مجله مدیریت برند
سال پنجم شماره 1 (پیاپی 13، بهار 1397)

The purpose of this research is to investigate brand loyalty through brand engagement in online social networks. Hereon, customer relations with the brand and with the social network were examined as antecedents of brand engagement in cyberspace. We also examined the three dimensions (cognitive, emotional and behavioral) affinity of customers. Instagram users were considered as study population. The sample were students of Tarbiat Modarres University whom were active on Instagram and followed a brand and had purchases from it. The research is descriptive, and correlational in terms of purpose and data collection method, respectively. After studying the related literature, a researcher-made questionnaire was prepared and distributed in two forms (paper and electronic) among participants. Finally, 370 received responses were applicable for analysis. In order to analyze the data and test the hypotheses, SPSS and Smart PLS software, the structural equation method and confirmatory factor analysis have been used. The results on the customer-brand relationship with customer brand engagement hypothesis, showed that the more customers would be satisfied and identified with the brand, the more engaged with the brand in the social network. Also, the positive impact of customer relationship with the social network on the customers' engagement with the brand in social networks has been confirmed. Finally, the results showed that customers' engagement with brand in the online social network has a positive and direct effect on customers' brand loyalty.

Employer branding is a marketing strategy that helps employers keep their attraction and retention in the competitive labor market. The purpose of this study is to identify the reciprocal effects of employer branding key variables in the ICT industry. The research type is a combination of documentary and survey methods and in terms of nature, it based on new futurology, analytic and exploratory methods. Initially, by literature review, the employer branding variables were identified. Using human resources experts’ opinion, a questionnaire was designed, includes 13 employer branding variables to measure their effectiveness. The questionnaire’s validity and reliability were evaluated and confirmed. 26 experts commented on how these variables impact each other. The innovation of this research is analyzing the reciprocity of the key variables of employer branding. The data was analyzed using Micmac software. The results determine the status of the employer branding variables, due to their impact and effectiveness and their role in employer branding, in the ICT industry.

Competition analysis is one of the requirements for developing a marketing strategy and is the essence of competitiveness is dynamism. Competitive dynamics describes the intensity of actions and reactions of organizations which participate in a competitive business environment. The purpose of this research is to explain the dynamics of competitive behavior based on the marketing mix in the banking industry in Iran during a period from 2014 to the end of November 2018. In order to achieve the goal of the study, mixed approach has been employed. In the qualitative phase, semi-structured interviews and survey have been used and in quantitative phase, content analysis is employed to collect and analyze data. The selected banks have 3 characteristics: they are public company (are accepted in stock market), have a high market share, and are considered competing for customers. According to research results, the banks compete on the basis of introduction of products and services updates, promotion, channels and institutional partnerships. In addition, it became clear that the priority of adopting these strategies is different in relation to the critical and non-environmental conditions of the environment

Startups have limited budget, resources or experience, so marketing style choose is very important for them. Meanwhile, audiences' distrust in traditional advertising has led marketers to an increase in their tendency to brand journalism. This research was aimed at investigating the effect of brand journalism on customers' repatronage intention towards domestic startups. According to purpose, the study is an applied research, and a descriptive survey in collecting data. The statistical population is all Tehrani citizens who use Tap30 services. To determine the sample size, Cochran formula was applied, and because of the unrestricted statistical population, sample size of 384 people was selected by cluster sampling method. The data collecting instrument was a questionnaire. The reliability was confirmed by calculating the Cronbach's alpha coefficient and the validity was confirmed by the CVR method. Data analysis was performed using Structural Equation Modeling Methodology by Liserl software. The results confirmed all assumptions. They showed that brand journalism has an impact on customers' repatronage intention. Based on the findings, it can be said that the attention to brand journalism in digital marketing activities increases the quality of advertising content, attracts customers' trust and attention, as well as increasing the customers' repatronage  intention towards the

The purpose of this research was cogitating the effects of market orientation, service innovation and service quality on brand preference and willingness to pay higher prices, focusing on the mediating role of brand equity. Thus, the current research is practical in terms of goal, and descriptive-survey in terms of information gathering method. Questionnaires were used for collecting data. The statistical population of this research were passengers of the two rail transportation companies, in Tehran to Mashhad railway. 298 usable questionnaires were returned out of 400 ones distributed to the statistical population. The structural equation modeling technique was used with AMOS24 for testing the research hypotheses. The results showed that market orientation and its dimensions have a positive and significant effect on service innovation and services quality. In addition, though brand equity affected by before-mentioned variables, it has a significant effect on brand preference and willingness to pay higher prices.