فصلنامه چشم انداز مدیریت بازرگانی
سال دوازدهم شماره 4 (زمستان 1392)

The rising number of food safety scandals during recent years has led to increased uncertainty about food consumption choices. Consequently, trust is an ever more decisive factor for success in food industry buyer-seller relationships and, hence, in the retail food market. The aim of this study is to identify variables related to consumer trust in food retailers. Only when consumer trust in food retailers is understood can retailers effectively apply corresponding strategies to secure long-term success. This study present the result developed and discusses some empirical finding from a survey of 385 customers in Shahrvand Chain Store in Tehran. Based on an established model of trust in organizations, questionnaire developed to test drivers (ability, benevolence, integrity, propensity to trust), outcomes (risk taking, loyalty) of specific trust in food retailers, as well as mediator (perceived risk). The empirical tests, using a structural equation model (SEM), support the research hypotheses. The questionnaire contains 24 items and the Cronbach's alpha of the questionnaire was 0/90. The results indicate the positive effects of ability, integrity of a food retailer on consumers’ specific trust.

Today, a country that wants a presence in international markets, but in terms of international credibility and prestige has not a good situation, immediately removed from the market or marginalized. Different countries tried to improve their global image in the less time by planning and effective strategies. That is, country image can communicate considerable information on tax and trade laws, workforce characteristics. Security, political, economic and social stability and etc. hence, the effect on worldwide people minds may enhance the hidden power and force of “made in”. Current study aims to investigate six-dimension aspects of nation branding and required resolution in an attempt to reinforce and develop Iranian nation brand and as a result, strategies to reinforce nation brand based on theories, adaptive research and using marketing experts’ comments. These strategies are in accordance with various institutions functions involved in the nation branding program of the country.

The present research addresses the subject of consumer’s decision making style based on sproles and kendall's (1986) consumer styles inventory (CSI). This study has focused on working women’s shopping styles by administraiting a questionair with 50 items to a non-probability Judgmental sample group living in Tehran. A total of 300 questionairs were distributed in department stores and shopping centers while about 225 questionairs were completed. This research is also an explanatory research in which the results can be applied. In order to identify a more appropriate structure, a principle component analysis with Varimax rotation was applied to recognize the right number of decision making styles. The results show that the study has identified ten shopping style dimensions such as: Price conscious, Quality conscious, Environment/health conscious, Price/value conscious, Fashion/novelty conscious, Brand conscious, Recreational/hedonistic shoppers, Costumer’s confusion by over choices, Reliance on advertisement in mass media, Influenced by others and time/energy conserving shoppers.

This article tries to identify what and how factors influence on management of power relationships in retailing tier of food supply chain. Rely on grounded theory and based on 13 in-depth interviews with 10 retailing managers in Iran's food supply chain, a theoretical framework is developed to examine antecedents and influencing factors of this process. This framework suggests a broad range of factors caused to a retailer manage the power relationships with suppliers. In addition, the varied contextual and contingency factors are affecting on retailers’ decisions and guiding their actions/reactions in this process.

Some recent studies show that only customer satisfaction not be sufficient for continuing success in today’s competitive marketplace. So a new marketing Constract called “brand love” that having Primary dimensions of love and cravings and secondary dimensions of Intimacy, dreams, term of relationship, memories, Uniqueness, Idealization and Pleasure of brand for explaining and predicting of desired changes in the After consuming behaviors of satisfied customers, has been introduced. The aim of this study was examining the effect of brand trust on brand love and effect of brand love on bran loyality whit considering mediator variable of brand commitment. Statistical community of this research was customers of consumable products, shopping malls and selected stores in the Sari, Babol, Babolsar in Mazandaran that A sample of 295 people who had been chosen by cluster sampling, were examined. Research findings show direct effect of brand love on the brand commitment and brand commitment on brand loyality; also positive direct effect of brand trust on brand love is confirmed. Although the direct effect of brand trusts on brand commitment is not confirmed; but brand trust has a positive effect on brand commitment by the Mediator variable of brand love.

