نشریه مدیریت بازاریابی هوشمند
پیاپی 3 (امرداد و شهریور 1399)

The aim of this study was to investigate the effect of participatory brand development, brand familiarity, brand ownership, brand responsibility, brand self-improvement on customer behavior by examining the moderating role of differentiation and individualism-collectivism. To calculate the sample size required for research using the Cochran's formula for an unlimited community will be 384 people. 400 questionnaires were distributed in the statistical sample and 384 were returned to the healthy sample. The rest were removed from the analysis due to incomplete answers. Random sampling was a multi-stage sampling that was a questionnaire. Validity was measured through convergent and divergent validity and reliability was obtained through Cronbach's alpha and combined reliability coefficient. Data were analyzed using PLS software. The results showed: the development of a participatory brand has a significant effect on the brand ownership of Iran Khodro Company. Familiarity with the brand has a significant effect on brand ownership of Iran Khodro Company. Brand responsibility on the brand ownership relationship has a significant positive effect on customer behavior of Iran Khodro Company. Self-improvement on the brand ownership relationship has a significant positive mediating effect on customer behavior of Iran Khodro Company. Cultural values ​​play a moderating role in influencing self-improvement on Iran Khodro's customer behaviors. Brand ownership has a significant effect on Iran Khodro's brand responsibility. Brand ownership has a significant effect on Iran Khodro Company's self-improvement. Brand responsibility has a significant effect on customer behavior of Iran Khodro Company. Self-improvement has a significant effect on customer behaviors of Iran Khodro Company. Cultural values ​​do not play a moderating role in influencing brand responsibility on Iran Khodro's customer behaviors. This hypothesis was not confirmed.

The purpose of this study was to identify and rank the components affecting the psychological empowerment of startups in the face of emerging risks of Covid-19 disease. A descriptive-comparative method has been used to conduct this research. The statistical population of the present study included all employees of startups active in the science and technology development centers of Tehran universities in an unlimited number that based on Cochran's formula, the required sample size was determined to be 385 people. A questionnaire with 45 questions was used to examine the research variables. The reliability of the questionnaires was confirmed by Cronbach's alpha coefficient, the content validity of the questionnaires was confirmed by a group of university professors and their construct validity was confirmed by confirmatory factor analysis. Inferential statistical methods such as Kolmogorov-Smirnov test were used to ensure the normality of the data, confirmatory factor analysis, t-test and Friedman test using SPSS and LISREL software to test the hypotheses. The most important research findings showed that; Components of organizational factors, managerial factors, individual factors in order of rank, are the components affecting the psychological empowerment of startups in the face of emerging risks of Covid-19 disease.

The aim of this study was to investigate the effect of platform architecture flexibility on competitive performance, with mediation of purchasing power, channel management and online services and modulation of supplier, distributor and customer interaction (Case study: Digi Kala Company). This research is applied in terms of purpose and descriptive-survey in terms of nature. Research data were collected through Likert five-choice questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The statistical population of this research consists of the staff of the online company Digi Kala, numbering 800 people. The sampling method used in this study is simple random. Based on Cochran's formula at 95% confidence level, 261 people have been selected as a statistical sample. The results showed that the flexibility of platform architecture through the mediating role of online shopping ability have a significant effect on competitive performance (0.169). The flexibility of the platform architecture through the mediating role of online channel management capability has a significant effect on competitive performance (0.083). The flexibility of the platform architecture through the mediating role of service capability has a significant effect on competitive performance (0.289). Supplier interaction moderates the effect of platform architecture flexibility on online shopping capability (0.352). Distributor interaction moderates the effect of platform architecture flexibility on online channel management capability (0.307). Customer interaction moderates the effect of platform architecture flexibility on online service capability (0.109).

The aim of this study was to investigate the effect of awareness of social sustainability and environment on green brand loyalty mediated by altruistic variables (Case study: consumers of Cinere products in Tehran). This research is applied in terms of purpose and descriptive-survey in terms of nature. Research data were collected through Likert five-choice questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The statistical population of this study includes all consumers of Cinere brand cosmetics in Tehran. Assuming that the study population was unlimited, 384 consumers of Cinere brand cosmetics in Tehran were selected as the sample. The method of random sampling is simple. In this sampling method, the selected chance of each member is the same. The results showed that environmental awareness has a significant effect on green brand loyalty with the mediating role of altruism (0.378) among consumers of Cinere products in Tehran. Awareness of social sustainability on green brand loyalty with the mediating role of altruism ( 0.281) has a significant effect among consumers of Cinere products in Tehran.

The aim of this study was to evaluate the mediating role of electronic brand cognitive and emotional attitudes in the effect of electronic brand knowledge on the non-financial performance of electronic brand (Case study: Tehran Green Restaurants, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of green restaurants in Tehran. Assuming that the sample is unlimited, 384 customers of green restaurants in Tehran will be selected as the sample. Random sampling is simple. The results showed that knowledge of electronic brand of green restaurant customers has a positive effect on their perception of attitude towards electronic (cognitive) brand. Awareness of e-brand Customers who are in a green restaurant, has a positive effect on their perception of the attitude to the electronic brand (emotional). Electronic brand image Customers who use green restaurant have a positive effect on their perception of the attitude towards electronic (cognitive) brand. Electronic brand image of customers who use green restaurant has a positive effect on their perception of attitude towards electronic brand (emotional) has a perceived electronic brand attitude of green restaurant customers (cognitive) has a positive effect on their perception of customer satisfaction. Perceived e-brand attitude of green (cognitive) restaurant customers has a positive effect on their perception of loyalty to the e-brand. Electronic brand attitude (emotional) of green restaurant customers has a positive effect on their perception of customer satisfaction. Electronic brand attitude (emotional) of Green Restaurant customers has a positive effect on their perception of loyalty to the electronic brand. The e-brand attitude is an intermediary between e-brand knowledge and the non-financial performance of the e-brand.

The aim of this study was to investigate the effect of perceived quality, perceived value, perceived satisfaction and perceived differentiation on brand loyalty with the mediating role of brand trust (Case study: Chain store 7 in Tehran. In the present study, in order to analyze the data obtained from the questionnaire, SPSS statistical software and structural equation software pls in the form of two parts of descriptive and inferential statistics as linear and multiple regression have been used in accordance with the statistical needs. The study population includes all customers of 7 chain stores who live in Tehran. Assuming that the study population is unlimited, 384 people will be selected as the sample. The sampling method is random. In this method, the chance of selecting each component is the same. The results showed that brand trust mediates the relationship between customer perceptions and brand loyalty. Therefore, the positive relationships between brand trust and brand loyalty and customer perceptions and brand loyalty are confirmed. More specifically, trust directly affects loyalty. The direct and indirect effects of perceptions on loyalty show the strongest model relationships. Therefore, we conclude that customer perceptions of the brand can be considered as a basic basis for establishing a brand relationship in chain stores. Our study findings show that both behavioral criteria include brand trust and brand loyalty, strongly perceived quality, perceived value, perceived satisfaction, and perceived distinction in marketing communications. In addition, brand trust has established a significant relationship between perceived quality, perceived value, perceived satisfaction, and brand loyalty.