JOURNAL OF BRAND MANAGEMENT
Year:2017 | Volume:5 | Issue:9 |Papers Count:6

Today, for many reasons, the purchase of counterfeit luxury brands has become widespread and has a huge market. This will undermine the reputation of reputable brands. Knowing the reasons for buying counterfeit luxury brands can be a great help for these companies. Therefore, the present research has been conducted through Q-methodology to identify the counterfeit brand buyer's mentality. In this regard, after studying the theoretical foundations on the purchase of counterfeit luxury brands and conducting interviews with 10 fake brand buyers who were selected judgmentally, the discourse space was formed in the form of 43 phrases. In the quantitative part of the research, 54 individuals were selected for sorting out sample expressions that were selected in an improbable and available format. The statistical population of the study is students of Tarbiat Modares University. The reliability of Q categories was measured through a test-retest reliability, which correlated the responses between the initial test and the retest 0. 889. Data were analyzed through SPSS-22 software. By performing Key factor analysis, seven mentalities were identified: 1) value-seekers, 2) influencers, 3) influence-takers, 4) low-expectants, 5) price-takers, 6) learners and 7) self-asserters. Also, At the end, identified mentalities were interpreted.

This research aims to investigate the role of organizational agility and corporate social responsibility on corporate brand image from customers’ viewpoints. The research statistical population consists of passengers of three selected train companies in Iran, of which 226 individuals were selected by categorized random sampling method. Data gathering were done using Carroll & Shabana’ s questionnaire of social responsibility, Zhang & Sharifi’ s questionnaire of organizational agility and a researcher-made questionnaire for brand image. The first questionnaire, measured the social responsibility, based on four dimensions of economical, legal, ethical and voluntary. The second questionnaire, measured the organizational agility, based on the dimensions of responsiveness, competency, flexibility and rapidity. The last questionnaire, measured the customers’ mental image of corporate brand, considering the dimensions of brand’ s service quality, brand credit and reputation and brand communication quality. To analyze the validly and reliability of the questionnaires, content validly, Cronbach Alpha and confirmative factor analysis methods were used. For analyzing the data and testing the conceptual model of the research, structural equation modeling method with partial least square approach were used with Smart PLS 3 software. The results show the acceptance of the first main hypothesis (the impact of corporate social responsibility on customer brand image), the second main hypothesis (the impact of organizational agility on corporate social responsibility) and the third main hypothesis (the impact of organizational agility on customer brand image) and their sub-hypotheses.

Today, understanding how brands can benefit from consequences of performance has become an interesting discipline in brand management. The main issue in this study, is the lack of staff identification with the organization’ s brand in the research population. So, the purpose of this study is to examine the role and impact mechanism of service brand identity, on brand pride by the mediating role of brand commitment and brand citizenship behavior. This study is a practical one, and the method of data collection is descriptive survey. 210 from 460 employees of Aria and 22 Bahman hospitals in Mashhad city formed the statistical sample of the research. Data was collected by a questionnaire in the scale of five-point Likert. The reliability and validity were tested by Cronbach’ s alpha coefficient and content validity factor analysis methods. To analyze the data, structural equation modeling and Amos software were employed. The results have indicated that service brand identity and brand citizenship behavior have a positive and significant impact on brand pride. Furthermore, positive and significant impact of service brand identity on brand commitment and brand commitment on brand citizenship behavior were confirmed. Indirect impacts of service brand identity on brand pride through brand commitment and brand citizenship behavior mediating roles, in this study were also confirmed.

The purpose of this study is to provide a predictive model of the Behavior of Iranian Brands’ Purchasers, which was carried out in two co-ordinated steps. In the first step, a 26-item questionnaire has been employed, which was developed through literature review. The comments of 856 Mazandarani customers on the purchase of Iranian and foreign brands were collected based on actual purchase behavior. After pre-processing of data, in order to achieve the optimal solution range, the genetic algorithm was used and effective characteristics were selected. In the second step, the purchase behavior of buyers of Iranian and foreign brands was analyzed using a decision tree and the optimal models, and IF-THEN rules of purchasers of domestic and foreign brands were obtained. The results showed that the perception of external threats, national production support and income, are main indicators in separating purchasers of Iranian and domestic brands, and the higher is the perception of external threats and national production support in the customer, the higher the tendency to domestic brands; meantime, the groups of people with higher income have more aptness to buy foreign brands.

Companies do their best to achieve a better market performance. This study deals with the key factors influencing market performance with mediator role of brand innovation. The research is practical one, in terms of purpose, and methodologically it is an analytical survey. The statistical population of the research includes marketing, brand and sale managers of Iranian companies in various industries. The data has been obtained by using Convenience Nonprobability Sampling method and Cochran Formula, through a questionnaire, which has been handed out to 400 managers of Iranian companies. Confirmatory Factor Analysis (CFA) technique has been used for assessing factor structure validity and Cronbach alpha has been used for measuring the integrity of the tools. Moreover, for hypothesis test, Structural Equation Modeling (SEM) and Smart PLS software has been used. The results show that the strategic orientation, product innovation, entrepreneurial orientation and brand innovation constructs directly have a positive and significant influence on the market performance. In addition, brand innovation is the most important factor affecting the market performance. Moreover, The organizational learning, market orientation, strategic orientation, product innovation, and entrepreneurial orientation variables have a positive and meaningful influence of the market performance, indirectly and with the escalating role of brand innovation.

Today, city brand creation and retention is a main consideration for urban managers and is an issue if being successful could bring welfare, prosperity and happiness for the citizens as well as keeping the cities alive. The first step towards creating a city brand is recognizing the factors that are effective and play a role. The purpose of this research is to review the effective key factors in the creation of city brand of Shiraz city. In order to analyze the research data, statistical techniques of structural equations modeling, including a combination of path diagram and confirmatory factor analysis, have been used. The findings show that the variables forming the model for creating the city brand of the Shiraz, in order of preference and rank, include: historical, religious and cultural heritage, tourism attractions, transportation and communications infrastructures, service range, environment, creditable educational centers, international status, urban culture, social issues, and the last one is business opportunities.