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1 |
Performative corporate brand identity in industrial markets: The case of German prosthetics manufacturer Ottobock
هویت تجاری سازمانی سازنده در بازارهای صنعتی: مورد تولید کننده پروتز آلمانی Ottobock-2020 The assumption that corporate brand identity is an internal creation is increasingly challenged by recently published research, which discusses identity as an ongoing social process of co-creation. The majority of the resulting insights relate to business-to-consumer brands and the relevance of brand identity co-creation to business-to-business branding remains largely undiscovered, even though the notions of interrelation between company and stakeholders are more intense in industrial settings. The purpose of the paper is to understand how a company and its corporate culture, behaviour, brand management and communication approach have to change over time to allow for corporate brand identity co-creation. This paper explores the individual case of a world- leading German prosthetic-technology company. Analysing the branding process over the period 1988 to 2018, we identified four phases in the transformation of corporate brand identity from internally governed to a nested system of identities. Keywords: Corporate brand identity co-creation | Performativity theory | Business-to-business branding | Case study |
مقاله انگلیسی |
2 |
Emotional Text Mining: Customer profiling in brand management
متن کاوی عاطفی: نمایه سازی مشتری در مدیریت برند-2020 The widespread use of the Internet and the constant increase in users of social media platforms has made a large amount of textual data available. This represents a valuable source of information about the changes in people’s opinions and feelings. This paper presents the application of Emotional Text Mining (ETM) in the field of brand management. ETM is an unsupervised procedure aiming to profile social media users. It is based on a bottom-up approach to classify unstructured data for the identification of social media users’ representations and sentiments about a topic. It is a fast and simple procedure to extract meaningful information from a large collection of texts. As customer profiling is relevant for brand management, we illustrate a business application of ETM on Twitter messages concerning a well-known sportswear brand in order to show the potential of this procedure, high- lighting the characteristics of Twitter user communities in terms of product preferences, representations, and sentiments. Keywords: Emotional Text Mining | Brand management | Twitter | Network analysis | Customer profiling |
مقاله انگلیسی |
3 |
Does gamification affect brand engagement and equity? A study in online brand communities
آیا بازی سازی بر تعامل و ارزش سهام برند تأثیر می گذارد؟ مطالعه در مجامع برندهای آنلاین-2020 Gamification has become a popular technique in marketing. Many companies believe that gamification can
potentially increase the engagement, awareness and loyalty of consumers with respect to the brand. However,
there is current dearth of empirical evidence supporting these beliefs beyond the pervasive hype. In this study we
investigated the relationships between gamification, brand engagement and brand equity among consumers
(N = 824) of two online gamified brand communities. The results showed that achievement and social interaction
-related gamification features were positively associated with all three forms of brand engagement
(emotional, cognitive and social). Immersion -related gamification features were only positively associated with
social brand engagement. Additionally, brand engagement was further positively associated with brand equity.
The results imply that gamification can positively affect brand engagement and further increase brand equity,
and that gamification appears to be an effective technique for brand management. Keywords: Gamification | Engagement | Community | Brand | Social commerce | Marketing |
مقاله انگلیسی |
4 |
آیا بازی سازی بر ارزش و مشارکت برند تاثیر می نهد؟ مطالعه جوامع برند آنلاین
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 12 - تعداد صفحات فایل doc فارسی: 44 بازی سازی به تکنیک شناخته شده ای در بازاریابی تبدیل شده است. بسیاری از شرکت ها معتقدند که بازی سازی می تواند به طور بالقوه مشارکت، آگاهی و وفاداری مصرف کنندگان را با توجه به برند ارتقا دهد. به هر حال، شواهد تجربی کمی وجود دارد که این عقاید را پشتیبانی کند. در این مقاله، به بررسی روابط بین بازی سازی، مشارکت برند و ارزش برند در بین مصرف کنندگان (تعداد=824) دو جامعه برند بازی آنلاین می پردازیم. نتایج نشان داد که دستیابی و تعامل اجتماعی مربوط به ویژگی های بازی سازی رابطه مثبتی با تمامی شکل های مشارکت برند (عاطفی، شناختی و اجتماعی) داشتند. به علاوه، مشارکت برند رابطه مثبت با ارزش برند داشت. نتایج بدین مفهوم است که بازی سازی تاثیر مثبت بر مشارکت برند داشته و ارزش برند را افزایش می دهدو به نظر می رسد بازی سازی تکنیک موثر برای مدیریت برند محسوب گردد.
