Keyword Index

A

  • Affective Commitment The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention [Volume 10, Issue 4, 2023, Pages 193-240]

B

  • BCM . China Mapping Iranian consumers' mental map of China's country-of-origin brand [Volume 10, Issue 3, 2023, Pages 133-174]
  • Brand Culture FACTORS AFFECTING THE FORMATION OF BRAND CULTURE IN MOGHAN AGRICULTURE AND INDUSTRY [Volume 10, Issue 2, 2023, Pages 177-208]
  • Brand Dependence Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment [Volume 10, Issue 1, 2023, Pages 89-98]
  • Brand Engagement The antecedents and consequences of brand love; From online consumer brand engagement to the intention to create brand value (Case study of Ofogh Kourosh brand) [Volume 10, Issue 3, 2023, Pages 175-220]
  • Brand Equity The design and explanation of the paradigmatic model of the Industrial Brand Equity with the Grounded Theory Approach (Case Research: Machine Sazi Arak) [Volume 10, Issue 4, 2023, Pages 241-276]
  • Brand Equity The Effect of Social Media Marketing on Brand Equity with the Mediating Role of Brand Experience and Social Media Benefits [Volume 10, Issue 4, 2023, Pages 13-66]
  • Brand Equity Investigating the mediating role of brand equity in the impact of social media marketing activities on customer response (Case study: Dorsa luxury brand) [Volume 10, Issue 2, 2023, Pages 47-74]
  • Brand Equity The impact of applying Gamification on brand equity of emerging sport brands [Volume 10, Issue 4, 2023, Pages 161-192]
  • Brand Experience The Effect of Social Media Marketing on Brand Equity with the Mediating Role of Brand Experience and Social Media Benefits [Volume 10, Issue 4, 2023, Pages 13-66]
  • Brand Fascination The effect of interactive marketing on brand loyalty by explaining the mediating role of brand fascination and Institutional reputation [Volume 10, Issue 2, 2023, Pages 209-248]
  • Brand image Consumer Behavior in Virtual Sport Events: The Case of World Petanque Offline Cup 2020 during the COVID-19 Pandemic [Volume 10, Issue 1, 2023, Pages 173-212]
  • Branding Presenting the branding model of technological products in knowledge-based companies [Volume 10, Issue 3, 2023, Pages 91-132]
  • Branding Designing a model of employer branding in the Statistics Center of Iran with a mixed method approach [Volume 10, Issue 3, 2023, Pages 221-262]
  • Brand Love The antecedents and consequences of brand love; From online consumer brand engagement to the intention to create brand value (Case study of Ofogh Kourosh brand) [Volume 10, Issue 3, 2023, Pages 175-220]
  • Brand Loyalty The effect of interactive marketing on brand loyalty by explaining the mediating role of brand fascination and Institutional reputation [Volume 10, Issue 2, 2023, Pages 209-248]
  • Brand Personality Difficulty and Disorder Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder [Volume 10, Issue 4, 2023, Pages 67-124]
  • Brand Personality Quality (BPQ) Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder [Volume 10, Issue 4, 2023, Pages 67-124]
  • Brand trust Subjective Well-being: The Effect of Customer Relational Experience Quality and Brand Trust) Subject of study: Branches of Refah Kargaran Bank (Tehran)) [Volume 10, Issue 1, 2023, Pages 145-172]
  • BRAND TYPE Investigating the Effect of Celebrity Credibility on the Consumer-based Brand Equity with the Mediating Role of Celebrity Congruence [Volume 10, Issue 3, 2023, Pages 13-54]
  • Brand with No Personality Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder [Volume 10, Issue 4, 2023, Pages 67-124]

