طراحی مدل تکانه های حسی به منظور ایجاد تصویر مثبت برند (مورد مطالعه: صنعت لبنیات)
محورهای موضوعی :
مدیریت صنعتی
ABDOLKARIM TAZESH
1
(
Department of Marketing Management,Qeshm branch,
Islamic Azad University, Qeshm, Iran
)
esmaeil hasanpour qorughchi
2
(
Department of Management, Qeshm Branch,Islamic Azad University, Qeshm, Iran
)
VahidReza Mirabi
3
(
Associate Professor, Islamic Azad University Central Tehran Branch, Tehran, Iran
)
تاریخ دریافت : 1399/01/18
تاریخ پذیرش : 1399/03/06
تاریخ انتشار : 1399/03/01
کلید واژه:
صنعت لبنیات,
تصویر برند,
تکانه ی حسی,
بازاریابی حسی,
تجربه ی حسی,
چکیده مقاله :
هدف پژوهش طراحی مدل علی تکانه‌های حسی به منظور ایجاد تصویر سالم، خوشمزه، سبز برند در صنعت لبنیات می‌باشد. این پژوهش از نظر هدف و نتیجه توصیفی و کاربردی، با روش جمع آوری پیمایشی، داده های کمی به صورت مقطع زمانی می باشد. برای سنجش نظر خبرگان و مصرف کنندگان از مصاحبه نیمه ساختار یافته و پرسشنامه استفاده شده است. خبرگان با روش نمونه‌گیری گلوله برفی و مصرف کنندگان با نمونه‌گیری سهمیه ای انتخاب شده است. برای بررسی رابطه علی بین متغیرها از روش معادلات ساختاری و نرم افزار PLS استفاده گردید. نتایج نشان داد حس بویایی و لامسه بر تصویر مثبت برند اثر معنادار و مثبت دارند. بنابراین برای ایجاد تصویر سالم باید جنس بسته-بندی نرم و منعطف، دمای محصول خنک فرم محصول نه غلیظ نه رقیق، فرم بسته بندی نه تکراری نه منحصر به فرد، بوی ملایم و تند، جنس بو ترکیبی از زنانه و مردانه باشد. برای ایجاد تصویر خوشمزه باید جنس بسته بندی نرم و منعطف،دمای محصول خنک، فرم محصول نه رقیق و نه غلیظ و فرم بسته بندی منحصر به فرد، بوی محصول تند و جنس بو ترکیبی از زنانه و مردانه باشد. برای ایجاد تصویر سبز باید جنس بسته بندی نرم و سفت به طور ترکیبی، دمای محصول خنک، فرم محصول نه رقیق نه غلیظ، فرم بسته بندی نه تکراری و نه منحصر به فرد، بوی محصول ترکیبی ملایم و تند و جنس بو ترکیبی از بوی زنانه و مردانه استفاده شود.البته از تاثیر اندک سایر تکانه نیز نباید غافل شد.
چکیده انگلیسی:
This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on time line. A questionnaire was used to assess consumer feedback and a semi-structured questionnaire and interview were used to measure expert feedback. The sample size of the consumer community was performed by non-probabilistic quota sampling and experts were selected by snowball sampling method. After identification of sensory impulse the structural equation method and PLS software were used to investigate the causal relationship between the variables. The results showed that the sense of smell and touch have a significant and positive effect on the positive image of the brand. Also, findings showed that the following impulses should be used to create a healthy and green brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the packaging form neither unique nor repetitive, , the mild and pungent smell of the product, the smell of the product is a combination of feminine and masculine scents. And to create a delicious brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the unique packaging form, sharp scent, the smell of the product is a combination of feminine and masculine scent . Of course, the low impact of the other sensory impulses should not be neglected
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Mahjoob,M.;Ranjbarian,B. and Zahedi, M.(2015).Analysis of the effect of sensory components on the satisfaction and behavioural intentions of foreign tourists (Case Study: Four and Five Star Hotels in Isfahan). Journal of Tourism Planning and Development, 4 (15), 42-61.
Martinez , E, and de Charnatony , L.(2004). The Effect of Brand Extension Strategies Upon Brand Image. Journal of Consumer Marketing, 21(7), 486-496.
Sarmad, Zohreh and Abbas Bazargan and Elaheh Hejazi. (2005). Research Methods in Behavioral Sciences. Tehran: Agah Publications.
Schmitt, B.H.(1999). Experimental marketing. Journal of marketing management, 15:53-67.
