Comparative study of the brand's prominence effect on purchase decision in Iranian and foreign home appliances with Grounded Theory Approach
Subject Areas : Jounal of Marketing ManagementNiousha Dehbini 1 , Mohammad Haghighi 2 , Abdolkhalegh Gholami 3
1 - PhD student of business management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
2 - Associate Professor, Department of Business Administration, Tehran University, Tehran, Iran
3 - Assistant Professor, Department of Public Administration, Yasuj Branch, Islamic Azad University, Yasuj, Iran
Keywords: home appliance, brand prominence, purchase decision,
Abstract :
Consumer behavior analysis, market conditions and corporate profits have been considered in recent years. Creating value for customers and helping them decide how to buy them is one of the important issues that matters in marketing science. The purpose of this research is to develop the conceptual model of decision making to purchase by explaining the role of brand prominence and identifying its dimensions with a combination (qualitative - quantitative) approach. Then a comparative study is conducted on Iranian and foreign home appliance brands. In the qualitative stage, the grounded theory method was used in modeling the data. Data were collected using a standard questionnaire derived from previous research and analyzed by Factor Analysis with SmartPLS3 software. 450 questionnaires were distributed randomly among customers of Iranian home appliance brands Snowa and LG. 396 questionnaires were analyzed for Snowa and 434 questionnaires for the LG. The results showed that brand quality, brand awareness, price and brand image have a significant effect on brand prominence. But brand association not significant effect on prominence. The results also showed a significant impact of brand quality, brand awareness, pricing and brand association on brand prominence of LG's home appliances, and showed that the brand image had no significant effect on the brand prominence. Also, the brand prominence has an impact on the purchase decision of LG and Snowa brand.
ابراهیم ازبری، م.، اکبری، م. و رفیعی رشت‌آبادی، ف. (1394). "نقش بازاریابی تجربی در تعهد به برند با میانجی‌گری اعتماد و وفاداری به برند"، دوره 7، ش 2، صص. 804-783.
اسفیدانی، م.ر. و محسنین، ش. (1393). "معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم افزارSmart PLS"، تهران: مهربان.
بابائی، م.ر.، مرادی، م. و جمشیدی، س. (1394). "سنجش تأثیر وفاداری مشتریان به برند بر خرید مجدد کالا (مطالعه موردی: محصولات آشپزخانه پلاستیکی پاتریس)"، چهارمین کنفرانس ملی مدیریت و حسابداری، تهران.
جلیلوند، م.ر.، ابراهیمی، ا. (1390). "تأثیر ارتباطات دهان به دهان بر خرید خودروهای داخلی (مطالعة موردی: خودروی سمند شرکت ایران خودرو)"، نشریة مدیریت بازرگانی، ش 3. صص. 70-57.
چیرانی، ا. و فردصبوری، م. (1390). "مقایسه قدرتمندی انواع برند داخلی و خارجی از دیدگاه مشتریان محصولات لوازم خانگی در استان گیلان"، مجله مدیریت بازرگانی. دوره 3، ش 8. صص. 60-41.
داوری، ع. و رضازاده، آ. (1393). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، تهران: انتشارات جهاد دانشگاهی.
سبزعلی‌یمقانی، ک. (1392). "مروری جامع بر ارزش ویژه برند، رویکردها و مدل های سنجش آن از دیدگاه مشتریان"، سال 5، ش 24، صص. 97-13.
شیرخدایی، م.، نجات، س.، اسفیدانی، م.ر. و شاهی، م. (1394). "بررسی تأثیر برجستگی برند بر وفاداری برند مقصد گردشگری"، مطالعات مدیریت گردشگری، ش. 32، صص. 129-111.
عزیزی، ش. و آژینی، ا.ر. ( 1391 ). "طنین برند: کاربرد هرم ارزش ویژه برند کلر در بانک صادرات ایران"، پژوهش‌های مدیریت عمومی، 17.
علامه، س.م. و نکته‌دان، ا. (1389) . بررسی تأثیر کیفیت خدمات بر وفاداری مشتری مطالعه موردی هتل‌های چهار ستاره و پنج ستاره اصفهان. مدیریت بازرگانی، صص 124-109.
محسنین، ش.، اسفیدانی، م.ر.، کرمی، م. و خواجه‌دهاقانی، ا. (1392). "بررسی سبک‌های تصمیم‌گیری مشتریان در خرید محصولات لوازم خانگی مورد مطالعه مشتریان شهر تهران،" مدیریت بازرگانی. دوره 5، ش 2، صص. 168-149.
محمدی، ج.، درزیان عزیزی، ع.، فاخر، ا. و کافی‌کنگ، ن. (1393). "بررسی تأثیر تطابق شخصیتی برند، کیفیت ادراک شده و وجهة برند بر وفاداری به برند،" دو فصلنامه علمی- پژوهشی دانشگاه شاهد سال بیست و یکم- دوره جدید شماره 3، صص. 48-37.
