مجله مطالعات رفتار مصرف کننده
سال دهم شماره 1 (بهار 1402)

The present study aimed to investigate the mediating role of brand hate in the field of negative consumer communication and negative brand actions in the restaurant industry. This study was a response to the gap in research on negative customer experience and brand hate in consumer behavior in service brands.

Originality/value: 

The present study was the first academic study on brand hate in the field of Iranian restaurant services industry. In addition, this study introduced brand hate as a mediator including negative predictions, leading to negative results in consumer-brand relations.Design /method /approach: The conceptual model of the study was designed based on theoretical gaps. The questionnaire of this study was explained according to the standard questions of previous studies aimed to survey the guests who had at least two unpleasant experience of the restaurant industry in Tehran. A total of 392 statistical samples were selected using simple random sampling and Cochran's formula. Data analysis was conducted using Smart PLS software version 3.

It was found that brand hate mediates all of the relationships between negative customer experience and negative consequences of hate, including brand avoidance and brand confrontation. This model is completely consistent with customer behavior and psychological hate.

The results indicated that negative customer experience can significantly affect the brand and customer behavior with brand. In addition, brand hate intensifies this relationship and causes more consumer confrontation with brand.

This research intends, based on the design features of the website, to formulate a model in the framework of the stimulus-response model-organism that explains consumer support for the online store. Due to the fact that in online stores, due to the impossibility of direct access to the buyer, there is less capacity to clarify ambiguities and predict future consumer behavior, so the use of this support model by recognizing the dimensions considered by buyers, can be Online stores provide a unique competitive advantage and play an important role in increasing their sales. this study using the theme analysis qualitative approach, examines the process of influencing two important dimensions of website design, namely richness and interactivity in the direction of consumer protection. The statistical population of this study, experts, professors and senior managers of online stores They were. Purposive sampling was used to identify experts and 10 experts were interviewed. 88 The initial concepts were extracted by Initial coding, of which 30 Sub-theme and 10 main theme were obtained for research. The results showed that in order to achieve this goal of support, online stores can, by properly designing and managing the features of richness and interactivity, create the necessary conditions to create a sense of consumer informedness and stickiness through the dimensions of usefulness, perceived pleasure, amount and stimulus-based of information acquisition, so that the consequence is consumer support for the future sale of the website.

Consumer attitude is a determining factor in the tendency towards luxury brands. The aim of this research was to identify the effective indicators in the attitudes of consumers in the luxury car market. This research is applied-exploratory from the perspective of purpose, which was done by qualitative research method and non-probability and purposeful sampling. The statistical population includes university professors and experts in the luxury car market. Data collection tools are semi-structured interview and Delphi questionnaire. The analysis of interviews was done by Theme analysis method. The identified indicators from the interview with the experts, were validated by Delphi method. Data analysis was performed in qualitative phase with MaxQDA software and Delphi questionnaire analysis was performed with Matlab software. The results showed that the use of technological capabilities and quality management of parts and safety of luxury cars affect consumer attitudes.These factors affect the practical options of luxury cars and customer experience management. Accordingly, it is possible to design a marketing strategy of luxury cars to improve the perceived value of the brand, customer satisfaction and the sense of the customer's monopolism, to achieve the consumer's mental engagement with the brand, which increases the brand position in the customer's mind. In this way, the customer's attitude towards the luxury cars brand is formed.

Customers are the focus of businesses in today's competitive environment. Meanwhile, Customer perception is a very important aspect required for the success of any business whether it is a service sector organization, a trading concern, or a manufacturing business. Companies with active media presence and social responsibility have a positive reputation and consequently attract customers. According to this, the purpose of this study was investigating the role of media exposure and social responsibility of company (CSR) on customer perception by considering the moderating role of reputation risk among custumers of Urum Ada’s products in Urmia, Iran. The statistical population of research is consisted of 384 custmers of Urum Ada’s products in Urmia that were chosen using Cochran’s formula and simple random sampling method to answer the questionnaire. The questionnaire was standard and its face and content validity was approved by university professors, also convergent and divergent validity and confirmatory factor analysis were done. The reliability of the questionnaire was determined using Cronbach's alpha coefficient, which was found to be 0.932 for the entire questionnaire. For data analysis, 25 SPSS and Smart PLS2 software were used. The study's findings clearly show that media and social responsibility of company have a positive and significant impact on consumer perception, as well as the moderating influence of reputation risk on the relationship between media exposure and social responsibility of company on customer perception.

Today, the use of organic products has become popular among the people of the society. Therefore, the main purpose of this study was to investigate the effect of attitude components on the consumer's desire to buy organic products; Analysis of the role of marketing mix, social responsibility and quality is understood. This research is applied in terms of purpose and descriptive-survey in nature. The statistical population of the study is consumers of organic products in Mashhad. Due to the uncertainty of the statistical population using the Cochran's formula, 388 people were identified and the questionnaires were distributed among them by non-random sampling method. Data collection tool was a standard questionnaire that for its validity was used face validity and expert approval and structural validity and for reliability of the questionnaires Cronbach's alpha was used and confirmed. To analyze the data in the descriptive statistics section, SPSS software and inferential statistics using structural equation modeling using PLS software were used. The results of this study showed that the cognitive, emotional and behavioral components of customers (0.118,0.026,0.024, respectively) have a positive and significant effect on the marketing mix of companies. The positive and significant effect of perceived quality on the marketing mix(0.247) and consumer willingness(0.465) has also been confirmed. Also, the mediating effect of marketing mix on the effect of attitudinal components on consumer desire(0.280,0.376) except the emotional component was confirmed and the moderating effect of social responsibility among the attitudinal components(0.116, 0.106) except the cognitive component(0.008) was confirmed.

