Branding

Open Access Article

1 - Innovative Culture, Provides Improvement of Organizational Learning by utilizing internal branding (Research in Iran’s Oil Industry)
Saeed Aibaghi Esfahani Elaheh Ebrahimi reza sheikh

As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on More

As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on organizational learning with the moderating role of innovative culture as a main hypothesis. To achieve the objective of this study, research was conducted to collect the required information by using standard questionnaires. The current research method is descriptive-correlative and practical, based on the objective. The sample size is (n = 168) employee at the Oil Research Institute and The hypothesis were analyzed through the technique of Structural Equation Modeling with Smart PLS 3 software. By the Cronbach's alpha the stability of the data collected in this study Obtained 0.854. Therefore, the reliability instrument has been decent the results of the data analysis show that internal branding has a positive and significant role in organizational learning. Research findings also confirm the role of moderating innovative culture. Manuscript profile

Open Access Article

2 - Investigating the Professional Ethics System on Printed Advertising in Consumer and Brand Persuasion
nima shojaei Kambiz heidarzadeh Ahmad Rousta

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed More

The customer is the most important capital of each organization and company with a commercial and profitable purpose, so recognizing consumer behavior and patterns of consumer behavior change is very important in this regard. For this reason, this research was designed to identify and evaluate the components that influence the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. The community in this study consisted of two groups: the first group was all experts and relevant people in the field of branding and customer purchasing that were used to identify the effective factors in changing consumer attitudes toward brand based on printed ads. The second group consisted of clients of the company, the effects of the identified components were investigated by them, and both groups were investigated in a targeted manner. The results showed that four components of propaganda content message, marketing structure, coloring and brand name and innovation in design in this field, and innovation in design has the most direct and indirect effects in this area, as well as the model designed for fit Is good. According to the obtained results, the designed model and identifiable components are a suitable model for identifying the factors affecting the use of print advertising in encouraging consumers and changing consumer attitudes towards the brand. Manuscript profile

Open Access Article

3 - The Role of Marketing in SMEs based in East Azarbaijan Province Science and Technology Park
Hossein Abbasi Esfanjani Ommolbanin Asadi Ghorbani

10.7508/jstpi.2017.04.008

In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by man More

In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by managers / owners of these enterprises and also the questions raised barriers that must be answered to it. In this regard, the present study aimed to investigate the role of marketing in small and medium enterprises based in East Azarbaijan Province Science and Technology Park has been done. To achieve the research objectives of qualitative approach and case study method was used. The study population consisted of managers / owners of enterprises based in East Azarbaijan Province Science and Technology Park that is using purposive sampling method, 10 samples were selected. Initial data collected using semi-structured interviews and analyzed using the inductive method was used. The results indicate that marketing as a set of activities and measures that are used in large companies, particularly in the studied companies were not understood. However, word of mouth marketing communication, understanding customer needs and having long-term interaction and relationship with the customer was the most important marketing activities and actions that had the most significant role in the growth and survival of them. Most interviewees focus on the daily execution of some tasks limited marketing and implementation of a comprehensive marketing plan for, the expertise and financial resources were not sufficient. Manuscript profile

Open Access Article

4 - 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

Open Access Article

5 - 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

Open Access Article

6 - Analysis of Marketing System and Branding of Handmade Carpets (A study of Producers in the Iranian west Provines)
Reza Shafeai Amir Ghafourian shagerdi Soran Mowlaie

Handmade carpet in addition to dimensions of occupation, export, and economic interests, has long been a symbol of the rich culture of this land and has special celebrity worldwide. Neglecting the principles of marketing and business, the competitive advantage of handma More

Handmade carpet in addition to dimensions of occupation, export, and economic interests, has long been a symbol of the rich culture of this land and has special celebrity worldwide. Neglecting the principles of marketing and business, the competitive advantage of handmade carpets has faced serious risks, in particular at the global level. Today's competitive world, customers are at the heart of every business, recognition of desires, shopping habits and consumer culture perform a vital role in the branding and marketing of handmade carpets. Therefore, analysis and expansion of knowledge in this regard helps the success of the product brand in the target markets. Accordingly, the main purpose of this study is to investigate the marketing situation and brand of handmade carpets. The research method in this study is descriptive and data collection was gathered through structured interviews and questionnaires. For this purpose, activists and producers of handmade carpets have been studied using non-probabilistic sampling method and by referring to them directly in Kurdistan and Kermanshah provinces. The results showed that at present, there is not much luck in branding handmade carpets by the owners of production units. Therefore, it is necessary to develop a specific model to improve the marketing and branding of this valuable product. Manuscript profile

