تاثیر ارزش ویژه برند و نگرش مصرف کنندگان نسبت به تبلیغات بر ایجاد مزیت رقابتی (مطالعه موردی هتل های 5 ستاره کیش )
محورهای موضوعی :
مدیریت صنعتی
Alireza Rousta
1
(
Department of business management, Share-e- Qods branch, Islamic Azad University, Share-e- Qods Iran
)
Elham Bahrami
2
(
Department of business management kish international branch Islamic .Azad University Kish Iran
)
تاریخ دریافت : 1399/01/31
تاریخ پذیرش : 1399/09/29
تاریخ انتشار : 1399/11/01
کلید واژه:
تبلیغات,
مزیت رقابتی,
ارزش ویژه برند,
نگرش مصرف کننده,
چکیده مقاله :
امروزه تمام فعالیتهای اقتصادی درگیر رقابت هستند لذا هر بنگاه اقتصادی در تلاش است برای خود خلق مزیت رقابتی نماید در حوزه هتلداری این مفهوم از اهمیت ویژهای برخوردار است. ارزش ویژه برند و نگرش مصرف کننده دو عامل کلیدی در خلق مزیت رقابتی هستند لذا در این مقاله تأثیر ارزش ویژه برند بر مزیت رقابتی با نگرش مصرف کننده نسبت به تبلیغات و با رویکردی کاربردی در هتلهای پنج ستاره کیش مورد بررسی قرار میگیرد. بر اساس مبانی نظری مدل مفهومی استخراج گردید. برای گردآوری داده‌ها از پرسشنامه‌ای شامل 25 پرسش استفاده گردید. پرسشنامه از دیدگاه خبرگان امر از نظر روایی محتوا تایید شد. سپس روایی سازه با استفاده از تکنیک تحلیل عاملی تاییدی انجام شد. برای سنجش پایایی نیز ضریب آلفای کرونباخ و پایایی مرکب محاسبه گردید. ضریب آلفای کرونباخ پرسشنامه 859/0 محاسبه گردید و مقدار CR تمامی متغیرها نیز بالای 7/0بدست آمد. جامعه آماری این پژوهش شامل کلیه مسافران هتل های پنج ستاره کیش می‌باشند و پرسشنامه به صورت تصادفی در اختیار 490نفر از مسافران قرار گرفت. برای آزمون فرضیه‌های پژوهش از تکنیک مدل‌یابی معادلات ساختاری و نرم‌افزار LISREL استفاده شده است. نتایج تحقیق نشان داد آگاهی از برند، نگرش مصرف کننده نسبت به تبلیغات، کیفیت ادراک شده، وفاداری به برند و تداعی برند بر مزیت رقابتی تاثیر دارد. همچنین نتایج تحقیق نشان داد ارزش ویژه برند بر نگرش مصرف کننده به تبلیغات تاثیر مثبت و معنی‌داری دارد و نگرش مصرف کننده به تبلیغات، در رابطه بین ارزش ویژه برند با مزیت رقابتی نقش میانجی ایفا میکند.
چکیده انگلیسی:
Today all economic activities are engaged in competition, so every economic enterprise is trying to create a competitive advantage in the hospitality field this concept is of special importance. The brand's special value and the consumer attitudes are two key factors in creating competitive advantage, therefore, in this paper, the effect of brand-specific value on competitive advantage with consumer attitudes toward advertising and with an applied approach in five-star hotels in Kish is investigated. Were extracted based on theoretical foundations of conceptual model. Data were collected using a questionnaire consisting of 25 questions. First, the questionnaire was confirmed by the experts ' viewpoints in terms of content validity. Then, construct validity was performed using confirmatory factor analysis technique. Cronbach's alpha coefficient and composite reliability were calculated to assess the reliability. Cronbach's alpha coefficient of 859.0 questionnaire was calculated and the CR value of all variables was obtained above 7/0. The statistical population of this study consisted of all passengers of five star hotels in Kish, and the questionnaire was assigned to 490 passengers. Structural equation modeling and LISREL software were used to test the research hypotheses. The results showed that brand awareness, consumer attitudes toward advertising, perceived quality, brand loyalty, and brand Association have an impact on competitive advantage. Also, the results showed that the brand's special value on the consumer attitudes to the advertisement has a positive and significant impact, and the consumer attitude toward advertising has a mediating role in the relationship between brand value and competitive advantage.
