پیشایندهای اصالت برند و نقش آن در شکل‌گیری تبلیغات توصیه‌ای (موردمطالعه: آجیل تواضع)

نوع مقاله : پژوهشی اصیل

نویسندگان
اسداله کردناییج 1
میثم شیرخدایی 2
فاطمه اصغری گودرزی 3
سهیل نجات 4
1 استاد، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
2 دانشیار، مدیریت بازرگانی، دانشکده علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، مازندران، ایران.
3 دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
4 دانشجوی دکتری مدیریت بازرگانی، گرایش بازاریابی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران.
چکیده
امروزه مصرف‌کنندگان بیش از هر زمانی در جستجوی اصالت هستند. یکی از ویژگی‌های ارزشمند اصالت برند این است که مصرف‌کنندگان حاضرند برای محصولاتی که به نظر آنها اصل هستند، مبلغ بیشتری را پرداخت کنند. اصالت به‌عنوان یک ویژگی مورد‌علاقه مصرف‌کنندگان که منعکس‌کنندۀ درک از منحصربه‌فرد‌بودن، واقعی یا اصلی‌بودن یک برند است، ظهور پیدا کرده است و به بازاریابان کمک می‌کند تا برندهای خود را از رقبا متمایز کنند. پژوهش حاضر به بررسی پیشایندهای اصالت برند و تأثیر آن بر تبلیغات توصیه‌ای (WOM) پرداخته است. جامعه آماری پژوهش مصرف‌کنندگان برند آجیل تواضع در تهران است. باتوجه‌به فرمول نمونه‌گیری، تعداد 372 نفر به‌عنوان نمونه انتخاب شدند و با روش نمونه‌گیری دردسترس پاسخ‌دهندگان انتخاب شدند. داده‌ها از راه پرسش‌نامه استاندارد جمع‌آوری شد. پایایی پرسش‌نامه از راه محاسبه ضریب آلفای کرونباخ و روایی آن از روش تحلیل عاملی تأییدی مرتبه اول و مرتبه دوم بررسی شد. برای آمار توصیفی از نرم‌افزار SPSS24 آزمون فرضیه‌ها از مدل‌سازی معادله‌های ساختاری با نرم‌افزار LISREL 8.8 استفاده شد. نتایج آزمون فرضیه‌ها نشان داد که نوستالژی برند، میراث برند، مشروعیت برند و شفافیت برند بر اصالت برند تأثیر مثبت و معنی‌داری دارند. همچنین، اصالت برند بر تبلیغات توصیه‌ای (WOM) تأثیر مثبت و معنی‌داری دارد.
کلیدواژه‌ها
اصالت برند
تبلیغات توصیه‌ای
میراث برند
نوستالژی برند
شفافیت برند

موضوعات

عنوان مقاله English

Antecedents of brand authenticity and its role in the formation of word of mouth (Case study: Tavazo nuts)

نویسندگان English

Asadollah Kordnaeij 1
Meysam Shirkhodaie 2
Fatemeh Asghari Goudrzi 3
Soheil Nejat 4
1 Professor, Business Management Department, Faculty of Management & Economics, University of Tarbiat Modares, Tehran, Iran.
2 Associate Professor, Business Management Department, Faculty of Economics and Administrative Sciences, University of Mazandaran, Tehran, Iran.
3 Master Student of Business Management, Tarbiat Modares University
4 Ph.D. Candidate in Business Management, Faculty of Management & Economics, Tarbiat Modares, Babolsar, Mazandaran, Iran.
چکیده English

Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brand's sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbach's alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

کلیدواژه‌ها English

Brand Authenticity
Word of Mouth
Brand Heritage
Brand Nostalgia
Brand Clarity
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پژوهش های مدیریت منابع سازمانی
دوره 10، شماره 4
اسفند 1399
صفحه 147-175