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Using intelligence in various aspects of business, including branding, allows organizations to reach a worthy competitive position in today's turbulent environment. However, researchers have not yet provided a scale to measure the level of brand intelligence. As a result, the purpose of this study is 1) to provide an operational definition of brand intelligence and 2) to develop a standard scale for measuring this variable. This study reports six studies on developing a brand intelligence scale based on a literature review and interviews with practitioners. This scale shows reliability, internal consistency, construct validity, and nomological validity. The findings show a 24-item measurement scale comprising seven dimensions: monitoring, brand research, predictability, reactivity, learning ability, ability to collaborate, and responsiveness. Also, the results showed that brand intelligence significantly affects market performance and financial performance. Finally, contributions, implications, limitations, and future research directions are discussed. [ABSTRACT FROM AUTHOR]

Objective With the increase in the use of social media platforms by customers to buy products and services of brands, the importance of interactions between companies and customers to improve the value of brands has increased. Therefore, brand managers have changed their interactions with customers from transaction-based cooperation to relationship-based cooperation. They have realized that just as customers can co-create brand value during design, production, and marketing, conversely, they can destroy the value of brands if their interests are neglected, and their well-being is compromised. Therefore, it is necessary to prevent this phenomenon by knowing the driving forces in the co-destruction of brand value. The present study aims to identify the most effective factors contributing to the co-destruction of brand value in social media. Methodology The current research is applied in terms of its purpose. It employs a mixed-method approach, combining qualitative and quantitative methods to achieve its objectives. This study utilizes a systematic review methodology of scientific literature to examine all facets of the phenomenon under investigation. The results of the search across various databases revealed 43 studies, of which only 26 were deemed most pertinent to the research's objectives. Consequently, these 26 studies were selected for detailed analysis. In the next step, to determine the structural relationships between the obtained categories and to specify the hierarchy of their influence on each other, the Dematel-Interpretive Structural Modeling method was used. Findings The systematic review findings unveiled 113 initial codes representing crucial influential components, which were synthesized into 29 concepts and further condensed into 8 overarching categories. These categories encompassed: conflict in brand value co- creation management, resistance to change, consumer exploitation, brand service shortcomings, inadequate customer relationship management, negative interactions, ineffective resource integration, and brand value co-creation myopia. The application of the Dematel-ISM technique revealed that "poor customer relationship management" emerged as the most influential variable, while "negative interactions" was identified as the most affected variable. Additionally, "conflict in co-creating brand value management" stood out as the most relevant variable among others in the analysis. Conclusion The findings indicate that the co-destruction of brand value arises from the reciprocal and concurrent negative participation of both customers and companies. In such a way that if during the process of value formation, one of the parties refuses to share resources or abuses them, it increases the possibility of hatred, rejection, and ultimately the destruction of the brand. Therefore, managers should be aware that wrong decisions about explaining brand strategies can have destructive consequences. Also, they should not forget the cooperative role of customers in the co-destruction of brand value. They need to have a fitting response to address the unreasonable expectations and selfish behaviors of some customers in using brand services. Therefore, this study has been able to inform companies about the occurrence of this destructive phenomenon by identifying the most important effective factors in co-destruction of brand value. [ABSTRACT FROM AUTHOR]

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Gaining customer insight is the driving force of companies. Today, with the advent of social media platforms, especially Instagram, gaining customer insight has taken on a new form. The purpose of this study is to discover the customer insights of Callista on the Instagram platform, through a combination of netnography and photography methods. The comments and images of the company's Instagram page posts were used to collect data because their sales are based on the web. The results showed that the communication content created by the company, which is in three categories of relational, promotional, and organizational, is simultaneously needed for the company's better and more effective advertising. The analysis of metaphors also showed that by focusing on the three metaphors of transformation, connection, and journey, the company was able to create a good image of its brand in the minds of the audience and attract its customers well. A good insight goes beyond what consumers say and can influence future choices, attitudes, and behaviors; Break the principles of companies, and lead to significant operational improvements by creating the vision to provide new types of customer service and high-quality products. [ABSTRACT FROM AUTHOR]

Nowadays, the growing importance of marketing activities in social media (SM) has attracted a lot of attention in researches and industries around the world. Many companies consider flow theory important to strengthen their customer relationships in the online environment. Flow Theory experience can predict satisfactory outcomes for online interactions between consumers and companies. This study examines the moderating role of flow theory on the relationship between marketing activities and customer responses. A total of 384 customers who experienced online shopping from "DigiKala," one of the most pioneer online retailers in Iran, answered the survey. Data collection was done through the questionnaires, and structural equation modeling was used to analyze the data of this study. The results showed that marketing activities in social media have a significant positive effect on brand equity and customer response. Also, flow theory moderates the impact of marketing activities on social media, brand equity, and customer response, significantly. Finally, brand equity affects customer responses in the present research. [ABSTRACT FROM AUTHOR]

