جستجوی مقالات مرتبط با کلیدواژه « قیمت ادراک شده » در نشریات گروه « مدیریت »

This study investigates the effect of brand image on the perceived price, perceived value, customer trust and behavioral intentions in the five-stars hotels of Mashhad. The research is based on practical purpose and the method of data collection is descriptive and correlational. The population is customers of five-stars hotels in Mashhad in the first half of the 1396 visited these hotels. A sample of 384 is considered. A standard questionnaire was used to measure the variables. Content and construct validity were confirmed by opinions of marketing experts and factor analysis respectively. The reliability of the questionnaire using Cronbach's alpha was calculated is 0/92, indicating good reliability. The data were analyzed through structural equation modeling by LISREL software. Results showed significant and positive impact of brand image on customer trust and perceived price; but the effect of brand image on perceived value did not confirm. Also, findings showed that brand image has significant and positive impact on behavioral intentions through customer trust and perceived price.

The current situation in Iran and the intensification of sanctions against Iran، has made some application development as a necessity which One of these is the use of Iranian goods. Using Iranian products cause domestic industrial growth، lower unemployment، lower exports of crude oil and mineral resources… and also Reduce the impact of external sanctions and reducing injuries on the body of the Iranian economy which is the main target of sanctions. Therefore، this study seeks to identify and examine the factors that influence consumer of Iranian goods. By putting the basis of the theory of planned behavior، attempt to estimate the factors influence Iranian consumer purchase intention to buy Iranian product. The study also by adding the two variables of knowledge and attitude towards sanctions tries to gain a deeper understanding of the current situation in Iran. Moreover due to the strong influence of attitude، related factors such as price and quality perception and also perception of Iranian manufacturer competence of the products has been studied. The results show that the perceived price، perceived quality and perceived competence of Iranian manufacturer، have positive impact on attitudes toward Iranian product and also perceived behavioral control، attitude، subjective norm، knowledge and attitude towards sanctions، positively influence consumer purchase intention of Iranian product.