brand

The purpose of this study is to investigate the effect of brand, design and price on the perceived quality and re-intention of consumers to buy sport brand shoes. This is an applied research conducted as a descriptive correlational study in field form. The statistical population of this study included all physical education students across different educational levels in Iran. In this research, 720 questionnaires were collected by random cluster sampling. Structural Equation Modelling (SEM) with PLS software was used to analyse the data of this research. The results of this study show that design with a coefficient of 0.36, price with 0.27, and brand with 0.26 have a significant effect on quality perceived by customers. The results of this research also show that perceived quality with an effect coefficient of 0.49 has a significant effect on customers’ purchase intention. Generally speaking, it can be concluded that the components of design, price, and brand of sport shoes for Iranian physical education students are very important. Famous brands in the world need to pay particular attention to these components to tap into this lucrative market in Iran and increase their re-purchasing intention by influencing consumers’ perceived quality.

Today, businesses need to manage their customer experience to succeed. Therefore, they must first have a clear understanding of the meaning of the customer experience. Customer experience management is a process-focused strategy around the needs of each customer that seeks to find a win-win strategy for both parties. The banking industry that provides financial services to customers requires special attention to the customer. Banking experiences for managers in this area are challenging because they are influenced by some elements that are within the control of managers and employees, as well as some elements that are beyond the control of managers. The purpose of this study was to design a desirable model of banking services based on customer experience. The data were collected from the bank branches by applying the data-based theory and performing in-depth interviews using the protocol based on multiple targeted sampling (Snowball Sampling). Moreover, using the open coding, axial coding and selective coding using ATLAS.ti software, the categories and themes are identified. The results show that bank interior design, brand equity, verbal advertising and bank staff skills have an effect on the loyalty, return and customer satisfaction.

Purpose: The purpose of this research is to develop a model of the impact of service quality, brand’s social identity and the attachment to the team on the loyalty of Iranian Premier League football team’s fans. Method: This is an applied study of descriptive-correlation type. The statistical population of this study consisted of the fans of the selected Iranian Premiere Football League. A probability clustering method was used for sampling. Azadi football stadium of Tehran, Imam Reza football stadium of Mashhad, Yadegar Imam Football stadium of Tabriz and Naghsh Jahan football stadium of Isfahan were selected and the questionnaires were distributed in the 12th week of the tournament (2018-2019 season) between fans in above named stadiums. 400 questionnaires were distributed equally in four stadiums and finally, 387 full questionnaires were received and this number was considered as a statistical sample of the research. A researcher-made service quality questionnaire, brand’s social identity questionnaire of Boyle and Magnusson (2007), fans’ attachment questionnaire of Yoon, Petrick, & Backman (2017) and fans’ loyalty questionnaire of Tachis and Tzetzis (2015) were used for gathering information. Structural equation model and LISREL software were used to review and test the hypotheses. Results: The result showed that brand’s social identity has a significant positive effect on the attachment and loyalty of fans (P˂ 0.05). The attachment of fans also has a significant positive effect on their loyalty (P˂ 0.05). Conclusions: It is concluded that for enhancing fan's loyalty, managers of football teams should notice to service quality as a key factor.

Purpose: The purpose of this study was to investigate the dimensions of brand impact on sports, economic and professional experts, managers and experts in Kermanshah province. Method: This is a descriptive-survey research. The statistical population consisted of 120 experts, managers and experts in sport and economic in Kermanshah province who were selected by random sampling. In this study, 87 experts including experts, managers and experts in two fields of sport and economics completed a researcher-made questionnaire assessing the dimensions of sport brand effectiveness. The measurement tool was a questionnaire of sport brand management whose reliability and validity were tested for this research. The Cronbach's alpha value for all factors is 7 or higher, indicating the appropriateness of the questions posed to assess each of the dimensions affecting sport brand management. SPSS software version 20 was used for data analysis. The results of the tests showed that all four sectors (managerial, economic, cultural and social) influenced sport brand management. Results: Finally, the overall summary of the tests shows that social media management brand with a mean of 3.09 and cultural management factor with a mean of 1.82 have the highest and lowest priority in influencing sport brand, respectively. Conclusions: The research results show that the social sector of the brand has a higher priority and microeconomic and macroeconomic indicators should be recognized.

