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تأثیر مسئولیت اجتماعی بشردوستانه بر وفاداری با میانجی‌گری ارزش ویژه برند و شهرت شرکت

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نوع مقاله : مروری

چکیده

     امروزه، شرکت­های صنعتی با توجه به بحران­ها و پیچیدگی­ های بازار، به دنبال کسب توسعه پایدار هستند. در همین راستا، بسیاری از پژوهشگران مسئولیت اجتماعی و توسعه پایدار را هم‌راستا و موازی با هم دانسته و مسئولیت اجتماعی به­ عنوان لازمه­ ی برندسازی پایدار و سازگار معرفی شده است. لذا، این پژوهش، اثر مسئولیت اجتماعی بشردوستانه بر وفاداری خریداران صنعتی با میانجی­گری شهرت و ارزش ویژه برند را در شرکت­های مواد غذایی فعال در شهرک‌های صنعتی تهران، بررسی می­ نماید؛ که از طریق نمونه ­گیری غیراحتمالی آسان داده ­ها (مدیران خرید 92 شرکت) جمع ­آوری شده­اند. در این پژوهش، از روش حداقل مربعات جزئی به کمک نرم­ افزار Smart-Pls 2 استفاده. نتایج نشان می‌دهند، مسئولیت اجتماعی بشردوستانه شرکت با شهرت شرکت (731/0= β، 456/14t=) و ارزش ویژه برند (548/0=β، 536/5t=) اثر معنادار دارد، همچنین، شهرت ­شرکت بر ارزش­ ویژه برند (33/0= β، 189/3= t) و وفاداری (364/0=β، 496/2t=) اثر معنادار دارد؛ و ارزش ویژه برند به وفاداری (464/0=β، 572/3t=) اثر معنادار دارد. همچنین، با تعیین اثر کل، مسئولیت اجتماعی بیش‌ترین اثر (632/0) و ارزش ویژه برند شرکتی کمترین اثر (464/0) را بر وفاداری دارند.

کلیدواژه‌ها

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چشم انداز مدیریت بازرگانی
دوره 14، شماره 22 - شماره پیاپی 22
خرداد 1394
صفحه 141-158
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  • تاریخ دریافت: 12 مهر 1394
  • تاریخ بازنگری: 10 آذر 1402
  • تاریخ پذیرش: 11 دی 1399
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