فصلنامه تحقیقات بازاریابی نوین
سال پنجم شماره 4 (پیاپی 19، زمستان 1394)

In recent years there has been increasing interest among marketing Academy that interpersonal communication theories and their application in consumer psychology works are used in their research and check them out. The present study investigated the effect of self-esteem, self-expression and product hedonism on brand love and jealousy brand and the consequences of it. This study is an applied research with descriptive analytical methodology. This research was carried out among Apple's mobile customers in the Ghaemshahr city. According to the sampling formula for unlimited community, the sample size of 384 was obtained. A questionnaire was used to collect data in this study. Data were analyzed by softwares SPSS and LISREL. The results showed that the self-esteem has a positive and significant impact on brand jealousy, product hedonism and self-expression have a positive and significant impact on brand love. As well as brand love on brand jealousy, purchase intention and impulse buying has a positive and significant impact. Finally, brand jealousy also has a positive and significant impact on purchase intention.

This study with aim of investigation and identification of most important determinant criteria in significant distributors selecting by retailer customers did in Iran steel market and Arvin steel distributor selected as case of study. This research is of survey type and for data collect, a questionnaire was developed from various sources in the literature, used. Sample of 107 customers of Arvin steel distributor in Tehran city was selected. Also, Structure Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) and two software package "SPSS and LISREL" are used for analyzing the data. in total, nine variable "managerial capability", "marketing capability", "relationship intensity", "logistics capability", "financial capability", "physical facilities", "market cover", "product line" and "reputation" of distributor identified as main determinant factors in distributor selecting. Study findings show that the effect of "managerial capability", "marketing capability", "Relationship intensity", "Logistics capability", "financial capability", "Physical facilities", "Market cover" and "reputation" on distributor choice were statistically significant.

Among the most important sectors of Iranian economy is banking, an industry which has become more competitive over the recent decade. An objective of banks marketing is to increase brand equity. Since reputation is an important factor in improvement of brand equity, the present research evaluated the impact of bank customer-based reputation on total brand equity. A survey was conducted in Tehran metropolitan area, with the sample size of 246 people. Findings showed the positive impact of bank customer-based reputation on total brand equity (t=6. 16, β=0. 56). Effect of» trust in brand «on» bank customer-based reputation« (t=8. 93, β=0. 80) is much stronger than that of word of mouth (WOM) (t=3. 19, β=0. 22). It is concluded that WOM is not much effective in persuading customer to make use of banks’ services. The paper proposes the necessity of developing a local scale for bank customer-based reputation. An innovative aspect of the research is offering four constructs, instead of one, in order to conceptualize WOM. These four constructs are described by the matrix of nature – content of communication.

Research in marketing suggests that “collaborative communication” is important for firms to sustain competitive advantage, especially in industrial markets. This study integrates “relational” and “resource-based views” to articulate how collaborative communication influences different relational performance metrics. The aim of this study is to investigating the effect of collaborative communication on relational performance metrics in industrial markets of Zanjan.Therefor, 114 questionnaires among the managers industrial markets of Zanjan distributed and collected. Of these, 93 number questionnaires that completed were analyzed. The reliability of research instrument was 0/938, indicating that it is desirable. Data analysis was performed with SmartPLS and SPSS and one sample t test, Spearman’s correlation, srtuctual equation modeling methods and Comparative Analysis with Kruskal-Wallis and Mann-Whitney & Wilcoxon. The results of the study showed that the effect of collaborative communication on relational performance metrics (Customer-focused, Customer coorperation and Financial) are indirect and conditional. Market-linking capability and Marketing capability facilitate relational performance metrics (Customer-focused, Customer coorperation and Financial). The Market-linking capability try to improve the Customer-focused performance and Marketing capability try to improve Customer cooperation performance and Financial Performance. While the effect of Market-linking capability on Customer cooperation performance and on Financial Performance and the effect of Marketing capability on Customer-focused performance isn’t significant and was not confirmed. The results of this study provide new insights into the role of collaborative communication as well as important theorectical and managerial implications.

Experts have increasingly noticed the necessity of aligning marketing information security policy with strategic information systems plan to enhance the utilization of information assets. Therefore, this study aimed to provide a model to explain the dimensions and components of aligning the marketing information security policy with strategic information systems plan. In this regard, dimensions and components of the alignment were extracted using the documents, libraries and previous literature and then a conceptual model was obtained using the Delphi technique. The model included following dimensions: management and governance, participation, information, information technology architecture, and communication, each with 13, 6, 10, 4, and 6 components, respectively. Using the DEMATEL method, the causal relationships between the dimensions of the alignment model were studied. The results showed that the management and governance, IT architecture and participation are the cause dimensions and the communication and information are the effect dimensions. Finally, using confirmatory factor analysis, the model was tested and some suggestions were presented to enhance the degree of the alignment of marketing information security policy with strategic information systems plan.