According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an entrepreneurial branding model to knowledge-based firms. This is a qualitative research with the grounded theory approach. In this research, 20 experts of marketing, branding fields and managing directors of knowledge-based firms were studied through semi structured interviews by using purposive sampling method. Interviews were continued up to reach theoretical saturation point and after analyzing extracted codes in triple coding stages, 165 primary conceptual propositions were identified from open coding, 5 categorical propositions from axial coding and 23 main factors from selective coding and then the final model were extracted. In paradigm model of grounded theory, the pivotal phenomenon of the research has been considered the entrepreneurial branding process in the knowledge-based firms of the state and the casual, demographic and intervening conditions of this phenomenon were identified after fulfilling research stages. It was also offered the results and consequences of branding in these types of institutes in the model.

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial), and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.

The purpose of this study is to conceptualize the Integrated Brand Engagement (IBE) with inductive approach based on data collected through interviews at Iran Khodro, Saipa, Bahman Group, Kerman Motor and Pars Khodro (during 2008-2010). The interviewees are Iranian automobile brand experts. Applying the grounded theory (GT), we could theorize the process in shaping IBE with the aim of proposing an integrated picture of brand engagement as a third paradigm. Bearing in mind the strategic role of the proposed topic in companies’ survival, we got into introducing brand for recognizing the engagement factors and then created the integrated brand engagement which let automobile industries’ owners foresee and determine better. In this theory, "Brand Equity" is the central phenomenon whereas “Integrated Marketing Communication (IMC) " is the causal condition. The central phenomenon is expressed in a set of actions and interactions, which is referred as “Customer Engagement". On the other hand, the Integrated Brand Communication (IBC) (as context conditions) and Shareholders Engagement elements (as intervening conditions) stabilize and expand the concept of engagement in the proposed model. The main consequence of this phenomenon is “Brand Engagement” leading to increase the long-term loyalty of customers, staffs and shareholders. These conditions lead all people who directly and/or indirectly involve with brand to advocate the brand because they have sense of belongingness and engagement to the brand even if they do not buy that product.

Brands are considered one of the most valuable intangible assets. Branding is the idea of creating a unique feature to differentiate and is one of the essential components in tourism programs and the important tools for urban tourism development in different aspects of economic, social, cultural, environmental and physical. In this study, it is tried to investigate the impact of the global brand on the development of the tourism economy of the Damghan city. LESREL software had been used for this purpose . The research method was descriptive - analytic and of application type. In this study, data collection was done through SPSS and questionnaire distribution and library studies. The results of analysis of an agent for investigation of features (awareness, loyalty, image, perceived quality) on particular value of the pistachio brand in Damghan city indicated that the collected data were well supported the pattern and the overall indicators showed proper adequacy of the pattern by the data .Also after reviewing the second - order factorial analysis, it was found that all the factorial loads were meaningful and support the indicators and variables well. The investigations outcome of the impact rate of pistachio global brand on the development of tourism economy using T- test, showed that the acquired average is more than mean 3, and acquired meaningful level 0.000at level of 0.95 Indicated the high impact of pistachio particular brand on tourism economic development in Damghan city. Studying the results of direct and indirect effects of the global brand of pistachio in urban tourism development in economical dimensions using Path analysis test, showed that due to the acquired Betas, it is indicator of direct impact of global brand of pistachio on development of tourism industry in Damghan city.

The core capital of many businesses is their brand. Today companies not only use the brand to differentiate themselves from competitors in the market, but also use the brand to reach the minds and hearts of customers and create a special emotional relationship with them. In this study, due to the great differences between consumer markets and industrial markets, the factors affecting in industrial brand equity have been investigated. The statistical population includes all companies producing composite products and unsaturated polyester resins and vinyl esters in Iran. Due to the limitations of competitive industrial markets, the Convenience sampling method has been used and to test the research hypotheses, structural equation modeling based on the partial least squares method has been used. Research findings have shown that Consumers’ understanding of brand characteristics, Consumers’ brand evaluation, Consumers’ affective towards the brand and customer behavior towards the brand have a positive and significant effect on the brand equity. Also, brand awareness and brand association have a positive and significant effect on Consumers’ understanding of brand characteristics. Reputation, leadership, quality and distinction or uniqueness of the brand has a positive and significant effect on customers' evaluation of the brand. Brand satisfaction, brand commitment, brand trust and brand identity have a positive and significant effect on consumers’ affective towards the brand. Finally, willing to pay a price premium, Word – of – mouth (WOM) recommendation, brand usage and Acceptance of brand extensions has a positive and significant effect on customer behavior towards the brand.

