بررسی تأثیر اعتماد و هویت برند بر بشارت برند

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازاریابی بین‌الملل، دانشگاه سمنان

2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران

3 استادیار گروه مدیریت بازرگانی، دانشکده اقتصاد، مدیریبت و علوم اداری، دانشگاه سمنان

چکیده

 هدف از پژوهش حاضر بررسی تأثیر اعتماد و هویت برند بر بشارت برند در بین کاربران تلفن همراه در بین دانشجویان دانشگاه سمنان است. بشارت برند، مفهومی ترکیبی از پذیرش و حمایت رفتار است که در قالب سه رفتار حمایتی: نیت خرید، تبلیغ مثبت برند خود و تبلیغ منفی و تخریب برند رقبا است. بدین منظور تعداد 392 نفر، با استفاده از روش نمونه‌گیری تصادفی انتخاب شدند. جهت جمع‌آوری داده‌ها از پرسشنامه‌ استفاده شد که پایایی و روایی آن به‌وسیله آلفای کرونباخ و تحلیل عاملی تأییدی موردسنجش قرار گرفت. مدل مفهومی پژوهش با استفاده از بخش ساختاری مدل معادلات ساختاری موسوم به تحلیل مسیر موردسنجش قرار گرفت. نتایج نشان داد که اعتماد به برند بر روی هویت و بشارت برند تأثیر مثبت و معنی‌دار دارد و از سوی دیگر هویت برند نیز به‌صورت مثبت و مستقیم بشارت برند را تحت تأثیر قرار می‌دهد.

کلیدواژه‌ها

عنوان مقاله [English]

The Effect of Brand Trust and Brand Identity on Brand Evangelism

نویسندگان [English]

  • Hossein Balochi 1
  • Tahmoreth Hasangholi Pour 2
  • Morteza Maleki Min Bashe Razgah 3
  • Mohammad Ali Siah Sarani kojori 1
1 Ph.D. Student in International Marketing Management, Faculty of Economic and Management University of Semnan
2 Associate Professor of Business Marketing Group, Faculty of Management, Tehran University
3 Assistant Professor of Business Marketing Group, Faculty of Economi, Management, Semnan University
چکیده [English]

The purpose of this study was to examine the impact of brand trust and brand identity on brand evangelism among the mobile phone users among the students at Semnan University. The study investigates the effect of two consumer-brand relational constructs, i.e. brand trust and brand identification, on brand evangelism. Brand evangelism is conceptualized as an amalgam of adoption and advocacy behaviors operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional behavior towards other competitors. To this end, 392 participants were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was examined using the structural part called path analysis as well as structural equation modeling. The results showed that brand trust and brand identity have significant positive effect on brand evangelism, and the brand identity has a direct and positive effect on brand evangelism.

کلیدواژه‌ها [English]

  • Brand Evangelism
  • Brand Identity
  • Brand trust
  • Consumer-brand Relationship

اصل مقاله

1-  حیدر زاده، کامبیز، و حسینی فیروزآبادی، دریا. بررسی ارتباطات بین فردی و تأثیر آن بر رضایت و وفاداری مشتری به ارائه‌کننده خدمت، مجله مدیریت بازاریابی، سال سوم پیش‌شماره چهار، دانشگاه آزاد اسلامی، واحد علوم تحقیقات تهران، بهار و تابستان 1387، ص 1-14.

2-  عیاری، علی. (1383). نام‌های تجاری جهانی چگونه رقابت می‌کنند. گزیده مدیریت، شماره 42، تهران.

3-  فیض، داود. دهقانی سلطانی، مهدی. (1393). اثر ارزش ویژه برند بر ارزیابی نگرش مصرف‌کنندگان از توسعه برند محصولات لاستیک ایرانی. دو فصلنامه علمی- پژوهشی کاوش‌های مدیریت بازرگانی. سال ششم. شماره 11. صص 125-145.

