دانلود رایگان ترجمه مقاله بررسی حس روانشناختی نام تجاری در مصرف کنندگان سالمند – الزویر ۲۰۱۸
دانلود رایگان مقاله انگلیسی بررسی حس روانی برند در مصرف کنندگان بزرگسال به همراه ترجمه فارسی
عنوان فارسی مقاله: | بررسی حس روانی برند در مصرف کنندگان بزرگسال |
عنوان انگلیسی مقاله: | Examining a psychological sense of brand community in elderly consumers |
رشته های مرتبط: | مدیریت، مدیریت کسب و کار، بازاریابی و مدیریت منابع انسانی |
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نشریه | الزویر – Elsevier |
کد محصول | f409 |
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بخشی از ترجمه فارسی مقاله: ۱- مقدمه |
بخشی از مقاله انگلیسی: ۱٫ Introduction Marketing managers are increasingly aware of the importance of constantly perpetuating customers. Research from more than a dozen industries suggests that companies’ sustained growth and profitability are strongly linked to the percentage of customer advocates, or brand enthusiasts that actively promote the brand to others (Reichheld, 2003). Remarkably, the findings indicate that ‘word of mouth’ surpasses brand image and even satisfaction in predicting profitability and growth. New customers evaluate the credibility of brand claims based on the experiences and judgments of past users (Filieri, 2015). One segment that is particularly relevant and lucrative to marketers is elderly consumers. United Nations’ estimates project that people aged 65 and older currently earn roughly half of all discretionary income in the US and will constitute more than one fourth of the total population in Western countries by 2050 (Uncles & Lee, 2006; United Nations, 2008). A growing body of research suggests that, compared to their younger counterparts, elderly consumers are more brand-loyal, experience higher emotional attachment to brands, and are more likely to pay a premium for trusted brands (Amatulli, Guido, & Nataraajan, 2015; East, Uncles, & Lomax, 2014; Jahn, Gaus, & Kiessling, 2012). Seniors are also more likely to ascribe brand perceptions from employee interactions leading researchers to call for more age-friendly policies (Wang, Ma, Hsu, Jao, & Lin, 2013). Elderly consumers tend to be community-oriented and served as a point of reference for brand community research in the past (Muniz & O’Guinn, 2001). A social brand community refers to a group of acknowledged brand admirers that have structured relations based on their attachment to the brand, its products, marketing agents, and/ or its parent institution (McAlexander, Schouten, & Koenig, 2002). Research suggests that social interaction between members of brand communities leads to positive word of mouth, educating and socializing new customers, forgiveness of product failures and/or lapses in customer service, resistance to switching temptations, participation in marketing research efforts, generating and testing product innovations, and purchasing related products and brand extensions (Algesheimer & Dholakia, 2006; Dholakia & Vianello, 2011; Muniz & O’Guinn, 2001; Schau, Muñiz, & Arnould, 2009; Zhou, Zhang, Su, & Zhou, 2012). Virtual exchanges of branded content or entertainment between customers are also encompassed under social brand communities (Muniz & O’Guinn, 2001). Social network services like Facebook, Instagram and Snapchat have revolutionized the way customers interact and share their experiences with brands and each other. Companies are increasingly utilizing social media to reach customers with branded information and many have established loyal followings as a result. Brand communities embedded within social networks ascertain a degree of authenticity and camaraderie not easily achieved through traditional mediums making them highly effective tools for customer acquisition and relationship management (Brodie, Ilic, Juric, & Hollebeek, 2013; Zaglia, 2013). However, populating virtual communities with the critical mass of engaged and loyal supporters remains a daunting challenge given online distractions and customers’ increasing selectivity toward digital content. Virtual communities expand as new members join and become acculturated to the norms of interaction and reciprocity. The next level of abstraction is a psychological sense of brand community (PSBC), or the extent to which brand admirers perceive a relational bond with other brand users (Carlson et al., 2008). The authors illustrate that, “the brand, not communal relations or shared consciousness, is the impetus behind their sense of community” (p.285). Therefore, PSBC is a perceived affiliation with other brand users that is rooted in the brand and not based on any form of communication or interaction. Given this interpretation, are certain brand attributes more likely to incite a sense of brand community? Are consumers with PSBC more likely to evangelize their affection for the brand and participate in brand communities? If so, can managers influence brand impressions by focusing marketing communications on brand equity? Extant research has largely overlooked PSBC, and the only study that exists on the topic does not examine customer-based brand equity as an antecedent (Carlson et al., 2008). |