مجله مدیریت بازاریابی
پیاپی 36 (پاییز 1396)

The purpose of this study is "Studying the effect of perceived e-service quality and perceived security on brand equity". The method used in this study from the point of purpose is applied research and from the point of matter is survey-descriptive research. The statistics population of this research was the students of Islamic Azad University Science and Research branch and Tehran Central branch. The sample size of the study is calculated according to the number of hidden variables and the hypotheses. Since the number of hidden variables and hypotheses is 15, 700 people is selected as the sample. The questions regard to the objectives of the study have been designed in Likert seven-option package. For data analyzing Spss22 software in two parts, descriptive and inferential statistics and to check normality of the distribution, and the hypotheses AMOS22 software is used. Delivery quality and outcome quality have been used as perceived e-service quality dimensions to investigate the process of using online services and also the outcome with which the customer is left. Based on the results obtained from the research, all of the research hypotheses are confirmed with confidence level of 95%. The results indicate that the perceived quality and perceived security formed through interaction with an online banking service positively affect customer trust and satisfaction, which in turn influence loyalty and brand equity. The results of this study suggests that marketing managers should pay attention to both the process of using the online service and the outcome of the process. Finally, they should provide their customers with the newest technology in order to secure the website. It is suggested that future researches examine different e-service quality measuring models and various statistical population in different industries.

The purpose of this study was to investigate the effect of individual self-concept (collective versus individualist) and nostalgia on the attitude and intention of recommending and buying consumers of food products. The present study is an applied research method. Due to the fact that the present situation is analyzed, the method used in this research is an experimental research and a factor design. This research consists of eight variables, two of which are considered as two variables. The statistical population in this study includes consumers who have experience in consuming clean products. A sample of 157 people was tested and two 132 were tested. A questionnaire was used to collect the information and data needed to examine the research hypotheses. Anova and Tiayyodent tests were used for inferential statistics to examine the hypotheses. Based on the results, all hypotheses were non-evaluative. The few studies and studies that can be compared with the research are among the most important limitations of the research.  It is suggested that marketers have two factors of nostalgia and self-concept for selling their products, and in addition to their health, the health and happiness of others, including their families, will be important to them. This research has been conducted in a pilot-based approach that has been dealt with less and has been done in Iran for the first time.

Consumer behavior analysis, market conditions and corporate profits have been considered in recent years. Creating value for customers and helping them decide how to buy them is one of the important issues that matters in marketing science. The purpose of this research is to develop the conceptual model of decision making to purchase by explaining the role of brand prominence and identifying its dimensions with a combination (qualitative - quantitative) approach. Then a comparative study is conducted on Iranian and foreign home appliance brands. In the qualitative stage, the grounded theory method was used in modeling the data. Data were collected using a standard questionnaire derived from previous research and analyzed by Factor Analysis with SmartPLS3 software. 450 questionnaires were distributed randomly among customers of Iranian home appliance brands Snowa and LG. 396 questionnaires were analyzed for Snowa and 434 questionnaires for the LG. The results showed that brand quality, brand awareness, price and brand image have a significant effect on brand prominence. But brand association not significant effect on prominence. The results also showed a significant impact of brand quality, brand awareness, pricing and brand association on brand prominence of LG's home appliances, and showed that the brand image had no significant effect on the brand prominence. Also, the brand prominence has an impact on the purchase decision of LG and Snowa brand.

