نقش میانجی بخشش برند دررابطه تجاوز به برند و رفتار مقابله‌ای (فروشگاههای لوازم خانگی شهر بوشهر)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت دانشگاه ایلام، دانشکده ادبیات و علوم انسانی،ایلام، ایلام.

2 کارشناس ارشد رشته مدیریت بازرگانی-بازرگانی بین الملل دانشگاه ایلام

3 کارشناس ارشد رشته مدیریت دولتی-تحول دانشگاه ایلام.

4 کارشناس ارشد رشته مدیریت بازرگانی بین الملل دانشگاه ایلام

10.34785/J018.2020.302

چکیده

هدفِ پژوهش حاضر، بررسی نقش میانجی بخشش برند در مسیر تجاوز به برند بر رفتار مقابله‌ای است. این تحقیق از نظر هدف، کاربردی و از جهت شیوه‌ی گردآوری داده‌ها، توصیفی- همبستگی است. جامعه آماری شامل مشتریان فروشگاه‌های لوازم‌خانگی شهر بوشهر هستند که با توجه به نامحدود بودن جامعه آماری تعداد 384 نفر به‌عنوان نمونه انتخاب شدند. روش نمونه‌گیری در این تحقیق نمونه‌گیری در دسترس است. ابزار گردآوری اطلاعات نیز پرسشنامه می‌باشد که روایی و پایایی آن توسط محقق بررسی و تائید شده است. برای تجزیه‌وتحلیل اطلاعات از نرم‌افزار اسمارت‌پی‌ال3 استفاده شده است. نتایج تحقیق نشان می‌دهد، هرچه تجربه گذشته مشتریان از برند منفی تر باشد، احتمال بخشیدن برند کاهش می یابد؛ هرچه تصور (نسبت به برند) ناسازگارتر باشد احتمال بخشیدن آن تأثیر کاهشی و معناداری دارد؛ هرچه شرکت عملکرد اشتباه بیشتری داشته باشد، احتمال بخشیدن برند کاهش می یابد. همچنین بخشش بیشتر بر بروز تغییر برند تأثیر کاهشی و معناداری دارد؛ بخشش بیشتر برند بر شکایت خصوصی تأثیر کاهشی و معناداری دارد؛ بخشش بیشتر برند بر شکایت عمومی تأثیر کاهشی و معناداری دارد؛ بخشش بیشتر برند بر کاهش انتقام از برند تأثیر کاهشی و معناداری دارد و بخشش بیشتر برند بر احتمال خرید دوباره این برند، تأثیر افزایشی و معناداری دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Mediating Role of Brand Forgiveness in Relation to Brand transgressions and Coping Behavior (Bushehr Appliance Stores)

نویسندگان [English]

  • Esfandyar Mohammadi 1
  • Mohammad reza Rokhide 2
  • Ahmad Khamshaya 3
  • Freydon Fadaei 4
1 Associate Professor, Department of Management, Ilam University, Faculty of Literature and Humanities, Ilam, Iran
2 Master of Business Management, Department of Management,ilam University, Faculty of Literature and Humanities,ilam, Iran
3 Master of Business Management, Department of Management,ilam University, Faculty of Literature and Humanities,ilam, Iran.
4 Master of Business Management, Department of Management,ilam University, Faculty of Literature and Humanities, Ilam, Iran.
چکیده [English]

The purpose of the present research is to promote the brand on the path to brand transggression to coping behavior. The present research is applied in terms of purpose and is a descriptive-survey method for collecting data. The statistical population of the research is customers of household appliance stores in Bushehr city. With regard to the unlimited population, 384 individuals were selected as samples. Available sampling method was done in this research. The data gathering tool was a questionnaire whose validity and reliability were confirmed. The PLS software has been used to analyze the data. The results show whatever the past experience (relative to the brand) is negative, it's forgiveness probability has a reduced and meaningful effect. Whatever imaginative (relative to the brand) is the more inconsistent, it's forgiveness probability has a reduced and meaningful effect. Whatever the brand has more wrongdoings, it's forgiveness probability has a reduced and meaningful effect. More forgiveness has a reduced and meaningful effect on brand change.More forgiveness has a reduced and meaningful effect on private complaints.More forgiveness has a reduced and meaningful effect on public complaints. More brand forgiveness has a reduced and meaningful effect on reducing brand revenge. More brand forgiveness has an increasing and significant effect on the probability of re-buying this brand.

