سامانه مدیریت نشریات علمی دانشگاه شهید بهشتی

موسوی, سید نجم الدین, شریعت نژاد, علی, غفوری, زهرا, میر, سعید. (1402). بررسی تاثیر اصالت برند بر خودانگاره مشتری با نقش میانجی قدرت اجتماعی برند. , 22(54), 225-253. doi: 10.48308/jbmp.2023.230012.1481
سید نجم الدین موسوی; علی شریعت نژاد; زهرا غفوری; سعید میر. "بررسی تاثیر اصالت برند بر خودانگاره مشتری با نقش میانجی قدرت اجتماعی برند". , 22, 54, 1402, 225-253. doi: 10.48308/jbmp.2023.230012.1481
موسوی, سید نجم الدین, شریعت نژاد, علی, غفوری, زهرا, میر, سعید. (1402). 'بررسی تاثیر اصالت برند بر خودانگاره مشتری با نقش میانجی قدرت اجتماعی برند', , 22(54), pp. 225-253. doi: 10.48308/jbmp.2023.230012.1481
موسوی, سید نجم الدین, شریعت نژاد, علی, غفوری, زهرا, میر, سعید. بررسی تاثیر اصالت برند بر خودانگاره مشتری با نقش میانجی قدرت اجتماعی برند. , 1402; 22(54): 225-253. doi: 10.48308/jbmp.2023.230012.1481

بررسی تاثیر اصالت برند بر خودانگاره مشتری با نقش میانجی قدرت اجتماعی برند

چشم انداز مدیریت بازرگانی
مقاله 7، دوره 22، شماره 54 - شماره پیاپی 88، شهریور 1402، صفحه 225-253    اصل مقاله (1.27 M)
نوع مقاله: علمی - پژوهشی
شناسه دیجیتال (DOI): 10.48308/jbmp.2023.230012.1481
نویسندگان
سید نجم الدین موسوی* 1؛ علی شریعت نژاد2؛ زهرا غفوری3؛ سعید میر4
1دانشیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران
2استادیار گروه مدیریت بازرگانی، دانشگاه لرستان، خرم آباد، ایران
3دانشجوی دکتری، مدیریت بازرگانی، دانشگاه لرستان، خرم‌آباد، ایران
4استادیار، گروه مدیریت بازرگانی، دانشگاه آزاد واحد خرم‌آباد، خرم‌آباد، ایران.
چکیده
هدف: در صنعت پوشاک بسیاری از مشتریان به خاطر اهمیت وجود خودانگاره خاص، به دنبال برندها و محصولات با اصالت هستند، لذا مسئله اصالت برند و قدرت اجتماعی آن از موضوعات مهم در انتخاب بک برند می‌باشد. از این رو پژوهش حاضر با هدف بررسی تاثیر اصالت برند بر خودانگاره مشتریان برندهای داخلی با تبیین نقش میانجی قدرت اجتماعی برند، پرداخته است.
روش: این پژوهش به لحاظ روش، توصیفی پیمایشی است. جامعه آماری پژوهش، صنایع پوشاک ‌استان لرستان می‌باشد که با توجه به خروجی نرم افزار G- Power تعداد 122 نفر از دانشجویان دانشگاه لرستان که از مشتریان و مصرف‌کندگان برند زاگرس پوش و منسوجات بروجرد هستند، به عنوان حجم نمونه و با روش نمونه گیری در دسترس انتخاب شدند. ابزار جمع آوری اطلاعات در این تحقیق شامل سه پرسش‌نامه اصالت برند، خودپنداره مشتری و قدرت اجتماعی برند می‌باشد.
یافته‌ها: برای تحلیل فرضیه‌ها از مدلسازی معادلات ساختاری و نرم افزار PLS استفاده شد. یافته‌های تحقیق نشان می‌دهد که اصالت برند تأثیر مثبت و معناداری بر خودانگاره مشتری دارد. همچنین؛ قدرت اجتماعی برند تأثیر مثبت و معنادار بر خودانگاره مشتری دارد.
نتایج: به عنوان یک نتیجه کلی باید افزود که محصولاتی که از نظر خودانگاره مشتریان با ویژگی‌های برندهای اصیل، تجانس داشته باشند، به سبب وجود قدرت اجتماعی برند، احتمال بالاتری وجود دارد که برای استفاده از جانب جامعه مشتریان هدف، انتخاب شوند.
کلیدواژه‌ها
برند اصیل؛ خودانگاره مشتری؛ قدرت اجتماعی برند؛ اصالت برند
عنوان مقاله [English]
Investigating the effect of brand authenticity on customer self-image with the mediating role of brand social power
نویسندگان [English]
Sayed Najmmedin Mousavi1؛ Ali shariat Najade2؛ zahra Ghafouri3؛ saeed mir4
1Associate Professor Department of management, Lorestan University, Khorramabad, Iran
2Assistant professor,, Department of Management, Lorestan University, Khorramabad, Iran
3PhD Student, Department of Management, Lorestan University, Khorramabad, Iran
4Assistant professor, Department of Management, Iran Islamic Azad University KhoramAbad Branch, KhoramAbad, Iran.
چکیده [English]
Objective: In the clothing industry, many customers are looking for authentic brands and products due to the importance of a certain self-image, so the issue of brand authenticity and social power of a brand is one of the important issues for choosing a back brand. the present research aims to investigate the effect of brand authenticity on the self-image of intrtnal brand customers by explaining the mediating role of brand social power.
Method: In terms of method, this research is a descriptive survey. The statistical population of the research is the clothing industries of Lorestan, according to the output of G-Power software, there are 122 students of Lorestan University, who were customers and consumers of Zagros Posh and Borujerd textiles brand, as the sample size and with the method Available sampling was selected. The data collection tool in this research includes three questionnaires of brand authenticity, customer self-concept and brand social power.
Findings: Structural equation modeling and PLS software were used to analyze the hypotheses. The results of the hypotheses test showed that brand authenticity has a positive and significant effect on the customer's self-image. Also, the social power of the brand has a positive and significant effect on the customer's self-image.
Results: As a general result, it should be added that the products that match the characteristics of genuine brands in terms of customers' self-concept have a higher probability of being selected and used by the target customer community due to the presence of social power.
کلیدواژه‌ها [English]
Authentic brand, customer self-image, brand social power, Brand authenticity
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