تأثیر تقلید برند بر اجتناب از برند تقلیدی: نقش تعدیل گر اخلاق گرایی مصرفکننده | ||
| کاوش‌های مدیریت بازرگانی | ||
| مقاله 1، دوره 11، شماره 21، شهریور 1398، صفحه 1-23 اصل مقاله (882.02 K) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22034/jbar.2019.1547 | ||
| نویسندگان | ||
| محسن اکبری* 1؛ مصطفی ابراهیم پور ازبری2؛ عباس درجانی3 | ||
| 1دانشیار گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان | ||
| 2استادیار گروه مدیریت، دانشکده ادبیات و علوم انسانی، دانشگاه گیلان | ||
| 3کارشناسی ارشد مدیریت بازرگانی دانشگاه گیلان | ||
| چکیده | ||
| با توجه به اهمیت برند در تصمیمگیری مشتریان، رهبران بازار سرمایهگذاری کلانی بر روی برند خود کردهاند و دراین بین، شرکتهای دنبالهرو از برند رهبران بازار تقلید میکنند. مشتریان نیز با تفاوتهای اخلاقی خود واکنشهای متفاوتی نسبت به این تقلید از خود نشان میدهند. هدف از این پژوهش بررسی نقش برندهای تقلیدی در اجتناب از برند تقلیدی با تعدیلگری اخلاق‌گرایی مصرفکننده است که برای بررسی این اثر نظرات 384 نفر از مشتریان سوپرمارکتهای بزرگ از طریق توزیع پرسشنامه جمعآوری شده و داده های به دست آمده با استفاده از تکنیک معادلات ساختاری و نرمافزار Smart PLS مورد تجزیه و تحلیل قرار گرفت. نتایج به دست آمده نشان میدهد وقتی یک شرکت خصوصیات ظاهری و یا زمینه یک برند را تقلید میکند باعث اجتناب مصرفکننده از آن برند میشود. در این میان اخلاق مصرفکننده تأثیر تقلید خصوصیات ظاهری یک برند بر اجتناب از آن برند را تعدیل میکند اما بر رابطه بین برند تقلیدی مبتنی بر زمینه و اجتناب از برند اثر تعدیلگری ندارد. | ||
| کلیدواژه‌ها | ||
| اجتناب از برند؛ اخلاق‌گرایی؛ اخلاق‌گرایی مصرفکننده؛ برند تقلیدی؛ تقلید | ||
| عنوان مقاله [English] | ||
| The Impact of Copycat Brand on Copycat Avoidance: the Moderating Role of Consumer Ethics | ||
| نویسندگان [English] | ||
| Mohsen Akbari1؛ Mostafa Ebrahimpour Azbari2؛ Abbas Darjani3 | ||
| 1Associte Professor, Department of Management, Faculty of Humanities, University of Guilan | ||
| 2Assistant Professor, Department of Management, Faculty of Humanities, University of Guilan | ||
| 3MSc, Department of Management, Faculty of Humanities, University of Guilan | ||
| چکیده [English] | ||
| Because of the importance of brand in consumers' decision-making, market leaders have invested heavily in their brands. In the meantime, follower companies try to imitate the brands of market leaders. Consumers, with their ethical differences, also show different reactions to this imitation. The purpose of this study is to investigate the role of the type of copycat (imitation) on the consumers' copycat avoidance with the moderating role of consumer ethics. In order to investigate this effect, the consumers of hypermarkets were surveyed through distributing a questionnaire. The collected data were analyzed by using the structural equation model (SEM) and the PLS software.The results show that, when a company imitates the apparent features or themes of a brand (theme copycat), it leads to copycat avoidance by consumers. Also, customer's ethics moderates the effect of appearance imitation on the copycat avoidance, but it does not have a moderating effect on the relationship between theme imitation and copycat avoidance by consumers. | ||
| کلیدواژه‌ها [English] | ||
| Brand avoidance, Copycat, Copycat brand, Customer ethics | ||
| مراجع | ||
|
1- Aaker, D. (1996). "Building Strong Brands": Free Press.
2- Abougomaah, Nh., Schlater, Jl., Gaidis W. Journal Of Consumer Marketing, (1987)."Elimination And Choice Phases In evoked Set Formation". 4(4), 67–73.
