06 اسفند 1402
مجيد اسماعيل پور

مجید اسماعیل پور

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازاریابی
تلفن: 07731222136
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
تأثیر اخلاق ادراک شده برند بر وفاداری برند از طریق متغیرهای میانجی تأثیر برند، اعتماد برند و شهرت برند
نوع پژوهش مقالات در همایش ها
کلیدواژه‌ها
brand loyalty, perceived brand ethics, brand trust, brand reputation, brand impact
پژوهشگران فخریه حمیدیان پور (نفر اول) ، مجید اسماعیل پور (نفر دوم) ، محمد رضا کشاورز (نفر سوم)

چکیده

. Today, branding is a strategic requirement for organizations to create more value for customers and create competitive advantages. Stable helps. Creating a strong brand in the market is the main goal of many organizations. Because a strong brand can be loyal Increases customers when buying goods and services and helps them better understand intangibles. Perceived ethics Brand is one of the factors that increases brand loyalty. Perceived ethics The brand reflects the perceptions of customers of the ethical extent of acting An organization is to observe legal and social laws and norms and pay attention to social and moral responsibilities. Previous studies show They show that perceived brand ethics has a positive and significant effect on brand loyalty, brand impact, brand reputation and brand trust. Also brand impact They have a positive and significant effect on brand reputation and brand trust as well as brand reputation on brand trust.