مطالعه رابطه اعتبار شخصیت های مشهور (سلبریتی) باارزش ویژه برند با نقش میانجی گرانه اعتماد برند

نوع مقاله: علمی- ترویجی

نویسندگان

1 دانشیار گروه مدیریت بازرگانی و MBA، دانشگاه پیام نور، صندوق پستی 3697-19395، تهران، ایران

2 کارشناس ارشد مدیریت اجرائی دانشگاه پیام نور، تهران، ایران

چکیده

سلبریتی‌های حامی برند می‌توانند از طریق ایجاد پیوندهای ثانوی برند با مشتریان، ارزش ویژه برند را بسازند. سلبریتی‌ها اعتماد به برند را نیز ارتقاء می‌دهند. همچنین سلبریتی‌های حامی برند به واسطه اعتمادبخشی و اعتباربخشی به برند بر ارزش ویژه برند اثر می‌گذارند. مطالعه حاضر با هدف بررسی رابطه سلبریتی‌ها با توسعه ارزش ویژه برند با توجه به نقش میانجی‌گرانه اعتماد به برند در صنعت پوشاک انجام شده است. پژوهش حاضر از نوع توصیفی می‌باشد. جامعه‌ی آماری این پژوهش را کلیه مشتریان برند چرم پاندورا در شهر تهران تشکیل می‌دهند. ابزار جمع‌آوری داده‌ها پرسشنامه است. جهت تجزیه و تحلیل داده‌ها نیز از مدل‌سازی معادلات ساختاری (SEM)، تحلیل عاملی تأییدی (CFA) استفاده شد. یافته‌ها نشان داد اعتبار سلبریتی حامی برند با ابعاد تخصص، جذابیت و قابل اعتماد بودن رابطه معنی‌داری با اعتماد برند و ارزش ویژه برند دارد. رابطه اعتماد برند با ارزش ویژه برند نیز معنی‌دار بود. در نهایت رابطه اعتبار سلبریتی حامی برند با ابعاد ارزش ویژه برند شامل آگاهی برند، کیفیت درک‌شده، تداعی برند و وفاداری به برند نیز معنی‌دار بود.

کلیدواژه‌ها


خداداد حسینی سید حمید، رضوانی، مهران. مدیریت جامع برند، تهران، انتشارات دفتر پژوهش‌های فرهنگی، 1391.

عبدالوند، محمد؛ حسین‌زاده امام، علی. ارزیابی و اولویت بندی مولفه  های موثر در پذیرش شخصیت‌های مشهور در برنامه های تبلیغاتی از دیدگاه مصرف کننده، مجله مدیریت بازاریابی، شماره 23، 40-19، 1393.

Aaker, D.A., Managing Brand Equity, the Free Press, New York, NY, 1991.

Aaker, D.A., Building Strong Brands, the Free Press, New York, NY, pp. 35, 71, 1996.

Agustin Clara & Singh Jagdip, “Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges”, Journal of Marketing Research, XIII, 2005.

Atkin, C. and Block, M., “Effectiveness of celebrity endorsers”, Journal of Advertising Research, Vol. 23 No. 1, pp. 57-61, 1983.

Aurier, P., N’Goala, G.,. The differing and mediating roles of trust and relationship commitment in service relationship maintenance and development. Journal of the Academy of Marketing Science 38, 303–325, 2010.

Biswas, D., Biswas, A., Das, N., The differential effects of celebrity and expert endorsements on consumer risk perceptions. Journal of Advertising 35, 17–31, 2006.

Bush, A.J., Martin, C.A., Bush, V.D. Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research 44, 108–118, (2004).

Chang, P.L. and Chieng, M., “Building consumer-brand relationship: a cross-cultural experiential view”, Psychology and Marketing, Vol. 23 No. 11, pp. 927-59, 2006.

Chiou, Jyh-Shen and Shen Chi-Chung, “The Effects of Satisfaction, Opportunism, and Asset Specificity On Consumers’ Loyalty Intention Toward Internet Portal Sites”, International Journal Service Industry Management, 17, 1, p.7-22, 2006.

Chaudhuri, A. & Holbrook B. M., The Chain of Effects From Brand Trust and Brand Affects to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65, PP. 81-93, 2001.

Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N., Brand equity, brand preference, and Computational Statistics & Data Analysis, Vol. 44, pp. 159-225, 1995.

Collins, A.M. and Loftus, E.F., “A spreading-activation theory of semantic processing”, Psychology Review, Vol. 82 No. 6, pp. 407-28, 1975.

Dean, D.H., “Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes”, Journal of Advertising, Vol. 28 No. 3, pp. 1-12, 1999.

Dwivedi, A. & Johnson, L. W., Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context, Australasian Marketing Journal 21, 36–42, 2013.

Elliott, R. & Yannopoulou, N., The nature of trust in brands: a psychosocial model, European Journal of Marketing Vol. 41 No. 9/10, pp. 988-998, 2007.

Erdem, T. and Swait, J., “Brand equity as a signalling phenomenon”, Journal of Consumer Psychology, Vol. 7 No. 2, pp. 131-57, 1998.

Erdem, T., Swait, J. and Louviere, J., “The impact of brand credibility on consumer price sensitivity”, International Journal of Research in Marketing, Vol. 19 No. 1, pp. 1-19, 2002.

Erdem, T. and Swait, J., “Brand credibility, brand consideration and choice”, Journal of Consumer Research, Vol. 31 No. 1, pp. 191-9, 2004.

Erdem, T., Swait, J. and Valenzuela, A., “Brands as signals: a cross-country validation study”, Journal of Marketing, Vol. 70 No. 1, pp. 34-49, 2006.

Farquhar, P.H., “Managing brand equity”, Market Research, Vol. 1 No. 3, pp. 24-33, 1989.

Feizi, K., Ronaghi, M. H., A model for E-Banking trust in Iran’s banking industry, International Journal of Industrial Engineering & Production Research, 21(1), 23-33, 2010.

Fiske, S.T. and Taylor, S.E., Social Cognition, 2nd ed., McGraw Hill, New York, NY, 1991.

Goldsmith, R.E., Lafferty, B.A. and Newell, S.J., “The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands”, Journal of Advertising, Vol. 29 No. 3, pp. 43-54, 2000.

Gurviez, P. and Korchia, M., “Proposition d’une e´chelle de mesure multidimensionnelle de la confiance dans la marque”, Recherche et Applications en Marketing, Vol. 17 No. 3, pp. 41-59, 2002.

He, H. Li, Y. & Harris, L., Social identity perspective on brand loyalty. Journal of Business Research, doi:10.1016/j.jbusres.03.007, 2011.

Jalilvand mohammad Reza, Samiei Neda. The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An empirical study in the automobile industry in Iran, Journal of Marketing Intelligence & Planning 30 Iss: 4 pp. 5 – 5, 2012

Keller, K.L., “Conceptualizing, measuring, and managing customer-based equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22, 1993.

Keller, KL., Strategic brand management, building, measuring and managing brand equity. Upper Saddle River, NJ: Prentice Hall, 2008.

Keller, K. L., “Understanding Brands, Branding and Brand Equity”, Interactive Marketing, 5 (1), 7-20, 2003.

Keller, K.L., “Choosing the right brand elements and leveraging secondary associations will help marketers build brand equity”, Marketing Management, Vol. 14 No. 5, pp. 19-23, 2005.

Keller, K.L. and Lehmann, D.R., “Brands and branding: research findings and future priorities”, Marketing Science, Vol. 25 No. 6, pp. 740-59, 2006.

Kim, J-H. & Hyun, Y.J., A model to investigate the influence of marketing-mix efforts and corporate image on brand equity in the IT software sector. Industrial Marketing Management, 40, 424–438, 2011.

Kim, J.W., Chonnam, J.C., Qualls, W., Han, K., It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management 24, 409–431, 2008.

Lafferty, B. A., “The Relevance of Fit in a Cause-Brand Alliance When Consumers Evaluate Corporate Credibility”. Journal of Business Research. vol, 60. pp. 447-453, 2007.

Lee, J. S. & Back, K. J., Attendee-based brand equity, Tourism Management, 29, PP. 331–344, 2008.

Li, Z.G., Dant, R.P., An exploratory study of exclusive dealing in channel relationships. Journal of the Academy of Marketing Science 25, 201–213, 1997.

