مجله مدیریت برند
سال دهم شماره 4 (پیاپی 36، زمستان 1402)

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

Since the Aaker brand personality model development in 1997, which was inspired by multi-factor models of human personality in psychology, a lot has been done to build value on that; however, little done to apply the other extant human personality-related concepts in psychology and psychiatry to brand personality. In this research, with the aim of developing the concept of brand personality quality (BPQ), using thematic analysis method, we applied related concepts in psychology and psychiatry. Our analysis resulted in 289 extracts out of 14 in-depth interviews with brand personality experts and other sources. Based on the results, we defined 8 BPQ conditions/classes (themes), 10 BPQ sub-conditions (sub-themes) and 230 features of BPQ conditions (codes). The final 8 BPQ conditions/classes are: positive; negative; two-sided; vivid; and pale brand personality; brand with no personality; brand personality difficulty; and brand personality disorder. The presented BPQ conditions/classes give practitioners a good view of their brand personality to improve or protect their brand personality. Furthermore, BPQ concept can be a basis for future studies.

Diaspora marketing is a widely used term in international marketing research, but it lacks a cognitive framework to create convergence in extension and semantic interpretation. This study aims to identify a theoretical framework for diaspora marketing with a meta-synthesis approach. The research is applied with a qualitative methodological approach. The statistical population includes diaspora marketing research, the sampling method is judgmental, and the sample size is 47. According to Hoon's meta-synthesis, data analysis includes extracting and coding data, analyzing on a case-specific level, synthesis on a cross-study level, and building theory from meta-synthesis. Findings show that the diaspora marketing theoretical framework has 76 concepts, 21 subcategories and 5 categories. Categories include diaspora evaluation, country of origin evaluation, diaspora marketing process, diaspora marketing outcome for brands and diaspora marketing outcome for country of origin. Although extensions of diaspora marketing are often related to the country of origin brand, its semantic interpretations are influenced by the country of origin evaluation. Also, diaspora marketing outcomes defines in two levels of the country of origin and country of origin brands.

Today, the emergence of new brands and businesses is increasing rapidly. Every brand and business are trying to be known and influence people's minds (Image). In this regard, one of the important factors in the field of popularity and marketing is the brand/business identity. The brand/business identity increases the probability of choosing the brand by creating loyalty among customers and attracts many loyal customers. In this context, one of the ways to attract customers is to apply gamification process in which the features of the game are implemented in a non-game setting to attract more people. This research is applied in terms of purpose and semi-experimental in terms of data collection. In this study, the subjects were divided into two groups of 20 participant, test and control. Data Analysis was done by Covariance Analysis; The tool of data collection is the use of brand equity questionnaire by Kim et al. (2003) which was modified by Yoganakan et al. (2015). Cronbach's alpha coefficient was used to determine the reliability of different sections, this coefficient was 0.86 for the total variables, which reveals the appropriate reliability of the research tool. The research statistical population includes emerging sports brands that have recently registered providing goods and services to their respective communities, and these brands were trying to influence the public's mind, and two of these emerging brands were selected as available samples. The results show that there is no significant difference between the adjusted averages of brand equity scores according to the membership of the "proof and test" group in the post-test stage (P>0.05).  Therefore, it is concluded that the main hypothesis of the research is rejected and the use of gamification does not affect the brand identity of emerging sports business. The practical significance of this effect was obtained (0.30). Other research hypotheses were also rejected after checking their significance level. The results present that the use of gamification does not affect equity of emerging sports brands, and betters for emerging brands not deploying gamification at the starting point due to the people lesser trust around accuracy of rewards, premiums and lotteries.

The present study aims to investigate the role of employees brand love and affective commitment in the relationships between organizational trust, positive word-of-mouth and job turnover intention in Isfahan University of Medical Sciences. The method of this research  was applied in terms of purpose and descriptive-correlation in terms of the nature and method of data collection. The statistical population of this research includes all staff members of Isfahan University of Medical Sciences (329 people), which was determined using Cochran's formula, and the sample size was 177 people, and the non-probability sampling method was available. The tool of data collection in this research was a questionnaire that included the questionnaires of employees brand love and positive word-of-mouth Carroll & Ahuvia (2006); job turnover intention questionnaire Rosin & Korabik (1991); the organizational trust questionnaire Kanawattanachai & Yoo (2002); and affective commitment questionnaire Allen & Meyer (1990) were used. The validity of the measurement tool was confirmed using the opinions of experts in this field and divergent and convergent validity, and Cronbach's alpha coefficient and composite reliability were used to determine the reliability of the measurement tool. The analysis method used in this research is the structural equation modeling technique. The research findings showed that organizational trust has a significant effect on employees brand love and affective commitment; Also, employees brand love has a significant effect on affective commitment, positive word-of-mouth, and job turnover intention; Also, affective commitment has a significant effect on job turnover intention; Also, employees brand love and affective commitment play a consecutive mediating role in the relationship between organizational trust and job turnover intention; Also, employees brand love and affective commitment play a sequential mediating role in the relationships between organizational trust and positive word-of-mouth.

Brand and its special value as the most valuable intangible assets of any company due to the competitive advantage it creates, plays an important role in the success of companies. The purpose of this study is to design and explain the paradigm model of industrial brand equity in Arak Machinery Company. The research approach is qualitative and is based on the grounded theory approach, with 13 in-depth and semi-structured interviews. Research participation included selected experts from purposeful sampling based on expertise criteria from the mentioned organizational value chain, customers and suppliers. The method of data analysis is through three stages of open, axial and selective coding to achieve theoretical saturation and achieve a paradigm model with causal, contextual, intervening factors and strategies to create the special value of industrial brand. Coding results show that causal factors affecting the brand equity include: strategic brand management, brand value, brand architecture, emotional performance quality, market factors, structural factors, technology factors, product, infrastructure factors, suppliers, customers and Underlying factors include: structural, process, infrastructure, attitude and education and intervening factors including: political economy, anti-sanctions and exchange rate fluctuations and achieving strategies including: strategic, structural, process, attitude, platform, standardization, export, suppliers' strategies, customers' strategies and anti-sanctions strategies. The implications of the research include increasing market share, entering global markets, increasing sales, anti-sanctions capability, and greater profitability.