reihane sadat bakhshayesh

The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. The main purpose of the current study is to investigate brand and product congruity and its effect on brand loyalty and attachment, also another aim of this study is investigating the impact of brand experience on brand loyalty with regards to the moderator factors such as brand awareness and brand association, perceived quality and hedonic emotions. The current research is an applied, non-experimental and correlation study. Data was gathered through questionnaire and data analysis was performed using SPSS and LISREL software and structural equation modeling. In this research, a sample has been selected from 384 customers of Iran Melli Bank in Yazd city. Based on the finding of this research, brand experience, brand attachment and product irreplaceability are the most effective factors on brand loyalty. The results of this research recommend marketing managers to focus on the consumer needs, emotions, and competitive environments and attempt towards strengthening branding strategy.