سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

نورانی کوتنایی, محمد, رضایی دولت آبادی, حسین, محمد شفیعی, مجید. (1399). طراحی مدل رقابت پذیری برند فروشگاهی براساس محرک‌های محیطی در فروشگاه های زنجیره ای. , 19(44), 13-40. doi: 10.48308/jbmp.19.44.13
محمد نورانی کوتنایی; حسین رضایی دولت آبادی; مجید محمد شفیعی. "طراحی مدل رقابت پذیری برند فروشگاهی براساس محرک‌های محیطی در فروشگاه های زنجیره ای". , 19, 44, 1399, 13-40. doi: 10.48308/jbmp.19.44.13
نورانی کوتنایی, محمد, رضایی دولت آبادی, حسین, محمد شفیعی, مجید. (1399). 'طراحی مدل رقابت پذیری برند فروشگاهی براساس محرک‌های محیطی در فروشگاه های زنجیره ای', , 19(44), pp. 13-40. doi: 10.48308/jbmp.19.44.13
نورانی کوتنایی, محمد, رضایی دولت آبادی, حسین, محمد شفیعی, مجید. طراحی مدل رقابت پذیری برند فروشگاهی براساس محرک‌های محیطی در فروشگاه های زنجیره ای. , 1399; 19(44): 13-40. doi: 10.48308/jbmp.19.44.13

طراحی مدل رقابت پذیری برند فروشگاهی براساس محرک‌های محیطی در فروشگاه های زنجیره ای

چشم انداز مدیریت بازرگانی
دوره 19، شماره 44 - شماره پیاپی 77، اسفند 1399، صفحه 13-40    اصل مقاله (1.53 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.19.44.13
نویسندگان
محمد نورانی کوتنایی1؛ حسین رضایی دولت آبادی* 2؛ مجید محمد شفیعی3
1دانشجوی دکتری  مدیریت بازاریابی، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
2استادیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
3دانشیار گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
چکیده
چکیده
هدف :
هدف از این پژوهش طراحی مدل رقابت پذیری برند فروشگاهی برای فروشگاه‌های زنجیره‌ای از طریق ویژگی‌های برند فروشگاهی و پاسخ‌های مشتریان به محرک‌های محیطی فروشگاه‌های زنجیره‌ای است.
روش:
این پژوهش با بهره‌گیری از رویکرد کمی و با استفاده از مدل معادلات ساختاری، به دنبال تدوین و طراحی الگوی محرک‌های محیطی فروشگاهی جهت دست یابی به الگوی رقابت‌پذیری در زمینه ایجاد برند فروشگاهی است. این پژوهش از نظر هدف، کاربردی و از نظر ماهیت، توصیفی است. برای گردآوری داده‌ها، رویکرد پرسشنامه در کنار مطالعات کتابخانه‌ای مد نظر قرار گرفت. جامعه آماری این پژوهش، مشتریان فروشگاه‌های زنجیره‌ای رفاه در شهر تهران بودند. تعداد 384 عدد پرسشنامه بین اعضای نمونه توزیع گردید.
یافته ها:
یافته‌های پژوهش نشان داد محرک های محیطی بر روی اصالت برند و تجریه خرید تاثیر مثبت و معناداری دارند و اصالت برند می‌تواند بر روی تجربه خرید و دلبستگی به برند و تصویر برند فروشگاهی اثرگذار باشد. همچنین نتایج نشان داد دلبستگی به برند و تصویر برند فروشگاهی بر موقعیت رقابت پذیری فروشگاه‌های زنجیره‌ای تاثیر معناداری دارند.
نتیجه گیری:
این پژوهش نشان داد جهت دست یابی به افزایش رقابت پذیری و ایجاد یک مزیت رقابتی منحصر به فرد، فروشگاه‌ها می‌توانند با مدیریت صحیح محرک‌های محیط بیرونی و درونی شرایط لازم را برای ایجاد رقابت‌پذیری برند فروشگاهی از طریق ابعاد اصالت برند، دلبستگی به برند، تصویر برند فروشگاهی و تجربه خرید فراهم نمایند.
کلیدواژه‌ها
برند فروشگاهی؛ تجربه خرید؛ رقابت پذیری برند فروشگاهی؛ محرک‌های محیطی
عنوان مقاله [English]
Designing a store brand competitiveness model based on environmental stimuli In chain stores
نویسندگان [English]
mohamad nurani1؛ Hossein Rezaei dolatabadi2؛ Majid Mohammad Shafiee3
1PhD. Candidate, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2Assistant Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
3Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
چکیده [English]
Abstract
Objective: The purpose of this study is to design a store brand competitiveness model for chain stores through store brand characteristics and customers' responses to environmental stimuli of chain stores.
Method: Using a quantitative approach as well as structural equation model, this study seeks to formulate and design a model of store environmental stimuli to achieve a competitiveness model in the field of store brand creation. This research is applied in terms of purpose and descriptive in nature. To collect the data, the questionnaire approach was considered along with library studies. The statistical population of this study was customers of convenience stores in Tehran. 384 questionnaires were distributed among samples members.
Results: Findings showed that environmental stimuli have a positive and significant effect on brand authenticity and shopping experience and brand authenticity can affect shopping experience and brand attachment and store brand image. The results also showed that brand authenticity and store brand image have a significant effect on the competitive position of chain stores..
Conclusion :This study showed that in order to achieve increased competitiveness and create a unique competitive advantage, stores can, with proper management of external and internal environmental stimuli, create the necessary conditions to create store brand competitiveness through the dimensions of brand authenticity, brand attachment, brand image and shopping experience.
کلیدواژه‌ها [English]
Store Brand, Shopping Experience, Store Brand Competitiveness, Environmental Stimuli
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