عوامل مؤثر بر شکل گیری تصویر برند و نقش تعدیل کنندگی نیاز به منحصربه‌فرد بودن و ظاهربینی مشتریان

نوع مقاله : مروری

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چکیده

     پژوهش حاضر با هدف بررسی و شناسایی عوامل مؤثر بر شکل­ گیری تصویر برند مبلمان لوکس و همچنین ارزیابی نقش تعدیل­ کنندگی نیاز به منحصربه‌فرد بودن و ظاهربینی مشتریان انجام شده است. جامعه آماری این پژوهش را تمامی افرادی که برای بازدید یا خرید از بازار مبل ایران (یافت ­آباد)، محدوده خیابان ولیعصر و میرداماد به این اماکن مراجعه کرده­ اند تشکیل می دهند. داده‌های لازم از طریق پرسشنامه استاندارد 32 سؤالی از 337 نفر از افراد که به روش غیراحتمالی دردسترس انتخاب شدند، گردآوری گردید. برای آزمون الگوی از روش رگرسیون چندگانه تعدیل شده استفاده شد. نتایج تجزیه‌و‌تحلیل داده­ ها منجر به تأیید هر هشت فرضیه پژوهش گردید. بر این اساس مشخص شد که اثرهای بین­فردی هنجاری، مبدأ برند، نیاز به منحصربه‌فرد بودن و تمایل به ظاهربینی به عنوان متغیرهای مستقل پژوهش بر شکل­ گیری تصویر برند مبلمان لوکس اثر مثبت و معناداری دارند. علاوه بر این هر دو متغیر نیاز به منحصر بفرد بودن و تمایل به ظاهربینی بر ارتباط بین اثرهای بین­فردی هنجاری و مبدأ برند با متغیر وابسته تصویر برند کالای لوکس، اثر تعدیل‌گر مثبت دارند. در انتها با توجه به نتایج به دست آمده از تحلیل داده­ ها، پیشنهادات کاربردی به منظور توسعه صنعت مبلمان (به‌ویژه مبلمان لوکس) در ایران ارائه شده است. t      Current research is aimed to investigate and identify influential factors on development of brand image for luxury furniture and investigate moderation role of need for uniqueness and vanity of customers. Statistical population of this research is all the customers who have visited or purchased from Iran furniture market, Valiasr and Mirdamad Street. Data has been gathered from standard 32-question questionnaire from 337 samples which were selected by non-probability convenience sampling. For analyzing the model, moderated multiple-regression were used. All eight hypotheses were supported. Results shows that normative interpersonal influences, brand origin, need for uniqueness and vanity which are independent variables have positive significant effect on development of brand image of luxury furniture. Moreover, both need for uniqueness and vanity had positive moderating effect on the relationship of normative interpersonal influences and brand origin with brand origin as a dependent variable. At the end, regarding the results from data analysis, practical recommendations for development of furniture industry (particularly luxury furniture) in Iran has been presented. Keywords: Brand Image; Brand Origin; Normative Interpersonal Influences; Need for Uniqueness; Vanity 

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  • تاریخ دریافت: 08 مهر 1394
  • تاریخ بازنگری: 23 آبان 1403
  • تاریخ پذیرش: 11 دی 1399

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