Brand

Open Access Article

1 - The Impact of Perceived Value and Sense of Place on Tourist Loyalty (Case Study: Hamedan Province)
mostafa taheri

The objective of this paper is to analyze the factors that impact tourist loyalty from two perspectives: “perceived value” and “sense of place”. The study aims to answer the following questions: Are there any relations between the dimensions of perceived value and sense More

The objective of this paper is to analyze the factors that impact tourist loyalty from two perspectives: “perceived value” and “sense of place”. The study aims to answer the following questions: Are there any relations between the dimensions of perceived value and sense of place with loyalty to the destination brand? If so, to what extent are they correlated? Which dimensions play a more important role? Sample size was determined by using Cochran’s formula. A total of 384 questionnaires were randomly destributed between tourists in Hamedan Province during summer 2016. Given the Pearson correlation coefficients, the dimensions of perceived value (Functional, emotional, and social value) and sense of place (identity, dependence, and attachment) were found to be associated with tourist loyalty to destination brand. Standardized R2 was 45.9 and nearly 45 percent of the variation in tourist loyalty was explained by the model. Perceived Functional value and sense of dependence were the strongest predictors of loyalty, followed by perceived emotional value, social value, sense of attachment, and sense of identity, respectively. Manuscript profile

Open Access Article

2 - The Impact of Co-branding Elements on Customers’ Satisfaction and Loyalty in Chain Restaurants in Tehran
Jafar Ahangaran رضا اصلاني

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and More

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and improve the status of restaurant management in Iran. This research surveyed the impact of co-branding elements on customers’ satisfaction and loyalty in chain restaurants in Tehran. This is an applied research. Data are qualitative. Methods of data collection are documentary and survey. The statistical population was chain restaurants in Tehran. Data were collected through 268 questionnaires with convenience sampling. The Kolmogorov-Smirnov test, Pearson correlation coefficient, confirmatory factor analysis, and structural equation modeling have been used for data analysis. Research conceptual model evaluation has been done through partial least square path analysis with PLS software. The results indicated the impact of 3 elements of co-branding strategy on customers’ satisfaction and loyalty. The elements are “Price advantage, rewards-based advertising, and support services.” Co-branding can be an effective marketing strategy for restaurant managers to increase their customers’ satisfaction, and to make a better policy to achieve their goals. Manuscript profile

Open Access Article

3 - The Role of Social Responsibilities on Developing Brand Equity in Tourist Destinations: The case of Isfahan
فرزانه عبدالمحمدی

This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and v More

This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and visited Naqshe Jahan Square in summer 2017. Data-collection instrument was a researcher-developed questionnaire based on the literature and it included 40 closed questions. The validity and reliability of the questionnaire were examined and confirmed through content and construct validities, and Cronbach’s Alpha Coefficient. To analyze the data and to test the hypotheses, both SEM and path analysis were used in the SPSS and LISREL, respectively. The findings showed that social responsibilities in tourism destinations significantly affected brand through brand awareness; perceived value; perceived quality of tourism destination; the brand image of tourism destination; loyalty towards tourism destination. Manuscript profile

Open Access Article

4 - The Role of Brand Romance in Customer Loyalty in Hotel Industry: The case of five and four-star hotels in Mazandaran province
Amir Khazaei Pool Farhad Hanifi Vahid Reza Mirabi

Brand romance is an important construct in marketing. It refers to a potential mental state in response to the brand and is created based on a strong positive emotion, arousal, and the dominance of a brand in the subjective mind of the consumer. The aim of this study wa More

Brand romance is an important construct in marketing. It refers to a potential mental state in response to the brand and is created based on a strong positive emotion, arousal, and the dominance of a brand in the subjective mind of the consumer. The aim of this study was to test the effect of brand romance on the four types of customer loyalty, including cognitive, emotional, conative and behavioral loyalty. In the qualitative section, participants were customers who were selected using purposive sampling based on the saturation principle. In the quantitative section, the statistical population included the travelers of five and four-star hotels in Mazandaran province. Members of the statistical population were distributed based on the stratified sampling method. Classes were determined based on the number of hotel rooms. Collected data were tested using Smart PLS software. The results showed that brand romance had a positive and significant effect on the four types of loyalty in the hotel industry. The highest effect was on cognitive loyalty and the lowest was on behavioral loyalty. Manuscript profile

