جستجوی مقالات مرتبط با کلیدواژه « تجربه برند » در نشریات گروه « مدیریت »

As for the importance of brand equity, it is enough that if a brand has a high special value, the customer will choose it more willingly, pay more, repeat its purchase and remain loyal to the product, and even Brings word-of-mouth development to the brand. One of the destinations that has always been considered by people and those involved in the tourism industry in the field of tourism is urban destinations; One of the cities of the country that has reached an acceptable reputation in the country and especially in the region with many attractions and in the framework of branding is Sarein city of Ardabil province; Avoidance of research conducted in the field of branding of urban destinations shows that although in the last decade, research conducted in this field shows an acceptable figure, but the percentage of research that has made the destination of Sarein its research base Are not so impressive; By accepting the undeniable impact of Sarein city brand on its tourism development, the role of brand equity on brand development and survival of this city, the importance and necessity of addressing brand equity in the study area is determined; The importance of this issue is doubled when we know that the analysis of the impact of the brand equity of Sarein on tourist loyalty, considering the role of brand experience, has not been any research; research questions can be asked as follows:- The brand equiy of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists;The brand equiy of Sarein tourism destination has a positive and significant effect on the emotional experience of its tourists;- The brand equiy of Sarein tourism destination has a positive and significant effect on the behavioral experience of its tourists; The mental experience of tourists in Sarein city has a positive and significant effect on their loyalty;The emotional experience of tourists in Sarein city has a positive and significant effect on their loyalty; Behavioral experience of tourists in Sarein city has a positive and significant effect on their loyalty.

this research is applied and descriptive survey; The statistical population of the present study is the tourists of Sarein city and in consultation with the professors, the number of statistical samples was 250. The completion of theoretical studies and the beginning of survey research studies coincided with the beginning of a new corona wave and the researcher inevitably collected field research information using an online questionnaire; The reliability of the research instrument has been confirmed to the desired level by Cronbach's coefficient and its validity has been confirmed by the experts; Analysis of data after coding was performed in SPSS25 and Smart-PLS2 software environment.
Research

The first hypothesis is confirmed according to the path coefficient of 0.515 and the value of T = 8.494 and it can be concluded that the brand equity of the of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists; Also, the second hypothesis based on the effective role of the brand equity of Sarein city on the emotional experience of its tourists is confirmed according to the coefficient of 0.671 and the value of T = 9.819. The value of T = 12.463 and the obtained path coefficient (= 0.641) for the third hypothesis also show the confirmation of this hypothesis and it can be concluded with high confidence that the brand equity in Sarein tourism destination has a positive and significant effect on behavioral experience of Its tourists. The results for the existing hypotheses regarding the tangible effect of tourists' brand experience on their loyalty show a similar situation and show the confirmation of the fourth to sixth hypotheses of the research; In other words, the obtained T value for the fourth hypothesis of the research with a coefficient of 0.550 shows that the mental experience of tourists on their loyalty to the destination is positive and significant. The fifth and sixth hypotheses are confirmed with the coefficients and thus the effect of emotional and behavioral experiences of tourists in Sarein city on their loyalty is confirmed.

Findings showed that the Brand equity of Sarein tourism destination affects their loyalty by affecting the brand experience of tourists; tourists gain experience when they choose the study area for recreation, health care, hiking or leisure; Findings of the study indicate that it is obvious that tourism professionals in Sarein city should meet the expectations of tourists as much as possible in order to improve the quality of their experience by gaining satisfaction. If the events of the destination do not meet the expectations of the tourist and his experience only turns into bad memories, the tourist will probably not have an incentive to return; If the experience gained by the tourist at the destination is evaluated positively by him, it will lead to the preparations for his loyalty and return to the destination; An event that is likely to act as a catalyst, causing the destination to accelerate more steadily.

With the emerging of experience economy, customer experience has been used as one of the main concepts in experiential marketing, as well as a creative basis for predicting customer purchase intention. In this context, marketing studies show that today, consumers want active participation in creating brand experiences. Therefore, interest in investigating the consequences of brand experience is increasing rapidly. However, the brand experience and its effects remain largely unknown. Considering the mediating role of brand attitude, trust, and attachment, this study investigated the effect of brand experience on purchase intention. This research is applied in terms of purpose and has a descriptive-survey nature. The studied population were consumers of beauty and personal care products in Tehran. The sample size was calculated with G-Power 3.1 software of 355 people, and the available non-probability method was used for sampling. Structural equation modeling and Smart PLS 3 software were used for data analysis. After testing the hypotheses, the direct effect of brand experience on brand attitude, trust and attachment, as well as all these variables on purchase intention, was confirmed. Likewise, the mediating role of brand attitude in the relationship between brand experience and purchase intention was confirmed, but the mediating role of trust and brand attachment was rejected. The results provide several theoretical and managerial implications to help business managers to provide a better brand while increasing sales through creating positive experiences for customers.

