فصلنامه تحقیقات بازاریابی نوین
سال چهارم شماره 2 (پیاپی 13، تابستان 1393)

Most traditional organizations managers focus on tangible and financial assets such as land، money، labor and… One of the industries where competition is intense day by day the concept of competitive advantage and value creation in its resolution finds the banking industry. In this regard، the present study sought to examine the impact of intangible assets (external knowledge) to improve service quality and brand equity in the banking industry and the Export Development Bank of Iran. This type of survey and the statistical community with both customers and employees. Sampling survey is stratified، the sample size is 384 customers Cochran formula and the size of the staff، according to Morgan، is 86. Well for structural equation modeling analysis of data، Model (SEM) and Confirmatory Factor Analysis (CFA) is used. Research findings show that external knowledge is directly significant effect on brand equity. Also، the effect of foreign knowledge through knowledge chain mediator variable exerts a positive impact on the quality of service and if there is a direct impact of foreign knowledge will affect the quality of service. The changing role of mediating variable chain is very strong. Significant impact on brand equity but also the quality of individual customers، suppliers and competitors are not the only dimensions of brand equity through a chain of significant impact on brand equity to the.

This paper aims to examine the relationships among Promotional-mix elements and Customer-based Brand Equity. Then، a model is developed to examine the relationships Promotional-mix elements and Customer-based brand equity in Food Industries of Tehran. The sample size is 240. Data are collected by questionnaire designed. The collected data is estimated using Lizrel and SEM method. The test results show that four dimensions of brand equity (brand awareness، perceived quality، and brand loyalty and brand Image) positively affect on Customer-based brand equity and all promotional-mix elements (except sales promotion) positively affect the Customer-based brand equity. In addition، among dimensions of brand equity، image brand has the most positive effect on brand equity and among elements of Promotional-mix، sell promotion has the most negative effect on brand equity. In the end، among the brands، Kalleh brand has the most Brand Equity and MiMas brand has the least Brand Equity.

One of the major challenges for managers is the effect of brand on sales and stocks of their organization. Valuation of the brand of product and service and the link between investment in the brand and financial return has been topics of the interest in business for the last decade. Therefore، different brand valuation and ranking techniques has been proposed. In this research، we applied a new corporate brand valuation tool to minimize the subjective aspects of current brand valuation techniques as named Corporate Brand Success Valuation (CBS Valuation) that uses an integrative approach that takes into account three important concepts of business administration- marketing، finance، and accounting to measurement of corporate brand value. The sample data contains 82 active corporations listed on Tehran Stock Exchange that used for examining of relationship between CBS values of brand and corporate revenues and corporate value. The correlation coefficients revealed a significant relationship between CBS values of brand and corporate revenues and corporate value.

Most of little commercials are during families that usually they do not have marketing skills and they are in lack of basically capabilities to be up to date in marketing distribution. They are mostly in selling and buying and having deposits and they spend less time on improving marketing and transportation distribution. Therefore this survey is looking for identifying marketing skills and transportation distribution which is regarding to big and little companies. Thought in this concern a questionnaire was spreader between 173 companies working in Mashhad industrial pole. It should be told the questionnaire is made of experts'' ideas and the other made of analyzing of final points and also it was estimated by Apha Kronbakh. It is analyzing of regression in this study indicated that the buying factors and providing factors explain the operation of little and big companies. Personal analyze also indicated that company services has the most important difference between big and little companies

