New Marketing Research Journal
Year:2017 | Volume:7 | Issue:3 (26) |Papers Count:11

Mobile phone as a communication tool has been spread increasingly and its more features has caused to be used as a medium for promotional activities and attract the attention of companies. Mobile advertising has different aspects. One of the aspects of mobile advertising is the use of mobile applications for advertising and marketing, which is the result of improvement in technology and mobile technology. This research sought to assess the impact of individual factors on consumer attitudes towards mobile application programs. The present research focused on evaluating the impact of individual factors on consumer attitudes towards mobile advertising through the value of advertisement among the smart phone users of bachelor students in the university of Isfahan. This research is an applied research in terms of objective and descriptive-survey in terms of data collection. Statistical population of the research consists of smart phone users among the bachelor students of University of Isfahan and 230 samples were selected. The conceptual model has been designed based on the literature review and also getting inspired by the model of Mansour (2012), which was edited on the basis of planned behavior theory. Date were collected using a multiple-choice questionnaire designed by the researcher. Moreover, the questionnaires' validity and reliability were verified using face and construct validity and Cronbach's alpha coefficient, respectively. Furthermore, structural equation modeling was used to test the hypotheses. On the basis of the research results, individual factors including social influence and attitude towards advertising in general, had a significant and positive impact on perceived usefulness of mobile marketing. Moreover, an effect of innovativeness, social influence and attitude towards advertising in general, were confirmed on perceived entertainment of advertising. Finally, the positive effect of perceived usefulness and perceived entertainment on consumer attitudes towards mobile advertising was approved.

Compulsive buying is an aspect of consumer behavior. Today changes in life style have increased the complexity of consumption and create an environment which is favorable to increase compulsive buying than the past. Many factors, including environmental factors, psychological, demographic, and the availability of credit cards can be effective in creating compulsive buying. Therefore, the present research has presented a conceptual model after reviewing several conducted researches in the field of criteria affecting compulsive buying behavior. This resaeach is an applied research in terms of its objective and descriptive- correlational in terms of data collection. Statistical population of this research containsits the customers of chain stores in Shiraz and its sampling is done using non-random available method.385 quastionanaries were evaluated and data a were analysed via the softwares of Spss18 and Amos18. The results showed that the factors of materialism on credit card and also credit card on compulsive buying have a significant and positive effect. Also in this research the positive effect of anxiety, impulsivity, family and also the negative impact of television advertising on compulsive buying were approved. However, the influence of peers and consumer’s depression on compulsive buying was rejected. More overr, this research showed the negative effect of family and peers and the positive impact of television advertising on materialism.

The purpose of the present research is to investigate the effect of landscaping and apparent appearance on customers' behavior. This research is an applied research in terms of purpose and descriptive-survey in terms of data collection. Data were collected using questionnaire. Moreover, statistical population of the research consists of the customers of women's clothing boutiques in Karaj. The selected sample was equal to 370 customers using random sampling method. Furthermore, data were analyzed using AMOS and SPSS softwares. The research results showed that landscaping and store appearance have a positive impact on customers' behavior and will attract them to the store. Moreover, the dimensions of customer support and attraction have the most and the least impact on customer behavior, respectively.

Increasing competition in marketplace and understanding the importance of customer maintenance for organizations, drives them to gradually making and maintaining long-term customer relationship. According to several researchers, relationship marketing is considered as one of the most useful approaches that companies and service sectors can use in order to maintain the relationship. This research has investigated the influence of marketing strategies– financial, social and structural bonds- on customer relationship performance-relationship length, depth and breath- through relationship satisfaction and relationship commitment as the mediators toward using new electronic banking services. This research is an applied research in terms of prurpose and descriptive-survey in terms of date collection. Furthermore, data analysis has been done using structural equation modeling. The selected sample consists of 266 customers of a state bank in Mashhad city using available to non-random sampling methods. The research results showed the significant and positive effect of structural bonds on relationship satisfaction and also relationship satisfaction on relationship commitment. Moreover, the results indicated a strong significant and positive effect of relationship commitment on relationship length, depth and breadth which represents the influential impact of relationship commitment on customer relationship performance. In sum, in this reserach social and structural bonds have a significant impact on relationship length and depth.

The application of financial services marketing in Iran’s financial system has become widespread over the recent decade. The goal of this type of marketing is to attract potential investors. The stock exchange market is the most important one in this system. This market is considered as a crucial tool for absorbing straggled money, strengthen economy, and company financing. Furthermore, increasing people engagement in the stock market will lead to economic boom. Hence finding some new ways to acquire new investors for the stock market is considered as a top priority for capital market managers as well as policy makers. In this research the stock market viewed as an innovation. Based on the innovation features mentioned in Roger’s Innovation Diffusion Theory (IDT), a 21-items questionnaire has been designed. Moreover, data were collected using 170 open-ended self-report 4-point scales questionnaire. Structural equation modeling indicated that perceived relative advantage of stock and also observability of the stock have a positive impact on intention toward investing in the stock market.

