نشریه کاوش های مدیریت بازرگانی
پیاپی 14 (پاییز و زمستان 1394)

Having motivation to buy foreign- brand goods is one of the main characteristics of Iranian consumer. This tendency in the international marketing can be explained by social recognition or more reliance on foreign brands. However from the development economics and international business perspectives, this tendency threats national interests. Tendency toward different brands are caused by mental reasons as well as the consumers budget situation. Thereby, the current paper is aimed to study the accompany effects of brand personality and consumers budget on the preferences and buying decision of Iranian and foreign goods in Tehran. Accordingly four groups of commodities with different degree of utilization in two kinds of Iranian non Iranian - brand goods were appointed and the econometrics model of Logit was applied to analyze the achieved data. The results suggest that in the north of Tehran and for all groups of goods the brand personality has been the main reason in the preference of foreign brand. These results in the south of Tehran were verified only for consumable and semi-durable products and for the remaining items the consumers budgets has been the main reason for consumers to preference and buy the Iranian brand.

The problem of perceived quality by customers is an important topic that had been concentrated by service companies. Because presenting service with excellent quality lead to strong competitive advantage such as increasing customer’s satisfaction and loyalty for companies. This research identifies dimensions of perceived quality and investigates effect of these dimensions on attitudinal and behavioral loyalty and also moderating role of attitudinal loyalty between 267 life insured of Saman Company in Tehran city. Based on exploratory factor analysis three independent latent variables including tangibles attributes, hard attributes (technical dimension) and soft attributes (functional dimension) as perceived quality’s dimensions and two dependent latent variables including attitudinal loyalty and behavioral loyalty are identified. Measurement models of dependent and independent variables are accepted via confirmatory factor analysis. To test hypotheses, correlation analysis and structural equations are used that results show service tangibles attributes do not have significant effect on insured’s attitudinal and behavioral loyalty. Service hard attributes (technical dimension) have positive and significant effect on insured’s attitudinal and behavioral loyalty and finally service soft attributes (functional dimension) indirectly via attitudinal loyalty have positive and significant effect on insured’s behavioral loyalty.

Considering the economical situations and the sanctions on our country, attracting internal assets is very important to boost the national economy and to increases the capacity of financial agencies. On the other hand it's necessary to know that one of the ways to attract assets and to supply the capital is to sell the stock of companies in the exchange market. The driving factors for investment in exchange market and to sell stocks are divided into two categories; financial and non financial. The purpose of this study is to identify, categorize and present a method for the nonfinancial factors affecting the purchase of a company's stock in the exchange market by an investor.
To identify these factors, we have used sources and field studies. To categorize the factors and respond the obligatory ones, Kano model of Quality Function Development is used and finally by the Pareto rule 20% of factors are considered. The statistical societies of this study are the investors in the stock market of Yazd, 350 of who are chosen randomly. This study has a practical approach. It’s a survey considering its research strategy and it has single frame for its time run. The results of this study show that organizations can improve their stock selling by informational transparency, using media advertising and publishing magazines and bulletins.

The purpose of this study is to examine the impact of brand trust and brand identity on brand evang elism among consumers of the mobile phone between student of semnan university. The study investigates the influence of two consumer-brand relational constructs, brand trust and brand identification, on brand evangelism. Brand evangelism, conceptualized as an amalgam of adoption and advocacy behaviors is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional brand referrals among students of Semnan University of Nokia mobile phone. Therefore, 392 persons were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity is assessed by Cronbach's alpha and confirmatory factor analysis. This conceptual model were examined using structu ral part called path analysis, and structural equation modeling. The results showed that brand trust and brand identity have significant positive effect on brand evangelism, and the brand identity has a direct and positive effect on brand evangelism.

During recent years, using advertising campaign has gain momentum due to the intense competition in banking industry. Meanwhile, brand slogan has become one of the identity-maker of any brand, used extensively in firm's advertising. In the present paper, the impact of brand slogan on customer purchase intention has been investigated. The research is of applied type in terms of objective, and in terms of implementation, is of survey – correlation one. The statistical population includes customers of Melli Bank in Tehran city during the year 1382-1392 (2003 - 2013), from whom 387 have been selected using two-phase cluster sampling, and the questionnaire has been distributed among them. The conceptual framework as well as the research hypotheses have been tested using structural equation modeling. The results show that the brand slogans has positive impact over brand judgment. The highest impact of the moderating variable of brand judgment is of perceived risk (-0/476). The perceived risk impact on information costs saved and purchase intention was not statistically important. The highest impact that the purchase intention has gained was information costs saved (0/68).

the establishment of new banks and financial institutions in recent years has increased tremendously. Obviously, those banks and institutions which give serious attention to competition strategies, market orientation, and new product development will be more successful. Thus, in the present study, assuming three principal relationships between a) competition strategies and new product development, b) competition strategies and market orientation, c) market orientation and new product development, the relationships of competition strategies, market orientation, and new product development with each other have been examined in the Iran's commercial banks. For this purpose, in order to answer the research questions, relevant data have been collected using questionnaire and through a sample consisting of 257 managers and experts of headquarters in 15 commercial banks, which have been the basis for the aim of analysis. In addition, data analysis and evaluation of the relationships between different variables have been done via statistical softwares, namely SPSS 19 and PLS. The results of this research provide general support for the conceptual framework and the hypotheses. Results indicate that the new product development activities of the banks are affected by their competition strategies, either directly or indirectly, through market orientation variable. Based on the findings of this research, in the Iran's commercial banks, differentiation strategy has the greatest impact on new product development activities compared to the cost leadership strategy and focus strategy. Furthermore, those banks which have adopted focus strategy have much less new product activities than other banks.

