مجله مدیریت بازاریابی
پیاپی 50 (بهار 1400)

The purpose of this study was to investigate the effect of perceived justice on post-purchase intentions through positive emotions, negative emotions and post-recovery satisfaction of customers of Ansar Bank branches in Golestan province in the second 6 months of 1398. The present research is an applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 450 people were selected by available sampling method as a sample and a questionnaire was distributed among them that 389 available questionnaires were collected SPSS and Smart PLS software were used to analyze the research data. In the end, the research results showed that justice in the field of financial compensation has a significant effect on positive emotion and post-recovery satisfaction, but there is no significant effect on post-purchase intentions and negative emotions. Procedural justice also has a significant effect on post-purchase intentions and negative emotions and does not have a significant effect on positive emotions and post-recovery satisfaction. Interactive justice also has a significant effect on post-purchase intentions, positive emotions and post-recovery satisfaction. Finally, post-recovery satisfaction has a significant effect on positive emotions and intentions after purchase and has no significant effect on negative emotions.

The purpose of the present study was to investigate the mediating role of brand forgiveness in the relationship between brand transgression and consumer coping behavior.  This research was applied in terms of purpose and was descriptive-correlational in terms of data collection method. The statistical population in this study were the real customers of Iran Khodro Company in 2019 who have used the products and services of this company at least once in 2019, Sampling method in this research was random sampling, and 125 questionnaires had been analysed. To analyse the data in this study, descriptive statistics were used using spss21 software and to confirm the relationships between variables and factors through confirmatory factor analysis and structural equation modelling technique, SMART PLS2 software was used.The results of the research showed that brand transgression behaviour has a direct and significant effect on the coping behavior of Iran Khodro consumers in this sample and brand forgiveness has a mediating role in the relationship between brand transgression behaviour and coping behaviour. This study by examining one of the main brands of car manufactures in Iran and due to examining the transgression behaviour of this brand in the form of indicators of negative experiences in the past, image incongruence and corporate wrongdoing, provides a good insight to the managers of this industry. Strengthen the sense of brand forgiveness in brand communication programs help to prevent coping behaviours such as brand switching, complaints, revenge and likely to buy.

Today, the creation of multiple changes in the global space has had a significant impact on higher education institutions, leading them to reconsider their overall strategies. The aim of the present study was to develop a university entrepreneurial marketing scale with a mixed approach. The sample of the qualitative section consisted of 12 managers who were selected using targeted sampling method and based on the principle of saturation. Technology and entrepreneurship management. The statistical sample was 431 people, which was distributed in several stages throughout Iran by cluster sampling method. To analyze the qualitative part of the in-depth interview, content analysis technique and MAXQDA software and in a small part of expert narrative (CVR), exploratory factor analysis, DEMATEL technique and MATLAB software to determine the internal relationships between the components and software of structural equations Amos Used to test hypotheses. The results showed that university entrepreneurial marketing has seven dimensions; Academic processes are networking, advertising, customer orientation, employee competence, opportunism and facilities. The results of the quantitative section showed that the components of facilities, employee competence and academic processes have a causal aspect and the components of advertising, networking, customer orientation and opportunism have a disabled aspect and have a higher impact. The results showed that entrepreneurial marketing of the university is a new and practical method for marketing of universities and higher education institutions, which can be used to compete and survive in today's competitive conditions of the education industry.

The purpose of the present study is to investigate the role of self-concept fit on bank customer loyalty mediated by brand image and emotional attachment. This is a descriptive-correlational study and the Likert five-point spectrum questionnaire was used for data collection. The statistical population of this research is the customers of Tejarat Bank in Tehran with a sample size of 400 using available sampling method. Its content validity was confirmed by experts, academics, and expert experts, and the reliability of the tool was at a good level by Cronbach's alpha (0.882). Structural equation modeling and in particular path analysis techniques have been used to test the research hypotheses and SPSS and PLS statistical software have been used for this purpose. The research findings showed that the significant role of self-concept proportionality on brand image (T: 23/271), brand emotional attachment (T: 14/506), and commercial bank customer loyalty (T: 2/338) confirmed, as well as the role of brand image on loyalty. Tejarat bank customers (T: 2/731) were significant, but the significant role of brand emotional attachment on Tejarat bank customers' loyalty (T: 1/387) was not confirmed.

