جستجوی مقالات مرتبط با کلیدواژه « brand image » در نشریات گروه « علوم انسانی »

Today, most large companies in developed countries use charitable marketing to increase their popularity and show their responsibility towards society (Hamidizadeh et al., 2017; Bakhsham et al., 2022). Charitable marketing exposes the organization's attention to social issues in the eyes of customers and beneficiaries. Also, charitable marketing can increase brand awareness, improve the company's image, and strengthen the company's brand name (Patel et al., 2017). Charitable marketing allows the general public to learn about a company's social responsibility and its interest in charitable goals and ideals; at the same time, through charitable marketing, cooperation between an economic enterprise and charity will be in line with the interests of both parties (Bakhsham et al., 2022). Logically, before using charitable marketing strategies, it is necessary to measure the reaction of consumers towards them. For this purpose, the present study seeks to answer the question of whether charitable marketing activities are effective in promoting the brand of commercial companies or not. In this study, the effect of charitable marketing activities on word of mouth, purchase intention, and brand image from the perspective of detergent consumers has been investigated. The hypotheses of this research are:Charitable marketing has a positive and significant effect on word-of-mouth advertising from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the purchase intention of consumers from the point of view of customers of detergent companies.Charitable marketing has a positive and significant effect on the brand image from the point of view of customers of detergent companies.

The current research is quantitative and it is practical in terms of its purpose. The statistical population of this research is the users of detergents in the city of Kermanshah; considering that everyone uses detergents, the size of the statistical population is considered unlimited. The sample size was 384 people, which was calculated by Cochran's formula. In this research, the questionnaire is the main tool for collecting the required information, which was scored based on the Likert scale, and 384 questionnaires were distributed in person. In this research, content and construct validity have been used among the various methods of determining the validity of measuring the validity of the questionnaire. First, the articles related to the topic were carefully studied and the variables and questions of the questionnaire were identified from the combination of three questionnaires in the articles (Mirabi et al., 2015; Bilgin & Kethüda, 2022; Ahmad et al., 2014). To test and evaluate the hypotheses, partial least squares analysis was used. The data were analyzed using SPSS software at the descriptive level and Smart PLS 3 at the inferential level.

To check the variables of the model and research hypotheses, the goodness of fit indices of the model are used. The degree of conformity of the research conceptual model with reality is measured by model fit indices. At the 95% confidence level, considering that the value of the t statistic is greater than 1.96, it can be said that the dimensions of charitable marketing have a positive relationship with word-of-mouth advertising, purchase intention, and brand image. Based on this, all the variables with a positive path coefficient indicate a positive relationship between the variables, and the effect of the dimensions of charitable marketing on the three variables of word of mouth, purchase intention, and brand image is confirmed and significant.

In this research, the impact of charitable marketing on word of mouth, purchase intention, and brand image was investigated from the perspective of customers of detergent companies in Kermanshah, and as the research results show, charitable marketing has a positive and significant effect on word of mouth, purchase intention and brand image in detergent companies. According to the results, hypothesis 1 based on the existence of a meaningful relationship between charitable marketing and word-of-mouth advertising is confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Bori (2017) and Patel et al. (2017). Also, according to the results of the research hypothesis test, the second hypothesis based on the existence of a positive and meaningful relationship between charitable marketing and purchase intention is confirmed. This hypothesis is consistent with the research results of Khenifer et al. (2021), Bakhshizadeh Borj (2017), and Sinčić Ćorić et al. (2011). Finally, according to the obtained results, the third hypothesis based on the existence of a positive relationship between charitable marketing and brand image has been confirmed. This hypothesis is consistent with the research results of Bakhshizadeh Borj (2017), Hamidizadeh et al. (2017), and Ebrahimi et al. (2016).

In today's competitive markets, creating strong brand equity is essential for a company's financial success. The existing literature has not yet identified the influence process and influence of brand image on brand equity. Therefore, it is very important to identify the potential factors of brand equity and the relationships between them, such as brand attachment, brand attitude, and brand image. Decision makers can pay more attention to these stimuli to strengthen the special value of the brand, so this research aims to develop knowledge related to brand identity, brand image, attachment, attitude, trust and commitment to the brand and to investigate its impact. Research on brand equity in the household appliance industry and providing solutions to increase brand equity were carried out. The home appliance industry was chosen because it is very attractive to middle-income developing countries. Also, in this study, a conceptual model has been presented that shows the relationships between customers' perceptions of brand image and identity and brand equity.

