جستجوی مقالات مرتبط با کلیدواژه « شهرت برند » در نشریات گروه « مدیریت »

Today, the expansion of competition among organizations and gaining brand reputation has become the main goal of organizations and the first priority of organizations. Therefore, this research was conducted with the aim of investigating the role of participation, identification, reputation and attachment in creating a reputable brand among the students of the Islamic Azad University of Mashhad. In the current research, the statistical population includes all graduate and doctoral students of the Islamic Azad University of Mashhad branch, whose number, according to the contents on the website of this university, is about 2800 people. Also, in the current research, the sampling method was available in the form of a random sample, and 415 questionnaires were distributed in person and online(in the class groups of students of the desired courses), and finally, 382 questionnaires were entered into the analysis stage. In order to measure the face validity of the instrument, help was taken from the supervisor, and content validity was checked and confirmed using confirmatory factor analysis. Also, Cronbach's alpha coefficient was used to check and confirm reliability. Finally, data analysis was done using structural equations and PLS version 3 and SPSS version 24 software. The results of this research show that cultural participation, brand identity and brand reputation have significant effect on brand attachment. Also, brand identity and brand reputation and participation have a positive effect on brand credibility, In addition, brand attachment does not affect brand credibility.

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.

Social media is a powerful tool that allows brands to interact with their audience. These interactions can contribute to the reputation and sanctity of the brand and increase its value in the eyes of the audience. Additionally, brand support can be strengthened through social media. The growing technology and impressive influence of the media have led to a global movement. However, one downside of using all kinds of new and interactive media is evident. One of these media that has been gaining momentum in recent years is Video-On-Demand (VOD) services. The activity of these platforms in our country has expanded rapidly in the past years. Among the video-on-demand services operating in Iran, according to reports received, Filimo is the largest platform of Iran's home television network. Social networks allow consumers to create and share self-generated content and enable them to interact with the company and other consumers while using it. Interestingly, the application of such new constructs in the service industry has changed the way consumer behavior is explained. Theorists and academics have shifted their focus from consumer attitudes to consumer emotions. Understanding consumers' emotions is crucial because most of them are driven by them. Love, hate, passion, jealousy, and intimacy have a vital place in the study of branding. The findings of this study are expected to contribute to the literature related to the effectiveness of social media marketing in creating brand support through brand reputation, sanctity, and brand equity. Since among the conducted research, a comprehensive model regarding these five variables has not been presented, but both variables have been investigated separately and their relationship with each other has been explored; therefore, these five variables together have been the basis of the current research. There is a research gap to investigate this issue. Therefore, in this study, the impact of social media on brand support was measured through the mediation of reputation, sanctity, and special value of the brand among the customers of the Filmo platform.

This research is applied in terms of its purpose, and in terms of type, it is cross-sectional and descriptive. It uses the structural equation modeling analysis method with the help of SPSS and Smart PLS3 software. The statistical sample of this research consisted of 196 Isfahan customers of the Filmo platform who were selected using a simple random sampling method. The validity of the questionnaire has been evaluated and confirmed through content and construct validity. To measure the content validity of the tool, the opinions of professors and knowledgeable experts have been used. To measure construct validity, the model of structural equations of convergent and divergent validity has been used. In order to determine convergent validity, the average standard deviation index was extracted. To measure divergent validity, the root mean index of the extracted variance has been used. Cronbach's alpha and composite reliability were used to measure reliability.

According to the research hypotheses of structural fit using t coefficients, these coefficients should be more than 1.96 to confirm their significance at a confidence level of 0.95. However, it should be noted that the t-values only indicate the validity of the relationships, and the intensity of the relationship between the structures cannot be measured with them. Path coefficients also indicate the positive or negative effect of one variable on another variable. All the hypotheses of the research were confirmed due to their higher t-value of 1.96. The findings of this research showed a direct and meaningful relationship between social media and reputation, sanctity, special value, and brand support. Additionally, the results indicate the mediating effect of reputation, sanctity, and special value in the relationship between social media and brand support.

