List of Articles "brand equity"

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  1 - Examining the effect of self-congruity on women purchase intention from luxury brands (Case study: Clothing Industry)
  hossein norouzi fatemeh darvish ali shojae
  Due to the growing competition in large industries, companies are struggling to attract more customers to their products; but this will not be possible without considering the factors affecting the consumer purchase decision. So, this study investigates the effect of se More

  Due to the growing competition in large industries, companies are struggling to attract more customers to their products; but this will not be possible without considering the factors affecting the consumer purchase decision. So, this study investigates the effect of self-congruity on women purchase intention and behavior from luxury brands. The statistical population of this study includes all women in Tehran city who bought luxury brands of clothing in the fall of 1397. For data collection, simple non probability sampling method and a questionnaire tool was used which included 37 indicators. The sample size was considered to be at least 200 people according to Kline's formula. In order to test the collected data, structural equation modeling was used by using Smart PLS software. The results of the research indicate that the hypothesis of the effect of self-congruity on purchase intention has not been approved, but other research hypotheses have been confirmed. Manuscript profile
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  2 - Effect of customer experience on revisit intention to FMCG industries with consideration of loyalty, hedonic values and brand equity.
  faezeh mohammadi sina nematizadeh seyed abbas heydari hossein safarzadeh
  This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in t More

  This research is carried out in order to investigate the effect of customer experience on his revisit intention with respect to hedonic values, loyalty and brand equity in FMCG food industries.In view of quantitative approach, descriptive and surveying strategy and in terms of propose, this is a practical research. Target group of this research are selected from customers of restaurants and cofes complex, Mitzone, Meat house and steak house in Tehran. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Simple random sampling are selected and data analysis has been done by structural equation modeling method.Result of research shows that pleasant experience increased costumer revisit-intention, also in this regard parameters such as loyalty, brand equity and hedonic values as intermediary parameters also affect costumer revisit intention accordingly. According to the results, it can be said that through these three variables, a pleasant experience is a more accurate factor to increase the intention of customers to return. Manuscript profile
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  3 - Identifying model of media performance with the brand equity approach in startup businesses
  Akram Ghelichkhan Seana Nematizadeh seyed kamran nourbakhsh
  Purpose - This study aims to design a model of media performance in terms of brand equity in startups utilizing a mixed, qualitative-quantitative research method. Design/methodology/approach - In the qualitative step, the required data was collected from semi-structured More

  Purpose - This study aims to design a model of media performance in terms of brand equity in startups utilizing a mixed, qualitative-quantitative research method. Design/methodology/approach - In the qualitative step, the required data was collected from semi-structured exploratory interviews with 16 university and industry experts as well as industry experts who agwre active in related fields throughout snowball, purposeful and theoretical sampling methods, Subsequently analyzed with grounded theory method through open, axial and selective coding. Finally, the model was presented. In the quantitative step, data were collected by distributing an online questionnaire among 384 consumers of Digikala brand. Afterward the extracted model was evaluated by structural equations modeling in lisrel, spss software.Findings - The results indicate the media performance as main phenomenon, communicational strategy as causal factors, brand equity as strategy, brand Judicial features and brand competitive environmental features as moderators and eventually behavioral responses as Consequences. Additionally, the quantitative step the model fit was well.Conclusion: in this research, creating brand equity using social media is recommended as a priority for the success of startup companies. Manuscript profile