List of Articles brand attitude

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  1 - Presentation of the Effective Factor Principles of the Content of a Printable Advertising Message Based on the Phenomenological Approach
  nima shojaei Kambiz  heidarzadeh Ahmad Rousta
  The purpose of this study is to present a model of the effective factors of the content of a printed advertisement message based on the phenomenological approach. In this research, the phenomenological method has been used. In this study, employees of the I-Soda Company More

  The purpose of this study is to present a model of the effective factors of the content of a printed advertisement message based on the phenomenological approach. In this research, the phenomenological method has been used. In this study, employees of the I-Soda Company were interviewed as interviewees, with an interview with 4 people, theoretical saturation. To confirm the reliability of the study, raw data was presented to compare the construction of the theory with raw data. Audit techniques have also been used and the angle method has been used to assess validity. The results of the extraction of concepts, categories and themes from four interviews with managers and chocolate industry activists have led to identifying the variables (themes) and the components of each variable from the viewpoint of the activists and industry managers. Also, given that all the interviewees are among the activists in the company, they will be more reliant on the results obtained from interviewing the subjects. 9 The determinant component of the content (content) of the message is the following: Advertising attitudes, Brand Attitudes, Attitudes toward the Manufacturing Industry, Attitudes toward the Market, Attitudes towards Packaging, Attitudes towards Imports, Attitudes towards Exports, Attitudes to Shopping , Attitude towards consumption. Manuscript profile
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  2 - The effect of service brand dimensions on brand loyalty with the mediating role of customer satisfaction and brand attitude: A case study of Keshavarzi Bank branches in Torbat-e Heydarieh
  وجیهه  هوشیار Mohammad rostampour
  Today, research on brand has acquired a special position in business, because the issue, through its impact on customer satisfaction and loyalty, can be very influential in the survival and life of a service entity. Accordingly, the purpose of this research is to invest More

  Today, research on brand has acquired a special position in business, because the issue, through its impact on customer satisfaction and loyalty, can be very influential in the survival and life of a service entity. Accordingly, the purpose of this research is to investigate the effect of service brand dimensions on customer loyalty to a brand. The study was conducted in the population of customers of Keshavarzi Bank branches in Torbat-e Heydarieh. We tested the effect of brand dimensions (brand evidence, brand hearsay) on customer satisfaction and brand attitude as well as the effect of brand attitude on customer loyalty through seven hypotheses. For this purpose, we used structural equation modeling and LISREL software. Hypothesis testing was conducted on a sample of 322 subjects that were selected by random sampling method. Confirmatory factor analysis was used to assess the validity of research instrument (questionnaire), and the results showed an acceptable validity for each variable in the questionnaire (test statistic for all variables was higher than 4%). The reliability of the questionnaire was measured using Cronbach’s alpha test and the test statistic for all variable was higher than 7%, which indicates that the questionnaire has a good reliability. Moreover, all the seven hypotheses of the study were confirmed. Manuscript profile