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

Considering the recent crises, including the corona disease and the sanctions and their effects on the tourism industry, it is necessary to revive this industry. This study investigates the effect of brand coolness on customer brand engagement and the effect of customer brand engagement on the behavioral responses of tourists (intention to revisit and intention to recommend to others), considering the moderating role of brand experience. The population of this research is tourists in Isfahan, which was selected using Cochran's formula of 400 people. The data collection tool is a questionnaire that was distributed and collected using the available method. In this research, content and convergent validity were measured and checked, and reliability was obtained by calculating Cronbach's alpha factor loading coefficients and composite reliability. Structural equation modeling of confirmatory factor and Spss25 and Smart Pls2.0 software were used for data analysis. The results show that coolness has a positive and significant effect on brand engagement, and brand engagement has a positive and significant effect on the intention to revisit and the intention to recommend to others. Brand experience can moderate the effect of brand coolness on brand engagement. Tourism managers and marketers can increase the number of tourists revisiting destinations by considering the role of brand coolness and its effect on customer brand engagement by providing a favorable brand experience. Also, encourage tourists to recommend these tourist places to others.

In recent decades, research on the customer brand has taken a special place in various fields, including academic and business markets. Many researchers and executives of the company have concluded that one of the reasons for the brand's importance and value is its brand name for the customer, which creates value for customers and the company. As a result, marketers can use a unique value, and a higher brand name has a competitive advantage. This study investigated the relationship between brand experience, brand reputation, and brand loyalty in empirical marketing at Maral Leather Company.

The method of this research was applied in terms of purpose and descriptive-survey nature. The study's statistical population consisted of all Maral customers. Regarding the uncertainty of the population, 384 were selected as the statistical sample based on the Cochran formula. The data-gathering tool in this study was a questionnaire with 7 components and 24 items. Data analysis was performed using a structural equation test and Amos software.

The research results showed that sensory experiences of events from the viewpoint of Maral customers have a positive role in creating a brand experience. The emotional experience of events Maral customers positively affects creating a brand experience. Creative experiences of events from the perspective of Maral shoppers have a positive role in creating a brand experience. Physical experiences of events from the customers' perspective have a positive effect on brand experience. The event's social identity experiences from the shoppers' standpoint have a positive role in creating a brand experience. Brand experience from customers' point of view positively and significantly affects brand refinement. Reading the customers' point of view positively and significantly affects brand loyalty.Originality/Value: Having new strategies, paying attention to the critical points in establishing, maintaining, and expanding relations with the customer, and trying to satisfy him expands the realization of customer-oriented goals and brings a base of loyal customers in the long term.