Social media allows brands to reach their target audience through targeted advertising and acts as a mediator between the brand and the audience. In this way, brands can enhance their reputation and attract more patronage. By utilizing social platforms, the Filmo brand can establish closer connections with its audience community and provide engaging and fresh content. This active communication with the audience increases recognition and awareness of the brand, thereby strengthening its support. Consequently, Filimo's marketing and communication strategies should evoke interest in the brand to elevate it to a higher level of sanctity, enhancing the likelihood of converting customers into brand advocates. Moreover, by marketing through social media and facilitating communication and collaboration between the Filmo brand and its customers, it is possible to boost the reputation and popularity of the brand, increase its value for customers, and ultimately reinforce brand support

Strengthening the brand in response to globalization and global competition is one of the effective factors for university centers to attract students in the international scene. Therefore, the purpose of this research is to investigate the effect of brand strengthening on the attraction of international students of Mazandaran University with the mediating role of brand loyalty, brand reputation and brand image. In terms of purpose, this research is practical and in terms of the nature of data collection, it is a descriptive-survey method and correlation type. The statistical population of the research is the faculty members of Mazandaran University. The statistical sample of the research is 167 faculty members based on stratified random method. The research data collection tool is a standard questionnaire whose validity has been confirmed by content validity and construct validity and reliability by Cronbach's alpha method. The method of data analysis to test the research hypotheses was the method of structural equations (partial least squares) with the help of Smart pls3 software. The results of data analysis indicate that strengthening the brand has a positive and significant effect on attracting international students of Mazandaran University and on brand loyalty, brand reputation, and brand image. Also, the mediating role of brand loyalty and brand reputation and brand image in the effect of brand image on the attraction of international students was confirmed.

Customer loyalty is one of the main goals of marketing activities of any organization and different organizations seek to attract customer loyalty in various ways, so the purpose of this study is to evaluate the impact of brand love, change cost, perceived value, perceived service quality, Brand experience and brand reputation are based on brand loyalty with the mediating role of brand satisfaction and brand trust. The present study is applied in terms of purpose and is a descriptive research based on data collection method and correlational in terms of data analysis method. The statistical population of the present study includes all customers of Bank Mellat in Meshkinshahr, of which 268 people were selected as a statistical sample. A questionnaire was used to collect data. Structural equation modeling was used to test the research hypotheses. The results of data analysis showed that the quality of perceived customer service and brand experience indirectly have a positive effect on customer loyalty through customer satisfaction and customer trust. Also, perceived value through customer satisfaction and brand reputation through brand trust have an effect on customer loyalty. They are positive. Also, the hypothesis of the cost of brand change with brand loyalty was not confirmed. The results of lateral analysis showed that the variables of brand satisfaction, brand trust and brand loyalty are in good condition.

The present study was conducted with the aim of investigating the effects of corporate social responsibility on brand equity and brand loyalty with the mediating role of brand reputation. The research method is descriptive, correlational and in terms of its purpose is applied. The statistical population includes all students of Shahrekord State University and Islamic Azad University, Shahrekord branch in 1401-1400, whose number is equal to 16,647 students of Shahrekord State University and 12,653 students of Islamic Azad University, Shahrekord branch. From this population, 642 people were selected as a sample informed by Cochran's sampling formula using the purposeful method. The analysis of research data was done on two levels, i.e. descriptive level using statistics such as mean and standard deviation, and inferential level using statistics such as structural equation model, and partial least squares. The findings showed that there are positive and significant effects for corporate social responsibility on reputation, brand equity and brand loyalty, directly or indirectly, for private and state universities. There is a significant difference between state university and the Islamic Azad University in the direct and indirect effects of corporate social responsibility on brand loyalty, as well as the effects of brand reputation on brand loyalty.

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 present study aimed to investigate the effect of brand signature on brand reputation and performance through the dimensions of brand equity in the hotel industry. This research has been descriptive and research has been a survey. The statistical population of the study was all Iranian guests in hotels in Isfahan in the period of February 2016 to the end of May 2017. From this population, a sample of 230 people has been selected by structural equation modeling sampling method. Research sampling method has been available. A questionnaire was used to collect research data. In order to check and confirm the validity of the questionnaire, its content validity has been checked. Cronbach's alpha coefficient was also used to evaluate the reliability of the questionnaire. Finally, due to the abnormality of data distribution, data analysis was performed through PLS software. The results show that brand signature has a positive and significant effect on brand reputation through three variables of brand equity including brand identity, attitude and brand image. However, the mediating role of brand awareness in this regard has been rejected. The results also show that brand reputation has a positive and significant effect on brand performance.

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.

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.

