بررسی تاثیر اسناد برند، باور برند، شایعات برند بر وفاداری برند. مطالعه موردی: (شرکت های چرم واقع در شهر تبریز)

محورهای موضوعی : دو فصلنامه مدیریت زنجیره ارزش

انیسا آریا ¹

1 - کارشناسی ارشد، گروه مدیریت فناوری اطلاعات، موسسه آموزش عالی المیزان، تبریز، ایران.

تاریخ دریافت : 1395/03/14 تاریخ پذیرش : 1395/06/18 تاریخ انتشار : 1395/06/01

کلید واژه: وفاداری برند, شایعات برند, برند خدمات, اسناد برند, باور برند,

چکیده مقاله :

ایجاد و حفظ وفاداری مصرف‌کننده به برند در قلب برنامه‌های بازاریابی شرکت‌ها در بازارهای رقابتی قرار دارد. لذا امروزه شناخت و پیش ‌بینی نیازهای مشتریان برای بنگاه اقتصادی جهت کسب مزیت رقابتی و بخش‌ بندی بازار ضروری است. بنابراین در این پژوهش با ارائه مدل ابعاد برند خدمات درصدد یافتن متغیرهای تاثیرگذار در ابعاد برند خدمات بر وفاداری برند برآمدیم. هدف از این مطالعه، تعیین تاثیر ابعاد برند خدمات بر وفاداری برند در صنایع شرکت ‌های چرم واقع در شهر تبریز می ‌باشد. نهایتاً از آزمون رگرسیون چندگانه برای یافتن میزان تأثیر هر یک از فرضیه‌های استفاده شد. آزمون نشان داد که متغیرهای ابعاد برند خدمات بر میزان وفاداری برند تاثیر دارد و به بطور کلی بین ابعاد برند خدمات (اسناد برند، باور برند، شایعات برند) و وفاداری برند رابطه مستقیم وجود دارد.

چکیده انگلیسی:

Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand Seek variables are influential in terms of brand loyalty turned for services. The aim of this study was to determine the impact of the brand on brand loyalty services companies, real leather industries In Tabriz. Finally, multiple regression analysis was used to detect the effect of each of the hypotheses. The test showed that Dimensions Brand Services Variables On the effective loyalty and generally There is a direct relationship between Dimensions Brand Services (Brand documents, Brand attitude, Brand hearsay) and brand loyalty.

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