بررسی تأثیر نوآوری برند بر طنین برند با نقش میانجی تجربه برند (مورد مطالعه: مشتریان بانک پاسارگاد تهران) (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
در محیط رقابتی امروزی طنین برند برای سازمان ها اهمیت بسیاری دارد. نوآوری های برند که بر اساس ادراکات مشتریان شکل می گیرد، احساسات مثبتی در آنها ایجاد و به تقویت طنین برند کمک می کند. تجربه این نوآوری ها نیز عامل کلیدی در ایجاد این طنین است. در پژوهش حاضر تأثیر نوآوری برند بر طنین برند با نقش میانجی تجربه برند بررسی شد. این پژوهش از نوع توصیفی و از شاخه همبستگی و به صورت پیمایشی انجام شده است. جامعه آماری پژوهش مشتریان بانک پاسارگاد در تهران است. با توجه به نامحدود بودن جامعه برای نمونه از روش نمونه گیری در دسترس استفاده و برای گردآوری اطلاعات از مطالعات کتابخانه ای و پرسشنامه بهره گرفته شد. پرسشنامه شامل بخش اطلاعات جمعیت شناختی و بخش مربوط به سؤال های پژوهش است. برای هر بُعد تعدادی گویه در نظر گرفته و روایی و پایایی کل پرسشنامه نیز برای هرکدام از متغیرها بررسی شد. داده های حاصل از پرسشنامه با استفاده از آمار توصیفی و استنباطی تجزیه وتحلیل شد. در بخش استنباطی با بهره گیری از روش حداقل مربعات جزئی فرضیه های پژوهش و کل مدل پژوهش آزمون شد. نتایج پژوهش حاکی از آن است که نوآوری برند بر طنین برند تأثیری مثبت و معنادار دارد. همچنین، تجربه برند عامل دیگری است که در این ارتباط تأثیرگذار است. نوآوری برند بر ابعاد مختلف تجربه برند و ادراکات مصرف کنندگان از سابقه تلاش های یک برند در نوآوری بر تجربه برند و طنین برند تأثیرگذار است. همچنین، تجربه مطلوب و مثبت برند بر طنین برند تأثیر چشمگیری دارد.Investigating the Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (A Study of Pasargad Bank Customers in Tehran)
In today's technologically advanced landscape, brands across various industries, particularly in the banking sector, face intense competition. To differentiate themselves, these brands are focusing on innovation in their products and services, aiming to enhance customer relationships not only to retain existing clients, but also to surpass competitors by fostering brand resonance and cultivating a loyal customer base. However, the success of these innovations hinges on customer acceptance. When customers perceive a brand as innovative and have positive experiences with its offerings, it generates favorable emotions that can lead to increased brand resonance. This research aimed to examine the impact of brand innovation on brand resonance, with brand experience serving as a mediating factor. The study was descriptive and correlational, utilizing a survey method for data collection. A convenience sampling approach was employed and data were gathered through library research and questionnaires. Descriptive analysis was conducted using SPSS, while the research model was tested through Structural Equation Modeling (SEM) with SmartPLS software. The results confirmed the direct effects of brand innovation on both brand experience and brand resonance. Furthermore, the findings supported the direct impact of brand experience on brand resonance, as well as the mediating role of brand experience in the relationship between brand innovation and brand resonance. Introduction Brand innovation refers to the ability to provide new and creative solutions that serve as a source of differentiation for brands (Shahin & Pourhamdi, 2020). This is particularly important in the highly competitive banking industry, where meeting customer needs and expectations is essential. However, research indicates that innovation alone does not guarantee success. Challenges like customer reluctance to embrace innovation (Yusheng & Ibrahim, 2019) can arise due to privacy concerns, inadequate interactive experiences during the introduction of innovations, and uncertainty about how these innovations can foster deeper emotional connections with customers and lead to brand resonance. Brand resonance represents the ultimate goal of effective brand management characterized by high levels of customer loyalty, attachment, and advocacy for the brand (Keller & Brexendorf, 2019). Achieving this requires customers to have positive and engaging experiences, especially when interacting with brand innovations. While previous studies have explored the impact of brand innovation on brand equity, customer loyalty, purchase intention, and customer satisfaction (Ayinaddis, 2023; Wu & Ho, 2014; Yusheng & Ibrahim, 2018; Kim et al., 2021; Gay, 2022), the effect of brand innovation on brand resonance through brand experience has received less attention. Accordingly, the following hypotheses were proposed: H1: Brand innovation has a positive and significant effect on brand resonance. H2: Brand innovation has a positive and significant effect on