ملک اخلاق، ا.، اکبری، م. و آل طه، س.ح. (1395). "حمایت ورزشی و تأثیر آن بر دلبستگی به برند و وفاداری مشتریان: مطالعه تیم والیبال کاله"، مدیریت و توسعه ورزش. ش 65، صص. 84-65.
نوروزی، حسین، طیب‌زاده، م. و شجاع، ع. (1397). "بررسی نقش میانجی تبلیغات دهان‌به‌دهان الکترونیکی در رابطه میان ابعاد بازاریابی تجربی و قصد خرید مصرف‌کننده (مورد مطالعه: بازار اینترنتی تلفن همراه)"، راهبردهای بازرگانی-دانشور رفتار سابق، ۱۵ (۱۱) ، صص. 119-104 .
Aaker, D.A. (1991). “Managing Brand Equity: Capitalizaing on the Value of a Brand Name”, New York: Free Press.
Alba, J.W. & Chattopadhyay, A. (1986). “Salience effects in brand recall”, Journal ofMarketing Research, PP. 363-369.
Alba, J.W., & Hutchinson, J.W. (1987). “Dimensions of consumer expertise”, Journal of Consumer Research, PP. 411-454.
Alba, J. & Marmorstein, H. (1987). “The effects of frequency knowledge on consumer decision making”, Journal of Consumer Research, 14(1), PP. 14-25.
Augusto, M. & Torres, P. (2018). “Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity”, Journal of Retailing and Consumer Services, Volume 42, PP. 1-10.
Baldinger, A.A. & Rubinson, J. (1996). “Brand Loyalty: The link between attitude and behavior”, Journal of Advertising Research, 36(6), PP. 22-34.
Bao, Y., Zhou, K., Su, C. (2003). “Face consciousness and risk aversion: do they affect consumer decision-making?”, Psychol. Mark. 20(8), PP.733-755.
Battistoni, E., Fronzetti Colladon, A. & Mercorelli, G. (2013). “Prominent Determinants of Consumer-Based Brand Equity”, International Journal of Engineering Business Management Special Issue on Innovations in Fashion Industry. 5(25), PP. 1-8.
Bennett, R. & Rundle-Thiele, S. (2002). “A comparison of attitudinal loyalty measurement approaches”, Journal of Brand Management. 9(3), PP. 193-20.
Bhattacharya, D. & Saha, D. (2013). “Consumer involvement profile incorporating the moderating effects of brand loyalty and brand trust”, Asia Pacific Journal of Marketing and Management Review, 2 (2), PP. 23-45.
Brochado, A. & Oliveira, F. (2018). “Brand equity in the Portuguese vinho verde “green wine” market”. International Journal of Wine Business Research, Vol. 30 Issue: 1, pp. 2-18.
Broyles, S.A., Ross, R.H., Davis, D. & Leingpibul, T. (2011). “Customers' comparative loyalty to retail and manufacturer brands”, Journal of Product & Brand Management, 20(3), PP. 205-215.
Butcher, L., Phau, I. & Teah, M. (2016). “Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?”, Journal of Brand Management. 23(6), PP. 701-715.
Cheah, I., Phau, I., Chong, C. & Shimul, A.S. (2015). “Antecedents and outcomes of brand prominence on willingness to buy luxury brands”, Journal of Fashion Marketing and Management, 19(4), PP. 402-415.
Das, D. (2012). “An Empirical Study of Factors Influencing Buying Behavior of Youth Consumers towards Mobile Hand Sets: A Case Study in Coastal District of Odisha”, Asian Journal of Research in Business Economics and Management, 2(4), PP. 68-82.
Dawes, J., Mundt, K. & Sharp, B. (2009). “Consideration sets for financial services brands”, Journal of Financial Services Marketing, 14, PP. 190-202.
Eagly, A.H. & Chaiken, S. (1993). “The psychology of attitudes”, Fort Worth, TX: Harcourt, Brace, & Janovich. P. 794. Reviewed by Christopher Leone, University of North Florida.
Ehrenberg, A., Barnard, N. & Scriven, J. (1997). “Differentiation or salience”, Journal of Advertising Research, 37(6), PP. 7-14.
Erdogmus, I. & Büdeyri-Turan, I. (2012). “The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty”, Journal of Fashion Marketing and Management, 16(4), PP. 399-417.
Fazio, R., Chen, J.M., McDonel, E. & Sherman, S. (1982). “Attitude, accessibility, attitudebehavior consistency, and the strength of the object-evaluation association”, Journal of Experimental Social Psychology, 18, PP. 339-357.
Fishbein, M. & Ajzen, I. (1980). “Understanding attitudes and predicting social behavior:”, Prentice-Hall Englewood Cliffs, NJ.
