New Marketing Research Journal
Year:2017 | Volume:7 | Issue:1 (24) |Papers Count:13

The use of celebrities as the endorsers of products and services on television, radio, billboards, and advertising campaigns of magazines are increasing. Nowadays, the use of these people in advertising is considered as a part of organizations cost in order to promote sales of their products. The main objective of this research was to evaluate the effect of celebrity endorsers on consumers ‘attitudes toward advertising. In this research, the effect of characteristics of celebrity endorsers such as physical attractiveness and appearance, expertise, congruency with product and trustworthiness on consumers’ attitudes toward advertising were studied. The present research is an applied research in terms of objective and descriptive-survey (correlational type) in terms of data collection. Statistical population of the research consists of all consumers of those products that celebrity endorsers were used for them in advertising in Bushehr city. Furthermore, the research sample size was estimated to 384 persons using available sampling method. Moreover, data were collected using questionnaire and were analyzed using structural equation modeling (partial least squares method). Results of the research showed that dimensions and characteristics of celebrity endorsers such as physical attractiveness, trustworthiness, and expertise have a significant and positive impact on attitude of consumers. However, the significant and positive impact of congruency between celebrity and advertised product on consumer attitudes toward advertising was not confirmed.

This paper examines the impact of marketing strategies alignment on financial performance with the mediator role of supply chain performance. This is an applied research and the research methodology is descriptive-casual. Statistical population of the research includes active manufacturing companies in the Industrial Estates of Ahvaz city and its sample size was equal to 216 companies using Cochran sampling formula. Moreover, data were collected using questionnaire.216 questionnaires were filled by the corporate executives. Furthermore, data were analyzed using structural equation modeling and correlation analysis. The obtained results showed the positive and significant impact of marketing strategies alignment on supply chain performance and financial performance variables. Also, the mediator role of supply chain performance was not confirmed.

Citizenship behavior is a new concept and evaluation of these behaviors in the organization is very important and crucial, among the factors that could affect the citizenship of internal brand management and internal marketing. The aim of this research was to investigate the effects of internal branding and internal marketing on behavior. So, this research is an applied research in terms of objective and descriptive- survey in terms of data collection. Statistical population of this research consists of the employees of police offices+10 of Southern Khorasan. The sample size has been determined using random sampling method.Furthermore, Data were collected using standard questionnaire. Validity of the questionnaire was determined using construct validity, content validity, and construct validity and its reliability was determined using Cronbach's alpha coefficient. Moreover, data were analyzed using multiple regression analysis and structural equation modeling (SEM). The results showed that internal brand management has an impact on organizational citizenship behavior, but the impact of internal marketing on organizational citizenship behavior is in question and finally, it was determined that internal marketing affects internal brand management. Other research results were not confirmed the mediating role of internal marketing between internal brand management and citizenship behavior.

In the prevailing competitive environment among software companies, these companies' success in achieving competitive advantage seems unlikely without investing on new ideas and technologies. The process of capturing new ideas, technology development, transforming ideas into products using technology, and offering them to the market, is called technology commercialization. Technology commercialization may not lead to competitive edge without considering customer as the heart of firm attention that indicates the concept of market orientation. Therefore, this research investigates whether technology commercialization competence has effect on competitive advantage with the moderating role of market orientation in five software companies. For this purpose, a descriptive method was used and 130 questionnaires were distributed among the managers and employees of these five software companies using simple random sampling method. Furthermore, data were analyzed using structural equation modeling and partial least squares via Smart PLS3 software. The results showed that technology commercialization competence has a positive and significant effect on differentiation and cost advantages with 0.526 and 0.679 path coefficient values, respectively. Also the results showed that market orientation has a moderating role in the relationship between technology commercialization competence and differentiation advantage with 0.491 path coefficient value.

Nowadays, as a result of growing competitive environment, identifying and understanding the importance of factors affecting customer’s buying behavior is considered as a powerful tool which can be used in order to be distinguished from competitors and attract customers, subsequently. Since most buyers are often involved in impulse purchases and more than half of them make impulse buying in the shopping centres, this paper is aimed to identify the relationship between sociability features of sellers, store interior and impulse buying behavior of customers. The research methodology was descriptive- survey and data were collected using questionnaire. Furthermore, the research sample size is equal to 398 customers out of all customers of Shahrvand Chain Stores in Tehran, using convenience sampling method.Moreover, data were analyzed via the two softwares of SPSS22 and Smart PLS2. The research results showed that the sociability features of sellers and store interior have a positive effect on impulse buying behavior. Also, the results indicated that two situational factors including spot cash and purchase intention moderate the emotional positive states of customers and impulse buying behavior, while the uptime variable is not able to play the role of moderator variable.

