JOURNAL OF MARKETING MANAGEMENT
Year:2012 | Volume:6 | Issue:13|Papers Count:7

The present research aimed at the examination of the relationship between role stress (role conflict and role ambiguity) with customer orientation and job performance of retail salespeople. The programming and activities of a business meet the good result by the up port of sales. Perfect salesperson has certain specifications whose role is reflected in his/ her performance. The present study reports the result of an experiment designed to test the impact of the role stress in the home furniture market.The research method was survey and descriptive-causal and data was collected in Iran Furniture Market. The Sample size consisted of 273 subjects. The research results showed that there was a significant relationship between the role conflict and customer orientation which indicated the significant relationship between the role ambiguity and job performance and customer orientation in turn.

The study aimed at adding a new concept to advertising theory. The study examined concept of “intangible advertising of brand” to provide a comprehensive theoretical model explaining intangible advertising.It examined four latent variables of intangible advertising: Ad type, product type, media, and demographic and found out that these constructs successfully explain the concept of intangible advertising.The next stage of study was undertaken by concentrating on advertising effectiveness components (brand recall, attitude toward brand, brand position and buying intention). The study objective was to see whether the intangible advertising of brand can improve the position of brand in consumers’ mind.As the sample brand gained a better rank in the experience group. Examination revealed that intangible advertising has effect on consumer mind unconsciously.

Purpose: This study aims to examine the match-up effect in co-marketing alliances by five factors influencing on consumers’ attitude toward co marketing alliance. These factors are usage situation, user identity, purchase criteria, brand specific image and perceived brand equity.Design/methodology/approach: A theoretical model is developed and tested with a sample of 385 Tehrani consumers SAMSUNG-ARMANI, LG-PRADA cell phones in 2011. Structural equation modeling was used with LISREL 8.50.Findings: This suggests that if consumers perceive a harmony across paired products or brands, they are more likely to engage in the association process of evaluating a brand alliance. The study argued that the match-up perception mediated between framing criteria and the attitude toward co-marketing alliance. Purchase criteria, user identity, and perceived brand equity were valuable factors in the perception of alliance match-up. This match-up perception at cognition level is a necessary condition prior to consumer attitude at an attitudinal level.

The main objective of the present study is to examine the effective factors on customer extra-role behavior e.g. customer citizenship and customer dysfunctional behavior and the results obtained from these behaviors. In the present study it is assumed that commitment, negative affect and perceived justice by customers lead them to extra-role behavior and shape their image of the quality of perceived services.The statistical population consisted of 220 clients of Fars province Agriculture Bank in the third quarter of 1390; these subjects were selected by applying simple random sampling. Data collection was conducted through questionnaires and model variables were tested by applying Pearson Correlation as well as Regression and SPSS software.Results obtained from experimental test showed that the management of customer extra-role behavior would be as important as employees; moreover, the organization has to manage customers’ negative affect by eliminating their dysfunctional behavior.

The goal of marketing is addressing the needs of customers. The consumer’s behavior defines selection style, purchase, usage and consumption of the goods, services, ideas, and experiences by individuals, groups, and organizations.Understanding consumer’s behavior and recognizing customers is not a simple job. Customers may express their requests in one manner and act differently. They may not be aware of their real motivations or may react towards the effective factors. However, marketers should examine the needs of their customers, their mental understanding, and their purchase behavior. Marketers must know about different factors the affect the selection of various brands by buyers.This paper studies the relation between mental engagement that a product produces and suggests the effective factors in the following assumptions:Assumption 1: Desire toward a product has a direct effect on product engagement.Assumption 2: Specifications of a product have a direct effect on product engagement.Assumption 3: Information sources have a direct effect on product engagement.Assumption 4: Desire toward a product has a direct effect on brand obligation.Assumption 5: Specifications of a product have a direct effect on brand obligation.Assumption 6: Information sources have a direct effect on brand obligation.Assumption 7: Product engagement has a direct effect on brand obligation.According to statistical results, assumptions 1, 3, 4, and 7 are accepted and assumptions 2, 5, and 6 are rejected.The method of this study is descriptive-traversal and is from correlation type, because the relations between variables are investigated and a questionnaire is used to gather data. Statistical society of this study consisted of the academia of the Islamic Azad University- South Tehran, Central Tehran, North Tehran, and Sciences and Researches Branches. The questionnaires were distributed within an interval of one month in autumn 2010.

The purpose of this research is the evaluation of the effective factors on Relational Marketing in Mature Buyer-Seller Relationships. In this research, Marketing Strategies are evaluated from two different points of view. The first view is marketing mix management (transactional marketing). Transactional marketing is defined as a short term view, which focuses just on current transactions. The second view is relational marketing which concentrates on key accounts and emphasizes on long term view.The current research base on purpose is applicable and base on method is descriptive in the kind of survey research. It has used census for selecting statistical society (sellers and key accounts) and SPSS for testing hypothesis through Regression analysis to survey the effect of the independent variable on the dependent variable.Results gained from the view of sellers show that the three factors-Seller’s relational assets, Dissatisfaction, social/Personal bonds-have effect on seller-buyer’s relational orientation. In the view of buyers, buyer’s relational assets, and lack of innovation also affect the seller-buyer’s relational orientation besides the above factors.

This study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity.This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran.The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the roles of brand loyalty and brand image as mediating factors in the intention of brand equity are supported.The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel.