List of Articles brand authenticity

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  1 - The effect of open innovation on brand authenticity of football clubs through the mediation of brand image
  amir derakhshan mehdi kohandel Hossein Abdulmalek said namat khalifeh
  10.30495/jism.2023.75659.1086
  The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structura More

  The purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. In order to collect the necessary information from the open innovation questionnaires of Peter et al. the social network marketing questionnaire of Kim et al. (2017), the brand authenticity questionnaire. Kadiro (2010) Zinodin et al.'s value creation questionnaire (2012) (α=0.89) and Ulrich's mental image questionnaire (2009) were used. 500 questionnaires were distributed and 428 questionnaires were analyzed. In order to analyze the data, descriptive methods and structural equation models and post hoc analyzes were used using Spss and Lisrel software. The findings showed that the model of the impact of open innovation and social media marketing on the brand authenticity of football clubs with the mediation of value creation and brand mental image has a good fit and is meaningful. As a result, it can be said that open innovation and social media marketing have a significant effect on the originality of the brand of football clubs and can contribute to the value creation and mental image of the brand, and therefore it is necessary for football clubs to pay attention to maintaining their unique and distinct identity from other clubs. and formulate an executive plan for this purpose. Manuscript profile
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  2 - Brand Authenticity in the Healthcare Industry: Analyzing of the Antecedents, Consequences and Dimensions by Using Qualitative Approach
  Arash Dehghan Mohammad Javad Taghipourian Sohiela Nazarpour Marzieh Gorji
  The role of brands in identifying the company's product in today's expanding markets is undeniable. The present study focuses specifically on medical centers and brands related to these centers. The issue of brand management in this industry is not taken very seriously More

  The role of brands in identifying the company's product in today's expanding markets is undeniable. The present study focuses specifically on medical centers and brands related to these centers. The issue of brand management in this industry is not taken very seriously and many well-known centers with popular brands among target customers do not focus as much as they should on taking advantage of the existing brand and what is advantageous in such a market are the resources. They are human (doctors) and not the brands of these centers. The purpose of this study is to identify the determinants and consequences of brand authenticity in the healthcare industry. Therefore, by adopting a qualitative research method, on the one hand, the researcher has sought to provide solutions to solve tangible problems in the study environment, and on the other hand, has tried to eliminate study and research gaps in brand management in Iran. Reduce by identifying local antecedents and implications for brand authenticity. In the present study, interview tools (semi-structured) in the qualitative section have been used in order to collect data. In order to collect qualitative data from experts in the field of brand authenticity in the field of treatment and health of the country, an expert panel was used. In this study, members of the panel of experts were selected using the snowball sampling approach. Factors identified for brand authenticity are 2 factors, identified factors for brand authenticity antecedents are 6 factors and identified factors for brand authenticity consequences are 3 factors. Manuscript profile