تاثیر تجربه مصرف بر ارزش ویژه برند مبتنی بر نظر مصرف‌کننده

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت و حسابداری، دانشگاه زنجان

2 دانشجوی کارشناسی ارشد مدیریت بازرگانی، گرایش بازاریابی، دانشگاه زنجان

چکیده

برندسازی صرفا توسط شرکت‌ها پیش برده نمی‌شود، بلکه خواست و نیاز مشتریان موجب شکل‌گیری برند می‌گردد. این پژوهش با هدف بررسی تاثیر تجربه مصرف و ادراک مصرف کنندگان بر تجربه برند و ارزش ویژه برند مبتنی بر نظر مصرف‌کننده به اجرا در آمده است. نوع تحقیق از لحاظ هدف، کاربردی و از لحاظ روش، توصیفی پیمایشی و ابزار جمع‌آوری داده‌ها پرسشنامه استانداردی می‌باشد که بومی سازی شده و روایی و پایایی آن تایید شده است. جامعه آماری، مشتریان برندهای معروف گوشی‌های هوشمند در شهر زنجان می‌باشد. با استفاده از پیش‌آزمون و سنجش انحراف واریانس حاصل از نمونه اولیه، طبق فرمول کوکران، پرسشنامه‌ها بین 392 نفر نمونه آماری به روش تصادفی ساده توزیع و مدل مفهومی و معادلات ساختاری پژوهش با استفاده از نرم‌افزار PLS برازش شد. نتایج تحقیق حاکی از آن بود که ادراک مصرف‌کنندگان از قابلیت استفاده، بر ارتباط با برند و ارزش درک شده برند و لذت از استفاده تاثیر داشت. همچنین لذت بیشتر در استفاده از محصول، بر ارتباط با برند، ارزش درک شده و اعتماد برند تاثیر داشت. اما تاثیری بر وفاداری به برند نداشت. ضمن این که افزایش ارزش اجتماعی، لذت استفاده را افزایش و ارتباط قوی مصرف‌کننده با برند بر ارزش درک شده برند و ارزش درک شده برند، بر اعتماد برند و اعتماد، بر وفاداری به برند موثر بود.

کلیدواژه‌ها


عنوان مقاله [English]

The effect of consuming experience on consumer-based brand equity (CBBE): A case study of famous smartphone brand clients in the city of Zanjan

نویسندگان [English]

  • Hossein Azimi 1
  • Akram Azizollahy 2
1 Associate Professor, Department of Management, Faculty of Human Science, University of Zanjan, University
2 M.A. Student in Marketing Management, University of Zanjan
چکیده [English]

Branding is something not only driven by companies but also induced by the customer needs. The purpose of this study is to investigate the effect of consumer experience and perception on brand experience and brand equity. The research is an applied study in terms of purpose. It was conducted through a descriptive-survey method, and the data gathering tool was a standardized questionnaire that was localized and verified for its validity and reliability. The statistical population was the customers of famous smartphone brands in the city of Zanjan. The questionnaires were distributed among 392 people selected through simple random sampling and using variance deviation. The primary sample was pre-tested based on Cochran formula. The conceptual model of the research was fitted using the structural equation model in the PLS software. The results of the research indicated that consumers' perception of usability has an effect on their relationship with brands, perceived brand value and enjoyment of use. Also, enjoyment has more effect on the use of a product, brand relationship, perceived value, and brand trust. However, it has no effect on the loyalty to brands. Meanwhile, an increase in the social value increases the enjoyment of use. This creates a strong relationship between he consumer and the brand, which affects the brand perceived value. The brand perceived value also affects brand trust, which, in turn, affects brand loyalty.

کلیدواژه‌ها [English]

  • Brand experience
  • Consumer-based brand equity (CBBE)
  • Consumption experience
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