جستجوی مقالات مرتبط با کلیدواژه "brand image" در نشریات گروه "اقتصاد"

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).

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.

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.