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نقش بازاریابی تجربی در تعهد به برند با میانجی گری اعتماد و وفاداری به برند | ||
مدیریت بازرگانی | ||
مقاله 2، دوره 7، شماره 4، 1394، صفحه 783-804 اصل مقاله (367.64 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2015.57091 | ||
نویسندگان | ||
مصطفی ابراهیم پور ازبری* 1؛ محسن اکبری1؛ فاطمه رفیعی رشت آبادی2 | ||
1استادیار گروه مدیریت دانشکدة ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران | ||
2دانشجوی کارشناسی ارشد مدیریت صنعتی دانشکدة ادبیات و علوم انسانی، دانشگاه گیلان، رشت، ایران | ||
چکیده | ||
امروزه تمایز برندها با روشهای سنتی برای شرکتها دشوار شده است، زیرا برندسازی دیگر فقط سهم شرکت در بازار نیست، بلکه به سهم شرکت در ذهن و خاطرة مشتری نیز اطلاق میشود و این محور اصلی بازاریابی تجربی است. در این پژوهش، با استفاده از مدلی تحقیقاتی، تأثیر بازاریابی تجربی بر تعهد به برند با درنظرگرفتن متغیرهای میانجی دلبستگی به برند، اعتماد به برند و وفاداری به برند، با استفاده از مدلسازی معادلات ساختاری (SEM) و الگوریتم حداقل مربعات جزئی بررسی شده است. ابزار گردآوری اطلاعات، پرسشنامه بود. پاسخ پرسشنامهها از میان 115 نفر از بازدیدکنندگان کمپین تبلیغاتی شرکت کاله در منطقة آزاد انزلی جمعآوری شد. روایی پرسشنامه از طریق مبانی نظری و نظر خبرگان و پایایی آن از طریق آلفای کرونباخ تأیید شد. یافتههای پژوهش نشان دادند بازاریابی تجربی در دلبستگی مشتری به برند، وفاداری مشتری به برند و اعتماد مشتری به برند تأثیرگذار است و موجب تعهد مشتری به برند میشود. | ||
کلیدواژهها | ||
اعتماد به برند؛ بازاریابی تجربی؛ تعهد به برند؛ دلبستگی به برند؛ وفاداری به برند | ||
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