پیوندهای مفید
اخبار و اعلانات
آمار
| تعداد نشریات | 25 |
| تعداد شماره‌ها | 962 |
| تعداد مقالات | 7,949 |
| تعداد مشاهده مقاله | 13,436,746 |
| تعداد دریافت فایل اصل مقاله | 9,553,942 |
بررسی تاثیر هویت برند خدماتی بر افتخار به برند با میانجی گری تعهد به برند و رفتار شهروندی برند ( بیمارستان های آریا و 22 بهمن شهر مشهد) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 3، دوره 4، شماره 1 - شماره پیاپی 9، خرداد 1396، صفحه 79-106 اصل مقاله (2.56 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2018.13499.1243 | ||
| نویسندگان | ||
| علی شیرازی* 1؛ فرشته صادقی2 | ||
| 1دانشیار گروه مدیریت، دانشگاه فردوسی مشهد، مشهد، ایران، | ||
| 22کارشناس ارشد مدیریت بازرگانی، دانشگاه فردوسی مشهد، مشهد، ایران، | ||
| چکیده | ||
| امروزه درک اینکه چگونه برندها می‌توانند از پیامدهای عملکرد منتفع شوند به حوزه‌ای موردعلاقه در مدیریت فزاینده برند تبدیل‌شده است. مساله اصلی در تحقیق حاضر، عدم هویت سازی کارکنان در جامعه تحقیق با برند سازمان است. در راستا حل این مساله هدف تحقیق، بررسی نقش و سازوکار تأثیرگذاری هویت برند خدماتی بر افتخار به برند از طریق متغیرهای میانجی تعهد به برند و رفتار شهروندی برند می‌باشد. این مطالعه ازنظر هدف کاربردی و ازنظر شیوه جمع‌آوری داده‌ها توصیفی- پیمایشی است. نمونه مطالعه حاضر را210 نفر از 460 نفر کارکنان بیمارستان‌های آریا و 22 بهمن در شهر مشهد تشکیل داد. جمع‌آوری داده‌ها از پرسشنامه مقیاس 5 امتیازی لیکرت استفاده شد. و پایایی و روایی آن به ترتیب با محاسبه ضریب آلفای کرونباخ، روایی محتوا و سازه به روش تحلیل عاملی تائیدی مورد تائید قرار گرفت. برای برازش مدل و آزمون فرضیه‌ها از نرم‌افزار Amos استفاده شد. یافته‌ها نشان می‌دهد که هویت برند خدماتی و رفتار شهروندی برند به‌طور مثبت و معنی‌داری بر افتخار به برند تأثیر دارند. همچنین هویت برند خدماتی بر تعهد به برند و تعهد به برند بر رفتار شهروندی برند تأثیر مثبت و معنی‌داری دارد. نقش میانجی‌گری تعهد به برند و رفتار شهروندی برند بر افتخار به برند نیز در این پژوهش مورد تائید قرار گرفته است. | ||
| کلیدواژه‌ها | ||
| هویت برند خدماتی؛ تعهد برند؛ رفتار شهروندی برند؛ افتخار به برند | ||
| عنوان مقاله [English] | ||
| Investigating the Effect of Service Brand Identity on Brand Pride with the Mediating Role of Brand Citizenship Behavior and Brand Commitment (Case Study: Aria and 22-Bahman Hospitals in Mashhad City) | ||
| نویسندگان [English] | ||
| ali shirazi1؛ fereshte sadeghi2 | ||
| 1. Associate Professor of Management in Ferdowsi University of Mashhad, | ||
| 2MSc, Faculty of Economics and administrative Sciences, Ferdowsi University of Mashhad, Mashhad, Iran. | ||
| چکیده [English] | ||
| Today, understanding how brands can benefit from consequences of performance has become an interesting discipline in brand management. The main issue in this study, is the lack of staff identification with the organization’s brand in the research population. So, the purpose of this study is to examine the role and impact mechanism of service brand identity, on brand pride by the mediating role of brand commitment and brand citizenship behavior. This study is a practical one, and the method of data collection is descriptive survey. 210 from 460 employees of Aria and 22 Bahman hospitals in Mashhad city formed the statistical sample of the research. Data was collected by a questionnaire in the scale of five-point Likert. The reliability and validity were tested by Cronbach’s alpha coefficient and content validity factor analysis methods. To analyze the data, structural equation modeling and Amos software were employed. The results have indicated that service brand identity and brand citizenship behavior have a positive and significant impact on brand pride. Furthermore, positive and significant impact of service brand identity on brand commitment and brand commitment on brand citizenship behavior were confirmed. Indirect impacts of service brand identity on brand pride through brand commitment and brand citizenship behavior mediating roles, in this study were also confirmed. | ||
