ارزش ویژه برند

Every year, businesses spend a lot of money on their advertising campaigns. To manage the effectiveness of an advertising campaign, the three parameters of the media mix used in the campaign, the impact of the campaign on the purchase intention and the impact of the campaign on the brand value are considered. Each of these parameters includes several metrics and indicators that recognition and ranking and awareness of their position and management can help us in obtaining better results of advertising campaigns. The current research is practical and descriptive-surveillance method was used to collect data. The research started with library studies and a questionnaire was designed and distributed with the identified criteria, and then the resulting data were analyzed with Spss and Lisrel software and using the factor analysis technique and structural equation modeling. The findings of the research put social networks at the highest and social responsibilities at the lowest rank of mixed media. The measure of brand awareness has been assigned the highest rank in brand equity and initial purchase intention has been assigned the highest priority in purchase intention, which emphasizes the emphasis on attraction and purchase.

The purpose of this study was to investigate the effect of brand social power on brand equity and behavioral goals of consumers of sports goods in Sistan and Baluchestan province.
This study utilized field data. The statistical population included all customers of sports stores in Sistan and Baluchestan province. Instead of common sampling formulas, SPSS Sample Power software was used, considering test power as a key criterion. A sample size of 360 was determined for an 80% test power. Measurement tools included Acker's brand equity questionnaire (1996), Zeitmel et al.'s intentions of behavior questionnaire (2003), and Cresno et al.'s brand social power questionnaire (2009). Descriptive and inferential statistics were used to analyze the data. Given the non-normal distribution of data, correlation coefficient and structural equation modeling were employed. SPSS and Amos software were used with an error level of 0.05.
The results indicated that brand social power significantly impacts brand equity and the behavioral goals of consumers of sports goods in Sistan and Baluchestan province. The research model demonstrated good fit.
The study concludes that brand social power positively influences brand equity and consumer behavior in the sports goods market of Sistan and Baluchestan. Therefore, marketers should consider leveraging brand social power to enhance brand equity and achieve favorable consumer behavior.

Customer-Based Brand Equity (CBBE) is a fundamental concept in marketing and numerous companies continually seek to enhance their brand equity. This study aimed to elucidate CBBE within Iraqi telecommunication companies and identify its offline and online drivers. The research employed a qualitative approach, utilizing thematic analysis. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication firms in Iraq by using a targeted sampling method. Data analysis followed Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. The findings revealed 55 open codes, which were organized into 13 sub-themes and 6 main themes and categorized into customer-based brand equity and its drivers. The components of CBBE encompassed perceived quality, brand association, brand awareness, and brand loyalty with perceived quality identified as a key element. Drivers of brand equity were divided into offline and online categories. Offline drivers included price equity, privacy, perceived security, ancillary services, customized services, and customer involvement in company affairs. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. The integration of both offline and online drivers could significantly enhance CBBE in Iraqi telecommunication companies.

Brand cultural symbolism is a crucial element of brand identity. In today's competitive marketplace, businesses strive not only to deliver high-quality products and services, but also to forge meaningful connections with their customers by establishing a distinctive and recognizable identity. In this context, brand cultural symbolism serves as an effective tool for creating emotional connections with customers and enhancing brand identity. These symbols can include slogans, logos, colors, motifs, and specific cultural concepts. The goal of brand cultural symbolism is to foster a deep relationship with consumers while differentiating the brand from its competitors. This research aimed to examine the impact of brand cultural symbolism on brand equity within the food industry. Additionally, it investigated the mediating roles of brand prestige, brand authenticity, and brand valuation in this relationship. The study was applied in nature and employed a descriptive survey methodology for data collection. A questionnaire was administered to 312 consumers in Tehran using convenience sampling. Data analysis was conducted using SPSS24 and Smart PLS3 software. The findings indicated that brand cultural symbolism significantly influenced brand prestige and brand authenticity. Furthermore, both brand prestige and brand authenticity had a substantial effect on brand equity through brand valuation. The results suggested that brand cultural symbolism played a key role in enhancing brand equity by leveraging factors, such as brand prestige, brand authenticity, and brand valuation.

