اثر پرستیژ، تمایز، تجربه، منافع اجتماعی برند بر بهره وری برند به واسطه جذابیت برند و شناسایی برند مشتری (مورد مطالعه چرم تبریز)
محورهای موضوعی : مدیریت بازرگانی
یزدان شیرمحمدی
1
(استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران، ایران)
پریسا آبیاران
2
(کارشناس ارشد گروه مدیریت اجرایی، دانشگاه پیام نور،تهران،ایران)
زینب هاشمی باغی
3
(کارشناس ارشد گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران،ایران)
غلامرضا طالقانی
4
(استاد گروه مدیریت دانشگاه تهران،ایران)
کلید واژه: پرستیژ برند, تمایز برند, منافع اجتماعی برند, جذابیت برند, بهره‌وری برند,
چکیده مقاله :
چرم یکی از جذاب ترین و پر سودترین صنایع و تجارت جهان به شمار می‌رود، چرا که ارزش افزوده بسیاری را عاید فعالان خود می کند. با این حال شرایط صنعت چرم در ایران، وضعیتی متفاوت با جایگاه مورد انتظار دارد و همچنان با سطح مورد نظر در امرتولید و صادرات فاصله دارد. هدف از این مطالعه ایجاد و گسترش اهمیت برند ملی در بین واحدهای تولید کننده برند چرم تبریز و بررسی پیامدهای حاصل از این فرایند و کمک به بهره وری برند سازمان می باشد. پژوهش حاضر از نظر هدف کاربردی و از نظر روش در زمرۀ تحقیقات توصیفی پیمایشی قرار دارد. جامعه آماری این پژوهش کلیه مشتریان و مصرف کنندگان برند چرم تبریز در سطح استان آذربایجان شرقی می‌باشد. نتایج حاصل از این پژوهش نشان می دهد که پرستیژ برند بر جذابیت برند تأثیر مثبت و معناداری داشته در حالیکه تأثیر همین متغیر (پرستیژ برند) بر شناسایی برند مشتری تأیید نگردید. همچنین تمایز برند، منافع اجتماعی برند و تجربه برند بر جذابیت برند و جذابیت برند نیز بر شناسایی برند مشتری و بهره وری برند تأثیرگذار است. نتایج این پژوهش حاکی از آن است که تمایز برند و تجربه برند بر شناسایی برند مشتری و شناسایی برند مشتری بر بهره وری برند تأثیر معناداری دارد، ولی اثر منافع اجتماعی برند بر شناسایی برند مشتری تأیید نگردید. نتیجه گیری نهایی این این پژوهش نشان داد که برای ایجاد بهره وری برند در صنعت چرم متغیرهای تأثیرگذار زیادی را در نظر گرفت.
Leather is one of the most attractive and profitable industries and business in the world. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of this study is to create and expand the importance of the national brand among the manufacturers of "Tabriz Leather" brand and to examine the consequences of this process and to help the brand productivity of companies. The statistical population of this research is all customers and consumers of Tabriz leather brand in the province of East Azerbaijan. The results of this research show that Brand Prestige has a positive and significant effect on Brand Attractiveness, while the effect of this variable (Brand Prestige) has not been confirmed on Customer Brand Identification. Also, the variables of Brand Distinction, Brand Social Benefits, and Brand Experiences affect the Brand Attractiveness variable and the Brand Attractiveness variable affects as well as the Customer Brand Identification variable and Brand Productivity. The results of this study indicated that Brand Distinction and Brand Experience have a significant effect on Customer Brand Identification And Customer Brand Identification has a positive and significant effect on brand productivity, but the effect of brand social benefits on customer brand recognition was not confirmed. The final results of this article show that in order to create brand productivity and other influential brand variables among consumers, should be considered in the brand management area.
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Ahadi, B., Fathi A., & Abdol Mohammadi, K. (2015). Investigating the Effective Psychological Factors on Occupational Performance of Police Commanders in East Azarbaijan Province. East Azarbaijan Law Enforcement Quarterly, 4(4), 63-78, (In Persian).
