فصلنامه علمی کارافن

فصلنامه علمی کارافن

تاثیر تبلیغات خلاق بر عملکرد کسب و کارهای کوچک و متوسط حوزه صنایع غذایی با عامل میانجی نگرش به تبلیغات و تصویر برند ( مطالعه موردی: صنعت سوهان )

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان
1 دانشجوی دکتری کارآفرینی دانشکده اقتصاد و کارآفرینی دانشگاه رازی کرمانشاه، ایران
2 گروه مدیریت و کارآفرینی دانشگاه رازی
3 دانشیار دانشکده کارآفرینی دانشگاه تهران-تهران-ایران
چکیده
چکیده:

بهبود عملکرد کسب و کارهای کوچک و متوسط، یکی از مسائل مهم جوامع می‌باشد. دانش بازاریابی و تبلیغات (که یکی از ملموس‌ترین فعالیت‌های آن است)، در این زمینه نقش به سزایی دارد. همچنین خلاقیت در تبلیغات، تاثیر آن را دو‌چندان می‌نماید. لذا این پژوهش با هدف « بررسی تاثیر تبلیغات خلاق بر عملکرد کسب و کارهای کوچک و متوسط حوزه صنایع غذایی با عامل میانجی نگرش به تبلیغات و تصویر برند( مورد مطالعه : صنعت سوهان استان قم) انجام گرفته است. جامعه آماری تحقیق مشتریان صنایع غذایی( محصول سوهان) استان قم می باشند. روش نمونه گیری خوشه‌ای دو مرحله‌ای بوده است. ابزار گردآوری داده ها پرسشنامه می باشد و در مجموع 386 پرسشنامه تکمیل گردید. به منظور تجزیه و تحلیل داده ها از معادلات ساختاری با نرم افزار AMOS22 استفاده شد. نتایج حاصل از تحلیل مسیر نشان داد که تبلیغات خلاق بر نگرش به تبلیغات وتصویر برند تاثیر مثبت معنادار دارد و نیزنگرش به تبلیغات و تصویر برند بر عملکرد کسب و کار ( رضایت مشتری و وفاداری مشتری) تاثیر مثبت معنادار دارد.
کلیدواژه‌ها
موضوعات

عنوان مقاله English

The impact of creative advertising on the business performance of small and medium-sized enterprise in the food industry (with the mediating role of attitude toward advertising and brand image) (Case study: Sohan industry)

نویسندگان English

Salimeh Khosravi 1
nader naderi 2
Nader seyyed Amiri 3
1 PhD student, Razi University, kermanshah, Iran
2 Razi University
3 Associate Professor, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran
چکیده English

Abstract

Improving SMEs' performance is one of society's most important issues.Marketing and advertising,( one of the most tangible actions for marketing), take a significant role in this field. Also, creativity in advertising could increase the efficacy of advertising. So, this research has aimed to "examine the impact of creative advertising on the performance of small and medium-sized businesses in the sohan industry of Qom province with the mediator factor of brand image. The statistical society of research is the customers of Food Industries Qom province. sampling was done by two-stage cluster method . The means of data accumulation is the questionnaire; in total, 386questionnaires were completed. Structural equations are used in order to conduct data analysis. Results acquired from Path analysis showed that creative advertising has a positive influence on the brand image and attitude toward advertising, and brand image and attitude toward advertising has a meaningfully positive influence on the performance of the business (satisfaction and loyalty of customer

کلیدواژه‌ها English

Keywords: creative advertising
business performance
attitude toward advertising
brand image
small and medium-sized enterprise (SME)
customer satisfaction
customer loyalty
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دوره 22، ویژه نامه
علوم انسانی
پاییز 1404
صفحه 237-258

  • تاریخ دریافت 04 تیر 1401
  • تاریخ بازنگری 23 آبان 1401
  • تاریخ پذیرش 13 دی 1401