تاثیر ارزش ویژه برند و نگرش مصرف کنندگان نسبت به تبلیغات بر ایجاد مزیت رقابتی (مطالعه موردی هتل های 5 ستاره کیش )
الموضوعات :
Alireza Rousta
1
(Department of business management, Share-e- Qods branch, Islamic Azad University, Share-e- Qods Iran)
Elham Bahrami
2
(Department of business management kish international branch Islamic .Azad University Kish Iran)
تاريخ الإرسال : 26 الأحد , شعبان, 1441
تاريخ التأكيد : 04 السبت , جمادى الأولى, 1442
تاريخ الإصدار : 07 الأربعاء , جمادى الثانية, 1442
الکلمات المفتاحية:
تبلیغات,
مزیت رقابتی,
ارزش ویژه برند,
نگرش مصرف کننده,
ملخص المقالة :
امروزه تمام فعالیتهای اقتصادی درگیر رقابت هستند لذا هر بنگاه اقتصادی در تلاش است برای خود خلق مزیت رقابتی نماید در حوزه هتلداری این مفهوم از اهمیت ویژهای برخوردار است. ارزش ویژه برند و نگرش مصرف کننده دو عامل کلیدی در خلق مزیت رقابتی هستند لذا در این مقاله تأثیر ارزش ویژه برند بر مزیت رقابتی با نگرش مصرف کننده نسبت به تبلیغات و با رویکردی کاربردی در هتلهای پنج ستاره کیش مورد بررسی قرار میگیرد. بر اساس مبانی نظری مدل مفهومی استخراج گردید. برای گردآوری داده‌ها از پرسشنامه‌ای شامل 25 پرسش استفاده گردید. پرسشنامه از دیدگاه خبرگان امر از نظر روایی محتوا تایید شد. سپس روایی سازه با استفاده از تکنیک تحلیل عاملی تاییدی انجام شد. برای سنجش پایایی نیز ضریب آلفای کرونباخ و پایایی مرکب محاسبه گردید. ضریب آلفای کرونباخ پرسشنامه 859/0 محاسبه گردید و مقدار CR تمامی متغیرها نیز بالای 7/0بدست آمد. جامعه آماری این پژوهش شامل کلیه مسافران هتل های پنج ستاره کیش می‌باشند و پرسشنامه به صورت تصادفی در اختیار 490نفر از مسافران قرار گرفت. برای آزمون فرضیه‌های پژوهش از تکنیک مدل‌یابی معادلات ساختاری و نرم‌افزار LISREL استفاده شده است. نتایج تحقیق نشان داد آگاهی از برند، نگرش مصرف کننده نسبت به تبلیغات، کیفیت ادراک شده، وفاداری به برند و تداعی برند بر مزیت رقابتی تاثیر دارد. همچنین نتایج تحقیق نشان داد ارزش ویژه برند بر نگرش مصرف کننده به تبلیغات تاثیر مثبت و معنی‌داری دارد و نگرش مصرف کننده به تبلیغات، در رابطه بین ارزش ویژه برند با مزیت رقابتی نقش میانجی ایفا میکند.
المصادر:
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Aaker, David. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-120.
Aaker, Jennifer. (1997). Dimensions of Brand Personality. Journal of Marketing Research, XXXIV, 347-356.
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Azizi, Shahriar; Jamali, Kapak; Shahram, Rezaei. (2012). Investigating the relationship between brand equity and brand personality and customer compatibility. New Marketing, 2 (4), 63-78.
Badizadeh, A., Ershad, S. (2016). Effects of strategic values of e-commerce on adopting e-commerce in food industry SMEs at Qazvin. Journal of Development & Evolution Mnagement, 1395(25), 71-78.
Barreda, A., Bilgihan, A., Nusair, K., Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50: 600-609.
Caruana, A., Said, E., Williams, L., & Krentler, K. (2015). Corporate Reputation, Service Quality and Attitude toward Price: The Case of an Energy Utility. In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference, 420-425.
Christian, D., Zdeněk, L., & Lucie, V. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6(1), 87-103.
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Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057.
El Beygi, Shahrbanu; Shahroudi, Kambiz and Dalafrooz, Narges. (2013). Using more factors in buying train tickets online in DTBP model. The 2nd National Conference on Modern Management Sciences, Golestan Province, Hakim Jorjani Non-Profit Higher Education Institute, 164-179.
Elliott, Richard and Percy, Larry. (2013). Strategic brand management. Translated by Ahmad Rusta. Tehran: Industrial Management Organization Publications.
Foster, S. Knuiman, M. Villanueva, K. Wood, L. Christian, H. & Giles-Corti, B. (2014). Does walkable neighbourhood design influence the association between objective crime and walking? International Journal of Behavioral Nutrition and Physical Activity, 2014, 11:100
Giovanis, Apostolos; Pinelopi, Athanasopoulou. (2017). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40 (January 2018), 287-294.
