مجله مدیریت برند
پیاپی 1 (بهار 1393)

Numerous factors influence on individuals purchase intention. The purpose of this study is to offer a comprehensive model of important factors influencing on consumers foreign product purchase intention. Therefore، a clustering method was used and data from 400 consumers were gathered in two areas of Tehran and analyzed by using SEM via LISREL. Results show that factors which are related to product namely brand familiarity، brand trust، perceived value، and perceived risk have significant effect on consumers purchase intention; and in factors related to country of origin، only cognitive dimension had significant effect on consumers purchase intention. Originality of this study is due to designing a new comprehensive model by using variables from previous research.

This study has been done considering the role of personal Constructs in the behavior of the consumers of different brands and in order to studying the relationship between the personal and Cognitive complexity of consumers of different brands of cell phones and their genders and content analysis of personal constructs. The current study is and applied type of research and its method of comparison. The sample of this research is 60 students of bachelor degree (30 female and 30 males) and the sampling is random clustering sampling. 7 brands of cell phone (Nokia، Sony Erickson، Samsung، Apple، Blackberry، HTC، and LG) were provided to the sample group for studying and the related data was collected with the use of Rep test. The collected data were analyzed with the use of descriptive statistical، t-test and Whitney Yoman and the resulted data were analyzed by the qualitative method from the point of view of cognitive Constructs and the mentioned brands. Considering the comparison of the average of the two groups، there is a significant difference between the personal constructs of the female and male consumers. Findings of the content analysis indicate a difference between the cognitive constructs of these two groups relating to the mentioned brands. since the cognitive Constructs related to one brand and also the subject of the constructs of its consumers، is considered as the basis of the consumption behavior of them، the significance relation between the gender and the number and classification of cognitive structures indicate that effective management of the brand in Iran is related to the gender and cognitive Constructs and their personal constructs in relation to the brand.

Manufacturing Green products and especially green packaging in addition to providing a good context for fulfilling social responsibility of Iranian companies would be a good way to decrease the environmental damages through out of the country. Regarding to the importance of this topic and the necessity of the investigation of the factors influencing customer attitude and purchasing intention، current study applying survey method is conducted. More than 1350 questionnaires among five metropolitan cities are distributed. To test the validity and reliability of questionnaires، face validity and two approaches including alpha cronbakh and split half approach are applied respectively. Results show that customer environmental responsibility has the highest effect on customer attitude to green packaging. On the other hand، in addition to the effect of customer attitude on purchasing intention، good’s price has moderated the relation between attitude to green packaging and purchasing intention; a role that is not supported statistically for good’s availability.