Keyword Index

A

  • Advertising The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention [Volume 5, Issue 2, 2018, Pages 82-53]
  • Affinity Diagram Proposing the Model of Consumer Emotions in the Packaging Industry Using the Structural Modeling and Interpretative [Volume 5, Issue 2, 2018, Pages 148-119]

B

  • Banking Industry Articulating Dynamics of Competitive Behavior Based on Marketing Mix Case study: Banking industry [Volume 5, Issue 1, 2018, Pages 134-107]
  • Behavioral Intention Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad [Volume 5, Issue 3, 2018, Pages 109-144]
  • Black Energy Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy) [Volume 5, Issue 3, 2018, Pages 227-260]
  • Brand Developing a Conceptual Framework for Brand Repositioning [Volume 5, Issue 1, 2018, Pages 35-78]
  • Brand Analyzing the concept of “brand portfolio strategy”: a systematic review [Volume 5, Issue 2, 2018, Pages 149-180]
  • Brand Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad [Volume 5, Issue 3, 2018, Pages 109-144]
  • Brand attitude The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention [Volume 5, Issue 2, 2018, Pages 82-53]
  • Brand Engagement Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users) [Volume 5, Issue 1, 2018, Pages 13-34]
  • Brand Equity The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]
  • Brand Experience Analysis of the role brand experience, motivation and Customer Citizenship Behavior on the Value Co-Creation Attitude and Subjective Norms [Volume 5, Issue 2, 2018, Pages 5-24]
  • Brand image Interpretation of Brand Image formation in Cosmetic Industry, Based on Social Medias’ Video Content [Volume 5, Issue 2, 2018, Pages 25-52]
  • Brand image The impact of effectiveness of celebrity endorsements in advertising on the image of advertised brand [Volume 5, Issue 4, 2018, Pages 107-140]
  • Branding Identification and Evaluation of the Key Factors Pattern of Trademark Recreation at Company Level [Volume 5, Issue 4, 2018, Pages 85-106]
  • Brand Journalism The Effect of Brand Journalism on Customers' Repatronage Intention towards Local [Volume 5, Issue 1, 2018, Pages 135-168]
  • Brand Loyalty Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users) [Volume 5, Issue 1, 2018, Pages 13-34]
  • Brand Performance The Effect of the Perceived Brand Relation Orientation on Brand Performance by Explaining the role of Expected Emotions and Customer Identification with the Brand (Case Study: Tehran Laleh Hotel Customers) [Volume 5, Issue 3, 2018, Pages 145-185]
  • Brand Preference The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]
  • Brand Repositioning Developing a Conceptual Framework for Brand Repositioning [Volume 5, Issue 1, 2018, Pages 35-78]

C

  • Co-Creation Analysis of the role brand experience, motivation and Customer Citizenship Behavior on the Value Co-Creation Attitude and Subjective Norms [Volume 5, Issue 2, 2018, Pages 5-24]
  • Competitive Dynamics Articulating Dynamics of Competitive Behavior Based on Marketing Mix Case study: Banking industry [Volume 5, Issue 1, 2018, Pages 134-107]
  • Construction Industry Corporate brand Building by Using the Approach of grounded Theory (Case Study: Construction Industry Companies) [Volume 5, Issue 3, 2018, Pages 59-108]
  • Consumer Brand Identification Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad [Volume 5, Issue 3, 2018, Pages 109-144]
  • Consumer's emotion Proposing the Model of Consumer Emotions in the Packaging Industry Using the Structural Modeling and Interpretative [Volume 5, Issue 2, 2018, Pages 148-119]
  • Counterfeit Product Designing and explaining the behavior model of counterfeit goods consumers (Products studied: sports shoes, perfume, sunglasses and auto spare parts) [Volume 5, Issue 4, 2018, Pages 141-182]
  • Customer brand Engagement Designing customer brand Engagement Model with grounded theory approach [Volume 5, Issue 4, 2018, Pages 41-84]