Yazd provision due to the historical and cultural attractions has unknown and well-known capacities in historical tourism. The purpose of this study is to present a dynamic model of historical foreign tourism development factors in Yazd. After a literature review, the most important factors affecting historical tourism were determined and a model of the interconnections between the factors was developed and simulated under System Dynamics approach. This study presents a dynamic model of historical tourism development factors. How to attract more visitors will continue to be a challenge for years to come, and consequently the long-term satisfaction of visitors has become a key issue. The model shows the variables trends, casual loops and sensitivity analysis. The problem of visitor's arrival is dynamic and complicated involving the interaction of many factors such as governmental policies, service quality, population and transportation system. The results of this study indicates that education, hotels situations and being aware of foreign tourists requirements are essential factors affecting foreign historical tourists arrival at Yazd Province.

Work alienation, reasons and its outcomes is a considerable issue in the organization and management science.the work and personnel condition's changes in recent years have caused many outcomes and it is necessary to investigate this subject too systematically. This study tries to investigate the effect of Job Characteristics and perceived Organizational support on Work Alienation. All expert personnel of a governmental company in electrical industry located in Shiraz are the population of this study that out of them 131 persons were randomly selected and answered the standard questionnaire. The present study is a kind of descriptive correlation study. Data analysis was done by SEM using the Smart PLS 2.0. The results showed that Organizational Support and Job Characteristics have significant negative effect on Work Alienation and Job Characteristic variable explains the Work Alienation in more extent.

Consumer perception of the uncertainty and adverse consequences of buying a product or service is regarded as one of the most important determinants for understanding consumer behavior that affect on his decision making process. So, it is necessary developing a model for explaining risk perception of individual investors in the investment services market. The present study is an applied and descriptive-survey research. A self-administrated questionnaire has been used for collecting the research data. This questionnaire has been developed based on literature review for measuring research variables. The reliability and validity of the questionnaire have been examined and confirmed in this study. In order to analyze the research data and test the research hypotheses, path analysis has been used in the SPSS and LISREL. The findings revealed that risk propensity, trust, self-efficiency and Knowledge have a significant effect on individual investor's perceived risk. In addition, the findings showed that perceived risk has a significant impact on attitude and intention.

Due to expansion of international trade and presence of companies in the foreign markets for exploitation of opportunities, it’s essential to consider to differences among markets and countries and adapt their businesses with the specific condition of each target market. In this regard, this research aims to achieve adaptive business model in the time of presence in the international markets. For this purpose, at the first step we were identified the components of adaptive business model through systematic review of literature and Interviews with Experts. Then we could identify and categorize twenty six elements in eight dimensions with helping content analysis technique. In the next step, interpretive structural modeling method is applied to map the relations among dimensions. The results indicate that internal value chain, external value chain and competitive strategy dimensions are foundation for adaptation process and other factors; competitive value proposition, value delivery context and customer should be adapted with target markets. Eventually, the adaptive process leads to financial and non-financial consequences.

Islamic veil is a kind of clothing that Muslim women are recommended to use while appearing in the society and among interacting by unfamiliar men. Based on Islamic teachings, this kind of clothing is necessary for women’s protection and self-respect. Unfortunately this Islamic gift faces by some opposes usually from whom are ambassador of western culture. Therefore conducting some research with the aim of getting familiar with factors affecting women using and consuming this kind of clothing has a great importance. Based on Consumer Behavior Theories, purchase intention leads to consuming behavior. In this study, literature review leads us to study four variables of Materialism, Subjective Norm, Religiosity and Islamic veil Involvement. Their effect on Purchase Intention of Islamic veil clothing studied. Results show a significant negative effect of Materialism on both variables of Religiosity and Subjective Norm. In return These Variables have a significant effect on Islamic veil Involvement. The effect of Islamic veil Involvement on Purchase Intention of veil clothing was significant. Direct effect of Materialism, Religiosity and Subjective Norm on Purchase Intention of veil clothing was not supported.

The purpose of this study was to examine the impact of national identity on the perceived value of the domestic mobile phone by customer bias and product assessment is perceived. This study is a descriptive survey study , 385 samples were analyzed by using Cochran formula. A questionnaire was used to collect data from which it was approved content validity and construct validity. Reliability using Cronbach's alpha coefficient was also. . Distribution of questionnaire was done in different mobile phone stores in Mashhad . Results show national identity has a significant and positive impact on perceived product ,customer 'evaluations and prejudice .As a result, domestic companies for increasing their sales and encouraging customers to buy their products should emphasize on local customer ' national identity. This makes customers assess products in terms of price and quality And found negative attitudes towards foreign products in the use of domestic products, emotional, and social values are preserved.