Foroudi, P. (2018). “Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance”, International Journal of Hospitality Management.
Foroudi, P., Melewar, T.C., Gupta, S. (2014). “Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting”, Journal of Business Research. 67(11), PP. 2269-2281.
Foxall, G.R. (2002). “Consumer Behavior Analysis: Criticai Perspectives”, London and New York: Routledge.
Franzen, G. & Moriarty, S. (2009). “The Science and Art of Branding”, Armonk, NY: M.E. Sharpe, Inc.
Glaser, B.G. & Strauss, A.L. (1967). “The Discovery of Grounded Theory”, Chicago: Aldine.
Hanna, J.G. (1980). “A Typology of Consumer Needs”, Third Edition. Greenwich: JAI Press. PP. 83-104.
Hameed, Sh. & Kanwal, M. (2018). “Effect of Brand Loyalty on Purchase Intention in Cosmetics Industry”, Vol 5, No 1. PP. 25-35.
Han, Y.J., Nunes, J.C. & Drèze, X. (2010). “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Journal of Marketing, 74(4), PP.15-30.
Hao, X., Bao, D., Tong, Sh. & an, F. (2016). “Study on Brand Prominence and Brand Preference of Business Gifts”, ninth International Symposium on Computational Intelligence and Design. PP. 295-298.
Harrison, A.A. (1968). “Response competition, frequency, exploratory behavior, and liking”, Journal of Personality and Social Psychology, 9(4), PP. 363-368.
Hasher, L. & Zacks, R. (1984). “Automatic processing of fundamental information: The case of frequency occurrence”, American Psychologist, 39, PP. 1372-1388.
Huang, R. & Sarigollu, E. (2012). “How brand awareness relates to market outcome, brand equity, Advertising Research, 37(6), P. 7.
Iglesias, O., Markovic, S. & Rialp, J. (2018). “How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy”, Journal of Business Research.
Imber, J. & Toffler, B. (2000). “Dictionary of Marketing Terms”, 3: rd edition. Wireless Boulevard Hauppauge, New York: Barron’s Educational Series, Inc.
Jacoby, J. & Kyner, D.B. (1973). “Brand loyalty vs. repeat purchasing behavior”, Journal of Marketing research, 10(1), PP. 1-9.
Jensen, J.A. & Hansen, T. (2006). “An empirical examination of brand loyalty”, Journal of Product & Brand Management, 15(7), PP. 442-449.
Kapferer, J.N. (1997). “Strategic brand management”, London, Great Britain: Kogan Page.
Kayaman, R. & Arasli, H. (2007). “Customer based brand equity: evidence from the hotel industry”, Managing Service Quality: An International Journal, 17(1), PP. 92-109.
Keller, K.L. (1998). “Strategic brand management: building, measuring and managing brand equity”.
Keller, K.L. (2003). “Brand synthesis: The multidimensionality of brand knowledge”, Journal of Consumer Research, 29, PP. 595-600.
Keller, L.K. (1993). “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, 51(1), PP. 1-22.
Khan, Sh. & Rohi, S. (2013). “Investigating the factors affecting youth brand choice for mobile phones purchase – a study of private universities students of Peshawar”, Management & Marketing Challenges for the Knowledge Society. Vol. 8, No. 2, PP. 369-384.
Kim, M., Park, M. & Jeong, D. (2004). “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications Policy, 28, PP. 145-159.
Kim, S., Choe, J.Y. & Petrick, J.F. (2018). “The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival”, Journal of Destination Marketing & Management, Volume 9, PP. 320-329.
Kocoglu, C., Tengilimoglu, D., Ekiyor, A. & Guzel, A. (2015). “The Effects of Brand Loyalty on the Consumer Buying Behaviors: The Example of Perfume in the Province of Ankara”, International Journal of Humanities and Management Sciences. 3(5), PP. 318-323.
Kohli, C. & Thakor, M. (1997). “Branding consumer goods: Insights from theory and practice”, Journal of Consumer Marketing, 14, PP. 206-219.
Kotler, Ph. & Keller, K.L. (2012). “Marketing management, Edition, 14, illustrated”, Publisher, Pearson, 2012.
Krishnan, H.S. (1996). “Characteristics of memory associations: A consumer-based brand equity perspective”, International Journal of Research in Marketing, 13, PP. 389-405.
Kruger, L.M., Kühn, S.W., Petzer, D.J. & Mostert, P.G. (2013). “Investigating brand romance, brand attitude and brand loyalty in the cellphone industry”, ActaCommercii 13(1), PP. 1-10.
Lee, A. & Labroo, A. (2004). “The effect of conceptual and perceptual fluency on brand”.
Lin, N.P., Weng, C.M. & Hsieh, Y.C. (2003). “Relational bonds and customer's trust and commitment – a study on the moderating effects of web site usage”, The Service Industries Journal, 23(3), PP. 24-104.
