جستجوی مقالات مرتبط با کلیدواژه « brand » در نشریات گروه « پزشکی »

Educating the audience is one of the things that can affect their mental perception of the usefulness and ease of utilizing technology. Due to the lack of knowledge about the unique features and ease of use of Tehran University of Medical Sciences website, some audiences prefer to use the old website and do not accept the changes on the university website well. This research was conducted with the aim of comparing the two methods of face-to-face training and clip training in accepting information technology changes on the university website and evaluating the audience’s awareness of branding features on the web.

There were 90 people who participated in this study, 45 of whom received face-to-face training and 45 of them received training about site changes through video clips. Research data collection was done based on Davis questionnaire and data analysis was done using SPSS and Padprism graph software. To compare a quantitative variable in more than two groups, one-way analysis of variance test or Kruskal-Wallis test and also, and also, one-way ANCOVA test were used to check the difference between groups before and after training.

In face-to-face training, variables such as awareness, usefulness and perceived ease of use, as well as attitude and performance regarding the use of information technology before and after face-to-face training or clip did not have significant differences.

Examining the effectiveness of the teaching methods in this project will help the public relations of the university to act quickly for the changes that will occur in the field of web branding in the future, in terms of preparing and accompanying the audience.

Since tourism can play a significant role in the economy of any country, it can be used as a route to advance the economic goals of the city. Since the development of smart tourism is now dependent on the use of Information Technology, the use and dependence on information and communication technology is inevitable to achieve the prospects of the tourism industry and growth in this field, and the capabilities and resources that exist in this field must be used to the fullest. There are many areas in tourism where information and communication can be used the development of smart tourism is one of these opportunities. The branding model for developing smart tourism education is a strategic approach that can help improve the capabilities and experience of tourists in tourist destinations. This model is based on the principles of marketing and brand management and can help improve quality and improve the level of tourism education in destinations by using new and intelligent technologies. The present study was conducted with the aim of presenting a model for presenting a brand creation model in order to develop smart tourism education based on the Grounded Theory.

The research method is qualitative and based on the foundation's data theorizing. Semi-structured interviews were used to gather information, and the analysis was done by Strauss and Corbyn and the paradigm model. Sampling was theoretical sampling and was done using targeted (judicial) techniques. Data collection tools were interviews with experts. The participants were from automotive companies with the positions of CEO and board members and marketing managers. Using the interview protocol, interviews were conducted with a sample of tourism managers and the information needed for research was extracted from the interviews. In addition, the indicator of the usefulness of continuous comparison of data with the background and theoretical structure of the research was carried out, in this regard, the compilation of semi-structured questions at each stage of the interviews was covered with the usefulness of the research. According to the systematic model of the Grounded Theory, experts and managers with experience in the tourism industry were selected for the statistical University.

The results of the data analysis obtained from the interviews during the open, pivotal and selective coding process led to the creation of a model of urban branding in order to develop smart tourism destinations based on the foundation's data theorizing. Finally, a model was identified to provide a brand-building model to develop smart tourism education. The findings of this study indicate that in order to develop urban brand creation in order to develop the development of smart tourism education, managers should pay close attention to all the categories and sub-categories identified in this study and have sufficient information about each of them. The findings suggest that the emotional experiences of tourists affect the image of the destination, which in turn affects the behavioral goals. However, the results do not confirm the mediating role of the destination image between the emotional experiences of tourists and behavioral intentions. Review of research literature and theoretical foundations it is determined that despite the existence of various development models for the development of tourism destinations, there is no comprehensive model that can provide all the success requirements of branding processes for the development of smart tourism education, so given the research gaps in relation to branding and also given the material presented, the importance and necessity of research in relation to branding in order to develop smart tourism education is evident. So the goal of this study was to provide a brand model to develop smart tourism education.

Using the branding model to develop smart tourism education, it is possible to improve the experience of tourists, facilitate access to useful information and training, and strengthen the communication between tourists and tourist destinations. Also, by using smart technologies, the performance of the tourism education brand can be improved and the attraction of tourist loyalty can be increased. With the growing tourism industry and the importance of education and information in this industry, the use of the branding model to develop smart tourism education can help countries, cities and tourist destinations to be recognized as attractive and unique destinations, and as a result, contribute to the sustainable growth and development of this industry and the economy of the region and the country.In the future, with the advancement of technology and changes in the habits and needs of tourists, the brand creation model will also improve and evolve in order to develop smart tourism education. The use of artificial intelligence, augmented reality, the Internet of things and other new technologies will enable improvement and innovation in tourism education and will bring the experience of tourists to a higher level.