research philosophy; Affirmative, objective; descriptive, orientation; Application and strategy; is navigation. The statistical sample of consumer research is an Iranian brand active in the home appliance industry. A questionnaire was used to collect data. From Morgan's table, 400 people were determined as the sample size, and then the online questionnaire was sent to the target audience. The sampling method used in this research is simple random sampling. In order to analyze the data and test the research hypotheses, the methods of inferential statistics, structural equation modeling and

Today, non-profit organizations have also paid attention to the issue of brand image, because the improvement of the organization's performance depends on the improvement of its organizational image. Despite the importance and necessity of branding in the Awqaf organization-responsible for endowment and charity affairs in Iran, the branding and improving the image of the organization have been neglected due to the lack of mental convergence and differences in the views of the organization's managers. In fact, there is no complete consensus on this issue in the Organization, and this has led to the lack of an effective plan and program. This research was conducted with the aim of exploring the types of mentality of Awqaf organization managers in relation to brand management and improving the image of Awqaf organization. This research is applied in terms of purpose and mixed in nature using Q method. The theoretical community includes managers, deputies and experts of the endowment organization and charity affairs at the headquarters level. The sample selection method is based on a combination of snowball and targeted sampling, which includes 37 experts. Interview tools and Q questionnaire were used to collect data. Q factor analysis and SPSS software were used for data analysis. The results of the research show seven mentalities, which were named as holisticists, taskists, promotionists, strategists, organizational transformationists, internal brand builders, and conservatives. The extracted mentalities were interpreted and their priorities were highlighted in the matter of branding. According to the results of this research, the starting point of planning in the field of promoting the brand of the endowment organization is to pay attention to the commonalities of mentalities and not to pay attention to divergent issues, which were presented in this field.

The purpose of this study was to investigate the effect of interaction between social media communication, brand equity and brand interaction in tourism destinations (Case study: Zanjan province). The research method is survey-descriptive. The statistical population of the study includes tourists of Zanjan province. A total of 385 of these tourists participated in the study. Non-random sampling was available. Descriptive statistics and inferential statistics of "linear regression test" using Spss20 software were used to analyze the data. Based on the results of this study, it can be said that social media communication produced by the Tourism Organization has a positive and significant effect on brand awareness and brand image. Social media communications produced by tourists have a significant impact on brand awareness and brand image. Also brand awareness on perceived quality; Brand image on perceived quality; Perceived quality has a positive and significant effect on brand loyaltysocial media communication produced by tourism organization, social media communication produced by tourists, brand awareness, brand image, perceived quality, brand loyalty

The present study was conducted with the aim of identifying and ranking the factors influencing the promotion of the personal brand image among the champion athletes of East Azarbaijan province. The research is applied research in terms of purpose and descriptive-analytical research in terms of execution method. The research tool is a researcher-made questionnaire, which was compiled by reviewing scientific texts and some preliminary interviews with veterans and sports experts of the province. The construct validity of the questionnaire was examined through confirmatory factor analysis and the reliability of the questionnaire was examined through the Cronbach's alpha test in an initial sample of 30 peoplevalidity of the questionnaire, 10 experts and professors of sports management were provided. The statistical population of the research included athletes, coaches, referees and veterans of championship sports of East Azarbaijan province. Due to the lack of easy access to the entire research community and the uncertainty of the exact number of the community, the sampling method used was the available method, based on which 210 people were considered as a sample. sports performance, lifestyle, personal appearance and clothing, citizenship behaviors and communication are effective factors in promoting the personal brand image of the champion athletes of East Azerbaijan province. The results of prioritization showed that the highest weight related to the social responsibility of the champion athletes was 0.297 and the lowest weight was related to the appearance and coverage of the champion athletes with a weight of 0.065.

In recent years, an increase in the growth of tourism and its performance as a major economic activity in the world has led to the emergence of competition among major tourism destinations. In the same way, it is necessary to develop a coherent framework for using the theory of tourism destination branding. Kashan, one of Iran's tourism hubs, is located between two other prestigious destinations, Tehran and Isfahan. This city has many tourist attractions such as the Damask rose essential oil extraction industry, historical tourist attractions such as historical houses, Fin Garden, the old market, natural tourist attractions such as Niasar Waterfall and Maranjab. Among the important and influential issues on the development of tourism in Kashan is its evaluation and explanation based on the special value of the brand. In this article, an attempt was made to examine the status of the factors affecting the special value of the brand in Kashan and, then, to rank it. Finally, the model used for the tourism destination of Kashan was evaluated.

