نشریه مدیریت کسب و کارهای بین المللی
سال دوم شماره 3 (پیاپی 6، پاییز 1398)

One of the issues raised in international marketing literature is the attitude of consumers towards foreign products. Given the fact that today the universal admission to the supply of products and services to various countries has naturally affected ethnic, historical and general attitudes about how consumers behave. In general, for a variety of reasons, including political or religious differences, sometimes consumers refuse to buy national or ethnic products, which reflects the role of people's feelings and attitudes in the final selection of the product. The purpose of this study was to investigate these factors (customer anxiety , religious fanaticism, and nationalism on tendency) among Tehrani consumers and their impact on the desire to buy American goods. It also examined the effect of price moderation on the relationship between these factors and the tendency to buy goods. Therefore, based on the proposed model extracted from the literature of consumer anxiety , the hypotheses and research model were studied and developed. The population of the study consisted of Tehranian consumers. According to the Cochran formula, 420 samples were selected using cluster sampling. A questionnaire was used to collect information. The reliability of the questionnaire was confirmed by using Cronbach's alpha and composite reliability and validity using congruent and divergent validity. In order to reject or prove the model's assumptions, modeling of structural equations and minor least squares approach were used in PPS software. The results of statistical analysis show that religious bias has the greatest impact on the unwillingness to buy American goods, and the impact of customer anxiety  on the tendency to purchase was not approved. The moderating results suggested that the price of the customer's anxiety  would improve the willingness to buy. Finally, given the results, practical suggestions and limitations of this study are presented.

Today, the reinforcement of non-oil export is one of the strategic objectives of the country, which special attention to it can lead to economic growth. On the other hand, one of the most important ways to increase exports is to improve the performance of exporters. According to the importance of this issue, this research investigated the effect of marketing effectiveness, marketing capabilities and market oriented export on export performance. The statistical population is the managers and experts of 70 companies producing and exporting software in Tehran. Regarding the narrow statistical population of this study, 410 questionnaires were distributed by convenience sampling approach in which 210 questionnaires were considered as suggested by Morgan-Kerjcy. Data was analyzed using the structural equation model. The results showed that promoting market oriented export in cultural software exporters can affect marketing effectiveness, marketing capabilities and export performance, and by increasing marketing capabilities, the marketing effectiveness and export performance can be affected. Another result was the positive impact of marketing effectiveness on export performance.

In this paper, we tried to estimate the effect of increasing efficiency factors, including technological readiness, goods market efficiency, labor market efficiency, financial market development, higher education and training, and market size on total factor productivity in 40 selected countries during 2011-2017 using GMM estimator. Every state distinguished by the overall index and the technological readiness' components in each model. The results show that the estimated coefficient of the overall technical readiness index and its four components on total factor productivity is positive and significant. Also, the effects of control variables including the goods market efficiency, labor market efficiency; financial market development, higher education and training, and market size on total factor productivity are positive and significant.

The modern business theory addresses international trade and economic growth during the 1990s and focuses on technological progress and its external implications, as well as the use of new knowledge as a clear variable. Export Promotion Programs complete the information and knowledge of managers in the field of exports. The purpose of this research is to examine the impact of export incentive programs on the export performance of international trading companies, directly and indirectly, with the mediator role of the attractiveness of foreign markets and the company's export capabilities. A total of 240 questionnaires of Iranian trading companies were collected by random sampling method. SEM modeling was used to test the hypotheses and analyze the data. The results showed that export incentive programs do not have a direct effect on the export performance of the company and its effect is through the perception of the attractiveness of foreign markets as well as the development of export capabilities of the company on the company's export performance. Also, the results show that the variable of export incentive programs, directly and indirectly, explains 66% of the variations in the export performance, which indicates the importance of export incentive programs to achieve superior export performance. Based on the results of this study, it is recommended that programs in the field of encouraging business companies be given more importance to educational issues. Also, corporate executives should note that communication factors are considered as the most important factor in creating the export capability for major companies.

The intention to buy a particular product is a good predictor of the actual behavior of the product purchase. The purpose of this research is to study of factors affecting customers' attitude toward buying Foreign cosmetics by men. This research is an applied and correlational study. The statistical population of this study is all consumers of cosmetics men in Mashhad. The sampling method was voluntary in this research. There are 12 hidden variables in this research, so the sample size is determined according to Edstorp (2017), (20 samples per item). Finally, 240 questionnaires were analyzed. The standard questionnaire was used to collect the questionnaire from Souiden & Diagne (2009) and Azmawani et al. (2015); Its validity was evaluated by content and construct validity using confirmatory factor analysis and its reliability was measured by Cronbach's alpha. The hypothesis test has been done by structural equation modeling and Smart PLS software. The results show that physical attractiveness, social beliefs, lifestyle and purchasing situation have a direct impact on the attitude of the customers. Religious beliefs, advertising, and state of health also have a repercussion on the attitude of their customers. In this research, the effect of self image variables, the ageing effect, and knowledge on customer attitudes were not confirmed. According to the results of the research, the attitude of the customers is very influential on their purchase intention.

Consumer Brand Engagement (CBE) has been introduced in recent years as an important structure and this concept has received the increasing attention of marketing activists. However, further studies are required to completely perceive the concept. The purpose of the present study was to investigate the effect of the subjective, social and behavioral antecedents on consumer brand engagement. In addition, this study was conducted according to the customer personality type and the nature of the goods (i.e. hedonic and utilitarian goods). It was an applied descriptive study. The statistical population included the customers of Apple and Samsung brands in Tehran. A total number of 350 questionnaires were distributed among the customers and then collected. Structural equation modeling using AMOS and Subgroup Analysis using SPSS were used for data analysis. Results showed that subjective, social and behavioral drivers positively influence consumer brand engagement. Moreover, results indicated that the mediating effect of the nature of goods is confirmed in the relationship between brand jealousy and consumer brand engagement. Regarding the personality types, results showed that the stable extroverted personality has a stronger effect on the relationship between involvement, brand jealousy and social identity with consumer brand engagement

The aim of this research is to investigate the effective factors on export performance with the mediating role of marketing mix adaptation in the exporting companies of Khuzestan province. The statistical population of this research is the managers and supervisors of the sectors related to exportation in the exporting companies of Khuzestan province. Since the level of analysis of this research is the company, the questionnaires were distributed as a census among the companies and 83 questionnaires were received from 34 exporting companies. The data were analyzed using SPSS and Smart-PLS software. The results of the research revealed that export proactivity had a positive and significant effect on the marketing mix adaptation and in turn the marketing mix adaptation had a positive and significant effect on export performance. In addition, the mediating role of marketing mix adaptation with regard to the impact of export proactivity on export performance was confirmed. However, the effects of export commitment and perceived market distance on marketing mix adaptation were not confirmed. In addition, the mediating role of marketing mix adaptation with regard to the impact of export commitment on export performance and with regard to perceived market distance on export performance was not confirmed.