مجله مدیریت برند
سال سوم شماره 1 (پیاپی 5، بهار 1395)

The puerpose of this paper is toinvestigate the relationship between VALS[4] life styles with loyalty to products’ brand with advanced technology. According tobeing unlimited thepopulation, we selected385 people by Cochran formula. But the questionnaire distribution was increased till 530 ones due to the aim of researcher was covering all VALS life styles. Structural equations have been usedfor testing the hypotheses. The research findings showed that among 8 life styles, there is positive and significant relationship between life styles of “successful persons”, “thinkers”, “believers” and “experiencers” with loyalty to products’ brand with advanced technology.but, there is not a positive and significant relationship between life styles of “innovators”, “constructors”, “strugglers” and “survivors” with loyalty to products brand with advanced technology

City branding is an effort for designing, shaping and/or changing the viewer's images that provide the possibility ofvalue creation for thetangible and intangible assets of cities by focusing on the uniquecharms and potentials of a city; so today it is seriously taken into consideration by most of urban policy makers. This paper is based on a research that aims to represent a model for city branding in Iran based on the Grounded Theory. To develop the model, having analyzed the content of texts and studying the experiences of branding in several cities around the world, deep semi-structured interviews of a sample involving 18 experts of various fields of marketing,urban management, economy and tourism were collected, it was endeavored to investigate the extent and localization of this phenomenon. In summary, the results of this study showed that the city branding process is an intricate and multidimensional issue; on the other hand,multiple results can be discussed in various economic (e.g. revenue growth, thrivingbusiness environment, tourism development, tendency to endogenous and exogenous investment), and social areas (such as increasing satisfaction, improved influence of the city,creating a favorable image) as the consequences of urban branding.

Islamic Republic of Iran Broadcasting (IRIB) as a major media organization in order to expedite its policies needs branding to draw audiences attention and also to influence them. This research is devoted to identify factors that affect brand image in the field of television channels. The method that is used in this research is the Delphi method. In the first round, after depth interviews with experts of branding, advertising, marketing and media, and by using qualitative coding, 56 factors are extracted. These factors are classified into three categories which are "Media", Aaudience" and Eenvironment". In the second and thirdround of this research, experts were asked about the impact of these factors on the brand image of TV channels. 47 of these factors earn consensus of more than 60 percent of the experts. Finally, "Layered Circularmodel" of the factors which affect the band image of IRIB TV channels has been presented.

This research was aimed at studying the organizational identity intermediate role in the relation between internal branding and propensity to quit work. The research methods are applied and correlational-descriptive in terms of the purpose and data collection, respectively. The research statistical community was the employees of several Food companies of Zahedan industrial town. The sample volume was 200 people. Data gathering tools are Punjaisri internal branding, Cheney organizational identity, and tendency to quit job questionnaires. Cronbach's alpha for all the variables was in an acceptable range. The questionnaires validity was furnished through confirmatory factor analysis. Chi-squared test was obtained 2.96 which is acceptable in the interval. Indicating good desirability of structural model, RMSEA 0.031factor was gained. The research hypotheses were examined using path analysis in LISREL software. Results showed that internal branding has positive effect on organizational identity. However, branding using organizational identity has negative effect on the tendency to leave work. Therefore, the necessity of considering employees’ job quitting with the approach of internal branding in organizations become determined.

An organization with robust brand in virtual community will be more successful in its marketing. One of the important aspects in each virtual brand community is active community members’ participation. Due to the importance of members’ participation in online brand communities, this article investigates the antecedents and consequences of online brand community participation. A sample of 578 online form completed by Elite brand community members. This paper explains the casual relationships using Lisrel. According to the results, social benefits has positive relationship with online brand community participation. Also this online brand community participation results in consciousness of kind and shared rituals and traditions. Although perceived benefits and shared rituals and traditions has positive relationships with brand loyalty, consciousness of kind has negative one with brand loyalty. As an innovation this article proposed a new conceptual framework with variables which not considered in prior researches.

The current study moves beyond impact of service quality, perceived value, and corporate image on customer loyalty and examines the moderator role of switching costs in the relationship between these three variables with customer loyalty in Mallet Bank customers in Mashhad, Iran. This study is applicable and analytic survey. In this respect, a questionnaire was used to collect data. Confirmatory factor analysis and Cronbach's alpha coefficient were used to assess validity and the internal consistency of the instrument, respectively. To investigate the effect of independent variables on the dependent variable, the method of structural equation modeling in AMOS software was used. Subsequently, multiple regression analysis was conducted to investigate the effect of moderator role of switching costs. Findings revealed that corporate image is the most important factor influencing customer loyalty. Also, it can be concluded that service quality has a significant positive impact on customer loyalty. On the other hand, perceived value has no significant influence in promoting customer loyalty. The moderator role of switching costs in the relationship between service quality and corporate image with customer loyalty is also confirmed in this case study.