فصلنامه چشم انداز مدیریت بازرگانی
سال دوازدهم شماره 1 (بهار 1392)

Today، brand consider as a symbol of reputation and it could potentially cause a incredible achievement in commercial success. This is important as far as the experts in this field، believe that the brand is owner''s personality and trying to find the logical relations between the brand''s personality and character of customers. The scale for dimensions of brand personality، was first suggested by Aaker and here the revised model was used for identifying factors affecting on brand personality in the appliance industry. Then، using data collected about experts comments on two company''s home appliances (Goldiran Company and Pars Khazar Industrial Co)، respectively، and for the importance of brand personality dimensions، each company was asked. Thus it was found that the ranking factors that influence on brand personality in appliances industry، between different companies have different. So that meaningful interpretations can be investigated. The result of these differences، the two main factors and sub factors، the hypothesis was proved in this regard. Considering the results of the comparison of these two companies، Because the sophistication in brand personality has a greater share for building the brand personality for all products in appliance industry، therefore to all companies in this field is suggested that the glamorous and good looking are the most important factors in compare of others and also suggested that take action for offering a happy face and friendly of their brand personality.

Brand loyalty is the subject that numerous and varied factors and conditions influence on it, and according to the type of organization, its influence is different. The purpose of this paper is designing and explaining the justice-based model that will increase brand loyalty. In this regard, after studing the theoretical and background researches, the affecting brand loyalty factors will identify and investigate. This study is an applied and descriptive research and its statistical society is all customers of Tejarat Bank of Yazd city. At first, the conceptual model derived in relation to each of the factors influencing loyalty, assessed and confirmed through path analysis and factor analysis. And finally, the relationship between brand loyalty and the factors in the final model were examined. The results also confirmed the justice-based model of loyalty and showed that all factors except customer satisfaction have significant effect on brand loyalty.

In this paper, laptop price estimator is developed by three approaches: Hedonic Regression, Artificial Neural Networks and ANN-GMDH. The data for this research is gathered from Tehran Bazar Reza and from laptops’ manufactures’ official websites. The results show that Artificial Neural networks’ model is the best estimator and its error is less than the other two estimators. Also, CPU Cache, DVDROM, Graphic Card Memory and Installed Windows on laptop positively affect the price of a laptop. By considering the result of this study, laptop importers can reach to more benefits by importing those laptops that have high willingness to pay by its buyers.

Insurance industry is one of the service industries in which competition and innovation have always been significant. The purpose of this research has been the design and modeling of factors affecting innovation performance of firms in the insurance industry. Statistical community of this research includes Iranian insurance industry and academic experts. First, by literature review, 35 factors related to innovation were defined. They decreased to 14 factors through interview with experts. Then the proposed conceptual model was tested through semi-structured interviews. In this research, "sequential integrated research" was used. First cognitive mapping methodology for defining primary model of innovation was used. The modeling of Bayesian networks was used to confirm the model. Finally, output of this research is the conceptual model of the innovation power of the firm in the insurance industry.

Knowledge absorptive capacity refers to a set of organizational processes and procedures which help organization to acquire, simulate, transfer and extract knowledge in order to develop dynamic capabilities. These capabilities enhance the organization's ability to achieve and maintain a competitive advantage. The study examines the role of knowledge absorptive capacity (individual and organizational) on the innovative performance of organizations. In order to evaluate the research hypotheses, two important industries Including pharmaceutical companies and insurance in the Tehran Stock Exchange were selected and 151 questionnaires were collected from these companies to analysis. Correlation and regression analysis support the relationship between individual and organizational absorptive capacity as well as the relationship between them and innovative performance. Also, according to the results of the hierarchical regression analysis, the role of Organizational absorptive capacity was verified as a mediator in the relationship between the variables of individual absorptive capacity and innovative performance

Today, the emergence of various types of retailing and Chain Stores, has brought up a very close competition in retailing industry. For that reason, struggling to increase the loyalty of the customer to Store, is the most important challenge of every retailer. On the other hand, past researches indicate that store image has a noticeable effect on store loyalty. Existing research which is a correlative sort of a descriptive-analytical research, aim to propose a model which explains the effect of SHahrvand chain stores customer’s store image on their loyalty to those stores. To achieve this goal, first, data was collected through questionnaire then exploratory factor analysis is used to extract the variables factors and confirmatory factor analysis is used to identify each construct validity. To examine the effect of store image on store loyalty, structural equation modeling (path analysis) is used. Findings suggest: Location, Atmosphere, Price/Promotion and Merchandise are store image dimensions. Further, results showed that store image has a positive and direct effect on store loyalty. Some perspective insights for managers are available at the end.

Nowadays, industries cannot play a crucial role in national and international competitions. The tourism industry is no exception. Tourism industry development as the most important economic sector and income generation is one of the key challenges of economic development in the world. Therefore, countries were successful that take advantage of the capabilities of tourism sector using Information and Communication Technology (ICT) in this industry and finding new ways. In this study the effective factors on virtual tourism has been investigated using virtual tourism reference model. Then, it is tried to examine the impact of Electronic readiness and Virtual tourism collaborative networks on virtual tourism. The methodology of the research is descriptive-correlation. The Statistical population is all managers of tourism enterprises and experts of IT sector who offer electronic services. Hence, the hypotheses are analyzed by Structural Equation Modeling / Path Analysis. The results show that the Electronic readiness and Virtual tourism collaborative networks effect on virtual tourism.