List of Articles Brand Orientation

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  1 - An Analysis the Impact of Brand Orientation on Brand Performance and Corporate’s Financial Performance (Case Study: Active Corporate’s in Ahwas’ Industrial Estates)
  P. Ghasemi A. Darzian Azizi
  Purpose-Nowadays, managers have noticed that brand and brand management is essential and necessary for their business life to be continued. In fact, brands have become an inseparable component of the company’s value and also an important strategic asset; as for so More

  Purpose-Nowadays, managers have noticed that brand and brand management is essential and necessary for their business life to be continued. In fact, brands have become an inseparable component of the company’s value and also an important strategic asset; as for some of the companies, brand is their own entire asset. Therefore, the purpose of this research is to recognize the effects of brand attitude on the brand performance (brand knowledge, brand image, brand loyalty) and the financial performance of the company. Design/methodology/approach –To complete this research, 162 questionnaires was distributed between the managers of active companies located in Ahvaz industrial towns; of which 141 questionnaires were collected and the hypothesis test was accomplished through correlation research method by SPSS software. Findings –The research results showed that the brand attitude has direct and positive effect on the brand distinction and performance and also financial performance of the company is affected directly and positively by the brand performance. Limitations-Because of the limitation of the Financial and time resources, the researcher could not study and calculate the brand market share of the companies under study on the province. Also, because the financial information was not represented by the companies’ managers, evaluation of the financial performance of the company only completed through collecting information from questionnaires. Practical implications-The research results may be used by the managers of the production companies. Due to the results acquired, establishment of the company strategy based on the brand strategy (brand attitude) will result in financial and brand performance improvement.   Manuscript profile
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  2 - Identifying and Ranking Drivers of Integrated Marketing Communication, Based on the Combined approach of SWARA and gray ARAS
  Saman Sheikhesmaeili Seyed Kamran Nourbakhsh Seyed Abbas Heydari
  10.30495/imj.2021.686402
  Integrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages More

  Integrated marketing communications contribute to the strengthening of overt and covert interactions in business with stakeholders and the development of value-added in relationships with customers by creating coherence, coordination, convergence and synergy in messages, media and communication tools. the main purpose of this study is to identify and rank the drivers of integrated marketing communication in the banking industry, which defines the nature of its services based on communication and interaction. The statistical sample of this research includes 14 experts and specialists in the field of financial services marketing and their selection process has been done judiciously. Methodologically, based on theoretical content analysis and fuzzy Delphi method, the stimuli affecting integrated marketing communications were identified and screened. Then, using the opinion of experts and SWARA method, the obtained criteria were re-evaluated and weighed. Finally, the Gray ARAS method was used to rank the options. Based on the research results, four main criteria include 1. Strategic Orientation (Strategy Orientation, Technology Orientation, Learning Orientation, Entrepreneurial Orientation), 2. Market Orientation (Customer Orientation, Competitor Orientation, Inter-functional Coordination, Market Intelligence, Marketing Capability), 3. Brand Orientation (Common vision of brand, Integrated Brand Identity, Common brand Positioning, Common Capability of brand) and 4. Environment Orientation (Politics, Economics, Sociological, Technology, Environment, Law) were identified. In the meantime, strategic Orientation have a higher weight and priority. Manuscript profile
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  3 - Strategic Orientation Model and its Impact on Firm Performance: The Moderating Role of Environmental Turbulence (case study: food industry of Iran)
  Zohreh Dehdashti Shahrokh Nader Mazloomi mohamadtaghi taghavifard Hasan Biabani
  Literature review reveals that strategic orientations have an impact on firm performance. Researchers believe that studying each orientation separately cannot present a suitable image of this relationship. The purpose of this research to study the impact of market, bran More

  Literature review reveals that strategic orientations have an impact on firm performance. Researchers believe that studying each orientation separately cannot present a suitable image of this relationship. The purpose of this research to study the impact of market, brand and entrepreneurial orientations on firm performance by considering the moderating impact of environmental variables in food industry of Iran. Research method is descriptive of survey type. The firms that are a member of securities and exchange organization and a member of food industries association were selected and ultimately 103 executives of these companies completed the questionnaires and the data was analyzed by using structural equation modeling and Smart PLS software. The results show that the Entrepreneurial and Brand orientations have a direct impact on firm’s performance and Market orientation has indirect impacts through Entrepreneurial orientation on firm performance. Competition intensity and demand uncertainty have a positive moderating effect on Entrepreneurial orientation and firm’s performance. Demand uncertainty moderating the relationship between brand orientation and firm’s performance. Also, competition intensity and demand uncertainty did not have a moderating effect on the relationship between market orientation and firm performance Manuscript profile
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  4 - Investigating the Impact of Entrepreneurial Orientation on Business Growth Through Branding
  farzad Fesharaky saeed sehat seyed mosavi
  Entrepreneurial orientation is one of the most important concepts in entrepreneurship literature which has strong effects of firm performance. Also branding is introduced in marketing literature and has gained the attention of small and medium enterprises owners. Thus t More

  Entrepreneurial orientation is one of the most important concepts in entrepreneurship literature which has strong effects of firm performance. Also branding is introduced in marketing literature and has gained the attention of small and medium enterprises owners. Thus this research has been conducted in order to investigate the impact of entrepreneurial orientation on the business growth through branding. The current research is an applicable study in terms of purpose and is a descriptive survey in terms of gathering data method. In the first phase (library studies) the researchers devised a theoretical framework for the research constructs (entrepreneurial orientation, branding and business growth); also with regards to the fact that branding is a multi-dimensional concept, two of its main components (brand orientation and brand resources) have been employed. Then a closed-answer questionnaire was designed using Likert five point scale and was distributed among the statistical sample members (133 SME managers in Yazd industrial park). The gathered data was analyzed using SmartPLS software with the structural equation modeling approach and the proposed hypotheses were verified by factor analysis and path analysis methods. The findings show the positive and significant impact of entrepreneurial orientation on the business growth with the mediating role of branding. The paper has contribution to knowledge by integrating the entrepreneurship and marketing fields and bridging between the disciplines. The results act as a guide for the practitioners and actors in the industry by showing them how to better steer their businesses and gain competitive advantage over their fellow competitors in the market. Manuscript profile