بررسی تاثیر اسناد برند، باور برند، شایعات برند بر وفاداری برند. مطالعه موردی: (شرکت های چرم واقع در شهر تبریز)

الموضوعات : دو فصلنامه مدیریت زنجیره ارزش

انیسا آریا ¹ (کارشناسی ارشد، گروه مدیریت فناوری اطلاعات، موسسه آموزش عالی المیزان، تبریز، ایران.)

تاريخ الإرسال : 27 الجمعة , شعبان, 1437 تاريخ التأكيد : 07 الخميس , ذو الحجة, 1437 تاريخ الإصدار : 19 الإثنين , ذو القعدة, 1437

الکلمات المفتاحية: وفاداری برند, شایعات برند, برند خدمات, اسناد برند, باور برند,

ملخص المقالة :

ایجاد و حفظ وفاداری مصرف‌کننده به برند در قلب برنامه‌های بازاریابی شرکت‌ها در بازارهای رقابتی قرار دارد. لذا امروزه شناخت و پیش ‌بینی نیازهای مشتریان برای بنگاه اقتصادی جهت کسب مزیت رقابتی و بخش‌ بندی بازار ضروری است. بنابراین در این پژوهش با ارائه مدل ابعاد برند خدمات درصدد یافتن متغیرهای تاثیرگذار در ابعاد برند خدمات بر وفاداری برند برآمدیم. هدف از این مطالعه، تعیین تاثیر ابعاد برند خدمات بر وفاداری برند در صنایع شرکت ‌های چرم واقع در شهر تبریز می ‌باشد. نهایتاً از آزمون رگرسیون چندگانه برای یافتن میزان تأثیر هر یک از فرضیه‌های استفاده شد. آزمون نشان داد که متغیرهای ابعاد برند خدمات بر میزان وفاداری برند تاثیر دارد و به بطور کلی بین ابعاد برند خدمات (اسناد برند، باور برند، شایعات برند) و وفاداری برند رابطه مستقیم وجود دارد.

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