بررسی عوامل مؤثر بر ترجیح نام و نشان تجاری ازدیدگاه مصرف‌کنندگان

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد گروه مدیریت دانشگاه اصفهان

2 دانشجوی دکتری مدیریت تکنولوژی دانشگاه تهران

3 دانشجوی دکتری مدیریت بازاریابی دانشگاه اصفهان

4 دانشجوی کارشناسی مدیریت بازرگانی دانشگاه کردستان

چکیده

در دنیای رقابتی امروزی، داشتن مزیت رقابتی امری کلیدی برای هر شرکتی است. یکی از مهم‌ترین و غیرقابل تقلیدترین دارایی‌های هر شرکتی، ارزش ویژه نام و نشان تجاری آن است. ارزیابی پیامدها و نتایج مدیریت ارزش ویژه برند یکی از مهم‌ترین موضوعات سنجش دارایی‌های نامشهودسازمان‌ها در اقتصاد نوین است. هدف مطالعه حاضر بررسی عوامل مؤثر بر ترجیح نام و نشان تجاری توسط مصرف‌کنندگان است. به این منظور سه سازه ارزش ویژه دانشی، ارزش ویژه نگرشی و ارزش ویژه ارتباطی مورد بررسی و تأثیر آن‌ها بر ترجیح نام و نشان تجاری سنجیده شده است. دو نام‌ونشان تجاری مورد بررسی در این پژوهش، هاکوپیان و ماکسیم هستند که در صنعت پوشاک ایران فعال هستند. به منظور گردآوری داده‌ها، پرسشنامه‌‌ای دارای طیف پنج گزینه‌ای لیکرت میان مصرف کنندگان پوشاک در شهر تهران توزیع گردید. داده‌های گردآوری‌شده با استفاده از مدل معادلات ساختاری[1] تحلیل گردیده است. نتایج حاصله بیان می‌کند که تنها سازه ارزش ویژه ارتباطی (شامل شاخص‌های ارزش دریافتی، رضایت از نام و نشان تجاری و وفاداری نگرشی) تأثیر مثبت و معناداری بر ترجیح نام و نشان تجاری دارد. همچنین تأثیر مثبت و معنادار میان ترجیح نام و نشان تجاری و تصمیم به خرید آن نیز تأیید شده است.
 

کلیدواژه‌ها

عنوان مقاله [English]

Evaluation of the factors influencing brand preference: consumers' perspective

نویسندگان [English]

  • Bahram Ranjbarian 1
  • Afshin Ghasemi 2
  • Edris Mahmoodi 3
  • Syamak Rahimi 4
1
2
3
4
چکیده [English]

Today’s in the competitive world, competitive advantage is a key factor to any company. One of the most important and most non-duplication of any company assets is brand equity. Assess the consequences and outcomes of brand equity management are one of the most important issues to measure intangible assets of organizations in the new economy. This study examined factors affecting the brand preference by consumers. Three structures of knowledge equity, attitudinal equity and relationship equity investigated and their impact on brand preference is measured. Two brand examined in this study are Hakoupian and Maxim, that in the clothing industry are active in Iran. For data collection, a questionnaire with a five option’s Likert range of clothing, were distributed among consumers in Tehran. The data collected were analyzed with using structural equation modeling. The result show that only the relationship equity (Includes indicators of value received, brand satisfaction and loyalty attitude) has significant positive impact on brand preference. Also positive and significant impact between the intention to purchase and brand preferences has been confirmed.

کلیدواژه‌ها [English]

  • Brand equity
  • Customer-based Brand Equity
  • Brand preferences
  • intention to purchase

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