وفاداری برند

The purpose of this research is to present a model based on media and social networks in the management of intelligent electricity consumption. According to its purpose, the research method is practical, quantitative in terms of implementation, exploratory in nature, and cross-sectional in terms of time. The statistical population of the research includes 179 of all the people who were connected with the electricity company and its activities during the last week and in social networks, who were selected by random sampling. A standard questionnaire was used to collect data. The face and content validity of the questionnaire was confirmed through confirmatory factor analysis, data analysis was done using SPSS and Lisrel software. The results of this research indicate the existence of six variables; which has two parts: antecedents (social networks) and consequences (word of mouth advertising, brand loyalty, intelligence and social knowledge) in the field of smart consumption management. Also, the GOF index was obtained as 0.88, which shows the strong fit of the model.

The purpose of the present study is to investigate the impact of green benefits and transparency on perceived green value and brand loyalty among LG brand consumers.

This study explores the effect of green benefits on perceived green value and loyalty to the LG brand with a descriptive -survey approach. The statistical population of the study is all customers of LG agencies in Gorgan. The study model is derived from the study of Lin (2017), in which green benefits are divided into two parts: the benefits of environmental use and positive reflection.

The results of the analysis of structural equations by Amos software showed that the beneficial environmental benefits of the perceived green value, a positive reflection on the perceived green value, green transparency on the perceived green value, the perceived green value on brand link and also Brand links have a positive and significant impact on brand loyalty. Thus, green benefits have a significant impact on the LG brand. Originality: Understanding the catastrophic environmental pollution caused by industrial production activities in the world has made consumers more likely to focus on environmental issues, and on the other hand, community concerns for the environment have led to the emergence of a new type of consumer that have led to the importance of the environment for the environment

In the present world, the advanced technologies and new marketing concepts, made most companies struggle to focus on and gain to customer needs as best they can. This also have made most companies focus on their marketing strategy and value creation and trying for improved performance. The inbound marketing strategy and relationship marketing are the strategy of growing organization by building meaningful, lasting relationships with customers. It is about valuing and empowering these people to reach their goals at any stage in their journey with organization. Thus according to this strategy, company goal is to attract new prospects, engage with them at scale, and delight them individually. The present study aims to answer the question of whether there is a relationship between inbound marketing strategy, relationship marketing and Customers engagement The Mediating Role of Customer Engagement and Brand Trust in Melat Bank in Isfahan. The study is applied in terms of purpose. This structural equation modeling-based descriptive survey explains Inbound Marketing Strategy, Relationship Marketing and Brand Loyalty. The Mediating Role of Customer Engagement and Brand Trust in Melat Bank in Isfahan. The statistical population of the study consisted of customers of Mellat bank in Isfahan, Using the convenient sampling method by Cochran's formula, 360 customers were selected as the research sample. The research conceptual model was identified by reviewing books, documents, articles, theses, databases, and internet networks. To verify the questionnaire reliability of the questionnaire was verified using Cronbach's alpha coefficients and compositional reliability. The research data were analyzed using SPSS.28 and AMOS.22 and structural equation modeling. To test the hypotheses, the partial least squares method has been used, which is one of the approaches to structural equation modeling, and that has been done using AMOS.22 software. Furthermore, the research’s main hypothesis testing also revealed that, inbound marketing strategy on customer engagement, while relationship marketing had influenced on both of customers engagement and brand trust. In addition, the results of testing the hypotheses of study refer to, customers engagement impacted on both brand trust and brand loyalty. In addition, brand trust influenced brand loyalty. According to bank Melat managers, to reach their audience and , start by creating and publishing content such as blog articles, content offers, and social media, that provide value. Examples include guides on how to use their products, information about how their solution can solve challenges, customer testimonials, and details about promotions or discounts. To attract customers trust and loyalty of brand and achieving their engagement on a deeper level through inbound marketing and relationship marketing, optimize all of this content with an search engine optimization strategy by define target specific keywords and phrases related to products or services, the challenges they solve for customers, and the ways they help target audience members. This will allow their content and information to organically appear on the search engine results page for the people who are searching for this information also known as their target audience or the right customers for their business. In addition When bank melat managers using inbound strategies to engage their audience, ensure they’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with them. Incorporating thoughtful, well-timed chat bots and surveys to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value. Social media listening is another important strategy when it comes to delighting customers. Social media followers may use one of profiles to provide feedback, ask questions, or share their experience with products or services. Respond to these interactions with information that helps, supports, and encourages followers this shows they hear and care about them.

