JOURNAL OF MARKETING MANAGEMENT
Year:2016 | Volume:10 | Issue:32 |Papers Count:8

Brand love is a central concept in the consumer-brand relationship domain. Brand managers tend to create more lovable brands. However, the importance of this concept is not frequently discussed in marketing literature. Furthermore, the impact of brand Personality and brand image on brand love has not been investigated in any empirical research; so this study aims to examine the effects of three self-congruity constructs: the brands Personality congruity (BPC), the brand’ s user imagery congruity and the brand’ s usage imagery Congruity, in consumers’ attitude and brand loyalty and brand love, and finally the effect of this three factor on word of mouth. Data were collected using a survey method and usable Questionnaires were completed by 200 HYUNDAI owners in Yazd. Structural Equation Modeling was used to test the Hypotheses using LISREL 8. 72. This study finds that brand personality and usage imagery congruity are stronger predictors for brand Attitude and brand loyalty than user imagery congruity in the context of the automobile brand tested.

Research purpose: The purpose of this study is to evaluate the effect of buyers' skepticism such as skepticism about social responsibility, resilience to negative information, equity, and word of mouth advertising on buyers' price sensitivity. Research methodology: A Sample of 411 people using cluster sampling from real clients of Razi insurance of west of Mazandaran province was selected by questionnaire that was adopted of two surveys Skarmeas and Leonidou (2013) and Iran et al (2011) and hypotheses were tested by means of structural equation model. Research results: Skepticism to social responsibility would effect on the level of price sensitivity while the hygiene factors are not observed in the organization but as long as the organization is in compliance will have little effect. While resilience to negative information, as well as fairness and word of mouth advertising has a positive impact on price sensitivity. Research limitations: Limitations exist since very little research has been done in the field of skepticism and its effects on the price sensitivity in the field of marketing. Such a plan is suggested to conduct to generalize more in the other insurance firms. Managerial usages of the research: According to the findings, branches should find staffs that have acceptable expertise. It means that they have features include: Sufficient awareness of the relevant insurance services, the speed of doing things, provide better services, identify customer needs, performance, etc. Research innovation: Skepticism in the area of marketing services has not been evaluated in Iran.

Today, new form of marketing have emerged that relationship marketing is one of the most important ones. Many companies in order to achieve their goals and keep the customers have taken this style of marketing. Given the importance of this topic, the aim of this study was to evaluation the effect of relationship marketing on customer/supplier future interaction (Tehran Mellat Bank), The purpose of applied, cross-sectional, descriptive method of data collection, surveys and, The population of consumers Mellat Bank in Tehran that the sample of a sample of 384 Select and collect data standard questionnaire with Likert scale of five options by reviewing the history of research and measurement validity descriptive method of data collection, professors and experts and evaluators Mellat Bank organization reliability through Cronbach's alpha coefficient for the total scale 0. 901 volume of 397 questionnaires that test hypotheses and analyze data by Kolmogorov-Smirnov, Hierarchical regression analysis, statistical software SPSS and LISREL software for structural equation modeling was used. The results of descriptive or demographic, the most customers were male, between 21 to 41 years, undergraduate education, Self-employed, most under 1 years of bank services and favorable experience of Mellat Bank, make up. Domestic In inferential, information exchange on the relationship quality and social exchange on the relationship quality and relationship quality there are significant positive impact on anticipation of future interaction.

The aim of this research is to rank the factors affecting the performance of customer relationship management in the banking industry. To identify the most important factors affecting the performance of customer relationship management the published articles were reviewed, and a hierarchical model was developed. A group hierarchy analytical process (GAHP) method has been used to determine the priority of the criteria. The statistical population of this study consists of banking experts in Bushehr province and professors of the Persian Gulf University in management, and seven of them have been selected as samples. Using their viewpoint, the weight of the criteria was calculated. Prioritizing the identified criteria was done using group hierarchy analysis. The findings show that among the main factors, the sub Structural criterion with a weight of 61% is the most important factor in improving the performance of customer relationship management. On the other hand, among the sub-criteria, "people" and "customer focus" are the most important. This research can help managers of banks to have a better relationship with their customers and achieve more achievements in customer relationship management. Also, this research could be the basis for other research in the field of customer relationship management. The findings of this study can also be seen as the basis for further research on customer relationship management.

Background and Objectives: The purpose of this study was to investigate the effect of market orientation on innovation in the services of Saderat Bank in Esfarayen. Materials and Methods: The statistical population of the study consisted of all the official staff employed in the branches of Saderat Bank, Esfarayn, 240. According to the Morgan-Krejcy table (1972), 138 people were selected as a simple random sampling. In this research, two standard Nursing and Slater market orientation questionnaires (1990) and service innovation, a combination of Jimnz-Jimens and others (2008), Pennies (2006), Pyrago and Sochell (2006) quotes Chopani (2011) is used. Descriptive statistics (demographic information) and inferential statistics were used to analyze the data. Regarding the distance-numerical variables of the research, on the other hand, the result of the Kolmogorov-Smirnov test for inferential tests of the research was linear regression test. Conclusion: The results showed that market orientation and its components (customer orientation, Competitivism, responsiveness and customer satisfaction) have a positive and significant effect on the innovation of banking services. In this regard, the role of the component of competition is the highest and the component of customer orientation is the least.

Purpose: Organizations can opt to two approach in market orientation. Being market-driven and driving the market. In order to achieve their goals, organizations employ several marketing tools which advertisement is one the most influential. The aim of this paper is to study the degree of market orientation in printed advertisement in Iranian food industry. Methodology: this study tries to investigate the factors of printed advertisement in Iranian food industry using coding to better understand the market orientation. Findings: The results show that, many companies don’ t adhere to the market orientation features and need immediate changes in their strategies regarding their advertisements. Research Limitations: due to the nature of the study, sampling was the main limitations. In order to overcome this limitation, theoretical sampling was employed. Managerial Implications: Marketing practitioners and managers can benefit from the results of this study in order to enrich their marketing efforts. Also this study can provide a model for marketing researchers to follow in their future researches to provide a more solid framework for Iranian marketing models. Originality/Value: Using qualitative methods, a less investigated subject is studied in this paper.

Despite the central role of small and medium-sized businesses in economic development, a high percentage of small businesses fail in the first years of the establishment. The high-tech field because of high affinity to the changing technology and also requires high initial investments, firms face with the harder situation. The researchers sought to identify the factors of success or failure of these companies, lack the knowledge and skills of marketing have been introduced as one of the two main reasons for the failure of these companies. Components of effective marketing in the success of small and medium sized companies in Khorasan Science and Technology Park Incubators studied and tested. With this aim, the effect of four components which has the most frequently in researches has been investigated. The focus on the market, customer and competitors, positive image, networking and the unique position as the components of the marketing of the companies and success indicators companies, including the development of science and technology, finance and economic growth as well as organizational growth, were tested. The results of the tests show that focuses impact on scientific and technology development and institutional indicators. Unique proposition only effect on scientific and technology development. Positive images impact on the Financial and organizational indicators and finally networking effect on scientific and technology development and by these led to succeed.

The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all mobile phone users in Yazd city. Due to their unlimited number, using cluster sampling method, according to Morgan table and Cochran formula, 384 people were selected as the sample size. To collect data, we use the social media marketing efforts questionnaire Kim and KO (2012), brand equity Kim and Hyun (2011), call consumer Tnmayr et al. (2011), Marketing Mix with Izadyar tabloid questionnaire (2011). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Lisrel software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also Social media marketing and marketing efforts influenced consumers' response with the mediating role of brand equity.