نام تجاری

Open Access Article

1 - Emotional marketing, dynamic capabilities and organizational profitability
Mojtaba Poursalimi anoosh omidi

Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefo More

Organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefore, the present study aims to explain the relationship between capabilities Dynamic, Emotional Marketing, Brand Loyalty and Organizational Profitability. In this regard, the required data were collected using the standard questionnaire of the target population of the research (Active Representatives of Pasargad Insurance, Khorasan Razavi, whose number is 261 and based on the table). Morgan the A sample of 152 individuals was selected (collected). The conceptual design of the research was evaluated using structural equation modeling using PLS software and path analysis method. The results showed that emotional marketing through brand loyalty had a positive effect on organizational profitability. Also, the results indicated that the dynamic capabilities of the organization also had a positive impact on organizational profitability. Manuscript profile

Open Access Article

2 - Prioritizing Brand Equity Methods from Customers’ Perspective for Finance Industry
سمیه یوسفی دارستانی امیرعباس نجفی مصطفی ستاک

Brand equity assessment serves as an important measurement of strategic value for internal use as well as for a number of external stakeholders. While there are a number of methods and models available for brand equity assessment, it is still uncertain which approach is More

Brand equity assessment serves as an important measurement of strategic value for internal use as well as for a number of external stakeholders. While there are a number of methods and models available for brand equity assessment, it is still uncertain which approach is best. Yet, almost no research exists that has empirically prioritized the existing brand equity methods from the perspective of different stakeholders. In this paper a model is developed for prioritizing brand equity methodologies from the viewpoint of customers as a stakeholder of brand equity. The criteria of this process are the expectations of customers including quality, reputation, and benefit according to Jones brand equity stakeholder model. The priority of these criteria sets via a structured questionnaire filled by customers. Then the Analytical Hierarchy Process (AHP) incorporates to prioritize brand equity methodologies versus these criteria. The empirical findings of this study indicate that the more a method evaluates the benefit, the more it is relevant for measuring brand equity. Among brand equity methods evaluated in this study, Keller’s customer-based brand equity model gained the highest weight regarding taking benefit into consideration and was selected as the best method to evaluate brands from the customers’ perspective in finance industry. This study set out to prioritize the brand valuation pool to help practitioners and academics in assessing the alternative techniques and selecting the most relevant one for customers. Manuscript profile

Open Access Article

3 - Impact of the Culture and Content of Humorous Advertisement the Intention is to Buy a Product in the Framework of Customer Perceptions and Perceptions
Seyed Mohammad baqery azita Gholipour Godarzei

Advertising is one of the most important communication tools for people who intend to sell a product or service to someone. Identifying the most important factors in increasing the effectiveness of advertising and taking them into account when preparing an advertising p More

Advertising is one of the most important communication tools for people who intend to sell a product or service to someone. Identifying the most important factors in increasing the effectiveness of advertising and taking them into account when preparing an advertising program can have a significant effect on improving advertising and increasing its effectiveness. The purpose of this study is to determine the impact of the culture and content of humorous advertisement the intention is to buy a product in the framework of customer perceptions and perceptions. Also, the present study is descriptive in terms of data collection. In this study, the library method and questionnaire were used to collect data. The sample size in this study was unlimited and not measurable. The sample size is 384. The sample size of this study is based on Morgan's table. For analysis of data SPSS and Liserl software were used. The results of this study showed that the content of the wit has a positive and significant effect on the intention to buy, the intention to use the brand, the perception of satire, the effectiveness of the advertisement, the tendency toward advertising and the attitude towards the advertisement. Hypothesis of perception of humor about buying intention, intention to use brand, advertising effectiveness, and tendency to advertise the attitude toward the ad was approved, but the impact of the tendency toward advertising on the intention to use the brand was not approved and rejected. Manuscript profile

Open Access Article

4 - Investigate the role of brand charm (Case Study: Sky Airways)
Seyyed Alireza Mosavi

The purpose of this research is to investigate the role of brand attraction in identifying a customer brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze More