The aim of study is investigate the effectiveness of sports brand advertising on electroencephalographic changes and purchasing decision among athletes (interested and uninterested) and non-athletes (interested and uninterested) in neuromarketing. In this study are discussed “Adidas sports brand advertising” as independent variable in this study, “Brainwave activity” and “purchasing decision” as the dependent variable. This research is applied in terms of purpose and is single blind. The general model for the study, composed the six main elements. The first step was the selection of subjects and sampling with the informed consent form to participate in the research project which includes the demographic information and information about the history of the disease. Part II included the researcher made questionnaire on attitudes toward the your brand favorite before seeing ads which includes 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The next step was record the brain waves of people by using the tool ProComp 2 before viewing the ad. The third stage was record the brain waves of people by using the tool ProComp 2 while viewing the ads. The fifth stage, was recorded their brainwave activity after watching the ad. The final phase was questionnaire researcher made of the effects of advertising on purchasing decision consists of 26 questions of 4 components: (the amount of consumer attention to ads, the advertising tools, operating practices, advertising and broadcast advertising time). The study population consisted of all University of Tabriz students, including athletes and non-athletes were interested and interested in the Adidas brand. The statistical sample were approximately 40 students (10 sportsmen interested, 10 non-athletic people interested, 10 athletes uninterested and 10 athletes uninterested, all right-handed, in the age category 35-20 years and no history of illness and surgery in the head) Athletes were of the students who were active at least in category of two. Information became to the quantitative data using the BioGraph Infiniti software and 16spss. Data analysis was performed using descriptive and inferential statistics. Kolmogorov – Smirnov Test was used for study normality of data distribution, and was used Paired t test, analysis of variance with repeated measures and the approach of Wilks Lambda to test the hypothesis. Results showed differences in the impact of advertising on the decision to buy in interested and uninterested groups. That is, advertising had an impact on the decision to buy in interested persons (athletes and nonathletes). The results showed different frequencies of brain activity before, during and after viewing the advertising in people interested and uninterested. This results consistent with findings of other research.

Nowadays, the importance of services provided by service organizations has increased to the extent that attracted lots of scientists in research centers and also organization managers. And loyalty is among the issues that today’s marketing pays a lot of attention. The aim of this study is to investigate the impact of service brand dimensions on brand loyalty by testing the generalizability of the modified SBV model in the service sector and in the banking industry. The population of this research was customers of Tejarat Bank in Tehran. The sample size is 385 people who were selected by available sampling. The purpose of the present study is functional and the data collection method is descriptive. The Model has been investigated by structural equation modeling and least partial squares approach. Results indicate that brand hearsay and brand evidence affect brand loyalty through brand satisfaction and attitudes toward brand in the banking industry, while brand hearsay has no effect on brand satisfaction.

The disturbance of business processes, Cause than companies Use very different from the tendency to increase their performance in the market, are to enjoy the present study sought to evaluate the effect of market orientation on the role of mediator with organizational innovation in companies manufacturing and supplying parts for the oil industry in Khuzestan Materials Research harm based on the purpose of the application, in terms of how to compile and run, cross-scientific and the type of data collected using quantitative.the population included all the senior managers executives of companies building and commercial 300 are in Khuzestan province. The amount of firm of Morgan sample of 169 companies, which randomly stratified and randomly selected elements within each class .also descriptive analysis using SPSS and to test hypotheses of application software in the smart PLS measurement model and structural transactions model.The Results indicate that market orientation and organizational innovation on business performance separately and also through the positive impact and significant organizational innovation mediator.

Greenmarketingor marketing ofenvironmentally friendlyproducts, dosomethingthat matterstodaymorethan everfelt.Because on the one hand the destruction of nature and natural resources for human survival and even businesses are endangered and on other hand by enhancing people concerns about environment, the green market have become attractive market, so this needs planning and strategy making. This research has been tried to segment organic product consumers with lifestyle variables in Shiraz using AIO method. To achieve this goal, 303 valid questionnaires have been used. In order to segment the consumer market,cluster analysis was used on the statements. Factor analysis was applied to the lifestyle construct to identify the lifestyle dimensions on which the clustering could be done. Principal component analysis with varimax rotation was applied on the responses of the lifestyle construct. The next stage in the data analysis is related to clustering of respondents into lifestyle segments. The final five cluster solution was identified using two stage clustering (first hierarchal clustering, next non hierarchal k mean clustering) on the lifestyle dimensions reduced through the factor analysis. These clusters have been explained and some suggestions are presented

Due to the complexity of the customer loyalty, we tried to provide a conceptual model to explain it in an Internet service provider company with system dynamics approach. To do so, the customer’s loyalty for statistical population was analyzed according to Sterman’s modeling methodology. First of all the reference modes (historical behavior of customer loyalty) was evaluated. Then dynamic hypotheses was developed by utilizing causal - loop diagrams and stock-flow maps, based on theoretical literature. In third stage, initial conditions of variables, parameters, and mathematical functions between them were estimated. The model was tested, finally advertising, quality of services improvement and continuing the current situation scenarios were evaluated. Results showed improving the quality of service scenario is more effectiveness in compare to others

Dry port is a potential solution for better inland seaport capabilities access. Surely, success implementation of dry port related to investigate and define impediments and factors to a close advanced intermodal terminals. In order to find the way of establishing dry port in Iran, interviews and literature review have been carried. We used DEMATEL method toward identifying main capabilities that influence on dry port project implementation, and attained 8 critical variables (road way, rail way, sea ports, structure and infrastructure, process and accomplishment, financial, environment, physical environment), and approved the gap in all of that factors. Then, DELPHI method used to survey interactional effects of essential factors of implementation of dry port in Iran and casual relationship between them. The most common and important factors that effect on dry port implementation classified in 8 variables and suggested a conceptual model. The propose behind the study is to contribute to a better understanding of the way of accomplishment of dry port projects in Iran.