مجله مدیریت برند
سال هفتم شماره 2 (پیاپی 22، تابستان 1399)

The present study is the first research that examines the impact of electronic word of mouth and the image of the university brand on university selection by postgraduate students. Evaluated variables of electronic word of mouth include source credibility, message quality, message quantity, and message recipient characteristics. As the rank of students on entrance exam is an important factor in students making decision about choosing a university, this is considered as a moderator variable in the proposed model. The statistical population of this study is graduate and postgraduate students. Using stratified cluster sampling method, 384 questionnaires distributed among postgraduates studying at ten major faculties of Alzahra University. The data were analyzed by using Structural Equation Modeling. The results of this study indicate that the message quality, message quantity and the characteristics of the message recipient have a positive and meaningful effect, while due to the lack of ranking; the validity of the source has a negative impact on the acceptance of electronic word of mouth. The quality of the message is the most effective dimension in accepting electronic recommendations. Also, the rank of students as a moderating variable has moderate intensity effect in the master degree and high intensity in doctoral degree on university selection. The Faculty of Theology, among other faculties of Alzahra University, had the best image of the Alzahra University brand. The bisexuality of Alzahra University is positively assessed in the formation of mental image. So, it should be used as an advantage in gaining a competitive advantage and the university brand strategy.

The brand of countries is a sign of credibility, authenticity and quality of goods produced under that brand, and strengthening the brand differentiates a country's products from similar goods in domestic and foreign markets and by creating a positive mindset in customers, it encourages them to buy goods made in that country. Therefore, the study of factors affecting the brand of countries in recent years has become very important in international marketing issues. In this regard, the present study tried to examine and determine the effect of the degree of customer orientation of the goods market on the brand of two selected groups of developing and developed countries during the period of 2011-2018. To this purpose, the research model was estimated by approaching panel data and generalized method of moments in two cases by separating the two groups of selected countries. The results showed that product market customer orientation had a positive and significant effect on the brand of both groups of selected countries. The difference is that its estimated coefficient is higher in developing countries. Also, all control variables including economic incentives and institutional regime, innovation system, education and human development, ICT infrastructure and natural capital with different coefficients have a positive and significant effect on the brand of both groups of selected countries.

The concept of identity in the formation and evolution of management approaches to the brand has always been variable, from prescriptive identity-based approaches to more contemporary approaches such as relational approaches to brand management in which the concept of brand identity is formed during the brand lasting communication, its audiences and their life experiences. The present study seeks to find the answers of the questions related to the brand-consumer relationship; what independent and hidden variables affect the brand authentication by the consumer in the memorable lived experience of the brand and thus the sense of belonging to it? And under what relations do these variables achieve this important? It was done in two steps. In the first step, to achieve the formation nature of the identity concept in the brand-consumer relationship and extract the themes, categories and relationships between them and achieve a conceptual model in this field, the method of interpretive phenomenology and semi-structured interviews with 21 participants were used and in the second step, in order to generalize the results and analyze them, the extracted data provided to 384 participants in the form of a questionnaire and were surveyed. The data analyzed by SPSS and Amos, during which, by approving the structural model of the research, it was concluded that the formation of the identity concept in the lived experience of brand audiences and in the consumer-brand relationship are dependent upon at least 5 themes and 25 related categories.Therefore, it is suggested that brand managers, brand designers, marketers and other experts in these fields, look at the results of this research to create sustainable and identity-oriented brands, as a tool to get rid of the one-dimensional and prescriptive perspective to identity.

The purpose of the present research is introducing the proposed model of brand coolness. A combined method has been used to conceptualize brand coolness and identify the related components. Accordingly, after studying the existing literature, designing a conceptual model, extracting and categorizing the indicators of the brand coolness, and receiving the opinions of 31 professors, PhD students and experts, with the help of inferential statistics techniques and statistical tests by using SPSS22 statistical software, the following results, has been achieved. Based on the research results, seven main components and 56 sub-components were approved by the experts. The first main component is the unique features of the brand including: memorable, Value features, Emotional communication, Energetic, Authentic, Social awareness and Independence. The second main component includes creativity and innovation in the brand. The third main component is macro-organizational policies and the fourth main component includes aesthetics. The fifth one is organizational perceptions, the sixth one is technology and finally the seventh main component is Brand personality. Among these, according to the analysis of variance test, the two main components of the unique characteristics of the brand and creativity and innovation in the brand have the most roles in explaining the coolness of the brand.

Today, using innovative, unexpected, and unconventional ways to maximize the audiences at the lowest cost can make the most profit. Therefore, the main purpose of this study was to identify the effect of partisan marketing on brand awareness and tendency to purchase electronic products (mobile, tablet, computer) in Y-generation customers in Tehran. To this purpose, the main drivers of guerrilla marketing (emotional marketing, environmental marketing, viral marketing, humorous marketing and ambush marketing) have been surveyed. The present study is a descriptive-survey study and an applied and cross-sectional one in terms of purpose and time. The statistical population of this study includes all individuals with Y-related characteristics in Tehran. Based on Morgan's table, 384 people were selected. The results showed that, guerrilla marketing have a positive and significant effect on brand awareness and tendency to buy Y-generation electronic products in Tehran. Among the guerrilla marketing tools, viral marketing has the most positive impact and marketing in ambush has the least significant positive impact.

Today, the changes in the society and the economy have clearly been reflected in communities’ development. These communities are created by the development of new social and marketing networks and are expanding under the dominance of advanced communication technology. The aim of the present study is to investigate some of the brand community outcomes and its impact on behavioral loyalty (the customers’ willingness to repurchase and recommend the brand) in the telecommunication company of Iran. The statistical population of this study is more than a hundred thousand people including the users of the Telecommunication Company of 2020 Internet services in Isfahan province. Based on Morgan's table, the sample size was calculated equal to 384 people. Required data were collected through questionnaires. The research hypotheses were analyzed using structural equations method. Overall, the results of modeling show that customers create a wide variety of relationships with brand communities. These relationships can be positive or negative. The results of the research also indicate that the brand community has a positive impact on customer/product relationships, customer/brand relationships, customer/company relationships, and customer/other customers’ relationships, which in turn have a positive impact on brand attachment and brand commitment. The customer/ company relationship with the brand commitment was not confirmed, but the positive impact of the commitment and attachment on the willingness to recommend the brand to others and the intention to repurchase was confirmed.