تأثیر استراتژی برندمحوری بر عملکرد برند با تأکید بر مداخله‌گری هویت برند

نوع مقاله : پژوهشی

نویسندگان

1 دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه شاهد

2 استادیار گروه مدیریت بازرگانی دانشکده علوم انسانی دانشگاه شاهد

چکیده

در محیط به شدت رقابتی صنعت مواد غذایی حفظ و توسعه سهم بازار نتیجه عملکرد برند است. بنابراین شناسایی عوامل اثرگذار بر عملکرد برند موضوع مهمی در تصمیمات راهبردی بازاریابی تلقی می‌شود. طبق یافته‌ها، برندمحوری، توسعه هویت برند را تحریک می‌کند و هویت برند نیز نقش مهمی را در اجرای یک استراتژی برندمحور و بهبود عملکرد کسب و کار ایفا می‌کند. هدف پژوهش حاضر، بررسی تاثیر راهبرد برندمحوری بر عملکرد برند با تأکید بر نقش مداخله‌گر هویت برند در شرکت‌های صنایع غذایی استان تهران است. روش پژوهش، توصیفی از نوع همبستگی است. جامعه پژوهش، مدیران ارشد شرکت‌های صنایع غذایی در سطح شهر تهران بود که شامل 298 نفر بودند. در این پژوهش، از روش نمونه‌گیری تصادفی ساده، 168 نفر از مدیران به عنوان نمونه انتخاب شدند. آمار توصیفی توسط نرم افزار SPSS مورد تجزیه وتحلیل قرار گرفت. برای آزمون فرضیه‌های تدوین شده از نرم افزار SMART-PLS2 استفاده شد. نتایج پژوهش اعم از ضرایب مسیر بین متغیرها و معناداری آماره t  (642/0= β 514/12t=) و سطح معناداری اسپیرمن در این رابطه 000/0 (کمتر از 05/0) بوده که نشان از معنادار بودن رابطه بین استراتژی برند محوری و عملکرد برند دارد و تحلیل اثر مداخله‌گر هویت برند در این رابطه تایید شده است.

کلیدواژه‌ها

عنوان مقاله [English]

The Impact of Brand-Oriented Strategy on Brand Performance with Emphasis on Brand Identity Intervention

نویسندگان [English]

  • Shima Mashhadi Ramazan 1
  • Naser yazdani 2
1 Student of Shahed University
2 Assistant professor, Business Administration Department, Shahed University
چکیده [English]

Identification of effective factors on brand performance is considered as an important issue in strategic marketing decisions. According to the findings, brand motivates brand identity development. Brand identity plays an important role in implementing a brand- oriented strategy and improving business performance. The purpose of this study is to investigate the impact of brand orientation strategy on brand performance with emphasis on the mediation role of brand identity in Tehran's food industry Companies. The research method is descriptive-correlational. The research community was senior managers of Tehran's Food Industry Companies which included 100 people. In this research, random sampling method was used, 168 managers were selected as sample. Data were collected through a standard questionnaire 17 questions from 168 managers in 168 active companies in the food industry that their office is in Tehran province.The validity of the research questionnaire was confirmed by the experts and the reliability of the questionnaires was confirmed by Cronbach's alpha coefficient with a value of 0.924. The conceptual model was designed with five variables and 8 hypotheses. Descriptive statistics were analyzed by SPSS software and SMART-PLS2 software was used to test the hypothes. The results of the research, including path coefficients between variables and the significance of t (β = 0.642 t = 12.514) and spearman's significance level, were 0.000 (less than 0.05) in this relation, which indicates that there is a significant relationship between brand-oriented strategy and brand performance, and the analysis of the intermediary of brand identity in this relation has been confirmed.

کلیدواژه‌ها [English]

  • Brand orientation strategy
  • Brand performance
  • Brand identity

مراجع

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فصلنامه مطالعات مدیریت راهبردی
دوره 10، شماره 38
شهریور 1398
صفحه 99-121

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سابقه مقاله

  • تاریخ دریافت: 03 تیر 1398
  • تاریخ بازنگری: 10 شهریور 1398
  • تاریخ پذیرش: 17 شهریور 1398

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