Abas Mirzaei

Developing a new model for tracking brand equity as a measure of marketing effectiveness

Measuring the performance of marketing initiatives has been a long standing problem. Marketing performance can be measured from different perspectives such as effectiveness or efficiency. This study emphasising on effectiveness considers brand equity as a measure of marketing effectiveness. Reviewing the literature we address brand equity shortcomings and discuss them in terms of four categories: subjectivity of metrics, auditability of survey-based data, shortterm/long-term horizon, and tracking versus measuring. The weaknesses exposed above in the measurement and tracking of brand equity suggest that a different approach is needed. This paper proposes a new methodology for tracking brand equity by employing objective behavioural metrics rather than subjective intangible measures. Such an approach would be based on the use of firms’ internal data to track the changes in brand equity by tracking the changes in its behavioural metrics in the long-term period.

Assessing Ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies

ABSTRACT Can a brands “health” be associated with a companys advertising-spending patterns? The authors of the current study applied their own definition of a “healthy brand”—a brand that “experiences sustained year-on-year growth in brand sales over the long term” (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories. The researchers assessed the advertising-spending patterns of what they viewed as “healthy” and “unhealthy” brands across three service industries—airlines, banking, and department stores—from 2000 to 2012. They identified four advertising-spending patterns linked to brand performance, potentially enabling marketers to project the impact of various levels of advertising investment before formalizing advertising strategies and budgets.

Mobile Customer Relationship Management and Mobile Security

The purpose of this study is twofold. First, in order to guarantee a coherent discussion about mobile customer relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique characteristics because of Among the variety of mobile services, considerable attention has been devoted to mobile marketing and in particular to mobile customer relationship management services. Second, the authors discusses the security risks in mobile computing in different level(user, mobile device, wireless network,...) and finally we focus on enterprise mobile security and it’s subgroups with a series of suggestion and solution for improve mobile computing security.