فصلنامه تحقیقات بازاریابی نوین
سال ششم شماره 4 (پیاپی 23، زمستان 1395)

Outdoor advertising is one of the newest and the most important growing approaches to promote a brand in today's urban environmental graphics. Regarding the effectiveness of outdoor advertising compared to other types of advertising, it can play an important role in improving brand awareness and brand preference in the audiences and customer's minds and ultimately in brand loyalty. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability the researchers reviewed the research literature, then, statistical sample of The population of this research is composed of customers and clients of Palladium Mall in Tehran that were exposed to environmental advertising of this Mall were selected and the research hypotheses were tested using structural equations and regressions. The results showed that the visual aspects of outdoor advertising, including brand, logo, typography, color and outdoor advertising slogans have significant positive effect on brand awareness and brand preference. Also, commercial complex brand awareness and brand preferences have a significant effect on brand loyalty.

The aim of this study was to determine and assess solutions to develop medical tourism in Golestan Province, Iran. A qualitative method was adopted to collect data from experts on tourism and medical sectors from February to August 2015.Analytic Network Process (ANP) is used to identify dependency among criteria and subcriteria .The results reveal that most effective criteria on medical tourism development in Golestan based on importance are: Structure, physician, quality, communication, hospital, promotion, advertising and distribution channels and country as the last effective criteria. Several solutions were considered based on the criteria importance that on top of the list are: promoting private participation in medical tourism, specialized hospitals and clinics for medical tourists with supportive facilities and public-private cooperation.

The present research deals with conceptualization of the city branding model in Iran. The extracted model is based on the quantitative research method of the "grounded theory" using theoretical sampling method with semi-structured interviews with 18 experts of various fields of marketing and management and economy. Then, to enhance its external credit a questionnaire was set and the elite's ideas in that regard were assessed. In short, the findings of this research showed that the phenomenon of city branding in the country is influenced by several factors that were classified in causal, interventional and ground conditions and different economic, social results and mental effects were raised as the consequences of the implementation of the city branding strategies. Hereof it is suggested that, studying the current situation of branding and the available (internal and external) image of their cities, the city managers would develop the strategy of city branding and, if needed, they modify the inappropriate internal and external image of the natural and human geography of the cities through changing and re-positioning, and reproducing the image, create the decent position in the mind of target addressees. In this regard, presence of the convinced citizens who can create a stable identity for their city and advocate the city brand strongly can guarantee the success of any branding programs.

recently, the desire to boycott the pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates has increased significantly among Iranians. Clearly it can be due to the resentments and hostilities. The concept of Customer Animosity that has seriously followed up in international marketing’s discussions can be effective in explaining such tendencies. This article that is descriptive-analytical in nature, with structural equation modeling tries to develop a coherent understanding of the situation. For this, the result of 394 questionnaires showed that stable and Situational animosities have most effect on boycott motivations. Stable animosity has a significant positive effect on lower pilgrimage and recreation trip’s assessment. Situational animosity shows a strong effect on consumer affinity and ethnocentrism. Lower valuation and consumer affinity and ethnocentrism have strong positive effect on boycott motivations. Religious Tendencies has strong negative effects on stable animosity, lower assessment, and boycott motivation. Such factors explain 79% of the variance of boycott motivation and 70% of the lower assessment of pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates.

One of the most important issues in management is intention to stay in organizational workplace. organizations expenses a lot to absorption, training and protection of specialized human resources but in lack of suitable circumstances they face with problem of abandoning organization and these worth resources abandon their organization hardly or dissatisfaction. So, this study in terms of objective is applied and the method of data collection is descriptive and survey. For this article, 210 from 466 employees in a public organization were subject to selected in a convenience sampling way as the statistical sample of this research. To analyze collected data, structural equation modeling and Amos software were employed. Research conceptual model was tested by statistical techniques and structural equation modeling. The results indicated that; employed structural equation model, provides a powerful theoretical model for predicting intention to stay through internal brand management, Career anchors and job satisfaction. Also, significant impact of Career anchors and job satisfaction on intention to stay was confirmed. But impact of internal brand management on job satisfaction and intention to stay were not confirmed. On the other hand, the significant impact of Career anchors on job satisfaction, Career anchors on intention to stay, job satisfaction on intention to stay and indirect impact of Career anchors on intention to stay through job satisfaction was confirmed.

