University of IsfahanNew Marketing Research Journal2228-77442220120822Devising a Branding Model for Multi-Purpose Mega Projects Localization for Iran: Implementing and Testing in a Multi-Purpose ProjectDevising a Branding Model for Multi-Purpose Mega Projects Localization for Iran: Implementing and Testing in a Multi-Purpose Project12017596FAAliDivandariAssociate Professor, Faculty of Management, University of TehranAmirEkhlassiUniversity of TehranJournal Article20160614While it seems there are just very few studies on branding process of mega projects of entertainment, residential, tourism and sport, branding is one of the most vital factors in these types of projects. In this paper an attempt has been made to devise a branding model for these types of projects corresponding to Persian characteristics. Researches on this subject mostly focus on place selling, place marketing and tourism destination branding and rarely such projects have been considered. Since in Iran, there is not any special model, the Grounded Theory approach has been used for hypothesizing and discovering the model’s aspects. Deep interviews corresponding to the approach have been conducted. The interviewees consist of scholars, owners and founders, branding and marketing managers, subprojects managers, sales, economic and financial managers, superior consultants, and managers of Tourism Board Organization. Findings imply that the main phenomenon is branding process of mega projects of entertainment, residential, tourism and sport. In addition, causal conditions, context conditions, and intervening conditions are explored, and eventually result of branding for these types of projects is introduced as an intact model.While it seems there are just very few studies on branding process of mega projects of entertainment, residential, tourism and sport, branding is one of the most vital factors in these types of projects. In this paper an attempt has been made to devise a branding model for these types of projects corresponding to Persian characteristics. Researches on this subject mostly focus on place selling, place marketing and tourism destination branding and rarely such projects have been considered. Since in Iran, there is not any special model, the Grounded Theory approach has been used for hypothesizing and discovering the model’s aspects. Deep interviews corresponding to the approach have been conducted. The interviewees consist of scholars, owners and founders, branding and marketing managers, subprojects managers, sales, economic and financial managers, superior consultants, and managers of Tourism Board Organization. Findings imply that the main phenomenon is branding process of mega projects of entertainment, residential, tourism and sport. In addition, causal conditions, context conditions, and intervening conditions are explored, and eventually result of branding for these types of projects is introduced as an intact model.https://nmrj.ui.ac.ir/article_17596_704ceb6ff1c2f32629c90cf3da684421.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Identifying Content and Structural Dimensions of Iranian Banks Advertising SlogansIdentifying Content and Structural Dimensions of Iranian Banks Advertising Slogans213617588FAShahriarAziziAssistant Professor, Faculty of Management and Accounting, Shahid Beheshti UniversityMajidHassaniNejhadPHD of Business Administration - Marketing, Allameh Tabatabai UniversityAminDiniMaster Student of Business Administration – Marketing, Shahid Beheshti UniversityAsiyehOmidianMaster Student of Business Administration – Marketing, University of TehranFatemehFarhikhtehMaster Student of Business Administration - Marketing, Allameh Tabatabai UniversityJournal Article20160614Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomskyâs theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.Advertising slogans are frontier in corporate campaigns. Privatizations, entrance of private banks and totally electronic banks intensified bank competitions. Having effective advertising slogan is a way to attract banking customers in new competitive climate. Since, in this article the most important components of a good slogan identified from customer view by using Chomskyâs theory of transformational grammar, qualitative and exploratory approach and interviewing with 70 customers. Results show frequencies of content indexes are 4 times more than structural dimension from customer view while, both of content and structural dimensions are supplementary and inseparable. The first five indexes of good advertising slogans are speed in providing services, appropriate treat to customer, shortness, and attention to security and trust.https://nmrj.ui.ac.ir/article_17588_7b3e3c12ea61a6c26f1e0b064f6e2672.