مجله مدیریت برند
سال دهم شماره 1 (پیاپی 33، بهار 1402)

The comments of online store customers show that they have always been skeptical about store discounts and how they are satisfied in terms of quantity and quality of these discounts has been neglected in the ambiguity and silence of previous researches. Therefore, the purpose of this study was to measure and present a model of customer satisfaction with discounted electronic purchases using the text mining of customer comments in the Digikala online store.The research method of the present study is postmodern in terms of paradigm, applied in terms of purpose and laboratory-simulation in terms of nature with qualitative-quantitative approach. Data collection tools have been library studies and taking notes of customer comments. The statistical population of this study was all the comments on the product of Samsung A12 mobile phone and the statistical sample was selected as a whole. Data analysis method was performed using text mining and LDA method after preprocessing the data and assigning thematic categories. The results showed that the LDA convergence rate for determining thematic categories was six categories, including discount time, discount amount, discount campaign, discount mouth-to-mouth communication, discount perception and types of discounts. The categories were identified for each of the 20 most frequently repeated words in the comments, then the possible positive and negative words for each of the thematic categories were determined and the path coefficient and its importance in the relevant model were presented. The results showed that customers are more sensitive to the discounts of online stores than traditional stores, and compared with the results of previous research, it was found that their satisfaction with online discounts includes more complex dimensions that need to be debugged to properly manage the discount and the discount check is in the form of complete information and awareness. The results of this study can be used by all online stores that use discount pricing strategies.

The aim of this study was to present the model of social responsibility in the field of green marketing of organic products with emphasis on brand dependence. The research is qualitative and the research method is based on grounded theory. The tool used to collect the data was an interview. The statistical population of the study included managers and experts of companies producing organic products with a social responsibility and green marketing approach. The theoretical method was used for sampling until the theoretical saturation was reached and finally 14 people were interviewed. Data analysis was performed through coding in three stages of open, axial and selective coding. From the results of data coding, 83 concepts and 26 categories were identified. Research model was presented according to the dimensions of the grounded theory approach, i.e. causal conditions (5 factors), main phenomenon (5 factors), contextual conditions (3 factors), intervention factors (3 factors), strategies (6 factors) and consequences (4 factors).

Consumers differ in their relationship with the brand: some people have positive feelings (love) towards the brand, some are indifferent and others have negative feelings (hate) towards the brand. Hating a brand is as natural a feeling as loving a brand which is common in consumer markets. Brand aversion is a new but very important and necessary concept that, although it has been neglected in the past, fortunately, it has recently received the attention of researchers. Due to the importance of the issue, there is a need to know more about it. Based on this, the purpose of this research is to investigate and analyze the concept of brand hatred, its factors and consequences. The current research is an applied research in terms of its purpose and a descriptive research of correlation and regression analysis in terms of the nature or method of data collection. The target community is the consumers of Iran Khodro (Samand and Peugeot 206) and Saipa (Saina and Pars Tondar) products in Tehran. The sample included the people who expressed hatred towards the brand at the time of distributing the questionnaires. The sampling method is random sampling available or accidental. The data collection tool is a questionnaire. The intended sample size was calculated using Cochran's formula of 384 people, and finally 400 questionnaires were distributed and analyzed. The data analysis method is structural equation modeling using PLS and SPSS software. According to the results of the research, disgust, insult and anger were recognized as the components of brand hatred. It was also confirmed that brand hatred will cause brand change, private complaint, public complaint, retaliatory action against the brand, revenge against the brand and willingness to spend money to damage the brand from the consumer.

The customer relational experience quality is based on outstanding judgment and understanding of the customer. it can result in a sustainable competitive advantage, is effective in trusting the brand, and finally, leads to Subjective well-being, which refers to the various evaluations of people about their lives, both positive and negative. The more customers have a better experience of buying and using goods and services, the more trust will be created in their minds and trust in the brand, which means having a sense of security and consumer confidence. The purpose of this research is to investigate the effect of customer relational experience quality on subjective well-being with the mediating role of trust in the brand. The current research is applied in terms of its purpose and descriptive-correlation in terms of implementation, in which a researcher-made questionnaire was used to collect data. The statistical population included customers of Refah Kargaran Bank branches in Tehran that based on Cochran's formula and the available sampling method, 384 people were selected as the sample. The collected data has been analyzed by SmartPLS structural equation software. The results of the path analysis showed that the customer relational experience quality has a positive and significant effect on subjective well-being. The customer relational experience quality has also a positive and significant effect on trust in the brand, and trust in the brand has a positive and significant effect on Subjective well-being. The findings show that the good experience of customers in using welfare services, in addition to creating a sense of trust, creates a pleasant feeling in them.

The current research aimed to analysis the consumers’ behavior in the World Petanque Offline Cup 2020. Five measuring instruments of the research were filled by 200 men and women participants of the WPOC in order to modeling the causal relations between the variables. The findings of the path analysis by PLS showed that brand image of FIPJP on brand image of WPOC, brand image of WPOC on behavioral intentions, satisfaction on behavioral intentions and event quality on all brand image of WPOC, satisfaction and brand image of FIPJP had significant positive effects. Additionally, the mediating impact of satisfaction on the relationship between event quality and behavioral intentions, the mediating impact of brand image of WPOC on the relationship between event quality and behavioral intentions, the mediating impact of brand image of WPOC on the relationship between brand image of FIPJP and behavioral intentions were positive and significant. The proposed model of the research had good fit. It is suggested that administrators of the offline sport events should focus on various dimensions of services quality in sport events aiming to increase satisfaction followed by positive behavioral intentions development. Also, the image of the brand of the organizer of such events in the minds of consumers can predict behavioral intentions, and therefore it is suggested to improve the quality of organizational arrangements, how to interact with participants and related technical issues.

Creating a brand and personal branding is considered as a strategic management tool and one of the areas of growth for businesses and managers of commercial companies. Therefore, firstly, in this research, it was tried to identify the factors that can play a role in the personal branding of business company managers, secondly, by prioritizing these factors and the indicators obtained, the degree of importance of each factor is determined. The current research is applied in terms of its purpose and in terms of approach is a hybrid type of research; So that the final database includes both qualitative and quantitative information. Therefore, the effective factors on personal branding were determined through interviews with commercial company managers, social network users and academic elites, and then these factors, in the second stage and using the results of the first stage, in the form of a questionnaire A researcher-made questionnaire was prepared and provided to the mentioned people and the results obtained at this stage were prioritized and the degree of importance of each of the extracted factors and indicators using the chain analysis method Analytical Hierarchy Process (AHP) were determined. Using the opinions of experts and professors, its internal validity has been confirmed and the reliability of the Cronbach's alpha coefficient of the questionnaire was calculated above 0.94, which is acceptable. Findings showed that the factors affecting the personal branding of commercial company managers in social networks include: organizational performance, knowledge, skill and managerial intelligence, extra-organizational communication, demographic characteristics, having a personal perspective, personality traits, leadership skills, social network skills, social- cultural factors, attention to the audience and paying attention to the content, among which having a personal perspective has the most influence and demographic characteristics has the least influence.