4-  خانلری، امیر. زمانیان، صحرا. (1393). بررسی رابطه بین وفاداری به برند و تبلیغات توصیه‌ای الکترونیک در شبکه‌های اجتماعی. دو فصلنامه علمی- پژوهشی کاوش‌های مدیریت بازرگانی. سال ششم. شماره 12. صص 75-99.

5- خاکی غلامرضا، 1378، روش تحقیق با رویکردی به پایان‌نامه نویسی، تهران: مرکز تحقیقات علمی کشور.

6-   Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior". Journal of Consumer Research. 31 (1): 87-101.

7-   Arruda-Filho, E.J.M. Cabusas, J.A. & Dholakia, N. (2010). Social behavior and brand devotion among iPhone innovators. International Journal of Information Management. 30 (6): 475-480.

8-   Ashforth, B.E. & Mael, F. (1989). Social identity theory and the organizatio". Academy of Management Review. 14(1): 20-39.

9-   Badrinarayanan, V. & Laverie, D.A. (2011). Brand advocacy and sales effort by retail salespeople: antecedentsand influence of identification with manufacturers’brands. Journal of Personal Selling and Sales Management. 31(2): 123-140.

10-   Bagozzi, R.P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science. 16: 74–94.

11-   Batra, R. Ahuvia, A. & Bagozzi, R. P. (2012). Brand love, Journal of Marketing. 76(2): 1-16.

12-   Carsten, B. Schmidt, M. (2010). How strong is theto business brand in the workforce? Industrial marketing management, 39(8): 1250-1260.

13-   Beatty, S. E. Homer, P. & Kahle, L.R. (1988). The involvement-commitment model: theory and implications. Journal of Business Research. 16(2): 149-167.

14-   Becerra, E. P. & Korgaonkar, P.K. (2011). Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing. 45 (6): 936-962.

15-   Belk, R.W. & Tumbat, G. (2005). The cult of Macintosh. Markets and Culture. 8 (3): 205-217.

16-   Bentler, P.M. (1990). Comparative fit indices in structural models. Psychological Bulletin 107: 238–246.

17-   Bergami, M. & Bagozzi, R.P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology. 39 (4): 555-577.

18-   Bhattacharya, C.B. & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing. 67 (2): 76-88.

19-   Chaudhuri, A. & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing. 65 (2): 81-93.

20-   Chaudhuri, A. & Holbrook, M. (2002). Product-class effects on brand commitment and brand outcomes: the role of brand trust and brand affect. Journal of Brand Management. 10 (1): 33-58.

21-   Chen, Y. Liu, Y. & Zhang, J. (2012). When do third-party reviews affect firm value and what can firms do? The case of media critics and professional movie reviews. Journal of Marketing. 67 (2): 116-134.

22-   Delgado-Ballester, E. Munuera-Aleman, J.L. & Yague-Guillen, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. 45 (1): 35-76

23-   Elliott, R. and Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing. 41(9/10): 988-998.

24-   Etezadi-Amoli, J. Farhoomand, A.F. (1996). A structural model of end user computing satisfaction and user performance. Information and Management 30 (2): 65–73.

25-   Escalas, J. E & Bettman, J. R. (2005). Self-contrual, Refrence groups, and brand meaning. Journal of consumer research. 32 (3): 378-389.

26-   Fornell, C. & Larcker, V.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research. 18: 39–50.

27-   Hair, J.F. Anderson, R.E. Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. fifth ed. Prentice Hall, Englewood Cliffs, NJ.

28-   Hogg, M.A. & Abrams, D. (1988). Social Identifications: A Social Psychology of Intergroup Relations and Group Processes Routledge, London.

29-   Hughes, D.E. & Ahearne, M. (2010). Energizing the reseller’s sales force: the power of brand identification. Journal of Marketing. 74(2): 81-96.

30-   Iglesias, O. Singh, J.J. & Batista-Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty.  Journal of Brand Management. 18(8): 570-582.

31-   Joreskog, K.G. & Sorbom, D. (1996). LISREL 8: Users reference guide. Scientific Software International. Chicago.

32-   Keh, H.T. & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: the roles of trust, identification, and commitment.  Industrial Marketing Management. 38(7): 732-742.

33-   Keller, K.L. (2012). Understanding the richness of brand relationships: research dialogue on brands as intentional agents.  Journal of Consumer Psychology. 22(2): 186-190.

34-   Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed., Pearson, Upper Saddle River, NY.

35-   Kotler, P.,& Armstrong, G. (1999). Principles of Marketing. New Jersey: Prentice-Hall

36-   Kuenzel, S. & Halliday, S.V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management. 17(5): 293-304.

37-   Lam, S. Ahearne, M. Hu, Y. & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective. Journal of Marketing. 74(6): 128-146.

38-   Maehle, N. &  Shneor, R. (2010).  On congruence between  brand  and  human  personalities.  Journal  of  Product  &  Brand  Management. 19(1): 44–53.

39-   Matzler, K. Pichler, E. A. and Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Proceedings of the American Marketing Association Winter Conference. 25-32.

40-   Mayer, R.C. Davis, J. H. & Schoorman, D.F. (1995). An integrative model of organizational trus. Academy of Management Review. 20(3): 709-734.

41-   Mayer, R.C. Davis, J. H. & Schoorman, D.F. (1995). An integrative model of organizational trust. Academy of Management Review. 20(3): 709-734.

42-   McConnell, B. & Huba, J. (2003). Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce. Dearborn, Chicaco, IL.

43-   Park, C. W. Eisigerich, A. B. & Park, J. W. (2013). Attachment –aversion (AA). Model of customer-brand relationship. Journal of consumer psychology. 23(2): 229-248.

44-   Pimentel, R.W. & Reynolds, K.E. (2004). A model for consumer devotion: affective commitment with proactive sustaining behaviors. Academy of Marketing Science Review. 5(1): 1-45.

45-   Rozanski, H.D. Baum, A. G. & Wolfsen, B.T. (1999). Brand zealots: realizing the full value of emotional brand loyalty. Strategy and Business. 17: 51-62.

46-   Sawhney, R. (2011). How do you turn your customers into brand evangelists?. Fast Company, available at: www. fastcodesign.com/1664135/how-do-you-turn-your-customers- into-brand-evangelists (accessed March 1, 2013).

47-   Scarpi, D. (2010). "Does size matter? An examinationofsmall and large web-based brand communities. Journal of Interactive Marketing. 24(1): 14-21.

48-   Schmitt, B. (2013). The consumer psychology of customer- brand relationships: extending the relationship model. Journal of Consumer Psychology. 23(2): 249-252.

49-   Thompson, S.A. & Sinha, R.K. (2008). Brand communities and new product adoption: the influence and limits of oppositional loyalty. Journal of Marketing. 72(6): 65-80.

50-   Usakli, A. & Baloglu, S. (2011).  Brandpersonality of tourist destinations: An application of  self­congruity theory. Tourism Management. 32: 114­127. 

51-   Wu, S.-H. Tsai, C.-Y.D. & Hung, C.-C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management. 26(2): 177-191.

52-   Zhu, F. & Zhang, X. (2010). Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics Journal of Marketing. 74(2): 133-148.

