فصلنامه مدیریت بازرگانی
سال هفتم شماره 25 (پاییز 1394)

Customer segmentation is one of the main and key issues in customer relationship management studies. One of the main challenges of customer segmentation is segments’ instability and changes over time. Segments’ changes can be categorized into two main categories including structural and content changes. The focus of this paper is on the structural change which is very important. To analyze the structural changes, a hybrid method of clustering and association rule mining techniques is presented and implemented on the data of a main service provider in telecommunication industry in Iran. Based on the results, the structural changes are categorized into cyclic changes and changes with trend and discussed. The results show that a growing trend has been formed implying creating a new segment in this corporation. The results lead the marketing managers to useful knowledge to develop more effective marketing decisions.

The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. present study falls into the category of applied studies and methodologically is a descriptive / survey research. statistical population consists of all Benetton customers who buy at benetton store in shriaz city, of which 384 customers (estimated by cochran formula) are selected using non probability sampling method. questionnaire validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). Findings reveal that, identity made by a brand can affect brand love and brand jealousy while brand love can influence brand jealousy. Another finding show that brand love unlike to brand jealousy has not influenced anti-brand activism. Analysing the mediating role of variables also shows that brand love has mediated – but not fully- the relationship between customer identification with brand and brand jealousy.

Today, by increasing use of mobile services, mobile advertising is considered as one of the most important and influential marketing activities. In this regard, advertising activities need to focus on customers according to their needs, tendencies and by providing value-added services, advertising admission process to complete. The aim of this study is to analyze the impact of marketing communications / media on acceptance of mobile advertising. The present study is applicable in terms of goal as well as descriptive in terms of data acquisition. To evaluate the proposed model and hypotheses, data acquisition from 400 mobile phone users was carried out in the city of Bushehr. In order to analysis of the data and verification of the model, structural equation modeling (SEM) and confirmatory factor analysis (CFA) were used, and the relation between the variables in the model based on the results of the path analysis were investigated
The results indicate a positive impact indices interaction, credit, entertainment, incentive and informativeness, and the negative impact of on the acceptance of mobile advertising.

The purpose of this research is to considering the relationship between enterprise intelligence, attractiveness and banks’ internal capabilities with their competitiveness. Research method is descriptive-correlative with structural equations model. Statistical community includes all managers’ employees in various branches of Ilam provincial public (governmental) banks, totally 1800 subjects. By using Morgan table 317 subjects were selected as sample. Research sampling method is proportional. To gather data, it was used a researcher made questionnaire, its reliability was confirmed by using α-cronbach. Finally, data set were analyzed by means of LISREL or structural equations modeling. Research results show that there is a direct, positive and meaningful relationship between enterprise intelligence, attractiveness and banks’ internal capabilities with their competitiveness.

In current era this need strongly feels that marketing thought has to move toward new marketing perspective. Abundance Evidences show that marketing should be interdisciplinary and cross –functionality, hence we have to more focus on human resources, agil and empowered structures, networks and strategic alliences. Research design is discribtive and survey which in terms of object is applicable. The population of research consists of all employees of private owned educational institutions located in Shiraz city. The reliability of data through questionnaires distributed to all of the variables was greater than 7.0 for a total of 207 completed and usable questionnaires were collected. Generally, conceptual pattern of research has eight variables, and seven hyphothesis. Results show that in spite of value creation, other dimensions have significance effect on organizational agility.

Although one of the main reasons to brand equity importance is its strategic role in creating companies’competitive advantage, in previous studies, there has been less paying attention toeffective intra-organizational factors on brand equity.Some of these factors are variables of "social responsibility" and " organizational identity ". In recent decades, social responsibility has become dominant paradigm inthe field of managingcompanies. Furthermore, studies have shown that promotion of organizational identity has a great impact on the performance and achieving organization goals.Accordingly, in this study, a structural model is presented through availableresearch literature review, and based on the findings of previous researchers, to investigate the impact of social responsibility andorganizational identityon brand equity.
To achieve this purpose, a statistical universe consists of 80 people from experts and 392 people customers of Guilan Pars Khazar Company have been randomly selected. Research hypotheses were tested by correlation coefficient and structural equation modeling. Results indicate that social responsibility both directly and through its impact on organizational identity, affects the company brand equity,indirectly. Therefore, companies in order to increase and promote their brand equity, beside commitment to their social responsibility, should attempt towards establishing a cohesive organizational identity.

The aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. Regarding to the research purpose this study is applied and as the data collection this study is descriptive-causal based on structural equation modeling. The research tool for data gathering was a valid questionnaire and the research population was included consumers of Samsung brand of Household Appliances. Using Process Method of sampling 393 samples has been included in the survey. After collecting data from consumers of Samsung appliances in Tehran, Partial Least Squares analyses as well as statistical software smartPLS have been used. The findings demonstrated that advertising has the greatest indirect effect on brand equity and awareness along with brand associations has not any effect on the brand loyalty. Hence, it is recommended to the marketing managers that placed advertising and sales promotion programs in their marketing plans. Also, brand managers notice to three dimensions of brand equity to create brand equity and consequently to gain competitive advantage.

this paper explores the relationship between cognitive dissonance and Product Involvement. This project is a descriptive- mensurable research. The statistical population of this project includes all students of Isfahan University in 2012-2013, and the sample volume was determined through Cochran Formula (354); and they were selected via stratified random sampling method. Data was collected through questionnaire in which cognitive dissonance was taken from Sweeney et al (2000) and product involvement from Mcquarrie (1992). Information obtained from the completed questionnaire were analyzed through SPSS21 and AMOS21 software. Results show that Product involvement is inversely related to cognitive dissonance. This correlation indicates that a consumer doesn‟t feel an after purchase cognitive dissonance if he is highly involved in the purchase decision.

Brand Placement is a modern method in advertising in a variety of media specially in movies. The objective of this research is investigating the influence of context factors on the effectiveness of brand placement. In this regard, two factors of purchase intention & recall are studied as the most important criteria of effectiveness of brand placement. This research is applied in the view of objective, and from the view of data gathering, it is descriptive. The society of this research is the students of applied courses in business training center of Tehran. The sample constitutes of 342 people which were selected randomly.in order to analyze the data by inferential statistics, Bartlet test, Confirmatory factor analysis, Exploratory factor analysis and SEM is used. The research results indicate that context factors such as the audience interest in the movie and the overall interest in movies influence on overall attitude of audience. Furthermore the factor of familiarity with a movie does not affect the overall attitude of audience toward brand placement.

This research is aimed at studying the effects of personality traits on obsessive shopping and its influence over oniomania with adjusting effects of keeping up with the joneses. This is an applied research with descriptive method. Statistical society was Semnan university students and sampling method was cluster sampling .according to Morgan's table a sample of 377 or more was appropriate .we analyzed data from 380 questionnaires that detected completely answered. The reliability of research tool was measured and verified by inspecting internal consistency and validity by convergent and divergent validity. To study the research hypotheses, structural equations modeling was practiced. In the level of significance 0.05, results revealed that there was a positive and significant correlation between personality traits and obsessive shopping. Obsessive shopping, on the other hand, has positive and significant influence over oniomania. Furthermore, keeping up with the joneses increasingly adjust the effect of obsessive shopping on oniomania.

Iraq market is a suitable and valuable market for the Iranian companies considering its high facilities for exporting their products. But no local model was offered to evaluate and promote the export performance of the companies. This research is done with the objective to “present local model for promoting the export performance of Iranian companies”. Using exploratory factor analysis, forty five criteria were known and categorized in seven classes in the next step and the conceptual model was presented based on the results. The gathered data was analyzed by one sample T test to understand the current situation. After that, the model was presented by using correlation, ANOVA, LSD, and path analysis tests for promoting the export performance of Iranian companies in Iraq. In the final model, the effect of strategy factor was 0.302, governmental supports factor was 0.059, marketing mix factor was 0.189, companies characteristics was 0.047, the hosts market characteristics factor was 0.023, and finally the organizational resources factor was 0.079. The presented model can forecast the export performance up to 70 percent.

Partner`s decision and policy making on allocating resource to innovation activities in a supply chain is not a static situation and to achieve a sustainable competitive advantage, the previous decisions must be reviewed continuously. However, this dynamic decision making process cannot be provided by the current static view. So, the current study presents a dynamic model to investigate endogenous and exogenous changes through designing feedback mechanisms and using system dynamics approach. Also, it provides a tool to analyze the behavior of system using different scenarios and policies. In addition to presenting the Cause and Effect diagram and Flow diagram, the study findings show that the most appropriate investment policy on innovation activities is the policy that allocates the resources in based on the gap performance.