اثر پرستیژ، تمایز، تجربه، منافع اجتماعی برند بر بهره وری برند به واسطه جذابیت برند و شناسایی برند مشتری (مورد مطالعه چرم تبریز)

مدیریت بهره‌وری

مقاله 5، دوره 14، 1(52)بهار، فروردین 1399، صفحه 117-142   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.30495/qjopm.2020.1864088.2398

نویسندگان

یزدان شیرمحمدی^{* 1}؛ پریسا آبیاران²؛ زینب هاشمی باغی³؛ غلامرضا طالقانی⁴

¹استادیار، گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران، ایران

²کارشناس ارشد گروه مدیریت اجرایی، دانشگاه پیام نور،تهران،ایران

³کارشناس ارشد گروه مدیریت بازرگانی، دانشگاه پیام نور،تهران،ایران

⁴استاد گروه مدیریت دانشگاه تهران،ایران

چکیده

چرم یکی از جذاب­ترین و پر سودترین صنایع و تجارت جهان به شمار می‌رود، چرا که ارزش افزوده بسیاری را عاید فعالان خود می ­کند. با این حال شرایط صنعت چرم در ایران، وضعیتی متفاوت با جایگاه مورد انتظار دارد و همچنان با سطح مورد نظر در امرتولید و صادرات فاصله دارد. هدف از این مطالعه ایجاد و گسترش اهمیت برند ملی در بین واحدهای تولید کننده برند چرم تبریز و بررسی پیامدهای حاصل از این فرایند و کمک به بهره­وری برند سازمان می ­باشد. پژوهش حاضر از نظر هدف کاربردی و از نظر روش در زمرۀ تحقیقات توصیفی پیمایشی قرار دارد. جامعه آماری این پژوهش کلیه مشتریان و مصرف­ کنندگان برند چرم تبریز در سطح استان آذربایجان شرقی می‌باشد. نتایج حاصل از این پژوهش نشان می دهد که پرستیژ برند بر جذابیت برند تأثیر مثبت و معناداری داشته در حالیکه تأثیر همین متغیر (پرستیژ برند) بر شناسایی برند مشتری تأیید نگردید. همچنین تمایز برند، منافع اجتماعی برند و تجربه برند بر جذابیت برند و جذابیت برند نیز بر شناسایی برند مشتری و بهره ­وری برند تأثیرگذار است. نتایج این پژوهش حاکی از آن است که تمایز برند و تجربه برند بر شناسایی برند مشتری و شناسایی برند مشتری بر بهره­وری برند تأثیر معناداری دارد، ولی اثر منافع اجتماعی برند بر شناسایی برند مشتری تأیید نگردید. نتیجه ­گیری نهایی این این پژوهش نشان داد که برای ایجاد بهره­ وری برند در صنعت چرم متغیرهای تأثیرگذار زیادی را در نظر گرفت.

کلیدواژه‌ها

پرستیژ برند؛ تمایز برند؛ منافع اجتماعی برند؛ جذابیت برند؛ بهره‌وری برند

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