نویسندگان
1
دانشجوی دکتری دانشگاه مازندران
2
دانشیار دانشگاه مازندران
,
نوع مقاله : مقاله پژوهشی
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
- Ø Askariyan, F., Akbarzadeh, B. (2016). The Study of Relationship between Sport Brand Perceived Value and Customer’s Repurchase Intention. Sport Management and Development, 5(1), 217-231. [Persian]
- Ø Bergkvist, L., & Bech-Larsen, T., (2010). Two studies of consequences and actionable antecedents of brand love, The Journal of Brand Management, 17 (7): 504-518.
- Ø Brakus, J. J., Schmitt, B. H., Zarantonello, L., (2009). Brand experience: What is it? How is it measured? Does it affect loyalty, Journal of Marketing, 73 (3): 52-68.
- Ø Brett, A. S., Martin, Carolyn, A., Stron. (2015). the trustworthy brand: effects of conclusion explicitness and persuasion awareness on consumer judgments, Marketing Letters, (7):1-13.
- Ø Carroll, B. A., Ahuvia, A. C., (2006). Some antecedents and outcomes of brand love, Marketing Let, 17 (2):79-90.
- Ø Crosno, J. l., Freling, T. H., Skinner, S. J., (2009). Does brand social power mean market might? The influence of brand social power on brand evaluation, psychology & marketing, (26): 91-121.
- Ø Esch, F. R., Langner, T., Schmitt, B. H., Geus, P., (2006). Are Brands Forever? How Brand Knowledge and Relationships Affect Current and Future Purchases, Journal of Product & Brand Management, 15(2): 98-105.
- Ø Ha, Y. H., Perks, H., (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust, Journal of Consumer Behavior, 4 (6): 438-452.
- Ø Hoeffler, S., Keller, K. L., (2002). Building brand equity through corporation societal marketing, Journal of Public Policy and Marketing, 21 (1): 78-89.
- Ø Hu, Y., (2010). An investigation on the linkage between purchase intention and service quality in the E-commerce context, International Conference on Innovative Computing and Communication and 2010 Asia-Pacific Conference on Information Technology and Ocean Engineering, 304 - 307.
- Ø Ioannis, A., Georgia, L., Georgios, K., Michalis, K., (2015) The impact of brand authenticity on brand attachment in the food industry, British Food Journal, 11(2): 538 – 552.
- Ø Jamid, Ul. Islama., Zillur, R., (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 7(1): 45-59.
- Ø Juan, C. L., Jonathan, E., Keri, D., (2016). Conceptualising and measuring consumer-based brand–retailer–channel equity, Journal of Retailing and Consumer Services, 29: 70–81.
- Ø Judy, D., Constanza, B., Silvia, C. E., Sandra, L., Nathalie, G., William, P., (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison, International Journal of Hospitality Management, 49: 47–55.
- Ø Keller S, K. L., (2008). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Third Edition: Prentice Hall.
- Ø Keller, K. L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Upper Saddle River, NJ.
- Ø Milad, Dehghania., Mojtaba, K, N., Iman, R. Rasoul, S., (2016). Evaluating the influence of YouTube advertising for attraction of young customers, Computers in Human Behavior. 59: 165–172.
- Ø Moshabaki Esfahani, A., Yarahmadi, A., Kashipazan Javan, A., Naseri, A. (2014). The study of effects of self-definitional needs of fans on their intentions to purchase services and products of sponsors' company (A Case Study on the Fans of Peykan Volleyball Club). Sport Management and Development, 3(2), 129-150. [Persian]
- Ø Pang, J,. Keh, T. H., Peng, S., (2007). Effects of advertising strategy on consumer-brandrelationships: A brand Love perspective, Journal of Marketing Science, 3 (3): 59-73.
- Ø Rageh Ismail, TC. Melewar. (2015). Binational Study of the Impact of Brand Image, Brand Personality and Brand Love on Word of Mouth: The Case of Fashion Brands in UK and Switzerlan, Marketing Dynamism & Sustainability: Things Change, Things Stay the Same. Part of the series Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 462-471.
- Ø Ran, H. Stacy, H. L., HaeJung, K., Leslie, E., (2015). The impact of brand experiences on brand resonance in multi-channel fashion retailing, Journal of Research in Interactive Marketing, 9(2): 129 – 147.
- Ø Schmitt, B.H., (2009). The concept of brand experience, Journal of Brand Management, 16 (7): 417-419.
- Ø Shih-Chih, C. Chieh-Peng, L., (2015). The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study, Technological Forecasting and Social Change 96: 40–50.
- Ø Syed Fazal e. H., Lynda A., Jillian, M., (2016). Online grocery shopping: the impact of shopping frequency on perceived risk. The International Review of Retail, Distribution and Consumer Research 26(2): 202-223.
- Ø Thomason, M., MacInnis, D. J., Park, C. W., (2005). The ties that bind: Measuring the strength of consumer's emotional attachment to brands, Journal of Consumer Psychology, 15 (1): 77-91.
- Ø Yoosefi, B., Safari tekyeh, S. (2016). Comparison of Brand Equity Components among Sportswear Shopper: A Case Study of Adidas Brand. Sport Management and Development, 5(1), 201-216. [Persian]
- Ø Zarantonello, L., Schmitt, B. H., (2010). Using the brand experience scale to profile consumers and perdict consumer behavior, Journal of Brand Management, 17: 532-540.
)