international journal of business management
Impact of Brand Awareness and Service Brand Identity on the Brand Performance with the Mediation of Brand Commitment
Ehsan Mohammadi Bajgiran, Fereshteh Sadeghi
Today, many organizations have been to believe that one of the most valuable capital of brand sense, its products and services. In addition, understanding how brands can take advantage of all the performance implications at the individual and organizational levels ranging from areas of interest in the brand management has been transformed. Therefore, the aim of this study was to understand the impact of brand identity and brand awareness to find services on the performance of the brand with the brand commitment to mediation. This study from the viewpoint of the objective applied, and the methods of data collection and descriptive work. Of the 460 employees between aria and 22 Bahman hospital in Mashhad, 215 people with simple random sampling method, complete the questionnaire. Analysis of the data with the help of structural equation modeling (SEM) and Amos software took place. The results certified mediator role of commitment to the brand in the impact of brand understanding and service brand identity on brand performance.