Investigating the effect of brand extensions on brand mental image (Case study: Distribution branches of Minoo Foodstuffs in Mazandaran)

The aim of the present paper is to study the effect of brand extensions on brand mental image distribution branches of Minoo Foodstuffs in Mazandaran during 2013. In this paper, the effects of the related variables were studied such as the effects of mental image of Initial Brand and its fitness with the perceived one based on the brand extensions approach, its fitness with the mental and its effect between initial and final mental image, the effect of mental fitness based on the brand extensions approach and also the brand extensions approach based on the final mental and the perceived fit based on the brand extensions approach. This paper is a functional and measuring study based on its aim and method, respectively. The method used for collecting data is field as well a standardized questionnaire in the papers of Martinez et al. There are 24 questions in this questionnaire, which were arranged in the form of Likert Scale. The statistical method in this paper is structural equations which were analyzed by Lisrel software. In this paper, 7 hypotheses were presented as all of them were confirmed except 5th one

Investigating the effect of brand extensions on brand mental image (Case study: Distribution branches of Minoo Foodstuffs in Mazandaran)

The aim of the present paper is to study the effect of brand extensions on brand mental image distribution branches of Minoo Foodstuffs in Mazandaran during 2013. In this paper, the effects of the related variables were studied such as the effects of mental image of Initial Brand and its fitness with the perceived one based on the brand extensions approach, its fitness with the mental and its effect between initial and final mental image, the effect of mental fitness based on the brand extensions approach and also the brand extensions approach based on the final mental and the perceived fit based on the brand extensions approach. This paper is a functional and measuring study based on its aim and method, respectively. The method used for collecting data is field as well a standardized questionnaire in the papers of Martinez et al. There are 24 questions in this questionnaire, which were arranged in the form of Likert Scale. The statistical method in this paper is structural equations which were analyzed by Lisrel software. In this paper, 7 hypotheses were presented as all of them were confirmed except 5th one

Development of a conceptual model of Lancaster and Kurt Rail higher education branding (an approach based on deductive qualitative content analysis)

The aim of this research was to develop a conceptual model of Lancaster and Kurt Rail Higher Education Branding. The research approach was based on deductive qualitative content analysis. The research population included experts at Sharif University of Technology. Using purposive sampling method, 32 people were selected as the research sample. The data collection tool was a semi-structured interview. Data coding technique was used to analyze the data. The Lancaster and Kurt Rail branding models have three concepts of identity, purpose and response, each of which includes three main categories or core, real and added value. The concept of identity includes a set of signs, symbols and branding slogans. The concept of purpose includes the products, services and products, requirements and marketing of the university. The concept of response means interpreting the market performance of university brand products and services in the market. Based on the research findings, the developed branding model of the university had two stages of brand equity creation planning and brand equity measurement. The concepts of identity and purpose were intended for the planning process. Planning included all the strategies used in the preparation and implementation of the branding planning process of Sharif University of Technology. The planning stage included the variables of naming, location, logo, main and supporting missions, staff, professors, products and services, students, marketing and graduates. In the following sections of this paper, the main and pivotal strategies of the mentioned variables are presented. The concept of response is intended to measure the performance of the university brand. Measuring the specific value of the university brand is a set of measures that provide the final value of the university brand in internal and external dimensions by providing special dimensions and variables. The stage of measuring the brand equity of the university included the basic variables of measuring the brand equity of external and internal dimensions. Scientific credibility, reputation, students' feelings and loyalty were considered external infrastructure strategies while empowerment and efficiency, graduates, student services, infrastructure and financial dimensions were considered internal infrastructure strategies. Finally, the number of extract points to measure the university's brand equity were presented

