بررسی نقش جذابیت نام تجاری (مطالعه موردی: هواپیمایی آسمان)

نوع مقاله: مقاله پژوهشی

نویسنده

استادیار، گروه مدیریت بازرگانی، واحد فیروزآباد، دانشگاه آزاد اسلامی، فارس، ایران

چکیده

هدف از این پژوهش بررسی نقش جذابیت نام تجاری بر هویت یابی نام تجاری مشتری در هواپیمایی آسمان می‌باشد. ابزار اندازه‌گیری داده‌ها در این پژوهش پرسشنامه استاندارد می‌باشد که با استفاده از نرم‌افزار لیزرل مورد تجزیه و تحلیل قرار گرفته است. به منظور تجزیه و تحلیل داده‌های پژوهش از مدل معادلات ساختاری جهت تأیید و یا رد فرضیه‌های تحقیق استفاده شد. یافته‌ها نشان می‌دهد پرستیژ نام تجاری، تمایز نام تجاری و تجارب به‌یادماندنی بر جذابیت نام تجاری تأثیر مثبت و معناداری دارد. جذابیت نام تجاری و تمایز نام تجاری بر هویت‌یابی نام تجاری تأثیر مثبت و معناداری دارد. اما برخلاف انتظار مزایای اجتماعی نام تجاری بر جذابیت و هویت‌یابی نام تجاری تأثیر معنادار ندارد. همچنین پرستیژ و تجارب به‌یادماندنی نام تجاری بر هویت‌یابی نام تجاری تأثیر معنادار ندارد. به طورکلی، نتایج حاکی از آن است که جذابیت نام تجاری تنها به ساخت قابلیت اعتماد در مدیریت نام تجاری هواپیمایی نیست بلکه، با در نظر گرفتن اهمیت تأثیر مستقیم و میانجی آن بر هویت‌یابی مشتری، ساختی مهم در درک آن که مشتریان چگونه ارتباط با نام تجاری را توسعه می‌دهند می‌باشد.

کلیدواژه‌ها


عنوان مقاله [English]

Investigate the role of brand charm (Case Study: Sky Airways)

نویسنده [English]

  • Seyyed Alireza Mosavi
Assistant Professor, Department of Business Management, Firozabad Branch, Islamic Azad University, Fars, Iran
چکیده [English]

The purpose of this research is to investigate the role of brand attraction in identifying a customer brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze the research data, a structural equation model has been used to confirm or reject the research hypotheses. The findings show that brand prestige, brand distinction and memorable experiences have a positive and significant effect on brand attractiveness. has it. The brand's charm and brand distinction have a positive and significant effect on brand identification. But, contrary to expectations, the brand's social benefits do not have a significant effect on the attractiveness and identity of the brand. Also, prestige and brand wisdom experiences do not have a significant effect on brand identification. In general, the results indicate that brand attractiveness is not just about building trust in aviation brand management, but also considering the importance of direct impact And its intermediary on customer identification is an important construct in understanding how customers are developing brand communication.

کلیدواژه‌ها [English]

  • Brand Charm
  • Customer Brand Identity
  • Prestige
  • Social Benefits
  • Brand Interactions
  • Sky Fly Airlines
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