palette
تأثیر تناسب شخصیت برند بر نگرش به برند و مؤلفه های ارزش
علی اسدی, جواد خزائی پول, هدی توکلی

چکیده

هدف این پژوهش بررسی بررسی تاثیر تناسب شخصیت برند، نگرش به برند و مولفه های ارزش ادراک شده(شخصی، اجتماعی و کارکردی) می باشد. جامعه آماري اين پژوهش، شامل مشتریان بانک های خصوصی در شهر تهران مي باشد. ابزار گردآوري داده‌ها در اين پژوهش، پرسشنامه استاندارد بوده است که روايي صوري آن توسط خبرگان و پرسش‌‌شوندگان مورد تأييد قرار گرفت و پايايي آن با استفاده از ضريب آلفاي کرونباخ و پایای مرکب(CR) محاسبه و تأييد شد. با توجه به روش نمونه‌گیری که از نوع غيرتصادفي در دسترس بود، پرسشنامه ميان 400 نفر از مشتریان بانک ها توزيع شد. از اين تعداد 352 پرسشنامه جمع آوري و از طريق روش حداقل مربعات جزئي که يکي از روش‌های مدلسازي معادلات ساختاري مي‌باشد، مورد تجزيه و تحليل قرار گرفت. براي اين منظور از نرم‌افزارهای SPSS20 وSmartPLS2.0  استفاده شد. نتايج اين پژوهش نشان داد که بین تناسب شخصیت برند، نگرش به برند و مولفه های ارزش ادراک شده روابط معناداری برقرار است. با توجه به يافته ها می توان گفت که آزمون مدل پیشنهادی این پژوهش منجر به درک بهتري از مکانيسم هاي بازاریابی مي گردد که مبناي قابل قبول براي حفظ و افزايش ارزش اداراک شده مشتریان نسبت به خدمات بانکی است.

واژگان کلیدی
تناسب شخصیت برند؛ نگرش به برند ارزش ادراک شده؛ صنعت بانک‌داری؛ مشتریان

منابع و مآخذ مقاله

بلالي، مجيد، آقازاده، هاشم، احمدي، سميه. (1391)، بررسي نقش برند در خريد خودروهاي لوكس كشور، فصلنامه مديريت بازرگاني ، دوره 4، شماره 14، صص 1-20.

خزائی پول، جواد، اسدی، علی، انصاری، محمدرضا . (1392)، ارائه مدلی جهت تحلیل تاثیر شخصیت برند مقصد، خوپنداره، خود کارکردی بر نیات رفتاری گردشگران نسبت به بازدید مجدد از شهر پول کجور در استان مازندران، دومین همایش ملی گردشگری و طبیعت گردی ایران زمین، همدان، شرکت هم اندیشان محیط زیست فردا، http://www.civilica.com/Paper-CTEI02-CTEI02_415.html

شاهين، آرش، علامه، سيّد محسن، اسدی، علی. (1393). تحليل تأثير تناسب خودپنداره و شخصيت مقصد بر نیّت‌های رفتاري گردشگر داخلي در شهر اصفهان، چشم انداز مدیریت بازرگانی، دوره 13, شماره 18، صص 86-69.

Aaker, D. A., & Jacobson, R. (2001). The value relevance of brand attitude in high-technology markets. Journal of marketing research, 38(4), 485-493.

Aaker, D.A. (1996), Building Strong Brands, Free Press, New York, NY.

Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., & Soutar, G. N. (2013). The Effect of Global Company Animosity on Global Brand Attitudes in Emerging and Developed Markets: Does Perceived Value Matter?. Journal of International Marketing, 21(2), 17-38.

Bao, Y., Bao, Y., & Sheng, S. (2011) ‘Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation’, Journal of Business Research, Vol. 64 No. 2, pp. 220-226.

Berger, J.A. and Heath, C. (2007), “Where consumers diverge from others: identity signaling and product domains”, Journal of Consumer Research, Vol. 34, No. 2, pp. 121-34.

Chattalas, M. and Shukla, P. (2015) ‘Impact of value perceptions on luxury purchase intentions: a developed market comparison’, Luxury Research J., Vol. 1, No. 1, pp.40–57.

Eisend, M., & Stokburger, N. E. (2013). Brand personality: A meta-analytic review of antecedents and consequences. Marketing Letters, 24(3), 205-216.

Faust, M. E. (2013). Cashmere: A lux-story supply chain told by retailers to build a competitive sustainable advantage. International Journal of Retail & Distribution Management, 41(11/12), 973-985.

Fionda, A. M., & Moore, C. M. (2009). The anatomy of the luxury fashion brand. Journal of Brand Management, 16(5), 347-363.

Ghandehary, M., Harati, H. and Khazaei Pool, J. (2014). Identifying and ranking the effective factors on customer values: A FAHP approach towards Sepah Bank, Iran, Education, Business and Society: Contemporary Middle Eastern, Vol. 7 No. 1, pp. 57-74.

Gopal, D. (2015), ‘Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands’, Journal of Global Fashion Marketing: Bridging Fashion and Marketing, Vol. 6, No. 3, pp. 180-193.