Shahid Habashi, A.; Fazlzadeh, A.r. and Faryabi, M. (2013). The study of the role of relationship marketing, sensory marketing and supportive marketing in customer loyalty. Journal of Marketing Management, 9(24), 113-138.
Smilansky, Shaz. (2009). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Publishers.
Tenenhaus, M., Vinzi, V., Chatelin, Y.(2005). PLS Path Modeling. Computational Statistics & Data Analysis, 48, 159-205.
Vazifedoost, H., Hariri, M. (2011). The study of the effect of branding strategy on its image in the field of consumer products and services. Journal of Marketing Management, 7(15), 41-66.
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Babin, B.J; W.R. Darden; and M. Griffin. (1994). Work and /or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, (20), 644.
Chathuranga, T. K., & Lakshika, V. G. (2019). Multi-Sensory Brand Experience and Impulse Buying Tendency: An Exploration of Sri Lankan Supermarkets. International Journal of Trend in Scientific Research and Development (IJTSRD), 3 (5),2497-2501.
Fornell, C., & Larcker, D. (1981). Evaluating structural equation models with unobservable and measuring error. Journal of High Technology Management Research, 39-50.
Heitzler,C. D. and Asbury’ L. D, and Kusner, S. L. (2008). Bringing “Play” to life: The use of experiential marketing in the VERB™ Campaign. American Journal of Preventive Medicine, 34(6),188-193.
Hultén, B. (2003). Relational Marketing Strategy in Corporate Chains: BCRˈs Consumer Specific Marketing. Proceedings, Academy of Marketing Science Annual Conference, Washington Dc, 27-31 May 2003.
Hussain, Sharafat. (2018). Brand Image and Customer Loyalty Through Sensory Marketing Strategies - A Study on International Fast Food Chain Restaurants. International Journal of Management Studies, 2(7), 32-39.
Kimbarovsky, Ross. (2020). What is Brand Identity and How To Create a Unique and Memorable One in 2020. https://www.crowdspring.com/blog/brand-identity/.
Krishna, A. (2010). An Introduction to Sensory Marketing. In Krishna. A. (Ed), Sensory Marketing: Research on the sensuality of products, New York: Taylor and Francis Group.
Krishna, A. (2010). An Introduction to Sensory Marketing”. Sensory Marketing: Research on the sensuality of products, New York: Taylor and Francis Group, pp. 1-13.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332–351.
Krishna, A. (2013). Customer Sense (Sensory Marketing). Translated by Kambiz Heidarzadeh and Davood Hossein Abadi Sadeh. Tehran: Mehraban Book Institute.
Lee, Spike W.S and Schwarz, Norbert (2014). Metaphors in judgment and decision making. Metaphorical thought in social life. Washington, DC: American Psychological Association.
Lee, Spike W.S and Schwarz, Norbert. (2014). Metaphors in judgment and decision making. Metaphorical thought in social life. Washington, DC: American Psychological Association.
Mahjoob,M.;Ranjbarian,B. and Zahedi, M.(2015).Analysis of the effect of sensory components on the satisfaction and behavioural intentions of foreign tourists (Case Study: Four and Five Star Hotels in Isfahan). Journal of Tourism Planning and Development, 4 (15), 42-61.
Martinez , E, and de Charnatony , L.(2004). The Effect of Brand Extension Strategies Upon Brand Image. Journal of Consumer Marketing, 21(7), 486-496.
Sarmad, Zohreh and Abbas Bazargan and Elaheh Hejazi. (2005). Research Methods in Behavioral Sciences. Tehran: Agah Publications.
Schmitt, B.H.(1999). Experimental marketing. Journal of marketing management, 15:53-67.
Shahid Habashi, A.; Fazlzadeh, A.r. and Faryabi, M. (2013). The study of the role of relationship marketing, sensory marketing and supportive marketing in customer loyalty. Journal of Marketing Management, 9(24), 113-138.
Smilansky, Shaz. (2009). Experiential Marketing: A Practical Guide to Interactive Brand Experiences. Kogan Page Publishers.
Tenenhaus, M., Vinzi, V., Chatelin, Y.(2005). PLS Path Modeling. Computational Statistics & Data Analysis, 48, 159-205.
Vazifedoost, H., Hariri, M. (2011). The study of the effect of branding strategy on its image in the field of consumer products and services. Journal of Marketing Management, 7(15), 41-66.
