a key challenge to brand managers is how to gain a better understanding of the relationship between brand and customer loyalty constructs. researchers have recognized that brand identity plays a key role in brand management. the purpose of this paper is to investigate the effect of brand identity and brand identification on brand loyalty through perceived value, customer satisfaction, and trust...

In a world of fierce competition and emergence internet as a powerful media, gaining the attention of the customer and persuading them to buy products and services is becoming difficult and important. Although, advertising has been proved to be effective in providing information, yet its credibility had been questioned consistently. Thus, it is important for the marketers to understand the conc...

The notion of brand attitude has been conceptualized and been the target of different empirical investigations. There are arguments regarding the antecedents and the consequences of this concept in business environment, and it is believed that there are several factors affecting brand attitude including advertisement and customer satisfaction. On the other hand brand attitude has been argued to...

To identify factors that influence customers’ repeat purchase attitude of Chinese food delivery, this study elucidated affect customers' repeated delivery. The authors specifically examined might attitudes, such as perceived quality, value, satisfaction, and switching cost. 402 valid data were analyzed by the structural equation model (SEM). Results show increasing value has a greater positive ...

The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness has not been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude and merchandise attractiveness bas...

due to the increasing number of users’ telegram social network in iran especially among the young and educated people, it seems that the study of use of such networks is important particularly in educational activities. given the importance of the issue, the purpose of this descriptive- correlative research was to study the factors affecting students’ intention to use of telegram social network...

this research studies the impact of e-banking service quality on customer satisfaction and commitment. the aim of study is applicable, and given the importance of topic, 384 customers of saderat bank branches in tehran province who experienced the use of bank electronic services selected by sampling and randomly. by the use of a questionnaire, the data are collected. for evaluating questionnair...

The purpose of this paper is to verify the relationships among service quality, perceived value, customer satisfaction, and customer loyalty in mobile phone service. The study conducted an empirical research. A total of 384 mobile phone users’ responses were collected from Seoul in Korea. The findings show that service quality positively influences customer loyalty. In addition, perceived value...

Health claims on food products are often used as a means to highlight scientifically proven health benefits associated with consuming those foods. But do consumers understand and trust health claims? This paper provides an overview of recent research on consumers and health claims including attitudes, understanding and purchasing behaviour. A majority of studies investigated selective product–c...