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To introduce a store brand or not: Roles of market information in supply chains
معرفی یک نام تجاری فروشگاهی یا نه: نقش اطلاعات بازار در زنجیره های تأمین-2021 Retailers in multiple market segments have opposing business practices regarding whether to introduce a store brand. Assuming that manufacturers and retailers have symmetric knowledge on market information, prior literature has shown that retailers have incentive to introduce a store brand in cases in which the store brand intensively competes with the national brand. Information asymmetry, however, is prevalent in supply chains. In the era of big data, the latest advances in technology intensify information asymmetry by allowing retailers to access market information with improved accuracy. To address such information asymmetry, some retailers share information with manufacturers, while others do not. The gap between prior studies and current industrial practices motivates us to explore the roles of market information in supply chains regarding store brand Keywords: Store brand | National brand | Market information | Information accuracy | Information sharing |
مقاله انگلیسی |
2 |
Reputational economies of scale
اقتصاد مقیاس معتبر-2020 For many years, most scholars have assumed that the strength of reputational incentives is positively
correlated with firm size. Firms that sell more products or services were thought more likely to be trustworthy than those that sell less because larger firms have more to lose if consumers decide they have
behaved badly. That assumption has been called into question by recent work that shows that, under the
standard infinitely repeated game model of reputation, reputational economies of scale will occur only
under special conditions, such as monopoly, because larger firms not only have more to lose from behaving badly, but also more to gain. This article shows that reputational economies of scale exist even when
there is competition and without other special conditions, if the probability that low quality is detected
is positively correlated with the quantity of the good or service sold. It also shows that reputational
economies of scale exist, under some circumstances, in a finite-horizon model of reputation. Reputational economies of scale help explain why law and accounting firms can act as gatekeepers, why mass
market products are more likely to be safe, why firms are less likely to exploit one-sided contracts than
consumers, and why manufacturers market new products under the umbrella of established trademarks. Keywords: Reputation | Repeat play | Trademark | Certification | Umbrella branding |
مقاله انگلیسی |
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Implementing open innovation through virtual brand communities: A case study analysis in the semiconductor industry
اجرای نوآوری آزاد از طریق جوامع تجاری مجازی: یک مطالعه موردی در صنعت نیمه هادی-2020 The paper focuses on virtual brand community (VBC) as new management tool for open innovation. Existing
research on the intersection between brand communities and innovation management shows how the knowledge
of the brand communities’ members and their engagement in product-related discussions represent a relevant
source of innovation for the companies. However, how do companies implement open innovation through the
VBC and how do they implement purposeful practices represent an unexplored research area. By adopting a
value-oriented perspective of open innovation, this study interprets the VBC as a co-creation space where undertaking
opportunity identification and resource mobilization for value creation and value capture. The paper
presents a single case study of a multinational company operating in the semiconductor industry that has recently
implemented a VBC as a tool for peer-to-peer support and knowledge sharing. Results show the features of
this VBC and the set of practices designed to realize the open innovation strategies. By adopting an open innovation
perspective, the article presents a model of VBC as a collaborative space for innovation. For practitioners,
the article provides evidences and insights about the use of VBC to support the implementation of open
innovation strategies. Keywords: Case study | Management tool | Open innovation | Practice | Value | Virtual brand communi |
مقاله انگلیسی |
4 |
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 |
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If I give you my emotion, what do I get? Conceptualizing and measuring the co-created emotional value of the brand
"اگر احساسات خود را به شما نشان دهم ، چه می توانم دریافت کنم؟" مفهوم سازی و اندازه گیری ارزش عاطفی ایجاد شده از برند-2020 The emotional value of interactions is a pillar construct in the brand value co-creation domain. So far, research
has neglected the search for a measure adequately considering emotional-based joint interactions. Thanks to a
netnographic sentiment analysis of 7605 brand-users’ interactions retrieved from 18 Twitter brand profiles, this
paper advances knowledge on brand co-creation and introduces a new concept in the marketing domain, the cocreated
emotional value of the brand, operationalised through the Emotional Co-Creation Score (ECCS). The paper
reveals that different emotional experiential paths can be generated by the simultaneous interaction between the
brand and its consumers. In particular, it shows that some sectors co-create more than others. Furthermore,
brands provide more positive emotions than consumers and, when dealing with consumers’ extreme polar
emotions, they compensate consumers’ emotions by calibrating the ECCS, which is not influenced by the frequency
of Likes, and only marginally influenced by the frequency of interactions. Keywords: Brand | Co-creation | Emotional value | Sentiment analysis | Brand measure | Marketing management |
