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بررسی اثر نقش میانجی اعتماد کارکنان به برند بر رابطۀ سبک رهبری تحولگرا و رفتار شهروندی برند در صنعت کاشی و سرامیک | ||
| مدیریت بازرگانی | ||
| مقاله 11، دوره 9، شماره 4، 1396، صفحه 877-904 اصل مقاله (467.44 K) | ||
| نوع مقاله: مقاله علمی پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jibm.2017.241856.2756 | ||
| نویسندگان | ||
| محمد محمودی میمند1؛ سحر گلکاری حق* 2؛ محمود سمیعی نصر3؛ حسن مهرمنش4 | ||
| 1دانشیار گروه مدیریت بازرگانی و MBA، دانشگاه پیام نور، تهران، ایران | ||
| 2دانشجوی دکتری مدیریت بازرگانی، دانشگاه آزاد اسلامی واحد بین الملل کیش، ایران | ||
| 3استادیار گروه مدیریت، دانشگاه آزاد اسلامی، واحد تهران جنوب، تهران،ایران | ||
| 4استادیار گروه مدیریت، دانشگاه آزاد اسلامی،واحد تهران جنوب، تهران، ایران | ||
| چکیده | ||
| از آنجا که کارکنان در حفظ و نگهداری رابطۀ برند با مشتریان، نقش مهم و پایهای دارند، مدیریت رفتار کارکنان در راستای انطباق آن با اصول برند از عوامل بسیار حیاتی در برندسازی شناخته شده است و چون سبک رهبری یکی از توانمندیهای سازمان در فرایند برندسازی برای شکلدهی رفتار کارکنان بهمنظور اعتماد به برند، بالاتر رفتن احتمال بروز رفتارهای حامیانه و داوطبانۀ آنان است، مطالعۀ پیش رو به بررسی رابطۀ سبک رهبری تحولگرا و رفتار شهروندی برند با نقش میانجی اعتماد کارکنان به برند پرداخته است. روش تحقیق، توصیفی و از نوع همبستگی است و روش تحلیل دادهها از نوع مدلیابی معادلات ساختاری است. جامعۀ آماری شامل کارکنان فروش و بازاریابی شرکتهای عضو انجمن صنفی کاشی و سرامیک ایران در نظر گرفته شده که با استفاده از روش نمونهگیری تصادفی متناسب با حجم، 210 نفر برای نمونۀ آماری انتخاب شدند. نتایج معادلات ساختاری تمام فرضیههای مطرح شده را تأیید کرد. | ||
| کلیدواژه‌ها | ||
| اعتماد کارکنان به برند؛ رفتار شهروندی برند؛ سبک رهبری تحولی برند؛ صنعت کاشی و سرامیک ایران | ||
| عنوان مقاله [English] | ||
| The Relationship between Brand Transformational Leadership Style and Brand Citizenship Behavior Considering the Mediating Role of the Staff Trust in Sales and Marketing in the Ceramic and Tile Industry | ||
| نویسندگان [English] | ||
| Mohammad Mahmoudi Meimand1؛ Sahar Golkari hagh2؛ Mahmoud Samii Nasr3؛ Hassan Mehrmanesh4 | ||
| 1Associated Prof. of Management, Payam e Noor University, Tehran, Iran | ||
| 2Ph.D. Candidate in Business Management, Islamic Azad University, Kish Branch, Iran | ||
| 3Assistant Prof. of Management, Islamic Azad University, Central Branch, Tehran, Iran | ||
| 4Assistant Prof. of Management, Islamic Azad University, Central Branch, Tehran, Iran | ||
| چکیده [English] | ||
| In the area of organizational behavior, leadership is one of the most prominent factors influencing the behavior of the organization's staff toward brand performance. The present study aims to investigate the role of transformational leadership style in promoting brand citizenship behavior with regards to the mediating role of employee-based trust to the brand. The present study is descriptive in nature and correlative. The data were evaluated based on structural equation modeling. The statistical population consists of all the sales and marketing staff of tile and ceramic companies linked with Iran Tile and Ceramic Association. Using random stratified sampling method, 210 individuals were selected as the statistical sample for the study. To collect data, three self-made questionnaires were used to evaluate leadership, brand trust and brand citizenship behavior. The collected data were analyzed using SPSS and AMOS software. The results of structural equation showed that the direct effect of trust on brand citizenship behavior of employees is 0.574. There was a significantly positive direct effect for leadership style on employee trust (p = 0.601) and also there was a significantly positive effect for trust, as the mediator, on the relationship between leadership style and brand citizenship behavior (p = 0.84). | ||
| کلیدواژه‌ها [English] | ||
| Brand citizenship behavior, Ceramic Tile Industry of Iran, Employee’s Brand Trust, Transformational Leadership Style | ||
| مراجع | ||
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