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

محمودی میمند, محمد; خسروآبادی, ملیحه

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

نوع مقاله : مروری

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

اعتبار سلبریتی / اعتماد برند / ارزش ویژه برند / پاندورا

عنوان مقاله [English]

The Effect of Celebrity endorser Credebility on Brand Equity, by Consider of Mediator Role Brand Trust

نویسندگان [English]

mohamad mahmoudi ¹
maliheh khosroabadi ²

چکیده [English]

Endorser and supporter celebrities can establish secondary links with customers, build brand equity, endorse the uniqueness and celebrities can affect perceived quality product. Celebrity supporting the brand increase brand value by the customer, building brand equity. Recent studies have shown that major celebrities, as well as promote the brand trust aswell. Also the brand celebrity influence brand equity by brand confidence and Accreditation. This study aimed to investigate the influence of celebrities on the development of brand equity with the role played trusted brand in the industry and Pandora brand apparel brand and consumers have been considered as a case study.This study is descriptive. The population of this research are clients of leather garments up Pandora in Tehran. Data are collected by questionnaire. For data analysis and hypothesis testing, model and questionnaire as well as structural equation modeling (SEM), confirmatory factor analysis (CFA) was used. Results showed that credibility of brand celebrity by elements of expertise, attractiveness and trustworthiness has a significant impact on brand trust and brand equity. The impact on brand equity and brand trust was significant. Finally, the effect of credibility of brand celebrity on the dimensions of brand equity including brand awareness, perceived quality, brand association and brand loyalty was significant.

کلیدواژه‌ها [English]

Credibility of Brand Celebrity / Brand Trust / Brand Equity / Pandora

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