The purpose of this study is to investigate the service brand verdict model as one of the most widely used service brand models in the Karafarin Bank as one one the privates banks of Islamic Republic of Irand and its development. Therefore, in the first phase of this research, after collecting literature related to service brand models and studying the background of service brand verdict model, the researcher reached his proposed model in this research. This model suggests that bank customers form a mindset of brand quality in their minds before verdict a brand. The next point is that the research literature led the researcher to the conclusion that the service brand model does not end with the customers verdict the brand; Therefore, it is assumed that after judging the brand, the intention to buy again and then loyalty to the brand occurs.

The research method used in this article is a mixed method. In the qualitative section, the proposed research model which is extracted from the study of literature and research background by the researcher, with Fuzzy Delphi Technique has been evaluated by a panel of experts including five banking specialists and five university marketing professors. After that, the extracted model was presented to the panel of experts in the first phase and their opinions were collected in the next stage, and according to the extent of their disagreement in the two stages, it was decided which variables remain in the model. Then, according to the final model which accepted by the panel of experts, the questionnaire was prepared as a measurement tool in the quantitative section and after confirming its reliability and validity, the questionnaire was distributed and collected among a sample of 384 customers of Karafarin Bank in Tehran (capital of Iran) by cluster random sampling. In this research the data analysis was performed by Structural Equation Modeling using Smart PLS software.

The research findings confirmed the relationships between the hypotheses and showed that the effect of brand hearsay on brand evidence. In this research the effect of brand hearsay which consist of controlled variables (advertisments and promotions) and uncontorolled variables (publicity and word of mouth) on customer satisfaction has been proven. The brand evidence which is consist of brand name, brand value or price, core service, physical environment, service provider employee, feelings and self-image congruity also affects on customer satisfaction.Based on the findings of the research the effect of brand evidence and brand hearsay on brand attitude has been confirmed by the customers of Karafarin Bank. Customer satisfaction affects the attitude towards the brand. Brand attitude affects the  perceived quality. Also it is proven that the perceived quality affects the brand verdict. According to the findings of this research the brand verdict affects the repurchase intention of the customer. It has been proven that at the end of this path and as an conclusion of the model customer loyalty will appear.

Brand loyalty is strongly influenced by both types of service cues, namely brand hearsay and brand evidence. Both the tangible dimensions of the service and its intangible dimensions, along with advertisements and promotion programs, strongly affect the consumer's behavior at every stage of his brand experience consist of his satisfaction, attitude, perception of quality, vedict toward the brand, intention to repurchase and finally becoming a loyal customer. Therefore, the results of this research suggeste that bank's programs must be planed based on strategies that use brand dimensions to lead customers to loyalty to their services. This model gives bank managers and decision makers a written program of the effective aspects of banking services on customer satisfaction and their attitude towards the bank brand, which ultimately leads to having loyal customers.This study, like other studies, has limited generalizability and its results cannot be used in all service sections. Although the researcher has tried to increase the validity of the results by selecting a large number of respondents, but due to the self-expression of the participants and also the large number of questions in the questionnaire, the ambiguity may arise that the questions were not answered with great accuracy and patience. Future researchers can study and evaluate this model in the wider statistical community or study it in other service sections in addition to the banking system to increase the generalizability of this model.It is also possible to examine the model of this research in the cultural contexts of other cities in the country and study the effects of cultural diffrences on the variables of the model and the relationships between them.

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.

In recent decades, research on the customer brand has taken a special place in various fields, including academic and business markets. Many researchers and executives of the company have concluded that one of the reasons for the brand's importance and value is its brand name for the customer, which creates value for customers and the company. As a result, marketers can use a unique value, and a higher brand name has a competitive advantage. This study investigated the relationship between brand experience, brand reputation, and brand loyalty in empirical marketing at Maral Leather Company.

