مجله مدیریت بازاریابی
پیاپی 37 (زمستان 1396)

The purpose of this study was to investigate the effect of psychological contract violation on positive word of mouth intention in online shopping by application or website. This research, in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire were used. The statistical population is the customers of Digital’s company, and the sample of this study consists of 300 customers of the online shopping website or application of Digikala in Tehran, which was selected by simple random sampling method. The test of research hypotheses was assessed by means of structural equation modeling using Listel software. The results of this research indicate the negative impact of the psychological contract violation on the positive word of mouth via making negative impact on service quality and perceived value among the customers. Also, the role of the mediating personalization has been confirmed. Finally, based on the results, as suggestions to company’s managers which offering online products and services, in order to improve the level of positive word of mouth intention in their customers, they should consider stuff which may create psychological contract violation, because this problem may effect on their service quality and perceived value.

The main objective of this research is to evaluate the factors affecting project marketing on buyer–seller relationships in the trading Market. The method used in this research is applied in terms of purpose and descriptive, survey and correlation nature. The statistical population of this research was Q (311), using random sampling method. To determine the reliability of the questionnaire, the Cronbach's alpha coefficient was 0.86, which indicates a high level of reliability. To analyze the data, factor analysis and structural equation analysis using Spss software and other relevant tests, which are described in detail in this study, were analyzed to identify each of the components and sub-components To make The results indicate that this research consists of 5 main components of service market (with 7 questions), knowledge management (with 3 questions), specific project marketing features (with 3 questions), The main features of project marketing (with 4 questions), foregoing market (with 4 questions) And a total of 21 sub-criteria. By using structural equation is method and designing a specific questionnaire, effective factors of project marketing on buyer – seller relationships in the trading Market were ranked and prioritized. Finally, among the 21 existing subsets of “specific project marketing features” (by a factor of 0.99) ranked highest and “foreign market”, and “service market” (by a factor of 0.89 and 0.87) the second and third priorities ranked.

In case an organization fails to create value for its customers, such organization will gradually, be withdrawn from the minds and tongues of the customers and be faded from the marketplace. The most important aspect of customer-orientation is value creation. Value creation for the customer and formation of competitive advantage for the organization are corresponding to each other and whenever the former is achieved, the latter will also be met. Considering the challenges faced by in production industries and vulnerability of several industrial units due to failure to take benefit from competitive advantage in global trade field, focusing role of brand and brand value-creation are of significant importance. The purpose of this study is to design the model to clarify brand value-creation determinants in Iranian textile industry. The methodology applied in this study is of qualitative nature. Meanwhile, the technique used to collect and analyze data was determined as the method based on data-oriented theory. In this part, initially the information and data was collected as open codes through conducting specialty interviews with academics and industrial practitioners; further the study data was classified and refined through establishing connection among micro and macro discussions and eventually the same was validated and finally edited. In the suggested model of value creation aspects, the four aspects of customer, competitors, organization and society were presented.

The purpose of this study was to investigate the relationship between purchasing incentives and choice of purchases at the airport in 2013, and has been studied as a case study of Ahwaz International Airport. The research method is applied and descriptive correlational. The statistical population of the study was travelers who used to travel to Ahwaz International Airport. 133 people were selected as the statistical sample. SPSS software was used to analyze the data. The important findings of the research indicated that there is a significant relationship between the incentives to buy passengers and the choice of types of purchases at the airport; there is a meaningful relationship between instant purchases and the selection of purchases at the airport. The results of the research did not find a meaningful relationship between the time pressure and the choice of purchase at the airport.

The purpose of this study is to present a model of value creation in the industry of banking services at the National Bank. The statistical population of this research is the customers of the National Bank in Fars province, which is an unlimited society. Sampling method in this study, a sample size of 284 sampling methods is available. The instrument for measuring the standard questionnaire is Cambera-Firo et al. (2017). In this research, the method of modeling structural equations between variables is used to describe the data analysis and test the hypothesis of the research. The results of the test of research hypotheses that have been tested using Laser software show that value creation has a positive and significant effect on customer satisfaction, loyalty and oral advertising, and customer satisfaction on loyalty and oral advertising. Also, there is a positive and significant relationship between the MI variable and the elderly people in the value creation process. But among the value-adding men, there is a positive and significant effect on satisfaction and oral advertising, and satisfaction with loyalty and oral advertising. Finally, value creation among young people has a positive and significant effect on satisfaction, loyalty and oral advertising.

The main objective of this research is to investigate the relationship between employees' knowledge of knowledge and competency of capital bank (studied in north of Tehran). The purpose of this study is to use applied research and in terms of collecting data, a descriptive correlation type is used. The statistical population of the present study consists of 270 employees, managers, and officials of the Northern Branch Bank of Capital in Tehran. The sample size in this study is 160 people (according to Morgan table). In this research, simple random sampling method was used. The tool used in this study was 19 questionnaire of organizational knowledge and 11 questions of competitive ability questionnaire. The research tool has been verified formally. The results of the questionnaires were also calculated by calculating Cronbach's alpha higher than 0.7 and confirmed. The results of the research showed that there is a positive and direct relationship between the three components of organizational knowledge and competitive ability. Also, results of structural equation implementation indicated that the highest path coefficient is related to technological capability and competitive power and in the second place structural power with competitive ability and ultimately cultural capability and competitive power.

The aim of this study was to evaluate the impact of marketing activities on service brand equity: The mediating role of evoked experience. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all Patients who used the services of Shahid Sadoughi Hospital in Yazd for 5 months (41000). Due to their unlimited number, using Non-random sampling method, according to It was available to people, 380 people were selected as the sample size. To collect data, we use For the experience variable excited from the Brookes and colleagues questionnaire (2009), You et al. (2000) and brand equity (2000), and for marketing components, were Dagierala et al. (2008), Barry et al. (2002) and Dagger et al. (2007). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Amos software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also the components of marketing activities influenced the brand-specific value of a customer based on the mediating role of the excited experience.

The aim of this article is to investigate the effect of consumer perceived values on brand love and its consequences along with explaining the mediating role of brand identity in this regard. The present study is descriptive- survey and in terms of purpose is applied. The population of this study is customers of luxury brands in Tehran. The research data were collected from non-random and available sampling at the stores offering luxury brands in Tehran during the winter of 2018. Results show that actual self-congruence has the greatest impact on emotional attachment to the brand. Therefore, a sense of enthusiasm for a brand occurs when the brand is able to initially reflect the inner personality of the consumer, and then can help to enhance the person's inner identity in his social environment. Research Limitations: The use of self-report measures in data collection, especially in relation to the consequences of brand- love and limited literature on the subject of research, are among the main constraints of this research. Managerial Implications: Evidence suggests that, while hedonic values are the only direct stimulus of passionate love towards a brand, but for a sustainable relationship between consumer and brand, Utilitarian values can also, by strengthening brand identity, play a significant role in creating love for a brand. Brand love is also associated with important consequences, including loyalty, word-of-mouth advertising, and willingness to pay a price premium. Little research has focused on the antecedents of brand love, especially the importance of identity construct to create high levels of love. On the other hand, the major studies have focused on hedonic values of consumer and only few studies have examined logical values in this field. Therefore, the present study aims to eliminate these gaps.