E-insurance can be broadly defined as the application of Internet and related information technologies (IT) to the production and distribution of insurance services. In a narrower sense، it can be defined as the provision of an insurance cover whereby an insurance policy is solicited، offered، negotiated and contracted online. While payment، policy delivery and claims processing may all be done online as well، technical and regulatory constraints may not allow these elements to be subjected to full e-commerce application in certain countries. However، insurance legislation worldwide is being continuously modified to accommodate online payment and policy delivery، and outside the discussion of e-insurance metrics، these elements should be included in the narrow definition. The anticipated efficiency effect of e-insurance is twofold. First، e-insurance should reduce internal administration and management costs by automating business processes، permitting real-time networking of company departments، and improving management information. Secondly، it should reduce the commissions paid to intermediaries since it can be sold directly to clients. For insurance sold to individuals، agents typically receive a commission of 10 to 15 percent for non-life policy sales and renewals and from 35 to 100 percent for life insurance policies in the first policy year، but much less on renewal (Bender and Marks، 2000; SIGMA، 2001; Fery، 2000). However، some of the income gained in commissions that are not paid to intermediaries must be spent on online customer acquisition and marketing. Assuming cost savings do materialize in a competitive market، they would be passed on to consumers thereby allowing them to buy more insurance، or other products or services.

Considering the increase if usage of social networks، especially Facebook in Iranian users، this research aims to investigate the effect of absorption on continuous usage. 406 questionnaires are gathered from Facebook users and data are analyzed with PLS software. Results show that Cognitive absorption has a positive impact on satisfaction، ease of use and usefulness. Usefulness and users'' satisfaction leads to real use. Although، satisfaction and intention to use effect the continuous usage of Facebook، but usefulness and ease of use have no effect on continuous usage.

This study was conducted to analyze the effects of mixed green marketing elementsas an important factors of marketing on customers loyalty to the brand of Naghshe Jahan Sugar Company. The statistical population includes all of the company’s customers. The size of the sample was calculated to be 235 people selected at random. A questionnaire composed of 64 questions for used to gather data. Various tools and methods were used to analyze the gathered data including the software packages Spss and Amos، independent t-tests، variance analysis، …، t2، and structural equations modeling. The results showed that there is a meaningful relation between the dimension of green marketing mix such as green product، green price، green promotion، and green distribution and the dimensions of customer loyalty such as attitudinal loyalty and behavioral loyalty.

In marketplace a desirableCustomer image، is a valuable asset for organizations. Managers must adopt appropriate approaches to assess and manage their organization''s image in the minds of customers and lead to better achieving organizational goalsto provide their customer satisfaction. Today، organizations are recognizing the importance of mental customersimage and look for creating adistinctive image of them. Mentalimage of the organization has some effect onmultiple factors such as satisfaction، perceived value، perceived quality and customer loyalty. it could cause to gain competitive advantage for organizations، especially in the services sector. This paper presents a model which is made by the researcher to investigated the effect of organizational image on the behavioral characteristics of consumers such as loyalty، satisfaction، perceived value and quality. the using data was gathered by a questionnaire from customers of Shandiz chain restaurantsin non-random sampling method. This study، based on aim، is an applicable research، and based on data collection method، it is a descriptive research. Also، considering its data analysis method، it is a structural equation based research using PLS software. The results of the study indicate the effective role of image on satisfaction، perceived value، perceived quality and customer loyalty. The indirect positive effects oforganizational image on loyalty bythe mediator role of perceived quality is confirmed but، the mediator role of satisfaction and perceived value is not accepted. Moreover، Other research findings States that satisfaction، perceived value and quality has a positive impact on customer loyalty. in this study، the positive effect of perceived value and quality on customers satisfaction is Confirmed whereas، the Effect of perceived quality on perceived value is not accepted

The aim of this study is to identify and prioritize customers'' purchase decision making styles in the chain stores. In this regards Sprols & Kendall model was used. The statistical population is the customers of Etka chain stores in Tehran. The sample consisted of 384 customers of Etka branches in Tehran، which data was collected using a questionnaire. The statistical analysis was show that five styles e. g. perfectionist، impulsive، “habitual، brand-loyal”، “confused by over choice “and “price conscious” in etka customers are identifiable and other styles e. g. brand conscious، novelty and recreational are not. And the “price conscious” style has highest priority and “confused by over choice “style has lowest.

