جستجوی مقالات مرتبط با کلیدواژه « brand equity » در نشریات گروه « هنر و معماری »

New ways of marketing in world trade led to a position that customers are the market drivers. So it is necessary that new ways of marketing to be used in the trade of traditional and valuable Iranian goods. In the world of handmade carpet business, the word sale should not be used. Handmade carpets should be marketed, meaning a permanent relationship in the interest of customers. In this regard, due to the importance of customer relationship management (CRM) and brand extension (BE) for handmade carpet export, the purpose of this study is to investigate the effect of CRM on BE with an emphasis on the mediating role of brand equity in the handmade carpet industry of Iran (studied in Tehran and Isfahan provinces). This study is practical in term of purpose and based on the nature and method is descriptive-causal from the survey branch. Statistical population of the survey are all consumers and buyers of handmade carpets; given the unlimited size of the population, non-random in access sampling method was used. The number of questionnaires distributed was 215, of which 204 responded to the questionnaires.The data collecting tool is a combination of three questionnaires: customer relationship management (Leo et al., 2005), brand equity (Baily et al., 2013) and brand development (Pena & Garcia, 2017). Data analysis was done by Structural Equation Modeling (SEM) with Smart PLS2 software. The results showed that most of the paths and hypotheses were confirmed, but the effect of brand awareness, brand perceived quality and brand loyalty on BE were rejected; the highest effect was the effect of CRM on brand equity (47%) as well as brand equity on BE (89%). Among other paths, CRM has the most effect on the brand perceived quality (brand equity dimension) with an effect level of 60%.On the other hand, the brand association brand has a positive and significant effect on BE among brand equity components with a coefficient of 0.73 and t-value of 7.931. Brand equity also has a mediating role in the effect of CRM on BE, which explains brand development by as much as 47%. On the other hand, among the components of brand equity, only brand association with 66 percent has a mediating role between CRM and BE. According to research findings, CRM, along with brand equity, has played an important role in enhancing the BE of the handmade carpet industry; Therefore, the results of this research can be useful for companies and brands of handmade carpets in order to be able to communicate effectively with customers and ultimately brand development.

Marketing mix elements, especially price, distribute and promote brand equity plays a major role in creating them. And by increasing its effectiveness and efficiency, strength and brand value also will be upgraded. The aim of this study was to investigate the relationship between the elements of the marketing mix (price, place, promotion) with Sabah brand equity among customers is the city of Gorgan. The methodology of this research is descriptive and correlational. And the population of all customers in the city of Gorgan Sabah intended that their number is unlimited. And the number of samples based on simple random sampling method, using Morgan table, 384 people. The data questionnaire with standardized questionnaire U, Danto and Lee (2000), which is used Cronbach's alpha coefficient of 0.7 of all the variables. To analyze the data, smartpls.2 software-based structural equation modeling was used. The results of the main assumptions of the study indicated that between price and brand equity, there is a significant relationship between advertising and brand equity, but there is no relation between the distributions with the brand equity. Between price and brand associations, international distribution and brand awareness, between advertising and brand loyalty, brand awareness between advertising, and between loyalty between advertising and perceived quality, perceived quality and brand associations and brand equity there is a significant relationship. But the price and price to customer loyalty perceived quality and perceived quality between distributions and there is no significant relationship between distribution and customer loyalty.

With the increased competition, into local markets to international markets and diversity and cultural diversity and social needs and demands of customers in different markets, the growing need for market orientation is felt. Successful managers are the ones who make your organization keep pace with the day. This synchronization is when employees and managers tend to accept the market as a culture and vision. The ability to rapidly introduce new products and adopt new processes are also an aspect of competition. Special assets and implicit and unchanging innovation capability of a company is closely connected with inner experiences and empirical studies. The analysis of the factors affecting the performance of marketing services firms, with emphasis on marketing capabilities in important cases that can affect the orientation. The development of applied knowledge and practical application of research to identify the most important factors affecting the company's marketing function, is an applied research. Considering the discussions and the very strong marketing capabilities with the company's marketing performance, brand equity, the effect of marketing capabilities and brand value of the company's marketing performance is evaluated Sinjergaz.