جستجوی مقالات مرتبط با کلیدواژه « تصویر برند » در نشریات گروه « علوم اجتماعی »

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 general purpose of the current research was to test the fan interaction model, fan identity and brand image of the selected teams of the Iranian Premier League (study: fans of Persepolis, Esteghlal, Tractorsazi and Sepahan).

The present research was descriptive of the correlation type and based on structural equation modeling with the partial least squares approach, and in terms of its purpose, it is considered a part of applied research. The current research community is the fans of Iran's premier football league. Meanwhile, four teams (Perspolis, Esteghlal, Tractorsazi and Sepahan) were selected as the top four teams of the 2019-20 league respectively. Due to the fact that the size of the statistical population is unlimited, stratified random sampling was used. In this research, the scale of fan interaction with the brand was used from the Desart questionnaire (2017), the brand image of Tim Bauer et al. (2008) and the team identity of Mile and Ashworth (1992). Structural equation modeling with partial least squares approach and Smart Pls version 3 software were used for data analysis.

The results showed that fan interaction has a significant positive effect on the brand image and identity of team fans.

Finally, the research model had a strong fit and can be used as an operational model in the Iranian Premier League to attract more football fans.

Endorsement is one of the important methods in the advertising industry in which a famous person is used to introduce a product or brand. This research was conducted with the aim of developing a model for measuring the effectiveness of Endorsement in the television products of the Islamic Republic of Iran with a mixed method approach. Data was collected through in-depth interview method and questionnaire technique, and the statistical population in the qualitative part included national media experts and in the quantitative part, it included all the audience of TV programs in Golestan province, of which 400 people were randomly selected. Data was analysed by thematic analysis method in the qualitative part, and in the quantitative part, by the partial least squares technique. The results obtained from the three stages of coding in the qualitative part showed that the effectiveness of the Endorsement strategies can be checked using the indicators of attractiveness, reliability, expertise and congruence. Validation of the model using a survey study and the partial least squares technique indicates that the four factors identified in the qualitative section, i.e. attractiveness, congruence, expertise and reliability, have a positive and significant effect on the effectiveness of Endorsement.

Word of mouth advertising is recognized as one of the most effective source of information transmission. The growth of information technology and advent of on-line social media sites have changed information transmission means.electronic word of mouth advertising is a new emerging phenomenon in which consumer share their experiences and evaluations of various brands and products such as mobile phones through on-line communication channels . The objective of this research is to investigate the impact of electronic word of mouth advertising on brand image and consumer purchase intentions (case study: final buyers of Samsung mobile phone in Islamic Azad university – Aliabad Katoul branch).Research methodology in this research is descriptive – survey and correlation. Research population consists of students of Aliabad Katoul branch of Islamic Azad university who are around 6400 persons. According to stratified sampling method and Kerjsey and Morgan table , Sample size was 384 persons. Data gathering technique in this research is Questionnaire which consists of electronic word of mouth Questionnaire of Bember shachez and Mengold , brand image Questionaire  of Davis and et al , and purchase intention Questionnaire of Shokla . Chrobach Alpha of all variables were above 0/7. For analyzing data, structural Equation Modelling with Lisrel software were used. Research Findings showed that electronic word of mouth adverising has positive impact on brand image and consumer purchase intention with 95 percent certainty. On  the other hand , with brand image as mediating Variable , the impact of electronic word of mouth advertising on purchase intention increases.