Brand Loyalty

Thedifferent brand personality has a vital and important role in the success of a brand and customers with different personalities prefer brands which have a proportionate and consistent personality with their personality. The fitness and alignment of the consumer personality and brand personality will lead to brand loyalty. Therefore the present study is aimed to assess the relationship between consumer personality traits, brand personality and brand loyalty. This is a descriptive survey study and a questionnaire is used to collect the data. Analysis of the results indicates the validity and reliability of the used questionnaire. The population of the present study consists of the consumers of the mobile phones in Tehran. For data analysis, the SPSS and LISREL software packages are used .Research findings showed that the consumers' personality traits have significant effect on the brand personality; brand personality has significant effect on the brand loyalty, and ultimately consumers' personality traits have significant effect on the brand loyalty in the mobile phone industry. In other words, all of the hypotheses are confirmed.

The purpose of this study was to compare the brand communication dimensions in the clothing and footwear industry. This research was descriptive-correlational and its statistical population consisted of consumers of footwear and sports clothing in Iran. The statistical sample was estimated according to the Cochran formula. Finally, 379 questionnaires were used to analyse the data. The findings of this study showed that all the paths except for the effect of brand experience on satisfaction in both industries and the effect of experience on loyalty in the shoe industry was significant. The role of mediator of brand loyalty and satisfaction in all directions, except the path of brand experience to loyalty, has been confirmed in the sports shoes industry. Comparing the two proposed models, only trust path on brand satisfaction, had a significant difference between the sports shoes industry and the sports clothing industry.

The importance of brand equity is due to its strategic role in gaining a competitive advantage in the market. The purpose of this study was to assess the brand equity of Majid in comparison with Nike from the perspective of Iranian consumers. The research method was survey in terms of data collection and descriptive-correlation in terms of research method. The statistical population of this study was sport good consumers in the range of 18 to 45 years old. 384 sport good consumers completed an online questionnaire through random sampling. The reliability of the questionnaire was calculated based on Cronbach's alpha coefficient. Results of the Pearson correlation test revealed that there is a significant relationship between brand equity and its components in both brands. The results of the paired t-test, revealed that the Nike brand has higher brand equity than Majid brand according to the perspectives of Iranian consumers. Also, for the Iranian consumers, the quality of the brand is the most important element of brand equity.

Purpose :  E-tourism is the most cost-effective way to communicate with the target market and to publish information. It is also an easy way for customers to buy travel products. Recent advances in mobile communication technologies are leading the way for the next generation of travel commercial applications. Location-based services are among these facilities available on the mobile platform. These services use mobile tracking techniques to provide users with relevant information at the right time, based on their current location. This study investigates the LBSs value in tourism and their effect on destination brand equity components and tourist behavior. Method : The sample of the study totaled 210 visitors from Isfahan as one of the popular tourist cities in the world. The research hypotheses were analyzed using Smart-PLS3 software. Findings : The research findings revealed that LBSs have positive and significant effects on destination brand image, destination brand loyalty and WOM. Conclusion : As this paper is among the first studies investigating the positive effect of LBS on destination brand equity components and tourist behavior, the findings are beneficial for DMOs and their marketing managers. Due to their potential to create a unique travel experience as well as to personalize and tailor tourism services based on tourists' needs and personal preferences, LBS provide them with significant added value.