The purpose of this research is to investigate the role of brand attraction in identifying a customer brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze the research data, a structural equation model has been used to confirm or reject the research hypotheses. The findings show that brand prestige, brand distinction and memorable experiences have a positive and significant effect on brand attractiveness. has it. The brand's charm and brand distinction have a positive and significant effect on brand identification. But, contrary to expectations, the brand's social benefits do not have a significant effect on the attractiveness and identity of the brand. Also, prestige and brand wisdom experiences do not have a significant effect on brand identification. In general, the results indicate that brand attractiveness is not just about building trust in aviation brand management, but also considering the importance of direct impact And its intermediary on customer identification is an important construct in understanding how customers are developing brand communication. Manuscript profile

Open Access Article

5 - Investigating the effect of nostalgic advertising on purchasing intention regarding its intermediate role of perceived self-perpetuating, brand attitude and emotional response to the brand (Case Study: Pak Co. Products)
Mehdi Bagheri Maryam Ghiasabadi Farahani

Nostalgic advertising is one of a kind of advertising that turns into a powerful tool for buying products by engaging people's feelings and attitudes. Therefore, the purpose of this research was to investigate the effect of nostalgic advertising on purchasing intention More

Nostalgic advertising is one of a kind of advertising that turns into a powerful tool for buying products by engaging people's feelings and attitudes. Therefore, the purpose of this research was to investigate the effect of nostalgic advertising on purchasing intention in terms of its intermediate role of perceived self-perpetuating, brand attitude and emotional response to the brand. This research is an applied study in terms of purpose and included in the group of causal researches. Population included the consumers of Pak Co. products in Arak city. After validation and reliability, verification was used for data collection. In this study, structural equations were used to investigate the relationships between model components. Also Lisrel software has been used for analyzing the hypotheses. According to the data analysis, the results indicated that nostalgic advertising has an effect on perceived self-perpetuating, brand attitude, emotional response to brand, and on buying intention; perceived self-perpetuating, brand attitude and emotional response to the brand affects the intention to purchase, and on the other hand nostalgia advertising does not affect the intention to purchase through perceived self-perpetuating, brand attitude and emotional response to the brand. Manuscript profile

Open Access Article

6 - Role and Effect of Psychological and Brand Antecedents on Luxury Consumpation Among Youth Adults
M. A. Abdolvand N. Reihani

The knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the pur More

The knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the purchase of luxury products has become the goal of many people, especially young adults. This study examines consumer behavior of young people (aged 18 to 35) purchasing luxury products. We focus on brand antecedents and psychological antecedents. Variables such as gaining respect, gaining popularity, getting noticed by others, showing who I am, symbol of success, symbol of prestige, indicates wealth, indicates achievement, interest in status, and enhances my image are psychological antecedents; other variables like brand symbolism, brand image congruency and self-concept, brand familiarity and brand aroused feelings are brand antecedents. The study distributed a questionnaire to 525 consumers of luxury watches in Tehran City. The findings show that two criteria significantly affect the consumption behavior of luxury products among youth. Also, the strength of influence for each variables differed due to revenue level, education and sexuality. According to the results, we can apply better communication strategies to this section of the target market. Manuscript profile

Open Access Article

7 - Assessment of the Effects of Advertising on Increasing Sales and a Mathematical Model for Determination of this Impact on Profitability
A. A. Farhangi A. Ekhlasi P. Toluei

Advertising has a significant impact on raising customer awareness. It is a tool by which customers become acquainted with companies` new and innovative products and services. Despite the importance of this tool in increasing sales, it is not easy to eval More

Advertising has a significant impact on raising customer awareness. It is a tool by which customers become acquainted with companies` new and innovative products and services. Despite the importance of this tool in increasing sales, it is not easy to evaluate its effect on sales. One problem confronted by marketing managers is determination of a clear relationship between the effectiveness of advertising and profitability. In this article, considering the relationship between these tools and brand equity, we have attempted to determine the effectiveness of these two factors on profitability. Also, different models for representing the effects of marketing communication tools on company profitability are offered. Finally, using data from a corporation and the numeric values related to each of the elements in the model, we attempt to determine a number representing the magnitude of the effect of advertising and sales promotion on the corporation's revenue. Manuscript profile

Open Access Article

8 - Assessment of the Effects of Advertising on Increasing Sales and a Mathematical Model for Determination of this Impact on Profitabilit
A. A. Farhangi A. Ekhlasi P. Toluei