The method of this research was applied in terms of purpose and descriptive-survey nature. The study's statistical population consisted of all Maral customers. Regarding the uncertainty of the population, 384 were selected as the statistical sample based on the Cochran formula. The data-gathering tool in this study was a questionnaire with 7 components and 24 items. Data analysis was performed using a structural equation test and Amos software.

The research results showed that sensory experiences of events from the viewpoint of Maral customers have a positive role in creating a brand experience. The emotional experience of events Maral customers positively affects creating a brand experience. Creative experiences of events from the perspective of Maral shoppers have a positive role in creating a brand experience. Physical experiences of events from the customers' perspective have a positive effect on brand experience. The event's social identity experiences from the shoppers' standpoint have a positive role in creating a brand experience. Brand experience from customers' point of view positively and significantly affects brand refinement. Reading the customers' point of view positively and significantly affects brand loyalty.Originality/Value: Having new strategies, paying attention to the critical points in establishing, maintaining, and expanding relations with the customer, and trying to satisfy him expands the realization of customer-oriented goals and brings a base of loyal customers in the long term.

With the establishment of private banks and the launch of various banking services and considering the scarcity of customers in the target market, banks will be victorious in the competition scene that can identify the needs of their customers earlier than their competitors and try to meet their needs in the best possible way. The purpose of this study is to investigate the social relations management of the marketing trend on the level of brand trust and loyalty with the mediating role of customer participation. In terms of purpose, this research is practical and in terms of method, it is among survey researches. The statistical population of this research is the employees of Tejarat Bank in Mazandaran province, the number of employees is (345 people) and the sample size is determined through Morgan table 182. The data collection tools are standard questionnaires that are measured with a 5-point Likert scale and provided to the employees by a simple random method. The content validity of this questionnaire was confirmed by the experts in this field and the reliability level was also confirmed with the help of Cronbach's alpha test. Descriptive statistics were analyzed through SPSS software and analytical statistics through structural equation modeling (SEM) using SmartPLS software. The research findings show that all the hypotheses have been confirmed.

The aim of this research is to investigate the effect of online platforms' features on brand loyalty, taking into account the mediating role of customer satisfaction (the case study of Snap application users). The current research is based on the purpose of developmental and applied research, and in terms of the research method, it is descriptive-correlation based on structural equations. The statistical population of the research includes the users of the Snap application, and due to the large number of the population using multivariate regression analysis, the sample size was estimated to be 110 people. In this research, the available sampling method was used and a questionnaire was used to collect data, the questions of which were adapted from valid questionnaires to the number of 25 specialized questions and 4 demographic questions, the validity of which was calculated by convergent validity. And its divergent and reliability was confirmed through Cronbach's alpha index. In the statistical analysis, structural equation modeling approach and SMART PLS and SPSS software were used. Based on the results, perceived ease, perceived usefulness and entertainment have a significant effect on customer satisfaction in Snap application users. Customer satisfaction has a significant effect on brand loyalty among Snap app users. Perceived ease, perceived usefulness, and fun have a significant effect on brand loyalty considering the mediating role of customer satisfaction in Snap app users.

The purpose of this study is to investigate the effect of social media personalization on perceived brand value and brand loyalty with the mediating role of brand interaction and consumer in Tehran. The research method is applied in terms of purpose and based on the data collection method, it is a descriptive survey. The statistical population of the study is all customers of SNAP in Tehran and a simple sampling method is available. Using Cochran's formula, 384 people were selected as a sample. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.829. The validity of the research tool has also been investigated by confirmatory factor analysis technique. Then, the data were analyzed by structural equation modeling using Smart PLS software. The results of examining the research hypotheses indicate that Social media personalization influences brand interaction and consumer, perceived value, behavioral intent, and pricing. On the other hand, brand interaction and consumer affect perceived value, behavioral intention and pricing. Finally, social media personalization plays a role in perceived value, behavioral intent, and appropriate pricing with the mediating role of brand interaction and consumer.