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Study the effect of the organizational factors on the acceptance using combined heat and power Generation plants (small-scale generation) by organizational ConsumersStudy the effect of the organizational factors on the acceptance using combined heat and power Generation plants (small-scale generation) by organizational Consumers375017592FAMahdiMomeniMaster Student , University of TehranMohammad RahimEsfidaniAssistant Professor, Faculty of Management, University of TehranAliHeydariAssistant Professor, Faculty of Management, University of TehranJournal Article20160614The main goal of this research was studied the role of the organizational factors on the acceptance using combined heat and power generation plants by organizational consumers. Organizational factors include the seven variables of organizational values, perception, organization representatives, organizational goals and tasks, organization, technology, organizational structure and organizational resources. Its methods was descriptive-survey and applied research. To gather information from questionnaire was used. The questionnaire was based on theoretical principles and as a range of options was designed Likert senary. Narrative content of the questionnaires from masters and professionals and experts was assessed positively. Validated questionnaire based on the cronbach alpha coefficients were calculated. The coefficient for the questionnaire was obtained 0.955 customers and analyzes data using SPSS software was done. Inferential statistical methods of research questions in the community (customers) were analyzed. The statistical tests were included correlation analysis, regression and T-test. The results of this study showed that: <br />1. All of the above-mentioned variables on the acceptance of power plants CHP (small-scale generation) by the organizational consumers are effective. <br />2. Order of importance and influence of organizational factors to be organizational resources, organizational goals and tasks, perception, organization representatives, technology, organizational values, and organizational structure respectively.The main goal of this research was studied the role of the organizational factors on the acceptance using combined heat and power generation plants by organizational consumers. Organizational factors include the seven variables of organizational values, perception, organization representatives, organizational goals and tasks, organization, technology, organizational structure and organizational resources. Its methods was descriptive-survey and applied research. To gather information from questionnaire was used. The questionnaire was based on theoretical principles and as a range of options was designed Likert senary. Narrative content of the questionnaires from masters and professionals and experts was assessed positively. Validated questionnaire based on the cronbach alpha coefficients were calculated. The coefficient for the questionnaire was obtained 0.955 customers and analyzes data using SPSS software was done. Inferential statistical methods of research questions in the community (customers) were analyzed. The statistical tests were included correlation analysis, regression and T-test. The results of this study showed that: <br />1. All of the above-mentioned variables on the acceptance of power plants CHP (small-scale generation) by the organizational consumers are effective. <br />2. Order of importance and influence of organizational factors to be organizational resources, organizational goals and tasks, perception, organization representatives, technology, organizational values, and organizational structure respectively.https://nmrj.ui.ac.ir/article_17592_253a75df4d96bdb79a5b7d2c080101ea.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Exploring effect of entrepreneurship and business orientations on innovation and customer value (Case Study: food industry of Mashhad city)Exploring effect of entrepreneurship and business orientations on innovation and customer value (Case Study: food industry of Mashhad city)516817590FAMostafaKazemiAssociate Professor, Faculty of Economics and Business Administration, Ferdowsi University of MashhadSamiraPourMaster of Business Administration, Ferdowsi University of MashhadJournal Article20160614Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just survive But also to ensure its growth. Hence, the need have to maintain the survival of competitive advantages over its competitors. These competitive advantages as innovation and customer value is that given that few studies have examined the relationship between entrepreneurship and customer value Therefore, in this study adopted a survey research strategy to investigate the potential effects of entrepreneurial and business oriented (learning orientation, market orientation and human resource practices) has been on innovation and customer value. The study population consisted of active companies in the food industry of Mashhad city were based on Cochran's formula, for example, randomized study of 83 patients have been involved in research. The data obtained through questionnaires distributed and the structural equations and partial least squares method to help software PLS were analyzed. The results of data processing showed that entrepreneurship and human resource management are the most important drivers of innovation and customer value. Also the findings suggest that market orientation can be integrated as a predictor of innovation and customer value to be considered. Therefore, the rights to success implementing these factors promote innovation and