{"id":14746,"date":"2015-04-14T00:17:49","date_gmt":"2015-04-13T20:47:49","guid":{"rendered":"http:\/\/www.irantahgig.ir\/?p=14746"},"modified":"2015-04-14T00:17:49","modified_gmt":"2015-04-13T20:47:49","slug":"%d8%a7%d8%b1%d8%b2%db%8c%d8%a7%d8%a8%db%8c-%d8%a7%d8%b9%d8%aa%d8%a8%d8%a7%d8%b1-%d8%b3%d8%a7%d8%ae%d8%aa%d8%a7%d8%b1%d9%87%d8%a7%db%8c-%d8%a7%d8%b1%d8%b2%d8%b4-%d9%88%db%8c%da%98%d9%87-%d8%a8%d8%b1","status":"publish","type":"post","link":"http:\/\/www.irantahgig.ir\/?p=14746","title":{"rendered":"\u0627\u0631\u0632\u06cc\u0627\u0628\u06cc \u0627\u0639\u062a\u0628\u0627\u0631 \u0633\u0627\u062e\u062a\u0627\u0631\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f"},"content":{"rendered":"

Assessing the validity of brand equity constructs<\/span><\/p>\n

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

\u067e\u0627\u06cc\u06af\u0627\u0647: <\/strong>\u0627\u0644\u0632\u0648\u06cc\u0631<\/span><\/p>\n

\u0644\u06cc\u0646\u06a9 \u062f\u0627\u0646\u0644\u0648\u062f \u0627\u0635\u0644 \u0645\u0642\u0627\u0644\u0647<\/a><\/span><\/p>\n

\"OK\"<\/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

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

\u0646\u0627\u0645 \u0645\u062c\u0644\u0647:\u00a0<\/strong>Australasian Marketing Journal<\/span><\/span><\/p>\n

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

\u062a\u0639\u062f\u0627\u062f \u0635\u0641\u062d\u0627\u062a \u0627\u0646\u06af\u0644\u06cc\u0633\u06cc:<\/strong> \u06f6<\/span><\/p>\n

\u062a\u0639\u062f\u0627\u062f \u0635\u0641\u062d\u0627\u062a \u0641\u0627\u0631\u0633\u06cc:<\/strong> \u06f1\u06f4<\/span><\/p>\n

\u06a9\u062f:<\/strong> <\/strong>\u06f1\u06f0\u06f3\u06f2\u06f5<\/span><\/p>\n

\u0686\u06a9\u06cc\u062f\u0647 \u0641\u0627\u0631\u0633\u06cc<\/span><\/h3>\n

\u0627\u06cc\u0646 \u0645\u0642\u0627\u0644\u0647 \u0627\u0639\u062a\u0628\u0627\u0631 \u062f\u0627\u062e\u0644\u06cc \u0648 \u062e\u0627\u0631\u062c\u06cc \u0686\u0627\u0631\u0686\u0648\u0628 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0627\u0631\u062f\u0645 \u0648 \u0633\u0648\u06cc\u062a (\u06f1\u06f9\u06f9\u06f8) \u0631\u0627 \u0628\u0627 \u0627\u0633\u062a\u0641\u0627\u062f\u0647 \u0627\u0632 \u062f\u0648 \u0631\u0648\u06cc\u06a9\u0631\u062f \u0645\u062f\u0644 \u0633\u0627\u0632\u06cc \u0627\u0646\u062f\u0627\u0632\u0647\u200c\u06af\u06cc\u0631\u06cc \u06cc\u0639\u0646\u06cc \u0631\u0648\u0634 \u062c\u062f\u06cc\u062f \u0645\u0642\u06cc\u0627\u0633\u200c\u06af\u0630\u0627\u0631\u06cc \u0628\u0647\u062a\u0631\u06cc\u0646 – \u0628\u062f\u062a\u0631\u06cc\u0646 (BWS) (\u0641\u06cc\u0646 \u0648 \u0644\u0648\u0648\u06cc\u0631\u060c \u06f1\u06f9\u06f9\u06f2: \u0645\u0627\u0631\u0644\u06cc \u0648 \u0644\u0648\u0648\u06cc\u0631\u060c \u06f2\u06f0\u06f0\u06f5) \u0648 \u0631\u0648\u0634 \u0642\u062f\u06cc\u0645\u06cc\u200c\u062a\u0631 \u062a\u062d\u0644\u06cc\u0644 \u0639\u0627\u0645\u0644 \u062a\u0623\u06cc\u06cc\u062f\u06cc (CFA)\u060c \u0645\u06cc\u200c\u0622\u0632\u0645\u0627\u06cc\u062f. \u062f\u0627\u062f\u0647\u200c\u0647\u0627 \u0627\u0632 \u0628\u062e\u0634\u200c\u0647\u0627\u06cc \u062e\u062f\u0645\u0627\u062a \u0628\u0627\u0646\u06a9\u06cc \u0648 \u0645\u0648\u0628\u0627\u06cc\u0644 \u0627\u0633\u062a\u0631\u0627\u0644\u06cc\u0627 \u062c\u0645\u0639\u200c\u0622\u0648\u0631\u06cc \u0634\u062f\u0647\u200c\u0627\u0646\u062f. \u0645\u0627 \u0645\u062f\u0644\u200c\u0647\u0627\u06cc \u0627\u0646\u062f\u0627\u0632\u0647\u200c\u06af\u06cc\u0631\u06cc \u0628\u0647 \u062f\u0633\u062a \u0622\u0645\u062f\u0647 \u0627\u0632 BWS \u0628\u0647\u0628\u0648\u062f \u06cc\u0627\u0642\u062a\u0647 \u0645\u062f\u0644\u200c\u0647\u0627\u06cc \u0628\u0631\u067e\u0627\u06cc\u0647 CSA \u0627\u0632 \u0631\u062f\u0647\u200c\u0628\u0646\u062f\u06cc \u062f\u0627\u062f\u0647 \u062f\u0631 \u067e\u06cc\u0634\u200c\u0628\u06cc\u0646\u06cc \u0627\u0646\u062a\u062e\u0627\u0628\u200c\u0647\u0627\u06cc \u0628\u06cc\u0627\u0646 \u0634\u062f\u0647 \u0648 \u0628\u0631\u0646\u062f \u0648\u0627\u0642\u0639\u06cc \u0631\u0627 \u06cc\u0627\u0641\u062a\u06cc\u0645. \u0646\u062a\u0627\u06cc\u062c \u0628\u0631 \u062f\u0627\u0646\u0634\u06af\u0627\u0647\u06cc\u0627\u0646 \u0648 \u062f\u0633\u062a \u0627\u0646\u062f\u0631\u06a9\u0627\u0631\u0627\u0646 \u062f\u0631 \u0627\u0646\u062f\u0627\u0632\u0647\u200c\u06af\u06cc\u0631\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f \u0648 \u0645\u062f\u06cc\u0631\u06cc\u062a \u062f\u0644\u0627\u0644\u062a \u062f\u0627\u0634\u062a. <\/span><\/p>\n