مراجع

1-  حیدر زاده، کامبیز، و حسینی فیروزآبادی، دریا. بررسی ارتباطات بین فردی و تأثیر آن بر رضایت و وفاداری مشتری به ارائه‌کننده خدمت، مجله مدیریت بازاریابی، سال سوم پیش‌شماره چهار، دانشگاه آزاد اسلامی، واحد علوم تحقیقات تهران، بهار و تابستان 1387، ص 1-14.
2-  عیاری، علی. (1383). نام‌های تجاری جهانی چگونه رقابت می‌کنند. گزیده مدیریت، شماره 42، تهران.
3-  فیض، داود. دهقانی سلطانی، مهدی. (1393). اثر ارزش ویژه برند بر ارزیابی نگرش مصرف‌کنندگان از توسعه برند محصولات لاستیک ایرانی. دو فصلنامه علمی- پژوهشی کاوش‌های مدیریت بازرگانی. سال ششم. شماره 11. صص 125-145.
4-  خانلری، امیر. زمانیان، صحرا. (1393). بررسی رابطه بین وفاداری به برند و تبلیغات توصیه‌ای الکترونیک در شبکه‌های اجتماعی. دو فصلنامه علمی- پژوهشی کاوش‌های مدیریت بازرگانی. سال ششم. شماره 12. صص 75-99.
5- خاکی غلامرضا، 1378، روش تحقیق با رویکردی به پایان‌نامه نویسی، تهران: مرکز تحقیقات علمی کشور.
6-   Aggarwal, P. (2004). The effects of brand relationship norms on consumer attitudes and behavior". Journal of Consumer Research. 31 (1): 87-101.
7-   Arruda-Filho, E.J.M. Cabusas, J.A. & Dholakia, N. (2010). Social behavior and brand devotion among iPhone innovators. International Journal of Information Management. 30 (6): 475-480.
8-   Ashforth, B.E. & Mael, F. (1989). Social identity theory and the organizatio". Academy of Management Review. 14(1): 20-39.
9-   Badrinarayanan, V. & Laverie, D.A. (2011). Brand advocacy and sales effort by retail salespeople: antecedentsand influence of identification with manufacturers’brands. Journal of Personal Selling and Sales Management. 31(2): 123-140.
10-  Bagozzi, R.P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science. 16: 74–94.
11-  Batra, R. Ahuvia, A. & Bagozzi, R. P. (2012). Brand love, Journal of Marketing. 76(2): 1-16.
12-  Carsten, B. Schmidt, M. (2010). How strong is theto business brand in the workforce? Industrial marketing management, 39(8): 1250-1260.
13-  Beatty, S. E. Homer, P. & Kahle, L.R. (1988). The involvement-commitment model: theory and implications. Journal of Business Research. 16(2): 149-167.
14-  Becerra, E. P. & Korgaonkar, P.K. (2011). Effects of trust beliefs on consumers’ online intentions. European Journal of Marketing. 45 (6): 936-962.
15-  Belk, R.W. & Tumbat, G. (2005). The cult of Macintosh. Markets and Culture. 8 (3): 205-217.
16-  Bentler, P.M. (1990). Comparative fit indices in structural models. Psychological Bulletin 107: 238–246.
17-  Bergami, M. & Bagozzi, R.P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology. 39 (4): 555-577.
18-  Bhattacharya, C.B. & Sen, S. (2003). Consumer-company identification: a framework for understanding consumers’ relationships with companies. Journal of Marketing. 67 (2): 76-88.
19-  Chaudhuri, A. & Holbrook, M. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing. 65 (2): 81-93.
20-  Chaudhuri, A. & Holbrook, M. (2002). Product-class effects on brand commitment and brand outcomes: the role of brand trust and brand affect. Journal of Brand Management. 10 (1): 33-58.
21-  Chen, Y. Liu, Y. & Zhang, J. (2012). When do third-party reviews affect firm value and what can firms do? The case of media critics and professional movie reviews. Journal of Marketing. 67 (2): 116-134.
22-  Delgado-Ballester, E. Munuera-Aleman, J.L. & Yague-Guillen, M.J. (2003). Development and validation of a brand trust scale. International Journal of Market Research. 45 (1): 35-76
23-  Elliott, R. and Yannopoulou, N. (2007). The nature of trust in brands: a psychosocial model. European Journal of Marketing. 41(9/10): 988-998.
24-  Etezadi-Amoli, J. Farhoomand, A.F. (1996). A structural model of end user computing satisfaction and user performance. Information and Management 30 (2): 65–73.
25-  Escalas, J. E & Bettman, J. R. (2005). Self-contrual, Refrence groups, and brand meaning. Journal of consumer research. 32 (3): 378-389.
26-  Fornell, C. & Larcker, V.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research. 18: 39–50.
27-  Hair, J.F. Anderson, R.E. Tatham, R.L. & Black, W.C. (1998). Multivariate Data Analysis. fifth ed. Prentice Hall, Englewood Cliffs, NJ.