In recent years, marketing activities on social media have been considered important as one of the strategies to advance the company's social media marketing goals (Wibowo, Chen, Wiangin, Ma & Ruangkanjanases, 2020). In the world of business, the advancement of technology has influenced consumer behaviour through social media (Saghat Foroush, 2023). Social media platforms such as social networking (like Facebook), microblogging (like X), brand blogs, video sharing (like YouTube) as well as photo-sharing platforms (like Instagram) are most widely used by marketers to promote their products (Zollo, Filieri, Rialti & Yoon, 2020). With the ever-increasing advances in technology, most companies should create a positive image and active online presence and continuous interaction with their customers and other Internet users through websites and social networks (Razmi, MirzaeianKhamseh & Soltani Tajabadi, 2023).Corporate social networks are a subset of social media that provide users with online interactions and content sharing (Verhagen, Swen, Feldberg & Merikivi, 2015; Wibowo et al., 2020). Among the most popular social networks in the world and even in Iran, we can mention the Instagram social network, which had more than 1 billion and 300 million active users by 2023, and it is predicted that this number will increase to 5.5 in 2025. reach 1 billion active users (Statista, 2023). This social network is also popular in Iran because the research of Zobeidi, Komendantova and Yazdanpanah (2022) showed that 27% of Iranian internet media users prefer this social network to other media.On the one hand, social media marketing activities can be profitable for the company (Zollo et al., 2020), and for customers, the experience of interacting with social networks brings more engagement, satisfaction and loyalty (Yu, Yuan, Kim & Wang, 2021). The users of the Instagram social network have acknowledged that this network has been able to help them in sharing information and learning appropriately (Zobeidi et al., 2022). In the meantime, marketing researchers have paid particular attention to brand and branding because they are known as valuable assets of the company (Oliveira, Sonza & da Silva, 2023). Considering the growth of social media, brand experience and its effects on strengthening the company are considered strategic requirements for managers to create more value (Harandi, 2015).Today, the food industry has taken a special place in the global economy, and due to this special place, the attention of officials and researchers has been directed to it (Tarvirdizadeh, Mirzaei Daryani, Nahidi Amir Khiz, Pasbani & Honarmand Azimi, 2023). On the other hand, social media marketing is crucial for companies active in this industry, and the effort to engage potential customers and social network users with the company's brand has increased; this research examines social media marketing activities in creating a brand experience. This research was conducted on one of the companies in this industry, which produces hot drinks, such as coffee and tea, to provide suggestions to its active managers to increase user engagement and create a better brand experience.Therefore, the main goal of this research is to explain the role of marketing activities in the company's social media, emphasizing the mediating role of brand experience in the food industry and producing hot drinks (coffee and tea) and providing suggestions to increase customer engagement through marketing activities on the Instagram social network. Also, the current research seeks to answer the following questions:What effect do the marketing manager's activities in the company's social media have on the perception of customers' experience of the brand?How does customers' brand experience of the brand affect customer engagement;What effect does the company's social media marketing activities have on customer engagement?What role can brand experience play in the relationship between a company's social media marketing efforts and customer engagement?Are the company's social media marketing activities effective in the perception of which age group of customers and the brand experience?

The methodology of this research with a survey strategy is in the paradigm of positivism research, and it has been done using data collected from customers (or users) of a sample company, which includes 389 customers. The researchers collected the data through an online questionnaire. The structural equation modeling method was used to analyze the data.

The findings showed that marketing activities on the Instagram social network are significant through the mediating role of brand experience on customer engagement.

Also, the results of this research confirm that marketing managers, by designing activities on Instagram, can both directly and indirectly and, through the role of intermediary brand experience, increase customer engagement with the brand and the brand's Instagram page. Considering that the significance related to the relationships between the variables in the first four hypotheses was more significant than the absolute value of 1.96, four of the five hypotheses of the current research were confirmed with 95% confidence. Despite this, due to the moderation of the user's age variable, the results showed that social media marketing activities on the brand experience did not have a significant difference in the eyes of people from different age groups including generations X, Y and Z.The results and suggestions of this research can be valuable and practical for marketing managers to prioritize their activities in social media.

The purpose of this research is to investigate the mediating role of experience and brand identity in the impact of social media marketing on electronic word of mouth advertising in the hotel industry. This research is based on the objectives, of the type of applied research, and is based on data collection and research design in a descriptive-survey method. The statistical population of the research is the customers of the hotel industry in Tehran, which is assumed to be unlimited due to the uncertainty of the population due to the large number. According to Cochran's formula and unlimited population, a sample of 385 people should be selected. The data collection tool is a standard questionnaire. The validity of the content of these questionnaires has been confirmed by the supervisor and a number of other professors. By taking the questionnaires and the information obtained from the researched hypotheses, it was analyzed using SPSS and PLS4 software. The results show that social media marketing has a positive and significant effect on electronic word of mouth advertising, brand experience and brand identity. And brand experience and brand identity have a positive and significant effect on electronic word of mouth advertising. Also, experience and brand identity play a mediating role in the impact of social media marketing on electronic word of mouth advertising in the hotel industry.

In the present study, the antecedents and outcomes of the destination brand authenticity are investigated. The study of antecedents from a psychological perspective and brand identity and the study of outputs from both an emotional and behavioral perspective in the tourism industry. The present study is an applied research in terms of purpose and a descriptive-survey research in terms of research methodology. The statistical population of the study is all foreigners who have traveled to Iran so far and in this regard, 253 people are examined as a sample. A questionnaire tool was used to collect information. The collected data are analyzed using Smart PLS 3.0 and SPSS software and the analyzes are performed using confirmatory factor analysis and structural equation modeling. Findings showed that the destination brand heritage, the destination brand experience and the destination brand self-congruence are as antecedents factors on the destination brand authenticity that destination brand self-congruence has the greatest impact on the destination brand authenticity. Also, the destination brand authenticity has a significant and positive effect on the desination brand engagement and the destination brand love, and it has had the greatest impact on the destination brand love.

