{"id":12193,"date":"2015-03-17T11:28:28","date_gmt":"2015-03-17T07:58:28","guid":{"rendered":"http:\/\/www.irantahgig.ir\/?p=12193"},"modified":"2015-03-31T10:28:26","modified_gmt":"2015-03-31T06:58:26","slug":"%da%a9%db%8c%d9%81%db%8c%d8%aa-%d8%a8%d8%b1%d9%86%d8%af%d8%8c-%d9%88%d9%81%d8%a7%d8%af%d8%a7%d8%b1%db%8c-%d8%a8%d8%b1%d9%86%d8%af%d8%8c-%d8%b1%d8%b6%d8%a7%db%8c%d8%aa-%d9%85%d8%b4%d8%aa%d8%b1%db%8c","status":"publish","type":"post","link":"http:\/\/www.irantahgig.ir\/?p=12193","title":{"rendered":"\u06a9\u06cc\u0641\u06cc\u062a \u0628\u0631\u0646\u062f\u060c \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0631\u0646\u062f\u060c \u0631\u0636\u0627\u06cc\u062a \u0645\u0634\u062a\u0631\u06cc"},"content":{"rendered":"

Brand equity, brand loyalty and consumer satisfaction<\/span><\/p>\n

\u062a\u0627\u0631\u06cc\u062e:<\/strong> \u06f2\u06f0\u06f1\u06f1<\/span><\/p>\n

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\"OK\"<\/p>\n\t

\n\n\t\t\n\t\t
\n\t\t\t200,000 \u0631\u06cc\u0627\u0644 – \u067e\u0631\u062f\u0627\u062e\u062a \u0648 \u062f\u0627\u0646\u0644\u0648\u062f \u0645\u0642\u0627\u0644\u0647 \u0628\u0647 \u0647\u0645\u0631\u0627\u0647 \u062a\u0631\u062c\u0645\u0647<\/span> <\/span><\/a>\u0646\u0647\u0627\u06cc\u06cc \u06a9\u0631\u062f\u0646 \u062e\u0631\u06cc\u062f<\/a>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\u0645\u0648\u0631\u062f \u0628\u0647 \u0633\u0628\u062f \u062e\u0631\u06cc\u062f \u0627\u0636\u0627\u0641\u0647 \u0634\u062f\t\t\t\t\t<\/span>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t

<\/span><\/p>\n

\u0646\u0627\u0645 \u0645\u062c\u0644\u0647:\u00a0<\/strong>Annals of Tourism Research<\/span><\/span><\/p>\n

\u0642\u06cc\u0645\u062a:<\/strong> \u06f2\u06f0\u06f0,\u06f0\u06f0\u06f0 \u0631\u06cc\u0627\u0644<\/span><\/p>\n

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\u06a9\u062f:<\/strong> <\/strong>\u06f1\u06f0\u06f2\u06f0\u06f1<\/span><\/p>\n

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\u0686\u06a9\u06cc\u062f\u0647 \u0627\u0646\u06af\u0644\u06cc\u0633\u06cc<\/span><\/h3>\n

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity\u2014physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence\u2014are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction<\/span><\/p>\n

\u0645\u0634\u062e\u0635\u0627\u062a \u0627\u0633\u062a\u0646\u0627\u062f\u06cc<\/strong><\/span><\/h3>\n

Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009-1030<\/span><\/p>\n

\u062f\u0627\u0646\u0644\u0648\u062f \u0627\u0635\u0644 \u0645\u0642\u0627\u0644\u0647<\/span><\/h3>\n