Medical tourism industry as a service industry needs to take measures including branding to attract and retain tourists. This study was conducted with the aim of improving branding in medical centers active in medical tourism, through the test of the brand citizenship behavior development model of employees, which was calculated from a qualitative research based on the Foundation Data Model.

The current field-survey research was conducted on a sample of 384 employees in contact with patients, 10 hospitals with admission departments for international patients in Tehran city, selected using convenience sampling method. The data were collected using a researcher-made questionnaire. The reliability of the questionnaire was evaluated with Cronbach’s alpha index and composite reliability, and its validity was evaluated using content validity and construct validity. Data analysis was done by structural equation modeling using SPSS 22 and Smart Pls 3 software.

All research hypotheses were confirmed, including the effect of causal categories in the three dimensions of organization, employee, and tourist on brand citizenship behavior, the effect of intervening and foundational categories on comprehensive marketing and branding planning except for organizational justice and social responsibility of the organization, the impact of brand citizenship behavior on the comprehensive planning of marketing and branding and finally the effect of brand citizenship behavior by mediation of comprehensive planning of marketing and branding on the consequences related to tourists, organizations, employees and extra-organizations. The evaluation of the structural part of the model and the relationship between the internal and external construct also indicated the optimal fit of the model.

Attracting the support of employees in the direction of extra-role behaviors that strengthen brand identity and benefit from its positive organizational and extra-organizational results, requires the attention of managers and relevant officials to various organizational, managerial, individual, etc. factors. Moreover, creating a strong brand in medical centers requires comprehensive planning to increase the participation of employees of these centers.

The main goal of this research is to design a branding model based on entrepreneurship in startups. Considering the fact that there is no comprehensive model in this field in the research literature of Iran, in this research using the qualitative research method of foundational data theory, the central phenomenon of the research is the process of branding in startups and after completing the steps The investigation of the causal, contextual, intervening conditions of this phenomenon was identified. Also, at the end, the results and consequences of branding in startups are presented in the model. To build the research model, the method of semi-structured interviews has been used according to the principles of the data theory of the foundation. The statistical population of the research includes executives and university experts in service startups who were identified and interviewed using the purposeful sampling method and the interview continued until reaching the theoretical saturation point and after analyzing and checking the extracted codes in three stages Coding, the final model was extracted.

Brand equity, as the most valuable intangible asset of any company, plays an important role in the success of companies and effective communication with customers due to the extraordinary advantages it creates. In this study, using foundation data theorizing, the model of brand value creation based on consumer's attitude in the retail industry was identified and explained. For this purpose, data was collected through in-depth semi-structured interviews with corporate marketing experts in this field. Sampling was done theoretically and after 15 interviews, theoretical adequacy was achieved. Analyzing and coding data based on the foundation's data theorizing model during three stages of open, selective and central coding showed that in order to successfully influence the specific value of a service brand with an emphasis on the consumer's attitude, managers must apply to all the categories and subcategories identified in This research should pay attention carefully and have sufficient information about each of them. In addition, this research shows the need to pay attention to the impact of providing brand value creation model based on consumer's attitude in the retail industry. Therefore, companies should fix the weaknesses related to communication with accountability and strengthen the tendency to be responsive by regularly checking customer satisfaction and identifying the current and future needs of customers.

The aim of this study was to investigate the factors affecting the physicians' decisions in prescribing medicine and in using national and foreign brands of medicine with the help of decision-making styles of Sprolls and Kendall models among physicians in Urmia. Given the prevalence of COVID-19 disease worldwide, physicians' decisions and preferences in prescribing medication are considered vital.

The present study is an applied survey.  The study population included 400 general practitioners, specialists and subspecialists in Urmia. The normality of data was measured using Kolmogorov-Smirnov test. Cronbach's alpha was also used for reliability of the questionnaire. Regression analysis was used to measure the strength or degree of linear relationship between two independent variables. SPSS software was also used for data analysis.

The results showed that out of six influential factors, five factors (quality, brand, newness, price, and loyalty) were identified among physicians. In addition to identified factors, a new factor namely "time and energy saving" was also a determining factor.