مقاله انگلیسی |
6 |
The impact of brand value on brand competitiveness
تأثیر ارزش برند بر رقابت برند-2020 The role of brand value in driving brand competitiveness has recently received attention from marketing scholars
like Winzar, Baumann, and Chu (2018). From the perspectives of marketing and strategic orientation, we propose
and test a framework that depicts the effects of these variables on brand competitiveness. Development of
the framework was achieved by synthesising existing research from the marketing and management streams. A
convenience sample of 374 retailers who worked with the brand as its business customers completed a survey
questionnaire. Structural Equation Modelling (SEM) was employed to test the proposed model. We found that
brand value, created for business customers, indirectly enhances brand competitiveness through marketing orientation,
albeit not directly. Moreover, brand differentiation directly and positively influences brand competitiveness
in addition to building brand value. Our study is one of the initial attempts to explore the capability of
brand value to bring together market orientation and strategic orientation for brand competitiveness and also
extend the periphery of current knowledge about the variables that drive the competitiveness of a brand. Keywords: Brand value | Marketing orientation | Strategic orientation | Brand competitiveness | Brand differentiation |
مقاله انگلیسی |
7 |
بازاریابی کارآفرینی موثر بر فیس بوک- مطالعه طولی
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 9 - تعداد صفحات فایل doc فارسی: 20 رسانه های اجتماعی فرصت های بی شماری برای راهبردهای بازاریابی کارآفرینی فراهم می سازند که از قدرت جامعه استفاده می کنند به ویژه هنگامی که آنها با رویکردهای سنتی همانند تایید فرد معروف ترکیب شوند. دسترسی، تکرار و سرعت ارتباط در رسانه های اجتماعی مزیت ایده آل برای عوامل بازاریابی کارآفرینی فراهم می سازد. به هر حال میزان سرعت تغییر ممکن است تاثیرات بررسی ها در بازاریابی های کارآفرینی بر رسانه های اجتماعی را با تهدید مواجه سازد و آنها چندان پایدار واقع نشوند. با مدل سازی معادله ساختاری تاثیر بلند مدت تایید فرد معروف در فیس بوک را بر قصد خرید در بین 234 عضو فیس بوک در دو طراحی طولی آزمودیم. معتقدیم که واسطه این رابطه وجهه نام تجاری حامی و تمایز نام تجاری می باشد. این مطالعه ابتدا به بررسی تاثیرات بلند مدت بازاریابی کارآفرینی بر رسانه های اجتماعی می پردازد. اثرگذاری و مفاهیم یافته های خود را بر تحقیقات و فعالیت ها مطرح می کنیم.
واژگان کلیدی: بازاریابی کارآفرینی | رسانه های اجتماعی | بازاریابی جامعه محور | اعتبار تایید فرد معروف | بازاریابی تاثیرگذار | مطالعه طولی |
مقاله ترجمه شده |
8 |
Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers’ perceptions based on twitter data mining
سازگاری با محیط زیست و ویژگی های ادراکی مد برندهای مد: تحلیلی از درک مصرف کنندگان براساس داده کاوی توییتر-2020 This study explores if there is a convergence between the concepts of fashion and eco-friendliness in
consumer perception of a fashion brand.We assume that increased eco-friendly perception will influence
the brand image positively, with this impact being much higher for luxury than for high and fast fashion
brands. The hypotheses are tested using data collected from Twitter. We analyzed the fashion clothing
brands with the highest number of followers on the Socialbakers list and applied a novel social network
mining methodology that allows measuring the relationship between each brand and two perceptual
attributes (fashion and eco-friendliness). The method is based on attribute exemplarsdthat is, Twitter
accounts that represent a perceptual attribute. Our exemplars catalyze social media conversations on
fashion (identified in our research by the keywords “fashion,” “glamour,” and “style”) and ecofriendliness
(keywords “environment” and “ethical business”). Based on social network analysis theory,
we computed a similarity function between the followers of the exemplars and those of the brand.
The results suggest that there is a correlation between the fashion and the eco-friendliness perceptual
attributes of a brand; however, this correlation is far stronger for luxury brands than for high and fast
fashion brands. The difference in the correlations confirms the recent tendency of fashion luxury brand
to increasingly consider treating environmental issues as part of their core business and not just as added
value to the brand’s offer. Keywords: Fashion brands | Twitter | Consumer perception | Environment | Ethical business | Brand image | Big data |
مقاله انگلیسی |
9 |
Elements of destination brand equity and destination familiarity regarding travel intention
عنصر ارزش نام تجاری مقصد و آشنایی مقصد در مورد سفر-2020 In a highly competitive market, marketing staff are always looking for solutions to strengthen what can be called
their destination values (unique place, services, and human resources, etc.). They do this by concentrating on
vital factors which can enhance their brand equity. Nevertheless, there is a shortage of studies about how
destination brand evaluations are related to visitor appraisals. Using the opinions of 531 foreign tourists visiting
a destination in Vietnam and a partial least squares (PLS) approach, this study examines four elements of destination
brand equity (perceived quality, loyalty, awareness, image) regarding travel intentions and the moderating
effect of destination familiarity. Results revealed that brand equity is positively related to travel intentions.
Additionally, destination familiarity has positive moderating effects on destination awareness and
perceived quality of travel intentions. This study offers some managerial insights into the effective building of
destination brand equity. Keywords: | Travel intention | Destination familiarity | Destination awareness | Perceived quality | Destination image |
مقاله انگلیسی |
10 |
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 |