واژگان کلیدی: بازی سازی | مشارکت | جامعه | برند | تجارت اجتماعی | بازاریابی |
مقاله ترجمه شده |
5 |
“I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce
"من آنچه را که او می ترسد بخرم" می خرم: نقشهای حسادت به سمت و تعامل برون زا با تأثیر گذاران در تأیید برند تجاری و معروف اجتماعی اینستاگرام-2020 Companies increasingly leverage Instagram as a channel for brand management, consumer services, and social
commerce. This study addresses the dynamics of interaction among brand-related user-generated contents (UGC)
posted on Instagram, social media-based brand communication with Instagram celebrities (parasocial interaction
[PSI] and envy), and consumers’ characteristics (social comparison tendency, compulsive buying tendency, and
materialistic envy). Three between-subjects experiments (Experiment 1: N ¼ 121; Experiment 2: N ¼ 106;
Experiment 3: N ¼ 377) were conducted to test the effects of Instagram influencers and their branded-UGC on
consumer behavior outcomes. Experiment 1 employed a 3 (branded content type [Instagram influencer’s photo
type]: selfies vs. photos taken by others vs. group photos) x 2 (gender: female vs. male) factorial design.
Experiment 2 employed a 2 (content generator type: Instagram celebrity vs. mainstream celebrity) x 2 (gender:
female vs. male) factorial design. Experiment 3 deployed a 2 (branded content type: photos listing products vs.
photos showing models) x 2 (content generator type: commercial brand [corporate] vs. Instagram celebrity
[human]) factorial design. Experiment 1 indicates Instagram influencers’ photo types and gender moderate the
effects of envy toward and PSI with them on consumers’ intention to buy the products Instagram influencers are
wearing. Experiment 2 shows content generator types and gender moderate the effects of envy and PSI on source
trustworthiness perception. Experiment 3 demonstrates branded content types and content generator types
moderate the effects of consumers’ physical appearance social comparison tendency, compulsive buying tendency,
and materialistic envy on brand trust. This study makes theoretical contributions to the literature on
retailing and consumer services as well as provides managerial implications for Instafamous-based influencer
marketing and social commerce in Web 2.0 environments. Keywords: Instagram celebrities | Social commerce | Branded-user-generated content (UGC) | Influencer marketing | Parasocial interaction | Envy | Social comparison | Materialism | Compulsive buying |
مقاله انگلیسی |
6 |
The impact of destination brand authenticity and destination brand selfcongruence on tourist loyalty: The mediating role of destination brand engagement
تأثیر اصالت برند مقصد و تطابق نام تجاری مقصد بر وفاداری توریست ها: نقش واسطهای تعامل برند مقصد-2020 Brand engagement has become a major topic in brand management, but its application to the tourism industry
remains limited. This study proposes an integrated framework for destination brand engagement, with two key
drivers (destination brand authenticity and destination brand self-congruence) developed from both destinationled
and tourist-centered perspectives and their associated outcomes: revisit intention and recommendation intention.
Additionally, the mediating effect of destination brand engagement was examined. The findings indicate
that destination brand authenticity and destination brand self-congruence positively influence destination brand
engagement, revisit intention, and recommendation intention and that destination brand engagement mediates
this relationship. Destination brand authenticity directly influences recommendation intention but indirectly
influences revisit intention. Destination brand self-congruence has a direct effect on revisit intention but an
indirect effect on recommendation intention. The findings could help destination marketing organizations recognize
the importance of destination brand engagement and improve brand performance in destination brand
management. Keywords: Authenticity | Engagement | Self-congruence | Revisit intention | Recommendation intention |
مقاله انگلیسی |
7 |
Neuromarketing as a strategic tool for predicting how Instagramers have an influence on the personal identity of adolescents and young people in Spain
بازار یابی به عنوان ابزاری استراتژیک برای پیش بینی چگونگی تأثیرگذاری اینستاگرام در هویت شخصی نوجوانان و جوانان اسپانیا-2020 Instagram is the fastest growing social network and has an audience that shares lifestyles related to their interest
in beauty and fashion. However, the exposure of adolescents to images that promote the slender beauty ideal can
lead to body dissatisfaction, as they place a lot of importance on the likes and comments they receive regarding
the comparison of their appearance with that of other users. The popularity of influencers and their opinion
leadership has resulted in the convergence of a given body image with the promotion of products and brands.
