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بررسی اثر مسئولیتپذیری اجتماعی ادراکی بر شهرت، هویتیابی مشتری و قصد خرید برند (مطالعۀ موردی: شرکت گلستان) | ||
مدیریت بازرگانی | ||
مقاله 2، دوره 8، شماره 3، 1395، صفحه 479-502 اصل مقاله (462.95 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2016.60624 | ||
نویسندگان | ||
ابوالقاسم ابراهیمی1؛ سیدمسلم علوی* 2؛ الهه پورموردینی3 | ||
1دانشیار گروه مدیریت، دانشکدۀ اقتصاد، مدیریت و علوم اجتماعی، شیراز، ایران | ||
2دانشجوی دکتری مدیریت سیستم، دانشگاه شیراز، شیراز، ایران | ||
3دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه شهید بهشتی، تهران، ایران | ||
چکیده | ||
هدف این تحقیق بررسی اثر مسئولیتپذیری اجتماعی درکشده بر شهرت برند، هویتیابی مشتری از برند و قصد خرید برند است. این پژوهش کاربردی از نظر روش گردآوری ماهیت توصیفی ـ پیمایشی دارد. جامعۀ آماری آن شامل کلیۀ مشتریان شرکت گلستان در شهر شیراز است که از این جامعه به روش نمونهگیری غیرتصادفی، 384 نفر انتخاب شدند. دادههای این پژوهش از طریق ابزار پرسشنامه جمعآوری شده است. روایی پرسشنامه به روش محتوایی ظاهری/ محتوایی و روایی سازه و پایایی آن از طریق روش آلفای کرونباخ (78 درصد) و روش دو نیمکردن (70 درصد) به تأیید رسیده است. یافتهها نشان میدهد مسئولیتپذیری اجتماعی درکشده بر شهرت برند و هویتیابی مشتری از برند تأثیر میگذارد. از سوی دیگر، ارتباط میان مسئولیتپذیری اجتماعی درکشده و قصد خرید برند تنها از طریق هویتیابی مشتری از برند امکانپذیر است. یافتۀ دیگر اینکه مؤلفۀ قیمت در رابطۀ میان هویتیابی مشتری از برند و قصد خرید برند، نقش تعدیلگری دارد. | ||
کلیدواژهها | ||
مسئولیتپذیری اجتماعی ادراکی؛ شهرت برند؛ هویتیابی مشتری از برند؛ قصد خرید | ||
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