کلیدواژه‌ها [English]

  • Keywords: Forgiveness in marketing
  • brand forgiveness
  • brand transgression
  • coping behavior
الماسی‌تبار، حمیدرضا؛ نمامیان، فرشید (1398). بررسی عوامل مؤثر بر رفتار خرید مصرف‌کننده از طریق نقش میانجی تمایل مشتری براساس دیدگاه تئوری رفتار برنامه‌ریزی‌شده (مورد مطالعه: مشتریان شرکت خودروسازی سایپا). مطالعات رفتار مصرف‌کننده، 6 (2)، 199-218.
امیرشاهی، میراحمد؛ یزدانی، حمیدرضا؛ محمدیان، محمود و تقوی‌فرد، نسیم (1392). آزمون عشق به برند در میان اعضای شبکه‌های اجتماعی در ایران براساس مدل آلبرت و همکاران، مدیریت برند، 1(2)، 11-33.
ایمانی‌فر، حمید؛ فاطمی، جمیله و امینی، فاطمه (1391). بخشش از دیدگاه روانشناسی و قرآن کریم. انسان‌پژوهی، 9 (27)، 149-175.
بشارت، محمدعلی (1386). شخصیت و سبک‌های مقابله با استرس. روان‌شناسی، 2 (7)، 30-54.
رحیم‌نیا، فریبرز؛ لطفی، رضا (1394). زنجیره ارزش برند جهانی: اثر ارتباط برند، کیفیت خدمت و تجربه برند با واسط اعتماد به برند بر وفاداری به برند. کنفرانس بین‌المللی مدیریت و اقتصاد در قرن 21، دوره 1.
رنجبر، مختار و احمدی‌زاد، آرمان (1399). بررسی ارزش برند مبتنی بر نگرش مشتری بر عملکرد (مورد مطالعه: شعبات مرکزی بانک پاسارگاد شهر مشهد)، مطالعات رفتار مصرف‌کننده، 7 (1)، 89-104.
غضنفری، فیروزه و قدم‌پور، عزت الله (1387). بررسی راهبردهای مقابله‌ای و سلامت روانی در ساکنین شهر خرم آباد. اصول بهداشت روانی، 37 (10)، 47-54.
کاتلر، فیلیپ؛ آرمسترانگ، گری (1393). اصول بازاریابی (ترجمه بهمن فروزنده). تهران، انتشارات آموخته، چاپ اول.
Ahmed, S., & Hashim, S. (2018). THE MODERATING EFFECT OF BRAND RECOVERY ON BRAND HATE AND DESIRE FOR RECONCILIATION: A PLS-MGA APPROACH. International Journal of Business & Society, 19.
Almasitabar, H., Namamian, F. (2019). Investigating the Factors Affecting Consumer Purchasing Behavior through the Mediating Role of Client's Intention Based on the Theory of Planned Behavior. Consumer Behavior Studies Journal, 6 (2), 199-218. (in Persian)
Amirshahi, M.,Yazdani, H., Mohammadian, M., & Taghavi Fard, N. (2014); Love Brand Test among Members of Social Networking in Iran, Based on Albert and Partners Model, Volume 1, Issue 2, Page 11-32. (in Persian)
Bourreau, M., Sun, Y., & Verboven, F. (2018). Market Entry, Fighting Brands and Tacit Collusion: The Case of the French Mobile Telecommunications .
Besharat, Mohammad Ali (2007). Personality and Stress Coping Styles, Tabriz University Psychology Quarterly, Volume 2, Number 2. (in Persian).
Cheung, V. H., Chan, C. Y., & Au, R. K. (2018). The influence of resilience and coping strategies on suicidal ideation among Chinese undergraduate freshmen in Hong Kong. Asia‐Pacific Psychiatry, e12339.
‏Chung, E., & Beverland, M. (2006). An exploration of consumer forgiveness following marketer transgressions. ACR North American.
da Motta, J., & Hamilton, M. (2019). Brand Expansion vs. Strong Consumer Relationships
Davvetas, V., & Diamantopoulos, A. (2017). “Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret. Journal of Business Research.
Di Martino, P., & Sabena, C. (2011). Elementary pre-service teachers’ emotions: shadows from the past to the future. In Proceedings of MAVI 16 conference: Current state of research on mathematical beliefs XVI
Dietz, J. W. (2018). Choosing Forgiveness After Genocide.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research32(3), 378-389.‏
Fan, Y. (2005). Ethical branding and corporate reputation. Corporate communications: An international journal, 10(4), 341-350
Fernández-Capo, M., Fernández, S.R., Sanfeliu, M.G., Benito, J. G. and Worthington, E.L. Jr. (2017), “Measuring forgiveness”, European Psychologist, Vol. 22 No. 4, pp. 247-262.
Fetscherin, M., & Heinrich, D. (2015). Consumer brand relationships research: A bibliometric citation meta-analysis. Journal of Business .
Fetscherin, M., & Sampedro, A. (2019). Brand forgiveness. Journal of Product & Brand Management.‏
Fincham, F. D., & May, R. W. (2019). Self-forgiveness and well-being: Does divine forgiveness matter?. The Journal of Positive Psychology.
Gabbioneta, C., Faulconbridge, J. R., Currie, G., Dinovitzer, R., & Muzio, D. (2018). Critical Essay: Inserting professionals and professional organizations in studies of wrongdoing: The nature, antecedents, and consequences of professional misconduct.
