دوفصلنامه راهبردهای بازرگانی
سال بیست و دوم شماره 2 (پیاپی 6، پاییز و زمستان 1394)

The aim of this study was to evaluate the effectiveness of internal and psychological aspects of people (pessimism, anxiety, mental, need to recognize and moral beliefs) on different levels of cynicism and support brand. This article is among the first investigation that examine the relationship of psychological aspects of consumer and pessimistic attitude toward products. The present study, in terms of applied purpose and the nature and method is descriptive - correlation and due to the method of collecting data is survey and field. To assess the objectives of the study, hypothesis with Integrated Model (Helm, 2006 and Murphy, 2013) were tested. The research hypotheses were tested by using structural equation modeling (SEM) and LISREL software. Inferential statistics were used to test hypotheses, as in the first part of the confirmatory functional analysis was used to test the validity of items and the path analysis to test hypotheses. This research was studied by using sampling among 384 students at Masters and PhD Islamic Azad University, Tehran Science and Research (Faculty of Management and Economics).In the present study it was 20 evaluators to assess the validity of content; the minimum acceptable value CVR with this number of evaluators based on Lavsheh table is 0.5. After analyzing the responses of experts, set up and approved the final questionnaire. In order to measure the reliability of first questionnaire, 50-member pre-tested and analyzed using Cronbach's alpha, which in turn need to recognize 0/73, different levels skepticism 0/83, personality cynicism 0/70 , brand support 0/71, informed purchase risk 0/80, extradition products 0/78, brand loyalty 0/90, customers pessimism 0/75, mental anxiety 0/84, moral beliefs 0/74, negative emotional state 0/81, positive emotional state 0/77 and finally in the direction of the market 0/76 were estimated. The result of the methodology suggests that personality pessimism has direct impact on customer’s pessimistic, product extradition, different levels pessimism and the direction of the market; The results also show that the lack of awareness of some customers impact on their cynicism and ultimately informed purchasing risk influence the customer loyalty to the brand.

In today's rapidly changing and highly competitive market, organizations are always looking for new ways to gain and maintain competitive advantage. For this reason, the brand personality as a prominent issue is discussed and marketing activities with the aim of having customers who believe brand character and distinguish and prefer it from competitors and as well as strengthening communication between brands and customers, to enhance brand identity has been done. Trade marks has an important strategic role in achieving competitive advantage and strategic management decisions of companies. As customer take identity with the name and trademarks will be a suitable criterion for assessing the long-term effects of marketing decisions. Companies for growth and expansion in the market should be aware of their trade name and their role in creating identity among customers. The aim of this study was to investigate the effect of consumer brand identity mediator in the process of consumer brand personality congruency effect on behavioral intentions after purchase. This study is applied and descriptive. To do this, a sample of 384 was selected based on the sampling area and to collect data, a questionnaire was used (in this study the consumers choice and was considered Calais dairy products). The reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was measured by using structural equation model structure and path analysis section. Finally, by increasing the perceived similarity between the consumer and the brand, the customer feels common identity with the brand. Therefore, attention to communication messages and other aspects such as style, tone and character actors are essential.

Based on the national document, the development of non-oil exports, which have been developed in line with the visions twenty years, the share of total exports of goods and advanced technology services at the end of the seventh development plan and the prospect of 1404, should reach 50 percent of total exports of the country. These products may be created higher added value compared to other products and with respect to share knowledge in the production, duplication and create competition in the market has been more difficult for them and thus can be more confident about the long-term presence in a market they spoke or continuous. Therefore, in this study, technology-oriented companies which are the exporter of Pardis Technology Park that is a subsidiary of Vice President for Science and Technology has been studied. In this research, using exploratory mixed, limiting factors affecting exports of technology-based goods using qualitative research through qualitative content analysis arrow in four categories (political, financial, corporate and government) consists of 21 elements have been identified, and then to determine the relationships between factors in two interpretive structural modeling and Dymtel way that is from software modeling approaches is implemented ,so the causal relationship and model their graded interpretation structural factors extracted,too, and finally by matching obtained results from both methods, financial and political factors cluster known as the most important obstacles to the development of the export of technology-based goods.

Exports and imports are such macroeconomic variables that by relation to the world and optimal allocation of resources are very important. One of the affecting variables on imports and exports is institutional variables, and one of the most important variables is governance. Therefore this study examines the impact of the ruling on exports and imports of goods and services in selected countries of the Non-Aligned Movement during the period 1996-2012. The results show that the impact of institutional variables governing on the import and export of goods and services of surveyed countries is positive and significant. Also the membership variables in the World Trade Organization and the abundance of natural resources have positive and significant impact on exports and imports of goods and services. The variables of trade partners income has also significant and positive impact on the export of goods and services of considered countries. Also per capita income on imports of goods and services has significant and positive effect. The effect of combination variable of inflation rate differential with official exchange rate on the exports of goods and services is negative and meaningful and on imports of goods and services is positive and meaningful. It should be noted that mutual influence of governance index and the abundance of natural resources on exports and imports of goods and services on the both dependent variables is significant and positive.

Given the increasing importance of marketing concept, market-oriented is one of the basic classifications in research at strategic marketing. Market orientation is some activities that an organization does to monitor, analyze of changes in market, such as customer preferences, rapid technological development and competitive intensity and respond them appropriately. In this study, the effect of market orientation activity on performance of manufacturing companies export and exporters by using Slater and Narver scale is discussed. According to this scale, the central market includes three components: customer orientation, competitor orientation and inter-sectorial coordination. The method of research is descriptive – survey. Manufacturing companies exporting from the customs Bushehr considered as a population study and data, which are randomly distributed between 91 companies, is obtained. The reliability of questionnaire was approved based on internal consistency (Cronbach's alpha) with relatively high safety factors. Although the standard scales have been used, but to further evaluate the validity of questionnaire by experts has been used. The test of research hypotheses is evaluated based on inferential statistics and Pearson correlation coefficients statistics and simple regression analysis and multi-variable. The results imply endorsement impact of market-based activities on performance. Also positive impact of customer orientation, competitor orientation and inter-sectorial coordination on export performance was confirmed.

One of the essential tools for achieving the expansion of e-commerce is e-banking system. One of the major risks identified in the field of electronic banking, is operational risks. Accurate understanding of banks about the concept of operational risk to monitor and manage this specific category of risk effectively is vital. This study aimed to identify and rank the six factors, outsourcing, and security, access to the system, technological infrastructure, internal controls and health data as factors affecting operational risk at the bank's e-banking in Housing Bank. The statistical society, experts and specialists working in sectors related to electronic banking activities are in Housing Bank in Lorestan. To collect data, a questionnaire with theoretical foundations, have been prepared. The statistical analysis method of Research Questions is descriptive statistics index; while to test the hypothesis, the hypothesis of a population mean using the t test was used at the significant level of five percent. In order to rank the factors affecting e-banking operational risk, Friedman test was used. The results show that, respectively, six factors, outsourcing, security, access to the network, technological infrastructure, internal controls and health data on operational risk in the Bank's electronic banking is effective in Housing Bank.