Open Access Article

5 - The Role of Social Responsibilities on Developing Brand Equity in Tourist Destinations: The case of Isfahan
Mohammad ghaffari amirreza konjkav monfared

This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and v More

This research investigated the effects of social responsibilities on brand equity in tourism destinations. This is an applied study and follows surveying in goal and method. The statistical population of this study included foreign tourists who traveled to Isfahan and visited Naqshe Jahan Square in summer 2017. Data-collection instrument was a researcher-developed questionnaire based on the literature and it included 40 closed questions. The validity and reliability of the questionnaire were examined and confirmed through content and construct validities, and Cronbach’s Alpha Coefficient. To analyze the data and to test the hypotheses, both SEM and path analysis were used in the SPSS and LISREL, respectively. The findings showed that social responsibilities in tourism destinations significantly affected brand through brand awareness; perceived value; perceived quality of tourism destination; the brand image of tourism destination; loyalty towards tourism destination. Manuscript profile

Open Access Article

6 - The Impact of the Brand Management System on Employees’ Brand Performance in Travel and Tourism Companies
Ardeshir Shiri Maryam Mesbahi Amin Hemmati

Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. More

Given the increasing level of competition among service companies, the role and the importance of intangible assets have increased. A brand is an intangible asset that is the most important factor in distinguishing a company and creating a competitive advantage for it. In the competitive environment of the tourism industry, maintaining and developing the market share result from the brand performance. Since the role of staff is significant in transferring the company’s brand contracts to customers (in service companies), this research tried to understand why the brand management system was important. It also tried to empirically investigate the effect of the brand management system on brand performance at the employee level, and the mediation effects of brand identity, brand commitment, and brand loyalty. The statistical population of this research included employees of travel and tourism companies in Tehran. To get a sample size, the study used available sampling and Cochran’s formula. This is an applied research, and data analysis is descriptive and correlational. To analyze the data of the questionnaire, the study used confirmatory factor analysis and structural equation model. The results showed that the brand management system had no direct effect on the brand performance at the employee level. However, the brand management system indirectly influenced brand performance through brand identity, brand commitment, and brand loyalty. Manuscript profile

Open Access Article

7 - The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir
narges ahanchian zahra nori

The perceived value of a brand is a basic concept for brand purchase and is considered as a valuable and necessary asset. Marketers need to identify the effective factors on brand purchase intention to promote their products and aim for improving the perceived value of More

The perceived value of a brand is a basic concept for brand purchase and is considered as a valuable and necessary asset. Marketers need to identify the effective factors on brand purchase intention to promote their products and aim for improving the perceived value of the brand. This study tried to test the concept in tourism and test the effect of the perceived value of tourists on purchase intention (candy) and brand image. The statistical population was all the tourists who visited the city of Bojnord. Based on Krejcie and Morgan sampling table, 384 tourists were selected randomly. A localized questionnaire was used to collect data. Using structural equation modeling and LISREL, the study investigated the conceptual model and the research hypotheses. The results showed that the perceived value of tourists had a positive and significant effect on the brand image and purchase intention toward the candy. Tourists’ mental image had also a positive and significant effect on the purchase intention. The results showed that the tourism marketers could increase the tendency of tourists to purchase Bojnord candy by improving the index of the perceived value of the candy and by making efforts to brand these local souvenirs, which could lead to developing the tourism industry. Manuscript profile

Open Access Article

8 - Effective Factors in Management Strategies for Sustainable Branding in Coastal Destinations (Case Study: Chabahar Coastal Zone)
seyed saeed hashemi abdolreza roknedin eftekhari

Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to i More

Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to identify the influential factors. This paper aimed to establish a sustainable branding management strategy for coastal tourism destinations by identifying influential factors. The resource-based theory was used besides the METASWOT technique to establish a sustainable branding management strategy in Chabahar coastal zone. This mixed descriptive-analytical study was conducted on a statistical population of 84 experts and tourists. It used tested indices of a sustainable brand. The resource-based approach in sustainable branding included a set of assets and abilities that were available and useful in identifying threats and opportunities while reacting to them. This set was considered based on the “valuability,” “scarcity,” “non-imitability,” “non-replaceability of resources,” and “internal capabilities.” Besides, Chabahar coastal zone was compared to Oman, Kish, and Qeshm to identify the competitive dimensions. Given the tendency of local people and government towards economic development in Chabahar and the results from other qualitative and quantitative studies, it can be suggested that Chabahar coastal zone had the capacities required for collaborative and community-centered management. Based on the results, the optimal management strategy for this zone was resource-based, collaborative, and community-centered. Manuscript profile

