آیا تجربه برند به تعهد برند منجر می‌شود؟ یک مدل میانجی و تعدیلگر از اشتیاق به برند و اخلاق برند ادراک‌شده

نویسندگان
عزت اله اصغری زاده 1
مهدی کشاورز غریب 2
هادی احمدی 3
1 گروه مدیریت صنعتی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران
2 کارشناسی ارشد، مدیریت بازرگانی گرایش بازاریابی، دانشگاه آزاد واحد ابهر، ایران
3 کارشناس ارشد مدیریت صنعتی. دانشگاه آزاد اسلامی واحد سمنان ، دانشکده مدیریت و حسابداری ، سمنان ، ایران
چکیده
چکیده :

در بازار روزافزون رقابتی و پویا امروزی، دستیابی به تعهد برند یکی از اهداف نهایی هر برندی است. با توجه به اهمیت بیشتر درک اخلاقی برند و مزایای نمادین آن از نگاه مشتریان، پژوهش حاضر به بررسی تأثیر تجربه برند بر تعهد برند با نقش میانجی اشتیاق متعادل و اشتیاق وسواس گونه به برند و نقش تعدیل­گر اخلاق برند ادراک‌شده مشتریان بیمه دانا می‌پردازد. پژوهش حاضر، ازنظر هدف کاربردی و ازنظر روش، توصیفی ـ پیمایشی است. نمونه آماری این پژوهش 387 نفر از مشتریان بیمه دانا که بر اساس رابطه کوکران تعیین و به‌روش نمونه‌گیری تصادفی ساده، انتخاب شدند. داده‌های‌ موردنیاز‌ با‌ استفاده‌‌ از‌ پرسشنامه‌های ‌استاندارد‌ جمع‌آوری شد.‌ پایایی و روایی ابزار پژوهش با استفاده از آزمون‌های پایایی ترکیبی، آلفای کرونباخ، روایی همگرا و روایی واگرا اندازه‌گیری شدند، سپس برازش کلی مدل پژوهش سنجیده شد. تحلیل داده‌ها نشان داد که تجربه برند بر تعهد به برند، اشتیاق متعادل و اشتیاق وسواس گونه به برند تأثیر مثبت و معناداری دارد. از سوی دیگر آزمون واف نشان داد که تقریباً بیش از 19درصد از اثر کل تجربه برند بر تعهد به برند به‌صورت غیرمستقیم توسط متغیر میانجی اشتیاق متعادل و وسواس گونه به برند تبیین می‌شود هم­چنین یافته­های حاصل از آزمون نشان از شدت ضعیف اثر تعدیلی اخلاق برند ادراک‌شده در رابطه علی بین تجربه برند با اشتیاق معمولی به برند در این پژوهش دارد.
کلیدواژه‌ها
تجربه برند
تعهد برند
اشتیاق به برند
اخلاق برند ادراک‌شده

عنوان مقاله English

Does the brand experience lead to brand commitment? A mediating and moderating model of perceived brand enthusiasm and brand ethics.

نویسندگان English

Ezzat alah Asghari zade 1
Mahdi Keshavarz gharib 2
Hadi Ahmadi 3
1 Department of Industial Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Business Management (marketing(, Islamic Azad University, Abhar Branch, Iran
3 Industry management.Islamic Azad University of Semnan branch، Management and accounting Faculty، Semnan، Iran
چکیده English



Abstract:

In todaychr('39')s increasingly competitive and dynamic market, achieving brand commitment is one of the ultimate goals of any brand. Considering the importance of brand ethics and its symbolic benefits from the customerschr('39') point of view, the present study investigates the effect of brand experience on brand commitment with the mediating role of balanced and obsessive passion for the brand and the moderating role of perceived brand ethics of wise insurance customers. The present research is applied in terms of purpose and descriptive-survey in terms of method. The statistical sample of this study was 387 knowledgeable insurance customers who were selected based on Cochranchr('39')s relationship and selected by simple random sampling. The required data were collected using standard questionnaires. The reliability and validity of the research instrument were measured using combined reliability tests, Cronbachchr('39')s alpha, convergent validity and divergent validity, then the overall fit of the research model was measured. Data analysis showed that brand experience has a positive and significant effect on brand commitment, balanced passion and obsessive brand passion. On the other hand, Waff test showed that approximately 19% of the effect of total brand experience on brand commitment is indirectly explained by the mediating variable of balanced and obsessive passion for the brand. The weak modulatory effect of perceived brand ethics has a causal relationship between brand experience and normal brand enthusiasm in this study.

کلیدواژه‌ها English

brand experience
brand commitment
brand enthusiasm
perceived brand ethics
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