جستجوی مقالات مرتبط با کلیدواژه « عشق به برند » در نشریات گروه « جغرافیا »

Today, the use of online food delivery platforms has increased during the pandemic and so have complaints and negative reviews, which are available online for all to see. Therefore, the main problem of the current study is the effect of the stimuli of negative brand experiences on the desire to avoid and the desire to retaliate through betrayal and hatred of the brand, taking into account the moderating variable of brand love in food distribution platforms in the tourism industry of Tehran. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population is all managers, experts and employees of food distribution platforms in the tourism industry of Tehran. Using the partial least squares method, a sample size of 170 people was obtained. The data collection tool was a standard questionnaire whose face validity was confirmed using the opinion of management professors and construct validity using factor analysis and reliability of variables using Cronbach's alpha. Data analysis was done with SPSS22 and SmartPLS4 software. It was shown that negative experiences have a positive and significant effect on brand betrayal and brand hatred. The positive and significant effect of brand betrayal and brand hatred on the mutual result was also confirmed. Finally, it was shown that negative experiences with the moderation of brand love also have a negative and significant effect on brand betrayal and brand hatred.

Today, branding and branding for tourist destinations and attracting the attention and creating the love and interest of tourists in these destinations are considered a strategy for tourist destinations, which plays a vital role in the performance of destination management, to expand their tourism opportunities and differentiate destinations from competitors and finally achieve an advantage. It is competitive. Therefore, this research aims to study the antecedents and consequences of love for the tourist destination brand in the city of Mashhad. The statistical population of this research includes all foreign tourists who travelled to Mashhad during the winter of 2018. A sample of 384 tourists was selected from this unlimited population to collect data using a random method. The reliability of the questionnaire was checked using Cronbach's alpha coefficient and it had acceptable reliability. The research data was collected through a questionnaire and the hypotheses were tested using the structural equation model with the help of SPSS and smart PLS software. The results of the research showed that the tourist's positive experience, the attractiveness of the place and the emotional connection have an effect on the love for the destination brand and are among the antecedents of the love for the destination brand. In this research, the variables of mental image and positive attitude, which were the antecedents, affect the love for the destination brand. did not have. Also, the variable of love for the destination brand affects the variables of word-of-mouth advertising, insensitivity to prices, and emotional commitment, which are the consequences of brand love.