عوامل موثر بر نگرش تعمیم برند و تاثیر تبلیغات بر رفتار مصرف کننده

نوع مقاله : مروری

نویسندگان

دانشگاه شهید چمران اهواز

چکیده

توسعه محصول یکی از راهبردهای بازاریابی مورد توجه مدیران برای پاسخگویی به تغییر در نیازها، خواسته­ ها و ترجیحات مشتریان در بازارها است. یکی از دغدغه­ های اصلی مدیریت در این زمینه تعمیم برند موجود برای محصول جدید است. این پژوهش با هدف بررسی عوامل موثر بر نگرش تعمیم برند و تاثیر نگرش تعمیم برند و تبلیغات بر رفتار مصرف­ کننده انجام شده است. در این پژوهش، ابتدا تاثیر عوامل موثر بر نگرش تعمیم­ برند و سپس تاثیر نگرش تعمیم برند بر تصویر نهایی برند و قصد خرید  مورد بررسی قرار گرفته است. همچنین در این پژوهش تاثیر متغیر تبلیغات به عنوان متغیر تعدیل­­ گر بر رابطه­ ی بین نگرش تعمیم برند و تصویر نهایی برند مورد بررسی قرار گرفته است که در پژوهش­ های پیشین تاثیر تبلیغات بر این رابطه بررسی نشده است.  گردآوری داده­ ها از طریق دو پیش‌آزمون و با استفاده از یک پرسشنامه صورت پذیرفت. داده­ های 497 دانشجوی دانشگاه شهید چمران اهواز با استفاده از الگوی معادلات ساختاری و نرم‌افزار LISREL تجزیه و تحلیل شد و نتایج نشان داد تناسب تصویر برند بیشترین تاثیر را بر نگرش تعمیم­ برند داشت. همچنین تبلیغات مبتنی بر برند تاثیر قوی­ تری در مقایسه با تبلیغ مبتنی بر محصول بر نگرش تعمیم­ برند دارد.

کلیدواژه‌ها

عنوان مقاله [English]

Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior

چکیده [English]

Abdol Hadi Darzian Azizi*,Zeinab Zarepour**[1] Abstract     Product extending is one of the marketing strategies considered by managers to respond the changes of customers’ needs, demands, and preferences in the market. One of the main concerns of managers in this field is a brand extension of the new product. This research has been implemented to investigate the effective factors on brand extension attitude and brand extension effect as well as advertising on consumer behavior. In this research, first, the effective factors on brand extension attitude, and then the effect of brand extension attitude on the final brand image and purchase intention have been investigated. Also, the effect of advertising as the modifying variable on the relationship between brand extension attitude and final brand image has been investigated which has not been investigated in former research. Data collection was implemented through two pre-tests using a questionnaire. Data analysis related to 497 students of Shahid Chamran University of Ahvaz was applied through structural equations and LISREL software. Results showed that brand image appropriateness was the most effective factor on brand extension attitude. Also, brand-based advertising had a stronger effect on brand extension attitude compared to product-based advertising.   Keywords: Brand Extension; Attitude Towards Brand Extension; Brand Image Fit; Advertising and Consumer's Behavior* Assistant Professor, Shahid Chamran University.**. MA Student, , Shahid Chamran University (Corresponding Author).E-mail: T.zarepour@yahoo.com

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  • تاریخ دریافت: 14 مهر 1394
  • تاریخ بازنگری: 17 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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