Ahmed Sallam, M. (2017). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 1-19.
Amiri, M., & Hadinejad, F. (2016). Evaluation and Analysis of Productivity Indicators in Manufacturing Industries Using Promethee Technique. Quarterly Journal of Productivity Management, 9(35), 7-38, (In Persian).
Barnes, S.J., Mattsson. J., & Sörensen, F. (2014). Destination Brand Experience and Visitor Behavior: Testing a Scale in the Tourism Context. Annals of Tourism Research, 48, 121-139.
Bergami, M., & Bagozzi, R. P. (2000). Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization. British Journal of Social Psychology, 39(4), 555- 577.
Bhattacharya, C. B., & Sen, S.(2003). Consumer-Company Identification: A Framework for Understanding consumers' Relationships with Companies. Mark, 67(2), 76-88.
Chirani, E., Taghizzadeh Jourshari., R. H. A., & Moghaddamrad, S. (2018). Assessing the Effect of Customer Brand Identification (CBI) on Loyalty. Monthly of Management and Accounting Research, 8, 79-103, (In Persian).
Elbedweihy A. M., Jayawardhena C., Elsharnouby M. H., & Elsharnouby T. H. (2016). Customer Relationship Building: The Role of Brand Attractiveness and Consumer-Brand Identification. Journal of Business Research, 69(8), 2901-2910.
Esmaeelpour, R., Kashani S. H., & Nikookar H. (2015). Sharing Knowledge, The Role of Their Affect Factors and Productivity Organization. Journal of Productivity Management, 8(31), 51-37, (In Persian).
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61-74.
Florea, D. L. (2015). The Relationship Between Branding and Diffusion of Innovation: A Systematic Review. Procedia Economics and Finance, 23, 1527-1534.
Fung, S., Kevin, K., Ceridwyn, K., Beverley, A. S., & Ying, W. (2013). The Influence of Customer Brand Identification on Hotel Brand Evaluation and Loyalty Development. International Journal of Hospitality Management, 34, 31-41.
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Hajikerimi, A., Hamidizadeh, M., & Mansouri, T. (2014). Investigating and Analysising the Effects of Perceived Justice on Customer Behavioral Tendencies and the Quality of Perceived Services. Research on Transformation Management, 5(9), 1-27, (In Persian).
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Hersey, P., Belanchard, K. H., & Johnson, D. E. (2007). Management of Organizational Behavior. New Delhi: Prentice-Hall of India Privat Limited Publication.
Hwang, J., & Han, H. (2014). Examining Strategies for Maximizing and Utilizingbrand Prestige in the Luxury Cruise Industry. Tourism Management, 40, 244-259.
Iglesias, O., Singh, J. J., & BatistaFoguet, J. M. (2011). The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management, 18(8), 570-582.
Iranzadeh. S., Sadat Mesbahi, N., Shokri, A., & Ebrahimi, R. (2016). A Study of the Relation between Organizational Agility Dimensions and the Productivity of Dana Insurance Company Employees in East Azarbaijan Province. Quarterly Journal of Productivity Management, 38(10), 117-146, (In Persian).
Karbasivar, A., & Yardel, S. (2012). Evaluating the Brand Equity and Brand Name and the Factors Affecting It from the Consumer Sight (Presentation of the Analysis Model). Management Quarterly, 21, 14-29, (In Persian).
Koo, D. M. (2003). Inter-Relationships among Store Images, Store Satisfaction, and Store Loyalty among Korea Discount Retail. Asia Pacific Journal of Marketing and Logistics, 15(4), 42-71.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to Brand Switching When a Radically New Brand is introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6), 128-146.
Lantos, G. P., & Craton, L. G. (2011). Attitude toward the Advertising Music: An Overlooked Potential Pitfall in Commercials. Journal of Consumer Marketing, 28(6), 396-411.
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.
Lopez-Costa, J. A., & Munoz-Canavate, A. (2015). Relational Capital and Organizational Performance in the Portuguese Hotel Sector (NUTS II Lisbon). 4th World Conference on Business, Economics and Management.
