نمونه ترجمه تخصصی بازاریابی درباره الگو ی مفهومی دلبستگی به برند

A conceptual model of brand attachment

Today consumers can choose among a variety of brands and winning the larger market share is one of the main issues and priorities of mangers (Chen & Sun 2014). Studies have shown that among ideas about brands and branding, customers pay more attention to brand attachment (Doreem, 2012). Almost every brand has its own goals, which are beyond mere financial benefit and represent the reason that a brand exists (Holt, 2004). Yemon Sink describes this in his book “start with the why” by writing that rather than buying what companies try to sell, customers buy the reason that they should buy that product or service (Becerra and Badrinarayanan, 2013). According to Sink, the “why” is the start point and the measure of brand attachment and credit. Successful companies communicate with customers in a way that the “why” for what they want to do for customers is transferred to the customers. In fact, the “why” is the most intrinsic and important proposition (گزاره) that differentiate a brand from others. Brand attachment lowers the costs and maximizes the profit (Peterson, 2005). In addition, introduction and expansion of the Internet have created deep changes in purchase behavior of individuals. This is not to say that the effect of cultural, social, personal, and psychological factors is eliminated. Several studies have been conducted on customers’ behavior on the Internet and along with identifying the effective factor, different models have been proposed by them about online purchase behavior. We are witnessing a surge in the growth of online purchase over the past years so that more than 70% of Dutch people in 2018 purchased their needed products and services in online space (Lee 2018). Therefore, it is essential for online store managers to pay attention to the interests and tastes of online shoppers, provide the brands mostly sought after by the customers, and conduct more realistic analyses of the customers’ behavior (Feng Shen, 2013). Given the above introduction and the gap in the literature, one may say that because of the growing competition in online market, most of the studies have neglected brand attachment. Therefore, the main focus area of the present paper is to answer the question “what are the background factors and outcomes effective in brand attachment in online purchase behavior?” By doing this study, the authors hope to introduce a scientific model in this field of study.