نوع مقاله : مقاله پژوهشی
نویسندگان
1 کارشناسی ارشد مدیریت کسب و کار، دانشگاه پیام نور، تهران، ایران
2 استاد و عضو هیئت علمی دانشگاه تبریز، تبریز، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Every business needs a brand and these days the importance of brand is very high in any field and with any size of your activity. In today's competitive environment, it is completely negligent for businesses to think that they can stand up and maintain their share in the market with a traditional view and without having a detailed strategy. Neglecting the day-to-day discussions of marketing can lead businesses to destruction and turn all the goals of their founders and shareholders and the hopes of employees into despair. Therefore, categories such as branding in marketing, which is a requirement for the sustainability of businesses, should be taken seriously. Brand and marketing are each important categories in the field of business development, therefore, first and before addressing the importance of brand in marketing and business success, each of these two important categories should be defined. The research results show that brand vision has a positive and significant effect on brand positioning and brand equity, and brand positioning has a positive and significant effect on brand equity. Also, other results show that brand experience, brand image, perceived brand fit, brand satisfaction, brand equity, brand trust and brand loyalty significantly affect the evaluation of consumers' attitude towards brand development. This is while the impact of the two factors of brand experience and brand satisfaction has been greater than other factors.
کلیدواژهها [English]
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