بررسي تاثير هويت برند بر ارزيابي برند و ايجاد وفاداري مشتريان

Investigating The Effect Of Brand Identity On Brand Evaluation an‎d Creating Customer Loyalty

ﭼﮑﯿﺪه در ﺑﺎزار اﻣﺮوز ﺑﺮﻧﺪﻫﺎﯾﯽ ﻣﻮﻓﻖ ﻫﺴﺘﻨﺪ ﮐﻪ ﻣﺪﯾﺮان ﺑﺘﻮاﻧﻨﺪ وﻓﺎداري در ﻣﺸﺘﺮي را اﯾﺠﺎد ﮐﻨﻨﺪ. ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﺑﺮرﺳﯽ ﺗﺎﺛﯿﺮ ﻫﻮﯾﺖ ﺑﺮﻧﺪ ﺑﺮ ارزﯾﺎﺑﯽ ﺑﺮﻧﺪ و اﯾﺠﺎد وﻓﺎداري ﻣﺸﺘﺮﯾﺎن )ﭘﻮﺷﺎك ورزﺷﯽ آدﯾﺪاس( ﻣﯽﭘﺮدازد. اﯾﻦ ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ- ﭘﯿﻤﺎﯾﺸﯽ و ﺑﻪ ﻟﺤﺎظ ﻫﺪف ﮐﺎرﺑﺮدي اﺳﺖ و ﺟﺎﻣﻌﻪ اﯾﻦ ﭘﮋوﻫﺶ ﻣﺠﻤﻮﻋﻪ ﻣﺸﺘﺮﯾﺎن ﻧﻤﺎﯾﻨﺪﮔﯽﻫﺎي آدﯾﺪاس در ﺳﻄﺢ ﺷﻬﺮ ﺗﻬﺮان ﻣﯽﺑﺎﺷﺪ. ﺑﺪﯾﻦ ﻣﻨﻈﻮر ﻧﻤﻮﻧﻪاي ﺑﻪ ﺣﺠﻢ 384 ﻧﻔﺮ )ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺟﺎﻣﻌﻪ آﻣﺎري ﻧﺎﻣﺤﺪود( از ﻧﻤﺎﯾﻨﺪﮔﯽﻫﺎي اﯾﻦ ﺑﺮﻧﺪ در ﺷﻬﺮ ﺗﻬﺮان اﻧﺘﺨﺎب ﺷﺪ و اﻃﻼﻋﺎت ﻣﻮرد ﻧﯿﺎز ﺑﻪ وﺳﯿﻠﻪ ﭘﺮﺳﺸﻨﺎﻣﻪ ﺟﻤﻊ آوري ﮔﺮدﯾﺪ، ﭘﺮﺳﺸﻨﺎﻣﻪاي ك رواﯾﯽ ﺳﺎزه آن از ﺗﮑﻨﯿﮏ ﺗﺤﻠﯿﻞ ﻋﺎﻣﻠﯽ ﺗﺎﯾﯿﺪي و ﭘﺎﯾﺎﯾﯽ آن ﺑﻪ وﺳﯿﻠﻪ آﻟﻔﺎي ﮐﺮوﻧﺒﺎخ ﻣﻮرد ﺗﺼﺪﯾﻖ ﻗﺮار ﮔﺮﻓﺖ. ﺳﭙﺲ ﺑﻪ ﻣﻨﻈﻮر ﺗﺠﺰﯾﻪ ﺗﺤﻠﯿﻞ دادهﻫﺎ و آزﻣﻮن ﻓﺮﺿﯿﻪﻫﺎ، از ﻣﺪل ﯾﺎﺑﯽ ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري و ﺑﺎ ﮐﻤﮏ ﻧﺮم اﻓﺰارﻫﺎي آﻣﺎري اسﭘﯽاساس ﻧﺴﺨﻪ 22 و ﻧﺨﺴﻪ8/72 ﻟﯿﺰرل اﺳﺘﻔﺎده ﮔﺮدﯾﺪ. ﻧﺘﺎﯾﺞ آزﻣﻮن ﻓﺮﺿﯿﺎت ﭘﮋوﻫﺶ ﻧﺸﺎن ﻣﯽدﻫﺪ ﮐﻪ ﻫﻮﯾﺖ ﺑﺮﻧﺪ ﺑﺮ ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮل و ارزش درك ﺷﺪه و اﻋﺘﻤﺎد ﺑﻪ ﺑﺮﻧﺪ ﺗﺎﺛﯿﺮ ﻣﺴﺘﻘﯿﻢ و ﻣﻌﻨﺎداري دارد و ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮل و ارزش درك ﺷﺪه و اﻋﺘﻤﺎد ﺑﻪ ﺑﺮﻧﺪ ﺗﺎﺛﯿﺮ ﻣﺴﺘﻘﯿﻢ و ﻣﻌﻨﺎداري ﺑﺮ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ دارﻧﺪ و ﻫﻤﭽﻨﯿﻦ ﻫﻮﯾﺖ ﺑﺮﻧﺪ ﺗﺎﺛﯿﺮ ﻏﯿﺮ ﻣﺴﺘﻘﯿﻢ و ﻣﻌﻨﺎداري ﺑﺮ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ دارد. ﻫﻨﮕﺎﻣﯽ ﮐﻪ ﻣﺸﺘﺮي ﺑﺎ ﺑﺮﻧﺪي ﺧﺎص ﻫﻮﯾﺖﯾﺎﺑﯽ ﻣﯽﮐﻨﺪ، اﯾﻦ اﻣﺮ ﺑﺮ ﻗﻀﺎوت وي ﻧﺴﺒﺖ ﺑﻪ ﺑﺮﻧﺪ ﻣﻮرد ﻧﻈﺮ اﺛﺮ ﻣﺜﺒﺖ ﮔﺬاﺷﺘﻪ و در ﻧﻬﺎﯾﺖ، ﺳﺒﺐ وﻓﺎداري ﻣﯽﮔﺮدد. ﭘﺲ ﻣﯽﺗﻮان ﮔﻔﺖ ﮐﻪ ﻫﻮﯾﺖ ﺑﺮﻧﺪ از ﻃﺮﯾﻖ ﮐﯿﻔﯿﺖ ﻣﺤﺼﻮل، ارزش دركﺷﺪه و اﻋﺘﻤﺎد ﺑﻪ ﺑﺮﻧﺪ ﻣﻮﺟﺐ وﻓﺎداري ﻣﺸﺘﺮﯾﺎن ﻣﯽﺷﻮد.

Successful brand are the market today that managers can create customer loyalty. This study examines impact of the influence of customer brand identification on brand Evaluation and loyalty development (Adidas Sport Clothing). This study is a descriptive survey. The sample collection agencies adidas customer in the city of Tehran. For this purpose, a sample of 384 people (according to the population unlimited) brand dealers in Tehran were selected. The information required by the questionnaire were collected. Its validity was confirmed by Confirmatory factor analysis and its reliability was verified by Cranach’s alpha. So in order to analyze data and test hypothesis, used structural equation modeling with the help of two statistical software SPSS Version 22 and LISREL Version 8/72. This finding suggests that the brand identification has a direct and significant influence on product quality, perceived value and brand trust. Product quality, perceived value and brand trust has a direct and significant influence on brand loyalty, also the brand identification has indirect and significant influence on brand loyalty. When a customer identifies with a particular brand, it has a positive effect on their judgment of the brand and ultimately leads to loyalty. Finally, it can be said that brand identity through product quality, perceived value and brand trust can create customer loyalty.