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

The main purpose of this research is to investigate the factors affecting the creation and development of Tabriz Oil Refining Company's product brand. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population includes the employees of Tabriz Oil Refining Company and their statistics are about 1500 people based on the received information. The estimated sample is equal to 306 people based on Cochran's formula, who were selected from the population by random sampling method. A standard questionnaire was used to collect data. A regression test was used to analyze the hypotheses. The results of the research showed that the mental image of the industry has an effect on the creation and development of the Tabriz Oil Refining Company product brand. The mental image of the brand and product has an impact on the creation and development of the Tabriz Oil Refining Company brand. The awareness of the brand and the heritage of the brand has an impact on the creation and development of the brand of Tabriz Oil Refinery Company products. Also, the internal environment of the company and the external environment of the company influence the creation and development of the brand of Tabriz Oil Refinery Company products

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.

 Today, the sport industry is of great economic importance with the growing tendency of people to play sport and the need to consume sport goods and services (Kokolakakis & Gratton, 2019: 51). The quality and quantity of this industry in different countries depends on the scope of production of sport products in that country (Yang et al, 2021: 1). In this regard, brand heritage, nostalgic experience and brand love are key marketing concepts that can play a major role in branding and strengthening the brand. Brand preference is widely used to evaluate the effects of brand equity and indicates a desire to choose and buy a brand (Patil, 2017: 14). Utilizing the potential and hidden value of a brand heritage can be a way to link the past and the present and secure the future (Zhe, Zhu, & Huan., 2020: 179). Nostalgia is also used in marketing; In this way, marketers encourage consumers to travel to the past to buy goods (Kordnaeij, Nejat & shahi., 2019: 41). Therefore, brand preference can be introduced as one of the main explanations of customers' intention to buy. In view of the above, it is necessary in the new era to improve and develop sport marketing with a new look at the role of various factors in this study, the effect of three variables of brand heritage, nostalgic experience and love for sport brand on brand preference and preference has been investigated. Now the question is whether there is a relationship between brand heritage and nostalgic experience with brand preference with the mediating role of brand love .Chen and Zhang (2019) have defined brand preference to the extent that the customer considers the services provided by the current company to be superior to the services provided by other companies (Chen & Zhong, 2019: 1). Akir (1996) first defined brand heritage as part of brand equity (Dion & Mazzalovo, 2016: 5894). Nostalgia is also a recurring experience in all cultures among young and old and a bittersweet experience that includes both feelings of sadness and longing for the past )Sedikides & Wildschut, 2018: 48). Brand love is also defined as the degree of a passionate emotional attachment that a customer is satisfied with a particular brand (Hajibabaei & Esmailpur, 2019: 1). In this regard, Cho and Chiu (2020) in their research concluded that the nostalgia of sport products was a significant and positive relationship with interest, brand equity and brand preference (Cho & Chiu, 2020: 315). In a recent study, Song and Kim (2021) showed that brand heritage directly and indirectly significantly influences customers' intention to buy and choose a brand through brand originality and nostalgic experiences (Song & Kim, 2021: 1). Liebl (2021) also examined the love of the sport brand in the Covid 19 crisis and concluded that brand love leads to a desire to pay more, spread more positive word of mouth and increase loyalty to the sport brand (Liebl, 2021: 65). In internal studies, eshfagh, khodadad hosseini & Mansouri Moayyed concluded that nostalgia variables have a positive and significant effect on tourist satisfaction (Eshfagh, Khodadad Hosseini & Mansouri Moayyed., 2019: 15). Background analysis shows that despite the importance of concepts such as brand preference, brand love, brand heritage and nostalgic experience in the field of branding, so far in the field of research of the country's sport industry, no study has been done on these variables.  

The study was an applied research and was a correlational research based on structural equation modeling which has been conducted in the field. The population included all customers of sports stores in Tehran. 354 of them selected as a sample by a random-cluster method.  4 questionnaires were used to collect data. The validity of the questionnaires was confirmed by experts and their reliability was obtained using Cronbach's alpha for all four questionnaires above 0.7. Descriptive statistics were used for data classification and statistical deduction. Pearson tests were used in SPSS software and modeling structures in AMOS software.

Based on the research findings, it is observed that brand heritage has a significant positive effect on love the brand of sport goods (Sig = 0.001, t = 6.454) with an impact factor (β = 0.596). Nostalgic experience has a significant positive effect on love the brand of sport goods (Sig = 0.001, t = 3.170) and the coefficient value (β = 0.310) was obtained. Brand heritage has a significant positive effect on love the brand of sport goods (Sig = 0.001, t = 6.341) with impact factor (β = 0.620). Nostalgic experience has a significant positive effect on brand product preference (Sig = 0.001, t = 3.696) with an impact factor (β = 0.431). Finally, brand love has a significant positive effect on the brand preference of sport goods (Sig = 0.001, t = 4.323) with an impact factor (β = 0.503).

