پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 161 |
| تعداد شماره‌ها | 6,532 |
| تعداد مقالات | 70,500 |
| تعداد مشاهده مقاله | 124,089,208 |
| تعداد دریافت فایل اصل مقاله | 97,192,362 |
تأثیر بازاریابی خیرخواهانه بر قصد خرید مصرف‌کننده (مورد مطالعه: مصرف‌کنندگان تک‌ماکارون) | ||
| مجله علمی "مدیریت فرهنگ سازمانی" | ||
| مقاله 1، دوره 19، شماره 1، فروردین 1400، صفحه 1-24 اصل مقاله (826.54 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22059/jomc.2019.200799.1006752 | ||
| نویسندگان | ||
| حسین خنیفر1؛ نیما سلطانی نژاد2؛ علی اصغر رشید* 3 | ||
| 1استاد دانشکدة مدیریت و حسابداری پردیس فارابی دانشگاه تهران | ||
| 2مدرس مرکز آموزش علمی‌‌ـ کاربردی فرهنگ و هنر رشد کرمان | ||
| 3کارشناس‌ارشد مدیریت بازرگانی پردیس فارابی دانشگاه تهران | ||
| چکیده | ||
| پژوهش حاضر با هدف بررسی تأثیر بازاریابی خیرخواهانه بر قصد خرید مصرف‌کنندگان تک‌ماکارون انجام شد. برای رسیدن به این هدف، از طریق مطالعات گذشته، عواملی که در این موضوع دخیل بودند شناسایی شدند و با استفاده از متغیرهای بازاریابی خیرخواهانه، جذابیت برند، هویت مصرف‌کننده با شرکت، بدبینی مصرف‌کننده، احساسات اخلاقی، و قصد خرید مدل پژوهش شکل گرفت. تحقیق حاضر از نظر هدف کاربردی و از نظر روش تحقیقی توصیفی است. ابزار گردآوری داده‌ها در این پژوهش پرسشنامه بود. تعداد 350 پرسشنامه بین مصرف‌کنندگان محصول تک‌ماکارون شهر تهران در فاصلة زمانی آبان‌ماه تا دی‌ماه 1394 توزیع و تعداد 330 پرسشنامة قابل قبول جمع‌آوری شد. تجزیه‌وتحلیل داده‌ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم‌افزار AMOS18 انجام شد. نتایج پژوهش نشان داد بازاریابی خیرخواهانه بر جذابیت برند، احساسات اخلاقی، و قصد خرید مصرف‌کننده تأثیر مثبت و معنادار، اما، بر بدبینی مصرف‌کننده اثر معکوس و معنادار می‌گذارد. همچنین، احساسات اخلاقی و هویت مصرف‌کننده با شرکت نیز بر قصد خرید تأثیر مثبت و معنادار می‌گذارد. در نهایت بدبینی مصرف‌کننده بر قصد خرید محصول بازاریابی خیرخواهانه اثر معکوس می‌گذارد. | ||
| کلیدواژه‌ها | ||
| بازاریابی خیرخواهانه؛ تک‌ماکارون؛ قصد خرید؛ مدل‌یابی معادلات ساختاری | ||
| عنوان مقاله [English] | ||
| The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers | ||
| نویسندگان [English] | ||
| Hosein Khanifar1؛ Nima Soltani Nejad2؛ Ali Asghar Rashid3 | ||
| 1Professor, Faculty of Management & Accounting, College of Farabi , University of Tehran, Qom, Iran | ||
| 2Lecture at the University of Applied Science and Technology, Roshd Center of Art and Culture, Kerman, Iran | ||
| 3MSc. Student of Business Management, College of Farabi, University of Tehran, Qom, Iran | ||
| چکیده [English] | ||
| The aim of this study was to investigate the effect of cause-related marketing on Tak Makaron consumers’ intention to buy. To achieve this goal, the factors involved in this issue were identified through examining the previous studies in this arena. Factors such as cause-related marketing, brand attractiveness, consumer identification with the company, consumer pessimism, ethical feelings, and purchase intentions were then used to form the research model. The present study is applied in terms of purpose and is descriptive in terms of research method. The data collection instrument in this study was a questionnaire with 350 questionnaires, which was distributed among consumers of Tak Makaron product in Tehran between November and January 2015, out of which 330 acceptable questionnaires were collected. Data analysis was performed using correlation analysis and structural equation modeling with the help of AMOS18 software. The results show that cause-related marketing has a positive and significant effect on brand attractiveness, ethical feelings, and consumer purchase intention. However, it has a significant, negative effect on consumer pessimism. In addition, the consumer's moral feelings and his identification with the company have a positive and significant effect on the purchase intention. Finally, consumer pessimism has an opposite effect on the purchase intention and cause-related marketing. | ||
| کلیدواژه‌ها [English] | ||
| Cause-related marketing, Purchase intention, Structural equation modeling, Tak Makaron | ||
| مراجع | ||
|