Lutz, R.J. (1991). “The role of attitude theory in marketing. In Robertson, T.S. and Kassarjan, H.H”, (Eds), Handbook of Consumer Behavior, Prentice-Hall, Englewood Cliffs, NJ, 317-39.
Meyer, H. & Manika, D. (2017). “Consumer interpretation of brand prominence signals: insights for a broadened typology”, Journal of Consumer Marketing, 34(4), PP. 349-358.
Miller, R.S. (2012). “Making the First Move: Toward a Better Understanding of New Donor Decision within the Charity Sector”, A Thesis in Fulfillment of the Requirements for the Degree of Doctor of Philosophy. School of Marketing Australian School of Business.
Miller, S. & Berry, L. (1998). “Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness”, Journal of Advertising Research, P. 177.
Mitchell, A.A. & Olson, J.C. (1981). “Are product attribute beliefs the only mediator of advertising effects on brand attitude?”, Journal of Marketing Research, 18(3), PP. 318-332.
Mohammed, A. & Rashid, B. (2018). “A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry”, Kasetsart Journal of Social Sciences, Volume 39, Issue 2, PP. 358-364.
Moore, G. (2002). “Crossing the Chasm”, Harper Business Press, New York.
Moran, W. (1990). “Brand presence and the perceptual frame”, Journal of Advertising Research, 30, PP. 9-15.
Ndesangia, A.A. (2015). “Analysing the factors influencing brand loyalty among mobile phone users in Tanzania: a case study of muhimbili national hospital”, A desertation submitted in partial fulfilment for the requrements for the degree of master of business administration of the open university of Tanzania. 84.
Oliver, R.L. (1997). “Satisfaction: A behavioral perspective on the consumer”, New York: Irwin/McGraw-Hill.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, Journal of Marketing, 74(6). PP. 1-17.
Peter, J.P. & Olson, J.C. (2005). “Consumer behavior & Marketing Strategy”, New York: McGraw –Hill Companies, Inc.
Roehm, M., Pullins, E.B. & Roehm, H. (2002). “Designing loyalty-building programs for packaged goods brands”, Journal of Marketing Research, 39, PP. 202-213.
Romaniuk, J. (2013). “Modeling mental market share”, Journal of Business Research, 66(2), PP. 188‐195.
Romaniuk, J. & Nenycz‐Thiel, M. (2013). “Behavioral brand loyalty and consumer brand associations”, Journal of Business Research, 66(1), PP. 67‐72.
Romaniuk, J. & Sharp, B. (2003). “Brand salience and customer defection in subscription markets”, Journal of Marketing Management, 19, PP. 25-44.
Romaniuk, J. & Sharp, B. (2004). “Conceptualizing and measuring brand salience”, marketing theory, 4(4), P. 327.
Salzer-Mörling, M. & Strannegård, L. (2004). “Silence of the brands”, European Journal of Marketing, 38(1-2), PP. 224-238.
Sasirekha, K. & Sathish, A.S. (2017). “Understanding consumer's brand loyalty and purchase intention towards private label brands in grocery sector (non-food category) with special reference to Reliance fresh-Chennai”, Man, in India. 97. PP. 107-124.
Settle, Q.D. (2012). “Florida residents’ perceptions of the florida forest service brand”, a dissertation presented to the graduate school of the University of Florida in partial fulfillment of the requirements for the degree of doctor of philosophy university of Florida. 184.
Shimp, T.A. (2010). “Advertising, Promotion, and Other Aspects of Integrated Marketing Communications”, 8th Ed, Southwestern.
Siahtiri, V. & Lee, W. (2017). “How do materialists choose prominent brands in emerging markets?”, Journal of Retailing and Consumer Services, Online First, PP. 1-6.
Somogyi, S. & Gyau, A. (2012). “Conceptual model of price satisfaction and inter-firm relationship performance”, Journal of Business Market Management, vol 5, no 1, PP. 1-15.
Sumaedi, S. & Yarmen, M. (2015). “Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework”, The First International Symposium on Food and Agro-biodiversity Conducted by Indonesian Food Technologists Community. Procedia Food Science, 3, PP. 119-131.
Thomas, D. (2007). “Deluxe: How Luxury Lost Its Luster”, New York: The Penguin Press.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: Measuring the strength of consumers’ emotional attachments to brands”, Journal of consumer psychology, 15(1), PP. 77-91.
Thwaites, Z. & Graham, F. (2012). “Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers”, Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
Trembath, R., Romaniuk, J. & Lockshin, L. (2011). “Building the Destination Brand: An Empirical Comparison of Two Approaches”, Journal of Travel & Tourism Marketing, 28(8).
Vieceli, J. & Shaw, R.N. (2010). “Brand salience for fast-moving consumer goods: An empirically based model”, Journal of Marketing Management. 26 (13-14), PP. 1218-1238.
