فصلنامه تحقیقات بازاریابی نوین
سال سوم شماره 4 (پیاپی 11، زمستان 1392)

Brand personality has an important role in business success، enhancing perceived value، creating strong relation with costumer، loyalty and repurchase intention. Current research has investigated the effect of brand personality of Saman Insurance Company and its dimensions (based on Jenniffer Aaker’s brand personality model (consist of Sincerity، Excitement، Competence، Sophistication، and Ruggedness on perceived value and brand loyalty (consequences of brand personality) and their effects on repurchase intention of 267 people of Saman Insurance’s life insured in Tehran. For confirmatory factor analysis of variables، measurement models are used via LISREL software. Research hypotheses are tested by correlation and linear and multiple regression analysis in SPSS software. With regard to non-normal population، spearman correlation is used that results show significant and positive correlation between variables. Results gained from regression analysis show brand personality of Saman Insurance has a significant effect on perceived value and brand loyalty of life insured and also perceived value and brand loyalty has a significant effect on their repurchase intention. Results show that sincerity، competence، and ruggedness have effect on perceived value and sincerity، excitement، and competence have effect on brand loyalty. Brand competence has the most effect on life insured’s perceived value and brand loyalty.

Regarding to some probable fluctuations in brand performance during its life cycle، in different periods of time a precise audit of brand healthy performance should be performed. Numerous evidences show that attention paid to brand audit by most local businesses is not sufficient and there is not any effective tool for brand audit. In this line، the aim of this research is three sided. The first goal is to describe brand audit and its indicators. The second is to audit Homa hotel brand performance using audit indicators and the last one is to test the significance of indicators relationships. Statistical population is all customers who use the services of Homa hotel. Among these customers a sample including 400 individuals is chosen. To test the validity of questionnaires، face validity (FA) approach is applied. Questionnaire reliability is also tested by two approaches including alpha Cronbach (%96) and split-half approach (%89). Conducting audit process using six indicators showed that Homa hotel was a successful brand; however we faced some differences when we used stringent approach (test value= 3. 5 in comparing the means) to audit the brand. On the other hand، testing the conceptual model revealed that some relationships between brand audit indicators are significant.

Manufacturers producing products conforming with environmental standards spend heavy costs on marketing their products each year. In addition to reducing the costs and gaining more profit for the company، The Identification of green marketing tools on behavior of different groups of Consumers can create competitive advantage and increase in market share for the company. This research aims to investigate the effect of green marketing tools on different groups of green consumers'' behavior. The present research is a descriptive survey in terms of research method and applied in terms of its purpose. The research population consists of Internet users who are members of social networks. Multivariate and ANOVA tests are utilized to test the hypotheses with the help of SPSS software. Research findings indicate that the effective marketing tools on the behavior of different groups of consumers are environmental advertising، labeling and Brand which the effect of each one on the behavior of different groups except label environmental awareness is distinct. With the increase of consumers’ environmentalism، the effectiveness of these three tools on behavior will be increased. Research findings also indicate that “Environmental Brand” is the most effective green marketing tool influencing consumers’ behavior.

Exports play an effective role in the economic development of countries. Information about the needs، tastes and preferences of consumers in foreign markets is one of the most important principles of sustainability in global markets and enhancing export performance. The aim of this study was to evaluate the potential impact of market orientation exporters in international business relations، with special emphasis on interdependence، cooperation and communication distance، and the impact of on export performance. In order to measure the variables of this research، a questionnaire has been examined Among the 118 active exporters of handy crafts people in Tehran. Validity of using the symbolic (content) method and reliability of the questionnaire was confirmed by using Cronbach''s alpha method. this research is application and desciptive and one kind of correlation structure. To test hypotheses method multiple linear regression and structural equation modeling was used. 7 hypotheses were examined in this study، three hypotheses were confirmed، three hypotheses were confirmed and four hypotheses were rejected. The results showed that the orientation of cooperation between exporters and foreign buyers are promoted; while the communication distance and reduce dependency and the meaningful relation among cooperation، dependency، foreign relations and export performance orientation was not founded.

