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تأثیر مزایای زیباییشناسی و نمادین برند بر تعهد به برند با میانجیگری تعلق به برند در بین مصرفکنندگان برند اپل | ||
| مطالعات مدیریت کسب و کار هوشمند | ||
| دوره 9، شماره 34، بهمن 1399، صفحه 39-62 اصل مقاله (547.14 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22054/IMS.2020.48079.1629 | ||
| نویسندگان | ||
| وحیده علیپور1؛ محمدرضا سعدی* 2؛ عاطفه مهری بازقلعه* 3 | ||
| 1عضو هیئتعلمی، گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران. | ||
| 2عضو هیئتعلمی، گروه پژوهشی اقتصاد مالی و بیمه، پژوهشکده علوم اقتصادی، دانشگاه علامه طباطبایی، تهران، ایران. (نویسنده مسئول)؛ saadi@atu.ac.ir | ||
| 3کارشناسی ارشد، مدیریت استراتژیک، گروه مدیریت و حسابداری، دانشگاه زنجان، زنجان، ایران | ||
| چکیده | ||
| هدف اصلی این پژوهش، ارائه مدلی است که ساختاری مفید برای استفاده مدیران و محققان حوزه تعهد مشتری و برند است. این مطالعه به این پرسش پاسخ میدهد که چگونه مزایای زیباییشناسی برند و مزایای نمادین برند به تعهد مشتری منجر شده و احساس تعلقخاطر به برند چگونه این رابطه را میانجیگری میکند. این تحقیق از لحاظ هدف کاربردی و از حیث گردآوری دادهها، پیمایشی و توصیفی است. جمعآوری دادههای مورد نیاز تحقیق با استفاده از پرسشنامه 20 سؤالی استاندارد و سنجیده شده با طیف پنج گزینهای لیکرت انجام گرفته و بهصورت نمونهگیری غیر تصادفی هدفمند بین 350 نفر از دانشجویان دانشگاه زنجان به دست آمده است. یافتههای تحقیق نشان داد که مزایای زیباییشناسی و نمادین برند، دارای تأثیر مثبت و معنادار بر تعهد است و همچنین متغیر احساس تعلقخاطر به برند عامل میانجی مثبتی بین رابطه مزایای زیباییشناسی و نمادین برند بر تعهد به برند است. | ||
| کلیدواژهها | ||
| مزیت زیباییشناسی برند؛ مزیت نمادین برند؛ تعلق به برند؛ تعهد به برند؛ مزایای برند | ||
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