جستجوی مقالات مرتبط با کلیدواژه « تجربه برند » در نشریات گروه « علوم انسانی »

As for the importance of brand equity, it is enough that if a brand has a high special value, the customer will choose it more willingly, pay more, repeat its purchase and remain loyal to the product, and even Brings word-of-mouth development to the brand. One of the destinations that has always been considered by people and those involved in the tourism industry in the field of tourism is urban destinations; One of the cities of the country that has reached an acceptable reputation in the country and especially in the region with many attractions and in the framework of branding is Sarein city of Ardabil province; Avoidance of research conducted in the field of branding of urban destinations shows that although in the last decade, research conducted in this field shows an acceptable figure, but the percentage of research that has made the destination of Sarein its research base Are not so impressive; By accepting the undeniable impact of Sarein city brand on its tourism development, the role of brand equity on brand development and survival of this city, the importance and necessity of addressing brand equity in the study area is determined; The importance of this issue is doubled when we know that the analysis of the impact of the brand equity of Sarein on tourist loyalty, considering the role of brand experience, has not been any research; research questions can be asked as follows:- The brand equiy of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists;The brand equiy of Sarein tourism destination has a positive and significant effect on the emotional experience of its tourists;- The brand equiy of Sarein tourism destination has a positive and significant effect on the behavioral experience of its tourists; The mental experience of tourists in Sarein city has a positive and significant effect on their loyalty;The emotional experience of tourists in Sarein city has a positive and significant effect on their loyalty; Behavioral experience of tourists in Sarein city has a positive and significant effect on their loyalty.

this research is applied and descriptive survey; The statistical population of the present study is the tourists of Sarein city and in consultation with the professors, the number of statistical samples was 250. The completion of theoretical studies and the beginning of survey research studies coincided with the beginning of a new corona wave and the researcher inevitably collected field research information using an online questionnaire; The reliability of the research instrument has been confirmed to the desired level by Cronbach's coefficient and its validity has been confirmed by the experts; Analysis of data after coding was performed in SPSS25 and Smart-PLS2 software environment.
Research

The first hypothesis is confirmed according to the path coefficient of 0.515 and the value of T = 8.494 and it can be concluded that the brand equity of the of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists; Also, the second hypothesis based on the effective role of the brand equity of Sarein city on the emotional experience of its tourists is confirmed according to the coefficient of 0.671 and the value of T = 9.819. The value of T = 12.463 and the obtained path coefficient (= 0.641) for the third hypothesis also show the confirmation of this hypothesis and it can be concluded with high confidence that the brand equity in Sarein tourism destination has a positive and significant effect on behavioral experience of Its tourists. The results for the existing hypotheses regarding the tangible effect of tourists' brand experience on their loyalty show a similar situation and show the confirmation of the fourth to sixth hypotheses of the research; In other words, the obtained T value for the fourth hypothesis of the research with a coefficient of 0.550 shows that the mental experience of tourists on their loyalty to the destination is positive and significant. The fifth and sixth hypotheses are confirmed with the coefficients and thus the effect of emotional and behavioral experiences of tourists in Sarein city on their loyalty is confirmed.

Findings showed that the Brand equity of Sarein tourism destination affects their loyalty by affecting the brand experience of tourists; tourists gain experience when they choose the study area for recreation, health care, hiking or leisure; Findings of the study indicate that it is obvious that tourism professionals in Sarein city should meet the expectations of tourists as much as possible in order to improve the quality of their experience by gaining satisfaction. If the events of the destination do not meet the expectations of the tourist and his experience only turns into bad memories, the tourist will probably not have an incentive to return; If the experience gained by the tourist at the destination is evaluated positively by him, it will lead to the preparations for his loyalty and return to the destination; An event that is likely to act as a catalyst, causing the destination to accelerate more steadily.