Open Access Article

9 - Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry
Ali Abedini hamid zare

Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees o More

Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees of such companies could be useful in employing top talents. In this regard, it could be argued that Job advertisements are the first contact zones where the job hunters may cross into, and that at this critical stage, employer branding could play a significant role in recruiting talents before other competitors do so, providing the companies with a sustained competitive advantage. The population of this applied-qualitative study comprised of all Iranian companies acting in tourism industry. As for collecting the required data, 177 relevant tourism job advertisements released in 12 different job hunting websites in autumn 2018 were identified and recorded. Then the content of the ads were coded via quantitative content analysis method and the frequency of each code was computed. The findings of the study indicated that work missions, company’s location, flextime, working hours, holidays, teleworking facilities, co-worker quality, work challenges, international mobility, company size, reputation of the company’s product or service, basic salary and bonuses, and welfare facilities were the items which normally appear in job advertisements published by tourism companies. Job seekers, therefore, mentally examine the messages they receive from various organizations and select the organization that best suits them. Tourism companies, thus, need to feature as much dimensions of their brands as possible in their job advertisements and internet-based recruitments so that they manage to recruit top talents. Manuscript profile

Open Access Article

10 - Exploring the Effects of Social Media Activities on Brand Resonance (Cognitive and Emotional) and loyalty of European Tourists Visiting Tehran
Yazdan Shirmohammadi زینب هاشمی باغی

Social media activities could, together with other managerial and service factors, substantially contribute to the development of tourism by attracting tourists through promoting the attractions, providing them with useful information on historical places, customs, cult More

Social media activities could, together with other managerial and service factors, substantially contribute to the development of tourism by attracting tourists through promoting the attractions, providing them with useful information on historical places, customs, cultural heritage, tourist attractions, and the historical and cultural potentials of the countries and regions they are supposed to visit. This descriptive survey study, therefore, sought to investigate the effect of social media advertisements, audience participation, and word-of-mouth advertising on European tourists’ brand resonance through the cognitive and emotional images as well as attitudinal and practical loyalties in social media. The population of the study comprised of the European tourists who visited Tehran from March to June 2019. The Cronbach’s alpha coefficient was used for the inferential analysis of the collected data, and KMO was applied to measure the internal consistency of the tool used. Moreover, Bartlett’s test was administered to confirm the sampling adequacy and the correctness of factors separation. The structural equation modeling method was also used for identifying the relationships among the variables. The results of the study indicated that social media advertisement, audience participation and brand awareness were effective on the cognitive image of the European tourists who visited Tehran, and that audience participation and word-of-mouth advertising affected their emotional image. It was also found that cognitive and emotional images would affect the attitudinal and practical loyalties which in turn would influence the brand resonance that could be helpful in attracting tourists provided that it is accompanied by well-defined plans in terms of creativity and innovation in advertising, knowing the audience, and choosing appropriate advertisements to be published in social media. Manuscript profile

Open Access Article

11 - The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry
Mohammad Bagher Fallahi Seyed Mohammad Tabataba'i-Nasab Mehdi Sabokro

The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of b More

The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of brand-oriented leadership on brand citizenship behaviour with mediating roles of employee-brand fit and brand commitment. This study is a descriptive-correlation one from research methodology perspective. The statistical population of this study includes 1005 employees of 5 star hotels of shiraz. The sample size was calculated 278 employees and they were selected through convenience method. In order to collect the research data, the standard questionnaire of brand-oriented leadership, employee-brand fit, brand commitment and brand citizenship behavior were used, that their validity has been checked through the content validity and construct validity. reliability has been checked through Cronbach's alpha and composite reliability. Data were analyzed through structural equation modeling with Amos and SPSS software. The results of the hypothesis test showed that brand-oriented leadership has direct effect on brand citizenship behavior, brand-oriented leadership has direct effect on employee-brand fit and brand-leading leadership has direct effect on brand commitment. Also, the results of this study showed that the brand-oriented leadership has an effect on brand citizenship behaviour with mediating roles of employee-brand fit and the brand commitment. Manuscript profile

