داستان‌سُرایی برند و اعتماد به برند با تمرکز بر نقش میانجی اصالت برند

نوع مقاله : علمی - پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، واحد بابل، دانشگاه آزاد اسلامی، بابل، ایران

2 استادیار، گروه مدیریت بازرگارنی، دانشگاه پیام نور، تهران، ایران

3 دانشجوی دکتری مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، ایران.

چکیده

هدف: تبلیغات مبتنی بر داستان به‌جای برقراری ارتباط از طریق روش سخنرانی، مخاطب را از طریق القای معنایی در زندگی او، تحت تأثیر شناختی و عاطفی قرار داده و او از طریق داستان به دنیای همه‌جانبه مفاهیم و انتزاع، انتقال پیدا می‌کند. هدف از انجام این پژوهش بررسی تاثیر داستان سرایی برند بر اعتماد به برند با نقش میانجی اصالت برند است.
روش: روش این تحقیق از نظر هدف، کاربردی و از نظر ماهیت، توصیفی-پیمایشی است. جامعه آماری این پژوهش، کلیه مشتریان فروشگاه‌ اینترنتی دیجی کالا در شهر تهران بوده است نمونه آماری به تعداد 384 نفر انتخاب گردید. شیوه نمونه‌گیری نیز به صورت تصادفی ساده است. برای روایی سازه‌ها، از آزمون روایی محتوا، همگرا و واگرا و جهت سنجش پایایی از آزمون آلفای کرونباخ، پایایی ترکیبی و بارهای عاملی استفاده گردید. نرم‌افزار مورد استفاده برای انجام تجزیه‌وتحلیل داده‌ها نیز، نرم‌افزار Smart PLS نسخه سوم است.
یافته‌ها: یافته‌های پژوهش نشان داد که آزمون‌های روایی و پایایی مورد تائید نهایی قرار گرفت، همچنین نتایج پژوهش نشان داد که کلیه فرضیات تحقیق مورد تائید نهایی قرار گرفتند.
نتیجه گیری: مشخص شد که ابعاد داستان سرایی برند شامل انسان‌نگاری، جذابیت و نمادگرایی در شبکه‌های اجتماعی و آگاهی در مورد آنان، موجب افزایش اعتماد به برند در بین مشتریان می‌گردد. همچنین به میزان اینکه برندی، اصالت و پیشینه مشخصی داشته باشد، روابط بین داستان سرایی در رابطه با برند و اعتماد پیدا کردن به برند، افزایش پیدا خواهد کرد.

کلیدواژه‌ها

عنوان مقاله [English]

Brand Storytelling and Brand Trust Focusing on the Mediating role of Brand Authenticity

نویسندگان [English]

  • Majid Fani 1
  • seyedeh maasoumeh Ghamkhari 2
  • Mohammad Amin Torabi 3
1 Assistant Professor, Department of business management, Babol Branch, Islamic Azad University, Babol, Iran
2 Assistant Professor, Department of Business Administration, Payame Noor University, Tehran, Iran
3 PhD Student in Business Management, Department of Business Management, Faculty of Management, University of Tehran, Iran.
چکیده [English]

Objective: Instead of communicating through storytelling, story-based advertising impresses the audience cognitively and emotionally through the induction of meaning in their life, and they are transferred to the all-encompassing world of concepts and abstraction through storytelling. The purpose of this study is to investigate the effect of brand storytelling on brand trust with the mediating role of brand originality.
Method: The method of this research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study was all customers of Digi Kala online store in Tehran. A statistical sample of 384 people was selected. The sampling method is also simple random. For construct validity, content validity test, convergent and divergent, and for reliability, Cronbach's alpha test, combined reliability and factor loads were used. The software used to perform data analysis is Smart PLS software version three.
Results: The findings showed that the validity and reliability tests were finally confirmed, also the results showed that all research hypotheses were finally confirmed.
Conclusion: It was found that the dimensions of brand storytelling, including anthropology, attractiveness and symbolism in social networks and awareness about them, increase brand trust among customers. Also, as long as the brand has a certain originality and background, the relationship between storytelling about the brand and trusting the brand will increase.

کلیدواژه‌ها [English]

  • Brand Storytelling
  • Brand Trust
  • Brand Authenticity

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  • تاریخ دریافت: 28 آذر 1400
  • تاریخ بازنگری: 30 تیر 1401
  • تاریخ پذیرش: 01 مرداد 1401

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