Sharif Digital Repository

Based on symbolic theories BRANDS have personalities and according to this, brands like human beings have personality and stable behaviors in a period of time. Customers can imagine brands like a live creature according to different causes such as marketing communications, social responsibility of brand, CEO behaviors, clients, customers, etc. “BRAND PERSONALITY” is an interesting concept in world of marketing and it is one of the most important part of the brand identity. Brand personality makes people think at “brands” as friends. We consider “personality” as a perception of knowing, feelings and motivations that make people reactions toward their environment. Consuming is a way of... 

Consumers make buying decisions every day and managers or marketers try to understand why, when, where and how consumers make decisions to buy a product. One complex duty of managers is to understand consumer buying behavior in order to adapt their effort to consumers’ interest. Many studies gathered possible influent factors on consumer buying decisions that should consider as a basic of marketing strategy effort. In this time due to appearance large competitors and producers in the market of home appliance in Iran, consumers have more choice to select and purchase one product among different brands. In addition, high volume of advertizing, consistency of preliminary attribute among... 

The basal focus of brand management in the field of brand extension is tracking brand equity that can serve as a strategic tool in order to creating and sustaining long-lasting and profound associations between brand and the customers. Tracking brand equity executed in means of understanding that to what extend firms succeeds on appreciating their brand values on mindshare.This study aimed to assessing the intangible brand equity of Mahan Air among its mindshare and also clarifying the status of Mahan brand life cycle through Brand Asset Valuator approach. This model was designed by Young & Rubicam (Y&R) institute and is utilized for evaluating the non-financial value of creditable... 

Although management literature about branding and family companies is very productive and rich separately, but branding is a subject in family enterprises that have been discussed in less literature. Depending on the different nature they have, family firms face different needs and challenges and else. On the other hand, demand different responses for similar needs with other companies. It seems that branding in family companies is one of the common needs in family firms which have a different response from non - family firms. In order to answer the question, what are the specific factors of family firms that affect the brand of family companies, the present research has been done. According... 

Today, many organizations have come to believe that one of their most valuable assets is their product and/or service brands. In today's complex and challenging world, we are all faced with increasing options and decreasing time for decision making and making our choices. On this basis, the ability of brands to simplify decision making for customers, reduce risks and define expectations for them is invaluable. In recent decades, the issue of branding has become an important part of business strategy. Branding plays an important and special role in service organizations, because powerful brands have a significant impact on customers' decisions and perceptions of the brand. In this research,...