مجله مدیریت بازاریابی
پیاپی 8 (بهار و تابستان 1389)

The knowledge of consumer' behavior is considered essential for successful marketing. This is even more important for luxury products, because motives for buying special products are more psychological. In recent years, due to advanced technology, the purchase of luxury products has become the goal of many people, especially young adults. This study examines consumer behavior of young people (aged 18 to 35) purchasing luxury products. We focus on brand antecedents and psychological antecedents. Variables such as gaining respect, gaining popularity, getting noticed by others, showing who I am, symbol of success, symbol of prestige, indicates wealth, indicates achievement, interest in status, and enhances my image are psychological antecedents; other variables like brand symbolism, brand image congruency and self-concept, brand familiarity and brand aroused feelings are brand antecedents. The study distributed a questionnaire to 525 consumers of luxury watches in Tehran City. The findings show that two criteria significantly affect the consumption behavior of luxury products among youth. Also, the strength of influence for each variables differed due to revenue level, education and sexuality. According to the results, we can apply better communication strategies to this section of the target market.

The rapid expansion of information and communication technologies in daily business activities is the most important long-term trend in the business world. Accordingly, large growth potential is forecasted especially for the provision of products and services via the Internet. If and how this potential can be exploited depends largely on an Internet retailer’s ability to meet customers’ expectations in the virtual shopping environment. Evidence exists that service quality delivery through websites is an essential strategy to success. To deliver superior service quality, managers of companies with web presences must first understand how customers perceive and evaluate online customer service. The goal of this article is to evaluate the role of e-service quality, overall service quality, and customer satisfaction on Iranian consumers’ purchase intentions regarding online shopping. Data from a survey of 229 online consumers were used to test the research model. The results show that responsiveness and security/privacy affect overall service quality and customer satisfaction. Site aesthetics has a direct impact on overall service quality, but assurance/trust, reliability and personalization were not significantly related to overall service quality or customer satisfaction. The results also indicate that overall service quality has a direct and positive impact on customer satisfaction and that customer satisfaction has a direct impact on consumers’ purchase intentions.

The purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how knowledge and relationships affect current and future purchases. To identify the proposed effect of brand knowledge and relationships on consumer purchase behavior, a total of 170 usable questionnaires were collected from AIU faculty members. Multiple regression analysis was used to test and analyze hypothesizes on Hacoupian Clothing. It was found that brand awareness positively affects current and future purchases, brand satisfaction and brand trust. Both brand satisfaction and brand trust have a positive effect on brand attachment. Finally, brand attachment affects future purchases but not current purchases.These findings can assist brand managers who spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it, and feel attached to it.

The main purpose of this research is to determine effective indexes of customer satisfaction from ATM service and to determine the customer satisfaction level from each index using fuzzy data.After collecting indexes from different sources and using the Delphi method, the importance of each index was approved by bank expert. A questionnaire divided in to two parts, expectation and performance, was used to collect data. To determine the level of customer satisfaction in each index, we made three rules bases in separate of perception and expectation. If customer expectation is very high in both the bank and customer indexes, then customer expectation from satisfaction is very high.

This paper reviews the effects of RFID Technology on supply chain efficiency. The results show that RFID Technology improves efficiency by detemining accurate placement of goods in each warehouse, improving productivity, decreasing costs, minimizing the ordering process, among other ways. To achieve the most efficiency in supply chain, foodmanufacturing companies must use RFID Technology for sales, warehouse, production, supply of management, distribution.

This paper assesses the quality of services delivered in Melli Banks using the SERVQUAL approach. The present research examines the extent of existing gaps between expectations and services as perceived by the customers of Melli banks. Questionnaires were distributed to 385 bank customers. Assurance was the most important dimension, followed by reliability, accountability, and empathy. Tangibles were the least important dimension. Moreover, the largest gap between expectations and perceptions was in the tangible dimension, and the smallest gap between these areas was associated with confidence.

Brand loyalty is a fundamental concept in strategic marketing. Companies plan marketing strategies to increase brand loyalty, maintain their market share, and garner higher profits. Having a large number of loyal customers helps the organization decrease marketing costs and gain competitive advantages. Loyal customers are an asset for a brand and have been identified as a major determinant of brand equity. The purpose of this study is to evaluate the influence of product involvement on brand loyalty using Kapferer and Laurent’s Consumer Involvement Profile (CIP). A total of 270 usable questionnaires were collected from students of I.A.U. Tehran Science and Research Branch University. In this study, a cell phone was selected as the product, and Structural Equation Model (SEM) was used to analyze results. It was found that product involvement has a positive effect on brand loyalty and that brand loyalty is affected by all dimensions of product involvement. Interest and hedonic value, sign value, and risk importance positively affect brand loyalty, while risk probability and brand loyalty have a significant and reversed relationship.

Achieving customer loyalty and satisfaction are important goals for today’s companies. This paper examines the importance of brand credibility and customer loyalty, proposing ways to present better services. Data from 534 samples were collected from customers of Bank Melli Iran and Parsian Bank in Ghazvin. The results show that an increase in brand credibility has a direct and meaningful effect on customer satisfaction. Moreover, an increase in loyalty commitment has a direct and meaningful effect on word-of mouth recommendation, and anincrease in customer satisfaction has a direct and meaningful effect on loyalty.

In many developing countries, many individuals (especially young people) view foreign brands as a status symbol. This paper explores the various factors affecting consumer preferences for foreign brands. College students in Arak City were surveyed, and structural equation modeling was used for data analysis. The results show that a need for uniqueness has a direct effect on attitudes toward foreign brands. Moreover, emotional value and social value have a greater effect on purchase intention toward foreign brands.