انتقال احساس از برندهای ملی به برندهای فروشگاهی از طریق تصویر فروشگاه در فروشگاه‌های چند برندی

Abstract

Objective: Recently, the concept of affect toward brand has been widely used in marketing, advertising, and consumer behavior studies. In fact, every product should have two aspects, one aspect is the performance characteristics of the product that have been considered in the past and the second aspect, which has recently received more attention, is its sensory characteristics. Because decisions are influenced by affects, so retailers' managers and researchers try to create an affective connection with the goods in their customers. The affect that is formed under the influence of a product brand in people can create strong and lasting mental associations when using the product. Today, many companies are trying to create more affect and emotion for their brand and thus engrave it in the mind of the consumer. Due to the importance of the subject, the present study was conducted to investigate the transfer of affects from national brands to store brands through store image in the carpet industry. The effect of hedonic shopping value on affect-based competition between national and store brands, as well as the consequence of store loyalty has been investigated.

Methodology: In terms of purpose, the present study is a descriptive with an application orientation that has used a survey strategy. A library approach was used to collect data within the related literature and to review the background of the subject and a questionnaire was used to collect the required field data, which was distributed both in paper based and online. Questionnaire questions were designed by adapting authentic Latin and Persian researches. The statistical population of this research is the customers of one of the large and reliable multi-brand carpet stores in Tehran. The sampling method in this research is a targeted non-random method among people who have visited this store at least once. Due to the large number of customers in the store, the population was considered unlimited and the sample size was determined by Cochran's formula of at least 384 people, and finally 404 questionnaires were fully answered. In the present study, construct validity was investigated by confirmatory factor analysis using Smart PLS 3.3 software. The content validity of the questionnaire was checked and approved by experts. Also, to set up the questionnaire, the indicators found in past valid researches related to the research subject were used, which improves the validity of the content. The face validity of the questionnaire was also confirmed from the point of view of the respondents. The reliability of the research tool was calculated by calculating the Cronbach's alpha value and the combined reliability coefficient, and based on the results, the values of these two criteria are higher than 0.7, which indicates the stability and internal consistency of the questionnaire. In order to analyze the data in the descriptive statistics section of the SPSS 25 software and in the inferential section of the structural equation modeling (SEM) method with the partial least squares approach and the Smart PLS 3.3 software, it investigated the identified paths of the research according to the conceptual model.

Results and Discussion: The findings of the current research are numerous. According to the results of this research, the affect towards national brands has a positive and significant effect on the image store and the image store has a positive and significant effect on the affect towards store brand, and this indicates the transfer of positive affect from national brands to store brands through the store image. Based on the findings, the affect towards national brands has a significant positive effect on the affect towards store brand. The hedonic shopping value also modulates the relationship between the affect towards national brands and store brands. Finally, the affect towards store brands also has a significant positive effect on store loyalty. Therefore, all five hypotheses of this research were confirmed.

Conclusion: The current research has paid more attention to the concept of affect, especially the affect towards the brand, and the researcher's effort is to examine the affect-based competition between the national brand and the store brand in multi-brand stores, to gain a new attitude in the brand world to retail stores and managers and Specialists helped. Therefore, retailers are advised to use famous and emotionally influential brands to strengthen the affect towards store brands in order to increase customer loyalty to the store .Also, to increase the affect toward a store brand, target people who have a higher hedonic value, including women.

keywords: affect transfer, national brand and store brand, store image, hedonic shopping value,