نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری دانشگاه مازندران
2 دانشیار دانشگاه مازندران
چکیده
هدف: هدف اصلی از پژوهش حاضر، ارائه مدلی از تاثیر تجربه و آگاهی از برند بر عشق به برند و قصد مشتریان باشگاههای بدنسازی شهر تهران بود.
روش‌شناسی: پژوهش حاضر از نظر روش گردآوری دادهها توصیفی و از نظر هدف کاربردی بود که به شکل میدانی اجرا شد. جامعة آماری پژوهش شامل مشتریان باشگاههای بدنسازی شهر تهران بودند که براساس نمونهگیری خوشهای، 5 منطقه از شهر تهران انتخاب و سپس از هر منطقه 10 باشگاه و در نهایت نیز 12 نفر از مشتریان هر باشگاه که حائز شرایط مورد نظر بودند، با نمونهگیری تصادفی گزینش شدند. برای سنجش روایی سؤالات نیز، روایی محتوا و روایی سازه بررسی شد که بار عاملی در تمامی موارد بالاتر از 7/0 بود. جهت پاسخ به سوالات از همبستگی و مدل سازی معادلات ساختاری استفاده شد.
یافته‌ها: نتایج حاصل از تحلیل مسیر نشان داد که تجربه و آگاهی از برند دارای ضریب تاثیر 53/0 و 47/0 بر عشق به برند و ضریب تاثیر 61/0 و 57/0 بر قصد مشتری است. همچنین مدل دارای برازش و تناسب مناسبی بود و نشان داد که روابط تنظیم شده متغیرها منطقی بوده است.
نتیجه‌گیری: با توجه به نتایج بایستی عواملی را که موجب ایجاد عشق و علاقه بین مشتری و برند میشود شناسایی و با تقویت این عوامل بر رفتارها و تصمیمات مشتریان جهت خرید و استفاده از خدمات تاثیر گذاشت
کلیدواژه‌ها
عنوان مقاله [English]
Designing a model of the effect of brand experience and awareness on brand love and consumers’ intention
نویسندگان [English]
- masoud freydoni 1
- masoume kalatehseifari 2
1 M
2
چکیده [English]
Objective: The aim of the study was designing a model of the effect of brand experience and awareness on brand love and consumers’ intention.
Methodology: The current study was descriptive as collecting data and functional that was done as a field survey. The statistical population included the consumer of Tehran body building clubs that they was selected on bases cluster sampling method, 5 regions from Tehran was selected and then 10 clubs was selected from every region and then was selected randomly 12 customers from every club that has special condition. For measuring the validity of the questions, the content and construct validity were measured that the factor loading in the all of them were more than 0.7. For answering the questions, was used correlation coefficient and SEM.
Results: the results of path analysis were shown brand experience and awareness have effect (0.53 & 0.47) on brand love and consumer’s intention in respect. Also the model was become well and good fitness and was shown the relationships had been logical.
Conclusion: With attention on the results, it must been recognized the factors were caused increasing love between brand and consumer till with Reinforcement of the factors, was effected on consumer intention for buying or using the services.
کلیدواژه‌ها [English]
- brand awareness
- brand experience
- brand love
- sport marketing
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