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Register a new userA Proposed Model of Consumption Values-Based Brand
نموذج مقترح لبناء قيمة العلامة التجارية اعتماداً على قيمها الاستهلاكية
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محمد الخضر( باحث )
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أُجريت الدراسة على 273 طالب جامعي (في الجامعة الدولية الخاصة للعلوم و التكنولوجيا و جامعة دمشق) في كانون الأول من العام 2015 و ذلك بهدف تقديم نموذج جديد و تحديد أثر القيم الاستهلاكية للعلامة التجارية (Consumption values) على قيمتها من وجهة نظر المستهلك (Brand equity). جُمعت البيانات عن طريق الاستبيانات، طُلب من المستجوبين تحديد القيم الاستهلاكية لهواتفهم المحمولة الذكية، ثم قِيسَ ولاءهم للعلامات التجارية و القيمة التي يضعونها في هذه العلامات التجارية. اختبر الباحث النموذج المقترح باستخدام نمذجة المعادلات الخطية باستخدام برنامج AMOS. توصل البحث إلى أن كل من قيمة العلامة التجارية بالنسبة لسعرها و قيمتها الوظيفية و العاطفية و الاجتماعية و المعرفية و الظرفية يؤثر على الولاء للعلامة التجارية. كما توصل إلى وجود أثر للولاء للعلامة التجارية على قيمتها من وجهة نظر المستهلك. قد يمثل هذا البحث واحدة من الجهود التسويقية الأولى لشرح قيمة العلامة التجارية على أساس قيمها الاستهلاكية. يقدم البحث بعضاً من التوصيات لصناعة الهواتف المحمولة و للوسط الأكاديمي.
A survey of 273 students in major universities was conducted in December 2015 to introduce and examine the consumption values based brand equity (CVBE). Data were gathered by questionnaires, subjects were asked to evaluate consumption values of their current smart phones, and then brand loyalty and equity of smart phones were measured.Testing the model using structural equation modeling by AMOS program shows that value for the price, functional value, emotional value, social value, epistemic value, and conditional values affect brand loyalty. Furthermore, customer-based brand equity is determined by customer brand loyalty. The research may represent one of the first effort in marketing literature to explain brand equity based on consumption values. The implications for industry and academia are discussed.
References used
DELGADO-BALLESTER, E.; MUNUERA-ALEMA´N, J. L. Does brand trust matter to brand equity? Journal of Product & Brand Management, Vol. 14, N. 3, 2005, 187–196
FARQUHAR, P.H. Managing brand equity, Marketing Research, Vol. 1, N. 3,1989, 24-33
PARK, C.S.; SRINIVASAN, V. (1994), A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, Vol. 31, May, 1994, 271-88
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هدفت هذه الدراسة إلى بناء نموذج لمحددات قيمة العلامة التجارية من خلال مجموعة من هذه المحددات وذلك اعتمادا على مجموعة من الدراسات والابحاث
The objective of this field study was to examine the effect of brand
name dimensions, namely; brand perceived price, brand perceived
quality on purchase decision. The field research was carried out
on university youth in Syria. Aimed the research
was to
understand the most influential brand name dimensions on
purchase decision. Based on brand name literature, previous
empirical and conceptual studies, a self-administered
questionnaire was developed as a primary data collection method.
The questionnaire instrument was distributed and delivered to a
convenience sample (800 students) of Al-Furat university.
Descriptive statistics, simple and multiple regression analysis
techniques were employed to test the research model and
hypotheses. Empirical findings revealed a positive and significant
impact of brand name dimensions (brand perceived price, brand
perceived quality) on purchase decision of youth university.
The research aims to study the impact of the brand expansion strategy on the brand value within the Syrian market, through the four basic dimensions of the brand’s value, namely, awareness of the brand, perceived quality, healthy consumer associations with the brand and brand loyalty.
This research aims to formulate an integrated model for voluntary disclosure information in the Syrian business environment, and to test the application of the proposed model in the financial statements of the year (2012) for the (22) listed companie
s in DSE.
To achieve the research goals, the research was based on the previous studies and related researches, to formulate the model and test its validation to be applied. The research tested if the listed companies in DSE disclosed any of the information which
is contained in the suggested model, by reviewing each of the (22) financial statements of the listed companies and the disclosed information was then quantified.
The research has many results as the model is validated for measuring the purposes of the voluntary disclosure. The listed companies of DSE disclosed acceptable information which is included in the model. The disclosing percentage was very low
with the highest percentage being (10%).
This study has been done to develop scientific research and select talented people of
post-graduate students (master students) to continue and get doctoral degrees (degree in
PHD) at Tishreen University. The research has been prepared, which aims t
o suggest a
model for measuring the degree of creativity and talent for post-graduate students by using
one of artificial intelligence techniques such as Fuzzy Logic.
An expert system has been built that contains an inference rule which consists of
three types of tests: (Theory Test, TT), (Practice Test, PT), and (Creativity Test, CT) for
each course.
This intelligent system has also aimed to determine the ability to make decisions
which gives the rate of talent for post- graduate students.
The study has reached to an important set of results, and the most important is:
Results have shown high strength and reliability shows the validity of this proposed
model, the validity of the results have reached to 85% and 100%, by using two different
methods to defuzzificate of proposed model.
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