Brand performance

Open Access Article

1 - The role of brand new components in promoting brand performance from customer’s perceived (Case of: customers of Hyper ME’s store chains in Mashhad)
Nayereh Gholami mostafa farokhy ostad saeedeh Babajani Mohamadi

Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategi More

Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategies while managing chain stores is of utmost importance. Therefore, the current study investigated the factors affecting customer persuasion toward choosing chain stores. To this end, the effect of new brand components in promoting brand performance have been considered from customer’s perspective. The current research was applied in terms of purpose and it was correlation descriptive in terms of data collection. The statistical population of the study included 384 samples based Cochran formula using convenient sampling strategy. The results of the study indicated that brand signature and brand awareness affected brand attitude. Moreover, brand attitude and brand awareness affected on brand reputation. On the other hand, the effect of brand reputation and the mediating role of perceived quality of the brand on brand performance, was confirmed. In addition, among seven hypotheses of the study, all relations between variables were confirmed except the relationship between brand signature and brand awareness. Considering the innovation in investigating the relationships between brand signature and attitude and awareness of consumers toward it, the results of this study presented a comprehensive view of the concept of desirability of brand signature as a distinct massage which was the sign of reliability of product qualities and services as well as its resulting consequences. It is expected that it affects the improvement of customers` comprehension while creating awareness by reputation and lead to desired attitude and increase brand performance of the stores. Manuscript profile

Open Access Article

2 - Effects of Brand Performance on Consumer Buying Behavior through Variables Mediating Brand Trust and Brand Image and Brand Equity and Brand Loyalty
Abbas Ghaedamini Harouni Mehrdad Sadeghi de cheshmeh Siamak Korang Beheshti Majed Maharani Barzani

The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfa More

The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfahan (Case study: Bosch brand). The statistical population of the present study consisted of all clients and customers of industrial and home appliances stores in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand trust, 0.845, brand loyalty, 0.812, brand image, 0.822, brand performance, 0.811, brand equity, 0.777, respectively, consumer buying behavior was estimated to be 866, and data analysis was performed. Descriptive and inferential levels including Pearson correlation coefficient and structural equation modeling (SEM) were performed. The results showed that between brand performance on brand trust with an impact factor of 0.54, brand performance on brand image with an impact factor of 0.45, brand trust on brand image with an impact factor of 0.25, brand performance on loyalty To the brand with an impact factor of 0.68, brand image on the brand equity with an impact factor of 0.76, brand loyalty on the variables of brand equity and consumer buying behavior with an impact factor of 0.90 and 0.61 and brand equity, respectively. There is a positive and significant relationship between consumer purchasing behavior and an impact factor of 0.44. Therefore, the main hypothesis of the research was confirmed. However, the effect of brand trust directly on the variable of consumer purchasing behavior with an impact factor of 0.04 was not significant. Manuscript profile

Open Access Article

3 - 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

Open Access Article

4 - The Effect of Brand Identity on Brand Performance and Employees, Job Satisfaction with the Intermediating Role of Organizational Confidence
Mohammad-Reza Rabiee Mandejin

Manuscript profile

Open Access Article

5 - Recognizing and prioritising the effective factors on brand equity in the cosmetic products industries based on brand performance in cosmetic products
Abolghasem Gholamreza Tehrani Hooshang Asadollah Serajoddin Mohebbi Shahriar Azizi

10.30495/imj.2021.686410

The aim of this study was to identify and prioritize the factors affecting the special value of the brand by emphasizing the performance of the brand in the cosmetics market. The statistical population of the study was all customers of cosmetic products in Tehran in 139 More

The aim of this study was to identify and prioritize the factors affecting the special value of the brand by emphasizing the performance of the brand in the cosmetics market. The statistical population of the study was all customers of cosmetic products in Tehran in 1397, which were selected by random sampling cluster sampling method. The sample consisted of 550 customers from ten brands (Mibi Lynn, Erben Dicky, Cover Grill, EVon, Relon, E Tod, McLurray, Oriflame, Clinic), which accounted for about 80 percent of the market share. The research data were collected using questionnaires and secondary information and the research hypotheses were tested using structural equation modeling model and analysis of focal correlation and application of SPSS, LISREL, SAS, STATISTICA software at the brand level. The research findings showed that factors such as brand awareness, attitude, surplus price, brand expansion potential, innovation, distribution and access, advantage, advisory advertising and general perception affect brand equity by emphasizing brand performance. Based on brand awareness results and general perception, they have the greatest impact on brand equity in the cosmetics market. The results also showed that the most widely used product among the statistical community is eye, eyebrow, eyelashes and so on. Market share surveys based on the presence of at least one product from a brand in the customer portfolio also show that the three brands of Etude, Loril Group and Rollon have the largest market share, respectively. Manuscript profile

