تأثیر بازاریابی اخلاقی بر تصویر برند با میانجی‌گری مسئولیت اجتماعی

نوع مقاله : مدیریت استراتژیک (برنامه­‌ها، تحلیل‌های استراتژیکی تولید، استراتژی‌های بازاریابی و مدیریت بازار، کسب­وکار، سرمایه گذاری، منابع انسانی، مالی، رقابت، . . . )

نویسندگان

1 دانشیار گروه مدیریت دانشگاه محقق اردبیلی

2 گروه مدیریت بازرگانی، دانشکده ادبیات و علوم انسانی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

چکیده
از مهم‌ترین عواملی که به‌طور فزاینده‌ای افکار و رفتار خریداران را شـــکل می‌دهد، رعایت بازاریابی اخلاقی در کسب‌وکارهای امروزی است. حفظ ارتباط با مصرف‌کننده و ایجاد وفاداری به برند از چالش‌های اصلی در فضای فعلی بازاریابی است. برای حفظ بقا و کسب مزیت رقابتی در بازار پرتلاطم امروزی ایجاد تصویری مطلوب از برند در ذهن مشتری برای شرکت‌ها اهمیت اساسی دارد. هدف این پژوهش بررسی تأثیر بازاریابی اخلاقی بر تصویر برند با میانجی‌گری مسئولیت اجتماعی در صنعت مواد غذایی اردبیل است. نوع پژوهش از نظر هدف کاربردی و به لحاظ ماهیت روش کار توصیفی - همبستگی بود. جامعه آماری تحقیق حاضر شامل مصرف‌کنندگان محصولات شرکت‌های صنایع غذایی اردبیل است که از بین آن‌ها 384 نفر بر اساس جدول مورگان و به روش نمونه‌گیری در دسترس جهت پاسخگویی به پرسشنامه انتخاب شدند. جهت اندازه‌گیری متغیر بازاریابی اخلاقی از پرسشنامه صفری و همکاران (1396)، تصویر برند از پرسشنامه براوو و همکاران (2010) و مسئولیت اجتماعی از پرسشنامه المبارک و همکاران (2018) استفاده‌شده است. نتایج حاصل از آزمون مدل‌سازی معادلات ساختاری به کمک نرم‌افزار PLS نشان داد که بازاریابی اخلاقی بر مسئولیت اجتماعی و تصویر برند تأثیر مثبت و معنادار دارد و مسئولیت اجتماعی نیز بین بازاریابی اخلاقی و تصویر برند نقش میانجی بین بازاریابی اخلاقی و تصویر برند ایفا می‌کند. یافتـه‌هـای ایـن پـژوهش مـی-توانـد در حرکت شرکت‌ها به سمت توجه بیشتر به تصویر برند مؤثر واقع شود.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

The Effect of Ethical Marketing on Brand Image through the Mediation of Social Responsibility

نویسندگان [English]

  • Naser Seifollahi 1
  • Nader Eskandari 2
1 Associate Professor of Management Department of Mohaghegh Ardabili University
2 Department of Business Administration, Faculty of Literature and Humanities, Mohaghegh Ardabili University, Ardabil, Iran
چکیده [English]

One of the most important factors that increasingly shapes the thoughts and behavior of buyers is the observance of ethical marketing in today's businesses. Maintaining a relationship with the consumer and building brand loyalty are the main challenges in the current marketing environment. Creating a good brand image in the customer's mind is essential for companies to survive and gain a competitive advantage in today's turbulent market. The purpose of this study is to investigate the effect of ethical marketing on brand image through social responsibility mediation in Ardabil food industry. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of the present study includes consumers of products of Ardabil food industry companies, from which 384 people were selected based on Morgan table and by available sampling method to answer the questionnaire. To measure the ethical marketing variable, Safari et al. (2017), brand image, Bravo et al. (2010) and social responsibility, Mubarak et al. (2018) were used. The results of structural equation modeling test using PLS software showed that ethical marketing has a positive and significant effect on social responsibility and brand image and social responsibility plays a mediating role between ethical marketing and brand image between ethical marketing and brand image. The findings of this study can be effective in moving companies to pay more attention to the brand image.

کلیدواژه‌ها [English]

  • Ethical Marketing
  • Brand Image
  • Social Responsibility
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