List of Articles برند سازی

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  1 - Designing and explaining the urban brand model in order to create a tourism destination brand with Grounded theory approach
  ROMINA RABANI Seyyed Mehdi jalali Hassan Mehrmanesh
  Abstract:Background: Today, urban branding and having a destination brand are the requirements of tourism marketing. Cities, like commercial products, need to be branded in order to succeed. An urban brand will be established on the values, attitudes, behaviors and city More

  Abstract:Background: Today, urban branding and having a destination brand are the requirements of tourism marketing. Cities, like commercial products, need to be branded in order to succeed. An urban brand will be established on the values, attitudes, behaviors and city`s characteristics. Urban branding as a tourism destination brand, considered to be by presenting the city's image, is a source of economic value, political, and socio-cultural importance in order to enhance the competitive advantage. For building or Brand restructuring in the minds of the audience There should be a targeted program. Hence Necessity for explanation urban brand need strategic to Give the city an unforgettable identity.Objective: The purpose of this study is to design an urban branding model with consideration of the tourism`s destination.Methods: This is an applied research and accomplished with grounded theory. In this qualitative study 22 urban managers, experts and professors in the field of urban branding and tourism Interviewed in form of Deep structured and then the data from them were analyzed by open, axial and selective coding. Findings: research findings show Modern strategies of urban development، Urban modeling،determination policy Focus on tourism and Identification of urban tourism are Causal conditions of urban branding. Results: The implications of urban branding (process integrity, enhance and improve city's position, sustainable tourism development, city economic development, peace and friendship societies were raised the results of this research. Manuscript profile
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  2 - Explaining the Consequential Factors of Branding Pattern in the Freight Road Transport Industry with a Futuristic Studies Approach
  Parviz Turani Qazvini asghar moshabaki esfahani Hamidreza Saeed Nia Ali Badizadeh
  10.30495/jmfr.2022.21091
  Despite the great importance of branding on the growth and development of businesses in the national economy, and its development implications for various industries in the present and future, the statistical data indicate the low efficiency of the road transport indust More

  Despite the great importance of branding on the growth and development of businesses in the national economy, and its development implications for various industries in the present and future, the statistical data indicate the low efficiency of the road transport industry of this huge scientific capacity, commensurate with the capabilities. The aim of the present study is to explain the consequential factors of the branding model in the freight transportation industry in Iran for future research. This research has an exploratory-applied nature; With interpretive-structural paradigm; a mixed approach of qualitative data-based methods and quantitative method of structural equations is a futuristic approach to the analysis of processes; Using Max QD software and a small phase of structural equations using LISREL software, its statistical population is a combination of elites and experts in the field of freight transport, business management science and the science of the future of research. They were identified and selected by snowball method. Based on the findings of this study, the most important outcome factors of the branding model of businesses in the freight transport industry are: increasing innovation, providing added value, reducing complexity, compensating for price pressure, reducing road traffic, reducing risk, return on investment, increasing satisfaction Customers, differentiation, quantitative and qualitative growth of services, standardization of services, reduction of fuel consumption and, consequently, recognizing these factors and paying attention to them, help managers in strategic planning for the growth and development of businesses related to the freight transport industry and favorable future. . Manuscript profile
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  3 - Evaluation of selected sports television programs in Iran based on program branding framework
  Hossein Zare Vahid Shojaei Mohammad Hami Bahare Soleymani Tapesari
  10.30495/mediastudies.2022.52523.1290
  The purpose of this study was to evaluate selected sports television programs in Iran based on the program branding framework.In this evaluation study, which was applied and based on comparing different dimensions of selected television sports programs with the indicato More

  The purpose of this study was to evaluate selected sports television programs in Iran based on the program branding framework.In this evaluation study, which was applied and based on comparing different dimensions of selected television sports programs with the indicators of branding of television programs, 164 individuals consisting of media experts as well as sports managers responded voluntarily to a researcher-made questionnaire consisting of 39 questions.Findings from the descriptive data categorized showed that most of the selected television programs (75%) had a mixed approach to their activity.There is a significant difference between program of Varzesh va Mardom and with programs such as 90, Football E Bartar and Kavosh in terms of the impact of media branding, but the difference between other television sports programs is not significant, although differences between averages are evident.The results from the Friedman test showed that there is a significant difference between the preference of the selected sports television programs based on the media branding model. By explaining that the the program 90, Football E Bartar, Kavosh, Video Check, Sport 2, Dayere Ye Talaei, Volleybal +, and Varzesh va Mardom had the highest brand value respectively.The overall conclusion of this study is that in the branding process of television sports programs, different components such as program approach and vision, program quality, management factors, and contextual factors must be considered, as the lack of attention to each these factors and their subsets of subsets simply cause serious damage to the program. Manuscript profile
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  4 - Surveying the effect of internal marketing and internal branding on service quality (Case study: A Server Company)
  محمد حسن کامفیروزی علی بنیادی نائینی محمود دهقان مشتانی
  By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal More

