الگویابی ایجاد وابستگی برند در رفتار مصرف‌کنندگان با ترجیح برند

نوع مقاله: علمی - پژوهشی

نویسندگان

دانشگاه آزاد اسلامی، تهران شمال

چکیده

هدف از این مطالعه الگویابی ایجاد وابستگی برند در رفتار مصرف‌کنندگان با ترجیح برند است. روش پژوهش مورد استفاده در این پژوهش از نوع آمیخته اکتشافی و به‌صورت کیفی- کمی هست. شیوه مورد استفاده برای گردآوری اطلاعات و تحلیل و بررسی داده‎ها، در مرحله کیفی از نظریه داده بنیاد و در مرحله کمی روش مدل‎سازی معادلات ساختاری جهت سنجش برازش الگو پژوهش استفاده شد. در این مطالعه جهت ساخت و ارائه الگو با استفاده از روش آمیخته اکتشافی، در مرحله اول با بهره‎گیری از نظر 15 نفر از خبرگان و کارشناسان و تکیه بر منابع مطالعاتی، چارچوب الگو ارائه و اعتبارسنجی شد و سپس در مرحله دوم پژوهش الگو و ساختار پیشنهادی در جامعه هدف توسط 384 آزمودنی مورد سنجش قرار گرفت که نتایج نشانگر تائید فرضیه‎های پژوهش بود. بدین ترتیب که از روش کدگذاری باز، محوری و انتخابی، ابعاد، مؤلفه‌ها و شاخص‌ها شناسایی و پالش شده، سپس روابط بین متغیرها تعیین گردید و در نهایت اعتبار سنجی و برازش الگو انجام شد. بر اساس نتایج، ایجاد وابستگی و ترجیح برند می‎تواند متأثر از ارزش دریافتی از برند باشد و ارزش ویژه برند نیز از کیفیت خدمات دریافتی تأثیر می‎پذیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Patterns of brand dependence on consumer behavior with brand preferences

نویسندگان [English]

  • Seyed Mohammad Mirjavadi
  • Hamid Reza Saidnia
  • Ehsan Abedi
Islamic Azad University, Tehran North Branch
چکیده [English]

The purpose of this study is to find the Patterns of brand dependence on consumer behavior with brand preferences. The research method used in this research is a kind of exploratory blend type, quantitatively and qualitatively. The technique used for collecting information and analyzing data was used in the fuzzy qualitative method based on the theory of data and in the bag phase, the modeling method of equations structures was used to measure the modeling of the model. In this study, to design and present the pattern using exploratory mixtures in the first stage, using 15 experts and specialists and adapting the study resources, modeling framework and validation, then in the second stage of the research, proposed model and structure The goal of the community was tested with 384 results, which confirmed the hypothesis of the research. In order to identify and solve the problem, open source, axial and selective coding, dimensions, mules and indicators were determined, then the relationships between the variables were determined and at the end, validation and adaptation patterns were performed. Based on the results, establishing affiliation and brand preferences can have a significant impact on brand value, and brand equity also affects the quality of service received.

کلیدواژه‌ها [English]

  • Service Quality
  • brand equity
  • brand preference
  • brand affiliation
  • Food Industry

مراجع

 

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فصلنامه مطالعات مدیریت راهبردی

دوره 9، شماره 36
زمستان 1397
صفحه 169-189

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