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نوع مقاله : علمی - پژوهشی
چکیده
در محیط رقابتی امروز، وجود ذهنیت و تصویر متمایز میتواند در موفقیت محصول مؤثر باشد. بر اساس مطالعههای موجود، تصویر کشور تولیدکننده محصول و تلاشهای بازاریابی بر ارزش ویژه برند اثرگذار است. در پژوهش حاضر، اثر این دو مورد بر خردهفروشی ارزش ویژه برند و عملکرد سودآوری بررسی شده است. جامعه آماری پژوهش کلیه خردهفروشان برند «سامسونگ» در شهر تهران است که به‌دلیل کم‌بودن حجم جامعه از سرشماری استفاده شد. برای گردآوری دادهها پرسشنامه استاندارد و محققساخته به‌کار رفت. پایایی پرسشنامه از طریق آلفای کرونباخ 9/0 برآورد شد. تجزیه‌وتحلیل آماری این پژوهش با استفاده از نرم‌افزار LISREL8.8 انجام شده است. بر اساس نتایج، تصویر کشور مبدأ و تلاشهای بازاریابی بر ارزش ویژه خردهفروشی برند اثر معناداری دارند؛ همچنین ارزش ویژه خردهفروشی برند بر عملکرد سودآوری برند تأثیر مثبت و معنادار دارد
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