مجله مدیریت برند
سال دهم شماره 3 (پیاپی 35، پاییز 1402)

One of the important strategies to build powerful consumer based-brand equity (CBBE) for products is to connect them to celebrities. The use of this key marketing strategy is growing around the world. The present study aimed to explore the effects of endorser credibility and endorser congruence on CBBE while considering the mediating role of congruence and the moderating role of brand type (strong/weak). To this end, two advertisements were selected based on a pretest conducted among students in University of Isfahan about brands using celebrity endorser in order to choose the strongest and the weakest brand. The statistical population of the study constituted the buyers of megamalls in Tehran. Totally, 186 questionnaires were completed. The data analysis and structural equation modeling (SEM) approach in SmartPLS software was used to test the research hypotheses. The results of the hypothesis tests showed that celebrity endorser’s credibility had a significant positive effect on endorser congruence and CBBE. In addition, endorser congruence had a positive impact on CBBE. The findings reveal that in the statistical sample of the present study, the effect of the variable celebrity endorser on congruence and CBBE did not differ from the perspective of brand type (strong/weak) and that this variable had a positive and significant effect on paths between ‘celebrity credibility-celebrity congruence’ and ‘celebrity credibility-CBBE’. From these findings, important theoretical and managerial implications have been derived.

In marketing management, there is a situation in which a group of customers advertise for a brand based on common beliefs and prejudices in the virtual space. In line with the need to support the production of domestic industries, brand tribalism can be a suitable strategy to guide these industries and their products towards success by taking advantage of common prejudices and creating interest and loyalty to the products produced by domestic industries. . Therefore, the present research was conducted with the aim of providing a model of the emergence of brand tribalism and how brand tribalism is formed with the interpretive structural modeling method.This research based on mixed research and qualitatively and quantitatively in an inductive comparative paradigm, which is practical in terms of purpose and survey in terms of nature and descriptive method. The statistical population of the research is experts whose sample members were selected by snowball sampling method and based on the principle of theoretical adequacy. The data collection tool in the qualitative part is a semi-structured interview, whose validity and reliability were tested with the content method and theoretical validity and reliability within the coder of the intermediary. Also, the data collection tool in the quantitative section is a questionnaire whose validity and reliability were measured by content validity and retest reliability methods. The research results include identifying the components of brand tribalism and presenting a model of how this concept is formed. The model of brand tribalism in this research has been developed in four main levels based on the formation platforms, interrelated and intervening factors, dimensions of brand tribalism and its consequences.

Today, there is a highly competitive environment between organizations and the dynamics of technology and environmental complexities have caused organizations to survive in this competitive environment to think about differentiating and creating features for their products to be able to compete with competitors. Overcoming and looking for ways to make more profit, one of the things that is used in this regard is the discussion of branding. Therefore, the present study was conducted with the aim of designing a model for branding technological products in knowledge-based companies. This research is a qualitative research in terms of applied purpose. The statistical population of the study consists of branding experts and marketing managers of knowledge-based companies who have been selected using purposive sampling method. The data collection tool for identifying categories is semi-structured and unstructured interview. To check the validity, the Cresol model was used along with the content validity and the reliability of the encoder and intermediate encoder. In this research, to present the research model, the data theory theory approach with Strauss and Corbin method has been used. In Strauss and Corbin model, the main elements of the model are causal conditions, underlying factors, interfering factors, pivotal phenomena and strategies and consequences, which are identified in this section using Atlas.ti software and coding method. The results of the research include providing a model including causal conditions (brand planning, competitive conditions, sanctions and market research), context (culture, organizational performance and organic structure) and interventionist (legal infrastructure). And management, organizational effectiveness, economic status and social responsibility) along with introducing the central phenomenon (brand Architecture, brand position and brand trust) and presenting technological product branding strategies (brand architecture, advertising and marketing strategies) and identifying its consequences (Profitability, brand equity, economic development and program and technology development). In this research, the branding model of technological products is presented based on the three axes of brand awareness, brand position and brand trust.

China's brand management in the Iranian market depends on understanding the mentality of Iranian consumers regarding China's Country of origin (COO). This study aims to map the mind map of Iranian consumers towards China's COO. Zaltman Metaphor Elicitation Technique (Zmet) is used to identify the mental structures and the Brand Concept Map (BCM) is used to map the mental map of Iranian consumers regarding China's COO. The statistical population is the honorary observers of the Consumers and Producers Protection Organization and The research sampling method is purposeful. Results showed that the mind map of Iranian consumers regarding China's COO has six positive and eighteen negative associations. Positive associations include low price, variety, frugality, high choice, high availability and savings. Negative associations include low quality, copying, low durability, low prestige, fraud, mass production, substandard goods, performance risk, stealing the country's jobs, betraying the country, betraying the country's industries, destroying the country's economy, low quality of life, useless, cosmopolitanism, betrayal of biodiversity,

Today, the rapid growth and increasing use of social networks has made it possible for sellers, retailers and buyers to communicate more effectively in the online retail environment. In this research, investigating the antecedents and consequences of brand love; From the online consumer's brand engagement to the intention of creating brand value (the case of the study of the Afogh Korosh brand) in the year 1401. The current research is applied in terms of purpose and descriptive-correlation in terms of execution method. The statistical population of the research is all customers of Afogh Korosh stores, whose number is unlimited and unknown, and the statistical sample was calculated using Morgan's table of 384 people in PLS software, with the method of structural equations and confirmatory factor analysis. The results showed that online consumer brand engagement had a significant effect on brand love and willingness to pay a higher price, as well as on the intention to create brand value. Also, brand trust has an effect on brand love and the intention to create brand value, but it did not affect the willingness to pay a higher price. Online consumer brand identity had an effect on brand love and willingness to pay a higher price, but it did not have a significant effect on the intention to create brand value. Finally, love for the brand had a significant effect on the intention to create brand value and willingness to pay a higher price.

Today, with increasing business competition, the employer brand forms an ideal image of the organization in the minds of current, potential employees and other stakeholders and leads to employee loyalty. The purpose of this study is design an employer branding model in the Statistics Center of Iran with a mixed method approach. Data in the qualitative part were collected through semi-structured interviews with 10 professors, brand experts and boss, deputies and managers of the Statistics Center who were purposefully selected and in the quantitative part using the Cochran's formula of 340 managers, staff of the Statistics Center Iran and partner companies with Iran Statistics Center (corporate customers). The collected data were analyzed by grounded theory method through coding (open, axial and selective) using MAXQDA software and in the inferential quantitative part using SPSS 16 and 24 Smart PLS software. Fitness tests showed the validity of the comprehensive model of employer branding in the Statistics Center of Iran. Findings of the present study consisting of 6 dimensions, 17 components and 51 items lead to the design of the employer's branding model in the Statistics Center of Iran and finally seventeen components are involved in explaining the comprehensive model of the employer's branding in the Statistics Center of Iran.