الگوی اثربخشی تبلیغات و دارایی‌های بازاریابی برعملکرد بانک‌های پذیرفته شده در بورس اوراق بهادار تهران

نوع مقاله : مروری

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چکیده

      امروزه ارایه بهترین عملکرد در زمینه بازاریابی، به اساسی‌ترین دغدغه‌ی مدیران شرکت‌های تولیدی مبدل شده است و می‌کوشند تا با بهره‌گیری از تکنیک‌های مختلف، به عملکرد برتر دست یابند. برای پایدار سازی فعالیت‌های ‌بازاریابی ضروری است ارزش افزوده‌ای که از مخارج بازاریابی در توسعه تجارت بنگاه‌ها ایجاد می‌شود درچارچوبی معین شناسایی، طبقه بندی، الگو‌سازی و سنجش شود. در این پژوهش ضمن بررسی پیشینه موضوع و ارائه خلاصه‌ای از الگو‌‌های گوناگون با استفاده از معادلات ساختاری ابتدا اقدام به تبیین شاخص‌های کلیدی موثردر متغیرهای مورد بررسی در این پژوهش صورت گرفته و سپس روابط و میزان اثربخشی تبلیغات بر دارایی‌های بازاریابی شامل برند و رضایت مشتریان و تاثیر آنها بر عملکرد کوتاه مدت و بلندمدت بانک‌های پذیرفته شده در بورس اوراق بهادار تهران مورد تحلیل و نتیجه‌گیری قرار گرفته است. Abstract       In recent years there has been a drive within both industry and academia to provide appropriate measures that can be employed in evaluating the “value-added” of, especially, the functional specialists like marketing within the firm. From an academic perspective, the growing interest in marketing assessment can be attributable Resource Based View (RBV) for the importance of firm’s internal organizational resources as determinants of the firm’s strategy and performance. The objective of this research is to find out more empirical evidence that supports the impact of advertisement on marketing assets including brand and customer satisfaction and firm’s short and long term performance. This is an exploratory research in which we are trying to assess the relationship between proposed model variables. The population for this research is banks accepted in Tehran stock exchange. We used Structural Equation Modeling (SEM) to make an assessment of the above proposed conceptual model. We observed significant effects of advertising, customer satisfaction and brand value over short-term performance and long term performance. Through this analysis, we provided empirical evidence for the marketing link to firm value.Keywords: Marketing Activities; Marketing Assets; Effectiveness; Firm Performance; Marketing Metrics; Marketing Measurement

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  • تاریخ دریافت: 08 مهر 1394
  • تاریخ بازنگری: 28 فروردین 1403
  • تاریخ پذیرش: 11 دی 1399

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