درخت حوزه‌های تخصصی

Nowadays, marketing professionals are increasingly aware of the importance of brands in the success of organizations, as it can be an asset with utmost importance for a lasting competitive advantage. Indeed, what is called a brand is something far more than a name. The brand and its affiliates pave the way for human communication. Brand personification is done in this respect. Although BP can be defined separately from human personality, it is not entirely independent of it. Therefore, in this study, the indicators of the component themes of consumer BP present in Iran’s market are clearly demonstrated. The present study, which falls into the category of developmental research in terms of objective, is carried out qualitatively. As a developmental research, this study uses a sample of 29 students of management whom were selected by non-probability sampling (purposive and judgemental). The main research tool was an open-ended questionnaire, completed and collected by semi-structured interviews. The findings consist of 74 indicators that were extracted and compiled from the literature review, theoretical foundations, research background (such as Aaker, 1997 and Geuns et al. 2008) and semi-structured interviews using NVivo software, which could be divided into eight positive and negative dimensions. Furthermore, some of the 74 indicators or personality traits identified for Iranian consumer brands include beautiful, personable, hardworking, always friendly, strong and capable, skilled, attractive, creative, efficient, competent, competitive, friendly to little ones, old friend, funny, dysfunctional, uncommitted, insincere, unfriendly (unkind), bully, tyrant, naughty, narcissistic that actually constitutes the personality themes of consumer brands in Iran’s commodity market.

In the light of various studies carried out in various socio-economic areas, scientific and cultural development has been introduced as a prerequisite and fundamental factor for sustainable development of the societies. Obviously, universities, as a "scientific and intellectual command center of the society" have a fundamental and unique role and function. In order to achieve this, the most significant and fundamental problem or challenge of universities is the lack of a comprehensive and long-term plan that can clarify the prospects for university development, providing a reasonable and reliable framework for different types of activities such as educational, research, technology and support-staff activities. Since the strategic thinking in the management and planning of universities can be used as a solution to the challenges of the present age and to the strategic requirements of higher education institutions both inside and outside the country, so: The present study aims to "compare comparative strategic thinking in the management and planning of universities inside and outside the country "with the aim of identifying the main and subcomponents of management and strategic planning. This research is a comparative study in the field of university management.The research data have been analyzed to extract the main and subcomponents of strategic management using "factor analysis". The research findings showed that there are 6 main components and 6 sub-components in the comparative comparison of the strategic thinking in the strategic management and planning of universities inside and outside the country.