فصلنامه تحقیقات بازاریابی نوین
سال ششم شماره 2 (پیاپی 21، تابستان 1395)

Nowadays, Instagram is one of the social networks which is able to fulfill many predictions on progressing the social networks to the photo-centric sites through sharing the photos. Although Instagram, as a new emerging phenomenon, has been designed for sharing photos and short videos and its purpose has not been selling the goods, its many uses by the users caused to gain the important position for introducing the products of domestic and small brands. On the other hand, the use of Instagram for selling these goods and services has been increased in Iran due to filtering of some sites and lack of users’ access to infrastructure and the proper tools. With the introduction of the goods and services related to fashion, clothing, fashion and cosmetics on Instagram in Iran, economic enterprises are able to use of this medium as their showcase and demonstrate their products.
The present study has been designed for hedonic values purchases in Tehran with the aim to investigate the motives for internet shopping through the Instagram social network. In this research, motivating factors are studied to encourage people to hedonic values purchases through Instagram pages within the society with Instagram page in Tehran and in a sample including 180 people and determine what factors, to what level of importance are effective on the motivation for hedonic values purchase into this social network in Tehran. In this category, five hedonic values are studied in the purchase through Instagram. The written library information has been used for collecting the thematic literature of this research, and questionnaire has been applied to collect data from potential buyers. In addition, the Pearson correlation and regression have been used to confirm or reject the used hypotheses. Results of the study show that the hedonic values purchases through Instagram in Tehran happen under the influence of adventure/explore and the factor of social relationships. Therefore, sellers can act more successfully in selling the products and services from the kind of hedonic values by encouraging these two aspects via creating the pages for the introduction of their goods and services on Instagram.

Today, Service organizations must provide the opportunity in new basis of experiential marketing that with offering preferable services to new customers make the pleasant experience for them and convert them into loyal customers. Customers who experience positive results, not only will go back into the organization, but also recommend it to their friends. So, in this study, the impact of service innovation on customer behavioral intention with mediating role of experiential marketing is investigated. The study is survey – analytic research and the data on a sample of 276 people among the guests of 5 star hotels in Mashhad, collected using questionnaires and to test the hypotheses, Structural Equation Modelling Technique with Lisrel software is used. Findings show that service innovation has significant effect upon experiential marketing and behavioural intention of customers. Also, experiential marketing has significant effect upon behavioural intention of customers. However, experiential marketing has a mediating effect upon service innovation and behavioural intention of customers.

Tourism plays an important role in economic development and social welfare and development of it is one of the most economical method of creating employment. According to the importance of word of mouth advertising as a source of information and its impact on the formation of destination image and destination personality and as well as the effects of these on trust and close relationship of these variables to the satisfaction of destination and ultimately its impact on tourist's loyalty, The present study following The question that word of mouth advertising has a significant impact on destination image, destination personality, trust to destination, satisfaction and loyalty? The population of this study, Iranian tourists visiting the cities of Khorramabad, Isfahan and shosh. In this research for data analysis from descriptive statistics and inferential statistics in the form of software SPPS (22.0) and LISREL (8.8) is used. In this study, all hypotheses have been proposed, but word of mouth advertising has not a direct effect on the personality and as well as impact of trust on loyalty is not verified.

Any company that wants to operate in any market, Including industrial markets and consumer markets, should knows that it can’t respond to all customers’ tastes and demands and serve them. To meet this problem, nowadays market segmentation was increased. The purpose of this study was to investigate the life insurance market segmentation according to customers lifestyle (AIO) in the Mazandaran. The required information was collected through cluster sampling and questionnaire AIO. 600 questionnaires were distributed and collected. Then through factor analysis and cluster analysis, respectively 8 factors and 3 clusters determined that the third part has the largest number of sample members. Finally, proposals were presented according to the characteristics of each part.

According to the current competitive atmosphere in global hotel industries, branding is one of the most important methods that create safety and assurance for hotel owners. In order to develop the existing knowledge of brand management, this research aimed to examine the effect of customer-brand identification (CBI) on customer royalty of Homa hotel of Mashhad. According to 8 hypothesis of this research, first the direct effect of CBI on customer loyalty is evaluated, and then this effect will be determined with 3 more variables as inductors which are service quality, Perceived value and brand trust. Confirmatory factor analysis and Cronbach's alpha coefficient were used to assess validity and the internal consistency of the instrument, respectively. The data is collect by distributing 400 questionnaire and 386 of them were usable. Structural equation modeling was used to test the model. The results reject the direct impact of CBI on customer loyalty and show that making dependency to hotel brand is not enough and the hotel should promote its service quality, the customer's perceived value and their trust constantly and this is their only way to success and creating royalty. Also, it can be mentioned that service quality has the most significant role for achieving this purpose.

As a matter of fact, nowadays Due to the increasing rate of competition between companies and organizations, high level of customer and consumers’ expectations, increased cost of advertising and investment, the concept of "Brand Personality and all impressive factors affecting that concept", have been considered noticeably . This paper is determined to consider "Human personality" as the most important factors affecting brand personality. Hence, this study has an applied aim and follows an experimental method and its purpose is to identify the relationship between “Brand personality” and “Customer personality”. This designed research model is based on a mixture of Aaker's brand personality (1997) and Ekelund’s customer personality (2008). Content validity and structure of research questionnaires. In order to analyze data derived from questionnaires, proportional to statistical needs Statistical Package for the Social Sciences software (Smart PLS) is used. The hypothesizes of this study is about the existence of any significant relationships between “Customer personality” and “Brand personality”. In regard to the result of all data analysis, all of the hypothesizes except one is approved the main idea of this study. It means the way that people perceived brands is mainly based on the type of their opinions, beliefs and personalities.

