مجله مدیریت برند
سال ششم شماره 2 (پیاپی 18، تابستان 1398)

Iranian consumers are showing more conscious behaviors toward brands day to day. Therefore, the purpose of this study is studying brand consciousness and consumer buying behavior in relation to Iranian non-alcoholic beverages. The present study is applied in terms of purpose and descriptive survey in terms of data collection. The statistical population consists of non-alcoholic drinkers in the Sardasht border city. Among this population, 333 people who were randomly selected responded to the electronic questionnaire. The data were analyzed using SPSS and PLS. The results showed that the level of brand consciousness among non-alcoholic beverage consumers in Sardasht city is low. There is also a significant difference between the amount of brand consciousness of consumers based on income but there is no significant difference between the level of brand consciousness based on gender, age, marital status and education. Also, the results showed that there are negative and significant relationship between brand consciousness and the buying behavior of Iranian products and positive and significant relationship between Consumer ethnocentrism and the buying behavior of Iranian products. The result also showed that consumer ethnocentrismmoderates the relationship between brand consciousness and the buying behavior.

Brands are seen as strategic assets whose value is highly correlated to the value of companies. The aim of this study is to compare two brand valuation approaches of listed companies in Tehran stock exchange in the tiles, ceramics and cement industries. The sample consists of 23 companies adopted in the tile, ceramic and cement industry in Tehran stock exchange during 2012 to 2016. The model used in this study is a partial and mix comparison of the three phases cash profit discount model with the price to sales model and the Earning per Sharebrand model. The results show that using Earning per Shareapproach for brand valuation, one can get more realistic value toward brand. It can also be formulated a model fitting to Iran stock exchange context with the financial parameters of the company, rather than the qualitative methods, in order to calculate the company's value and its brand.

The purpose of this study was to use the Grounded theory approach to design a personal brand development model for professional athletes of Iran. Based on the research objectives, the present study was an applied one, a descriptive-survey method, and a library-field data collection method. This research was a qualitative research and was carried out using the Grounded Theory method. In the present study, semi-structured interviews were used as data gathering tools. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, totally, 77 concepts, 15 categories, and 5 factors(dimensions) were obtained that showed "Athlete Behaviors", "Athlete Personality Traits", " Marketable Lifestyle", "Athletic Performance" and "Macro Factors" play an important role in developing the personal brand for professional athletes of Iran. By identifying the factors affecting the personal brand of professional athletes, athletes, managers, and marketers can create and maintain a market for their customers and fans, and achieve sustainable income and maintain reputation and popularity.

In this study, the effect of branding along with macro variables and market potential of countries on the export of handmade carpets is investigated. The present study is a fundamental one in which a quantitative method has been used. Six hypotheses were defined. The data was collected from 217 countries through 1) valid international databases and 2) two questionnaires. PLS was used to analyze the collected data. The results indicated that the four cultural, economic, political and branding variables affect export performance, respectively. Finally, it was suggested that to be present in the markets direct exporters prioritize the variables and indicators of the final model according to their coefficients and to participate more actively in the policy-making discussions of cooperatives and associations. Also maintain or improve the brand of Iran and Irainian carpet in other countries by providing quality carpets in terms of gender, texture density, design and color.

One of the most important factors for making distinction in the competition between brands is to create consumers desire for the brand and coordination between their perceptions and expectations about products and services that brands provide. In this context, paying attention to brand personality and various personality traits which is considered for it and also the relationships between brand personality and the other variables that effect people's perception and interest such as brand love, loyalty and word of mouth is too important. The purpose of the present research is to investigate the impact of brand personality on brand love, loyalty and WOM by a new scale for brand personality and also to determine the most important dimensions of brand personality in this relation. The present study is descriptive in nature and practical in purpose and it's established by survey research method. The statistical populations of the present study include all online retailers and chain stores in Tehran. The research's data is collected by questionnaire andStructural equation modeling with Partial Least Squares approach is used for the analysis of data. The result of the research indicates that in both societies, brand personality has significant effect on brand love and loyalty. In the first society it has indirect effect on WOM and in the second society it has direct and indirect effect on WOM. The most influential brand personality dimension has been responsibility, and then activity and emotionality in both societies and the Aggressiveness dimension has had little effect. The mediating role of brand love and loyalty in the relationship between the two variables of brand personality and WOM has confirmed. Brands should pay the most attention to responsibility dimension in order to make brand love and loyalty in consumers by showing responsibility and stability. Also, Emotionality and Activity dimensions should be considered in brand personality presentation.

This Paper aim is Identificating and Explaining the field of causal and interventional Conditions in the corporate brand development.

This research aims to be applied and developed. From the point of view of data collection, it is of mixed research design used in this study were intertwined together. With library studies and Delphi interviews with the elite group related to the subject of the causal and interventional Conditions of corporate brand development was identified, And by arranging and providing a Researcher  made questionnaire on a scale of 1 to 10 degrees to determine the importance of each of the Dimensions and items in the community of experts and university professors in the field of Corporate Brand ranked and prioritized each of them on the basis of analysis of variance Friedman, using statistical software «SPSS» were analyzed.

The results showed that and in terms of the causal Conditions: 1) management and leadership, 2) organizational conditions, 3) human resources, & 4) physical conditions of the organization; and also of the interventional Conditions: 1) economic, 2) scientific production, 3) competitive advantage, 4) customer orientation, 5) cultural and social, 6) communication and advertising, 7) political, 8) Universal value, & 9) sports and recreation; In each of these dimensions, the identified items were also prioritized.

In order to achieve competitive advantage, Islamic Azad University should use thementioned dimensions in the development of organizational brand.