Over the past few decades, ad personalization has become very popular among marketers due to providing audience-friendly content and increasing effectiveness. Personalized advertising is a powerful tool that, in addition to creating unique experiences for users and accelerating the effectiveness of advertisers' actions, is considered as one of the ways to differentiate the brand in the market. This type of advertising, if designed and implemented properly, leads to the formation of a positive attitude towards the brand, gaining a unique position in the minds of customers and thus achieving strong brand equity, which is a vital element for businesses. Therefore, understanding the mechanism of the effect of personalized advertising on consumers’ perception, engagement, and brand equity is of great importance. Taking into account the limited Persian language research conducted in the field of advertising and personalized communication and the existing gap in the field of evaluating the impact of personalized advertising on all the elements of the brand's Equity at the international level, in the present study, an attempt has been made to conduct a comprehensive study by comprehensively studying the research literature and using the opinions of experts using the Delphi method. According to this model, personalization is one of the effective ways to strengthen the special value of the perceived brand in the minds of the audience through improving the self-expression of the brand, the perceived value of advertising, interaction with the brand and attitude towards advertising.

One of the most famous marketing concepts that has been researched during the last decade is brand equity. Customers value their popular brands and marketers seek to strengthen this concept in different stages of brand positioning. On the other hand, as a result of the improvement of people's living standards, the demand for air travel increases day by day.   Also, the competition between airlines has increased significantly compared to the past. Therefore, identifying the factors related to the  traveller’s loyalty ,their expectations of the factors and classifying their demands can be of great help in keeping and creating loyalty among them. In this research, relations of two important marketing factors on the dimensions of brand equity in Iran Airtour Airline company has been tested. We used correlation method in order to confirm factor analysis.   After confirming the fit indices of the model, we tested the relations of two factors of Iran Airtour advertising and air travelers' experiences . The results showed that these two factors had relations with the dimensions of brand equity, and this relation was positive and in the same direction. The greatest relations of advertising is with awareness, brand  association, loyalty and quality as well. The customer's experience of the Iran Airtour brand has the greatest relations with awareness, loyalty, brand association and perceived quality of the Iran Airtour brand, respectively.

Valuing the brand based only on the tangible assets of a company is obsolete. If we accept that the special value of the brand is an umbrella that is drawn over all the actions and behavior of the organization, all the reputable brand companies are trying to announce their organizational power to the world under the umbrella of the special value of the brand. In this research, the brand of Tadbirgaran Fardaye Omid company was investigated. The purpose of this research is to investigate the parameters that determine the special value of the brand and the special valuation of the brand of Tadbirgaran Fardaye Omid Company (Special Shares). In the methodology part of the research, the model was validated using SmartPLS software, and by using the opinion of specialists, experts and experts of the company who deal with this matter, it resulted in the extraction of variables. . The statistical population sample of 360 people was randomly selected. The results of the test showed that brand equity parameters have an effect on brand association dimensions, brand equity parameters have an effect on brand awareness dimensions, brand equity parameters have an effect on brand loyalty dimensions, and brand equity parameters have an effect on perceived quality dimensions. Therefore, dimensions of brand association, dimensions of brand awareness, dimensions of brand loyalty and dimensions of perceived quality are meaningfully considered as parameters of brand equity. Key words: brand equity, brand valuation, Tadbirgaran Farda Omid company.

As for the importance of brand equity, it is enough that if a brand has a high special value, the customer will choose it more willingly, pay more, repeat its purchase and remain loyal to the product, and even Brings word-of-mouth development to the brand. One of the destinations that has always been considered by people and those involved in the tourism industry in the field of tourism is urban destinations; One of the cities of the country that has reached an acceptable reputation in the country and especially in the region with many attractions and in the framework of branding is Sarein city of Ardabil province; Avoidance of research conducted in the field of branding of urban destinations shows that although in the last decade, research conducted in this field shows an acceptable figure, but the percentage of research that has made the destination of Sarein its research base Are not so impressive; By accepting the undeniable impact of Sarein city brand on its tourism development, the role of brand equity on brand development and survival of this city, the importance and necessity of addressing brand equity in the study area is determined; The importance of this issue is doubled when we know that the analysis of the impact of the brand equity of Sarein on tourist loyalty, considering the role of brand experience, has not been any research; research questions can be asked as follows:- The brand equiy of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists;The brand equiy of Sarein tourism destination has a positive and significant effect on the emotional experience of its tourists;- The brand equiy of Sarein tourism destination has a positive and significant effect on the behavioral experience of its tourists; The mental experience of tourists in Sarein city has a positive and significant effect on their loyalty;The emotional experience of tourists in Sarein city has a positive and significant effect on their loyalty; Behavioral experience of tourists in Sarein city has a positive and significant effect on their loyalty.

