تحلیلی بر ارتباط شخصیت مردانه و زنانۀ برند و ارزش ویژۀ برند مشتری محور در صفحات اینستاگرام محصولات مصرفی تند گردش (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
مصرف کنندگان امروزی به دلیل تعدّد انتخاب و بهتر شدن کیفیت محصولات در زمان تصمیم گیری تنها به جنبه های کارکردی محصول توجه نمی کنند و در بسیاری از موارد در تصمیم گیری های خود جنبه های نمادین برند را دخیل می کنند. حضور پررنگ انسان امروزی در شبکه های اجتماعی نیز برای برندها فرصت مناسبی است تا انسان با حضور خود در این فضا بیش ازپیش با مشتریان خود تعامل داشته باشد و از این طریق خود را از صرف یک محصول کارکردی به شخصیتی تبدیل کند که با مشتری تعامل دارد. ارزش ویژه برند مشتری محور در بستر شبکه های اجتماعی به عنوان توانایی ایجاد وضعیت روانی در ذهن مصرف کنندگان در تعامل با برند تعریف می شود. در پژوهش حاضر چگونگی ارتباط بین ارزش ویژه برند مشتری محور با ابعاد جنسیت برند به عنوان یک بُعد از شخصیت برند (جنبه ای نمادین و غیر کارکردی برند است) در بستر شبکه اجتماعی اینستاگرام بررسی شده است. همچنین، علاوه بر ارتباط مستقیم این دو متغیر، تأثیر ابعاد شخصیت مردانه و زنانه برند نیز بر ارزش ویژه برند مشتری محور با دو متغیر عشق به برند و تعامل عاطفی با برند سنجیده شده است. برای سنجش روابط مطرح شده 391 پرسشنامه ازسوی مصرف کنندگان فعّال اینستاگرام برندهای محصولات مصرفی تند گردش تکمیل شد. نتایج تحلیل روابط فوق با استفاده از مدل سازی معادله های ساختاری نشان داد که دو بُعد جنسیت برند به صورت مستقیم و غیرمستقیم و با دو متغیر عشق به برند و تعامل عاطفی مصرف کننده بر ارزش ویژه برند مشتری محور تأثیر مثبت و معنادار دارد. به طور تقریبی، تأثیر هر دو بُعد با ضریب تأثیر کمتر از یک درصد به یک اندازه بود.Analysis of the Masculine and Feminine Brand Personality and the Customer-based Brand Equity on Instagram Pages of Fast-moving Consumer Goods
Today's consumers do not only pay attention to the functional aspects of the product when making decisions, they involve the symbolic aspect of the brand in their decisions in many cases due to the multiplicity of products and also the improvement of the quality of different products. The strong presence of today's humans in social networks is also a good opportunity for brands to interact more with their customers. With their presence in this space, they transform themselves from a functional product to a personality that interacts with customers. Customer-centric brand equity in the context of social media is defined as the ability to create a psychological state in the minds of consumers in interaction with the brand. In this study, the relationship between customer-based brand equity and the dimensions of brand gender (as a dimension of brand personality) which is a symbolic and non-functional aspect of the brand, was investigated in the context of Instagram. In addition to the direct relationship between these two variables, the effect of gender personality dimensions of the brand on customer-based brand equity was measured through two variables of brand love and brand emotional interaction. To assess the relationship, 391 questionnaires were completed by active Instagram users of FMCG brands. The results using structural equation modeling showed that the two dimensions of brand masculinity and femininity, both directly and indirectly, through the two variables of brand love and consumer emotional interaction have a positive and significant effect on customer-centric brand equity. IntroductionBrand personality has been described as the human characteristics that consumers attribute to a brand (Aaker, 1997), playing an important role in creating consumer interactions with the brand, as well as in creating, developing, and maintaining brand power (Lin, 2010). In addition, brand personality has a significant impact on increasing brand equity (Lin, 2010; Keller et al., 2011). One of the important dimensions of brand personality is the concept of brand gender. Recent studies have shown that consumers’ perception of a brand’s masculinity or femininity affects their brand-related reactions (Azar et al., 2018; Van Tilburg et al., 2015). Moreover, research has shown that the compatibility between brand gender and consumers’ sexual identity has a direct effect on loyalty and repeat purchasing (Vacas et al., 2020), trust in the brand, attitude towards the brand, and increases the likelihood of recommendation marketing. Therefore, the aim of this study is to examine the relationship between male and female brand personality dimensions and customer responses in the form of emotional commitment, love for the brand, and special brand value in the Instagram space. This is a topic that has been less studied in previous research. As this study examines the brand personality dimensions in the social media space of Instagram, the emotional commitment of the audience and the concept of love for the brand have been considered a mediator in the relationship between brand gender dimensions and special brand value. MethodologyThe data for this study were collected through a questionnaire consisting of 22 items to measure 5 variables. Instagram pages of brands with high numbers of followers, including Ladan Oil, Golha food industries, Pech Pech, Baraka chocolate, and several other brands, were selected. Respondents answered these questions using a 5-point Likert scale. The research variables were extracted from standard questionnaires used in other studies. Statistical analysis of the research data was performed using SPSS25 and PLS3 software for structural equation modeling analysis. Accordingly, the data of this study were analyzed through confirmatory factor analysis and structural equation modeling. Reliability and validity factors were used to fit measurement models. To measure the reliability of the questionnaire items, factor loading, composite reliability, and Cronbach's alpha were used. Also, the AVE index was used to assess the validity of the questionnaire. FindingsThe present study aimed to investigate the impact of customers’ perception of the masculine and feminine personality of a brand on the customer-centric brand value in the Instagram social network. In addition to directly examining the impact of masculinity and femininity dimensions on the brand’s unique value, the effect of the two dimensions of the brand through two variables of emotional commitment of customers to the brand and love for the brand on the brand’s unique value was examined. The results showed that this relationship was confirmed both directly and through the variables of emotional commitment and love for the brand. The coefficient of determination for the unique value variable indicates that the model is in good condition and shows that 75% of the variance in the unique value of the brand can be explained by the influential variables in this model, meaning that the four other variables also demonstrate changes in the unique value of the brand. The coefficient of determination for the variables of customer commitment to the brand and love for the brand is 0.635 and 0.709, respectively, indicating a high explanation of the variance in these two variables through influential independent variables. ConclusionThe findings and hypotheses confirm that brand owners and marketing managers can enhance the perceived gender features of their brand through content production and interactions with consumers on Instagram, thus increasing the brand’s special value. As the R-squared coefficient indicates, at a significant level of 95%, 76% of the changes in brand special value can be explained by this model. Therefore, by strengthening and improving the variables in the model, a significant increase in brand equity from the consumer's perspective can be expected. Researchers can use other brand communication methods such as advertising in future studies to test this model and examine the differences between social networks such as Instagram and other brand communication methods in conveying the concept of male and female brand personality to the audience.
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