Open Access Article

12 - The paradigmatic pattern of brand value creation for tourism destinations in Iran
manouchehr jahanian Mohammad aghaei elham vahedi

Given the position of the tourism industry in the world, the competition in attracting tourists among different destinations around the world has taken a close look. Today, everyone has realized that the industry operates like a fuel tank that is endless, and its revenu More

Given the position of the tourism industry in the world, the competition in attracting tourists among different destinations around the world has taken a close look. Today, everyone has realized that the industry operates like a fuel tank that is endless, and its revenue takes on an exponential form over time. Given that Iran is a country that has high tourism potentials, it is necessary to use this unlimited source as a value for sustainable growth and development due to brand value creation for a tourist destination makes one destination higher than the other in a competitive position and ultimately selected by tourists. In this study, at the first, the existing literature was examined, then with the interview technique, 18 experts were interviewed and data related to creating brand value of the destination was extracted. After that, using the Grand Theory method, the concepts were extracted and then categorized, which was finally designed as a Paradigmatic model. As a result, factors such as economic growth, sustainable destination development, attracting capital, recognition of global civilization mentioned as “the causal categories of destination brand value”, and categories such as destination identity design, advertising, planning and financing as “strategies” and categories such as ethnic diversity, weak laws, and Lack of modeling as “interfering in the implementation of strategies”. In the following, contextual factors for the implementation of strategies included the succession of managers, integrated management, public-private partnership. During this research, the consequences of creating the value of the destination brand include political, economic, social and cultural growth, tourism prosperity, sustainable development and other factors mentioned. Manuscript profile

Open Access Article

13 - Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM
amirreza konjkav monfared saeid saeida ardakani farzaneh zarabkhaneh

10.52547/journalitor.35995.11.22.25

Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of brand leadership on the brand citizenship behavior of the s More

Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of brand leadership on the brand citizenship behavior of the staff working in the hoteling industry of Isfahan City. The study is applied in terms of purpose and descriptive survey in terms of research method. The statistical population of the study comprised all Isfahan Hotels’ staff who were active from September to January 2020, from among whom 145 people were selected via a structural equation and convenience sampling. The required data were collected through the questionnaire, whose reliability and content validity was verified using Cronbach's alpha coefficient. Finally, the collected data were analyzed through the PLS software, considering non-normal distribution. The findings of the study suggested that brand leadership exerted a significant positive effect on brand passion, thereby making brand-supportive behaviors (adaptive, conscientious-oriented, and innovative behaviors) possible. Moreover, it was found that adaptive and innovative behaviors had a significant positive influence on brand citizenship behavior. However, the significant effect of brand innovative behaviors on brand citizenship behavior was not confirmed. Manuscript profile

Open Access Article

14 - An Analysis of Effective Factors in the Formation of Rural Tourism Brand in Kerman
Aliakbar Anabestani Marziyeh Pourjopari Ali Khodadadi

10.52547/journalitor.36040.9.17.0

The mental image of target places is the most important factor that helps tourists determine their tourism destination, the lack of which may result in limited visits by tourists. Thus, paying attention to the formation of tourism brand is of great importance. Among dif More

The mental image of target places is the most important factor that helps tourists determine their tourism destination, the lack of which may result in limited visits by tourists. Thus, paying attention to the formation of tourism brand is of great importance. Among different cities of Kerman Province, Kerman city is impoverished in terms of infrastructure, facilities, and tourism services. Therefore, this study aimed to investigate the influential factors (environmental, social, and economic) in the formation of the tourism brand in rural areas of Kerman city. The required data were collected through document analysis and questionnaires. To this end, the main and complementary factors were set within the framework of two questionnaires concerning the host community (52 persons) and a paired comparison with experts (24 persons). Fuzzy and MABAC hierarchical models were also used to weigh the main factors and rank the villages. The study found that the environmental factor had the highest weight with a coefficient of 0.676, and economic and social factors had the lowest weight with a coefficient of 0.213 and 0.111, respectively, indicating that enough attention has no been paid to economic and social factors in the field of tourism branding. This study's findings could help resolve the major weaknesses found in the city and reinforce its strengths concerning the tourism brand. Manuscript profile

