مجله مدیریت بازاریابی
پیاپی 23 (تابستان 1393)

The purpose of this research is to investigate the relation of trust and reliance of consumerswith the acceptance of retail detergents brands The population of the research consists of all the customers of hacoupian stores of Tehran in the year 1391، 450 people are chosen as the sample and the questioners distributed among these people and of these questioners 390questioners were analyzed. Tools for information collection in questioners were standard and consist of 17 questions the reliability coefficient of this questioner was 0. 92 that was calculated by distributing 30 questioners and using Cronbach’s alpha. To analyzing the data and testing hypotheses SPSS software is used. Analyzing the testing hypotheses in this research showed that consumers’ attitude of the retail detergents brands has positive relation with their purchase intention. Our analysis shows that there is linear and direct relationship between the consumers’ attitude of retail detergents brands and their purchase intention. Perceived benefits of retail detergents brands have positive relationship with the consumers’ attitude. Consumers’ trust on retail detergents brands has positive relationship with their perceived benefits. Consumers’ reliance on retail detergents brands has positive relationship with their perceived benefits. Practical implications: The variables of “trust” and “confidence/pessimism” facilitate a more effective utilisation of the marketing mix with regard to retail brands. Originality/value: The paper provides novel insights into consumer behaviour with regard to detergent retail brands. In particular، the variable of “confidence/pessimism” is especially relevant in the context of the prevailing adverse economic conditions.

Nowadays، the use of references group in product marketing and advertising is one of the major factors in companies'' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their special and unique abilities or characteristics. This study evaluate 11 factors of celebrities characteristics in order to figure out consumers believes and preferences. Finally، the factors that are effective in consumers'' selection were identified and prioritized. In order to collect the required information، using questionnaire chosen 210 persons from 5 big area of Tehran (north،south،west،east،center) at cluster random sampling. Multiple regression with SPSS software was used for the data analysis. Study results showed that consumers'' prioritizations are: celebrity popularity، multiple endorsements، celebrity-product match، celebrity credibility، celebrity physical attractiveness، celebrity-target audience، celebrity should be product user، celebrity controversy risk، previous endorsement، celebrity availability. Moreover 3 factors have significant effects that are: celebrity popularity، celebrity multiple endorsements، celebrity availability.

The current research aims to assess the impact of personal role of service employees on encouraging the customer citizenship behaviors in the best branches of Tejarat Bank. The sample size of this research comprises 499 participants that are chosen by cluster sampling method. The data are gathered using quantitative research method and questionnaire and analyzed with the help of structural equitation modeling. Based on previous studies، in order to evaluate the customer citizenship behaviors، 6 variables were derived namely: credibility of service worker” “benevolence of service worker، “commitment to the service worker”، ” Personal loyalty to the service worker”،”interactional justice”،”distributive justice” The results indicate that the employees have critical role in stimulating the citizenship behaviors of customers.

Due to the fact that acquiring new customers is much costly than establishing a broader and deeper relationship with existing customers، the concept of customers’ loyalty and brand recognition are important factors. One of the factors that create and increase customers’ loyalty commitment is brand credibility. Brand credibility is one of the most valuable assets of any company. Brands which bring additional credibility to customers can achive a special place in consumers'' minds. This is a descriptive – correlational with a casual approach and in terms of purpose it is an applied study. In this study، the relationship between brand credibility (that is defined as the trustworthiness and expertise) as the independent variable and satisfaction، commitment to loyalty and continuance commitment as dependent variables were investigated. The relationship between satisfaction، loyalty and commitment with willingness to change and oral recommendations to purchase as an independent variables and the relationship between commitment and willingness to change were tested. The population size in this study include all consumers of appliance products in Rasht. Stratified random sampling، a form of stratified sampling and proportional to size، is used. Data were collected from 412 completed questionnaires filled by household consumers. Hypotheses were tested by structural equation modeling methods and the results are as follow: Brand credibility has a direct impact on satisfaction، commitment، commitment to loyalty and continuous commitment. Satisfaction has a direct impact on commitment and oral recommendations to purchase. Satisfaction will reduce consumers willingness to brand change. Commitment to loyalty has no impact on the two dependent variables namely willingness to brand change and oral recommendations to purchase. Continuous commitment has no impact on willingness to brand change.

