تأثیر ویژگی‌های نوآوری محصول و ارتباطات برند بر ارزش ویژه برند (مورد مطالعه: شرکت کشت و صنعت قارچ رامند مجار)
الموضوعات : مدیریت بازاریابیفرانک خدایاری 1 , بهناز خدایاری 2 , لیلا شیخلر 3
1 - استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران
2 - استادیار، گروه مدیریت بازرگانی، واحد فیروزکوه، دانشگاه آزاد اسلامی، فیروزکوه، ایران
3 - کارشناسی ارشد مدیریت بازرگانی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
الکلمات المفتاحية: ویژگی‌های نوآوری محصول (مزیت نسبی, پیچیدگی), ارتباطات برند, سازگاری, ملموس بودن, ارزش ویژه برند,
ملخص المقالة :
هدف از این پژوهش بررسی تأثیر ویژگی‌های نوآوری محصول و ارتباطات برند بر ارزش ویژه برند در شرکت کشت و صنعت قارچ رامند مجار است. روش پژوهش برحسب هدف کاربردی و بر اساس نحوه اجرا از نوع توصیفی، پیمایشی می‌باشد. جامعه آماری آن شامل کلیه مشتریان و نمایندگان فروش که از خدمات شرکت کشت و صنعت قارچ رامند مجار (کمپوست جوانه) استفاده می‌کنند می‌باشند. حجم نمونه با استفاده از فرمول جامعه کوکران 386 نفر تعیین گردید و روش نمونه‌گیری در دسترس می‌باشد. داده‌های پژوهش با روش کتابخانه‌ای و میدانی گردآوری شده و ابزار مورد استفاده پرسش‌نامه استاندارد بوده است. پایایی پرسش‌نامه‌ها با استفاده از روش آلفای کرونباخ 0/844 و روایی ابزار با روش محتوایی مورد تأیید قرار گرفته‌اند. داده‌ها به کمک نرم‌افزار لیزرل و با استفاده از آزمون‌های آماری، توصیفی و استنباطی مورد تحلیل قرار گرفت. نتایج این پژوهش حاکی از آن است که از متغیر ویژگی‌های نوآوری محصول، مزیت نسبی، ملموس بودن و سازگاری برارزش ویژه برند تأثیر مثبت دارند، اما تأثیر پیچیدگی برارزش ویژه برند معنادار نشده است. همچنین ارتباطات برند مبتنی بر مشتری و ارتباطات برند مبتنی بر شرکت تأثیر معنادار بر ارزش ویژه برند دارند.
فرهنگ، ا.، سیادت، ع.، هویدا، ر. و مولوی، ح. (1395). "بررسی رابطه ساده و چندگانه یادگیری سازمانی و اعتماد اجتماعی در سازمان با توسعه کارکنان دانشگاه‌های دولتی پزشکی و غیر پزشکی جنوب شرق کشور"، جامعه شناسی کاربردی، دوره 22، شماره 1(41)، صص. 159-182.
بخشایش، ش،. براتی، ا، و محمدی، ن. (1394). "بررسی ارتباط بین ابزارهای بازاریابی رابطه مند و حفظ مشتری در بازاریابی خرده فروشی (مطالعه موردی: مشتریان فروشگاه‌های خرده فروشی شهر کرمانشاه)"، کنفرانس بین المللی اقتصاد مدیریت و علوم اجتماعی.
کشاورزی، ع.ح. (1386). "موانع و تسهیل کننده‌های تسهیم دانش در سازمان‌ها"، اولین کنفرانس ملی مدیریت دانش.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, The Free Press, New York, New York, USA.
Aaker, D.A. (1996). Measuring brand equity across products and markets”, California Management Review, Vol. 38(3), PP. 102-120.
Beverland, M.B., Napoli, J. & Farrelly, F. (2010). “Can all brands innovate in the same way? A typology of brand position and innovation effort”, Journal of Product Innovation Management, Vol. 27(1), PP. 33-48.
Russell-Bennett, R., McColl- Kennedy, J.R. & Coote, L. (2007). “Involvement, satisfaction and brand loyalty in a small business services setting”, Journal of Business Research, Vol, 60(12), PP. 1253-1260.
Bruhn, M., Schoenmueller, V. & Schäfer, D.B. (2012). “Are social media replacing traditional media in terms of brand equity creation”, Management Research Review, Vol. 35(9), PP. 770-790.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing, Vol. 9(1), PP.31-53.
