List of Articles Brand engagement

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  1 - Investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y
  sara rostamizad K. Heidarzadeh fereshteh lotfizadeh
  The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection metho More

  The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y. Manuscript profile
• Open Access Article
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  2 - Investigation of Brand Identity and Brand Resonance's Role in Customer Brand Engagement
  zahra shirazian
  Research shows that identity and brand resilience affect the mental conflicts of customers and organizations can plan long-term benefits by planning. A leading study was conducted to investigate the effect of identity and brand resilience on customer brand affairs of Ir More

  Research shows that identity and brand resilience affect the mental conflicts of customers and organizations can plan long-term benefits by planning. A leading study was conducted to investigate the effect of identity and brand resilience on customer brand affairs of Irankhodro Company's dealers in Hamedan city. This research was a practical, quantitative, and cross-sectional study. The statistical population of this research was customers of Irankhodro Company's dealerships in Hamedan city. A sample of 384 members was selected randomly and without placement. The data collection tool was a standard questionnaire whose validity and reliability were verified and confirmed The content validity method was used to evaluate the validity and reliability of the Cronbach Alpha method was used. In order to analyze the data, structural equations based on partial least squares were used and implemented with Smart Pilar software. The findings show that identity and brand resonance and their components have a significant effect on consumer brand involvement, with the exception of active participation component. Manuscript profile