The use of revenue management models has been increased in various industries. The cause of such increasing is as a result of performance and profitability of these models in businesses. Hoteling industry is considered as an important business in the field of revenue management that has a reservation process and stochastic variables due to it. Classic overbooking model is considered as a common model in revenue management that causes to make a trade-off between the number of present customers and no-show customers. This model makes a situation for studying the functions which describe costumers’ presence distribution in probable form and then we can add some customers to system for increasing revenue due to no-shows. In this research, the binomial probability distribution using in overbooking model has been improved and estimated its probable parameter more accurately using artificial neural network as a tool in no-show estimation. This estimation is caused by fitting to effective indexes in show-up or no-show process using one-layer or multi-layer perceptron neural network. Therefore, a dynamic model for each sale and customers’ reservation is represented that it can estimate the probability parameter of customers’ show-up or no-show considering effective indexes.

The aim of this research is to investigate the impact of social media on formation of brand trust and brand loyalty in the brand community. Statistical poplation of the research consists of 400 student groups, made up of masters and doctoral students of the University of Mazandaran Instagram members. This research is descriptive-survey in terms of data collection. Also data were collected using questionnaire. Data analysis has been conducted in two parts including descriptive and inferential statistics. Moreover, hypothesis testing was done using structural equation modeling. The results indicated a significant and positive impact of individual identity and social identity on brand communities in social networks and also brand communities in social networks have a significant and positive impact on their community participation. Concerning the combined impact of social interaction on brand community and using brand, only the relationship between social engagement and social interaction was not significant. Social interaction and using brand effect on brand trust as well. Finally, the positive and significant impact of brand trust on brand loyalty was confirmed.

Ethical and behavioral code is a set of professional values or disciplinary guidelines in organizations. The purpose of the present research is to develop ethical and behavioral code for the Ghasem Iran company’s salesforce. This research is an applied reseah in terms of results and descriptive in terms of purpose. To achieve the end, 23 interviews were conducted among the Ghasem Iran company’s experts and professionals of distribution Industry. The interviews have been analyzed using content analysis and based on the analysis, ethical and behavioral code were identified. The results indicated that in terms of verbal issues, verbal politeness and openness; in terms of behavior, honesty and integrity, regular visit to the customer, customer recognition and familiarity with the products of competitors; and finally interms of dress, appearance are considered very important for the Ghasem Iran company’s salesforce.

In current complex and competitive world that leads to the fast growth of business schools and fading global borders, introducing a business school’s brand to its shareholders has a special importance. Hence in the competitive educational environment, making differentiation and creating a strong university’s brand is very essential. By considering the importance of this issue, the debate of measuring Tehran business schools’ brand equity based on the proposed model by Pinar et al has been taken into consideration. In this research, the required data were collected using questionnaire filled by 372 students of 6 state universities including-Tarbiat Modares University, University of Tehran, Sharif University of Technology, Shahid Beheshti University, Kharazmi University and Allameh Tabataba’i University. Respondents were chosen based on the stratified random sampling method. The results of the research suggested that for creating a strong university’s brand some of the brand equity dimensions are more important than the others. Among the core dimensions, emotional environment was distinguished as the most important dimension that followed by perceived quality, brand loyalty, brand awareness and university reputation. In addition, among recognized supporting dimensions of a business school’s brand equity, physical facilities were the most important one which was followed by library services, student living and career development. According to the provided results, this project provides an opportunity to develop the current practical knowledge in measuring the business schools’ brand equity especially in Iran and also it helps business and management universities to recognize the suitable measures of their brand equity and specify the required proceedings for the brand development.

This research aimed to evaluate the relationship between justice and perception of positive and negative affect, customer dysfunctional behavior and customer citizenship behavior among the high school students. For this purpose, 306 high school students were selected randomly. Data collection were done using the questionnaire of distributive justice by Blodgett, Hill and Tax (1997). Procedural justice has been measured through the three items adapted from Maxham and Netemeyer (2002) and Voorhees and Brady (2005). Moreover, interactional justice has been measured using the three items adapted from Chory-Assad and Paulsel (2004). Also the positive and negative affect have been measured through the six items of Izard (1991) and Vatsoon and Clark and Tellegen (1998) and the citizenship behavior has been measured using the seven options proposed by Bettencourt (1997). Finally, customer dysfunctional behavior has been measured using the eight items adapted from Lee and Allen (2002). Data analysis were done using Pearson correlation coefficient and structural equation modeling. The research results showed that the correlation coefficient between the distributive, procedural, and interact justice with positive and negative affect is significant. Also the relationship between justice and positive and negative affect with customer citizenship behavior and customer dysfunctional behavior was significant. Furthermore, structural equation modeling showed that customer positive and negative affect has a mediation role in the relationship between distributive and procedural and also interactional justice with customer citizenship behavior and customer dysfunctional behavior. The results indicated that perception of fairness leads to affect and then it leads to citizenship behavior and dysfunctional behavior of students’ performance.