3- Amini, G., Bagheri, Gh., Haghighi, M.& Dastmard, M. (2010). Ranking the Brand person of Iranian and imported cosmetics products using the Jennifer Acre model. Master's Thesis.
4- Ahluwalia, R. Journal of Consumer Research, (2002). "Reinquiries: How Prevalent Is Negativity Effect In Consumer environments?". 29, 270–279.
5- Asadollah, H., Hamidi-zadeh, M., Dorii B. & Alavicheh K., R. New Economics and Business Journal, (2009). Developing a Communication Model of Customer-Oriented Brand Value with Brand Performance in the Market: Case Study of Dairy Brands in Tehran Market. 15-16, 52-76.
6- Chin, W. Mis Quarterly, (1998). "Issues And Opinion On Structural Equation Modeling". 22(1), 7-16.
7- Cronbach, L. Psychometrical, (1951)." Coefficient Alpha And The Internal Structure Of Tests". 16, 297-334.
8- Collins-Dodd, C., Zaichkowsky, J. Journal Of Product & Brand Management, (1999). "National Brand Responses To Brand Imitation: Retailers Versus Other Manufacturers". 8, 96-105.
9- Dadgar, Y. Economic Research, (1385). Business Ethics in Economic and Islamic Economics, 85 (38): 87-120.
10- De Chernatony, L., Dall’olmo Riley, F. Journal of Marketing Management, (1998). "Defining A ‘‘Brand Beyond The literature With Experts’ Interpretations". 14, 417–443.
11- Doostar, M., Akbari, M. (1392). Writing Scientific Research (Research Design, Theses, Articles and Defense Sessions): Dehsra Publications.
12- Dowd, K., Burke, K. J. Appetite, (2013). "The Influence Of Ethical Values And Food Choice Motivations On Intentions To Purchase Sustainably Sourced Foods". 69, 137-144.
13- Finch, A.C. The University Of Chicago Law Review, (1996). "When Imitation Is The Sincerest Form Of Flattery: Private Label Products & The Role Of Intention In Determining Trade Dress Infringement", . 63(3), 1243-76.
14- Fornell, C., Larcker, D. Journal of Marketing Research, (1981)."Evaluating Structural Equation Models with Unobservable Variables and Measurement Error".18, 39-50.
15- Gourville, J. T., Soman, D. Marketing Science, (2005). "Over Choice & Assortment Type: When & Why Variety Backfires". 24(3), 382–395
16- Harris, J. L., Hyary, M., & Schwartz, M. B. Childhood Obesity, (2016). "Effects of offering look-alike products as smart snacks in schools". 12(6), 432-439.
17- Henseles, J., Ringle, C., & Sinkovics, R. Advances in International Marketing (2009). "The Use of Partial Least Squares Path Modeling In International Marketing. New Challenges to International Marketing". 20, 277-320.
18- Holden, S.J.S. Advances in Consumer Research, (1993). Understanding Brand Awareness: Let Me Give You A C(L)Ue!. 20, 383–388.
19- Hoyer, W.D., Brown, S.P. Journal of Consumer Research, (1990). "Effects Of Brand Awareness On Choice For A Common, Repeat-Purchase Product". 17(2), 141–149.
20- Hupman, R., Zaichkowsky, J. (1995). "Brand Imitation And The Consumer: An Ethical Perspective". In European Advances in Consumer Research.
21- Kapferer, J.-N. (1995). "Stealing Brand Equity: Measuring Perceptual Confusion between National Brands & Copycat' Own-Label Products": Marketing & Research May.
22- Keller, K.L. Journal of Marketing, (1993). "Conceptualising, Measuring And Managing Customer-Based Brand Equity". 57, 1–22.
23- Keller, K.L. (1998). "Strategic Brand Management": Prentice-Hall, New Jersey.
24- Lee, M.S.W., Conroy, D., Motion, J. Advances in Consumer Research, (2009). "Brand Avoidance: A Negative Promises perspective". 36, 421–429.
25- Lee, M.S.W., Conroy, D., Motion, J. Australasian Marketing Journal, (2012). "Brand Avoidance, Genetic Modification, And Brandlessness". 20, 297–302
26- Lindenmeier, J., Schleer, C., Pricl, D. Journal of Business Research, (2011). "Consumer Outrage: Emotional Reactions To Unethical Corporate Behavior". 65, 1364-1373.
