مجله مدیریت برند
سال سوم شماره 3 (پیاپی 7، پاییز 1395)

Abstract:AB2B brand and its equity, as the most valuable intangible asset of any corporation, and because of creating extraordinary advantages, has a significant impact on companies’ success andeffective relations with B2B customers. This study, usingby grounded theory method, aims to identify and explain underlying and intervening conditions, whichhave effect onbrand equity in B2B ICT (Information & Communication Technology) markets in Iran as an emergent economy. Studydata gatheredby in-depth semi-structured interviews with Iranian B2B marketing experts. Theoretical sampling applied and theoretical adequacy obtained by 23 interviews. Data analysis and coding based on Grounded Theory methodology through open, axial and selective coding revealed thatunderlying conditions affecting B2B brand equity in ICT consist of one market environmental dimension and four macro dimensions including political, economic, social and technological. Furthermore, intervening conditions affecting B2B brand equity in ICT consist of two dimensionof B2B customer perspective,which are customer profile and B2B purchase assessment criteria; and three corporate perspective, namely management attitude, B2B purchase profile and B2B sales department attitude. The creditability of the model measured by applying fit and

Abstract: Today business climate requires brands to be socially responsible. Cause-related brands have risen from this thinking. They attempt to respond to stakeholders’ expectations and contribute to injured parts of society, meanwhile try to direct customer's attitude towards buying more. In this regard, the main purpose of the research is to study some motives of cause-related buying which affect customer attitude and purchase intention towards cause-related brands. This descriptive/ survey research examines the relationships among research variables by employing a researcher-made questionnaire, whose validity (construct and content)and reliability(Cronbach: 83/5% and split half: 77%) have been verified. Results show that motives can affect attitude towards cause-related brands and subsequently may influence purchase intention. However, among three motives, just company-based motives have influenced attitude and purchase intention of cause-related brands. On the other hand, cause-related fit was the only factor that could moderate the relation between cause-related brand attitude and its purchasing

: Today, brand equity is not only a priority for most of brand owners, but also is appreciated as an appropriate criterion for assessment of marketing activities’ productivity, and thus directing resources towards ones that create brand equity. So the propounded question is that which marketing activities promote brand equity. The current study, which is a causal-descriptive type, wants to investigate the effects of sales promotion and brand personality on brand equity with regard to the moderator role of ethnicity. The research sample is 410 students of Azad university (khoozestan branch) which were selected by using random sampling based on gender. By using a valid and reliable questionnaire, variables of the study (brand equity, sales promotion and brand personality) were measured for two mobile operators (Irancell and Hamrah-e-Aval). According to the results which obtained through structural equations modeling by Smart PLC application, brand personality has a positive impact on brand equity, while sales promotion negatively affects it. Among all dimensions of brand equity, perceived value is the strongest predictor of this construct. The simplicity facet of brand personality is also best predictor of it. The moderator role of ethnicity could not be verified in this study.

Because of the cost of introducing new products, and increased competition, many companies try to reduce their risk by using existing brand names, a strategy that called brand extension. While there are successful stories in applying brand extension strategy, the results are mixed. So, this study is to identify factors that affect the success of the strategy, especially in FMCG market in Iran and help companies targeting this method for launching their new products.
The statistical population of the study is FMCG companies, which operate in Tehran Province. While using qualitative approach and grounded theory, the study uses a non-probability sampling and gathered data through in-depth interviews with22 brand managers and owners in the industry. And after implementing coding process, eight factors, (Quality; Attitude toward brand; Consumer`s characteristics; Availability; Marketing efforts; Parent brand`s category features; Parent brand`s features; and Fit) were identified as effective variables in introducing this method in Iran’s market influences the acceptance of brand extensions in FMCG in Iran's market.

In recent years, construction of luxury apartments or condominiums has been soared in Tehran regarding the population growth. In this way, some developers have tried to launch luxury buildings with a particular style and premium quality for branding purposes in this industry.This study aimed to investigate the effects of factors such as utilitarian value, hedonic value, symbolic value and economic value on the customer perceived value and purchase behavior towards luxury buildings. This study is descriptive-correlational research. To analyze the data distributed among a sample of residents of luxury buildings in northern region of Tehran, structural equation modeling by Smart PLS, SEM and SPSS were used. Findings show that hedonic and economic values have a positive effect on customer perceived value, and customer perceived value has a positive effect on customer purchase behavior, but utilitarian and symbolic value did not have meaningful effect on customer perceived value.

While the traditional literature of brand communication addresses communication model of a company and its consumers, a new model of consumer communication is focused on “brand community.”Due toexpansion of mass media and modern marketing, widespread and growing access to corporate virtual communities have increased, and customers who are pro-community tend to be loyal, committed, and willing to repurchase and, are more exposed to brand information.This research investigates the impacts of value creation activities in social media on customer repurchasing behavior through brand loyalty. The method is a descriptive-survey one. For this purpose, members of the virtual community of Novin (a leather brand) in its Instagram page were selected as the statistical population and the research data wascollectedfrom381 of them. A questionnaire was used to collect data. The data analyzed by SPSS and Lisrel applications and the study’s model was tested by structural equations model. The results show that value creation activities in consumer societies enhance consumer-brand-consumer links and increase the level of commitment of the community, which ultimately increases consumer loyalty