A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to t...

This paper addresses computer-mediated advertising (CMA) as a source of brand image. It is proposed that CMA contributes to brand image by facilitating unique consumer-brand relationships. The 'quality' of these relationships largely depend on how advertisers leverage interactivity and computer intelligence during interaction. An analogy is drawn between CMA and service encounters and a framewo...

Iran's apparel market is currently filled with foreign brands that are generally ranked as high quality goods with high prices. With a surface examination of the apparel market and customers’ opinions, it can be concluded that Iranian apparel, despite having lower prices, is not in a suitable status in comparison with its foreign counterparts. Accordingly, the purpose of this paper is to ...

This research examines whether a low-status member in a high-status category (e.g., a low-end Audi) or a high-status member in a low-status category (e.g., a high-end Volkswagen) is favored when they are evaluated separately, holding the objective value of these items constant. Based on the research on brand equity, one might expect that an option introduced under a higher quality brand would g...

a bstract background: clinical competency is one of the most important requirements in nursing profession, based on which nurses are assessed. to obtain an effective and improved form of clinical competency, several factors are observed and monitored by the health educational systems. among these observed factors, spiritual intelligence is considered as one of the most significant factors in nu...

introduction: emotional intelligence is a key element that determines the achievement and efficiency of a person so that 80% of the achievement is dependent on it. the current research was carried out to determine the correlation between emotional intelligence and evaluation score of the faculty members of kermanshah university of medical sciences (kums) in 2014.   methods: in this analytical-d...

Brands often form alliances to enhance their brand equities. In this paper, we examine the alliances between professional athletes (athlete brands) and sports teams (team brands) in the NBA. The athlete brands and team brands are matched to maximize the total added value created by the alliance. We obtain the athlete brand’s and the team brand’s respective gains from their alliance by estimatin...

abstract in marketing mix, mental image of a company among different target groups and their emotional responses toward brands, play an important role. corporate awareness of their brand image among potential and actual audiences in the market, is a valuable input that reveals the compliance rates of their branding strategies and the real facts in the market. this can help companies to define o...