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بررسی تجربی اثر تناسب برنامه‌های پیشبردی و تبلیغاتی بر دلبستگی به برند | ||
| مدیریت بازرگانی | ||
| مقاله 9، دوره 9، شماره 3، 1396، صفحه 573-594 اصل مقاله (399.87 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2017.215314.2235 | ||
| نویسندگان | ||
| میترا شعبانی نشتایی* 1؛ کامبیز حیدرزاده هنزایی2؛ یزدان منصوریان3 | ||
| 1استادیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد رشت(رودبار)، رشت(رودبار)، ایران | ||
| 2دانشیار گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد علوم وتحقیقات تهران، تهران، ایران | ||
| 3دانشیار گروه علم اطلاعات و دانش شناسی، دانشگاه خوارزمی، تهران | ||
| چکیده | ||
| استفاده از تئوری دلبستگی در حوزۀ بازاریابی می‌تواند باعث ایجاد پیوندی قوی و مانا بین برند و مصرف‌‌کننده شود. شناسایی بهترین تعامل بین برنامه‌های پیشبردی و تبلیغاتی بهعنوان منابع رسیدن به دلبستگی به برند در طبقات کالای بادوام و تندمصرف، هدف این پژوهش است. با اجرای سه مطالعۀ تجربی از نوع طرح‌های عاملی و همکاری 1200 دانشجو، بهترین تعامل بین برنامه‌ها شناسایی شد. نتایج مشابه در هر دو طبقۀ کالا نشان می‌دهد هدیۀ مالی با قابلیت نقدشدن و گستردگی خرید، با پیام آگهی تبلیغاتی در سطح تفسیر و قدرت استدلال بالا متناسب است. از سوی دیگر هدیۀ مالی با قابلیت خرید از فروشگاه خاص، پیام آگهی تبلیغاتی در سطح تفسیر پایین و قدرت استدلال بالا تناسب دارد. این نتیجه‌‌گیری حاکی از آن است که شرایط تناسب برای ایجاد دلبستگی به برند مستقل از طبقۀ کالا شکل می‌گیرد | ||
| کلیدواژه‌ها | ||
| دلبستگی به برند؛ سطوح تفسیر؛ طبقات کالا؛ قدرت استدلال؛ هدایای مالی | ||
| عنوان مقاله [English] | ||
| Experimental Study of the Effect of Advertisement and Promotional Plans on the Brand Attachment | ||
| نویسندگان [English] | ||
| Mitra Shabani Nashtaee1؛ Kambiz Heidarzadeh Hanzaei2؛ Yazdan Mansourian3 | ||
| 1Assistant Prof., Department of Business Management, Rasht (Roudbar) Branch, Islamic Azad University, Rasht (Roudbar), Iran | ||
| 2Associate Prof., Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran | ||
| 3Associate Prof. of Information Science and Knowledge Studies, Kharazmi University, Tehran, Iran | ||
| چکیده [English] | ||
| Building a strong and lasting relationship between a brand and its consumers can be routed out by applying “the theory of attachment” in the marketing. This article aims to identify the best interaction between promotional and advertising plans as the resources of creating brand attachment in the durable and fast moving consumer goods. Conducting three experimental studies of factorial design type with 1200 participants, we investigated the different modes of interaction to identify the best fit. The results are quite similar for both product categories. The findings showed that the financial gifts with the ability of liquidity and shopping variety fit the advertisement messages at high construal level and high argument strength. However, the financial gift with the ability of buying from a particular store fits the advertisement messages at the low construal level and high argument strength. Therefore, we can cocnlude that the conditions for building brand attachment can work out independent of the product category | ||
| کلیدواژه‌ها [English] | ||
| Argument strength, Brand Attachment, Construal levels, Financial gifts, Product categories | ||
| مراجع | ||
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