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بررسی تأثیر عناصرنام تجاری بر نگرش و رفتار مصرف‌کنندگان نسبت به نام تجاری تعمیم یافته (مورد مطالعه: شرکت فرآورده‌های گوشتی و لبنی کاله) | ||
| مدیریت بازرگانی | ||
| مقاله 11، دوره 7، شماره 2، 1394، صفحه 445-462 اصل مقاله (376.11 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2015.50741 | ||
| نویسندگان | ||
| سیدمحمد طباطبایی نسب* 1؛ زهره محمدنبی2 | ||
| 1استادیار مدیریت بازرگانی، دانشگاه یزد، یزد، ایران | ||
| 2کارشناسارشد مدیریت بازگانی، دانشگاه یزد، یزد، ایران | ||
| چکیده | ||
| ارزیابی و ادراک مصرف‌کنندگان از نام تجاری، مبنای تصمیم به خرید و اعتماد به نام تجاری را شکل میدهد و هر چه ارزش نام و نشان تجاری در ذهن مصرف‌کنندگان بیشتر باشد، شرکت میتواند منافع بیشتری از مصرف‌کنندگان کسب کند. پژوهش حاضر به تجزیهوتحلیل تأثیر ابعاد ارزش ویژه و عناصر نام تجاری بر نگرش مصرف‌کنندگان نسبت به تعمیم نام تجاری، میپردازد. جامعۀ آماری پژوهش را مصرف‌کنندگان محصولات شرکت کاله در شهر اصفهان پوشش میدهد. ابزار گردآوری دادهها پرسشنامه در نظر گرفته شده است و بهکمک آزمون ضریب همبستگی فرضیهها تحلیل میشوند. برازندگی و اعتبار مدل با بهرهمندی از معادلات ساختاری بررسی میشود. نتایج نشان میدهد آگاهی از نام تجاری، تصویر نام تجاری و وفاداری نسبت به نام تجاری بر رفتار مصرف‌کننده رابطه‌ای مثبت برقرار میکند و تداعیات نام تجاری و شخصیت نام تجاری بر نگرش مصرف‌کننده نسبت به نام تجاری تعمیم‌یافته تأثیر مثبت میگذارد؛ همچنین یافتههای پژوهش تأثیر عامل جنسیت بر نگرش آنان نسبت به نام تجاری تعمیم‌یافته را تأیید میکند. | ||
| کلیدواژه‌ها | ||
| ارزش ویژۀ برند؛ تعمیم نام تجاری؛ شخصیت نام‌تجاری؛ نگرش مصرف‌کننده | ||
| عنوان مقاله [English] | ||
| Examination of the impact of brand elements on consumers’ attitude & behaviour toward extended brand (Case study: Kaleh meat and dairy products company) | ||
| نویسندگان [English] | ||
| Seyed Mohammad Tabatabaee Nasab1؛ Zohreh Mohammad Nabi2 | ||
| 1Assistant Prof. of Business Management Department, Yazd University, Yazd, Iran | ||
| 2MSc. Business Management, Yazd University, Yazd, Iran | ||
| چکیده [English] | ||
| Consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. The current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. The statistical population of this study is the consumers and customers in the food industry (Kaleh company products) in the city of Isfahan. Data collection instrument is questionnaire, and correlation coefficient was used for analyzing hypotheses and identifying the extent and intensity of the relationships between variables. Besides, in order to investigate conceptual framework fitness, the structural equation modeling technique was used. The results show that brand awareness, brand image and brand loyalty have a positive impact on consumer’s behavior, and brand associations and brand personality have a positive impact on consumer's attitude. Findings indicate that gender is effective on their attitudes toward brand extension. | ||
| کلیدواژه‌ها [English] | ||
| brand equity, brand extension, Brand Personality, Consumer Attitude | ||
| مراجع | ||
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