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An exploration of celebrity business ventures and their appeal to fans and non-fans
کاوش در مشاغل تجاری افراد مشهور و جذابیت آنها برای طرفداران و غیر طرفداران-2020 Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity’s venture brand. Customers’ perceived congruence between a celebrity and the celebrity’s business significantly affects their brand attitudes. Additionally, this study finds that a celebrity’s credibility can only increase fans’ positive attitudes toward the celebrity’s venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude. Keywords: Celebrity brand | Celebrity business venture | Celebrity entrepreneurship |
مقاله انگلیسی |
2 |
The congruity effects of commercial brand sponsorship in a regional event
تاثیرات متجانس حمایت مالی و تجاری نشان و برند در یک رویداد منطقه ای-2018 Reduced funding and support from governments have turned regional events and festivals to seeking commercial sponsorships to maintain their financial viability. However, few studies have examined how sponsorship brand effects are formulated. Using congruity theory, the purpose of this research was to examine sponsorship brand effects in an integrative model based on the relationships among event image, sponsoring brand image, and visitors self-images. Using a sample of 258 visitors to the Hwacheon Tomato Festival sponsored by the Ottogi brand in South Korea, structural equation modeling (SEM) was used to test the study hypotheses. The findings indicate that self-congruity with sponsoring brand image influences sponsoring brand attitude, which, in turn, influences sponsoring brand loyalty. The congruity between event image and sponsoring brand image influences sponsoring brand loyalty by mediating the effects of event attitude and sponsoring brand attitude. Self-congruity with event image influenced sponsoring brand loyalty by mediating event attitude and sponsoring brand attitude.
keywords: Regional event |Event sponsorship |Congruity theory |Sponsoring brand loyalty |Integrative congruity model |
مقاله انگلیسی |
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Posts that attract millions of fans: The effect of brand-post congruence
پستهایی که میلیون های بیننده جذب می کند: تاثیر تجانس پست - نشان-2018 Facebook Pages enable brands to connect with consumers and have become the major venues for marketers to attract fans’ attention and engagement to the brands. While an increasing number of brands have established Facebook Pages to produce a tremendous amount of posts for attracting potential consumers, a key to have effects is to deliver proper advertising content that can create positive consumer attitude. This study examines the effect of brand-post congruence based on the relevance of the post to the brand to explore the effects of congruence and brand types on consumers’ attention to the post as measured by the intention to interact and whether the interaction intention may affect consumers’ attitude toward the brand. The possible moderating effect of brand involvement is also assessed. The results show that low congruence posts on experience brands’ pages and high congruence posts of credence brands’ pages generated less interaction intentions while low brand-post congruence posts in search brands’ pages exerted higher interaction intention. Low brand involvement significantly increased interaction intention when the brand-post congruence was low. Theoretical and managerial implications on Facebook marketing strategies are discussed.
keywords: Brand attitude |Brand involvement |Brand type |Congruence |Facebook Pages |
مقاله انگلیسی |
4 |
This anthropomorphised brand is so loveable: The role of self-brand integration
این نام تجاری آنتروپومورفیزیک بسیار جذاب است: نقش یکپارچه سازی نام تجاری-2017 Brand love has become an important topic of research in academic literature and
applied marketing alike. Most of these studies have resulted in a better understanding of the
complex and multifaceted nature of the concept, as well as in the identification of some of
its antecedents (consumer aspects and personality traits). However, in order to explain how
brand love is created, this study focuses on anthropomorphism as a potential antecedent of
brand love. Based on the interpersonal theory of love and self-expansion theory, our study
tries to shed more light on the process under which brand love is built by focusing on selfbrand integration as a key element in that process, and proposing anthropomorphism as the mechanism that helps that integration. Findings from the empirical study conducted amongst a
sample of 256 individuals demonstrate that brand love is built, not only through the integration
of the anthropomorphised brand, but also that anthropomorphism exerts a direct effect on
brand love. The moderating effect of brand attitude is also analyzed.
