The role of advertising through social networks to promote brand equity

Social networks are online gathering places for people who would like to share their interests and activities. In this context, advertising through social networks is one of the most important topics in the field of marketing and brand that has been considered only in few studies. This study examines the impact of advertising on brand equity through social networks in the beverage industry (PepsiCo). This research study was to survey and collect data from the a standard questionnaire. PepsiCo brand, which is a well known beverage industry worldwide is selected for the proposed study of this paper. Thus, all customers of Pepsi products in city of Tehran are considered as statistical research community and a sample size of 385 people is selected for the proposed study. In order to analyze the data, we use structural equations method and certified factor analysis. The results of our survey indicate that advertisement on social networks has a positive impact in this industry. Based on the results of our survey, we realize that there are some positive relationship between social network advertisement and quality perception, brand loyalty, brand awareness and brand association when the level of significance is one percent

The impact of social identity of brand on brand loyalty development

During the past few years, there have been increasing discussions on the impact of brand in business units. Many researchers have concluded that the best way to increase sales is to introduce the brand in society. In this study, we consider the impact of brand identity on increasing product loyalty in one of Iranian dairy products. The proposed study is implemented in city of Tehran by choosing 475 people. The proposed model is analyzed using structural equation model and factor analysis. The results indicate that there is a direct positive relationship between brand and loyalty and a powerful brand could help setup a long-term relationship between customer and firm, which leads to brand loyalty. In other words, brand identity influences perception value, customer satisfaction, brand trust while perception value influences customer satisfaction and brand trust. In addition, customer satisfaction influences brand trust, brand trust influences customer loyalty and finally brand identity indirectly influences customer loyalty

Studying the impact of mental health on job performance of managers and staff

The purpose of present research is to study the relationship between job performance and employees’ mental health in one of Iranian natural gas refinery located in city of Jam, Iran. Data collection was conducted based on two major characteristics of job performance and mental health based on questionnaire methods among 42 people. The methodology is descriptive and correlation – type and to analyze the data, Pearson’s correlation coefficient, variances equality tests as well as t-student were utilized. The findings show that there was a significant relationship between employees’ job performance and mental health and any increase in mental health aspects promotes job performance proportionally. In the meantime, there was no significant relationship between employees’ job performance and their gender and there was no significant difference on mental health status between male and female staff. Based on the results, one can conclude that low mental health level among employees can reduce their performance. Managers should use proper methods to decrease the negative consequences resulted from the lack of mental health in workplaces

Animal rights in Iran

Abstract: Animals as God's creatures that have soul as human beings, capture a high rank in Islamic credible literatures and due to their classification of domestic and wild some rights are assigned to them which are emphasized to be considered by human beings. This paper assesses animals' rights position in Iran where is an Islamic country and discusses their natural rights derived from Quran and traditions by Islamic laws consultants and by considering existing instructions related to protection of animals rights in Islam ; analysis the current related laws in Iran. This study aims to understand availability of animals' rights and their protection whereas by considering this fact that many years ago Islam observed animals by protection tendency and attribute certain rights for these creatures. Iran; where its constitutional law is based on Holy Islam instructions may approve animals act through Islamic fundamentals implications

Studying Brand Equity in Terms of Beliefs Shaping Consumers’ Attitudes on Advertising through Mobile Phones

Any innovation creates new opportunities and in recent years, advertising has experienced radical changes due to technological progresses. Mobile phone is a type of such technological changes which has converted into an important advertising channel. Regarding such importance, present study is conducted to promote three aims. The first aim of this research is to identify beliefs which shape audiences’ attitudes on mobile advertising. The second aim is that this research evaluates the impact of those identified beliefs which shape an attitude on mobile advertising on a general attitude on advertising. The ultimate aim is to study the impact of the attitude on advertising on brand equity. Present study is a survey which uses questionnaire to collect data. To achieve the aims of this research, 384 users of Irancel’s products and services who were exposed by mobile advertising as the sample. To analyze data and to test research hypotheses and model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used. Research findings show the significant impact of such beliefs as “being informative”, “good for economy”, “hedonism”, “annoyance factor”, “validity”, “personalization” and “permission” in mobile advertising on “attitude on advertising” and the significant impact of “attitude on mobile advertising” in “brand equity”. Keywords: Advertising, Mobile Advertising, Attitudes on Mobile Advertising, Brand Equit

A comparative study on emotional intelligence and cognitive between successful and unsuccessful entrepreneurs

It has been a long time that researchers are trying to find out on why some people have better mental health than others do and some are more successful than the others are. There are many evidences to believe that having general intelligence does not necessarily yield prosperity and success and it could be accounted up to 20% of the success, whereas the remaining 80% is associated with other issues. The present study attempts to perform a comparative study on emotional intelligence and cognitive among successful and unsuccessful entrepreneurs. We adopt a standard test, which includes 133 questions and distribute it between two groups of successful and unsuccessful entrepreneurs in province of Sistan and Balochestan located in south west of Iran. The results of our ANOVA test when the level of significance is five percent reveal that emotional intelligence can substantially impact on the success of entrepreneurs

A study on the effect of knowledge management on customer orientation in governmental organization

Knowledge management (KM) plays an important role on increasing organizational performance especially governmental agencies where there are different skills and knowledge within the organization. In this study, we present a study to investigate the effect of KM on having more customer oriented organizations. We use a standard questionnaire among 146 randomly selected employees out of 170 people who work for four governmental organizations in city of Chahbahar, Iran. The collected information is analyzed using structural equation modeling and by validating the results using Cronbach alphas of more than the minimum desired level of 0.70, we determine the positive relationships between KM and three other variables including customer absorption, customer retention and customer relationship management. The results of this survey reveal that an increase of one unit in KM yields almost the same increase in three mentioned variables accordingly. In addition, an increase of one percent in KM will increase customer orientation by almost one percent