Caruana, A. & Ewing, M. (2010). “How corporate reputation, quality and value influence online loyalty”, Journal of Business Research, Vol. 63(9), PP. 1103-1110.
Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). “Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands”, Journal of Advertising Research, Vol. 52(1), PP. 53-64.
Faircloth J.B., Capella, L. & Alford B. (2001). “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, Vol. 9(3), PP. 61-75.
Joaquín, A. & Ricardo, C. (2008) “Assessing the Impact of Organizational Learning Capability on Product Innovation Performance: An Empirical Test”, Tech novation, Vol. 28(6), PP. 315-326.
Weerawardena, J, O’Cass, A., & Julian, C. (2006). “Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance”, Journal of Business Research, Vol. 59(1), PP. 37-45.
Hashem, G. & Tann, J. (2007). “The adoption of ISO 9000 standards within the Egyptian context: A diffusion of innovation approach”, Total Quality Management & Business Excellence, Vol. 18(6), PP. 631-652.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2016). “The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), 27-41.
Damanpour, F., Schneider, M., (2009). “Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers”, Journal of Public Administration Research and Theory, Vol. 19(3), PP. 495-522.
Chebat, J.C., Hedhli, K.E. & Sirgy, M.J. (2009). “How does shopper- based mall equity generate mall loyalty? A conceptual model and empirical evidence”, Journal of Retailing and Consumer Services, Vol. 16(1), PP. 50-59.
Keller, K.L. (1993). “Conceptualizing, measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57(1), PP. 1–22.
Keller, K.L. (2009). “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol. 15(2-3), PP. 139-155.
Li, C. & Bernoff, J. (2011). “Groundswell: Winning in a world transformed by social technologies”, Harvard Business Review Press, Boston M.A.
Li, H. & Atuahene-Gima, K. (2001). “Product Innovation Strategy and the Performance of New Technology Ventures in China”, the Academy of Management Journal, Vol. 44(6), PP. 1123-1134.
Macdonald, E., & Sharp, B. (2000). “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, Vol. 48(1), PP. 5-15.
Chiva, R., Alegre, J. (2005). “Organizational learning and organizational knowledge: Towards the Integration of Two Approaches”. Management Learning, Vol. 36(1), PP. 49-68.
Palmatier, R., Scheer, L. & Stennkamp, J.B. (2007). “Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty”, Journal of Marketing Research, Vol. 44(2), PP. 185-199.
Pappu, R., Quester, P.G. & Cooksey, R.W. (2012). “Consumer-based brand equity: improving the measurement, empirical evidence”, Journal of Product and Brand Management, Vol. 14(3), PP. 143-154.
Richard, J, Barnes-Holmes, D. & Moors, A. (2016). “What is learning? On the nature and merits of a functional definition of learning”, Psychon Bull Rev, Psychonomic Society, Inc.
Riegner, C. (2007). “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions”, Journal of Advertising Research, Vol. 47(4), PP. 436-447.
Rogers, E.M. & Shoemaker, F.F. (1971). “Communication of innovations: A cross-cultural Approach”, New York, NY, Free Press.
Rogers, E.M. (2003). “Diffusion of Innovations”, New York, NY, Free Press, 5th Edition.
Sia, C., Teo, H.H., Tan, B.Y. & Wei, K.K. (2004). “Effects of environmental uncertainty on organizational intention to adopt distributed work arrangements”, IEEE Transactions on Engineering Management, Vol. 51(3), PP. 253-267.
Nørskov, S., Chrysochou, P. & Milenkova, M. (2015). “The impact of product innovation attributes on brand equity”, Journal of Consumer Marketing, Vol. 32(4), PP. 245-254.
Slotegraaf, R.J., Moorman, C. & Inman, J.J. (2003). “The Role of Firm Resources in Returns to Market Deployment”, Journal of Marketing Research, Vol. 40(3), PP. 295-309.
Sriram, S., Balachander, S. & Kalwani, M. U. (2007). “Monitoring the Dynamics of Brand Equity Using Store-Level Data”, Journal of Marketing, Vol. 71, PP. 61-78.
Srivastava, R.K. & Shocker, A.D. (1991). “Brand Equity: A Perspective on its Meaning and Measurement”, Working Paper Series. Cambridge, MA: Marketing Science Institute.
Tornatzky, L.G. & Klein, K.J. (1982). “Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings”, IEEE Transactions on Engineering Management, Vol. 29(1), PP. 28-45.