27- Macdonald, E.K., Sharp, B.M. Journal of Business Research, (2000). "Brand Awareness Effects On Consumer Decision making For Common, Repeat Purchase Product: A Replication". 48(5), 5–15.
28- Mann, G. Appetite, (2017). "Copycat Snacks:Can Students Differentiate Between School And Store Snacks". 121, 63–68.
29- Markman, A.B., Loewenstein, J. Journal of Consumer Psychology, (2010). "Structural Comparison & Consumer Choice". 20(2), 126–137.
30- Martin, L. L. Journal of Personality & Social Psychology, (1986). "Set/Reset: Use & Disuse Of Concepts In Impression Formation". 51(3), 493–504.
31- Matzler, K., Strobl, A., Stokburger-Sauer, N. & Bobovincky, A, (2016) Florian Bauer Brand Personality And Culture:The Role Of Cultural Differences On The Impact Of Brand Personality Perceptions On Tourist, Visit Intentions,Tourism Management , 52 , 507-520.
32- Miceli, G.N., Pieters, R. Journal of Business Research, (2010). "Looking More Or Less Alike: Determinants Of Perceived Visual Similarity Between Copycat & Leading Brands". 63(11), 1121–1128.
33- Mitchell, V.W., Kearney, I. The Journal of Product & Brand Management, (2002). "A Critique Of Legal Measures Of Brand Confusion". 11(6/7), 357–379.
34- Narayana Cl, Markin Rj. Journal of Marketing, (1975). "Consumer Behavior And Product Performance: An Alternative Conceptualization". 39, 1–6.
35- Nino M.G., Pieters, R. Journal Of Business Research, (2010). "Looking More Or Less Alike: Determinants Of Perceived Visual Similarity Between Copycat & Leading Brands." 63, 1121-1128. 36- Planet Retail. (2015). "Private Label Trends Worldwide. E-Intelligence on Global Retailing Retrieved": From www.planetretail.net
37- Romani, S., Grappi, S., Dalli, D. International Journal of Research In Marketing, (2012). "Emotions That Drive Consumers Away From Brands: Measuring Negative Emotions Toward Brands And Their Behavioral Effects". 29(1), 55-67.
38- Sarmad, Z., Bazargan, A. & Hejazi, A. (1391). Research Methods in Behavioral Sciences: Agah Publication.
39- Sarukhani, B. (1381). Research Methods in Social Sciences: Institute of Humanities and Cultural Studies.
40- Singh, J.J., Iglesias, O. Batista-Foguet, Joan M. Journal of Business Ethics, (2012). "Does Having An Ethical Brand Matter? The Influence Of Consumer Perceived Ethicality On Trust, Affect & Loyalty." 111, 541-549.
41- Sobhani, M. Tadbir Magazine, (2006). Brand Loyalty, 173: 82-83.
42- Solomon, M. R (1999). "Consumer Behavior (4th Ed.)". New Jersey: Prentice Hall.
43- Steenhaut, S., Kenhove, p. Journal of Business Ethics, (2006). "An Empirical Investigation Of The Relationships Among A Consumer’s Personal Values, Ethical Ideology & Ethical Beliefs." 64, 137-155.
44- Stokburger-Sauer, N.E., Ratneshwar, S., & Sen, S. (2012) "Driver Of Consumer Brand Identification" International Journal Of Research In Marketing, 29(4), 406-418.
45- Thompson, C.J., Rindfleisch, A., Arsel, Z. Journal of Marketing, (2006). "Emotional Branding And The strategic Value Of The Doppelganger Brand Image". 50 (1), 64.
46- Van H.F., Pieters, R. International Journal Of Research In Marketing , (2012). Consumer Evaluation Of Copycat Brands: The Effect Of Imitation Type." 29, 246-255. 47- Van H.F., Pieters, R Journal of Marketing Research, (2012). "When High Similarity Copycats Lose & Moderate similarity Copycats Gain: The Impact Of Comparative Evaluation". 49(1), 83–90.
48- Wetzels, M., Odekerken-Schroder, G., & Van Oppen, C. MIS Quarterly, (2009). "using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration". 33(1), 177.
49- Wilke R, Zaichkowsky Jl. Business Horizons, (1999). "Brand Imitation & Its Effects On Innovation, Competition, & Brand Equity." 42(6). 9-18. | ||
|
آمار تعداد مشاهده مقاله: 1,354 تعداد دریافت فایل اصل مقاله: 1,673 |
||