The purpose of this paper is to study the objectives, tools and media appropriate for each customer relationship stage and present a model showing this. Information era and changes caused by that have had an undeniable impact on these concepts. Thus, impacts of digital era and internet on dimensions of the presented model are discussed. Customer relationship management programs are focused on acquiring best customer, maintaining and encouraging him to consume products and services of the company more. The success key to this relationship is marketing communication. Firms communicate with customers, through marketing communication functions such as advertising, sales promotion, direct marketing and etc.

works as a Lecturer at the university of Tehran faculty of management, and faculty of entrepreneurship. He has been covering courses related to marketing, branding and marketing communication. Majid Hassani Nezhadis currently a PhD Candidate of Business Management in Allameh Tabatabai University. He has a Bachelor ' s degree in management and a Master ' s in marketing management from Shahid Beheshti University. His Master ' s thesis was a B2B perspective of relationship marketing in home appliances industry. His main research interests are B2B marketing and brands managing. Siamak Ashkan Farworks as Production Planner in South Well Drilling Engineering Co (SWDEC). He has a Bachelor ' s degree in industrial management from Guilan University and is currently studying in Executive Master Business of Administration (EMBA) in Isfahan University. Kamal Rahmanihas a Bacheor ' s degree in Electrical Engineering from Zanjan University and a Master ' s in MBA from the MehrAlborz University. His Master ' s thesis was a survey about consumer behavior and service branding in a private bank in Iran. His main research interest is consumer behavior and branding. He has been selected as Distinguished Researcher of his university in anniversary festival of 2011 -2012. Some of his articles about branding and related subjects are published or under review process in Iranian or international journals. He has also translated two marketing books to Persian. Relationship between brand personality, customer personality, gender and income

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Purpose This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of startups in social media through in-depth semi-structured interviews. Findings Multiple factors affecting the brand authenticity of startups in social media are determined and categorized as indexical, iconic and existential cues through this research. Connection to heritage and having credible support are determined as indexical cues. Founder intellectuality, brand intellectuality, commitment toward customers and proactive clear and interesting communications are identified as iconic cues. Having self-confidence and self-satisfaction, having intimacy with the brand and a joyful feeling for interactions with the community around the brand are determined as existential cues in this research. This research furthers previous arguments on a multiplicity of brand authenticity by shedding light on the relationship between the different aspects of authenticity and the form that different affecting factors can be organized together. Consumers eventually evaluate a strengthened perception of brand authenticity through existential cues that reflect the cues of other aspects (iconic and indexical) which passed through the goal-based assessment and self-authentication filter. Research limitations/implications The research sampling population can be more diversified in terms of sociodemographic attributes. Due to the qualitative methodology of this research, assessment of the findings through quantitative methods can be considered in future research. Practical implications Using the findings of this research, startup managers can properly build a perception of authenticity in their consumers’ minds by using alternate factors while lacking major indexical cues such as heritage. This research helps startup businesses to design their brand communications better to convey their authenticity to their audiences. Originality/value This research determines the factors affecting the authenticity of startup brands in social media. It also defines the process of authenticity perception through different aspects of brand authenticity.

Purpose: While it seems there are very few studies on the branding process for megaprojects in entertainment, residential, tourism, and sport, branding is one of the most important factors in these types of projects. This study has particularly tried to devise a branding model for these types of projects that corresponds to Persian characteristics. Design/methodology/approach: In Iran, since there is no special model in this field, the grounded theory approach was used to hypothesize and outline the aspects of the model. In-depth interviews corresponding to grounded theory were conducted. Findings: The main phenomenon relates to the branding process for megaprojects in entertainment, residential, tourism, and sport. Causal, contextual, and intervening conditions are all explored, and the results are introduced as a comprehensive model. Originality/value: Currently, there is no special model for multipurpose megaprojects in Iran. In fact, extant studies conducted globally have considered that the branding of these projects almost all focus on city or destination branding. This study considers branding issues from the initial phases of planning and constructing.