جستجوی مقالات مرتبط با کلیدواژه « ارزش برند » در نشریات گروه « مدیریت »

The purpose of this research is the effect of brand trust on customer loyalty with the mediating role of brand value and moderating respect, reputation and love for the brand in the chain retail industry. The current research is in the category of descriptive-correlational research from the perspective of practical purpose and from the perspective of method and nature. The statistical population of the research is made up of the customers of the Daily Market chain store in Tehran, and 385 people were selected as a sample. To select the sample, random cluster sampling was used to select branches and non-probability sampling was used to distribute the questionnaire among customers. The data collection tool in this research is a standard questionnaire with a five-choice Likert scale, whose reliability was confirmed through Cronbach's alpha test and its validity through content validity and confirmatory factor analysis. The data analysis that was done through PLS software showed that the effect of brand trust and brand value has a significant effect on customer loyalty. Also, the mediating role of brand value and moderating brand respect in the effect of brand trust on customer loyalty was confirmed. The results obtained from the relationships between the studied variables can be used by the Daily Market store for better planning in line with customer loyalty and competitive advantage.

Brands are always influenced by internal and external factors that play a fundamental role in enhancing their value. Behavioral factors of employees at different levels, from high to operational, are considered organizational factors that have an impact on brand value. If these behaviors are positive, they lead to the promotion of brand value, but if they are negative and deviant, they are considered a threat to companies in a very competitive environment, especially public economic enterprises. Accordingly, it seems necessary to take efficient action to control and reduce deviant behaviors.

The current research is mixed in terms of exploratory-applied purpose and in terms of method. The statistical population of the research included all experts, including high-level managers, branch supervisors, and Iran Insurance Agencies in the northern provinces of the country, including Guilan, Mazandaran, and Golestan. In the qualitative part, the meta-synthesis qualitative method was used to collect the effective actions. Then, in order to determine the most effective actions from the point of view of Iran insurance experts, two-stage Delphi-fuzzy method was used. In the quantitative section, partial least squares method was used to validate and test the model. The sample size in the Delphi-fuzzy section was 30 experts, and in the quantitative section, 340 questionnaires were distributed among insurance personnel in 3 northern provinces by non-probability quota sampling method.

First, using the meta-synthesis qualitative method, effective actions to control and reduce deviant behaviors were counted and 51 actions were coded in 4 categories with thematic analysis method; Then, with the Delphi-Fuzzy technique and distribution of survey forms among 30 Iran insurance experts in the 3 northern provinces, 39 actions with definite numbers above 0.7. In the final 4 categories and a structural model to investigate the effect of the actions on the brand value was designed. In the quantitative part, a questionnaire containing 51 questions was distributed among 240 employees of the Iranian insurance branches and agencies in 3 provinces by quota sampling method. The structural model fitting results showed that the model has a strong fit with a goodness of fit index equal to 0.52. Also, the results of the path analysis showed that structural and organizational actions with a path coefficient of 0.79 have the greatest effect on brand value.

In this research, it was found that one of the most important concerns of the managers of state-owned economic enterprises in the highly competitive market is the use of effective actions to control and reduce employee deviance so that they are within a logical and constructive range, otherwise, the value of their brands will be damaged. Therefore, to control and reduce such destructive behaviors, research proposals should be considered.

Focusing on identifying the demands and expectations of customers from goods and services and producing according to the needs of consumers with maximum quality, variety and according to local culture and beliefs will lead to the permanence of the brand name and the national design and emblem(marking) of the country in the minds of customers. Considering the importance of e-commerce and customer orientation in the introduction of the national brand and the lack of a study on this topic, we investigated how the interactive effect of e-commerce and customer orientation of the market on brand value in two groups of selected countries - pre-innovation-oriented and innovation-oriented During the period of 2014-2019, we have discussed the tabular data approach and the method of generalized moments. Based on the estimation results, the individual impact of e-commerce and market customer orientation on brand value is positive and significant in both groups of selected countries. However, the estimated coefficient of the individual effect of e-commerce and market customer orientation on brand value in the selected pre-innovative countries is greater than the selected innovation-oriented countries. Also, the interactive effect of e-commerce and market customer orientation on brand value is positive and significant in both groups of selected countries. In addition, the effect of other explanatory variables including good governance, globalization and innovation on brand value is positive and significant in both groups of selected countries.