  By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data, we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire.       Manuscript profile
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  5 - Surveying the Effect of Internal Marketing and Internal Branding on Service Quality (Case Study: A Server Company)
  A. Bonyadi Naeini M. H. Kamfiroozi M. Dehghan Mashtani
  By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal More

  By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data, we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire. Manuscript profile
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  6 - Strategic Planning of Urban Branding in Tourism Industry
  ROMINA RABANI Seyyed Mehdi Jalali Hassan Mehrmanesh
  Introduction and Purpose:  The creation of spaces, the giving of particular personality to cities, drawing a mental perspective for people and reputation of cities have particular importance; most cities and places seek to be unique and lasting in the minds of audi More

  Introduction and Purpose:  The creation of spaces, the giving of particular personality to cities, drawing a mental perspective for people and reputation of cities have particular importance; most cities and places seek to be unique and lasting in the minds of audience who are trying to Define and consolidate their urban brand. The purpose of this study is strategic planning of urban branding in tourism industry. Research method: The methodology of this study from purpose type is practical and type in terms of method and nature is descriptive-survey. with using cluster sampling method, structural equations modeling by Imus software was fitted model and analyzed. First, doing description and preparation of necessary data to test the hypotheses, then analyze the relationships between the variables, and finally doing compare the observed results with the results that hypotheses expected. Findings: Research findings show fulfill Stakeholder’s expectations, Financial limitations and Lack of understanding`s managers, explaining the urban branding strategy and its process are considered as effective causal factor on strategic planning of urban branding in the tourism industry. Conclusion: The creation, improvement and development of urban brand programs with using the urban branding strategic planning model will enhance the city's position, economic, social development of the city and attract tourists. Keywords: Urban Brand, Urban Branding, Urban Branding Strategy, Tourism Industry Manuscript profile
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  7 - An analysis of the tourism destination branding model with an emphasis on social networks with a sociological approach
  Rezvan Omidzadeh Mansour Zarra Nezhad Ali Kangarani Farahani Mohammad Hemati
  Tourism as an effective and influencing industry has been able to attract the attention of policy makers and planners. This industry is a broad activity that brings with it important economic, social, cultural and environmental effects, and each can be discussed in its More

  Tourism as an effective and influencing industry has been able to attract the attention of policy makers and planners. This industry is a broad activity that brings with it important economic, social, cultural and environmental effects, and each can be discussed in its place.The purpose of this research was to analyze the pattern of tourism destination branding with an emphasis on social networks with a sociological approach. The research method is a qualitative case study and the participants are elites. By using the purposeful sampling method and theoretical saturation technique, key informants (including 16 people) were selected to identify the framework of the research model and interviews were conducted with them. The tool used to identify the factors of the research model is a semi-structured interview. (with focus groups) and the study of documents. To ensure validity and reliability of the study, the assessment method of Linuklen and Goba was used. The paradigm model of this research was designed based on the paradigm model of Strauss and Corbin. After conducting research interviews, there were 43 codes. It was determined in general. Table 2 shows the results related to these codes. According to the results of the present research, it was determined that the variables influencing tourism destination branding include audience attraction, sustainable development, brand knowledge, regional needs, and support. Localization, public trust and human resource management and individual and group interactions. Manuscript profile
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  8 - The Impact of Internal Branding on Anti-Citizenship Behavior: The Mediating Role of Person-Organization Fit
  Ahmad Kazemi Gorji Akram Hadizadeh moghadam Mohammad Hamidian Sajad Mazarei
  10.30495/qjopm.2020.562041.1988
  One of the ubiquitous problems in modern organizations are suffering from in the realm of human capital concerns lethargy, hypothyroidism, aggression, bullying, obstinacy, intimidation and implacability which can deteriorate organizational performance, interpersonal rel More

