فصلنامه تحقیقات بازاریابی نوین
سال ششم شماره 1 (پیاپی 20، بهار 1395)

Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity.Setting strategies in different levels especially promotion strategy plays an important role on the achievement of a company’s goals including brand equity enhancement. In this article, the impact of promotion strategy on the relationship between communication tools and Consumer Based Brand Equity (CBBE) in the Iranian Food Industry was analyzed. The research method is descriptive- survey and the target population was chosen out of marketing managers and experts of those food companies accepted in the Tehran Stock Exchange and consumers of their main brands. Collected data were analyzed using structural equation modeling. The research results confirmed the significant and positive impact of promotion strategy on the relationship between communication tools and consumer based brand equity. Therefore, it seems essential to pay more attention to promotion strategy in order to achieve and promote brand equity.

Marketing research companies are classified mainly as project-based companies. According to the variety of activities, processes and projects that are undertaken by these companies, benchmarking is considered as an effective tool. However, benchmarking has various forms. In a common classification, nine forms are introduced depending on the source and content of benchmarking. Thus, this research has been done with the aim of investigating different forms of benchmarking and their impact on the project performance of IRC group. This research was descriptive-survey and the main tool for gathering information through the research was questionnaire. The questionnaire was developed based on seven-point Likert scale and distributed among the project managers and supervisors of IRC group. Totally, information related to the 38 questionnaires that were filled out correctly, entered into the software. Collected data were analyzed using regression method and beta coefficients via SPSS software. The results showed that "process-competitive", "performance-competitive", "process-internal" and "strategy-general” benchmarking patterns are the best suggested options for market research companies and have more strong relationship with the performance improvement of market research projects.

The present study has been planned and performed in the field of communicative activities related to branding process in organizations on the basis of marketing decions for promoting brand performance. The main goal of the research is to assess the effect of intergrated marketing communication on brand equity; with the role of corporate image and brand performance. For this purpose, the consumers of food industries products in Kurdistan province were considered as the research statistical population. The research was conducted among 384 consumers of ISTAK drinks, produced in Khorshid Zarivar Conmpany, as the statistical sample. The present study is a kind of applied field study based on descriptive methods. Required data were collected using four questionnaires including intergrated marketing communication, brand equity, corporate image, and brand performance. The questionnaires were validated and revised under the supervision of some scholars resulting in a final revised questionnaire including 33 questions. Reliability of the questionnaire was confirmed using Cronbach's alpha. The obtained results from the statistical analysis via social sciences statistical softwares and linear structures have showen that defined variables are good predictors of brand equity. Therefore, we can imply that the research variables such as intergrated marketing communication, corporate image and brand performance determine brand equity, considerably. Other results showed proper fit and approximation degree of proposed model in the studied population.

It is obvious that all human efforts and activities take palce to achieve a specific and clear outcome and the outcome of a person, a team, a company or an organization activity in the field of commerce and trade, highly depend on their success in sales. This success depends on activity, sales strength and salesperson performance. According to the extensive relationships between consumer and seller in the automotive industry and high influence of seller behavior on buyer decision, the main issue of this research is to investigate the role of selling orientation and salesperson expertise on salesperson performance according to the mediator role of customer trust among the selling agencies of imported vehicles in Mashhad. The nature of this research is an applied one and the five proposed hypotheses were approved using survey-descriptive method. Data were collected via survey among 70 salespersons of the selling agencies of imported vehicles in Mashhad using questionnaire. In addition, the research construct validity was confirmed using confirmatory factor analysis and its reliability was confirmed using Cronbach's alpha (α>0.7). Furthermore, data were analyzed using structural equation modeling via "SMART PLS" software. The analysis of data indicated that there is a positive significant relationship between selling orientation and salesperson expertise with salesperson performance. Also there is a positive significant relationship between selling orientation and salesperson expertise with customer trust. Finally, there is a positive significant relationship between customer trust and salesperson performance.

The aim of this study was to determine and assess the role of marketing mix elements on brand equity and its relationship with customer responses. In recent decades, investigating on brand allocated a special place to itself in various fields including academic and business market. Many researchers and corporate executives come to this conclusion that the most valuable asset of a company for its marketing improvement is branding knowledge that is done by investing in marketing programs and subsequently, creates brand image in the minds of consumers. In this context, different models were presented that sometimes their results have been different from each other. According to this issue, the need to study factors affecting brand equity and its impact on customer responses through a comprehensive view which contains both dimensions becomes more important. In this research, an optimal model is presented that evaluates the relationship of brand equity with marketing mix elements and customer behavior and response. This research was descriptive-survey and data were collected via questionnaire. The research sample size was determined based on Cochran formula in an unlimited population (N=384) and data were analyzed using structural equation modeling via SPSS and LISREL softwares. The results showed that there is a positive relationship between the research variables and the research conceptual model fitness.

