مجله مطالعات رفتار مصرف کننده
سال یکم شماره 1 (پاییز و زمستان 1392)

The purpose of this study is to design a model for developing organizational innovation through customer capital management and markeing knowledge application.At First, reviewing historical researches, the metrics are extracted. The population consists of managers and experts in thirteen companies of Iran Transfo group and samples are selected from randomly among these companies. The research data is ghatherd by questionnaire and finally the operational model using structural equation modeling (SEM) is developed. The results show that respectively product and service innovation, process innovation & managerial innovation and through customer capital and markeing knowledge application improves organizational innovation. Also, customer capital directly affects respectively product and service innovation, managerial innovation & process innovation.

This paper aims to examine the relationships among Promotional-mix elements and Customer-based Brand Equity. Then, a model is developed to examine the relationships Promotional-mix elements and Customer-based brand equity in Food Industries of Tehran. The sample size is 240. Data are collected by questionnaire designed. The collected data is estimated using Lizrel and SEM method. The test results show that four dimensions of brand equity (brand awareness, perceived quality, and brand loyalty and brand Image) positively affect on Customer-based brand equity and all promotional-mix elements (except sales promotion) positively affect the Customer-based brand equity. In addition, among dimensions of brand equity, image brand has the most positive effect on brand equity and among elements of Promotional-mix, sell promotion has the most negative effect on brand equity. In the end, among the brands, Kalleh brand has the most Brand Equity and MiMas brand has the least Brand Equity.

Halal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring customer-based brand equity, therefore, the present study examined the effect of customer-based brand equity on purchase intention of Halal foods, in England, Germany and France. Data from 391 questionnaires were collected in paper and electronic form and by software SPSS19 and Amos18 was investigated. The findings showed brand awareness has a significant positive effect on perceived quality and brand associations, the results confirmed significant positive effects of perceived quality and brand associations on brand loyalty. Significant positive effect of brand loyalty as a core of customer-based brand equity on overall brand equity was confirmed. Finally, the effect of overall brand equity on purchase intention of Halal foods after analyzing was confirmed.

The aim of the present study was to investigate the relationship between competitive intelligence and marketing effectiveness of sport clubs in Alborz Province. After examining the relationship, the contribution of each component of competitive intelligence for prediction of marketing effectiveness was obtained. The research method was descriptive and correlational . The statistical populations were managers of sports clubs in Alborz Province. 153 subjects were selected. And 134 questionnaires were returned This questionnaire had 36 questions. 21 questions were related to competitive intelligence and 15 questions was related to marketing effectiveness. For data analysis, descriptive statistics and inferential statistics were analyzed by SPSS16. Results showed that there is a positive and significant relationship between competitive intelligence dimensions and marketing effectiveness. There is a significant difference between competitive intelligence and marketing effectiveness of male and female managers. Finding of this research clarifies that managers with using quadripartite variables of competitive intelligence (market opportunities, awareness of the competitors dangers, awareness of the competitors threats, key vulnerabilities) can improve the club's performance for offering services to customers, Achieving to stated goals and proceeding of their competitors.

Consensus exists in the academic and business experts regarding the growing challenges in the status of the marketing department within the organization. Practitioners and academics suggest that the department does not get enough acknowledge elements from the upper echelon due to its lack of accountability and internal legitimacy, despite its pivotal role in influencing the company's strategic direction. The aim of this study is explaining the relationship between the marketing's accountability and internal legitimacy by the firm performance. The methodology of the current study is a kind of descriptive-correlational one. The data collection instrument is a researcher-made questionnaire including a five-choice-range of Likert which has been distributed among the statistical sample of 315 of the middle managers and the employees of 35 brand owner firms in the clothing, home appliances, audio-visual, and furniture industries. The collected data has been analyzed using the structural equations modeling. The obtained results of the study indicated that the internal accountability of the marketing segment has a significant positive effect on the internal legitimacy and consequently its performance. More precisely, by increasing the marketing's accountability, the legitimacy of that segment has increased among other segments and this caused the firm performance improvement. However, the significant positive effect of the marketing's legitimacy on the willingness to collaborate and share knowledge with the mentioned segment has been confirmed, only the willingness to collaborate indicated its significant positive effect on the firm performance.

Today’s in the competitive world, competitive advantage is a key factor to any company. One of the most important and most non-duplication of any company assets is brand equity. Assess the consequences and outcomes of brand equity management are one of the most important issues to measure intangible assets of organizations in the new economy. This study examined factors affecting the brand preference by consumers. Three structures of knowledge equity, attitudinal equity and relationship equity investigated and their impact on brand preference is measured. Two brand examined in this study are Hakoupian and Maxim, that in the clothing industry are active in Iran. For data collection, a questionnaire with a five option’s Likert range of clothing, were distributed among consumers in Tehran. The data collected were analyzed with using structural equation modeling. The result show that only the relationship equity (Includes indicators of value received, brand satisfaction and loyalty attitude) has significant positive impact on brand preference. Also positive and significant impact between the intention to purchase and brand preferences has been confirmed.

Todays by increasing service industries, relationship marketing for absorbs and maintaince costumer and prepare their needs and wants for organization spatial for commerce banks is very important. Many attempted is done in these filed are documents for this phenomena. Organizational citizenship behavior as extra role cans facilate relationship marketing in organizations. For survey these claim in current study is attempted study relationship between relationship marketing and OCB   in commerce banks in Kurdistan province. For access to this aim 320 people of bank personnel is selection as sample. This study is applied and descriptive study and for data collecting is used of questionnaire instrument. For determining relationship between RM and OCB is used of Pearson correlation test. Also for determining the share of OCB dimensions impact on MR is used of anticipate regression and path analysis.   The results of this study is indicated there are meaningful relationships between OCB and MR. also dimensions of OCB such as organizational loyalty, organizational obedience and self development have main impact on MR in commerce banks in Kurdistan province.