Fatemeh Yavarigohar; Marzieh Koraghli
Abstract
In recent years, there has been a widespread discussion about the activities of brands in social media. Social media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of stimuli associated with the brand ...
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In recent years, there has been a widespread discussion about the activities of brands in social media. Social media with their applications and increasing popularity, help companies to enhance customer engagement. The purpose of this research is to examine the impact of stimuli associated with the brand on brand loyalty in social media by considering the mediating role of brand engagement in Eligasht Travel Company. In terms of the purpose, this is an applied research and in terms of the research method, this is a descriptive survey. The statistical population includes all those who have used the services of the Eligasht Company and visited the company's Instagram page. The sample size is 211 Eligasht’s customers. The Smart PLS 2.0 software was used to analyze the data. The findings showed that brand-related stimuli had a direct and significant effect on brand loyalty. Also, the effect of the mediating variable on brand interaction was proved by the Sobel test with the severity of 2.12.
Abstract
In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows ...
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In tourism marketing, pricing and advancement tools are very important and have a direct impact on customer satisfaction, customer loyalty, and brand equity of travel agencies. Each marketing activity affects brand equity, and knowing how marketing activities contribute to or hurt brand equity, allows marketing managers to develop effective marketing plans. In this study, in order to investigate the relationship between the price promotion and the brand equity of travel agencies, at first, by examining the literature, tools for promoting price and brand equity dimensions were identified. Also, based on existing theories, a conceptual model was developed in the form of five main hypotheses and four sub-hypotheses. In order to achieve the research goals, a sample of 461 passengers of travel agencies was selected to answer the questionnaire using convenience sampling. The validity of the questionnaire was confirmed by using a confirmatory factor analysis. Also, the validity or reliability of the questionnaire was confirmed using the Cronbach's alpha coefficient. Data then were analyzed by multivariate analysis of variance (MANOVA) and one-way analysis of variance (ANOVA). Based on the analysis of the collected data, the price promotion and its tools, including cash discounts, volume discounts, price warranties, free services, frequent purchasing discounts and promotional gifts are positively related with brand equity as well as its four dimension that includes brand loyalty, perceived quality, brand awareness and brand association. The results of the study indicate that of the 6 price promotion tools in the research, free services and frequent purchasing discounts, are the most important and special gifts have the least priority in promoting the brand equity of travel agencies. Further; executive suggestions and subsequent studies were explained.
Abstract
The purpose of this study is to investigate the effect of customer brand identification on brand equity in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size ...
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The purpose of this study is to investigate the effect of customer brand identification on brand equity in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size consists of 384 Iranian guests of Abbasi hotel in Isfahan. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. Findings of this research show that customer brand identification has a direct and significant effect on service quality, perceived value and brand trust. Furthermore, service quality, perceived value and brand trust have a direct and significant effect on brand loyalty. Finally, service quality, brand loyalty and
Fereshteh Mansouri Moayed; Mohammad Moradi; Fatemeh Mollaei
Abstract
According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, ...
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According to the role of the customer in hospitality industry and importance of the provided quality of services, there is an increasing intense competition in the industry; hence, the recovery of failed services provides a second chance for companies to bolster their relationship with the customers, consequently, high performance of frontline employees affects behavioral intentions of customers. The aim of this study is proposing a service recovery model to illustrate how having high performance in the service recovery process causes tourists’ positive word-of-mouth. The statistical population of this study is composed of tourists who stayed in one of the 5-star hotels of Shiraz and were accessible during the research. Based on the Cochran formula 384 individuals have been considered as the statistical sample. The collected data have been analyzed using SPSS 22 and smart PLS 2 software. As the results show, high level of performance in service recovery influence tourists’ word of mouth.
Soheil Nejat
Volume 10, Issue 32 , March 2016, , Pages 111-129
Abstract
This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived ...
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This study examines the impact of the brand salience on brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on brand image (characteristics of people and the physical environment). But perceived value and satisfaction have no significant impact on brand loyalty. Perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on brand loyalty, but perceived value and people characteristics have no significant impact on brand loyalty.
mohammad hoseyn imani khoshkhou; hamid ayoubi yazdi
Volume 5, Issue 13 , November 2010, , Pages 113-138
Abstract
Tourism destination brand equity is defined as the brand assets (or liabilities) linked to a destination`s name and symbol that add to (or subtract from) the services and experiences provided. Each year, the brand equities of different international brands are measured by reputable international institutions. ...
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Tourism destination brand equity is defined as the brand assets (or liabilities) linked to a destination`s name and symbol that add to (or subtract from) the services and experiences provided. Each year, the brand equities of different international brands are measured by reputable international institutions. In many cases, the equity value is higher than physical assets and this indicates the importance of the brand issue. Thus recognizing the critical factors that affect brand equity is essential. Due to the cultural and social differences and characteristics of Iran’ tourism destinations, this study, through Konecnik (2007) framework, was conducted to detect the factors that domestic tourists recognize as influencing the brand equity of Yazd. The study population consists of potential tourists which have been available in the entrances of Tehran in the period 15 April to 15 May 2010. For analysis of the data the confirmatory factor analysis was used. This research aims to identify the critical factors which tourists think can affect the brand equity and investigates the importance of each factor in their perspectives. The results of the this study imply that in addition to the brand image, which has been more than 30 years the most important factor for the destination brand evaluation, there are other aspects such as brand loyalty, perceived quality, and brand awareness of tourism destinations, that can directly impact on brand equity of Yazd tourism destination. Among those attributes, brand loyalty has the strongest direct effect on the brand equity, while awareness has the least effect