Habibi, Arash and Adenvar, Maryam. (2017). Structural equation modeling and factor analysis (LISREL manual). Tehran: Press Organization of Jahade Daneshgahi.
Hawkins, Dell; Roger, Closed; Kenneth, Connie. (2014). Consumer Behavior. Translated by Ahmad Rousta and Atieh Batahi, Tehran: Sargol Publications.
Hazée, Simon, Van Vaerenbergh, Yves, Armirotto, Vincent. (2017). Co-creating service ecovery after service failure: The role of brand equity. Journal of Business Research, 74, (May), 101-109.
Hsueh-wen Chow, Guo-Jie Ling, I-yin Yen, Kuo-Ping Hwang. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70-79.
Kim, K.H., Kim, K.S., Kim, J.H., & Kang S.H. (2008). Brand equity in hospital marketing Journal of Business research, 61, 75-82.
Klein CJ, et al. (1998) Glucose control in Saccharomyces cerevisiae: the role of Mig1 in metabolic functions. Microbiology, 144 (1),13-24
Koll, O., S. Von Wallpach, and M. Kreuzer. (2010). Multi-method research on consumer-brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27 (6), 584-602.
Koltinger, C., Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approachOriginal Research Article. Journal of Business Research, 68(9), 1836-1843.
Markwei Martey, E., & Frempong, J. (2014). The impact of celebrities’ endorsement on brand positioning on mobile telecommunication users in the Eastern Region of Ghana. International Journal of Education and Research, 2(7), 394-412.
Mohammadi, Jeeran; Darzi, Hadi; Fakhir, Islam; Kafi, Nasrin. (2014). A Study of the Effectiveness of Brand Personality, Accepted Quality and Brand Reputation in Brand Loyalty. Journal of Business Strategies, 21( 3), 37-48.
Mohammadian, Mahmoud and Bakhshandeh, Qasem. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Managemnet Studies, (Improvemnet and Change), 23 (75)-39-68.
Rahmani, Somayeh; Gholami Jamkarani, Reza. (2016). Customer Focus and Company Performance Management Accounting. Quarterly Journal of Management, 9(31), 85-87.
Reid, M. J., & Moore, J. L. (2008). College Readiness and Academic Preparation for Postsecondary Education. Urban Education, 43(2), 240–261.
Romeo, J. R., & Dodds, W. B. (2015). The effects of brand quality and price on the evaluation of brand extensions. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference, 282-288.
Rousta, A, Venus, D, Ebrahimi, A. (2004). Marketing management. Tehran: Samat Publications.
Rousta, A., Akbarzadeh, M., Zangian, S. (2015). Explaining the Impact of Customer Relationship Quality on Hospital Brand Image: Moderating Role of Brand equity. Brand Management, 2(2), 13-44.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Rubio, N., Oubiña, J., Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298
Suki, Norazah. (2014). Does celebrity credibility influence Muslim and non-Muslim consumers' attitudes toward brands and purchase intention? Journal of Islamic Marketing, 5(10), 227-240.
Vera, Jorge; Andrea Trujillo. (2017). Searching the most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600-624.
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Aaker, David. (1992).The value of brand equity.Journal of Business Strategy, 13(4), 27-32.
Aaker, David. (1996). Measuring Brand Equity across Products and Markets. California Management Review, 38(3), 102-120.
Aaker, Jennifer. (1997). Dimensions of Brand Personality. Journal of Marketing Research, XXXIV, 347-356.
Aghazade H, Amini Kesbi H, Jafari E. (2016). Investigating the Role of Brand Personality in Forming Brand Equity: Case of Hamrah-e- Avval Telecommunication Oprator. IQBQ, 20 (2), 1-20.
Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61. 1062-1075.
Azizi, Shahriar; Jamali, Kapak; Shahram, Rezaei. (2012). Investigating the relationship between brand equity and brand personality and customer compatibility. New Marketing, 2 (4), 63-78.
Badizadeh, A., Ershad, S. (2016). Effects of strategic values of e-commerce on adopting e-commerce in food industry SMEs at Qazvin. Journal of Development & Evolution Mnagement, 1395(25), 71-78.
Barreda, A., Bilgihan, A., Nusair, K., Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50: 600-609.
Caruana, A., Said, E., Williams, L., & Krentler, K. (2015). Corporate Reputation, Service Quality and Attitude toward Price: The Case of an Energy Utility. In Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference, 420-425.
Christian, D., Zdeněk, L., & Lucie, V. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6(1), 87-103.
Collins, C., & Kanar, A.M. (2013). Employer Brand Equity and Recruitment Research. Oxford: The Oxford Handbook of Recruitment.
Collins, Christopher & Stevens, Cynthia. (2003). The Relationship between Early Recruitment-Related Activities and the Application Decisions of New Labor-Market Entrants. The Journal of applied psychology, 87(11), 21-33.