deliver superior value to customers.Today, organizations must recognize and exploit entrepreneurial opportunities arising from environmental changes, not just survive But also to ensure its growth. Hence, the need have to maintain the survival of competitive advantages over its competitors. These competitive advantages as innovation and customer value is that given that few studies have examined the relationship between entrepreneurship and customer value Therefore, in this study adopted a survey research strategy to investigate the potential effects of entrepreneurial and business oriented (learning orientation, market orientation and human resource practices) has been on innovation and customer value. The study population consisted of active companies in the food industry of Mashhad city were based on Cochran's formula, for example, randomized study of 83 patients have been involved in research. The data obtained through questionnaires distributed and the structural equations and partial least squares method to help software PLS were analyzed. The results of data processing showed that entrepreneurship and human resource management are the most important drivers of innovation and customer value. Also the findings suggest that market orientation can be integrated as a predictor of innovation and customer value to be considered. Therefore, the rights to success implementing these factors promote innovation and deliver superior value to customers.https://nmrj.ui.ac.ir/article_17590_cae9c7675fd9cff12200b6aef959ee19.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Application of the theories of Self-Determination, Planned Behavior and Reasoned Action in online purchasing (A study at Royal Safar Iranian Company)Application of the theories of Self-Determination, Planned Behavior and Reasoned Action in online purchasing (A study at Royal Safar Iranian Company)698617595FAAhmad AliKhaefelahiAssistant Professor, Faculty of Management and Economics, Tarbiat Modares UniversityAliNooriPh.D. Student of Management, Tarbiat Modares universityMohammad RezaZabihiAssistant Professor, Faculty of Accounting and Management, Islamic Azad University, Mashhad BranchJournal Article20160614Advancement of the World Wide Web has resulted in creation of a new form of purchasing that is called online purchase. Hence, identifying the determinants of customers’ intention to online purchase, especially determining the role of gender as an independent or moderator variable is a significant subject for research. In addition, understanding the mediating role of trust in web site and analyzing whether enjoying online purchase has effect on intention to online purchase seem to make this study distinguished from past studies. The conceptual model of research which has been developed based on the theory of reasoned action, theory of planned behavior and self-determination theory has been examined through data collected from 162 customers of Royal Safar Iranian Company. Findings imply that perceived website quality and trust in website influence the customers’ intention to online purchase. In addition, the effect of attitude toward web-based purchase on intention to online purchase has been confirmed. Findings also indicate that gender and enjoyment do not influence intention to online purchase. Managers of the company can improve and enhance their internet service quality based on the findings of this study.Advancement of the World Wide Web has resulted in creation of a new form of purchasing that is called online purchase. Hence, identifying the determinants of customers’ intention to online purchase, especially determining the role of gender as an independent or moderator variable is a significant subject for research. In addition, understanding the mediating role of trust in web site and analyzing whether enjoying online purchase has effect on intention to online purchase seem to make this study distinguished from past studies. The conceptual model of research which has been developed based on the theory of reasoned action, theory of planned behavior and self-determination theory has been examined through data collected from 162 customers of Royal Safar Iranian Company. Findings imply that perceived website quality and trust in website influence the customers’ intention to online purchase. In addition, the effect of attitude toward web-based purchase on intention to online purchase has been confirmed. Findings also indicate that gender and enjoyment do not influence intention to online purchase. Managers of the company can improve and enhance their internet service quality based on the findings of this study.https://nmrj.ui.ac.ir/article_17595_e18be5c58b17d66f7cc661cb6ded0d33.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Investigating Brand Social Identity Perspective and Its Influence on Brand Loyalty Development
The Case of Kaleh Dairy CompanyInvestigating Brand Social Identity Perspective and Its Influence on Brand Loyalty Development