Han, Y.J., Nunes, J.C. and Dre`ze, X. (2010), ‘Signaling status with luxury goods: the role of brand Prominence’, Journal of Marketing, Vol. 74, No. 4, pp. 15-30.

Harris, E.G. and Fleming, D.E. (2005), Assessing the human element in service personality formation: personality congruency and the five factor model, The Journal of Services Marketing, Vol. 19 No. 4, pp. 187-97.

He, Y., Chen, Q., & Alden, D. L. (2015). Time will tell: managing post-purchase changes in brand attitude. Journal of the Academy of Marketing Science, 1-15.

Hutchinson, M., & Bennett, G. (2012). Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency. Sport Management Review, 15(4), 434-447.

Kahyari, H. Dehdashti. Z. and Otofi, A. (2014). “Identifying factors influencing on purchase intention of foreign brand in Iran (Case study: Samsung and Bosch)”, Journal of Brand Management, Vol. 1 No. 1, pp. 75-99.

Kang, A. and Sharma, H. (2012), ‘Using brand personality to enhance brand trust and perceived value: an empirical study of brand Lux’, Asia-Pacific Journal of Management Research and Innovation, 8(3), 323-335.

Kim, D.J., Ferriin, D.L. and Rao, H. R. (2008) ‘A trust-based consumer decision making model in electronic commerce: The role of trust and perceived risk, and their antecedents’, Journal of decision support system, Vol. 8, No. 3, 544-564.

Ko, E., & Megehee, C. M. (2012). Fashion marketing of luxury brands: Recent research issues and contributions. Journal of Business Research, 65(10), 1395-1398.

Ko, E., Lee, M. A., Lee, M. Y., Phan, M., Kim, K. H., Hwang, Y. K., & Burns, L. D. (2011). Product attributes' effects on perceived values and repurchase intention in Korea, USA, and France. Journal of Global Scholars of Marketing Science, 21(3), 155-166.

Lee, J. H., & Hwang, J. (2011). Luxury marketing: The influences of psychological and demographic characteristics on attitudes toward luxury restaurants. International Journal of Hospitality Management, 30(3), 658-669.

Lee, J., & Lee, Y. (2015). The interactions of CSR, self-congruity and purchase intention among Chinese consumers. Australasian Marketing Journal (AMJ), 23(1), 19-26.

Lee, J.H. and Lee, J.H. (2013), ‘The influence of fashion company’s CSR on consumer’s purchase intention; based on the mediating effect of ethical consumerism’, Korean Journal of Marketing Management Research. Vol. 18, No. 3, pp. 1–28.

Liu, F., Li, J., Mizerski, D., & Soh, H. (2012). Self-congruity, brand attitude, and brand loyalty: a study on luxury brands. European Journal of Marketing, 46(7/8), 922-937.

Piyathasanan, B., Mathies, C., Wetzels, M., Patterson, P. G., & de Ruyter, K. (2015). A Hierarchical Model of Virtual Experience and Its Influences on the Perceived Value and Loyalty of Customers. International Journal of Electronic Commerce, 19(2), 126-158.

Ponte, E. B., Carvajal-Trujillo, E. and Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302.

Riley, F., Pina, J. M., & Bravo, R. (2015). The role of perceived value in vertical brand extensions of luxury and premium brands. Journal of Marketing Management, 31(7), 881-913.

Shimp, T.A. (2010), Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, 8th ed., South-Western, Boston, MA.

Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574-596.

Sirgy, M.J., Grewal, D., Mangleburg, T.F. and Park, J.O. (1997), Assessing the predictive validity of two methods of measuring self-image congruence, Academy of Marketing Science Journal, Vol. 25 No. 3, pp. 229-38.

Soltani, M., Mohammadi, E. Purashraf ,Y. and Sayehmiri, K. (2013), “A Survey of Effective Factors on Evaluating Consumers, Attitude towards Brand Extension”, Journal of Business Management, Vol. 5 No. 1, pp. 85-104.

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114-127.

Wang, Y. S., Yeh, C. H., & Liao, Y. W. (2013). What drives purchase intention in the context of online content services? The moderating role of ethical self-efficacy for online piracy. International Journal of Information Management, 33(1), 199-208.

Weng, J. and Run, E. (2013). Consumers' personal values and sales promotion preferences effect on behavioural intention and purchase satisfaction for consumer product. Asia Pacific Journal of Marketing and Logistics, 25(1), 70-101.

Yang, W., & S. Mattila, A. (2014). Do affluent customers care when luxury brands go mass? The role of product type and status seeking on luxury brand attitude. International Journal of Contemporary Hospitality Management, 26(4), 526-543.

Yim, Y., Sauer, P., Williams, J., Lee, S.J., & Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389.

Yu, C. C., Lin, P. J., & Chen, C. S. (2013). How brand image, country of origin, and self-congruity influence internet users' purchase intention. Social Behavior and Personality: an international journal, 41(4), 599-611.

Zhang, B. and Kim, J. H. (2013). ‘Luxury fashion consumption in China: Factors affecting attitude and purchase intent’. Journal of Retailing and Consumer Services, 20(1), 68-79.


ارجاعات
  • در حال حاضر ارجاعی نیست.