تبیین تأثیر شخصیت برند حلال در بسته‌بندی فرآورده‌های غذایی بر وفاداری نگرشی و رفتاری مصرف‌کنندگان

عارفی, امین; فتحی, محمد رضا; کهیاری حقیقت, امین

تبیین تأثیر شخصیت برند حلال در بسته‌بندی فرآورده‌های غذایی بر وفاداری نگرشی و رفتاری مصرف‌کنندگان

نوع مقاله : مقاله پژوهشی

نویسندگان

¹ استادیار گروه مدیریت، دانشگاه حضرت معصومه (س)، قم، ایران

² دانشیار دانشکده مدیریت و حسابداری، دانشکدگان فارابی دانشگاه تهران، قم، ایران

³ دکتری مدیریت بازرگانی، دانشکدۀ اقتصاد، مدیریت و علوم اداری، دانشگاه سمنان، سمنان، ایران

چکیده

بازار جهانی حلال به‌عنوان یک بازار بالقوه بسیار سودآور برای عرضهکنندگان محصولات حلال در سراسر جهان به شمار میرود. یکی از مطلوبیتهای مشتری در انتخاب محصول، برند معتبر است که شرکتهای ایرانی میتوانند بهواسطه مسلمان بودن کشور ایران و اعتقاد آنها به استفاده از محصولات با برند حلال در این زمینه سرمایهگذاری نمایند. در این پژوهش سعی شده است به بررسی تأثیر یک بعد مهم از برند حلال یعنی شخصیت بر وفاداری نگرشی و رفتاری مشتریان پرداخته شود. جامعه آماری این تحقیق تمامی مصرفکنندگان محصولات غذایی با برند حلال هستند. برای پاسخ به فرضیات تحقیق از مدل‌سازی معادلات ساختاری استفاده شده است. نتایج تحقیق نشان میدهد شخصیت برند حلال در بسته‌بندی فرآورده‌های غذایی هم بر وفاداری نگرشی و هم بر وفاداری رفتاری تأثیر مستقیم و مثبت دارد بهعبارت دیگر مردم کشور ایران، بهواسطه مسلمان بودنشان و اهمیتی که به بحث حلال و حرام بهخصوص در امر بسته‌بندی فرآورده‌های غذایی دارند، با برندهایی همچون برند حلال که با شخصیت مذهبی آنها همخوانی دارد، همزادپنداری بیشتری داشته و نسبت به آنها وفادارتر هستند. همچنین نتایج نشان میدهد، ویژگیهایی همچون هیجانانگیزی، کمال و امنیت، بیشترین تداعیکننده شخصیت برند حلال برای مصرفکنندگان است و باعث وفاداری نگرشی و در نتیجه وفاداری رفتاری خواهد شد.

کلیدواژه‌ها

20.1001.1.22286675.1401.13.52.3.8

موضوعات

مدیریت در بسته بندی

عنوان مقاله [English]

Investigating the Effect of Halal Brand Personality in the Packaging of Food Products on Attitudinal and Behavioral Loyalty of Consumers

نویسندگان [English]

Amin Arefi ¹
Mohammad Reza Fathi ²
Amin Kohyari Haghighat ³

¹ Hazrat-e Masoumeh University

² College of Farabi, University of Tehran, Iran

³ Faculty of Economics, Management and Administrative Sciences, Semnan University

چکیده [English]

The halal world market is considered as a very profitable market for halal suppliers worldwide. One of the customer's preferences in choosing a product is the brand credibility, hence it is worthwhile for Iranian companies to invest in the Halal brand because of the country’s Islamic administrations and the dominant belief in the use of Halal brand products. In this research, we have tried to investigate the effect of an important dimension of the brand which is personality, on the attitudinal and behavioral loyalty of customers. The purpose of this study is to describe the level of control of variables in descriptive terms. The statistical population of this study comprises all consumers of the Halal brand products. To answer the research hypotheses, structural equation modeling has been used. The majority of Iranians are Muslims and care about the halal and haram issue especially in nutrition, therefore they are more sympathetic and more loyal to brands like the Halal brand, which are in line with their religious character. The results also show that features such as excitement, perfection and security are the most promising characters of a halal brand for consumers, leading to loyalty in attitude and consequently the behavioral loyalty.

کلیدواژه‌ها [English]

Packaging
Halal Brand
Attitudinal Loyalty
Consumer Behavior
Behavioral Loyalty

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