Vol.1  No.3   2011
A TEORATİCAL APROACH TO THE CONCEPT OF BRAND
Durmaz Yakup and Zengin Sevil
[01-05]  [PDF]

In today’s competitive conditions, beyond a name, brand is a business asset which adds an identity and personality on products, takes shape with consumer perceptions, guides consumers about product preferences. Brand is a tool that forms and shapes relations between consumer/buyer and business. A brand is not a physical product or an intangible service offering. The importance of branding has increased recent decades. The brand is today more important than previously and this is especially true for the global fashion industry where marketers market the brand rather than the traditional products. In this study, theoretical explanations about brand and brand management, which became pretty important topic in today’s business world, are made, and studies in the related literature about brand are discussed. In this study, how brand factor affect consumer behaviors in Turkey with the participation of 1286 people in the provinces through interviews. Key Words: Brand, branding, brand image, brand identity

MARKET AND NON-MARKET ORGANIZATIONS ORGANIZATIONAL EFFECTIVENESS IN THE AREA OF RAPID CHANGE
Farhad Nezhad Haj Ali Irani and Mohammad Reza Noruzi
[06-11]  [PDF]

Globalization is one of the important factors which every community and society deals with it. In some countries it has effected good changes but in the other one may be have bad effects. This paper aims to study some effects of globalization and effectiveness. Keyword: Globalization, Effectiveness, Management, Effects of Globalization

SOCIETAL ACTIVITY OF CORPORATE SOCIAL RESPONSIBILITY AS A MODERATING FACTOR OF BRAND LOYALTY IN THE CERAMIC INDUSTRY
Montree Piriyakul and Boonthawan Wingwon
[12-25]  [PDF]

The objective of this research study was to investigate the moderating effects of Societal Activity (SA) of Corporate Social Responsibility (CSR) on the relations between brand loyalty and its antecedents. The study mainly focused on the ceramic industry in the Lampang province of Northern Thailand. Questionnaires were distributed among 285 consumers of 11 ceramic factories which have already implemented CSR. The SEM by PLS-Graph revealed that SA of CSR exhibited a significant moderating role in connecting perceived corporate reputation to product attitude and brand loyalty, but exhibited a moderate connection to customer satisfaction. Overall, the research results showed that implementing societal activity of corporate social responsibility allowed consumers to have a strong positive attitude toward the product, slight increase in the brand loyalty and consumer satisfaction. Keywords: CSR, Firm Reputation, Brand Loyalty, Product Attitude, PLS

STRATEGY, STRATEGIC PLANNING, MARKETING WHAT ARE THE IMPLICATIONS OF STRATEGIC THINKING IN MARKET DEVELOPMENT?
Mohammad Reza Noruzi and Farhad Nezhad Haj Ali Irani
[26-29]  [PDF]

Strategy is one of the fundamental parts of an organization, market and business. It integrates all business and organization's activity. It develops marketing environment and other related issuers in business. This paper aims to study on strategy, strategic planning and marketing. Keyword: strategy, strategic planning and marketing