پایان نامه تاثیر کشور سازنده نام تجاری بر ارزش ویژه برند ( مطالعه موردی صنعت آسانسور)

فهرست:

فصل اول: کلیات تحقیق.. 2

1-1) مقدمه. 3

1-2 ) بیان مسئله. 4

1-3 ) اهمیت وضرورت پژوهش.... 7

1-4 ) اهداف تحقیق.. 8

1- 5) فرضیات تحقیق.. 9

1-6) قلمرو تحقیق.. 9

1-7 ) تعریف مفاهیم و واژگان اختصاصی.. 9

1-8) خلاصه فصل اول. 11

فصل دوم: مروری بر ادبیات و پیشینه تحقیق.. 12

2-1)  بخش اول : ادبیات نظری تحقیق.. 13

2-1-1) تعریف برند. 14

2-1-2) تاریخچه برند. 19

2-1-3) آگاهی از کشور سازنده نام تجاری.. 20

2-1-4) ارزش ویژه برند. 23

2-1-5) ابعاد ارزش ویژه برند. 27

2-1-6) اثرات ارزش ویژه برند. 42

2-1-7) عوامل تعیین کننده ارزش ویژه برند. 43

2-1-8) بازاریابی و ارزش ویژه برند. 46

2-1-9) عوامل مؤثر بر ابعاد ارزش ویژه برند مبتنی بر مشتری.. 47

2-1-10) ارتباطات میان ابعاد و ارزش ویژه برند. 51

2-1-11) دستیابی به برندهای قدرتمند. 51

2-1-12) عوامل تحریک کننده قدرت برند. 52

2-1-13) منافع ایجاد برند قدرتمند. 54

2-1-14)  بازار مصرف و رفتار مصرف کننده. 57

2-2) بخش دوم : پیشینه تحقیق.. 62

2-2-1) پیشینه داخلی تحقیق.. 62

2-2-2) پیشینه خارجی تحقیق.. 65

2-3) بخش سوم : مدل مفهومی تحقیق.. 68

2-4) خلاصه فصل دوم. 68

فصل سوم: روش شناسی تحقیق.. 69

3-1) مقدمه. 70

3-2) نوع و روش تحقیق.. 70

3-3)  جامعه آماری.. 71

3-4) روش نمونه گیری و حجم نمونه. 72

3-5) ابزار و روش های جمع آوری اطلاعات و داده ها 72

3-6) روایی سنجی  و پایایی سنجی ابزار پژوهش.... 74

3-7) شیوه های تجزیه وتحلیل اطلاعات... 77

3-8) خلاصه فصل سوم. 85

فصل چهارم: تجزیه و تحلیل داده ها 86

4-1 مقدمه. 87

4-2)  آمار توصیفی.. 88

4-3 ) آماراستنباطی.. 92

4-5 ) تحلیل عاملی تأییدی.. 94

4-3-3) معادلات ساختاری لیزرل. 100

4-3-4) برازش مدل تحقیق.. 102

4-3-5)  آزمون فرضیات تحقیق با استفاده از مدل معادلات ساختاری.. 103

فصل پنجم: نتیجه گیری و پیشنهادهای پژوهش.... 105

5-1) مقدمه. 106

5-2)جمع بندی فصل ها 106

5-3) بحث و نتیجه گیری.. 107

5-3-1) اطلاعات و ویژگیهای فردی پاسخ دهندگان. 107

5-3-2) نتیجه گیری از یافته های تحقیق.. 108

5-4) پیشنهادهای پژوهش.... 111

5-5) پیشنهادات برای تحقیقات آتی.. 113

5-6) محدودیت های تحقیق.. 114

منابع. 115

پیوست ها 127

منبع:

1)

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3)آموزش کاربردی SPSS در علوم اجتماعی و رفتاری(چاپ دوم)

4)تحلیل داده های علوم رفتاری با برنامه SPSS(ویرایش سوم)

5)– مینی بوس کروز)

6)

7)ارزیابی تأثیر بین آگاهی از کشور خاستگاه مارک تجاری و تصویر ذهنی از کشور خاستگاه تولید

8)

9)تأثیر تصویر ذهنی کشور مبدأ بر شکل گیری ارزش ویژه نام تجاری(مورد مطالعه : گوشی تلفن و رایانه همراه)

10)

11)

12)بررسی تأثیر کشور سازنده بر ارزش ویژه نام تجاری

13)

14)

15)

16)

17)بازاریابی بین المللی

18)

19)تصویر ذهنی کشور مبدا و شکل گیری ارزش برند محصولات الکترونیکی

20)  محرابی،جواد،خوش منظ،ایوب(1390) " ارزیابی تأثیر خاستگاه نام و نشان تجاری بر ارزش ویژه نام و نشان تجاری از دیدگاه مصرف کنندگان"،فصلنامه مدیریت،سال نهم،شماره 26،28-23.

21)بررسی تأثیر ارزش نام و نشان تجاری بر روی انتخاب مصرف کننده (مطالعه موردی گز اصفهان)

22)کسب وکارهای نام های تجاری

23)بررسی رابطه بین کشور مبدأ و ارزش برند(مطالعه موردی: گراد)

24)

25)مدل یابی معادلات ساختاری با کاربرد نرم افزار لیزرل

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