List of Articles برندسازی

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  1 - Analyzing the Ways of Cooperation Between Startups and Large Companies
  mojtaba nahid mohamad hasan moghadesi
  10.52547/jstpi.20900.17.65.1
  Innovation is a necessary requirement for companies to gain and maintain competitive advantage. This is largely due to the rapid development of technologies. In order to survive in the competitive environment, large companies should also strive for innovation in differe More

  Innovation is a necessary requirement for companies to gain and maintain competitive advantage. This is largely due to the rapid development of technologies. In order to survive in the competitive environment, large companies should also strive for innovation in different parts of their organization. Therefore, the issue of adaptability is particularly important in introducing the innovation model. It can be assumed that inter-company collaboration is increasingly important at different stages of business development and that large corporations are willing to engage with startups. This interaction allows start-ups to overcome the problems that emerge in the early stages of business development, and on the other hand, the influx of innovation for large corporations increases the competitive advantage against their rivals, to gain more market share. The purpose of this article is to analyze the methods of collaboration between large corporations and start-ups, especially to examine the needs of innovation in the economy. This partnership can take many forms, and this article reviews the different types of partnerships between large corporations and startups that relate to business acceleration activities, co-creation, co-branding, acquisition, acqui-hiring and open innovation. Finally, by examining each of these methods of cooperation, we conclude that cooperation in any way can be beneficial to both parties and there are important points that must be considered before and during the cooperation process, so that both companies can ultimately benefit from the relationship. Manuscript profile
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  2 - Phenomenological explanation of branding components in art education topics and analysis of the gap between education and implementation areas
  Haniyeh Jafariyan shahnaz nayebzadeh Abolfazl Davodiroknabadi Sayed Hassan hataminasab
  The inability of empower art students to commercialize and branding of artistic achievements and the existence of a research vacuum to identify the components in the field of branding artistic achievements and the need to review the curriculum of these disciplines in or More

  The inability of empower art students to commercialize and branding of artistic achievements and the existence of a research vacuum to identify the components in the field of branding artistic achievements and the need to review the curriculum of these disciplines in order to include some components and indicators in This field, has conducted a study with the aim of identifying the necessary components and indicators in the field of branding of art products and services and examining both current and desirable teaching situation in the educational topics of art universities. In terms of purpose this study is basic-applied, in terms of the type of data collected, is mixed, in terms of data collection method is descriptive and regarding implementation method, is a survey research. The statistical population was 6 academic and industrial experts in the qualitative section and university professors in art-related fields in the quantitative section. The sampling method in qualitative section was judgmental and in quantitative section was randomized cluster. A total of 54 questionnaires were completed and evaluated. The data collection tool in the qualitative section was interview and in the quantitative section was questionnaire. The results led to the identification of three general categories of branding parameters including behavioral, perceptual and functional parameters. According to the purpose of the study, behavioral parameters were quantitatively examined. Among the eight components in the behavioral parameters category of branding and a total of 63 indicators, there is a significant difference between the expected and current situation and there is a large gap between expectations and receipts in the components of branding. The result of Friedman ranking test reveals the existence of a significant difference in the mean rank of the importance of the behavioral parameter components in the expected and current situation, as well as the existence of differences and similarities. Manuscript profile
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  3 - Investigating the Factors Affecting Customer Loyalty with a Focus on Brand Personality (Case Study: Bank Mellat Isfahan Branches)
  Hamid Reza  Ahghaghi Mohammad Ghasemi Namaghi Ali   Hosseinzadeh
  Listed the brand as one of the most valuable assets of any company. The higher the brand value in the minds of customers, the more benefits a company can gain from its customers. The purpose of this study was to investigate the factors affecting customer loyalty with a More

  Listed the brand as one of the most valuable assets of any company. The higher the brand value in the minds of customers, the more benefits a company can gain from its customers. The purpose of this study was to investigate the factors affecting customer loyalty with a focus on brand personality (Case study: Bank Mellat Isfahan branches). The statistical population of this research consists of customers, employees and managers of Bank Mellat. The statistical population at the quantitative stage was about 384 people. Relationships between research variables were tested using smart.pls software. The results showed that the identified categories include customer value, brand credibility, brand trust, brand marketing, customer experience, customer image, company image, organizational factors, environmental factors, brand strength, competitive advantage, brand social responsibility, brand identity, Customer loyalty, service characteristics have been effective factors. Manuscript profile
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  4 - The key components of Islamic branding for entry in to international markets in small and medium business enterprises food indust
  Seyedeh Fattaneh  Moghimi seyyed mahmoud  shabgoo monsef kambiz shahroodi narges  delafrooz
  The purpose of this research is Identify and explain the key components Islamic branding model for entering international markets in small and medium businesses the Food industry.In terms of the purpose of the research ,it is of the applied type and in terms of the meth More

