فصلنامه مدیریت بازرگانی
سال پنجم شماره 18 (زمستان 1392)

Today make a strong brand is an objective for many organizations like service organizations. Therefore building a brand in the hotel industry is important in this area، but little research has been carried out with experimental approach in this area. This study examines experimentally the relationship among the components of customer-based brand equity Based on Asker’s assumption in order to determining the most important component in brand equity components in hotel industry. This study، based on aim، is an applicable research، and based on data collection method، it is a descriptive research. The using data was gathered by questionnaire from customers of Mashhad five stare hotels by using Non-random sampling methods available collection. Also، considering its data analysis method، it is a structural equation based research. The results indicate that perceived quality is the strongest predictor when determining brand equity and has significant impact on other brand equity components. it is one of the strongest determinant of brand equity.

The present research studies the role and mechanism of the effect of IM variable on the Organizational Performance through Organizational Commitment (OC) and organizational entrepreneurship as mediating variables. The goal of the present research is providing a model for Organizational Performance with considering OC and Organizational Entrepreneurship as mediating variables so that reach at a better explanation for Organizational Performance modifications. The research Questionnaire is extracted from available standard questionnaires in research variables fields but for proving it''s validity، in addition to elit''s view، confirmatory factor analysis has been used. The research sample includes 400 people of Foolad Mobarakeh company''s personnel which 372 pople of them complete the questionnaires. The results of the research indicate that IM has both direct and indirect positive effects on the organizational performance. The indirect effect of IM on Organizational Performance is considerably higher than the direct effect in which، the effect of Organizational Entrepreneurship on Organizational Performance is the most strongest effect among the other variables effects.

Decision about distribution and sales channel is one of the most important decisions that managers confront it. This matter can Influence other marketing decisions. Distribution and sales channels are the heart of companies، but they often have not sufficient attention to this channels and it can be have detrimental effect for them. Hence closed coordination and retention of long term cooperative among partnership is very important. This study aimed to identify influential factors in retention of supplier-distributor cooperation from the supplier’s landscape. Statistical population of this study included food products suppliers. Data analysis using structural equation modeling technique was conducted. Findings suggest is that factors such as commitment، communication، performance، satisfaction and trust are affecting factors in retention of supplier-distributor cooperation and have positive affect on retention of supplier-distributor cooperation in distribution network.

Today export considered as important indicators in the global development companies and countries، and given the export orientation and competitive advantage is important to increase export performance. In the present paper، the aim of this study is considering the potential impact of market orientation and competitive advantage of exporters on export performance. Population considered for this study is exemplary exporters of Iran in 2012. The survey results show that export market orientation and competitive advantage has an impact on export performance. Also the competitive advantage in the research model as a mediator variable between export orientation and export performance has a positive impact on export performance. Based on the results of the factor analysis of the loads on export market orientation، export intelligence responsiveness index had the greatest weight (0. 839); for competitive advantage variable market differentiation index had the highest share (0. 903) and for export performance variable، strategic export performance had maximum weight (0. 932).

recognizing the importance of the advertising in brand reinforcement and brand credibility، the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral Intentions. Hypotheses were tested on data collected from 467 customers of Mellat Bank in Semnan province in Iran، who were selected using two stage cluster sampling. Correlation and structural equation modeling (SEM) were used to test the hypotheses. The findings provide strong support of the hypotheses showing that the brand reinforcement in advertising has more effect than brand credibility on the emotional responses on customers. The induced emotional responses have positive effect on the perceived values. Moreover، the utilitarian value has more effect than hedonic value on the behavioral intentions of the customers in banking industry. Utilitarian aspects had a stronger impact on customer behavioral intentions than hedonic aspects.

Word of mouth (WOM) is a powerful promotional instrument and an important information source influencing on attitudes and purchasing decision of consumers. It plays a critical role in services in which quality of consumers’ beliefs affects their choice. WOM has a particular importance in tourism industry because intangible products cannot be used before consumption. The current study aims to investigate using WOM as an information source among tourists. Population is Iranian tourists who have travelled to foreign countries during the period of the research. Conducting a pilot test، sample size was estimated 138 people. Convenience sampling plan was employed to collect data. To test hypotheses، one-sample t-test، Pearson correlation، regression analysis and analysis of variance was used. Results revealed that word of mouth has a significant impact on tourists’ decision for travelling inbound countries. Further، age، gender، education، and travel experience had a significant impact on using word of mouth. However، Trip purpose had not significant effect on using word of mouth.

One of recent car buyers’ issues is the car price fairness (or unfairness). The car price fairness affects customer satisfaction and buying decision. The aim of the present research is first exploring the concept of «fairness price» as the cause of «customer satisfaction» and its impact on the “satisfaction judgment and second، examining factors affecting the fairness perception، price perceptual and customers’ vulnerability. Research method is correlation. A survey conducted between 208 cars buyers (Pride and Peugeot 206) in car agents. The data collection instrument was a questionnaire and data analysis software was Visual PLS. The results show that from six dimensions considered for fair price، after sales service، offering fair prices، pricing procedures and satisfactory sales service، respectively، have the greater impact on customer satisfaction. Satisfaction on Pride car is more than the Peugeot 206.

The study aimed to identify effective factors on the performance of JVs. Several researches were studied and some factors were identified، categorized and modeled. The model is tested through questionnaires distributed in JVs affiliated to IDRO and their public partners and also some of professional in the JV fields. The idea of experts and then Alfa coronbakh is used to determine the validity and reliability of the questionnaire. The results are analyzed in SPSS and by Binomial test. It shows that 3 factors “strategic directions”، “partner’s communication” and “managing Style” are the main factors determining the performance of a JV. Other effective factors on these 3 factors such as loyalty، reliability، handling and controlling power of partners، strategic motivations، etc. are also defined and their importance is investigated. (or is studied)