The Case of Kaleh Dairy Company8710617593FAZohreShahrokh DehdashtiAllameh Tabatabai UniversityMehdiJafarzadeh KenariMaster Student , Allameh Tabatabai UniversityAlirezaBahkshizadehMaster Student , Tarbiat Modares UniversityJournal Article20160614In recent years, discussion and investigation on the subject of brand has found especial place in science and trade. Many of researchers and managers have conclude that certainly, brand and branding science are the worthiest asset of a company necessary for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussing subjects of marketing and brand has been considered in a few studies. Therefore, this study with the purpose of studying the impact of brand identity on brand loyalty development has been conducted in the food industry and as a sample in a dairy company. For this purpose, Kaleh brand as a representative of the Kaleh Dairy Company as a well known brand in Iran is selected for study. Statistical population includes all customers of the company in Tehran metropolitan and 475 customers have been chosen as the sample of research. This study is typically survey based in which, a questionnaire is developed for data collection. In order to examine the proposed model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques have been utilized. According to the findings, the impact of brand identity on brand loyalty in the selected company of the food industry is confirmed. In addition, findings indicate that the brand with strong identity is the origin of forming long term relationships between customer and company, which in turn leads to customer loyalty.In recent years, discussion and investigation on the subject of brand has found especial place in science and trade. Many of researchers and managers have conclude that certainly, brand and branding science are the worthiest asset of a company necessary for improvement of marketing process. Yet, brand identity which is an intra-organizational factor and one of the most important discussing subjects of marketing and brand has been considered in a few studies. Therefore, this study with the purpose of studying the impact of brand identity on brand loyalty development has been conducted in the food industry and as a sample in a dairy company. For this purpose, Kaleh brand as a representative of the Kaleh Dairy Company as a well known brand in Iran is selected for study. Statistical population includes all customers of the company in Tehran metropolitan and 475 customers have been chosen as the sample of research. This study is typically survey based in which, a questionnaire is developed for data collection. In order to examine the proposed model, Structural Equations Modeling (SEM) and Confirmatory Factor Analysis (CFA) techniques have been utilized. According to the findings, the impact of brand identity on brand loyalty in the selected company of the food industry is confirmed. In addition, findings indicate that the brand with strong identity is the origin of forming long term relationships between customer and company, which in turn leads to customer loyalty.https://nmrj.ui.ac.ir/article_17593_c86bafac33981fef09c7488c052d8cf1.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Proposing a Model for Explaining Retailers Based Brand EquityProposing a Model for Explaining Retailers Based Brand Equity10712217591FAHamidShabandarzadehAssistant Professor, Faculty of Humanities, Persian Gulf UniversityAlirezaZiaei BideMaster Student of Business Administration, Persian Gulf UniversityJournal Article20160614There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely researchers have investigated brand equity from the viewpoint of retailers. However, a large number of products is not sold directly to consumers, but is delivered indirectly through retailers. Retailers also have the ability to influence consumers’ purchase decisions, significantly. The purpose of this study is to investigate retailer based brand equity and to identify key components affecting it. Required data has been collected using a questionnaire distributed to ceramic tile retailers in Yazd and Shiraz. Structural Equation Modeling and Partial Least Squares have been used as statistical approaches for testing hypotheses. Findings imply that manufacturing support, consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction.There are plenty of researches that have investigated brand equity from consumer’s perspective, but rarely researchers have investigated brand equity from the viewpoint of retailers. However, a large number of products is not sold directly to consumers, but is delivered indirectly through retailers. Retailers also have the ability to influence consumers’ purchase decisions, significantly. The purpose of this study is to investigate retailer based brand equity and to identify key components affecting it. Required data has been collected using a questionnaire distributed to ceramic tile retailers in Yazd and Shiraz. Structural Equation Modeling and Partial Least Squares have been used as statistical approaches for testing hypotheses. Findings imply that manufacturing support, consumer expectation and financial benefit have significant effect on retailer based brand equity through brand satisfaction.https://nmrj.ui.ac.ir/article_17591_4e722ccd32025a3c9c0919acfa8becd6.