Wesley, S., LeHew, M. & Woodside, A. (2006). “Consumer decision-making styles and mall shopping behavior: building theory using exploratory data analysis and the comparative method”, J. Bus. Res. 59 (5), PP. 535-548.
Zheng, X., Cheung, C.M.K., Lee, M.K.O. & Liang, L. (2015). “Building brand loyalty through user engagement in online brand communities in social networking sites”, Information Technology and People, 28(1), PP. 90-106.
_||_ابراهیم ازبری، م.، اکبری، م. و رفیعی رشت‌آبادی، ف. (1394). "نقش بازاریابی تجربی در تعهد به برند با میانجی‌گری اعتماد و وفاداری به برند"، دوره 7، ش 2، صص. 804-783.
اسفیدانی، م.ر. و محسنین، ش. (1393). "معادلات ساختاری مبتنی بر رویکرد حداقل مربعات جزئی به کمک نرم افزارSmart PLS"، تهران: مهربان.
بابائی، م.ر.، مرادی، م. و جمشیدی، س. (1394). "سنجش تأثیر وفاداری مشتریان به برند بر خرید مجدد کالا (مطالعه موردی: محصولات آشپزخانه پلاستیکی پاتریس)"، چهارمین کنفرانس ملی مدیریت و حسابداری، تهران.
جلیلوند، م.ر.، ابراهیمی، ا. (1390). "تأثیر ارتباطات دهان به دهان بر خرید خودروهای داخلی (مطالعة موردی: خودروی سمند شرکت ایران خودرو)"، نشریة مدیریت بازرگانی، ش 3. صص. 70-57.
چیرانی، ا. و فردصبوری، م. (1390). "مقایسه قدرتمندی انواع برند داخلی و خارجی از دیدگاه مشتریان محصولات لوازم خانگی در استان گیلان"، مجله مدیریت بازرگانی. دوره 3، ش 8. صص. 60-41.
داوری، ع. و رضازاده، آ. (1393). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، تهران: انتشارات جهاد دانشگاهی.
سبزعلی‌یمقانی، ک. (1392). "مروری جامع بر ارزش ویژه برند، رویکردها و مدل های سنجش آن از دیدگاه مشتریان"، سال 5، ش 24، صص. 97-13.
شیرخدایی، م.، نجات، س.، اسفیدانی، م.ر. و شاهی، م. (1394). "بررسی تأثیر برجستگی برند بر وفاداری برند مقصد گردشگری"، مطالعات مدیریت گردشگری، ش. 32، صص. 129-111.
عزیزی، ش. و آژینی، ا.ر. ( 1391 ). "طنین برند: کاربرد هرم ارزش ویژه برند کلر در بانک صادرات ایران"، پژوهش‌های مدیریت عمومی، 17.
علامه، س.م. و نکته‌دان، ا. (1389) . بررسی تأثیر کیفیت خدمات بر وفاداری مشتری مطالعه موردی هتل‌های چهار ستاره و پنج ستاره اصفهان. مدیریت بازرگانی، صص 124-109.
محسنین، ش.، اسفیدانی، م.ر.، کرمی، م. و خواجه‌دهاقانی، ا. (1392). "بررسی سبک‌های تصمیم‌گیری مشتریان در خرید محصولات لوازم خانگی مورد مطالعه مشتریان شهر تهران،" مدیریت بازرگانی. دوره 5، ش 2، صص. 168-149.
محمدی، ج.، درزیان عزیزی، ع.، فاخر، ا. و کافی‌کنگ، ن. (1393). "بررسی تأثیر تطابق شخصیتی برند، کیفیت ادراک شده و وجهة برند بر وفاداری به برند،" دو فصلنامه علمی- پژوهشی دانشگاه شاهد سال بیست و یکم- دوره جدید شماره 3، صص. 48-37.
ملک اخلاق، ا.، اکبری، م. و آل طه، س.ح. (1395). "حمایت ورزشی و تأثیر آن بر دلبستگی به برند و وفاداری مشتریان: مطالعه تیم والیبال کاله"، مدیریت و توسعه ورزش. ش 65، صص. 84-65.
نوروزی، حسین، طیب‌زاده، م. و شجاع، ع. (1397). "بررسی نقش میانجی تبلیغات دهان‌به‌دهان الکترونیکی در رابطه میان ابعاد بازاریابی تجربی و قصد خرید مصرف‌کننده (مورد مطالعه: بازار اینترنتی تلفن همراه)"، راهبردهای بازرگانی-دانشور رفتار سابق، ۱۵ (۱۱) ، صص. 119-104 .
Aaker, D.A. (1991). “Managing Brand Equity: Capitalizaing on the Value of a Brand Name”, New York: Free Press.
Alba, J.W. & Chattopadhyay, A. (1986). “Salience effects in brand recall”, Journal ofMarketing Research, PP. 363-369.
