مجله مدیریت برند
سال ششم شماره 4 (پیاپی 20، زمستان 1398)

In recent years, customers rely on social networks to choose brands and make buying decisions and actively connect and engage with brands on social networks. They share their information and experiences about products and services of brands with other customers through social networks. Therefore, the emergence of social networks and their ability to engage customers much better than before, has made marketing researchers and professionals to seize this opportunity via realizing customer engagement concept and taking advantage of social networks. Hence, the purpose of this study is to present antecedents and consequences of customer brand engagement in social networks through a model. In this study, the results and findings of previous studies have analyzed by means of Meta-Synthesis approach through seven known steps of method, and found 24 variables as antecedents and consequences of the customer brand engagement model in social networks. The variables were divided into two groups; one as antecedents containing 4 concepts and the other as consequences including 2 concepts. After that, the validity and reliability of the obtained model was evaluated and then final model was presented. The findings of this study provides valuable insights into the antecedents and consequences of customer brand engagement in social networks for academic researchers and also creates value for organizations and brands.

As Attracting more and more visitors and customers to shopping malls is important for the success and sales of the brands in the malls and shopping centers and its effects on the profitability of the investors of such centers, the purpose of this study is to investigate the factors affecting the patronage of the malls and shopping centers. This research is conducted by a mixed method including qualitative (phenomenological) -quantitative (empirical) studies. The first study was conducted through qualitative research method with phenomenological approach and in-depth interviews with 15 participants, exploring the lived experiences of each participant to investigate the effective factors on mall patronage intention. In the second study which was conducted through quantitative-empirical research, the two influential factors in the first research, including purchase value and the perception of the shopping center are selected as independent variables, as 2 (mall perception: up / down) * 2 (shopping value: hedonic / utilitarian), then these two independent variables were manipulated using variance analysis to investigate how well the mall patronage intention influenced. In this study, it is found that the two independent variables of hedonic shopping value and high perception of shopping center had the greatest impact on shopping patronage intention.

Corporate brand is one of the most important assets of any company. Nowadays, companies allocate huge budgets for their brand development. Any company requires information such as brand image and brand identity development of brand strategy. Brand concept mapping is one of the best tools for brand image extraction. In this research, the purpose of the researcher was to extract brand concept map for the mobile company (Hamrahe Aval) for this purpose, data collected by interviews, the interviews was carried out from 92 Hamrahe Aval audiences of which 77 were customers and 15 were non-customers. The Audiences have identified associations such as a reputable brand, a prestigious brand, the excellent service and a strong social presence for the brand, reflecting the positive image of the brand in the audiences' mind. The only negative associations with the brand were concepts such as the imitator brand and text messaging.

In today's business world, there are organizations and companies that owe their reputation to the names and brands of their managers and leaders. In fact, the managers and leaders of these companies in the field of their businesses, use special methods to manage the companies, which have turned their leadership style into a brand. Therefore, the present study was conducted with the aim of identifying the key factors in promoting leadership brand. This research is a mixed method, based on qualitative and quantitative and inductive- deductive research. It is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the study are experts among which the sample members were selected using purposive sampling method based on the principle of theoretical adequacy. The data collection tool was interview in the qualitative part and questionnaire in the quantitative part. The validity and reliability were confirmed by using the relative content validity index and Cohen's kappa test and the content validity and reliability were retested, respectively. Qualitative data were analyzed by Atlas software and coding method and quantitative data were analyzed by fuzzy Delphi method. The results of the research include identifying the most important factors in promoting the leadership brand and determining their priorities. The results showed that the most important factors in promoting leadership brand are leadership capital, strategic thinking, problem solving skills, lateral and creative thinking, comprehension skills of organizational issues and leadership emotional intelligence.

Today, it is very important to have loyal customers and even fans of a brand that, even at the time of crisis, support the brand and improve the brand image in the minds of other people. Due to the increasing number of social media users who are the potential customers of businesses, and as Instagram is one of the most popular and widely used social networks for businesses, especially in Iran, the present research has investigated the brand engagement in the self-concept of Instagram social media users of beauty service brands. Based on the visual capabilities of Instagram, this industry is one of the fast growing and popular industry on Instagram network.This applied research is a descriptive survey. The statistical population of the study consisted of Instagram social media users amongwhich 280 people were selected using non-probability convenience sampling method. Data analysis performed by structural equation modeling. The results showed that the development of brand engagement in customers' self-concept creates brand support for business owners and leads to the loyalty of that brand. Therefore, it is recommended that business owners develop their brands, especially in the context of widely used and influential social networks such as Instagram, according to the internal and psychological characteristics of consumers, so that they can benefit from the financial and non-financial benefits of these networks.

Word-of-mouth is one the most significant factors that affect consumers’ purchase decisions and behavior in various domains. Indeed, the products and services’ brands which are the core elements of marketing activities play a crucial role in generating word-of-mouth, particularly in the context of social media and networks. There is still lack of research investigating the characteristics of Iranian brands that result in electronic word-of-mouth. Thus, to fill this gap, this study aimed to identify the characteristics of well-known Iranian brands that generate positive electronic word-of-mouth in social media. This empirical qualitative study utilized applied thematic analysis to study 38 Instagram posts and all the related comments about Iranian brands and analyzed 689 pertinent coded segments. The results reveal that there are 15 key brand attributes which are classified as social, emotional, and functional attributes and these characteristics notably influence the generation of positive electronic word-of-mouth about the brands. Accordingly, brand managers are able to employ these attributes and solutions to develop successful brands and, in turn, benefit from increased brand reputation and higher levels of sales and profitability.