Customer loyalty is one of the main goals of marketing activities of any organization and different organizations seek to attract customer loyalty in various ways, so the purpose of this study is to evaluate the impact of brand love, change cost, perceived value, perceived service quality, Brand experience and brand reputation are based on brand loyalty with the mediating role of brand satisfaction and brand trust. The present study is applied in terms of purpose and is a descriptive research based on data collection method and correlational in terms of data analysis method. The statistical population of the present study includes all customers of Bank Mellat in Meshkinshahr, of which 268 people were selected as a statistical sample. A questionnaire was used to collect data. Structural equation modeling was used to test the research hypotheses. The results of data analysis showed that the quality of perceived customer service and brand experience indirectly have a positive effect on customer loyalty through customer satisfaction and customer trust. Also, perceived value through customer satisfaction and brand reputation through brand trust have an effect on customer loyalty. They are positive. Also, the hypothesis of the cost of brand change with brand loyalty was not confirmed. The results of lateral analysis showed that the variables of brand satisfaction, brand trust and brand loyalty are in good condition.

This study was conducted to design a model of brand equity, using social media marketing activities for engagement, which is explained by the intellectual philosophy of relationism and both expectancy-value theory and social network theory.

In the qualitative phase of the research, the theoretical sampling method was conducted with deep interviews and a grounded theory strategy. In the quantitative phase, using a random sampling method, a questionnaire was distributed among 389 followers of a company's Instagram page, and structural equation modelling was done with SmartPLS software.

Social media marketing activities as causal conditions, customer knowledge management as contextual conditions, brand experience as intervening conditions, digital marketing development as a strategy and customer engagement as a consequence of the central phenomenon called brand equity are understood.

The results of the quantitative part confirmed the results of the qualitative part and showed that social media marketing activities with a relational paradigm approach in customer engagement are affected by causal conditions (social media marketing), background factors (customer knowledge management) and intervening factors (brand experience) that lead to customer engagement through appropriate policy-making and executive actions of companies.

The purpose of this study is to investigate the effect of brand experience on love and trust of customer brand and its consequences analysis with the moderating role of brand identification of Cinere cosmetics customers. This research is applied in terms of purpose, descriptive in nature and method, and survey-causal. The statistical population of the present study consists of customers of Cinere cosmetic products who have used it at least three times during the period of data collection, of which 384 people were randomly selected for the sample. The data collection tool in this study is a localized standard questionnaire taken from the research of Brakus et al. (2009), Carroll and Ahuvia (2006), Delgado-Ballester et al. (2003), Chaudhri and Holbrook (2001) and Lam et al. (2011). The validity of the questionnaire measured by construct validity method through confirmatory factor analysis and its reliability was assessed by Cronbach's alpha. SPSS and Smart PLS software have been used to analyze the data. Research findings show that brand experience effects brand love, brand trust and brand loyalty. The variables of brand love and brand trust also affect brand loyalty. Finally, brand identification has moderated the relationship between "brand experience and brand love" and "brand experience and brand trust", as well as the relationship between "brand love and brand loyalty" and "brand trust and brand loyalty". At the end, practical suggestions based on the research findings presented.

The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity.

Branding is something not only driven by companies but also induced by the customer needs. The purpose of this study is to investigate the effect of consumer experience and perception on brand experience and brand equity. The research is an applied study in terms of purpose. It was conducted through a descriptive-survey method, and the data gathering tool was a standardized questionnaire that was localized and verified for its validity and reliability. The statistical population was the customers of famous smartphone brands in the city of Zanjan. The questionnaires were distributed among 392 people selected through simple random sampling and using variance deviation. The primary sample was pre-tested based on Cochran formula. The conceptual model of the research was fitted using the structural equation model in the PLS software. The results of the research indicated that consumers' perception of usability has an effect on their relationship with brands, perceived brand value and enjoyment of use. Also, enjoyment has more effect on the use of a product, brand relationship, perceived value, and brand trust. However, it has no effect on the loyalty to brands. Meanwhile, an increase in the social value increases the enjoyment of use. This creates a strong relationship between he consumer and the brand, which affects the brand perceived value. The brand perceived value also affects brand trust, which, in turn, affects brand loyalty.

