مجله مدیریت برند
سال سوم شماره 4 (پیاپی 8، زمستان 1395)

Brand passion is increasingly seen as the ultimate emotional connection between a consumer ýand a brand. Previous brand passion research is inadequate and the most of the studies consider the ýbrand passion as a one-dimension variable, but evidences of contention among these studies indicate that brand passion is not one-ýdimensional, but is rather a complex phenomenon that may include interrelated, yet distinct ýcomponents, resulting in different relationships with other variables. In this study, which based on ýSternberg theory of love and Swimberg study, a dual approach was applied to conceptualize brand ýpassion construct and harmonious brand passion and obsessive brand passion as two dimensions of it are considered. ýSince previous studies of brand passion have one-dimensional view to drivers of it, in the present study two views, namely consumer–brand link and ýconsumer–brand identity, were integrated to introduce antecedents of brand passion. According to these,ýthe research model was introduced and tested. The statistical results have confirmed the model. In regard of objective, the research is a practical one, and according to the method, is descriptive-survey. The statistical population of the study is students of Tehran universities and sampling method is simple random.ýThe model is tested by structural equations modeling, and statistical results of model and its fitness is verified. The results of consumer-brand identity view show that consumers who think brands have an effect onýincremental growth of their identity, experience an increase in obsessive or harmonious brand passion. The results of consumer–brand ýrelationship view show that brand identification have a greater effect on the obsessive brand ýpassion.

Since the experiential marketing is too new, and due to inadequate studies on it in Iran, this research was to study the impact of experiential marketing on customer experiential value, with the mediating role of brand personality on Ladan (a cooking oil brand) case. Successful companies are using experiential marketing to create unique and memorable experiences for customers and also apply brand personality strategies to shape their customer’s behavior in order to achieve competitive advantage and equity creation. Regarding an unlimited community (Ladan oil consumers) and considering 6% of boundary error, 286 questionnaires distributed among available consumers. SPSS and XLSTAT have been used for data analysis. The results show that the level of experiential marketing, brand personality and customer experiential value variables are above average in consumer minds and both experiential marketing and brand personality have positive impact on customer experiential value. It should also be noted that the experiential marketing has both, direct and indirect (through brand personality) effects on customer experiential value.

Because of the important role that employees play in organization success, organizations and particularly HR department develop strategies to retain these employees. One of these strategies is employer branding which affects employee engagement in addition to employee retention. Thus, investigating the effect of employer brand on employee retention with mediating roles of employee engagement and organizational citizenship behavior is the main purpose of this study. The Descriptive Survey Method is used in this research and the data are analyzed using structural equation modeling. All 233 employees of FANAP ICT Corporate are the statistical population of this research. Among them 146 employees are selected using simple random sampling as the statistical sample. Questionnaire is used as the research instrument. Collected data are analyzed using smart-PLS 2 software. Findings revealed that employer brand positively and significantly affects employee retention and employee engagement. The effect of employee engagement on employee retention and organizational citizenship behavior is also positive and significant. But organizational citizenship behavior found to be insignificantly related to employee retention. Moreover, it was revealed that only the mediating role of employee engagement in the relationship between employer brand and employee retention is approved.

In recent years, social media has become an indispensable part of people’s life, which has encouraged managers to benefit from it in marketing activities. Mobile Instant Messaging (MIM) applications like Telegram, WhatsApp and Viber, are popular social media among users. Since using any media in marketing requires a precise knowledge, in this paper, we have attempted to elicit attributes, consequences and ultimate values associated with MIM, by using Means-End Theory and its tool, namely Laddering Technique, which is a qualitative research method. The results of the research suggest that tranquility, hedonism, security, freedom, powerfulness, welfare, self-confidence and being energetic are among the values that explain the use of social media. At the final section, we provide some recommendations on how to use the MIM more effectively in marketing.

Today, measuring brand equity, especially in fast-moving consumer goods industry, is a great challenge for corporations. Although, there are several researches and articles on brand building and brand equity, few focused on system dynamics approach. The mainpurpose of the model is to identify, incorporate and simulate generally observed dynamics of customer based brand equity in fast-moving consumer goods. Therefore, in this research adynamic model is introduced and examined. The objective of the study is to present a simulation model, which introduce this evolution path. The model has mapped according to the Aaker brand equity concept and developed by system dynamics approach. Using computational dynamic models can create a new source of information, which can equally inform academics and managers about dynamic application of brand management. For this purpose, a model is developed that can be implemented comfortably and be used for conducting continuous scenarios simulations and characterizing brand equity through examining causal relations of variables.

The purpose of this study is to examine how the consumers’ relationship with a brand, influences brand evangelism, which represents an intense form of brand support behavior. This study investigates the influences of three consumer-brand relational constructs, brand trust and brand identification, on brand evangelism (purchase intentions, positive referrals, and oppositional brand referrals). Data collects through questionnaires from 350 students about their mobile phone brand. Collected data was analyzed regarding to the Structural Equation Modeling (SEM); in order to do which, the technique Partial List Squares (PLS) were used. Two hypotheses are disproved and ten hypotheses were confirmed. The findings reveal that consumer-brand relationships influence brand evangelism, albeit in different ways. Whereas brand identification and brand passion influences purchase intentions and oppositional brand referrals and brand intimacy influences positive on all three elements of brand evangelism. It was also found purchase intentions influences on Positive and oppositional brand referrals and positive brand referrals influences on oppositional brand referrals.