Moosa Ghasemi; Javad Novzary poor; Zahra Akbary
Volume 6, Issue 3 , July 2017, , Pages 185-192
Abstract
Consumer behavior, marketing is one of the branches of the elements such as psychology, marketing, economics is formed. Marketing managers and marketers can study consumer behavior and knowledge of their behavior before the purchase, during the purchase and after the purchase and the consumer decision ...
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Consumer behavior, marketing is one of the branches of the elements such as psychology, marketing, economics is formed. Marketing managers and marketers can study consumer behavior and knowledge of their behavior before the purchase, during the purchase and after the purchase and the consumer decision process in order to satisfy customers and improve marketing and sales performance have a good. ، , Brand equity can lead to product reputation, high quality products to inspire shoppers, very strong mental image of the product in the minds of customers and become one of the major assets.
Mehri Etemadifard; Azar Kafashpoor; Ahmad Zendehdel
Volume 5, Issue 4 , October 2016, , Pages 336-346
Abstract
In today's competitive world,customers are the core of any business and their loyalty to the brand is a major factor in acquiring competitive advantage of organizations. At the heart of successful marketing communications strategies, brand localization activities in customers' minds are carried out in ...
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In today's competitive world,customers are the core of any business and their loyalty to the brand is a major factor in acquiring competitive advantage of organizations. At the heart of successful marketing communications strategies, brand localization activities in customers' minds are carried out in a way becoming a key component of business strategy. This means that organizations should be aware of the customer decision process in order to spread their message based on Inside-Out approach that is what customers want to hear. In addition to brand communications,one of the main strategies to build brand loyalty and gain competitive advantage is to improve quality of services. Today, service quality has become the great differentiating factor and the most competitive weapon of leading organizations; therefore, brand communication and service quality are very powerful paradigm which brand plays its role as a mechanism to involve the buyer and sellerin a sincere long term relationship via them. Hence,the aim of this study is to investigate the effect of brand communication and service quality in creating brand loyalty through brand trust. This research is in terms of practical and descriptive approach. In the present study, the required information was collected through a questionnaire which is drawn from the study of Zehir et al (2011). Statistical sample of study is Samsung Representatives Company in Mashhad city that are selected through two-stage cluster sampling. The reliability of the questionnaire was assessed by Cronbach's alpha coefficient. Structural equations are used to examine the research hypotheses; furthermore, LISREL software was used to analyze data. The results indicated that brand communication and service quality variables have a meaningful and positive relationship with creation of brand loyalty; moreover, brand communication and service quality variables affect building brand trust positively. Additionally, the findings showed that brand trust variable play a mediator role in connection with effect of brand communication and service quality on the creation of brand loyalty.
Maryam Jafari; Tooraj Sadeghi; Seyed Abbas Mir Ibrahim Esfahani
Volume 1, Issue 1 , January 2012, , Pages 19-26
Abstract
In recent years by increasing role of the Internet in the trading and selling of goods, therefore, Internet brand has become one of the most important issues. Today, brands have become a symbol of international capitalism. Hence, the aim of this study was determining effect of electronic brand on encouraging ...
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In recent years by increasing role of the Internet in the trading and selling of goods, therefore, Internet brand has become one of the most important issues. Today, brands have become a symbol of international capitalism. Hence, the aim of this study was determining effect of electronic brand on encouraging customers to buy online. The aim of this study was determining impact of electronic brand on persuading customers to buy online. This research is practical and inductive. The sample of this research was in Islamic Azad University of Khorasan Razavi Province and cluster sample was used. In addition, the sample was included 380 persons and also a survey was used in order to collect data. Following, Cronbach’s Alpha and t-test were used to test the reliability and hypotheses respectively. Moreover, Friedman test was used in order to rating variables. Results indicated that all four factors are defined in electronic brand which contains the mental image, satisfaction, and loyalty, multimedia capability had a significant impact on persuading customers to buy online. Eventually, mental image and multimedia capability were the most and least important respectively.