| کلیدواژه‌ها [English] | ||
| Service ذrand identity, Brand commitment, Brand citizenship behavior, Brand pride | ||
| مراجع | ||
|
Aaker, J. L. (1997), "Dimensions of Brand Personality", Journal of Market Research, Journal of Marketing Research, 34(3), 347-356, DOI: 10.2139/ssrn.945432
Aghazade, H., Amini Kesbi, H., & Jafari, E. (2016). Investigating the Role of Brand Personality in Forming Brand Equity: Case of Hamrah-e- Avval Telecommunication Oprator, Management Research in Iran, 20(2), 1-20. (in Persian)Ahn, Y. J., Hyun, S. S., & Kim, I. (2015). City Residents’ Perception of MICE City Brand Orientation and Their Brand Citizenship Behavior: A Case Study of Busan, South Korea, Asia Pacific Journal of Tourism Research, Asia Pacific Journal of Tourism Research, 21(3),1-26.
Ambler, T., Bhattacharya, J. E., Keller, K. L., Lemon, K. N. & Mittal, V. (2002). "Relating Brand and Customer Perspectives on Marketing Management", Journal of Service Research, 5(1), 13-25.
Andrew, D., Leslie, C., Chernatony, D., Christodoulides, G. (2015). "B2B service brand identity and brand performance: an empirical investigation in the UK’s B2B IT services sector", European Journal of Marketing, 49 (7/8), 1139-1162
Arendt, S., Brettel, M. (2010). Understanding the influence of corporate social responsibility on corporate identity, image, and firm performance. Journal of Management Decision, 48 (10), 1469-1492.
Balmer, J.M. (2012). Strategic corporate brand alignment: perspective from identity based views of corporate brands, European Journal of Marketing, 46 (7/8), 1064-1092.
Balmer, J.M., Greyser, S.A. (2002). Managing the multiple identities of the corporation, Journal of California management review, 44 (3), 72-86.
Bashokooh, M., & Shekastehband, M. (2015). Analysis of factors affecting the development of brand identity services (Case Study: Iran's Ardabil province insurance agents), Journal of Business Management, 7(1), 1-21. (in Persian).
Baumgarth, C. & Schmidt, M. (2010), "How strong is the business-to-business brand in the workforce? An empirically-tested model of 'internal brand equity' in a business-tobusiness setting", Industrial Marketing Management, 39(8), 1250-1260.
Baumgarth, C. (2010). “Living the Brand”: Brand orientation in the business-to business sector, European Journal of Marketing, 44(5), 663–671.
Bendixen, M., Bukasa, K. A. & Abratt, R. (2004), "Brand Equity in the Business-to-Business Market", Industrial Marketing Management, 33(5), 371-380.
Berry, L. L. & Seltman, K. D. (2007), "Building a Strong Services Brand: Lessons from Mayo Clinic.", business and economic horizons journal, 50(3), 199-209.
Blomback, A. & Axelsson, B. (2007), "The Role of Corporate Brand Image in the Selection of New Subcontractors", Journal of Business and Industrial Marketing, 22(6), 418-430
Blomback, A., Ramírez-Pasillas, M. (2012). Exploring the logics of corporate brand identity formation, European Journal of Marketing, 17 (1), 7-28.
