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بررسی تأثیر هویت اجتماعی، جاذبههای ارتباطی و دستهبندی محصول بر وفاداری به برند | ||
مدیریت بازرگانی | ||
دوره 13، شماره 3، 1400، صفحه 633-654 اصل مقاله (616.42 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2021.297800.3780 | ||
نویسندگان | ||
نادر سیدامیری* 1؛ محمد جلالی2؛ ساره غمخوار3؛ علی داوری4 | ||
1دانشیار، گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران. | ||
2کارشناسی ارشد، گروه کارآفرینی سازمانی ، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران. | ||
3کارشناسی ارشد، گروه مدیریت صنعتی، دانشکدگان فارابی دانشگاه تهران، قم، ایران. | ||
4استادیار، گروه کسبوکار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران. | ||
چکیده | ||
هدف: علیرغم تلاش برای بررسی تأثیر هویت اجتماعی بر وفاداری برند و ارتباط آن با سایر عوامل، به نظر میرسد که ادبیات موجود به اندازه کافی گسترده یا غنی نیست تا جنبههای مختلف این رابطه را آشکار سازد. این پژوهش با هدف بررسی تأثیر هویت اجتماعی، ارتباط و دستهبندی محصول بر عشق برند و همچنین وفاداری برند در صنعت پوشاک اجرا شده است. روش: رویکرد این پژوهش کمّی و از نوع توصیفی همبستگی به شمار میرود. جامعه آماری آن، مشتریان برند پوشاک بنتون در شهر تهران است. در پژوهش حاضر، 413 پرسشنامه با نسخۀ 3 نرمافزار اسمارت پیالاس تجزیهوتحلیل شد. فرضیههای پژوهش نیز بهکمک مدلسازی معادلات ساختاری و رویکرد حداقل مربعات جزئی انجام گرفت. یافتهها: بر اساس نتایج، وابستگی برند سه احساس اشتیاق، مهربانی و ارتباط را شامل میشود. از سوی دیگر، وابستگی برند به کیفیت ارتباط مربوط است و افزایش برقراری ارتباط با مصرفکنندگان و افزایش تماس با مشتریان به ارتقای وفاداری و عملکرد مالی منجر میشود. افزون بر این، تأثیر خودبیانگری بر علاقه به برند تأیید شد. خودبیانگری نوعی فعالیت است که به احساسات مربوط میشود و از طریق ایجاد وابستگی و علاقه به برند بر وفاداری برند تأثیر میگذارد. نتیجهگیری: هویت اجتماعی، بیانکننده وجود تعلق به گروههای اجتماعی خاصی است و جنبه فردی دارد، بنابراین زمانی هویت اجتماعی گروههای اجتماعی حاصل میشود که فرد خود را متعلق به گروه خاصی میداند. نتایج این پژوهش نشان داد که هویت اجتماعی بر خودبیانگری فرد تأثیر مثبت دارد. همچنین، مشتریانی که علاقه به برند را تجربه میکنند، برای شرکت در همکاری سازنده در جامعه برند تمایلی بیشتری دارند. علاوه بر این، خودبیانگری به شکل بالقوه برای افزایش علاقه به برند و تشویق رفتار مطلوب پس از خرید مهم است. | ||
کلیدواژهها | ||
هویت اجتماعی؛ علاقه به برند؛ وفاداری برند؛ اعتماد به برند؛ تعهد به جامعه | ||
مراجع | ||
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