ارزش ادراک شده

List of Articles ارزش ادراک شده

Open Access Article
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1 - 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
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2 - Investigating the Influence of Medical Tourists’ Experience on Brand Loyalty in Tehran Medical Centers
Abolfazl Tajzadehnamin Mona Salimi amirreza tajzadeh namin

Medical tourism has considerably develo More

Medical tourism has considerably developed in recent years. Many patients travel to other countries to receive healthcare services. In this regard, medical tourists’ positive experiences of the services they receive make them loyal to the destination, being influenced by the prestige and reputation of the target destination and the patient’s perceived value of the healthcare centers’ brands. Therefore, as Tehran possesses the most advanced medical centers, including hospitals, clinics, and specialty clinics, this applied descriptive-correlational study sought to investigate the influence of medical tourists’ experience on destination loyalty, taking the intervening role of prestige and perceived value of the target medical centers’ brands into account. To this end, the required data were collected using a researcher-developed questionnaire. The population consisted of medical tourists who visited medical centers in District 1 of Tehran, out of whom 384 individuals were selected through convenience sampling. Finally, the collected data were analyzed via SPSS (Version 25) and Smart pls3 software using the Structural Equation Modeling. The study’s findings indicated that medical tourists’ experience exerted a positive significant influence on the destination’s prestige, perceived value, and loyalty. Moreover, it was found that the loyalty to the destination increased by an increase in medical tourists’ experience. Therefore, the prestige and perceived value of the destination’s medical centers must be greatly attended to. Manuscript profile

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List of Articles ارزش ادراک شده