Grégoire, Y., Tripp, T. M., & Legoux, R. (2009). When customer love turns into lasting hate: the effects of relationship strength and time on customer revenge and avoidance. Journal of marketing, 73(6), 18-32.‏
Grénman, M., Hakala, U., & Mueller, B. (2019). Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding. Journal of Product & Brand Management.
Ghazanfari,f., & Ghadampour,E. (2008), The Relationship between Coping Strategies and Mental Health in Residents of Khorramabad, Quarterly Journal of Mental Health, Vol. 10, No. thirty-seven, Page 47-5. (in Persian).
Harmeling, C. M., Magnusson, P., & Singh, N. (2015). Beyond anger: A deeper look at consumer animosity. Journal of International Business
Hegner, S. M., Fetscherin, M., & van Delzen, M. (2017). Determinants and outcomes of brand hate. Journal of Product & Brand .
Hur, Y., Lim, C. H., Won, D. C., & Kwon, S. Y. (2018). Types of Brand Transgressions and Consumers' Moral Reasoning Strategies on an Endorser. Sport Marketing Quarterly, 27(4), 275-286.
Imanifar, H., Fatemi, J., & Amini, F. (2012), Forgiveness from the Perspective of Psychology and the Holy Qur'an, The Quarterly Journal of Religious Humor, Ninth Year, No. 27. (in Persian).
Jaeger, M., & Adair, D. (2016). Perception of TQM benefits, practices and obstacles: The case of project managers and quality management representatives in Kuwait. The TQM journal28(2), 317-336.‏       
Johnson, A. R., Matear, M., & Thomson, M. (2010). A coal in the heart: Self-relevance as a post-exit predictor of consumer anti-brand actions. Journal of Consumer Research, 38(1), 108-125.
Kandampully, J., Zhang, T., & Jaakkola, E. (2018). Customer experience management in hospitality.
Kang, S., Kim, H. Y., Jung, D., Boo, K., & Choi, S. M. (2015). Influence of Low Endorser-Brand Congruence. ACR Asia-Pacific
Kardefelt‐Winther, D. (2017). Conceptualizing I nternet use disorders: A ddiction or coping process?. Psychiatry and Clinical Neurosciences
Kent, G., & Keohane, S. (2001). Social anxiety and disfigurement: The moderating effects of fear of negative evaluation and past experience. British Journal of Clinical Psychology40(1), 23-34.‏
Khan, M. A., & Lee, M. S. (2014). Prepurchase determinants of brand avoidance: The moderating role of country-of-origin familiarity. Journal of Global Marketing27(5), 329-343.
‏Kotler, Ph., & Armstrong, G. (2014). Marketing principles. ( Translated by bahman forouzandeh). Tehran, Publishing Director of amookhteh, First edition. (in Persian)
Khan, M. N., Aabdean, Z. U., Salman, M., Nadeem, B., & Rizwan, M. (2016). The impact of product and service quality on brand loyalty.
Lee, M. S., Conroy, D., & Motion, J. (2009). Brand avoidance: a negative promises perspective. ACR North American Advances.
Lee, Z., McCloskey, J., & Beverland, M. (2015). “It’S a Bit of a Mask, It’S Not Pure… It’S Not What I Thought”: How Doppelganger Brand Images Attack Brand Authenticity. ACR Asia-Pacific.
Likoudis, Z., Sdrali, D., Costarelli, V., & Apostolopoulos, C. (2016). Consumers’ intention to buy protected designation of origin and protected geographical indication foodstuffs: the case of G reece. International Journal of Consumer Studies, 40(3), 283-289.
Lin, J. S., Sung, Y., & Chen, K. J. (2015). Stay or Leave: Examining the Effect of Brand Identity Fusion on Consumers’ Responses to Brand Transgressions. ACR Asia-Pacific Advances.
Madsen, S. M., & Petermans, A. (2019). Designing retail-Unravelling coping strategies through emphatic interviewing owner managers. Journal of Retailing and Consumer Services, 101884.
Mantovani, D., Korelo, J. C., & Ibarra, J. (2018). Effects of brand transgressions on third-party consumers. Marketing Intelligence & Planning, 36(3), 306-317
Marticotte, F., Arcand, M., & Baudry, D. (2016). The impact of brand evangelism on oppositional referrals towards a rival brand.
McCullough, M. E., & Witvliet, C. V. (2002). The psychology of forgiveness. Handbook of positive psychology2, 446-455.‏
Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning.