Today, tourism industry, as the one of largest service industry in revenue terms, is considered an important factor for economic growth and development. The most important steps that can lead to the growth of tourism industry is the development of accommodation and hotels for travelers stay. Sensory marketing is important for hotel industry progress. Here, we examine the effect of sensory marketing and its components on positive word-of-mouth advertising in tourism industry through brand experience and destination emotion. The type of research is applied research in terms of the purpose and nature of the problem studied, from the data collection method, is a survey research based on structural equation modeling and in terms of research method, is descriptive. A researcher-made questionnaire was used to collect data in this research. Regarding the limited statistical population of this study, which includes foreign tourists of five star hotels in Tehran, the sample size was 280 persons according to Morgan table and structural equation modeling was used. The results of the research indicate that the hypothesis of the effect of the tactile stimuli on destination emotion is not confirmed by tourists, but other hypothesis of the research has been confirmed.

The purpose of this study is to investigate the effect of hotel brand experience on tourists’ perceived value and brand strength. This research is descriptive and of survey type. The statistical population of this research consists of Iranian tourists of 4 star hotels in Shiraz in summer 2018. Available and clustering sampling methods have been used. The structural equations modeling sampling formula (5q≤n≤15q) has been used to determine sample size. According to 26 question of questionnaire and this formula, minimum sample size was 130 and maximum sample size was 390, and finally 310 questionnaires were collected. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. The findings of this research show that hotel brand experience effect on financial perceived value, functional perceived value and social perceived value. But, hotel brand experience doesn’t effect on individual perceived value. Financial perceived value, functional perceived value and social perceived value effect on individual perceived value. Eventually, individual perceived value effect on brand strength.

The logic of goods dominance in marketing has given way to the logic of service dominance.That, In the meantime, the customer is in focus of attention and is involved in many of the company's processes from designing ideas to producing customer ideas. This, in turn, highlights the importance of customer participation in the process of value co-creation; Which could lead to a competitive advantage for companies.Considering the importance of this issue, the present study examines the attitude of the customers towards the value co-creation process.This is an applied and descriptive study and has been performed by survey method.For this purpose, a sample of 400 clients of the hypermarket in Semnan was randomly selected.The questionnaire based on Likert spectrum was used in order to collect data. Structural equations’ modeling was used to analyze research data. The results of the analysis of the collected questionnaires showed that Corporate Brand Experience, Customer motivation and Customer Citizenship Behavior has a positive effect on the Customer Value Co-Creation Attitude and Subjective Norms. Also, the effect of the subjective norms on the value co-creation attitude was confirmed.

Today، brand discussion is highly considered by companies and market agents. Different factors such as customers’ loyalty to brand impact on brand and the increase in sale and profit. Present paper aims at studying the impact of brand experience، trust and satisfaction on brand loyalty to Barez Tire Company in the city of Kerman as well as providing a model for this case. Research population consists of all Barez Tire consumers in Kerman. The volume of the sample was 171 for which simple random sampling was used. Data collection tool was a standard questionnaire and for measuring its reliability، Chronbach’s alpha was used. Present research is an applied one in terms of purpose and it is a descriptive and correlative one in terms of acquiring needed data. To analyze data، confirmatory factor analysis (CFA) and structural equation model (SEM) in SPSS and LISREL software were used. The findings indicate that brand experience، brand trust، and brand satisfaction impact on brand loyalty to Barez Tire Brand in the city of Kerman significantly. Noteworthy، the impact of these factors is higher when considering the role of the perceived value moderator.

Present paper aims at studying the relationship between brand and consumers. In terms of purpose، this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size، 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise، LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction، brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand.

In today’s global market، strong brands do the first، perhaps because the brands are the important relation for customer relationship management in companies. This study aims to investigate the effect of experience، trust and brand loyalty on brand equity tires which has done in the city of Kerman. The population in this study is Barez tire of consumer in Kerman. To obtain this sample size، we used random sampling method. The data collection tool in this study is a standard questionnaire and for reliability of this questionnaire، Cronbach''s alpha coefficient is used. For data analysis in descriptive statistics section، the statistical parameters such as frequency، and charts and diagrams and also in inferential statistical section، tests K-M، univariate analysis of variance، comparing two population means، regression and Confirmatory Factor Analysis and structural equation modeling existing in the software package SPSS and LISREL are used. The results show experience، trust and brand loyalty significantly affects the brand equity. However، this effect of factor، Brand Loyalty is more than any other factors.