فصلنامه تحقیقات بازاریابی نوین
سال دوم شماره 2 (پیاپی 5، تابستان 1391)

While it seems there are just very few studies on branding process of mega projects of entertaining, residential, tourism and sport, branding is one of the most successful factors in these types of projects. We tried to introduce a model corresponding to Iranian characteristics. It has to be said that researches on this subject mostly focus on place selling, place marketing and tourism destination branding. Design/methodology/approach: Since in Iran, there is no special model, we used the Grounded Theory for hypothesizing and discovering model aspects. Deep interviews corresponding to grounded theory have been conducted. The interviewees were consisted of university scholars, owners and founders of related mega projects, branding and marketing managers of projects, subprojects managers of these projects, sales, economic and financial managers, superior consultants, and managers and officials of Cultural Heritage Organization of Iran. The main phenomenon of this research is branding process of mega projects of entertaining, residential, tourism and sport, and also, causal conditions, context conditions, and intervening conditions are introduced. At last, results of branding for these types of projects as an intact model is introduced. Originality/ value: The primary goal of this research is introducing a model for branding these mega projects with respect to the characteristics of Iranians.

Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomsky’s theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.

The main goal of this research was studied the role of the organizational factors on the acceptance using combined heat and power generation plants by organizational consumers. Organizational factors include the seven variables of organizational values, perception, organization representatives, organizational goals and tasks, organization, technology, organizational structure and organizational resources. Its methods was descriptive-survey and applied research. To gather information from questionnaire was used. The questionnaire was based on theoretical principles and as a range of options was designed Likert senary. Narrative content of the questionnaires from masters and professionals and experts was assessed positively. Validated questionnaire based on the cronbach alpha coefficients were calculated. The coefficient for the questionnaire was obtained 0.955 customers and analyzes data using SPSS software was done. Inferential statistical methods of research questions in the community (customers) were analyzed. The statistical tests were included correlation analysis, regression and T-test. The results of this study showed that: 1. All of the above-mentioned variables on the acceptance of power plants CHP (small-scale generation) by the organizational consumers are effective. 2. Order of importance and influence of organizational factors to be organizational resources, organizational goals and tasks, perception, organization representatives, technology, organizational values, and organizational structure respectively.

Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just survive But also to ensure its growth. Hence, the need have to maintain the survival of competitive advantages over its competitors. These competitive advantages as innovation and customer value is that given that few studies have examined the relationship between entrepreneurship and customer value Therefore, in this study adopted a survey research strategy to investigate the potential effects of entrepreneurial and business oriented (learning orientation, market orientation and human resource practices) has been on innovation and customer value. The study population consisted of active companies in the food industry of Mashhad city were based on Cochran's formula, for example, randomized study of 83 patients have been involved in research. The data obtained through questionnaires distributed and the structural equations and partial least squares method to help software PLS were analyzed. The results of data processing showed that entrepreneurship and human resource management are the most important drivers of innovation and customer value. Also the findings suggest that market orientation can be integrated as a predictor of innovation and customer value to be considered. Therefore, the rights to success implementing these factors promote innovation and deliver superior value to customers.

The advancement of the World Wide Web has resulted in the creation of a new form of purchasing that is called online purchase. Hence، identifying the determinants of the customer online purchase intention، especially determining the role of gender as an independent or moderator variable is considered as an important research priority. The conceptual model of research which has been extracted in accordance with the theory of reasoned action، theory of planned behavior and self-determination theory was analyzed through data that had been gathered from 162 customers of Royal Safar Iranian Company. The results show that perceived website quality، through trust to website، influences the online purchase intention. In addition، the effect of attitude toward web-based purchase on the online purchase intention was confirmed. The findings also exhibit that gender and enjoyment haven’t effect on the online purchase intention. These results can be used to improve and enhance the internet service quality by managers of this company.

