فصلنامه چشم انداز مدیریت بازرگانی
سال هجدهم شماره 4 (زمستان 1398)

Nowadays in order to have a strong brand with the maximum durability in mind, a strong root is required. Such root is the same brand identity. The most important theory in the field of designing a brand identity (intangible) is the Kapferer hexagonal prism. As a cross organizational brand, which itself has a particular place in the country's writing industry, "Iranian Stationary" (Iran Nevesht) is not an exception for needing the brand identity. The leading research seeks to present the brand identity pattern of "Iranian Stationary" (Iran Nevesht). A pattern that takes into account the requirements of the writing industry, appropriates to the native Iranian and Islamic culture. 

Data were collected in this research by the semistructured interviews with the producers, distributors and authorities of Iran Nevesht. Data analysis and coding were conducted by the thematic analysis method using MAXQDA.

By counting organizing themes and then, the comprehensive themes, the network of brand identity themes was drawn. 

Conclution:

 Finally, the brand identity pattern of Iran Nevesht was counted and drawn with respect to  ehtextracted comprehensive themes, inspired from the Kapferer identity prism and looking at the "great idea".

The customer touchpoints are known as the building blocks of customer experience, which should be identified and analyzed to design and enhance customer experience in order to create attractive customer experiences. The digital transformation, considered in recent years, increased the complexity of customer experience design and management. The banking industry is considered as one of the leading industries in the field of digital transformation. Given the importance of customer experience in this industry, the present study aimed to enhance digital customer experience in Internet banking and customer touchpoints. 

The touchpoints of Internet banking were identified in the main phases of pre-service, in-service, and post-service using a qualitative approach and a case study method. Then, the customer experiences were evaluated and the final analysis was presented by analyzing the customer’s opinions about the selected branches of Mellat Bank. The data were collected using the methods of observation, interview, and review of documents. The statistical population of the study was has been Mellat's e-banking customers and 23 semi-structured interviews has been conducted.

  The pleasant and unpleasant experiences of customers were identified by analyzing their opinion based on the perceptional and emotional lenses by the touchpoints. Ultimately, the final framework was presented based on the characteristics of accessibility, ease of use, reliability, and efficiency, and in the form of the main phases of service path, unpleasant experiences, and experience enhancement. 

Conclution: 

The experience assessment process can be used as a model to measure and enhance the customer experience in the banking industry.

Anti-consumption is one of the challenges faced by owners of Brands and marketers. Regarding the increasing importance of this concept and the necessity for decreasing and removing its detrimental effects, this study is to answer the main question: what are the main factors affecting on anti-consumption behavior from consumers’ viewpoints. Therefore, we have tried to discover factors behind this behavior from consumers’ life experience.

Metodology: 

So phenomenology approach with qualitative approach has been used. Totally 21 interviews with participants which have been selected by snowball sampling have been done. In addition to Van Monnen method, the open, axial and optional encoding for exploring concepts have been used.

The findings show that key factors affecting consumer behavior in terms of priority are: consumer subjectivity, consumer culture, self-awareness, intentional non-consumption, value added tax, Marketing mix and Satisfaction. 

Conclution: 

Finally, the results of the study were compared with previous studies.

Brand rejuvenation is an important and vital issue for businesses that have lived a lifetime and in the competitive market, have taken some initial steps towards production, marketing and sales, and are now in the field of new brands. They feel the presence of competitors and rapid market changes more than ever. The importance of this category in today's business has led to the aim of the present study to design a brand rejuvenation model with an emphasis on the effective role of brand-oriented human resources in the organization. Participants in the study were branded marketing and management professors, as well as marketing experts active in branded companies. 

The analytical approach in this research was qualitative and based on semi-structured interview tools. In the meantime, after conducting interviews with 15 participants by targeted sampling method, theoretical saturation was obtained.

The results showed that brand awareness, sales performance, customer perceptions, competitors' performance, human resource perceptions, integration and ownership are the most important factors influencing brand rejuvenation.

Conclution: 

The results show that the brand-oriented human resource strategy has been able to bring positive results following brand rejuvenation. This study offers suggestions based on the data method of the foundation and the designed model.

Competitive advantage has always been a topic of discussion. Nowadays creating unique customer experience (CE) is the source for such advantages. The objective of this research is to propose an end-to-end CEM model to ensure sustainable competitive advantage. Reviewed models lack such comprehensiveness. 

More than 30 books, 48 research papers, 15 internet papers and 25 CE models were scrutinized as related references out of more than 150 references. 

Theme analysis was applied. Resources were chosen in these topics: importance of CE, the process of CE formation, CE constructs, methods of CE measurement and CE assessment. Then, basic, organizing and global themes were extracted. Theme network and existing models’ typology analysis, in addition to RADAR logic and BSC tool, were adopted to draft the two-layered conceptual model, called “CEEM”. 

Conclution:

 The proposed model, in contarary to the existing ones, includes the complete cycle of CE prerequsites/enablers, the main process, and expected results. Additionally, to ensure sustainable success, learning, innovation and assessment are embedded during whole process lifecycle and are not merely limited to the results. The other findings include the outside-in design approach, digitalization of customer journey, and simultaneous qulatitave and quantitative assessment of the whole process.

In today's highly competitive conditions maintaining and expanding market share is the result of brand performance. Organizations must pay attention to branding and improve brand management in order to maintain and improve their position against competitors. Therefore, identifying the factors influencing brand performance is an important issue in achieving the organizations goal and creating customer loyalty.

  So, the aim of this research is to design the model of measuring the brand performance improvement with a Fuzzy expert system based on mix method research. For this purpose, dimensions such as consumer brand embarrassment, brand equity, brand position, Congruence between brand Personality and Customer, have been considered to improve brand performance. The present research is practical regarding its purpose and descriptive-survey regarding its nature and method. The statistical population of the study consists of senior managers and experienced employees in chain stores and employee consumption stores in Semnan offices and university experts. 80 people were selected as sample members using non-random sampling method (in access). 

In this study, using the advantages of fuzzy logic and expert systems, a fuzzy expert system to solve the problem was presented, which was finally determined by using the field inference method, the priority and contribution of each dimension in improving brand performance. 

After running the system with MATLAB software, the level of brand performance improvement was high and was estimated at "0.5". Validation of the model indicates the high accuracy of matching the results with the opinion of experts in this field

Due to ambiguity and environmental tensions, use of new marketing methods at the domestic level has increased purpose of this study was to investigate the Ambush marketing: With Modeling Approach The Achievement On purposes of Sponsorship Through Brand Development in Iran football Premier League 

Metodology:

 This research is an applied and descriptive-analytical study and its statistical population was all employees and managers of sponsoring companies participating in the Iranian Premier League (N = 1500). The statistical sample was selected according to Morgan table (313 persons) by available sampling and finally 313 persons completed the questionnaires. After confirming validity and reliability of the analysis questionnaire using SPSS 16 software in the descriptive section and in the hypothesis review section, structural equation modeling and SMARTPLS software were used. 

The results showed that ambush marketing had a direct and significant effect on the achievement of sponsors ‘objective by mediating the brand development. 

Conclution:

Among impact of ambush marketing dimensions on achieving the objective of sponsors ambush - direct marketing has the most impact and ambush marketing - implicit has the least impact and also among the impact of ambush marketing on the dimensions of sponsors' objective, its impact on the corporate's objective Has had the least impact on marketing objective.