Open Access Article

7 - 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

Open Access Article

8 - 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

Open Access Article

9 - The Impact of Co-branding Elements on Customers’ Satisfaction and Loyalty in Chain Restaurants in Tehran
Jafar Ahangaran رضا اصلاني

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and More

Restaurant management is one of the important subsets of the tourism industry that makes tourist destinations more attractive. Additionally, food can be a cultural signifier and promote different cultural perspectives. Emerging concepts like co-branding can develop and improve the status of restaurant management in Iran. This research surveyed the impact of co-branding elements on customers’ satisfaction and loyalty in chain restaurants in Tehran. This is an applied research. Data are qualitative. Methods of data collection are documentary and survey. The statistical population was chain restaurants in Tehran. Data were collected through 268 questionnaires with convenience sampling. The Kolmogorov-Smirnov test, Pearson correlation coefficient, confirmatory factor analysis, and structural equation modeling have been used for data analysis. Research conceptual model evaluation has been done through partial least square path analysis with PLS software. The results indicated the impact of 3 elements of co-branding strategy on customers’ satisfaction and loyalty. The elements are “Price advantage, rewards-based advertising, and support services.” Co-branding can be an effective marketing strategy for restaurant managers to increase their customers’ satisfaction, and to make a better policy to achieve their goals. Manuscript profile

Open Access Article

10 - 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

Open Access Article

11 - Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry
Ali Abedini hamid zare

Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees o More

Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees of such companies could be useful in employing top talents. In this regard, it could be argued that Job advertisements are the first contact zones where the job hunters may cross into, and that at this critical stage, employer branding could play a significant role in recruiting talents before other competitors do so, providing the companies with a sustained competitive advantage. The population of this applied-qualitative study comprised of all Iranian companies acting in tourism industry. As for collecting the required data, 177 relevant tourism job advertisements released in 12 different job hunting websites in autumn 2018 were identified and recorded. Then the content of the ads were coded via quantitative content analysis method and the frequency of each code was computed. The findings of the study indicated that work missions, company’s location, flextime, working hours, holidays, teleworking facilities, co-worker quality, work challenges, international mobility, company size, reputation of the company’s product or service, basic salary and bonuses, and welfare facilities were the items which normally appear in job advertisements published by tourism companies. Job seekers, therefore, mentally examine the messages they receive from various organizations and select the organization that best suits them. Tourism companies, thus, need to feature as much dimensions of their brands as possible in their job advertisements and internet-based recruitments so that they manage to recruit top talents. Manuscript profile

Open Access Article

12 - 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

Open Access Article

13 - Definition
اصغر Molaei

Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainable competitive advantage, can b More

Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainable competitive advantage, can be create the desirable economy future. The purpose of this research is to definition the role of identical contexts in urban competition and how to create competitive advantage in the context of an analytical and documentary research with an underlying strategy. Contextual competitive advantages can be defined in the natural, geographical, historical, physical, cultural, social, economic, and scientific and sports contexts. Contexts are a set of intrinsic and inseparable elements of phenomena, the emergence of their identity. The contexts of cities and regions are a constructive dimension of spatial, temporal, cultural, social, and other existing components. These areas represent the dynamic identity of cities and regions over time and space and are characterized by their differentiation. Identifying and focusing and emphasizing the value of identity of cities and regions in terms of capability and sustainability can help to improve their compatibility. In other words, the field of growth, progress and competitiveness of the power of cities and regions. The most important strategies presented are: development of religious tourism infrastructure; branding and development of historical, cultural, social, sporting, natural and environmental tourism infrastructure. Manuscript profile

Open Access Article

14 - Redefinition the Contextual Urban Competitiveness Potentials in Cities and Regions Development
Asghar Molaei

Asghar molaei Abstract Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainabl More

Asghar molaei Abstract Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainable competitive advantage, can be create the desirable economy future. The purpose of this research is to definition the role of identical contexts in urban competition and how to create competitive advantage in the context of an analytical and documentary research with an underlying strategy. Contextual competitive advantages can be defined in the natural, geographical, historical, physical, cultural, social, economic, and scientific and sports contexts. Contexts are a set of intrinsic and inseparable elements of phenomena, the emergence of their identity. The contexts of cities and regions are a constructive dimension of spatial, temporal, cultural, social, and other existing components. These areas represent the dynamic identity of cities and regions over time and space and are characterized by their differentiation. Identifying and focusing and emphasizing the value of identity of cities and regions in terms of capability and sustainability can help to improve their compatibility. In other words, the field of growth, progress and competitiveness of the power of cities and regions. The most important strategies presented are: development of religious tourism infrastructure; branding and development of historical, cultural, social, sporting, natural and environmental tourism infrastructure. Manuscript profile

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