آگاهی از برند

Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness. This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software. The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

The purpose of this research is to identify the main components and dimensions of digital content marketing according to the conditions of Iran and to present a model using a qualitative method based on the Grounded Theory approach. Data were collected through semi-structured in-depth interviews with experts. These experts included university professors in the field of digital content marketing and managers and activists of advertising and digital marketing agencies. Using targeted sampling and after conducting 15 in-depth interviews, theoretical saturation was achieved after the implementation and analysis of interviews and open, axial, and selective coding. The results showed that digital content marketing is realized by these conditions. Causal conditions (Internet development, ease of use, popularity of cyberspace, ease of communication with customers, virtual network features, The appeal of Digital Content Marketing, changing customer behavior, changing current structures), contextual conditions (personal characteristics, social characteristics), intervening factors (technical limitations, increasing competitors, lack of access, unawareness, severity of the spread of Covid-19), central category (Digital Content Marketing), strategies (make it enjoyable, increasing participation, providing various services to users, using various methods to increasing audience, exchange of information, infrastructure improvement, audience-friendly style, customer orientation), and consequences (market expansion, increasing profitability, groundwork for brand creation). The results indicate that the research model is acceptable level.

How to make a brand valuable in the mind of the customer has become one of the main challenges of companies. One of these valuable resources that has not received much attention is the media and social networks. This research examines the impact of social media on brand equity from the customers' point of view, as well as their effects on consumer behavior. In terms of the method of data collection, the current research is a descriptive survey and it is considered applied study in terms of purpose. The purpose of present study is to test theoretical concepts in real situations and to solve concrete problems, and in terms of the relationship between variables, is considered correlational, and library studies and distribution of questionnaires were used to collect the data of the statistical community of social network advertising recipients. The statistical population was the audience of social media advertisements. Cluster sampling method was used to determine the composition of the sample. Out of 504 available samples, 384 people responded, which was 76%. In the current research, a questionnaire tool was used, which was adjusted based on the Likert scale. After the descriptive survey of the statistical population of the research, using inferential methods, the statistical analysis of the obtained studies has been undertaken to test the hypotheses through SPSS 22 software. The Kolmogorov-Smirnov test was used to check the normality of the distribution of the variables, the analysis of variance was used to check the significance of the difference between the variables, and the correlation was used to check the relationship between the independent variables and the dependent variable. The main research model has also been tested through Lisrel software and structural equation technique and through factor analysis of the data. The results indicate the confirmation of all the hypotheses and at the end, suggestions have been presented in line with the research hypotheses.

Considering that the most important effort of marketers and managers today is to take measures to create, increase and maintain market share. The purpose of this study is to present a model of the effectiveness of marketing dimensions of potential markets with a value-based approach to dairy products.

The method of this research was qualitative-quantitative. In the qualitative method, the thematic method was used to obtain the dimensions and criteria that were obtained during the three coding steps. By semi-structured interviews with selected experts, 6 related experts were formed through a judgmental method and the effective dimensions model was presented. The interviews were followed until the theoretical saturation of the data. In a quantitative method, by generating paired questionnaires and distributing them among 10 experts, we analyzed the obtained dimensional data using the fuzzy dimtel method and the fuzzy ANP method. The statistical community has been the potential market of Iraq.

Based on the results, the effective variables of this study included potential market dimensions and marketing values. The first influential variable of potential market, which has the dimensions of competitive price, consumer market and product quality, is the second influential variable of marketing values, which have the components of creating the need and strategy of choice and customer satisfaction.

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

The aim of this research is to investigating the effects of brand image, brand awareness and brand quality on attachment and loyalty to the destination brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0.895 for Kerman city and 0.812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that brand image, brand awareness and brand quality affect the destination brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination brand trust. Also, the effect of attachment to the destination brand, the mediator of the relationship between destination brand trust and destination brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing brand awareness, brand quality and trust in the destination brand of Kerman and Yazd tourists.