Open Access Article

6 - The Role of Market Orientation in Improving Brand Performance in the International Markets
Ahmad Asadzadeh Mina Asiyaban rezaye Mahnaz Tahoni

Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cul More

Globalization and competitiveness in the international markets have urged companies to encounter new challenges. Now, it is necessary that organizations understand the characteristics of global markets and customers. They also need to adapt their brands to different cultures in order to achieve sustainable competitive advantage. On this basis, understanding the relationship between market orientation and brand performance helps achieve greater competitive advantage and success. The present paper investigates the direct effect of market orientation on international brand performance. It also studies the indirect effect on international branding through brand oriention and brand repositioning. To this end, the top 100 branded manufacturing companies in Iran have been surveyed. The results of the Spearman correlation, multiple regressions and path analysis indicate a significant and direct as well as indirect effect of market orientation on the brand performance. Also, the significant effect of international branding as the intermediate variable was confirmed. Manuscript profile

Open Access Article

7 - The Effect of Culture on Brand Loyalty Mediated by the Role of Brand Performance and Brand Identity (A Case Study of Five-star Hotels in Mashhad)
Amir Ghafourian Shagerdi Sepideh Shirvani Moghaddam

Today, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, More

Today, special attention has been paid to brands and their impact on companies and organizations. Service units such as hotels are no exception. Studies have shown that the customers’ culture plays a significant role in their size and loyalty to brands. Therefore, this study examines the effect of culture on brand loyalty mediated by the role of brand performance and brand identity among five-star hotels in Mashhad. The research method is descriptive and co-relational. In this study, the type of research is applied based on the purpose, and because this research explains the existing variables and the relationship between them; therefore, the research is an analytical-analytical one. The statistical population of this study included the customers of five-star hotels in Mashhad. The non-random sampling method was used in the study based on which 280 customers were selected as the samples of the present research. The data collection tool was the Anorlo and Yuka standard questionnaire (2017) the validity of which was confirmed by the experts and its reliability was proved by the Chronbach alpha test. In order to analyze the data, the minimum partial square (PLS) method was used using smart PLS 2. The results show that brand personality has a positive and significant effect on brand performance; culture has a positive and significant effect on brand performance; culture has a positive and significant effect on brand personality; brand performance has a positive and significant effect on brand loyalty and brand personality loyalty has a positive and significant effect on the brand. Manuscript profile

Open Access Article

8 - Interpretive structural modeling of brand performance with an approach to improve financial performance in industrial markets with a focus on the petrochemical industry
Shahram Eshragh Narges Del Afroz Kambiz Shahroodi Yalda Rahmati

10.30495/fed.2024.709380

Abstract Purpose: Today, heavy competition in the petrochemical industry among countries requires that attention to the brand issue be given priority, especially companies related to the petrochemical industry in Iran due to the sanctions issues, can move by creating a More

Abstract Purpose: Today, heavy competition in the petrochemical industry among countries requires that attention to the brand issue be given priority, especially companies related to the petrochemical industry in Iran due to the sanctions issues, can move by creating a strong industrial brand to protect their customers. In the present research, the design of the brand performance model in the petrochemical industry was discussed. Method: The research was conducted in a mixed method. The statistical population of the research included sales and marketing experts of 7 petrochemical companies, and 7 experts from these companies and 238 sales and marketing experts were considered as members of the statistical sample. By conducting interviews with brand experts in the petrochemical industry, as well as library studies, concepts and basic components of brand performance were identified. Among the 28 components identified from library studies, 11 components were identified in the expert analysis as components of the brand performance model, which were the basis of the analysis. Findings: The results of the confirmatory factor analysis showed that among the 11 components mentioned, only 7 components significantly explain the performance of the brand. These 7 components are: sales efficiency, innovation in response, modeling, brand-oriented organizational capital, organizational competitive strategies, product quality, production and sales volume. Also, the results showed that the performance of the brand in the petrochemical industry is not in a favorable state in terms of innovation in customer response and production and sales volume. Conclusion: One of the consequences of improving the performance of the brand in this industry, according to the research model, can be mentioned the improvement of the quality level of the products, meeting the market expectations, increasing the commitment and loyalty of customers, favorable financial performance and the development and prosperity of the industry. Manuscript profile

