مجله مدیریت برند
سال دوم شماره 1 (پیاپی 3، پاییز 1394)

Competitive advantage and long-term presence in the marketplace require a strong image. This image can be obtained by strong managers and organizational relationships. This research uses a relational view of competitive advantage and analyzes the effect of intangible resources such as relationships and organizational dimensions of brand on competitive advantage. The analysis level of the research is the corporation, so a questionnaire was distributed among 500 companies in the 13th Construction Industry International Fair. Content and components validity were measured by different methods. The reliability of questionnaire was confirmed by Cronbach's alpha and was 0/82. The results suggest that organizational relations have a greater impact on brand image rather than managers relations. Corporate image has a Substantial impact on corporate reputation especially on professionalism. Credibility has a high impact on competitive advantage, especially on the strategic flexibility of the organization.Renowned for the professionalism can be seen more important than the trustworthiness in obtaining a competitive advantage.The findings urge more managerial focus on quality of managers’ relations and quantity of organizational networks to provide a better image and pay attention to technical, the political and economic environment of the industry for grasping an advantage.

This research is trying to identify the most effective factors affecting purchase experience of counterfeit and genuine products of luxury brands and explores the role of such experiences on consumers repurchase intent. The research is a surveying-descriptive type and the statistical population of research consists of all students of Allameh Tabatabai University. In order to analyze data, structural equation model (SEM), confirmative functional analysis (CFA), one way analysis of variance (ANOVA), T test with two independent samples and Feridman Test have been employed. Findings have shown that price, value and availability variables have significant effect on counterfeit products purchase experience; and quality and prestige have significant effect on original products purchase experience. Moreover, counterfeit products purchase experience has positive effect on counterfeit products repurchase intention and negative effect on genuine products repurchase intention; and genuine products purchase experience has negative effect on counterfeit products repurchase intention and positive effect on genuine products repurchase intention.

This study aims to investigate key antecedents and consequences of the brand love mobile phone buyers. In this article, keeping in mind the importance of consumer relation with brand, we have examined antecedents and consequences of brand love. The population of the study includes mobile phone buyers of Apple, Samsung, Sony, Nokia, HTC, LG, LG DIMO and GLX brands in Tehran and is based on a random sample with 379 members. A questionnaire was used as a data collecting tool. Data analysis has been done with structural equation modeling techniques by using Smart-PLS application. The results suggest that surrealistic feelings of buyer, brand image and self-identification with brand, are the antecedents of the brand love mobile phone customers. Also, loyalty, jealousy toward brand owners, active engagement of buyers, and positive word of mouth advertising and willing to pay more are consequences of brand love of mobile phone buyers.

One of the most important issues which brand managers are faced with is how to provide and develop a better understanding of the relationship between brand and customer loyalty constructs. The social value of brand and fulfilment of the inter-personal goals of the consumer would enable brands to urge consumers to use brands’ characteristics in expressing their own identities. This can lead to customer loyalty. We have used a descriptive-survey 20-item questionnaire for data collection. The questionnaire was distributed among 227 customers of Mashhad Leather Company. The findings suggest a positive impact of self-definition needs of consumers on their loyalty through the mediation effect of consumer's identification by brand. Furthermore, they indicate that if a brand identity has characteristics which can fulfill the self-definition needs of the consumers, it would make the consumers consider the brand attractive and they would use it in defining their identity which, eventually, leads to providing venue for their loyalty.

This survey investigates the importance of the effect of brand personality/self-image congruency on customer satisfaction and loyalty. To conduct the study, a standard questionnaire which its reliability (alpha Cronbach 87.8% and split half: 76.7%) and validity (face validity approach) has been confirmed, is distributed among 384 customers of Parsian Bank in Rasht city. Path analysis test using structured equation method showed that brand personality/ self-image congruency has influenced customer satisfaction, but there is no sign of any effect on customer loyalty. On the other hand, the findings indicate that customer satisfaction could have mediated the relationship between the brand personality/ self-image congruency and customer loyalty.

Corporations and organizations know that customer retention results in more profits. Moreover, an increase in competition leads to higher churn rate. So, the study of factors which affect customer switching intention is important both for researchers and practitioners of this field. The present research focuses on the study of effective factors on customers switching in insurance industry to determine which factors decrease lost customers and to what extent. First, factors such as service quality, appropriate prices, customer satisfaction, customer loyalty, switching cost and customers switching have been extracted through a review of literature, and based on these factors, a structural equation model has been developed. The analysis of the model, which based on partial list square method, shows that different factors of relation marketing, that is the offered service quality, price and loyalty affect the switching intention. The results of this research provides useful insight for insurers, policy holders and marketing researchers in insurance industry, so they can reduce customers churn by realizing the factors that affect customers switching.