با سلام خدمت کاربران در صورتی که با خطای سیستم پرداخت بانکی مواجه شدید از طریق کارت به کارت (6037997535328901 بانک ملی ناصر خنجری ) مقاله خود را دریافت کنید (تا مشکل رفع گردد).
ردیف | عنوان | نوع |
---|---|---|
1 |
Enhancing hotel brand performance through fostering brand relationship orientation in the minds of consumers
ارتقای عملکرد هتل ازطریق ایجاد جهت گیری رابطه نشان تجاری در ذهن های مشتریان-2018 Hotels are becoming increasingly oriented towards developing relationships with their consumers (patrons/guests), giving rise to a heavy focus on consumer-brand relationships in tourism and hospitality research. This study examines the extent to which consumers’ perceived relationship orientations of hotel brands (i.e., PBRO) influences their identification with and anticipated emotions towards hotel brands, which in turn drives desirable performance outcomes for hotels such as the share of wallet, consideration set size, and revisit intention. To test our hypotheses, we recruited 376 respondents via Amazon Mechanical Turk (Mturk). We found that consumer-brand identification and anticipated emotions mediate the relationship between perceived brand relationship orientation and all performance outcome variables. These mediating effects are moderated by consumer involvement with hotel choice. Specifically, consumer involvement positively moderates the link between PBRO and consumer-brand identification and negatively moderates the effects of PBRO on anticipated emotions.
keywords: Hotel |Brands |Brand identification |Emotion |Relationship marketing |Relationship orientation |Share of wallet |
مقاله انگلیسی |
2 |
Bridging the gap between social media and behavioral brand loyalty
ایجاد پل بین شکاف موجود دربین رسانه های اجتماعی و وفاداری رفتاری به نشان تجاری-2018 Integrating several streams of theoretical reasoning such as social identity theory and customer engagement theory, this study examines the relationship between consumer responses in social media networks and behavioral brand loyalty in the context of Japanese professional sports: football and baseball. Data were collected from 309 panel registrants of an online research panel service. Based on the analysis, user characteristics as an opinion seeker and the entertainment value of social media pages were found to positively influence online brand community identification which in turn had a positive effect on brand-related social media engagement. Further, brand-related social media engagement and team identification, a type of consumer-brand identification, simultaneously affected behavioral brand loyalty. The theoretical model and results reinforced the importance of brand-related social media engagement toward behavioral brand loyalty, and added new insights into the antecedents of consumer engagement in the brand-related use of social media.
keywords: Brand loyalty |Customer engagement |Online brand community identification |Professional sports |Social media engagement |Sports fan |Sports marketing |
مقاله انگلیسی |
3 |
Commentary on “Working consumers: Co-creation of brand identity, consumer identity, and brand community identity”
تفسیر در "مصرف کنندگان کار: ایجاد هویت نام تجاری، هویت مصرف کننده و هویت جامعه با نام تجاری"-2017 This commentary highlights the specific role of the political marketing agent, which, in the case of the
“Yes Scotland” campaign triggered multiple dynamic opportunities to create dialogues between all stakeholders,
thus enhancing reciprocal value co-creation. Two processes contribute to the reciprocal identity and value co
creation: Brand Identification and Branding as Shared and Common Meanings. In the first process, the political mar
keting agent acts as the initiator of the physical identity; in the second process, the agent acts as a facilitator of
interactions, which eventually result in a co-creation process. A discussion of how the learning objectives and
marketing activities differ among the two processes concludes the commentary.
|
مقاله انگلیسی |
4 |
روابط مصرف کنندگان با نام های تجاری و جوامع نام تجاری-نقش های چندجانبه و رضایت
سال انتشار: 2017 - تعداد صفحات فایل pdf انگلیسی: 11 - تعداد صفحات فایل doc فارسی: 39 این مقاله آشنایی مصرف کننده با نام تجاری و رضایت مصرف کننده را به عنوان عوامل رابطه مندی عمده ترکیب می کند تا به مطالعه روابط میانی و نیز تاثیرات آنها بر وفاداری مشتری و تبلیغات شفاهی بپردازد. مطالعه تجربی با توجه به اهداف چندگانه و تاثیر متقابل شناخت در جوامع نام تجاری، ارتباط چندجانبه و زمینه محور شناخت و رضایت را آشکار می سازد. در حالی که تاثیر شناخت بر وفاداری به نام تجاری منوط به رضایت مشتری است، رضایت تاثیر عمده ای بر رفاداری جامعه ندارد. به علاوه، جوامع نام تجاری به طور ویژه برای دستیابی به مشتریان جدید مفید اند، در حالی که افزایش چندانی در وفاداری به نام تجاری یافت نشد. به طور کلی به مدیران توصیه می گردد که ساختارهای مد نظر مربوط به اهداف مرتبط مختلف شناخت را تعیین کنند.
کلید واژه ها: آشنایی مصرف کننده با نام تجاری | رضایت مشتری | جوامع نام تجاری | وفاداری مشتری | تبلیغات شفاهی |
مقاله ترجمه شده |
5 |
Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction
روابط مصرف کنندگان با مارک ها و جوامع برند - نقش چندوجهی شناسایی و رضایت-2017 This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to
study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication.
Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the
multifaceted, context-specific relevance of identification and satisfaction: While the effect of identification on
brand loyalty is mediated by customer satisfaction, satisfaction has no significant effect on community loyalty.
Moreover, brand communities are particularly useful for gaining new customers, whereas no increase in brand
loyalty could be found. Managers are generally advised to specify constructs of interest related to different
relevant targets of identification.
Keywords: Consumer-brand identification | Customer satisfaction | Brand communities | Customer loyalty | Word-of-mouth communication |
مقاله انگلیسی |