The aim of this research was to develop a theoretical model of email advertising effectiveness and to investigate the differences between permission-based email and spamming. By examining different types of email (i.e. permission-based email and spamming), the present research empirically tested the theoretical linkage between email advertising values, perceived intrusiveness, and attitudinal-behavioural dispositions towards email advertising. In the second part of the proposed conceptual model, the relationship between attitudinal-behavioral dispositions and consumer response was investigated. A survey was conducted among 286 respondents. Two scenarios were designed for the present research. The questionnaires were equally divided into two sets; the first half contains a scenario depicting permission-based email, and the other half contains a scenario describing a spamming email. Each respondent only received one set of the survey. Data were analyzed using structural equation model via LISREL software. Results from the survey showed that advertising values including quality of information, and financial rewards have an impact on perceived intrusiveness and perceived intrusiveness affect attitudes toward e-mail advertising. Also, attitude affects ntention toward the sender directly. Empirically, by comparing the different types of email advertisements of permission-based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.

Today it is important to establish high quality relationships with customers in order to enhance their perceived products and services quality and reduce their perceived risk which, in turn, will lead to create a sense of trust and loyalty among customers. Thus, creating a new dimension of trust called green trust and identifying factors affecting it can be a new challenge facing companies. Therefore, in the present research, the effect of green perceived quality and green perceived risk on green trust according to the role of green satisfaction has been studied. For this purpose, required data were collected using simple random sampling method and questionnaire tool. This research is an applied-survey one. Also, data were analyzed using structural equation modeling via AMOS software. The results indicated that green perceived quality and risk have significant impact on green trust and satisfaction.

In this paper, the principles of athletes brand management and athletes brand image structure are presented conceptually and empirically. The conceptual model of athlete brand image (MABI) is classified into three categories including: athletic performance, appearance attractiveness, and lifestyle. These dimensions include personality characteristics, attractive appearance out of the playground and other trends. This research has provided a new model through reviewing the existing literature on branding and athletes and actors brand management, which could be helpful regarding the issues related to athletes brand. This model was introduced by Arai et al. (2014). Since Ali Daei is a famous international character in the field of sporting, the questionnaires’ questions have been designed about him. In this research, the questionnaire reliability was analyzed using SPSS software and the model and hypotheses were studied and analyzed using LISREL software. The results showed that athletic performance, appearance attractiveness and lifestyle have a positive impact on the brand image of Ali Daei.

The present research is proposed in line with the new concept of internal branding and investigates the effects of internal branding on brand citizenship behaviour with regard to the mediator role of person-organization fit. For this purpose, the research examines a certain structural model from the perspective of major buyers of medicines in round-the-clock and daily drugstores of Tabriz city. This study is a survey-applied research and is based on structural equation modeling methods. Required data were collected via a researcher-made questionnaire from 152 staffs in Tabriz drugstores (who have direct contact with customers) using cluster sampling method. Validity of the questionnaire was optimally assessed using the opinions of marketing professors and experts of pharmaceutical industry as well as developed average variance. Cronbach's alpha and composite reliability showed a suitable reliability for the questionnaire. The conceptual model test was conducted using partial least squares method and variables correlation test via SMART-PLS software. The research results showed that internal branding has a positive and significant effect on brand citizenship behaviour and person-organization fit. Also person-organization fit has a positive and significant effect on brand citizenship behavior. Correlation tests also confirmed these relationships.

Considering the importance of addressing consumer's complaints, this study examines the causes of discontent in consumers and how they respond to this dissatisfaction according to their types of self-construal (independent and dependent). The research statistical population includes the customers of restaurants in Chalus city. The research questionnaire was issued in two sections including the questions related to complaining behaviour and the questions related to self-construal type. Also the questionnaire reliability was confirmed using Cronbach's alpha coefficient (α=0.754). In addition, the research hypotheses were analyzed using structural equation modeling via AMOS software.

Investing in knowledge and creative approaches are considered as the main key to economic development. In Iranian banks, increased competition leads customer loyalty to decrease and consequently leads profitability to decrease. Although, retail banks store customer's data, they seem ready for customer-centric business. Iranian banks have not been progressed a lot in relationship marketing and knowledge-based decision-making. The main reason is the quality of data that makes it not possible to get proper results from the perception of customers and market. This research follows a systematic approach using Soft System Methodology (SSM) to investigate the challenge of data quality in retail banking and tries to suggest a solution for its recovering. Extracting a rich picture of the challenge clarifies the main reasons which influence data quality. Then, this research suggests six-sigma as a continuous improvement method to enhance the quality of customers’ data. For this purpose, a conceptual model has been proposed based on DMAIC. The implementation of this model can help bank mangers to improve the quality of data continuously as well as customer-centric strategic decision-making.

Many successful brands communicate with consumers through brand stories. Brand story plays an important role in helping consumers to perceive brand. This research investigates the relationship between a brand story’s structure including authenticity, narrator and plot, and consumers’ perceptions of brand image. The effect of the above-mentioned components on perceived brand image was assessed using conversation analysis qualitative method. The research findings suggested that a brand story with high authenticity, clear plot, and told by the first-person narrator tends to be perceived with more positive brand image than one with lower authenticity, an unclear plot and told by a non-first-person narrator.