دوفصلنامه راهبردهای بازرگانی
سال بیست و یکم شماره 1 (پیاپی 3، بهار و تابستان 1393)

The purpose of this survey is to survey conceptual processes and consumers’ motivation for fancy purchase of new products. This study indicates how non-planned purchase of new products is different from that of other products leading to planning, marketing and management of sales costs and opportunities in new products industry by providing more information on the factors influencing fancy purchase. In order to study goals of the research, hypotheses were surveyed through a model of new product emotions, self-esteem, and knowledge effectiveness on behavior and intention of fancy purchase and effectiveness of purchase intention on purchase behavior, and finally effectiveness of social norms and oral advertisement on new product knowledge. This research was conducted by stratified random sampling according to the volume among 377 Azad University students through Harman et al questionnaire. 50-person pre-test sample was used in order to measure reliability of questionnaire and reliability coefficient was analyzed through Cronbach alpha and split off methods respectively as 0.82 and 0.85. Research hypotheses were tested by equation structures in LISREL software. Findings showed that fancy purchase intention has significant influence on fancy purchase behavior in studied population and characteristics do not have influence on fancy purchase intention while emotions have direct effect on fancy purchase behavior. New products knowledge has effect on fancy purchase intention but does not directly influence fancy purchase behavior. So-cial norms and oral advertisement have significant influence on new product knowledge. Therefore, before implementation of fancy purchase in the consid-ered population, its intention is regarded. In addition, informing on unique prop-erties of modern products could boost purchase intention in individuals.

Nowadays electronic businesses such as electronic shops and internet discount offering websites are increasing. These businesses require selecting some strate-gies among provided strategies in this field in order to meet their customers’ needs and for better preparation of their marketing strategies. This study surveys six main strategies in the field of electronic commerce in four questionnaires provided by researcher and presented to discount websites experts. Then the strategies were prioritized through MCDM methods، once with TOPSIS method and once again with D-ANP، VIKOR، and also Mann-Whitney test was used to survey if there is significant difference between TOPSIS and VIKOR. The results for these prioritizations were different and indicated that product-market development and electronic purchase marketing strategies were prioritized as the first one by respectively TOPSIS and D-ANP، VIKOR. The importance of this study is application of D-ANP approach instead of ANP and DEMATEL which reduced a large number of experts’ questions and weights internal relations ma-trix was used as ANP super matrix for weighting. Finally، it was indicated that there is significant difference between TOPSIS and VIKOR approaches.

Effect of advertisement on viewpoint toward brand is always one of the most important subjects in advertising field. This study aims to comparatively evaluate influence rate of Irancell and Hamrah-e-Avval TV advertisement attractions on viewpoint toward brand and viewpoint toward advertisement. For this purpose, opinions of 390 cellphone-using students in Shiraz exposed to Irancell and Hamrah-e-Avval TV advertisement were collected through questionnaire. After ensuring validity and reliability of research tool, hypotheses were surveyed structural equations modeling in LIZREL and two tailed t-test. Findings showed that Irancell and Hamrah-e-Avval TV advertisement attractions have significant influence on viewpoint to their advertisement and on viewpoint to Hamrah-e-Avval brand while there was no meaningful effect on viewpoint to Irancell brand. Viewpoint toward Irancell and Hamrah-e-Avval advertisement have significant relation with viewpoint toward these two incorporations’ brand.

Brand loyalty is one of the most important issues in marketing studies as one of the main marketing techniques for better response to competitive threats and more income. This study aims to survey effect of brand characteristics conformity, perceived quality, and brand view on brand loyalty. This study was conducted on a random sample composed of 260 laptop owners with four brands of Sony, Asus, Acer, and Dell in Kerman Province. After data collecting and analyzing with structural equation model, findings indicated that there is not significant relation between brand characteristics conformity and brand loyalty. But perceived quality of brand has significant direct positive effect on brand loyalty. In addition, significant positive effect of brand characteristics conformity, perceived quality, and brand view was indirectly approved through viewpoint mediator variable

Banking has always been known as a specific informational activity, especially in recent decades that information technology has strongly influenced the electronic banking (e-banking) industry. The appearance of e-banking services extendedly changes the base of financial services offered to customers. By providing this service, banks can significantly save costs, and reduce the number of branches and employees work in line and staff organization. Moreover, the development of e-banking should be done with the aim of customer orientation and satisfaction in order to provide their loyalty, because the preservation and survival of any organization depends on its clients. In this regard, the present study studied the relationship between the adoption of e-banking customers and word of mouth advertising regarding the mediating role of customer satisfaction and their loyalty. Eventually, the data, factor and path analysis results applied to accept or reject the hypothesis. The result was the adoption of e-banking, speed, content and design, security and convenience, access among the other factors have an impact on customer satisfaction but the fees and charges do not. Also customers’ satisfactions have an impact on their loyalty and customers’ loyalty on the word of mouth advertising. Furthermore, the results of a single sample t-test showed that all of the e-electronic banking adoption factors in the eghtesade novin bank are on the desirable level. And according to Friedman test results, order of electronic components of banking adoption include fees and charges, speed, content and design, security and confidentiality and access.

Nowadays two concepts of sustainable development and integration of processes have extremely influenced business atmosphere. Marketing, as one of business sciences, and automobile industry, as a parent industry, are influenced by these changes. In this direction, this article aims to design a integrated model for fulfillment of Iranian automobile industry sustainable marketing. For this purpose, available literature was reviewed and initial framework was designed for sustainable marketing fulfillment. Then, initial model was developed using qualitative methodology tool including open questionnaire and deep interview with experts and comprehensive sustainable marketing fulfillment model was proposed. The modified and ultimate conceptual model for sustainable marketing fulfillment was designed. In the last stage, the model was comprehensively surveyed and confirmed through field research. Findings showed that among various models of marketing, internal marketing, integrated cultural marketing, strategy-oriented marketing, moral-oriented marketing, and friendly marketing are models influencing sustainable marketing fulfillment.

Despite increasing popularity of virus marketing, the factors influencing its suc-cess are not completely identified yet. This study aims to identify message deliv-ery motivations in virus advertisement. This is descriptive survey in which 396 students in the University of Mazandaran were selected by clustering sampling and data were gathered through questionnaire. Material incentive, altruism, self-increase and social benefits were independent variables and message delivery and extroversion were dependent and adjusting variables. SPSS software was used for data analysis. Simultaneous multiple regression was used for hypotheses testing and Baron and Kenny method was used for evaluation of adjusting role. Findings indicated that except material incentive, other independent variables have positive and significant effect on message delivery. Also, extroversion modifies the relation between dependent and independent variables.