For analyzing consumers’ brand attitudes, this research makes 3D sports game including world-wide brands. This study, which is interdisciplinary in nature, can be found in the fact that it is pioneering work which applies marketing concepts to the computer game. In marketing fields, brand exposure is widely accepted for activating the game industry as a beneficiary model. Therefore, this resear...

One of the most important means of communication today is social networking. This study was designed to provide insights into how purchase intention influenced by consumers attitude toward online advertising and brand recognition on social networking site. A survey was conducted with facebook’s users to asses attitude toward online advertising on social networking sites, brand recognition, and ...

Brand alliances in the business-to-business domain are becoming increasingly popular. This study investigates the impact of context-related effects on the formation of evaluation perceptions in B2B brand alliances. Assimilation and contrast effects represent the conceptual framework. Employing an experimental design we test the influence of two contextual factors on a range of product attribute...

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s ...

Universities today are increasingly competing for international students in response to trends in global student mobility, diminishing university funding and government-backed recruitment campaigns. This trend has driven the need for universities to focus on clearly articulating and developing their brand, and developing harmony within the brand architecture. This case-study of one University f...

Until recently, brand identities were built by the firms via brand-image advertising. However, the flourishing of consumer communication weakened the grip of firms on their brands. The interaction between advertising and consumer communications and their joint impact on brand identity is the focal point of this paper. We present a model in which consumer preference for functional attributes may...

In the digital era concepts such as social networks, blogs and forums have become integrated keywords in the marketing communication strategies of brands worldwide. The old ways of building an online presence, such as simple websites, have diminished most of their relevance in front of social media tools. The ease of establishing contacts with consumers made out of these new applications propit...

The influence of company reputation or what is often referred to as corporate reputation on branding strategy and producing intangible asset for different industries has been researched in western countries, but there is a gap for the generalizability of findings to countries out of the United State and Europe. To establish the western researcher's external validity of theories in other countri...