| Autor: |
مینا قاسمی نژاد, شهناز نایب زاده, سیدحسن حاتمی نسب |
| Zdroj: |
Consumer Behavior Studies Journal / Muṭāli̒āt-i Raftār-i Maṣraf/Kunandah; Sep2022, Vol. 9 Issue 3, Preceding p113-146, 34p |
| Abstrakt: |
The main purpose of this research is to identify the indicators of language use in branding and its impact on consumer psychology in the food industry. A qualitative approach was used to identify the dimensions and indicators of brand linguistics and a quantitative approach was used to examine the significance and extent of the effects of the model components. The data required for the research were used in qualitative section based on an expert panel containing 10 marketing experts in the food industry. These individuals were selected based on the snowball sampling method and the selection process continued until theoretical saturation was achieved. Also, in order to complete the questionnaires in quantitative part, a sample of 420 marketing and sales experts and managers and analysts in the food industry were used using the available sample sampling method and the formula related to the structural equation modeling method. Data were collected in the qualitative part using semi-structured interview tools and in the quantitative part by a researcher-made questionnaire. Finally, the collected data were analyzed in the qualitative section based on the hermeneutic approach by using of qualitative content analysis method in MAXQDA software. Quantitative data were collected in the form of a questionnaire in two sections of brand linguistics and consumer psychology based on 75 questions and were analyzed using structural equation modeling in AMOS software. The results of the qualitative section identified the septet dimensions related to the use of language in branding activities and their indicators. Based on the results of the quantitative research section, the septet dimensions of brand linguistics have a significant and positive effect on consumer psychology. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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