With the emerging of experience economy, customer experience has been used as one of the main concepts in experiential marketing, as well as a creative basis for predicting customer purchase intention. In this context, marketing studies show that today, consumers want active participation in creating brand experiences. Therefore, interest in investigating the consequences of brand experience is increasing rapidly. However, the brand experience and its effects remain largely unknown. Considering the mediating role of brand attitude, trust, and attachment, this study investigated the effect of brand experience on purchase intention. This research is applied in terms of purpose and has a descriptive-survey nature. The studied population were consumers of beauty and personal care products in Tehran. The sample size was calculated with G-Power 3.1 software of 355 people, and the available non-probability method was used for sampling. Structural equation modeling and Smart PLS 3 software were used for data analysis. After testing the hypotheses, the direct effect of brand experience on brand attitude, trust and attachment, as well as all these variables on purchase intention, was confirmed. Likewise, the mediating role of brand attitude in the relationship between brand experience and purchase intention was confirmed, but the mediating role of trust and brand attachment was rejected. The results provide several theoretical and managerial implications to help business managers to provide a better brand while increasing sales through creating positive experiences for customers.

Charity activities have long been a concern of all human societies. In the past, this was mostly done through face-to-face acquaintances or the introduction of a trusted person. However, the tremendous development of the Internet has revolutionized the way of marketing (Zarei et al., 2017). Social media marketing is one of the new dimensions of digital marketing practice. Social media marketing is the process of communicating brand information through social networking sites such as Facebook, LinkedIn, Instagram, YouTube, Twitter, MySpace, and WeChat to communicate with various stakeholders. Social networks can play a very important role in helping the needy and vulnerable people. In times of crisis and emergency, social networks can be used as a tool for information, communication, collecting donations and food, as well as for exchanging information about the location and condition of people. In earthquakes, floods, natural disasters, and other disasters, social networks can act as a bridge between those in need and those who can help. The research hypotheses include the following: H1: Charitable activities in social networks have a significant effect on the special value of charitable institutions. H2: Charitable activities in social networks have a significant effect on brand experience. H3: Brand experience has a significant effect on the special value of charities. H4: Charitable activities in social networks have a significant effect on the special value of charities through the mediating role of brand experience. H5: Perceived uniqueness moderates the effect of charitable activities in social networks through brand experience on the brand value of the charity organization. 

In terms of purpose, this research is of applied type and its method is survey-analytical in terms of execution method and it was done with SmartPLS4 software. The statistical population includes all philanthropists who have had the experience of cooperating with the Golestan Ali charity and were also members of the social networks of this collection. To measure the variables of social media activity, brand experience, perceived uniqueness, and brand value, the questionnaires of Kim and Ko (2012) with 9 items, Brakus et al. (2009) with 7 items Netemeyer et al. (2004) with 4 items, and Yoo and Donthu (2001) with 8 items were used. The validity of the content of the questionnaire was confirmed by professors and experts whose specialized fields were marketing management, strategic management, and business management. Also, validity has been confirmed based on the data contained in the basic article and previous studies. In addition, based on the results obtained in the validity and reliability section of the model and questionnaire, the sample size is considered to be 5-10 times the number of items in the questionnaire (Amani et al., 2011). Due to the dispersion of the statistical population, 280 people are selected using the available method. The factor loading of the questions is more than 0.5 and they have good validity (Ramin-Mehr & Charstad, 2015). To confirm the construct validity, in addition to confirmatory factor analysis, convergent and divergent validity were used. 

