The present study investigates the effect of brand equity on purchase intention with mediating role of brand attitude. By using the random sampling method; the statistical population of the present study consists of 384 customers of Kaleh company who completed questionnaires. For data analysis structural equation modeling (SEM) test using Amos has been conducted. Findings indicate that brand awareness, brand image, and perceived quality have a significant positive impact on brand attitude. Also, the results emphasize that brand awareness and perceived quality have a significant positive impact on purchase intention. The present study findings shed light on how managers can use branding strategies for better customer brand recalling as well as segmentations. پرونده مقاله

Abstract:This article propose a new conceptual framework as model to illustrate which factor can affect on travel desire to sport event host. This paper focus on the audience that follow the event far from the event host. There are eight factors which are extracted from more than fifty papers. The factors are divided in 3 groups that are named Absorbent factors (The factors which have positive effect if it is perceived. However, it does not have negative effect if it did not perceived.)., Balance factors(This kind of factors can affect negative in traveling desire if followers perceived negative perceptions or can be positive if perception be positive.) and Repelled factors(The factors which have negative effect if it is precepted. However, it does not have positive effect if it did not perceived.).Authors suggest testing the framework that is illustrated in this paper.Key words: event marketing, sport marketing, tourism marketing پرونده مقاله