The multitude of clothing manufacturers has led to a fully competitive market. Therefore, respective stakeholders are always seeking to increase the attraction and retain committed and loyal customers to their brand in this competitive market. Many clothing manufacturers from other countries are attempting to enhance the attraction and retain loyal Iranian customers through their sales representatives in Iran and understanding how to build constructive communications with their Iranian customers. This study examines the factors affecting the brand attraction and loyalty of Iranian customers to a foreign clothing manufacturer. In fact, the present study aims to investigate the drivers of attraction to the brand and loyalty to a foreign clothing brand, despite the diversity and differences between the two countries, including cultural and social differences. In addition, this research helps local marketers and stakeholders in clothing to attract loyal and committed customers in other countries by identifying the factors affecting loyalty and interest in the brand. Therefore, the purpose of this study is to enrich the brand management literature as well as to investigate the effect of social identity, communication and, product classification on brand interest and brand loyalty.

The present applied research is quantitative and descriptive in terms of data collection (research design). The statistical population of this study includes customers of Benton clothing brand in Tehran and the required data were collected using a questionnaire. Structural equation modeling and SmartPLS3 software (professional version) were used to analyze the data. Accordingly, the model fit is examined in three modes: the measurement model (the reliability of the factor loading of the indicators, the reliability that includes Cronbach's alpha and the combined reliability, and the validity that includes convergent as well as divergent validity), the structural model (determinant coefficient), and the general model (goodness-of-fit index). Structural equation modeling and partial least squares approaches were also implemented to investigate the research hypotheses.

The results have shown that brand loyalty includes three feelings of passion, kindness, and communication. On the other hand, brand loyalty is related to the quality of communication, and any increase in the communication with consumers can lead to improved loyalty and enhanced financial performance. Moreover, the effect of self-expression on brand interest was confirmed in the present study. Self-expression of an activity is related to emotions, which affects brand loyalty by creating dependence and interest in the brand.

Conclusion

According to the findings, social identity indicates the sense of belonging to certain social groups with an individual aspect. Thus, the social identity of social groups is achieved when the person considers himself/herself as a member of a particular group. The results of this study showed that social identity has a positive effect on self-expression. Besides, customers who have experienced brand interest are more likely to participate in a constructive partnership within a brand community. In addition, the results revealed that self-expression is potentially influential in increasing brand interest and encouraging desirable post-purchase behaviors.

The present study examines the effects of consumer-based commercial branding of private banking brands on customers' emotional commitment. The results were obtained by examining the customer opinions of six private banks: Pasargad, Parsian, Eghtesad Novin, Karafarin, Saman and Sarmayeh. The research method was descriptive which was performed by survey method. The sample size of the research was 384 people, which was obtained by means of Cochran's formula based on an unknown statistical population. Sampling method was available. Data analysis was performed based on standard questionnaires. The validity of the questionnaires was evaluated based on content validity using experts' opinions, formally based on the views of a number of statistical and structural communities by factor analysis method, and validity was confirmed. The reliability of the questionnaires was estimated by Crunbach Alpha, respectively branding was 0.849, consumer behavior was 0.851 and emotional commitment was 0.733. Data analysis was performed at two levels of descriptive statistics and inferential statistics including structural equation modeling. The results showed that bank branding had an effect on consumer behavior with an impact factor of 0.67, consumer behavior had an effect on customer emotional commitment with an impact factor of 0.76, bank branding had an impact on customer emotional commitment with an impact factor of 0.48. On the other hand, bank branding indirectly had an effect on the customer emotional commitment with an impact factor of 0.50. In other words, consumer behavior has played a mediating role in the impact of bank branding on customer emotional commitment. Ultimately, it can be said that the dimensions of branding according to the power of effect on the consumer behavior are: perceived value, brand loyalty, brand image, brand performance, brand trust, brand compatibility.

Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer  participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.

The aim of this study was to investigate the effect of consumer relations with the brand on brand loyalty in the context of social trade, taking into account the moderating role of features related to parasocial interaction. The statistical population of the study includes people active in the Instagram social network who have ever intended to buy (purchased or not) from Digi Kala site and information about their intention to buy or purchase in this network. They have published a social post. In this study, based on the Cochran's formula for 1100 statistical population, a sample size of 248 people was obtained. The present research questionnaire is a combination of Giovanis and Athanasopoulou questionnaires in 2018 and Zehir in 2012. The results showed that consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) have a positive effect on brand loyalty in the context of social business. Also, the characteristics related to parasocial interaction in the relationship between consumer relations with the brand and brand loyalty play a moderating role.