The main purpose of this paper is to examine the impact of Advertising Expenditures on the Profitability in the Iranian Textiles (textiles، garments، bags and leather) Industries. The data of the industrial workplaces with 10 employees or more activating in this industry during 1374:1-1386:4 is used. The relationship between the named variables is reveres U، based on the theory، and then the nonlinear econometric model، LSTR (logistic smooth transition autoregressive) is applied. The results of this study show that there are a nonlinear correlation between advertising and profitability in the textiles industries in Iran. The result of estimated model shows that resultant effect of advertising on this period profitability is positive and significant. Non-linear relationship between these two variables represents that there is an optimal range of advertising expenditure that maximizes the Iranian textiles industries Profitability. JEL Classification: C22: L25: M3

Social shopping behavior of fashion embraces various activities، direct/indirect complex and dynamic interpersonal happening during the process of buying fashion and causes customers’ pleasure and satisfaction from purchasing intention، which in long-term helps sales improvement. Market of fashion apparel in IRAN is the biggest consumer market in the Middle East. Despite this huge marke، marketing knowledge of fashion apparel in iran has not been developed yet. considering the nessecities of subject، This study has taken place in city of Tehran، Iran in order to assess the social purchase behavior of consumers and drivers in the field of fashion garments. This study based on purpose is an applied research and in terms of method of data collection is a discriptive- correlation research. A questionnaire was used to collect data. Statistical population includes all people over 20 years in the city of Tehran. Sample size of 465 persons was calculated using Cochran formula. Using stratified sampling with age pyramid by Iran Statistical Center، 500 questionnaires were distributed. 15 incomplete questionnaires were eliminated and finally، 485 questionnaires were analyzed. Data analysis was performed using partial least squares. In measurement mode، the technical characteristics of questionnaire were assessed and In structural model the research hypotheses were examined. Research findings indicate a significant positive relationship between fashion clothing involvement and five dimensions of social shopping behavior. On the other hand، there is a positive and meaningful relationship between materialism and the need for uniqueness by consumers’ involvement toward fashion apparel.

Nowadays، it is impossible for retailers to establish a competitive and successful store Atmosphere in the marketplace via making a distinction in the outer facades of their stores، altering the pricing system، and diversifying the products offered in the store، due to the intense competition emerged in retailing markets. In addition to the economic effect on buyers’ behavior، the stores should try their best to attain their goals by less costing. Furthermore، as retailers can change the buyers’ behavior to the extra-role behavior، they can attain more appropriate goals. The social stimulants of store Atmosphere is one of the most important and effective factors on buyers’ behavior at shopping place. So، In this research We’ve connected these variables according to the different studies and designed our model. The statistical society of this study is customers of Refah chain stores in Tehran and The number of sample is 413 people that they were in sore. Validity of questionnaire was calculated based on opinions of university professors، vendors and also through factor analysis. We’ve also used Coefficient alpha (Cronbach، 87 percent) and split half (83 percent) for getting the reliability (83 percent). According to the results، it was confirmed that Social Stimulants of store atmosphere in Refah chain stores have effect on emotional-cognitive indicators and at a result، they have effect on buyer extra role behavior and this effect is not affected by buyers gender and age

Nowadays، increasing competition in supplying and complexity of products caused information asymmetry between buyers and manufacturers that will eventually lead to adverse selection by purchasers. Thus، the role of external signals that are independent of the actual features of products become more important in quality perception and purchase intention of consumers. In this study، the effect of external signal (price، brand، Store brand، advertising، packaging، country of origin، friends، previous experience، price discounts، ranked brand، product physical & warranty) on quality perception and purchase intention of high involvement products (laptop case study) have been investigated. Data analysis has been done by use of SMARTPLS software. A questionnaire was collected data. The results showed the price، brand، freinds، ranked brand، previous experience، warranty and ingredients can affect the laptop perceived quality. Also، price، brand، country of origin، friends، previous experience، ranked brand and warranty influence the intention to buy a laptop