E

  • Employer Branding Reciprocal Effects of Key Variables of Employer Branding in ICT Industry [Volume 5, Issue 1, 2018, Pages 79-106]
  • Energy Drink Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy) [Volume 5, Issue 3, 2018, Pages 227-260]
  • Expected Emotion The Effect of the Perceived Brand Relation Orientation on Brand Performance by Explaining the role of Expected Emotions and Customer Identification with the Brand (Case Study: Tehran Laleh Hotel Customers) [Volume 5, Issue 3, 2018, Pages 145-185]
  • Expertise The impact of effectiveness of celebrity endorsements in advertising on the image of advertised brand [Volume 5, Issue 4, 2018, Pages 107-140]

F

  • Focused Group Interpretation of Brand Image formation in Cosmetic Industry, Based on Social Medias’ Video Content [Volume 5, Issue 2, 2018, Pages 25-52]
  • Foreign Brands Mental Models of foreign kitchen appliances buyers using Q methodology [Volume 5, Issue 4, 2018, Pages 183-216]
  • Future Studies Reciprocal Effects of Key Variables of Employer Branding in ICT Industry [Volume 5, Issue 1, 2018, Pages 79-106]

G

  • Genuine products Designing and explaining the behavior model of counterfeit goods consumers (Products studied: sports shoes, perfume, sunglasses and auto spare parts) [Volume 5, Issue 4, 2018, Pages 141-182]
  • Grounded Theory Developing a Conceptual Framework for Brand Repositioning [Volume 5, Issue 1, 2018, Pages 35-78]
  • Grounded Theory Corporate brand Building by Using the Approach of grounded Theory (Case Study: Construction Industry Companies) [Volume 5, Issue 3, 2018, Pages 59-108]
  • Grounded Theory Designing customer brand Engagement Model with grounded theory approach [Volume 5, Issue 4, 2018, Pages 41-84]
  • Guerrilla Marketing Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy) [Volume 5, Issue 3, 2018, Pages 227-260]

H

  • Hamrah e avval Corporate Branding Model in the Mobile Operator Industry (As a Case: Hamrah-e-Avval) [Volume 5, Issue 2, 2018, Pages 83-117]
  • Hotel Industry The Effect of the Perceived Brand Relation Orientation on Brand Performance by Explaining the role of Expected Emotions and Customer Identification with the Brand (Case Study: Tehran Laleh Hotel Customers) [Volume 5, Issue 3, 2018, Pages 145-185]

I

  • ICT Industry Reciprocal Effects of Key Variables of Employer Branding in ICT Industry [Volume 5, Issue 1, 2018, Pages 79-106]
  • Industry Sector Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]
  • Interactive Impact Analysis Reciprocal Effects of Key Variables of Employer Branding in ICT Industry [Volume 5, Issue 1, 2018, Pages 79-106]
  • Interpretive Structural Modeling Proposing the Model of Consumer Emotions in the Packaging Industry Using the Structural Modeling and Interpretative [Volume 5, Issue 2, 2018, Pages 148-119]
  • Iran Nation Brand Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]
  • ISM (interpretative- structural modelling) Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]

L

  • Luxury brand Factors affecting the purchase intention of luxury brands based on generalized theory of planned behavior [Volume 5, Issue 3, 2018, Pages 15-58]

M

  • Marketing Mix Articulating Dynamics of Competitive Behavior Based on Marketing Mix Case study: Banking industry [Volume 5, Issue 1, 2018, Pages 134-107]
  • Market Orientation The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]
  • MAXQDA software Designing customer brand Engagement Model with grounded theory approach [Volume 5, Issue 4, 2018, Pages 41-84]
  • Mental Models Mental Models of foreign kitchen appliances buyers using Q methodology [Volume 5, Issue 4, 2018, Pages 183-216]
  • Mobile operator Corporate Branding Model in the Mobile Operator Industry (As a Case: Hamrah-e-Avval) [Volume 5, Issue 2, 2018, Pages 83-117]
  • Motivation Analysis of the role brand experience, motivation and Customer Citizenship Behavior on the Value Co-Creation Attitude and Subjective Norms [Volume 5, Issue 2, 2018, Pages 5-24]

N

  • Nation Brand Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]
  • Nation Branding Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]
  • Nation Image Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]

O

  • Online Brand Community Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users) [Volume 5, Issue 1, 2018, Pages 13-34]
  • Organizational support Identification and Evaluation of the Key Factors Pattern of Trademark Recreation at Company Level [Volume 5, Issue 4, 2018, Pages 85-106]

