محمدعلی عبدلوند

محمدعلی عبدلوند

مطالب

فیلتر های جستجو: فیلتری انتخاب نشده است.
نمایش ۱ تا ۲ مورد از کل ۲ مورد.
۱.

The Role of Multisensory Environmental Stimuli in Enhancing Hyper Customers in Store Experience(مقاله علمی وزارت علوم)

تعداد بازدید : ۱۶۰ تعداد دانلود : ۱۲۲
In recent years, by population expansion and consequently expansion in service industries, competition has grown in retailing industry more than ever. Retailers can overcome competition in retailing industry by creating attractive, enjoyable, and even more exciting store environment. The purpose of this study is to help marketers, managers and retailers to create an enjoyable and memorable experience for their customers by employing the right multi-sensory environmental stimuli. This study is descriptive in terms of aim, and is applied in terms of path, survey research and of the correlative type.The sample size of this study was 384 customers of chain stores which were selected by simple random sampling method. In analysing the data, inferential statistics topics including structural equation modelling that includes confirmatory factor analysis and path analysis was used.
۲.

Brand Attachment in Consumer-Brand Relationship(مقاله علمی وزارت علوم)

تعداد بازدید : ۲۳۶ تعداد دانلود : ۲۸۶
In this research, researchers deal with the study of the antecedents and consequences model of the brand attachment in the form of CBR. In this study, consumer-brand relationships are divided into two kinds: communal and exchange ones. The statistical society totally consists of 864 students of the marketing in Tehran City. The available relationships in the model are separately examined by using the structural equations modelling (AMOS 5.0) within each group in order to test the model and hypothesis. The results of the research show that the variables including brand experience, brand love, commitment, trust, in the communal group play a more effective role than the others in producing the brand attachment, also the variables such as brand reliability, brand satisfaction in the exchange group are among the fundamental ones for developing the brand attachment. This study is the first attempt to identify the importance of relationships aspects in young adult consumer. The current study extends branding literature by shedding lights on the roles of communal/exchange relationships factors in brand management, which also help brand managers.

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