This study aims to identify the mediating effect of trust on brand loyalty and brand equity. Three antecedents including cognitive and experiential factors are evaluated to identify their direct effects on brand loyalty and brand equity. Their indirect effects through trust are also evaluated. This study conducted a survey through both paper-based and online based survey. The respondents were 2...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

brand plays an important role in contacting customers. even from the customer’s viewpoint, it is a symbol of product quality. measuring the brand equity in order to determine the brand position is of remarkable significance for companies, in particular iranian ones. the purpose of this article is to investigate the parameters that influence brand equity and provide a mathematical model for meas...

The purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in...

a r t i c l e i n f o Keywords: Brand equity Industrial branding Dimensions of brand equity Marketing-mix efforts Corporate image A model is developed to examine the relationships among marketing-mix efforts (channel performance, value-oriented price, promotion, and after-sales service), corporate image, three dimensions of brand equity (brand awareness with associations, perceived quality, and...

the purpose of this study was to identify the effects of green brand image on the green brand equity in the customers of appliance dealer's representation and appliance dealers in the chain department stores of sanandaj. research variables selected from yushan chen (2010) study. a questionnaire was used to measure theses dimensions that have been confirmed by experts and had 24 indices. it...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...