مدل یابی ارزش ویژه برند مشتری محور مبتنی بر عناصر آمیخته ترفیع (مورد مطالعه: شرکت های صنایع لبنی فعال در بازار تهران

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار دانشکده کارآفرینی دانشگاه تهران

2 کارشناس ارشد مدیریت بازرگانی

چکیده

هدف این مطالعه، بررسی نقش عناصر آمیخته ترفیع در خلق ارزش ویژه برند مشتری‌محور در شرکتهای صنایع لبنی در تهران است. این پژوهش از لحاظ هدف از نوع کاربردی و از نظر روش، توصیفی-پیمایشی و از نظر ارتباط بین متغیرها از نوع همبستگی و از لحاظ زمانی مقطعی می باشد. جامعه آماری پژوهش شامل مشتریان فروشگاه‌های زنجیره‌ای شهروند است. دراین پژوهش تعداد 240 پرسشنامه توزیع و برای تجزیه و تحلیل داده‌ها ازآزمون همبستگی پیرسون و مدل تحلیل مسیر و نرم افزار lisrel 8.54 و از آزمون فریدمن برای رتبه‌بندی شاخص‌ها و برندهای مورد نظر استفاده شده است. نتایج حاکی از تاثیرات مثبت ابعاد ارزش ویژه برند بر روی ارزش ویژه برند و تاثیرات قوی عناصر آمیخته ترفیع (بجز پیشبرد فروش) بر این ابعاد می‌باشد. لازم به ذکر است، در میان ابعاد ارزش ویژه برند "تصویرذهنی برند" بیشترین تاثیر مثبت و در میان عناصر آمیخته ترفیع "بازاریابی مستقیم" بیشترین تاثیر مثبت و "پیشبرد فروش" بیشترین تاثیر منفی را دارد. در این مطالعه شش برند دامداران، می‌ماس، پگاه، کاله، میهن و چوپان در نظر گرفته شد که از لحاظ آشنایی افراد با این برندها و میزان مصرف آنها، برند کاله بیشترین و برند می ماس کمترین موفقیت را دارد.

کلیدواژه‌ها


عنوان مقاله [English]

Structured model Consumer-based Brand Equity based on Promotional-mix elements(Case Study: Food Active Industries of Tehran)

نویسندگان [English]

  • Mehran Rezvani 1
  • Seiran Seiran Mehrnia 2
چکیده [English]

This paper aims to examine the relationships among Promotional-mix elements and Customer-based Brand Equity. Then, a model is developed to examine the relationships Promotional-mix elements and Customer-based brand equity in Food Industries of Tehran. The sample size is 240. Data are collected by questionnaire designed. The collected data is estimated using Lizrel and SEM method. The test results show that four dimensions of brand equity (brand awareness, perceived quality, and brand loyalty and brand Image) positively affect on Customer-based brand equity and all promotional-mix elements (except sales promotion) positively affect the Customer-based brand equity. In addition, among dimensions of brand equity, image brand has the most positive effect on brand equity and among elements of Promotional-mix, sell promotion has the most negative effect on brand equity. In the end, among the brands, Kalleh brand has the most Brand Equity and MiMas brand has the least Brand Equity.

کلیدواژه‌ها [English]

  • Customer-based Brand Equity
  • Promotional-mix
  • Food Industries and SEM
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