Loureiro, S. M. C., Lopez, R., & Kaufmann, H. R. (2014). How Brand Personality, Brand Identification and Service Quality Influence Service Brand Equity. Cognet Business & Management, 1-12.
Matzler, K., Strobl, A., Stokburger Sauer, N., & Bobovnicky, A. (2016). Florian Bauer Brand Personality and Culture: The Role of Cultural Differences on the Impact of Brand Personality Perceptions on Tourists' Visit Intentions. Tourism Management, 52, 507-520.
Mohammadzadeh Salteh, H.(2016). The Effect of Investment Opportunities, Growth and Capital Productivity on Firm Performance of Listed Companies in Tehran Stock Exchange. Quarterly Journal of Productivity Management, 36, (In Persian).
Momeni, M., & Gayoumi Faal, A. (2009). Statistical Analysis Using SPSS Ketabe Noe Publishing, Second Edition, (In Persian).
Nalchi Kashi, A., Rasouliyan, M., & Boujari, H. (2013). The Survey of Consumers' Buying Behavior towards External Brands against Domestic Brands. Development and Transformation Management, 8, 47-56, (In Persian).
Nasrolahniya, M., Madahi, M., & Rahmani Zadeh, F. (2015). The Survey of Efficiency of Productivity in the Economic Growth of Iran and Some Members of the Organization of Asian Productivity. Journal of Financial Knowledge, Securities Analysis, 7(23), 109-123, (In Persian).
Rahimnia, F., Kafashpour, & Feizmohammadi, S. (2015). Investigating the Effect of Brand Distinction and Brand Prestige on Customer Loyalty by Customer Identification with Brand (Customer Brand Identification). New Marketing Research, 3, 1-10, (In Persian).
Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence Concerning the Importance of Perceived Brand Differentiation. Australasian Marketing Journal (AMJ), 15(2), 42-54.
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Sargolzahi, A., NabiShahiki, M., & Kordsangani, S. (2018). The Effect of Research and Development on the Total Factor Productivity in Iran's Industrial Factories. Public Management Research, 11(40), 215-241, (In Persian).
Shafiei, A., & Mirabi, I. V. R. (2018). Nvestigating Factors Affecting Brand equity Due to the Mediating Role of Productivity in Large Steel Companies. Journal of Productivity Management, (46)3, 233-260, (In Persian).
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_||_Adnan, A., Abdullah, H. S., & Ahmad, J. (2016). Assessing the Moderating Effect of Competition Intensity on HRM Practices and Organizational Performance Link: The Experience of Malaysian R&D Companies. 7th International Economics & Business Management Conference.
Ahadi, B., Fathi A., & Abdol Mohammadi, K. (2015). Investigating the Effective Psychological Factors on Occupational Performance of Police Commanders in East Azarbaijan Province. East Azarbaijan Law Enforcement Quarterly, 4(4), 63-78, (In Persian).
Ahmed Sallam, M. (2017). The Impact of Brand Image and Corporate Branding on Consumer’s Choice: The Role of Brand Equity. International Journal of Marketing Studies, 8(1), 1-19.
Amiri, M., & Hadinejad, F. (2016). Evaluation and Analysis of Productivity Indicators in Manufacturing Industries Using Promethee Technique. Quarterly Journal of Productivity Management, 9(35), 7-38, (In Persian).
Barnes, S.J., Mattsson. J., & Sörensen, F. (2014). Destination Brand Experience and Visitor Behavior: Testing a Scale in the Tourism Context. Annals of Tourism Research, 48, 121-139.
Bergami, M., & Bagozzi, R. P. (2000). Self-Categorization, Affective Commitment and Group Self-Esteem as Distinct Aspects of Social Identity in the Organization. British Journal of Social Psychology, 39(4), 555- 577.
Bhattacharya, C. B., & Sen, S.(2003). Consumer-Company Identification: A Framework for Understanding consumers' Relationships with Companies. Mark, 67(2), 76-88.
