بررسی نقش مسئولیت اجتماعی شرکت‌ها در ارزش ویژه برند با میانجیگری شخصیت و خوشنامی برند (مورد بررسی: شرکت گلرنگ)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان

2 استادیار گروه مدیریت، دانشکده علوم انسانی، دانشگاه گیلان

3 کارشناسی ارشد مدیریت بازرگانی، دانشکده علوم انسانی، دانشگاه گیلان

10.29252/bar.9.18.83

چکیده

یکی از مفاهیم مهم بازاریابی که امروزه به‌طور گسترده توسط محققان و صاحب‌نظران بازاریابی موردبحث قرار می‌گیرد ارزش ویژه برند و عوامل تأثیرگذار بر آن است. در این پژوهش اثرگذاری برنامه‌های مسئولیت اجتماعی شرکت بر ارزش ویژه برند با میانجیگری متغیرهای شخصیت برند و خوشنامی برند مورد بررسی قرارگرفته ‌است. تحقیق حاضر از نظر هدف، کاربردی و ازنظر ماهیت و روش، همبستگی است. جامعه آماری این تحقیق، مصرف‌کنندگان محصولات بهداشتی در فروشگاه‌های زنجیره‌ای سطح شهرستان رشت است. نمونه آماری شامل 384 آزمودنی بوده است. برای آزمون فرضیه‌ها از همبستگی و مدل‌یابی معادلات ساختاری در نرم‌افزار LISREL 8.80 استفاده شده است. نتایج تحقیق حاکی از تأثیر مثبت و مستقیم، همچنین تأثیر مثبت و غیرمستقیم مسئولیت اجتماعی بر ارزش ویژه برند است؛ تأثیر غیرمستقیم مسئولیت اجتماعی بر ارزش ویژه برند از طریق متغیرهای میانجی شخصیت و خوشنامی برند نیز به اثبات رسیده است. در تأثیر غیرمستقیم، سهم خوشنامی برند بر ارزش ویژه برند بیشتر از سهم شخصیت برند است.

کلیدواژه‌ها


عنوان مقاله [English]

Investigating the Effect of CSR on Brand Equity with the Mediating Role of Brand Personality and Brand Reputation: A case Study of Golrang

نویسندگان [English]

  • Reza Esmaeil Pour 1
  • Mohsen Akbari 2
  • Meysam Masoudi Far 3
1 Associate Professor, Faculty of Human Science, University of Guilan, Iran
2 Assistant Professor, Faculty of Human Science, University of Guilan, Iran
3 MSc. Student of Bussiness Management, Faculty of Human Science, University of Guilan, Iran
چکیده [English]

One of the most important marketing concepts that are nowadays widely discussed by scholars and experts in marketing is brand equity. In this study, the effect of CSR initiatives on brand equity is investigated with regard to the mediating role of brand personality and brand reputation. The study is an applied one in terms of its objective and correlative in terms of the method. The research population consists of 384 consumers of hygienic products in chain stores in the city of Rasht For hypothesis testing, correlation and structural equation modeling are used. The results show that there is positive and direct effect as well as positive and indirect effect of CSR on brand equity. Indirect effects of CSR on brand equity are supported through the mediating role of brand personality and reputation. The effect of brand reputation is found to be stronger than that of brand personality in the indirect effect on brand equity.

کلیدواژه‌ها [English]

  • Corporate social responsibility
  • Brand equity
  • Brand personality
  • Brand reputation
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