Urban, G.L., Carter, T., Gaskin, S. & Mucha, Z. (1986). “Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications”, Management Science, Vol. 32(6), PP. 645-659.
Carpenter, J.M. & Fairhurst, A. (2005). “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, Vol. 9(3), PP. 256-269.
Yoo, B., Donthu, N. & Lee, S. (2000). “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of marketing Science, Vol. 28(2), PP. 195-211.
Weber, Y., Tarba, S. & Reichel, A. (2006). “International mergers and acquisitions performance: acquirer nationality and integration approaches”, International Studies of Management & Organization, Vol. 41(3), PP. 9-24.
Zeithaml, V. & Parasuraman, A.S. (1990). “Service quality”, Cambridge: Marketing Science Institute.
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فرهنگ، ا.، سیادت، ع.، هویدا، ر. و مولوی، ح. (1395). "بررسی رابطه ساده و چندگانه یادگیری سازمانی و اعتماد اجتماعی در سازمان با توسعه کارکنان دانشگاه‌های دولتی پزشکی و غیر پزشکی جنوب شرق کشور"، جامعه شناسی کاربردی، دوره 22، شماره 1(41)، صص. 159-182.
بخشایش، ش،. براتی، ا، و محمدی، ن. (1394). "بررسی ارتباط بین ابزارهای بازاریابی رابطه مند و حفظ مشتری در بازاریابی خرده فروشی (مطالعه موردی: مشتریان فروشگاه‌های خرده فروشی شهر کرمانشاه)"، کنفرانس بین المللی اقتصاد مدیریت و علوم اجتماعی.
کشاورزی، ع.ح. (1386). "موانع و تسهیل کننده‌های تسهیم دانش در سازمان‌ها"، اولین کنفرانس ملی مدیریت دانش.
Aaker, D.A. (1991). “Managing brand equity: Capitalizing on the value of a brand name”, The Free Press, New York, New York, USA.
Aaker, D.A. (1996). Measuring brand equity across products and markets”, California Management Review, Vol. 38(3), PP. 102-120.
Beverland, M.B., Napoli, J. & Farrelly, F. (2010). “Can all brands innovate in the same way? A typology of brand position and innovation effort”, Journal of Product Innovation Management, Vol. 27(1), PP. 33-48.
Russell-Bennett, R., McColl- Kennedy, J.R. & Coote, L. (2007). “Involvement, satisfaction and brand loyalty in a small business services setting”, Journal of Business Research, Vol, 60(12), PP. 1253-1260.
Bruhn, M., Schoenmueller, V. & Schäfer, D.B. (2012). “Are social media replacing traditional media in terms of brand equity creation”, Management Research Review, Vol. 35(9), PP. 770-790.
Schivinski, B. & Dabrowski, D. (2015). “The impact of brand communication on brand equity through Facebook”, Journal of Research in Interactive Marketing, Vol. 9(1), PP.31-53.
Caruana, A. & Ewing, M. (2010). “How corporate reputation, quality and value influence online loyalty”, Journal of Business Research, Vol. 63(9), PP. 1103-1110.
Christodoulides, G., Jevons, C. & Bonhomme, J. (2012). “Memo to Marketers: Quantitative Evidence for Change. How User-Generated Content Really Affects Brands”, Journal of Advertising Research, Vol. 52(1), PP. 53-64.
Faircloth J.B., Capella, L. & Alford B. (2001). “The Effect of Brand Attitude and Brand Image on Brand Equity”, Journal of Marketing Theory and Practice, Vol. 9(3), PP. 61-75.
Joaquín, A. & Ricardo, C. (2008) “Assessing the Impact of Organizational Learning Capability on Product Innovation Performance: An Empirical Test”, Tech novation, Vol. 28(6), PP. 315-326.
Weerawardena, J, O’Cass, A., & Julian, C. (2006). “Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance”, Journal of Business Research, Vol. 59(1), PP. 37-45.
Hashem, G. & Tann, J. (2007). “The adoption of ISO 9000 standards within the Egyptian context: A diffusion of innovation approach”, Total Quality Management & Business Excellence, Vol. 18(6), PP. 631-652.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2016). “The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), 27-41.
Damanpour, F., Schneider, M., (2009). “Characteristics of Innovation and Innovation Adoption in Public Organizations: Assessing the Role of Managers”, Journal of Public Administration Research and Theory, Vol. 19(3), PP. 495-522.