Obviously, the values of the do's and don'ts of the economic system are seriously challenged by crimes against the capital market. By committing such behaviors, trust between capital market actors is seriously damaged. Therefore, in addition to criminalization and punishment, criminal policymakers have a glimpse of capital market crime prevention. The present study seeks to investigate crime and its prevention in the capital market; Strategies to increase investor confidence. This research is descriptive-survey and causal in terms of applied purpose and data collection method. The statistical population of the present study is special investors in the capital market who have been selected by purposive sampling method and 384 people. To collect information, a researcher-made questionnaire with direct questioning mechanism, closed questions and multiple choice spectral type with grading was used and descriptive statistics was used to describe the main variables and inferential statistics was used to analyze the findings. Is. The results of the present study showed that the adoption of important measures such as substantive prevention, individualistic prevention, situational prevention, professional ethics education, public education of citizens, development of relevant regulatory regulations, use of substantive institutions can be effective in crime prevention in the capital market.

Decision outcomes sometimes result in negative emotions. Regret is a key negative emotion consumers attempt to avoid while making decisions. The purpose of this study is to evaluate the effect of post-purchase regret on the reactions after customers' regrets. In terms of the type of the research, this research is a part of applied research and is in terms of its nature and method in the field of factor analysis research design. The data gathering tool in this research is a 8-sample questionnaire designed for scenario-based experiment and consists of 8 scenarios, each with 4 item questions. The sample of this study includes 310 users of mobile phones in the city of Tehran, selected by available sampling. In this research, social comparison involves two variables of the base rate information and Credit of external reference points. The results of tests of between-subject effects show that among 3 variables, source of regret, base rate information and Credit of external reference points, only source of regret affects amount of regret. Finally, the results of probability ratio tests indicate that regret and Credit of external reference points can significantly predict behavioral consumer responses.

One of the most crucial factors in determining the success rate of special economic zones is export. The goal of this study is to discover export sub-criteria, their significance in the success of special economic zones, and their contribution to their efficiency. The research methodology was performed in six stages. The Delphi technique and principal component analysis, as well as a questionnaire from experts, were used to develop recognition and performance indicators in the sub-criteria and output of special economic zones in the first to third phases. The weight of these sub-criteria was computed using the Shannon entropy approach in the fourth phase, and twelve Iranian special economic zones were rated using the TOPSIS method in the fifth step. The encompassing analysis technique of window data was utilized in the sixth phase to assess the effectiveness of these locations from 2005 to 2016. The number of exporting units as a sub-criterion after the general specifications, export marketing as a sub-criterion after the empowerment criterion, and the amount of exports as a sub-criterion after the results were found to be the main factors of inefficiency in Salafchegan Special Economic Zone from 1389 to 1393, Special Economic Zone Sirjan in 1389 and 1390, and between 1393 and 1395, and Bam Special Economic Zone in 1389 and 1390..

Interactive advertising is one of the most important modern advertising methods of the present age, which uses the most advanced approaches and tools in order to communicate in two or more ways with the audience, and tries to engage the viewer in a way that challenges him. In addition to establishing a two-way and pleasant relationship, they attract and persuade the customer to buy. The present study aimed to provide a model of visual metaphorical consequences of interactive advertising on consumer behavior. The statistical population of this study consists of sales management, marketing and executive experts in large chain stores out of which a sample of 40 Managers of Rifah, Etka, Ofogh, Janbo and Haft stores were selected through purposive sampling. Data were collcted by Delphi questionnaire. In this study, the Delphi method was performed in four rounds and the effective factors identified by MicMac software were extracted and after approval by 5 academic experts, the final model was presented. Then, using scenario wizard software, different scenarios were named according to the final research model. Based on the results, four main factors including visual characteristics, physical characteristics of the product, service characteristics of the product and the way of interactive advertising were identified as the most important components.

The importance of paying attention to the prosperity of strategic products such as hand-woven carpets in order to gain competitive advantages for this important product is very high, but effective researches in this field have not been done. Therefore, the aim of this research is to "design a model of factors affecting the export of handmade carpets from the perspective of dynamic capabilities and marketing capabilities with an emphasis on the attitude of target customers. The foundation has been analyzed with the Strauss and Corbin approach. In order to collect data in the first step (ISM qualitative studies), inductive and in the second step (SEM quantitative studies) were used. The statistical population is the structural-interpretive method of experts. The findings showed that the model of factors affecting the handmade carpets export of includes economic factors, political factors, product quality, marketing capability, up-to-date knowledge in the field of activity, legal protection, job security, and Communication is marketing and the variables of job security and up-to-date knowledge are among the most important factors in this field.