Divergent validity is verified using the single-double validity index (Heterotrait-Monotrait Ratio or HTMT) (Habibi & Adanvar, 2016). Based on the reported numbers, the divergent validity is confirmed due to the values being less than 0.9. In terms of demographics, the largest number of respondents are women, who constitute 58.9% of the population of respondents. The percentage of men who participated in answering was also 41.1%. In terms of education, 23.9% had an associate degree, 41.1% had a bachelor's degree, 24.3% had a master's degree, and 10.4% had a doctorate or higher. In terms of age, 16.8% were between 20 and 30 years old, 31.4% were between 31 and 40 years old, 34.3% were between 41 and 50 years old, and 17.5% were older than 50 years old. 21.4% have known the Golestan Ali brand for less than 5 years, 35% have known it between 5 and 10 years and 43.6% have known it more than 10 years. 70% of the sample members were members of the Instagram social network and 30% were members of the institution's Telegram. To determine the fit of the model, three indices of shared values, coefficient of determination, and goodness of fit index (GOF) are used. If the shared values are positive, the reflective model has the required quality (Mohsenin & Esfidani, 2016). The main indicator of the test of dependent latent variables of the model is the coefficient of determination, which expresses the percentage of prediction of the dependent variable differences by the independent variable. Comparison with the numbers 0.67, 0.33, and 0.19 respectively shows that this prediction is average and weak.
 

The social media marketing campaign of Golestan Ali Institute makes philanthropists believe that it provides more value and affects the special value of their institution's brand. The brand value of Golestan Ali Institute can be increased with the success of charitable activities in social media. Therefore, charitable activities in social networks affect the special value of charitable institutions. In this regard, it is recommended that the managers of the Golestan Ali Institute publish reliable, informative, and accurate information about the institution's brand on their social media pages because accurate information and gaining the trust of benefactors will increase the value of the charity's brand. Roud and other users are also attracted to this institution. It is also suggested that the introduction of the charitable activities of the Golestan Ali Institute in social networks should be attractive and artistic. Also, it is recommended that the content presented on social networks should be interesting and effective for the audience of these media. To get more users to join this page, Golestan Ali Institute's social media pages use rich media and promote interaction that leads to brand experience. When customers are informed about how a brand can meet their needs and wants through philanthropic activities on social media, a positive brand experience is reinforced. Therefore, charitable activities in social networks have a significant impact on the brand experience. It is recommended that the managers of Golestan Ali Institute emphasize quick interaction with benefactors online to create a positive experience. For example, a charity's social media manager should respond quickly to people's questions on a social media page or chatbot to avoid negative experiences. Also, in these networks, it is possible to share information with others, so that the philanthropists who have had the experience of cooperating with the Golestan Ali Institute can express their experiences. The brand experience affects the image and associations of the brand and improves a strong relationship between the philanthropists and the Golestan Ali (AS) Institute. Also, positive brand experience is very important to maintain a strong brand image, brand awareness, perceived quality, and brand loyalty that ensures their survival and profitability in this competitive market. Therefore, brand experience has a significant effect on the special value of charitable institutions. It is recommended that they continuously share updated content about the charity's offers and services; The reason for this is to inform their current and potential benefactors, which acts as a catalyst for a positive brand experience and ultimately affects the brand value of the charity. In addition, in the charity institution, it should be possible for benefactors to be able to tell their benevolent motives by transferring feelings and emotions to other people and benefactors. In this regard, managers should arrange the possibility of holding programs and activities to create high enthusiasm among benefactors. Philanthropists share their experiences in cooperation with the Golestan Ali Institute. Social networks allow philanthropists to be storytellers, whereby they can share their positive or negative experiences on online platforms. Retelling positive experiences in social networks affects various components of brand equity. Therefore, charitable activities in social networks have a significant effect on the special value of charitable institutions through the mediating role of brand experience. It is recommended to do their best to provide clear and timely information to users on social networks and to take steps to improve the brand image of the charity in the minds of users. Social media brand experience is a powerful tool for creating brand equity. When philanthropists who have cooperated with Golestan Ali Institute are faced with tempting offers from other institutions, they are likely to choose the institution with which they have had good experiences, even if the costs of cooperation with it are higher. Interestingly, this study found that perceived uniqueness positively moderates the relationship between social media and brand equity through the mediating role of brand experience. Therefore, it is recommended that the marketers of Golestan Ali Institute advertise their point of difference on social media pages about the services of their institution so that existing and potential consumers can have a reason to share, recommend, and purchase services from a particular institution.

