بررسي تاثير مولفه هاي ارزش برند صنعتي بر عملكرد معامله با اثر متغير ميانجي تعهد به رابطه ي تامين كننده و خريدار صنعتي

Investigating the Effect of Industrial Brand Value Components on Transaction Performance with the Effect of the Mediator Variable of Commitment to Buyer-Supplier Relationship

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﺎ ﻫﺪف ﺗﻌﯿﯿﻦ ﺗﺄﺛﯿﺮ ﻣﻮﻟﻔﻪ ﻫﺎي ارزش ﺑﺮﻧﺪ ﺻﻨﻌﺘﯽ ﺑﺮ ﻋﻤﻠﮑﺮد ﻣﻌﺎﻣﻠﻪ ﺑﺎ ﻣﺘﻐﯿﺮ ﻣﯿﺎﻧﺠﯽ ﺗﻌﻬـﺪ اﻧﺠـﺎم ﺷـﺪه اﺳـﺖ.ﺟﺎﻣﻌﮥ آﻣﺎري ﭘﮋوﻫﺶ، ﮐﻠﯿﻪ ي ﺷﺮﮐﺖ ﻫﺎي ﭼﺎپ و ﺗﮑﺜﯿﺮ در ﺳﻄﺢ ﺷﻬﺮ ﺗﻬﺮان ﺑﻮدﻧﺪ. ﻣﺪل ﭘﮋوﻫﺶ ﺑﺎ ﻧﻤﻮﻧﻪ اي 203 ﺗﺎﯾﯽ از اين ﺷﺮﮐﺖ ﻫﺎ و ﺑﺎ اﺳﺘﻔﺎده از ﻧﻤﻮﻧﻪ ﮔﯿﺮي ﻏﯿﺮﺗﺼﺎدﻓﯽ در دﺳﺘﺮس ﺳﻨﺠﯿﺪه ﺷﺪه اﺳﺖ. ﺟﻤﻊ آوري اﻃﻼﻋﺎت ﻻزم از ﻃﺮﯾﻖ ﭘﺮﺳﺸﻨﺎ اي اﻧﺠﺎم ﮔﺮﻓﺖ ﮐﻪ اﻋﺘﺒﺎر آن آزﻣﻮن ﺷﺪه ﺑﻮد. ﻓﺮﺿﯿﺎت اﯾﻦ ﭘﮋوﻫﺶ ﺑﺎ روش ﻣﺪﻟﺴﺎزي ﻣﻌﺎدﻻت ﺳـﺎﺧﺘﺎري و ﺑـﺎ ﻧـﺮم اﻓـﺰار ﻫـﺎي SPSS و ﻟﯿﺰرل آزﻣﻮن ﺷﺪﻧﺪ. در ﭘﺎﯾﺎن ﻣﺸﺨﺺ ﺷﺪ ﮐﻪ دو ﻣﻮﻟﻔﻪ ي ﻗﺪرت ﺑﺮﻧﺪ و ﻫﺰﯾﻨﻪ ﺟﺎﺑﺠﺎﯾﯽ ﺑﺮ وﻓﺎداري ﺑﺮﻧﺪ ﺻﻨﻌﺘﯽ ﺗـﺎﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎدار دارﻧﺪ. ﻫﻤﭽﻨﯿﻦ ﻣﺸﺨﺺ ﺷﺪ ﮐﻪ وﻓﺎداري ﺑﻪ ﺑﺮﻧﺪ ﺑﺮ ﺳﺎزه ي ﺗﻌﻬﺪ راﺑﻄﻪ ﺗﺎﻣﯿﻦ ﮐﻨﻨـﺪه و ﺧﺮﯾـﺪار ﺻـﻨﻌﺘﯽ ﻣـﻮﺛﺮ اﺳﺖ و ﺗﻌﻬﺪ ﻧﯿﺰ ﺑﺮ ﻋﻤﻠﮑﺮد ﻣﻌﺎﻣﻠﻪ ﺗﺎﺛﯿﺮ ﮔﺬار اﺳﺖ.

The purpose of this study is to determine the effect of industrial brand value components on transaction performance with the mediator variable of commitment. The study population consists of the all printing companies in the city of Tehran. The research model was evaluated using a sample of 203 companies and the non-random sampling method. The required data were collected through a questionnaire the validity of which was approved. The hypotheses of this study were tested using the Structural Equation Modeling (SPSS) method and SPSS and LISREL. The research showed that the two components of brand strength and movement have a positive and significant effect on the industrial brand loyalty. It was also found that brand loyalty is effective on the buyer-supplier relationship, and commitment also affects transaction performance.