Advertising has a significant impact on raising customer awareness. It is a tool by which customers become acquainted with companies` new and innovative products and services. Despite the importance of this tool in increasing sales, it is not easy to eval More

Advertising has a significant impact on raising customer awareness. It is a tool by which customers become acquainted with companies` new and innovative products and services. Despite the importance of this tool in increasing sales, it is not easy to evaluate its effect on sales. One problem confronted by marketing managers is determination of a clear relationship between the effectiveness of advertising and profitability. In this article, considering the relationship between these tools and brand equity, we have attempted to determine the effectiveness of these two factors on profitability. Also, different models for representing the effects of marketing communication tools on company profitability are offered. Finally, using data from a corporation and the numeric values related to each of the elements in the model, we attempt to determine a number representing the magnitude of the effect of advertising and sales promotion on the corporation's revenue. Manuscript profile

Open Access Article

9 - The Relationship between Risk Aversion and Brand Loyalty with Regard to the Role of Brand Trust and Brand Affect in This Relationship
Sh. Nayebzadeh P. Shahbazi

Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Methodology: Using proportional stratified sampling aproach, More

Problem description: The main problem of this research is to examine the relationship between risk aversion and brand loyalty (purchase and attitudinal) and the mediating role of brand trust and brand affect Methodology: Using proportional stratified sampling aproach, a community of 379 students from Science and Research branch of Azad University has been used to gather a data set of various laptop brands. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as descriptive and survey research. Since the subject is to study the relationship between variables this reasearch can be categorized as correlational. Data Gathering Tools and Techniques: Tools used for data gathering are note taking for library studies and questionary for hypothesis testing which is done with field research method. Structural equation modeling and Lisrel software are used to analyse research and hypothesis testing data. Findings: The result of data analysis indicates the effect of risk aversion on brand loyalty through brand trust and brand affect. Risk aversion is positively and directly related to brand trust and brand affect, Furthermore, brand trust and brand affect have positive and direct effects on brand loyalty (purchase and attitudinal). Manuscript profile

Open Access Article

10 - Evaluating and Prioritizing Effective Factors in Selecting Celebrity Endorsements for Advertising Campaigns from the Consumers' Point of View
M. A. Abdolvand A. Hoseinzadeh Emam

Nowadays, the use of references group in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their spec More

Nowadays, the use of references group in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their special and unique abilities or characteristics. This study evaluate 11 factors of celebrities characteristics in order to figure out consumers believes and preferences. Finally, the factors that are effective in consumers' selection were identified and prioritized. In order to collect the required information, using questionnaire chosen 210 persons from 5  big area of Tehran ( north,south,west,east,center ) at cluster random sampling . Multiple regression with SPSS software was used for the data analysis. Study results showed that consumers' prioritizations are: celebrity popularity, multiple endorsements, celebrity-product match, celebrity credibility, celebrity physical attractiveness, celebrity-target audience, celebrity should be product user, celebrity controversy risk, previous endorsement, celebrity availability. Moreover 3 factors have significant effects that are: celebrity popularity, celebrity multiple endorsements, celebrity availability. Manuscript profile

Open Access Article

11 - The Effect of Country of Origin of Brand on Brand Equity
B. Ranjbarian E. Mahmoudi A. Ghasemi

One of the most effective measures in the process of purchase behavior is country of origin of brand. Many people generalize mentality of the country to product that made by this country. This is something that can be used by owners of top brand in their business strate More

One of the most effective measures in the process of purchase behavior is country of origin of brand. Many people generalize mentality of the country to product that made by this country. This is something that can be used by owners of top brand in their business strategy. In this paper, the effect of country origin of brand on brand strength and awareness and brand equity has been studied.  The statistical population of paper is the student of Shahid Chamran University that a sample of 230 people of theirs has been studied. However, for analysis the data, SPSS and LISREL have been applied. The finding indicates that the effect of origin country of brand on brand strength and awareness and brand equity is positive and significant, while the effect of brand strength on brand equity is rejected.   Manuscript profile

Open Access Article

12 - Evaluating the Influence of Consumers' Perceived Corporate Image on Brand Extensions
B. Kheiry N. Nobandegani

The paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how po More

The paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate product extensions. Consumers’ attitude and evaluation regards eight new products, two real brands in bank service and two real brands in FMCG sectors, by using a questionnaire method of data gathering. The findings show that the corporate image affects both the perceived product quality and the perceived fit between the new product and the parent brand, which in turn affects attitudes towards the extension. Moreover, perceived product quality affects the perceived fit between the new product and the parent brand. Manuscript profile

Open Access Article

13 - Prioritizing Brand Equity Methods from Customers’ Perspective for Finance Industry
S. Yousefi Darestani A. A. Najafi M. Setak

Brand equity assessment serves as an important measurement of strategic value for internal use as well as for a number of external stakeholders. While there are a number of methods and models available for brand equity assessment, it is still uncertain which approach is More

Brand equity assessment serves as an important measurement of strategic value for internal use as well as for a number of external stakeholders. While there are a number of methods and models available for brand equity assessment, it is still uncertain which approach is best. Yet, almost no research exists that has empirically prioritized the existing brand equity methods from the perspective of different stakeholders. In this paper a model is developed for prioritizing brand equity methodologies from the viewpoint of customers as a stakeholder of brand equity. The criteria of this process are the expectations of customers including quality, reputation, and benefit according to Jones brand equity stakeholder model. The priority of these criteria sets via a structured questionnaire filled by customers. Then the Analytical Hierarchy Process (AHP) incorporates to prioritize brand equity methodologies versus these criteria. The empirical findings of this study indicate that the more a method evaluates the benefit, the more it is relevant for measuring brand equity. Among brand equity methods evaluated in this study, Keller’s customer-based brand equity model gained the highest weight regarding taking benefit into consideration and was selected as the best method to evaluate brands from the customers’ perspective in finance industry. This study set out to prioritize the brand valuation pool to help practitioners and academics in assessing the alternative techniques and selecting the most relevant one for customers. Manuscript profile

Open Access Article

14 - Investigating the Effects of Brand Credibility on Customer Loyalty in Public and Private Banks
M. Hassanzadeh A. Ghadiri

Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from More

Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from customers of Bank Melli Iran and Parsian Bank in Ghazvin. The results show that an increase in brand credibility has a direct and meaningful effect on customer satisfaction. Moreover, an increase in loyalty commitment has a direct and meaningful effect on word-of mouth recommendation , and anincrease in customer satisfaction has a direct and meaningful effect on loyalty. Manuscript profile

Open Access Article

15 - بررسی و تحلیل و توصیف وفاداران یکپارچه و افراد متغییر و رابطه آن با ابزارهای بازاریابی مستقیم در حوزه محصولات بهداشتی آرایشی
سنجر سلاجقه رستم پوررشیدی فاطمه قوی دست

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Open Access Article

16 - Exploring the Company Reputation and Customers’ Consumption Values on the Customers’ Perception of Brand (Case Study: Iran Khodro Co.)
Alireza Motameni Hadi Moradi Amin Hemmati

The Importance of brand and its impact on products and services selling are increasingly growing. Thus this study considers the main factors affecting consumers’ brand choice from behavioral perspective. In this regard, to determine the effective consumption value More

The Importance of brand and its impact on products and services selling are increasingly growing. Thus this study considers the main factors affecting consumers’ brand choice from behavioral perspective. In this regard, to determine the effective consumption values as well as relationship between corporate reputation and consumer consumption values the theory of consumption values is used. In order to collect the required data, questionnaire was used. Sample was selected among the car owners of IRAN KKODRO Co. in Tehran. Data analysis with use of exploratory factor analysis, discriminate analysis and structural equation modeling has been done. Results suggest that consumption values influence brand choice and through this prediction of customers’ brand choice is possible. Success rate of this model in predicting consumers correct brand choice behavior was %54.5. Also, SEM result showed that the corporate reputation effect on consumers’ consumption values is significant. Manuscript profile

Open Access Article

17 - Brand Relationship,The Cornerstone on Building Strong Brand in Commercial Banks
Kambiz Heidarzadeh Javad Abbasi

