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
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
zohreh dehdashti shahrokh; jamshid salehi sedghiani; azin harandi
Volume 7, Issue 17 , March 2012, , Pages 1-32
Abstract
The relationship between tourism and agriculture has been a challenging liaison in the tourism development literature. The state of relationship between these two important industries varies through a two-poled spectrum in which conflict is on one end and growth on the other. Given that most tourism ...
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The relationship between tourism and agriculture has been a challenging liaison in the tourism development literature. The state of relationship between these two important industries varies through a two-poled spectrum in which conflict is on one end and growth on the other. Given that most tourism destinations of the world are faced with rapid changes, adjusting the relationship between the two industries to move from a conflicting stance into a compatible situation, is a challenge for spatial management and planning. Coastal areas of Caspian Sea are concurrently agricultural and touristic destinations. With the increasing changes of the area in the recent decades, the relationship quality between the two sectors has become a critical issue in planning and regional development. Being this a matter of great concern in the region, this paper aims to investigate the entity of relationship between tourism and agriculture, and to identify the factors affecting the manner of this relationship, and finally to suggest some solutions. A survey analysis was conducted upon a statistical population consisting of farmers, administrations, real estate agents, and lawyers from two different areas: mountainous region of Chalous and plain lands of Nowshahr County. Results indicated that the relationship between stated industries is of the winner-loser type, being conflicting and destructive; as a matter of weaknesses in land-use management mechanisms, grave weaknesses in agriculture sector, mushrooming of real-estate agencies all around the area, and farmers’ attitudes regarding welfare—not expecting it to be achieved by way of agriculture. Finally the followings are suggested: Effective support of strategic agricultural products by government, reformation of land laws and regulations, establishing coherent executive and use-management mechanisms, and formulation of a structural-strategic plan for the purpose of spatial development in the region
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
