brand has been considered as one of the most important intangible assets of organizations. development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results for them. this research intends to examine role and effect of social websites on development of customer relationship and brand in firms listed ...

in highly competitive market of food industry maintaining and increasing market share are results of brand performance. hence detecting the effective factors on the brand performance is crucial in strategic marketing decisions. data gathered by a 36-items questionnaire. the sample was composed of 131 managers and marketing experts in 62 companies in food industry those are located in tehran cit...

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...

the aim of this study was to survey four fundamental effective factors in sport sponsorship decision making. for this purpose, viewpoints of 30 experts and active individuals in sport sponsorship such as managers of sponsor corporations, authorities of sport federations and clubs were analyzed. the method of this research was qualitative and explorative and was performed through interviews. the...

Purpose: A descriptive study was conducted at Aluminum Corporation in Iran in order to construct a causal model of organizational citizenship behavior based on personality factors with mediation of job involvement, job self-efficacy, factual well-being and organizational commitment. Material and method: The research sample consisted of 360 employees of the mentioned company selected by stratifi...

a r t i c l e i n f o Keywords: Brand loyalty Individual level collectivist values Perceived value Brand trust Perceived quality China In today's dynamic business environment the success of a firm often depends on its ability to create brand loyalty. While there is a large body of research exploring brand loyalty and its antecedents, little has been done to examine how the relationship between ...