مجله مدیریت برند
سال نهم شماره 3 (پیاپی 31، پاییز 1401)

We are facing an increasing number of studies related to the concept of the brand, especially the brand image and the concepts derived from it. As a gap, there are some conflicting contents extracted around this concept that motivated and prompted the researcher to do a systematic review based on the ADO framework in this field to classify, consolidate and integrate the results of the findings of other authors and to explain the integrated concept of brand image, its antecedents, and outcomes.  Therefore, based on the four-step pattern of systematic review qualitative research method, a search plan for articles in valid databases was developed.In the next step, the best articles that were considered qualified according to the main research question were downloaded, selected, screened, and evaluated for deeper investigations and findings for the appropriate answer to the research question. In this process, 33 eligible articles were selected for the final evaluation. The research findings from previous studies show that the focal construct of brand image includes at least 53 codes as antecedents and 20 codes as outcomes. These codes are classified as a conceptual model in the form of six cognitive, perceptual-attitudinal, sensory, emotional, communicative, and behavioral dimensions at different levels such as customer level, organization level, national level, and transnational level. As a result, an empirical test of the proposed model is suggested to future researchers.

The aim of this study was to investigate the factors affecting the employee-based brand equity and also its consequences. This research tried to present and test a model of the antecedents and consequences of employee-based brand equity. The present study is an applied research in terms of purpose and descriptive and correlational research in terms of method. The statistical population of the study included the employees of Bank Saderat in Isfahan, a sample of which was selected included 340 people. Research data were collected through a questionnaire and analyzed using structural equation modeling with partial least squares approach. The research findings confirmed the positive and significant effect of internal market orientation, brand knowledge and brand identification on the employee-based brand equity. Also, the effect of employee-based brand equity on brand citizenship behavior, employee satisfaction, intention to stay in the organization and positive employees` word-of-mouth were confirmed. Considering the effect of employee-based brand equity on employees' attitudes and behaviors, in order to promote employee-based brand equity within the organization, it is possible to develop and strengthen its antecedents including internal market orientation, brand knowledge and brand identification.

These days, people are increasingly taking revenge on various issues, so it is important to be familiar with such customer behaviors as well as how they occur. The purpose of this study is to identify the dimensions and components of the customer revenge process and provide a model to explain it. In order to present the model and to systematically review the texts, the meta-synthesis method based on the seven stages of Sandelowski and Barroso has been used. The community of the present study includes 87 works from 14 scientific databases, among which 27 articles were selected based on the critical appraisal skills program (CASP) for further analysis. After a complete review of the final works by content analysis method, a total of 43 codes, 14 concepts through the classification of codes and 5 categories (primary perception and cognition, emotions, motivation, behavior and secondary perception and cognition) through the classification of concepts were identified, which became the basis for building the research model and then the relationships between the components of the model were explained by logical propositions. The results of this research show a conceptual model in which the initial perception and cognition of a negative event (such as: service failure) by customers can respectively lead them to negative emotions, desire for revenge (desire for avoidance) and revenge (avoidance) behaviors with the moderating role of secondary perception and cognition. This model can also be used as a basis for future studies and research.

The purpose of this study is to investigate the effect of brand association on customer trust and loyalty with the mediating role of brand commitment in Bank Mellat branches in Hamadan. The research method is descriptive-survey. A standard questionnaire was used to collect data. The statistical population of this research is all customers in Bank Mellat branches in Hamadan. The number of these customers is limited to 282 according to the statistics provided by the Bank's Branch Management Planning Department in the city of Hamedan. The sample of this study was 167 people using Morgan table. In order to measure brand association, brand trust and customer loyalty, Angook Fan and Qantos (2013) questionnaire was used. The collected data in this study were analyzed using Lisrel software. The results of the hypotheses indicate the confirmation of all hypotheses. Brand commitment in this study also mediates the relationship between brand association and customer loyalty and trust.

Present study has conducted in order to investigate the factors affecting luxury brand advocacy in the clothing industry. Based on the purpose, this study is an applied research and based on the data collecting method, this is a correlation research. The statistical population of the present study includes all the consumers of Iran clothing industry's luxury brands which have a page on social media. 386 electronic questionnaires distributed and collected among consumers of Hacoupian, Pierre Cardin, Firs, Jovani, ADL, Zara, Armani, Mango and Polo through probability-stratified sampling. The data extracted from the questionnaires were analyzed using descriptive and inferential statistics and structural equation modeling using AMOS and SPSS software. Based on the results, it turned out that in the clothing industry, luxury brand loyalty has positive and significant impact on luxury brand advocacy. Consumer- luxury brand identification affects luxury brand loyalty in a positive and significant way and it is also impacted by luxury brand prestige positively and significantly.

Social distancing is an important strategy for controlling the prevalence of the COVID-19 epidemic, so understanding the behavioral impact of social distance is essential. This study examines social distance as a cognitive assessment of the intensity of use of social networking sites during Pandemic 19. This study was conducted on 384 users of social networking sites in Urmia. The model was experimentally investigated using the structural equation model with Smartpls software. The results showed that the cognitive evaluation of social distance has a positive and significant effect on the intensity of social network use. The mediating role of e-shopping tendencies was also significant in this regard. In addition, the moderating role of gender and age on the relationship between cognitive assessment of social distance and the intensity of social network use was confirmed. These findings are significant for organizations, companies, and manufacturing and educational institutions. It emphasizes the importance of identifying a subset of people who need social support to rely on social networks to purchase and use to control the social distance caused by the epidemic.