this research is applied and descriptive survey; The statistical population of the present study is the tourists of Sarein city and in consultation with the professors, the number of statistical samples was 250. The completion of theoretical studies and the beginning of survey research studies coincided with the beginning of a new corona wave and the researcher inevitably collected field research information using an online questionnaire; The reliability of the research instrument has been confirmed to the desired level by Cronbach's coefficient and its validity has been confirmed by the experts; Analysis of data after coding was performed in SPSS25 and Smart-PLS2 software environment.
Research

The first hypothesis is confirmed according to the path coefficient of 0.515 and the value of T = 8.494 and it can be concluded that the brand equity of the of Sarein tourism destination has a positive and significant effect on the mental experience of its tourists; Also, the second hypothesis based on the effective role of the brand equity of Sarein city on the emotional experience of its tourists is confirmed according to the coefficient of 0.671 and the value of T = 9.819. The value of T = 12.463 and the obtained path coefficient (= 0.641) for the third hypothesis also show the confirmation of this hypothesis and it can be concluded with high confidence that the brand equity in Sarein tourism destination has a positive and significant effect on behavioral experience of Its tourists. The results for the existing hypotheses regarding the tangible effect of tourists' brand experience on their loyalty show a similar situation and show the confirmation of the fourth to sixth hypotheses of the research; In other words, the obtained T value for the fourth hypothesis of the research with a coefficient of 0.550 shows that the mental experience of tourists on their loyalty to the destination is positive and significant. The fifth and sixth hypotheses are confirmed with the coefficients and thus the effect of emotional and behavioral experiences of tourists in Sarein city on their loyalty is confirmed.

Findings showed that the Brand equity of Sarein tourism destination affects their loyalty by affecting the brand experience of tourists; tourists gain experience when they choose the study area for recreation, health care, hiking or leisure; Findings of the study indicate that it is obvious that tourism professionals in Sarein city should meet the expectations of tourists as much as possible in order to improve the quality of their experience by gaining satisfaction. If the events of the destination do not meet the expectations of the tourist and his experience only turns into bad memories, the tourist will probably not have an incentive to return; If the experience gained by the tourist at the destination is evaluated positively by him, it will lead to the preparations for his loyalty and return to the destination; An event that is likely to act as a catalyst, causing the destination to accelerate more steadily.

The mental image of customers of a store plays very important consequences in the survival and competitive advantage of these businesses. The present study also aimed to design and validate the model of customers' mental image of the store with a mixed exploratory approach in the Hyperstar store in Tehran. This research is applied-developmental in terms of purpose, and in terms of its nature and form of implementation, it was done in a descriptive-survey manner. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of Hyperstar stores in Tehran) and customers of Hyperstar stores in Tehran. Sampling was done using theoretical sampling method and finally theoretical saturation was achieved with 10 people. Then the researcher-made questionnaire was randomly distributed among 384 customers. The data collection tools are semi-structured interviews and questionnaires. In order to analyze the expert interviews, the grounded theory method and MaxQDA software were used. Validation of Nair model was done by partial least squares method and SMART PLS software. Based on the research paradigm model, customer experience management, co-creation of value with the customer and customer orientation are the underlying factors affecting the customers' mental image of the store. This mental image affects the branding strategy and internal branding of the store. Of course, it should be kept in mind that the store's social responsibility plays an intervening role in this regard, and the store's marketing mix also provides background conditions. Through branding strategy and internal branding, behavioral consequences such as customer satisfaction, loyalty and trust can be achieved.

This study aimed to investigate the effect of brand interaction through social media on brand loyalty through brand equity. The research is a descriptive research of the correlational type in terms of practical purpose and based on the method. The statistical population of this research includes the customers of three Iranian brands, My, Cinere and Callista. The size of the population is considered unlimited and the G-POWER tool was used to determine the sample size and the statistical sample size was calculated to be 199 people. A simple random sampling method was chosen for data collection and the data collection required in this research was done using a localized standard questionnaire. In order to confirm content validity, CVI and CVR and expert panel were used. In order to determine the reliability of the questionnaire, Cronbach's alpha coefficient, combined reliability and homogeneous reliability were used. Because the data do not follow normal modeling; Therefore, structural equation model and partial least squares method and PLS software were used for hypothesis testing and path analysis. The results of this study showed that customer interaction with the brand through social media can have a positive effect on brand loyalty. Also, brand equity was a positive mediating factor in the relationship between brand interaction and brand loyalty. Among the three cognitive, emotional and behavioral paths, the behavioral path with a path coefficient of 0.630 is the best path in influencing customer interaction with the brand on brand loyalty.

