path analysis from marketing innovation to brand equity in restaurant industry

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

AMINI ALIREZA; DOLATSHAH PEYMAN; FATTAHIAN HAMIDREZA; Danesh Mojgan

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: TOURISM AND DEVELOPMENT Year:2019 | Volume:8 | Issue:1 Page(s): 120-139

Download Full-Text

Persian Verion

View:

486

Download:

Cites:

Information Journal Paper

Title

path analysis from marketing innovation to brand equity in restaurant industry

Author(s)

AMINI ALIREZA | DOLATSHAH PEYMAN | FATTAHIAN HAMIDREZA | Danesh Mojgan | Issue Writer Certificate

Keywords

marketing innovationQ1

customer satisfactionQ2

oral counseling interactionsQ1

online advisory interactionsQ1

brand equityQ1

Abstract

Today, despite the intense competition that exists in the restaurant industry, it is inevitable to adopt marketing innovations for customer satisfaction. Most companies are looking for interactive, words of mouth and internet-based advices from their customers to improve their brand equity. Therefore, in this research, according to the importance of marketing innovation and the role that customer satisfaction can have on oral and online advice, we seek to create and improve brand equity in the restaurant industry. The population of this research is customers of Kashan's restaurants who were selected by cluster sampling of 185 people and distributed among them. Structural Equation Modeling (SEM) with partial least squares (PLS) was used for data analysis. The results of the test of hypothesises showed that marketing innovation has a positive and significant effect on the interactions of oral and online advice. Also, customer satisfaction has been able to play a moderator role in the relationship between marketing innovation and interactions with the oral and the Internet. Also, the results showed that oral and online advice interactions had a positive and significant effect on brand equity. The other results of this research confirm the role of the mediator of oral marketing and internet marketing in the relationship between marketing innovation and brand equity.

Cites

No record.

References

No record.

Cite

APA: Copy

AMINI, ALIREZA, DOLATSHAH, PEYMAN, FATTAHIAN, HAMIDREZA, & Danesh, Mojgan. (2019). path analysis from marketing innovation to brand equity in restaurant industry. TOURISM AND DEVELOPMENT, 8(1 ), 120-139. SID. https://sid.ir/paper/372710/en

Vancouver: Copy

AMINI ALIREZA, DOLATSHAH PEYMAN, FATTAHIAN HAMIDREZA, Danesh Mojgan. path analysis from marketing innovation to brand equity in restaurant industry. TOURISM AND DEVELOPMENT[Internet]. 2019;8(1 ):120-139. Available from: https://sid.ir/paper/372710/en

IEEE: Copy

ALIREZA AMINI, PEYMAN DOLATSHAH, HAMIDREZA FATTAHIAN, and Mojgan Danesh, “path analysis from marketing innovation to brand equity in restaurant industry,” TOURISM AND DEVELOPMENT, vol. 8, no. 1 , pp. 120–139, 2019, [Online]. Available: https://sid.ir/paper/372710/en

Related Journal Papers