مجله مدیریت برند
سال هشتم شماره 2 (پیاپی 26، تابستان 1400)

Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development.

Today, the brand is strongly associated with three important aspects of policy-making: framing and managing policy issues and policy solutions, activating and obliging actors to the policy-making process, and connecting with the wider environment through the media. The purpose of this study is to examine the benefits and challenges of branding in policy making and to find solutions to do so. To this end, firstly, the present research examined why branding is important in policy-making, the purposes of its use, its function in the policy-making process and how to do it in the literature. Then, through field research, the above three key questions were answered. Because of the limited study background, the qualitative research method was used. Eleven experts familiar with the two areas of branding and policy-making were purposefully identified by snowball method. In-depth semi-structured interview was used. And the data was analyzed through Theme analysis. To calculate the reliability of the interviews, the retest reliability method and the intra-subject agreement method were used, both of which were higher than 60% and therefore acceptable. Findings indicate the benefits or reasons for branding in public policies include managing audience perception, citizen and media demand, raising capital and stakeholder commitment, facilitating policy promotion, and increasing competitiveness. The challenges are insufficient knowledge of policymakers, lack of trustees for branding in public and government sector and economic and cultural problems such as inflationary economics and increasing fixed asset value despite the depreciation and neglect of intangible assets such as brand. To this end, it is necessary to change the knowledge and attitude of policy makers about this concept and its functions. It should also be addressed in scientific institutions. Identify its trustee and establish specialized institutions to create and evaluate policy brands or add to the mission of existing institutions.

The Story is a form of communication that establishes an effective connection with the mind and perpetuates a communication message in the mind. Effective video advertising also uses storytelling to entertain audiences, express brand values, and build an emotional connection with consumers. As consumers are active partners in the process of value co-creation in social networks, the concept of consumer engagement is one of the concepts that have attracted the attention of researchers and marketers in recent years. The present study sought to find out how the narrative element of character in social network advertising is related to consumer engagement's cognitive, emotional, and behavioural dimensions. In this study, by adopting ethnographic techniques in the study of online communities, through netnography, by exploring non-intervening natural interactions in online groups, consumer behaviour in the social network has been analysed. Findings of this study show that character, by identification, creates the most emotional engagement in the audience and plays a major role in stimulating the phenomenon of self-disclosure. The results also show that consumer engagement is on a continuum from negative to positive.

Retail brand research is one of the most interesting topics in the field of marketing. Some retailers try to attract a lot of customers by using the manufacturer's logo that is usually used on their headboards. Although the use of manufacturers' logos and its impact on product sales has been studied, this issue and its effect on retail selection have been less studied. On the other hand, in the researches, the reasons for this influence have been less discussed according to the theories of consumer behavior. In this research, an attempt has been made to investigate the effect of using the manufacturer's logo on the selection of retail stores. Besides, to explain the relationship between the manufacturer's logo and the retailer's selection, the Context effect and signaling theory has been used. To test the research hypotheses, the motor oil industry (motor oil auto services that are responsible for retail in this industry) has been selected and the hypotheses of this research have been tested using a quasi-experimental research method and random sampling of a group of 416 auto service customers. A questionnaire was used to collect data. The findings of this study show that the use of the logo of the engine oil producer (as a related Signal) has had a significant effect on the selection of retailers, but the effect of using the logo of the automobile manufacturer (as an unrelated Signal) was not confirmed. In addition, customer satisfaction with the manufacturer's brand, loyalty to the manufacturer's brand, and access to the manufacturer's brand are factors that increase the selection of retailers that used the manufacturer's logo on their headboard

Spectators are the most important group of audience in theater industry. Not only they are the main buyers and consumers of this artistic product, they can also cause the theaters and groups to continue their activities or close down. Considering the financial concerns of the managers and due to the fact that most of the chances of some private theaters in Tehran are empty, it is necessary to know the motivations of the spectators to attend the theaters. Accordingly, the purpose of this study was to investigate the effect of search and escape motives (personal and interpersonal) on the presence of spectators in theaters. The present study is applied in terms of purpose and descriptive-survey in terms of method. Based on non-random method, 407 spectators from the subscribers of “Tiwall” webpage in Tehran have been chosen and their answers to the questioners have been studied. To investigate the variables and hypotheses, SEM, SPSS and AMOS software was used. The findings indicated that personal and interpersonal seeking and personal escaping are effective on spectators’ attendance.

The concept of brand represents a widely common phenomenon in today's global economy, and the so-called national branding refers to a smart way of trading and creating wealth, making it an important part of the business strategies adopted by developed countries. Despite its great potentials for increased levels of production and export to foreign markets, the Iranian food industry has long been facing numerous challenges due to lack of strong national branding. Accordingly, the present study seeks to address the research gap in this field by following a mixed (qualitative – quantitative) approach where qualitative content analysis and structural equations were used to develop and present a strategic model for the development of national brand in the food industry of the country. In the qualitative part, the statistical population was composed of academic elites and food-industry practitioners, while managers and experts at Tabarok Industrial Manufacturing Group comprised the statistical population for the quantitative part of this study. The required data was collected through library studies, semi-structured deep interviews, and a researcher-constructed closed-ended questionnaire based on Likert scale. The findings indicated that the development of national brand in the food industry is affected by five groups of key factors, namely (1) industry-related factors, (2) key firm-related factors, (3), brand-related factors, (4) government-set policies and supports, and (5) macro environmental factors affecting the national brand. Quantitative findings of the research showed that the developed model exhibited appropriate goodness-of-fit in the first stage.