مجله مدیریت برند
سال نهم شماره 4 (پیاپی 32، زمستان 1401)

The purpose of this study was to identify the factors affecting employer branding with a multi-level approach in the commercial banking industry. The research is applied in terms of purpose and qualitative approach in terms of method. Participants include informants and experts in the commercial banking system who were selected from the top and selected private and public banks in the cities of Shiraz and Tehran by means of purposeful judgment sampling. The data collection tool was interview. In order to analyze the data in the interview section, the theme / theme analysis technique was used. The results showed that 14 themes such as interventions and coercion of upstream institutions, international relations, laws and regulations, technological developments, competition in industry, socio-cultural developments, political developments, governance policies, etc. at the macro level Employer branding is effective in commercial banking system. At the intermediate level, 36 themes such as organizational climate, geographical location, dynamic and flexible organizational structure, organizational transparency, social responsibility, quality of reward system, quality of compensation system, organizational discipline, job rotation and enrichment, etc. was effective on branding the bank's employer. Finally, 8 themes include freedom of action at work, volunteers 'personality and behavioral characteristics, individual needs and motivations, gaining social status, job-specific characteristics, volunteers' beliefs and values, desire for personal development, and desire to be appreciated working at the micro level had an impact on employer branding in the commercial banking system.

The aim of this study was to design a university branding model and identify its antecedents and consequences. Accordingly, the discourse of qualitative research and the Theory-Generating Meta-synthesis  method were used. In this regard, by searching in reputable databases and studies and researches related to academic branding, 42 articles were selected and their content was examined in depth. Findings showed that the antecedents of university branding are: university credit, university heritage, quality of university welfare, geographical location, culture and stable financial status. Also, gaining reputation, internationalization, gaining a sustainable competitive advantage, quality assurance, gaining a top academic rank, a new image in the surrounding circles, a new identity, cultural and social change, and national and local influences are the consequences of university branding. Therefore, it can be concluded that the university that is taking a step towards branding is waiting for the increase of national and international reputation, the excellence of faculty members and students, the employability of graduates in the labor market, high achievements, high scientific standards, attractiveness. Sustainable competitive advantage, increase the establishment of knowledge-based and innovative companies, increase the quality of students, professors, education, services, programs and student life, scientific Authoritiness and gain a leading position in the market and reputable academic ranking systems, create an image Distinguishing from the university, promoting the identity and value of the university, producing educational, cultural and social capital, ethnic , linguistic and cultural diversity in the university, gaining an international position and achieving global standards, synergy with the urban brand, effective in growth Political and economic development of the country.

The main goal of the current research is to identify and analyze the key success factors in the revival of Graveyard Brands using the fuzzy Delphi technique. This research is applied in terms of purpose, in terms of method is descriptive survey data, and in terms of research typology, it is among mixed researches with a qualitative and quantitative approach in the inductive comparative paradigm. The statistical population of the research in the qualitative part is experts, 12 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. On the other hand, in the quantitative section, 30 people were selected based on targeted sampling. In the qualitative part of the research, the data collection tool was a semi-structured interview, the validity and reliability of which was confirmed using the coefficient of content validity ratio and the Kappa-Cohen test. The tool for collecting information in the quantitative part is a pairwise comparison questionnaire whose validity and reliability were confirmed using content validity and retesting. In the qualitative part, the qualitative data obtained from the interview were analyzed using Atlas.T software and the coding method, and the key success factors in reviving cemetery brands were identified using rebranding. In addition, in the quantitative part of the research, using the fuzzy Delphi method, determining the priority of the key success factors in reviving cemetery brands using rebranding was done and the most important factors were determined. The research results show that in the qualitative part, fourteen factors were identified as key success factors in reviving cemetery brands with rebranding. In the quantitative part, the results indicate that fixing past shortcomings, mentioning past honors, updating research technology, tastes and interests, changing the brand logo and color, changing the brand slogan, and changing the visual characteristics of the brand are the most important key factors  are respectively  considered as key success factors in reviving cemetery brands using rebranding.

The purpose of this research is surveying the effect of the satisfaction from internal communication on employee engagement, perceived organizational support and employer branding. The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population includes 800 employees of Yazd Housing Bank, 260 of whom were selected as a sample for the first half of the year 1400, using Cochran's formula. The data collection tool is the standard questionnaires that exist in this field. Validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of the measurement model indicated that the model had good validity and reliability. The results of hypothesis testing by SMART-PLS software showed that the satisfaction from internal communication does not affect Employee Engagement, but it has  effect on perceived organizational support and employer branding. Perceived organizational support has an effect on Employee Engagement and employer branding; Employer branding has an effect on Employee Engagement and finally, employer branding can play a mediating role in the relationship between perceived organizational support and employee engagement and also between internal communication satisfaction and employee engagement.  Indeed, the mediating role of perceived organizational support in the relationship between the satisfaction from internal communication and Employee Engagement and also between the satisfaction from internal communication and employer branding was also confirmed.

Since the intention of continuous use of social networks is of great importance for businesses, the present research aims at developing a structural model of the Contextual Factors affecting the continuance intention of using social networks by customers with a focus on hedonistic values ​​and utilitarian values. This study is categorized as applied and descriptive. The statistical population consisted of all customers of Kalleh Company who have used the company's social networks. According to the Morgan’s table sampling, the sample size was calculated to be 384 and for sampling, the available sampling method was used. Data collection was done by a questionnaire that was obtained from a combination of questionnaires of Meske et al. (2019) and Ashraf et al. (2019). The content validity of questionnaire was confirmed using experts's opinions and its reliability was confirmed by Cronbach's alpha coefficient. Data analysis was performed using the structural equation modeling (SEM) in Amos software. Results of the study indicated that the factors including innovativness and ambiguity intolerance, with the mediating role of hedonistic values ​​and utilitarian values, have a significant effect on the intention of continuous use of social networks. Also, face consciousness, perceived reflexivity, perceived versatility, perceived interconnectedness, perceived invisibility-in use and perceived adaptability with the mediating role of hedonistic values, have a significant effect on the continuance intention of using social networks. The need to be uniqueness with the mediating role of utilitarian values has a significant effect on the intention for continuous use of social networks.

The present study was conducted with the modeling approach and with the aim of determining the effect of brand personality on brand equity with the mediating role of brand authenticity in the consumers of Majid brand sports products. The statistical population of the present research consists of all consumers of Majid brand sports products. Based on Cochran's sampling formula, 384 consumers of Majid brand sports products were selected as the sample. In order to collect data, demographic characteristics form, Kadirov’s (2010) brand authenticity questionnaire, Kim and Hyun’s (2011) brand equity questionnaire, and Geuens et al.’s (2009) brand personality questionnaire were used. In order to analyze the conceptual model, structural equation modeling (SEM) was used. Findings showed that there is a significant relationship between "brand personality" and "brand equity" (p<0.05). There is also a significant relationship between "brand personality" and "brand Authenticity "(p<0.05). And finally, there is a significant relationship between "brand Authenticity " and "brand equity"(p<0.05). Based on the confirmed model, it can be interpreted that brand personality has a direct effect on brand equity (PC=0.69) and brand Authenticity. (PC=0.41). Furthermore, Brand personality has an indirect effect on brand equity through brand Authenticity (PC = 0.20).