JOURNAL OF BRAND MANAGEMENT
Year:2014 | Volume:1 | Issue:1 |Papers Count:7

Entrepreneurial branding in entrepreneurial small and medium sized firms is one of the important enablers which provide them sustainability in the market environment. So the purpose of the this study is to design the entrepreneurial branding process model in small and medium sized busine-sses in Iran`s food industry. This study applies mixed method including quantitative and qualitative analysis. The research method in the qualitative part is case study and in quantitative part it is descriptive survey method. The sample in qualitative part consists of 12 persons that include prominent entrepreneurs of food industry in 2008-2009 and experts in the field of entrepreneurship, and in quantitative one there are 45 prominent entrepreneurs in the years mentioned above. The data collection tool in qualitative stage is deep and semi-structured interviews and in the quantitative one is the questionnaire which has good validity and the reliability coefficients of 85%. Qualitative data was analyzed by content analysis method, and one sample T-test, regression and Freidman methods were used for analyzing the quantitative data. The result shows that entrepreneurial brand processing model in the small and medium sized businesses consists of five stages which includes brand analyzing and evaluating, choosing a name and brand identity, brand positioning in the market, choosing a branding strategy and maintaining brand position between market and customers. This Article is Under Support of Iran National Science Foundation: INSF.

Numerous factors influence on individuals purchase intention. The purpose of this study is to offer a comprehensive model of important factors influencing on consumers foreign product purchase intention. Therefore, a clustering method was used and data from 400 consumers were gathered in two areas of Tehran and analyzed by using SEM via LISREL. Results show that factors which are related to product namely brand familiarity, brand trust, perceived value, and perceived risk have significant effect on consumers purchase intention; and in factors related to country of origin, only cognitive dimension had significant effect on consumers purchase intention. Originality of this study is due to designing a new comprehensive model by using variables from previous research.

This study has been done considering the role of personal Constructs in the behavior of the consumers of different brands and in order to studying the relationship between the personal and Cognitive complexity of consumers of different brands of cell phones and their genders and content analysis of personal constructs. The current study is and applied type of research and its method of comparison. The sample of this research is 60 students of bachelor degree (30 female and 30 males) and the sampling is random clustering sampling. 7 brands of cell phone (Nokia, Sony Erickson, Samsung, Apple, Blackberry, HTC, and LG) were provided to the sample group for studying and the related data was collected with the use of Rep test. The collected data were analyzed with the use of descriptive statistical, t-test and Whitney Yoman and the resulted data were analyzed by the qualitative method from the point of view of cognitive Constructs and the mentioned brands. Considering the comparison of the average of the two groups, there is a significant difference between the personal constructs of the female and male consumers. Findings of the content analysis indicate a difference between the cognitive constructs of these two groups relating to the mentioned brands. since the cognitive Constructs related to one brand and also the subject of the constructs of its consumers, is considered as the basis of the consumption behavior of them, the significance relation between the gender and the number and classification of cognitive structures indicate that effective management of the brand in Iran is related to the gender and cognitive Constructs and their personal constructs in relation to the brand.

Manufacturing Green products and especially green packaging in addition to providing a good context for fulfilling social responsibility of Iranian companies would be a good way to decrease the environmental damages through out of the country. Regarding to the importance of this topic and the necessity of the investigation of the factors influencing customer attitude and purchasing intention, current study applying survey method is conducted. More than 1350 questionnaires among five metropolitan cities are distributed. To test the validity and reliability of questionnaires, face validity and two approaches including alpha cronbakh and split half approach are applied respectively. Results show that customer environmental responsibility has the highest effect on customer attitude to green packaging. On the other hand, in addition to the effect of customer attitude on purchasing intention, good’ s price has moderated the relation between attitude to green packaging and purchasing intention; a role that is not supported statistically for good’ s availability.