منابع و مأخذ:
Aaker, David. (1992).The value of brand equity.Journal of Business Strategy, 13(4), 27-32.
Aaker, David. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-120.
Aaker, Jennifer. (1997). Dimensions of Brand Personality. Journal of Marketing Research, XXXIV, 347-356.
Aghazade H, Amini Kesbi H, Jafari E. (2016). Investigating the Role of Brand Personality in Forming Brand Equity: Case of Hamrah-e- Avval Telecommunication Oprator. IQBQ, 20 (2), 1-20.
Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61. 1062-1075.
Azizi, Shahriar; Jamali, Kapak; Shahram, Rezaei. (2012). Investigating the relationship between brand equity and brand personality and customer compatibility. New Marketing, 2 (4), 63-78.
Badizadeh, A., Ershad, S. (2016). Effects of strategic values of e-commerce on adopting e-commerce in food industry SMEs at Qazvin. Journal of Development & Evolution Mnagement, 1395(25), 71-78.
Barreda, A., Bilgihan, A., Nusair, K., Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50: 600-609.
Caruana, A., Said, E., Williams, L., & Krentler, K. (2015). Corporate Reputation, Service Quality and Attitude toward Price: The Case of an Energy Utility. In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference, 420-425.
Christian, D., Zdeněk, L., & Lucie, V. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6(1), 87-103.
Collins, C., & Kanar, A.M. (2013). Employer Brand Equity and Recruitment Research. Oxford: The Oxford Handbook of Recruitment.
Collins, Christopher & Stevens, Cynthia. (2003). The Relationship between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants. The Journal of applied psychology, 87(11), 21-33.
Collins, CJ. And Han, J. (2004). Exploring applicant pool quantity and quality: The effects of early recruitment practice strategies, corporate advertising, and firm reputation. Personnel psychology, 57 (3), 685-717.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057.
El Beygi, Shahrbanu; Shahroudi, Kambiz and Dalafrooz, Narges. (2013). Using more factors in buying train tickets online in DTBP model. The 2nd National Conference on Modern Management Sciences, Golestan Province, Hakim Jorjani Non-Profit Higher Education Institute, 164-179.
Elliott, Richard and Percy, Larry. (2013). Strategic brand management. Translated by Ahmad Rusta. Tehran: Industrial Management Organization Publications.
Foster, S. Knuiman, M. Villanueva, K. Wood, L. Christian, H. & Giles-Corti, B. (2014). Does walkable neighbourhood design influence the association between objective crime and walking? International Journal of Behavioral Nutrition and Physical Activity, 2014, 11:100
Giovanis, Apostolos; Pinelopi, Athanasopoulou. (2017). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40 (January 2018), 287-294.
Habibi, Arash and Adenvar, Maryam. (2017). Structural equation modeling and factor analysis (LISREL manual). Tehran: Press Organization of Jahade Daneshgahi.
Hawkins, Dell; Roger, Closed; Kenneth, Connie. (2014). Consumer Behavior. Translated by Ahmad Rousta and Atieh Batahi, Tehran: Sargol Publications.
Hazée, Simon, Van Vaerenbergh, Yves, Armirotto, Vincent. (2017). Co-creating service ecovery after service failure: The role of brand equity. Journal of Business Research, 74, (May), 101-109.
Hsueh-wen Chow, Guo-Jie Ling, I-yin Yen, Kuo-Ping Hwang. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70-79.
Kim, K.H., Kim, K.S., Kim, J.H., & Kang S.H. (2008). Brand equity in hospital marketing Journal of Business research, 61, 75-82.