The purpose of this research is to investigate the effect of brand experience dimensions on brand satisfaction and brand loyalty with the mediating role of brand attitude and brand attachment. In terms of practical purpose and in terms of method, this research is classified as descriptive-survey research. The statistical population of this research is Pasargad insurance customers in Sari city. Cochran's formula was used to calculate the number of samples in the indefinite population, and the sample size was 384 based on Cochran's formula. The sampling method in this research is non-probability. The collection tool in this research is a standard questionnaire and the questionnaires have been provided to the customers in person and the reliability of the questionnaire was confirmed using Cronbach's alpha coefficient above 0.7. Descriptive and inferential statistics were used for the statistical analysis of the findings. In the first part, the descriptive analysis of the findings is presented in the form of tables and graphs. In the second part, SPSS version 24 statistical software and Smart Pls structural equation modeling were used for statistical inference and hypothesis testing. The research results have shown that all hypotheses have been confirmed and the results have also shown that brand attitude and brand attachment play a mediating role on the relationship between brand satisfaction and brand loyalty.

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

Considering the recent crises, including the corona disease and the sanctions and their effects on the tourism industry, it is necessary to revive this industry. This study investigates the effect of brand coolness on customer brand engagement and the effect of customer brand engagement on the behavioral responses of tourists (intention to revisit and intention to recommend to others), considering the moderating role of brand experience. The population of this research is tourists in Isfahan, which was selected using Cochran's formula of 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, content and convergent validity were measured and checked, and reliability was obtained by calculating Cronbach's alpha factor loading coefficients and composite reliability. Structural equation modeling of confirmatory factor and Spss25 and Smart Pls2.0 software were used for data analysis. The results show that coolness has a positive and significant effect on brand engagement, and brand engagement has a positive and significant effect on the intention to revisit and the intention to recommend to others. Brand experience can moderate the effect of brand coolness on brand engagement. Tourism managers and marketers can increase the number of tourists revisiting destinations by considering the role of brand coolness and its effect on customer brand engagement by providing a favorable brand experience. Also, encourage tourists to recommend these tourist places to others.

In recent decades, research on the customer brand has taken a special place in various fields, including academic and business markets. Many researchers and executives of the company have concluded that one of the reasons for the brand's importance and value is its brand name for the customer, which creates value for customers and the company. As a result, marketers can use a unique value, and a higher brand name has a competitive advantage. This study investigated the relationship between brand experience, brand reputation, and brand loyalty in empirical marketing at Maral Leather Company.

The method of this research was applied in terms of purpose and descriptive-survey nature. The study's statistical population consisted of all Maral customers. Regarding the uncertainty of the population, 384 were selected as the statistical sample based on the Cochran formula. The data-gathering tool in this study was a questionnaire with 7 components and 24 items. Data analysis was performed using a structural equation test and Amos software.

The research results showed that sensory experiences of events from the viewpoint of Maral customers have a positive role in creating a brand experience. The emotional experience of events Maral customers positively affects creating a brand experience. Creative experiences of events from the perspective of Maral shoppers have a positive role in creating a brand experience. Physical experiences of events from the customers' perspective have a positive effect on brand experience. The event's social identity experiences from the shoppers' standpoint have a positive role in creating a brand experience. Brand experience from customers' point of view positively and significantly affects brand refinement. Reading the customers' point of view positively and significantly affects brand loyalty.Originality/Value: Having new strategies, paying attention to the critical points in establishing, maintaining, and expanding relations with the customer, and trying to satisfy him expands the realization of customer-oriented goals and brings a base of loyal customers in the long term.

