Volume 6, Issue 22 (Spring 2018)                   IUESA 2018, 6(22): 111-122 | Back to browse issues page


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1- Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran
2- Department of Media Management, Faculty of Management and Economics, Islamic Azad University, Science and Research Branch, Tehran, Iran , dr_aafarhangi@yahoo.com
3- Department of Social Communication Sciences, Faculty of Humanities and Communication, Islamic Azad University, Science and Research Branch, Tehran, Iran
4- , Department of Measurement and Evaluation, Faculty of Psychology and Educational Sciences, Allameh Tabataba'i University, Tehran, Iran
5- Department of Cultural Studies and Media, Faculty of Communication Sciences and Media Studies, Islamic Azad University, Central Tehran Branch, Tehran, Iran
Abstract:   (2110 Views)
In this research, the branding of newspapers in metropolises was investigated. The newspapers use different methods to attract their audience, and thus branding can play a significant role for newspapers in attracting customers. Branding leads to better communication between customers and the press. Providing correct information and branding have led to brand associations. In this research, customer satisfaction has also been used to branding. The research method is descriptive-correlational, and the statistical population is the customers of the economic newspapers. 318 people were selected as the sample. A researcher-made questionnaire was used to collect data. To analyze the data, Pearson correlation coefficient and linear regression were used. The results showed that there was a positive and significant correlation between brand awareness, brand loyalty and perceived quality of brand with customer satisfaction, but there was not a significant relationship between the association of the brand of economic newspapers and customer satisfaction. Linear regression results also showed that brand loyalty had a larger share in predicting customer satisfaction. 
Full-Text [PDF 587 kb]   (810 Downloads)    
Type of Study: Research | Subject: Special
Received: 2017/09/25 | Accepted: 2018/01/10 | Published: 2018/05/27