نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری ، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه ازاد اسلامی، تهران، ایران.

2 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت، واحد تهران مرکزی، دانشگاه آزاد اسلامی ، تهران، ایران.

3 دانشیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران.

چکیده

هدف این پژوهش بررسی مدل متغیرهای مؤثر بر عشق و تعهد به برند و تأثیر آن بر وفاداری به برند، تمایل به پرداخت بیشتر و تبلیغات دهان به دهان در کاربران تلفن‌های همراه هوشمند و طرح پژوهش رابطه‌ای از نوع مدلسازی معادلات ساختاری است. جامعۀ آماری این پژوهش را همۀ کاربران تلفن‌های همراه هوشمند تشکیل می‌دهند و برای نمونه‌گیری، 180 نفر از دانشجویان دانشگاه آزاد اسلامی واحد تهران که کاربر تلفن‌های همراه هوشمند با برندهای اپل، سامسونگ و هواوی هستند، با روش نمونه‌گیری تصادفی ساده انتخاب شدند. ابزار سنجش شامل پرسشنامه‌های عشق به برند (Unal & Aydin, 2013)، تجربۀ برند (Brakus et al, 2009)، اعتماد به برند (Delgado-Ballester et al, 2003)، شناسایی برند (Lam et al, 2010)، تعهد به برند (Fullerton, 2005)، وفاداری به برند (Japutra & Molinillo, 2017) وتمایل به پرداخت بیشتر (Chaudhuri & Ligas, 2009) است و برای تحلیل داده‌ها از مدلسازی معادلات ساختاری استفاده شد. نتایج نشان داد که بین متغیرهای تجربۀ برند، تنوع طلبی، تصویر برند، خود اجتماعی برند و اعتماد به برند با عشق به برند و بین متغیرهای خود اجتماعی برند و اعتماد به برند با تعهد به برند روابط معناداری وجود دارد (05/0>P). همچنین نتایج نشان دادند که بین تنوع‌طلبی، اعتماد به برند، عشق به برند و تعهد به برند با وفاداری به برند، بین عشق و تهعد به برند با تمایل به پرداخت بیشتر و بین عشق به برند با تبلیغات دهان به دهان روابط معناداری وجود دارد (05/0>P).   

کلیدواژه‌ها

عنوان مقاله [English]

The model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users

نویسندگان [English]

  • hadi seyedfazli 1
  • Vahidreza mirabi 2
  • karim hamdi 3

1 business management, science and research, ,Tehran, Iran

2 business management faculty member, Tehran central branch, Azad Islamic university, Tehran, Iran

3 business management, science and research branch, tehran, iran

چکیده [English]

The aim of this study was evaluating the model of variables affecting brand love and commitment and its impact on brand loyalty, willingness to pay more and word of mouth in smart phone users. The research design was a relational and structural equation modeling. The statistical population of this study consisted of all smartphone users. For sampling, 180 students of the Islamic Azad University of Tehran, who were users of smart phones with Apple, Samsung and Huawei brands, were selected by simple random sampling. Assessment tools included questionnaires of brand love (Unal & Aydin, 2013), brand experience (Brakus et al, 2009), brand trust (Delgado-Ballester et al, 2003), brand identification (Lam et al, 2010), commitment to Brand (Fullerton, 2005), brand loyalty (Japutra & Molinillo, 2017) and willingness to pay more (Chaudhuri & Ligas, 2009). Structural equation modeling was used to analyze the data. The results showed that there are significant relationships between the variables of brand experience, diversity, brand image, brand social self and brand trust with brand love, and between the variables of brand social self and brand trust with brand commitment (p < 0.05). The results also showed that there are significant relationships between diversity, brand trust, brand love and brand commitment with brand loyalty, between love and brand commitment with a desire to pay more, and between brand love with word of mouth (P <0.05).

کلیدواژه‌ها [English]

  • brand love and commitment
  • brand loyalty
  • willingness to pay more
  • Word of Mouth
  • smart phone
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