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Classifying WebQual Variables Based on Kano Model for Evaluating Customer Satisfaction of Internet Banking Service QualityClassifying WebQual Variables Based on Kano Model for Evaluating Customer Satisfaction of Internet Banking Service Quality12314217589FAAliShaemi BarzokiAssistant Professor, Faculty of Administrative Sciences and Economics, University of IsfahanJavadKhazaei PoolMaster Student of Business Administration, University of IsfahanMehdiPormostafaMaster Student of Industrial Management, University of IsfahanHadiBaloueiMaster Student of Industrial Management, University of IsfahanJournal Article20160614Considering the importance and position of internet banking and the growing trend of internet banking services in the country in recent years, today the financial and credit institutions and banks have found that obtaining a good position in maintaining and developing effective strategies without scientific and practical management and utilization of information and communication is not possible. Nowadays banks need to improve the quality of their internet services in order to remain competitive and in this respect, merely focusing on linear view of the relationship between customers needs fulfillment and satisfaction is not sufficient. In this paper, the application of integrated model of WebQual and Kano is studied, in which the linear perspective is adjusted. For this purpose, first the bank’s internet service quality dimensions have been determined based on the WebQual model; then, the current practice of banks has been studied and expectation and perception of customers about internet service quality has been evaluated. Considering the gap between customers’ expectations and perceptions, services have been classified into two categories of weak and strong. In the next step, service quality dimensions have been classified based on the Kano model to determine which features of internet service quality are strategically more important with respect to customer satisfaction.Considering the importance and position of internet banking and the growing trend of internet banking services in the country in recent years, today the financial and credit institutions and banks have found that obtaining a good position in maintaining and developing effective strategies without scientific and practical management and utilization of information and communication is not possible. Nowadays banks need to improve the quality of their internet services in order to remain competitive and in this respect, merely focusing on linear view of the relationship between customers needs fulfillment and satisfaction is not sufficient. In this paper, the application of integrated model of WebQual and Kano is studied, in which the linear perspective is adjusted. For this purpose, first the bank’s internet service quality dimensions have been determined based on the WebQual model; then, the current practice of banks has been studied and expectation and perception of customers about internet service quality has been evaluated. Considering the gap between customers’ expectations and perceptions, services have been classified into two categories of weak and strong. In the next step, service quality dimensions have been classified based on the Kano model to determine which features of internet service quality are strategically more important with respect to customer satisfaction.https://nmrj.ui.ac.ir/article_17589_34476203a2703a8758913d30e7cafc7f.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Optimizing the Usage of Information Technology in Supply Chain Management and Marketing of Aviation Products by AHP ApproachOptimizing the Usage of Information Technology in Supply Chain Management and Marketing of Aviation Products by AHP Approach14316417597FAAkbarNiliporTabatabaeiAssistant Professor, Faculty of Industrial Engineering, Malek Ashtar University of TechnologyBijhanKhayyambashiAssistant Professor, Faculty of Industrial Engineering, Malek Ashtar University of TechnologyMahdiKarbasianAssociate Professor, Faculty of Industrial Engineering, Malek Ashtar University of TechnologyMohammadShariatiJournal Article20160614Technology and its various developments has evolved rapidly industries particularly in the field of aviation products during the last decade. Different aviation companies and manufacturing industries have tried to utilize different modern technologies and new organizational methodologies to optimize their working process. They intend to fulfill customers’ requirements in relation to their products. Naturally this will be achieved through factors such as cut in cost and time, enhancement of performance and applying the required and modern technologies. The main emphasis has been switched toward the customers’ point of view (e.g. delivery of the aircraft products per the appointed dates, quality, reliability and functional specifications). Providing proper and quick supply chain is as significant as production procedures and processes by incorporating the required Information Technology (IT) for the right product to deliver as per specified and promised date to the customer. In this paper, an attempt has been made to recognize the basic provision criteria of IT alternatives along with their effective impacts on