اثر ابعاد مسئولیت‌پذیری اجتماعی بر ترجیح برند با استفاده از طرح چهارگروهی سالومون

ابوالقاسم ابراهیمی, سید مسلم علوی

چکیده


     در پژوهش کاربردی حاضر، با رویکرد پژوهش تجربی و در قالب اجرای طرح چهارگروهی سالومون، اثر ابعاد مسئولیت­پذیری اجتماعی بر ترجیح برند پگاه بررسی شده است. جامعه آماری این پژوهش مشتریان برند پگاه از میان کارکنان اداره­های شهرستان استهبان استان فارس هستند که با روش تصادفی ساده 200 نفر از آن‌ها در چهار گروه انتخاب شده­اند. روایی پرسشنامه با روش ظاهری تأیید شده است؛ درحالی‌که در سنجش پایایی از روش آلفای کرونباخ استفاده شده است. یافته­ها نشان داد که بر اساس آزمون پنج­گانه روش سالومون به­طورکل مسئولیت­پذیری اجتماعی برند (ترکیب ابعاد اقتصادی، اجتماعی و محیط­زیستی) بر ترجیح برند پگاه اثرگذار است. یافته دیگر نشان داد که از میان ابعاد مسئولیت­پذیری اجتماعی، بُعد اقتصادی در مقایسه با دو بُعد دیگر تأثیر کمتری بر ترجیح برند پگاه دارد.


واژگان کلیدی


مسئولیت‌پذیری اجتماعی؛ بعد اقتصادی؛ بعد اجتماعی؛ بعد محیط‌زیستی؛ ترجیح برند

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