|عنوان فارسی مقاله:||بررسی نقش تبلیغات و ترویج فروش در ایجاد ارزش ویژه برند|
|عنوان انگلیسی مقاله:||The Role of advertising and sales promotion about creating brand equity|
|رشته های مرتبط:||مدیریت، علوم اقتصادی، مدیریت بازرگانی، بازاریابی، مدیریت کسب و کار، توسعه اقتصادی و برنامه ریزی|
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One of the most valuable assets of any company is its brand value brand the minds of consumers, the Company can earn a shade more benefits to the consumers that the value of the company’s assets and maintains customer loyalty will follow. Brand promise that the producer to the consumer and requires companies to be honest about the products and services it offers. In today’s competitive world that our goods are not physically distinguish a reputable brand can provide a significant competitive advantage. In this situation, if we can take advantage of the reputation of the brand in the best way we can gain customer loyalty that determines, in the long run is to attract them. Nowadays, customer loyalty, is the key to commercial success. Increasing customer loyalty share and business profitability rises. Market understanding and adopting appropriate strategies for loyal customers and planning their loyalty rate increase creates long-term benefits for businesses. It seems that one of the factors that affect customer loyalty and brand reputation are its benefits the effect of these items into consideration us. According to the survey of 302 consumers of the Government of Canada did Shows that the brand creates a competitive advantage. Name and sign Commercial sign Quality and Promise to Buyer such as special designs that consumers to buy services and products name and encourage brand. It can be said that despite a decade of research still to understand the validity of brand loyalty that leads to the need for further research.
In recent years, research has been done on identifying factors that may influence the customer satisfaction and loyalty is expanded. In most cases, customer loyalty is critical to the success of business organizations because they usually attract new customers, retain existing customers is more expensive than in most of the research done by many The authors suggested to loyal customers as a competitive asset to be preserved. Many marketing researchers the critical role of effective interpersonal between customer and vendor in customer satisfaction, create favorable attitudes to the brand and strengthen the bond between customer and brand loyalty emphasize that the key to commercial success .Customers considered loyal important to have an increase in customer loyalty , profit increases to the rate of costs is called loyalty. Richard Oliver, the definition of loyalty in this way has raised “strong commitment to repurchase loyalty to a superior product or service referred to in the future, to potential competitors and bought the same brand or product marketing efforts despite the Dead Research on customer loyalty in the final product brand loyalty purpose company that has the product with the mark commercial special is, priority or prefer to buying a special marking on a product display stands, by the customer, is brand loyalty. Customers in the beginning, a buy special examinations of the product trademark and satisfaction after buying it and continue to repeat the same trademark or brand to be willing, because it’s familiar and reliable are the product. Brand loyalty means repeat purchase is the reason for this behavior is the psychological processes. In other words, repeat purchase is merely a response is not optional but a result of the psychological, emotional and norm. Oliver (1999), loyalty and deep commitment to repurchase or supporting a favorite product or service, that despite situational influences and marketing efforts of competitors, thereby the brand of products to be defined in the future. keler (1998) states that in the past often simply brand loyalty through repeat purchase behavior, while customer loyalty is measured rather than a simple purchase behaviors can be widely Terry considered. Behavioral loyalty and attitudinal loyalty brand loyalty is composed of two parts. Despite their importance, company consultants Individuals with regard to advertising and sales promotion for brand equity is not clear or the same brand and researchers need to experience and explore the highlights beyond the impact of this variable. So this study suggest the need for it would be. Another way to understand the customer-centric brand value brand equity is the interaction between different dimensions. In general, researchers have concluded that interactive communication between various dimensions of customer value-oriented brands there. However, a number of researchers have shown that they are more focused on orders or arrangements between brand dimensions. In this context, the aim of this paper is to highlight Based on the first two parts of the same show two specific managers in brand equity: advertising and sales promotion. In fact, the study found costs and advertising and how to spend their attitude about the ads. This study the effects of two types of sales promotion, including the promotion of the monetary and non-monetary examined. Secondly, Brands, discover relationships between aspects of transactions. According to the framework or structure Jowl et al in 2000 proposed a real research beyond the resources or facilities are brand equity. First, much of the research on brand equity realized and repeated propaganda effect that advertising spending money brands. In contrast, this study is also about promoting attitudes of nonmonetary indicators of analysis puts Although some researchers have concluded that the characteristics of advertising more than just advertising is about spending the features include attitudes about advertising that plays an important role in the growth of brand equity, brand equity that is characteristic of this research are unaware of this kind of attitude. Recent writings on this issue also focuses on the promotion of requiring two separate monetary and non-monetary promote to promote that. It is noteworthy that promotes academic research on non-monetary effects on brand equity is very low. Second, the article thus causal dimensions of brand equity puts are analyzed. Several studies a ranking of the importance of equity and thus offer the potential cause and effect. However, few studies have been conducted to test this is how the dimensions of brand equity associated discerning nose. However, the analysis of all the aspects of this study is to provide insight and perception beyond using the theory of brand equity can be increased. The paper concludes with a general discussion and summary on brand equity and marketing mix elements of these hypotheses follows begins now. Then part IV to explain and interpret the methodology rather than the model was analyzed. The next section shows the results and findings of this research. And finally conclude this article with the results, implications and limitations of this study ends.