The current research is an applied research which is descriptive and analytical in terms of its purpose and quantitative in terms of its approach. The method of collecting information is a combination of survey and library methods. The statistical population of the research is the domestic tourists visiting Kashan, of which 173 people have been estimated and questioned as a sample size using the Sample Power software and with the test power of 0.8. The research tool is a researcher-made questionnaire with 8 general questions and 39 specialized questions, which was extracted through using theoretical studies, surveys of professors and experts, and a review of the research background. In order to measure content validity, face validity was used. Cronbach's alpha coefficient was used to check the reliability of the questionnaire; a value greater than 0.7 for all indicators and the entire research questionnaire indicates the acceptability of the questionnaire and its appropriate reliability. In line with research objectives and testing research hypotheses, the data obtained from questioning were analyzed by structural equation modeling (SEM) and using SPSS and AMOS Softwares. The basis for examining the fit in the research was referring to the fit indices. It is worth mentioning that in addition to quantitative research such as the present research, conducting qualitative research and systematic review can be useful in achieving the research objectives.

The brand image of Kashan tourist destination in the second-order factor model used in the research was evaluated with two other hidden factors. According to it, the brand climate image with a factor load of 0.99 and the brand environmental image with a factor load of 0.96 explained the tourists' mental image of the tourist destination in Kashan. Among the investigated variables, the commercial position of Kashan, local foods, the hospitality of Kashan’s people, and the desirability of Kashan's climate were average compared to the reality and the mental image of tourists. Of course, the attractiveness of cultural attractions, the beauty of nature and the landscape, the uniqueness of handicrafts and the beauty of historical attractions were above average. The perceived quality of the destination brand with a regression weight of 0.86 had a significant correlation with its higher level variable. According to the tourists in Kashan, there was no proper information about the entertainment and tourism places. Therefore, improving the introduction of tourist attractions and the formation of travel packages with emphasis on lesser-known cases can improve the perceived quality of Kashan's tourism space. Improving the quality of service in Kashan and the ease of access to resources and facilities can also help in this direction and raise it from an average evaluation status to above average. According to the findings, tourists received a positive feeling from their trip to Kashan. Therefore, according to the significance level obtained in the T-test and the factor loading of the brand's special value with a factor load of 0.82, it can be said that Kashan has been able to have its own position and brand value as a tourist destination. Brand loyalty is one of the powerful indicators in explaining Kashan's tourism brand. The regression weight of 0.81 indicated that loyalty to the tourism brand could play a high role in its creation; however, the status of this index was not favorable. It is worth mentioning that the location of Kashan between the cities of Tehran and Isfahan and also in the vicinity of the city of Qom, as the tourist, industrial and religious poles of the country has been a factor to attract tourists. In this way, it can be expected that a cluster activity will be formed in the path of tourism development. In fact, Kashan can be a part of the network and cluster of shared efforts and cooperation of tourism destinations of Isfahan, Kashan, Qom, and Tehran in line with the development of regional tourism.

Branding of tourist destinations is a new phenomenon that has recently received attention in marketing literature. This concept is of particular importance in understanding travel behavior and developing effective marketing strategies in the field of tourism. The current research model showed that the variables of brand image, perceived quality, special brand value, brand loyalty and brand awareness have the greatest effect in promoting Kashan tourism brand. In this regard, due to the existence of old houses in Kashan, efforts have been made to brand this destination as a city of historical houses. Gulabgiri, as a cultural event of a long history, can create a successful performance in the direction of deepening and creating the Kashan tourism brand at the national and international level. Of course, the design of the brand symbol is also one of the requirements that cannot be overlooked to achieve this goal, and it must be carefully considered and diligently pursued in the future.

The purpose of the current research was the effect of social media marketing, brand awareness and brand image on customer satisfaction in Aydeh Bank. This research is applied in terms of its purpose and descriptive-survey in terms of the method of doing the work. The statistical population of this research is 1350 customers of Aindeh Bank in Mazandaran province, of which 384 people were selected using Cochran's formula. PLS software was used for data analysis. Research findings show that social media marketing and brand awareness have a positive and significant effect on customer satisfaction, but brand image does not have a positive and significant effect on customer satisfaction. On the other hand, social media marketing has a positive and significant effect on brand awareness. But social media marketing does not have a positive and meaningful effect on the brand image. Also, social media marketing has a positive and significant effect on customer satisfaction with the mediating role of brand awareness. But social media marketing does not have a positive and significant effect on customer satisfaction with the mediating role of brand image.

