مجله مدیریت برند
سال نهم شماره 2 (پیاپی 30، تابستان 1401)

Due to digital developments, many changes have taken place in the field of advertising. Advertising based on Autonomous Sensory Meridian Response (ASMR) is a new type of advertising that provides marketers with the opportunity to call their products from a physical reaction, show customers an emotional perspective and hack their brand in the customer's mind. Therefore, the aim of the present study is to investigate the advertisements based on the Autonomous Sensory Meridian Response on the brand persona with the netographic approach. In the present study, various types of netnographic data have been collected.During two months, 628 comments were collected as archival data by searching for ASMR-related pages on the Instagram platform and data extracted by interacting with individuals in ASMR groups on Instagram. The text of the interviews and comments were then analyzed by analyzing the classical content. The results show that the use of ASMR-based videos in advertising can affect the dimensions of the brand persona.

The purpose of this study was to investigate the impact of outside-in marketing capabilities on the performance of manufacturing companies in the Tehran building installation industry through the mediation of inside-out marketing capabilities. The present study was a descriptive-survey of correlation type. The present research design is applied. The statistical population of this study consisted of all manufacturing companies in the construction facilities industry of Tehran province (N = 220) who were selected through available non-probabilistic sampling. The research instrument included a standard questionnaire, including the questionnaire of outside-in marketing capability Mu et al. (2018), inside-out marketing capability of Mu (2015) and the performance of Vorhies et al. (2005). SPSS statistical software and PLS were used to analyze the data. To test the research hypotheses structural equation modeling approach was used. the findings showed that outside-in marketing capability and inside-out marketing capability have a significant and positive effect on company performance .Indeed, out-side marketing capabilities have a significant and positive effect on inside-out marketing capabilities and outside-in marketing capabilities will update the inside-out marketing capabilities of companies. According to the analysis of the final research model, it is concluded that outside-in marketing capability and inside-out marketing capability will improve the marketing capabilities of companies and consequently increase the performance of companies.

Social responsibility is one of the most important issues in business that paying attention to and using it leads to a competitive advantage and not paying attention to it leads to negative consequences. The purpose of this study is to present a content model of social irresponsibility affecting brand hatred in the Iranian banking industry. In this study, by examining the background and interviews with 10 experts in the Tehran banking industry, the themes and categories of indicators of irresponsibility, social responsibility and brand hatred were extracted. Then, the topics of the brand hatred index were researched with a researcher-made questionnaire and the opinions of 15 experts in Tehran banking industry and the best-worst method were weighed. Then, based on the weights obtained and the researcher-made questionnaire and referral to the mentioned experts, the categories of social irresponsibility were prioritized using the multi-mora technique. Finally, by referring to the mentioned experts, higher priority indicators were determined by interpretive structural modeling, leveling and relationships between them. The findings of this study show that the themes of disregard for social justice and disregard for moral issues have the most advancement in facilitating the acceptance of social responsibility.

In spite of the mass usage of Promotional Alliance strategy by companies, lack of a framework which containes the factors considering the partner selection is considerable. Therefore, the aim of the present research is to extract the expressed framework and its belonging factors.To achieve this, a systematic literature review (thematic analysis and open coding method have been used in the case of analysis as well) executed. In result, it has been determined that the framework of partner selection has 2 phases which are potential partner’s brand assessment and collaboration structural assessment respectively. Furthermore, the belonging factors have been determined as well for both phases separately. Meanwhile, 3 factors which are the nature of the partners’ business, the objective of both sides for establishing such alliance and the activity area of collaboration affect the aspects of the proposed framework and the existence of the belonging factors.

Employee personal branding plays an important role in achieving increasing success in the business environment. Therefore, the present study was conducted with the aim of designing employee personal branding model in Iran's Insurance Industry.The research paradigm is interpretive and its approach is inductive. In terms of purpose, it is applied-developmental studies and in terms of the nature of the method, it is exploratory research. In this research, the method of systematic Grounded was used. The statistical population of the study were expert university professors in the field of Branding and personal branding and supervisors, consultants, deputies and active managers in the insurance industry in Tehran who were familiar with the topics of personal branding. Snowball sampling method was used for sampling, which is an unlikely method. Adequacy of sampling was achieved by theoretical sampling method, which was performed after conducting semi-structured interviews with 7 university professors and 18 experts that with the theoretical saturation data collection was stopped. The research findings obtained based on the three stages of open coding, axial and selective. Totally, 110 concepts of the collected data was obtained and through coding was transformed into 35 sub-categories and finally 6 main categories related to the main research topic. The dimensions of employee personal branding as a central phenomenon can be classified into 6 dimensions of Employee personal brand positioning, perceptual ability, communication ability, behavioral ability, Professional-specialized ability and insight or value ability, which are taken from 35 concepts.

Today, the bread industry is undergoing an important transformation. A transformation through which large industrial companies replace local and traditional bakeries and gradually, become reputable and well-known brands. In this regard, paying attention to customer behavior plays a special role in the marketing of these organizations. For this purpose, using the Grounded Theory, qualitative data were collected through interview with 18 bread industry experts in Iran and then analyzed with MaxQDA software. In the second part, using a researcher-made questionnaire, quantitative data related to 482 customers of Nan Sahar Group in Tehran were collected, and analyzed using the structural equation modeling and the AMOS software. The findings showed that four variables including product characteristics, production process, price fairness and store environment have a positive and significant effect on product satisfaction, employees, environment and brand, but the effect of employees was not statistically observed. It was further found that the impact of customer satisfaction on achieving a competitive advantage, increasing market share, improving financial performance and customer loyalty through marketing strategies are positive and meaningful. These marketing strategies are classified into four groups; Complaints handling, branding, brand social responsibility and customer relationship management. On the other hand, the inverse role of the intervention factors and the direct role of the governing context of the strategies were statistically confirmed. Finally, suggestions to the managers of bread companies emphasize on supply chain management and customer relations, as well as fulfilling social responsibility.