فصلنامه چشم انداز مدیریت بازرگانی
سال نهم شماره 4 (زمستان 1389)

The current research was conducted with the objective of designing and explaining evaluation model of consumer's attitude toward brand extension, and recognition of effective and ineffective factors on the success of this important growth strategy. Research variables were measured through two pretests and a main test, utilizing three questionnaires. Making sure the measurement tool is reliable and valid, it was distributed among a sample composed of 384 shoppers of home appliances in the three main markets of home appliances, through exploratory and confirmatory factor analysis methods. The approach used in the current research was survey-correlation and definitely based on the structural equations. Finally, the comprehensive model of brand extension demonstrated that the perceived fit, perceived quality and the power of the parent brand had an effect on the consumer's evaluation. Also, the impact of involvement on brand extension as a moderator variable was confirmed.

In knowledge economy era, companies use two distinct resource bases to value and wealth creation: tangibles and intangibles or intellectual capitals (IC). In the other side, it is said that financial performance can be better explained and predicted by IC (divided into human and structural capitals) rather than physical capitals. With this assumption, current research studying on 22 pharmaceutical companies within 1383-7 time period found that efficient use of physical and intellectual capital has significant effect on profitability or return on assets (ROA). Also, human and structural capital efficiencies have negative and positive impacts respectively on productivity (cost to asset ratio) and return on equity. Finally, there is no empirical evidence for relationship between market value and IC, and it can be concluded that market of pharmaceutical industry in Iran continues to be only sensitive to physical capital rather than IC.

Knowledge oriented marketing as a new paradigm leads companies to combining business processes and data mining specially in different area of customer relationship management such as customer churnmanagement.Data mining (DM) as a knowledge technology, penetrates enormous databases of pervious transactions reveals customer preferences and behaviors to extract patterns to support managerial decisions for decreasing customer defection rate.In This research data from one insurance company databases from fire insurance utilized to show the potential power of DM to develop customer churn prediction models. The research methodology is based on Cross-Industry Standard Process for Data Mining (CRISP-DM). Results show the critical factor in predict customer churn is attraction channel and after that customer purchase history and usage of place are important to recognition customers who are likely to churn.

While many studies have investigated the role of learning orientation on a firm’s performance in SMEs and large enterprises, the literature provides little empirical evidence about the effect of learning orientation on innovation within small firms. Using data from 87 small service and manufacturers in Tehran, several hypotheses have been formulated and tested. The findings not only verify aspects of prior research, but also provide a new insight by exploring the impact of three components of learning upon innovation and its subsequent effect the performance of the Small firms. While support for some hypotheses was found, these results need to be evaluated in light of the limitations, which provide appropriate areas for further research.

purpose of this study is design, entrepreneurship development model for small and medium organizations in technical and professional organizations using a three dimensional model (Breeding Characteristics, Stimulates Motivation and Entrepreneurship Skills and Knowledge Sample included 260 small and medium Size subsidiary companies of technical and professional Organization in Mazandaran Province. Required data gathered by using a questionnair with standard components and the reliability coefficient of 91%. Results based on Wilcoxon test using Spss software showed that technical and professional training in small and medium organizations entrepreneurship development have been effective. Factor analysis test presented the variables in the form of seven factors, and ultimately the structural equation modeling examine the model in the form of direct and indirect impact and the model confirmed in genrral. At the end of study, also presented detailed results and findings, conclusion of these cases are discussed and compared, and practical suggestions and recommendations related to follow-up continued similar research in the future, has been presented.

The Importance of brand and its impact on sales of products and services is growing increasingly. On the other hand, awareness of brand personality and its dimensions also are important for all institutions. Therefore the present study identifies the brand personality dimensions by considering the impact of brand personality on satisfaction, value perception, and trust and brand loyalty. 212 questionnaires from IRANCELL customers were gathered. For analyzing the data, factor analysis with structural equation modeling (SEM) were conducted. Results indicate four factors for IRANCELL brand personality. Results also show a significant and positive effect of brand personality on Satisfaction and perceived value and a significant and positive effect of satisfaction on trust and loyalty, and finally indicate positive effect of perceived value on satisfaction and customer loyalty. Since the communication has vital role in creating and maintaining brand personality, therefore service institutions should, create and maintain its appropriate brand personality by focusing on communication and access to the effective public relations.

The success of certain products sometimes depends on a simple modification of their packaging. The packaging is the main communication element for the product at the point-of-sale and allows the consumer to appreciate the position chosen by the brand. This article examines the influence of the product package (color and shape) on some functional (brand belief) and symbolic associations (brand personality) of the brand image. Hypotheses are tested in an experiment that results in an empirical validation of the role of the package in the brand image enhancement process. Examination of the results hinges on the variance analysis for the two main hypotheses. This research has two explanatory qualitative variables (color and shape) and two explanatory quantitative variables (brand personality and brand beliefs), the multivariate analyses of variance (MANOVA) are thus the most appropriate. To examine each packaging separately, T-student analyses has been used. The result of this research shows the direct influence of color and shape on the functional and symbolic associations of the brand image. It has been observed that both the brand beliefs and the dimensions in the brand personality scale are affected by manipulating colors and shapes, the averages for the dimensions varying depending on the nature of the stimuli. These results indicate that visual aspects are variables which can be manipulated to convey or modify a specific brand image. The associations conveyed by these physical attributes restrict communication policies and positioning decisions according to product categories.