The present study was conducted with the aim of presenting a model of the effect of word-of-mouth advertising on the revisit intention customers with the mediating role of brand image in sports stores. This is an applied and quantitative research that was conducted in the field. The statistical population included the customers of sports stores in Tabriz city, based on GPower software, 205 people were randomly selected in a cluster. The research tool included three standard questionnaires word-of-mouth advertising by Lam et al. (2009), brand image by Hosseini et al. (2009) and returning customers by Al-Dmour et al. (2019). In order to analyze the data, demographic information was described first, and then confirmatory factor analysis with partial least squares was used to check and present the model, and Sobel test was used to check the mediator role. Data analysis was done in spss23 and smartpls3.1.1 and at a significance level of 0.05. The results showed that the research model has a suitable fit and that word-of-mouth advertising and brand image have a positive and significant effect on revisit intention customers. Also, word-of-mouth advertising has a positive and significant effect on brand image, and brand image plays a mediating role in the effect of word-of-mouth advertising on revisit intention customers of sports stores in Tabriz. Therefore, it's suggested that the managers of the sports stores should think about the positive advertising of the customers and improve the brand image in the public mind in order to increase the revisit of customers.

How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses.

Strengthening the brand in response to globalization and global competition is one of the effective factors for university centers to attract students in the international scene. Therefore, the purpose of this research is to investigate the effect of brand strengthening on the attraction of international students of Mazandaran University with the mediating role of brand loyalty, brand reputation and brand image. In terms of purpose, this research is practical and in terms of the nature of data collection, it is a descriptive-survey method and correlation type. The statistical population of the research is the faculty members of Mazandaran University. The statistical sample of the research is 167 faculty members based on stratified random method. The research data collection tool is a standard questionnaire whose validity has been confirmed by content validity and construct validity and reliability by Cronbach's alpha method. The method of data analysis to test the research hypotheses was the method of structural equations (partial least squares) with the help of Smart pls3 software. The results of data analysis indicate that strengthening the brand has a positive and significant effect on attracting international students of Mazandaran University and on brand loyalty, brand reputation, and brand image. Also, the mediating role of brand loyalty and brand reputation and brand image in the effect of brand image on the attraction of international students was confirmed.

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The current research endeavors to formulate a native brand image model within the manufacturing and service sectors for materials and supplies essential to dairy product production.
 
This study adopts a developmental-applied approach and employs a descriptive-exploratory strategy in its research implementation. Regarding data collection methods, the research relied on a combination of library research and field studies, employing semi-structured interviews as the primary tool. Consequently, the data collected falls under the qualitative category. Additionally, the study is characterized as a single cross-sectional research design. Given the non-experimental nature of the research, the extent of researcher intervention in the research process remains minimal. The research's statistical population comprises experts in the Iranian dairy industry who possess specific qualifications, including holding an MSc degree or higher in brand management and marketing, substantial experience, and a strong familiarity with the dairy industry. The researchers carried out sampling with a purposeful judgmental approach and snowball method, up to the theoretical limit of data saturation. They selected 20 people (5 company managers, 9 marketing and sales managers, and 6 senior experts in the marketing department of companies) as a sample of research experts and interviewed them. As mentioned, the data measurement tool in this research, in addition to in-depth study of documents using the library method, included semi-structured interviews with experts. To ensure the validity and reliability of the results of the interview process, special criteria of qualitative research including credibility and confirmability were used. To enhance credibility, the researchers employed a review process involving the interview participants. To ensure confirmability in the final stage, the researchers submitted the identified categories to three of the original participants for review and approval, subsequently incorporating any suggested revisions. In addition,  a retest method was utilized to calculate the reliability of the interviews. In this regard, among the interviews conducted, researchers selected three interviews and coded each of them twice within 14 days. The statistical population included experts in the Iranian dairy industry with at least an MSc degree and who were familiar with the dairy industry. The statistical sample (20 individuals) was selected by a purposeful judgmental method. Data collection tools included library studies and semi-structured interviews with experts. The validity of the interview questions was confirmed by the content method and their reliability by the retest method (0.89). A data analysis was performed with a qualitative approach using data-based theorizing and the coding process in three stages open, axial, and selective coding.
 
Accordingly, the researchers described each component of the coding paradigm, drew the pattern of the brand image in the manufacturing and service industries of materials and supplies required for dairy products, and finally created the theory based on 13 judgments. The calculated paradigm model includes causal conditions (including brand capabilities), central category (brand performance), foundations (brand innovation), contextual conditions (brand modifiers), strategies (brand orientation), and consequences (brand value creation and brand image). Ultimately, the selected model conceptualized the relationships between the categories.
 