The aim of this study is to evaluate the effect of self-esteem، social influence and satisfaction with life on the tendency to impulse buying. Using the variables of life satisfaction، informational and normative dimensions of social influence and self-liking and self-competence dimensions from self-esteem indicator as independent variables and cognitive and affective dimension of tendency to impulse buying as dependent variable the research model is formed. The present study according to the aim، it is an application and correlation according to research method and using questionnaire and survey method to collect necessary data. The statistical population of this study is the buyers at shopping centers in Tehran. Cluster sampling method was used for choosing the shopping centers. Finally، using random sampling method، 398 samples were collected. Data analysis was performed using statistical methods and non-parametric tests and Spearman and Kendall correlation tests were used to determine the relation and calculate the correlation. The study results of the samples shows that an inverse relationship between life satisfactions and cognitive dimension of tendency to impulse buying is not supported and no relationship between life satisfaction with emotional dimension of tendency to impulse buying is supported، the normative social influence with affective tendency to impulse buying does not show a direct relationship، while the research results show that there is an inverse relationship between information social influences cognitive dimension of tendency to impulse buying. Also inverse relationship between self-liking and self-competence from self-esteem indicator and affective dimension of tendency to impulse buying is not supported، while the lack of relationship between self-esteem and cognitive dimension of tendency impulse buying has been supported.

The purpose of this study is to evaluate the effect of marketing strategies alignment on supply chain and organizational performance in the Entekhab industrial group. The purpose of this study is functional practical and the nature and the method of it is descriptive – survey and is ofcorrelation type. The population of this study includes managers at various levels in the Entakhab industrial group in 1391 and statistical sample were 159 who were selected by simple random sampling. In this study، a questionnaire was used for data collection and statistical tests were used to analyze data and test hypotheses. To confirm the Justifiability of the questionnaire، comments and advice of supervisors and some management professors was used and management software SPSS was used to assess the reliability. and، Cronbach''s alpha was 0. 921. In this study، SPSS and AMOS software and path analysis were used for data analysis that the results indicate that there is a significant positive relationship between marketing strategies alignment with supply chain on the performance of supply chain، also there is a significant positive relationship between the performance of supply chain with the organizational performance.

The organizational citizenship behavior، as the optional & intentional behaviors of employees، have considerable effect on the individual and organizational performance، placing the employees in a situation to perform some assignments beyond their occupational description and functions، one the one part the brand making topic as well as brand management have various fans nowadays in marketing world to the extend that making a popular powerful brand in the market is the goal of may organizations. The effects of expressing organizational citizenship behavior on the brand value and its dimensions as well، from the point of view of the customers in innovation model are reviewed in the current article. The data required for this research haven been collected by «Padideh Shandiz Chain Restaurants» guild union employees polling in connection with organizational citizenship behavior and on the customers'' available nonrandom sampling basis in brand value section and in the form of a questionnaire. Podskoff and his colleagues questionnaire was used for evaluation of citizenship behavior، and the researcher questionnaire، designed based on Kim، Tang، Hawley and Aker studies، was used for evaluation of the brand value. This research is applicatory with surveying nature، structural equations method and Pls software are used for data analysis. The concluded results express that all the dimensions of organizational citizenship behaviors have a positive meaningful effect on the brand value from the point of view of the customers.

Present paper aims at studying the relationship between brand and consumers. In terms of purpose، this is an applied research while it is a descriptive survey in terms of data collection. Its populations consists of all electrical appliance consumers in Mashhad (Iran) selected by simple random sampling method. Proportionate to sample size، 420 questionnaires were distributed in electrical home appliance in Mashhad and finally 375 usable questionnaires were analyzed. Collected data was analyzed by SPSS and LISREL software packages. LISREL was used to analyze confirmatory factor analysis and research model test. Likewise، LISREL software package was used to study reliability and exploratory factor analysis. The findings indicate that brand experience impacts on brand satisfaction، brand trust brand commitment and brand love positively and significantly; brand satisfaction and brand impact on brand love and brand commitment positively and significantly; and brand love and brand commitment impacts on word of mouth and brand loyalty positively and significantly. The most important limitations of present study include lack of cooperation by managers of shops to distribute questionnaires. The findings of present study can be used as a valuable source to improve the relationship between an Iranian brand and consumers by domestic appliance industry managers and policymakers. It is for the first time that such research studies the relationship between an Iranian brand and consumers by domestic appliance industry in Iran and analyzes new aspects of brand.