مجله مدیریت برند
سال یازدهم شماره 2 (پیاپی 38، تابستان 1403)

Given the importance of the insurance industry in the economies of developing countries,the multiplicity and diversity of insurance services and customer confusion,this study seeks to provide a model of customer confusion management that can provide and maintain the interests of customers and insurance companies and effective solution for trustees. It is to manage the confusion of customers in the life insurance industry of the country. Pattern design was performed using a qualitative approach and the data theorizing method of the foundation and purposeful sampling and snowball sampling were used to select research samples.After conducting a semi- structured interview with 21 organizational experts in the insurance and marketing industry, considering the adequacy of data and theoretical saturation during the open,axial and selective coding steps.a paradigm model of customer confusion management was designed.The results of data coding led to the identification of 17 main articles that were classified into 6 categories.In this model, customer confusion management isextracted as a central phenomenon and also causes and factors that cause this issue.Because customer orientation,marketing strategies and providing a complete package of high quality services regarding customer confusion management were presented and the cosequences were also expressed. Therefore the results of this study can be identified,planned and provide solutions to resolve confusion and encourage customersto consciously welcome the focus of researchers,companies.goverment and policy makers.

Brand citizenship behavior shows that organizations need employees' voluntary behavior as well as their job responsibilities. Managers should present a positive message of their brand image to customers, which can be achieved through internal branding. Brand citizenship behavior requires the joint effort of marketing and human resource management during the time spent on branding. Therefore, the purpose of this research is to investigate the impact of self-leadership and role identity on brand citizenship behavior with an emphasis on brand knowledge, commitment and trust. The statistical population of the research consists of employees of three and four-star hotels in Tehran, which was determined by using Cochran's formula to the number of 384 people. In this research, systematic random sampling method was used. Convergent validity was used to determine the validity of the questionnaire. The reliability of the questionnaire was checked with the help of Smart pls 3 statistical analysis software and the value of Cronbach's alpha coefficient was greater than 0.7, which indicates its acceptable reliability. In order to analyze the data, confirmatory factor analysis tests, average variance and partial least squares were used. The research results indicate that leadership itself has a significant impact on brand knowledge and role identity. It was also found that role identity has a significant effect on brand commitment. Brand knowledge also has a significant effect on brand commitment. Finally, it was found that brand commitment has a significant effect on brand trust and citizenship behavior. Also, brand trust has a significant effect on citizenship behavior.

With the passage of time and with the changing needs and tastes of consumers and increasing competitive pressures, brand revival is a necessary strategy so that the company will respond to the needs of consumers more effectively than its competitors and stabilize the company's position in the market and create a competitive advantage. The current research has been studied with the objective of the pathology of the revival of old brands with a grounded theory approach. Data collection was done through in-depth interviews with 12 experts in the field of branding and old brands who have specialized in top brand product companies until reaching theoretical saturation. The current research is applied in terms of goals and qualitative in terms of analysis method. Around the main category (revival of the old brand) in three stages of data coding, nine conceptual categories of managerial measures, drivers, prosperity and production boom, environmental measures, economic obstacles, law and policies, structural factors, technical and technological obstacles, managerial obstacles have been found to directly or indirectly affect the revival of the old brand.

Today, companies are under pressure to accept social and environmental responsibilities within the framework of their strategies and management systems, and sustainability can differentiate competing brands in B2B markets. On the other hand, achieving sustainability and competitive advantage requires companies to support and combine their branding, reputation, and legitimacy in a mutual way. Therefore, the purpose of this research is to identify the discourse framework of sustainable brand legitimacy in an industrial context. The philosophical framework of this research is the interpretive-positivist paradigm and is a category of applied and exploratory research. The participants of the research, who were selected purposefully, are 12 B2B activists familiar with sustainable branding, whose views were analyzed using Q factor analysis using spss25 software. The results show that the model of sustainable brand legitimacy in an industrial context is in five categories: external legitimacy, pragmatic legitimacy, normative legitimacy, instrumental legitimacy, and legitimacy catalyst. The process of legitimization is a process that involves not only the marketing function but the entire organization. Therefore, B2B businesses should pay attention to the use of employees in customer relations, because they are basically the faces of the brand. Also, sustainable B2B brands should be associated with positive associations; Create value for both suppliers and customers.

Consumers may express negative reactions such as sending negative comments and scores to that company or business due to dissatisfaction with the product or service of a company or brand. Electronic revenge of customers is one of the types of these negative reactions, which means unpleasant and vindictive reactions that customers may take to become more dissatisfied or take revenge on a company or business, which ultimately causes damage to the company and brand image. Therefore, according to the importance of the subject, the present research was conducted with the aim of designing the model of the emergence of electronic revenge in online stores with the TISM method. In terms of purpose, the current research is applied and is classified as an exploratory research. The statistical population of the present study was experts who consist of sales and marketing managers of online stores along with customers, and 27 of them were selected as sample members using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tools were interviews in the qualitative part and questionnaires in the quantitative part. In this research, content analysis and coding with Atlas-ti software were used to analyze the data in the qualitative part. Also, for quantitative analysis, the method of interpretive structural modeling of the whole phase was used. The results of the research include the presentation of the pattern of the emergence of electronic revenge by customers in four axes: the reasons for electronic revenge, the platforms of electronic revenge, the forms of electronic revenge and its consequences.

The present study was conducted with the aim of providing a weight model for pricing indicators of brand value in the automotive industry of Iran. This research is applied in terms of purpose and exploratory-survey in terms of approach. The statistical population was a group of academic and executive experts who were fully acquainted with the issues of branding and brand valuation as well as the automotive industry of Iran. Based on this and using judgmental sampling method, 35 people were selected as included in the team of research experts. In the process of identifying brand value pricing indicators, the arm interview tool was used in the screening and classification stages of the indicators and closed questionnaires were used to achieve the weight model of brand value pricing indicators. In this research, in different phases, different methods and software were used. In the screening and classification of indicators, descriptive and inferential analysis methods such as mean, Kolmogorov-Smirnov test, one-sample t-test and factor analysis were used to perform calculations, Excel and SPSS software. In the stage of achieving the weight model, the method of fuzzy hierarchical analysis process (FUZZY AHP) and SuperDecision software was used to perform its calculations. Finally, the results of the study led to the identification of 9 dimensions (distinction, credibility, awareness, belonging, trust, quality, loyalty, social responsibility and association) and 28 sub-indicators and their final weight was determined