دور الحنين والارتباط بالعلامات التجارية في تشكيل اتجاهات مستخدمي العلامة نحو الامتدادات الصادرة عنها "دراسة ميدانية على الجمهور المصري"

نوع المستند : المقالة الأصلية

المؤلف

العلاقات العامة والإعلان. كلية الإعلام للبنات . جامعة الأزهر. القاهرة

المستخلص

هدفت هذه الدراسة إلى:

رصد مستوى الحنين المباشر وغير المباشر للعلامات التجارية التي يستخدمها عينة الدراسة.
التعرف على دور الحنين في تشكيل اتجاهات مستخدمي العلامات التجارية نحو امتداداتها.
رصد مستوى الارتباط بالعلامات التجارية لدى عينة الدراسة.
تحديد دور الارتباط في تشكيل اتجاهات مستخدمي العلامة نحو الامتدادات الصادرة عنها.

   واستخدمت الدراسة أداة الاستقصاء من خلال استمارة استبانة تم تطبيقها على عينة قوامها 400 مفردة من الجمهور المصري ممن تتراوح أعمارهم بداية من 35 سنة فأكثر، وتوصلت الدراسة إلى عدد من النتائج، منها:

جاء الحنين– المباشر وغير المباشر- للعلامات التجارية التي يستخدمها عينة الدراسة في المستوى المتوسط إجمالًا.
جاء مستوى ارتباط عينة الدراسة بمنتجات العلامات التجارية مرتفعًا إجمالًا، وجاءت أبعاد الارتباط كالتالي: جاء بُعدا السمات غير الملموسة والمنافسة في الترتيب الأول، ثم بُعد الاستخدام، فبُعد للعلامة شخصية بارزة وموثوقة، ثم بُعد ملائمة العلامة للبلد، وجاء في المرتبة قبل الأخيرة بُعد السعر النسبي لمنتجات العلامة، وأخيرًا بُعد فئة العلامة.
ثبت جزئيًّا وجود فروق إحصائية بين المتغيرات الديموجرافية وبين كل من: الحنين للعلامة التجارية، الارتباط بالعلامة، تشكيل اتجاهات مستخدمي العلامة نحو امتداداتها.
جاء الاتجاه الإيجابي نحو امتدادات العلامة التجارية مجملًا في المستوى المتوسط، وتفصيلًا في الجانب المعرفي في الترتيب الأول، ثم الجانب الوجداني للاتجاه، ثم الجانب السلوكي للاتجاه.
ثبت من خلال تحليل الانحدار التأثير المعنوي للحنين للعلامة على اتجاهات مستخدمي العلامة نحو الامتدادات الصادرة عن العلامة الأصلية.
ثبت التأثير المعنوي للارتباط بالعلامات التجارية على اتجاهات مستخدمي العلامة نحو الامتدادات الصادرة عن العلامة الأصلية.

الكلمات الرئيسية

الموضوعات الرئيسية


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