The present study was conducted with the aim of investigating the effect of social media advertising on customer behavior with the mediating role of brand equity in Pegah Lorestan. The method used in this research was descriptive-survey and practical in terms of purpose and field branch. The statistical population of this research was all the customers of Pegah Lorestan in Khorramabad city, whose number is unlimited. Using Cochran's sample size formula, 384 customers were selected as a sample by simple random sampling. In this research, the standard questionnaires of social media marketing by Tolasiram and Varsha (2011), Aker's brand value (1991) and consumer behavior by Aizon and Feshban (2003) were used. Cronbach's alpha was calculated to check the reliability of the questionnaires, which indicated the satisfactory reliability of the questionnaires. In order to analyze the data, descriptive statistics including: mean, standard deviation, minimum and maximum score and inferential statistics from structural equations were used using SPSS version 21 and PLS3 software. It can be said that social media advertising has a direct or indirect effect on the behavior of customers in Pegah Lorestan. The results indicate that social media advertising has a positive and direct effect on customer behavior with a mediating role of brand equity in Pegah Lorestan.

In today's competitive markets, creating strong brand equity is essential for a company's financial success. The existing literature has not yet identified the influence process and influence of brand image on brand equity. Therefore, it is very important to identify the potential factors of brand equity and the relationships between them, such as brand attachment, brand attitude, and brand image. Decision makers can pay more attention to these stimuli to strengthen the special value of the brand, so this research aims to develop knowledge related to brand identity, brand image, attachment, attitude, trust and commitment to the brand and to investigate its impact. Research on brand equity in the household appliance industry and providing solutions to increase brand equity were carried out. The home appliance industry was chosen because it is very attractive to middle-income developing countries. Also, in this study, a conceptual model has been presented that shows the relationships between customers' perceptions of brand image and identity and brand equity.

research philosophy; Affirmative, objective; descriptive, orientation; Application and strategy; is navigation. The statistical sample of consumer research is an Iranian brand active in the home appliance industry. A questionnaire was used to collect data. From Morgan's table, 400 people were determined as the sample size, and then the online questionnaire was sent to the target audience. The sampling method used in this research is simple random sampling. In order to analyze the data and test the research hypotheses, the methods of inferential statistics, structural equation modeling and

Today, social media has taken over all aspects of people's lives and has enabled extensive communication. For these reasons, businesses have tended to engage in marketing activities on social media to facilitate their relationship with customers. One of the main goals that businesses pursue by doing these marketing activities is to achieve special value in the minds of customers. In the same direction, the purpose of this study is to investigate the direct impact of social media marketing activities on brand equity and the indirect impact through brand trust and customer brand engagement. The research method is practical and descriptive-survey with correlation approach. the data were collected by questionnaires that completed by 304 Iranian Instagram users who follow at least one page of a clothing brand on Instagram. descriptive statistical methods by SPSS25 software and partial least squares structural equation modeling by SmartPLS3 software have been used to analyze the data. Finally, according to the results of the analysis, the positive and significant impact of social media marketing activities on brand equity, on brand trust and on customer brand engagement and also the positive and significant impact of brand trust on customer brand engagement and both on brand equity have been confirmed. brand trust and customer brand engagement have been proven as partial mediators in the relationship between social media marketing activities and brand equity.

Brand equity has many benefits for companies and manufacturers. If the brand has a high equity, then the consumer will have a positive attitude towards the brand. The purpose of this study is to investigate the factors affecting brand equity with Meta-synthesis technique.

In the present study, the researcher analyzes the results of previous researchers with a systematic and qualitatively review approach. then with the Sandlowski and Barroso method and MAXQDA software the effective factors are encoded.

By identifying the factors affecting brand equity, the conceptual model of factors influencing brand equity was categorized into 9 factors and 85 components. The 9 factors are: social factors, customer cognition, customer perception, product characteristics, customer profitability, marketing, intra-organizational, emotional and relationship factors.

The results of this study indicate 9 factors in last ten year studies that affect the brand equity. After studying, it was found that different researchers, each with an emphasis on specific factors, have introduced the impact of factors on brand equity. Most of the articles focused on individual and organizational factors.