C

  • CBBE Investigating the Effect of Celebrity Credibility on the Consumer-based Brand Equity with the Mediating Role of Celebrity Congruence [Volume 10, Issue 3, 2023, Pages 13-54]
  • CELEBRITY CONVERGENCE Investigating the Effect of Celebrity Credibility on the Consumer-based Brand Equity with the Mediating Role of Celebrity Congruence [Volume 10, Issue 3, 2023, Pages 13-54]
  • CELEBRITY CREDIBILITY Investigating the Effect of Celebrity Credibility on the Consumer-based Brand Equity with the Mediating Role of Celebrity Congruence [Volume 10, Issue 3, 2023, Pages 13-54]
  • Consumer Behavior MODEL OF GENERATIONS' VARIATION IN CONSUMER BEHAVIOR AND ITS EXPLANATION WITH THE EMPHASIS ON THE MARKETING MIX (Case study: Clothing Brand) [Volume 10, Issue 2, 2023, Pages 131-176]
  • Consumer Behavior Consumer Behavior in Virtual Sport Events: The Case of World Petanque Offline Cup 2020 during the COVID-19 Pandemic [Volume 10, Issue 1, 2023, Pages 173-212]
  • Consumer-Brand Engagement Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach [Volume 10, Issue 2, 2023, Pages 75-130]
  • Corona Virus Consumer Behavior in Virtual Sport Events: The Case of World Petanque Offline Cup 2020 during the COVID-19 Pandemic [Volume 10, Issue 1, 2023, Pages 173-212]
  • Country of Origin Mapping Iranian consumers' mental map of China's country-of-origin brand [Volume 10, Issue 3, 2023, Pages 133-174]
  • Country of Origin Diaspora Marketing Theoretical Framework with Meta-Synthesis Approach [Volume 10, Issue 4, 2023, Pages 125-160]
  • Customer Comments Text Mining of the Comments of Customers of Samsung Mobile Phone Brand with the Approach of Discounted E-Purchases [Volume 10, Issue 1, 2023, Pages 13-58]
  • Customer Response Investigating the mediating role of brand equity in the impact of social media marketing activities on customer response (Case study: Dorsa luxury brand) [Volume 10, Issue 2, 2023, Pages 47-74]
  • Customer satisfaction Text Mining of the Comments of Customers of Samsung Mobile Phone Brand with the Approach of Discounted E-Purchases [Volume 10, Issue 1, 2023, Pages 13-58]

D

  • Diaspora marketing Diaspora Marketing Theoretical Framework with Meta-Synthesis Approach [Volume 10, Issue 4, 2023, Pages 125-160]
  • Discounts Text Mining of the Comments of Customers of Samsung Mobile Phone Brand with the Approach of Discounted E-Purchases [Volume 10, Issue 1, 2023, Pages 13-58]

E

  • Electronic Purchases Text Mining of the Comments of Customers of Samsung Mobile Phone Brand with the Approach of Discounted E-Purchases [Volume 10, Issue 1, 2023, Pages 13-58]
  • Employees Brand Love The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention [Volume 10, Issue 4, 2023, Pages 193-240]
  • Employer brand Designing a model of employer branding in the Statistics Center of Iran with a mixed method approach [Volume 10, Issue 3, 2023, Pages 221-262]
  • Employer Branding Designing a model of employer branding in the Statistics Center of Iran with a mixed method approach [Volume 10, Issue 3, 2023, Pages 221-262]
  • Experiential Marketing Subjective Well-being: The Effect of Customer Relational Experience Quality and Brand Trust) Subject of study: Branches of Refah Kargaran Bank (Tehran)) [Volume 10, Issue 1, 2023, Pages 145-172]

G

  • Generations Variation MODEL OF GENERATIONS' VARIATION IN CONSUMER BEHAVIOR AND ITS EXPLANATION WITH THE EMPHASIS ON THE MARKETING MIX (Case study: Clothing Brand) [Volume 10, Issue 2, 2023, Pages 131-176]
  • Green Marketing Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment [Volume 10, Issue 1, 2023, Pages 89-98]
  • Grounded Theory Method (GTM) The design and explanation of the paradigmatic model of the Industrial Brand Equity with the Grounded Theory Approach (Case Research: Machine Sazi Arak) [Volume 10, Issue 4, 2023, Pages 241-276]

H

  • Human Resources FACTORS AFFECTING THE FORMATION OF BRAND CULTURE IN MOGHAN AGRICULTURE AND INDUSTRY [Volume 10, Issue 2, 2023, Pages 177-208]

I

  • Industrial Brand Equity The design and explanation of the paradigmatic model of the Industrial Brand Equity with the Grounded Theory Approach (Case Research: Machine Sazi Arak) [Volume 10, Issue 4, 2023, Pages 241-276]
  • Institutional Reputation The effect of interactive marketing on brand loyalty by explaining the mediating role of brand fascination and Institutional reputation [Volume 10, Issue 2, 2023, Pages 209-248]
  • Interactive Marketing The effect of interactive marketing on brand loyalty by explaining the mediating role of brand fascination and Institutional reputation [Volume 10, Issue 2, 2023, Pages 209-248]
  • International marketing Diaspora Marketing Theoretical Framework with Meta-Synthesis Approach [Volume 10, Issue 4, 2023, Pages 125-160]
  • Interpretive Structural Modeling How to form brand tribalism with interpretative-structural modeling method [Volume 10, Issue 3, 2023, Pages 55-90]

J

  • Job Turnover Intentions The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention [Volume 10, Issue 4, 2023, Pages 193-240]

K

  • Keywords: “Brand Hate” The Effect of Dimensions of Brand Hate on Consumer Behavior [Volume 10, Issue 1, 2023, Pages 99-144]
  • Keywords: social media marketing The Effect of Social Media Marketing on Brand Equity with the Mediating Role of Brand Experience and Social Media Benefits [Volume 10, Issue 4, 2023, Pages 13-66]