Alba, J.W., & Hutchinson, J.W. (1987). “Dimensions of consumer expertise”, Journal of Consumer Research, PP. 411-454.
Alba, J. & Marmorstein, H. (1987). “The effects of frequency knowledge on consumer decision making”, Journal of Consumer Research, 14(1), PP. 14-25.
Augusto, M. & Torres, P. (2018). “Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity”, Journal of Retailing and Consumer Services, Volume 42, PP. 1-10.
Baldinger, A.A. & Rubinson, J. (1996). “Brand Loyalty: The link between attitude and behavior”, Journal of Advertising Research, 36(6), PP. 22-34.
Bao, Y., Zhou, K., Su, C. (2003). “Face consciousness and risk aversion: do they affect consumer decision-making?”, Psychol. Mark. 20(8), PP.733-755.
Battistoni, E., Fronzetti Colladon, A. & Mercorelli, G. (2013). “Prominent Determinants of Consumer-Based Brand Equity”, International Journal of Engineering Business Management Special Issue on Innovations in Fashion Industry. 5(25), PP. 1-8.
Bennett, R. & Rundle-Thiele, S. (2002). “A comparison of attitudinal loyalty measurement approaches”, Journal of Brand Management. 9(3), PP. 193-20.
Bhattacharya, D. & Saha, D. (2013). “Consumer involvement profile incorporating the moderating effects of brand loyalty and brand trust”, Asia Pacific Journal of Marketing and Management Review, 2 (2), PP. 23-45.
Brochado, A. & Oliveira, F. (2018). “Brand equity in the Portuguese vinho verde “green wine” market”. International Journal of Wine Business Research, Vol. 30 Issue: 1, pp. 2-18.
Broyles, S.A., Ross, R.H., Davis, D. & Leingpibul, T. (2011). “Customers' comparative loyalty to retail and manufacturer brands”, Journal of Product & Brand Management, 20(3), PP. 205-215.
Butcher, L., Phau, I. & Teah, M. (2016). “Brand prominence in luxury consumption: Will emotional value adjudicate our longing for status?”, Journal of Brand Management. 23(6), PP. 701-715.
Cheah, I., Phau, I., Chong, C. & Shimul, A.S. (2015). “Antecedents and outcomes of brand prominence on willingness to buy luxury brands”, Journal of Fashion Marketing and Management, 19(4), PP. 402-415.
Das, D. (2012). “An Empirical Study of Factors Influencing Buying Behavior of Youth Consumers towards Mobile Hand Sets: A Case Study in Coastal District of Odisha”, Asian Journal of Research in Business Economics and Management, 2(4), PP. 68-82.
Dawes, J., Mundt, K. & Sharp, B. (2009). “Consideration sets for financial services brands”, Journal of Financial Services Marketing, 14, PP. 190-202.
Eagly, A.H. & Chaiken, S. (1993). “The psychology of attitudes”, Fort Worth, TX: Harcourt, Brace, & Janovich. P. 794. Reviewed by Christopher Leone, University of North Florida.
Ehrenberg, A., Barnard, N. & Scriven, J. (1997). “Differentiation or salience”, Journal of Advertising Research, 37(6), PP. 7-14.
Erdogmus, I. & Büdeyri-Turan, I. (2012). “The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty”, Journal of Fashion Marketing and Management, 16(4), PP. 399-417.
Fazio, R., Chen, J.M., McDonel, E. & Sherman, S. (1982). “Attitude, accessibility, attitudebehavior consistency, and the strength of the object-evaluation association”, Journal of Experimental Social Psychology, 18, PP. 339-357.
Fishbein, M. & Ajzen, I. (1980). “Understanding attitudes and predicting social behavior:”, Prentice-Hall Englewood Cliffs, NJ.
Foroudi, P. (2018). “Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance”, International Journal of Hospitality Management.
Foroudi, P., Melewar, T.C., Gupta, S. (2014). “Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting”, Journal of Business Research. 67(11), PP. 2269-2281.
Foxall, G.R. (2002). “Consumer Behavior Analysis: Criticai Perspectives”, London and New York: Routledge.
Franzen, G. & Moriarty, S. (2009). “The Science and Art of Branding”, Armonk, NY: M.E. Sharpe, Inc.
Glaser, B.G. & Strauss, A.L. (1967). “The Discovery of Grounded Theory”, Chicago: Aldine.
Hanna, J.G. (1980). “A Typology of Consumer Needs”, Third Edition. Greenwich: JAI Press. PP. 83-104.
Hameed, Sh. & Kanwal, M. (2018). “Effect of Brand Loyalty on Purchase Intention in Cosmetics Industry”, Vol 5, No 1. PP. 25-35.
Han, Y.J., Nunes, J.C. & Drèze, X. (2010). “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Journal of Marketing, 74(4), PP.15-30.
