ارزش ویژه برند مبتنی بر مشتری

the purpose of this research is to identify the antecedents and consequences of customer-based brand equity using a meta-analysis approach. The present study is descriptive in terms of purpose, practical in terms of usage and quantitative in terms of type of data. The study population consists of articles published in scientific journals in the field of customer-based brand equity from 2011 to 2024, that 51 cases were entered through meta-analysis process with a purposive nonprobablity sampling method. Selected studies were analyzed using CMA2 software (Comprehensive Meta-Analysis Software). Findings showed that among the antecedents of customer-based brand equity, respectively, the variables of The variables of brand economic value (0.770), word-of-mouth advertising (0.751), brand emotional value (0.731), customer trust (0.568), brand attitude (0.561) and social network marketing (0.559) had the high effect size (above 0.5). Also, among the consequences of customer-based brand equity, respectively, the variables of customer loyalty (0.710), customer buying behavior (0.670), perceived value (0.447), repurchase intention (0.421), brand choice (0.389), higher price payment (0.385) and brand expansion (0.326) had the high effect size (above 0.5). Variables of brand economic value, electronic word-of-mouth advertising, brand emotional value, customer trust, brand attitude and social network marketing, and among the consequences of customer-based brand equity, respectively, customer loyalty variables, customer purchase behavior, perception value. Repurchase intention, brand choice, paying higher price and brand development are among the most important antecedents and consequences of customer-based brand equity,

The purpose of this study is to provide a model to identify the relationship between word of mouth and tourists’ trust with customer-based brand equity in the hotel industry of Shiraz. This research is descriptive-survey and non-random sampling was used. The Sample size is 384 Iranian tourists who traveled to Shiraz and used hotels and accommodation. At first, indicators related to the dimensions of tourists’ trust in the offline domain were extracted, categorized and finalized by systematic review. Then a questionnaire was designed. After distributing the questionnaire, data were analyzed using SPSS and Smart PLS software. By systematic review, three dimensions of destination characteristics, destination staff characteristics and tourist characteristics were considered for trust. The findings indicate that tourist trust mediates the relationship between word-of-mouth advertising and customer-based brand equity.

Human resource management can play an important role in successful branding, but little attention is paid to it. The present study was aimed to investigate the effect of brand-centred human resource management on consumer based brand equity with mediating roles of person-brand fit and Brand citizenship behavior. This study is a descriptive-correlation one from research methodology perspective. The statistical population includes employees and customers of 20 hotels in Shiraz city. The sample size has been calculated through Cochran formula and a sample of 142 supervisors, 346 employees, and 384 customers has been selected through convenience method. In order to collect the research data, the standard questionnaires were used, that Cronbach's alpha coefficient and composite reliability were calculated for brand-oriented human resources management (0.75, 0.85), person-brand fit (0.79, 0.88), brand citizenship behaviour (0.73, 0.84), and consumer based brand equity was obtained from the customer (0.74, 0.86) respectively. Harman’s single-factor test show that the measures are free of common method variance. Hypotheses were tested using hierarchical linear modeling. The results indicate that brand-centred human resource management has positive effects on person-brand fit and brand citizenship behavior. At the individual level Person-brand fit has positive effect on brand citizenship behaviors. In addition, organizational-level brand citizenship behavior mediates the relationship between brand-centred human resource management and consumer based brand equity. Therefore, hotel officials should pay particular attention to the brand and its values when selecting, training, developing, evaluating and rewarding employees.

The aim of this study was to evaluate the impact of marketing activities on service brand equity: The mediating role of evoked experience. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all Patients who used the services of Shahid Sadoughi Hospital in Yazd for 5 months (41000). Due to their unlimited number, using Non-random sampling method, according to It was available to people, 380 people were selected as the sample size. To collect data, we use For the experience variable excited from the Brookes and colleagues questionnaire (2009), You et al. (2000) and brand equity (2000), and for marketing components, were Dagierala et al. (2008), Barry et al. (2002) and Dagger et al. (2007). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Amos software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also the components of marketing activities influenced the brand-specific value of a customer based on the mediating role of the excited experience.

The aim of this study is to investigate the impact of organizational citizenship behavior and its dimensions on customer-based brand equity and the moderating effect of Islamic work ethics on the above-mentioned relationship in the hotel industry. In terms of the purpose of this study, it is applied in nature and the researchers adopted the descriptive survey approach based on data collection. Target population of the study consists of two groups: customers and queue employees of Parsian Hotel chains in Tehran. In the first group convenience sampling technique has been applied and in the second group a two-stage cluster sampling method was applied. Data was collected using standard questionnaires and data analysis was based on structural equation modeling using Smart PLS 3.2.6 software. According to the results, organizational citizenship behavior dimensions, namely, altruism, courtesy, sportsmanship, conscientiousness and civic virtue had a positive and significant influence on brand equity. Moreover, Islamic work ethics had a moderator role in the relationship between organizational citizenship behavior and customer-based brand equity, meaning that it is leading to an increase in the extent of the relationship between these two variables.

Using online social networks and information collection from sites can affect purchasing behavior. Consumer cognize their friend's buying decisions more valuable to the anonymou's decisions and trust them more. This Study examine the impact of intention to use online social networks on brand's performance with emphasize on customer-based brand equity. Data were collected through a questionnaire that was distributed among 384 college students. Research findings suggest that there is a positive relationship between the intention to use online social networks and customer-based brand equity, but there is no significant relationship between the intention to use online social networks and Brand market performance. Also there is a positive relationship between customer-based brand equity and Brand market performance.

Muslim and non-Muslim consumers demand for halal market in Europe as well as other parts of the world، is growing strongly. Therefore، in this study، Halal products were selected as one of the types Halal foods and the factors affecting purchase intention of Halal products (Brand trust، brand equity and attitudes towards Halal Certification) that were derived from the theoretical foundations and previous studies، were evaluated. Statistical population were Halal foods consumers who had bought these products from three reputable stores (Tesco، Carrefour، Aldi) in Germany، England and France. To evaluate the hypothesis of the study، 391 paper and electronic questionnaires were analyzed. Results indicated brand equity and brand trust have a significant positive effect on purchase intention of these products، But attitudes towards Halal Certification doesn’t have a significant positive effect on purchase intention of these products. Also، the effect of each factor was assessed on each other independently، Results indicated brand trust and attitudes towards Halal Certification have a significant positive effect on brand equity. Also، attitudes towards Halal Certification has a significant positive effect on brand trust.

Halal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring customer-based brand equity, therefore, the present study examined the effect of customer-based brand equity on purchase intention of Halal foods, in England, Germany and France. Data from 391 questionnaires were collected in paper and electronic form and by software SPSS19 and Amos18 was investigated. The findings showed brand awareness has a significant positive effect on perceived quality and brand associations, the results confirmed significant positive effects of perceived quality and brand associations on brand loyalty. Significant positive effect of brand loyalty as a core of customer-based brand equity on overall brand equity was confirmed. Finally, the effect of overall brand equity on purchase intention of Halal foods after analyzing was confirmed.

For a brand, the main source of creating value (both for the organization and customers) is in customer's minds. Thus, seeking to strengthen the brand, we have to focus on customer's minds. But, obviously, controling their minds would be impossible. Therefore, this case-study on the Mellat Bank sheds light on a causal relationship between the image of functional and nonfunctional benefits (which are created by different brand creation activities), and brand knowledge. Results show that there’s a strong positive correlation between functional benefits with brand knowledge, and it’s a cause that effects brand images. Thus, activities concerning the improvement of the images of functional benefits would have a great effect on brand equity.