List of Articles Brand attitude

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  1 - Brand equity and brand image with customer loyalty in pharmaceutical companies
  atiyeh moradi Hossein vazifehdust
  Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutica More

  Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutical companies. With the expansion of sanctions and banking problems, the importance of paying attention and growing the activities of pharmaceutical companies has become more and more evident, which also requires attention to branding. Alborz Pharmaceutical Company, as one of these companies that currently has about 30,000 actual customers in the country, is no exception to this rule and needs stronger branding and marketing for its business activities to improve its brand image and Its products can promote the special value of the brand, help to attract the satisfaction and loyalty of its customers. The main purpose of this study is to investigate the relationship between brand equity and brand image with customer loyalty in pharmaceutical companies. Manuscript profile
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  2 - The Effect of Brand Personality and Brand Image on Word of Mouth
  Marjan Daneshian  Shahnaz Nayebzadeh  Mahmoud Moien Addin Akram Eghbali
  Brand interest is an important concept in brand-customer relationships, and brand managers are trying to create popular brands, but this concept has been less focused on marketing research; the impact of brand image and brand on brand interest has been limited in empiri More

  Brand interest is an important concept in brand-customer relationships, and brand managers are trying to create popular brands, but this concept has been less focused on marketing research; the impact of brand image and brand on brand interest has been limited in empirical research. The purpose of this study was to investigate the effect of the three concepts of brand personality consistency, brand image consistency and image consistency of brand use on brand interest, brand loyalty, attitude toward brand, and, finally, the effect of these three variables on oral advertising has been done. Data were collected through a questionnaire and data analysis was performed using the LISREL software and the structural equation technique. In this research, a sample of 200 car owners from Hyundai brand in Yazd city has been selected. This study provides evidence that the three self-concept concepts can create a completely different brand image in the minds of the consumer, which subsequently influences the attitude, interest, and brand loyalty of the brand. The findings show that brand identity and image consistency are more powerful predictors of brand interest, brand loyalty, brand attitude and oral advertising than consumer brand image consistency. The results of this research recommend marketing managers to pay particular attention to brand personality and image as intangible features and product simplicity benefits. It is suggested that future researches of various statistical societies, brands and different classes of products be examined. Manuscript profile
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  3 - The role of brand new components in promoting brand performance from customer’s perceived (Case of: customers of Hyper ME’s store chains in Mashhad)
  Nayereh Gholami mostafa farokhy ostad saeedeh Babajani Mohamadi
  Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategi More

  Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategies while managing chain stores is of utmost importance. Therefore, the current study investigated the factors affecting customer persuasion toward choosing chain stores. To this end, the effect of new brand components in promoting brand performance have been considered from customer’s perspective. The current research was applied in terms of purpose and it was correlation descriptive in terms of data collection. The statistical population of the study included 384 samples based Cochran formula using convenient sampling strategy. The results of the study indicated that brand signature and brand awareness affected brand attitude. Moreover, brand attitude and brand awareness affected on brand reputation. On the other hand, the effect of brand reputation and the mediating role of perceived quality of the brand on brand performance, was confirmed. In addition, among seven hypotheses of the study, all relations between variables were confirmed except the relationship between brand signature and brand awareness. Considering the innovation in investigating the relationships between brand signature and attitude and awareness of consumers toward it, the results of this study presented a comprehensive view of the concept of desirability of brand signature as a distinct massage which was the sign of reliability of product qualities and services as well as its resulting consequences. It is expected that it affects the improvement of customers` comprehension while creating awareness by reputation and lead to desired attitude and increase brand performance of the stores. Manuscript profile
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  4 - 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
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  5 - Design evaluating model of Nostalgic behavior on Hofsted Index, social factors and brand heritage & attitudes (case study: Nostalgic shopping center in Tehran)
  soraya fatholahi Elham Faridchehr nader ghareb navaz vahed reza mirabi
  Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the pr More

  Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the present study, we first examined and identified the hofsted index and social factors and considered the following components for each: cultural and social factors included; (hofsted index) materialism, individualism, collectivism, masculinity, power distance, uncertainly avoidance and family structure, reference groups. Then, the effect of these factors on nostalgic behaviors examined. Later on, the effect of nostalgic behavior on brand heritage, brand attitudes investigated. Then the effect of nostalgic behavior, brand heritage, brand attitudes on purchase intention (PI) were investigated and finally, the effect of PI on actual purchases measured. The methodology of had two stages: stage one was examined using exploratory factor analysis (EFA) and the second stage using structural equations (SE). The analytical results showed power distance, individualism, reference groups are significantly related Nostalgia behavior but materialism, collectivism, uncertainly avoidance, masculinity, family structure is not significantly related nostalgia behaviors. Nostalgia behavior, brand attitudes affect purchase intention, but brand heritage is not significantly related purchase intentions. Finally purchase intentions are significantly related purchase behavior. Manuscript profile
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  6 - Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude"
  homa Doroudi Jafar Ramak
  Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude Abstract: The purpose of this study is to investigate the role of new media capabilities (platform: Ins More

  Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude Abstract: The purpose of this study is to investigate the role of new media capabilities (platform: Instagram) on brand attitude and purchase intention (Case study: women's clothing). This study is applied in terms of purpose and descriptive-analytical method, Is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city masons who use social media to buy clothes. And is a statistical sample of 384 people who have been selected using Cochran's formula and in a simple random method. The primary data collection tool is the standard questionnaire of Wang et al. (2019), and its form validity and factor analysis method with KMO index (0.879) as well as their reliability were confirmed by reporting the total Cronbach's alpha coefficient (0.905). Took. In data analysis, descriptive and inferential statistical methods were used. In descriptive analysis, SPSS software version 21 was used, and in inferential analysis and testing of research hypotheses, structural equations and LISREL 8.8 software were used. The results show that information experience, entertainment experience, relationship-based experience have a significant effect on the commitment of social media brand communities. Also, social media brand community commitment has a significant effect on brand attitude. Also, the commitment of social media brand communities has a significant effect on the purchase intention, and finally, the brand attitude has a significant effect on the purchase intention Keywords: experience of brand communities, commitment of brand communities, social media networks, brand attitude, intention to buy on social media Investigating the role of new media capabilities (platform: Instagram) on e-commerce (intention to buy women's clothing) according to the role of brand attitude Abstract: The purpose of this study is to investigate the role of new media capabilities (platform: Instagram) on brand attitude and purchase intention (Case study: women's clothing). This study is applied in terms of purpose and descriptive-analytical method, Is a survey method with a causal approach. The statistical population of the present study is the customers of Zanjan city masons who use social media to buy clothes Manuscript profile
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  7 - The role of social media on the purchase intention of customers with IR-MCI numbers (Case of study: Iranian tea)
  Shayan Basir Mohammadreza AzadehDel Maryam Ooshaksaraei
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  8 - Evaluating the Mediating Role of Brand Image in the Formation ob Brand Equity
  Hossein Emari Ahmad Zende dell
  This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on More

  This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on mediating between brand attitudes, brand personality and brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. The data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand image is an important component of brand equity in this industry. Moreover, the role of brand image as a mediating factor in the formation of brand equity is supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index particularly in the chocolate industry of Iran is novel.   Manuscript profile
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  9 - Effects of Brand Experiences on the Customers Willingness to Pay More
  K. Raissifar H. Bakhtiari M. Taheri
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  10 - The effect of the media on improving the attitude of the clients and their tendency towards IR-MCI services
  shayan basir mohammad reza azadehdel Maryam Ooshaksaraie
  The main purpose of this study is to measure and analyze the impact of media on strengthening and empowering the attitude of patrons and their desire for services and products from the perspective of consumers. This study is applied in terms of purpose, which was done b More

