فصلنامه تحقیقات بازاریابی نوین
سال سوم شماره 1 (پیاپی 8، بهار 1392)

Internal branding with the aim of achieving employee based brand equity is a new strategy to ensure that employees act according to brand promises. Since in service organizations, employees have the ability to significantly influence customers’ perceptions and purchase decisions and as they play a critical role in organizational success. Thus, strengthen the employee based brand equity can develop a long lasting competitive advantage for organization. The aim of this study was to introduce a model for investigating brand equity based on employees’ perspective and also identifying key factors affecting it in insurance companies. Required data were collected by means of questionnaire distributed among the employees of four insurance companies in Yazd Province. Structural Equation modeling based on partial least squares method was used to test the hypotheses. The results of this study indicate that employees’ feedback, internal brand communication and brand orientation have significant and positive effect on employee based brand equity. Another finding of this study is developing a reliable model for measuring employee based brand equity.

Abstract Studing the possibility of conclusion of a time sharing via definite contracts Time proportional contracts are such contracts in which the ownership of the property or its profits is transferred to the contracting party, proportional to time. This means that the party will have a right to use or operate the property in determined portion of the year and will be able to intervene in the property permanently or alternately according to the terms of the contract. This kind of contracts could be formed as a contract of rent, partnership in either the property or its profits, common sale conditional to partnership in profits and the contract of compromise. Concerning the essence of such contracts, conclusion in the form of loan, exchange and the right to benefit is impossible. Hereby, we will try to examine the possibility of conclusion of time proportional contracts in the form of determined contracts.

While traditional marketing communication is a kind of marketer-to-consumer communication, viral advertising is consumer-to-consumer communication. Advertisers believe that their messages will be viewed favourably if they have been recommended by a friend or social network’s member. This research aimed to examine the characteristics of viral advertisement. Strategy of the research was experimental. Students of the University of Mazandaran were selected as population of the research. Cluster sampling was applied to select the research sample. Then, the selected sample was equally divided into test and control groups. Four viral and four non-viral ads of unfamiliar brands were shown for test and control group respectively. The data was collected through questionare. Reliablity of the questionare was assessed using Cronbach's alpha. Data was analyzed using descriptive statistics and parametric tests including Kolmogorov-Smirnov, one sample T-test, two independent samples T-test and Spearman correlation. The results indicate that there is positive and significant difference between the emotional content of viral ads and non-viral ads. There is positive and significant correlation between emotional content and ad forwarding intention.

Nowadays, buying behavior and consumer communication behavior, has been influenced by social network. Consumers to purchase goods or services using information about buying behavior are motivated and will be shaped. Such networks, virtual communities that lead to the formation of groups and people will move in the direction of conformity. In this research, consumer Internet conformity (normative and informational conformity) has been investigated. The study sample included 384 students of shahid Chamran University of Ahvaz. For data analysis software spss 16 and lisrel8.5 was used. The results indicates that sense of belongingness and Community expertise on Community trustworthiness and Community trustworthiness on Informational consumer conformity Positive and significant impact, and also Self esteem on Conformity motivation No significant effect, but variable Involvement on Conformity motivation Positive and Conformity motivation on Normative consumer conformity has Positive significant impact.

Destination branding is one the most challenging and attractive discussions place marketing and in the field of tourism marketing nowadays. Considering the plethora of advantages of branding concepts and activities for countries around the globe and high potentials of Islamic Republic of Iran as a tourism destination, in this paper authors have tried to assess the current situation of tourism brand and the effectiveness of branding activities in Iran based on Hankinson model (2004). To achieve the objectives of this research 102 members of Iranian DMO consisting of managers and experts in the respected subject have been questioned. Collected data were analyzed with mean comparing methods. Findings implicate that Core brand of Iran (including, brand personality, brand positioning and brand reality) has serious problems and the degree of attention to branding activities and concepts is respectively too low. Based on our findings managerial and marketing recommends are presented.

