List of Articles brand experience

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  1 - Studying the relationship between brand and consumer (case study: electrical home appliance)
  fatemeh motahari nejad سعید صمدی زینب طولابی یاسان الله پوراشرف
  present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) s More

  present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size, 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise, LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction, brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand. Manuscript profile
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  2 - Factors Affecting Green Brand Switching Behavior to Experimental Consume Natural Cosmetic Consumers (Case Study: Cinere Products)
  kiana kheiri rasol asgarpor
  Green products have become more diverse and popular in the market, but consumers prefer not to change their environmental products. Understanding consumers' attitudes towards the environment can help develop sustainable marketing strategies. To achieve competitive advan More

  Green products have become more diverse and popular in the market, but consumers prefer not to change their environmental products. Understanding consumers' attitudes towards the environment can help develop sustainable marketing strategies. To achieve competitive advantage, environmental organizations must use green branding strategies to reduce customer turnover behavior due to environmental concerns. The purpose of this study is to investigate the factors affecting green brand switching behavior in consumers of natural cosmetics in Cinere products. The research method is descriptive-survey and applied and the sampling method in this research is a simple random type that was collected from Cinere brand customers in Tehran and was conducted in the summer of 1399. The research tool is a standard questionnaire that was finalized after correction and expert opinion. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha coefficient. Statistical data processing was performed at the descriptive level with SPSS and at the inferential level using structural equations and SMART PLS 03 software. Findings of the study showed that green doubt has no significant effect on green experimental satisfaction in Cinere brand products, but green brand empirical risk, green brand cognitive inconsistency, green brand quality and green brand experience on green brand empirical satisfaction. It has an effect. The results also showed the effect of empirical satisfaction of green brand on the desire to change the green brand and the desire to change the green brand had a significant effect on the behavior of green brand change. Manuscript profile
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  3 - Investigating the Consequences of Social Media Marketing Activities on Brand Equity Based on the Mediating Role of E-Brand Experience (Case Study: Denolix Academy of Dental Sciences)
  farinoosh lazar
  10.30495/jomm.2023.73064.2039
  Purpose: The main purpose of the present study is to investigate the impacts of social media marketing activities on Denolix brand equity through the mediation role of E-brand experience and the relationship between brand equity and customer brand responses. Methodolog More

  Purpose: The main purpose of the present study is to investigate the impacts of social media marketing activities on Denolix brand equity through the mediation role of E-brand experience and the relationship between brand equity and customer brand responses. Methodology:  The present research is applied in terms of purpose and it is descriptive-survey in terms of data collection. The statistical population in the present study included all the Denolix brand customers in the social network of Instagram and Telegram. In this study, the necessary information was collected through library research and field research methods with the help of a questionnaire from 431 people and it was analyzed through Smart PLS and SPSS software. Findings: The results demonstrated that social media marketing activities have a positive and significant impact on E-brand experience, brand awareness and brand image. Moreover, E-brand experience has a positive and significant impact on brand equity and brand equity has a positive and significant impact on customer response. Limitations: The existence of limitations in the generalizability of the results and methodology was one of the limitations of this research. Managerial Implications: Today, social media may play a positive role in the electronic brand experience, thus, they may strengthen the value of the brand equity; this process could also lead to customer responses such as: increasing commitment and promoting online word-of-mouth advertising. Originality/Valve: This research (as an empirical study) may provide valuable information for businesses which are active in social media, especially in the field of dentistry. Manuscript profile
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  4 - Consumer Emotional Attachments to the Brand: Prerequisites and Outcomes
  B. Kheiry M. Samei Nasr M. Azimpour Khujin
  Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies. Design/methodology/approach: A questionnaire-based survey was used to test the hyp More

  Research Objective: This research aims to investigating the factors that influence consumer’s emotional attachment to the brands and results of this relationship for the companies. Design/methodology/approach: A questionnaire-based survey was used to test the hypotheses based on the proposed theoretical model. This paper is based on confirmatory studies that provide a model that explains the relationship between consumer's emotional attachment, prerequisitesand outcomes. A Structural equation modeling is used to assess the hypothetical links. Findings: The findings of the structural model confirm the majority of the hypothesized Relationships. It is found that consumer’s emotional attachment affected by brand experience and brand attitudes. In contrast, consumer’s satisfaction and brand knowledge have no significant impact on emotional attachment to the brands. Also, emotional attachment to the Brand is considered as an important input to brand loyalty, W.O.M and willing to pay extra prices for brand. Research limitations/implications: Limitations of this study include use of a student sample. Student subjects constitute the sample and the findings are cautiously generalizable to adult populations. Findings of this study will be useful for senior managers of brands operating in competitive and complex business-to-business networks. It is recommended that practitioners use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it. Manuscript profile
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  5 - Structural Equation Modeling Approach in Explaining the Effect of Experience, Trust and Brand Loyalty on Brand Equity
  M. Dehghani Soltani E. Mohammadi Y. Pour Ashraf K. Sayeh Miri E. Ghahri Shirinabadi
  In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires wh More

