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تأثیر عملکرد برند بر رقابت پذیری برند با تبیین نقش فرصت طلبی فناورانه | ||
پژوهش های مدیریت عمومی | ||
مقاله 7، دوره 10، شماره 35، خرداد 1396، صفحه 159-182 اصل مقاله (734.05 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22111/jmr.2017.3300 | ||
نویسندگان | ||
داود فیض ![]() ![]() | ||
1دانشیار دانشکده اقتصاد، مدیریت و علوم اداری دانشگاه سمنان | ||
2دانشیار دانشکده حسابداری و مدیریت دانشگاه شهید بهشتی | ||
3دانشیار دانشکده اقتصاد و مدیریت دانشگاه تربیت مدرس | ||
4دانشجوی دکتری مدیریت دانشگاه سمنان | ||
چکیده | ||
موضوع رقابتپذیری برند از آن دسته مباحثی است که طی سالهای اخیر به شدت مورد توجه پژوهشگران و محققان اقتصادی قرار گرفته است. پژوهش حاضر با هدف مطالعه و بررسی تأثیر عملکرد برند بر رقابتپذیری برند از طریق نقش میانجی فرصتطلبی فناورانه در میان مدیران و کارشناسان بازاریابی 36 شرکت صادرکننده برتر محصولات صنایع غذایی انجام پذیرفته است. ابزار گردآوری اطلاعات پرسشنامه استاندارد سنتوز ویجانده و همکاران (2013)، وولا و همکاران(2012) و ایکسیانگمینگ و هایمی (2011) بوده که برای روایی آن از روایی صوری و همچنین برای پایایی آن از ضریب آلفای کرونباخ استفاده شده است که مقدار کلی آن برابر با 856/0 میباشد. تحقیق حاضر از نظر هدف، کاربردی و از نظر نحوه گردآوری دادهها، از نوع توصیفی- پیمایشی میباشد. از رویکرد مدلسازی معادلات ساختاری برای بررسی فرضیهها و تأیید مدل مفهومی تحقیق استفاده شده است. نتایج مدل آماری نشان میدهد، مدل پیشنهادی برازنده دادهها میباشد و عملکرد برند تأثیر مثبت معناداری بر رقابتپذیری برند دارد، این در حالی است که فرصتطلبی فناورانه در رابطه فوق نقش میانجی دارد. | ||
کلیدواژهها | ||
عملکرد برند؛ رقابت پذیری برند؛ فرصت طلبی فناورانه؛ صنعت غذایی | ||
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