In recent years, marketing activities on social media have been considered important as one of the strategies to advance the company's social media marketing goals (Wibowo, Chen, Wiangin, Ma & Ruangkanjanases, 2020). In the world of business, the advancement of technology has influenced consumer behaviour through social media (Saghat Foroush, 2023). Social media platforms such as social networking (like Facebook), microblogging (like X), brand blogs, video sharing (like YouTube) as well as photo-sharing platforms (like Instagram) are most widely used by marketers to promote their products (Zollo, Filieri, Rialti & Yoon, 2020). With the ever-increasing advances in technology, most companies should create a positive image and active online presence and continuous interaction with their customers and other Internet users through websites and social networks (Razmi, MirzaeianKhamseh & Soltani Tajabadi, 2023).Corporate social networks are a subset of social media that provide users with online interactions and content sharing (Verhagen, Swen, Feldberg & Merikivi, 2015; Wibowo et al., 2020). Among the most popular social networks in the world and even in Iran, we can mention the Instagram social network, which had more than 1 billion and 300 million active users by 2023, and it is predicted that this number will increase to 5.5 in 2025. reach 1 billion active users (Statista, 2023). This social network is also popular in Iran because the research of Zobeidi, Komendantova and Yazdanpanah (2022) showed that 27% of Iranian internet media users prefer this social network to other media.On the one hand, social media marketing activities can be profitable for the company (Zollo et al., 2020), and for customers, the experience of interacting with social networks brings more engagement, satisfaction and loyalty (Yu, Yuan, Kim & Wang, 2021). The users of the Instagram social network have acknowledged that this network has been able to help them in sharing information and learning appropriately (Zobeidi et al., 2022). In the meantime, marketing researchers have paid particular attention to brand and branding because they are known as valuable assets of the company (Oliveira, Sonza & da Silva, 2023). Considering the growth of social media, brand experience and its effects on strengthening the company are considered strategic requirements for managers to create more value (Harandi, 2015).Today, the food industry has taken a special place in the global economy, and due to this special place, the attention of officials and researchers has been directed to it (Tarvirdizadeh, Mirzaei Daryani, Nahidi Amir Khiz, Pasbani & Honarmand Azimi, 2023). On the other hand, social media marketing is crucial for companies active in this industry, and the effort to engage potential customers and social network users with the company's brand has increased; this research examines social media marketing activities in creating a brand experience. This research was conducted on one of the companies in this industry, which produces hot drinks, such as coffee and tea, to provide suggestions to its active managers to increase user engagement and create a better brand experience.Therefore, the main goal of this research is to explain the role of marketing activities in the company's social media, emphasizing the mediating role of brand experience in the food industry and producing hot drinks (coffee and tea) and providing suggestions to increase customer engagement through marketing activities on the Instagram social network. Also, the current research seeks to answer the following questions:What effect do the marketing manager's activities in the company's social media have on the perception of customers' experience of the brand?How does customers' brand experience of the brand affect customer engagement;What effect does the company's social media marketing activities have on customer engagement?What role can brand experience play in the relationship between a company's social media marketing efforts and customer engagement?Are the company's social media marketing activities effective in the perception of which age group of customers and the brand experience?

The methodology of this research with a survey strategy is in the paradigm of positivism research, and it has been done using data collected from customers (or users) of a sample company, which includes 389 customers. The researchers collected the data through an online questionnaire. The structural equation modeling method was used to analyze the data.

The findings showed that marketing activities on the Instagram social network are significant through the mediating role of brand experience on customer engagement.

Also, the results of this research confirm that marketing managers, by designing activities on Instagram, can both directly and indirectly and, through the role of intermediary brand experience, increase customer engagement with the brand and the brand's Instagram page. Considering that the significance related to the relationships between the variables in the first four hypotheses was more significant than the absolute value of 1.96, four of the five hypotheses of the current research were confirmed with 95% confidence. Despite this, due to the moderation of the user's age variable, the results showed that social media marketing activities on the brand experience did not have a significant difference in the eyes of people from different age groups including generations X, Y and Z.The results and suggestions of this research can be valuable and practical for marketing managers to prioritize their activities in social media.

