دانلود مقاله اثر تعداد اعضا در جامعه برند بر معیارهای مشتری محور
چکیده
مقدمه
مروری بر مطالعات پیشین
وفاداری رفتاری و نگرشی
ارتقاء اجتماعی و فیزیکی
روش شناسی
تحلیل داده ها
بحث
محدودیت های مطالعه و تحقیقات آتی
نتیجه گیری
منابع
Abstract
Introduction
Literature review
Attitudinal and behavioral loyalty
Social and physical promotion
Methodology
Data analysis
Discussion
Limitations of the study and future research
Conclusions
References
چکیده
با تکیه بر ارزیابی شناختی و تئوری های دلبستگی، هدف این مقاله تحقیقاتی بررسی این موضوع است که چگونه تعداد جوامع برند متعلق به یک عضو بر معیارهای مشتری محور مانند رضایت، لذت، وفاداری و ارتقاء تأثیر می گذارد. این درک به مدیران برند کمک می‌کند تا بفهمند که چگونه افرادی که کاربران سنگین جوامع مختلف برند هستند با افرادی که تمرکز بیشتری روی عضویت در جامعه برند خود دارند، متفاوت خواهند بود. این مطالعه از یک نظرسنجی مقطعی استفاده کرد که در بین اعضای جوامع مختلف برند (N = 503) از کانادا و ایالات متحده انجام شد. برای بررسی قدرت، تأثیر و اهمیت روابط از مدل‌سازی معادلات ساختاری حداقل مربعات جزئی (PLS-SEM) استفاده شد. نتایج این مقاله تأثیر تعداد جوامع برند را که یک فرد بخشی از آن است بر رضایت جامعه برند، وفاداری نگرشی، و وفاداری رفتاری تایید می‌کند - اما نه بر ارتقای اجتماعی و فیزیکی. علاوه بر این، رضایت جامعه برند به طور قابل توجهی با سازه لذت مرتبط بود. سازه لذت نیز با وفاداری نگرشی و رفتاری رابطه معناداری داشت. در نهایت، وفاداری نگرشی و رفتاری با ارتقای اجتماعی و جسمانی رابطه معناداری داشت. تحقیقات موجود رفتار تک تک اعضا را در یک جامعه برند مورد بررسی قرار داده است، اما تأثیر تعداد عضویت در انجمن برند بر اقدامات مشتری محور، حوزه ای تحت تحقیق بوده است. این پژوهش در صدد پرکردن این خلأ است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
Drawing upon the cognitive appraisal and attachment theories, the purpose of this research paper is to examine how the number of brand communities a member belongs to impacts customer centric measures such as satisfaction, delight, loyalty, and promotion. This understanding will help brand managers to understand how individuals who are heavy users of a variety of brand communities will be different from individuals who are more focused in their individual brand community membership. The study used a cross-sectional survey that was conducted among the members of various brand communities (N = 503) from Canada and the United States. Partial least squares structural equation modelling (PLS-SEM) was used to examine the strength, effect, and significance of the relationships. The results of the paper confirm the impact of the number of brand communities a person is a part of on brand community satisfaction, attitudinal loyalty, and behavioral loyalty—but not on social and physical promotion. Furthermore, brand community satisfaction was significantly related to the delight construct. The delight construct also had a significant relationship with attitudinal and behavioral loyalty. Finally, attitudinal, and behavioral loyalty were significantly related to social and physical promotion. Extant research has examined the behavior of the individual member in a brand community, but the impact of the number of brand community memberships on customer centric measures has been an under researched area. This research is aiming to fill this void.
Introduction
A brand community is a relational network that connects a brand and its members (Muniz and O'Guinn 2001). A brand community tends to be identifed based on a perceived similarity amongst members, be it their environment, occupation, hobbies, or devotion to a brand. In a brand community, members feel connected to each other. Members of a brand community gain benefts through information sharing, a stronger feeling of brand history and culture, and assistance for consumption (McAlexander et al. 2003).
Conclusions
The purpose of this research was to examine if the number of brand communities a member belongs to is related to critical customer centric measures. Using partial least squares structural equation modelling (PLS-SEM), and a sample drawn from Canada and United States, the results indicate that this, indeed, was the case as the higher number of brand communities a member belongs to appears to be related to higher levels of brand community satisfaction and attitudinal and behavioral loyalty with the brand community—but not to social and physical promotion of the brand community. Also, in the context of brand communities, the relationship between brand community satisfaction and delight was highly signifcant with a large efect size.
Hypothesis 1: The number of brand communities a member belongs to is signifcantly and positively related to brand community satisfaction
Hypothesis 2: Customer satisfaction is signifcantly and positively related to customer delight in the context of brand communities
Hypothesis 3: The number of brand communities a member belongs to is signifcantly and positively related to attitudinal and behavioral loyalty in the context of brand communities
Hypothesis 4: Brand community satisfaction is signifcantly and positively related to attitudinal and behavioral loyalty in the context of brand communities
Hypothesis 5: Brand community delight is signifcantly and positively related to attitudinal and behavioral loyalty in the context of brand communities
Hypothesis 6: Attitudinal and behavioral loyalty is signifcantly and positively related to social and physical promotion in the context of brand communities
Hypothesis 7: The number of brand communities a brand community member belongs to is signifcantly and positively related to social and physical promotion