ابارشی، احمد؛ سید یعقوب حسینی (1391). مدل‌سازی معادلات ساختاری، تهران، جامعه‌شناسان. آقایی‌فر، آرش (1390). «بررسی اثر بازاریابی خیرخواهانة کالاهای مصرفی بر نگرش نسبت به برند و قصد خرید برند»، پایاننامة کارشناسیارشد، دانشگاه تهران. رودانی، امین؛ حسین رحمان‌سرشت (1389). «انگیزشهای مؤثر بر انتخاب برندها در صنعت بیمه»، صنعت بیمه، 25(2)، صص 3-25. سلطانی‌‌نژاد، نیما (1393). «تأثیر تصویر فروشگاه و کیفیت خدمات بر تصویر برند خصوصی و قصد خرید»، پایاننامة کارشناسیارشد، دانشگاه تهران. References Abarshi, A. & Hosseini, S. Y. (2012). “Structural Equation Modeling”, Tehran, Sociologists Publications. (in Persian) Aghaeifar, A. (2011). “Study of the effect of cause-related marketing of consumer goods on brand attitude and intention to buy the brand”, M.Sc. Thesis, University of Tehran. (in Persian) Anghel, L. D., Grigore, G. F., & Roşca, M. (2011). “Cause-related marketing, part of corporate social responsibility and its influence upon consumers’ attitude”, Amfiteatru economic, 13(26), pp. 72-85. Anuar, M. M. & Mohamad, O. (2012). “Effects of skepticism on consumer response toward cause-related marketing in Malaysia”, International business research, 5(9), p. 98. Anuar, M. M., Omar, K., & Mohamad, O. (2014). “Does Skepticism Influence Consumers Intention to Purchase Cause-related Products?”, Global Journal of Business and Social Science, 1(9). Ashforth, B. E. & Mael, F. (1989). “Social identity theory and the organization”, Academy of management review, 14(1), pp. 20-39. Barnes, A. J. (2011). “Corporate Social Responsibility and its effects on Brand Trust”, (Doctoral dissertation, Auckland University of Technology). Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). “The influence of cause-related marketing on consumer choice: Does one good turn deserve another?”, Journal of the Academy ofMarketing Science, 28(2), pp. 248–262. Belk, R. (1988). Possessions and self, John Wiley & Sons, Ltd. Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2010). “Consumer behavioural intentions in cause-related marketing”, The role of identification and social cause involvement, International review on public and nonprofit marketing, 7(2), pp. 127-143. Currás-Pérez, R., Bigné-Alcañiz, E., & Alvarado-Herrera, A. (2009). “The role of self-definitional principles in consumer identification with a socially responsible company”, Journal of Business Ethics, 89(4), pp. 547-564. Erez, M. & Earley, P. C. (1993). Culture, self-identity, and work. Escalas, J. E. & Bettman, J. R. (2005). “Self-construal, reference groups, and brand meaning”, Journal of consumer research, 32(3), pp. 378-389. Foster, B. D. & Cadogan, J. W. (2000). “Relationship selling and customer loyalty: an empirical investigation”, Marketing Intelligence & Planning, 18(4), pp. 185-199. Griskevicius, V., Shiota, M. N., & Nowlis, S. M. (2010). “The many shades of rose-colored glasses: An evolutionary approach to the influence of different positive emotions”, Journal of ConsumerResearch, 37(2), pp. 238–250. Gupta, S. & Pirsch, J. (2006). “The company-cause-customer fit decision in cause-related marketing”, Journal of Consumer Marketing, 23(6), pp. 314-326. Haidt, J. (2003). The moral emotions, In R. J. Davidson, K. R. Scherer, & H. H. Goldsmith (Eds.), Handbook of affective sciences (pp. 852–870), Oxford, Oxford University Press. He, H., Li, Y., & Harris, L. (2012). “Social identity perspective on brand loyalty”, Journal of Business Research, 65(5), pp. 648-657. Hoffman, M. L. (1981). “The development of empathy. Altruism and helping behavior: Social, personality, and developmental perspectives”, pp. 41-63. Hunjra, A. I., Azam, R. I., & Humayoun, A. A. (2012). Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention, Available at SSRN 2130320. Kim, D., Magnini, V. P., & Singal, M. (2011). “The effects of customers’ perceptions of brand personality in casual theme restaurants”, International Journal of Hospitality Management, 30(2), pp. 448-458. Kim, J. E. & Johnson, K. K. (2013). “The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination”, Journal of Business Ethics, 112(1), pp. 79-90. Kotler, P. & Lee, N. (2005). Corporate social responsibility, Doing the Most Good for Your Company and Your Cause, New Jersey. Marhana, M. Anuar, & Khatijah, O., & Osman Mohamad (2013). “Does Skepticism Influence Consumers Intention to Purchase Cause-related Products?”, 4(5), pp. 94-99. Marin, L. & Ruiz, S. (2007). “I need you too! Corporate identity attractiveness for consumers and the role of social responsibility”, Journal of Business Ethics, 71(3), pp. 245-260.Mittal, B. (2006). “I, me, and mine—how products become consumers' extended selves”, Journal of Consumer Behaviour, 5(6), pp. 550-562. Mohr, L. A., Eroglu, D., & Ellen, S. P. (1998). “The development and testing of a measure of skepticism toward environment claims in the marketers' communications'”, The Journal of Consumer Affairs, 32(1), pp. 30-55. Monin, B., Pizarro, D. A., & Beer, J. S. (2007). “Deciding versus reacting: Conceptions of moral judgment and the reason-affect debate”, Review of General Psychology, 11(2), pp. 99–111. Obermiller, C. & Spangenberg, E. R. (1998). “Development of a scale to measure consumer skepticism toward advertising”, Journal of Consumer Psychology, 7(2), pp. 159-186. Papista, E. & Dimitriadis, S. (2012). “Exploring consumer-brand relationship quality and identification: qualitative evidence from cosmetics brands”, Qualitative Market Research: An International Journal, 15(1), pp. 33-56. Pracejus, J. W. & Olsen, G. D. (2004). “The role of brand/cause fit in the effectiveness of cause-related marketing campaigns”, Journalof Business Research, 57(6), pp. 636–640. Qamar, N. & Lodhi, R. N. (2013). “An Empirical Study of Cause Related Marketing and Consumer Purchase Decision: Evidence from Pakistan”, World Applied Sciences Journal, 23(8), pp. 1125-1134. Rodani, A. & Rahman Seresht, H. (2010). “Motivations affecting the choice of brands in the insurance industry”, Insurance Industry Quarterly, 25 (2). (in Persian) Saberi, H. & Karsalari, A. R. (2014). “The Interactive Effects of Cause Related Marketing Campaigns, Perceptual Brand Equity Dimensions and Cultural Values on Consumer Purchase Intentions”, International Journal of Academic Research in Accounting, Finance and Management Sciences, 4(2), pp. 117-126. Schwarz, N. & Clore, G. L. (1983). “Mood, misattribution, and judgments of well-being: informative and directive functions of affective states”, Journal of personality and social psychology, 45(3), p. 513. Shabbir, S., Kaufmann, H. R., Ahmad, I., & Qureshi, I. M. (2010). “Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image”, African Journal of Business Management, 4(6), pp. 1229-1235. Singh, S., Kristensen, L., & Villasenor, E. (2009). “Overcoming skepticism towards cause related claims: the case of Norway”, International Marketing Review, pp. 312-326. Soltaninejad, N. (2014). “The effect of store image and service quality on private brand image and purchase intention”, M.Sc. Thesis, University of Tehran. (in Persian) Strahilevitz, M. & Myers, J. G. (1998). “Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell”, Journal of Consumer Research, 24, pp. 434–446. Tajfel, H. & Turner, J. C. (2004). “The Social Identity Theory of Intergroup Behavior”. Tangney, J. P., Stuewig, J., & Mashek, D. J. (2007). “Moral emotions and moral behavior”, Annual Review of Psychology, 58, pp. 345–372. Varadarajan, P. R. & Menon, A. (1988). “Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy”, The Journal of Marketing, pp. 58-74. Webb, D. J. & Mohr, L. A. (1998). “A typology of consumer responses to cause-related marketing: From skeptics to socially concerned”, Journal of Public Policy & Marketing, 17(2), pp. 226–238. Wheale, P. & Hinton, P. (2007). “Ethical consumers in search of markets”, Business Strategy and the Environment, 16(4), pp. 302-315. Yoon, Y., Gürhan-Canli, Z., & Bozok, B. (2006). “Drawing inferences about others on the basis of corporate associations”, Journal of the Academy of Marketing Science, 34(2), pp. 167-173. | ||
|
آمار تعداد مشاهده مقاله: 1,411 تعداد دریافت فایل اصل مقاله: 989 |
||