Affecting Factors of Consumers’ Intent to Buy in the Food Industry by Emphasizing Brand Experience (Case Study: Mashhad TABAROK Company)
- سال انتشار: 1394
- محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 8، شماره: 2
- کد COI اختصاصی: JR_JIJMS-8-2_005
- زبان مقاله: انگلیسی
- تعداد مشاهده: 84
نویسندگان
Faculty of Management, University of Ilam, Iran
Faculty of Management, University of Ilam, Iran
Faculty of Management, University of Ilam, Iran
Faculty of Management, University of Ilam, Iran
چکیده
The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on ۴۰۰ customers of the Mashhad Tabarok Company was collected by a questionnaire. The collected data were analysed by SPSS and LISREL software packages. In the meantime, LISREL was used to do CFA and research model testing while SPSS was utilized to study the reliability and EFA. The findings indicate that all four marketing mix components have positive and significant impacts on brand experience, which has a positive and significant impact on brand attitude, brand credibility, and customer-based brand equity. Brand credibility has a positive and significant impact on brand attitude and customer-based brand equity, and customer-based brand equity and brand attitude have positive impacts on purchase intentions.کلیدواژه ها
Marketing Mix, brand experience, Customer-based brand equity, brand attitude, Brand credibilityاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.