Open Access Article

9 - Impact of Exploratory and Refining Strategies on Brand Image and Commitment by Brand Performance
Zahra hosseinnejad shamsodin nazemi fariborz rahimnia

Nowadays, branding is no longer limited to commodities, but higher education departments also seeking to benefit from branding. Since universities have recognized the importance of attracting students by creating a distinctive image in a competitive market, they first n More

Nowadays, branding is no longer limited to commodities, but higher education departments also seeking to benefit from branding. Since universities have recognized the importance of attracting students by creating a distinctive image in a competitive market, they first need to focus on their performance as prerequisite for creating such distinctive image that requires proper strategy. The main goal of this research was to investigate the effect of exploration and refinement strategies on brand image and commitment through the mediating role of the interface of brand performance. The statistical population of the study was graduate students in one of reputable northeastern universities of Iran, that with non-random sampling method 370 students were selected.The validity and reliability of data were measured by SPSS statistical software. In order to analysis research data Structural Equation Modeling and Barn and Kenny tests were used . The results indicate that exploratory and refining strategies have a significant effect on brand performance. Also, the effect of brand performance on brand image and commitment was positive and meaningful. In addition, the mediating role of brand performance between exploration and refinement strategies ,brand image and commitment was confirmed.   Manuscript profile

Open Access Article

10 - Structural model of desire to use electronic banking services based on personality dimensions and brand management
marzieh yarizanganeh Alireza Nik Seresht

The present study was conducted with the purpose of testing the appropriateness of the assumed model of willingness to use electronic banking services based on personality components and brand management in Sepah Bank. In terms of the purpose of the present study, in te More

The present study was conducted with the purpose of testing the appropriateness of the assumed model of willingness to use electronic banking services based on personality components and brand management in Sepah Bank. In terms of the purpose of the present study, in terms of its applied purpose, in terms of its nature and descriptive method, correlation is the type of structural equation modeling. The statistical population of the research is the clients receiving banking services of Sepah Bank in Fars province, and the sample size was determined through Morgan's table (number 384) as an information gathering tool. In order to measure individual personality dimensions, Myers et al.'s (1998) personality questionnaire, to measure brand management, brand image from Lin et al.'s (2015) questionnaire, brand identity from Mill and Ashforth's (1992) questionnaire, brand performance from Cassidy, Weimer and Okas questionnaire. , (2018) was used. Cronbach's alpha coefficient obtained (dimensions of individual personality, 0.749, brand image, 0.734, brand identity, 0.841, brand performance, 0.801) indicates that the reliability of the tool has an acceptable level. In the analysis of research data, descriptive statistics and inferential statistics have been used to estimate hypotheses from correlation matrix and structural equation modeling. SPSS version 25 software was used for data analysis and 3 pls software was used for model fitting. The research results indicate that positive and significant relationships have been estimated between all research variables at the level of (p<0.01). The highest correlation was estimated in the dimension of personality components related to the judgment variable and in the dimension of brand management, the highest correlation was estimated to be related to brand performance. In line with the hypotheses of the research, it was determined that most of the investigated paths in the model were realized The indicators of the proposed model had an Manuscript profile

Open Access Article

11 - model of brand community online impact on brand performance and brand equity With emphasis on the role of social capital (Case Study: manufacturing company of Sony media products)
Narjes Ebadati Bagher Saroukhani Ali Akbar Farhangi

Abstract The aim of this paper is to provide a model for brand community impact on brand performance and brand equity with moderator role of social capital in the media products producer organizations. The study population is Sony's society that is consisted of two grou More

Abstract The aim of this paper is to provide a model for brand community impact on brand performance and brand equity with moderator role of social capital in the media products producer organizations. The study population is Sony's society that is consisted of two groups: online customers of Sony's brand and managers, marketers and sellers of Sony products. The sample size for two group in the absence of accurate statistics according to Cochran is 384 people that were selected by simple random sampling. Research tools are online brand community, brand performance and brand equity Inventory. To validate the assessment tool was used lisrel software and then The Cronbach's alpha was used to reability. Hypothesis tested by PLS structural software. The results showed a online brand community powerful influence on brand performance and brand equity  also the results showed that online brand community impact  the moderator role of social capital  on brand performance and brand equity  was confirmed.This  study developed a unique model of a brand community impact  process on brand performance and brand equity . Manuscript profile

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