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بررسی تأثیر ارزش برند صنعتی بر مؤلفههای ارزش برند ترکیبی و قصد خرید مصرفکنندۀ نهایی | ||
مدیریت بازرگانی | ||
مقاله 2، دوره 8، شماره 4، 1395، صفحه 699-720 اصل مقاله (476.41 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2017.61296 | ||
نویسندگان | ||
هاشم آقازاده1؛ احسان آقامیری حسین آبادی* 2؛ فرینام شهرامی3 | ||
1مدیر گروه مدیریت بازرگانی/دانشکده مدیریت دانشگاه تهران | ||
2دانشگاه تهران | ||
3دانشجوی کارشناسی ارشد/ دانشکده مدیریت دانشگاه تهران | ||
چکیده | ||
پژوهش حاضر با هدف تعیین تأثیر ارزش برند صنعتی بر مؤلفههای ارزش برند ترکیبی و ترجیح خرید مصرفکنندگان نهایی اجرا شده است. جامعۀ آماری تحقیق حاضر، کلیۀ خریداران لپتاپ در شهر تهران است. مدل تحقیق با نمونهای متشکل از 200 نفر و با استفاده از روش نمونهگیری خوشهای سنجیده شده است. جمعآوری اطلاعات لازم از طریق پرسشنامهای انجام گرفت که اعتبار آن آزمون شده بود. این اطلاعات با اعمال آزمونهای مدل معادلات ساختاری، تحلیل مسیر و رگرسیون در نرمافزارهای آموس 20 و اس. پی. اس. اس. نسخۀ 18 تجزیه و تحلیل شدند. در پایان مشخص شد که ارزش برند صنعتی موجب افزایش وفاداری، کیفیت ادراکشده و تصویر برند ترکیبی میشود. بین ارزش برند صنعتی، تداعی و آگاهی از برند، ارتباط مثبت و معناداری وجود ندارد. همچنین در ادامه تأیید شد که وفاداری، کیفیت اداراکشده و تصویر برند ترکیبی، قصد خرید مصرفکنندۀ نهایی را افزایش میدهد، اما تداعی و آگاهی از برند ترکیبی موجب افزایش قصد خرید مصرفکنندۀ نهایی نمیشود. | ||
کلیدواژهها | ||
ارزش برند ترکیبی؛ ارزش برند صنعتی؛ قصد خرید | ||
عنوان مقاله [English] | ||
The Effect of Industrial Brand Equity on Ingredient Brand Equity component and End-User Purchase Intention | ||
چکیده [English] | ||
The goal of present study is to determine the effect of industrial brand equity on ingredient brand equity component and also on end-user's purchase intention in Tehran’s laptop market. Statistical Society of present study is all of the laptop buyers in Tehran city.The research's model was assessed with a sample size of 200 subjects, selected using cluster sampling method. The required data was gathered with the application of a questionnaire whose validity was measured earlier. These data were analyzed in Amos 20 and SPSS 18, employing structural equations model, path analysis, and regression analysis. Finally, it was determined that in Tehran’s laptop market, industrial brand equity increased loyalty, perceived quality, and ingredient brand equity image. In addition, there was not any positive and significant correlation between industrial brand equity with association and awareness of ingredient brand equity. Moreover, it was confirmed that loyalty, perceived quality, image of ingredient brand positively affected end-user purchasing intention. In contrast, ingredient brand association and awareness did not show such impact. | ||
کلیدواژهها [English] | ||
"industrial brand equity", "ingredient brand equity", "purchase intention" | ||
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