جستجوی مقالات مرتبط با کلیدواژه « ارزش ویژه برند مبتنی بر مصرف کننده » در نشریات گروه « مدیریت »

The purpose of this study was to investigate the impact of brand gender and consumer-based brand equity on customers’ loyalty with a consideration of the role of satisfaction and trust in the Instagram social network.

This study is an applied-developmental research and in terms of data collection method, it is of survey type. The statistical population consisted of the users of Instagram in Tehran who were the followers of the Maral Leather brand and the samples were selected based on non-probability sampling method. In order to measure the variables, a standardized questionnaire was administered and the data were analyzed through descriptive and inferential statistics. Structural equation modeling (SEM) was also employed to test the hypotheses.

The results indicated that since in all hypotheses, the significance value is lower than .01 and the t value is higher than the critical value (1.96), all research hypotheses were confirmed. However, the impact level was not the same. The results of the study can offer some practical recommendations for the developmental goals of the businesses that are willing to use social media to increase customers’ brand loyalty and, as a result, ensure their trust.

The purpose of this study is to investigate the effect of brand personality traits, consumer interaction with brand and quasi-social interaction on brand equity based on consumer and the mediating role of brand love. The statistical population of the study consists of individuals active on the social networking site Instagram who have had a purchase (whether or not they bought) from the DJ site, and information about their intention to buy or purchase on this network. Have released a social one. In this study, based on Cochran formula for unlimited society, the sample size was 348 people. Grahamman et al. (2009) questionnaire was used to measure the components of brand personality traits. Brand Love Using the Lorrio et al. (2009) Questionnaire, Consumer Interaction with the Brand Using the Tsai and Man Questionnaire (2013), Quasi-Social Interaction Using the Kitzman Questionnaire (2011), and Brand Equity, Using the Questionnaire Machado et al. (2019) measured. The validity of the questionnaires was assessed by construct validity, diagnostic, divergent and convergent and its reliability was assessed by Cronbach's alpha coefficient using Smart PLS software. The results showed that masculine brand personality and feminine brand personality traits had positive effect on consumer brand value. Brand love plays a mediating role in the relationship between brand personality and consumer value brand. Also, consumer-brand interaction and quasi-social interaction have a positive effect on consumer-brand value

The aim of this study was to determine and assess the role of marketing mix elements on brand equity and its relationship with customer responses. In recent decades, investigating on brand allocated a special place to itself in various fields including academic and business market. Many researchers and corporate executives come to this conclusion that the most valuable asset of a company for its marketing improvement is branding knowledge that is done by investing in marketing programs and subsequently, creates brand image in the minds of consumers. In this context, different models were presented that sometimes their results have been different from each other. According to this issue, the need to study factors affecting brand equity and its impact on customer responses through a comprehensive view which contains both dimensions becomes more important. In this research, an optimal model is presented that evaluates the relationship of brand equity with marketing mix elements and customer behavior and response. This research was descriptive-survey and data were collected via questionnaire. The research sample size was determined based on Cochran formula in an unlimited population (N=384) and data were analyzed using structural equation modeling via SPSS and LISREL softwares. The results showed that there is a positive relationship between the research variables and the research conceptual model fitness.

The purpose of this paper is to investigate the role of sales promotion mix elements and CRM on brand equity dimensions and also how these dimensions are inter-related. Regarding research methods، this study is a descriptive survey. The population of this study was selected from consumers of food industry and detergent and health care industry. To collect the data، 240 questioners were distributed. The results showed that CRM and immaterial promotions have great influence on increasing brand equity. Also brand awareness of consumers is a key dimension that is considered as a lever or reference on this inter-related condition and causes brand loyalty. Finally، it should be noted that the results of this study can help the marketing managers to improve the quality of their decisions.