The event industry, including festivals, conferences, exhibitions and meetings is developing rapidly and has an important role in developing tourism related activities. The development of special events would be important from different aspects such as improving the residents ‘quality of life and influencing sustainable development of region. Therefore, according to the importance of market segmentation as an essential tool for identifying and understanding the features of each segment based on their motivation, the main goal of this research is to segment the market of one of the cultural events in Iran. The sample size has been equal to 287 and the factor analysis of motivational dimensions delineated six main factors. Then, cluster analysis was conducted through the two methods of hierarchical clustering and Kmeans which illustrates three clusters including “supporters of community, culture and family”, “enthusiasts of Golghaltan and fans of cultural heritage”, and “seekers of novelty and culture for interaction" as the main segments of Golghaltan festival. The clusters have a similar pattern in terms of geographic variable (place of residence). On the contrary, they have significant differences in terms of socio-demographic (gender, age, education, and marital status), psychological (satisfaction), and behavioral variables. These differences demonstrate the necessity of selecting diverse and appropriate marketing strategies for each segment.

Various factors affecting customer`s loyalty such as quality, trust, credibility and perceived risk. It seems that customer’s religious orientation effect on the effectiveness of these variables on their loyalty. The aim of the present research is to assess the role of religion orientation in relation to the brand and customers’ loyalty in Iran. Statistical population of this research includes all consumers of different beverages in Tehran. Therefore, the sample size of 248 consumers was selected using cluster sampling method. Furthermore, the models of measuring research variables were assessed and tested using exploratory and confirmatory factor analysis method and the research structural model was conducted using structural equation Modeling. Moreover, the methodology used in this research is descriptive correlational (structural equation modeling approach). The findings indicated that perceived quality and reliability have a positive and meaningful effect on brand credibility, also perceived risk and perceived quality and brand credibility have a positive and meaningful effect on customer loyalty. However, the variable of religious orientation is not confirmed as a meditator variable in the customer loyalty model, and has no significant effect on the relationship between perceived risk, perceived quality and brand credibility with customer loyalty, but this variable acts as an effective meditator on the relationship between reliability and brand credibility.

The present research is aimed to evaluate individual preferences in the choice of domestic and foreign products in complex social systems. For this purpose, an agent-based modeling is used. According to this methodology, consumers are defined as the agent. For each consumer agent, preferences were defined as a function based on the concept of marketing mix. Also, the variable of social influence was considered as a factor that create network structure as well as preferential attachment. The refrigerator buyers in the previous month are considered as the statistical population of this research. Moreover, the sample size of the present research was limited to 110 samples using available sampling. Furthermore, data were collected using questionnaire and pairwise comparison matrix. The simulation that was run through the Net Logo software showed the tendency toward foreign goods preference compared to domestic products in the future. Different scenarios indicated that consumers’ domestic goods preference are affected by goods quality and price rather than their promotion and distribution.

Brand personality and brand trust are considered as the fundamental concepts in the field of consumer relationship with brand. Although researches on different aspects of brand are clearly increased in different fields of marketing within the recent decade, but the impact of brand personality and brand trust has been less studied. Since such concepts can play a determining role in consumers’ intention to buy, the aim of this reserach was to evaluate the impact of favorite brand personality on purchasigdecision of mobile consumers with regard to the mediation role of brand trust and advertising content. The brand personality model sugetsed by Miss Jones et al (2009) was applied in this research in order to determine brand personality. This research is practical in terms of objective and it is survey- correlational descriptive in terms of data collection method. Statistical population of the ereserach consists of the students of higher education institutions (universities) in Qom. Moreover, sampling was done using cluster sampling method. Furthermore, data were collected and analyzed using questionnaire and factor analysis and structural equation modeling via Amos software, respecively. The results showed that among the five dimensions of brand personality, three of them including responsibility, dynamism and courage have a significant impact on brand trust. Also, the three dimensions of responsibility, dynamism and being emotional have effect on advertising content which is a mediator variable in this research, while the effect of courage and simplicity were not verified, but the impact of brand trust and advertising content on purchase decision of consumer were confirmed.

Telegram is a text and voice messaging service that has become an important social media in Iran, enabling users to share their messages, pictures, videos, and documents with each other.Although this social media has not been defined for selling goods and services, enables marketers to communicate with their audience directly or indirectly as a new tool of marketing and use it as a source of word of mouth marketing. Thus, the main objective of this research was to investigate the factors influencing the attitudes of Telegram users and its impact on positive WOM from the view point of the students of management faculties of Islamic Azad University in Tehran. For this purpose, 300 people were selected using convenient sampling method. Data were collected using standardized questionnaire that its validity and reliability was approved using experts comments and Cronbach's alpha coefficient, respectively. This research is an applied research in terms of objective and survey in terms of data collection. Moreover, the present research is correlational (quantitative type) in terms of investigating the relationship between the variables of research. The results of hypotheses testing using SPSS and PLS softwares suggested that the mental motivation of users (entertainment and sociality) beside the technical characteristics of telegram (easy of use and convenience), perceived usefulness, and trust have a positive impact on the attitude of Telegram users. Finally, their attitude and trust have impact on positive WOM. The results of this research provide insight for marketing managers of companies so that they can create positive comments about their products and services through the social media of Telegram according to the mentioned factors.