Chirani, E., Taghizzadeh Jourshari., R. H. A., & Moghaddamrad, S. (2018). Assessing the Effect of Customer Brand Identification (CBI) on Loyalty. Monthly of Management and Accounting Research, 8, 79-103, (In Persian).
Elbedweihy A. M., Jayawardhena C., Elsharnouby M. H., & Elsharnouby T. H. (2016). Customer Relationship Building: The Role of Brand Attractiveness and Consumer-Brand Identification. Journal of Business Research, 69(8), 2901-2910.
Esmaeelpour, R., Kashani S. H., & Nikookar H. (2015). Sharing Knowledge, The Role of Their Affect Factors and Productivity Organization. Journal of Productivity Management, 8(31), 51-37, (In Persian).
Faircloth, J. B., Capella, L. M., & Alford, B. L. (2001). The Effect of Brand Attitude and Brand Image on Brand Equity. Journal of Marketing Theory and Practice, 9(3), 61-74.
Florea, D. L. (2015). The Relationship Between Branding and Diffusion of Innovation: A Systematic Review. Procedia Economics and Finance, 23, 1527-1534.
Fung, S., Kevin, K., Ceridwyn, K., Beverley, A. S., & Ying, W. (2013). The Influence of Customer Brand Identification on Hotel Brand Evaluation and Loyalty Development. International Journal of Hospitality Management, 34, 31-41.
Fung So, K. K., King, C., Hudson, S., & Meng. F. (2017). The Missing Link in Building Customer Brand Identification: The Role of Brand Attractiveness. Tourism Management, 59, 640-651.
Gasemi, P., & Darziyan, A. (2013). The Effect of Brandism on Brand Performance and Financial Performance in Active Companies in Ahwaz Industrial Township. Journal of Marketing Management, 8(18), 75-90, (In Persian).
Gensler, S., Franziska, V., Yuping, L. Th., & Caroline, W. (2013). Managing Brands in the Social Media Environment. Journal of Interactive Marketing, 27.
Hajikerimi, A., Hamidizadeh, M., & Mansouri, T. (2014). Investigating and Analysising the Effects of Perceived Justice on Customer Behavioral Tendencies and the Quality of Perceived Services. Research on Transformation Management, 5(9), 1-27, (In Persian).
He, H., Li, Y., & Harris, L. (2012). Social Identity Perspective on Brand Loyalty. J. Bus. Res, 65, 648-657.
Henry, I., & Eseosa, O. (2018). Modelling Brand Loyalty in the Nigerian Telecommunications Industry. Journal of Strategic Marketing.
Hersey, P., Belanchard, K. H., & Johnson, D. E. (2007). Management of Organizational Behavior. New Delhi: Prentice-Hall of India Privat Limited Publication.
Hwang, J., & Han, H. (2014). Examining Strategies for Maximizing and Utilizingbrand Prestige in the Luxury Cruise Industry. Tourism Management, 40, 244-259.
Iglesias, O., Singh, J. J., & BatistaFoguet, J. M. (2011). The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management, 18(8), 570-582.
Iranzadeh. S., Sadat Mesbahi, N., Shokri, A., & Ebrahimi, R. (2016). A Study of the Relation between Organizational Agility Dimensions and the Productivity of Dana Insurance Company Employees in East Azarbaijan Province. Quarterly Journal of Productivity Management, 38(10), 117-146, (In Persian).
Karbasivar, A., & Yardel, S. (2012). Evaluating the Brand Equity and Brand Name and the Factors Affecting It from the Consumer Sight (Presentation of the Analysis Model). Management Quarterly, 21, 14-29, (In Persian).
Koo, D. M. (2003). Inter-Relationships among Store Images, Store Satisfaction, and Store Loyalty among Korea Discount Retail. Asia Pacific Journal of Marketing and Logistics, 15(4), 42-71.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to Brand Switching When a Radically New Brand is introduced: A Social Identity Theory Perspective. Journal of Marketing, 74(6), 128-146.
