مجله مدیریت برند
پیاپی 2 (تابستان 1393)

Nowadays, consumers are looking for signs that inspire them to choose from numerous brands. These signs of distinctions are rarely created through brands’ functional characteristics but emotional and symbolic ones. Establishment of a long-lasting and robust relationship with consumers provides a situation in which they can create an emotional connection with the brand and consider it a part of their life. One of such relationships is “Brand Love”. Such a relationship is an opportunity to create a sustainable and Inimitable source of competitive advantage for a favorite brand.With due attention to the importance and novelty of the Brand Love concept, this article surveys the dimensions that construct this concept. To do so, after making some minor changes in Albert et al. questionnaire to fit it to Iranian culture, and after testing the research tool for its reliability and validity, it was distributed among the social networks’ members. 390 completely filled out and usable questionnaires were collected. The collected data was then analyzed by Confirmatory Factor Analysis. The results indicate that Brand Love is affected by six dimensions: “Uniqueness, Pleasure, Intimacy, Idealization, Memories and Dream”.

The aim of this research is examining the effect of consumer and brand personality congruency on consumer’s trust and attachment to the brand and this examination will be conducted in relation to two different groups of products i.e. prestige goods and consumer goods. At the end, results of these two groups will be compared to each other. Thus, the research community has consisted of two groups. The first group is buyers and owners of Lexus brand cars who refer to sales department and after-sales services of this brand in Tehran city. The second group is consumers of Red Bull energy drink who refer to chain stores of Tehran city for buying this drink. The main tools for collecting data in order to testing research hypotheses are questionnaires with 59 questions. The questionnaires were distributed among 300 persons and completed through direct reference and self-report. Research hypotheses test was performed via linear regression method and correlation coefficient comparison test of two common variables in two independent samples was accomplished through SPSS and FZT soft wares. Results represented that consumer and brand personality congruency has a positive effect on consumer’s trust (β=0/479; t=9/43) and attachment (β=0/590; t=12/60) to the brand. In addition, results indicated that the influence of consumer and brand personality congruency on trust in prestige goods is more than consumer goods, while there was no significant difference about the influence of consumer and brand personality congruency on attachment between prestige and consumer goods.

Counterfeiting is one of the oldest crimes in the history and today it is known as a big economical, social, and political problem all over the world. This paper identifies the factors that drive consumers to purchase counterfeit luxury brands. After reviewing the literature, we found six main factors that influence consumers’ attitude to purchase counterfeit luxury brands. This study was done in Tehran and Multistage sampling method and Confirmatory factor analysis was used to analyze the data. The results of the study show that the implications of price-quality, ethical issues, product-related characteristics, and personal characteristics influence on consumers’ attitudes to purchase counterfeited luxury brands. Also findings showed that when consumers feel it is ethical to buy counterfeit products, they buy counterfeit goods easier.

Unstable environments, dynamic markets and intense competition to enter new markets, force to companies to use creative strategies such as co-branding. Moreover, a brand has different backgrounds and signal for each customer that we should be aware of customer’s interoperation of this change, primarily. In addition, different cultural characteristics can be highly influential on different interpretations of the customers. As a result, this paper investigates the interpretation and attitude of customers in some aspects and investigates difference of the Iranian ethnic in the interpretation of these aspects. For this purpose, a questionnaire was distributed among management and industrial engineering students of Tehran universities. The questionnaire was prepared by using the literature and previous researches and was approved its content validity and reliability by face and Cronbach’s alpha. For product and brand, this study used of three products and six brands. As a results this research showed that in the product of laptop, there was no difference between determine and no determine branding among ethnicities, but in other cases (automobile and mobile), there were differences among ethnicities. Finally, we can say that the greatest difference in approach there are between Lor and Kord ethnicities in the field of research hypotheses.

Environmental issues have important around the world. The purpose of this research was to study the factors affecting green brand image in the minds of customers. This study is a descriptive -survey research. car owners of the city of Shiraz are The population this research. 323 questionnaires were distributed to test the research hypotheses. Data collected were analyzed by the software AMOS. Data Analysis Results of the study confirmed positive and significant relation between the green brand. association and the green brand satisfaction brand with green brand image. According to the findings of the study, green brand association toward green brand satisfaction, has greater impact on the forming green brand image in the minds of customers. Also a significant positive correlation between green brand attitudes and green brand association are confirmed. Based on the results, a significant positive relationship is between environmental concerns and green brand attitude. According to the findings of the study of the relationship between green knowledge and green brand attitude dose not confirm. The new hypothesis, the relationship between environmental knowledge and environmental concerns were confirmed. Also, the environmental concerns has effect on forming green brand image in the minds of the customers.

When a private banks and financial institutions seriously started working in the banking industry, the competition between enterprises and banks to customer identification, attraction and retention is most important. Many companies, especially banks which deal with a large number of customers, use the application of data mining techniques in the CRM. Knowing customers and their behavior with some techniques, like segmentation, is the key to success in today’s competitive market. The RFM model is used in the most costumer segmentation research. In this paper, we developed the RFM model by adding continuity variable (C) and entitled RFMC model. In one of the private bank, the costumers clustered by proposed models based on Two-Step algorithm and GRISP-DM methodology. The results demonstrate the accuracy of developed model in costumer segmentation is 5.5% higher than the RFM model. Moreover analysis of each cluster customer behavior, the model of feed-forward neural network is predicted the cluster number of customers based on their demographic and behavioral characteristics.