an industrial context: The effects on brand loyalty”, Journal of Product & Brand Management, Vol. 28(3), PP. 348-363.
Pourazad, N. & Pare, V. (2015). “Conceptualizing the Behavioral Effects of Brand Passion among Fast Fashion Young Customers”, Sydney International Business Research Conference, Sydney. http://www.aabl.com.au/wpcontent/uploads/proceedings/sydney/P179-R8. Pdf.
Rajumesh, S. & Sritharan, V. (2014). “Influence of moderating variables on attachment, brand trust and loyalty relationship”, International Journal of Economics, Commerce and Management.
Sarkar, A. (2011). “Romancing with a brand: A conceptual analysis of romantic consumer-brand relationship”, Management and Marketing Challenges for the Knowledge Society, Vol. 6(1), PP. 79-94.
Theng So, J. (2013). “Corporate branding, emotional attachment and brand loyalty: the case of luxury fashion branding”, Vol. 17, PP. 403-423.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: measuring the strength of consumers’ emotional attachment to brands”, Journal of Consumer Psychology, Vol. 15(1), PP. 77-91.
Walsh, M.F., Page Winterich, K. & Mittal, V. (2010). “Do logo redesigns help or hurt brand? The role of brand commitment”, Journal of Product & Brand Management, Vol 19(2), PP. 76-84.
Westbrook, R.A., (1987). “Product/ consumption-based affective responses and post-purchase-processes”, Journal of Marketing Research, Vol. 24(8), PP. 258-270.
Whan Park, C., Macinnis, D.J., Priester, J.R. (2007). “Beyond Attitudes: Attachment and Consumer Behavior”, Seoul National Journal, Vol. 12, No. 2, PP. 3-36.
Zeithaml, V., Berry, L. & Parasuraman, A. (1996). “The behavioral consequences of service quality”, Journal of Marketing, Vol. 60(2), PP. 31-46.