The present Research is an investigation to identify the factors that influence the commercial banks brand equity and to study their relationships in form of a brand assess model. The purpose is to provide a local model for banking industry in Iran. Therefore, by conduc More

The present Research is an investigation to identify the factors that influence the commercial banks brand equity and to study their relationships in form of a brand assess model. The purpose is to provide a local model for banking industry in Iran. Therefore, by conducting a mixed research, first through explanatory studies three dimensions of brand equity, branding knowledge and brand relationship were identified in commercial banks. Afterwards, by designing appropriate and high-quality measurement tools, and data gathering, the assessing model of brand equity for banking industry in Iran was analyzed and tested. In the present research, the statistical populations were all the clients of the banks. The number of the selected sample was 802. The findings of the research showed that the variables of brand relationship serve as an intermediary variable. In other words, brand knowledge has a positive effect on customers' relationship with the bank brands; and the consequences of banks brand equity were directly affected by the relationship between the customers and bank brands. This article provides managerial applications, suggestions for further research as well as the research limitations. Manuscript profile

Open Access Article

18 - The Effects of Upgrade Integrity and Subjective Norms on Willingness to Purchase of Counterfeit Products
Saeed Jalalian Bahram Kheyri

This research investigates the factors influencing the willingness to purchase counterfeit products in Universities of QAZVIN city. Based on a survey of 415 students whose Data were collected using a proportional stratified sampling method, confirmatory factor analysis More

This research investigates the factors influencing the willingness to purchase counterfeit products in Universities of QAZVIN city. Based on a survey of 415 students whose Data were collected using a proportional stratified sampling method, confirmatory factor analysis (CFA) was used for testing and confirming mine model.  Findings show the subjective impact on willingness to purchase counterfeit products indirectly. Also, attitude toward counterfeit products mediate between personal factors and willingness to purchase counterfeit products. This research has examined both personality factors based on theory of planned behavior in a country of Asia. Manuscript profile

Open Access Article

19 - The Impact of Brand Image on Employee Loyalty
Mirza Hassan Hosseini Vahid Reza Halvaeiha Saeed Ramazani

Currently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve More

Currently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve this goal. One such advantage is their brand image. In this study, attempts were made to examine the impact of brand image on employee loyalty. To this end, a survey was done on 160 employees of the three companies in food industry. The test of conceptual model shows the indirect relationship between brand image and employee loyalty. In fact, we found no reason to contradict the direct relationship between brand image and employee satisfaction and between employee satisfaction and employee loyalty. Further, we found no direct relationship between brand image and employee loyalty. In other words, the results indicate that brand image increases the employee satisfaction and the employee satisfaction, in turn, has a positive effect on employee loyalty. Manuscript profile

Open Access Article

20 - Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification
Mohammad Mehdi Bazrafkan Fazlollah Kazemi

This Study Was Done to Evaluate the Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification in Mobile Telecommunication Company of Iran “Hamrahe Aval”. In this study, the variables were evaluated by a q More

This Study Was Done to Evaluate the Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification in Mobile Telecommunication Company of Iran “Hamrahe Aval”. In this study, the variables were evaluated by a questionnaire. A questionnaire was distributed among 400 individuals from the statistical population that was distributed among all customers of the Mobile Telecommunication Company of Iran “Hamrahe Aval”, in the city of Shiraz. The research method was descriptive and correlational. To answer the questions and check the hypotheses by Smart-PLS Software, the structural equations method and path analysis with partial least squares (PLS) method was used. The results show that Affiliation and self-confidence have a positive and significant effect on the behavior within the consumer role in branding. The results of this research also confirm the positive and significant effect of self-esteem and individual autonomy on consumer redundancy behavior in branding. The results also show that behavior in consumer role and consumer redundancy behavior in branding has a significant effect on brand identification. Manuscript profile

Open Access Article

21 - The Role of Brand Attractiveness in Customer Acceptance of the Brand (A case study in Borujerd textile brand sales branches)
Peiman Valipour Maryam Sayari

The present study was designed to investigate the relationship between brand attractiveness in brand acceptance by the customer. The statistical population of the study is all customers using Boroujerd sleeping goods products. A total of 384 sampling samples are classif More

