List of Articles وفاداری به برند

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  1 - Studying the Impact of Brand Equity, Brand Experience, Brand Satisfaction and Brand Trust on Brand Loyalty (Case: ECCO Customers)
  ابوالقاسم  حکیمی‌پور حامد  بزرگ‌خو
  In today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maint More

  In today competitive world that there are few difference among goods, validate brands can be significant competitive advantages for firms and capture the heart and soul of its customers. Nowadays widely accepted that brand plays and important role in establishing, maintaining and developing business functions. According to competition level in market, a powerful brand helps companies to distinguish themselves. In addition it can be said that brand is the main capital of many businesses and in this today’s world if we can take of the credible brand, loyalty of customers whom are determinants of long term profitability will be guaranteed. It is clear that brand loyalty influence by different factors. In this research the impact of previous experiences, satisfaction, trust (Sahin & et.al, 2012) and brand equity (Louis and Lombart, 2011) on brand loyalty were examined. Conceptual model were analyzed using Structural Equation Modeling (SEM) technique. Sample size was set to 244 using Cocran’s formula with %95 confidence level and sampling process done in ECCO branches (5 branch in Tehran). Finding of research indicate that among effecting factors of brand loyalty, path coefficient of previous experiences were highest and all hypothesizes were supported. 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
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  3 - The Impact of Perceived Value and Sense of Place on Tourist Loyalty (Case Study: Hamedan Province)
  mostafa taheri
  The objective of this paper is to analyze the factors that impact tourist loyalty from two perspectives: “perceived value” and “sense of place”. The study aims to answer the following questions: Are there any relations between the dimensions of perceived value and sense More

  The objective of this paper is to analyze the factors that impact tourist loyalty from two perspectives: “perceived value” and “sense of place”. The study aims to answer the following questions: Are there any relations between the dimensions of perceived value and sense of place with loyalty to the destination brand? If so, to what extent are they correlated? Which dimensions play a more important role? Sample size was determined by using Cochran’s formula. A total of 384 questionnaires were randomly destributed between tourists in Hamedan Province during summer 2016. Given the Pearson correlation coefficients, the dimensions of perceived value (Functional, emotional, and social value) and sense of place (identity, dependence, and attachment) were found to be associated with tourist loyalty to destination brand. Standardized R2 was 45.9 and nearly 45 percent of the variation in tourist loyalty was explained by the model. Perceived Functional value and sense of dependence were the strongest predictors of loyalty, followed by perceived emotional value, social value, sense of attachment, and sense of identity, respectively. Manuscript profile
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  4 - 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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  5 - The Impact of the Brand Management System on Employees’ Brand Performance in Travel and Tourism Companies
    Ardeshir Shiri Maryam Mesbahi Amin  Hemmati
  Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. More

  Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. In the competitive environment of the tourism industry, maintaining and developing the market share result from the brand performance. Since the role of staff is significant in transferring the company’s brand contracts to customers (in service companies), this research tried to understand why the brand management system was important. It also tried to empirically investigate the effect of the brand management system on brand performance at the employee level, and the mediation effects of brand identity, brand commitment, and brand loyalty. The statistical population of this research included employees of travel and tourism companies in Tehran. To get a sample size, the study used available sampling and Cochran’s formula. This is an applied research, and data analysis is descriptive and correlational. To analyze the data of the questionnaire, the study used confirmatory factor analysis and structural equation model. The results showed that the brand management system had no direct effect on the brand performance at the employee level. However, the brand management system indirectly influenced brand performance through brand identity, brand commitment, and brand loyalty. Manuscript profile