مجله مدیریت برند
سال چهارم شماره 2 (پیاپی 10، تابستان 1396)

The brand name and logo design of the brand companies are their visual identity. Today, the copying of this key asset is a common practice and is considered as an applied strategy, and because of the lack of a standard for exact brand recognition, imitation of the original brand has made it difficult to create legal barriers in this regard. For this purpose this research aims to investigate the effect of imitation level, imitation type and brand language on recognition of original brand from copycat (A-lstar and Hakopian) with cooperation of 134 participants. The experiment consist of 2*2 imitation type (brand name and logo) and brand language (Farsi and English). Data were analyzed by Friedman and Kruskal-Wallis tests, as well as image processing techniques. The results showed that changing the brand name is more effective than logo transformation in identifying the imitation brand, and the brand language and main brand reminder also play a role in identifying imitation. In addition, the results of data analysis using image processing techniques show the effect of the change on imitation detection. The differentiated threshold of consumer perception for Al-Star brand was about 17% and the Hakopian was about 76%.

The importance of packaging and brand origin (place of production) on the sale of agricultural products is increasing ever day. Despite of the importance of this issue, because of the failure of many Iranian producers to package agricultural products and the lack of attention to the origin of the brands, especially in province-made agricultural products, these groups of producers have not been able to take the lead in local and even provincial and state markets. Due to this fact, the experimental study conducted to evaluate the effect of packaging and origin of agricultural products among Estahbanian consumers of agricultural products. This research fell into the field of experimental researches - Salomon four-group design- And investigated the effect of packaging and brand origin of five products of estahban city including (strawberries, eggplant, yellow Plum, tomatoes and Cubanelle Pepper) on consumer behavior. Findings indicate that the products of Estahban city especially strawberry and Cubanelle pepper in an appropriate package have higher sales compared to non-packaged ones. Other findings about the brand origin of strawberries, Cubanelle peppers and particularly eggplants showed that these branded products using "estahban label" are more preferred than others.

A sports urban brand can create new jobs and incomes in the host community ;therefore identification of factors influencing sports urban development and the development of communication of the involved variables is essential. the purpose of this research is to use the grounded theory approach to design a sports urban model. This research is a qualitative research in the field of inductive paradigm. In the present study, the semi-structured interview was used as a data gathering Instrument which data was analyzed using open source, axial and theoretical coding. Sampling was performed using judgmental sampling method and was followed up to theoretical saturation, which included a total of 15 interviewees. The results of the qualitative section showed that for the urban sports development of sport, four components and 72 factors should be considered, which include: factors related to urban infrastructure with 35 factors, factors related to sports events with 24 factors, Factors Related to media marketing with 5 factors and tourism-related factors with 8 factors. The country's sports managers and urban officials can build a modern urban environment based on urban branding, in order to benefit the citizens from its material and spiritual benefits.

Previous studies from two points of view are considerable; First nation branding achievements in addition to introduce countries cause to attract consumers, tourists and entrepreneurs to their market, second the students who participate in internship programs have significantly better understanding of conditions and requirements of starting a business and usually achieve entrepreneurial intention. This research seeks to identify the impact of the nation brand association on entrepreneurship through international internship. One of the active organizations in the field of International internship is Aiesec. The research is based on applied and descriptive-survey method. Research population included 40 International interns of Iran's Aiesec. The data analysis is conducted through Pearson correlation test, freedman test, path analysis and structural equations with smartPLS.2 software. The results show that nation brand association dimensions have positive and significant impacts on attraction of international intern. Dimension of life style has the most positive impact on attraction of intentional interns.

The objective of the present research is investigation of the effect of the perceived transparency of performance, bank organizational reputation and brand experience on customer delight. Performance transparency customers delight, timely responsiveness to customers,handling their complaints and easy facilities payment and etc make a brand .If the banks can be active in this field they can be effective in attractions of customers trust, delight and creating loyalty to themselves. This study is a cross sectional , applied a qualitative research. The population of the present research include the customers of Teheran Sepah bank branches in an unlimited number that a sample of 384 people were selected in unprobable method. Data gathering tool was questionnaire and it's analysis method was based on minor least square and PLS smart software. The obtained results indicate that the perceived transparency of organizational performance and reputation has a positive , direct and significant effect on Sepah bank customers delight. Also the perceived transparency dimensions except the perceived transparency of the bank policy, the organizational reputation components except the bank branches performance components and the brand experience comments except the operational experience comments have a significant effect on the customers delight. Also it was found that the perceived transparency dimensions have a significant effect on the Sepah bank organizational reputation and brand experience.

Changes occurring in the environment including diminishing resources and increasing environmental pollution, protecting it more important than ever. In this regard, production of green products is a necessary condition but not sufficient to protect the environment; the condition is sufficient when consumers tend to buy these products. So far, several studies about the factors that can lead consumers to buy green, be done. However, the information obtained from this research shows the dispersion and multiplicity of factors affecting the intention to buy these products. The present study aims to combine quantitatively the results of research on the factors affecting the intention to purchase green products, has been examined 38 studies conducted in Iran using the meta-analysis method and CAM2 software. Meta-analysis results showed that attitude, social responsibility and Norm, respectively with the effect size of 0.489, 0.428 and 0.411, highest impact and knowledge, value and promotion have the lowest effect on green purchases of Iranian consumers with the effect size of 0.404, 0.352 and 0.278 respectively.