بررسی تاثیر آمیخته ترفیع فروش و نوآوری در محصول بر ارزش ویژه برند در شرکت مهراس کویر

Aaker, D. A., & Joachimsthaler, E. (2000). Brand Leadership: The Next Level of the Brand Revolution. Free Press. https://books.google.de/books/about/Brand_Leadership.html?id=cuvalAEACAAJ&redir_esc=y

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356. https://doi.org/10.2307/3151897

Abolhasanzadeh, S., Alizadeh Majd, A., & Afshar, P. (2021). Investigating the Impact of Centralized Distribution and Sales Promotion on Repurchase Intention and Word-of-Mouth Advertising, Considering the Mediating Role of Corporate Image and Consumer-Based Brand Equity in the Sela Ben Clothing Brand. In.

Al-Hawary, S. I. S., & Al-Fassed, K. J. (2022). The impact of social media marketing on building brand loyalty through customer engagement in Jordan. International Journal of Business Innovation and Research, 28(3), 365-387. https://doi.org/10.1504/IJBIR.2022.124126

Aminah, K., Hermawan, W., & Budiana, D. (2022). Product Purchasing Decisions as a Result of Product Innovation and Sales Promotion. Almana: Jurnal Manajemen Dan Bisnis, 6(1), 144-158. https://doi.org/10.36555/almana.v6i1.1821

Azmi, M., Shihab, M. S., Rustiana, D., & Lazirkha, D. P. (2022). The effect of advertising, sales promotion, and brand image on repurchasing intention (study on shopee users). Iaic Transactions on Sustainable Digital Innovation (Itsdi), 3(2), 76-85. https://doi.org/10.34306/itsdi.v3i2.527

Buil, I., & Martinez, E. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74. https://doi.org/10.1108/07363761311290849

Dehdar, A., & Zehtabchian, S. (2023). The Impact of Green Innovation on Brand Image and Brand Awareness (Case Study: Rock Chemical Company). 6th International Conference on Interdisciplinary Studies in Management and Engineering, https://en.civilica.com/doc/1620564/

Eshraghi, S., Delafrooz, N., Shahroudi, K., & Rahmati, Y. (2024). Interpretive Structural Modeling of Brand Performance with an Approach to Improving Financial Performance in Industrial Markets (Focusing on the Petrochemical Industry). Financial Economics, 18(66), 435-464. https://www.magiran.com/paper/2691190/interpretive-structural-modeling-of-brand-performance-with-an-approach-to-improve-financial-performance-in-industrial-markets-with-a-focus-on-the-petrochemical-industry?lang=en

Farzan Moghaddam, F., Norouzi Seyed Hosseini, R., & Mostahfazian, M. (2025). Designing a Brand Equity Creation Model for Private Sports Clubs (A Qualitative Approach). Applied Research in Sports Management. https://arsmb.journals.pnu.ac.ir/article_12026.html?lang=en

Gardner, M. J. (2022). Deal or no deal: sales promotion influence on consumer evaluation of deal value and brand attitude. Small Business Institute Journal, 18(2), 18-27. https://doi.org/10.53703/001c.68379

Infante, A., & Mardikaningsih, R. (2022). The Potential of social media as a Means of Online Business Promotion. Journal of Social Science Studies, 2(2), 45-49. https://doi.org/10.56348/jos3.v2i2.26

Keller, K. L. (2008). Building, Measuring, and Managing Brand Equity. Prentice Hall of India. https://books.google.de/books/about/Strategic_Brand_Management.html?id=lJaXQgAACAAJ&redir_esc=y

Movahed, A. B., Movahed, A. B., & Nozari, H. (2024). Opportunities and challenges of marketing 5.0. In Smart and Sustainable Interactive Marketing (pp. 1-21). https://doi.org/10.4018/979-8-3693-1339-8.ch001

Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96-116. https://doi.org/10.1108/APJBA-08-2021-0398

Olazo, D. B. (2023). Marketing competency, marketing innovation and sustainable competitive advantage of small and medium enterprises (SMEs): a mixed-method analysis. Asia Pacific Journal of Marketing and Logistics, 35(4), 890-907. https://doi.org/10.1108/APJML-01-2022-0050

Pakdel, R., Rastegar, A., & Bagheri Gharbollah, H. (2025). The Impact of Discount Strategies on Brand Equity in the Apparel Market from the Customer's Perspective. Business Management Explorations, 17(39). https://bar.yazd.ac.ir/article_3805.html

Rahmani, K., Safarzadeh, h., & Noorbakhsh, S. K. (2023). A Native Model of Brand Image in Manufacturing and Service Industries of Dairy Production Supplies. Business Management, 15(3), 602-621. https://jibm.ut.ac.ir/article_94475.html?lang=en

Roshanazadeh, Z., Kordnaeij, A., & Mansourimoayyed. (2025). The Impact of Brand Innovation on Brand Resonance with the Mediating Role of Brand Experience (Case Study: Pasargad Bank Customers in Tehran). Modern Marketing Research, 15(1), 1-24. https://nmrj.ui.ac.ir/article_29480_en.html?lang=fa

Salavatian, S., Ghanbari, S., Mohammadi, M., & Moemeni, S. (2021). Developing Aaker's Model for Evaluating News Agencies' Brand Equity and Identifying Factors Affecting Their Brand Equity. In (Vol. 32, pp. 127-149).

Seifollahi, N., & Ebrahimi Kharajoo, V. (2023). Analyzing the Role of Intellectual Capital on Brand Competitive Advantage with the Mediating Role of Innovation and Brand Value (Case Study: Marketing Managers in the Hospitality and Hotel Industry). Tourism and Development, 12(2), 141-163. https://www.itsairanj.ir/article_157250.html?lang=en

Shah-Abadi, A., & Heidari, Z. (2023). The Impact of Innovation Indicators on Brand Value in Selected Countries. Innovation and Value Creation, 23(12), 2-16. http://journalie.ir/en/Article/34460/FullText

Sharafi, V., & Tabaan, M. (2024). The Impact of University Brand Authenticity on Students' Tendency Toward University Sports: The Mediating Role of University Brand Equity. Research in Educational Sports. https://res.ssrc.ac.ir/article_4451.html?lang=en

Yao, Q., Zeng, S., Sheng, S., & Gong, S. (2021). Green innovation and brand equity: moderating effects of industrial institutions. Asia Pac J Manag, 38, 573-602. https://doi.org/10.1007/s10490-019-09664-2

Yoo, B., & Donthu, N. (2009). Developing and validating a multidimensional Consumer-Based brand equity scale. Journal of Business Research, 52, 1-14. https://doi.org/10.1016/S0148-2963(99)00098-3

Yusuf, A. (2021). The influence of product innovation and brand image on customer purchase decision on Oppo smartphone products in South Tangerang City. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 2(1), 472-481. https://doi.org/10.33258/birci.v4i1.1629