JOURNAL OF BRAND MANAGEMENT
Year:2016 | Volume:2 | Issue:4 |Papers Count:6

Successful companies use brand personality strategies for shaping customers’ behaviors, which depend on customers’ cultural differences and their congruence withbrand. So, in this research these two variables are considered as moderator andmediator variables, respectively in the relationship between brand personality perceptions and purchase intention. Amongst the dimensions of cultural differences, thestudy is focused on individualism and uncertainty-avoidance. Also, the impact ofthose two dimensions on the relationship between brand personality perceptions andpurchase intention is investigated. The statistical population of this study is customers from five selected cities in Iran and a random sample of 243 individuals is selected through cluster sampling method. For analyzing the data, the structural equationmodeling method with partial least square approach is used. The results show thatcustomer-brand congruence plays the mediator role in relationship between brandpersonality and purchase intention. Moreover, individualism and uncertainty avoidance positively moderate the relationship between customer-brand congruence andpurchase intention.

Strategically, a corporation’ s identity plays a specific role in its differentiation. Someof the factors that contribute to this differentiation are known as corporate visualidentities and among those, we can refer to companies’ buildings and sites, staff clothing and corporate logo. Changing and renovating logo in organizations is mainlyundertaken due to the major managerial or strategic changes and if the logo and corporate mission do not match. In this study, we have considered the effects of differentlogo design on 1) logo personality and logo attitude and 2) the customers’ attitudetoward the logo. This case study is focused on the logo of Mehr-e-Eghtesad Bank(MEB). Our sample consists of 341 MEB customers. SPSS software is used for dataanalysis. The results of the study suggest that the logo design affects the customers’ attitude toward logo and their attitude toward the brand, and different logos possess. different personality comparing to each other.

The organizational citizenship behaviors, as optional & intentional behaviors of employees, have considerable effect on individual and organizational performances, placing employees in a situation to perform some assignments beyond their assignedIn this study, the effect of organizational citizenship behavior on. tasks and functionsthe brand Image and its dimensions, from the point of view of the customers of agentsof an insurance company are investigated. The research population includes bothstaff and customers of the agents of an insurance company and the sample is chosenthrough judgmental nonprobability sampling method. The data collecting tool is aquestionnaire. For evaluating organizational citizenship behaviors, we used Podskoffet al. questionnaire and for measuring brand image we employed a self-build questionnaire based on Kim, Tang, Hawley and Aker studies. This research is an appliedone with surveying nature. Structural equations method and PLS software are used fordata analysis. The findings suggest that all dimensions of organizational citizenshipbehavior have a positive and meaningful effect on brand image from the point of view. of customers.

Despite the importance of brand management, limited empirical work has focusedon branding in business-to-business (B2B) exchanges. This study shows that organizations through deep emotional ties with customers can improve brand equity inindustrial markets. The study aims to investigate the relationship between customeremotional attachments to brand with brand equity. In this regard, the mediating roleof brand relationship quality and brand citizenship behavior is emphasized. The research is implemented with an applied and descriptive method. The population is ITindustry and data is collected through questionnaires. Structural equation modelingand confirmatory factor analysis is used in order to analyze the data through LISRELsoftware. The results show that consumer’ s emotional attachment increases brandrelationship quality and organizations can enhance their brand citizenship behavior. and brand equity by improving brand relationship quality.

Marketing capabilities enable organizations to implement strategies according tomarket conditions and achieve their organizational performance goals. This researchevaluates the relationship between marketing capabilities (innovation, CRM, brandmanagement and market sensing) and organizational performance (such as growth, profitability and Income). To assess research variables a questionnaire was sent to themarketing managers of food companies in Tehran district. A total of 192 completedquestionnaires have been received. The collected data has been analyzed using structural equations and partial least square method by LISREL software. According to thefindings, there are positive relationship between all four marketing capabilities andorganizational performance. Furthermore, the results show that organizational age andsize have no effect on the relationship between marketing capabilities and organizationperformance. It also indicates that marketing capabilities can be considered as a sourceof sustainable competitive advantage and can enhance the performance.