Management Research in Iran

Abstract The purpose of this study is to investigate the relationship between organizational trust types and brand performance with the mediation role of corporate governance in companies admitted to Tehran Stock Exchange. This is an applied research and in terms of method is descriptive- correlational. The statistical population of this research is the companies accepted in Tehran Stock Exchange. A sample of 138 companies was selected and the research questionnaire was completed by senior managers of these companies. Of these, 95 questionnaires were analytic. Then, the relationship between the variables of the research was tested using the SmartPls software and the structural equation modeling. The findings of the research show that there is a positive and significant relationship between knowledge-based trust and identification-based trust with corporate governance, but the relationship between deterrence-based trust and corporate governance is negative. The positive and significant relationship between corporate governance and brand performance was also confirmed. Also, the results of the research show that corporate governance has a mediating role between the types of organizational trust and brand performance of the companies accepted in Tehran Stock Exchange.  

Abstract In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing brand performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’s perspective, but it is effective indirectly through the customer relationship equity. Also, among the structures constituting the brand equity and the customer relationship equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the customer relationship equity. Also, results showed that all the constituents of the customer relationship equity have a direct and significant effect on brand performance.