This research endeavors to formulate a native brand image model within the manufacturing and service sectors for materials and requirements in the dairy product industry. Utilizing an exploratory approach and data-driven theorizing, the researchers tried to delineate the brand image framework in these sectors through a three-stage process encompassing open, axial, and selective coding, resulting in the formulation of 13 key judgments. Future studies are recommended to transform these theoretical propositions into research hypotheses and validate them through quantitative methodology, employing a structural equation modeling approach. Based on the present research findings, the causal conditions affecting the research paradigmatic model include "brand capabilities" which itself consists of two parts: "marketing capabilities" and "organizational capabilities". Identified marketing capabilities include brand status and market share, marketing mixes, internet marketing services, brand reputation, and having a specific advertising slogan. Organizational capabilities also include fast transportation facilities, strong (management, financial, human, information) brand support, a stable competitive advantage, a strong supply chain, and creating a sustainable value chain. The researchers also considered brand performance as the central category of the research model; classifying it into three areas: "customer-related performance", "brand social performance", and "brand corporate performance". They emphasized "brand innovation" as a platform for brand performance developers, which includes market innovation and innovation in processes.  They also considered brand orientation as a strategy to promote brand value creation and image, which includes competitive orientation and product/service orientation. They considered brand value creation and brand image as the consequences of the paradigmatic model; emphasizing value creation in both material and immaterial domains and brand image in both customers and competitors. Drawing from the presented model, the researchers elucidated the various components, including causal conditions (comprising brand capabilities), the central category (entailing brand performance), contexts (involving brand innovation), contextual conditions (encompassing brand modifiers), strategies (pertaining to brand orientation), and consequences (relating to both brand value creation and brand image) within the paradigmatic model. Ultimately, the researchers formulated the theoretical relationships between these categories in the selected model.

The present study was conducted with the aim of analyzing the impact of website quality on the reputation of the university, taking into account the role of the behavior of creating common value with students and the image of Ferdowsi University of Mashhad.

In this quantitative research, the data was distributed among the students of Ferdowsi University of Mashhad using the standard questionnaire of Farudi et al. To check the reliability of the questionnaires, Cronbach's alpha and composite reliability were used, and to measure the validity, construct validity and confirmatory factor analysis were used, and the obtained values indicated the appropriate reliability and validity of the questionnaires. Data analysis was done by structural equation modeling method and using SPSS22 and Smart PLS2 software.

The findings of the research showed that the features and programs of the website have a positive and significant effect on the participation and citizenship behaviors of students. Participatory and citizenship behaviors of students also have a significant impact on the image of Ferdowsi University. Also, the image of the university has a positive and significant effect on the reputation of Ferdowsi University of Mashhad. The mediating roles of students' participation and citizenship behaviors and the image of Ferdowsi University of Mashhad were also confirmed in the present study.

The findings of the research show that the website is an important factor in the reputation of an organization, especially a university. Trying to increase website features such as unique design, valuable content, easy access, etc. is a valuable measure to improve the quality of the website, which plays an effective role in satisfying users. Of course, it should also be mentioned that the website shows things like knowledge production, ranking and value creation, and a view of the quality of that institution.

social media provide us with the possibility to communicate quickly and efficiently. For this reason, both small and large businesses look to social media as an essential channel for marketing. Social media marketing or social network marketing is a part of digital marketing that uses content creation in social networks to achieve marketing and branding goals of businesses. The present study was conducted with the aim of investigating The Effect of Social Media Activities Components On Willingness to Pay Premium Price With Mediating Role Of Brand Awareness, Brand Image and Brand Loyalty In Students of Gorgan city. The current research is practical in terms of its purpose and it is a survey type in terms of descriptive method. The statistical population of this research is all the students of Gorgan State University in the number of 5000 people and the sample size is 357 people based on the table of Karjesi and Morgan. The data collection tool was a questionnaire, which was extracted from factor load, Cronbach's alpha, composite reliability and variance indices to check the reliability of the questionnaire, and two methods of convergent and divergent validity were used to check the validity of the questionnaire. Analysis of the research data was done at the descriptive level using SPSS statistical software and at the inferential level using the statistical technique of structural equation modeling with the help of SmartPLS software. There are a total of 15 research hypotheses.

