فصلنامه تحقیقات بازاریابی نوین
سال پنجم شماره 3 (پیاپی 18، پاییز 1394)

Due to geographic and physical distance between buyer and seller in export and import companies can exist. Use of networks may play an important role in enterprises. The study has examined the abilities of a network and its impact on its international performance. Networking capabilities include network Features, network resources and network operations. Network features include the ability to build relationships and trust in network. Network operations include network coordination and learning, and network resources are made up of the three dimensions of human capital resources, network synergies resources, and sharing of information. In this paper, after studying the capabilities of the network, its impact on the international performance has been investigated by stating assumptions. The studied population in this research project are import and export companies of Bushehr province, and the sample is 105 company. (PLS) software is used to test the conceptual model of the study. The results show that the network features, network operations and network resources have significant impacts on the performance of export and import companies.

Our study provides insight into the relationships between online store beliefs and consumer online impulse buying behavior. The model was tested using survey data from 384 customers of online store in Tehran city. After collecting the data and information is used structural equation test of the inferential techniques using smart Lisrel software. Our results showed that Attractiveness of goods have Symmetric effect on both positive and negative emotions, while the ease of use had significant influence on emotions. According to the beliefs of "encouraging the result of marketing" fun and style to communicate with the website, have a significant impact on positive emotions, but the effect is insignificantly negative emotion and ultimately results in a significant impact on incentives to purchase and enjoy the search for a meaningful impact on the purchase of an impulse buying, So to stimulate the purchase. Online retailers should be creating a site calm, friendly and fun with attractive Ordering.

One of the most important issues that Iran faces with is boycott term that can be studied from various aspects and for the first time in Iran this variable is marked in management concept in this paper. The purpose of the paper is surveying the impact of boycott intention on purchase decision through consumer decision making style according to the use of American toothpastes in Tehran. The sample was 345 American toothpaste consumers that surveyed by questionnaire which approved a valid and reliable six-item version of the scale. Analysis conducted by regression techniques and findings show that the scale can be used effectively in these mixed political and economic variables. The results presented that Tehran's American toothpastes consumers don’t have any attention on boycott decision paying attention on quality, plan and confused factors but not about others through the purchase decision although the only important part of purchase decision for the consumers was brand.

Using online social networks and information collection from sites can affect purchasing behavior. Consumer cognize their friend's buying decisions more valuable to the anonymou's decisions and trust them more. This Study examine the impact of intention to use online social networks on brand's performance with emphasize on customer-based brand equity. Data were collected through a questionnaire that was distributed among 384 college students. Research findings suggest that there is a positive relationship between the intention to use online social networks and customer-based brand equity, but there is no significant relationship between the intention to use online social networks and Brand market performance. Also there is a positive relationship between customer-based brand equity and Brand market performance.

Advertising is an important part of marketing and one thing that is important is to pay attention to what will has more impact on the attitude of consumers. This study is an attempt to examine the issue of economic beliefs in advertising, promotions, social beliefs, ethics in advertising, legal belief in the usefulness of the ads and personal ads, ads on attitudes to be effective or not The population for this study were the students of Persian Gulf University, Bushehr. The sample’s size was estimated with using Cochran's formula 413 persons Data were collected using questionnaires, and with random sampling, questionnaires were distributed among the students. The data were analyzed by software Amos and it was observed due to the economic ideas in advertising, ethics in advertising, legal belief in the usefulness of the ads and personal ads are positive and significant impact on attitudes to advertising.

Commercializing Academic studies and research is a Process that needs trilateral cooperation among university, industry and government. Academic institutions by responding to social needs and helping to boost economic development, improve their public image. Concurrent with the development of research activities, especially in the field of new technologies, new perspectives are formed that In such circumstances, a new form of companies have emerged as Reproductive Companies. Reproductive Company is a kind of new business that is the result of separation from university. The present study was an attempt to investigate the effect of environmental factors on the success of academic reproductive companies of Isfahan Scientific and Research Town.This study is practical in purpose and is a descriptive-survey one the from research methodology perspective. The population consists of 256 companies. A sample of 148 companies was selected. The sample size was determined through the Morgan Sampling Table. The sample members were selected randomly. In order to collect the research data, a researcher-developed questionnaire was developed. The questionnaire consists of 45 questions. The validity of questionnaire was measured through both content and construct validity. Also the reliability of questionnaire was measured through Cronbach’s Alpha Coefficient. The coefficient was 0.916 which confirms the reliability of the questionnaire. The research data were analyzed through AMOS. The findings revealed that factors like the governmental rules, parent universities, and regions affect the company success. Among the sated factors, region, state laws and parent university have the highest impact on the success of these companies, respectively.