Hao, X., Bao, D., Tong, Sh. & an, F. (2016). “Study on Brand Prominence and Brand Preference of Business Gifts”, ninth International Symposium on Computational Intelligence and Design. PP. 295-298.
Harrison, A.A. (1968). “Response competition, frequency, exploratory behavior, and liking”, Journal of Personality and Social Psychology, 9(4), PP. 363-368.
Hasher, L. & Zacks, R. (1984). “Automatic processing of fundamental information: The case of frequency occurrence”, American Psychologist, 39, PP. 1372-1388.
Huang, R. & Sarigollu, E. (2012). “How brand awareness relates to market outcome, brand equity, Advertising Research, 37(6), P. 7.
Iglesias, O., Markovic, S. & Rialp, J. (2018). “How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy”, Journal of Business Research.
Imber, J. & Toffler, B. (2000). “Dictionary of Marketing Terms”, 3: rd edition. Wireless Boulevard Hauppauge, New York: Barron’s Educational Series, Inc.
Jacoby, J. & Kyner, D.B. (1973). “Brand loyalty vs. repeat purchasing behavior”, Journal of Marketing research, 10(1), PP. 1-9.
Jensen, J.A. & Hansen, T. (2006). “An empirical examination of brand loyalty”, Journal of Product & Brand Management, 15(7), PP. 442-449.
Kapferer, J.N. (1997). “Strategic brand management”, London, Great Britain: Kogan Page.
Kayaman, R. & Arasli, H. (2007). “Customer based brand equity: evidence from the hotel industry”, Managing Service Quality: An International Journal, 17(1), PP. 92-109.
Keller, K.L. (1998). “Strategic brand management: building, measuring and managing brand equity”.
Keller, K.L. (2003). “Brand synthesis: The multidimensionality of brand knowledge”, Journal of Consumer Research, 29, PP. 595-600.
Keller, L.K. (1993). “Conceptualizing, Measuring and Managing Customer-Based Brand Equity”, Journal of Marketing, 51(1), PP. 1-22.
Khan, Sh. & Rohi, S. (2013). “Investigating the factors affecting youth brand choice for mobile phones purchase – a study of private universities students of Peshawar”, Management & Marketing Challenges for the Knowledge Society. Vol. 8, No. 2, PP. 369-384.
Kim, M., Park, M. & Jeong, D. (2004). “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications Policy, 28, PP. 145-159.
Kim, S., Choe, J.Y. & Petrick, J.F. (2018). “The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival”, Journal of Destination Marketing & Management, Volume 9, PP. 320-329.
Kocoglu, C., Tengilimoglu, D., Ekiyor, A. & Guzel, A. (2015). “The Effects of Brand Loyalty on the Consumer Buying Behaviors: The Example of Perfume in the Province of Ankara”, International Journal of Humanities and Management Sciences. 3(5), PP. 318-323.
Kohli, C. & Thakor, M. (1997). “Branding consumer goods: Insights from theory and practice”, Journal of Consumer Marketing, 14, PP. 206-219.
Kotler, Ph. & Keller, K.L. (2012). “Marketing management, Edition, 14, illustrated”, Publisher, Pearson, 2012.
Krishnan, H.S. (1996). “Characteristics of memory associations: A consumer-based brand equity perspective”, International Journal of Research in Marketing, 13, PP. 389-405.
Kruger, L.M., Kühn, S.W., Petzer, D.J. & Mostert, P.G. (2013). “Investigating brand romance, brand attitude and brand loyalty in the cellphone industry”, ActaCommercii 13(1), PP. 1-10.
Lee, A. & Labroo, A. (2004). “The effect of conceptual and perceptual fluency on brand”.
Lin, N.P., Weng, C.M. & Hsieh, Y.C. (2003). “Relational bonds and customer's trust and commitment – a study on the moderating effects of web site usage”, The Service Industries Journal, 23(3), PP. 24-104.
Lutz, R.J. (1991). “The role of attitude theory in marketing. In Robertson, T.S. and Kassarjan, H.H”, (Eds), Handbook of Consumer Behavior, Prentice-Hall, Englewood Cliffs, NJ, 317-39.
Meyer, H. & Manika, D. (2017). “Consumer interpretation of brand prominence signals: insights for a broadened typology”, Journal of Consumer Marketing, 34(4), PP. 349-358.
Miller, R.S. (2012). “Making the First Move: Toward a Better Understanding of New Donor Decision within the Charity Sector”, A Thesis in Fulfillment of the Requirements for the Degree of Doctor of Philosophy. School of Marketing Australian School of Business.
Miller, S. & Berry, L. (1998). “Brand Salience versus Brand Image: Two Theories of Advertising Effectiveness”, Journal of Advertising Research, P. 177.