Considering the 7 factors influencing physicians 'decision-making, the results showed that physicians pay a great amount of attention to prescribing quality medicine in their preferences. On the other hand, the brand has a special place in physicians' decisions; therefore, drug companies and manufacturers should also care about branding their products.

Drawing the scientific maps in various fields through the study of scientific texts has always been the focus of many researchers. The purpose of this study was to investigate the research process and determine research interests in the field of brand and personal brand as well as analysis of scientometric indicators in this field based on scientific articles in the Web of Science (WoS) database.

This scientometric and applied study was conducted through the network analysis of co-authorship countries and co-occurrence words using the indicators of social network analysis. The research population was all articles on the brand and personal brand, indexed in the WoS during 1985-2020. The VOSviewer and Excel were used to analyze the data.

The results showed that scientific outputs in the field of the brand started in 1990 with 1 article. Most outputs were in 2020 with 101 articles. In the co-authorship network of countries, the United States was identified as the most influential country with 164 articles, and in the co-occurrence words, out of 2707 words, the most focus and co-occurrence was on the keywords "brand" and "behavior" with 74 co-occurrences and "impact" with 77 co-occurrences.

Studies in this field have a good network coherence, and word density map also confirms that researchers have been able to address a variety of topics in the field of the brand.

The knowledge and skill of HR is the most important source of the organizationchr  competitive advantage, considering each of these skills and capabilities that each of them has been developed and strengthened in a long - term process, combined with the combination of genetic capabilities and individual efforts in the context of the environment. therefore, the purpose of this research is to develop the human resource brand pattern in organizations and universities, which are compatible with the social and cultural status of iran and individual, organizational and social values of the selected research community. in the development and presentation of this pattern, its dimensions and components are endemic and tailored.the present study has been done in combination (quantitative qualitative). accordingly, in the first part of the research in order to provide a comprehensive model of branding of human resources, the qualitative research method was used. thus, after identifying the categories, concepts and code of human resources through Meta-synthesis, to provide optimal combination of model components in order to optimize the relationship between human resource brand categories, the initial model was obtained and then validated through partial least - squares (pls)method.the findings show that the main categories extracted from the Meta-synthesis method are approved by the experts community and the present research model consists of eight main categories and 43 sub categories. it can display the branding pattern of human resources with an islamic approach to the universities of medical sciences in tehran. The results of the study indicate that the following eight dimensions: 1.branding of human - islamic resources,2. Assessment of human resource performance and 3.Training and development of human resources,4. Organizational Leadership,5.organizational justice and 6. Human resource satisfaction and commitment 7.organizational culture 8. branding of human resources has a great role in the process of branding human resources

Researchers consider the most important factor in the development of health tourism as the attitude of tourists to the destination. E-marketing can create credibility and reputation as well as create a good image in people's minds. The purpose of this study is to identify and prioritize the factors affecting e-marketing in promoting the brand of health tourism destinations.

This research is applied in terms of purpose and descriptive-survey in terms of data collection. The effective factors were identified by 15 experts in the field of health tourism. Then, matrix questionnaires were prepared and provided to 173 health tourists and the data were analyzed and modeled by social networks using fuzzy mapping tools and techniques.

The factors of verbal advertising of users, design of websites with appropriate content and management of knowledge and expertise with the amount of 21.3, 18.15 and 17.6, respectively, are more central than other factors and as a result these factors should be paid more attention.

The results indicate that 13 factors affecting e-marketing in promoting the brand of health tourism destinations in order of priority include verbal advertising of users, design of websites with appropriate content, knowledge and expertise management, awareness and Information about health tourism destinations, tourists 'mental image of the destination, technology infrastructure, creating a sense of trust and confidence in tourists, tourists' loyalty to the destination, interaction and communication, service delivery innovation, use of educational videos on the web, Organizational factors are environmental factors.

Providing models related to market situation has always been of interest to researchers to be able to take control of the market, especially in times of crisis; Therefore, the purpose of this study was to design a model of factors affecting the promotion of the national brand image in regional markets in terms of products (goods) of the country of origin in the post-corona period.

