مجله مدیریت برند
سال هشتم شماره 4 (پیاپی 28، زمستان 1400)

Due to the nature of services, service failure is inevitable in the delivery of services. When customers encounter service failures, they are likely to engage in negative behavioral responses, such as complaining, spreading negative WOM, and switching providers. Thus needs to be managed to overcome them. The main purpose of this study is to find the service failure pattern in banking industry of Iran. Content analysis technique was used to identify the pattern of service failure. To find banking industry experts, targeted sampling was applied, leading to theoretical saturation after conducting 12 interviews. The MAXQDA software was used to analyze the results. According to research results, 'failure in services arena', 'failure in brand citizenship behavior', 'failure in organizational attitude' and 'failure in customer relation management' are among the most important influencing factors in banking service failure. Service failures are not completely unavoidable, even for the best service organization. If allowed to continue, poor service delivery threatens the long-term survival of the banks. Being aware of key areas of service failure, banking CEOs can develop appropriate strategies to avoid inefficiencies, put an end to customer churn and also improve their competitive position.

The purpose of this study is to provide a model to evaluate the effect of different elements of Gamification on the extent and dimensions of brand user engagement. The case study is "Beshno" audio book application. This research consists of two main stages. In the first stage, a model extracted to evaluate the effect of Gamification on brand engagement through a qualitative research, and in the second stage, the effect of using different gamification mechanics studied on brand engagement based on objective and subjective data analisys. The research method of this study is mixed method (qualitative and quantitative). In the qualitative part, we used the theme analysis method and in the quantitative part, the causal-comparison method and data analysis of variance tests have been used. The statistical population of the study in the qualitative section includes a group of experts and specialists in the field of gamification and in the quantitative section; we used "Beshno" App users. The sample size of this research was 7 people in the qualitative section and 390 users in the quantitative section. The results of this research in the first part was a model of the effect of gamification on brand engagement , also the results of the second part  determined the effect of using different gamification mechanics on the amount and dimensions of brand engagement by using both objective and subjectiv data analysis. The results also showed that there is a significant difference between the findings of objective and subjective data analysis, although a similar pattern seen in comparing both analysis. Based on the results, the "Badge" gamification mechanics creates the highest brand engagement and the "award" gamification mechanics creates the lowest brand engagement. Findings of this study showed that demographic variables also affect the degree of brand engagement in each gamification mechanic.

The aim of this study is to explain the role of destination brand awareness and destination brand experience on destination brand image and destination brand identification. The statistical population of the study is domestic and foreign tourists that visited Iran’s selected cities from October 2019 to May 2020. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 415 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 939%) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i.e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination Image and destination brand identification. Moreover, destination brand awareness has a positive effect on destination Image and destination brand identification.

The present study was conducted to investigate the obstacles and challenges facing urban branding in Iran and to provide appropriate solutions (case study: Kermanshah). Data collection in this study was done with a qualitative approach and using in-depth and semi-structured interview techniques. The sample in this study consists of experts in the field of urban branding, which was selected by the logic of theoretical sampling and snowball technique of 18 people. The data collection process continued with the conceptual emergence of new structures until theoretical saturation was achieved; the data were then coded and the concepts and categories were categorized. The findings of this paper indicate that the challenge of urban branding in the city of Kermanshah is influenced by several factors that in the present paper deals with thirteen categories and forty-seven concepts that play a role more independently or intertwined than other factors. Briefly, the results of this study showed; Lack of efforts for urban branding in the city of Kermanshah has caused that instead of positive and desirable images of the city of Kermanshah, contradictory and contradictory images are transmitted to the audience.

The purpose of this study is to investigate the effect of brand community identity and incentives on brand loyalty: the role of consumer brand online interactions. This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of this study includes active social network users on Instagram who have used the Pandora brand, from which 385 people were selected as unlikely to be available. To collect data, Kur et al. (2019) questionnaire was used. Content and structure validity were used to assess the validity of the instrument and Cronbach's alpha test was used for reliability, both of which were confirmed. The results of testing the hypotheses by Amos software and structural equation method showed that the identity of brand communities has an effect on online consumer interaction and brand loyalty. Incentives affect online consumer engagement and brand loyalty. Online consumer interaction affects brand loyalty. Online consumer interaction mediates the impact of brand community identity and incentives on brand loyalty.

In recent years, the activity of Shared businesses in providing Internet taxi services has been successful. The trust of Iranian families in the Internet taxi system has led to the prosperity and variety of services of this business, the immoral behaviors of some drivers, concerns for passengers Created. The purpose of this study is to investigate the impact of immoral and offensive behaviors of Internet taxis and the resulting scandal on the popularity of the Internet taxi brand. To examine the subject of the standardized questionnaire taken from the research of Grégoire et al (2010), Reynolds and Harris (2009), Mende et al (2013), Gelbrich (2010), Capella et al (2010), Zhou et al (2010) used. The validity of the questionnaire was measured by content and structure method and through confirmatory factor analysis and its reliability was measured by Cronbach's alpha coefficient. And then it was distributed and collected among 384 passengers of Tehran Internet Taxi completely randomly. The results of research from the analysis in SPSS AMOS software show that unfair behaviors have a negative effect on the popularity of the Internet taxi brand. Satisfaction, affiliation and verbal advertising of Internet taxi service consumers affect the popularity of the Internet taxi brand in Tehran. "Acceptance of immoral and offensive behaviors" mediates the relationship between consumers' dependence on Internet taxi services and brand popularity.