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Sports mascots can be used as a good provider of consumer products in advertising and product marketing (from a consumer perspective); On the other hand, understanding the proper insight into the attitudes of sports consumers influenced by different factors can be effective in this regard. Therefore, the present study aims to analyse the attitude of physical education students towards the advertising of well-known sports mascots (case study: Puma brand). The methodology of this study is a descriptive survey; by purpose, it is a type of applied study. Estimating sample size in this study was done using SPSS Sample power software based on the objectives and assumptions of the research and using the tool considered (questionnaire); the assumptions considered in the form of statistical methods were analysed by Smart PLS 3 software. This study's findings indicate no significant difference between male and female students' attitudes toward the Puma sports mascot. Overall, students had a favourable and effective attitude toward Puma sports mascot advertising in the sports context. On the other hand, there was a significant difference in age concerning students' attitudes to Puma's well-known sports mascots. It is therefore recommended to marketers and practitioners that, according to the psychological characteristics of individuals, consider age groups and gender segregation to implement their advertising strategies in the context of sport.

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The aim of the present study was to investigate the relationship between the brand's special value and the audience's loyalty to the brand in Iranian sports clubs. The descriptive research method was correlational and applied in terms of purpose. The statistical population included sports club spectators, whose sample size was determined based on Morgan's table for a population of 1,800 people, and 317 people were selected through available and targeted sampling. Aker's brand value questionnaire and Mahoney's audience loyalty questionnaire were used to collecting data. Pearson's correlation coefficient and multiple linear regression were used simultaneously with SPSS version 25 software to analyse the data. Based on the results of the research, it was observed that the special value of the brand has a significant direct positive effect on audience loyalty with the path coefficient (p=0.001, β=0.891); Therefore, it can be said that the special value of the brand has a significant positive effect on the loyalty of the audience. It is suggested according to the results.

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Although creating special value in professional sports teams is popular, the process of shaping the brand equity of the sports team in the sports marketing literature is still relatively unknown and not fully understood. This study provides a dual identification model to examine how to build the brand value of a sports team. This study aims to investigate the role of team identity antecedents and team brand identity in constructing the brand equity of Traktor football team fans. The research method is descriptive-correlation and is applied based on the purpose. The statistical population is all the fans of the tractor manufacturing team. The sampling method is unlikely and available. The sample size was estimated based on sample power software. Two hundred and sixty-four people participated in this study. The face validity and content of the questionnaires were confirmed by a survey of 5 sports management professors, structural validity was confirmed using convergent and divergent validity, and reliability was confirmed by using α and CR. The results showed that market characteristics (including social experience, outstanding group experience, history, and fan etiquette) and symbolic stimuli (including similarity, distinction, and brand credibility) significantly correlated with team and brand identity. In addition, identification with the team identity and brand identity of the sports team are significant predictors of the brand equity of the sports team. These findings emphasize the dual identification study's importance in forming the brand equity of the sports team for sports team managers.
 

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This research has accomplished answering following question, what is the suitable model of customer equity what are the relationship between its variables. Survey method used for data gathering and data analyzed using correlation method. The statistical population consisted of Tehran branches Keshavrzi banks customers, which 384 samples selected using stratified sampling method and Krejcie and Morgan table. We used questionnaire for data gathering and LISREL software for data analyzing. Findings show that research model has three independent variables which are value equity, bran equity and relationship equity and two dependent variables which are customer equity and purchase intention. Also, the results depicted that relationship equity and value equity has greater effect on customer equity and brand equity does not have direct significant effect on customer equity. Also, customer equity drivers does not have any significant effect on customer purchase intention.        