The today, social responsibility is not limited to a specific organization, and clubs and sports teams have included various forms of social responsibility in their goals and are involved in their implementation. The purpose of this study is to investigate the effect of club social responsibility on brand supportive behavior by mediating the positive attitude and moral feelings of fans. The present study is an applied research in terms of purpose and quantitatively strategically and in terms of correlation implementation path, field data collection and prospective in terms of time. In the present study, Persepolis Club was selected as the study club and the statistical population of the present study consisted of all fans of Persepolis Club. 270 people were selected as the research sample and were selected by available sampling method and voluntarily. According to the objectives of the study, appropriate tools for this study were considered questionnaires; for this purpose, to assess social responsibility, (Galbraith, 2010) questionnaire, brand supportive behaviors, )Xie et al, 2019) questionnaire, and to measure the mediating variables of positive moral attitudes, (Xie et al, 2019) questionnaire were used. Confirmatory factor analysis and mediating the effects and mediating role of the research were analyzed at 5% error level using 25 SPSS and Smart PLS 3.2.9 software. The results showed that social responsibility has affected the supportive behaviors of the brand, the attitude of the fans and their moral feelings. Also, the attitude and moral feelings of the fans have affected the supportive behaviors of the brand. The relationship with the impact of social responsibility on supportive behaviors was confirmed. Therefore, it is recommended to the management of sports teams to take into account the interests of the fans in social issues and to include various plans of social responsibility in their long-term plans.

Part of people's daily lives is spent shopping and Passages in shops. Shopping malls, like other modern spaces, are an integral part of urban life where "consumption" plays a key role. Vitrine is a magnet for customer attraction, and retailers are trying to open a community window shopping inside their store. Therefore, the purpose of this study is to investigate the role of Window Shopping in improving word of mouth marketing in chain stores. The statistical population of the present study is the customers of Janbo chain stores, the number of which is considered unlimited. The size of the statistical sample in the present study is estimated based on Cochran's formula of 384 people. The sampling method in the present study is multi-stage clustering. The data collection tool in the present study is a researcher-made questionnaire in which the dimensions of the research variables were indexed and turned into questionnaire questions. Combined reliability was used to assess the reliability of the questionnaire and face validity method was used to assess the validity. After validity and reliability of the questionnaire, it was given to the statistical sample. After collecting the questionnaire, the data were collected by descriptive statistical methods, summarized and categorized. In order to answer the research questions from path coefficients test, R2 criterion, Q2 predictive power factor, G0F index as well as coefficient Significance T (T-VALUE) is used. The results show that the components of the roundabout, including the enjoyment and sudden purchase and the components of word of mouth marketing, confidence in the information, and attention to comments, information acquisition, information dissemination and collaboration with others were confirmed and finally the showcase application model was confirmed. Rounding out the emphasis on word-of-mouth marketing components is offered at chain stores.

According to growing needs of customers and the development of the retail industry in recent years and given that retail is one of the dynamic sectors of the economy, recognizing the drivers of increased productivity and success of the retail sector can be one of the important concepts in economy. In this regard, the purpose of this study is to identify the factors affecting the success of retailers in Shiraz as a multicultural society and determine the priority of these factors by obtaining the views of various stakeholders, including: customers, employees and managers of retailers as well as academic experts. In this study, 10 of Ofogh Kourosh stores in Shiraz were randomly selected and evaluated as a case study and by determining the research model and determining the effective criteria in the success of retailers, first, with the opinion of academic experts, the weight of the importance of each of the responsible groups was determined. Then, using the PROMETHEE method, the criteria were prioritized, which among the various factors affecting the success of retailers, the factors of "price" and "quality" were the highest priority, and the factors of "services" and "brand image" were the lowest priority.