بررسی عوامل مؤثر بر ارزش ویژه برند با توجه به نقش میانجی بهر‌ه‌وری در شرکت های بزرگ صنعت فولاد
محورهای موضوعی : مدیریت بازرگانی
علی شفیعی
1
(دانشجوی دکتری گروه مدیریت بازاریابی،واحدتهران مرکزی،دانشگاه آزاد اسلامی،تهران، ایران)
وحید رضا میرابی
2
(دانشیار گروه مدیریت بازرگانی، واحدتهران مرکزی، دانشگاه آزاداسلامی، تهران، ایران)
کلید واژه: ارزش ویژه برند, بازاریابی داخلی, مدیریت زنجیره تأمین, بهر‌ه‌وری و مسؤولیت اجتماعی,
چکیده مقاله :
هدف اصلی پژوهش بررسی عوامل مؤثر بر ارزش ویژه برند در شرکت های بزرگ صنعت فولاد است. این پژوهش از لحاظ هدف کاربردی و از لحاظ مسیر توصیفی، پیمایشی و همبستگی می‌باشد. جامعه آماری پژوهش حاضر متخصصان صنعت آهن و فولاد بودند که از جامعه آماری مورد نظر با توجه به جدول مورگان به شیوه نمونه برداری تصادفی از تعداد 384 نفر پرسش نامه وصول گردیده و به وسیله مدل سازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت. نتایج حاصل از پژوهش نشان داد که بازاریابی داخلی و مسؤولیت اجتماعی شرکت بر تعامل مناسب با مشتریان تأثیر مثبت دارد همچنینبازاریابی داخلی بر بهر‌ه‌وری شرکت های آهن و فولاد تأثیر مثبت داشته و بهر‌ه‌وری و مدیریت زنجیره تأمین بر قیمت تأثیرگذاراست. همچنین مدیریت زنجیره تأمین و تعامل مناسب با مشتریان بر محصول شرکت های آهن و فولاد تأثیر مثبت دارد. تأثیر قیمت و محصول بر عملکرد برند و همین طور محصول و عملکرد برند بر ارزش ویژه برند نیز مشخص گردید. هر چند تأثیر تعامل مناسب با مشتریان بر عملکرد برند و ارزش ویژه آن اثبات نگردید و تأثیر مسؤولیت اجتماعی شرکت بر عملکرد برند و قیمت محصولات بر ارزش ویژه برند شرکت هایبزرگ فولادی تأیید نگردید.
This applied descriptive and correlational survey sought to examine the factors affecting the brand equity in big steel companies. The research sample comprised 384 experts in iron and steel industries who were randomly selected based on the Morgan Table from the population of all experts in the field. The research data were collected via 384 questionnaires and were analyzed through Structural Equation Modeling. The findings revealed that internal marketing and social responsibility of the company had positive impacts on customer engagement, that internal marketing had a positive effect on the productivity of iron and steel companies and that productivity and supply chain management had an impact on the price. Also, supply chain management and customer engagement were found to have a positive impact on the products of iron and steel companies. The impacts of price and product on brand performance, and thereby, on brand equity were also verified. However, the effect of customer engagement on brand performance and brand equity, that of corporate social responsibility on brand performance, and that of prices on the brand equity of iron and steel companies were not confirmed.
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Bates, M.O.(2016), Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines: Anderson University.
Chang, A., Chiang, H. H., & Han, T.-S. (2015), Investigating the Dual-Route Effects of Corporate Branding on Brand Equity. Asia Pacific Management Review, 20(3), 120-129.
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Deigh, L., Deigh, L., Farquhar, J., Farquhar, J., Palazzo, M., Palazzo, M., &Siano, A. (2016), Corporate Social Responsibility: Engaging the Community. Qualitative Market Research: An International Journal, 19(2), 225-240.
Gunasekaran, A., Papadopoulos, T., Dubey, R., Wamba, S. F., Childe, S. J., Hazen, B., & Akter, S. (2017), Big Data and Predictive Analytics for Supply Chain and Organizational Performance. Journalof Business Research, 70, 308-317.
Gupta, S., Väätänen, J., & Khaneja, S. (2016), Value Added Reseller or Value at Risk: The Dark side of Relationships with VARs. Industrial Marketing Management, 55, 110-118.
havaldar,K. (2012). Industrial Marketing. Tehran: Azad University(In Persian).
Huang, Y.T., & Rundle-Thiele, S.(2015), A Holistic Management Tool for Measuring Internal Marketing Activities. Journal of Services Marketing, 29(6/7), 571-584.
Kotler, P., & Keller, K.L.(2012), Marketing Management. New Jersey: Prentice Hall.
Lee, J.,Park, S.Y., Baek, I., & Lee, C.-S.(2008), The Impact of the Brand Management System on Brand Performance in B–B and B–C Environments. Industrial Marketing Management, 37(7), 848-855.
Linda, D., Jillian, F., Maria, P., & Alfonso, S.(2016), Corporate Social Responsibility: Engaging the Community. Qualitative Market Research: An International Journal, 19(2), 225-240.
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017), Applying Consumer-Based Brand Equity in Luxury Hotel Branding. Journal of Business Research, 81, 192-202.
McQuiston, D. H.(2004), Successful Branding of a Commodity Product: The Case of RaexLaserSteel. Industrial Marketing Management, 33(4), 345-354.
O'Cass, A., & Weerawardena, J.(2010), TheEffects of Perceived Industry Competitive Intensity and Marketing-Related Capabilities: Drivers of Superior Brand Performance. Industrial Marketing Management, 39(4), 571-581.
Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M.(2015), The Impact of Entrepreneurial Orientation on B2B Branding and Business Growth in Emerging Markets. Industrial Marketing Management, 51, 35-46.
Stoner, J.L.(2016), Perceptions of Power in Brands and an Investigation into Market Dominance. University of Minnesota.
Tedla, T.B.(2016), The Impact of Organizational Culture on Corporate Performance. Walden University.
Wu, H., L.V., K., Liang, L., & Hu, H.(2017), Measuring Performance of Sustainable Manufacturing with Recyclable Wastes: A Case from China’s Iron and Steel Industry. Omega, 66, 38-47.
Yang, D., Sonmez, M. M., Li, Q., & Duan, Y. (2015), The Power of Triple Contexts on Customer-Based Brand Performance-A Comparative Study of Baidu and Google from Chinese Netizens’ Perspective. International Business Review, 24(1), 11-22.
Yu-Ting, H., & Sharyn, R.-T.(2015), A Holistic Management Tool for Measuring Internal Marketing Activities. Journal of Services Marketing, 29.
Zhang,J., Jiang,Y., Shabbir, R., & Du, M.(2015), Building Industrial Brand Equity by Leveraging Firm Capabilities and Cocreating Value with Customers.Industrial Marketing Management,51,47-58.
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Aaker, D. A. (1996), Measuring Brand Equity Across Products and Markets. California Management Review, 38(3), 102-120.
Alhouti, S., Johnson, C. M., & Holloway, B. B. (2016), Corporate Social Responsibility Authenticity: Investigating Its Antecedents and Outcomes. Journal of Business Research, 69(3), 1242-1249.
Bates, M.O.(2016), Prahalad's Market Approach Impacting Brand Loyalty in Base of the Pyramid Philippines: Anderson University.
Chang, A., Chiang, H. H., & Han, T.-S. (2015), Investigating the Dual-Route Effects of Corporate Branding on Brand Equity. Asia Pacific Management Review, 20(3), 120-129.
Chilan. (2016), Steel Industry.Available on http://www.iransteel.net/, (In Persian).
Deigh, L., Deigh, L., Farquhar, J., Farquhar, J., Palazzo, M., Palazzo, M., &Siano, A. (2016), Corporate Social Responsibility: Engaging the Community. Qualitative Market Research: An International Journal, 19(2), 225-240.
Gunasekaran, A., Papadopoulos, T., Dubey, R., Wamba, S. F., Childe, S. J., Hazen, B., & Akter, S. (2017), Big Data and Predictive Analytics for Supply Chain and Organizational Performance. Journalof Business Research, 70, 308-317.
Gupta, S., Väätänen, J., & Khaneja, S. (2016), Value Added Reseller or Value at Risk: The Dark side of Relationships with VARs. Industrial Marketing Management, 55, 110-118.
havaldar,K. (2012). Industrial Marketing. Tehran: Azad University(In Persian).
Huang, Y.T., & Rundle-Thiele, S.(2015), A Holistic Management Tool for Measuring Internal Marketing Activities. Journal of Services Marketing, 29(6/7), 571-584.
Kotler, P., & Keller, K.L.(2012), Marketing Management. New Jersey: Prentice Hall.
Lee, J.,Park, S.Y., Baek, I., & Lee, C.-S.(2008), The Impact of the Brand Management System on Brand Performance in B–B and B–C Environments. Industrial Marketing Management, 37(7), 848-855.
Linda, D., Jillian, F., Maria, P., & Alfonso, S.(2016), Corporate Social Responsibility: Engaging the Community. Qualitative Market Research: An International Journal, 19(2), 225-240.
Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017), Applying Consumer-Based Brand Equity in Luxury Hotel Branding. Journal of Business Research, 81, 192-202.
McQuiston, D. H.(2004), Successful Branding of a Commodity Product: The Case of RaexLaserSteel. Industrial Marketing Management, 33(4), 345-354.
O'Cass, A., & Weerawardena, J.(2010), TheEffects of Perceived Industry Competitive Intensity and Marketing-Related Capabilities: Drivers of Superior Brand Performance. Industrial Marketing Management, 39(4), 571-581.
Reijonen, H., Hirvonen, S., Nagy, G., Laukkanen, T., & Gabrielsson, M.(2015), The Impact of Entrepreneurial Orientation on B2B Branding and Business Growth in Emerging Markets. Industrial Marketing Management, 51, 35-46.
Stoner, J.L.(2016), Perceptions of Power in Brands and an Investigation into Market Dominance. University of Minnesota.
Tedla, T.B.(2016), The Impact of Organizational Culture on Corporate Performance. Walden University.
Wu, H., L.V., K., Liang, L., & Hu, H.(2017), Measuring Performance of Sustainable Manufacturing with Recyclable Wastes: A Case from China’s Iron and Steel Industry. Omega, 66, 38-47.
Yang, D., Sonmez, M. M., Li, Q., & Duan, Y. (2015), The Power of Triple Contexts on Customer-Based Brand Performance-A Comparative Study of Baidu and Google from Chinese Netizens’ Perspective. International Business Review, 24(1), 11-22.
Yu-Ting, H., & Sharyn, R.-T.(2015), A Holistic Management Tool for Measuring Internal Marketing Activities. Journal of Services Marketing, 29.
Zhang,J., Jiang,Y., Shabbir, R., & Du, M.(2015), Building Industrial Brand Equity by Leveraging Firm Capabilities and Cocreating Value with Customers.Industrial Marketing Management,51,47-58.