Klein CJ, et al. (1998) Glucose control in Saccharomyces cerevisiae: the role of Mig1 in metabolic functions. Microbiology, 144 (1),13-24
Koll, O., S. Von Wallpach, and M. Kreuzer. (2010). Multi-method research on consumer-brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27 (6), 584-602.
Koltinger, C., Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approachOriginal Research Article. Journal of Business Research, 68(9), 1836-1843.
Markwei Martey, E., & Frempong, J. (2014). The impact of celebrities’ endorsement on brand positioning on mobile telecommunication users in the Eastern Region of Ghana. International Journal of Education and Research, 2(7), 394-412.
Mohammadi, Jeeran; Darzi, Hadi; Fakhir, Islam; Kafi, Nasrin. (2014). A Study of the Effectiveness of Brand Personality, Accepted Quality and Brand Reputation in Brand Loyalty. Journal of Business Strategies, 21( 3), 37-48.
Mohammadian, Mahmoud and Bakhshandeh, Qasem. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Managemnet Studies, (Improvemnet and Change), 23 (75)-39-68.
Rahmani, Somayeh; Gholami Jamkarani, Reza. (2016). Customer Focus and Company Performance Management Accounting. Quarterly Journal of Management, 9(31), 85-87.
Reid, M. J., & Moore, J. L. (2008). College Readiness and Academic Preparation for Postsecondary Education. Urban Education, 43(2), 240–261.
Romeo, J. R., & Dodds, W. B. (2015). The effects of brand quality and price on the evaluation of brand extensions. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference, 282-288.
Rousta, A, Venus, D, Ebrahimi, A. (2004). Marketing management. Tehran: Samat Publications.
Rousta, A., Akbarzadeh, M., Zangian, S. (2015). Explaining the Impact of Customer Relationship Quality on Hospital Brand Image: Moderating Role of Brand equity. Brand Management, 2(2), 13-44.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Rubio, N., Oubiña, J., Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298
Suki, Norazah. (2014). Does celebrity credibility influence Muslim and non-Muslim consumers' attitudes toward brands and purchase intention? Journal of Islamic Marketing, 5(10), 227-240.
Vera, Jorge; Andrea Trujillo. (2017). Searching the most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600-624.
_||_
Aaker, David. (1992).The value of brand equity.Journal of Business Strategy, 13(4), 27-32.
Aaker, David. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-120.
Aaker, Jennifer. (1997). Dimensions of Brand Personality. Journal of Marketing Research, XXXIV, 347-356.
Aghazade H, Amini Kesbi H, Jafari E. (2016). Investigating the Role of Brand Personality in Forming Brand Equity: Case of Hamrah-e- Avval Telecommunication Oprator. IQBQ, 20 (2), 1-20.
Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61. 1062-1075.
Azizi, Shahriar; Jamali, Kapak; Shahram, Rezaei. (2012). Investigating the relationship between brand equity and brand personality and customer compatibility. New Marketing, 2 (4), 63-78.
Badizadeh, A., Ershad, S. (2016). Effects of strategic values of e-commerce on adopting e-commerce in food industry SMEs at Qazvin. Journal of Development & Evolution Mnagement, 1395(25), 71-78.
Barreda, A., Bilgihan, A., Nusair, K., Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50: 600-609.
Caruana, A., Said, E., Williams, L., & Krentler, K. (2015). Corporate Reputation, Service Quality and Attitude toward Price: The Case of an Energy Utility. In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference, 420-425.
Christian, D., Zdeněk, L., & Lucie, V. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6(1), 87-103.
Collins, C., & Kanar, A.M. (2013). Employer Brand Equity and Recruitment Research. Oxford: The Oxford Handbook of Recruitment.
Collins, Christopher & Stevens, Cynthia. (2003). The Relationship between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants. The Journal of applied psychology, 87(11), 21-33.
Collins, CJ. And Han, J. (2004). Exploring applicant pool quantity and quality: The effects of early recruitment practice strategies, corporate advertising, and firm reputation. Personnel psychology, 57 (3), 685-717.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057.
