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Title
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تأثير اخلاق ادراك شده برند بر وفاداري برند از طريق متغيرهاي ميانجي تأثير برند، اعتماد برند و شهرت برند
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Type
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Presentation
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Keywords
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brand loyalty, perceived brand ethics, brand trust, brand reputation, brand impact
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Abstract
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. 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.
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Researchers
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Fakhrieh Hamidianpour (First researcher) , Majid Esmaeilpour (Second researcher) ,
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