company. In addition, it also determines the priorities of IT influence on Supply Chain Management (SCM), which in turn optimize the research goals of the enterprise. For this purpose, this research has been conducted using a questionnaire and paired analogy in an aviation company. In this regard, 115 experts and managers of the functions of commercial and supply, planning and production control, computer have been selected for data collection from October 2011 to October 2012. Findings imply that almost all of the major measures of chain provision and IT impact on each other and validate the conceptual model. Therefore, trained human resources on IT, support of senior executives, hardware and software substructures, electronic commerce and exchange of data with partners should be taken into account as a model of optimization for application of IT in SCM.Technology and its various developments has evolved rapidly industries particularly in the field of aviation products during the last decade. Different aviation companies and manufacturing industries have tried to utilize different modern technologies and new organizational methodologies to optimize their working process. They intend to fulfill customers’ requirements in relation to their products. Naturally this will be achieved through factors such as cut in cost and time, enhancement of performance and applying the required and modern technologies. The main emphasis has been switched toward the customers’ point of view (e.g. delivery of the aircraft products per the appointed dates, quality, reliability and functional specifications). Providing proper and quick supply chain is as significant as production procedures and processes by incorporating the required Information Technology (IT) for the right product to deliver as per specified and promised date to the customer. In this paper, an attempt has been made to recognize the basic provision criteria of IT alternatives along with their effective impacts on company. In addition, it also determines the priorities of IT influence on Supply Chain Management (SCM), which in turn optimize the research goals of the enterprise. For this purpose, this research has been conducted using a questionnaire and paired analogy in an aviation company. In this regard, 115 experts and managers of the functions of commercial and supply, planning and production control, computer have been selected for data collection from October 2011 to October 2012. Findings imply that almost all of the major measures of chain provision and IT impact on each other and validate the conceptual model. Therefore, trained human resources on IT, support of senior executives, hardware and software substructures, electronic commerce and exchange of data with partners should be taken into account as a model of optimization for application of IT in SCM.https://nmrj.ui.ac.ir/article_17597_25f3735eded39ecc0ace3b950b46ffd2.pdfUniversity of IsfahanNew Marketing Research Journal2228-77442220120822Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company)Investigating the Effect of Green Marketing Mix on Consumers Green Purchase Decision (Study in Consumers of Shiraz Pegah Dairy Product Company)16518017594FAHabibollahRanaei KordshouliAssistant Professor, School of Economy, Management and Social Science, Shiraz UniversityAhmadAllahyari BouzanjaniMaster Student of Business Administration, Persian Gulf UniversityJournal Article20160614The purpose of this study is investigating the consumer's attitude toward green marketing mix of Pagah dairy products company and its effect on green purchase decision of dairy products consumers. Based on this, the sample consisted of 385 consumers of this company by stratified random method in nine areas of Shiraz were selected and studied. By studying the theoretical basis of green marketing mix and green purchase decision, the conceptual model and questionnaire were designed, and data's were gathered. Finally, the structural equation modeling was used to examine hypotheses and determined that, each aspects of advertising, distribution and price of green marketing mix on consumer's green purchase decision have positive and significant effect .While the green product have negative and non-significant effect on consumer's green purchase decision.The purpose of this study is investigating the consumer's attitude toward green marketing mix of Pagah dairy products company and its effect on green purchase decision of dairy products consumers. Based on this, the sample consisted of 385 consumers of this company by stratified random method in nine areas of Shiraz were selected and studied. By studying the theoretical basis of green marketing mix and green purchase decision, the conceptual model and questionnaire were designed, and data's were gathered. Finally, the structural equation modeling was used to examine hypotheses and determined that, each aspects of advertising, distribution and price of green marketing mix on consumer's green purchase decision have positive and significant effect .While the green product have negative and non-significant effect on consumer's green purchase decision.https://nmrj.ui.ac.ir/article_17594_dbbdfbd98f355ad48a6278ae29931874.pdf