بررسی دیدگاه هویت اجتماعی برند و تأثیر آن در توسعه وفاداری به برند (مورد مطالعه:شرکت تولیدکننده محصولات لبنی کاله)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار دانشگاه علامه طباطبایی تهران

2 دانشگاه علامه طباطبایی تهران

3 کارشناس ارشد بازاریابی بین الملل دانشگاه تربیت مدرس

چکیده

در سال‌های اخیر، بحث و بررسی در خصوص برند جایگاه ویژه‌ای در محافل علمی و دانشگاهی و همچنین در حوزه کسب و کار یافته است. بسیاری از محققان و مدیران شرکت‌ها به این نتیجه رسیده‌اند که با ارزش‌ترین دارایی یک شرکت در جهت بهبود فرایند بازاریابی، برند و دانش برندینگ است. با وجود این، مفهوم هویت برند که عاملی درون سازمانی و یکی از مهمترین مباحث در حوزه بازاریابی و برند است، کمتر مورد توجه قرار گرفته است. بر این اساس، مطالعه حاضر با هدف بررسی تأثیر هویت برند بر توسعه وفاداری به برند در صنعت مواد غذایی (محصولات لبنی) صورت گرفته است. در تحقیق حاضر برند کاله (مربوط به شرکت تولید محصولات لبنی کاله) که برند شناخته شده‌ای در سطح ایران است، جهت مطالعه انتخاب شد. به این ترتیب، تمامی مشتریان محصولات کاله در کلان شهر تهران به عنوان جامعه آماری تحقیق و نمونه‌ای معادل 475 نفر جهت مطالعه انتخاب شد. این پژوهش از نوع مطالعات پیمایشی بوده و برای جمع آوری داده‌ها نیز از ابزار پرسشنامه استفاده شده است. جهت تجزیه و تحلیل داده‌ها و تأیید مدل نیز از روش مدل سازی معدلات ساختاری (SEM) و تحلیل عاملی تأییدی (CFA) استفاده شده است. یافته‌های تحقیق حاکی از اثر مثبت هویت برند بر وفاداری به برند و رابطه مستقیم این دو بود. برند با هویت قوی منشا شکل گیری روابط بلندمدت میان مشتری و شرکت گشته و وفاداری را در پی خواهد داشت.

کلیدواژه‌ها

عنوان مقاله [English]

Investigating Brand Social Identity Perspective and Its Influence on Brand Loyalty Development The Case of Kaleh Dairy Company

نویسندگان [English]

  • Zohre shahrokh dehdashti 1
  • Mehdi Jafarzadeh kenari 2
  • Alireza Bahkshizadeh 3
1 Allameh Tabatabai University
2 Master Student , Allameh Tabatabai University
3 Master Student , Tarbiat Modares University
چکیده [English]

In recent years, discussion and investigation on the subject of brand has found especial place in science and trade. Many of researchers and managers have conclude that certainly, brand and branding science are the worthiest asset of a company necessary for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussing subjects of marketing and brand has been considered in a few studies. Therefore, this study with the purpose of studying the impact of brand identity on brand loyalty development has been conducted in the food industry and as a sample in a dairy company. For this purpose, Kaleh brand as a representative of the Kaleh Dairy Company as a well known brand in Iran is selected for study. Statistical population includes all customers of the company in Tehran metropolitan and 475 customers have been chosen as the sample of research. This study is typically survey based in which, a questionnaire is developed for data collection. In order to examine the proposed model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques have been utilized. According to the findings, the impact of brand identity on brand loyalty in the selected company of the food industry is confirmed. In addition, findings indicate that the brand with strong identity is the origin of forming long term relationships between customer and company, which in turn leads to customer loyalty.

کلیدواژه‌ها [English]

  • Brand Identity
  • Brand Loyalty
  • Brand Trust
  • Satisfaction
  • dairy industry

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  • تاریخ دریافت: 25 خرداد 1395
  • تاریخ بازنگری: 28 تیر 1397
  • تاریخ پذیرش: 25 خرداد 1395

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