The aim of this study is investigating the effects of consumer’s identity-related antecedents (national identity) to purchase foreign products. As a mediator diversity of contact affected on purchasing foreign products. This research is seeking mental processes that effectively explain the causes of changes in purchasing foreign products. In this study, the author tries to draw a multilateral concept of national identity, Universal-Diverse Orientation (UDO), and purchasing foreign products. Required Data for this study collected by questionnaire distributed among 158 student of Commercial Management in the State universities of Tehran. The results show purchase foreign products is reduced with a stronger national identity. And Diversity contact and Relativistic Appreciation with b=-.037 and p

According to the present literature, internalization of organization's brand and improving employee's attitude will lead to higher profitability. Due to the importance of this issue, the present research assesses the impact of effective factors on employee's implementation of commitments with an internal branding approach and employee's improvement of attitude is considered as an important mediating factor in this regard. This study has been done in Sadid industrial group and direct observation, field study and questionnaire were used in order for data gathering. At first, the content validity of questionnaire's questions was surveyed by supervisor, Director of education of Pipe and Equipment factory. The interview was done with managers of research and development at the central office. Then questionnaires were distributed among employees of corporations and Sadid industrial group factories through available sampling. Finally, 192 questionnaires were gathered and analyzed. Conceptual model was tested by Partial Least Squares and variables correlation test by SPSS and Smart PLS Software. Test results indicate a positive and significant impact of internal branding mechanisms on employee's brand commitment implementation through brand identification, brand commitment and brand loyalty. Thus, senior managers can bring about improvement in employee's attitude and ultimately organization's profitability with educational programming and appropriate feedbacks.

Banks as the main financial system plays a key role in financing different economic sectors are responsible.One of the most important topics discussed in the area of financial management and financial marketing is investors’ ability to tell favorable investment opportunities from unfavorable ones and managers have effective and efficient financial management of their financial resource. One way to help investors is to present firm’s financial bankruptcy prediction models. So far, different techniques have been used to design this models.As recent studies in the field of financial bankruptcy prediction have focused on creation and application of artificial intelligence and machine learning methods,Adaptive Neural Fuzzy Inference Systems(ANFIS) and artificial neural Network(ANN) and logit regression(LR) are used in the present study as a comparative model and for the implementation of the models,the matlab2015version is used to Companies’ financial bankruptcy prediction.the Sample under study includes71failed companies and74safe companies that were chosen over a period of 5 years from 1389 to 1394. Research Findings suggest that in Companies’ financial bankruptcy prediction, the model based on artificial neural network.has a higher overall accuracy than the model based on,Adaptive Neural Fuzzy Inference Systems and logit regression.

After entering the business activities on the online business environment and increasing financial opportunity of this environment, competition between on line companies for maximizing use of resources increased. So most of practitioners in online business scope believe that brand and branding is the best competitive advantage for e-retailers. This has resulted in more attention to branding strategies and principle in cyberspace by e-retailers. This research has been done due to the rapid growth of online retail business in the country of Iran 8.The purpose of this research was to provide a model for online retail branding according to virtual business structure of Iran to supply the rapid growth of online branding. In this study for accessing the model of e-retail branding has been used qualitative method of Grounded theory. The rational for collecting data in this way, is semi-structured interview. This interviews done with key informants from the internet e-retail branding that worked in e-retail store. The method of collecting data from interviews used three way of coding as open Coding, axial and selective coding. After doing these steps the final method gained. In this study interviews continues until theoretical saturation. In the process of doing this study, try to regard all the circumstances that connected with the central phenomenon of research then with this consideration expressed the final model of e-retail branding.

sport sponsorship in the world today is so large industrial ripped billions of dollars invested by companies in the area .Therefore, research in this area is growing rapidly. sport sponsorship researches more to explanation why this phenomenon is discussed and how the research gaps , particularly in sport sponsorship and fans can be seen. The proper relationship between fans and sponsor is important factor in sponsorship effectiveness, so the study will seek to formulate a model that describes sports fan behavior in sponsorship. this study was Application and Descriptive - analytic.The population of fans at sporting events team handball Samenolhojaj financial institution (s ) that have been selected by accessible Sampling (N = 234).The research instrument used Alexandris, Tsaousi Questionnaire( 2012), whose validity was confirmed by experts and its reliability using Cronbach's alpha ( 91/0 ) was confirmed , as well as a conceptual model for the study of structural equation modeling and software Amos was 22 .The results showed that the conceptual model approach in the sample with respect to the fit indices of fit is good. The team Attachment a direct and significant relationship with the sponsor 's image , and also the image of the patron as an intermediate variable showed a significant relationship and direct the customer to purchase intentions .

In the current competitive business environment, companies need to understand their brand position. As hoteliers have high tendency to increase their profitability through attracting their commercial/industrial customers, it is necessary to know which factors must be considered to strengthen a hotel’s position in the minds of them. This paper is intended to analyze Mashhad’s Five-star hotels’ competitive brand position from the viewpoint of Tehran travel agencies’ managers. The managers of travel agencies in Tehran city which directly provide travel services to Mashhad including accommodation, were the survey’s population. The sample size was estimated as 228 people, using Cochran formula and cluster sampling was applied. Data were collected through questionnaires, and were analyzed by SPSS and Lisrel. Structural equation models were used for analyzing the data. Also, related radar maps were drawn by Microsoft Excel. According to the results of employed statistical tests and radar maps, “the core product”, “facilitating services” & “enhancing services” were recognized as the determinant factors of hotels’ brand position. Based on the research’s variables, there is a fierce & direct competition among the hotels under study. In general, two hotels are positioned in a group and the other three hotels are direct competitors. Finally, some suggestions have been proposed, in order to improve the hotel's brands positions.