جستجوی مقالات مرتبط با کلیدواژه « خودانگاره » در نشریات گروه « مدیریت »

Today, understanding consumer behavior is key to the success of marketing programs. Thus, study and understanding of various aspects of man becomes important. Behavior that make each person in different situations directly influenced by imagination that he or she has made of his or her existence. Picture your made can influence his decision to buy. The aim of this study was to examine individual and social factors affecting self-esteem and its impact on the purchase of luxury goods. Hence a questionnaire with 56 items was developed individual and social factors and their impact on self-esteem was measured in purchasing luxury goods. The population of this research were 152 students of Kharazmi university, on random sampling. The results suggest that social factors (such as the dimensions of the support and solve other problems) have the greatest impact on your self-esteem in order to buying luxury goods. Hence, marketing programs must be prepared based on these factors

In addition to providing new opportunities for business, smartphones have also revolutionized consumers’ lifestyle and communication styles. The present paper aimed at investigating the behavior of consumers in mobile virtual space, and grounded theory was used since it is a method for reaching a theoretical model by analyzing the field data of the research. Here, data collection and analysis are done together and the theoretical sampling is used to collect data; that is, the scope and type of data are collected each time based on emerging concepts. In this study, 48 interviews were conducted and field observations were also used. In order to ensure the validity of the research, in the various stages of open, selective, and theoretical coding, the model was presented to researchers and academic experts and their ideas were used to improve the theoretical model. Constant comparison of samples and analysis of qualitative data showed that using smartphone social networks allows consumers to shape a hyper identity for themselves. The hyper identity concept dimensions include: interpersonal self, agent self, and self-assessment. Using these results, brands and digital advertisers can produce suitable contents for virtual spaces of smartphones and encourage consumers to co-create contents with brands and contribute to create brand identity and personality.

Identifying and measuring customer loyalty are key to the survival and profitability of organizations. Given this fact, we hypothesized that identification of factors affecting consumer retention and presenting tailored solutions, might contribute to customer loyalty and the success of automotive companies. By reviewing the relative literature, we found that; perceived service value, perceived service quality, mindful imagery, self-image, and lifestyle are key factors affecting customer loyalty. Data was gathered through a sample survey from 400 referred customers to Bahman Group after-sales services. The results show that external behavior variables, such as mindful imagery and perceived service quality, will affect customer loyalty through customer’s perceived value. Based on the results, recommendations are offered to increase customer loyalty.