Nowadays، widespread use of email for interpersonal and business communication encourages the marketers to pay much more attention to the e-mail marketing usage. To reach this success، the retention and attraction of customers are matters of great importance. Therefore، considering the customers’ loyalty towards e-mail services is tremendously significant. This study aims at investigating the effective factors on the customers’ loyalty towards e-mails services. The study is an applied research and qualitative-survey type. To accomplish the research purpose، an appropriate questionnaire was designed and distributed among the students in Persian Gulf University. The obtained data were analyzed using path analysis. The findings show that the e-quality، e-satisfaction، and e-trust have the most positive effect on the customers’ e-loyalty respectively. Moreover، e-quality reveals a significant and positive effect on both e-satisfaction and e-trust. Finally، e-satisfaction has a significant impact on e-trust.

Increasing complexity of the business environment of organizations has created a market where the demand for technological products، and especially softwares، as an efficient solution to respond to the complexities، constantly is increasing. Naturally، with increasing demands for such product، what is in importance is designing the marketing activity in a way that commensurate with the nature of these products and also respond effectively to the needs of the target market. Considering this issue، this study aims to investigate the effect of marketing mix of technological products on satisfaction and behavioral intentions of costumers in public organization of Bushehr. Based on this، a sample consist of 32 public organization of Bushehr were selected and surveyed. Structural analyses of causal relations in model show that، software attributes had positive and significant effect on costumers’ satisfaction. Also، promotion and satisfaction of costumers positively affects their behavioral intentions. Furthermore، relational factors not also affect costumers’ satisfaction، but also moderate the effect of costumers’ satisfaction on their behavioral intention.

In today's competitive world, all market participants ranging from individuals, organizations should be looking for ways to success in the market. The secret to success high contact service providers as important part of market participants is, compliance and follow customers of high contact service providers the instructions and guidance. In this paper, a model based on Bandura social - Cognitive theory has Provided to customer compliance. According Bandura social - Cognitive theory and the nature of high contact service characteristics contain of communication skills, customer orientation, expertise and reputation of service providers and friendship relationship between service providers and customers has significant impact for customer compliance The sample consisted of 345 high-contact service customers in Esfahan with in past one and two years had been care. Of which 154 were male and 191 female. Data analyze using Of the 8.5 LISREL software. The result show that the variables communication skills, reputation, expertise and friendship relationship has a significant positive impact on customer compliance. But customer orientation significant impact on customer compliance were rejected. Also have a significant impact customer compliance on customer satisfaction and anticipation of future

The present survey was conducted to study effective managerial-organizational factors on sales of modern banking services in branches of Mehr Bank in Isfahan province. Having studied managerial-organizational factors using historical study and counseling with university professors and bank experts، the researcher selected eight components including structure، technology، strategy، culture، agile work processes of the corporation، leadership skills، perceptual skills and communicative skills. E-banking is one of the basic necessities of modern services transactions، in other words banks play a considerable role in e-commerce because they provide major conditions to transfer funds and credit instruments in online and electronic system in order to promulgate e-commerce. Indeed، banking in the modern approach is recognized as complement of modern commerce so that if banks do not enjoy electronic transaction system، a huge portion of transactions is disrupted. Generally speaking، e-banking and modern commerce complement each other [6]. This survey was conducted using descriptive-field method. A pilot study was accomplished to determine the sample volume through distributing 30 questionnaires randomly among experts and managers at various levels in Mehr Bank. Statistical sample was estimated equal to 140 persons after estimating p and q ratios and using finite formula. Effect of managerial-organizational factors on sales of modern banking services in branches of Mehr Bank in Isfahan province was studied in viewpoint of experts and managers following the above model through a defined structure and eight managerial-organizational hypotheses and determining some samples in branches of this bank in the statistical population. Results and findings show: 1- Effect of all five organizational factors on sales of modern banking services in branches of Mehr Bank in Isfahan province is higher than the average level. 2- Effect of all three managerial factors on sales of modern banking services in branches of Mehr Bank in Isfahan province is higher than the average level. 3- Effect of demographic factors on five major organizational factors was studied and results showed work experience has no effect on the independent variable but the factor of organizational status is effective. 4- Effect of demographic factors on three managerial factors was studied and results showed work experience has no effect on the independent variable but the factor of organizational status is effective. Some recommendations were presented to improve conditions and enhance success of selling modern banking services.

