New Marketing Research Journal
Year:2018 | Volume:8 | Issue:1 (28) |Papers Count:7

In general, overall and perceptional conception of consumers related to the price of a store is known as the overall store price image. OSPI plays a key role in customers purchasing decision making and also competitive power of stores. Hence, the aim of this research is to identify affecting and formation factors of OSPI. This aim was done through the Meta synthesis analysis. Finally 24 researches were selected after CASP1 analysis. The selected researches were introduced to Maxqda software for coding. After coding process 63 codes were identified. From the referral point of view, price level code (12 referrals), price fairness (8 referrals), reference price, promotion and discount codes (7 referrals per each code) were most important based on their referral frequencies. In the next step, codes were divided to 23 themes and themes were categorized into 8 categories. Using the Meta synthesis analysis for conceptual model making is the innovation of this research.

Growing competetion in global markets has forced companies to differentiate themselves from competitors in order to take advantage of opportunities and benefits. For this, the study of brand extension has gained importance in recent years. The aim of this empirical study is to examine effective factors in the attitudes towards homogeneous brand development on mother brand attitudes using a fully integrated and constructed model based on theoretical literature in this field. The statistical population of the research is the customers of Shirin Asal private stores in Tehran, and a questionnaire was used to collect the data. According to the relevant formula, the samples size was 384 customers. After collecting the data, the hypotheses were analyzed by Pearson and SEM, Amos 23. The results showed that brand trust, brand awareness, brand image, brand loyalty, perceived relevance, brand experience and brand satisfaction have positive effects on the attitudes towards homogeneous brand development. Also, attitudes towards homogeneous brand development positively affects the attitudes on the main (parent) brand. Based on these results we made several suggestions.

Brands as major players of modern economy become more important day by day and researchers are seeking to explain and understand brand’s relationships and functions deeper with conceptualizations and creating constructs. Most of the recent conceptualizations describing brand’s functions have been through anthropomorphism approach to brands. As a consequence of this stream of researches, the concept of brand schizophrenia has recently been brought up in handful of books and some passing mentions on websites. Regardless of frequent use of this word, there is no academic and systematic investigation regarding this concept exactly and its causes so far. Thus, to fill this gap through the literature, this study aims at proposing a model to identify brand schizophrenia and its antecedents. As to the purpose of research, it is a fundamental research. The data were secondary data which exist through the current books and passing mentions of practitioners. To analyze data, grounded theory approach and its principles (open coding, constant comparison, generating concepts and categories) were employed. The results provide a model for defining brand schizophrenia and its antecedents. According to the results, inappropriate management of brand portfolio, lack of institutionalizing brand identity in organizational culture and inconsistency of brand identity were recognized as major causes of developing brand schizophrenia.

Dry port is a potential solution for better inland seaport capabilities access. Surely, success in implementation of dry port related to investigate and define impediments and factors to a close advanced intermodal terminals. In order to find the way of establishing dry port in Iran, interviews and literature review have been carried and eight groups of factors was assessed. Identifying of the priority of these factors is the main purpose of this research. This way, Multiple Criteria Decision Making (MCDM) is the process of ranking the feasible alternatives and selecting the best one by considering multiple criteria. Owing to the complexity, fuzziness and uncertainties of the objective things, the criterion values often take the form of linguistic variables, which can be expressed in interval-valued triangular fuzzy numbers. The purpose of this paper is to develop an extended Grey Relational Analysis (GRA) method for solving MCDM problems with interval-valued triangular fuzzy numbers and unknown information on criterion weights. As a result, by using this method, infrastructure and structure were recognized as the most important and display and process as the least important factor on implementing a dry port project.

Linking a brand with a cause, known as cause related marketing, is one the methods of handling corporate social responsibility. It has attracted the attention of many companies due to its positive impact on customers’ behavior. In this method, charitable payments of the corporation are linked to the profitable financial transactions of customers as in donating money per purchase. Many different factors affect the formation of the cause related marketing campaign including the size of donation, charity type, product type, social reputation of the corporation, cause importance, geographical proximity of the cause, and etc. This Applied Development study is a descriptive survey research in terms of methodology, focusing on the product type, and aims to classify (group, sort) the existing products and to present a clustering format for customers in cause related marketing. In this regard, data from a 27 question (product) questionnaire which was distributed between 524 students of some of Tehran’s universities were scrutinized. The products are classified into 5 general groups of hedonic; essential; sanitary-therapeutic (health-care) products; housing and amenities; and digital products based on the exploratory factor analysis and a varimax orthogonal rotation of 27 factors of the study. Also, based on the presented K-means clustering, customers are clustered and labeled (Taxonomy) into 3 groups of altruists, product-based (including those focused on essential products-housing and amenities; and those focused on hedonic sanitary-therapeutic, and digital products), and distant customers.

Employees have important roles in the success of service companies and their satisfaction may be a prerequisite for customers' satisfaction. In addition, considering their needs and wants and the responsiveness to them may lead to the development of entrepreneurial orientation in the company. Furthermore, being customer-oriented can lead to concentrating on innovation and to use opportunities proactively. Accordingly, this paper investigates whether internal market orientation has effect on entrepreneurial orientation with mediating role of market orientation in internet service providers (ISPs) in Tehran. For this purpose, a descriptive method was used and 322 questionnaires were distributed between managers and employees of Tehran ISPs chosen by simple random sampling. To analyze data, structural equation modeling with partial least squares by Smart PLS 3 software was used. The results showed that internal market orientation has positive and significant effects on entrepreneurial orientation and market orientation with 0.529 and 0.796 path coefficient values, respectively. The effect of market orientation on entrepreneurial orientation is also confirmed with 0.337 path coefficient value. The results also showed that market orientation plays a partial mediating role between internal market orientation and entrepreneurial orientation with 0.268 path coefficient value. The result of Sobel test also confirms the mediating role of market orientation between internal market orientation and entrepreneurial orientation. Furthermore, the value of VAF statistic equals to 0.336 which shows that about 34 percent of internal market orientation effect on entrepreneurial orientation can be explained through indirect effect of market orientation on this relationship.

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.