Mendeley
TY  _  JOUR
ID  -  1401041638396
TI  -  Investigating the effect of sensory marketing strategy components on brand equity through mediating customer satisfaction and brand credibility (Case study: Islamic Republic of Iran TV programs)
JO  -  Modiriat-e- farda
JA  -  ES
LA  -  fa
SN  -  2228-6047
AU  -  Nemati Hesamedin
AU  -  سبحانی فرد یاسر
AU  -  Jafari Ali
AD  -  دانشگاه امام صادق علیه السلام
AD  -  
AD  -  دانشگاه امام صادق علیه السلام
Y1  -  2024
PY  -  2024
VL  -  74
IS  -  
SP  -  143
EP  -  166
KW  -  Sensory marketing
KW  -    brand equity
KW  -    audience satisfaction
KW  -    brand credibility
KW  -   Broadcasting.
DO  -  
N2  -  In this research, we are looking to investigate the effect of sensory marketing components on brand value by mediating audience satisfaction and brand credibility in the case of Islamic Republic of Iran TV programs. The scope of the research includes all the audiences of radio and television programs, according to Morgan's table, a sample size of 384 was obtained, and to ensure the questionnaire, 449 questionnaires were distributed among them in a simple random manner. The questionnaire of this research, based on related research, has a five-choice question designed on a Likert scale. Also, for data analysis, linear regression relationships were used in spss software and path analysis in pls software. The results showed that sensory marketing has a direct effect on brand credibility and also sensory marketing has a direct effect on audience satisfaction. In addition, the mediating variable of brand credibility has a direct relationship with brand equity, and also the mediating variable of customer satisfaction has a direct relationship with brand equity, and therefore, considering the establishment of four conditions between customer satisfaction and brand credibility in the relationship between sensory marketing and brand equity, It has a mediating effect. This research, which has been conducted for the first time on radio programs, seeks to investigate whether the components of the sensory marketing strategy have an effect on the special value of the brand through the mediation of customer satisfaction and brand credibility in the radio programs of the Islamic Republic of Iran.
UR  - rimag.ir/en/Article/38396
L1  - rimag.ir/en/Article/Download/38396
ER  -  
