نوع مقاله : مقاله پژوهشی

نویسندگان

استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران

چکیده

عجین‌شدن با برند، امروزه به‌عنوان یکی از مهم‌ترین استراتژی‌های بازاریابی شناخته می‌شود. عجین‌شدن با برند باعث ایجاد مزیت رقابتی پایدار برای شرکت‌ها می‌شود و عملکرد آن‌ها را افزایش می‌دهد؛ بنابراین، شرکت‌ها به دنبال شناسایی استراتژی‌های مناسبی برای افزایش عجین‌شدن مشتریان با برندهای خود هستند. هدف از انجام این پژوهش، بررسی جایگاه مسئولیت اجتماعی سازمانی در عجین‌شدن با برند با نقش واسطه‌ای اعتماد و هویت‌یابی برند در صنعت هتلداری است. این پژوهش از لحاظ هدف از نوع کاربردی، از لحاظ روش جمع‌آوری داده‌ها از نوع توصیفی- پیمایشی و از نظر زمانی از نوع مقطعی است. جامعه آماری این پژوهش، شامل مشتریان هتل‌های شهر رامسر است که تعداد 300 نفر از آن‌ها به‌عنوان اعضای نمونه آماری انتخاب شدند. روایی پرسشنامه با استفاده از روایی محتوایی، روایی همگرا و روایی واگرا و پایایی آن نیز با استفاده از ضریب آلفای کرونباخ و پایایی ترکیبی مورد تأیید قرار گرفت. در بخش توصیفی، از نرم‌افزار آماری SPSS 27 و در بخش استنباطی و برای آزمون فرضیه‌های پژوهش از الگو‌سازی معادلات ساختاری با بهره‌گیری از نرم‌افزار SmartPLS 4 استفاده شد. بر اساس یافته‌های پژوهش، مسئولیت اجتماعی سازمانی بر عجین‌شدن با برند، اعتماد برند و هویت‌یابی برند تأثیر مثبت دارد. اعتماد برند بر عجین‌شدن با برند، تأثیر مثبت دارد. هویت‌یابی برند بر عجین‌شدن با برند، تأثیر مثبت دارد. اعتماد برند در ارتباط بین مسئولیت اجتماعی سازمانی و عجین‌شدن با برند، به‌عنوان متغیر واسطه‌ای عمل می‌کند و هویت‌یابی برند نیز در ارتباط بین مسئولیت اجتماعی سازمانی و عجین‌شدن با برند، به‌عنوان متغیر واسطه‌ای عمل می‌کند.

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