The purpose of this research is to identify and determine the effects of social media and impersonal communication on customer value with the mediating role of brand value in Digikala online store. The statistical population of the present study included all the customers of the Digikala store in Tehran, and due to the unlimited statistical population, the number of 384 people was selected in a non-probabilistic way. In order to measure the research variables, Fitcher et al.'s (2020) and Lasud et al.'s (2015) standard questionnaire was used, the content validity of the questionnaire was confirmed by the supervisor, and the reliability of the questionnaire was 0.822 using Cronbach's alpha coefficient method for all questions. It came and was approved. In order to analyze the research hypotheses, the structural model method was used with the help of smart pls software. The results showed that social media has an effect on customer value with the mediating role of brand value in the Digikala online store. Also, impersonal communication has an effect on customer value with the mediating role of brand value in the Digikala online store.

Currently, social media, as a powerful tool, allows real and legal people to express their voice to others, promote their brand, and have access to the mass of their customers and audiences, as well as being available to them; And this is a fact that has not appeared in any other period of time. Meanwhile, due to the large number of customers, banks need to have access to this large number of customers, and on the other hand, the customers also have access to the banks. Therefore, The opportunity for banks to be present in social networks and to launch a special bank channel or page along with a dedicated website is a two-way bridge that can connect banks and their customers.The purpose of this research is to investigate the impact of social media marketing activities on brand equity and customer response in the banking industry (Qarz Al-Hasneh Mehr Bank of Iran). The research method of the present study is descriptive-survey in terms of data collection and practical in terms of purpose. The statistical population of customers of Qarz Al-Hasneh Mehr Bank in Tehran is unlimited. It was determined as 384 through Cochran's formula. Amos model and SPSS22 were used to test the hypotheses. Data analysis showed that there is a positive and significant effect between social media marketing dimensions on brand equity and customer response dimensions.

The purpose of this study is to investigate the relationship between gamification, brand engagement and brand value from the perspective of customers. The present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the study is the students of Allameh Tabatabai University, Tehran, Tarbiat Modares, Shahid Beheshti and Sharif University of Technology in Tehran, who have purchased at least once from the Digi Kala store and are also members of the Digi Club, which were selected by convenient sampling. Due to the unlimited size of the population, the number of samples was selected through the Cochran's formula for an unlimited sample size of 384 people. A questionnaire was used to collect data. Smart PlS and SPSS software were used to analyze the questionnaire data. The results of hypothesis testing showed that the standard factor load between the variables of gaming and brand conflict was 0.751, which showed a positive relationship between these two variables. The factor load of t-statistic is 4.574, which indicates that the observed correlation is significant; as a result, the main hypothesis of the research is confirmed, meaning that the results confirm the existence of a significant relationship between gamification and brand engagement

Today, paying attention to online advertising at the media level and the important role it plays in customer behavior has become an important factor in competitiveness between brands. The present research studies the effect of online advertising on the promoting  of  the purchase intention of saffron consumers . The research method is descriptive and survey type. The statistical population of this research is all customers of Saharkhiz Company. The sample size was 384 and the method of sampling was cluster sampling. The research data were collected by using library and field method and the tools used in this research was questionnaire. Reliability of the questionnaires confirmed by using Cronbach's alpha method and its value was 0.887.  The validity of the tool was confirmed by content and structure method. Data were analyzed by using SPSS and LISREL software and analyzed by statistical, descriptive and inferential statistics. The results of this research indicate that consumers' opinions in the online environment have a positive and significant impact on the promotion of brand image and brand equity. It also confirms the impact of brand image on online advertising and brand equity of the company and consumers' purchase intention. Moreover, the results show that brand equity in online advertising has a positive and significant effect on consumer purchase intention.

The present study was conducted with the aim of the effect of business intelligence on financial performance with the mediating role of brand value and creativity of private banks in Khuzestan province. The research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population in this study consists of all employees of private banks in Khuzestan province that 1000 employees were considered as the statistical population and the sample size was selected using the Cochran's formula of 287 employees; And is simple using the random method; And standard financial performance questionnaires of Qaranfleh et al. (2010), Popovij et al. (2020) business intelligence questionnaire, Sin and Verma brand sharpening questionnaire (2017) and Doriji et al. (2001) creativity questionnaire were performed on them; Using Cronbach's alpha test, the reliability of financial performance questionnaire (0.86), business intelligence questionnaire (0.85), brand equity questionnaire (0.85) and creativity questionnaire (0.86) were obtained. The collected data were analyzed using SPSS software version 24 and from descriptive statistics (mean, standard deviation, etc.) and for structural equations from AMOS software, the results showed. Business intelligence affects the financial performance of private banks. Also, business intelligence with the mediating role of brand equity and creativity has a positive and significant effect on the financial performance of private banks in Khuzestan province.