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Nowadays with increasing competition among service organizations, they are looking for a way to differentiate their services. This requires emphasis on the necessity of applying brand as a source of competitive advantage and differentiation. This study seeks to answer the following question: “what is the impact of customer perceptions of the brand on customer loyalty, mediated by perceived value?” Theoretical formed model tests the relationships between the four main factors associated with the perception of brand equity (including brand image, company image, employee trust, and company trust) and value creation and customer loyalty. The model is

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Problem: The problem addressed in this research is the potential conflict between economic goals in urban branding and the long-term health of urban ecosystems. Specifically, there is concern that focusing solely on economic aspects in urban design may jeopardize the health of the urban ecosystem and lead to severe damage over time.
Target: The primary objective of this research is to develop an urban brand that prioritizes sustainability and enhances the health of the ecosystem within cities. The aim is to provide solutions for maintaining and strengthening social and environmental interactions through landscape design in urban green infrastructures.
Method: The research adopts an applicable-science approach with a descriptive-analytical method. Data collection is primarily library-based, focusing on gathering information about urban green infrastructure, particularly paths and spaces, and their role in fostering sustainability and social and environmental interactions.
Result: Based on the collected information, the research identifies the key components and principles of urban green infrastructure. The two major components are paths and spaces, which form the structure of green infrastructure. Additionally, the research outlines principles such as multi-functionality, communication, synchronization, process-oriented design, and strategic planning as fundamental to the development of sustainable urban branding through landscape design.

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Transition from the industrial age to the knowledge era has led to a paradigm shift in employer and employee relationship. Paying more attention to talent supply and demand diagram led to more focus on talented personnel in organizations. Winning the war for talent, organizations need to recruit more business for themselves through the creation of an attractive and distinctive brand. Since organizations have problems in creating a distinctive brand, it would be based in the employer's interest. The present study is an attempt to answer the question that how an attractive employer based on the employer's distinctive branding will be created. Based on the existing literature the conceptual model designed and tested in order to answer the above question. Statistical analysis of the results shows that when an employer creates the brand based upon the needs of the target group, differentiated EVP, people strategies, brand consistency, employer brand communication and metrics of employer branding led to the employer attractiveness in all aspects.

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Objective: Among geographical regions, cities are increasingly becoming champions. Their competition to establish their reputation as the best choice for visitors, investors, and businesses is intensifying. Some cities possess unique features creating a distinct image in people’s minds. The present paper is aimed at identifying the most influential architectural components in city branding of Yazd and subsequently comparing and prioritizing them based on their impact.
Method: The research is conducted through using a questionnaire prepared for two groups: 1) a group of 35 specialists and 2) a group of 110 ordinary individuals. The snowball sampling method was used to select the sample for group 1, and random sampling method was employed for group 2.
Findings: This applied research is qualitative based on the nature of the data. All components were examined in both statistical populations using the SPSS test, revealing a significant impact on the city branding of Yazd. In terms of prioritization, the components’ degree of influence on the city branding of Yazd city differed between architects and urban planners as well as between ordinary people in two statistical populations.
Conclusion: Among ordinary individuals, the architectural texture had the greatest impact on the city branding of Yazd, whereas, among specialists, symbols and landmarks such as elements like windcatchers and awning had the most significant impact on this city’s branding.

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In today's highly competitive conditions to maintain and expand market share is the result of brand performance. Suppliers to maintain and improve its position against competitors must pay attention to branding and brand management.Therefore, identifying of factors influencing brand performance is an important issue in the implementation of marketing strategies.In this article, the researchers explore to thisquestion: What factors influencing on brand performance? This study discusses variables from customers’ viewpoints by taking the sample of industrial purchasersand buying center of experts from manufacturers of home appliances in Tehran.106analyzed questionnaires from buying center was presented to. PLS software was used to test hypotheses.The results of the data analysis confirmed that all of theHypothesis.Research Results indicate thatsupplier social responsibility, reputation, B2B brand equity, brand preference and purchasing repeat and loyalty intentions havesignificant and positive effect on brand performance. Relationships reputationand social responsibility on B2B brand equity;social responsibility and reputation;B2B brand equity and brand preference; brand preference and purchasing repeat intentions was significant positively. Internal Suppliers can use the researchfindings to branding and brand performance management in internal and externalindustrial markets.