In Iran، banks are known as a center of economic activities and play an important role contribute to economic growth، hence customer retention is important in these organizations. Today، the bank managers found، enhance the qualitative level of service، is the key to achieve customer satisfaction، so organizations need to take steps towards identifying effective factors on customer satisfaction. Due to this، study attempted to provide an integrated approach، based on the Kano model and robust design in Grey space، for stepping beyond the scope of the models that have been mentioned so far، And to identify factors influencing customer satisfaction، the optimal combination of critical factors for achieving the proposal bank customer satisfaction was presented. The results showed that، when the strategies provide banking services to reach the desired level of quality، quality characteristic such as، «working quickly to deal with customers»، «respectful and appropriate behavior with clients» and «being regulated employees» should be in good level of quality. Also، this study shows that the design of banking services، with an average level of «quality of work provided to the customer» and «appeared to be decent staff» is acceptable. Designing banking services in the framework of this study، can provide the highest level of customer satisfaction for banks.

Awareness of the customer satisfaction always been a scientific and practical major issue in the marketing; because of it’s the cause of loyalty. This study aimed to identifying factors that influence the customer satisfaction in the automobile industry and eventually provided a model. Therefore، after reading the relevant literature، the variables were determined and 11 hypothesis assigned. For data gathering used a questionnaire which completed by the staff of the Central Bank. Data analyzed with the technique of structural equation modeling and used the LISREL and SPSS software. The results showed that the index and model for measuring customer satisfaction in the automotive industry، is appropriate. Factors affecting customer satisfaction can be expressed this way: quality، expectations، perceived value، image But service had no effect on satisfaction. In addition، satisfaction، was a factor that had the most influence on customer loyalty.

This study presents a new structural model that incorprates price linkage and marketing marketing margin identity into a common framework. The inclusiom of exchange rate expands the framework to include goods traded in different currencies. This allows emprical estimates to be made of how changes in domestic prices exchange rates and middlemen costs are transmitted to foreign prices and the international marketing margin. The framework is emprically applied to international marketing channel using farmed apple data to investigate how Iranian export prices exchange rates and middlemen costs affect turkey wholesale prices and the marketing margin. Results suggest that the markets are via complete price and exchange rate pass through purely competitive and that the marketing margin only increase when costs of marketing service increase.

With the emergence of high speed wireless network technologies and the increasing market penetration of cell phones the global advertising industry’s interest in using this medium as a means of marketing communication is rising. However، in spite of the increasing number of companies investing in mobile marketing campaigns، there is، as yet، little academic research on this topic and the nature and implications of this channel are not yet understood fully. Mobile advertising refers to advertisements delivered through a mobile device in form of text message. Current research is considered as applied objectively and its methodology is descriptive-analytical. Research data is gathered through distribution of questionnaire among a sample of 578 Yazd university students. To study users'' attitude and intention، Technology Acceptance Model and theory of reasoned action are applied for accepting mobile advertising. Also SPSS16 and Lisrel 850 softwares are used for data analysis and research models are compared according to goodness of fit indices. On the basis of Lisrel structural equation results، both aforementioned models of mobile advertising acceptance were well-fitted and it is proved that the theory of reasoned action was fitted better than Technology Acceptance Model.