فصلنامه تحقیقات بازاریابی نوین
سال دوم شماره 3 (پیاپی 6، پاییز 1391)

One of the world trends growing alarmingly is Producing, distributing & Consuming counterfeit goods of Credible & luxury brands & one of the industries facing this crisis increasingly is clothing industry. Based on this, the present study aims to analyze & identify factors influencing Consumers’ attitude toward counterfeit products & intention to purchase such products in clothing industry that has been done in Sari, Mazandaran. And in it, these Factors effect on attitude toward counterfeit products & then the impact of attitude toward counterfeit products on intention to buy such products have been measured. The study method is a Survey type & in order to collect study data, a questionnaire designed with a combination of different available resources in literature has been used. To achieve the study goals, 384 individuals who purchased counterfeit products intentionally were chosen from Sari. To analyze data & test hypotheses, Study model & questionnaire, Cronbach's alpha coefficient tests, Structural Equations Modeling (SEM), Confirmatory Factorial Analysis (CFA) & one-way Variance analysis (ANONA) have been applied & two Software Packages SPSS & LISREL were used. Through reviewing the literature available & analyzing experts’ views, generally, 11 variables have been identified: Personal gratification, Value consciousness, Price–quality inference, Social Effect, Brand prestige, Brand Loyalty, Ethical Issues, Risk averseness, Subjective norm, perceived risk, Brand consciousness, as the influencing factors on attitude toward counterfeit products. Study Findings have indicated that the factors as Personal gratification, Value consciousness, Price–quality inference, Social Effect, Ethical Issues, Subjective norm, perceived risk, Brand consciousness, have meaningful effect on attitude to counterfeit products & the impact of Brand prestige, Brand Loyalty, Risk averseness, was not meaningfull on view about counterfeit products. Besides, the findings have shown that attitude toward counterfeit products has a meaningful effect on intention to purchase such products.

Today, many businesses are facing a crisis of confidence with rising of uncontrolled prices and unemployment. The businesses can reduce this mistrust by creating competitive advantage through brand personality and moral qualities in the market. Therefore, this research aims to address, first, the relationship between personality dimensions and brand equity at one level model, and then, the second-level model the role of Ethical Attributes moderating. The statistical population is to include all customers the Shahrvand chain store in Tehran. The required rate sample was determined 384 samples, initially using table "Krejcie and Morgan, and Then, required rate was calculated in each store, according to the five areas of Tehran and a number of stores in each region. Finally, we succeeded to collect 395 questionnaires and the data base was used for analysis. In order to analyze the questionnaire data and hypotheses test, this research has made use of tests of descriptive, R2 change and structural equation. The results show that, two dimensions of "dynamics and responsibility" have a significant effect on brand equity; and Ethical Attributes play a role moderating on relationship of Responsibility and Activity with Brand equity. But, only, it is significant on the relationship between Activity and Brand equity.

Nowadays, with entrance of customer relationship management (CRM) in new fields, Identifying the various customers features and optimum allocating of resources to them based on their value for companies has converted in to one of the main concerns in CRM. The aim of this paper is to propose a suitable model for measuring the customer life time value (CLV) as a criterion for optimum allocating of resources. In proposal process performed in Toos Shargh company, after determining weights of the indexes of RFM model (Recency, Frequency, Monetary) using fuzzy delphi analytical hierarchy process (FDAHP), processing the values of indexes at 210 customers and hierarchical clustering of customers (using SPSS), Finally, CLV was measured in 6 Clusters. Findings of this paper provide criteria for analysis of customers features based on RFM model and CLV and Identifying the main and valuable customers. In addition, suggestions were proposed to the company due to improvement of CRM system based on findings.

This study is looking for selecting the appropriate form of Internet advertising in the air transport services. The model which is used in this research is a combination of structural models of the interactive advertising, interactive advertising model TOORSON Mr. RAGERS, Mr. Kasipo, and Patty probability model complexity and model of how advertising Mr. Vaqn, obtained, is used. The purpose of this study is to select the appropriate form of Internet advertising in the air transport services, (case study: Iran Air). This study is descriptive - survey. For gathering information, a questionnaire was used. The questionnaire included four parts. With applying exploratory data analysis methods (comparison of the relative frequencies according to the results of Sections 2 and 4 of questionnaires), the Internet advertising Skyscraper as the most desirable form of Internet advertising in air transport services is selected.