  The purpose of this research is Identify and explain the key components Islamic branding model for entering international markets in small and medium businesses the Food industry.In terms of the purpose of the research ,it is of the applied type and in terms of the method of conducting the research , it is a combination that has been done successively in two parts, qualitative and quantitative.First, in the qualitative section , in order to achive the objectives of the research, using semi-structured indepth interviews with 14 experts, specialists and professors in the fild of branding, Islamic branding and marketing, who have been selected by the snow ball method and with using open and central coding of Islamic branding components, including three main components(views and approaches, weaknesses and threat,strengths and opportunities),fifteen sub-components and fifty-one indicators of Islamic were identifie and classified.Then, in a quantitative step, the survey questionnairc was descriptive research method and using cluster sampling method and through the researcher-made questionnaire tool, the opinion of managers and marketing experts in small and medium businesses the Food industry in the country which according to the information obtained from the Ministry of Mining Industry and Trade, 8618 companies are operating, has been collected. The sample size was 364 using cochran’s formula, which was selected by cluster sampling from the statistical population. For quantitative data analysis, confirmatory factor analysis and sample T-test Amos software were used.The research findings of the quantitative section indicate that the component of views and approaches had the highest rank among the main components, the conceptual approach is the most important among the views and approaches, the most important strength and apportunity of Islamic teachings, the most important weakness and threat of investment risk. Manuscript profile
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  5 - Effective Factors in Management Strategies for Sustainable Branding in Coastal Destinations (Case Study: Chabahar Coastal Zone)
    seyed saeed hashemi abdolreza roknedin eftekhari
  Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to i More

  Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to identify the influential factors. This paper aimed to establish a sustainable branding management strategy for coastal tourism destinations by identifying influential factors. The resource-based theory was used besides the METASWOT technique to establish a sustainable branding management strategy in Chabahar coastal zone. This mixed descriptive-analytical study was conducted on a statistical population of 84 experts and tourists. It used tested indices of a sustainable brand. The resource-based approach in sustainable branding included a set of assets and abilities that were available and useful in identifying threats and opportunities while reacting to them. This set was considered based on the “valuability,” “scarcity,” “non-imitability,” “non-replaceability of resources,” and “internal capabilities.” Besides, Chabahar coastal zone was compared to Oman, Kish, and Qeshm to identify the competitive dimensions. Given the tendency of local people and government towards economic development in Chabahar and the results from other qualitative and quantitative studies, it can be suggested that Chabahar coastal zone had the capacities required for collaborative and community-centered management. Based on the results, the optimal management strategy for this zone was resource-based, collaborative, and community-centered. Manuscript profile
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  6 - Investigating the Effect of Staff Self-Leadership on Internal Branding and Role Identity in Hotel Industry: A Case Study of 5-Star Hotels in (Mashhad)
  Jamshid Najari Beydokhti Omid Behboodi
  10.61186/journalitor.36248.11.23.257
  The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels i More

  The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels in Mashhad, out of whom 120 people were selected through the Morgan table using simple random sampling. The required data were collected via the standard Zhang and Zhou questionnaire (2021) whose face and construct validity were measured through expert approval and factor loads, respectively. Moreover, the reliability of the questionnaire was measured and confirmed using the Cronbach's alpha test. Finally, the collected data was analyzed via structural equation modeling. The findings of the study indicated the significant positive effect of self-leadership on brand knowledge, brand commitment, and brand citizenship behavior through factors such as the visualization of successful performance, self-goal-setting, self-talk, and self-aggrandizement. Furthermore, self-leadership factors also influence brand knowledge, brand commitment, and brand citizenship behavior through role identity. It could, therefore, be concluded that promoting self-leadership behaviors helps the internal growth of an organization’s brand and facilitates internal branding through role identity. Manuscript profile