خلاصه ماشینی:
i Quarterly Journal of Brand Management Vol 6, Issue 17, Spring 2019 Brand Social Power: A New Approach to Power Factors in the Marketing Channel of Alzahra University Professors and Students with a Social Network Analysis Perspective Zahra Razmi1*, Asieh Nazemi 2 Abstract Marketing channels are the systems consisting of interdependent operators.
In this study, the characteristics of the communication network and social brand position of faculty members and students of the marketing management group in Alzahra University organizational network are investigated.
The social network analysis method was used for data gathering and data analysis is done by NodeXl. This study examines brand social power as one of the social power approaches in the marketing channel of Alzahra University professors and students.
com Quarterly Journal of Brand Management Vol 6, Issue 17, Spring 2019 Determination, Evaluation and Prioritization of the components of brand equity model by combining multi-criteria decision-making methods and fuzzy screening Hassan Rangriz*1, Reza Maleki2, Hooman Pashootanizadeh 3 Abstract The aim of this study is to identify the factors that form brand equity and determine the weight and rank of each factors in terms of importance and effectiveness.
ir Quarterly Journal of Brand Management Vol 6, Issue 17, Spring 2019 Investigating the impact of celebrity endorsement advertisements on the attitudes of Women customer considering the role of self- concept moderator (Case study: the consumers of cosmetics in Tehran) Reza Shafeai*1, Shadie Saejanivandi 2 Abstract Nowadays, the significance of advertising in business prosperity is known to everyone and business owners are well aware that neglecting the advertisement can do severe loss to their businesses.