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رویکردی نوین به پیوندهای احساسی برند : از نوستالژی تا عشق به برند | ||
مطالعات رفتار مصرفکننده | ||
مقاله 6، دوره 7، شماره 2، دی 1399، صفحه 89-104 اصل مقاله (913.15 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.34785/J018.2020.837 | ||
نویسندگان | ||
حسین حاجی بابایی1؛ تحفه قبادی* 2 | ||
1استادیار.گروه مدیریت بازرگانی، واحد همدان، دانشگاه آزاد اسلامی، همدان، ایران | ||
2استادیار.گروه مدیریت، دانشکده علوم انسانی، دانشگاه آزاد اسلامی، واحد گنبدکاووس، ایران | ||
چکیده | ||
در شرایط کنونی، مسائل و تنگناهای مختلف بیش از هر زمان دیگر ، فشارهای روانی متعددی را بر افراد تحمیل می کند و به دنبال آن،احساس ناامنی و نارضایتی بیشتری نیز در مشتری بوجود می آید.استفاده ازبرندهای نوستالژیک می تواند به احیای احساسات مثبت گذشته منجر شده و از طریق کاهش فشارهای روانی بوسیله استفاده از این محصولات ، زمینه را برای خلق روابط عمیق با محصول ایجاد می کند. از طرفی باید در نظرداشت که در هزاره سوم خلق پیوندهای احساسی بین برند و مشتری به اهرمی قدرتمند برای ایجاد ارتباطات بلند مدت با مشتری و ایجاد جریان مستمر درآمد، تبدیل شده است. هدف این پژوهش بررسی رابطه مفاهیم نوستالژی، اعتماد، ترجیح مشتری و عشق به برند می باشد. برای این منظور بر اساس مرور گسترده ادبیات، مدل پژوهش شکل گرفت و و در ادامه این مدل مورد آزمون قرار گرفت. جامعه پژوهش شامل مصرف کنندگانی بود که سابقه شناخت طولانی محصول را داشتند. روش نمونه گیری ،نمونه گیری در دسترس و ابزار مورد استفاده پرسشنامه بود.نتایج بدست آمده حاکی از آن بودکه نوستالژی فراخوانده شده، ترجیح مشتری و اعتماد به برند با شدت های مختلف بر یکدیگر و بر عشق برند تاثیر داشتند. این پژوهش با بررسی تاثیر نوستالژی بر عشق به برند، پیوندهای احساسی با برند را از جنبه متفاوت مورد بررسی قرارداد و چشم انداز جدیدی را در روابط احساسی بین مصرف کننده و برند گشوده است. | ||
کلیدواژهها | ||
عشق به برند؛ نوستالژی فراخوانده شده؛ ترجیح مشتری؛ اعتماد به برند | ||
مراجع | ||
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