  One of the ubiquitous problems in modern organizations are suffering from in the realm of human capital concerns lethargy, hypothyroidism, aggression, bullying, obstinacy, intimidation and implacability which can deteriorate organizational performance, interpersonal relations and employees’ cooperativeness. Successful companies employ internal branding in order to reduce such undesirable behaviors and what determines their success rate is the extent of Person-Organization Fit. Hence, the current study was undertaken at Behpak Factory in Behshahr, Iran, to examine the impact of internal branding on the employees’ anti-citizenship organizational behavior with respect to the mediating role of Person-Organization Fit. The research sample comprised 140 employees at Behpak Factory who were randomly selected to completer the research questionnaire comprising multidimensional measures of internal branding, Person-Organization Fit and anti-citizenship organizational behavior.  The collected data were analyzed via SPSS, PLS and Structural Equation Modelling (SEM). With regard to the first research hypothesis, the results of the analyses verified the significant positive effect of internal branding on the Person-Organization Fit (-.25), and the significant negative effect of internal branding together with Person-Organization Fit     (-.48, -.25) on anti-citizenship organizational behavior, confirming the second and the third research hypotheses. Finally, Person-Organization Fit was found to mediate the relationship between internal branding and anti-citizenship organizational behavior, confirming the fourth research hypothesis. Manuscript profile
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  9 - Designing a Branding Model in the Iranian clothing industry
  Forouzandeh Azimi hosain vazifehdost Hamidreza saeednia
  Despite its historical background, Iran's garment industry did not reach its historical status after industrialization, and after a period of prosperity, it has faced many challenges in the last two decades, and its share has decreased not only in the export sector but More

  Despite its historical background, Iran's garment industry did not reach its historical status after industrialization, and after a period of prosperity, it has faced many challenges in the last two decades, and its share has decreased not only in the export sector but also in the domestic economy. Has been found. Therefore, the main purpose of this study is to present a strategic model of branding in the Iranian clothing industry. This research is applied-developmental in terms of purpose and exploratory mixed method in terms of mixed strategy (qualitative, quantitative, two-stage exploratory exploration); In the first phase with the qualitative method of non-structural "grand theory" and Max QD software; The indicators, components and dimensions of the model are identified and then tested by a quantitative method. Information was collected by documentary (receipt) and field (interview and questionnaire) methods. The statistical population includes university professors in the field of marketing, apparel market experts who have at least 10 years of experience in one of the most famous and large apparel companies in the country and government managers related to the apparel industry who are selected by targeted method (snowball) And until the theoretical saturation continues, the size of the statistical population in the second phase is 100 people, which was randomly selected from the aforementioned population. Based on the research findings, the model with 4 dimensions (1) infrastructure development with 6 components and 53 indicators; (2) design and development of underwear product with 2 components and 17 indicators; (3) marketing in the domestic garment industry with 6 components and 71 indicators; (4) Marketing teachings in the domestic garment industry are also categorized and designed with 6 components and 39 indicators. Manuscript profile
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  10 - Prioritizing the Factors Affecting the Branding of the Iranian Football League
  محمد ملکی سید عماد حسینی rasoul tarighi
  The purpose of this study was to prioritize the factors affecting the branding of the Iranian Football League. The statistical population in the qualitative part is experts who had scientific and managerial expertise in the field of sports management and in the quantita More

  The purpose of this study was to prioritize the factors affecting the branding of the Iranian Football League. The statistical population in the qualitative part is experts who had scientific and managerial expertise in the field of sports management and in the quantitative part includes managers and employees of the league organization - managers, supervisors, coaches, players and referees working in the national league organization. Twelve people in the qualitative section and 300 people in the quantitative section formed the statistical sample by the available method. 12subjects in the qualitative section and 300 subjects in the quantitative section formed the statistical sample by the accessible method. The data collection tool in the qualitative part of the interview was semi-structured that the results of this interview were used in the form of a questionnaire with 10 main factors in the quantitative part. In this study, for content validity from the point of view of experts and construct validity (exploratory factor analysis) and for prioritization, Freidman test was used. The results of the Friedman test showed that the factors of hardware, international relations, planning, financial and marketing resources, rules and regulations, human resources, brand value, technology, technology and information, safety and security had the highest priority. Therefore, these factors can be used as a rational basis for branding the Iranian Football League.   Manuscript profile