تأثیر تناسب شخصیت برند بر نگرش به برند و مؤلفه های ارزش

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشگاه شهید بهشتی

2 دانشگاه اصفهان

چکیده

هدف این پژوهش بررسی بررسی تاثیر تناسب شخصیت برند، نگرش به برند و مولفه های ارزش ادراک شده(شخصی، اجتماعی و کارکردی) می باشد. جامعه آماری این پژوهش، شامل مشتریان بانک های خصوصی در شهر تهران می باشد. ابزار گردآوری داده‌ها در این پژوهش، پرسشنامه استاندارد بوده است که روایی صوری آن توسط خبرگان و پرسش‌‌شوندگان مورد تأیید قرار گرفت و پایایی آن با استفاده از ضریب آلفای کرونباخ و پایای مرکب(CR) محاسبه و تأیید شد. با توجه به روش نمونه‌گیری که از نوع غیرتصادفی در دسترس بود، پرسشنامه میان 400 نفر از مشتریان بانک ها توزیع شد. از این تعداد 352 پرسشنامه جمع آوری و از طریق روش حداقل مربعات جزئی که یکی از روش‌های مدلسازی معادلات ساختاری می‌باشد، مورد تجزیه و تحلیل قرار گرفت. برای این منظور از نرم‌افزارهای SPSS20 وSmartPLS2.0  استفاده شد. نتایج این پژوهش نشان داد که بین تناسب شخصیت برند، نگرش به برند و مولفه های ارزش ادراک شده روابط معناداری برقرار است. با توجه به یافته ها می توان گفت که آزمون مدل پیشنهادی این پژوهش منجر به درک بهتری از مکانیسم های بازاریابی می گردد که مبنای قابل قبول برای حفظ و افزایش ارزش اداراک شده مشتریان نسبت به خدمات بانکی است.

کلیدواژه‌ها

عنوان مقاله [English]

Developing a Model to Identify the Structural relationships between the Brand Personality Congruity, Brand attitude and Perceived Value Dimensions: A Case Study in the Banking industry

چکیده [English]

The aim of this study was to evaluate the effect of brand personality congruity, brand attitude and perceived value components (personal, social and functional). The study population includes clients of private banks in the city of Tehran. Data collection for this study was a questionnaire that its validity was confirmed by experts and respondents and reliability using Cronbach's alpha coefficient and composite reliability (CR) was calculated. Depending on the type of non-random sampling method was available; a questionnaire was distributed among 400 customers of banks. Of these, 352 questionnaires were collected using partial least squares method which is a method of structural equation modeling, were analyzed. For this purpose, the software was used SPSS20 and SmartPLS2.0. The results showed that the brand personality congruity, brand attitude and perceived value components, there is a significant relationship. According to the findings, it can be said that this research will lead to a better understanding of the mechanisms proposed test marketing is an acceptable basis for maintaining and increasing the value of the perceived customer banking services.

کلیدواژه‌ها [English]

  • Brand Personality Congruity- Brand Attitude- Perceived Value- Banking Industry- Customers

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سابقه مقاله

  • تاریخ دریافت: 27 دی 1394
  • تاریخ بازنگری: 01 دی 1403
  • تاریخ پذیرش: 11 دی 1399

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