The importance of the concept of retailer brand personality is undeniable.Marketing experts believe that retailers such as individuals and product brands have distinctive personality from the consumer perspective. The researchers when conducting research on consumer loyalty and satisfaction have considerable emphasis on this concept. The most important issue in the retailer's brand personality is to answer the question: what factors and how they led to the formation of brand personality retailer. In this study, we have tried to answer this question based on experiential marketing approach. In this study have evaluated the effect of four experimental values on retailer brand personality dimensions based on conceptualization of the experimental values in marketing. Finally, the relationship between dimensions of retailer brand personality and brand loyalty is measured. This research is practical and the way of this research is survey- analysis. Statistical populations of the research are customers of hyper Star Store in Tehran) that have been selected by accessible Sampling (n=343).The research was Questionnaire, Its validity was confirmed by experts and its reliability using Cronbach's alpha ( 0/89 ) was confirmed. The results show that only the experimental values of service excellence have positive impact on all three dimensions of retailer brand personality and reactive values have more effect on the retailer's brand personality than active values.

In today's competitive world, different industries have come to the conclusion that due to survival in today's competitive world, continuous improvement in organizational performance is essential. Today, organizations are looking to increase profitability and maximize long-term performance of the organization. The understanding contingency effects of marketing activities on firm performance is essential. According to this, this research is examines to the effect of marketing exploitation and exploration on market performance: Moderating role of supplier collaboration. This research method of based on purpose is practical, in terms of how to compile and run, descriptive-causely, in terms of collecting information is questionnaire. The study population consisted of small and medium- sized manufacturing companies in the industrial city of Mazandaran province that overall there are 51 active companies. For descriptive analysis of this study, used of SPSS software and for test to hypotheses, used of structural equation modeling techniques SmartPLS2. Finding show that marketing activities (exploration and exploitation) on organizational performance is effectives through collaboration with suppliers.

Exports have direct effects on the development and economic growth of our country and therefore in the present world of turbulent and competition, existence of a sure approach in order to achieve short-term and long-term goals may help firms to participate in the ways of progress, growth and maturity, and it will it to appropriate position among managers and employees. Despite of experimental and theoretical advances in the field of strategy-performance, still there is a little agreement on the nature of the interaction of these two concepts. The aim of this study is to improve the export performance of companies according to the type of strategic orientation of the companies managers. Statistical population of this study are all the managers of active exporting companies in Boushehr that a total of 33 companies are real active, in this study the total of 33 companies are required. In cooperation with the Chamber of Commerce of the Boushehr, a total of 30 questionnaires were collected. For data analysis the method of structural equation modeling of Smart-PLS software was used. The results show that the aggressiveness strategy had no significant effect on export performance and according to T statistics, the research hypothesis is rejected. The results also show that the strategy of Future orientation, proactiveness and risk-taking are positive and significant impact on export performance.

Despite the emphasis of the theoretical foundations of marketing on the role of electronic word of mouth (e-WOM) because of its low costs and high impact as well as individual motivation to engage in e-WOM, on desire to purchase, no model has been presented to evaluate the impact of motivations for participation on the desire to purchase. The current study was conducted to identify what motivates people to participate in e-WOM and to assess the impact of these incentives on purchase intention of the users through messaging features. The research was descriptive and aimed to establish a correlation between the research variables. According to the purpose of study which was to present a model and test the impact of variables, structural equation modeling was used. The population consisted of individuals who sought the opinions and experiences of others who had already experienced online shopping in websites to purchase digital produces. The main tool for data gathering was questionnaire. The results show that social motivates of participation in e-WOM have not effect on the desire to purchase but informational motivates to participate in e-WOM was effect on the desire to purchase goods online. The findings indicate that people’s motivation to purchase goods online is not due their desire to improve their social image or take advantage of social benefits and opportunities. These motivates on people’s desire to purchase online are reasons such as people's willingness to take advice from others, collecting information, reducing search time and reducing the risk of purchase.

The aim to carry out such research is to design and explain a model of effective factors on the intention and behavior of the youth purchase in the Iran’s culture; to achieve this aim, two qualitative and quantitative approaches were used. In the qualitative stage through a literature review and Delphi technique in addition to the personal values, twelve variables in four dimensions of values, psychological features, social factors and the other factors related to the product were considered as the effective factors on the youth purchasing behavior in the clothing industry. In the quantitative stage, a sample of 500 people, chosen from 18 to 29 year old students, were extracted in multistage sampling method; and were analyzed through exploratory factor analysis, confirmatory factor analysis and structural equation modeling. The results coming from the study suggest the personality and psychological features and social factors are effective on the intention and behavior of youth. Also, the internal values of young consumers affect the purchaser’s behavior through the psychological features and purchasing intention.