  The main purpose of this study is to measure and analyze the impact of media on strengthening and empowering the attitude of patrons and their desire for services and products from the perspective of consumers. This study is applied in terms of purpose, which was done by descriptive-correlation method. The statistical population of the study is made up of the customers of the IR-MCI . 325 people were selected as a statistical sample. Smart PLS8.5 was used to describe the variables using SPSS and to test the hypotheses of the research model from structural equation modeling. The results showed that in traditional media there is a relationship between causal factors and phenomena and between strategies and consequences. Also, for social media between the causal factors and the phenomenon, all relationships except the relationship between the category of role and position of the media were confirmed with the characteristics of the media. The results generally indicate that the consequences of using traditional and social media together are effective on the client's attitude in the desire to visit and use the services of the IR-MCI. The important result in this article emphasizes the greater importance of traditional media compared to modern media, and in this way, it is possible to recommend the managers of the statistical society to promote the position of the media among them at the same time as conducting relationship-oriented interactions with clients in the field of relevant services. Guided the consumer's attitude towards services in tough competitive Manuscript profile
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  11 - 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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  12 - The effect of brand attitude, electronic word-of-mouth advertising on the willingness to pay, higher price with the role of customer brand identity (case study: Saderat Bank)
  Ahmad Fallah Hoseini Hosein Vazifehdust Ehsaneh Nejadmohammad Nameghi
  The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying th More

  The purpose of this research is to investigate the effect of brand attitude, electronic word-of-mouth advertising on willingness to pay, higher price with the role of customer brand identity. For this purpose, a standard questionnaire was designed and after verifying the validity of the content and also verifying its reliability using Cronbach's alpha, the questionnaire was distributed among the customers of Saderat Bank who were selected by random sampling method. In order to check the research findings, Amos software was used.. The obtained results show that brand attitude has an effect on customer brand identity. Brand attitude affects customer brand equity. Electronic word-of-mouth advertising has an impact on customer brand identity. Electronic word-of-mouth advertising has an impact on customer brand equity. Customer brand identity affects willingness to pay more. Brand equity affects willingness to pay more. Key words: Willingness to pay; brand equity, customer brand identity, electronic word of mouth,, brand attitude, Manuscript profile
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  13 - The Effect of Brand Evidence, Brand Attitude, Brand Hearsay on Brand Loyalty. Case Study (Leather Companies in the City of Tabriz)
  Anisa Arya
  Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand S More

  Building and maintaining consumer brand loyalty in a competitive market is at the heart of the company's marketing programs. So today, understand and predict customer needs for enterprises to gain competitive customer. Therefore, in this study a model of service brand Seek variables are influential in terms of brand loyalty turned for services. The aim of this study was to determine the impact of the brand on brand loyalty services companies, real leather industries In Tabriz. Finally, multiple regression analysis was used to detect the effect of each of the hypotheses. The test showed that Dimensions Brand Services Variables On the effective loyalty and generally There is a direct relationship between Dimensions Brand Services (Brand documents, Brand attitude, Brand hearsay) and brand loyalty. Manuscript profile
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  14 - The effect of famous endorsers of international brands on brand love through online brand interactions: Examining the role of brand attitude (Mac brand customers in Iran)
  Fatemeh Behnam Feyzabadi, Omid Behboodi محسن مرادی
  One of the most popular strategies used by advertisers is the use of celebrity endorsers. The credibility of the famous endorser has an effect on the interaction and communication of consumers in cyberspace. Therefore, the purpose of this research was to investigate the More

  One of the most popular strategies used by advertisers is the use of celebrity endorsers. The credibility of the famous endorser has an effect on the interaction and communication of consumers in cyberspace. Therefore, the purpose of this research was to investigate the effect of famous endorser's credibility on brand interaction and brand love with the moderating role of brand attitude. This research is a survey in terms of practical purpose and implementation method. The statistical population is all users of the Mac brand in cyberspace, whose number is unknown and unlimited; Based on Morgan's table, 384 samples are considered available in a non-random way. The data collection tool was the standard questionnaire of NikHashemi et al., (2023). In order to measure the face validity according to experts, convergent and divergent validity and factor analysis were used, and Cronbach's alpha and composite reliability were used for reliability. Data analysis was done with PLS3 software. The results showed that celebrity endorser credibility had a direct effect on brand love. Also, the indirect effect of celebrity endorser credibility on brand love through the mediating role of brand engagement was also confirmed. Interaction with the brand had a significant effect on love for the brand. Also, the results indicated the influence of the famous endorser's credibility on the interaction with the brand, and the attitude towards the brand moderated this influence. Manuscript profile