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Internal branding has been recognized as an important issue in marketing in recent trends. Also, internal marketing is one of the tools for implementing the strategy within an organization that focuses on employees as the organization's first customers. Due to increasing importance of the employee's role in the organization, this paper seeks to develop a model in which internal marketing and internal branding are used as internal tools. These tools improve employees’ commitment and encourage them to deliver the brand promises to customers. The statistical population of the research was Semnan Taxation Office personnel from which 78 samples were selected through simple random sampling. Structural equations modeling is used to test the research model using WarpPLS 3.0 software. Based on the findings, the internal marketing does not have a direct impact on the brand performance, but it affects brand performance indirectly through the internal branding. The results of path analysis confirmed the direct effect of internal branding on the brand performance, as well as its indirect effect on performance through employee's commitment to the brand. Moreover, the results indicated that internal marketing does not have a significant effect on corporate brand commitment.

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Corporate citizenship represents various organizational activities and status related to the organization’s societal and stakeholder obligations. Corporate citizenship consists of four dimensions. This study examines the impact of corporate citizenship dimensions on the customer loyalty through mediator variables such as corporate reputation and brand equity. This study was a descriptive survey and carried out among Iran Insurance Company’s customers in Tehran city and 400 questionnaires were distributed to collect data. The collected data were analyzed through SPSS22 and LISREL8.8. Reliability of the questionnaire was calculated through Cronbach's alpha coefficient as the amount of which was 89/0 and validity was conducted through confirmatory factor analysis (CFA). Research hypotheses were tested through structural equation modeling (SEM) with LISREL softwares. The result of research showed that legal citizenship, ethical citizenship, and philanthropic citizenship have a positive and significant effects on corporate reputation, but economic citizenship has no effect on corporate reputation. Also, corporate reputation has a positive and significant effects on brand equity and customer loyalty, and brand equity has a positive and significant effects on customer loyalty. Finally, the indirect effect of corporate citizenship’s dimensions on customer loyalty through the mediating roles of corporate reputation and brand equity was confirmed.

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Today, branding and brand management have much interest in the world of marketing. The purpose of this study is to investigate the relationship between brand satisfaction and customer repurchase intention. In this regards, two factors that may influence this relationship has been reviewed. These factors are, consumer lifestyle and hedonic values which has the moderating role in this research. The statistical population of this study is composed of consumers of Home appliances industries in Tehran. Based on the Cochran formula 413 individuals have been considered as the statistical sample. For data collection the standard questionnaires were applied. The validity of the final Questionnaire was tested and the needed corrections were done. To test the reliability, the Cronbach was applied and the result is shown that the questionnaire is reliable. The collected data have been analyzed using SPSS 22 and smart pls 2 software. As the results show, brand satisfaction affect repurchase intention positively. Moreover lifestyle as a positive effect on the relationship between brand satisfaction and repurchase intention. Besides, hedonic value has a weak influence on this relation.

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Today, attract, retain, and build loyalty in skilled staff is difficult. There are several ways to create brand loyalty in employees' organization or company that can be pointed to corporate citizenship and attractive employer brand. This study examined the impact of corporate citizenship on employer brand attractiveness and employer brand loyalty. The Statistical population was faculty members of University of Mazandaran that their numbers are 350 people. After stratified random sampling, 210 valid questionnaires were collected and data were analyzed through SPSS 22 and LISREL8.8 software. By calculating Cronbach's alpha coefficient of questionnaire reliability and validity through first-order and second-order confirmatory factor analysis were examined. The research hypotheses were tested through path analysis. The results showed that corporate citizenship has a positive and significant effect on employer brand attractiveness (β= 0/44; t= 4/98) and employer brand loyalty (β= 0/51; t= 5/59). Also, employer brand attractiveness has a positive and significant effect on employer brand loyalty (β= 0/39; t= 4/12). Finally, according to the results, recommendations were presented to organizations and companies.

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Despite the growing body of research acknowledging that strong brands are critical for firms' long - term competitiveness, little research examines how firms should manage their brands internally to maximize their value and the brand performance. The aim by present study is to examine the role the role of market orientation, brand management and marketing innovation in improving brand performance. Population of study consists of active firms in the country's food industry and size of sample is 222 obtained through stratified random sampling way. Data gathering toll is the standard questionnaire, for whose reliability Cronbach alpha was applied. Present study is an applied study in terms of purpose and in terms of collecting data it is regarded as a descriptive survey. Considered model was studied using structural equations modeling. The findings show that brand management system helps companies achieve brand performance better than competitors, and market orientation and marketing innovation are two of the key constituents of the system's development. In this study, the brand management system was considered as an intermediate variable for achieving better brand performance.