El Beygi, Shahrbanu; Shahroudi, Kambiz and Dalafrooz, Narges. (2013). Using more factors in buying train tickets online in DTBP model. The 2nd National Conference on Modern Management Sciences, Golestan Province, Hakim Jorjani Non-Profit Higher Education Institute, 164-179.
Elliott, Richard and Percy, Larry. (2013). Strategic brand management. Translated by Ahmad Rusta. Tehran: Industrial Management Organization Publications.
Foster, S. Knuiman, M. Villanueva, K. Wood, L. Christian, H. & Giles-Corti, B. (2014). Does walkable neighbourhood design influence the association between objective crime and walking? International Journal of Behavioral Nutrition and Physical Activity, 2014, 11:100
Giovanis, Apostolos; Pinelopi, Athanasopoulou. (2017). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40 (January 2018), 287-294.
Habibi, Arash and Adenvar, Maryam. (2017). Structural equation modeling and factor analysis (LISREL manual). Tehran: Press Organization of Jahade Daneshgahi.
Hawkins, Dell; Roger, Closed; Kenneth, Connie. (2014). Consumer Behavior. Translated by Ahmad Rousta and Atieh Batahi, Tehran: Sargol Publications.
Hazée, Simon, Van Vaerenbergh, Yves, Armirotto, Vincent. (2017). Co-creating service ecovery after service failure: The role of brand equity. Journal of Business Research, 74, (May), 101-109.
Hsueh-wen Chow, Guo-Jie Ling, I-yin Yen, Kuo-Ping Hwang. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70-79.
Kim, K.H., Kim, K.S., Kim, J.H., & Kang S.H. (2008). Brand equity in hospital marketing Journal of Business research, 61, 75-82.
Klein CJ, et al. (1998) Glucose control in Saccharomyces cerevisiae: the role of Mig1 in metabolic functions. Microbiology, 144 (1),13-24
Koll, O., S. Von Wallpach, and M. Kreuzer. (2010). Multi-method research on consumer-brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27 (6), 584-602.
Koltinger, C., Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approachOriginal Research Article. Journal of Business Research, 68(9), 1836-1843.
Markwei Martey, E., & Frempong, J. (2014). The impact of celebrities’ endorsement on brand positioning on mobile telecommunication users in the Eastern Region of Ghana. International Journal of Education and Research, 2(7), 394-412.
Mohammadi, Jeeran; Darzi, Hadi; Fakhir, Islam; Kafi, Nasrin. (2014). A Study of the Effectiveness of Brand Personality, Accepted Quality and Brand Reputation in Brand Loyalty. Journal of Business Strategies, 21( 3), 37-48.
Mohammadian, Mahmoud and Bakhshandeh, Qasem. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Managemnet Studies, (Improvemnet and Change), 23 (75)-39-68.
Rahmani, Somayeh; Gholami Jamkarani, Reza. (2016). Customer Focus and Company Performance Management Accounting. Quarterly Journal of Management, 9(31), 85-87.
Reid, M. J., & Moore, J. L. (2008). College Readiness and Academic Preparation for Postsecondary Education. Urban Education, 43(2), 240–261.
Romeo, J. R., & Dodds, W. B. (2015). The effects of brand quality and price on the evaluation of brand extensions. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference, 282-288.
Rousta, A, Venus, D, Ebrahimi, A. (2004). Marketing management. Tehran: Samat Publications.
Rousta, A., Akbarzadeh, M., Zangian, S. (2015). Explaining the Impact of Customer Relationship Quality on Hospital Brand Image: Moderating Role of Brand equity. Brand Management, 2(2), 13-44.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Rubio, N., Oubiña, J., Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298
Suki, Norazah. (2014). Does celebrity credibility influence Muslim and non-Muslim consumers' attitudes toward brands and purchase intention? Journal of Islamic Marketing, 5(10), 227-240.
Vera, Jorge; Andrea Trujillo. (2017). Searching the most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600-624.
