فصلنامه تحقیقات بازاریابی نوین
سال هشتم شماره 3 (پیاپی 30، پاییز 1397)

The purpose of this study was to investigate the effect of trust on the behaviors caused by consumers’ confusion about food brands in Mashhad welfare stores. This study in terms of goal is an applied and in terms of nature is a descriptive-survey research. Statistical population for this study were customers of the Refah chain stores in Mashhad city, and simple random sampling was used. Based on the number of 5-10 items (5), 150 questionnaire were collected successfully. The experts were asked to validate the validity. To confirm the reliability, the Cronbach's alpha was used, which was estimated to be 0.92. For statistical analysis of the data, Structural Equations Modeling and PLS3 software was used. The results indicate that the impact of consumers’ confusion on the need for price stability, need to brands, the need for information, the need for simplicity shopping, the need for quality certification and the call for government regulations. Also, the role of trust moderator has been confirmed by the relationship between consumers’ confusion and non-purchase behavior, the need for price stability, the need for quality certification and the call for government regulation. There was no significant difference in confusion about non-shopping behaviors. Trust on the relationship between confusion on the need for brand, the need for information and the need for simplicity in purchasing did not have a significant effect.

The aim of the study was to investigate the customers’ perceived fairness about the dynamic pricing strategy in the hotel industry in Iran and explain the role of customers' characteristics on perceived fairness. The pricing strategy was carried out in five different styles. In order to implement a dynamic pricing strategy in the hotel industry in Iran, a questionnaire was developed in the form of a five-mode role-play questionnaire for five pricing styles among potential customers of hotels and public users of social networks. The results of analyzing the data collected from 227 research questionnaires showed that weekday / weekend mode of pricing is not perceived fair, but other modes of dynamic pricing in the hotel industry are considered to be fair. The results also showed that the impact of gender and familiarity with dynamic pricing on people's fairness perception is not significant. On the other hand, the combined effect size of different modes of dynamic pricing for the three variables of income, age and experience have significant impact on fairness perception of the individual.

Today's competitive environment has been extremely turbulent and one way to deal with environmental disturbances is to emphasize the historical components and show the stability of the brand. Resorting to the past has become a common phenomenon for consumers and brands whose image has elements such as credibility, legacy and stability are gaining popularity. Therefore, this study examined the effect of brand nostalgia on the brand heritage and its effect on the formation of purchase intention through the variables of brand trust and brand attachment. This research, in terms of purpose, is an applied study and due to its method of performance, is a descriptive research. The statistical population of the study includes customers of Nokia mobile phone in Babolsar city and the number of samples was 330 persons who were selected by non-random sampling method. A questionnaire was used for data collection. The reliability of the questionnaire was calculated through cronbach's alpha coefficient, whose coefficient was .885 and its validity was investigated through first and second order confirmatory factor analysis. To test the hypotheses, structural equation modeling (SEM) was used through LISREL8.8 software. The results showed that personal nostalgia and historical nostalgia have significant and positive impact on the brand heritage. Also, brand heritage has a significant and positive impact on brand trust and brand attachment. In addition, brand trust has a significant and positive impact on the brand attachment and purchase intention. Finally, the brand attachment has a significant and positive impact on purchase intention.

Today, the diversity of human needs as well as increased competition has led organizations to develop new products. Also because of the importance of environmental issues, it is important to focus on green product development. The purpose of this study is to identify factors affecting the development of green product in tile and ceramic industry of Yazd, to investigate criteria ratings, and finally to design a model for the development of green products. The statistical population of current study is part of tile industry experts in Yazd province. In this research, while studying valid Persian and English articles related to the subject (library method), experts' opinions were also employed through a questionnaire. According to the research background as well as the experts' opinion polls, 40 factors were identified as effective factors and 7 criteria were identified as ranking criteria. The top 10 factors are then chosen using statistic tests and multiple attribute decision making (MADM) techniques such as Taxonomy and Entropy. Finally, a model is suggested for producing green products in tile and ceramic industry of Yazd using interpretive structural modeling. Items like assessing suppliers from the perspective of environmental issues, the possibility of reusing and recycling of waste, green packaging and differentiation by producing new products are placed at the top of this model

