List of Articles Brand perception

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  1 - Examining the Impact of Feelings and Brand Perceptions in Purchasing of the Same Name Fragrances
  T. Sadeghi M. Lashkary Kh. Ghaemmaghami Tabrizi
  The perfume industry has made the highest earnings as compared to the other Cosmetics and Toiletries industries. Perfume has turned into a fashionable goods rather than a luxurious item in the modern societies. Moreover, various perfume brands are being launched in the More

  The perfume industry has made the highest earnings as compared to the other Cosmetics and Toiletries industries. Perfume has turned into a fashionable goods rather than a luxurious item in the modern societies. Moreover, various perfume brands are being launched in the market annually making the selection harder for the customers. Because of the tremendous costs imposed on the newly-launched companies in the market, studying and recognizing the target groups and their preferences will noticeably locate the right markets and reduces the cost and possibility of perfume products failure. Although numerous studies have been conducted in Iran on various cosmetics and beauty products, this research is a pioneering one in dealing with the perfume industry.  This research has attempted to examine the impact of customers’ feelings and brand perceptions in purchasing of the same name fragrancesand the rate of their familiarity with this concept of perfume. Furthermore, this study was an effort to investigate the effective factors in perfume purchase and their relationships with feelings and brand perception in purchase decision under a model. Manuscript profile
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  2 - The Effect of Advertising on Expectations and Perception of the Brand with Emphasis on the Mediating Role of Customer Experience Management in the Insurance Industry
  Esmaeil Kiyomarsi Hamid Reza Saeednia Zahra Alipour Darvishi
  10.30495/jsm.2021.1943472.1562
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  3 - Exploring the Effects of Demographic Factors and Brand Perception on the Intention of Iranian Consumers to Purchase Luxury Automobiles
  Kambiz Heidarzadeh Fereshteh Rais Rohani
  Conspicuous consumption is a fairly universal phenomenon: while possibly more pervasive in developed countries. It can be said, conspicuous consumption is more common in some cultures that have a tendency to materialism. This research provides deeper understanding of wh More

  Conspicuous consumption is a fairly universal phenomenon: while possibly more pervasive in developed countries. It can be said, conspicuous consumption is more common in some cultures that have a tendency to materialism. This research provides deeper understanding of why consumers are willing to buy luxury cars. The population of this study consists of Toyota, Hyundai & Kia Motors automobile owners in the city of Tehran. The German made Mercedes Benz and the Japanese made Lexus are the luxury products of the population. The final sample consists of 390 participants, and the method is proportional stratified sampling. Structural Equation Modeling (SEM), and SPSS and LISREL software are used for the data analysis. The main findings show that the Iranian consumer perception of the luxury brand is significantly more affected by the variables of hedonism, uniqueness, and quality than the conspicuous and social values. Marketing managers of luxury brands can use the results to get more consumers to buy. The five perceived values of luxury automobiles can be used as guidelines for salesmen to sell successfully to customers. Manuscript profile
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  4 - The Impact of Brand Equity on Consumer Loyalty
  Mohammad Mahdi Parhizkar Saeed Ramezani Vahid Reza Halvaeiha
  All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty .Of course it is a very difficult target nevertheless the More

  All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty .Of course it is a very difficult target nevertheless these companies have some useful advantages like their brand equity that they can leverage them to achieve this goal. So in this study we tried to examine the impact of brand equity on consumer loyalty. For this reason a survey is undertaken among 160 customers of the three companies in food industry (in Iran). Results of the test of conceptual model indicate that in this case we have no reason to contradict the direct relationship between Brand Reliability and Brand Perception Value and consumer loyalty, and we have found no direct relationship between Brand Image and Brand Reputation and consumer loyalty. Manuscript profile