Marketing activities of enterprises are following values of capitalism, while Islamic societies need to mach their marketings with their ideologies and worldviews. this is extremely important and is a part of the recent topic “ evolution in human science ” in Islamic Repulic of Iran. Then this research tries to develop an ethical action model in marketing system, based on the Islamic moral doctrine. This is for helping to enhance ethical actions (actions that have positive ethical values) and preventing anti-ethical actions in marketing and personal selling, by enhancing knowledge of people. In this paper as a qualitative research with inductive approach, Grounded Theory Strategy is used, and semi-structured interviews with Islamic ethics and marketing experts is done. By open-coding analysis in Atlas.ti software, and assuming the ethical values of sellers’ actions as the main category, the model of ethical action is achieved. Results show the important relationship of obeying Allah rights (Allah, people and self rights) and duties in order to get closer to him (God’s satisfaction).

The purpose of this study is surveying the effect of store environment on impulse buying of Tehran chain stores` customers. This research is applied in terms of the goal and is descriptive-survey and correlation in terms of data gathering method. The population of this study consists of customers of Tehran chain stores. The sampling method is convenience sampling. Statistical sample size is 385 persons. A total of 450 questionnaires were distributed to customers. The number of 388 questionnaires gathered that were reliable. To test the hypotheses, we used structural equation modeling with Lisrel 8.80. The results showed that personal factors of customers involving impulse buying tendency and shopping enjoyment tendency impact on impulse buying. Also, situational factors involving music, lighting, layout and sales employees impact on impulse buying. Furthermore, positive and negative affects and urge to impulse buying impact on impulse buying.

Research papers are the reflection and result of the activities of academic society in a particular discipline. More than two decades have been passed since the introduction of Marketing knowledge and its gradual growth in Iran. Assessing the direction and the quality orientation of written scientific articles and its comparison with the leading countries, reflects the degree of enrichment of this knowledge in Iran in one hand, and the ability of responsiveness of marketing knowledge to early needs of the industry ,on the other hand. This research studies all articles focusing on marketing, published in scientific journals of Iran during the last decade with two content and citation analysis approaches. The results show that despite of considerable quantitative growth- in different aspects- the direction of scientific development in this field is uneven. The other foundation of this research in the period of study, are the issues of mechanical reproduction of knowledge, lack of innovation in methods, theoretical framework and conceptualization, lack of effective accumulation of knowledge, and ignorance of early questions in Marketing.

Co-brand is a potential strategy that it enables two brands for combining their names together in order to make a positive impact. This research was done to studying the Customer’s attitude about co-brand. In order to, the researchers after have investigated the literature review, they have concentrated on role, goal, responsibility, ownership and participation bidder. In this research was used a questionnaire with seven points spectrum that all questions were derived from previous studies with a small changes. validity of the questionnaire content was checked by Face validity and reliability was examined by Cronbach's alpha that it was 0/794.The Study population was 370 management and industrial engineering students of Tehran universities.In this study, statistical analysis was done by using SPSS 16 software. The results show that the Customer’s attitude about cobranding is mostly about improving the previous product by two brand.Moreover, main brand has ownership and responsibility more than partner brand. In addition, result show that the quality of each brand has a major role in the attitudes of customers in co-brand, So it recommend that brands with higher quality reputation in cobranding should pay more attention to their customer's interpretations and attitudes.

Several studies have shown that, when the SMS ads are relating to wants of mobile subscribers, there are more likely that they have read and accept them. Given that mobile operators have access to part of subscriber’s information; are the best options to building a database of their information, and use of it for adaptation of SMS ads with needs and interests of subscribers. Considering this issue, current study sought to identify factors that affect the willingness of mobile phone users to provide personal information to create this database. Analysis of data from a sample of 302 mobile phone users, that were gathered using questionnaire and analyzed with use of structural equation modeling and ANOVA, indicate that attitude, subjective norms, perceived trust, and control on the information disclosure, are influencing on subscriber’s willingness to provide information. Also attitude influenced by the perceived risks and benefits of providing information; and perceived trust influenced by the mobile user’s trust to institutional environment and monitoring laws in this media. In addition, results showed that effect of providing incentives, such as discount in contact costs, on the user willingness is mediated by sensitivity of the information requested and level of control that provided in providing information. The findings of this study can help to mobile operators in implementing data- based messaging’s plan.