بررسی تاثیر جنسیت برند بر وفاداری به آن با تاکید بر نقش میانجی عشق به برند و درک کیفیت برند در گروه صنعتی پاک چوب

نوع مقاله : مقاله پژوهشی

نویسندگان

1 گروه مدیریت موسسه آموزش عالی عطار مشهد ایران

2 موسسه آموزش عالی عطار مشهد ایران

10.22034/ijwp.2023.1973679.1574

چکیده

جنسیت برند به خصوصیات شخصیتی مرتبط با مردانگی و زنانگی اشاره دارد، که دو بعد مستقل و جهانی را در بر می‌گیرد: ویژگی-های شخصیتی برند مردانه و ویژگی‌های شخصیتی زنانه برند. در این تحقیق به بررسی تاثیر جنسیت برند بر وفاداری با نقش میانجی عشق به برند و درک کیفیت برند در گروه صنعتی پاک چوب پرداخته شده است. جامعه آماری، مشتریان گروه صنعتی پاک چوب می‌باشند که به دلیل نامعلوم بودن تعداد، نمونه آماری با استفاده از جدول مورگان تعداد384 نفر و از روش نمونه گیری غیراحتمالی دردسترس انتخاب شدند. برای سنجش متغیرها از پرسشنامه Carvalho و همکاران(2020) استفاده شده است. تحلیل داده ها با استفاده از نرم افزار Amos و روش مدل یابی معادلات ساختاری انجام شده است. نتایج نشان داد که جنسیت برند بر عشق به برند، کیفیت ادراک‌شده و وفاداری تاثیر مثبت و معناداری دارد. همچنین همکاری بر عشق به برند و کیفیت ادراک‌شده تاثیر مثبت و معناداری دارد و عشق به برند و کیفیت ادراک‌شده نیز رابطه میان جنسیت برند و وفاداری به آن را میانجیگری کردند.

کلیدواژه‌ها

موضوعات


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