The purpose of this research is to investigate the mediating role of experience and brand identity in the impact of social media marketing on electronic word of mouth advertising in the hotel industry. This research is based on the objectives, of the type of applied research, and is based on data collection and research design in a descriptive-survey method. The statistical population of the research is the customers of the hotel industry in Tehran, which is assumed to be unlimited due to the uncertainty of the population due to the large number. According to Cochran's formula and unlimited population, a sample of 385 people should be selected. The data collection tool is a standard questionnaire. The validity of the content of these questionnaires has been confirmed by the supervisor and a number of other professors. By taking the questionnaires and the information obtained from the researched hypotheses, it was analyzed using SPSS and PLS4 software. The results show that social media marketing has a positive and significant effect on electronic word of mouth advertising, brand experience and brand identity. And brand experience and brand identity have a positive and significant effect on electronic word of mouth advertising. Also, experience and brand identity play a mediating role in the impact of social media marketing on electronic word of mouth advertising in the hotel industry.

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

The purpose of this study was to develop a model of the effect of brand experience on customer engagement with sports brands through satisfaction and perceived value. This research was descriptive and applied with the statistical population of all customers of table tennis sports brands in Iran. The statistical sample size was 384 according to Morgan table and the sampling method was simple random. Research tools by considering the research variables of standard questionnaires of perceived brand value (Cowen et al., 2014), brand satisfaction (O'Reil and Ngoula, 2010; Vass et al., 2010) and brand experience (Bracus et al., 2009) and engagement It was the brand (Holbeek et al., 2014) that after localization and modification of components and items, its face and content validity (12 people) and its reliability (α = 0.81) were confirmed by experts. Data analysis at two levels of descriptive (frequency, mean and standard deviation) and inferential (Klomogorov-Smirnov test, structural equation modeling) by statistical software the spss version 25 and the pls version 3 were evaluated. The results showed that brand experience had a significant effect on customer engagement with the brand, brand satisfaction and perceived brand value. Also, the effect of brand experience on customer engagement through mediators of brand satisfaction and perceived value was significant. Based on the research findings, it can be said that marketing managers can use the presented conceptual model and create a unique experience that leads to customer satisfaction and value, by engaging their minds to the sports brand, to ensure customer retention.

