مجله مدیریت برند
سال پنجم شماره 4 (پیاپی 16، زمستان 1397)

Todays we are faced with a phenomenon called "Brand of Nations". The industry sector is one of the most important and influential sector in the nation's brand development. The quality and unique characteristics of products and services that a country exports, affect the public opinion of those countries. Althogh in Iran, the industry sector faces many problems and challenges, this issue will never diminish the importance of industry sector and its role in nation branding of iran. Accordingly, in this research the Iranian industries in terms of their importance in nation brand ranked and their roles in promoting it investigated. For this purpose, the Vikor method used to rank industries and through interpretive structural modeling the relationships between effective components explained. The results of industry ranling show that Tourism industry has the most effect on nation branding of Iran. Then, medical-pharmaceutical industry is located in the second rank, Dietary- Drink and Mining industry industry in the third rank, Automotive industry and Oil-Gas and Petrochemical industry in the fourth rank and finnaly Electric-Power industry and Textile-Garment industry in the fifth (last) rank. In the interpretative structural modeling stage, the results show that the component of "productivity in production" acts at the lowest level, the fifth level. The components of "production of high-quality products" and "innovative products" are on the fourth level. At the third level, the components include "production of competitive products" and "environmental issues". The two components of "Promotion of National Brands" and "Branded Exports", are also in the second level and act as the touch point for the industry and the image of the nation (level one).

Customer Brand Engagement can boost loyalty and increase brand revenues. Therefore, it is necessary to identify factors affecting customer brand engagement (CBE). The purpose of this research is to utilize a qualitative approach with Emerging design of the grounded theory strategy to design Customer Brand Engagement model. In order to analyze the data, three-step coding (open, selective and theoretical coding) used. Also, the qualitative findings analyzed by MAXQDA software and finally Customer Brand Engagement paradigm model explained. The findings of the research show that to engage customers, five dimensions should be taken into consideration: "social media capabilities", "traditional media capabilities", "integration of social and traditional media capabilities", "Customer involvement with Brand" and "Customer participation with Brand". Also, customer satisfaction, trust, commitment, loyalty and attachment to brand are Consequences of CBE and Brand managers can strengthen this important construct and take advantage by focusing on antecedents and dimensions of Customer Brand Engagement.

Trademark functions and their impact on sales are increasingly expanding. Trademark regeneration falls into the domain of sophisticated marketing strategies and if it is not accompanied by strategic environmental scrutiny it is likely to damage the brand equity. This article has been conducted to identify, evaluate and design a key brand regeneration pattern at the company level using a qualitative method. The sample consisted of 17 experts from four food industries and four universities. Sample size was determined according to the theoretical saturation approach. Interviews were conducted with a six-question protocol and they are coded into relevant concepts. At the later stage, initial categories were classified with higher abstraction, and finally the commonality existing among initial categories resulted in the creation of main categories. The results,according to the suggested model, showed that "market positioning, new brand assessment and new identification" as a core category based on conditions of "preparedness for trademark change and organizational support" through strategies of "creating prospects and policies of macroenvironment and effective advertising"by considering "the allocation of resources for reconstruction and creating the special value of a trademark" will lead to the realization of the consequences of creating a new brand, the company's growth and development, and increased profitability.

Today, consumers are undoubtedly surrounded by various types of advertisements. Companies have resorted to various ways to succeed and influence the minds of their target audiences. Approving products and services by celebrities as the endorsers to the community is one of the most effective and costly methods that companies have used to make their brands better known and reminded than ever before. The main purpose of this study is to investigate the effect of celebrity endorsements in advertising on the image of advertised brand. In this research, seven aspects of the effectiveness of celebrity endorsements, including expertise, attractiveness, popularity, familiarity, appropriateness, similarity, and trustworthiness, were analyzed and evaluated as independent variables and their impacts on brand image as a dependent variable. In terms of purpose, this research is applied and with regard to data collection, it is considered descriptive-survey method which is of correlation type. The statistical population of the study consisted of all consumers of cosmetic products in Iran. Among this unlimited society, 385 individuals were selected online through social networks with available sampling method. The data was collected using questionnaire. In order to test the research hypothesis, modeling structural equations using Smart PLS software (partial least squares) has been used. The results of the study showed that the effect of some features of Celebrity Endorsements effectiveness, including attractiveness, popularity and similarity on the brand image were confirmed. But, some other features such as expertise, trustworthiness, familiarity and appropriateness, on brand image was not confirmed in this study.

As there are no strong laws and regulations in the fight against the production and supply of counterfeit products in Iran, it can almost be concluded that the prevention and the fight against the production and supply of these products is very difficult or even impossible in Iran. The only way to fight against the counterfeit products is to prevent counterfeit products from being consumed by customers who are consciously or unconcsciously buying these products. Accordingly, in this study, the factors affecting the purchase behavior of counterfeit products are identified. The method of this research is developmental. In this research, a qualitative method is used to develop a conceptual model. The statistical sample of the study consisted of 15 consumers of four groups of counterfeit goods. Theme analysis and interpretive structural modeling (ISM) are used to analyze the data. The findings resulted in providing the conceptual model of the research. In the conceptual model, the variables of individual characteristics, product-specific characteristics, cultural and social characteristics, and purchasing situations and conditions are identified as predictive variables; attitudes and tendency to purchase counterfeit products as intermediary variables; the purchase continuation of a counterfeit product as a dependent variable and the counterfeit products perception as a moderator variable.

The recent growth of globalization and the expansion of international trade has led many companies to discover opportunities to distribute their products around the world. Currently, examining what is going to affect consumers' intention to buy foreign products is a major issue in the global marketplace. therefore, the purpose of this study is to identify the Mental Models (different mindset) and the ideas of foreign kitchen buyers using the Q method. The present study is applied in terms of purpose and is an exploratory mixed method type using Q methodology. The participants in this study are 25 married women with at least bachelor's degree, who were selected by Purposive sampling method.Afterwards, the information was analyzed using Q-factor analysis. The findings of this study showed that fourdifferent mental models can be identified among the research participants regarding the purchase of foreign kitchen appliances, which explained 71% of the total variance of the opinions. Four mentalities including Quality-based mentality, Brand-based mentality, Function-based mentality and Racist-based mentality resulted in the interpretation of the outcomes and the importance and prioritization of identified factors was explained based on mental models.Finally, guidelines for the use of these factors have been suggested.