KEYWORDS : Brand love | Self-brand integration | Anthropomorphism |
مقاله انگلیسی |
5 |
The effects of generational work values on employee brand attitude and behavior: A multi-group analysis
اثرات مقادیر کار نسلی در نگرش به برند کارکنان و رفتار: تجزیه و تحلیل چند گروهی-2017 The competitive hospitality industry requires effective external and internal brand management. Since
service employees bring the brand to life, insight regarding their motivational drivers is important. Given
a multigenerational hospitality workforce, individual motivations will likely differ and therefore inform
attitudes and behavior differently. Adopting work values as a motivational lens, and drawing on gener
ational theory, this study surveys 303 hospitality employees to understand how generational collective
memories (i.e., formative referents) inform individuals’ work values. Further, it examines how genera
tional work values differentially influence employees’ perceived brand fit and brand citizenship behavior.
The results suggest that an individual’s collective memories from their formative years influence their
work values, with altruistic, social and intrinsic work values having a positive impact on employee brand
attitude and behavior, while extrinsic and leisure work values have no significant impact. Generational
differences are evident, but not always in a manner that is consistent with previous literature.
Keywords: Work values | Generations | Employee | Brand | Brand citizenship behavior |
مقاله انگلیسی |
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Examining the impact of gamification on intention of engagement and brand attitude in the marketing context
بررسی تأثیر تولید بر روی هدف تعامل و نگرش نام تجاری در زمینه بازاریابی-2017 The development of multiple applications with features of games has brought about a new trend e
gamification. Gamification has become a fast-emerging practice in the business world, with a growing
number of organizations adopting gaming techniques and game-style rewards in order to increase
customer engagement. Despite this growing trend and the potential role played by gamification, the
marketing literature lacks models that explain the use of gamification in the marketing context, cus
tomers perceptions of gamification and its effects on their attitudes towards the brand. This study ad
dresses this omission by adopting the TAM framework in a gamification context. Similar to TAM,
gamification finds its roots in the technology and information systems literature. Drawing on TAM, this
study presents a model that examines the effects of gamification on customers intention to engage in the
gamification process and their attitudes toward the brand. Using a quantitative methodology, the results
provide empirical support for perceived usefulness and perceived enjoyment as predictors to intention of
engagement and brand attitude. However, perceived ease of use was surprisingly found not to be
significantly related to peoples intention of engagement with the gamification process and their brand
attitude. In addition, perceived social influence was found not to be related to peoples intention of
engagement, but was related to their brand attitude. The findings of this research have theory and
practical implications.
Keywords: Gamification | TAM | Brand attitude | Engagement |
مقاله انگلیسی |
7 |
Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy
تجربه درگیری های انگیزشی در رسانه های اجتماعی در یک وضعیت بحرانی: مورد بحث مشاجره ازدواج همجنسگرایان-2017 This study examined the relationship between motivational conflict involving social media use and
attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants
using a 2 (news-article valence: positive vs. negative) 2 (situational cue valence: positive vs. negative)
between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated)
were asked to communicate the brand through the brands social networking sites (SNSs) while receiving
a cue for the SNS audiences general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex
marriage controversy (impression-motivated). It was found that when motivational conflict was expe
rienced (defense vs. impression), (1) individuals brand attitudes were affected more by objective in
formation such as a news article than by a cue for audience opinion and (2) their positive brand-related
cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it
is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in
a crisis situation.
Keywords: Motivational conflict | Social media | Defense motivation | Impression motivation | Heuristic-systematic model | Brand crisis |
مقاله انگلیسی |
8 |
نحوه برخورد مشتریان با اعتبار تایید کننده، نشان تجاری و قصد خرید درمورد صنعت هواپیمایی تایید شده توسط افراد مشهور
سال انتشار: 2017 - تعداد صفحات فایل pdf انگلیسی: 8 - تعداد صفحات فایل doc فارسی: 27 شرکتهای هواپیمایی برای دستیابی به محصولات متمایز، میلیون ها دلار را سالانه صرف تایید گرفتن از افراد مشهور می کنند تا قراردادهای نشان تجاری آنها را پشت نویسی و تایید کنند، به عنوان منشأ تاثیراتی که نقشی مهم در ارتباطات تشویقی ایفا می کنند. برمبنای نظریه منشأ اعتبار و نظریه تمایز محصول، این مطالعه رابطه علّیتی بین اعتبار تایید کننده، نحوه برخورد با نشان تجاری، اعتبار نشان تجاری و قصد خرید خدمات مسافرتی هوایی تولید شده توسط شرکتهای هواپیمایی را بررسی می کند و از یک راهبرد تایید افراد مشهور استفاده می کند. درضمن، اعتبار تایید کننده به عنوان سازه درجه دوم مدل پیشنهادی بررسی شد. نتایج نشان می دهند که روابط مثبتی بین همه سازه های فرضیه سازی شده وجود دارد. بنابراین علاوه بر داشتن افراد مشهور مطلوب برای تایید یک تبلیغات مشتری – محور، اعتبار افراد مشهور نیز در ارتقای نگرش به نشان تجاری، اعتبار نشان تجاری و قصد خرید مهم است.
