During the past few years, there have been growing interests in developing tourism industry in developing tourism economy. This paper presents an empirical investigation to study the effects of different factors including brand awareness, quality perception, brand associate and brand loyalty on developing tourism economy. The proposed study was accomplished in city of Karaj located in province of Alborz, Iran. The study designed a questionnaire consist of 27 questions designed in Likert scale and distributed it among 400 randomly selected people who visited this city during the year of 2012. Using Spearman correlation, they study confirmed that there were some positive relationship between brand awareness and tourism economy (r=0.434, Sig.=0.02), a positive relationship between quality perception and tourism economy (r=0.198, Sig.=0.008), a positive relationship between brand associate and tourism economy (r=0.261, Sig.=0.000) and finally there was a positive and relationship between brand loyalty and tourism economy (r = 0.302, Sig. = 0.05). In addition, the implementation of stepwise regression model has indicated that brand awareness played essential role on tourism economy followed by brand loyalty and quality perception.

This paper presents a study to investigate the effects of perception and marketing expenditures as well as financial and non-financial promotions on brand equity. The proposed study of this paper prepares a questionnaire in Likert scale and distributes it among regular customers of three types of Shampoo in city of Tehran, Iran. The implementation of structural equation modeling for the proposed study of this paper has been accomplished based on LISREL software. The results of the survey on testing various hypotheses indicate that perception on marketing expenditure, financial as well as non-financial promotion and word of mouth advertisement influence positively on brand awareness and negatively on non-financial promotions (?=0.01). In addition, brand awareness influences positively on perception quality (?=0.01). Brand awareness as well as brand associate also influence on brand loyalty (?=0.01).

Green product management plays an important role in today & apos; s economy and people are increasing becoming more interested in green products. In this paper, we present an empirical study to measure the impact of customer perception, quality, environment concern and satisfaction on green customer loyalty. The study proposes two hypotheses, where the first hypothesis studies whether the quality of green product has direct impact on customer satisfaction and the second hypothesis examines whether quality of green product has direct impact on customer loyalty. The population of this paper includes all people who use paper-based drinking glass, napkin and packaging products and live in city of Tehran, Iran. Since not all people are involved in all parts of the city in such product, we have decided to select only those who are involved in using these kinds of products including hospitals, universities, etc. The sampling technique has distributed 300 questionnaires and gathered 283 good quality ones for analysis. The questionnaire consists of 19 questions in five different perspectives. The proposed study uses sequential equation modeling and the results have confirmed both hypotheses.

Social networks are online gathering places for people who would like to share their interests and activities. In this context, advertising through social networks is one of the most important topics in the field of marketing and brand that has been considered only in few studies. This study examines the impact of advertising on brand equity through social networks in the beverage industry (PepsiCo). This research study was to survey and collect data from the a standard questionnaire. PepsiCo brand, which is a well known beverage industry worldwide is selected for the proposed study of this paper. Thus, all customers of Pepsi products in city of Tehran are considered as statistical research community and a sample size of 385 people is selected for the proposed study. In order to analyze the data, we use structural equations method and certified factor analysis. The results of our survey indicate that advertisement on social networks has a positive impact in this industry. Based on the results of our survey, we realize that there are some positive relationship between social network advertisement and quality perception, brand loyalty, brand awareness and brand association when the level of significance is one percent.

There are many evidences to believe that customers select their products based on brand name. Products also maintain their own characteristics, which make them differentiable from others. In this paper, we present an empirical study to determine important factors influencing customers & apos; purchasing intend for cellular phones in capital city of Iran, Tehran. The proposed study of this paper designs a questionnaire consists of 16 questions and distribute them among 428 people. The results of the study show that there are some positive relationships between exclusive name and quality perception, between exclusive name and word of mouth advertisement, between quality perception and fidelity, between word of mouth advertisement and brand name and between brand name image and brand name.

In this paper, we present an empirical study to investigate the effects of different marketing efforts on brand equity in mobile industry. The proposed study of this paper distributes a questionnaire consists of 26 questions including loyalty, quality perception, awareness, exclusiveness, word of mouth advertisement, brand name image, advertisement, price, distribution and guarantee. A sample 428 people are selected in a city of Tehran/Iran and they are asked to reply questions on Likert based. The results show that there is a positive and meaningful relationship between marketing mix efforts and brand equity. In other words, more advertisements could help better market exposure, which means customers will have more awareness on market characteristics. Among all mixed efforts, guarantee influences more on brand equity, which means consumers care more on product services than other features. Finally, among different characteristics of brand equity, product exclusiveness plays an important role. In other words, people are interested in having exclusive product, which is different from others.