the image of a brand is the first word or image that is evoked in the mind of costumers immediately after hearing the brand name. the purpose of paying attention to the brand image is to ensure the proper mentality of consumers toward the brand. the components such as suitability, services, brand, variety, quality, and atmosphere form the brand image. the relationship between the brand image an...

The recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. The aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. Information on 400 customers of the Mashhad Tabarok Company was collected by a questionnai...

Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the cust...

Competition in the service industry is intense. To deliver value-added services, more companies are focusing on consumers as a powerful means of establishing firm performance through dialog, participation, and engagement. However, scant research has been conducted to examine whether customer value co-creation can boost brand equity, particularly among SMEs. To address these shortcomings in the ...

brand creates value for both customer and organization, but the main source of this value, is located in actual and potential customers’ mind. it is obvious that mentality creation cannot be controlled directly. this article aimed to illustrate the importance of branding in banks of iran and demonstrate the relation between images created from marketing activities and customers’ mentality, rela...