The importance of the brand and the special value of the brand in the current modern market
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Published:
Jun 10, 2022
Keywords:
Brand, brand value, customer loyalty, special brand value
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Abstract
The purpose of this research is to investigate the importance of brand equity, which was done using the descriptive-library method, and according to the current market environment, it was concluded that brands and brand equity are one of the most valuable assets of the organization that cause the product can remain in the customer's mind. The special value of the brand preserves the organization's customers and better respond to their needs, resulting in customer loyalty. It is worth mentioning that loyal customers act like strong marketers, which leads to adherence to the brand and organization.
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How to Cite
Chekani Azaran, S. (2022). The importance of the brand and the special value of the brand in the current modern market. JMDMA, 4(6), 19-25. Retrieved from http://jmdma.ir/index.php/JMDMA/article/view/52
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
References
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2) Nasim Bahari , " Investigation of the effective factors on the relationship between satisfaction and loyalty of customers of fast-food products (selected chain stores in Tehran) ." 1391. Master's thesis. Islamic Azad University Tehran Branch.
3) Ivan A. Guitart , Jorge Gonzalez, Stefan Stremersch . 2018. "International Journal of Research in Marketing ", Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity. Pp.xxx .
4) Mehyar Ebrahimi Turki, " Examining Brand Valuation Models ", 2011.
5) Mohammad Nazari, Sara Dodangeh and Parveen Afshar , " Evaluation of Brand Equity " ,Management and Accounting Studies Quarterly, Volume 3, Number 3, Fall 2016, Pages 249-239.
6) Panthea Foroudi _ Zhongqi Jin , , Suraksha Gupta, Mohammad M. Foroudi , Philip J. Kitchen. "Journal of Business Research”2018”, Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention, Published by Elsev .
7) Shahriar Azizi, Shahram Jamali Kapek, Morteza Rezaei . " Investigation of the relationship between the special value of the brand and the congruence of the personality of the brand and the customer " New Marketing Research Management, winter 2013 - number 7 (scientific-research), pages 61-78.
8) Alireza Matofi and Shima Sardarzadeh Majd, "Investigating the relationship between the perception of the performance of meaningful brand elements with brand image and awareness of Brand in branches of Mehr Economy Bank in Golestan province" 2nd International Conference on New Paradigms of Management - Innovation and Entrepreneurship - October 2015."Asia Pacific Management Review", Building. 2017
9) Hsueh-wen Chow, Guo-Jie Ling, Kuo - Ping Hwang.79-70 brand equity through industrial tourism, page "Journal of 2015
10) Marta Olivia Rovedder de Oliveira, Cleo Schmitt Silveira , Fernando Bins Luce 2568-2560 Business Research". Brand equity estimation model. Page "European Journal of Management and Business. 2016 Carmen Abri , Belén Rodriguez -Cánovas .