New Marketing Research Journal
Year:2017 | Volume:6 | Issue:4 (23) |Papers Count:10

Outdoor advertising is one of the newest and the most important growing approaches to promote a brand in today's urban environmental graphics. Regarding the effectiveness of outdoor advertising compared to other types of advertising, it can play an important role in improving brand awareness and brand preference in the audiences and customers' minds and ultimately in brand loyalty. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability the researchers reviewed the research literature, then, statistical sample of The population of this research is composed of customers and clients of Palladium Mall in Tehran that were exposed to environmental advertising of this Mall were selected and the research hypotheses were tested using structural equations and regressions. The results showed that the visual aspects of outdoor advertising, including brand, logo, typography, color and outdoor advertising slogans have significant positive effect on brand awareness and brand preference. Also, commercial complex brand awareness and brand preferences have a significant effect on brand loyalty.

The aim of this research was to determine and assess several solutions to develop medical tourism in Golestan Province, Iran. A qualitative method was adopted to collect data from the experts of tourism and medical sectors from February to August, 2015. The dependency among criteria and sub-criteria is identified using analytic network process. The obtainted results revealed that the most effective criteria on medical tourism development in Golestan Province based on their rate of importance are as follows, respectivly: structure, physician, quality, communication, hospital, promotion, advertising and distribution channels, and country as the last effective criteria. Several solutions were considered based on the criteria importance that at the top of the list are: promoting private participation in medical tourism, specialized hospitals and clinics for medical tourists with supportive facilities and public private cooperation.

The present research deals with conceptualization of the city branding model in Iran. The extracted model is based on the grounded theory as a qualitative research approach using theoretical sampling method with semi-structured interviews with 18 experts of various fields of marketing, urban management, and economic and tourism. Afterwards, to enhance its external credit a questionnaire was set and the elites' ideas in this regard were assessed. To sum up, findings of this research showed that the phenomenon of city branding in the country is influenced by several factors that were classified into causal, interventional and ground conditions. Also different economic-social results and mental effects were raised as the consequences of the city branding strategies implementation. Hereof, it is suggested that, studying the current situation of branding and the available (internal and external) image of their cities, city managers would develop the strategy of city branding and, if needed, they modify inappropriate internal and external image of natural and human geography of cities through changing, re-positioning, and reproducing the image, create decent position in the minds of target addressees. In this regard, the presence of convinced citizens who can create a stable identity for their city and advocate the city branding strongly can guarantee the success of any branding programs.

Recently, the desire to boycott the pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates has been increased significantly among the Iranians. This can be clearly due to resentments and hostilities. The concept of customer animosity that has been followed up in international marketing discussions seriously can be effective in explaining such tendencies. This research is a descriptive-analytical research and tries to develop a coherent understanding of the situation using structural equation modeling. The results of 394 questionnaires showed that stable and situational animosities have the most effect on customers’ motivations to boycott. Stable animosity has a significant positive effect on lower assessment of pilgrimage and recreation trips. Situational animosity showed a strong effect on consumer affinity and ethnocentrism. Also lower valuation, consumer affinity, and ethnocentrism have a significant positive effect on motivations to boycott. Moreover, Religious tendencies have a significant negative effect on stable animosity, lower assessment, and boycott motivation. Such factors explain 79 percent of the boycott motivation variances and 70 percent of the lower assessment of pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates.

One of the most important issues in management is the problem of intention to stay in organizational workplace. Organizations spend a lot on hiring, training, and maintaining of specialized human resources, but in case of lack of suitable circumstances they face with the problem of leaving organization by their human resources and these valuable resources leave their organizations so hard or with dissatisfaction. So, this research is an applied research in terms of objective and descriptive- survey in terms of data collection.210 out of 466 employees of a public organization were subjected to select as the research sample size using convenience sampling method. Moreover, data were analyzed using structural equation modeling via Amos software. Furthermore, the research conceptual model was tested using statistical techniques and structural equation modeling. The results indicated that employed structural equation modeling, provides a powerful theoretical model for predicting intention to stay through internal brand management, career anchors, and job satisfaction. Also, the significant impact of career anchors and job satisfaction on intention to stay were confirmed.However, the impact of internal brand management on job satisfaction and intention to stay were not confirmed. On the other hand, the significant impact of career anchors on job satisfaction and intention to stay, and also job satisfaction on intention to stay as well as the indirect impact of career anchors on intention to stay through job satisfaction were confirmed.