In recent years, discussion and scrutiny about brand has found especial place in science and university assembly and place in a realm of trade too. Many of searchers and companies managers has conclude that certainly, brand and branding science is worthest asset for a company for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussions on marketing and brand is considered in a few studies. On this basis, present study with the purpose of studying the impact of brand identity impact on brand loyalty development is conducted in food industry (dairy products). In present study, Kaleh brand (Kaleh Dairy Products Company) as a well – recognized brand in Iran is selected for studying. All customers of the company in Tehran Metropolitan are selected as research statistical population and a sample of 475 customers was chosen. This is a survey – type research in which questionnaire is used to collect data. To analyze and confirm model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques are utilized. According to research findings, the impact of brand identity on brand loyalty in food industry was confirmed. Brand with strong identity is the origin of forming long term relationships between customer and company, and it is result will be loyalty.

There are plenty of researches that have investigated brand equity from consumer’s perspective، but rarely Researchers investigated brand equity from the point of view of retailers. However، a large number of products is not sold directly to consumers، but delivered indirectly through retailers. Retailers also have the ability to significantly influence consumers’ purchase decisions. The purpose of this study was investigating retailer based brand equity and also identifying key components affecting it. Required data were collected through a questionnaire survey among ceramic tile retailer in Yazd and Shiraz. Structural Equation modeling and partial least squares statistical method were used to test the hypothesis. The results of this study indicate that manufacture supports، consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction.

All Given the importance and position of internet banking and the growing trend of internet banking services in the country in recent years, now is the financial and credit institutions and banks have found a good position to maintain and develop effective strategies without the utilization of scientific and practical management Information and communication is not possible.Today,banks in order to remain competitive need to improve the quality of its internet services to the linear view of this topic is not comprehensive. In order to study integrated model web-qual and kano is used that with removal the linear hypothesis is.In the first step towards internet service quality factors based on the nation's banks web-qual model to determine the current practice of banks and provide the service expectations of customers and their vision of internet service quality mentioned has been evaluated.In the first step factors towards internet service quality the nation's banks based on web-qual model to determine the current practice of banks and provide the service expectations of customers and their vision of internet service quality mentioned has been evaluated.Considering the gap between customer expectations and current practice of banks in providing these services, services to the two categories is divided into weak and strong.In the second step of research with integrating web-qual and Kano model, service quality factors based on Kano model classified to determine which features of internet service quality determined by the model web-qual and evaluated, is the strategic importance in relation to customer satisfaction.

Technology and its various development has evolved rapidly the industries specifically in the field of aviation products during the last decade. Different aviation companies and manufacturing industries put up their efforts to utilize different implements، modern technologies and new organizational methologies to optimize their working process. They intend to fulfill the customers requirements in relation to their products. Naturally it will be achieved through the factors such as the cut in cost and time، enhancement of performance and applying the required and modern technologies. The main emphasis has been switched toward the customers point of view (such as delivery of the aircraft products per the appointed dates، quality and reliability and functional specifications). Providing the proper and quick supply of chain for provision process is as significance as production procedures and processes by incorporating the required Informatin Technology for the right product to deliver as per specified and promised date to the customer. This thesis attamps to recognize the basic provision criteria Informatin Technology alternatives along with their effective impacts in a company. In addition، it also determines the priorities of Informatin Technology influence on supply chain management which in turn optimize the research goals of the enterprise. For this purpose، the resrarch has been prepared with use of questionnaire and paired analogy in an aviation company. In this regard، experts and managers of commercial and supply division، planning and production control، computer (115 persons) were questioned during the second midyear of 1390 and first midyear of 1391. Finally it was revealed that all the known major measures of chain provision and information technology impact on each other and validated the conceptual model. Therefore trained human resourses on IT، support of senior executives، hardware and software substructures، commerce electronic and exchange of data with partners should be tacken into account as a model of optimization for application of IT in supply chain management.

The purpose of this study is investigating the consumer''s attitude toward green marketing mix of Pagah dairy products company and its effect on green purchase decision of dairy products consumers. Based on this، the sample consisted of 385 consumers of this company by stratified random method in nine areas of Shiraz were selected and studied. By studying the theoretical basis of green marketing mix and green purchase decision، the conceptual model and questionnaire were designed، and data''s were gathered. Finally، the structural equation modeling was used to examine hypotheses and determined that، each aspects of advertising، distribution and price of green marketing mix on consumer''s green purchase decision have positive and significant effect. While the green product have negative and non-significant effect on consumer''s green purchase decision.