Marketing and specially, market orientation known as a main agent of business performance. As the lack of market orientation and skills in small businesses often results in lower performance and higher risks of failure. strong social capital plays a vital role in quick access and convenient scheduling to a variety of information. Secure Communication prepares access to numerous resources, and promote information receiving and improve people’s comprehension about their knowledge in a certain range. Social capital facilitates give rise to access to information, (information received from reliable people, who generally are accurate, relevant and reliable) that is one of key components of entrepreneurial opportunities. So far, it hasnt been done any research on social capital and entrepreneurial marketing. Research Innovation is conjoined study of entrepreneurial marketing and social capital using concept mapping method. Conceptual mapping tools are used to organize and present the knowledge. The results illustrate the critical position of social capital and Dimensions in entrepreneurial marketing activities. The results showed that social capital plays a big role in the seven elements of entrepreneurial marketing (innovation, informal, opportunity-oriented, experience, customization, flexibility and networking),. This role is more evident in the innovation and non-formal elements.

The purpose of this applied paper is to determine positioning of laptops by perceptual map and laddering method. Data collection method was survey using questionnaire. First by using the views of computer experts of selected brands, including Sony, Acer, Asus, Dell and Msi, 5 among 20 attributes, which were considered more important, were selected through application of factor analysis technique. Then, after classification of these features by laddering technique, they were analyzed by using another questionnaire to determine the position of each brand in the perceptual map. We try to show factors and laptop brands position with regard two factors of price and quality in the resulted perceptual map.

By attention to organization’s growth for competing to achieve more market share, strategic planning necessity has been more and more important for organization the has paid a lot of researchers attention. In this research, firt with refering to accomplished studies, strengths, weaknesses, oppurtunities, treatments and some strategies were distinguished in base of SWOT matrix. Then by defining critical success factors, the strategies were categorized by fuzzy topsis anf QSPM techniques. By the first technique, “producing new goods like water and juice to complete production basket” was chosen as the most important strategy and after that “apply Branding” and “using new production lines in Shirvan and Arak companies to increase productions” were placed in 2nd and 3rd places. Although “apply Branding”, “producing new goods like water and juice to complete production basket” and “allocating a little percentage for healthy drinks marketing” were selected as the top strategies by QSPM technique. Finally fuzzy topsis and QSPM techniques were comprised together by SAW technique. In this stage, 2 mentioned techniques and organization’s long term objectives were considered as althernatives and criterias in direct order that fuzzy topsis was selected as better one for categorizing Behnoosh company strategies.

With increasing competition and raising phenomena such as global markets, the domestic industries of each country in order to stay in this area should increase their competitive advantage. Brand value is One of the strategic tools that causes commitment and frequency of consumption, increasing economic value for shareholders and expand economic activity beyond the geographic boundaries. It is essential to investigate how the marketing mix elements effect brand value, because of brand importance. In this study, we tried to examine marketing mix effect on brand equity in company of a shirin asal. so we explore relationships between marketing mix of product, price, promotion and distribution as exogenous variables and on the brand equity of the brand awareness / associations, brand loyalty and perceived quality as the theory of endogenous variables. The statistical study were all consumers in the city of Tabriz statistical and 480 consumers were selected as sample. The information collected with Cluster sampling in stores offering products of this company from consumer and was examined using structural equation analysis. Structural equation analysis suggests two elements product and price impact Brand equity. Two-element distribution and promotional activities of the factors influencing awareness / associations.

In this article which is the result of a field study, the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services were studied. After reviewing relevant researches, a questionnaire with closed questions was designed to measure the service quality dimensions of Isfahan Mellat banks and the rate of customer’s satisfaction with the banks services. Necessary data is collected in Isfahan. For measuring the service quality toward the customer’s satisfaction, the service quality model called “SERVEQUAL” has been used. The current research method is descriptive-survey. The findings suggest that the four dimensions of reliability, responsibility, guarantee, and empathy has been effective on customer’s satisfaction with the service quality of Isfahan Mellat banks. However, the physical and appearance dimensions have no effect on costumer’s satisfaction with the service quality.