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\n<\/span><\/h1>\n

\u0645\u0642\u0627\u0644\u0647 “\u06a9\u06cc\u0641\u06cc\u062a \u0628\u0631\u0646\u062f\u060c \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0628\u0631\u0646\u062f\u060c \u0631\u0636\u0627\u06cc\u062a \u0645\u0634\u062a\u0631\u06cc” \u062f\u0631 \u0633\u0627\u0644 \u06f2\u06f0\u06f1\u06f1 \u062f\u0631 \u0645\u062c\u0644\u0647\u00a0Annals of Tourism Research \u0686\u0627\u067e \u0634\u062f\u0647 \u0648 \u062f\u0631 \u067e\u0627\u06cc\u06af\u0627\u0647 \u0627\u0637\u0644\u0627\u0639\u0627\u062a\u06cc \u0627\u0644\u0632\u0648\u06cc\u0631 \u0646\u0645\u0627\u06cc\u0647 \u0634\u062f\u0647 \u0627\u0633\u062a. \u062f\u0631 \u0627\u06cc\u0646 \u0645\u0642\u0627\u0644\u0647\u00a0\u062a\u0627\u062b\u06cc\u0631\u0627\u062a \u0648\u0627\u0633\u0637\u0647\u200c\u0627\u06cc \u0631\u0636\u0627\u06cc\u062a \u0645\u0635\u0631\u0641 \u06a9\u0646\u0646\u062f\u0647 \u0628\u0631 \u0627\u0631\u062a\u0628\u0627\u0637 \u0645\u06cc\u0627\u0646 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0645\u0628\u062a\u0646\u06cc \u0628\u0631\u0645\u0635\u0631\u0641 \u06a9\u0646\u0646\u062f\u0647 \u0648 \u0648\u0641\u0627\u062f\u0627\u0631\u06cc \u0646\u0627\u0645 \u062a\u062c\u0627\u0631\u06cc \u062f\u0631 \u0635\u0646\u0639\u062a \u0647\u062a\u0644 \u0648 \u0631\u0633\u062a\u0648\u0631\u0627\u0646\u00a0\u0628\u0627 \u0627\u0633\u062a\u0641\u0627\u062f\u0647 \u0627\u0632 \u0631\u0648\u06cc\u06a9\u0631\u062f \u0645\u062f\u0644 \u0633\u0627\u0632\u06cc \u0645\u0639\u0627\u062f\u0644\u0627\u062a \u0633\u0627\u062e\u062a\u0627\u0631\u06cc \u0645\u0648\u0631\u062f \u0628\u0631\u0631\u0633\u06cc \u0648\u0627\u0642\u0639 \u0634\u062f\u0647 \u0627\u0633\u062a. \u0647\u0645\u0686\u0646\u06cc\u0646 \u0628\u0631\u0627\u0633\u0627\u0633 \u0627\u0637\u0644\u0627\u0639\u0627\u062a \u067e\u0627\u06cc\u06af\u0627\u0647 \u0627\u0637\u0644\u0627\u0639\u0627\u062a\u06cc \u06af\u0648\u06af\u0644 \u0627\u0633\u06a9\u0648\u0644\u0627\u0631 \u0627\u06cc\u0646 \u0645\u0642\u0627\u0644\u0647 \u06f1\u06f0\u06f4 \u0628\u0627\u0631 \u0645\u0648\u0631\u062f \u0627\u0633\u062a\u0646\u0627\u062f \u0642\u0631\u0627\u0631 \u06af\u0631\u0641\u062a\u0647 \u0627\u0633\u062a.<\/span><\/p>\n

\t\n\n\t\t\n\t\t

\n\t\t\t200,000 \u0631\u06cc\u0627\u0644 – \u067e\u0631\u062f\u0627\u062e\u062a \u0648 \u062f\u0627\u0646\u0644\u0648\u062f \u0645\u0642\u0627\u0644\u0647 \u0628\u0647 \u0647\u0645\u0631\u0627\u0647 \u062a\u0631\u062c\u0645\u0647<\/span> <\/span><\/a>\u0646\u0647\u0627\u06cc\u06cc \u06a9\u0631\u062f\u0646 \u062e\u0631\u06cc\u062f<\/a>\n\t\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\n\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t\u0645\u0648\u0631\u062f \u0628\u0647 \u0633\u0628\u062f \u062e\u0631\u06cc\u062f \u0627\u0636\u0627\u0641\u0647 \u0634\u062f\t\t\t\t\t<\/span>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t

Brand equity, brand loyalty and consumer satisfaction \u062a\u0627\u0631\u06cc\u062e: \u06f2\u06f0\u06f1\u06f1 \u067e\u0627\u06cc\u06af\u0627\u0647: \u0627\u0644\u0632\u0648\u06cc\u0631 \u0644\u06cc\u0646\u06a9 \u062f\u0627\u0646\u0644\u0648\u062f \u0627\u0635\u0644 \u0645\u0642\u0627\u0644\u0647<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[84,127,128,174,249],"tags":[],"_links":{"self":[{"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts\/12193"}],"collection":[{"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12193"}],"version-history":[{"count":4,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts\/12193\/revisions"}],"predecessor-version":[{"id":13490,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts\/12193\/revisions\/13490"}],"wp:attachment":[{"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12193"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12193"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12193"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}