بررسی تأثیر فرایندهای روان شناختی هویت برند و شخصیت برند بر وفاداری برند

نوع مقاله : مروری

نویسندگان

1 دانشگاه شیراز

2 دانشگاه باهنر کرمان

چکیده

در دنیای تجارت امروز، لزوم توانایی شرکت ها در افزایش حجم معاملات و درآمدهای خود از طریق وفادار کردن مصرف کننده به واسطه ی فعالیت های روان شناختی و ذهنی از اهمیت بسیاری برخوردار است. بنابراین هدف از انجام این پژوهش، بررسی تأثیر فرایندهای روان شناختی هویت برند و شخصیت برند بر مدل سنتی وفاداری برند (ارزش ادراک شده، رضایتمندی و اعتماد) و همچنین اشاره به نقش میانجی شخصیت برند در مدل ارائه شده دارد. پژوهش پیش رو، از نظر هدف کاربردی و از دید روش، در دسته ی پژوهش های توصیفی- پیمایشی است. جامعه ی آماری آن، مصرف کنندگان دو صنعت بانکداری و آرایشی بهداشتی هستند که برای جمع آوری داده ها، تعداد 198 پرسشنامه میان این دو گروه توزیع شد. تجزیه و تحلیل اطلاعات نشان داد، ویژگی های منحصر به فرد محصولات یک برند باعث می شود که مصرف کننده به واسطه ی آن، برند را شناسایی کرده و این گونه ارزش ادراک شده وی افزایش یابد. در پی این فرایند، اعتماد مصرف کننده و به دنبال آن، وفاداری او به برند افزایش می یابد. در این فرایند، نقش میانجی شخصیت برند در تأثیرگذاری هویت برند بر مدل سنتی وفاداری مشتریان، اهمیت بسیاری دارد. نتایج این پژوهش نقش تأثیرگذاری را در تصمیم گیری مدیران بازاریابی سازمان ها و شرکت ها ایفا می کند و باعث می شود، فرایندهای روان شناختی در ابتدای فرایند ایجاد وفاداری مد نظر قرار گیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating the impact of psychological processes of brand identity and brand personality on brand loyalty

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  • تاریخ دریافت: 23 اردیبهشت 1394
  • تاریخ بازنگری: 03 خرداد 1404
  • تاریخ پذیرش: 11 دی 1399

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