جستجوی مقالات مرتبط با کلیدواژه "دلبستگی برند" در نشریات گروه "مدیریت"

The purpose of this research is to investigate the relationship between self-congruity (real, ideal and social) and brand attachment with the moderating role of the need for uniqueness on brand loyalty. The research method is applied in terms of purpose and survey branch in terms of causal method. The statistical population of the research included mobile phone customers in the city of Isfahan who have used Samsung, Xiaomi and Apple brands. The sample size was determined based on Cochran's formula for an unlimited population of 384 people and the random sampling method was simple. The data collection tool was a questionnaire whose reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses, the structural equation model and Smart PLS software version 3 were used. The results of the data showed that real and ideal self-congruity has no significant relationship with brand attachment. Social self-congruity has a significant relationship with brand attachment. Brand experience mediates the relationship between self-congruity (actual, ideal and social) and brand attachment. Brand experience has a significant relationship with brand attachment. Brand attachment affects brand loyalty (attitude and behavior). The need for uniqueness does not moderate the relationship between self-congruence (actual, ideal, and social) and brand attachment.

Brand advocacy has emerged as a significant concept in branding, particularly with the rise of social media, which facilitates brand promotion through word-of-mouth. This study aims to deepen the understanding of brand advocacy by exploring the roles of brand attachment and brand love. It introduces a conceptual framework for brand advocacy and employs a descriptive-survey methodology, using a cross-sectional design. The study targets all customers of the Novin Leather brand, treating the population as effectively unlimited due to the lack of precise size information. A sample of 384 customers was determined using Cochran's formula and selected via simple random sampling. Data were collected through a questionnaire based on standard sources, distributed electronically via social media platforms and websites. The questionnaire, which includes 5 dimensions and 25 items, was validated using content and construct methods and its reliability was assessed with Cronbach's alpha and composite reliability. The analysis confirmed the questionnaire’s strong validity and reliability. Data analysis, conducted with inferential statistics and structural equation modeling using the partial least squares (PLS) approach with SmartPLS 3 software, revealed significant relationships. Brand-consumer self-congruity positively affects brand love, attachment, and loyalty. Brand love significantly influences brand attachment and loyalty. Brand attachment impacts brand loyalty and advocacy, with brand loyalty also significantly affecting brand advocacy. The conceptual model and variables proposed in this study offer valuable insights and serve as a basis for future research in branding, especially in the domain of brand advocacy.

The current research was conducted with the aim of providing a model of consumer behavior in creating brand attachment, emphasizing the packaging component of food industry companies. It is considered a qualitative-quantitative (mixed) research method. The sample of the qualitative section with 12 interviews with marketing, academic and food industry experts, and the quantitative section with the Cochran formula of limited societies included 384 managers and senior experts of Tehran food industry companies. In the first step of the research, the coding of specialized research interviews was performed using thematic qualitative analysis with MAXQDA 20 software and fuzzy Delphi method with MatLab software, structural-interpretive analysis with MicMac software; in the next step, the results of confirmatory factor analysis with Smart PLS 3.0 software. Based on the results of qualitative analysis, three comprehensive categories including packaging, brand attachment and consumer behavior were identified as the main components. Based on the influence-dependence diagram, the structures of communication factors, logistic factors, economic factors, bio-social factors have high influence power and are under little influence, and are placed in the area of independent structures. The constructs of brand loyalty, brand awareness, perceived quality, and brand associations also have high dependence but little influence, so they are considered dependent constructs. The results of the quantitative part, while confirming the research hypotheses, showed that the proposed model has good validity.

Today, the expansion of competition among organizations and gaining brand reputation has become the main goal of organizations and the first priority of organizations. Therefore, this research was conducted with the aim of investigating the role of participation, identification, reputation and attachment in creating a reputable brand among the students of the Islamic Azad University of Mashhad. In the current research, the statistical population includes all graduate and doctoral students of the Islamic Azad University of Mashhad branch, whose number, according to the contents on the website of this university, is about 2800 people. Also, in the current research, the sampling method was available in the form of a random sample, and 415 questionnaires were distributed in person and online(in the class groups of students of the desired courses), and finally, 382 questionnaires were entered into the analysis stage. In order to measure the face validity of the instrument, help was taken from the supervisor, and content validity was checked and confirmed using confirmatory factor analysis. Also, Cronbach's alpha coefficient was used to check and confirm reliability. Finally, data analysis was done using structural equations and PLS version 3 and SPSS version 24 software. The results of this research show that cultural participation, brand identity and brand reputation have significant effect on brand attachment. Also, brand identity and brand reputation and participation have a positive effect on brand credibility, In addition, brand attachment does not affect brand credibility.

Today's competitive environment has been extremely turbulent and one way to deal with environmental disturbances is to emphasize the historical components and show the stability of the brand. Resorting to the past has become a common phenomenon for consumers and brands whose image has elements such as credibility, legacy and stability are gaining popularity. Therefore, this study examined the effect of brand nostalgia on the brand heritage and its effect on the formation of purchase intention through the variables of brand trust and brand attachment. This research, in terms of purpose, is an applied study and due to its method of performance, is a descriptive research. The statistical population of the study includes customers of Nokia mobile phone in Babolsar city and the number of samples was 330 persons who were selected by non-random sampling method. A questionnaire was used for data collection. The reliability of the questionnaire was calculated through cronbach's alpha coefficient, whose coefficient was .885 and its validity was investigated through first and second order confirmatory factor analysis. To test the hypotheses, structural equation modeling (SEM) was used through LISREL8.8 software. The results showed that personal nostalgia and historical nostalgia have significant and positive impact on the brand heritage. Also, brand heritage has a significant and positive impact on brand trust and brand attachment. In addition, brand trust has a significant and positive impact on the brand attachment and purchase intention. Finally, the brand attachment has a significant and positive impact on purchase intention.