نوع مقاله : مقاله پژوهشی
نویسنده
دانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد واحد شیراز. ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
The aim of this study was to evaluate the mediating role of electronic brand cognitive and emotional attitudes in the effect of electronic brand knowledge on the non-financial performance of electronic brand (Case study: Tehran Green Restaurants, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of green restaurants in Tehran. Assuming that the sample is unlimited, 384 customers of green restaurants in Tehran will be selected as the sample. Random sampling is simple. The results showed that knowledge of electronic brand of green restaurant customers has a positive effect on their perception of attitude towards electronic (cognitive) brand. Awareness of e-brand Customers who are in a green restaurant, has a positive effect on their perception of the attitude to the electronic brand (emotional). Electronic brand image Customers who use green restaurant have a positive effect on their perception of the attitude towards electronic (cognitive) brand. Electronic brand image of customers who use green restaurant has a positive effect on their perception of attitude towards electronic brand (emotional) has a perceived electronic brand attitude of green restaurant customers (cognitive) has a positive effect on their perception of customer satisfaction. Perceived e-brand attitude of green (cognitive) restaurant customers has a positive effect on their perception of loyalty to the e-brand. Electronic brand attitude (emotional) of green restaurant customers has a positive effect on their perception of customer satisfaction. Electronic brand attitude (emotional) of Green Restaurant customers has a positive effect on their perception of loyalty to the electronic brand. The e-brand attitude is an intermediary between e-brand knowledge and the non-financial performance of the e-brand.
کلیدواژهها [English]
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