Journal of International Marketing Modeling
Volume:3 Issue: 2, Summer-Autumn 2022

Cause-related marketing (CRM) is an important tool in sports organizations to promote brand image and sell products. CRM faces a major challenge, and that is the skepticism about the program from sports consumers. Consumer pessimism is that the consumer is skeptical of the sports organization participating in the CRM program. Therefore, in this research, we tried to examine the factors related to participation in cause-related marketing and the role of sport consumers' attitudes in developing cause-related marketing.The statistical population was consumers of sports products in Sanandaj city. 420 sport consumers were randomly selected based on Morgan and Krejcie table as sample. The link of the questionnaire was sent to sports consumers in Sanandaj through telegram channels and members were asked to respond to the questionnaire through the link. SPSS16 and Amos 24 software were used for data analysis. Structural equation modeling was used to test the hypotheses and to evaluate the overall fit of the research model. The results showed that familiarity with cause-related marketing, donation proximity, cause scope, message format and cause-brand fit all had a positive effect on attitude towards CRM and attitude had a positive effect on purchase intention. Therefore, observing the above criteria reduces doubts about these programs and has a positive effect on attitudes toward CRM and increases purchase intention in sports consumers, an issue that is very important in sports organizations.

The purpose of this study is to investigate the effect of visual attention on brand recall considering the moderating role of brand usage experience (case of study; four and five star hotels in Mashhad). The research method is applied in terms of purpose and descriptive correlation in terms of data collection. The statistical population of the study includes all the guests of four and five star hotels in Mashhad city, which is an undetermined and unspecified number, therefore, based on the rule of 5-10 times structural equations, to estimate the sample size, 170 people were selected using multi-stage cluster sampling method. The measuring instrument of this research was a standard questionnaire with 17 questions. Content validity of the questionnaire was confirmed according to experts’ opinions and its construct validity was confirmed based on confirmatory factor analysis technique. Cronbach’s alpha test was used to measure the reliability of the questionnaire and the reliability was also confirmed. In order to analyze the data, structural equation technique was used using smart PLS software. The results showed that visual attention have a positive and significant effect on brand recall due to the moderating role of brand usage experience. It was also found that brand experience can moderate the effects of hotel visual attention on brand recall.

The rationality of individual investors in the financial markets has been challenged in the last few decades, and a paradigm shift can be witnessed among the investors who are influenced by both rational as well as psychological biases such as self-attribution and overconfidence. The purpose of this study is to investigate the effect of self-attribution bias on investor's behavior with mediating role of overconfidence bias. This research method is a descriptive survey. This study was conducted in investors of Tehran Stock Exchange. The sample comprises Investors, which were selected randomly. Data have been collected by the Mahina et al’s (2018) self-attribution bias questionnaire, the ul Abdin et al’s (2022) overconfidence questionnaire and the Parmitasari et al’s (2018) investor's behavior questionnaire. The validity of the research questionnaires was assessed based on construct validity, diagnostic and convergent validity and its reliability was measured by Cronbach's alpha coefficient. The research model was tested with using Smart PLS software. The results showed that self-attribution bias has effect on overconfidence and investor's behavior. The effect of overconfidence on investor's behavior is significant. Overconfidence mediates the relationship between self-attribution bias and investor's behavior.

Nowadays, mobile social networks have attracted many users worldwide. With its unique services, each mobile social network has paved the way for growing and expanding the jobs and communications among companies, experts and users in different areas. Therefore, such networks can represent a proper chance for brands to engrave their names in users’ minds. Due to novelty, no comprehensive model (which involves all influential components) is provided to accept networks in such networks. Present study is conducted to design an integrated advertisement acceptance model in mobile social networks through a meta-synthesis method. Here, relevant literature is analyzed and initial research framework is represented. Then, by using qualitative methodology tools such as open-ended questionnaires and deep interviews with experts, initial model was developed and marketing comprehensive model in mobile social networks was devised. Finally, the model was modified by organizing focus group meetings and final conceptual model for advertisement acceptance in mobile social networks was designed. Results indicate that theme, market forces, demographical factors, conceived content, consuming factors, social norms, advertisement factors, motivational and deteriorative factors all impact of advertisement acceptance in mobile social networks. In conclusion, some research and applied recommendations are provided.

The field of tourism has become one of the centers of attention of every country, because recently we have seen its increasing growth in the world. For this reason, every developing country will have promising opportunities for its development in that sector. A literature review on perceived coolness is a new concept in creative tourism. Perceived coolness is the consumer's perception of high quality, freshness, and achieving goals creatively. Previous research has shown that whenever the desired experience is supported by an emotional feeling such as a 'cool' feeling, which is creatively made, this will lead to satisfaction and continuity in the use of the tourist destination. The; purpose of this article is to determine four antecedents of perceived coolness (perceived value, uniqueness, identification, and attractiveness) and four consequences of perceived coolness (destination loyalty, place attachment, revisit intention, and authentic pride) of tourists in tourism destinations. The results of this research were obtained from a total of 217 Iranian tourists who visited selected cities in Iran (Yazd, Shiraz, Esfahan, and Mashhad). In this research, partial least square 3 (PLS 3) structural approach was used to analyze 217 valid responses. The results of this research proved that identification and attractiveness are the antecedents of perceived coolness that have a positive effect on perceived coolness, and perceived coolness has a positive effect on destination loyalty, place attachment, revisit intention, and authentic pride.