چکیده:
ﻫﺪف ﮐﻠﯽ اﯾﻦ ﺗﺤﻘﯿﻖ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﭼﺸﻢ اﻧﺪاز ﺑﺮﻧﺪ و ﻣﻮﺿﻊ ﯾﺎﺑﯽ ﺑﺮﻧﺪ و ﻋﻨﺎﺻﺮ آﻣﯿﺨﺘﻪ رﺳﺎﻧﻪ ﺑﺮ ارزش وﯾﮋه ﺑﺮﻧﺪ) ﻣﻄﺎﻟﻌﻪ ﻣﻮردی: ﻣﺆﺳﺴﻪ ﻣﺎﻟﯽ و اﻋﺘﺒﺎری ﮐﺎﺳﭙﯿﻦ (ﺑﻮده اﺳﺖ. ﺟﺎﻣﻌﮥ آﻣﺎری ﭘﮋوﻫﺶ، ﮐﻠﯿﮥ ﮐﺎرﮐﻨﺎن ﻣﺆﺳﺴﻪ ﻣﺎﻟﯽ و اﻋﺘﺒﺎری ﮐﺎﺳﭙﯿﻦ ﺑﻪ ﺗﻌﺪاد 913 ﻧﻔﺮ ﻣﯽﺑﺎﺷﺪ. ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﺟﺪول ﮐﺮﺟﺴﯽ و ﻣﻮرﮔﺎن ﺗﻌﺪاد 269 ﻧﻔﺮ ﺑﻪ روش ﻧﻤﻮﻧﻪ ﮔﯿﺮی ﺗﺼﺎدﻓﯽ ﺧﻮﺷﻪ ای ﭼﻨﺪ ﻣﺮﺣﻠﻪ ای ﺑﻪ ﻋﻨﻮان ﻧﻤﻮﻧﻪ آﻣﺎری اﻧﺘﺨﺎب ﺷﺪﻧﺪ. ﭘﮋوﻫﺶ از ﻧﻈﺮ ﻫﺪف ﮐﺎرﺑﺮدی اﺳﺖ و ﺑﺮاﺳﺎس ﺟﻤﻊ آوری داده ﻫﺎی ﻣﻮرد ﻧﻈﺮ، در زﻣﺮة ﭘﮋوﻫﺶ ﻫﺎی ﺗﻮﺻﯿﻔﯽ از ﻧﻮع ﻫﻤﺒﺴﺘﮕﯽ ﺑﻮده ﮐﻪ ﺟﻬﺖ ﮔﺮدآوری اﻃﻼﻋﺎت از ﭘﺮﺳﺸﻨﺎﻣﻪ اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ دارای رواﯾﯽ ﺻﻮری ﺑﻮده و ﭘﺎﯾﺎﯾﯽ ﭘﺮﺳﺸﻨﺎﻣﻪ ﻫﺎ ﻧﯿﺰ ﺑﻪ ﮐﻤﮏ آﻟﻔﺎی ﮐﺮوﻧﺒﺎخ(a) ﺑﺮرﺳﯽ ﺷﺪ. اﯾﻦ ﻋﺪد ﺑﺮای ﭘﺮﺳﺸﻨﺎﻣﻪ ارزش وﯾﮋه ﺑﺮﻧﺪ 0,87، ﭘﺮﺳﺸﻨﺎﻣﻪ آﻣﯿﺨﺘﻪ رﺳﺎﻧﻪ 0,85، ﻣﻮﺿﻊ ﯾﺎﺑﯽ 0,81 و ﭼﺸﻢ اﻧﺪاز ﺑﺮﻧﺪ 0,79 ﺑﻪ دﺳﺖ آﻣﺪ. ﺑﺮای ﺗﺠﺰﯾﻪ و ﺗﺤﻠﯿﻞ اﻃﻼﻋﺎت ﻧﯿﺰ از ﻧﺮم اﻓﺰار 23 SPSS و آﻣﺎر ﺗﻮﺻﯿﻔﯽ) ﺟﺪاول ﺗﻮزﯾﻊ ﻓﺮاواﻧﯽ، درﺻﺪﻫﺎ (و اﺳﺘﻨﺒﺎﻃﯽ) رﮔﺮﺳﯿﻮن ﺧﻄﯽ ﺳﺎده (اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﻧﺘﺎﯾﺞ ﻧﺸﺎن داد ﭼﺸﻢ اﻧﺪاز ﺑﺮﻧﺪ ﺑﺮ آﮔﺎﻫﯽ و ﺗﺪاﻋﯽ ﺑﺮﻧﺪ و ﮐﯿﻔﯿﺖ ادراک ﺷﺪه ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری دارد وﻟﯽ ارﺗﺒﺎط ﻣﻌﻨﺎداری ﺑﺎ وﻓﺎداری ﺑﻪ ﺑﺮﻧﺪ ﻧﺪاﺷﺖ. ﻫﻤﭽﻨﯿﻦ ﻣﻮﺿﻊ ﯾﺎﺑﯽ ﺑﺮﻧﺪ ﺑﺮ ﻫﺮ ﺳﻪ ﻣﺆﻟﻔﻪ ارزش وﯾﮋه ﺑﺮﻧﺪ ﯾﻌﻨﯽ آﮔﺎﻫﯽ و ﺗﺪاﻋﯽ ﺑﺮﻧﺪ، وﻓﺎداری ﺑﻪ ﺑﺮﻧﺪ و ﮐﯿﻔﯿﺖ ادراک ﺷﺪه ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری دارد. و در ﻧﻬﺎﯾﺖ ﻋﻨﺎﺻﺮ آﻣﯿﺨﺘﻪ رﺳﺎﻧﻪ ﺑﺮ آﮔﺎﻫﯽ و ﺗﺪاﻋﯽ ﺑﺮﻧﺪ و وﻓﺎداری ﺑﻪ ﺑﺮﻧﺪ ﺗﺄﺛﯿﺮ ﻣﺜﺒﺖ و ﻣﻌﻨﺎداری دارد، وﻟﯽ ارﺗﺒﺎط ﻣﻌﻨﺎداری ﺑﺎ ﮐﯿﻔﯿﺖ ادراک ﺷﺪه ﻧﺪاﺷﺖ.
The general aim of this study was to investigate the effect of brand vision and brand localization and mixed elements of media on brand equity (Case Study: Credit and Financial Institute of Caspian). The statistical society of the study, all employees of credit and financial institution of Caspian is the number of 913 people. According to kereji and Morgan table, 269 people were selected by multistage cluster accidental sampling method as statistical sample. The study is functional and based on gathering data has been among descriptive and correlational studies that are used for collecting data from questionnaires. The questionnaires have a narrative face and reliability of the questionnaires was investigated with the help of kronbach alpha (ɑ). The number obtained for the questionnaire of 0. 87 brand equity, 0. 85 media mixed questionnaire, 0. 81 localization, and 0. 79 brand vision. To analyze the data, SPSS 23 software and descriptive (frequency distribution tables, percentages) and inferential statistics (simple linear regression) is used. The results showed that the vision of brand has a significant and positive effect on awareness and association of brand and perceived quality, but didn’t have a significant relationship with brand loyalty. Also the brand localization has a significant and positive effect on all three components of brand equity: awareness and association of brand, brand loyalty and perceived quality. And finally, media mixed elements has a significant and positive effect on awareness and association of brand and brand loyalty, but didn’t have a significant correlation with perceived quality.