In today's competitive world, Instagram is one of the most popular social media used by many companies and has become a new way to increase engagement and interaction with users. In this regard, the present study examined the effect of Instagram contests, brand awareness, and users’ emotions on their engagement with the company. This research is applied in terms of purpose and descriptive-survey in terms of research strategy. The statistical population of the research is 8000 users of the Parsi App (an active startup in the field of fintech) on Instagram. In order to collect the data, the non-probability sampling method was used. The online questionnaire link was sent to the users who participated in the Parsi App contest and 300 responses were collected. The collected data were analyzed by structural equation modeling and the partial least squares approach using the third version of Smart PLS software. In this way, the results of the research showed that the features of Instagram contests, user emotions, and brand awareness each have a positive and significant effect on user engagement. In addition, the feature of Instagram contests, taking into account the mediating variable of brand awareness, has a positive and significant effect on user engagement. However, the mediating role of users' emotions in this regard was not confirmed at the 95% confidence level. This issue shows the importance of paying attention to tools that encourage engagement, such as designing Instagram contests, which can be implemented as a strategy in the form of social networks and digital marketing.

With the generalization of social commerce and the rapid growth of diverse social commerce markets, marketers must look for a variety of strategies to adapt to the tight competitive conditions in these networks and gain market share. Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Customers are already interacting with winners through social media, and they will be lost if they do not communicate directly with their audience through social media. The purpose of this study was to investigate the effect of social media marketing on purchasing intention with the mediating role of brand image and brand awareness. The statistical population of the study consisted of dairy customers, which 384 people were selected based on Morgan table and by available sampling method to answer the questionnaire. The questionnaire used was standard and its formal and content validity was confirmed by a survey of university professors and managers of the dairy marketing department. Also convergent and divergent validity, and confirmatory factor analysis were used to assess the validity of the questionnaire. Cronbach's alpha was used to evaluate its reliability. The results of structural equation modeling test using PLS software showed that all research hypotheses have been confirmed. In other words, social media marketing has a direct effect on customers purchasing intention and through the mediator role of brand image, and brand awareness affects customers' purchasing intention.

The purpose of this study is to determine the effect of brand signature through the interface variables of brand attitude, brand awareness and brand reputation on brand performance in hotels in Isfahan. The statistical population of the present study consisted of all loyal and regular customers of three-star hotels and above in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand signature were 0.822, brand performance was 0.855, brand attitude was 0.888, brand awareness was 0.911, brand reputation was 0.922, respectively. The results showed that brand signature was based on brand attitude with Impact coefficient of 0.555, brand signature برند on brand awareness with an impact factor of 0.333, brand awareness on brand attitude with an impact factor of 0.433, brand awareness on brand reputation with an impact factor of 0.377, brand attitude on Brand reputation with an impact factor of / 777, brand reputation has a positive and significant impact on brand performance with an impact factor of 0.455. Therefore, the main hypothesis of the research was confirmed. The results of this study provide completely accurate, correct and clear information about the impact of brand signature through the intermediate variables of brand attitude, brand awareness and brand reputation on brand performance. These results can be a roadmap for managers in hotels in Isfahan to strengthen and improve customer loyalty.