In the present study, we seek to investigate the effect of sensory marketing components on brand equity by mediating audience satisfaction and brand credibility about the programs of the Islamic Republic of Iran TV.

The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, The sample size was 384. to ensure the questionnaire, 449 questionnaires were randomly distributed among them. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software.

The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect.

Originality: 

This research, which was conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran. So that by creating special value of the brand, it can firstly maintain the maximum audience and secondly attract more audience for radio and television.

In recent years, the importance of the role of intangible assets in the effectiveness of activities, creation and survival of financial performance of businesses at the level of various industries has been revealed to everyone. Recognizing this role has strengthened the need of organizations to evaluate the state of their brand and compare it with other competitors, and has reminded the need to measure its value by using the latest qualitative and quantitative methods and tools. According to the existing model and variables, a questionnaire was designed, which includes 18 questions, and these questionnaires were distributed among 800 privileged customers of the Tehran branch to the number of 260 questionnaires, and the results obtained from the statistical analysis were used, and based on this, 4 hypotheses were proposed that First, he described the samples through demographics, and then using inferential statistical tests, the degree of correlation between the variables and hypothesis testing was used to check the desired results using Lisrel software.

Loyalty of fans to the brand of sports teams is the key point to achieve success in the marketing programs of the sports industry, therefore, the purpose of this research is to examine the model of strategic perspectives of branding based on brand value. This research has been carried out with a quantitative nature in accordance with the model based on the foundational data theory. In the following, a researcher-made questionnaire was used, the statistical population is in the sports insurance sector and the sample size was determined based on Cochran's formula of 384 people, after distributing and collecting the questionnaire through the structural equation technique of Lisrel software, it showed that the It has a positive effect on the axis by 0.34 and strategy on the outcome by 0.51, and in addition, background factors by 0.45 and intervention by 0.23. Based on the results, suggestions were made to improve the special value of the brand and increase the level of awareness and how to deal with customers.

In this research, by applying the concepts of brand value and branding in universities of medical sciences, it was tried to study and identify the factors of brand value related to the branding of universities of medical sciences, and finally, the ranking of these factors was presented using fuzzy promethee method.

The research method is applied, descriptive and survey. The statistical population of the survey is all the students of Tabriz University of Medical Sciences in the number of 8286 people in the academic year of 1401-1400, of which 368 people were selected using Morgan's table and simple random method. The research tool is a questionnaire, the validity and reliability of the tool was confirmed using the content validity method and Cronbach's alpha. The collected data were tested using descriptive and inferential statistics and fuzzy promethee approach and SPSS 23 and visual promethee software.

Considering that the average of all factors is higher than the standard value of 3.4 and according to the results of the t-test, the impact of all the investigated factors on the special value of the university brand in universities of medical sciences was proven.

The findings of the fuzzy promethee method indicate that the most important factor affecting the special value of the university brand is the perceived quality.

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

Today, the emergence of new brands and businesses is increasing rapidly. Every brand and business are trying to be known and influence people's minds (Image). In this regard, one of the important factors in the field of popularity and marketing is the brand/business identity. The brand/business identity increases the probability of choosing the brand by creating loyalty among customers and attracts many loyal customers. In this context, one of the ways to attract customers is to apply gamification process in which the features of the game are implemented in a non-game setting to attract more people. This research is applied in terms of purpose and semi-experimental in terms of data collection. In this study, the subjects were divided into two groups of 20 participant, test and control. Data Analysis was done by Covariance Analysis; The tool of data collection is the use of brand equity questionnaire by Kim et al. (2003) which was modified by Yoganakan et al. (2015). Cronbach's alpha coefficient was used to determine the reliability of different sections, this coefficient was 0.86 for the total variables, which reveals the appropriate reliability of the research tool. The research statistical population includes emerging sports brands that have recently registered providing goods and services to their respective communities, and these brands were trying to influence the public's mind, and two of these emerging brands were selected as available samples. The results show that there is no significant difference between the adjusted averages of brand equity scores according to the membership of the "proof and test" group in the post-test stage (P>0.05).  Therefore, it is concluded that the main hypothesis of the research is rejected and the use of gamification does not affect the brand identity of emerging sports business. The practical significance of this effect was obtained (0.30). Other research hypotheses were also rejected after checking their significance level. The results present that the use of gamification does not affect equity of emerging sports brands, and betters for emerging brands not deploying gamification at the starting point due to the people lesser trust around accuracy of rewards, premiums and lotteries.