مجله مدیریت برند
سال ششم شماره 3 (پیاپی 19، پاییز 1398)

In the implementation of Article 44 of the Constitution and with the aim of reduction of the government incumbency, branding companies have been established and branding and loyalty have been raised as concerns of these companies. The purpose of this study was to identify and prioritize the factors affecting customer loyalty as one of the main contexts of refueling sites’ branding as an applied study in two steps. In the qualitative stage, the factors are determined by content analysis and interview, and in the quantitative stage, based on the customers' opinions, they are ranked with the Best-Worst Method. The statistical population of the qualitative step included the marketing managers of brand companies and the refueling stations’ owners that selected judicial and in the quantitative stage, the customers’ participants were selected based on convenience sampling. Research findings are presented in a conceptual model with 19 components and 63 codes and ranking of factors indicated that location, station services, welfare facilities, human factors, architecture and environment, and brand of stations have been selected as customers preferences.

The purpose of this study is to investigate the effect of brand experience on love and trust of customer brand and its consequences analysis with the moderating role of brand identification of Cinere cosmetics customers. This research is applied in terms of purpose, descriptive in nature and method, and survey-causal. The statistical population of the present study consists of customers of Cinere cosmetic products who have used it at least three times during the period of data collection, of which 384 people were randomly selected for the sample. The data collection tool in this study is a localized standard questionnaire taken from the research of Brakus et al. (2009), Carroll and Ahuvia (2006), Delgado-Ballester et al. (2003), Chaudhri and Holbrook (2001) and Lam et al. (2011). The validity of the questionnaire measured by construct validity method through confirmatory factor analysis and its reliability was assessed by Cronbach's alpha. SPSS and Smart PLS software have been used to analyze the data. Research findings show that brand experience effects brand love, brand trust and brand loyalty. The variables of brand love and brand trust also affect brand loyalty. Finally, brand identification has moderated the relationship between "brand experience and brand love" and "brand experience and brand trust", as well as the relationship between "brand love and brand loyalty" and "brand trust and brand loyalty". At the end, practical suggestions based on the research findings presented.

Today, recruiting and retaining talented and competent human resources has become an important challenge for organizations, and various researchers have pointed to the importance of the human capital as a source of competitive advantage.In this way, This study has been done by using meta-analysis method and survey the results of researches about the affecting factors on Employer brand in Iran.The comprehensive meta-analysis software (CMA) used for data analysis. This research is applied in terms of purpose. The study populations were all research papers on this subject that have been conducted in Iran until 2020. In this study 23 independent and 14 dependent variables were identified. The results of this meta-analysis show that variables such as Organizational Capacities, External Factors, Assessment and Impact, Strategy, Internal Factors, Brand Identity and Adaptation, Work Environment Security and Desirability, Organization Reputation, Collaboration, Distinct and Applied Value, Social Value, Target Group Needs, Logo and Mental Image, Economic and market value, branding and branding, feedback have had the greatest impact on Employer brand. Also, the results of this study showed that Employer brand affects important organizational variables such asExternal Outcome, Internal Outcome, and Willingness to Quit, Employee Satisfaction, Social Capital, Employee Retention, Organizational Identity, Organization Image, Goals Transparency, Employment Intention, Organizational Commitment, and Loyalty.

The increasing importance of customers has led to increasing attention to the related concept. One of the most important of these concepts is the customers purchase share. The purpose of this study is to investigate the effect of brand personality on customers' share of wallet with the role of relationship constructs in the retail chain industry. This study is applied in terms of purpose and is descriptive-correlation in terms of method. The population consisted of customers of Refah chain stores in Tehran city. The number of 384 people was selected as a sample assuming the unlimited population, and questionnaire was distributed among them. In this study, data collection tool was a standard questionnaire with a range of five-option Likert scale. Its validity and reliability were confirmed by content validity and confirmatory factor analysis and Cronbach's alpha test, respectively. The data Analyzed by PLS software indicated that active and responsive brand personality has a positive effect on customers satisfaction and loyalty. Also, the results represented that customers satisfaction and loyalty influenced their share of Wallet. But, the moderating role of customers’ age was not confirmed. One of the most important suggestions in this study is paying attention to brand nostalgia and age of brand and, another one is creating new and innovative product sections to evoke a responsible and active personality.

The main purpose of this research is to investigate the effect of the employer brand of the Social Security Organization on the brand culture by the mediating role of organizational pride. The present research is applied in terms of purpose, descriptive research and correlation in terms of method and structural equations has been used. The statistical population of this study is all social security employees in Hamadan that are totally 210 persons. The statistical sample was estimated to be 132 ones using Morgan table and simple random method. The tool for measuring research variables is standard questionnaires. Data analysis was performed using PLS software. The results of structural equations showed that the employer brand has a significant effect on brand culture through the mediating role of organizational pride. The employer brand affected organizational pride by 44%, organizational pride affected brand culture by 36%, and the employer brand explained brand culture by 66%. Organizational pride also influenced the relationship between the employer brand and the brand culture by 51% as a mediating variable. It is suggested to the managers of the Social Security Organization that in order to develop brand culture among employees, they should strengthen their employer brand and strengthen the sense of organizational pride in them.

This paper examines the usefulness of the cultural approach in analyzing the effect of regulatory factors on the brand value of the company as well as predicting brand value by linear and nonlinear estimators. In this regard, the Q Tobin ratio has been used to measure brand value. Initial independent variables in this research include supervisory variables (management features and audit committee). The empirical findings related to the survey of 190 companies admitted to Tehran Stock Exchange during the period from 2012 to 2019 show that the variables of the ratio of institutional owners, the ratio of non-obligor managers, the company's political relationship, the ownership ratio and the concentration of ownership are stronger to explain the brand value by using cultural method than other variables of power. Moreover, the other result of the research is that in predicting brand value, the nonlinear estimator has higher ability than linear communication method.