مجله مدیریت برند
سال هشتم شماره 3 (پیاپی 27، پاییز 1400)

The purpose of this study is to develop a model of retailer brand competitiveness through the stimulus-organism-response model and characteristics of the retailer brand. Because retailers do not have a significant role in the production, packaging and pricing of products, the use of environmental stimulus pattern can provide a unique competitive advantage for retailers and play an important role in creating retailer brand competitiveness for retailers. This research uses a qualitative approach, by using the opinions of retail industry experts, seeks to design a model of retailer brand competitiveness through the model of environmental stimulus. The statistical population of this study was experts, professors and senior managers of retail stores. Purposeful sampling was used to identify experts and 10 experts were interviewed. 65 basic concepts were extracted from open coding, of which 21 categorical propositions and 6 main categories were obtained through selective coding. This research led to a framework for retailer brand competitiveness by using a qualitative method. The results showed that in order to achieve retailer brand competitiveness, retailers can provide the necessary conditions for creating a retailer brand through the dimensions of purchase satisfaction, brand love and perceived brand value by properly managing external and internal environmental stimuli, which its result is a competitive retaierl brand.

The present article with a comprehensive approach and qualitative research method based on the theory of Strauss and Corbin (1990) presents the model of customer loyalty of the Social Security Organization. The theory led to the identification of causal, contextual, intervening and evaluation dimensions in the analysis of customer behavior based on the presentation of the model of customer loyalty of social security organization. The results showed that the effective causal factors on Customer loyalty include: service strategy, identifying needs and expectations, personal and behavioral characteristics of employees, selecting people based on merit, customers' inner desires, familiarity and mastery of personnel with the rules and regulations of the organization, brand identity, commitment and customer satisfaction. Strategic factors affecting customer loyalty include marketing and advertising tools, implementation of strategic plans, accountability and management tools. Implications for customer loyalty include developing long-term customer relationships, reducing costs, anticipating and planning, long-term success and risk reduction.

The national brand refers to an overview of the multiple, interconnected, political, economic, historical and cultural dimensions of a country whose improvement is in attracting foreign capital, export growth, international standing, attracting foreign tourists and boosting the self-confidence of its people. Therefore, it is important to examine the factors affecting it in the international economy and marketing. In this regard, the present study attempted to investigate the impact of risk institution including political, economic and financial risks on national brand in two groups of selected developing and developed countries during the period of 2011-2018. In order to achieve this goal, the research model was estimated using panel data approach and generalized moment method in two groups of countries. The results showed that the impact of political, economic and financial risks on national brand in both groups of developing and developed countries is negative and significant. Albeit, the estimated coefficient of these variables is larger in developing countries and the impact of the control variables of history and nature, globalization and innovation on the national brand of both groups of countries is positive and significant.

Business intelligence as a competitive advantage integrates the organization's data and information and allows managers to control and navigate key organizational processes and is a basis for effective decision making. Despite the vitality of business intelligence, the use of business intelligence capabilities in public and private organizations in Iran is at a low level compared to other countries and only some institutions benefit from the existence of this technology. This study aims to investigate the effect of assets and capabilities of business intelligence on creating business value in knowledge-based companies. The statistical population included 162 experts and experts of Knowledge-based software Companies in Tehran. 23 sample companies were selected randomly and a questionnaire with 41 items was distributed among employees, experts and experts of knowledge-based software companies in Tehran. The method of this research is descriptive-survey. Data were analyzed using SPSS 20 statistical software using linear

Food safety has been a hot topic for centuries (Odeyemi et al, 2019). As a result, the main purpose of this article is to identify the brand crisis caused by food safety scandal with a phenomenological approach. For this purpose, interpretive paradigm, qualitative approach, and Phenomenological strategy were used. The data were obtained by comparing two communities of experts and operational managers of food industry companies. In order to reach the experts in the field of marketing - brand and operational managers, the snowball sampling method was chosen and the tactic of hidden content analysis was used to analyze in-depth interviews. MAXQDA 2020 software was used for coding. Findings and results show that the phenomenon of brand crisis is caused by three dimensions of crisis severity, anti-consumption attitude and the severity of the negative consumer feelings, which these three dimensions are fluid and intertwined. They form different levels of brand crisis: brand avoidance, brand dislike, rejection of brand hegemony, opposition to the brand and brand hate.

The purpose of this article is to explain the effect of consumer perception of ethical brand and the quality of communications in corona conditions in relation to social support and the intention to co-create brand value by considering the moderating role of altruism. This study is applied in terms of purpose, descriptive-survey method in terms of method and library and field in terms of data collection. The community consisted of electronic consumer. 194 people selected using the Cochran's formula. Questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbach's alpha factor load coefficients and combined reliability. Structural factor equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that emotional and informational support have an effect on consumer perception of ethical brand and consumer perception of ethical brand has a positive and significant effect on communication quality. The quality of communication has a positive and significant effect on the intention to co-create brand value. Altruism can moderate the effect of emotional support on consumer perception of an ethical brand. Companies can create brand value by observing ethical standards and improving the quality of customer relationships. Retailers need to pay more attention to corporate social support and the ethical aspects of their brand, as it affects the quality of communication and the co-creation of brand value.