بررسی تاثیر قبیله گرایی برند بر بخشش برند؛ تبیین نقش میانجی عشق به برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران

2 دانشیار، عضو هیات علمی گروه مدیریت دانشگاه لرستان- خرم اّباد- ایران

3 دانشجوی کارشناسی ارشد،گروه مدیریت، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران

10.22034/cbsj.2024.63581

چکیده

دنیای جدید و متحول بازاریابی امروز به سبب تغییرات فزاینده، نیازمند بهره گیری از تکنیک‌ها و برنامه‌های جدید است که یکی از این برنامه‌ها قبیله‌گرایی برند نام دارد. قبایل برند به‌صورت شدیدتری از برند حمایت می‌کنند و درواقع به خاطر تعصب نسبت به برند و عشق به برند، در صورت بروز اشتباه و خطای یک برند، فرصتی را برای تصحیح و جبران اشتباهات در اختیار آن قرار می‌دهند. لذا پژوهش حاضر، با هدف بررسی تأثیر قبیله گرایی برند بر بخشش برند با نقش میانجی عشق به برند انجام پذیرفته است.این پژوهش بر اساس هدف کاربردی و به لحاظ روش، توصیفی پیماشی است. جامعه آماری پژوهش، مشتریان صنعت پوشاک می‌باشند، با توجه به اینکه حجم جامعه آماری نامحدود می‌باشد، از نرم‌افزار جی.پاور، نسبت به تعیین حجم نمونه استفاده شد و در سطح اطمینان 95% حجم نمونه برابر 167 نفر تعیین و به روش نمونه‌گیری در دسترس انتخاب شدند. در پژوهش حاضر برای جمع‌آوری اطلاعات از پرسشنامه استفاده‌ شده است که روایی و پایایی آن‌ها با روش اعتبار محتوا و آلفای کرونباخ تائید شد. برای آزمون فرضیات و تحلیل داده‌ها نیز از روش مدل‌سازی معادلات ساختاری و نرم‌افزارPLS استفاده‌شده است.به‌عنوان یک نتیجه کلی از پژوهش باید اشاره داشت با توجه به فضای رقابتی حاکم بر بازار امروزی و خطر از دست دادن مشتریان، صاحبان کسب‌وکارها می‌توانند با ایجاد قبیله‌های برند و نیز تقویت عشق به برند در مصرف‌کنندگان، آن‌ها را به‌سوی بخشش برند رهنمون سازند و با بهره‌گیری از مزایای بخشش برند از پیامدهای عدم بخشش در امان بمانند.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the effect of brand tribalism on brand forgiveness; Explaining the mediating role of brand love

نویسندگان [English]

  • ali shariatnejad 1
  • mohsen arefnejad 2
  • farnaz mehdikhani 3
1 Lorestan university assistant professor, Management faculty, Korramabad, Iran
2 Associate Professor, member of the academic staff of the Department of Management, Lorestan University-Khorramabad-Iran
3 Masters student, management Group, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
چکیده [English]

The modern and changing world of today’s marketing, due to the increasing changes, requires the use of new techniques and programs, one of these programs is called brand tribalism. Brand tribes support the brand in a stronger way, and in fact, due to brand bias and love for the brand, if a brand makes a mistake, they provide an opportunity to correct and compensate these mistakes. Therefore, the current study was conducted with the aim of investigating the effect of brand tribalism on brand loyalty with the mediating role of brand love. The statistical population of the present research includes the customers of the garment industry, considering that the size of the statistical population is unlimited, JPower software was used to determine the sample size, and at the 95% confidence level, the sample size was equal to 167 people, which were selected by sampling in convenient method. In the present study, a questionnaire was used to collect information, the validity and reliability of which was confirmed by content validity method and Cronbach's alpha. Structural equation modeling method and PLS software have been used to test hypotheses and analyze data. As a general result of the research, it should be mentioned that due to the competitive environment prevailing in today's market and the risk of losing customers, by creating brand tribes and strengthening brand love in consumers, business owners can guide them towards brand forgiveness and avoid the consequences of unforgiveness by taking advantage of the benefits of brand forgiveness.

کلیدواژه‌ها [English]

  • brand tribalism
  • brand forgiveness
  • brand love
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