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Nowadays, with the intensification of competition in various business areas, especially service industries, organizations achieve their goals such as creating a positive attitude in the target community, creating customer satisfaction with the services provided, and ultimately gaining more profit, seeking to create and use Optimized for their competitive advantage over competitors. This is especially true in the private sector, given the important position of the customers, and it can be argued that the more their competitive advantage is more stable, they can be more successful in this regard. Considering the importance of this issue and the necessity of examining the effect of sustainable competitive advantage on brand image of the organization, the present study has been conducted with a descriptive / survey approach and with a developmental and applied purpose. More than 489 questionnaires were distributed among customers and users of private hospitals in Mazandaran province. In the validity of the questionnaire, the content / content validity and convergent and divergent validity were used. To determine its reliability, Cronbach's alpha method (84%) and combined reliability method (81%) were used. The results of the research showed that the sustainable competitive advantage of an organization can be influenced by brand marketing strategies through appropriate marketing strategies, which depends on the social interactions of customers as a moderating variable.

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Objective: This paper aimed to identify and classify high-educated emloyees expectations from the organization, and deisign a model of employer brand based on their expectations.
Methods: This paper has a qualitative approach and used the grounded theory as a research method. In-depth and semi-structured interviews were used o collect data. In this regard, 25 experts who has job experience and high educationand graduated from high level universities participate in job interviews. The validity of this research was examined and approved by the interviewers, professors, and by content validity ratiowith coefficience of%62. And the reliability was %81 which obtained by using auditing result processmethodology. For data analysis, we used the continuous comparison method in three stages: open, axial, and selective coding.
Results: Results revealed that mutual expectations between employee, job and organization had significant effects on employer brand experiences. Also, it was shown that employer brand experiences with contextual conditions (organizational capabilities, employer branding executive requirements, employer branding executives and HR management subsystems), and intervening conditions (candidate’s persona, employer content marketing, employer branding challenges) had significant effects on employer brand equity strategies. Additionally, the findings indicated that the consequences of employee’s attraction and retaintion, improvement of organizational and employee performance, customer and market, business brand, brand awareness, HR and external consequences.

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Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brand's sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbach's alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

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In this Paper, the authors aim at understanding either the inmportance of the origin (the original features) of the brand logo or its audience's experience acts to be more effective. The purpose of the present study is the semiotic review of the 14 best-brand logos of automobile luxury goods through analysis of data and questionnaire which the authors can reach the rules governing on the brand logo with a focus on the two terms of the origin of the luxury brand's logo and its audience experience, and based on the indicators defined for each, within the framework of Barthes's visual semiotics and Van Leeuwen's social semiotics. The findings reveal that what is important to attract the attention of the customers of luxury automobiles in Iran is the audience's experience of the logo, which has tangibly got a head of the role of the origins and the identity of the goods. Accordingly, the difference in the perceived meanings of every brand logo by the audience indicates that the meanings received from every logo are not uniform and it is based on culture, so that individuals, based on their individual experience and their socio-cultural insights, understand the different implied meanings from a similar logo; it means the meanings received from every logo are not universal and regardless of audiences culture. This affects the success of the goods and maybe leads to different results in business.
 
 
 
 

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Nowadays, the importance of brand concept is so high that some researchers believe that brand is a perfect product and argue the most of the time customers instead of buying a product buy the brand. Therefore recognizing the factors influencing brand choice and investigating the specific features of brand is of   importance   and requires various studies .the present study aimed at investigating into factors that affect brand choice in food industrial companies . the methodology of this study was applied .research and for data collection. Survey approach was used. The statistical population consisted of buyers in Tehran and statistical sample based on factor analysis were 400 buyers.  Based on statistical analyses  , 19 factors that affect brand choice were categorized in 4classified:                   4 factors namely the simplicity of brand pronunciation, personality and psychological factor, recognition quality and services and  famous .further based on qualitative analyses based on qualitative analysis result revealed that "personality and psychological factor" for responding effects in brand choice to great extent    

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