Today, intellectual capital is used to create and increase organizational value, and the success of an organization depends on its ability to manage this scarce resource, in addition to one of the important organizational capabilities that can greatly help organizations in creating and sharing knowledge. They create a competitive advantage over other organizations, brand value and knowledge management; Therefore, the present study investigates the moderating role of knowledge management in the relationship between intellectual capital and competitive advantage through innovation. This research is of descriptive-correlation type. The statistical population of the present study consists of hotel staff in Ardabil; 130 sample members were randomly available and questionnaires were completed. Data using SPSS software and partial least squares method and Smart PLS software were employed. The results of this study showed that the use of intellectual capital by promoting brand value management and brand innovation leads to a competitive advantage in hospitality and hospitality organizations.

The aim of this study was to investigate "the effect of social media content on brand equity by Firm Generated Content and User-Generated Content". We studied seven Iranian clothing brands and eight International clothing brands that had physical representation and at least 10,000 followers in Instagram. The research method was survey and information was collected by a questionnaire from 230 people; and the total reliability of the questionnaire was 0.95. Data analysis was performed by structural equation method and the findings show that the Firm Generated Content in social media has a direct and significant effect on brand awareness, brand association, perceived quality and brand loyalty. The greatest impact of Firm Generated Content is on brand equity through brand loyalty. User Generated Content also has a positive and significant effect on brand association and brand loyalty. The greatest impact of User Generated Content is on brand equity through brand loyalty. The results show that the Firm Generated Content and User Generated Content affect on brand equity on the social media.

Gray markets refer to those markets where multinational brands are distributed throughout the local markets of a country through unofficial sources of brand activity. Consequently, companies that are responsible for distribution of multinational brands in the host country will face difficulties. Given that consumers tend to gray markets to buy the original brand at lower prices during economic fluctuations in particular countries, it is impossible to eliminate gray markets, (Dasu et al., 2012). On the other hand, the lack of appropriate management of such markets and the passive approach of multinational companies toward such markets undermine the value of those international brands in the host countries and undervalue branding efforts. In our country, gray markets also exist and have significant economic consequences. The home appliance market is one of the most critical existing gray markets in Iran, which has emerged due to a lack of screening and extensive activities in the illegal distribution of home appliance brands. Samsung home appliance company is regarded as one of the international companies that has suffered accordingly. Gray markets that do not provide adequate support and following services for consumers have caused problems for the Samsung brand. This problem-oriented study on the gray market for Samsung home appliance products intends to address why such gray markets have emerged despite various marketing activities by Samsung Company. This study aims at identifying antecedents and consequences of the existence of gray markets for Samsung products.

The present empirical study is developmental in terms of purpose and qualitative in terms of data collection. This research has been conducted according to the grounded theory. The research sample includes a group of managers working at Sam Service Company and university professors who were selected by purposeful sampling. The data were collected through interviews and then coded in three levels of open, axial, and selective coding. Eventually, the results were coded into five categories of causal, contextual, and intervening conditions, as well as strategies and consequences based on Strauss and Corbin model.

Causal conditions include economic fluctuations and lack of screening in the country's entrance refers to the critical phenomenon of emergence of gray market. Contextual conditions entail rules and regulations and also consumers’ culture. Intervening conditions include empowerment of legal intermediaries and consumers’ awareness. Strategies encompass customized and passive production strategies. And finally outcomes include sales performance and brand value. The research findings indicated that there were not adequate necessary advertisement to persuade buyers from intermediaries and sales agents; besides, Samsung company has focused its advertisement on their products instead of official distributors. Therefore, it is very important to reconsider and invest in advertising and communication to inform customers about the significance of buying from official suppliers. Focusing on creating a consumer culture corresponding to service quality and reducing the risk of product problems can also strengthen consumer culture and reduce consumer risk-taking to buy from gray markets. In terms of laws, there are not adequate restrictive laws leading to the formation of the gray market in the field of home appliances, and in particular Samsung brand.

The results of this study showed that it is necessary to address the specific economic conditions of the host market, the extent of distributing channels and supply of products of the main company, creating a culture of buying from official channels, familiarizing customers with follow-up service, and establishing systems to engage customers accordingly. In terms of theoretical participation, findings of this study can be considered in the application of necessary theories related to customer engagement for international companies. The lack of constant communication between Sam Service Company and its customers has established a sense of Service Company for customers rather than a company that is the official provider of products. It leads to the image that customers should only refer to the company when there is a problem and they need repair services. Therefore, it is related to the natural dissatisfaction caused by product problems or service failure. However, in case of creating customer engagement systems, a continuous and coherent relationship is established with the parent company and the official representative can increases the brand value. It also results in incentives such as loyalty discounts, customer club points, and etc. during future purchases. It causes customers to disregard gray markets and turn to official markets, and also leads to constant communication with customers.