This research aims to design a brand reputation development model based on corporate social responsibility with future study approach in the Iranian banking industry. The research method is a two-stage approach. In the first stage, the factors of brand reputation development and corporate social responsibility were identified by using meta-analysis method. The statistical population in this stage was English and Persian scientific articles published in scientific journals during 2005 to 2018 in the field of brand reputation and corporate social responsibility in the world and the sources of their collection were the scientific databases available through the University of Tehran. At this point, 41 refined articles were finally reviewed. The research method in the second stage is survey type, in terms of correlation method and from the objective perspective, it is an applied research. The research timeframe is from January 2018 to August 2019. The statistical population in the second stage includes Iranian banking industry customers. Library and field method were used for data collection. Interviews and a questionnaire with five-point Likert scale were used for data collection. The validity of the questionnaire was confirmed by formal content and its reliability was confirmed by Cronbach's alpha method. The sampling method in this stage was cluster random sampling and the statistical sample size obtained 387. After formulating the initial model, frequency distribution, central indices and dispersion distribution were used to describe variables. Independent t-test, analysis of variance, confirmatory factor analysis, Pearson, and stepwise multiple regression were used for inferential testing of hypotheses. The results show that corporate social responsibility with future study approach and its dimensions including economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility influence brand reputation development and its dimensions including customer-centric, organizational culture, brand awareness, brand prominence, brand performance, brand image and brand credibility, but the variables of environmental responsibility and the spirit of sacrifice do not have a significant impact on it.

The present study, is a practical research, aimed to examine the effect of the social media usage among insurance companies, agents and clients (insured)’ interactions. The population consisted of three levels included Iran Central Insurance Co. s’ managements, agents and Iran insurance Co. clients in Guilan. The sample size was calculated 32, 138 and 414 individuals in the three aforementioned levels by Cochran Formula at 0.5 level (error of 5%), respectively. The hypotheses were tested by uni-variate linear and hierarchical regression. The results showed that the usage of social media in insurance Co. led to its usage among its agents and clients. Moreover, the results indicated that the frequency of the interaction with clients will boost the relationship between the social media usage in the Iran insurance company and its agent. Another finding is that the usage of social media by agents will increase and improve the selling procedure of the agents and the performance of the insurance Co. Brand.

Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention.

Over the last two decades, discussions about “brand” and “reputation” have broadly appeared in national as well as international level and have always been presented in global marketing as factors that affect competitive challenges. Reputation can be defined as a perception of outsider people of the prominent features of a company or brand. This study aimed to investigate the influence of several factors such as customer satisfaction, reliability, corporate responsibility and commitment on brand reputation as well as the effects of corporate and brand reputation on word of mouth marketing in the automotive industry (notably, Samand brand). The required data is collected by using a questionnaire and the sample size was 194 people who were selected from Samand owners in the Isfahan city. According to the findings, company’s economic responsibility has the greatest impact on brand reputation. Moreover, corporate reputation has greater impact on WOM than brand reputation. Furthermore, the impact of product track record, the moderate variable, on the relationship between trust in brand reputation and expertise, the moderate impact, on the relationship between corporate economic responsibility and corporate reputation are supported.

All company’s activities aimed to earn more profit; in fact it is the ultimate goal for them. But If you want permanent profit you have no choice except of obtaining strategies that lead to consumer loyalty. Of course it is a very difficult target nevertheless these companies have some useful advantages like their brand equity that they can leverage them to achieve this goal. So in this study we tried to examine the impact of brand equity on consumer loyalty. For this reason a survey is undertaken among 160 customers of the three companies in food industry (in Iran). Results of the test of conceptual model indicate that in this case we have no reason to contradict the direct relationship between Brand Reliability and Brand Perception Value and consumer loyalty, and we have found no direct relationship between Brand Image and Brand Reputation and consumer loyalty.

The present study assesses the factors affecting the loyalty of costumers of the Agricultural Bank at Illam Province of Iran.The assessment of the faithfulness of the costumers was conducted through using the well-known six-dimensional conceptual model by Yupan including: the factors related to costumers (costumers satisfaction, costumer's trust, and costumers’ loyalty plans) and factors associated with services (perceived value, the quality of services, brand reputation). All the managers, and employees of above-mentioned Bank comprised the population of this research and the data was collected through using questionnaires. To analyze the findings, the double sentence test was used and to prioritize, Friedman’s analysis of variance was employed. The findings suggest that all components of the study were effective. The results of Friedman’s test of variance analysis indicate that in terms ofthe factors related with costumers the highest rank belongs to trust whereas the lowest rank belongs to the faithfulness plans. Regarding the factors associated with services, the results reveal that the highest rank belongs to reputation and the lowest one relates to the quality of the services.