This study aimed to investigate the relationship and interaction between product attributes, customer experience and brand equity, with purchase intention and brand loyalty of mobile from the perspective of consumers in Ahvaz city. This study is a descriptive research which to collect data from the survey and for data analysis, correlation method is used. The study sample is all mobile users in Ahvaz city that due to lack of access to the entire sample, with convenience and purposive sampling, 400 subjects were selected. A questionnaire was used for data gathering and for data analyzing, structural equation modeling and LISREL software were used. The results of the research found that ease of use, perceived usefulness and aesthetics had no positive and significant impact on study`s variables and between the attributes of mobile product, just entertainment has positive and significant impact on customer experience and brand equity. Also, there is a significant relationship between brand equity with brand loyalty and purchase intention.

One of the main factors influencing consumer behavior is economic conditions. This research has been done on the subject of "A Survey in effects of reducing purchasing power on buying and consumption of detergent and cleaning products among consumers in Tehran". The purpose of this research is analyzing the effects of decreased purchasing power on the consumer in detergent products. In this research different factors affecting the consumer behavior, the way these factors enter the consumer black box and are processed under the influence of motivations, attitudes, perceptions, and learning have been discussed. This research is categorized as a descriptive – survey study. The research is categorized as an application survey on a purpose basis. Questionnaires were used for data collecting. 440 questionnaires were distributed and 384 of them were used for analysis. Based on the results of the survey, after processing collected data, all five hypotheses were confirmed. The results show that decreasing purchasing power has had an effect on all stages of the consumer behavior process.

Complex and dynamic stores environment causes customers have different perceptions to image and store products. Stores may be active in managing their images in customers mind. Desirable and powerful imagery from the store for customers creates value for retailers and customers. Retailer equity is manifested in awareness, association, perceived quality and loyalty towards the retailer. In this paper, the influence of dimensions of store image on retailer equity has been studied with a sample size of 250 customers of 3 convenience stores, Refah, complex of citycenter (HyperStar) and Kowsar, with a questionnaire. 11 research hypotheses with path analysis model, with AMOS software had been evaluated. Results show the positive influence of 6 dimensions of store image on retailer equity and the positive influence of other dimensions of retailer equity on loyalty towards the retailer. According to the proposals, can adjust negative perceptions of store image customer to stores and maintain desired position.

With increasing competition and reducing the possibility of exposure to commodities, the possibility of participating in trade exhibition is important hundredfold. Exhibiting a great opportunity for companies provide the goods. The exhibition will present a pre-determined targets and long-term planning to achieve these goals, the recognition of its resources in setting goals as a fundamental principle of the company, is participating in the exhibition. The purpose of this study was to assess the importance sources of participating in trade exhibition and the impact that it will have sources of to achieve the objectives of the exhibition. The study in term of purpose is applied and in term of data collection is descriptive - and the correlation. The research includes companies participating in international exhibition Bushehr over 180 companies. This study used a sample of 120 companies was Morgan. Data derived from the survey questionnaire. Validity through the content validity and reliability through Cronbach's alpha was approved. Data Analysis is a method of structural equation modeling. Results and The results obtained suggest that the booth personnel sources of, sources of exhibition have a significant impact on sales targets and management capabilities. The booth personnel sources of and the ability to communicate with customers also have a significant impact on sales purposes. The findings of this study it can be concluded that except for the purposes of sale and non-sale capabilities partnership that does not, improvement of existing resources and capabilities of each model achieves sales targets and other participants will sell.

In recent years, the brand has been known widely as an important element to ensure achievement for Business and companies. This paper aims to study the polarizing brands in Iran mobile handset market. Statistic society includes all of customers of 10 active brands in Sanandaj mobile handset market and 299 questionnaires were gathered as a sample. The finding identify that overall attitude was positive. Also, The results obtained show that the brands of LG, Lenovo, Apple, Sony, Samsung,HTC, Huawei,Nokia and Sony Ericsson were positive but Customers of GLX didn’t have a good attitude. Finally, several policies are made for improving brand attitude and loyalty that create value for Mobile Handset brands.

This paper investigates the factors which are affecting customers satisfaction of Mobarake steel complex. Since there is a wide rang of factors affecting customer satisfaction,this paper pays attention to those factors which have CRM approach. The investigation society of the research is the marketing experts of Moabarake steel complex who have direct relationship with customers.At first, the factors were identified by experts using Fuzzy Delphi method and then the relationship between factors were specified by cause and effect diagram (system dynamics). At the end, by use of cause and effect diagram, experts viewpoints and literature review of the study, the flow diagram was prepared. The following, some loops are explained. After that, two scenarios including the impact of increase in credit sales and also reducing the delay in shipment which are suggested by Mobarake steel complex are analyzed by use of flow diagram and Vensim soft ware.As a conclusion the paper proposes some suggestions to Mobarake steel company in order to improve its customer satisfaction.