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1- شماره فیش واریزی (مثلا 0861448) یا شماره كارت خودتان همراه مبلغ

2- شماره و موضوع مقاله

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صاحب حساب : داریوش رستمی

شماره كارت : 6037701707796360

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مقالات انگلیسی

B1-Are brands forever.How brand knowledge and relationships affect current and future purchases

Abstract
Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases.
Design/methodology/approach – The paper uses structural equation modeling to test the significance of the overall model and the specified paths.
Findings – It is found that current purchases are affected by brand image mostly directly and by brand awareness mostly indirectly. In contrast, future purchases are not affected by either dimension of brand knowledge directly; rather, brand knowledge affects future purchases via a brand relationship path that includes brand satisfaction, brand trust, and attachment to the brand. Thus, brand knowledge alone is not sufficient for building strong brands in the long term; brand relationship factors must be considered as well.
Research implications/limitations – The present study did not examine feedback effects and included consumer categories only and no individualdifferences variables. It is recommended that future research examine feedback effects and include additional consumer categories, B2B categories and individual-differences variables such as variety seeking and innovativeness.
Practical implications – Brand managers spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand,trust it and feel attached to it.
Originality/value – The paper is a cross-paradigm paper: it is the first that combines the two separate broad-based perspectives on brands into a simple comprehensive model for researchers and brand managers.
Keywords :Brand awareness, Brand management, Brand equity, Consumer behaviour
Paper type :Research paper

تعداد صفحات مقاله : ۸

فایل انگلیسی : ۱۰هزار تومان

فایل ترجمه : ۳۰هزار تومان

فایل پاورپوینت : ۲۰هزار تومان


 

B2-The effect of corporate branding dimensions on consumers’pro product evaluation

Abstract
Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation.
Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses.
Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant affect on corporate loyalty. The corporate reputation is also found to be a mediator of the corporate image’s effect on consumers’ product evaluation.
Practical implications – The paper suggests that marketers should carefully consider the corporate name when designing their branding strategies. Marketers are also called on to adapt their corporate branding approaches to fit each marketing environment and enhance corporate loyalty to
reduce the switching behavior of consumers.
Originality/value – The paper clarifies the interrelation among the four corporate branding dimensions and shows that consumers of different cultures do not perceive in the same way the impact of corporate branding determinants.
Keywords: Corporate branding, Brand names, Brand image, Customer loyalty
Paper type: Research paper

تعداد صفحات مقاله : ۲۱

فایل انگلیسی : ۱۵هزار تومان

فایل ترجمه : ۵۰ هزار تومان

فایل پاورپوینت : ۲۵ هزار تومان


B3-Branding a B2B service : Does a brand differentiate a logistic service provider؟

Abstract
Existing research has shown that strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Although there is considerable research on the branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of business to-business services. This research extends existing brand theory to a new setting, namely B2B services. Drawing on the results of two mail surveys, we examine B2B services branding in the context of logistics services. Findings suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. Findings also support the extendibility of Keller's [Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22] brand equity framework into the logistics services context. However, results of this study show that; logistics service providers and their customers have different perspectives on the relative influence of brand image and brand awareness on brand equity. Implications of these findings for managers and directions for future research are offered.

Keywords: B2B brand equity; B2B services; Services branding; Logistics services

تعداد صفحات مقاله : ۱۰

فایل انگلیسی : ۱۵هزار تومان

فایل ترجمه : ۳۵هزار تومان

فایل پاورپوینت : ۲۰هزار تومان


B4- The effect of service brand extensions on corporate image

Abstract
Purpose – The main objective of this study is to analyse the influence that service brand extensionshave on corporate image.
Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall corporate image. Statistical analysis of data from a market survey involving actual services brands and hypothetical extensions was undertaken. Structural equation modelling was the main methodology employed.
Findings – It was found that the extent of perceived fit between the corporate brand and the service extension influences the perceived quality of the extension, which in turn affects corporate image, especially for corporate brands that originally had highly rated images.
Research limitations/implications – Given that the study was done with hypothetical brand extensions, the proposed model is not tested in a real situation.
Practical implications – The results offer important implications, both for academics and managers. Through an effective communication policy, the company must increase the perceived fit. The results also suggest directions for further research. For example, it would be interesting to explore how the model works across services categorised on the continuum of search, experience and credence.
Originality/value – In the literature, there are few works analysing the effect of service extensions on corporate image. The research allows the understanding of the concept of corporate image and the role performed by service brand extensions. The proposed model and the estimation with SEM methodology add value to the existing knowledge.
Keywords : Brand extensions, Servicing, Corporate image, Consumer behaviour
Paper type : Research paper

تعداد صفحات مقاله : ۲۴

فایل انگلیسی : ۱۵هزار تومان

فایل ترجمه : ۵۰ هزار تومان

فایل پاورپوینت : ۲۵ هزار تومان

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