Through the use of neuromarketing techniques –attention through eye tracking, and emotion using galvanic skin
response–, the objective of this research is to determine the cognitive perception that Spanish adolescents and
young people have of the stimuli transmitted by influencers on Instagram, surpassing classic content analysis of
social networks and offering the innovative technique of registering unconscious reactions of the audience, both
toward the body image as well as toward the brands promoted by influencers who are akin to the audience. The
results suggest that adolescents place greater attention and emotional intensity on the nude body appeal of
influencers compared to young adults, and show only scarce interest in brands. Keywords: Psychology | Marketing | Social media | Influencer | Instagram | Neuromarketing | Body image | Personal identity | Brand management | Eye tracking | Galvanic skin response |
مقاله انگلیسی |
8 |
Territorial brand management: Beer, authenticity, and sense of place
مدیریت نام تجاری قلمرو: آبجو، اصالت و حس مکان-2018 This paper explores brand management decisions concerning the terroir product of an authentic beer brand.
Findings are based on a single case study of a Greek microbrewery informed by in-depth interviews with the
company owner and senior management team. Additional customer insights into the issues were gathered from
191 questionnaire responses.
Results identify the way this company has approached territorial brand management based on a clear un
derstanding of potential consumer perceptions and reactions to clues about place brand origin in its brand names
when targeting its main groups of domestic, export, and tourist consumers.
This research offers practical insights into territorial brand management decisions, especially those con
cerning brand names that offer clues to a products place of origin. These insights may offer practical strategies
for SMEs operating in markets serving both local and tourist consumers, and who wish to defend the terroir
claims of their products against large multi-nationals.
Keywords: Country of origin ، Brand origin ، Terroir ، Authenticity ، Brand names |
مقاله انگلیسی |
9 |
The effects of generational work values on employee brand attitude and behavior: A multi-group analysis
اثرات مقادیر کار نسلی در نگرش به برند کارکنان و رفتار: تجزیه و تحلیل چند گروهی-2017 The competitive hospitality industry requires effective external and internal brand management. Since
service employees bring the brand to life, insight regarding their motivational drivers is important. Given
a multigenerational hospitality workforce, individual motivations will likely differ and therefore inform
attitudes and behavior differently. Adopting work values as a motivational lens, and drawing on gener
ational theory, this study surveys 303 hospitality employees to understand how generational collective
memories (i.e., formative referents) inform individuals’ work values. Further, it examines how genera
tional work values differentially influence employees’ perceived brand fit and brand citizenship behavior.
The results suggest that an individual’s collective memories from their formative years influence their
work values, with altruistic, social and intrinsic work values having a positive impact on employee brand
attitude and behavior, while extrinsic and leisure work values have no significant impact. Generational
differences are evident, but not always in a manner that is consistent with previous literature.
Keywords: Work values | Generations | Employee | Brand | Brand citizenship behavior |
مقاله انگلیسی |
10 |
Does brand orientation contribute to retailers’ success? An empirical study in the South African market
آیا جهت گیری برند به موفقیت خرده فروشان کمک می کند؟ یک مطالعه تجربی در بازار آفریقای جنوبی-2017 Despite retailers investing considerable budgets in building and maintaining their corporate brands, very little
research on the effect of brand orientation on their performance has been conducted. The main findings of this
study among 196 respondents from the South African retail sector support the idea that values, norms, symbols
and behavior are important elements of retailers’ brand orientation. Building on insights from partial least
squares path modeling, the findings emphasize the importance to a retail stores performance of agreed values
and implemented norms being part of the everyday culture of all staff. Furthermore, the study shows that
symbols of brand orientation and staffs brand-oriented behavior contribute significantly to a retailers market
performance.
Keywords: Brand management | Brand orientation | Retail brand orientation | Strategic orientations | Partial least squares path modeling |
مقاله انگلیسی |