The present study was designed to investigate the relationship between brand attractiveness in brand acceptance by the customer. The statistical population of the study is all customers using Boroujerd sleeping goods products. A total of 384 sampling samples are classified and selected from among the customers referring to the direct supply agencies of sleeping goods in Tehran, Government Branch, Parkway Branch, Punak Branch and Saei Branch. The questionnaires were distributed non-randomly among the statistical sample. The research questionnaire was made by a researcher and consisted of 6 dimensions and 28 items that were calculated in order to localize the values of reliability (Cronbach's alpha equal to 0.75) and validity (using factor analysis) during the research. The information obtained in the field distribution of the questionnaire was analyzed using Lisrel and PLS software. The research results showed a 95% confidence level. The relationship between brand experiences with brand attractiveness and customer brand recognition as well as social benefits of brand with brand attractiveness and other relationships examined was confirmed. Manuscript profile

Open Access Article

22 - Determining the role of brand on the relationship between consumer culture and word-of-mouth advertising
Fereydoun Omidi

The purpose of this research is to determine the role of brand on the relationship between consumer culture and word-of-mouth advertising. The current research is applied in terms of purpose and descriptive in terms of survey type. The method of data collection was a su More

The purpose of this research is to determine the role of brand on the relationship between consumer culture and word-of-mouth advertising. The current research is applied in terms of purpose and descriptive in terms of survey type. The method of data collection was a survey and using a questionnaire tool, whose validity and reliability were confirmed. The collection of information is library and field, and for this purpose, a standard questionnaire was used to measure the variables. The statistical population of the research was the customers of medium and large stores in Khuzestan province, on the basis of which, a sample of 384 customers was obtained, including the indefinite population and according to Cochran's formula. The structural equation model has also been used to analyze the research data. The results obtained from the research showed that consumer culture has an effect on word-of-mouth advertising in medium and large stores. Consumer culture has an effect on the brand of medium and large stores. Brand influences the relationship between consumer culture and word-of-mouth advertising in medium and large stores. Manuscript profile

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23 - بررسی عوامل موثر بر ترجیح مشتریان در انتخاب نام تجاری
نصر اله خلیلی محمد علی سلامی

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24 - The Study of the Relationship between the Quality of Social Services on Eigenvalue of Brand Name from the Perspective of the Consumer Society in Shirvan Hotel Industry
Milad Raeisizadeh اصغر میرفردی آرمان حیدری

Increased competition in the service sector is evident in industries such as hotel, banking, insurance, etc. This makes it more difficult for customers to maintain and increase their loyalty in this space. Therefore, providing quality services will be the main and futur More

Increased competition in the service sector is evident in industries such as hotel, banking, insurance, etc. This makes it more difficult for customers to maintain and increase their loyalty in this space. Therefore, providing quality services will be the main and future challenge of companies operating in this field. The purpose of this study was to investigate the impact of service quality on brand equity from a consumer's point of view in the Shirvan hotel industry. The study population is hotel users in Shirvan city (unlimited). Due to the unlimited statistical population, 384 people were surveyed as the sample. Spss23 software is divided into two sections: descriptive and inferential statistics. 66.1% of the subjects were male, more than half of the subjects were between 30 and 40 years of age, and the normality test was used to determine the normality of the data. There is a significant relationship between the quality of social services provided and brand name value (p≤0.05). The results showed that there was a significant relationship between quality of social services provided and brand name satisfaction, brand loyalty, brand reputation and brand trust (p≤0.05). Manuscript profile

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25 - Providing a business brand management model based on business process management
Farzaneh Zare Mehrjerdi

Brand identity is centre of any business, and managing the business process is the key to achieve a distinct consumer identity. In this study, we present a company brand identity model based on business process management. The purpose of this study is an applied study a More

Brand identity is centre of any business, and managing the business process is the key to achieve a distinct consumer identity. In this study, we present a company brand identity model based on business process management. The purpose of this study is an applied study and is a cross-sectional survey in terms of data collection method. Data were collected using Kondos & Debra (2016) Business Process Management Questionnaire and Bhattacharya and Sen Brand Identity Questionnaire (2003). The reliability of the questionnaire was assessed using Cronbach's alpha, composite reliability and Rho coefficient. Also, convergent validity, divergent validity and HTMT index were used to validate the questionnaire. Statistical population included managers of Golchin Company and 210 people participated in this study through power analysis method. Partial least squares method and Smart PLS software were used to investigate the conceptual model. The results show that the organizational, process, technical and managerial factors have a significant positive impact on the brand identity of the company. Based on the findings of this study, business process management has been found to play a major role in explaining corporate brand identity. Manuscript profile