The value of a brand is said to be worthy of the inherent value of a well-known brand. This value occurs when customers, due to the attractiveness of the attached name to a product, pay more and more money to a product of equal quality. Sometimes the estimated value of a company's brand is a significant share of the company's physical asset value. In this research, it has been attempted to identify the relationship between brand value and the performance of companies accepted in Tehran Stock Exchange by using company-centric approach and applying actual data. By studying the literature of the subject and the patterns and results of previous researches, four hypotheses are proportional to the four main factors affecting the brand value of the companies. By applying the model of the unpopular data panel, during the six-year period, 594 observations from 99 companies the test is carried out. The results show that advertising intensity, company life, market share and brand life have a positive effect on brand value.

This paper examines the usefulness of the cultural approach in analyzing the effect of regulatory factors on the brand value of the company as well as predicting brand value by linear and nonlinear estimators. In this regard, the Q Tobin ratio has been used to measure brand value. Initial independent variables in this research include supervisory variables (management features and audit committee). The empirical findings related to the survey of 190 companies admitted to Tehran Stock Exchange during the period from 2012 to 2019 show that the variables of the ratio of institutional owners, the ratio of non-obligor managers, the company's political relationship, the ownership ratio and the concentration of ownership are stronger to explain the brand value by using cultural method than other variables of power. Moreover, the other result of the research is that in predicting brand value, the nonlinear estimator has higher ability than linear communication method.

Value creation for destinations works as a leverage that increase the entrance of tourists. Considering the importance of the above issue, the present study examined the existing models on branding, brand management, brand development and re-branding in the tourism industry. At first, content analysis of about 50 models was investigated. After extraction of structures, the grounded theory method was used to construct the concepts and their subsequent categorization. Finally, the paradigmatic model consists of five main axes: the causal and context conditions, strategies, intervening conditions, and the consequences were designed. In the following, strategies of the model in Yazd were investigated using structural equation method. The statistical population consisted of all students, professors and experts in the field of Yazd brand. Due to the large size of the statistical community and the lack of access to all by Non-random sampling method availablel, about 385 questionnaires were distributed. Cronbach's alpha method was used to assess the reliability of the questionnaire and the face validity method was used to assess the validity of the questionnaire. Then, by using the structural equation model, the model was examined and the results of the test confirmed the appropriateness of all the hypotheses and indicators of good fit of the model indicating the suitability and compatibility of the model with the obtained data.

The purpose of this study was to investigate the effect of supply chain chains on brand value in Iran Khodro Diesel Company. The purpose of the research is applied and in terms of the method is descriptive - correlation. In terms of time, it is part of cross-sectional research. The statistical population of this study was all experts of Iran Khodro Diesel Company, including 800 people. Based on the Morgan table, a sample of 260 individuals was selected and randomly selected. The data gathering tool was Supply Chain Aid Questionnaire and Brand Value Questionnaire. Content validity of the questionnaires was reviewed and confirmed by experts and professors of the university. The reliability of the questionnaires was also counted by Cronbach's alpha coefficient. The alpha value for the supply chain agility questionnaire was 0.911 and for the brand value questionnaire was 0.885. The structural equation model was used to analyze the data. The findings showed that supply chain agility and its dimensions have the potential to predict brand value of Iran Khodro Diesel. Also, supply chain resilience is based on brand loyalty, brand awareness, brand association, brand awareness and brand quality.

Today, through the effective use of information and communication technology, organizations can offer their customers a variety of products at low prices and special services at one time. The present study sought to understand the effect of the marketing mix on the private label of the brand value of dairy products. This research is from the perspective of the descriptive-correlation nature. The statistical population of this research is customers of dairy stores in Shiraz. Due to the unlimited community, the sample size was 384 according to the Cochran formula. The data collection tool is an extraction questionnaire by Abril and Rodriguez (2016). The results have been analyzed by using the structural equation test using Amos version 22 software. The results indicate that the marketing mix on the private label has a direct and significant effect on the brand value of dairy products. Private brand label affects brand equity in the store's communications and advertising space. Private Label Price, Money Promotion Period, promotional activities on private labels, brand equity did not have a significant effect.