Sports are changing to a lucrative industry in developed countries.And sport managers are seek potentials for current and in shade that for sports – financial purposes achievement. One of sport’s financial aspects is marketing and it is issues. Sport’s complexs marketing more emphasis base serving and sports customers (following and fans).Therefore the services natural options branding is other most important aspect of marketing (KAPFERER, 2008). In this situation success managers that aspect sports financial the work priority. On the other, any sports complex can be as a brand and considered fans as customers. Therefore, managers can use branding strategies. The missing link these days of sports complexes especially Iranian water parks, low attention managers and marketing planers of these complexes are the most important factor in the financial circulation sports organizations is the fans and customers. research method, research method descriptive and correlational and the method of collecting data from the field type and research tool a statistical population of this study included all customers of Mashhad water parks (Blue waves, Roaring wavers, AFTAB beach parks and Iranian water parks), it was in year 1396.The number of the population in non – peak days 2500 people. Cochran used was to determine the sample size considering that the statistical population is unlimited, by entering the required information, the sample size of 384 people was calculated. This number obtained was according to the estimation of monthly customers of water parks. In this research, according to the statistical features, stratified sampling used was according to the population of each class. In this research, brand experience as dependent variables and gender, age and employment history considered were as moderating variables. The questionnaire of this research consists of two main parts, which taken are from related studies in that field. First the part (general questions), an attempt has been made to collecting demographic information about the respondents and in the second part (specialized questions), to collect data from 13 – question brand loyalty questionnaires,HOLBORK et al (2001), with a coefficient of 755% (behavioural loyalty 4 questions with a coefficient 76% and attitudinal loyalty 9 questions with coefficient 74%) and brand experience questionnaire; BARACUS, SMITH and ZARANTONELLO (2009), used 6 questions with coefficient value 781%. The five – point LIKRET scale, which is one of the most common measurement scales, used was to design the questionnaire. Also, in order to analyse the data, in addition to using statistical indicators such as frequency, percentage, average and standard deviation, from the inferential statistical methods of spearman’s test and point range, in order to investigate the relationship between the components of brand loyalty, as well as demographic variables (employment history, age and gender), were used.Finding research, the descriptive results of the research showed that most of the participants in this research are in the age range of 21- 30 years (42%), 8% below 20 year, 26% between 31 – 40 years, 14% between 41 – 49 years old and 10% were over 50 years old. Most of the research sample consisted of 52% woman and 48% men. Other findings of the research include the occupations of the people participating in the research, 35% of the respondents were self – employed, 28% were office workers, 5% were military, 13% were students, 6% were seminary and 13% were housewives. In order to examine the research questions and choose the appropriate statistical test, KOLMOGOROV – SMIRNOV test was used. The results of KOLMOGROV – SMIRNOV showed that all research variables and their components have a non – normality distribution. According to abnormality considering the non – normality of all research variables, SPEARMAN’S test was used to investigate the relationship between brand experience and brand loyalty. The results of the SPEARMAN showed that there is a positive and significant relationship between the variables of brand experience and brand loyalty at the level of (P<0.001), (r= 0.801). The Next relationship between brand loyalty dimensions (attitudinal loyalty and behavioural loyalty), with brand experience variable was examined the results of the SPEARMAN test showed that between attitudinal loyalty and brand experience (r= 0.670), there is a positive and significant relationship at the level (P<0.001).Also, to test the relationship between demographic variables (employment history, age and gender) with the brand experience variable, due to the ranking of these variable, SPEARMAN’S correlation coefficient was used. Findings showed that there is no significant relationship between these two variables with the brand experience variable (P>0.05). Finally, considering that the gender variable is considered as a two – category or two – valued real variable and organizational citizenship behaviour is considered a distance variable, the two – point correlation coefficient was used to investigate the relationship between them and the findings there is no significant correlation between these two variables (P>0.05). Discussion and conclusion; the purpose of this study was to determine the relationship between brand experience and brand loyalty to customers of Mashhad water parks. The main purpose of the research was to determine the relationship between brand loyalty and brand experience and considering the dimensions of brand loyalty, them was determined with the brand experience and then the relationship between the moderating variables (employment history, age and gender) with the brand experience was determined.The research findings showed that there was a significant and positive relationship between brand experience and brand loyalty (P≤ 0.1, r= 0.801). Brand experience means the consumer internal response (emotional and cognitive feeling), as well as his response to brand stimuli and these stimuli include; design, packaging, brand identity and concepts like that brand experience can be positive or negative. It suggested to sports complexs and sports manufactures and marketers to provide the mean of doing things that create a positive experience and attract for consumers. Other research findings show that, there is a positive and significant relationship between brand experience and behavioural and attitudinal loyalty customers of Mashhad water parks. These findings are consistent with the research results (BARAKOS et al. 2009), (SHAIN et al. 2011), (WALTER et al. 2013) and (EBRAHIMI et al. 2013). In this research, no significant relationship found was between the desired moderating variables (age, gender and employment history) and brand experience, which indicates that these variables may not have much effect on the relationship between brand loyalty and its components. Due to the existence of a strong relationship between brand experience and brand loyalty obtained in this research, it can suggest to the managers and planners of water parks to pay attention to brand experience as one of the important factors in creating brand loyalty.

The purpose of this study is to investigate the effect of providing a brand dependency model based on brand experience in shopping malls and malls, taking into account the role of Activity Base Cost. For this purpose, in the first study, to identify the components of customer experience management components on brand loyalty from Grounded Theory approach, and in the second study, the model test was used using quantitative method. Protocol and Semi Structure interview with twenty senior managers was first tools to gathering data the, and in a quantitative method, required data was collected from 384 customers and analyzed by Amos software.The researcher conducted 20 interviews, theoretically saturated, and finally extracted 156 open source codes. Based on the theoretical literature, the researcher conducted axial and selective coding and presented the results in six main dimensions and thirty sub dimensions.The researcher presented her research in the form of a model including six main dimensions: brand afttachment, brand experience, brand loyalty, Activity Base Cost, shopping malls and properties, and finally customer satisfaction and twenty-nine sub-items.The results show that the activity base cost process for customers will lead to trust and loyalty to the brand.

