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سال:1397 | دوره: | شماره: |تعداد مقالات:6

By increasing the tourism and hotel industry researchers’ attention to the importance of the relationship between the customer and brand, hotels are increasingly trying to improve their relationships with their customers. Considering the fact that customer's favorable emotions toward the brand leads to hotels positive functional performance, studying the specific emotional and cognitive mechanisms related to the effect of the brand relationship orientation from customers points of view on brand performance will bring important theoretical and practical implications. By explaining the role of the expected emotions and customer identification, this study aimed at investigating the perceived brand relation orientation effects on brand performance. In terms of purpose, this study is applied, and considered as a descriptive-survey with regard to data collection. Structural equation modeling and Liserel software were used for Data analyzing. A standard questionnaire was used as the research data collecting tool. The validity of the questionnaire was calculated through the content validity and its reliability was confirmed by Cronbach's alpha coefficient. The statistical population in this research was customers of Laleh hotel in Tehran. The convenience sampling method was used and the sample size was 483. The results showed that the brand-oriented relationship has a significant positive effect on the share of customer's wallets, the intention of their re-residence, expected emotions and customer identification. The findings also indicated that the expected emotions and customer identification with the brand have a significant effect on the share of the customer's wallet and the intention to reside. The results of indirect effects also indicated that expected emotions and customer identification as mediatory variables play an important role in influencing the perceived brand relationship on the share of customer wallet and the intention to their re-residence.

As customers use brands as the carrier of meanings to achieve their identity goals, one of the strategic tools that causes the organizations to be less vulnerable to market competitive activities and emerging of regrets is consumer brand identification. So, this study examines the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad. In this study the sample size consists of 204 consumers of the best sports clubs in Mashhad. This research is practical in terms of objective and in terms of performance and data collection nature is quantitative survey with questionnaire. To test the hypotheses, structural equation modeling technique was used by AMOS software. The results indicates that regretting the brand was directly and indirectly has negative effect on the consumer behavioral intention via satisfaction, consumer brand identification as a moderator reduces the negative impact of regretting the brand on behavioral intention and satisfaction and strengthens the positive impact of satisfaction on behavioral intention.

A strong brand enables an organization to create competitive advantage. Construction industry is one of those environments in which corporate brand building is getting important. The main purpose of this study is to develop a model for brand building in Iran’ s construction industry. Grounded theory was used as a research method to create the model. Sixteen semi-structured interviews were conducted. The participants included Sales, marketing, technical, CEO Managers and consultants of construction companies. The results showed six main themes as casual’ s conditions of brand building in construction companies. The themes include commitment to customer, quality of construct, identity creation, interactive symbol and Market orientation. Structural Prerequisites factor is a grounded condition to implement brand building strategies. There are five strategies or practices such as image creation, awareness making, adaptive participation, after delivery services and product extension which can build brand in construction companies. The consequences of brand building strategies include brand positive image, positive associates, brand trust and a strong competitive position.

Although more than 02 years is passing from the researches on consumer behavior in cause-related marketing field, a survey in literature review can show that the most studies in western context have just focused on the structural aspects of campaigns and few studies have surveyed the variables related to the implementation aspects of the campaigns and the effect of these variables on consumer behavior/response. Therefore, the present study was conducted to test the hypothesis by choosing two variables of campaign transparency and campaign accessibility as implementation related variables of the cause-related marketing campaign, a 0 (transparency: high/low) * 0 (accessibility: convenient/with effort) between-subject factorial design. The results indicated that when campaigns implement in a high transparency manner, all cognitive, affective and behavioral aspects of consumer response are significantly better than when the transparency is low. In addition, when campaign accessibility is convenient, the condition of consumer`s perception of company altruism motivation, perceived campaign credibility, campaign attitude, purchase intention and word of mouth is significantly better than when accessibility is with effort.

The purpose of this study was to compare the Effect of Guerrilla and non-guerrilla Marketing Message on Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy). The statistical population of the study was athletes who were the consumers of Red Bull and Black Energy brands. 04 samples was selected through selective sampling method and assigned in two experimental and control groups of Red Bull and Black Energy brands. The research tool Was Chione and Scozzese guerrilla marketing questionnaire (4400). The content validity of questionnaire was assessed and confirmed by ten sport management professors. Also, using confirmatory factor analysis, the components of the research were approved. The Cronbach's alpha coefficient was 49. 0. To conduct the research, first a video of advertisement and then a questionnaire was presented. A week later, the guerrilla advertisement was shown to the experimental group without any prior awareness and the questionnaire was re-presented and compared with their views on the non-guerrilla message and the control group. To analyze the findings, independent t-test and dependent t-test were used. The research findings showed that there is a significant difference between the control and experimental group in Red Bull and Black Energy brands as a result of guerrilla marketing. According to the findings, it can be concluded that the use of guerrilla marketing can be effective in improving the customer's perspective and it effects more on the product purchase.

Marketers and researchers have attracted to luxury bands in recent years. This paper is discussing the factors that affect purchase intention of luxury brands by applying the generalized theory of planned behavior. This research is in the field of applied research and is a descriptive one. Statistical population of this research, are consumers of Dorsa Leather brand in Tehran. This study was conducted by distributing questionnaires among 093 Dorsa Leather consumers by cluster sampling method. The Data was analyzed by structural equations with partial least squares approach. Furthermore, SPSS and Smart PLS software were utilized for analyzing process. The result indicates that attitude, perceived behavioral control and group conformity are the main factors that tend to influence purchase intention of luxury brands. Meanwhile, according to the result, subjective norms and face-saving have no significant effect on purchase intention. The variables of face-saving and group conformity had positive and significant impact on attitude and they also have positive and significant impact on purchase intention through attitude.