نوع مقاله : مقاله پژوهشی
نویسنده
کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشگاه غیر انتفاعی الوند، همدان، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The present study was conducted on the effect of brand community integration on brand community commitment with the role of brand community participation in the family chain store of Hamadan market. The present study was based on the purpose of applied research and was descriptive and correlational in nature. The statistical population of the study includes all customers of Hamedan Family Market chain store, the number of which is unlimited and uncountable. The sampling method used in this study is simple random. According to Cochran's formula at 95%confidence level, 384 Individuals were selected as astatistical sample. Brand community integration with 13 items (Alexander et al., 2002), Brand communitycommitment with 3 (Mesvik et al., 2008),Brand community participation with 3 itemsquestionnaire (Casalo et al., 2007) were assessed.
The results of structural equation analysis with SMART-PLS software showed that brand community participation has a significant mediating effect on the relationship between brand community integration and brand community commitment in the Hamedan family chain store. Also, the integration of the brand community has a significant effect on the commitment of the brand community in the family chain store of Hamedan Market. Also, the participation of the brand community has a significant effect on the commitment of the brand community in the family chain store of Hamadan market.
کلیدواژهها [English]
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