28-  Hogg, M.A. & Abrams, D. (1988). Social Identifications: A Social Psychology of Intergroup Relations and Group Processes Routledge, London.
29-  Hughes, D.E. & Ahearne, M. (2010). Energizing the reseller’s sales force: the power of brand identification. Journal of Marketing. 74(2): 81-96.
30-  Iglesias, O. Singh, J.J. & Batista-Foguet, J.M. (2011). The role of brand experience and affective commitment in determining brand loyalty.  Journal of Brand Management. 18(8): 570-582.
31-  Joreskog, K.G. & Sorbom, D. (1996). LISREL 8: Users reference guide. Scientific Software International. Chicago.
32-  Keh, H.T. & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: the roles of trust, identification, and commitment.  Industrial Marketing Management. 38(7): 732-742.
33-  Keller, K.L. (2012). Understanding the richness of brand relationships: research dialogue on brands as intentional agents.  Journal of Consumer Psychology. 22(2): 186-190.
34-  Keller, K.L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed., Pearson, Upper Saddle River, NY.
35-  Kotler, P.,& Armstrong, G. (1999). Principles of Marketing. New Jersey: Prentice-Hall
36-  Kuenzel, S. & Halliday, S.V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management. 17(5): 293-304.
37-  Lam, S. Ahearne, M. Hu, Y. & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: a social identity theory perspective. Journal of Marketing. 74(6): 128-146.
38-  Maehle, N. &  Shneor, R. (2010).  On congruence between  brand  and  human  personalities.  Journal  of  Product  &  Brand  Management. 19(1): 44–53.
39-  Matzler, K. Pichler, E. A. and Hemetsberger, A. (2007). Who is spreading the word? The positive influence of extraversion on consumer passion and brand evangelism. Proceedings of the American Marketing Association Winter Conference. 25-32.
40-  Mayer, R.C. Davis, J. H. & Schoorman, D.F. (1995). An integrative model of organizational trus. Academy of Management Review. 20(3): 709-734.
41-  Mayer, R.C. Davis, J. H. & Schoorman, D.F. (1995). An integrative model of organizational trust. Academy of Management Review. 20(3): 709-734.
42-  McConnell, B. & Huba, J. (2003). Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce. Dearborn, Chicaco, IL.
43-  Park, C. W. Eisigerich, A. B. & Park, J. W. (2013). Attachment –aversion (AA). Model of customer-brand relationship. Journal of consumer psychology. 23(2): 229-248.
44-  Pimentel, R.W. & Reynolds, K.E. (2004). A model for consumer devotion: affective commitment with proactive sustaining behaviors. Academy of Marketing Science Review. 5(1): 1-45.
45-  Rozanski, H.D. Baum, A. G. & Wolfsen, B.T. (1999). Brand zealots: realizing the full value of emotional brand loyalty. Strategy and Business. 17: 51-62.
46-  Sawhney, R. (2011). How do you turn your customers into brand evangelists?. Fast Company, available at: www. fastcodesign.com/1664135/how-do-you-turn-your-customers- into-brand-evangelists (accessed March 1, 2013).
47-  Scarpi, D. (2010). "Does size matter? An examinationofsmall and large web-based brand communities. Journal of Interactive Marketing. 24(1): 14-21.
48-  Schmitt, B. (2013). The consumer psychology of customer- brand relationships: extending the relationship model. Journal of Consumer Psychology. 23(2): 249-252.
49-  Thompson, S.A. & Sinha, R.K. (2008). Brand communities and new product adoption: the influence and limits of oppositional loyalty. Journal of Marketing. 72(6): 65-80.
50-  Usakli, A. & Baloglu, S. (2011).  Brandpersonality of tourist destinations: An application of  self­congruity theory. Tourism Management. 32: 114­127. 
51-  Wu, S.-H. Tsai, C.-Y.D. & Hung, C.-C. (2012). Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. Journal of Sport Management. 26(2): 177-191.
52-  Zhu, F. & Zhang, X. (2010). Impact of online consumer reviews on sales: the moderating role of product and consumer characteristics Journal of Marketing. 74(2): 133-148.

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