P

  • Perceived Brand Relation Orientation The Effect of the Perceived Brand Relation Orientation on Brand Performance by Explaining the role of Expected Emotions and Customer Identification with the Brand (Case Study: Tehran Laleh Hotel Customers) [Volume 5, Issue 3, 2018, Pages 145-185]
  • Positioning Developing a Conceptual Framework for Brand Repositioning [Volume 5, Issue 1, 2018, Pages 35-78]
  • Purchase continuation of a counterfeit product Designing and explaining the behavior model of counterfeit goods consumers (Products studied: sports shoes, perfume, sunglasses and auto spare parts) [Volume 5, Issue 4, 2018, Pages 141-182]

Q

  • Q Methodology Mental Models of foreign kitchen appliances buyers using Q methodology [Volume 5, Issue 4, 2018, Pages 183-216]

R

  • Redbull Comparison of the Effectiveness of Guerrilla Marketing Message and non-Guerrilla marketing on in Consumers of Sport Energy Soft Drinks (Red Bull and Black Energy) [Volume 5, Issue 3, 2018, Pages 227-260]
  • Regretting the Brand Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad [Volume 5, Issue 3, 2018, Pages 109-144]
  • Repatronage Intention The Effect of Brand Journalism on Customers' Repatronage Intention towards Local [Volume 5, Issue 1, 2018, Pages 135-168]

S

  • Satisfaction Investigating the effect of regretting the brand on behavioral intention via satisfaction and consumer brand identification as a moderator in the best sport clubs in Mashhad [Volume 5, Issue 3, 2018, Pages 109-144]
  • Service Innovation The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]
  • Service Quality The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]
  • Social Media Designing customer brand Engagement Model with grounded theory approach [Volume 5, Issue 4, 2018, Pages 41-84]
  • Social Media Video Content Interpretation of Brand Image formation in Cosmetic Industry, Based on Social Medias’ Video Content [Volume 5, Issue 2, 2018, Pages 25-52]
  • Social Network Investigating Brand loyalty through Customer Engagement in Online Brand Communities (A Case study of Instagram users) [Volume 5, Issue 1, 2018, Pages 13-34]
  • Startups The Effect of Brand Journalism on Customers' Repatronage Intention towards Local [Volume 5, Issue 1, 2018, Pages 135-168]
  • Structural-Interpretative Modeling Interpretation of Brand Image formation in Cosmetic Industry, Based on Social Medias’ Video Content [Volume 5, Issue 2, 2018, Pages 25-52]
  • Subjective Norms Analysis of the role brand experience, motivation and Customer Citizenship Behavior on the Value Co-Creation Attitude and Subjective Norms [Volume 5, Issue 2, 2018, Pages 5-24]

T

  • Tap30 The Effect of Brand Journalism on Customers' Repatronage Intention towards Local [Volume 5, Issue 1, 2018, Pages 135-168]
  • Thematic analysis Proposing the Model of Consumer Emotions in the Packaging Industry Using the Structural Modeling and Interpretative [Volume 5, Issue 2, 2018, Pages 148-119]
  • Trademark development Identification and Evaluation of the Key Factors Pattern of Trademark Recreation at Company Level [Volume 5, Issue 4, 2018, Pages 85-106]
  • Trademark management Identification and Evaluation of the Key Factors Pattern of Trademark Recreation at Company Level [Volume 5, Issue 4, 2018, Pages 85-106]
  • Trademark recreation Identification and Evaluation of the Key Factors Pattern of Trademark Recreation at Company Level [Volume 5, Issue 4, 2018, Pages 85-106]
  • Traditional Media Designing customer brand Engagement Model with grounded theory approach [Volume 5, Issue 4, 2018, Pages 41-84]

V

  • Vikor Method Ranking of Iranian Industries in Terms of their Importance in Nation Branding and their Roles in Promoting it [Volume 5, Issue 4, 2018, Pages 7-40]

W

  • Willingness to pay Higher Prices The Effect of Market Orientation, Service Innovation and Service Quality on Brand Preference and Willingness to Pay Higher Prices: Study of Rail Transport Companie’s Passengers [Volume 5, Issue 1, 2018, Pages 169-204]