Based on the results of Pearson correlation test, it was observed that there is a significant positive relationship between brand heritage and nostalgic experience and brand love. Sport stores are recommended to do comprehensive research on creating the ideal physical space, music, friendly public relations, Internet and virtual, coloring and lighting, use of appropriate words, and…. In examining the relationship between brand heritage and brand preference, Pearson correlation results also showed that there is a significant positive relationship between these two variables. In addition, based on the research findings, it was observed that nostalgic experience and brand love has a significant positive effect on brand product preference. Considering the effect of brand love on brand preference, it is suggested that store managers take measures such as creating an intimate atmosphere in the store and treating the customer politely, arousing feelings and heart desires in various ways, creating a sense of belonging and brand affiliation. , Positive evaluation and… to increase customer interest.

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behaviors on consumer behavior has critical role in actual purchase. In the present study, we first examine the effect of nostalgic behaviors include: nostalgic tendencies, nostalgic feelings, intensity nostalgic on brand heritage, brand attitude. Then the effect of product authenticity, preference for nostalgic products on nostalgic behaviors investigate. Later on the effect of nostalgic behaviors, brand heritage, brand attitude on purchase intentions (PI) investigate and finally, the effect of PI on actual purchases measure. The methodology of has two stages: stage one examine using Exploratory Factor Analysis (EFA) and the second stage using structural equations (SE). The findings and results of this research indicate that nostalgic behaviors are significantly relate brand heritage, brand attitude. Nostalgia behaviors, brand attitude affect purchase intention, but brand heritage is not significantly relate purchase intentions. Finally purchase intentions are significantly relate purchase behavior.

Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brandchr('39')s sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbachchr('39')s alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the present study, we first examined and identified the hofsted index and social factors and considered the following components for each: cultural and social factors included; (hofsted index) materialism, individualism, collectivism, masculinity, power distance, uncertainly avoidance and family structure, reference groups. Then, the effect of these factors on nostalgic behaviors examined. Later on, the effect of nostalgic behavior on brand heritage, brand attitudes investigated. Then the effect of nostalgic behavior, brand heritage, brand attitudes on purchase intention (PI) were investigated and finally, the effect of PI on actual purchases measured. The methodology of had two stages: stage one was examined using exploratory factor analysis (EFA) and the second stage using structural equations (SE). The analytical results showed power distance, individualism, reference groups are significantly related Nostalgia behavior but materialism, collectivism, uncertainly avoidance, masculinity, family structure is not significantly related nostalgia behaviors. Nostalgia behavior, brand attitudes affect purchase intention, but brand heritage is not significantly related purchase intentions. Finally purchase intentions are significantly related purchase behavior.

In marketing management, consumer purchase intention is one of the important factors influencing marketing decisions and planning processes and identifying suitable strategies. Marketers use consumer purchase intention to make decisions about current and future products. Being aware of the factors affecting consumers' buying intent can help marketers to adopt more appropriate strategies, set up branding processes, and ultimately choose the most efficient marketing mix. The purpose of this research is to consider the effect of fantasy proneness and alienation on purchase intentions emphasizing nostalgia proneness and brand heritage. This research is applied in terms of objective, and descriptive-survey in terms of data collection. The statistical population includes consumers of Minoo brand as one of the oldest and nostalgic brands of food industry in Iran. Data are collected by questionnaire with convenience sampling and analyzed by structural equation modeling (SEM). The results show that fantasy proneness and alienation positively affect consumers’ nostalgia proneness. Also, nostalgia proneness impacts positively on brand heritage and brand heritage can increase purchase intention through mediating variables of brand trust, positive emotions, brand commitment and brand attachment.

As businesses currently face the challenge of keeping up with rapid changes in such areas as technology, the concept of ‘brand’ has become one of the few resources to provide a long-term competitive advantage (Lindemann, 2003). One way of dealing with the turbulence in the world of business is to accentuate historical elements and, thereby, achieve stability and confidence. It has become trendy for consumers to seek consolation in the past. History can make a brand relevant to the present and, prospectively, the future. ‘Brand heritage’ is a new concept in the branding process that links past, present and future. Brand heritage is also one of the associations that marketers can use to differentiate their brands from those of their competitors. It ultimately helps them to create a unique image for their offerings. Using brand heritage as an advantage calls for the constitutive elements of brand heritage. This article explains the concept of Brand Heritage Constitutive Elements (BHCE) and its role in business development. The concept is investigated with reference to Momtaz match brand as the subject of a case study.

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.