L

  • Luxury brands Investigating the mediating role of brand equity in the impact of social media marketing activities on customer response (Case study: Dorsa luxury brand) [Volume 10, Issue 2, 2023, Pages 47-74]

M

  • Marketing FACTORS AFFECTING THE FORMATION OF BRAND CULTURE IN MOGHAN AGRICULTURE AND INDUSTRY [Volume 10, Issue 2, 2023, Pages 177-208]
  • Marketing Mix MODEL OF GENERATIONS' VARIATION IN CONSUMER BEHAVIOR AND ITS EXPLANATION WITH THE EMPHASIS ON THE MARKETING MIX (Case study: Clothing Brand) [Volume 10, Issue 2, 2023, Pages 131-176]
  • Meta-Synthesis Diaspora Marketing Theoretical Framework with Meta-Synthesis Approach [Volume 10, Issue 4, 2023, Pages 125-160]
  • Mind Map Mapping Iranian consumers' mental map of China's country-of-origin brand [Volume 10, Issue 3, 2023, Pages 133-174]
  • Mixed-method Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach [Volume 10, Issue 2, 2023, Pages 75-130]
  • Moghan agriculture and industry FACTORS AFFECTING THE FORMATION OF BRAND CULTURE IN MOGHAN AGRICULTURE AND INDUSTRY [Volume 10, Issue 2, 2023, Pages 177-208]

O

  • Ofogh Kourosh stores The antecedents and consequences of brand love; From online consumer brand engagement to the intention to create brand value (Case study of Ofogh Kourosh brand) [Volume 10, Issue 3, 2023, Pages 175-220]
  • Organic Products Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment [Volume 10, Issue 1, 2023, Pages 89-98]
  • Organizational trust The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention [Volume 10, Issue 4, 2023, Pages 193-240]

P

  • Petanque Consumer Behavior in Virtual Sport Events: The Case of World Petanque Offline Cup 2020 during the COVID-19 Pandemic [Volume 10, Issue 1, 2023, Pages 173-212]
  • Positive. Negative and Two-Sided Brand Personality Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder [Volume 10, Issue 4, 2023, Pages 67-124]
  • Positive Word-of-Mouth The Role of Employees Brand Love and Affective Commitment in the Relationships between Organizational Trust, Positive Word-of-mouth and Job Turnover Intention [Volume 10, Issue 4, 2023, Pages 193-240]

Q

  • QUALITATIVE MODERATOR VARIABLE Investigating the Effect of Celebrity Credibility on the Consumer-based Brand Equity with the Mediating Role of Celebrity Congruence [Volume 10, Issue 3, 2023, Pages 13-54]

S

  • Social Media Marketing Investigating the mediating role of brand equity in the impact of social media marketing activities on customer response (Case study: Dorsa luxury brand) [Volume 10, Issue 2, 2023, Pages 47-74]
  • Social networking sites Developing a three-dimensional model of antecedents and outcomes of consumer-brand engagement on social networking sites: A mixed-method approach [Volume 10, Issue 2, 2023, Pages 75-130]
  • Social responsibility Modeling Social Responsibility in the Field of Green Marketing of Organic Products with an Emphasis on Brand Attachment [Volume 10, Issue 1, 2023, Pages 89-98]
  • Statistics Center of Iran Designing a model of employer branding in the Statistics Center of Iran with a mixed method approach [Volume 10, Issue 3, 2023, Pages 221-262]

T

  • Technology Presenting the branding model of technological products in knowledge-based companies [Volume 10, Issue 3, 2023, Pages 91-132]
  • Text Mining Text Mining of the Comments of Customers of Samsung Mobile Phone Brand with the Approach of Discounted E-Purchases [Volume 10, Issue 1, 2023, Pages 13-58]
  • Topsis Identifying and Prioritizing Effective Factors on Personal Branding of Commercial Company Managers in Social Networks [Volume 10, Issue 1, 2023, Pages 213-258]
  • Tribe How to form brand tribalism with interpretative-structural modeling method [Volume 10, Issue 3, 2023, Pages 55-90]

V

  • Virtual Sport Event Consumer Behavior in Virtual Sport Events: The Case of World Petanque Offline Cup 2020 during the COVID-19 Pandemic [Volume 10, Issue 1, 2023, Pages 173-212]
  • Vivid and Pale Brand Personality Brand Personality Quality; From Vivid Brand Personality to Brand Personality Disorder [Volume 10, Issue 4, 2023, Pages 67-124]

Z

  • Zmet Mapping Iranian consumers' mental map of China's country-of-origin brand [Volume 10, Issue 3, 2023, Pages 133-174]