Objective: The purpose of this research is The effect of media tourism and sports diplomacy on product brands. Methodology: This is a correlational study and the statistical population of this study is PhD students in sports in Iran. Based on Morgan's table, 150 Individuals were selected by random method. In order to achieve the research goals, a comprehensive list of sports indicators was prepared and adjusted and a researcher - made questionnaire was developed. The validity of the questionnaire was confirmed by 15 sports management professors and their reliability was in a preliminary study with 30 subjects and Cronbach's alpha was calculated to be 0.909 . Descriptive and inferential statistical methods such as exploratory factor analysis, and confirmatory factor analysis were used to analyze the data using SPSS and LISREL software. Results: The results showed that the main variables have eight general dimensions of sport tourism, sport diplomacy, sports investment, sporting-cultural, sports exports, sports people-sports, sports achievements and media sports, and has a total of 50 indicators. Conclusion: According to the results of the research and the identified indicators, the proposed model is a suitable theoretical model for sport indicators affecting the brand of the country.

The main purpose of the present study is to identify and investigate the factors affecting the revisit intention of a tourist destination and to prioritize them based on their level of importance. There are many factors that influence the revisit intention of a place, however, not many studies have been conducted to address the issue of identifying and prioritizing them. Accordingly, this study seeks to fill this gap. This study identified more than 200 factors through a comprehensive literature review and expert’s opinions and classified them into 17 main factors. These identified factors were then provided to tourism experts and they were then rated, using the Delphi method. Ultimately, 3 factors were removed and 14 factors remained as factors affecting the revisit intention. The prioritization of these factors and their importance was established using the Multi-Criteria Decision Method, i.e. the Best-worst method (BWM). The results showed that the behavior and culture of local people in a tourist destination is the most important factor for tourists in leading them to revisit that destination. The perceived value factor was ranked second and the motivation factor was ranked third, in this respect. Moreover, the factor of Word of Mouth (WOM) was the least important factor and therefore was ranked last. The findings of this study are useful in helping tourism marketing and branding strategists to focus on the right metrics to make more effective decisions and encourage people to revisit tourist destinations.

The condition of the hotel's competitiveness is a strong brand. The introduction of digital marketing in the strategy of hotel branding creates new opportunities for hotels when interacting with guests through digital channels. The purpose of this study is to develop theoretical and practical measures to improve the effectiveness of marketing strategies in hotel branding using digital tools. To achieve the goal of the study was conducted research on targeted branding some of the largest hotel chains. The results of the analysis showed that in the process of branding at each stage the corresponding goals have achieved by means of advertising, marketing, public relations management, personnel selection, corporate culture.This study substantiates the main tools of the strategy of the Digital Marketing and Sales. The brands need to constantly monitor changes in market positions and audience sentiment using all the features and channels. The priorities should be implemented by performing key tasks, in particular such astimely measurements as far as brand experience has a positive effect on customer satisfaction and loyalty.

Introduction : What is referred to as a trade name is something far more than a name. Some psychological research on ethics suggests that information about specific ethical characteristics of brands can be considered as the ethical "character" of the brand. The present study tries to draw the model of ethical personality of the brand in Iran's consumer products market. Material and Methods: The current study was developmental-applied research and was conducted using a mixed method (qualitative-quantitative). In the qualitative part, the statistical population included all experts in management and marketing sciences, 29 of whom were selected by purposeful sampling. The tool was semi-structured interviews and the results were extracted with content analysis method and NVivo software. In the quantitative part, the statistical population included all the consumers of the selected brands of the national festival of the top popular Iranian brands in the second half of 2016 in Tehran. From this society, a sample of 1670 people was selected by stratified sampling method with proportional allocation. The questionnaire tool was researcher-made and the data were analyzed by performing exploratory factor analysis and then confirmatory factor analysis. Results: The findings of this study included 74 ethical indicators in the qualitative part, and in the quantitative part of the research, among the 74 personality traits identified for the brands of consumer products in the Iranian market, only 22 ethical indicators have a sufficient factor load and the necessary sufficiency to explain. They had a confirmed model that was categorized into 5 personality factors. Conclusion: The factors and indicators that make up the brand's ethical personality model include five factors; 1) Pleasurable (dignified, distinguished, hardworking, always helpful, powerful and strong, skilled, attractive, creative); 2) Qualified businessman (efficient, worthy and worthy, competitive); 3) Efficient (friend of the little ones, old friend, funny); 4) Intimacy agent (inefficient, uncommitted, duplicitous, unkind); 5) Narcissistic agent (forceful, tyrannical, mischievous, narcissistic).