Like interactions between human to human, in which personality attraction and fitness lead to positive moral effects in the addressee, the relationship between human traits and brand personality is in line with the same rule. Personality attraction of a brand in consumer’s mind causes customer's internal affection and trust that ultimately bring about brand satisfaction. Endurance of this satisfaction creates a kind of loyalty which is the aim of customer-based companies. Not many researches have been done integrative on this field. Therefore, the current research, a kind of descriptive survey, has used Structural Equation Modeling to investigate the effect of brand personality variable on four efficient variables in 385 customers of Maskan Bank. These variables include brand trust, loyalty and satisfaction which this research has proven the effect of brand personality on brand trust and affection but surprisingly, no sensible relationship between brand personality and two variables of satisfaction and loyalty was found.

http://www.isca.in/rjrs/archive/v3/i7/20.ISCA-RJRS-2013-735.pdf

Assessing the Role of Brand Personality on Trust, Affection, Loyalty and Customer Satisfaction in Governmental Organization: (Case of Study: Maskan Bank)

In recent years, numerous studies have been done about branding and identifying constituent components of products brand equity. While, a few research can be found that the scope of their activities are related to tourism destinations brand. Strong brand of a regional tourism creates an identity for it. Greater value will achieve due to destination name, if formed identity in mind of tourists associate with more positive. Therefore, in this research, the relationship between the indicators of brand equity (including: brand awareness, brand Image, perceived quality, and brand loyalty) in point view of Konecnik and Gartner, attraction of tourist and tourism loyalty was measured. The questionnaires were distributed among 384 tourists in the province of Guilan. Path analysis and confirmatory factor analysis (CFA) method were used to test data and model of research. The results showed that attraction of tourist and brand Image have the greatest effect on tourism loyalty.

http://www.isca.in/rjrs/archive/v3/i10/6.ISCA-RJRS-2013-874.pdf

An empirical investigation to effects of brand equity indicators on tourist attraction to create tourism loyalty in order to develop tourism industry of Guilan province.

Complaints are now considered as an essential part of the health care system to improve health standards. Client satisfaction is evaluated in the world's most prestigious centers. Our aim in this research is to observe the type of encounter of costumers to Milad Hospital complaints unit and to study its relation to age, sex, and social class, awareness of patient's right charter and cause of visit variables. This is considered as a quantitative, applied and transverse study. The research method and data collection techniques of observation are systematic and structured. Statistical population is the whole clients to complaint unit of Milad Hospital. 400 persons were observed out of random sampling in 2012. The research results indicate that there is a significant relation between type of encounter and all independent variables. Logistic Regression shows that social class, awareness of patient's rights, and cause of visit can explain 0.69 variation of dependent variable. In addition, social class is the most powerful predictor in this research. The results can be carefully generalized to large populations.

http://www.isca.in/rjrs/archive/v3/i12/6.ISCA-RJRS-2013-967.pdf

Study of Effective Factors on the Type of the Actors' Encounter while Planning to Sue: Case study of Tehran Milad Hospital Complaints Unit

This study aims to represent a math model for identifying effective factors in brand identity in banking. This survey is of descriptive/analytic type with applied goals. Statistical population of this study included all the customers of the banks in East Azerbaijan. Using stepwise cluster sampling, a sample size of 385 people was achieved via Cochran formula. To test the hypotheses, independent t-test, variance analysis, and stepwise linear regression were used. The results showed that effective factors in brand identity include communicative capabilities, meaningfulness, development and expansion, conformity and creativity, and positive mental imagery. The findings of this paper can be used for evaluating brand identity in banking.

http://isca.in/rjrs/archive/v2/i4/6.ISCA-RJRS-2013-007.pdf

Mirzaei Hossein

Papers

Model for Identifying Effective Factors in Brand Identity in Banking