The research method is contextual (survey). The statistical population is managers and experts in the electricity industry, private sector contractors in the electricity industry, operators, manufacturers of electrical industry equipment, exporters and companies related to the business of supplying and selling related equipment. The sample size, considering the size of the community and the large number of members using the Morgan table, the sample number for 196 is considered. The sampling method in the qualitative part is judgmental (snowball) and saturated with the opinion of the researcher. A questionnaire and in-depth interviews were used to collect the information. The initial questionnaire to assess the validity and reliability was provided to experts, experts and experts (to a limited extent) and after ensuring the validity and reliability, the sample was provided. Structural equation modeling (SEM) method was used to analyze the data.

The results showed that the GOF criterion for the fit of the overall model was calculated to be 0.428, which indicates a very strong fit of the model.

It seems that the presentation of the national brand model, given the current situation, can be effective in promoting the brand image in the post-corona era in order to advance economic goals.

Hospitals can provide high quality, distinct and beyond expectation services, while paying close attention to marketing principles in their area of service. At the same time, brand authenticity, trust and brand equity need to be addressed. As a result, while honoring patients and providing them with better services, they create a value-for-money environment in which to receive the appropriate benefits for their services.

The statistical population of this study was all clients of Qazvin Chamran Hospital. Thus, the Cochran formula for infinite societies determines 385 people. Also, systematic random sampling was used to select clients of this hospital. The required data were collected through a standard questionnaire distributed by Egers et al. (2013) and Lu et al. (2015) and analyzed using structural equation modeling and AMOS software. Content validity was used to determine the validity and reliability of the questionnaire and it was determined that the questionnaire was valid. The Cronbach's alpha coefficient also showed that the reliability of the research measurement tool can be relied on. Data were analyzed using structural equation analysis.

The results of structural equation modeling show that consistency (0.58), customer orientation (0.79), homogeneity (0.62) have significant effect on trust and trust also have significant effect on brand equity (0.91) and tend to choose the brand (0.96).

According to the results of this study, it can be stated that from the perspective of brand management, one of the factors influencing the choice of a hospital brand is consistency, customer orientation, homogeneity and trust.Hospitals can provide high quality, distinctive and beyond-the-patient service while paying close attention to the marketing principles of their service, while simultaneously paying attention to brand authenticity, trust and brand equity.

Lack of attention to marketing innovation for achieving competitive advantage leads to pharmaceutical brands performance decline. In this regard, the purpose of the present research was to determine the relationship between marketing innovation and market performance of pharmaceutical brands.

In this descriptive study, statistical population included marketing managers and experts of the top fifteen pharmaceutical companies in 2017. Available sampling method was used and finally, 72 analyzable questionnaires were obtained. The collected data were analyzed using Variance-Based Structural Equation Modeling.

The most important findings of the research indicated that there was a significant positive relationship between marketing innovation and market performance in pharmaceutical industry (β=0.840, t=14.768). Otherwise, the data showed that a decrease in marketing innovation could ultimately lead to pharmaceutical brands performance decline in the market. Also, goodness of fit index equal to 0.74 indicated that the relationship was desirable and R squared equal to 0.705 indicated that 70.5 percent of the variance for market performance variable was explained by innovation marketing variable.

It seems that marketing innovation to be effective in increasing pharmaceutical brands performance. Therefore, it is recommended to pharmaceutical companies’ managers to take an innovative approach in formulation and implementation of marketing elements in order to grow pharmaceutical brands performance and prevent their decline.

In the competitive healthcare market, maintaining and developing a market share is the result of brand performance. Therefore, studying factors influencing decline or growth of brand performance is an important topic in hospital marketing strategies. The statistical population of this descriptive and applied study included individuals who received inpatient services during a 9- month period (March, 2017 to December, 2017) at one hospital in Shiraz. Cluster and convenient sampling was done and 396 ones were selected. The collected data were analyzed through Smart PLS software. Hospital brand value was to a large extent influenced by brand association, perceived quality, brand trust, relationship commitment, brand loyalty, reputation and social responsibility. Hospital reputation from the patients' viewpoint with an impact of 0.875 and patients’ loyalty to hospital brand with an impact of 0.843 had the most important roles in enhancing hospital brand value. The factor of brand specific value affected hospitals brand performance with impact of 0.842. Relative Goodness of Fit (GOF) equal to 0.925 and R squares equal to 0.839 for hospital brand value and 0.725 for brand performance indicated that this model was valid for measuring hospital brand value and performance. Hospitals can improve their brand value and also other performance indicators through essential measures related to promotion of factors influencing the decline or growth of hospital brand performance such as service quality, association, trust, relationship commitment, loyalty, reputation and social responsibility.