The success of organizations depends on customer satisfaction. Customer satisfaction is one of the most important marketing structures, so examining the factors affecting customer satisfaction is a key concern for marketers, especially at a time when consumers think of seemingly different brands as similar. Managers of organizations take various measures to achieve this goal. One of the most important steps forward for managers in this field is the use of corporate social responsibility. The main purpose of this study is to investigate the effect of the role of corporate social responsibility on customer satisfaction through the mediation of brand awareness, brand reputation, and brand trust. In terms of purpose, the present study is an applied type, from the point of view of data collection, it is a descriptive and survey type, and, in terms of nature, it is correlational. The statistical population of the study consists of the recipients of insurance services from Iran Insurance Company in Bushehr. The sampling method is a common one, and the data collection tool is a questionnaire. As many as 389 questionnaires were distributed and collected among the customers of Iran Insurance Company in person, and the data analysis was done through structural equation modeling and PLS and SPSS software programs. After the collection of the data and the implementation of the structural equation model, the research hypotheses were tested. The research findings showed that playing the role of corporate social responsibility has a positive and significant effect on brand awareness, brand reputation, and brand trust which, in turn, have a positive and significant effect on customer satisfaction. Finally, corporate social responsibility has a positive and significant effect on customer satisfaction by mediating the brand awareness, brand reputation, and brand trust. The findings showed that playing the role of corporate social responsibility has a positive and significant effect on brand awareness. In fact, this hypothesis states that the more Iran Insurance Company and other companies get involved in social responsibility activities, the more they become known in the society and the more people become aware of them. Thus, they can reap the benefits of being recognized in the society. Therefore, brand awareness is a determining factor when choosing a product or service; it plays an important role in the consumer’s purchasing decision-making. Therefore, every company should try to create awareness about its activities related to social responsibility in order to establish itself in the minds of customers.  Corporate social responsibility has a positive and significant effect on brand trust. In fact, brand trust is an asset and a tool for survival that has the ability to create superior value for the organization. It should be given special attention because development and maintaining brand trust is one of the ways to achieve long-term relationships with customers and plays an important role in creating long-term benefits for the company. In fact, customers as potential beneficiaries of the company do not only pay attention to the economic value of consumption but also consider the social performance of the company. Therefore customers can have more confidence in the products and services provided by the company that takes responsibility in its activities and has responsible behavior towards the society.  Corporate social responsibility has a positive and significant effect on brand reputation. In fact, it serves as a tool to strengthen brand reputation. In other words, both consumers and companies pay close attention to the reputation of what they buy and sell. Brand awareness has a positive and significant effect on customer satisfaction. Therefore, according to the findings of this study, as the customers’ knowledge of the brand is raised, their satisfaction increases. Brand trust has a positive and significant effect on customer satisfaction. Therefore, this hypothesis states that trust is important and undeniable in gaining customer satisfaction. Brand reputation has a positive and significant effect on customer satisfaction. Therefore, it is hypothesized that, when managers of organizations take the necessary steps in the field of brand reputation and do this continuously, it leads to increased satisfaction. Brand reputation is an achievement that the company achieves over time. Customers also think that a brand can meet their expectations through its reputation. So their satisfaction increases. The importance of brand reputation is that consumers rely on the brand reputation and decide to buy if they do not have enough information about the products. Finally, corporate social responsibility has a positive and significant effect on customer satisfaction by mediating brand awareness, brand reputation, and brand trust.

Today, using innovative, unexpected, and unconventional ways to maximize the audiences at the lowest cost can make the most profit. Therefore, the main purpose of this study was to identify the effect of partisan marketing on brand awareness and tendency to purchase electronic products (mobile, tablet, computer) in Y-generation customers in Tehran. To this purpose, the main drivers of guerrilla marketing (emotional marketing, environmental marketing, viral marketing, humorous marketing and ambush marketing) have been surveyed. The present study is a descriptive-survey study and an applied and cross-sectional one in terms of purpose and time. The statistical population of this study includes all individuals with Y-related characteristics in Tehran. Based on Morgan's table, 384 people were selected. The results showed that, guerrilla marketing have a positive and significant effect on brand awareness and tendency to buy Y-generation electronic products in Tehran. Among the guerrilla marketing tools, viral marketing has the most positive impact and marketing in ambush has the least significant positive impact.

The banking system is part of the economic system in which the collection and attraction of various deposits and its allocation to meet the financial needs of various economic activities is one of its objectives. Therefore, banks play a very important role in economic systems by having a major part of the working capital. In this research, the pattern of improving the mental image, knowledge and understanding of Post Bank of Iran brand in customer attraction, which is obtained using the grounded theory approach based on three stages of open coding and axial coding and selective coding, through structural equation modeling and software. LISREL was tested and fitted. Since the research was conducted qualitatively, all managers or senior managers in Post Bank of Iran were the research community and the sample of experts was selected non-randomly and then 20 in-depth interviews were conducted to ccategories. this process was to identify 13 main categories that formed the conceptual model of the research the paradigm model the results of the research confirmed the fit of the conceptual model and a comprehensive model was presented to design a model for improving the mental image, in attracting customers and making investments and other services.

Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategies while managing chain stores is of utmost importance. Therefore, the current study investigated the factors affecting customer persuasion toward choosing chain stores. To this end, the effect of new brand components in promoting brand performance have been considered from customer’s perspective. The current research was applied in terms of purpose and it was correlation descriptive in terms of data collection. The statistical population of the study included 384 samples based Cochran formula using convenient sampling strategy. The results of the study indicated that brand signature and brand awareness affected brand attitude. Moreover, brand attitude and brand awareness affected on brand reputation. On the other hand, the effect of brand reputation and the mediating role of perceived quality of the brand on brand performance, was confirmed. In addition, among seven hypotheses of the study, all relations between variables were confirmed except the relationship between brand signature and brand awareness. Considering the innovation in investigating the relationships between brand signature and attitude and awareness of consumers toward it, the results of this study presented a comprehensive view of the concept of desirability of brand signature as a distinct massage which was the sign of reliability of product qualities and services as well as its resulting consequences. It is expected that it affects the improvement of customers` comprehension while creating awareness by reputation and lead to desired attitude and increase brand performance of the stores.

The purpose of this study was to investigate the effect of brand value based on customer attitude on the performance of central branches of Pasargad bank in Mashhad. The dimensions of brand value were considered based on customer attitude to brand loyalty, brand awareness, brand association and perceived quality. The research method is the applied and survey method. Content validity as well as the convergent and differential convergence was used to assess the validity of the questionnaire and Cronbach's alpha coefficient was used for reliability measurement that was 0.87. The statistical population of the study consisted of Pasargad Bank customers in Mashhad. Using purposive cluster sampling, 384 people were selected as the statistical sample. The collected data were analyzed in two levels of descriptive and inferential statistics. Structural equation modeling was used to test the model and investigate the research hypotheses. The research results help Pasargad Bank executives influence the bank's performance through existing customer value-based branding mechanisms. The results showed that brand value based on customer attitude had a significant effect on the performance of Pasargad Bank in Mashhad. Also, dimensions of brand loyalty, brand awareness, brand association and perceived quality have a positive and significant impact on the performance of Pasargad Bank in Mashhad that Most influenced is related to the brand perceived quality dimension, followed by brand loyalty, brand association and brand awareness respectively.

Today, the image of the country of origin has become one of the most important areas in the literature on international marketing and consumer behavior. The purpose of this study is to investigate the impact of the concept of country of origin image on brand loyalty, with the mediating role of brand awareness and perceived brand quality. This research is an applied one based on the nature and method of descriptive research in the field of correlation. The statistical population of the present study includes iranian consumers of cars with European and Asian of origin. The sample size required by the rule of thumb was estimated at 5 to 15 times the number of items and the non-random sampling method is available. The research instrument was a localized electronic questionnaire based on research by Jang et al (2014) containing 17 questions. Validity is confirmed by content validity and confirmatory factor analysis and its reliability is confirmed by Cronbach's alpha (0.948). Amos software version 24 was used. The results show that the concept of country of origin image has a positive effect on brand awareness with coefficient of 0.943, brand awareness on perceived quality with coefficient of 0.810 and brand perception on brand loyalty with coefficient of 0.895 are meaningful.there has been a significant positive impact between the country of origin image (whose structures include cultural assets, fashion equity and technology advance) and brand loyalty with the mediating role of brand awareness and perceived brand quality with a coefficient of 0.795.

Today, one of the best ways For a business company to reduce its costs is the tendency toward marketing through social media, especially social networks. Despite the fact that this area is very popular in comparison with commercial marketing, it is very much considered to be due to the pervasiveness and accessibility of today's society. The purpose of this research is to Investigate the relationship between social media marketing and customer commitment with the mediator role of brand value. Data collection is based on a Sample of 390 women dressed in Internet shopping. The relationship between variables was investigated through structural equation modeling with AMOS software. The results indicate that social media marketing has a positive impact on the brand value dimensions; the positive impact of brand value has also been confirmed on customer commitment. Brand equity also has a positive mediating role in the relationship social media marketing  and customer commitment.