Social business provides a good platform for long-term consumer relationships with the brand. Social business has emerged from the integration of different fields. The main emphasis of social business is on combining social activities with online marketing and sales. (Turban et al, 2011). Social marketing includes scientific and practical areas of business. Thus, social business can be considered as a subset of social marketing that deals with online shopping. The other roots of social commerce are communication and collaboration theories, virtual societies and the virtual world, and finally, the main roots are e-commerce (or e-business) with different business models (Borden and Mahamane, 2020). No previous research has found that consumer relationships with brand and brand loyalty have been studied in Digi Kala, and the information gap is palpable. Therefore, this study seeks to answer the question that the impact of consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) on brand loyalty in the context of social business considering the moderating role of features. How is it related to quasi-social interaction?

The statistical population of this study is people who have been active in the social network Instagram, they have ever intended to buy from the Digi Kala website, and have published information about their intention to buy on this social network. Materials and Methods Samples selected in this study from the participants in Digi Kala's "Listen Contest" who answered the questions of this contest based on the information about the goods introduced on Instagram of Digi Kala, and through this to their account Access was available, selected, the statistical population was 1,100 people, and the number of samples was calculated based on the Cochran's formula, calculation, and sample size was 284. A standard questionnaire was used to collect information in this study.

The results showed that consumer relations with the brand and its dimensions (customer satisfaction, customer trust, customer commitment and brand experience) have a positive and significant effect on brand loyalty in the social trading platform. Therefore, the first main hypothesis and the first to fourth sub-hypotheses were confirmed. Also, the characteristics related to parasocial interaction have a positive and significant effect on the relationship between consumer relations with the brand and brand loyalty.

The results of this study were examined in the form of two main hypotheses. The results obtained from the first main hypothesis showed that consumer relations with the brand have a positive and significant effect on brand loyalty. In a competitive market, companies seek to gain and develop a competitive advantage by differentiating their brand from other competitors. The second main hypothesis in this study examined the role of moderating the characteristics associated with parasocial interaction in the relationship between consumer relationship with brand and brand loyalty. Increasing parasocial interaction in the context of social commerce can facilitate the consumer-brand relationship and create the ground for the formation of sustainable brand loyalty in consumers.

The aim of this study was to investigate the effect of perceived quality, perceived value, perceived satisfaction and perceived differentiation on brand loyalty with the mediating role of brand trust (Case study: Chain store 7 in Tehran. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of 7 chain stores who live in Tehran. Assuming that the study population is unlimited, 384 people will be selected as the sample. The sampling method is random. In this method, the chance of selecting each component is the same. The results showed that brand trust mediates the relationship between customer perceptions and brand loyalty. Therefore, the positive relationships between brand trust and brand loyalty and customer perceptions and brand loyalty are confirmed. More specifically, trust directly affects loyalty. The direct and indirect effects of perceptions on loyalty show the strongest model relationships. Therefore, we conclude that customer perceptions of the brand can be considered as a basic basis for establishing a brand relationship in chain stores. Our study findings show that both behavioral criteria include brand trust and brand loyalty, strongly perceived quality, perceived value, perceived satisfaction, and perceived distinction in marketing communications. In addition, brand trust has established a significant relationship between perceived quality, perceived value, perceived satisfaction, and brand loyalty.

This study examines the relationship between humorous advertising and the creation of brand equity and is conducted on the range of promotion and attitudes of people about the humorous advertisement of the Mihan Ice Cream brand in Chain stores of Hamedan city. For this purpose, a researcher-made questionnaire is used. Its content validity is verified by the experts, as well as the construct validity of the convergent and factor analysis. Also, to study the model’s singularity, the principal component analysis methods of the observed variables, Cronbach’s alpha and p-Dillon-Goldstein (composite reliability) are used. Testing and analyzing the hypotheses is done using the Structural Equation Method and Smart PLS software. The results show that humorous advertising has a positive and significant effect on the brand equity dimensions (brand association, perceived quality, brand loyalty) through influencing the variable of brand awareness.