کلیدواژه ها: تایید افراد مشهور | اعتبار منشأ | تمایز محصول | نشان تجاری | قصد | شرکت هواپیمایی |
مقاله ترجمه شده |
9 |
Consumers attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector
نگرش مصرف کنندگان اعتبار گیرنده، نام تجاری و قصد با توجه به تایید مشهور بخش هواپیمایی-2017 To achieve product differentiation, airlines spend millions of dollars annually in signing celebrities to
endorse their brands’ endorsement contracts, as source effects that play an important role in persuasive
communications. Based on source credibility theory and product differentiation theory, this study ex
amines the causal relationship between endorser credibility, brand attitude, brand credibility and pur
chase intention of air transportation services provided by airlines that adopt a celebrity endorsement
strategy. Meanwhile, endorser credibility was tested as a second-order construct of the proposed model.
The results indicate that positive relationships exist between all the hypothesized constructs. Therefore,
in addition to having a favorable celebrity to endorse a customer oriented advertisement, the credibility
of the celebrity is as important in enhancing brand attitude, brand credibility and purchase intention.
Keywords: Celebrity endorsement | Source credibility | Product differentiation | Brand | Intention | Airline |
مقاله انگلیسی |
10 |
بازاریابی سببی: یک تحقیق تجربی در مورد این که نوع محصول و تناسب مشاهده شده چگونه ممکن است بر پاسخ مشتری، تاثیر داشته باشند
سال انتشار: 2016 - تعداد صفحات فایل pdf انگلیسی: 7 - تعداد صفحات فایل doc فارسی: 28 اگرچه نوشتههای قبلی در حوزهی بازاریابی سببی (علت محور)، نقش ماهیت محصول و تناسب مشاهده شده بین محصول و علت را بررسی کردهاند، ولی هنوز هیچ گونه اجماعی در مورد تاثیر این متغیرها وجود ندارد. این تحقیق با روشن ساختن نقشی که این دو فاکتور کلیدی بر پاسخ مشتری دارند، با نوشتههای قبلی همکاری میکند. یک طراحی فاکتوریل 2*2 (عدد 2 اولی به محصولات سودمند در مقابل محصولات لذتبخش و دومین عدد 2 به تناسب مشاهدهی شدهی بالا در مقابل پایین اشاره دارد) به منظور تست فرضیهها مورد استفاده قرار گرفته است. نتایج نشان میدهند که ماهیت محصولات ترویجیافتهی بکار رفته در کمپین بازاریابی سببی هم بر نگرش برند تاثیر دارد و هم بر تمایل به خرید. مخصوصا، نگرش و گرایش به برند برای محصولات لذتبخش بزر تر از محصولات سودمند میباشند. در مقابل، کمپینهای بازایابی سببی مربوط به محصولات سودمند منجر به تمایلات خرید بالاتری میشوند. بعلاوه، به نظر میرسد تناسب مشاهده شده بین محصول و علت نقش مهمی بازی میکند، چراکه این متغیر بطور مثبت هم اعتبار کمپین و هم گرایش به برند را تحت تاثیر قرار میدهد. نتایج، راهنماییهای مفیدی را برای بازاریابها در طراحی ابتکارات بازاریابی سببی خود، فراهم میآروند.
کلمات کلیدی: بازاریابی سببی (علت محور) | نوع محصول | تناسب مشاهده شده | پاسخ مشتری |
مقاله ترجمه شده |