قيادة العلامة ودورها في تحقيق غيرة العلامة: بحث وصفي تحليلي لآراء عينة من زبائن شركات أبل وسامسونج وهواوي
محتوى المقالة الرئيسي
الملخص
الهدف: يكمن الهدف الرئيس للبحث في معرفة تأثير قيادة العلامة في تحقيق غيرة العلامة، واختير الشركات أبل وسامسونج وهواوي كميدان للبحث.
منهج البحث وادواته: من أجل تحقيق أهداف البحث لجأ الباحثان إلى استخدام المنهج الوصفي التحليلي لجمع البيانات بطريقة دقيقة ومفصلة عن الظاهرة، ثم تحليلها لاستخلاص النتائج والتفسيرات، وضمن هذا الاتجاه حاور الباحثان الأدبيات المتعلقة بعلم التسويق للإجابة عن مشكلة البحث ضمن ما يعرف بتقنية تحليل المضمون. وبهذا فأن البحث استقصت آراء عينة من زبائن شركات أبل وسامسونج وهواوي بما ينسجم مع طبيعة المتغيرات المبحوثة، إذ تم صياغة الاستبانة بوصفها الأداة الرئيسة في جمع البيانات، وجرى توزيع (395) استبانة، وأن ذلك التوزيع جرى بشكل الكتروني، من خلال نموذج ((Google باستخدام مقياس ليكرت الخماسي.
النتائج: توصل البحث إلى مجموعة من النتائج أهمها وجود تأثير جزئي لقيادة العلامة في تحقيق غيرة العلامة في الشركات المبحوثة.
التنزيلات
تفاصيل المقالة
المراجع
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