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

This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst scaling (BWS) method ( and ) and the more traditional confirmatory factor analysis (CFA) method. Data were collected from the Australian banking and mobile services sectors. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management<\/span><\/p>\n

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

Menictas, C., Wang, P. Z., & Louviere, J. J. (2012). Assessing the validity of brand equity constructs. Australasian Marketing Journal (AMJ), 20(1), 3-8.<\/span><\/p>\n

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

\"10002icon\"<\/a>\u0648\u06cc\u0698\u06af\u06cc\u200c\u0647\u0627\u06cc \u0645\u0642\u0627\u0644\u0647 \u0627\u0631\u0632\u06cc\u0627\u0628\u06cc \u0627\u0639\u062a\u0628\u0627\u0631 \u0633\u0627\u062e\u062a\u0627\u0631\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f<\/span><\/h1>\n

\u0645\u0642\u0627\u0644\u0647 “\u0627\u0631\u0632\u06cc\u0627\u0628\u06cc \u0627\u0639\u062a\u0628\u0627\u0631 \u0633\u0627\u062e\u062a\u0627\u0631\u0647\u0627\u06cc \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f” \u062f\u0631 \u0633\u0627\u0644 \u06f2\u06f0\u06f1\u06f2 \u062f\u0631 \u0645\u062c\u0644\u0647\u00a0Australasian Marketing Journal<\/span> \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\u0627\u0639\u062a\u0628\u0627\u0631 \u062f\u0627\u062e\u0644\u06cc \u0648 \u062e\u0627\u0631\u062c\u06cc \u0686\u0627\u0631\u0686\u0648\u0628 \u0627\u0631\u0632\u0634 \u0648\u06cc\u0698\u0647 \u0628\u0631\u0646\u062f\u060c\u00a0\u0645\u0642\u06cc\u0627\u0633\u200c\u06af\u0630\u0627\u0631\u06cc \u0628\u0647\u062a\u0631\u06cc\u0646 – \u0628\u062f\u062a\u0631\u06cc\u0646 (BWS) \u0648 \u0631\u0648\u0634 \u062a\u062d\u0644\u06cc\u0644 \u0639\u0627\u0645\u0644 \u062a\u0623\u06cc\u06cc\u062f\u06cc (CFA) \u0645\u0648\u0631\u062f \u0628\u062d\u062b \u0642\u0631\u0627\u0631 \u06af\u0631\u0641\u062a\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 \u06f7 \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

Assessing the validity of brand equity constructs \u062a\u0627\u0631\u06cc\u062e: \u06f2\u06f0\u06f1\u06f2 \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\/14746"}],"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=14746"}],"version-history":[{"count":4,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts\/14746\/revisions"}],"predecessor-version":[{"id":15430,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=\/wp\/v2\/posts\/14746\/revisions\/15430"}],"wp:attachment":[{"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=14746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=14746"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.irantahgig.ir\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=14746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}