In recent decades, with the advent of the Internet, e-commerce has become a tool for organizing the business model but in the meantime, the e-business world is so confusing for many newcomers. What the researcher considers is a survey of a number of factors influencing the tendency among managers or owners of small and medium enterprises in the field of acceptance of electronic businesses. The method of this research is based on the purpose, applied and based on the method of data collection, a descriptive survey type. The statistical population consisted of managers of small and medium enterprises distributing pharmaceutical products in Tehran. Accordingly, the sample size is considered by the Cochran formula, 196 people. Due to the difficulty of accessing the managers of these companies, a non-random sampling method was used to select the statistical sample. The data-gathering tool was a questionnaire whose validity was confirmed by calculating the CVR index and calculating the Cronbach's alpha to determine its reliability showed that the reliability of the questionnaire was confirmed. Structural equation modeling and Smart Plus software then analyzed data. The results of the test of ten hypotheses in this study showed that there is a significant relationship between managerial support, organizational management support, attitude, subjective norm and perceived behavioral control, with a willingness to accept business. Among the technical factors, the perceived advantages and the relationship between environmental factors, suppliers' pressure and customer pressure, have a significant relationship with the acceptance of electronic business.  In this research, with limitations such as cross-sectional research that limits the ability to generalize outcomes, the lack of a fully relevant internal study for full coverage of the literature and theoretical framework. The most important limitation of this research can be the work and intellectual engagement of the respondents as the statistical population of the research. Therefore, the data collection by the researcher's efforts to understand the goals and potential benefits of research for them to increase the accuracy of answering questionnaire questions and lack of time free respondents were a lengthy process. This study is in the subject of innovation; based on researcher's research in internal research bases, studies or studies on identifying factors affecting the behavioral tendencies of small and medium-sized enterprise managers in the field of accepting electronic businesses were not observed. Therefore, due to lack of observation of such a study, the present research can be considered as an innovation subject.

Creating a positive brand image is one of the main goals of services organizations. This is why the creating a positive brand image is considered as one of the most important research areas in branding.  On the other hand, several factors affect brand image that cognitive distortion is one of the most important factors of them. Therefore, the present study aims to investigate the effect of cognitive distortions on the brand image among the customers of system group.
The present study is a practical and descriptive-survey research from perspectives of goal and research methodology respectively. The statistical population of this study includes the customers of system group, who visited the company, in the city of Isfahan in the third season of 2016, which equals to 1400. In order to determine the sample size, Morgan sampling table was used and 300 members were selected randomly. A researcher-developed questionnaire (including 18 items) was used for collecting the research data, whose reliability and validity have already been examined and confirmed.
The results of this study revealed that cognitive distortions affect brand image significantly. Another part of the results showed that cognitive distortions affect brand cognitive, affective and conative images significantly.

Today, through the effective use of information and communication technology, organizations can offer their customers a variety of products at low prices and special services at one time. The present study sought to understand the effect of the marketing mix on the private label of the brand value of dairy products. This research is from the perspective of the descriptive-correlation nature. The statistical population of this research is customers of dairy stores in Shiraz. Due to the unlimited community, the sample size was 384 according to the Cochran formula. The data collection tool is an extraction questionnaire by Abril and Rodriguez (2016). The results have been analyzed by using the structural equation test using Amos version 22 software. The results indicate that the marketing mix on the private label has a direct and significant effect on the brand value of dairy products. Private brand label affects brand equity in the store's communications and advertising space. Private Label Price, Money Promotion Period, promotional activities on private labels, brand equity did not have a significant effect.

The purpose of this paper is to identify the dimensions of online shopping convenience that affects consumer intent and provides a conceptual model for assessing consumer perceptions of shopping convenience, in order to overcome the shortcomings of previous studies, which results They do not have an easy shopping experience. Therefore, the purpose of this research is to investigate the convenience of online shopping delivery and its impact on increasing customer satisfaction and encouraging the promotion of oral-to-mouth e-mail. The statistical population of this research is the customers of Digi-Commodity (more than 2000 people). 385 of them were selected as the sample of this study. The data-gathering tool was a questionnaire and structural validity was assessed through factor analysis. Analysis of the research data was done by structural equation modeling using Spss and Pls software. The findings of this study showed that five hypotheses were confirmed and five other hypotheses were rejected.

The ever-increasing rise in the intensity of competition among organizations in the current century has led organizations to always look for solutions for competitive advantage and victory in the field of competition.By aligning the quality of the goods of different companies and intensifying competition, the price element has become one of the most important factors in protecting and attracting customers and their loyalty and satisfaction. This is the case nowadays due to the increasing expansion of the Internet. Pricing for products and services offered in any business is one of the most important steps in any business. "Pricing" is one of the basic concepts in economics and in particular marketing. Knowledge of principles, methods, goals, challenges, and solutions, especially for the use of these concepts in providing information services and access to information, is important. One of the most complex problems facing international companies is the phenomenon of price differentials in countries. Today's fair pricing in marketing research has attracted the attention of many researchers.
This research is of causal nature and method. For data collection, the field method has been used and the questionnaire has been used, and SPSS software has been used to analyze the data.