مجله مدیریت برند
سال نهم شماره 1 (پیاپی 29، بهار 1401)

The purpose of this study is to examine the effect of celebrity endorsement on consumers purchase intention through brand image, attitude toward the celebrity and advertising believability.The peresent study is an applied research and regarding data collection is discriptive survey and correlation type.The target population of the study were consumers of Delpazir products in Bushehr.The sampling method was convenience sampling and the data collection tool was questionnaire. The questionnaires were distributed among 408 mentioned consumers. The validity of the questionnaire was confirmed by content validity and reliability by Cronbach's alpha coefficient. The data analysed through the Smart PLS software.The finding of this study shows that the celebrity endorsement has a positive and significant effect on the consumer's purchase intention.The celebrity endorsement has a positive and significant effect on the three mediating variables including the brand image, the advertising believability and the attitude toward the celebrity. Also, the brand image, the advertising believability and the attitude toward the celebrity have a positive and significant effect on the purchase intention.Jel clacification: M41,G11

Today, paying attention to online advertising at the media level and the important role it plays in customer behavior has become an important factor in competitiveness between brands. The present research studies the effect of online advertising on the promoting  of  the purchase intention of saffron consumers . The research method is descriptive and survey type. The statistical population of this research is all customers of Saharkhiz Company. The sample size was 384 and the method of sampling was cluster sampling. The research data were collected by using library and field method and the tools used in this research was questionnaire. Reliability of the questionnaires confirmed by using Cronbach's alpha method and its value was 0.887.  The validity of the tool was confirmed by content and structure method. Data were analyzed by using SPSS and LISREL software and analyzed by statistical, descriptive and inferential statistics. The results of this research indicate that consumers' opinions in the online environment have a positive and significant impact on the promotion of brand image and brand equity. It also confirms the impact of brand image on online advertising and brand equity of the company and consumers' purchase intention. Moreover, the results show that brand equity in online advertising has a positive and significant effect on consumer purchase intention.

Brand gender is an important factor in the demographic structure of the brand that the various consequences of which have been studied. Considering the role of gender in strengthening self-concept and the formation of behaviors, the present research has studied the relationship between brand gender and passion-driven behavior which is an important behavior in the formation of brand equity. Therefore, the purpose of this study is to deeply understand the relationship between brand gender and passion-driven behavior with the analysis of the mediating role of consumer engagement and brand love in Instagram. The method of this research is applied in terms of purpose and descriptive survey method. The statistical population of the research is Instagram users of SAARC, SLEBEN, HAKOPIAN and LCM brands. The sample size is calculated based on Klein formula. 174 questionnaires for men and 154 questionnaires for women were collected and analyzed based on structural equations. Findings showed that the masculine and feminine characteristics of the brand do not have a positive and significant effect on passion-driven behavior. Consumer engagement and brand love are influenced by masculine and feminine characteristics, but the intensity of the effect of masculine brand identity on consumer engagement and brand love is greater than female one. Brand gender also indirectly affects passion-driven behavior of women and men by influencing consumer engagement and brand love.

Brands act as living identities in the business space, competing with each other in some sectors and supporting each other in other sectors. The purpose of this study is to investigate the effect of affect towards the national brands on the affect towards the store brand and their effect on customer loyalty in the carpet industry. The role of retailer's reliability is also examined as a moderating factor in the relationship between affect towards national brands and store brand. The statistical population is the customers of a reputable carpet store in Tehran that 404 people were selected by purposive sampling and questionnaire was used to collect data. The statistical population is the customers of a reputable carpet store in Tehran that 404 people were selected by purposive non-random sampling technique and a questionnaire was used to collect data. To analyze the data in descriptive statistics, SPSS 25 software and in inferential statistics, structural equation modeling (SEM) method with partial least squares (PLS) approach and Smart PLS 3/3 software were used. Based on the results of the present study, the negative relationship between national brands and store brands (affect polarization) was not confirmed, but the affect towards national brands has a significant positive effect on the affect towards store brands. Based on the findings, the retailer's reliability that arises from the store environment, the perceptions of the store brand placement, and in-store promotional activity, has a direct and positive effect on affect towards store brand, but retailer's reliability does not moderate the relationship between the affect towards national brands and store brands. Finally, the affect towards store brands also has a positive effect on store loyalty.

In this research, the process of personal branding in the information technology industry was investigated. The research method is applied, with an exploratory-explanatory and qualitative approach. The statistical population includes experts and personal branding experts in the information technology industry that 12 people were selected as a research sample by targeted snowball method. To analyze the data, content analysis based on open coding, axial coding and selective coding based on grounded theory was used. The results showed that individual competencies through individual characteristics and expertise (skills) and marketing capabilities through product, price, distribution channels, promotion, staff and processes lead to the formation of brand originality in the IT industry; Brand Authenticity also leads to brand positioning. Also, infrastructures such as technical, legal, cultural and political infrastructures as background conditions and target market analysis (study of competitors and customers) as interfering factors affect brand positioning and ultimately lead to personal branding in the IT industry. Thus, personal branding is broader than corporate branding, which is influenced by complex factors and conditions and is not merely a professional marketing process.

Human resource brand-building behaviors mean displaying the distinctive features of a brand's personality in the form of the behavior of its employees and human resources. Therefore, this study aims to design a model for human resource brand-building behaviors using interpretive structural modeling methods. The statistical population of the present study is experts who were selected using the snowball sampling method and based on the principle of theoretical adequacy. The data collection tool in the qualitative part is interview and in the quantitative part is a questionnaire whose validity and reliability were confirmed using theoretical validity methods and inter-coder reliability and content validity and retest reliability, respectively. In this research, coding method and Atlas.ti software were used to analyze the data in the qualitative part and interpretive structural modeling method were used in the quantitative part. The results indicate that the pattern of human resource brand-building behaviors includes four levels of antecedents, required skills, types of branding behaviors and consequences. Therefore, regarding the description of the research model, it should be stated that in the first level, there are antecedents related to human resource branding behaviors that lead to the development of the required skills regarding human resource brand-building behaviors. Once the required skills are developed, the organization will be able to institutionalize a variety of human resource brand-building behaviors. Finally the result indicate that the level of consequence include  creating unparalleled competitive advantage, strong brand positioning, customer satisfaction and loyalty, increasing trust in brand,  desirable mental association and creating a positive mentality for the customers.