دو ماهنامه بررسی های بازرگانی
سال هفدهم شماره 99 (بهمن و اسفند 1398)

Co-branding is one of the most new topics in economic links, which has been recently discussed in Iran under the co-branding strategy. This research seeks to prove the effectiveness of the strategy and tries to provide a practical model for its successful implementation. In this regard, business clusters in rail cars phase, are considered as a central element of the study and then through the most appropriate computational methods, significant parameters that play a key role in the success of the co-branding in the rail cars industry are extracted and subsequently, The companies with co-branding potential are evaluated. Finally, the most suitable companies for this strategic alliance, have been chosen.

Marketing management consists many fields. One of most attractive fields is luxury brands marketing or conspicuous marketing. In this research, on the basis of sociological, psychological, economical and marketing theories we have identified 6 major effects that makes conspicuous consumption. we have analyzed this effects Veblen effect, duesenberry effect, Snob effect, Bandwagon effect, Hedonism effect and perfectionism effect, by studying 385 users of luxury goods in Tehran city. at the first step, The  existence of this effects in consumer behavior is investigated; and at the second step, These effects are ranked to know which of them is more important and which of them must be focused by marketing managers. finally, ranking of the motivators show that veblen effect is at the first and perfectionism effect is at the last order.

The purpose of this study is to investigate the effect of image and brand strength on customer buying in the Bamilo online store using the Weimer model (2015) and Liu et al. (2016). In this model, the impact of image and brand strength on the purchasing habits of Baemillo store customers is examined. To investigate the research, a sample of 384 people are selected from the store channel and the main store in Instagram. The data collection tool is a standard questionnaire with 27 questions that its validity and reliability are confirmed and distributed among the statistical population. The data are analyzed using descriptive statistics and inferential statistics. At the level of descriptive statistics, indicators such as abundance and percentage of abundance are used. At the level of inferential statistics, correlation methods, structural equation modeling, and path analysis are used. For this purpose, the spss and amus software is used. The results of the analysis showe a positive and significant impact of brand image and brand on the desire to buy customers in the bamboo store.

This study examines the relationship between humorous advertising and the creation of brand equity and is conducted on the range of promotion and attitudes of people about the humorous advertisement of the Mihan Ice Cream brand in Chain stores of Hamedan city. For this purpose, a researcher-made questionnaire is used. Its content validity is verified by the experts, as well as the construct validity of the convergent and factor analysis. Also, to study the model’s singularity, the principal component analysis methods of the observed variables, Cronbach’s alpha and p-Dillon-Goldstein (composite reliability) are used. Testing and analyzing the hypotheses is done using the Structural Equation Method and Smart PLS software. The results show that humorous advertising has a positive and significant effect on the brand equity dimensions (brand association, perceived quality, brand loyalty) through influencing the variable of brand awareness.

Mobile apps have changed the business ecosystem. The mobile phone industry has seen unprecedented growth and is considered as a popular tool among marketers. It is also an essential tool for the consumer, and for various reasons such as information gathering, Buying or watching movies are used. The purpose of this study is to investigate the influence of factors affecting loyalty of mobile customers to Soroush internal messaging. This research is descriptive-analytical and in terms of data collection, is descriptive-survey, with practical purpose. The statistical population of the study includes all mobile customers, including a sample of 384 customers who used internal messengers during the summer of 2018, selected through non-probability sampling. A questionnaire is used to collect data. The content validity of the questionnaires is confirmed by academic experts and the reliability of the questionnaires is confirmed by Cronbach's Alpha coefficient which is 0.751 for the questionnaire. Structural equation method and PLS smart software are used for data analysis. The findings of the study showe that there is a positive and significant relationship between performance expectations, facilitating conditions and trust and loyalty. There is also a positive and significant relationship between ease of use, social influences, and incentives with acceptance of usefulness. Finally, there is a positive and significant relationship between satisfaction and loyalty.

The aim of this study is to introduce a practical strategy for obtaining sustainable competitive advantage based on the talent management in insurance industry; is an applied Study in terms of goal and descriptive in terms of data collection and causative from research variables perspective. The Talent Management Questionnaire and Sustainable Competitive Advantage Questionnaire based on conceptual model of sustainable competitive advantage proposed by Sepahvand et al. (2016) are used for collection of data. The statistical population consisted of 1493 managers, experts and representatives of eleven insurance firms in East Azerbaijan. The research sample is chosen 305 individuals using cluster random sampling method based on Cochran Formula in confidence level of 95%. The results of the data analysis using structural equation modeling method showe that talent is an important variable in obtaining sustainable competitive advantage. Thus, it is recommended to employ talent management as a critical strategy for obtaining sustainable competitive advantage in the insurance firms’ operational programs.