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

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صاحب حساب : داریوش رستمی

شماره كارت : 6037701707796360

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مقالات انگلیسی

B11-The importance of brand equity to customer loyalty

Abstract
Purpose – The purpose of this study is to empirically examine the inter-related relationships among various branding issues such as brand orientation, brand re-positioning, brand performance and international marketing issues in terms of international marketing strategy, financial performance, control of international marketing activities, international commitment and macro-marketing environment.
Design/methodology/approach – A mail survey with 315 useful samples drawn from the Austrade database was conducted. The steps suggested by Churchill, Cheng and Andersen and Gerbing were rigorously followed to purify the constructs and measurement models. Finally, structural equation modelling using partial disaggregation method was performed to test the whole structured model.
Findings – The results from structural equation modelling method confirm significant relationships between the constructs in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement models and the structural model.
Research limitations/implications – The findings provide insight to international marketers with regard to deploying resources, establishing strategy and adapting the strategy to the culture within overseas markets. Judicious investments in finance and personnel are required for overseas expansion. International branding strategy can be used to enhance a firm’s brand and financial performances abroad.
Originality/value – The major values of this study are the establishment of the role of branding in international business. Both brand orientation and brand repositioning have significant impacts on international marketing strategy, which in turn positively affects a firm’s performance. Developments of new constructs such as brand orientation, brand repositioning, brand performance and cultural aspects are statistically validated.
Keywords: Brands, Brand management, International marketing, Australia
Paper type :Research paper

تعداد صفحات مقاله : ۲۵

فایل انگلیسی : ۱۵ هزار تومان

فایل ترجمه : ۶۰هزار تومان

فایل پاورپوینت : ۲۵ هزار تومان


B12-Multiple roles for branding in international marketing

Abstract
This study involved a nation-wide sample of industrial customers of heavy equipment manufacturers. The results suggest that brand equity and trust are consistently the most important antecedents to both behavioral and attitudinal forms of customer loyalty. There is also evidence that the models underlying the formation of behavioral versus attitudinal forms of customer loyalty may vary across research settings. The results suggest that industrial equipment marketers may consider moving beyond a focus on satisfaction in relationship marketing strategies toward integrated strategies that foster brand equity and trust in their customer base as well.

Keywords :Brand equity, Customer loyalty
Paper type :Research paper

تعداد صفحات مقاله : ۱۱

فایل انگلیسی : ۱۵هزار تومان

فایل ترجمه : ۳۵هزار تومان

فایل پاورپوینت : ۱۵هزار تومان

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