Mitchell, A.A. & Olson, J.C. (1981). “Are product attribute beliefs the only mediator of advertising effects on brand attitude?”, Journal of Marketing Research, 18(3), PP. 318-332.
Mohammed, A. & Rashid, B. (2018). “A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry”, Kasetsart Journal of Social Sciences, Volume 39, Issue 2, PP. 358-364.
Moore, G. (2002). “Crossing the Chasm”, Harper Business Press, New York.
Moran, W. (1990). “Brand presence and the perceptual frame”, Journal of Advertising Research, 30, PP. 9-15.
Ndesangia, A.A. (2015). “Analysing the factors influencing brand loyalty among mobile phone users in Tanzania: a case study of muhimbili national hospital”, A desertation submitted in partial fulfilment for the requrements for the degree of master of business administration of the open university of Tanzania. 84.
Oliver, R.L. (1997). “Satisfaction: A behavioral perspective on the consumer”, New York: Irwin/McGraw-Hill.
Park, C.W., MacInnis, D.J., Priester, J., Eisingerich, A.B. & Iacobucci, D. (2010). “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, Journal of Marketing, 74(6). PP. 1-17.
Peter, J.P. & Olson, J.C. (2005). “Consumer behavior & Marketing Strategy”, New York: McGraw –Hill Companies, Inc.
Roehm, M., Pullins, E.B. & Roehm, H. (2002). “Designing loyalty-building programs for packaged goods brands”, Journal of Marketing Research, 39, PP. 202-213.
Romaniuk, J. (2013). “Modeling mental market share”, Journal of Business Research, 66(2), PP. 188‐195.
Romaniuk, J. & Nenycz‐Thiel, M. (2013). “Behavioral brand loyalty and consumer brand associations”, Journal of Business Research, 66(1), PP. 67‐72.
Romaniuk, J. & Sharp, B. (2003). “Brand salience and customer defection in subscription markets”, Journal of Marketing Management, 19, PP. 25-44.
Romaniuk, J. & Sharp, B. (2004). “Conceptualizing and measuring brand salience”, marketing theory, 4(4), P. 327.
Salzer-Mörling, M. & Strannegård, L. (2004). “Silence of the brands”, European Journal of Marketing, 38(1-2), PP. 224-238.
Sasirekha, K. & Sathish, A.S. (2017). “Understanding consumer's brand loyalty and purchase intention towards private label brands in grocery sector (non-food category) with special reference to Reliance fresh-Chennai”, Man, in India. 97. PP. 107-124.
Settle, Q.D. (2012). “Florida residents’ perceptions of the florida forest service brand”, a dissertation presented to the graduate school of the University of Florida in partial fulfillment of the requirements for the degree of doctor of philosophy university of Florida. 184.
Shimp, T.A. (2010). “Advertising, Promotion, and Other Aspects of Integrated Marketing Communications”, 8th Ed, Southwestern.
Siahtiri, V. & Lee, W. (2017). “How do materialists choose prominent brands in emerging markets?”, Journal of Retailing and Consumer Services, Online First, PP. 1-6.
Somogyi, S. & Gyau, A. (2012). “Conceptual model of price satisfaction and inter-firm relationship performance”, Journal of Business Market Management, vol 5, no 1, PP. 1-15.
Sumaedi, S. & Yarmen, M. (2015). “Measuring Perceived Service Quality of Fast Food Restaurant in Islamic Country: A Conceptual Framework”, The First International Symposium on Food and Agro-biodiversity Conducted by Indonesian Food Technologists Community. Procedia Food Science, 3, PP. 119-131.
Thomas, D. (2007). “Deluxe: How Luxury Lost Its Luster”, New York: The Penguin Press.
Thomson, M., MacInnis, D.J. & Park, C.W. (2005). “The ties that bind: Measuring the strength of consumers’ emotional attachments to brands”, Journal of consumer psychology, 15(1), PP. 77-91.
Thwaites, Z. & Graham, F. (2012). “Brand Prominence on Luxury Fashion Goods: The Preferences of Fashion Change Agents versus Fashion Followers”, Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
Trembath, R., Romaniuk, J. & Lockshin, L. (2011). “Building the Destination Brand: An Empirical Comparison of Two Approaches”, Journal of Travel & Tourism Marketing, 28(8).
Vieceli, J. & Shaw, R.N. (2010). “Brand salience for fast-moving consumer goods: An empirically based model”, Journal of Marketing Management. 26 (13-14), PP. 1218-1238.
Wesley, S., LeHew, M. & Woodside, A. (2006). “Consumer decision-making styles and mall shopping behavior: building theory using exploratory data analysis and the comparative method”, J. Bus. Res. 59 (5), PP. 535-548.
Zheng, X., Cheung, C.M.K., Lee, M.K.O. & Liang, L. (2015). “Building brand loyalty through user engagement in online brand communities in social networking sites”, Information Technology and People, 28(1), PP. 90-106.