Lantos, G. P., & Craton, L. G. (2011). Attitude toward the Advertising Music: An Overlooked Potential Pitfall in Commercials. Journal of Consumer Marketing, 28(6), 396-411.
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.
Lopez-Costa, J. A., & Munoz-Canavate, A. (2015). Relational Capital and Organizational Performance in the Portuguese Hotel Sector (NUTS II Lisbon). 4th World Conference on Business, Economics and Management.
Loureiro, S. M. C., Lopez, R., & Kaufmann, H. R. (2014). How Brand Personality, Brand Identification and Service Quality Influence Service Brand Equity. Cognet Business & Management, 1-12.
Matzler, K., Strobl, A., Stokburger Sauer, N., & Bobovnicky, A. (2016). Florian Bauer Brand Personality and Culture: The Role of Cultural Differences on the Impact of Brand Personality Perceptions on Tourists' Visit Intentions. Tourism Management, 52, 507-520.
Mohammadzadeh Salteh, H.(2016). The Effect of Investment Opportunities, Growth and Capital Productivity on Firm Performance of Listed Companies in Tehran Stock Exchange. Quarterly Journal of Productivity Management, 36, (In Persian).
Momeni, M., & Gayoumi Faal, A. (2009). Statistical Analysis Using SPSS Ketabe Noe Publishing, Second Edition, (In Persian).
Nalchi Kashi, A., Rasouliyan, M., & Boujari, H. (2013). The Survey of Consumers' Buying Behavior towards External Brands against Domestic Brands. Development and Transformation Management, 8, 47-56, (In Persian).
Nasrolahniya, M., Madahi, M., & Rahmani Zadeh, F. (2015). The Survey of Efficiency of Productivity in the Economic Growth of Iran and Some Members of the Organization of Asian Productivity. Journal of Financial Knowledge, Securities Analysis, 7(23), 109-123, (In Persian).
Rahimnia, F., Kafashpour, & Feizmohammadi, S. (2015). Investigating the Effect of Brand Distinction and Brand Prestige on Customer Loyalty by Customer Identification with Brand (Customer Brand Identification). New Marketing Research, 3, 1-10, (In Persian).
Romaniuk, J., Sharp, B., & Ehrenberg, A. (2007). Evidence Concerning the Importance of Perceived Brand Differentiation. Australasian Marketing Journal (AMJ), 15(2), 42-54.
Salimi, M. (2016). The Role of Human Resource Efficiency and Knowledge Management. Monthly of Social, Economic, Scientific and Cultural Workers and Society, 188, 49-63, (In Persian).
Sargolzahi, A., NabiShahiki, M., & Kordsangani, S. (2018). The Effect of Research and Development on the Total Factor Productivity in Iran's Industrial Factories. Public Management Research, 11(40), 215-241, (In Persian).
Shafiei, A., & Mirabi, I. V. R. (2018). Nvestigating Factors Affecting Brand equity Due to the Mediating Role of Productivity in Large Steel Companies. Journal of Productivity Management, (46)3, 233-260, (In Persian).
Shams, R., Seyed, J., & Sayed R. (2009). The Investigating of Relationship between Marketing Activities and the Factors that Creating Brand Equity by Using the Aker Generalized Model. Third International Brand Conference, (In Persian).
Shelby D. H. (2019). The Ethics of Branding, Customer-Brand Relationships, Brand-Equity Strategy, and Branding as a Societal Institution. Journal of Business Research, 95, 408-416.
So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The Role of Customer Engagement in Building Consumer Loyalty to Tourism Brands. Journal of Travel Research, 55(1), 64-78.
Steenkamp, J. B. E. M., Batra, R., & Alden, D. L. (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34, 53-65.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of Consumer Brand Identification. International Journal of Research in Marketing, 29(4), 406-18.
Stoner, J. L. (2016). Perceptions of Power in Brands and an Investigation into Market Dominance. University of Minnesota.
Tuškej, U., Urša, G., & Klement, P. (2013). The Role of Consumer–Brand Identification in Building Brand Relationships. Journal of Business Research, 66.
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