اثر پرستیژ، تمایز، تجربه، منافع اجتماعی برند بر بهره وری برند به واسطه جذابیت برند و شناسایی برند مشتری (مورد مطالعه چرم تبریز)

نوع مقاله: علمی پژوهشی

نویسندگان

1 استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران، ایران

2 کارشناس ارشد گروه مدیریت اجرایی، دانشگاه پیام نور،تهران،ایران

3 کارشناس ارشد گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران،ایران

4 استاد گروه مدیریت دانشگاه تهران،ایران

10.30495/qjopm.2020.1864088.2398

چکیده

چرم یکی از جذاب­ترین و پر سودترین صنایع و تجارت جهان به شمار می‌رود، چرا که ارزش افزوده بسیاری را عاید فعالان خود می ­کند. با این حال شرایط صنعت چرم در ایران، وضعیتی متفاوت با جایگاه مورد انتظار دارد و همچنان با سطح مورد نظر در امرتولید و صادرات فاصله دارد. هدف از این مطالعه ایجاد و گسترش اهمیت برند ملی در بین واحدهای تولید کننده برند چرم تبریز و بررسی پیامدهای حاصل از این فرایند و کمک به بهره­وری برند سازمان می ­باشد. پژوهش حاضر از نظر هدف کاربردی و از نظر روش در زمرۀ تحقیقات توصیفی پیمایشی قرار دارد. جامعه آماری این پژوهش کلیه مشتریان و مصرف­ کنندگان برند چرم تبریز در سطح استان آذربایجان شرقی می‌باشد. نتایج حاصل از این پژوهش نشان می دهد که پرستیژ برند بر جذابیت برند تأثیر مثبت و معناداری داشته در حالیکه تأثیر همین متغیر (پرستیژ برند) بر شناسایی برند مشتری تأیید نگردید. همچنین تمایز برند، منافع اجتماعی برند و تجربه برند بر جذابیت برند و جذابیت برند نیز بر شناسایی برند مشتری و بهره ­وری برند تأثیرگذار است. نتایج این پژوهش حاکی از آن است که تمایز برند و تجربه برند بر شناسایی برند مشتری و شناسایی برند مشتری بر بهره­وری برند تأثیر معناداری دارد، ولی اثر منافع اجتماعی برند بر شناسایی برند مشتری تأیید نگردید. نتیجه ­گیری نهایی این این پژوهش نشان داد که برای ایجاد بهره­ وری برند در صنعت چرم متغیرهای تأثیرگذار زیادی را در نظر گرفت.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The effect of brand prestige, brand differentiation, brand experiences, brand social benefits on brand productivity through brand attractiveness and Customer brand identification (Case study of Tabriz leather)

نویسندگان [English]

  • yazdan shirmohammadi 1
  • Parisa Abyaran 2
  • zeinab hashemi baghi 3
  • Gholamreza Taleghani 4
1 Assistant Professor, Department of Business Management, Payam Nourtahan University, Iran
2 MSc, Department of Executive Management, Payame Noor University, Tehran, Iran
3 MSc, Department of Business Management, Payamenour University, Tehran, Iran
4 Professor, Department of Management, University of Tehran, Iran
چکیده [English]

Leather is one of the most attractive and profitable industries and business in the world. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of this study is to create and expand the importance of the national brand among the manufacturers of "Tabriz Leather" brand and to examine the consequences of this process and to help the brand productivity of companies. The statistical population of this research is all customers and consumers of Tabriz leather brand in the province of East Azerbaijan. The results of this research show that Brand Prestige has a positive and significant effect on Brand Attractiveness, while the effect of this variable (Brand Prestige) has not been confirmed on Customer Brand Identification. Also, the variables of Brand Distinction, Brand Social Benefits, and Brand Experiences affect the Brand Attractiveness variable and the Brand Attractiveness variable affects as well as the Customer Brand Identification variable and Brand Productivity. The results of this study indicated that Brand Distinction and Brand Experience have a significant effect on Customer Brand Identification And Customer Brand Identification has a positive and significant effect on brand productivity, but the effect of brand social benefits on customer brand recognition was not confirmed. The final results of this article show that in order to create brand productivity and other influential brand variables among consumers, should be considered in the brand management area.

کلیدواژه‌ها [English]

  • Customer Brand Identitfication
  • Brand Attractiveness
  • Brand Prestige
  • Brand Distinction
  • Brand Productivity

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