Bozorgzadeh, M. E. (2007). Investigating the job satisfaction and Organizational Commitment of corps’ managements and learning centers. Tehran: joint chiefs of Islamic Revolutionary Guard corps, corps publications. (in Persian)
Buil, I., Catalan, S., & Martinez, E. (2015). The importance of corporate brand identity in business management: An application to the UK banking sector, BRQ Business Research Quarterly, 19(1), 3-12. http: //dx.doi.org/10.1016/j.brq.2014.11.001.
Burman, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis, Journal of Brand Management,16(4), 264 – 284.
Burmann, C., Konig, V. (2011). Does Internal Brand Management really drive Brand Commitment in Shared-Service Call Centers ?, Journal of Brand Management, 18(6), 374 – 393.
Burmann, C., Zeplin, S., Riley, N. (2008). Key determinants of internal brand management success: an exploratory empirical analysis, Journal of brand management, 16 (4), 264-284.
Coco, C. T., Jamison, F. & Black, H. (2011). "Connecting People Investments and Business Outcomes at Lowe's: Using Value Linkage Analytics to Link Employee Engagement to Business Performance", People & Strategy, 34(2), 28-33.
Coleman, D. A. (2009). Service brand identity: definition, measurement, dimensionality and influence on brand performance, University of Birmingham, Marketing Department.
Davari; A., & Rezazadeh, A. (2017). Structural Equation Modeling with PLS Software, Publishing Co. Jihad University. (in Persian)
Erkmen, e., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust”, Journal of Air Transport Management, 42, 47-54. https://doi.org/10.1016/ j.jairtraman.2014.08.001.
Fu., H., Ye, B. H., & L, R. (2014). You do well and I do well? The behavioral consequences of corporate social responsibility, International Journal of Hospitality Management, 40, 62–70. https://doi.org/10.1016/ j.ijhm.2014.03.004
Harandi, A. (2015). The Effects of 0rganizational Citizenship Behavior on Customers' Brand Image, Journal of Brand Management, 2(4), 125-146. (in Persian).Helm, S. V., Renk, U., & Mishra, A. (2016). Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors", European Journal of Marketing, 50(1/2), http://dx.doi.org/10.1108/EJM-03-2014-0162.
Hooman, H. A. (2014). Structural equation modeling using LISREL software (with modification), the study ICTS Social Sciences, Tehran. (in Persian)
Jones, D. C., Kalmi, P. & Kauhanen, A. (2010), "How Does Employee Involvement Stack Up? The Effects of Human Resource Management Policies on Performance in a Retail Firm", Industrial Relations, 49(1), 1-21. DOI: 10.1111/j.1468-232X.2009.00584.x
Karimi Alavijeh, M. R., Es-haghi, M. S., & Ahmadi, M. M. (2016). Factors Affecting Employees’ Brand Citizenship Behaviors, Management Studies in Development and Evolution, 25(80), 119-142. (in Persian)Katzenbach, J. (2003). Pride: A strategic asset. Strategy & Leadership, 31(5), 34–38.
King, C., Grace, D. (2010). Examining the antecedents of positive employee brand-related attitudes and behaviours, European Journal of Marketing, 46(3/4), 469-488.
Low, G. S. (2000), "Correlates of Integrated Marketing Communications", Journal of Advertising Research, 40, 27-39.
Lynch, J. & de Chernatony, L. (2004), "The Power of Emotion: Brand Communication in Business-to-Business Markets", The Journal of Brand Management, 11(5), 403-411.
Maleki Minbash Razgah, M., Dehghani Soltani, M., Farsi Zadeh, H., & Baghani, A. (2016). Investigation of the Impact of service brand dimensions on brand loyalty in Banking Industry, Journal of new Marketing Research, 5(4), 119-138. (in Persian)Malhotra, N., Mukherjee, A. (2004). The relative influence of organizational commitment and job satisfaction on service quality of customer-contact employees in banking call centers, Journal of Service marketing, 18 (3), 162-174.