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26 - Identify the parameters that determine brand value and provide a model for brand pricing and valuation
vahidreza nesabi Bahram kheiri hamidreza yazdani

The purpose of this study is to identify the parameters that determine brand value and provide a model for pricing and brand valuation of Tadbirgaran Farda Omid Company (Private Joint Stock). In the research methodology section, using the Delphi method, the views of exp More

The purpose of this study is to identify the parameters that determine brand value and provide a model for pricing and brand valuation of Tadbirgaran Farda Omid Company (Private Joint Stock). In the research methodology section, using the Delphi method, the views of experts, managers, experts and experts of the company who deal with this matter, has been used, and finally led to the extraction and identification of variables. The statistical population was 382 people who according to Cochran's formula, finally 360 people were selected as a sample and randomly. Based on the research literature and expert opinions of experts, a total of 62 factors have been identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, and 55 indicators were extracted in the first round, 51 indicators in the second round and 46 indicators in the third round. Barriers identified in four dimensions: perceived quality, brand awareness, brand loyalty and brand association have been identified, which have been ranked first to fourth, respectively. Manuscript profile

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27 - بررسی نقش ارزش نام تجاری بر رفتار خرید
بهروز قاسمی مهدی جوانمرد قصاب

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28 - تأثیر نام تجاری بر رفتار خرید مشتریان بیمه
عبداله کولوبندی مهرداد حسن زاده حامد قباخلو

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29 - بررسی تأثیر دانش و روابط برند بر تصمیم‌های خریدهای جاری و آتی مشتریان مواد غذایی (مورد مطالعه: شرکت مینو)
کامران نوربخش روح‌الله طاهری حامد قباخلو

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30 - بررسی تأثیر ابعاد مسئولیت اجتماعی شرکت بر ترجیح نام تجاری (مورد مطالعه: مشتریان هتل‌های آزادی و استقلال تهران)
زهرا غلامی ناصر یزدانی مصطفی قاضی زاده

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31 - The Impact of Selected Marketing Mix on the Purchase Intention of Customers with Mediating Effect of Brand Equity (Case Study: Hacoupian Clothing Company)
Seyed Ahmad Mortazavi Nir Ehsan Ahadmotlaghi

In today's competitive world, organizations need to use advanced marketing knowledge, techniques, and research to survive. This study, which is of applied and survey type, aimed to investigate the relationships between selected marketing mix efforts (product and price), More

In today's competitive world, organizations need to use advanced marketing knowledge, techniques, and research to survive. This study, which is of applied and survey type, aimed to investigate the relationships between selected marketing mix efforts (product and price), customers' purchase intention, and brand equity (brand awareness and associations, perceived quality, and brand loyalty). The marketing mix components are the company's key efforts to sell, and the customer's purchase intention is their likely outcome. Also, the dimensions of brand equity have been placed as a mediator between marketing mix efforts and customer purchase intention. Our statistical population is the customers of Hacoupian Clothing Company, and based on Morgan's table, 437 of them were selected by simple random sampling. In addition to library studies, the data collection tool was a questionnaire whose validity was confirmed using confirmatory factor analysis and its reliability was confirmed through Cronbach's test. Structural equation modeling (SEM) with PLS technique has been used to measure research hypotheses. The findings of this research, extracted using SPSS and SmartPLS software, show the positive and significant impact of the product and price components of the marketing mix efforts of Hacoupian Co. on all three dimensions of its brand equity. All three dimensions of brand equity also affect positively customers' purchase intentions. Also, the product and its price do not directly affect the purchase intention of customers of Hacoupian Co. and only lead to the purchase of customers due to its brand equity. One of the most important results of the research is that the current sales of the Hacoupian Co. owes to its past branding; This branding has been created by various efforts, the most important of which is the previous marketing mix. Manuscript profile

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