brand experience. H3: Brand experience has a positive and significant effect on brand resonance. H4: Brand innovation positively and significantly affects brand resonance through brand experience. Materials & Methods The methodology of this study was rooted in the positivist paradigm and employed a deductive approach. It was applied in purpose and descriptive-correlational in nature and conducted through a survey method. The statistical population comprised customers of Pasargad Bank branches in Tehran. Participants were selected using convenience sampling. Due to the large population size, Cochran’s formula was utilized to determine the sample size, indicating a minimum requirement of 384 respondents. Consequently, 395 questionnaires were distributed to ensure an adequate sample size. The data collection instrument consisted of a questionnaire divided into two sections: the first section addressed demographic variables, while the second included 22 items designed to measure the research variables. As the questionnaire incorporated several standard instruments, its validity and reliability were tested and confirmed prior to the main study. Descriptive statistics were analyzed using SPSS software, while the research model was assessed through Structural Equation Modeling (SEM) using SmartPLS software. Research Findings The data obtained from the research questionnaires revealed that 65.3% of participants were male, while 34.7% were female. The majority of respondents (56.7%) were aged between 25 and 35 years. The largest segment regarding the duration of using Pasargad Bank’s services consisted of customers, who had been with the bank for 1 to 3 years, accounting for 35.9% of the sample. Among the respondents, the most common educational attainment was a bachelor’s degree, which represented 59.5%. The research model was analyzed using SEM with SmartPLS software. The results are illustrated in Figures 2 and 3, as well as Table 13. To evaluate the model, several indices were employed, including collinearity diagnostics (variance inflation factor), coefficient of determination (R²), effect size (f²), and predictive relevance (Q²), all of which confirmed the quality of the structural model. The findings indicated that brand innovation had a positive and significant direct effect on brand resonance. Additionally, the direct effect of brand innovation on brand experience was confirmed. Brand experience also demonstrated a positive and significant direct effect on brand resonance. Furthermore, the results indicated that brand innovation positively and significantly influenced brand resonance through the mediating role of brand experience, confirming the mediating effect of brand experience in the relationship between brand innovation and brand resonance. Discussion of Results & Conclusion The results of this study indicated that brand innovation had a direct impact on both brand resonance and brand experience among Pasargad Bank customers. Specifically, innovations that were accepted by customers could lead to the development of a favorable brand experience and enhance brand resonance. These findings underscored the critical role of brand innovation in creating differentiation (Phan & Ting-Yueh, 2022), building trust, fostering loyalty (Pappu & Querster, 2016), and improving customer experience (Kim et al., 2021) as demonstrated in previous research. Based on these insights, it is recommended that managers introduce innovative services, such as advanced digital platforms, personalized banking solutions, and new customer support mechanisms, to enhance the ease and satisfaction of customer interactions. This, in turn, will improve the overall experience and strengthen brand resonance. The findings confirmed the direct effect of brand experience on brand resonance and its mediating role. This suggested that the more positive experiences customers had during their interactions—especially those stemming from innovative offerings—the greater the positive impact on their loyalty, emotional connection, and brand equity could be (Varjonen, 2018; Dandis et al., 2023). These outcomes were essential for reinforcing brand resonance. The results highlighted that a positive customer experience with delivered innovations was crucial for achieving brand resonance. Therefore, strategies, such as fostering friendly and customer-oriented interactions, offering personalized services, providing transparent information, and promoting financial education should be implemented to enhance the customer experience.
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