تأثیر شیوه‌های اقناعی برند بر صداقت درک شده برند با نقش میانجی ارزش درک شده و نقش تعدیل‌گر نیاز به شناخت

سلیمانی شیویاری, سعید; برجعلی لو, شهلا

doi:10.22034/jnamm.2023.400827.1010

نوع مقاله : مقاله پژوهشی (کمی)

نویسندگان

دانشکده مدیریت ،موسسه آموزش عالى الکترونیکى ایرانیان، ایران

https://doi.org/10.22034/jnamm.2023.400827.1010

چکیده

امروزه شیوه‌های اقناعی در زندگی روزمره مردم بسیار رایج است و به عنوان یک ابزار کاربردی برای اینکه افراد با یکدیگر ارتباط برقرار کنند و دنیای اطراف خودشان را درک کنند عمل می‌کند. پژوهش حاضر با هدف بررسی تاثیر شیوه‌های اقناعی برند بر صداقت درک شده برند با نقش میانجی ارزش درک شده و نقش تعدیل گر نیاز به شناخت به اجرا درآمد. این پژوهش از نظر ماهیت و محتوا از نوع همبستگی می‌باشد. در این تحقیق اطلاعات مربوط به پاسخ 384 نفر از مشتریان شهر فرش در سطح شهر تهران جمع‌آوری شده تا بر اساس آن رابطه بین متغیرها برای آزمون فرضیه‌های تحقیق بررسی شود. داده‌های جمع آوری شده با استفاده از نرم افزارهای SPSS و Smart PLS مورد تجزیه و تحلیل قرار گرفته‌اند. نتایج این تحقیق نشان داد که ارزش درک شده مشتری در رابطه بین شیوه‌های اقناعی برند و صداقت درک شده برند نقش میانجی دارد. و همچنین سطح معنی داری ضریب تعدیلگر نیاز به شناخت برابر 371/0 می‌باشد که نشان از عدم معنی‌دار بودن این ضریب است(05/0< p). به عبارتی نیاز به شناخت در رابطه بین شیوه‌های اقناعی برند و صداقت درک شده برند نقش تعدیل گر ندارد.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of the need for recognition

نویسندگان [English]

saeid shiviyari
shahla borjalilu

Faculty of Management, Iranian Institute of Electronic Higher Education, Iran

چکیده [English]

Today, persuasive methods are very common in people's daily lives and serve as a practical tool for people to communicate with each other and understand the world around them. The present study was conducted with the aim of investigating the effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of need for recognition. This research is correlational in nature and content. In this research, the information related to the answers of 384 customers of Farsh city in Tehran city level was collected in order to investigate the relationship between the variables to test the research hypotheses. The collected data have been analyzed using SPSS and Smart PLS software. The results of this research showed that the customer's perceived value has a mediating role in the relationship between brand persuasion methods and perceived brand honesty. Also, the significance level of the moderator coefficient of the need for recognition is equal to 0.371, which indicates that it is not significant. This coefficient is (p < 0.05). In other words, the need for recognition does not play a moderating role in the relationship between brand persuasion methods and perceived brand honesty.

کلیدواژه‌ها [English]

Brand persuasive methods
perceived brand honesty
perceived value
need for recognition

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فصلنامه رویکردهای نوین در مدیریت و بازاریابی

تأثیر شیوه‌های اقناعی برند بر صداقت درک شده برند با نقش میانجی ارزش درک شده و نقش تعدیل‌گر نیاز به شناخت

مراجع

مراجع

دوره 2، شماره 1 - شماره پیاپی 2
شهریور 1402
صفحه 41-61

تأثیر شیوه‌های اقناعی برند بر صداقت درک شده برند با نقش میانجی ارزش درک شده و نقش تعدیل‌گر نیاز به شناخت

مراجع

مراجع

دوره 2، شماره 1 - شماره پیاپی 2شهریور 1402صفحه 41-61

دوره 2، شماره 1 - شماره پیاپی 2
شهریور 1402
صفحه 41-61