Nenycz-Thiel, M., & Romaniuk, J. (2011). The nature and incidence of private label rejection. Australasian Marketing Journal (AMJ)19(2).
North, J. (1987), “Wrongdoing and forgiveness”, Philosophy, Vol. 62 No. 242.
Panagiotopoulou, E. (2019). Ethical Orientation and Brand Forgiveness in the context of Perceived Brand Transgressions.‏
Park, C. W., & MacInnis, D. J. (2018). Introduction to the special issue: brand relationships, emotions, and the self.‏ ‏
Park, J. K., & John, D. R. (2018). Developing brand relationships after a brand transgression: The role of implicit theories of relationships.
Pienaar, J., & Willemse, S. A. (2008). Burnout, engagement, coping and general health of service employees in the hospitality industry. Tourism Management, 29(6), 1053-1063
Quan, H. (2016). Assessing the Impact of Festival Brand Congruency on Destination Brands Using Schema Theory (Doctoral dissertation).
Rahimnia, F., & Lotfi, R. (2015) Global Brand Value Chain: The Effect of Brand Relationship, Quality of Service, and Brand Experience on Brand Intermediation in Brand Loyalty, 21st Century International Conference on Management and Economics (in Persian).
Ranjbar, M., & Ahmadizad, A. (2020). Investigate the effect of brand value based on customer attitude on the performance of central branches of Pasargad bank in Mashhad.Consumer Behavior Studies Journal, 7 (1), 89-104. (in Persian)
Ran, Y., Wei, H., & Li, Q. (2016). Forgiveness from emotion fit: emotional frame, consumer emotion, and feeling-right in consumer .
Riaz, Z., & Khan, M. I. (2016). Impact of service failure severity and agreeableness on consumer switchover intention: Mediating role of consumer forgiveness. Asia Pacific Journal of Marketing and Logistics,
Romani, S., Sadeh, H., & Dalli, D. (2009). When the brand is bad, I'm mad! An exploration of negative emotions to brands.
Ryoo, Y., & Choi, J. H. (2018). WHEN AND WHY CONSUMERS FORGIVE BRAND TRANSGRESSIONS. In American Academy of Advertising. Conference. Proceedings (Online) (pp. 130-130). American Academy of Advertising.
Tsarenko, Y., & Tojib, D. (2015). Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response. Journal of Marketing Management31(17-18).
Sen, S. (2018, July). The Effects of Past Experience on Trust in Repeated Human-Agent Teamwork. In Proceedings of the 17th International Conference on Autonomous Agents and MultiAgent Systems (pp. 514-522). International Foundation for Autonomous Agents and Multiagent Systems.‏
Sharma, V., & Estes, Z. (2017). Seeing Is Smelling: Visual Images Can Induce Olfactory Imagery and Improve Product Evaluations..
Sinha, J., & Lu, F. C. (2016). “I” value justice, but “we” value relationships: Self-construal effects on post-transgression consumer forgiveness.
Watson, H., Rapee, R., & Todorov, N. (2017). Forgiveness reduces anger in a school bullying context. Journal of interpersonal violence,
Webb, J. R., Toussaint, L., & Conway-Williams, E. (2012). Forgiveness and health: Psycho-spiritual integration and the promotion of better .
Wei, H., & Ran, Y. (2019). Male versus female: How the gender of apologizers influences consumer forgiveness. Journal of Business
Worthington, E., Brown, E., & McConnell, J. (2019). Forgiveness in Committed Couples: Its Synergy with Humility, Justice.
Xie, Y., & Peng, S. (2009). How to repair customer trust after negative publicity: The roles of competence, integrity, benevolence, and forgiveness. Psychology & Marketing26(7), 572-589.
Younger, J.W., Piferi, R.L., Jobe, R.L. and Lawler, K.A. (2004), Dimensions of forgiveness: The views of laypersons.
Zamudio, C. (2016). Matching with the stars: How brand personality determines celebrity endorsement contract formation.
Zarantonello, L., Romani, S., Grappi, S., & Bagozzi, R. P. (2016). Brand hate. Journal of Product & Brand Management25(1), 11-25.‏
Zarantonello, L., Romani, S., Grappi, S., & Fetscherin, M. (2018). Trajectories of brand hate. Journal of Brand Management, 25(6), 549.
Zulkafaly, F., Kamaruddin, K., & Hassan, N. H. M. (2017). Coping Strategies and Job Stress in Policing: A Literature. International Journal of Academic Research in Business and Social Sciences7(3), 2222-6990.