Survey of epidemiology and bacteriology features of cholera in Iran

AbstractObjectiveTo determine epidemiology and antimicrobial susceptibility patterns of Vibrio (V.) cholerae O1 biotype EL Tor in summer outbreak of 2008 in Iran.MethodsStool samples were collected from patients suspected to have cholera admitted to hospitals and clinics. Specimens examined by conventional bacteriological methods. All isolates were sent to cholera reference laboratory for further confirmation, stereotyping and susceptibility testing.ResultsA total of 220 patients were diagnosed as cholera. All cases confirmed by Iranian reference health laboratory. One hundred ninety nine of 220 V. cholerae serotypes were Inaba and 21 serotypes were Ogawa. All cases were reported from thirteen provinces. The majorities of cases were from Tehran, Qum and Zahedan provinces with 56, 26 and 25 cases respectively. 24(11%) of patients were under 15 years old and 196 (89%) of patients were older than 15 years.149 (68%) of patients were male and 71 (32 %) were female. 129(59%) of patients had Iranian nationality,79 (36.5%) were from Afghanistan and, 12 (5%) were from Pakistan. All isolates were resistant to co-trimoxazole, nalidixic acid, furazolidone, and intermediate to chloramphenicol and were susceptible to tetracycline, ciprofloxacin, and erythromycin.ConclusionOur study reveals that in recent outbreak caused by V. cholerae EL Tor serotype Inaba is the predominant serotype. All isolates are resistant to cotrimoxazole, nalidix acid and furazolidon

Revised version of the Cenozoic Collision along the Zagros Orogen, Insights from Cr-spinel and Sandstone Modal Analyses

Geoscientists have always considered the Neyriz region, located along the Zagros Suture Zone, an important area of interest because of the outcrops of Neotethys ophiolitic rocks. We carried out a modal analysis of the Cenozoic sandstones and geochemistry of the detrital Cr-spinels at Neyriz region in order to determine their provenance and tectonic evolution in the proximal part of Zagros Basin. Our data shows a clear change in provenance from the Late Cretaceous onwards. As from the Late Cretaceous to Eocene, lithic grains are mostly chert and serpentinite; and higher Cr# values of the detrital Cr-spinel compositions indicate that they originate from the fore-arc peridotites and deposited in an accretionary prism setting during this period. From the Late Oligocene to the Miocene periods, volcaniclastic and carbonate lithic grains show an increasing trend, and in the Miocene, metasedimentary lithic grains appear in the sediments. Ophiolite obduction caused a narrow trough sub-basin to be formed parallel to the general trend of the Zagros Orogeny between the Arabian and Iranian plates in Oligocene. From the Miocene onwards, the axial metamorphic complex belt was uplifted in the upper plate. Therefore, the collision along the Zagros Suture Zone must have occurred in the Late Oligocene

Exploratory factor analysis of measuring factors to specific brand value of university brand: a case study of Kurdistan University

Objective: The main purpose of this study is exploratory factor analysis of factors measuring the brand equity of Kurdistan University. The research was conducted in two stages: designing a brand equity questionnaire and factor analysis with maximum likelihood. In this way, the equity assessment questionnaire for the university brand was first designed by higher education experts of Kurdistan University. In the next stage, using the perspective of Kurdistan University students, its exploratory factor analysis was prepared. Materials and Methods: In terms of purpose, the present study is applied and in terms of method, it is a mixed research of successive exploratory type, first qualitative and then quantitative. The research community in the qualitative department was experts in the field of higher education at Kurdistan University. The number of samples: Five experts were determined by the purposive sampling method. Data collection tools include questionnaires and semi-structured interviews. To determine the reliability of the interviews, two methods of member check and peer review were used. Open coding method was used to analyze the texts and interviews. The community of the quantitative section included students of Kurdistan University; The number of samples is 400 students by relative sampling method. The collection tools of this step include a researcher-made questionnaire. To evaluate the validity of the questionnaire, face and content validity and reliability of the questionnaire were used by Cronbach's alpha method. For statistical analysis of data, exploratory factor analysis using the maximum likelihood method has been used. Discussion & Conclusion: The results of the first phase of the study were 87 items to measure the brand equity of the university. Also, in the second stage, the items measuring the university brand equity were classified into two external and internal underlying factors. Four factors; Students' academic credibility, reputation, feeling and emotion as external underlying factors and five factors; Empowerment and efficiency, alumni affairs, student services, infrastructure and financial dimension are categorized as the underlying factors of measuring the intrinsic brand equity of the university. In the next step, the items of each factor are extracted. In general, the results show that these factors are suitable for measuring the brand equity of the university. Accordingly, it is necessary for the university in the first stage to have a proper evaluation of its brand according to the proposed factors, and in the next stage to plan, implement and follow the special value strategy of its university brand