تأثیر مزایای زیبایی‌شناسی و نمادین برند بر تعهد به برند با میانجی‌گری تعلق به برند در بین مصرف‌کنندگان برند اپل

نوع مقاله : مقاله پژوهشی

نویسندگان

1 عضو هیئت‌علمی، گروه مدیریت و حسابداری، دانشکده علوم انسانی، دانشگاه زنجان، زنجان، ایران.

2 عضو هیئت‌علمی، گروه پژوهشی اقتصاد مالی و بیمه، پژوهشکده علوم اقتصادی، دانشگاه علامه طباطبایی، تهران، ایران. (نویسنده مسئول)؛ saadi@atu.ac.ir

3 کارشناسی ارشد، مدیریت استراتژیک، گروه مدیریت و حسابداری، دانشگاه زنجان، زنجان، ایران

چکیده

 
هدف اصلی این پژوهش، ارائه مدلی است که ساختاری مفید برای استفاده مدیران و محققان حوزه تعهد مشتری و برند است. این مطالعه به این پرسش پاسخ می‌دهد که چگونه مزایای زیبایی‌شناسی برند و مزایای نمادین برند به تعهد مشتری منجر شده و احساس تعلق‌خاطر به برند چگونه این رابطه را میانجی‌گری می‌کند. این تحقیق از لحاظ هدف کاربردی و از حیث گردآوری داده‌ها، پیمایشی و توصیفی است. جمع‌آوری داده‌های مورد نیاز تحقیق با استفاده از پرسشنامه 20 سؤالی استاندارد‌ و سنجیده شده با طیف پنج گزینه‌ای لیکرت انجام گرفته و به‌صورت نمونه‌گیری غیر تصادفی هدفمند بین 350 نفر از دانشجویان دانشگاه زنجان به دست آمده است. یافته‌های تحقیق نشان داد که مزایای زیبایی‌شناسی و نمادین برند، دارای تأثیر مثبت و معنادار بر تعهد است و همچنین متغیر احساس تعلق‌خاطر به برند عامل میانجی مثبتی بین رابطه مزایای زیبایی‌شناسی و نمادین برند بر تعهد به برند است.
 
 

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Aesthetic and Symbolic Brand Benefits on Brand Commitment with the mediating Role of emotional attachment Among Apple Brand Consumers

نویسندگان [English]

  • Vahideh Alipoor 1
  • Mohammad Reza Saadi 2
  • Atefeh Mehri Bazghaleh 3
1 Faculty MeAssistant Professor, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan, Iran mber, Department of Management and Accounting, Faculty of Humanities, University of Zanjan, Zanjan.ran.
2 Faculty Member, Department of Financial and Insurance Economics ، Research Institute of Economics ،Allameh Tabataba’i University ، Tehran.Iran.
3 MSc, Strategic Management, Department of Management and Accounting, University of Zanjan, Zanjan, Iran
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