The main purpose of this research is to investigate the factors affecting the creation and development of Tabriz Oil Refining Company's product brand. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population includes the employees of Tabriz Oil Refining Company and their statistics are about 1500 people based on the received information. The estimated sample is equal to 306 people based on Cochran's formula, who were selected from the population by random sampling method. A standard questionnaire was used to collect data. A regression test was used to analyze the hypotheses. The results of the research showed that the mental image of the industry has an effect on the creation and development of the Tabriz Oil Refining Company product brand. The mental image of the brand and product has an impact on the creation and development of the Tabriz Oil Refining Company brand. The awareness of the brand and the heritage of the brand has an impact on the creation and development of the brand of Tabriz Oil Refinery Company products. Also, the internal environment of the company and the external environment of the company influence the creation and development of the brand of Tabriz Oil Refinery Company products

The aim of this research is to investigating the effects of brand image, brand awareness and brand quality on attachment and loyalty to the destination brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0.895 for Kerman city and 0.812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that brand image, brand awareness and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing brand awareness, brand quality and trust in the destination brand of Kerman and Yazd tourists.

In today's competitive age, customers have been the focus of companies' attention, and persuading them has been a competitive advantage. In meeting the needs of medical equipment, considering the expansion of private sector competition, organizational ethics is considered a competitive factor by affecting the emotions and feelings of customers. The present study in terms of purpose-based classification and applied in terms of descriptive-correlation research. The statistical population of the study was all customers and beneficiaries of the products and services of companies producing orthopedic and spinal implants. The sample size was determined based on Morgan's table and the subjects were selected by stratified method and in each stratum by simple random method The validity of the research instrument has been calculated by formal validation, content analysis and factor analysis and its reliability through Cronbach's alpha. Research Tools, Service Brand Dimensions Questionnaire, with a combination of Service Brand Judgment Models (SBV), Grace and Aks (2005) and Service Brand Dimensions (SBL), derived from the research of Grissogo and Gristalis (2014), Delgado Ballster Brand Confidence Questionnaire (BTS et al. (2003), the brand value questionnaire derived from the models of Yu et al. (2000) and Dagger et al. (2007) and the perceived image questionnaire derived from the Yang model (2007), by the five-choice Likert scale method. In order to analyze the data, structural equation modeling was used using Smart PLS software. The results showed that brand trust had an indirect indirect effect on brand value due to the dimensions of the service brand, but due to the dimensions of the service brand on the perceived image, it played the role of full mediation.

The management of customer relationships is the connection point between organizations such as tourism facilities and potential and actual customers. Proper management can improve the brand image of tourism facilities by providing accurate information, awareness of current and future services, and offering various sales and motivational plans that attract tourists. With proper customer relationship management, not only is the perceived value of services by guests improved, but the brand image of the tourist destination or facility is also improved, leading to attraction and loyalty of tourists. This research is a practical and descriptive study using a standard questionnaire as a data collection tool. The statistical population of the study is all tourists in Mashhad in the year 2021, and the sample size is 384 people. Non-random sampling method was used. Exploratory and confirmatory factor analysis and structural equation modeling were used to test the hypotheses. The results show that customer relationship management has a positive and significant effect on brand image, and perceived value mediates this effect. This result indicates that focusing on improving and strengthening relationships with customers leads to enhancing the brand image.

The purpose of study is to construct and validate the image tool of the Iranian athlete brand.

The research method was descriptive and a survey. The statistical population consisted of students of sport sciences in Isfahan Universitys. 302 participants answered the questionnaire. They selected by random sampling method. The instrument was a researcher-made questionnaire. There were 49 items. Face and content validity were examined. Cronbach's alpha and exploratory analysis, and confirmatory factor analysis were used to examine the construct validity.  

Confirmatory factor analysis results showed that the athlete's brand image scale has 49 explicit factors, 12 hidden second-level and 4 hidden third-level factors. The personal image of athlete brand includes, attractiveness appearance (4 items) and personal life (5 items), the social image of athlete brand includes, myth (4 items), social attractiveness (5 items), athlete relationship (3 items) and social responsibility (7 items) , the cultural image of athlete brand includes, protocol (3 items) and religion (3 items) and sport image of athlete brand includes, body fitness (3 items), sport success (3 items), athlete expertise (5 items) and racing style (6 items). Cronbach's alpha reliability for the 12 components ranged from 0/74 to 0/91. The   results show goodness of fit the athlete's brand image model.

The cultural, social and personal aspects of the athlete, along with the sporting aspect, create a good image of the Iranian athlete's brand. Future researchers can be used of this tool to determine the brand image characteristics of Iranian athletes.