بررسی تاثیر قابلیت‌های شرکت و ارزش‌های مشارکتی بر ارزش ویژه برند صنعتی (مورد مطالعه: شرکت‌های تولیدی شهرک‌های صنعتی استان بوشهر)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 استادیار، مدیریت بازرگانی، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

2 کارشناسی ارشد، مدیریت بازرگانی، دانشکده اقتصاد و علوم اجتماعی، دانشگاه شهید چمران اهواز

چکیده

در شرایط فرا رقابتی امروز، تامین کنندگان باید برای حفظ و بهبود جایگاه خود در برابر سایر تامین کنندگان داخلی و خارجی، از ارزش ویژه برندشان بهره بگیرند، اما مسئله این است که تامین کنندگان صنعتی نمی‌دانند که چه عواملی بر ایجاد و ارتقای ارزش ویژه برند صنعتی آن‌ها اثر گذار است. هدف این پژوهش بررسی تاثیر قابلیت‌های شرکت و ارزش‌های مشارکتی بر ارزش ویژه برند صنعتی است. روش پژوهش از نظر گردآوری داده‌ها توصیفی (از نوع همبستگی) است. جامعه آماری پژوهش، شرکت‌های تولیدی فعال در شهرک‌های صنعتی استان بوشهر می باشد براساس آمار دریافت شده از مدیر شهرک‌های صنعتی استان بوشهر (95-1394) تعداد کل شرکت‌های تولیدی فعال در شهرک‌های صنعتی استان بوشهر 169 می‌باشد با توجه به محدود بودن جامعه مورد مطالعه حجم نمونه 118 تایی تعیین گردید. جهت آزمون فرضیه‌ها، میانگین، انحراف معیار و همبستگی متغیرهای تحقیق با استفاده از نرم افزار SPSS مورد بررسی قرار گرفتند. جهت ادامه تجزیه وتحلیل‌ها مدل معادلات ساختاری پیشنهادی با استفاده از نرم افزار LISREL اجرا گردید و همه فرضیه‌ها تایید شدند.

کلیدواژه‌ها


عنوان مقاله [English]

A Study of the Impacts of Firms' Capacity and Collaborative Values on Industrial Brand Equity in the Industrial Estate of Bushehr Province: A Case Study of Manufacturing Companies

نویسندگان [English]

  • Mahdi Nadaf 1
  • Manzar khajeh 2
1 Assistant Professor, Business Management, Faculty of Economics and Social Sciences, Shahid Chamran University of Ahvaz
2 M.A, Business Management, Faculty of Economics and Social Sciences, Shahid Chamran University of Ahvaz
چکیده [English]

Nowadays, in the world of hyper-competition, every supplier has to maintain and improve its position against other domestic and foreign suppliers and take advantage of brand equity. However, the problem is that industrial suppliers do not recognize what creates and promotes the industrial brand equity that they hold. The aim of this study was to evaluate the influence of firms’ capacity and collaborative values on industrial brand equity. In terms of data gathering and analysis, the method of the study is descriptive and based on correlations. The research population consists of the manufacturing companies operating in the industrial estate of Bushehr province. According to the statistics received from the manager of Bushehr industrial estate during 2015-2016, the total number of the active manufacturing companies in the industrial estate of Bushehr was 169.Considering the limited population, a sample of 118 companies were selected. To test the hypothesis, the mean, standard deviation and the correlations among the variables were calculated by using the SPSS software. Moreover, the proposed structural model was run by utilizing the LISREL software, and all the hypotheses were confirmed.  

کلیدواژه‌ها [English]

  • Brand equity
  • Customer value
  • Innovation Capability
  • Marketing capability
  • Value co-creation
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