...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Product & Brand Management >Antecedents of brand preference for mobile telecommunications services
【24h】

Antecedents of brand preference for mobile telecommunications services

机译：移动电信服务品牌偏好的前身

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose - This paper aims to report on a study into the antecedents of consumer brand preference, in the context of telecommunications service brands in Jordan. Design/methodology/approach - A questionnaire-based survey was used to gather attitudes towards brand preference and its antecedents in the context of mobile telecommunications service providers in Jordan. The questionnaire was distributed, in Arabic, to university students in Jordan, a group selected as being active users of mobile phone services; 648 completed questionnaires were received. Data were entered into SPSS. Principal component analysis (PCA) was applied to identify the antecedents of brand preference. Multiple regression was conducted in order to investigate the relative impact of the identified factors on brand preference. Findings - Factor analysis identified 11 antecedents of brand preference; these can be theoretically clustered into three groups: awareness antecedents (controlled communication (advertising), and uncontrolled communication (publicity, word of mouth)); image antecedents (service value attributes (price, quality), provider attributes (brand personality, country of origin, service (employee + location)), and corporate status (corporate image, corporate reputation)); and, customer attribute antecedents (satisfaction, perceived risk, and reference group). Multiple regression showed the contribution of each of these antecedents to brand preference. Originality/value - This paper contributes to theorise by proposing and testing one of the first holistic models to integrate consideration of many of the antecedents of brand preference.
机译：目的-本文旨在针对约旦的电信服务品牌，对消费者品牌偏好的前因进行研究。设计/方法/方法-在约旦的移动通信服务提供商的背景下，使用了基于问卷的调查来收集对​​品牌偏爱及其前身的态度。问卷以阿拉伯文分发给约旦的大学生，该群体被选为手机服务的活跃用户；收到648份完整的问卷。数据已输入SPSS。应用主成分分析（PCA）来确定品牌偏好的前因。为了调查确定的因素对品牌偏好的相对影响，进行了多元回归。调查结果-因子分析确定了11个品牌偏好的前因；从理论上讲，这些可以分为三类：意识先例（控制性交流（广告）和非控制性交流（宣传，口口相传））；形象先例（服务价值属性（价格，质量），提供者属性（品牌个性，原产国，服务（员工+所在地））和公司状况（公司形象，公司声誉））；以及客户属性的前因（满意度，感知风险和参考群体）。多元回归分析显示了每个这些前因对品牌偏好的贡献。原创性/价值-本文通过提出和测试首个综合模型来整合理论，这些模型综合了对品牌偏好的许多前因的考虑。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号