نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه مدیریت صنعتی، دانشکده مدیریت و حسابداری، دانشگاه بوعلی سینا، همدان، ایران.

2 دانشیار گروه مدیریت، دانشکده علوم اجتماعی، دانشگاه بین‌المللی امام خمینی (ره)، قزوین، ایران.

3 کارشناسی ارشد، گروه مدیریت بازرگانی، موسسه آموزش عالی علامه مجلسی، قزوین، ایران.

چکیده

هدف: در دهه‌های اخیر، تحقیق در خصوص برند مشتری، جایگاه ویژه‌ای را در حوزه‌های مختلف اعم از دانشگاهی و بازار کسب‌وکار به خود اختصاص داده است. بسیاری از محققین و مدیران شرکت به این نتیجه رسیده‌اند که یکی از دلایل اهمیت مفهوم ارزش ویژه برند، نام و نشان تجاری مشتری است که موجب ایجاد ارزش برای مشتریان و هم برای شرکت می‌نماید و درنتیجه بازاریابان می‌توانند با استفاده از ارزش ویژه نام و نشان تجاری بالاتر به مزیت رقابتی دست یابند. هدف پژوهش حاضر بررسی رابطه بین تجربه برند، بازخوانی برند و وفاداری برند در بازاریابی تجربی در شرکت مارال چرم می‌باشد.
روش‌شناسی پژوهش: روش تحقیق حاضر از نظر هدف کاربردی و از نظر ماهیت توصیفی-پیمایشی بود. جامعه آماری پژوهش شامل تمامی مشتریان فروشگاه چرم مارال بود که با توجه به نامشخص بودن تعداد جامعه، بر اساس فرمول کوکران تعداد 384 به‌عنوان نمونه آماری انتخاب شدند. ابزار گردآوری اطلاعات در پژوهش حاضر، پرسشنامه با 7 مولفه و 24 گویه بود. تجزیه‌وتحلیل داده‌ها با استفاده از آزمون معادلات ساختاری و نرم‌افزار Amos انجام شد.
یافته‌ها: نتایج پژوهش نشان داد که تجارب حسی از رویدادها از دیدگاه مشتریان فروشگاه چرم مارال نقش مثبتی در ایجاد تجربه برند دارد. تجارب عاطفی از رویدادها از دیدگاه مشتریان فروشگاه چرم مارال نقش مثبتی در ایجاد تجربه برند دارد. تجارب شناختی خلاق از رویدادها از دیدگاه مشتریان فروشگاه چرم مارال نقش مثبتی در ایجاد تجربه برند دارد. تجارب فیزیکی از رویدادها از دیدگاه مشتریان فروشگاه چرم مارال مثبتی در ایجاد تجربه برند دارد. تجارب هویت اجتماعی از رویداد از دیدگاه مشتریان فروشگاه چرم مارال نقش مثبتی در ایجاد تجربه برند دارد. تجربه برند از دیدگاه مشتریان فروشگاه چرم مارال تاثیری مثبت و معنادار بر بازخوانی برند دارد. بازخوانی برند از دیدگاه مشتریان فروشگاه چرم مارال تاثیری مثبت و معنادار بر وفاداری به برند دارد.
اصالت/ارزش‌افزوده علمی: داشتن استراتژی‌های نوین، توجه به نکات مهم در برقراری، حفظ و گسترش روابط با مشتری و تلاش برای جلب رضایت وی تحقق اهداف مشتری محور را گسترش می‌دهد و در بلندمدت پایگاهی از مشتریان وفادار به ارمغان می‌آورد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Investigating the relationship between brand experience, brand recall and brand loyalty in experiential marketing (case study: Maral Leather)

نویسندگان [English]

  • Mehdi Ajalli 1
  • Mohammad Mahdi Mozaffari 2
  • Sahar Johari 3

1 Assistant Professor, Department of Industrial Management, Faculty of Management and Accounting, Bu-Ali Sina University, Hamedan, Iran.

2 Associate Professor, Department of Management, Faculty of social science, Imam Khomeini International University, Qazvin, Iran.

3 Master, Department of Business Management, Institute of Allameh Majlesi, Qazvin, Iran.

چکیده [English]

Purpose: In recent decades, research on the customer brand has taken a special place in various fields, including academic and business markets. Many researchers and executives of the company have concluded that one of the reasons for the brand's importance and value is its brand name for the customer, which creates value for customers and the company. As a result, marketers can use a unique value, and a higher brand name has a competitive advantage. This study investigated the relationship between brand experience, brand reputation, and brand loyalty in empirical marketing at Maral Leather Company.
Methodology: The method of this research was applied in terms of purpose and descriptive-survey nature. The study's statistical population consisted of all Maral customers. Regarding the uncertainty of the population, 384 were selected as the statistical sample based on the Cochran formula. The data-gathering tool in this study was a questionnaire with 7 components and 24 items. Data analysis was performed using a structural equation test and Amos software.
Findings: The research results showed that sensory experiences of events from the viewpoint of Maral customers have a positive role in creating a brand experience. The emotional experience of events Maral customers positively affects creating a brand experience. Creative experiences of events from the perspective of Maral shoppers have a positive role in creating a brand experience. Physical experiences of events from the customers' perspective have a positive effect on brand experience. The event's social identity experiences from the shoppers' standpoint have a positive role in creating a brand experience. Brand experience from customers' point of view positively and significantly affects brand refinement. Reading the customers' point of view positively and significantly affects brand loyalty.
Originality/Value: Having new strategies, paying attention to the critical points in establishing, maintaining, and expanding relations with the customer, and trying to satisfy him expands the realization of customer-oriented goals and brings a base of loyal customers in the long term.

کلیدواژه‌ها [English]

  • Brand experience
  • Brand refinement
  • Brand loyalty
  • Empirical marketing
  • Maral leather
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