Open Access Article

15 - Investigating the Effective Factors on the Architectural Management of Alborz Tourism Destinations
Shamsodin Nikmanesh shabnam zarjou meysam Agheli maryam pour kasmaei

10.52547/journalitor.36046.9.17.0

Tourism destinations are very significant in today's competitive market. Moreover, brand management and development have become increasingly important in the tourism industry, with most of the active companies in this field are trying to attract more tourists by creatin More

Tourism destinations are very significant in today's competitive market. Moreover, brand management and development have become increasingly important in the tourism industry, with most of the active companies in this field are trying to attract more tourists by creating a positive and favorable image of tourist destinations in tourists' minds through branding and brand architecture. This descriptive-survey study, therefore, set out to identify the influential factors in the management of the brand architecture of Alborz province's tourist destinations. The study's statistical population comprised of all experts and marketing managers of Alborz Cultural Heritage, Tourism and Handicrafts Organization, out of which 200 participants were selected as the sample size using Cochran's formula. The data collection instrument was a questionnaire. AMOS software was used to analyze the collected data. The study's findings showed that the status of brand architecture management in Alborz province was moderate. It was also found that other aspects of brand architecture, i.e., having a long-term vision, filling the gap between supply and demand, prioritizing customer segmentation, having a moderate status, and having an efficient tourism strategy, were poor. Manuscript profile

Open Access Article

16 - Developing a Model for the Destination’s Brand Identity Using Grounded Theory
hadi asghari Hamed Bakhshi Mozghan Azimihashemi Mohammad Hossein Imani khoshkho

10.52547/journalitor.36116.10.20.101

Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmen More

Establishing a brand identity for tourism destinations may help ease the problems caused by the intangibility of tourism products and increase the concerted efforts of tourism service providers, ensuring stability in markets and facilitating the process of market segmentation. Therefore, considering the necessity for more attention to the destination’s brand identity due to increased competition within the tourism industry, this qualitative study sought to develop a model for establishing a brand identity for Mashhad city using the grounded theory method. To this end, some twelve managers, professors, and researchers working in the field of brand and tourism in Mashhad were selected to participate in detailed semi-structured interviews using purposive sampling. Then, the collected data were analyzed through open, axial, and selective coding. The study’s findings indicated the positive role of personal factors such as awareness of the destination’s brand or the tourists’ behavioral intentions in developing the brand identity of tourist destinations, which in turn influence the relevant strategies. In other words, such factors help the official select appropriate distinct marketing or development strategies, bringing about a variety of outcomes, including socio-economic development. Moreover, it could be argued that the strategies are set on the grounds of participation development in which the destination’s brand identity is formed. However, intervening factors such as micro and macro environmental factors should also be taken into account in this regard. Manuscript profile

Open Access Article

17 - Examining the Role of a Community’s Social Media-based Destination Brand in Winning Tourists’ Hearts Towards Co-Creating Values and Visiting the Place
Zohreh Ali Esmaili Armin Goli

10.61186/journalitor.36134.11.23.155

This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who More

This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place. Manuscript profile

Open Access Article

18 - Investigating the Effect of Staff Self-Leadership on Internal Branding and Role Identity in Hotel Industry: A Case Study of 5-Star Hotels in (Mashhad)
Jamshid Najari Beydokhti Omid Behboodi

10.61186/journalitor.36248.11.23.257

The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels i More

The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels in Mashhad, out of whom 120 people were selected through the Morgan table using simple random sampling. The required data were collected via the standard Zhang and Zhou questionnaire (2021) whose face and construct validity were measured through expert approval and factor loads, respectively. Moreover, the reliability of the questionnaire was measured and confirmed using the Cronbach's alpha test. Finally, the collected data was analyzed via structural equation modeling. The findings of the study indicated the significant positive effect of self-leadership on brand knowledge, brand commitment, and brand citizenship behavior through factors such as the visualization of successful performance, self-goal-setting, self-talk, and self-aggrandizement. Furthermore, self-leadership factors also influence brand knowledge, brand commitment, and brand citizenship behavior through role identity. It could, therefore, be concluded that promoting self-leadership behaviors helps the internal growth of an organization’s brand and facilitates internal branding through role identity. Manuscript profile

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