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Kordheydari, Rahil
- Brand Valuation in the Mobile Communications Industry in Iran, Based on Brand Valuation Models
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1 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran., IR
2 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
1 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran., IR
2 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
Source
International Journal of Financial Management, Vol 11, No 2 (2021), Pagination: 43-56Abstract
By offering the possibility of accepting the financial value of a brand as a bank guarantee, clear brand value is an advantage in obtaining facilities. Iran’s mobile communications industry consists of 3 companies, Hamrah-e-Aval, Irancell and RighTel. These companies have always faced many limitations in the stock exchange market and transactions because of the uncertainty of the value of the company’s brand and assets. Therefore, this study aimed to find a suitable brand valuation model, using the Topsis method, to determine the financial value of the brands in Iran’s mobile communications industry. Financial information was collected from the Tehran Stock Exchange, the companies’ financial experts, and related questionnaires. The valuation model was selected using the Topsis method, and 2 models, intangible business and brand finance, were used for the valuation of the brands. The findings of the research’s main model (intangible business) indicated that about 78.1%, 74.6%, and 70% of the stock value (market value) of Hamrah-e-Aval, RighTel and Irancell, respectively, are related to their brands. The results indicate that there is a need to create the necessary accounting infrastructure to insert intangible assets in financial statements through promoting national accounting standards.Keywords
Brand, Brand Valuation, Mobile Communication Industry, Intangible Business Model, Brand Finance Model, Topsis Model
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- Investigating the Change in Customers’ Sustainable Consumption Behaviour after the Outbreak of COVID-19
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Authors
Affiliations
1 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, IR
1 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, IR
Source
International Journal of Applied Marketing and Management, Vol 6, No 1 (2021), Pagination: 34-49Abstract
The crisis situation created by COVID-19 has changed the consumer behaviour. One of the most important behavioural changes among consumers is the trend in sustainable consumer behaviour. Companies can consider it an opportunity to attract customers. Therefore, this study investigates the effect of COVID-19 virus on sustainable consumption behaviour of customers in chain stores, by surveying customers’ data in Iran. This research is a descriptive-survey type and a questionnaire tool has been used to collect data and measure variables in order to examine the research model. Statistical sample was selected by random sampling method from customers of chain stores in Tehran and the data were analysed using SmartPLS software. Findings showed that the COVID-19 virus has a positive, direct, and significant effect on individual, social, and situational factors of customers, and these factors also have a significant effect on attitudes, intentions, and ultimately, the sustainable consumption behaviour of customers. The results suggest that chain stores and their suppliers should increase attention, supply, and sales of sustainable consumer products.Keywords
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- The Effect Of Covid-19 On Marketing Innovations And Corporate Social Responsibility (Case Study: Active Companies In Food Industry)
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Affiliations
1 Member of the Business Administration, Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
2 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
3 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran., IR
1 Member of the Business Administration, Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
2 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran, IR
3 Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran., IR
Source
International Journal on Customer Relations, Vol 8, No 2 (2020), Pagination: 15-26Abstract
In today’s competitive world, marketing innovation is an important strategy for companies. Given the many changes in consumer behavior and the behavior of companies in the global COVID-19 virus crisis, especially in the field of food, understanding the effects of COVID-19 virus on customer behavior and expectations is essential for companies to succeed. Companies can also take of social responsibility, especially in times of crisis, and create a good positioning for themselves in the minds of customers. This study investigates the role of COVID-19 virus pandemic on marketing innovations and social responsibility of food companies. This research is descriptive-survey and we use questioner to gathering data. The statistical sample was selected by random sampling method from managers and experts active in the food industry in Tehran. Structural Equation modeling was analyzed using Smart PLS software. Findings showed that the COVID-19 virus epidemic has a significant effect on marketing innovations and corporate social responsibility. The results suggest that food companies need to increase marketing innovations and social responsibility behaviors to improve their success as the COVID-19 virus expands. Finally, practical suggestions were presented to improve activities and strategies for the success of companies and attract customers in critical illness conditions.Keywords
Consequences of COVID-19, Marketing Innovation, Corporate Social ResponsibilityReferences
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