Customer loyalty is one of the main goals of marketing activities of any organization and different organizations seek to attract customer loyalty in various ways, so the purpose of this study is to evaluate the impact of brand love, change cost, perceived value, perceived service quality, Brand experience and brand reputation are based on brand loyalty with the mediating role of brand satisfaction and brand trust. The present study is applied in terms of purpose and is a descriptive research based on data collection method and correlational in terms of data analysis method. The statistical population of the present study includes all customers of Bank Mellat in Meshkinshahr, of which 268 people were selected as a statistical sample. A questionnaire was used to collect data. Structural equation modeling was used to test the research hypotheses. The results of data analysis showed that the quality of perceived customer service and brand experience indirectly have a positive effect on customer loyalty through customer satisfaction and customer trust. Also, perceived value through customer satisfaction and brand reputation through brand trust have an effect on customer loyalty. They are positive. Also, the hypothesis of the cost of brand change with brand loyalty was not confirmed. The results of lateral analysis showed that the variables of brand satisfaction, brand trust and brand loyalty are in good condition.

Today, tourism, as the largest service industry in terms of revenue, is considered an essential factor for economic development. One of the most critical measures that can cause the growth of the tourism industry to reduce the dependence of Iran's economy on oil revenues is the development of residences and hotels for the accommodation of travelers. The use of sensory marketing is one of the factors affecting the development of the hotel industry. Therefore, in this research, we examine the effect of sensory marketing on brand equity in the tourism industry by mediating the variables of brand experience, attitude, and attachment. The statistical population of this research includes foreign tourists who traveled to Tehran this spring and summer and stayed in four- and five-star hotels. Available non-random sampling method and questionnaire were used to collect data. Content validity was used to check the validity of the questionnaire, and Cronbach's alpha was used to check the reliability of the questionnaire.  Structural equation modeling was used through Smart PLS software to analyze the collected data. According to the obtained results, the tactile component has no significant effect on the brand experience, but all four components of sight, smell, taste, and hearing have a positive and significant impact on the brand experience. Other research hypotheses have also been confirmed.

This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory.

In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software.

Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood.

The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

Today, the brand is considered a valuable asset and a competitive advantage for a product. The purpose of this study was to examine the role of marketing mix on brand power and brand experience in sports apparel industry in Iran. The research method was descriptive and correlational. 391 customers of department stores or authorized brands of indoor and outdoor sports shops of Tehran metropolitan area completed the 3 instruments of this study: Mixed marketing questionnaire (Dadana et al., 2015), (α = 0.78), The Brand Power Questionnaire (Acer, 1991) (α = 0.82) and the Brand Experience Questionnaire (Rezaei, 2015), (α = 0.85) assessed marketing mix, brand power and brand experience in sports apparel, respectively. Data were analyzed using Kolmogorov-Smirnov tests, independent t-test and structural equation modeling. All data were analyzed by SPSS24 and PLS 2 software at the significant level p

The purpose of this study is to examine the tendency towards sports brands based on consumption experience among women. Accordingly, hypotheses were proposed and a conceptual model was considered for the research in which the variable of brand experience along with its components (emotional, emotional, intellectual and behavioral) was considered as an independent variable and brand selection as a dependent variable. The present study is a descriptive/analytical study based on a practical study goal. The statistical population of the study includes female who consumers of sports brands in the city of Tabriz. The sample size is estimated using the Krejcie & Morgan estimation due to the unknown number of the statistical population, 384 female customers of sports clubs and stores. Zarantonello and Schmitt (2010) brand experience questionnaire was used to measure brand experience and a researcher-made questionnaire was used to measure brand tendency. The questionnaire has five Likert scale options. The software Spss24 was used in order to analyze the data from the Kolmograph-Smirnov,test, the Pearson correlation coefficient, and the Regression test. The results of the analysis showed that the brand experience with all its components has a positive and significant effect on the selection of sports goods brand.