The importance of the concept of retailer brand personality is undeniable. Marketing experts believe that retailers such as individuals and products brands have a distinctive personality from the consumer’s perspective. The researchers have a considerable emphasis on this concept when conducting this research on consumer loyalty and satisfaction. The most important issue regarding retailer brand personality is to answer the question of what factors and how they lead to the formation of retailer brand personality. In this research, the researchers tried to answer to this question based on experiential marketing approach. The present research has evaluated the effect of four experimental values on retailer brand personality dimensions based on conceptualization of the experimental values in marketing.Finally, the relationship between the dimensions of retailer brand personality and brand loyalty was evaluated. This research is a practical research in terms of purpose and survey analysis in terms of methodology. Statistical population of the research was selected among the customers of Hyper Star Store in Tehran using accessible sampling. Also data were collected using questionnaire and its validity and reliability were confirmed using experts and Cronbach's Alpha, respectively. The results showed that only the experimental values of service excellence have a positive impact on all the three dimensions of retailer brand personality. In addition, reactive values have more effect on retailer brand personality than active values.

In today's competitive world, different industries have come to the conclusion that continuous improvement in organizational performance is essential for their survival. Today, organizations are looking for increasing their profitability and maximizing their long-term performance. Thus, understanding the contingency effects of marketing activities on firm performance is very essential. Accordingly, this research is aimed to examine the effect of marketing exploitation and exploration on market performance, considering the moderating role of supplier collaboration. The present research is an applied research in terms of objective and descriptive- causality in terms of methodology. Also data were collected using questionnaire. Statistical population of this research consisted of all small and medium-sized active manufacturing companies located in the industrial city of Mazandaran province which are about 51 companies. For descriptive analysis of this research SPSS software was used.Furthermore, the research hypotheses were tested using structural equation modeling via SmartPLS2 software. Findings showed that marketing activities (exploration and exploitation) have an effect on organizational performance through the moderating role of supplier collaboration.

Export has a direct role in development and economic growth of the country, therefore in today’s competitive world, the existence of a safe and confident approach- for the purpose of achieving short term and long term goals of companies- can participate in their maturity, evolution and growth. In spite of experimental and theoretical advances regarding strategy performance, there is a little agreement about the nature and also interaction form of these two concepts yet. Thus, the aim of the present research is to improve export performance of companies in accordance with the strategic orientation of their managers. Statistical population of the research consists of all the managers of active exporting companies in Bushehr province, which is equal to 33. A total of 30 questionnaires were collected from all 33 active exporting companies. In addition, data were analyzed using structural equation modeling via Smart-PLS software. The research findings showed that aggressiveness strategy has no significant effect on export performance and the hypothesis was rejected according to T statistic. Also, the results showed that futurism, initiative and risk taking have a positive and significant impact on export performance.

Although Electronic Word of Mouth (e-WOM) has been considered highly in the theoretical foundations of marketing because of its low cost and high impact and also its effect on several behavioral variables such as purchase intention and desire to purchase were approved, but still no model has been presented to evaluate the impact of participation motives on users ‘desire to purchase. The current research was conducted in order to identify what factors motivate people to participate in e-WOM and also to assess the impact of these incentives on users’ purchase intention through messaging features. This research is descriptive and it is aimed to establish a correlation between its variables. According to the purpose of this research which is to present a model and also to test the impact of variables, structural equation modeling was used. Moreover, statistical population of this research consisted of those individuals who sought opinions and experiences of others who had already experienced online shopping through websites for purchasing digital products. Data were collected using questionnaire. Internal reliability of the research variables was estimated using Cronbach Alpha coefficient and construct validity was assessed using convergent and divergent validity. The obtained results showed that social motives of participation in e-WOM have no effect on desire to purchase but informational motives have an effect on it.The findings indicated that people’s motivation to purchase goods online is not due to desire to improve their social image or take advantage of social benefits and opportunities. These motives on their desire to purchase goods online include: people's willingness to take advice from others, collecting information, reducing search time and reducing the risk of purchasing.

The aim of the present research is to design and explain a model of effective factors on the intention and behavior of youth purchasing in the culture of Iran. To achieve this aim, two qualitative and quantitative approaches were used. In the qualitative s tage, twelve variables in four dimensions of values, psychological features, social factors and other factors related to the product were considered as the effective factors on youth purchasing behavior in the clothing industry using reviewing the available literature and delphi technique in addition to the personal values. In the quantitative stage, the research sample size was limited to 500 students (18 to 29 years old) using multistage available sampling. Data were analyzed using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling.The research results suggested that personality, psychological features, and social factors are effective on the intention and behavior of youth purchasing behavior. Also, the internal values of young consumers affect their purchasing behavior through psychological features and purchasing intention.