جستجوی مقالات مرتبط با کلیدواژه « branding » در نشریات گروه « مهندسی شیمی، نفت و پلیمر »

In order to create a successful brand, it is necessary that first of all its target market as well as target audiences are checked and the existing risks of failure can be minimized with behavioral analysis. nowadays, many products start advertising before entering the market and seek to create a sense of trust and increase feedback. In this paper, one of the essential items is to examine the influencing variables for the target community and also examine the mood of the audience. One of the products that depends on individual desires and tastes, and also the brand is one of the main features, is sports products. One of the problems seen in Iran is the lack of special attention to sports product brands for Islamic Iranian. In this research, it was tried to investigate six influential variables including background conditions, causal factors, intervening factors, central phenomenon, strategies and consequences in branding sports products for women in the country, and a model was developed using PLS structural equation statistical software. The results show that the variables of the causal factors had a significant effect on the variables of the central phenomenon, and they also had a significant effect on the strategic variables. This means that creating the right quality and feeling of trust in products is more important than creating visual identities, personality and mental image of the brand. According to the presented model, the basic factors are the start of an effective brand in women's sportswear. Finally, the competitive advantage of creating appropriate strategies in line with customers' demands also plays a significant role in keeping customers loyal to the brand. The highest level of statistics was also related to the impact of strategies on brand outcomes in this research, which shows that a suitable strategy in branding women's sportswear can create more emotional engagement and brand loyalty.

Despite the high capacity of sport products market and the considerable productive potential in Iran, activists have not achieved much success in this field. One of the main challenges of this industry is the weakness in branding and marketing products because there is no capital more efficient than a powerful name. In the first phase of this research, the indexes of several articles focusing on branding were obtained in authentic sources, and then the index extraction was completed through semi-structured interviews with branding and sports products experts. In the second phase, in order to investigate the appropriateness of the extracted indicators with the local conditions of the country and the field of Iranian sports brands, The Fuzzy Delphi method was used and a questionnaire was given to academic and industry experts to determine that the indicators are appropriate to the field. In the third phase, using the data-based method, a paradigm model for branding sports products was developed. This model has been evaluated by the structural equation modeling method with PLS approach. The data analysis revealed that the final model comprised a set of phenomenon-based indicators, intervening factors in branding, causal and influential factors, contextual factors, strategies and the consequences. In this study, several categories were achieved in the branding of sports products field, to which paying attention will culminate in the ultimate goal of branding.

Color is one of the most important visual features of non-verbal communication and the first symbol to attract or repel a customer. This article is the result of a research on the effect of color on perceived psychological variables of car quality using a quasi-experimental research method.On this basis, the images of two types of cars with green color and a black cover are shown in a statistical sample of 32 undergraduate students, including variables such as comfort, beauty, fuel consumption, environmental friendliness, etc. The participant opinions were collected and analyzed at another time after the color shift of the cars. In summary, the results of this study showed that there was no significant relationship between the two variables of "feeling comfortable" and "beauty" with "car color", but There is a significant relationship between the "feeling of low vehicle consumption", "feeling of environmentally friendly" and "being prestigious " and the type of colors studied. In other words, it can be claimed that green cars induce a more environmentally friendly feeling and that black cars appear to be more prestigious. Another finding of this study is the relationship between color and masculinity and femininity of cars, which are presented as two colors of more feminine green and masculine black.

As creating and developing brands is very important in the promotion of any industry, supporting existing brands and facilitating the creation of new ones in the apparel industry, will pave the way to boost exports and flourish the industry. The aim of this descriptive study was to identify and investigate the branding challenges in the Iranian apparel industry and to find strategies to overcome the challenges based on the opinions and suggestions of consumers and textile experts.  For this purpose, questionnaires were designed for two target populations, i.e., consumers and industry experts. 385 consumers filled either the web-based (160) or the paper-based (225) questionnaires. 34 textile experts also responded and 29 of them filled the paper-based questionnaires. Statistical analysis with the confidence level of 0.05 was performed to investigate the responses. The results showed that “being influenced by people around” had the most significant effect on “the purchasing branded garments”, and “the consumer spending power” had a meaningful correlation with “the brand familiarity”. Based on the consumers’ and experts’ responses, the most common branding challenges and opportunities in the textile industry were listed and the solutions to the challenges facing the garment industry were proposed.

Considering the cultural diversity, understanding consumer behavior and evaluating the customer buying decision process are very important. In this research, the factors affecting customer buying process of clothing were investigated. To attain this objective, a questionnaire about the parameters involved in the purchase of clothing was prepared. The questionnaires were distributed and filed by shoppers and retailers in Isfahan and Tehran grand bazar. The statistical analysis of the responses showed that the affecting factors on purchase of garments were mainly quality, price, aesthetic, brand, design and discounts. The results showed that the most important factor for purchase of coats was its quality; while aesthetic and fashion design had a higher degree of importance in purchase of casual night dress. Based on this survey, some suggestions are proposed to increase local clothing sale and brand. Branding is one of the most important aspects of any large or small business or retail.