بررسی عامل میانجی اشتیاق برند در تأثیر شخصیت برند بر وفاداری برند

نوع مقاله : علمی - پژوهشی

نویسندگان

دانشگاه اصفهان

چکیده

امروزه برندها جزو باارزش‌ترین دارایی‌ شرکت‌ها به­ شمار می‌آیند؛ بنابراین داشتن مشتریانی وفادار به برند، هدف اصلی بسیاری از شرکت‌ها است. هدف این پژوهش بررسی تأثیر شخصیت و اشتیاق برند بر وفاداری نسبت به آن و همچنین تعیین نقش میانجی­گری اشتیاق برند در ارتباط بین شخصیت و وفاداری برند در صنعت تلفن همراه است. تحلیل فرضیه‌ها بااستفاده از «معادلات ساختاری» انجام شد. جامعه آماری پژوهش شامل مشتریان تلفن همراه «نوکیا» در اصفهان بوده و برای نمونه­گیری از «روش خوشه‌ای» استفاده شد. تعداد 452 پرسشنامه صحیح برای تحلیل داده‌ها به­کار رفت. نتایج تحلیل فرضیه­ها نشان داد که شخصیت برند بر اشتیاق به برند و اشتیاق برند بر وفاداری به برند تأثیرگذار است، تأثیر مستقیم شخصیت برند بر وفاداری برند رد شد. آزمون فرضیه آخر نیز اثر غیرمستقیم شخصیت برند بر وفاداری برند از طریق اشتیاق برند را تأیید کرد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Mediating Effect of Brand Involvement in the Impact of Brand Personality on Brand Loyalty

چکیده [English]

 Ali Sanayei*, Sayyed Mehdi Mirmehdi**, Reza Salehzade***[1] AbstractIn today's business, brands are considered as a valuable asset for companies so having the loyal customers to the brand is the main goal of many companies. The aim of this study was to investigate the impact of brand personality on brand involvement and brand loyalty. In addition, the role of brand involvement as a mediator in the relationship between the brand personality and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Totally 452 valid questionnaires were used for data analysis. The results of the analysis showed that the brand personality has an impact on brand involvement and brand involvement an impact on brand loyalty. The direct impact of brand personality on brand loyalty was rejected. Based on last hypothesis testing, the indirect effect of brand personality on brand loyalty through brand involvement was confirmed. Keywords: Brand Personality; Brand Involvement; Brand Loyalty* Professor, University of Isfahan.** Ph.D. student, University of Isfahan (Corresponding Author).E-mail: Mehdi_smm84@yahoo.com*** Ph.D. student, University of Isfahan.

قاسمی، وحید (1389). مدل‌سازی معادله ساختاری در پژوهش‌های اجتماعی با کاربرد Amos Graphics، چاپ اول، تهران: انتشارات جامعه‌شناسان.
Aaker, J. L. (1997). Dimensions of brand personality, Journal of Marketing Research, 34(3), 347-356.
Aaker, J. L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs, Journal of Personality and Social Psychology, 81(3), 492-508.
Alipour Shirsavar, H., Gilaninia, S., & Mohammadi Almani, A. (2012). A Study of Factors Influencing Positive Word of Mouth in the Iranian Banking Industry, Middle-East Journal of Scientific Research, 11(4), 454-460.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes”, Journal of Consumer Research, 15, 210–24.
Chaudhuri, A., & Holbrook, B. M. (2001) The Chain of Effects from Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65, 81-93.
Chen, M. Z. (1998). A study on the relationship between brand personality, consumer satisfaction and customer loyalty, Graduate Institute of Department of Business Administration, Chang Gung University, Taoyuan.
Dahlgren, S. (2011). Brand loyalty and involvement in different customer levels of a service concept brand, Marketing Master's thesis Susanna Dahlgren Department of Marketing Aalto University School of Economics.
Guthrie, M. F., & Kim, H. S. (2009). The relationship between consumer involvement and brand perceptions of female cosmetic consumers, Journal of Brand Management, 17(2), 114-133.
Iwasaki, Y., & Havitz, M. (1998). A path analytic model of the relationships between involvement, psychological commitment and loyalty, Journal of leisure research, 39(2), 256-280.
Kelle, K. L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-190.
Khan, B. M. (2009). Consumers And Their Brands: Deciphering Dimensions of Loyalty, International Journal of Business Insights & Transformation, 2(1), 84-92.
Kyle, G., Absher, J., Norman, W., Hammit, W., & Jodice, L. (2007). A Modified Involvement Scale, Leisure Studies, 26(4), 399–427.
LeClerc, F., & Little, J. D. C. (1997). Can advertising copy make FSI coupons more effective?, Journal of Marketing Research, 34, 473-84.
Lee, Y. K., Back, K. J., & Kim, J. Y, (2009). Family restaurant brand personality and its impact on consumer’s emotion, satisfaction, and band loyalty, Journal of hospitality & Tourism Research, 33(3), 305-328.
Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers, Journal of Product & Brand Management, 19(1), 4–17.
Meller, J. J., & Hansan, T. (2006). An Empirical examination of brand loyalty, Journal of Product & Brand Management, 15(7), 442-449.
Mengxia, Z. (2007). Impact of brand personality on PALI: a comparative research between two different brands, International Management Review, 3(3), 36-46.
Morgan, R. P. (1999). A consumer-orientated framework of brand equity and loyalty, International Journal of Market Research, 42(1), 65-78.
O’ Cass, A. (2000). An assessment of consumers product, purchase decision, advertising, and consumption involvement in fashion clothing. Journal of Economic Psychology, 21(5), 545-576.
Oliver, R. L. (1999). When consumer loyalty?, Journal of Marketing, 63, 33-44.
Quester, P., & Lim, A. L. (2003). Product involvement/brand loyalty: is there a link?, Journal of Product and Brand Management, 12(1), 22-38.
Srivastava, M., & Kamdar, R. M. (2009). Brand Image Formation as a function of involvement and familiarity, Journal of Indian Management & Strategy, 14(4), 84-91.
Sudhahar, J. C., Israel, D., Britto, A. P., & Selvam, M. (2006). Service loyalty measurement scale: A reliability assessment, American Journal of Applied Sciences, 3(4), 1814-1818.
Tsiotsou, R. (2010). An Empirical Analysis of the Brand Personality Effects on Brand Involvement, Academic Public Administration Studies, University of Macedonia.
Zinkhan, G. D., Haytko, D., & Ward, A. (1996). Self-concept Theory, Journal of Marketing Communication, 2(1), 1-19.