نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی کارشناسی ارشد مدیریت بازرگانی، موسسه آموزش عالی کاویان، مشهد، ایران
2 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران.
3 عضو هیات علمی، موسسه آموزش عالی کاویان، مشهد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Business, in recent decades, has been characterized by significant strength and growth and the ever-increasing use of information and communication. The growth of the banking sector can be attributed to the increased supply and differentiated services. This growth also assumes an increase in the number of customers and is experienced by companies with smart strategic choices. The purpose of this research is to examine the relationship between brand stability, brand personality and brand self-image with purchase intention and brand loyalty in Aindeh Bank in Mashhad. Statistical data processing was done at the descriptive level with SPSS and at the inferential level using structural equations and SmartPLS4 software. A descriptive-survey and applied research method and a sampling method are available, which have been collected from customers who have continuously had a financial relationship with Aydeh Bank over the past 10 years. The research tool was a standard questionnaire that was finalized after modification and opinion of experts and university professors. Checking the reliability and validity of the questionnaire was also measured and confirmed using Cronbach's alpha test, combined reliability and convergent and divergent validity. The findings of the research and the inferential test of the hypotheses showed that there is no relationship between the compatibility of the brand concept with the purchase intention. There is a relationship between brand concept compatibility, brand personality and brand self-image with brand loyalty. There is a relationship between brand personality and brand self-image with purchase intention.
کلیدواژهها [English]