مجله مدیریت بازاریابی
پیاپی 48 (پاییز 1399)

The present study investigates the effect of product innovation and brand communication on brand equity in Ramandh-e-Hungarian Musher Company. The research method is descriptive and survey type. The statistical population of the study includes all customers and sales representatives who use some services from the company of cultivating and cultivating the Ramadan mushroom (buds). The sample size was determined using 386 people's unlimited formulas and the method of sampling this study Random is simple. The research data were collected using library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed by Cronbach's alpha (0.844) and the validity of the tool was confirmed by the content method. The research data were analyzed by statistical, descriptive and inferential statistics using LISREL software. The results of this research indicate that the relative advantage, compatibility and tangibility of brand equity have a positive effect. However, the impact of tangibility on brand equity is not significant. Also, the impact of customer-based communication and company-based communications has been reported on the brand's significant value.

Currently, due to market dynamics and the impact of various factors at the macro and operational levels, customer purchasing patterns face different operational concepts and the concepts of customer satisfaction and loyalty in terms of operation, with different indicators on organizational performance, are effective. Also, attracting customers and providing value-creating services to satisfy them, the important thing is to maintain them in the company's value chain and to increase market share, especially customer share. The purpose of this study is to investigate the effect of using brand positioning and customer experience in loyalty. The present study is descriptive-survey and is applied in terms of purpose. The data collection tools were questionnaire that due to the high volume of the statistical population, using Cochran's formula, a simple random sampling method with a sample size of 415 was used. Content validity and convergence were used to assess the validity of the questionnaire and Cronbach’s alpha was used for reliability with a value of. /938. The collected data were analyzed at two levels of descriptive and inferential statistics. Structural equation modeling and Smart PLS were used to test the model and the research hypotheses. The results show that causal conditions have a positive effect on loyalty processes, intervening and context conditions. Underlying and intervening conditions have a direct effect on the processes and consequences of loyalty. Strategies have a positive effect on outcomes, but intervening and contextual conditions do not have a positive effect on strategies, and these two hypotheses are rejected.

The explosive growth of social networks has led to the development of a model of e-commerce called social commerce in which e-commerce is mediated through social media and social networking services. Given the increasing popularity and use of social commerce and its important role in existing online commerce, examining the key and key factors of customer confidence in the seller and the product is one of the most important factors in the success of sellers. Therefore, the main purpose of this paper is to investigate the impact of social factors on the Bernie cosmetics buyers' purchasing behavior with respect to the seller and product trust. For this purpose, three questionnaires were drawn from the research work of (Lu et al, 2016) and 384 questionnaires (according to Morgan table) were collected through mobile social networks. The results of the study using structural equations indicated that social factors of social networks influenced the intention of buyers of cosmetics from mobile social networks regarding the level of trust in the seller and trust in the product. The social presence of the web, the social presence of others, and the interactive social presence also influence the purchase of cosmetic shoppers from mobile social networks.

Creating lasting relationships in today's competitive environment can play a positive role in improving the performance of companies in such markets; if brands fail to succeed in this area, they will have less of a stake in today's markets. The purpose of this study is to investigate the impact of consumer psychological motivation (Brand Psychological Ownership, Value Congruity) through customer engagement and brand attachment on brand loyalty in customers of Hyper Me Chain Stores in Tehran. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study is infinite population and include customers of Hyper Me Chain Stores in Tehran. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used from structural equation analyze data and Smart PLS software. The result of research is showing that the Brand psychological ownership have significant effect on Value congruity. Value congruity have significant effect on Customer Brand engagement. Customer Brand engagement have significant effect on Brand attachment. Customer Brand engagement have significant effect on Customer Loyalty and Ultimately Brand attachment have significant effect on Customer Loyalty. The investigating Consumer Psychological motivation and increasing Customer Brand engagement can provide this subject that the customer know the product and service of Brand as part of self-actions and solutions than organization and product and this subject have key role in loyalty and Brand attachment.

Narratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behaviors. Consumption narratives as a mean to understand consumer behavior gained popularity in the early 90s. A vast body of researches providing several definitions and features led to ambiguity on the subject. Also, there are not many resources available in Persian for researchers. Hence, to summarize the literature and providing a comprehensive definition and introducing this topic to Persian management literature, marketing practitioners; a systematic literature review approach was employed. This study, qualitative in nature, uses a systematic literature review to select the most prominent and influential articles to come up with a comprehensive definition.Several scientific databases were chosen and based on inclusion/exclusion criteria articles were selected. After a careful and deliberate residing, different definitions and features of consumptions narratives were extracted to formulate the final definition. A comprehensive definition based on several studies is presented. Also, features of different definitions are summarized to shed some light on the different aspects of consumer narratives. Finally, the classification of consumption narratives are provided for the first time in Persian management literature. Also, the method provided in this article might be used as a guideline to perform systematic literature reviews in future endeavors by other researchers.

Due to the remarkable advantage for customers, today, trusting store chains and authentic brands are of considerable significance. Moreover, identifying the customer desired factors to choose appropriate store chains and develop their own marketing programs and strategies while managing chain stores is of utmost importance. Therefore, the current study investigated the factors affecting customer persuasion toward choosing chain stores. To this end, the effect of new brand components in promoting brand performance have been considered from customer’s perspective. The current research was applied in terms of purpose and it was correlation descriptive in terms of data collection. The statistical population of the study included 384 samples based Cochran formula using convenient sampling strategy. The results of the study indicated that brand signature and brand awareness affected brand attitude. Moreover, brand attitude and brand awareness affected on brand reputation. On the other hand, the effect of brand reputation and the mediating role of perceived quality of the brand on brand performance, was confirmed. In addition, among seven hypotheses of the study, all relations between variables were confirmed except the relationship between brand signature and brand awareness. Considering the innovation in investigating the relationships between brand signature and attitude and awareness of consumers toward it, the results of this study presented a comprehensive view of the concept of desirability of brand signature as a distinct massage which was the sign of reliability of product qualities and services as well as its resulting consequences. It is expected that it affects the improvement of customers` comprehension while creating awareness by reputation and lead to desired attitude and increase brand performance of the stores.

Leasing as one of the financing products offered by financial institutions. Financing products is the main source of income and the sustainability of financial institutions depends on it. Due to the intrinsic risks associated with financing service options, the quality of perceived customer service will be different from financial transaction support services. This thesis examines the dimensions of service quality in the automotive leasing industry. Therefore, the SERVQUAL (Service quality & quantity) approach in the leasing market sector of Iran Khodro Company was used to estimate the impacts of service quality. Data collection includes interviewing and dataset, which were conducted among leasing experts, academic experts, and a group of clients. The existing dataset contains 26 questions related to service quality components. The validity of the questionnaire was evaluated by academic experts, and also Cronbach's alpha coefficient (α = 0.88) was used to determine the reliability of dataset with a high internal consistency of the dataset. The proposed SERVQUAL model was simulated in MATLAB software environment. In this study, due to some limitations in non-registration of leasing companies’ information, only 3 main parameters were evaluated. Our findings included three estimated parameters namely customer gap - distribution rate (0.209), policy gap - distribution rate (0.060) and delivery gap - distribution rate (0.449). According to our results, the gap between the management perception and service quality characteristics arising from leasing company employees, which originally is the gap between service quality characteristics and delivery services, should be addressed by HRM tools such as training. As a general conclusion, the proposed SERVQUAL model for estimating service quality impacts on the Iran Khodro leasing market sector provides a good evaluation of the five-dimensional gap and identifies the impacts of service quality in the automotive leasing sector.