ارتباط ارزش ویژه برند مبتنی بر مشتری، ارزش ویژه رفتاری و عملکرد برند در بازار

نوع مقاله : علمی - پژوهشی

نویسنده

* استادیار، دانشگاه علامه طباطبایی (نویسنده مسئول).

چکیده

با توجه به اهمیت‌یافتن جایگاه برند و به‌تبع آن ارزش ویژه برند در سال­های اخیر، شناسایی سازه‌های تشکیل­دهنده ارزش ویژه برند و بررسی فعالیت‌های مختلف بازاریابی که باعث تقویت این سازه‌ها می‌شود و ارائه الگو‌هایی برای اندازه‌گیری ارزش ویژه برند برای شرکت‌ها و صنایع مختلف به امری انکار‌ناپذیر تبدیل شده است. در این پژوهش تلاش شد، ارتباطات میان مفاهیم ارزش ویژه برند مبتنی بر مشتری، ارزش ویژه رفتاری مشتری، عملکرد برند در بازار، در سطح برندهای منتخب صنعت لبنیات در شهر تهران موردبررسی و آزمون قرار گیرد. 10 برند اصلی در شهر تهران که بیش از 80 درصد سهم بازار را در اختیار دارند انتخاب شد. با توجه به محدودیت این تعداد، از روش آماری تحلیل همبستگی کانونی برای بررسی ارتباط‌جمعی متغیرهای آن‌ها و از نرم­افزارهای SAS 9 و STATISTICA 7 برای تحلیل استفاده شد؛ درنهایت رابطه بین سازه‌های اصلی پژوهش مورد‌تأیید قرار گرفت و مشخص شد تقویت هر یک از سازه­های ارزش ویژه برند مبتنی بر مشتری، ارزش ویژه رفتاری مشتری، می­تواند به‌صورت مستقیم و غیرمستقیم در بهبود وضعیت عملکرد برند در بازار (سهم بازار) برندها مؤثر باشد.

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