List of Articles brand equity

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  1 - Investigating the influential factors in the creation of brand equity in higher education (A study of Payame Noor University)
  میرزا حسن  حسینی رومينا  فرهادي نهاد
  The purpose of this study is examining the influential factors in the creation of brand equity in higher education. The population of the present research is students at the under graduate level at the university of Payame Noor at Tehran campus. Self-administered questi More

  The purpose of this study is examining the influential factors in the creation of brand equity in higher education. The population of the present research is students at the under graduate level at the university of Payame Noor at Tehran campus. Self-administered questionnaire was utilized for data collection from 423 students and ultimately the data gained from 304 students by applying Spss18 and Amos18 software was analyzed. The research findings indicate that among the elements of brand awareness dimension in research model, publicity has a direct and significant effect on university brand equity. Further, among brand image dimensions, perceived value and after sale services belonging to service attributes, brand personality belonging to symbolic attributes and finally international reputation element from provider attributes have the positive effects on Payame Noor University brand image. Thus, with regard to the results, service attributes and provider attributes have the most as along with the least influence on brand equity respectively. Moreover, some practical implications in order for promoting the brand equity of Payame Noor University are presented. Manuscript profile
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  2 - The Role of Social Responsibilities on Developing Brand Equity in Tourist Destinations: The case of Isfahan
    فرزانه  عبدالمحمدی
  This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and v More

  This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and visited Naqshe Jahan Square in summer 2017. Data-collection instrument was a researcher-developed questionnaire based on the literature and it included 40 closed questions. The validity and reliability of the questionnaire were examined and confirmed through content and construct validities, and Cronbach’s Alpha Coefficient. To analyze the data and to test the hypotheses, both SEM and path analysis were used in the SPSS and LISREL, respectively. The findings showed that social responsibilities in tourism destinations significantly affected brand through brand awareness; perceived value; perceived quality of tourism destination; the brand image of tourism destination; loyalty towards tourism destination. Manuscript profile
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  3 - The Role of Social Responsibilities on Developing Brand Equity in Tourist Destinations: The case of Isfahan
  Mohammad ghaffari amirreza konjkav monfared
  This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and v More

  This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and visited Naqshe Jahan Square in summer 2017. Data-collection instrument was a researcher-developed questionnaire based on the literature and it included 40 closed questions. The validity and reliability of the questionnaire were examined and confirmed through content and construct validities, and Cronbach’s Alpha Coefficient. To analyze the data and to test the hypotheses, both SEM and path analysis were used in the SPSS and LISREL, respectively. The findings showed that social responsibilities in tourism destinations significantly affected brand through brand awareness; perceived value; perceived quality of tourism destination; the brand image of tourism destination; loyalty towards tourism destination. Manuscript profile
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  4 - Investigating the effect of sensory marketing strategy components on brand equity through mediating customer satisfaction and brand credibility (Case study: Islamic Republic of Iran TV programs)
  Hesamedin Nemati یاسر سبحانی فرد Ali Jafari
  10.61186/mf.38396.22.74.143
  In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences o More

  In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, a sample size of 384 was obtained, and to ensure the questionnaire, 449 questionnaires were distributed among them in a simple random manner. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software. The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect. This research, which has been conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran. Manuscript profile
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  5 - Designing a dynamic model of brand equity with a focus on fake news and customer knowledge at Coca-Cola
  Davood  ariannejad Alireza  Pouya Hadi  Bastam Ali  Hosseinzadeh
  Objective: The purpose of this research is to design a dynamic model of brand equity focusing on fake news and customer knowledge. Methodology: The research approach used is mixed and the time period of simulation in this research was (from 2025-2020). Library sources More

  Objective: The purpose of this research is to design a dynamic model of brand equity focusing on fake news and customer knowledge. Methodology: The research approach used is mixed and the time period of simulation in this research was (from 2025-2020). Library sources have been used to collect information in the stages of identifying variables, expressing dynamic hypothesis, conceptualizing the system, and forming initial cause and effect diagrams; In order to clarify how the variables affect each other, formulating relationships and verifying the validity of the final model of system dynamics from interviews with experts in the food industry and Mashhad Co. ¬ Production of behavior was used. Findings: According to the results of the research, brand equity has a dynamic nature, and all the dimensions and components affecting it can be changed over time based on different policies, and also the repetition and spread of fake news about an organization and its products can reduce brand equity. and the amount of trust of customers and the credibility of the organization decreases with the repetition of fake news. Conclusion: The investment of the organization in order to increase the customer's knowledge about the products and remove the misconceptions caused by fake news can increase the trust in the brand and lead to the neutralization of the effect of fake news on the brand value. Manuscript profile
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  6 - Presenting a model of structural equations, The effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in cosmetic products
  Abolghasem  Gholamreza Tehrani Houshang  Asadollah Serajoddin  Mohebbi Shahriar  Azizi
  The purpose of this study is to provide a model of structural equations for the effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in the cosmetics market. In the present stud More

  The purpose of this study is to provide a model of structural equations for the effect of brand sensory experience on brand equity with emphasis on the mediating role of customer cognitive, emotional and behavioral attachment in the cosmetics market. In the present study, a descriptive-survey method has been used. The statistical population of the study was the customers of cosmetic products in Greater Tehran who were selected by random cluster sampling. Based on Cochran's formula, 384 cosmetics customers in Tehran were selected as the statistical sample of the study. In the present study, the Hipula et al. (2017) questionnaire was used. Findings showed that brand sensory experience has a positive and significant effect on brand equity by emphasizing the mediating role of cognitive, emotional and behavioral attachment of the customer in the cosmetics market. The results showed that the proposed model has a good fit with the data of this study and can explain 50% of the variance of cognitive attachment, 40% of emotional attachment, 36% of behavioral attachment and 62% of the variance of brand equity. Manuscript profile