The overall objective of this research is to investigate The Effect of Components of Social Media Marketing Activities through Brand equity on Customer Response in tourism Industry. This research, in terms of purpose, is an applied research and is a descriptive-analytical method of causal type in a survey method. The statistical population of this research is tourists who visit Zanjan province. Due to lack of access to accurate information about statistical population, an unlimited society is considered and the sample size was 384. The sampling method in this research is simple random sampling. In this study, standard questionnaires were used by Seo and park (2018). The validity of it was based on face validity and KMO method more than (0.5) and its reliability was confirmed by Cronbach's alpha (0.965), and gathered data. Descriptive statistics were used to analyze the data using SPSS21 & LISREL 8.8 software. First, for normal variables, the results of which were calculated using the Kolmogorov-Smirnov method, each of the data was normal. The results showed social media marketing activities has positive effect on brand equity (brand awareness and brand image) although social media marketing activities has positive effect on costumer response (E-WOM and loyalty) through brand equity. At the end, according to the results of the research, practical proposals are presented.

This study is aimed at investigating the factors which contribute to the brand value of Qazvin Islamic Azad University (QIAU).This study is an applied study and uses survey method to collect the data. The statistical population of this study is made up of the faculty members and students of QIAU. The validity of the questionnaire was found to be acceptable, using lawashe's coefficient as well as confirmatory factor analysis. The reliability was also confirmed, using the Alpha's Cronbach's for internal consistency reliability of the data. The results of analysis showed that the main dimensions and sub-dimensions of the brand value affect the overall value of the QIAU brand .Based on the path coefficient, in the case of faculty members, brand awareness, brand loyalty, and the perceived quality are ranked first, second, and third, respectively. Emotional branding and the extent to which the brand is recognized (word of mouth) are ranked as fourth and fifth priorities, respectively. For students, the perceived quality was ranked the first, followed by the fame of the university, emotional branding, brand awareness, and brand loyalty, respectively. The results showed that students ranked their priorities as follows: 1- student’s life, 2-physical facilities, 3-library services and 4- job development. Faculty members ranked their priorities as follows: 1-welfare facilities, 2-library facilities, 3-physical facilities, 4-job development.

It is common that Iranian customers share their positive or negative shopping experiences with each other and they are looking for individuals who have complete information about the products. Market Maven is a person with an effective and complete specialized information about different aspects of a product Interestingly, Market Mavens have innate desire to offer their information to a buyer who needs them. In this study, Market Mavens is introduced as a variable and also the impact of this multi dimensions variable have been investigated on hedonic shopping. Hedonic shopping means purchasing with only motivated hedonistic while they do not need any products. The statistical population of this research is five general bookstores in the city of Tehran. The information is collected by questioners from customers and the research method to examine the conceptual model and test the hypotheses of the research is the structural equation modeling technique. Result reveals that among three dimensions of market mavens, price consciousness and brand consciousness have a significant effect on the Market Mavens. Although the value consciousness shows no significant effect on the Market Mavens Moreover, Market Mavens shows a great impact on the hedonic shopping. value, brand and price consciousness are also having the most influential effect on the hedonic shopping.

In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows marketing managers to develop effective marketing plans. In this study, in order to investigate the relationship between the price promotion and the brand equity of travel agencies, at first, by examining the literature, tools for promoting price and brand equity dimensions were identified. Also, based on existing theories, a conceptual model was developed in the form of five main hypotheses and four sub-hypotheses. In order to achieve the research goals, a sample of 461 passengers of travel agencies was selected to answer the questionnaire using convenience sampling. The validity of the questionnaire was confirmed by using a confirmatory factor analysis. Also, the validity or reliability of the questionnaire was confirmed using the Cronbach's alpha coefficient. Data then were analyzed by multivariate analysis of variance (MANOVA) and one-way analysis of variance (ANOVA). Based on the analysis of the collected data, the price promotion and its tools, including cash discounts, volume discounts, price warranties, free services, frequent purchasing discounts and promotional gifts are positively related with brand equity as well as its four dimension that includes brand loyalty, perceived quality, brand awareness and brand association. The results of the study indicate that of the 6 price promotion tools in the research, free services and frequent purchasing discounts, are the most important and special gifts have the least priority in promoting the brand equity of travel agencies. Further; executive suggestions and subsequent studies were explained.