  In today’s global market, strong brands do the first, perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience, trust and brand loyalty on brand equity tires which has done in the city of Kerman. The population in this study is Barez tire of consumer in Kerman. To obtain this sample size, we used random sampling method. The data collection tool in this study is a standard questionnaire and for reliability of this questionnaire, Cronbach's alpha coefficient is used. For data analysis in descriptive statistics section, the statistical parameters such as frequency, and charts and diagrams and also in inferential statistical section, tests K-M, univariate analysis of variance, comparing two population means, regression and Confirmatory Factor Analysis and structural equation modeling existing in the software package SPSS and LISREL are used. The results show experience, trust and brand loyalty significantly affects the brand equity. However, this effect of factor, Brand Loyalty is more than any other factors. Manuscript profile
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  6 - Studying the Relationship between Brand and Consumer (Case Study: Electrical Home Appliance)
  F. Motaharinejad S. Samadi Z. Tolabi Y. Pour Ashraf
  Present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) s More

  Present paper aims at studying the relationship between brand and consumers. In terms of purpose, this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size, 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise, LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction, brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand.   Manuscript profile
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  7 - Brand Attachment in Consumer- Brand Relationship
  Nahid Reihani Mohamad- Ali Abdolvand kambiz Heidarzadeh Mohsen Khounsiavash
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  8 - Designing and Explaining the Model of Brand Experience with the Citizenship Behavior of Customers in the Banking Industry
  Mina RezaSoltani Shahrbanoo Gholipour Fereydooni Seyyed Ali Nabavi Chashmi Mojtaba Maleki
  10.30495/jsm.2023.1977819.1748
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  9 - Employing the creative approach of brand addiction to develop a model of repurchasing luxury products
  Mitra Meijani Alireza Rousta Darioush Jamshidi
  Background: Today, the rapid growth of the market, the diversity of wants and needs of customers, the need to use creative and innovative approaches such as brand addiction to maintain and increase customer loyalty to repurchase. Objective: The present study seeks to pr More

  Background: Today, the rapid growth of the market, the diversity of wants and needs of customers, the need to use creative and innovative approaches such as brand addiction to maintain and increase customer loyalty to repurchase. Objective: The present study seeks to present a creative method and test an innovative model for the development of luxury car repurchase on Kish Island. Method: In order to develop the model and present the hypotheses, library studies and a questionnaire were distributed among the statistical population consisting of 450 luxury car consumers. Simple data sampling was used to collect data and modeling and structural equations (SPSS and Smart pls3) and Sobel test were used to explain the model. Results: The results of this study showed that the innovative and creative approach to brand addiction has a positive effect on the repurchase of luxury products and word of mouth. Brand addiction also has a positive effect on brand personality, brand awareness, brand experience, brand jealousy, brand love. Conclusion: Brand addiction to make a difference does not always lead to negative consequences, but creates an innovative and new perspective as a different behavioral addiction to encourage consumers to repurchase luxury products. So that companies can use this leverage to maintain their customers and position. Manuscript profile
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  10 - Effects of Brand Experiences on the Customers Willingness to Pay More
  K. Raissifar H. Bakhtiari M. Taheri
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  11 - New Strategic View on Brand: The Effect of Congruity, Reliability and Attachment on Customer Loyalty
  mojtaba khansabbakh shahnaz nayebzadeh reihane sadat bakhshayesh
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  12 - Investigating the Effects of Brand Experience, Brand Image, and Brand Trust on Brand Attachment and Purchase Intention" (Case study: iPhone Consumers in Iran)
  Zeinab olsadat Tabatabaei Yeganeh
  Having a reliable brand has become a strategic issue and an undeniable necessity. Brand researchers have been in their quest for understading how consumers assess brands and react to brand building practices. Business and brand managers hope to be able to control and di More

  Having a reliable brand has become a strategic issue and an undeniable necessity. Brand researchers have been in their quest for understading how consumers assess brands and react to brand building practices. Business and brand managers hope to be able to control and direct the behavior of consumers and encourage their buying intentions. The main purpose of this study is to "investigate the effects of brand experience, brand image and brand trust on intention to buy: a case study of iPhone consumers in Iran." The statistical population of the present study includes all customers of Apple Store stores in the west of Tehran. Given that the number of customers is unlimited; According to Cochran's formula for unlimited numbers; 384 people are considered as a statistical sample. The research method is descriptive survey with an applied approach. The method of data collection is a library and field method. The method of testing research hypotheses is through factor analysis and structural equations.The results showed that the brand image has a direct and significant effect on customer intention to buy and customer trust. Also, brand experience has a significant direct effect on brand image, brand trust and customer dependence on the brand. Ultimately, brand trust increases customer dependence on the brand, and customer dependence on the brand increases customer engagement. Manuscript profile