ژاله فتحی

Abstract

A relatively new concept has been formed in marketing today called customer engagement. Customer engagement, customer brand identification and brand reputation have been identified as a focus for marketing strategy and have been considered in marketing literature in maintaining competitive advantage. Original work in engagement theory shows that it can be the best way to cultivate a strong relationship between brand and customers. customer brand identificationis also recognized as an important tool for expanding successful advertising and branding strategies in a competitive marketing environment. In this research, ۲۰۰ questionnaires were filled online and face-to-face interviews with local and domestic tourists of Isfahan city. The reliability of the questionnaire was measured using    software and Cronbach's alpha coefficient was ۰.۹۶, which indicates the high reliability of the questionnaire. The research hypotheses were investigated using the fitting method of structural equation modeling based on the partial least squares approach and using    and Smart PLS۳ software. The findings of the research show that customer engagement with the brand has a positive and meaningful effect on customer brand identification, and also customer engagement with the brand on cognitive, emotional, and behavioral processing of customer brand identification and brand reputation positive and meaningful effect entertainment centers.

As a result, with the increase of customer engagement with the brand, it leads to an increase in customer brand identification, an increase in cognitive, emotional and behavioral processing in Isfahan tourism recreation centers, and with an increase in brand reputation, it leads to a decrease in the intensity of the relationship between customer engagement with the brand and customer brand identification.