Chebat, J.C., Hedhli, K.E. & Sirgy, M.J. (2009). “How does shopper- based mall equity generate mall loyalty? A conceptual model and empirical evidence”, Journal of Retailing and Consumer Services, Vol. 16(1), PP. 50-59.
Keller, K.L. (1993). “Conceptualizing, measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57(1), PP. 1–22.
Keller, K.L. (2009). “Building strong brands in a modern marketing communications environment”, Journal of Marketing Communications, Vol. 15(2-3), PP. 139-155.
Li, C. & Bernoff, J. (2011). “Groundswell: Winning in a world transformed by social technologies”, Harvard Business Review Press, Boston M.A.
Li, H. & Atuahene-Gima, K. (2001). “Product Innovation Strategy and the Performance of New Technology Ventures in China”, the Academy of Management Journal, Vol. 44(6), PP. 1123-1134.
Macdonald, E., & Sharp, B. (2000). “Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A Replication”, Journal of Business Research, Vol. 48(1), PP. 5-15.
Chiva, R., Alegre, J. (2005). “Organizational learning and organizational knowledge: Towards the Integration of Two Approaches”. Management Learning, Vol. 36(1), PP. 49-68.
Palmatier, R., Scheer, L. & Stennkamp, J.B. (2007). “Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty”, Journal of Marketing Research, Vol. 44(2), PP. 185-199.
Pappu, R., Quester, P.G. & Cooksey, R.W. (2012). “Consumer-based brand equity: improving the measurement, empirical evidence”, Journal of Product and Brand Management, Vol. 14(3), PP. 143-154.
Richard, J, Barnes-Holmes, D. & Moors, A. (2016). “What is learning? On the nature and merits of a functional definition of learning”, Psychon Bull Rev, Psychonomic Society, Inc.
Riegner, C. (2007). “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decisions”, Journal of Advertising Research, Vol. 47(4), PP. 436-447.
Rogers, E.M. & Shoemaker, F.F. (1971). “Communication of innovations: A cross-cultural Approach”, New York, NY, Free Press.
Rogers, E.M. (2003). “Diffusion of Innovations”, New York, NY, Free Press, 5th Edition.
Sia, C., Teo, H.H., Tan, B.Y. & Wei, K.K. (2004). “Effects of environmental uncertainty on organizational intention to adopt distributed work arrangements”, IEEE Transactions on Engineering Management, Vol. 51(3), PP. 253-267.
Nørskov, S., Chrysochou, P. & Milenkova, M. (2015). “The impact of product innovation attributes on brand equity”, Journal of Consumer Marketing, Vol. 32(4), PP. 245-254.
Slotegraaf, R.J., Moorman, C. & Inman, J.J. (2003). “The Role of Firm Resources in Returns to Market Deployment”, Journal of Marketing Research, Vol. 40(3), PP. 295-309.
Sriram, S., Balachander, S. & Kalwani, M. U. (2007). “Monitoring the Dynamics of Brand Equity Using Store-Level Data”, Journal of Marketing, Vol. 71, PP. 61-78.
Srivastava, R.K. & Shocker, A.D. (1991). “Brand Equity: A Perspective on its Meaning and Measurement”, Working Paper Series. Cambridge, MA: Marketing Science Institute.
Tornatzky, L.G. & Klein, K.J. (1982). “Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings”, IEEE Transactions on Engineering Management, Vol. 29(1), PP. 28-45.
Urban, G.L., Carter, T., Gaskin, S. & Mucha, Z. (1986). “Market Share Rewards to Pioneering Brands: An Empirical Analysis and Strategic Implications”, Management Science, Vol. 32(6), PP. 645-659.
Carpenter, J.M. & Fairhurst, A. (2005). “Consumer shopping value, satisfaction, and loyalty for retail apparel brands”, Journal of Fashion Marketing and Management, Vol. 9(3), PP. 256-269.
Yoo, B., Donthu, N. & Lee, S. (2000). “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of marketing Science, Vol. 28(2), PP. 195-211.
Weber, Y., Tarba, S. & Reichel, A. (2006). “International mergers and acquisitions performance: acquirer nationality and integration approaches”, International Studies of Management & Organization, Vol. 41(3), PP. 9-24.
Zeithaml, V. & Parasuraman, A.S. (1990). “Service quality”, Cambridge: Marketing Science Institute.
