List of Articles انتخاب برند

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  1 - Analyze Marketing Factors Influencing the Desire to Choose a Hospital Brand
  Arash Dehghan Mohammad Javad Taghipourian Sohiela Nazarpour Marzieh Gorji
  Introduction: Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, whi More

  Introduction: Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, while honoring patients and providing them with better services, they create a value-for-money environment in which to receive the appropriate benefits for their services. Methods: The statistical population of this study was all clients of Qazvin Chamran Hospital. Thus, the Cochran formula for infinite societies determines 385 people. Also, systematic random sampling was used to select clients of this hospital. The required data were collected through a standard questionnaire distributed by Egers et al. (2013) and Lu et al. (2015) and analyzed using structural equation modeling and AMOS software. Content validity was used to determine the validity and reliability of the questionnaire and it was determined that the questionnaire was valid. The Cronbach's alpha coefficient also showed that the reliability of the research measurement tool can be relied on. Data were analyzed using structural equation analysis. Result: The results of structural equation modeling show that consistency (0.58), customer orientation (0.79), homogeneity (0.62) have significant effect on trust and trust also have significant effect on brand equity (0.91) and tend to choose the brand (0.96). Conclusion: According to the results of this study, it can be stated that from the perspective of brand management, one of the factors influencing the choice of a hospital brand is consistency, customer orientation, homogeneity and trust. Hospitals can provide high quality, distinctive and beyond-the-patient service while paying close attention to the marketing principles of their service, while simultaneously paying attention to brand authenticity, trust and brand equity. Manuscript profile
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  2 - An Investigation of Influential Factors in Choosing Brands of Washing Products by Female Isfahanis Customers
  حامد کرمیان ahmadreza shekarchizadeh reyhaneh rismankarzadeh
  Abstract The present study is an investigation of the influential factors in how Isfahani women select detergent brands: Iranian (Golrang) or other (Peril)? This study is functional in purpose and descriptive-survey in methodology. The research population consists of fe More

  Abstract The present study is an investigation of the influential factors in how Isfahani women select detergent brands: Iranian (Golrang) or other (Peril)? This study is functional in purpose and descriptive-survey in methodology. The research population consists of female users of Peril and Golrang in Isfahan. Cochran formula was used to determine the population which finally amounted to 320 questionnaires. The findings reveal some 29 chief influential components which were sorted into 8 factors. These factors determine the motive of purchase for more than 66% of Golrang product and more than 71% of Peril product. Out of these 29 components, 5 were found to be the most important in selecting Golrang: distinction of product, Washing quality, aroma, compatibility with skin, the power of lathering. The most important components for Peril were: newness of name, distinction between this product and the others, washing quality, aroma, compatibility with skin, and power of lathering. Manuscript profile
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  3 - An Investigation of Influential Factors in Choosing Brands of Washing Products by Female Isfahanis Customers
  H. Karamian A. Shekarchizadeh R. Rismankarzadeh
  The present study is an investigation of the influential factors in how Isfahani women select detergent brands: Iranian (Golrang) or other (Peril)? This study is functional in purpose and descriptive-survey in methodology. The research population consists of female user More

  The present study is an investigation of the influential factors in how Isfahani women select detergent brands: Iranian (Golrang) or other (Peril)? This study is functional in purpose and descriptive-survey in methodology. The research population consists of female users of Peril and Golrang in Isfahan. Cochran formula was used to determine the population which finally amounted to 320 questionnaires. The findings reveal some 29 chief influential components which were sorted into 8 factors. These factors determine the motive of purchase for more than 66% of Golrang product and more than 71% of Peril product. Out of these 29 components, 5 were found to be the most important in selecting Golrang: distinction of product, Washing quality, aroma, compatibility with skin, the power of lathering. The most important components for Peril were: newness of name, distinction between this product and the others, washing quality, aroma, compatibility with skin, and power of lathering. Manuscript profile
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  4 - An Investigation into Factors that Affect Brand Choice Using Factor Analysis Approach
  M. Samiei Nasr S. M. Alavi M. Nadjafi Siahroudi
  Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and inves More

  Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue that most of the time customers instead of buying a product, buy the brand. Therefore, recognizing the factors influencing brand choice and investigating the specific features of brand is of importance and requires various studies. The present study aimed at investigating into factors that affect brand choice. The methodology of this study was applied research and for data collection, survey approach was used. The statistical population consisted of buyers in Shiraz and statistical sample based on Factor Analysis were 400 buyers (sampling method: regional method). Based on statistical analyses, 30 factors that affect brand choice were categorized in 9 classifications; five factors, namely the simplicity of brand's pronunciation, non-ambiguity of brand, simplicity of brand memorization; writing language and understandability of brand, were classified as the important ones. Further, based on qualitative analyses, result revealed that “past experience of buying” for respondents affects in brand choice to a great extent. Manuscript profile
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  5 - The Effect of Social Capital for Choosing Brand of Consumer
  Mehrdad Godarzvand Chegini Seyyed Hamed Hashemi Mino Yosefi
  One of the main problems that people as consumers of goods and services associated with it, the brand is the desired product or service. Taking advantage of social capital networks, each person can contribute to the choice and decision-making. The theoretical framework More

  One of the main problems that people as consumers of goods and services associated with it, the brand is the desired product or service. Taking advantage of social capital networks, each person can contribute to the choice and decision-making. The theoretical framework of research is theory of Wellman social capital network .The aim of this study was to evaluate the impact of social capital among consumers choosing brand Snowa brand is Snowa in Chalus. The research method is descriptive and standardized data collection tool. The study population consisted of all consumers home appliances brand in the city of Chalous Snowa are unlimited according to population size , using simple random sampling and the sample size of 228 was calculated .To analyze the data, structural equation SEM and AMOS software for structural equation modeling software is used SPSS21.The findings revealed that social capital influence on brand choice. It is recommended that Snowa brand in home appliances by using a special competitive advantage through culture , communication and social capital between buyers acquire , use and promote this strategy should be developed and implemented. Manuscript profile