MarketWatch, “A-list celebrity endorsements are failing to dazzle consumers”, MarketWatch: Global Round-Up, Vol. 5 No. 9, pp. 29-30, 2006.

McSweeney, F.K. and Bierley, C., “Recent developments in classical conditioning”, Journal of Consumer Research, Vol. 11 No. 2, pp. 619-31, 1984.

Pappu, R., Quester, P. and Cooksey, R.W., “Consumer-based brand equity and country-of-origin relationships: some empirical evidence”, European Journal of Marketing, Vol. 40 Nos 5-6, pp. 696-717, 2006.

Radha, G. & Jija, P., Influence of celebrity endorsement on the consumers purchase decision, International Journal of Scientific and Research Publications, Volume 3, Issue 11, pp. 1-28, 2013.

Rossiter, J.R., Smidts, A., Print advertising: celebrity presenters. Journal of Business Research 65, 874–879, 2012.

Sahin, A., Zehir, C. & Kitapaci, H., The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; an Empirical Research On Global Brands, Procedia Social and Behavioral Sciences 24, 1288–1301, 2011.

Sabunwala, Z., Impact of celebrity brand endorsements on brand image and product purchases -a study for pune region of India, International Journal of Research in Business Management, Vol. 1, Issue 6, pp. 37-42, 2013.

Seno, D. and Lukas, B.A., “The equity effect of product endorsement by celebrities: a conceptual framework from a co-branding perspective”, European Journal of Marketing, Vol. 41 Nos 1/2, pp. 121-34, 2007.

Silvera, D.H., Austad, B., Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing 38, 1509–1526, 2004.

Sivesan, S., Impact of celebrity endorsement on brand equity in cosmetic product, International Journal of Advanced Research in Management and Social Sciences, Vol. 2, No. 4, pp. 17-28, 2013.

Sola, O. A. The Impact of Celebrity Endorsement on Strategic Brand Management, International Journal of Business and Social Science, Vol. 3 No. 6, pp. 141-145, 2012.

Spry, A., Pappu, R., Cornwell, T.B., Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing 45, 882–909, 2011.

Tong, X. & Hawley, J. M., Measuring customer-based brand equity: empirical evidence from the sportswear market in China, Journal of Product & Brand Management, 18(4), 262-271, 2009.

Tantiseneepong, N., Gorton, M., White, J., Evaluating responses to celebrity endorsements using projective techniques. Qualitative Market Research: An International Journal 15, 57–69, 2012.

Till, B.D., Stanley, S.M. and Priluck, R., “Classical conditioning and celebrity endorsers: an examination of belongingness and resistance to extinction”, Psychology and Marketing, Vol. 25 No. 2, pp. 173-6, 2008.

Till, B.D. and Shimp, T.A., “Endorsers in advertising: the case of negative information”, Journal of Advertising, Vol. 27 No. 1, pp. 67-82, 1998.

Till, B.D., Stanley, S.M. and Priluck, R., “Classical conditioning and celebrity endorsers: an examination of belongingness and resistance to extinction”, Psychology and Marketing, Vol. 25 No. 2, pp. 173-6, 2008.

Walsh, G., Mitchell, V, Jackson, P & Beatty, S., Examining the antecedents & consequences of corporate reputation: a customer perspective. Br J Manage; 20(2):187–203, 2009.

Yoon, D., Choi, S.M., Sohn, D., Building customer relationships in an electronic age: the role of interactivity of e-commerce web sites. Psychology and Marketing 25, 602–618, 2008.

Yoo, B., Donthu, N. and Lee, S., “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211, 2000.

Yousafzai, S. Y., Pallister, J. G., Foxall, G. R., A proposed model of e-trust for electronic banking, Technovation, 23, 847-860, 2003.

Yousafzai, S. Y., Pallister, J. G., Foxall, G. R., Strategies for building and communicating trust in electronic banking: A field experiment, Psychology & Marketing, 22(2), 181-201, 2010.

Zeithaml, V. A., “Consumer perceptions of price, quality, and value: a meansend model and synthesis of evidence”, Journal of Marketing, 52 (3). 2-22, 1998.

Zipporah, M. M. & Mberia, H. K., The Effects OF Celebrity Endorsement in Advertisements, International Journal of Academic Research in Economics and Management Sciences, Vol. 3, No. 5, pp. 178-188, 2014.