Various issues and bottlenecks press stress on people more than ever and customer feels more inse... more Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. In the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams.The purpose of this research is investigate the relationship between Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference by different intensities affect...
In the recent years, the creation of the customer involvement with a brand has been considered as... more In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand...
Internet users have significantly increased worldwide in recent years. In the meantime, Iran, bet... more Internet users have significantly increased worldwide in recent years. In the meantime, Iran, between 2000 and 2007, Iran had the highest users’ growth rate in the world (internet world stats, 2009), which indicates the need for more attention to e-commerce in Iran. However, successful development of e-commerce, especially internet shopping, will be possible only if factors affecting customers’ web-based shopping are properly identified and used. This research has its objective identifying and prioritizing factors affecting internet shopping by Iranian customers. To this end, based on the results of the study of previous researches conducted in different countries, and taking into account Iran’s conditions, the operational model of the research was introduced. Having collected data using questionnaire, hypotheses were tested on a sample consisting of 400 Iranian customers using Spearman’s correlation test. Findings suggest that among factors affecting internet shopping of Iranian cu...
Various issues and bottlenecks press stress on people more than ever and customer feels more inse... more Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. In the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams.The purpose of this research is investigate the relationship between Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference by different intensities affect...
In the recent years, the creation of the customer involvement with a brand has been considered as... more In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to provide marketing strategies based on these perceptions and to provide long-term management of markets. First, and according to the review of literature, the research model was developed and tested. The research populations were from universities, shopping centers and customers who referred to brand agencies. The random sampling and questionnaire were used. The final model that we have developed and the results from the structural equation technique indicated that brand passion affects brand self-expression, self-brand integration and brand trust. On the other hand self-expression can affect brand...
Internet users have significantly increased worldwide in recent years. In the meantime, Iran, bet... more Internet users have significantly increased worldwide in recent years. In the meantime, Iran, between 2000 and 2007, Iran had the highest users’ growth rate in the world (internet world stats, 2009), which indicates the need for more attention to e-commerce in Iran. However, successful development of e-commerce, especially internet shopping, will be possible only if factors affecting customers’ web-based shopping are properly identified and used. This research has its objective identifying and prioritizing factors affecting internet shopping by Iranian customers. To this end, based on the results of the study of previous researches conducted in different countries, and taking into account Iran’s conditions, the operational model of the research was introduced. Having collected data using questionnaire, hypotheses were tested on a sample consisting of 400 Iranian customers using Spearman’s correlation test. Findings suggest that among factors affecting internet shopping of Iranian cu...
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Papers by hossein hajibabaei