مجله مدیریت برند
سال هفتم شماره 1 (پیاپی 21، بهار 1399)

Strengthening and utilizing the intellectual capital that is the product of thinking can change the mental image of customers about the characteristics of human resources, infrastructure and facilities and communication networks of the holdings in the market and create an excellent competitive position for them. Accordingly, this study examines how to improve the brand mental image of the holdings through the development of intellectual capital. The present study has an applied orientation with explanatory purpose and Interpretive Structural Modelling technique has been used to analyze the collected data through interviews with 14 senior managers of one of the largest holdings in the country. These individuals were selected in a targeted and non-random manner. The number of samples was determined based on theoretical saturation and snowball method. The findings showe that strengthening the intellectual capital of the holding affects the customers mental image of the holding brand, and the mental image of the dimensions of the holdings' intellectual capital in order of importance include the mental image of human capital, relational capital and structural capital.

Today's competitive condition and high environmental turbulence necessitate the improvement of brand position in customers' minds. Accordingly, the purpose of the present research is first identifying the desired potential personal attributes of Alef bank' brand in students minds and using them to improve their brand position, accordingly and then, feasibility study of adding these attributes to brand personality by considering their relationship with brand essence elements of Alef bank. To do so, Tehran students were interviewed and 6 desired potential personality attributes were dentified: trustworthy, responsible, active, social, generous, and purposeful. In the second phase of the research, by using a questionnaire and analyzing the gathered data, it is found that "trustworthy" and "social" have the highest positive causal relationship with the elements of brand essence. So, these attributes have the most feasibility to be added to brand identity and position. It is also found that "generous" has the highest negative causal relationship with the elements of brand essence, so it has the lowest feasibility in this relationship.

The reduction of primary resources and the advancement of technology in the world, tempt the people around the world to share their unused assets through online platforms. Internet has provided an opportunity for users to share their experiences of using these platforms in the form of comments that create brand image in the minds of other users. The purpose of this study is to investigate the effect of user experience on their tendency to create online content and the impact of this content on creating a brand image of the shared economy platform. In terms of purpose, this study is applied and survey in terms of method. In order to do confirmatory factor analysis, structural equation modeling with Amous 22 software is used. Accordingly, 394 people who used the SNAP platform and have shared their experiences on Instagram were selected randomly and standard questionnaire distributed among them. Research shows that customer experience is an important motivating factor for producing content on Instagram, which leads to creating brand image about a sharing-economy platform.

With the pervasiveness of smartphones and the spread of the internet by mobil operators, the use of messengers in Iran has grown dramatically. However, in the absence of proper messenger inside the country, people have been encouraged to use foreign messengers. Some foreign messengers have been able to face good luck due to their proper speed, ease of use, and free access. After a while, several internal messengers attempted to attract more users by providing the proper messengers. In this research, it is attempted to express the viewpoint of the participants towards this messenger by using the brand concept map technique and drawing Soroush brand concept map so that the managers of internal messenger and related policy makers can better understand the users' attitude. This research is an applied one in term of purpose and it is descriptive-survey oriented. In this study, 100 people were selected in Tehran city, among which, half of them had experienced Soroush and the other half had no history of using this messenger. The brand concept map method was done in three stages. In the first stage, important associations of Soroush brand were extracted; in the second stage the participants linked the selected associations in the previous stage to each other and to the brand, and in the third stage, the Soroush messenger brand consensus map was drawn using the individual maps collected in the previous step. The results of the study showed that the number of associations expressed by individuals with and without experience of using Soroush messenger is thirteen, among which only two associations shared by both groups including "Iranian" and "Free Internet" proposed as favorable associations. Among the unfavorable associations, "low speed", "information insecurity","coercion" and "low users" are common in both groups.

The purpose of this study is to investigate the effect of brand gender on consumer-based brand Equity with the mediating role of consumer brand participation and brand love. Gender differences are very important for BIC CO and BIC perfume products. Because, BIC Perfume is a successful brand and has lots of fans. This perfume has been used for both sexes and certain ages that is why it has attracted the attention of many people. In this study, 384 customers of BIC perfume were selected using a Cochran's formula as a statistical sample from an infinite population by simple random sampling. To conduct this study, a questionnaire was used. To confirm its validity, face validity, convergent validity and divergent validity were used, and for its reliability, Cronbach's alpha and combined reliability coefficient were used. Data analysis was performed with SPSS software and Visual-PLS software. The results showed that the masculinity of the brand (0.116) and femininity of the brand (0.211) have a significant effect on the Equity of the consumer-based brand. Brand masculinity (0.316) and brand femininity (0.594) have a significant effect on consumer brand participation too. Brand masculinity (0.396) and brand femininity (0.519) also have a significant effect on brand love. Consumer brand participation has a significant effect on brand love (0.227) and consumer-based brand Equity (0.884). Brand love has a significant effect on consumer-based brand Equity (0.459) and finally, Consumer brand participation and brand love play a mediating role in the relationship between brand gender and consumer-based brand Equity.

Despite the importance of retaining loyal and profitable customers for brands, the complexities of this concept make it difficult to agree on the factors that create it. This study examines the complete relationship between attitudinal variables related to point-of-purchase advertising in the retail industry (brands of chain store) by survey method. Therefore, with the aim of investigating the effect of affective response and cognitive response to point-of-purchase advertising on customer’s attitudinal and behavioral loyalty, considering the mediating role of the customer’s self-concept, it is attempt to offer a model that can explain how to build customer loyalty. For this purpose, the data taken from 357 customers of five chain stores brands in Ardabil analyzed by the structural equation model in the Maximum Likelihood way. Findings showed that the response to point-of-purchase advertising (both affective and cognitive) has a direct and significant relationship with the dimensions of loyalty (attitudinal and behavioral). Also, the mediating role of the customer's self-concept in the relationship between affective and cognitive response to point-of-purchase advertising on the dimensions of loyalty was significant. These results can help managers to increase the effectiveness of their point-of-purchase advertising design and improve profitability by increasing customer loyalty.