Melewar, T.C. (2003). Determinants of the corporate identity construct: a review of the literature, Journal of market communication, 9 (4), 195-220.
Mindrut, S., Manolica, A. & Roman, C. (2015). Building brands identity , 7th International Conference on Globalization and Higher Education in Economics and Business Administration.
Mobaraki, M., salarzehi, H., & Moradzadeh, A . (2017). The intercessor role of organizational identity in the relation between internal branding and tendency to leave duty, Journal of Brand Management, 3(5), 97-118. (in Persian)Osanlou, B., & khoddami, S. (2015). The Impact of Customers’ Emotional Attachment on Brand Equity with an Emphasis on the Mediating Role of Brand Relationship Quality and Brand Citizenship Behavior in Industrial Market, Journal of Brand Management, 2(4), 97-124. (in Persian)Pishgaman Sanat, Engineering Quarterly, 17 (37, 38, 39 and 40), Spring, Summer, Fall and Winter 2014. (in Persian)
Porricelli, M. S., Yurova, Y., Abratt, R., & Bendixen, M. (2014). Antecedents of brand citizenship behavior in retailing, Journal of Retailing and Consumer Services, 21(5), 745–752.
Punjaisri, K., Wilson, A. (2011). Internal branding process: key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521-1537.
Rajagopal, D. (2008). Measuring brand performance through metrics application. Measuring Business Excellence, 12(1), 29 – 38.
Reid, M. (2003), "IMC-Performance Relationship: Further Insight and Evidence from the Australian Marketplace", International Journal of Advertising, 22, 227-248. http://dx.doi.org/ 10.1080/02650487.2003. 11072850
Reid, M., Johnson, T., Ratcliffe, M., Skrip, K. & Wilson, J. (2001), "Linking Integrated Marketing Communications to Performance: Comparing the Performance of High Vs. Low Integration Brands in the Australian and New Zealand Wine Industry", International Journal of Advertising, 20 (2), 239-262.
Revans, C. (2014). Internal Brand Management in an International Context (Vol. 47). Springer Science & Business Media.
Roepki R. (2000), "Aligning the IT and human resource with business vision: the leadership initiative at 3m", MIS Quarterly, 24, 32-54.
Rosta, A., akbarzadeh, M., & zangian, S. (2015). customer relationship quality, customer trust, customer satisfaction, relationship commitment, brand equity, hospital brand image, Journal of Brand Management, 2(4),13-44. (in Persian)Sadeghian Gharaghie, S., Shokri, S., Shakeri, Z., & Pourmojarab, G. (2016). Investigating the Impact of HRMP on Job Satisfaction (A Case in University of Tehran), Journal of Public Administration, 8(1), 167-180. (in Persian)Simoes, C., Dibb, S., Fisk, R.P. (2005). Managing corporate identity: an internal perspective, journal of academic marketing science, 33 (2), 153-168.
Stavrou, E. T., Brewster, C. & Charalambous, C. (2010), "Human resource management and firm performance in Europe through the lens of business systems: best fit, best practice or both?” International Journal of Human Resource Management, 21, 933-962, http://dx.doi.org/10.1080/09585191003783371.
Tojari, F., Nik Bakhsh, R., & Soleymani, A. (2014), Study the causal relationship between brand personality to Brand trust and brand affect in consumer sport. International Research Journal of Applied and Basic Sciences, 8(8), 1042-1045.
Verbeke, W., Belschak, F., & Bagozzi, R. (2004). The adaptive consequences of pride in personal selling. Journal of the Academy of Marketing Science, 32(4), 386–402. | ||
|
آمار تعداد مشاهده مقاله: 920 تعداد دریافت فایل اصل مقاله: 997 |
||