Knowing customers of shopping centers contributes greatly to increase profits of these centers. Segmentation of the customers is one of the most effective means of knowing the customers. The purpose of this study was to present a segmentation of the customers based on their activities in the shopping centers. The participants were 157 visitors to Milad-e-Noor Shopping Center who were required to answer the questions in the questionnaire. Data were analyzed in three steps. Through the use of factor analysis, in the first step, the number of variables was reduced to the four factors of entertainment activities, planned shopping, shopping information gathering and unplanned shopping. These factors were then inserted into K-mean cluster analysis and, in the second step and the visitors were divided into 4 segments on the basis of their activity as following: traditionalists, shopping center enthusiasts, wandering customers, and entertainment seekers. In the third step, the demographic and behavioral variables were investigated in the identified clusters. Considering the variables of age, academic status and accompanying persons in shopping centers, these clusters were significantly different. In respect to variables of sex, marital status, the length of presence in the shopping centers, occupations and monthly salary they were recognized as homogenous, however.

Literature review in international market attractiveness evaluation and operational practice in Afghanistan demonstrate that there is two approaches in international market selection: expansion and systematic approach. In expansion approach, firms gradually enter low geographical and psychic distance markets. But, in systematic approach, by considering some factors and models, firms systematically evaluate and select foreign market(s). The importance and need for systematically evaluating and selecting potential foreign markets has been stressed by many researchers, and several models for selecting international markets had been prescribed. But, current model do not pass the test of reality, because they are not adapted with exporter decision making process and they are not consider important aspect of reality. Then, in this paper, we introduce a comprehensive international market attractiveness model that has four steps: demand attractiveness, attainment attractiveness, adaptation attractiveness and competition attractiveness. At last, according to tested model, a systematic support model is developed and is expected to introduce a new approach for Afghan exporters based on the upcoming suggestions.

Customers are increasingly confronting with foreign market through internet and tourism. So they are challenged to evaluate prices in different currencies. They are familiar with the product price but they are engaged in a perceptual process while they are evaluating prices in different currencies. In this research customer currency perception and the price sensitivity is considered. The customer price sensitivity in different currencies would be measured through a pricing model. Questionnaire was applied as data gathering tool. The result showed customers experience perceptual bias when evaluating prices same in real value and different in nominal value and nominal value affects the customer purchase attitude. This bias reflects as the customer price sensitivity is less in low denomination currency. Findings have important implications for pricing in regional markets, internet market and also in tourism industry for customers and international companies.

One of the most important purposes of any organization is to attract customer satisfaction and service recipients through offering services with high quality. Organizations by different ways to obtain the reasonable demand and legal requirements, then due to these service demands, response appropriately (Ziviar Farzad, 1390). Factors such as accelerating office works associated with suitable/ healthy behavior and accuracy in customer demands has a great importance, While it cause the clients to be satisfied. The administrative system of Iran, however, the religious matters are included in all organizations and offices according to our Islamic leader command. These overall policies have been notified to administrative system and upstream documentation like development plan regulation and civil service management code. Thus, the main principle is that the employees consider clients and customers like their own self, which means act and behave like what they expect for themselves. This survey is a field study. The research method is descriptive – analytic as well as inferential. In fact, samples have chosen from the clients attending to Isfahan department of physical education during the years, 1384 to 1390. Data collected through filling out the questionnaire by the clients. So the satisfaction was evaluated through six years. Sample selection was completely random from men and women attending to the department. All the required data analyzed and categorized by SPSS techniques. Therefore, this study is done descriptively to explain the objective and accurate systematic of facts happen in our sample. Findings of this survey show that the satisfaction of clients in the department of physical education has decreasing trend during the years, 1385 to 1390. the average satisfaction during these years is 76,25 that is less than the average satisfaction in Isfahan province in the same year. Statistics also show that the top rated (or high score) belongs to the quality of employees ' behavior in dealing with customers and the lowest score belongs to lack of physical equipments and enough space. Key words: functional evaluation, satisfaction, Isfahan department of physical education, csm model (customer satisfaction measurement).