Purpose: The strategic importance of brand identity management has been emphasized in the brand management literature, but studies that examine brand identity sub-components effects on customer resilience to negative information are very few. In this regard, this study aims to examine the effect of brand distinctiveness and prestige as sub-components of identity on young customers' loyalty and resilience to negative information through the mediating variable of brand attractiveness in the luxury electronics market. Design/methodology/approach: Using a structured questionnaire, data were collected. Based on a five-point Likert scale were asked of consumers and owners of electronic products (mobile phone, tablet and laptop) to indicate their level of disagreement and agreement with series of statements. After an analytic process, 422 valid questionnaires were obtained. The hypotheses were tested by using structural equation modeling. Findings: The results showed that brand prestige and distinctiveness have direct effect on brand attractiveness, which prestige had more influence than distinctiveness. The results indicated that brand loyalty was strongly affected by direct brand attractiveness, and that the effect of brand attractiveness on the resilience to negative information was not significant. Finally, the study results showed that resilience to negative information is affected by brand loyalty. Originality/value: This study is significant because it is one of the few studies that examines the effect of brand identity on brand attractiveness and consumers' extra-role behavior, which results in the development of branding literature in the field of luxury products. [ABSTRACT FROM AUTHOR]

With the increasing significance of startups in recent times, practitioners and academicians have considered the growth hacking strategies by which these firms could obtain competitive performance gains and play an important role in the world economy. So far, studies have mostly focused on the technical dimensions of these companies, while the business promotions they require and the way they should be leveraged strategically have remained neglected. Thus, the current study attempts to present a qualitative study that could help explain the growth hacking strategies. We employed a multiple-case study approach in this paper and investigated the growth strategies of 13 Iranian startups via semi- structured interviews with their founders. The comparative analyses -- with above 90% inter-rater reliability of the coders -- concluded in the formation of five groups of growth hacking strategies, namely the growth hacking funnel of acquisition, activation, revenue, retention, and referral. This study developed a deeper understanding of the significance of growth hacking strategies and the mechanisms by which they leveraged towards strengthening the business value. [ABSTRACT FROM AUTHOR]

Some studies have focused on identifying the factors affecting the selection of medical tourism destinations with regard to different types of treatment. But less attention has been paid to factors affecting individuals' travels to Iran for sex reassignment surgeries (SRS). There is a research gap with regard to this niche medical tourism market in Iran. Iran is one of the SRS pioneer countries, where the concept of this medical tourism market can be developed further. This study addresses this knowledge gap through in-depth interviews with key professionals in SRS and medical tourism. We use a content analysis of interviews to identify the factors affecting the selection of Iran as a medical destination for SRS by individuals. The results indicate that factors influencing individuals' decisions on medical tourism destinations come under seven headings. We conclude by recommending research directions for future research by health, medical, and managing scientists. [ABSTRACT FROM AUTHOR]

Recently, medical tourism has been considered as a profitable economic sector in developing countries. In this study, we have reviewed articles from 2000 to 2017 on medical tourism marketing in Asian countries. We have found that perceived service quality and satisfaction are the most important factors to attract medical tourists. Moreover, a lack of factors like coordination among medical market stakeholders, medical services quality, insurance coverage, and effective laws are the major barriers to medical travel cited in studies. The results suggest that more specific models should be presented for Asian medical marketing, especially in niche markets of this industry. [ABSTRACT FROM AUTHOR]

Background and Objectives: Halal branding covers a wide range of economic activities including pharmaceuticals, cosmetics, health, textiles, clothing, leather, financial services, banking and tourism. Among the various forms of tourism, medical tourism has grown rapidly due to its competitive advantages. Therefore, the purpose of this study is to investigate halal branding as a strategy to develop medical tourism. Methods: A qualitative research method and a case study were used. Data were drawn from semi-structured interviews and analyzed by using thematic analysis. A total of 20 interviews with patients, accompanying persons and hotel hospital staff were conducted. Results: A total of 110 main themes were drawn. These themes had two general orientations within themselves: The nature of the requirement that was either materialistic or spiritual and were simultaneously applicable to short-term and long-term affairs. Certain codes such as not serving haram foods and drinks, not performing abortion and the availability of prayer room in the facilities were specific to halal hotel hospitals. Conclusion: From the combination of these two orientations, four organizing themes, i.e. spiritual and long-term purposes, short-term requirements, materialistic and long-term requirements and short-term purposes were drawn. The inclusive themes were determined by the nature of the requirement and the time orientation of the requirement. [ABSTRACT FROM AUTHOR]

This paper examines the impact of corporate ability, environmental attitude, and environmental knowledge on consumers’ purchase intentions, information seeking, and actual green purchase behavior; additionally, green skepticism is examined as a moderator of these relationships. A sample of Gokarn’s organic products consumers, in Tehran, is used. The structural model is examined by the partial least squares approach by using Smart PLS 2.0 software. The findings suggest that environment attitude and corporate ability are the main factors in building green purchase intentions and information seeking, while environmental knowledge is not a significant predictor. The results show that green skepticism has a significant moderation impact on the relationship between corporate ability and environmental knowledge, and information seeking. [ABSTRACT FROM AUTHOR]