Today, brand awareness is important, but it does not reflect brand strength, as many people do not act as they think about a brand. Some researchers in 2013, in order to understand the relationships and connections between consumers and brands, introduced a new marketing approach and paved the way for brand equity research. The brand relational mapping technique is based on the assessment of Brand Strength. In this technique, in addition to considering the brand, rivals must also be considered. The main source of information gathering was to conduct structured interviews with customers and non-users of automotive companies. The sampling used in this study is available sampling in selecting customers, and random sampling for non-customers. After conducting interviews and collecting information, their relationship map is drawn for all three companies. Understanding the perceptions, feelings and activities in relation to their customers and determining the number of people who have positive, negative and indifferent relationships are the applications of this method. According to the results, Koreanautomakers placed in the first place because it has the highest positive buying behavior's customer and lowest negative and indifferent buying behaviors. And Chinese automakers placed in the second place and Iranian carmakers placed in third

The main purpose of this research is to investigate the effect of the role of product category in attribute-based versus end-benefit oriented emotional advertising. In this research, by using the experimental method, the conceptual framework of this issue and also the effect of each independent variables including advertising appeal, product type, presentation format and involvement level on dependent variables like brand attitude and advertising attitude are discussed. In this study, by the use of the experimental method, advertising pictures that are about factorial designs of 2*2*2*2 (Hedonic-Utilitarian), (High involvement-Low involvement), (Pictorial-Verbal), (Emotional-Non-emotional) were distributed to 400 students. The findings indicated that emotional appeal in advertisements increases the brand attitude and also the advertising effect. Emotional advertising appeal for a low-involvement and hedonic product increases the brand attitude and advertising effect. Also we came to the conclusion that when an advertisement is emotional, the brand attitude in low-involvement products with the pictorial presentation is better than verbal. And for high-involvement products, the verbal presentation is better that pictorial.

Developing and improving micro businesses in the home business sector is one of the most important and effective ways to improve the economic, social and livelihood state of the villagers because, despite the many constraints that exist in different parts of rural communities, such as manpower and finance, for rural entrepreneurs, setting up small and medium businesses is hard and difficult. The purpose of this study is to identify the effective drivers for the development of very small businesses(micro) in the rural home business sector. This research has a mixed approach, from a practical point of view and from a descriptive-survey method. Semi-structured interviews with emphasis on exploratory approach and researcher-made questionnaire have been used to collect data. In the qualitative stage of the statistical society, this research consists of experts, professors and all those who have practical or research activity in the field of home-based business. A total of 12 people have been selected through chain sampling. In the quantitative stage, the statistical population includes all those who work in rural households with fewer than 9 people and at least 2 years of experience; 43 of them were selected using purposeful sampling. To analyze the data, in the first stage (qualitative) of the topic analysis, and in the second phase(quantitatively), the factor analysis was used. The results show that factors such as entrepreneurial culture, entrepreneurial capacity building, and entrepreneurial empowerment are among the most important drivers for the development of very small businesses(micro) in the rural home business sector.

In recent years, by the expansion of service industries, competition in retailing industry has grown more than ever. Retailers can overcome their rivals by creating an attractive, enjoyable, and even more exciting store environment. The purpose of present research is helping marketers, managers and retailers in order to create a memorable experience for their customers by using the right multi-sensory environmental stimuli. The present research has a qualitative approach and is based on the grounded theory. Semi-structured interviews were used to collect data. The sampling was conducted based on theoretical sampling method and by using a purposeful technique in which ten people with high experience in the retail sector were interviewed. Data were analysed using Strauss and Corbin method and paradigm model. Visual, auditory, taste, tactile and olfactory dimensions were selected as axial categories. Based on the results of open, axial and selective coding, their relationship with other categories were elicited as causal conditions (interior design, showcase, shop staff, fragrances, music, product appearance, store crowd density, store awareness tools), strategies (soft strategies: personnel management, store traffic management, data management) and (hard strategies: store environment management, consumer incentive tools management, sales incentive management), consequences (cognitive experience, emotional experience, behavioral experience), interventional conditions (consumer characteristics in terms of shopping behavior and the purpose of the purchase, brand and store brand reputation, store location) and dominant context (Iranian consumer culture, chain store policies).