Motahari Negad, F., Samadi, S., Pour Ashraf, Y., Tolabi, Z. (2015). Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company). Iranian Journal of Management Studies, 8(2), 243-263. doi: 10.22059/ijms.2015.52632
Fatemeh Motahari Negad; Saeid Samadi; Yasan Pour Ashraf; Zeinab Tolabi. "Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)". Iranian Journal of Management Studies, 8, 2, 2015, 243-263. doi: 10.22059/ijms.2015.52632
Motahari Negad, F., Samadi, S., Pour Ashraf, Y., Tolabi, Z. (2015). 'Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)', Iranian Journal of Management Studies, 8(2), pp. 243-263. doi: 10.22059/ijms.2015.52632
Motahari Negad, F., Samadi, S., Pour Ashraf, Y., Tolabi, Z. Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company). Iranian Journal of Management Studies, 2015; 8(2): 243-263. doi: 10.22059/ijms.2015.52632
Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)
The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnaire. The collected data were analysed by SPSS and LISREL software packages. In the meantime, LISREL was used to do CFA and research model testing while SPSS was utilized to study the reliability and EFA. The findings indicate that all four marketing mix components have positive and significant impacts on brand experience, which has a positive and significant impact on brand attitude, brand credibility, and customer-based brand equity. Brand credibility has a positive and significant impact on brand attitude and customer-based brand equity, and customer-based brand equity and brand attitude have positive impacts on purchase intentions.
شناخت و درک چگونگی تجربة نام ونشان تجاری به‌وسیلة مصرفکنندگان، برای توسعة راهبردهای بازاریابی محصولات و خدمات امری حیاتی است؛ چرا که تجربة نام‌ونشان تجاری در پیشبینی رفتار مصرفکننده استفاده می‌شود. هدف این مطالعه تدوین الگویی برای نیت خرید مصرفکننده با تأکید بر نقش تجربة نام‌ونشان تجاری است. با استفاده از پرسشنامه، اطلاعات 400 مشتری شرکت تبرک شهر مشهد جمعآوری شد. دادههای جمعآوری شده با دو نرم‌افزار SPSS و LISREL تجزیه و تحلیل شد. از نرم‌افزار LISREL برای انجام تحلیل عاملی تأییدی و آزمون مدل تحقیق استفاده شد. همچنین، به منظور بررسی پایایی و انجام تحلیل عاملی اکتشافی از نرم‌افزار SPSS استفاده شده است. نتایج حاکی از آن است که هر چهار عنصر آمیختة بازاریابی اثر مثبت و معناداری بر تجربة نام‌ونشان تجاری دارد. تجربة نام‌ونشان تجاری بر نگرش نام و نشان تجاری، اعتبار نام و نشان تجاری و ارزش نام و نشان تجاری مبتنی بر مشتری اثر مثبت و معناداری دارد. اعتبار نام و نشان تجاری بر نگرش نام و نشان تجاری و ارزش نام و نشان تجاری مبتنی بر مشتری اثر مثبت و معناداری دارد. ارزش نام و نشان تجاری مبتنی بر مشتری و نگرش نام و نشان تجاری اثر مثبت و معناداری بر نیت خرید مصرفکننده دارد.
Keywords [Persian]
آمیختة بازاریابی، تجربة نام و نشان تجاری، ارزش نام و نشان تجاری مبتنی بر مشتری، نگرش نام و نشان تجاری، اعتبار نام و نشان تجاری
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