مجله مدیریت برند
سال دوم شماره 2 (پیاپی 4، زمستان 1394)

Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence with brand. So, in this research these two variables are considered as moderator and mediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, the study is focused on individualism and uncertainty-avoidance. Also, the impact of those two dimensions on the relationship between brand personality perceptions and purchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equation modeling method with partial least square approach is used. The results show that customer-brand congruence plays the mediator role in relationship between brand personality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence and purchase intention.

Strategically, a corporation’s identity plays a specific role in its differentiation. Some of the factors that contribute to this differentiation are known as corporate visual identities and among those, we can refer to companies’ buildings and sites, staff clothing and corporate logo. Changing and renovating logo in organizations is mainly undertaken due to the major managerial or strategic changes and if the logo and corporate mission do not match. In this study, we have considered the effects of different logo design on 1) logo personality and logo attitude and 2) the customers’ attitude toward the logo. This case study is focused on the logo of Mehr-e-Eghtesad Bank (MEB). Our sample consists of 341 MEB customers. SPSS software is used for data analysis. The results of the study suggest that the logo design affects the customers’ attitude toward logo and their attitude toward the brand, and different logos possess .different personality comparing to each other.

Despite the importance of brand management, limited empirical work has focused on branding in business-to-business (B2B) exchanges. This study shows that organizations through deep emotional ties with customers can improve brand equity in industrial markets. The study aims to investigate the relationship between customer emotional attachments to brand with brand equity. In this regard, the mediating role of brand relationship quality and brand citizenship behavior is emphasized. The research is implemented with an applied and descriptive method. The population is IT industry and data is collected through questionnaires. Structural equation modeling and confirmatory factor analysis is used in order to analyze the data through LISREL software. The results show that consumer’s emotional attachment increases brand relationship quality and organizations can enhance their brand citizenship behavior .and brand equity by improving brand relationship quality.

The organizational citizenship behaviors, as optional & intentional behaviors of employees, have considerable effect on individual and organizational performances, placing employees in a situation to perform some assignments beyond their assigned In this study, the effect of organizational citizenship behavior on .tasks and functions the brand Image and its dimensions, from the point of view of the customers of agents of an insurance company are investigated. The research population includes both staff and customers of the agents of an insurance company and the sample is chosen through judgmental nonprobability sampling method. The data collecting tool is a questionnaire. For evaluating organizational citizenship behaviors, we used Podskoff et al. questionnaire and for measuring brand image we employed a self-build questionnaire based on Kim, Tang, Hawley and Aker studies. This research is an applied one with surveying nature. Structural equations method and PLS software are used for data analysis. The findings suggest that all dimensions of organizational citizenship behavior have a positive and meaningful effect on brand image from the point of view .of customers

Marketing capabilities enable organizations to implement strategies according to market conditions and achieve their organizational performance goals. This research evaluates the relationship between marketing capabilities (innovation, CRM, brand management and market sensing) and organizational performance (such as growth, profitability and Income). To assess research variables a questionnaire was sent to the marketing managers of food companies in Tehran district. A total of 192 completed questionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to the findings, there are positive relationship between all four marketing capabilities and organizational performance. Furthermore, the results show that organizational age and size have no effect on the relationship between marketing capabilities and organization performance. It also indicates that marketing capabilities can be considered as a source of sustainable competitive advantage and can enhance the performance.