Collins, CJ. And Han, J. (2004). Exploring applicant pool quantity and quality: The effects of early recruitment practice strategies, corporate advertising, and firm reputation. Personnel psychology, 57 (3), 685-717.
Dennis, C., Papagiannidis, S., Alamanos, E., & Bourlakis, M. (2016). The role of brand attachment strength in higher education. Journal of Business Research, 69(8), 3049–3057.
El Beygi, Shahrbanu; Shahroudi, Kambiz and Dalafrooz, Narges. (2013). Using more factors in buying train tickets online in DTBP model. The 2nd National Conference on Modern Management Sciences, Golestan Province, Hakim Jorjani Non-Profit Higher Education Institute, 164-179.
Elliott, Richard and Percy, Larry. (2013). Strategic brand management. Translated by Ahmad Rusta. Tehran: Industrial Management Organization Publications.
Foster, S. Knuiman, M. Villanueva, K. Wood, L. Christian, H. & Giles-Corti, B. (2014). Does walkable neighbourhood design influence the association between objective crime and walking? International Journal of Behavioral Nutrition and Physical Activity, 2014, 11:100
Giovanis, Apostolos; Pinelopi, Athanasopoulou. (2017). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40 (January 2018), 287-294.
Habibi, Arash and Adenvar, Maryam. (2017). Structural equation modeling and factor analysis (LISREL manual). Tehran: Press Organization of Jahade Daneshgahi.
Hawkins, Dell; Roger, Closed; Kenneth, Connie. (2014). Consumer Behavior. Translated by Ahmad Rousta and Atieh Batahi, Tehran: Sargol Publications.
Hazée, Simon, Van Vaerenbergh, Yves, Armirotto, Vincent. (2017). Co-creating service ecovery after service failure: The role of brand equity. Journal of Business Research, 74, (May), 101-109.
Hsueh-wen Chow, Guo-Jie Ling, I-yin Yen, Kuo-Ping Hwang. (2017). Building brand equity through industrial tourism. Asia Pacific Management Review, 22(2), 70-79.
Kim, K.H., Kim, K.S., Kim, J.H., & Kang S.H. (2008). Brand equity in hospital marketing Journal of Business research, 61, 75-82.
Klein CJ, et al. (1998) Glucose control in Saccharomyces cerevisiae: the role of Mig1 in metabolic functions. Microbiology, 144 (1),13-24
Koll, O., S. Von Wallpach, and M. Kreuzer. (2010). Multi-method research on consumer-brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27 (6), 584-602.
Koltinger, C., Dickinger, A. (2015). Analyzing destination branding and image from online sources: A web content mining approachOriginal Research Article. Journal of Business Research, 68(9), 1836-1843.
Markwei Martey, E., & Frempong, J. (2014). The impact of celebrities’ endorsement on brand positioning on mobile telecommunication users in the Eastern Region of Ghana. International Journal of Education and Research, 2(7), 394-412.
Mohammadi, Jeeran; Darzi, Hadi; Fakhir, Islam; Kafi, Nasrin. (2014). A Study of the Effectiveness of Brand Personality, Accepted Quality and Brand Reputation in Brand Loyalty. Journal of Business Strategies, 21( 3), 37-48.
Mohammadian, Mahmoud and Bakhshandeh, Qasem. (2014). Exploring the Effective Factors on Consumers’ Attitude and Green Purchase Intention. Managemnet Studies, (Improvemnet and Change), 23 (75)-39-68.
Rahmani, Somayeh; Gholami Jamkarani, Reza. (2016). Customer Focus and Company Performance Management Accounting. Quarterly Journal of Management, 9(31), 85-87.
Reid, M. J., & Moore, J. L. (2008). College Readiness and Academic Preparation for Postsecondary Education. Urban Education, 43(2), 240–261.
Romeo, J. R., & Dodds, W. B. (2015). The effects of brand quality and price on the evaluation of brand extensions. In Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference, 282-288.
Rousta, A, Venus, D, Ebrahimi, A. (2004). Marketing management. Tehran: Samat Publications.
Rousta, A., Akbarzadeh, M., Zangian, S. (2015). Explaining the Impact of Customer Relationship Quality on Hospital Brand Image: Moderating Role of Brand equity. Brand Management, 2(2), 13-44.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Rubio, N., Oubiña, J., Villaseñor, N. (2014). Brand awareness–Brand quality inference and consumer’s risk perception in store brands of food products. Food Quality and Preference, 32, 289-298
Suki, Norazah. (2014). Does celebrity credibility influence Muslim and non-Muslim consumers' attitudes toward brands and purchase intention? Journal of Islamic Marketing, 5(10), 227-240.
Vera, Jorge; Andrea Trujillo. (2017). Searching the most influential variables to brand loyalty measurements: An exploratory study. Contaduría y Administración, 62(2), 600-624.
