اندازه گیری تاثیر ارزش ویژه برند مبتنی بر مشتری بر قصد خرید موادغذایی حلال در بازارهای کلیدی اروپا

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشکده علوم اقتصادی‌ و‌ اداری دانشگاه مازندران

2 کارشناسی ارشد بازاریابی بین الملل دانشگاه مازندران

3 کارشناسی ارشد مدیریت مالی دانشگاه مازندران

چکیده

بازار محصولات حلال در کشورهای اروپایی جز بازارهای نوظهور و پرسود محسوب می‌شود، چراکه تقاضا برای مصرف محصولات حلال بالخصوص موادغذایی در کشورهای اروپایی همچون انگلستان، فرانسه و آلمان بسیار در حال رشد است. با توجه به آنکه یکی از روش‌های درک نگرش مشتریان، سنجش ارزش ویژه برند مبتنی بر مشتری می‌باشد، بنابراین پژوهش حاضر به بررسی اثر ارزش ویژه برند مبتنی بر مشتری بر قصد خرید موادغذایی حلال در کشورهای انگلستان، آلمان، فرانسه پرداخته است. داده‌ها از طریق 391 پرسشنامه بصورت کاغذی و الکترونیکی جمع‌آوری گردید و توسط نرم‌افزارهای SPSS19 و18  Amos  مورد بررسی قرار گرفت. یافته‌های پژوهش نشان داد، آگاهی برند تاثیر مثبت و معناداری بر کیفیت ادراک شده و تداعی برند دارد، همچنین نتایج، اثرات مثبت و معنادار کیفت ادراک شده و تداعی برند را بر وفاداری به برند تایید نمودند و در آخر اثر وفاداری به برند بر قصد خرید موادغذایی حلال بعد از تجزیه و تحلیل مورد تایید قرار گرفت.

کلیدواژه‌ها

عنوان مقاله [English]

Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe

نویسندگان [English]

  • Meysam Shirkhodaie Meysam Shirkhodaie1 1
  • Amirhosein Amirhosein Nouripour 2
  • Fatemeh Fatemeh Shariati 3
1
2
3
چکیده [English]

Halal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring customer-based brand equity, therefore, the present study examined the effect of customer-based brand equity on purchase intention of Halal foods, in England, Germany and France. Data from 391 questionnaires were collected in paper and electronic form and by software SPSS19 and Amos18 was investigated. The findings showed brand awareness has a significant positive effect on perceived quality and brand associations, the results confirmed significant positive effects of perceived quality and brand associations on brand loyalty. Significant positive effect of brand loyalty as a core of customer-based brand equity on overall brand equity was confirmed. Finally, the effect of overall brand equity on purchase intention of Halal foods after analyzing was confirmed.

کلیدواژه‌ها [English]

  • Purchase intention
  • Halal
  • Customer based brand equity

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