JOURNAL OF MARKETING MANAGEMENT
Year:2013 | Volume:8 | Issue:19|Papers Count:7

Brand equity is considered a key indicator of the state of health of a brand, and its monitoring is believed to be an essential step in effective brand management. Country of origin is another important variable influencing customer perceptions of brands country of origin is defined as “the country in which the product is made”.Increasingly, and for a variety of reasons, brands from one country are being made available to consumers in other countries. In such instances, international marketers need to understand the sources of the equity of their brands.Some researchers have realized this and advocate extending the international consumer research scope to include brand equity. For example, measurement of brand equity across international boundaries is essential if brand managers are "to manage and control brand equity effectively".The purpose of this research is to explore the effects of brand’s country-of-origin image on the formation of brand equity.To accomplish this, effectiveness of Country of origin image on brand equity of minibus in the Iran market is examined. A conceptual framework of research in which country-of-origin image is postulated the dimensions of brand equity, which is made up of brand loyalty, brand awareness/associations, and brand distinctiveness. These dimensions, in turn, influence brand equity.The data for this study were gathered through questionnaires that were distributed to a cross section of Hyundai mini bus buyers. Using stratified sampling, 420 questionnaires delivered between referred to after sales service agencies of Iran khodro diesel. Among of them, answers of 392 questionnaires were acceptable. Structural Equation Models (SEMS) is used in this research. The Structural Equation Model results show that brand’s country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand loyalty positively influences brand equity.Producers of commercial vehicle should put greater emphasis in creating brand loyalty for their products and also at the time of product choosing focus on the good image of brand’s original country.

Consumers' behavior at the time of shopping on the internet like the traditional model of shopping is the result of some cultural, social, individual, psychological, etc factors. In the recent years researchers have considered shopping behavior in the internet environment and also have designed different models for electronic consumer behavior meanwhile identifying influencing factors. Compilation and review of different perspectives seemingly disparate and an integrated model of consumer behavior presentation is the primary purpose of this article. The article is dialectical and based on analysis, combination and integration of consumer behavior literature. Findings show despite the wide and repeated researches and studies about electronic consumer behavior areas like trust, electronic contracts, prospect, motivators, motives, etc. count to survey the electronic consumer behavior still. The paper using electronic consumer behavior literature and previous empirical researches and by presentation some new influencing factors on the consumer behavior has presented an integrated model of electronic consumer behavior while helping retailers in understanding the electronic consumer behavior.

The purpose of this study was to investigate the effect of five antecedents, satisfaction, inertia, switching barriers, trust and commitment as independent variables on customer loyalty. This research studied on mobile phone industry. The method of this study was applied in terms of aim and correlation in terms of method. A total of 379 valid responses were collected out of the 400 distributed between students of Islamic Azad University of science and research in Tehran, A stratified sampling technique was used; and the samples were randomly drawn from each group. This study employed structural equation modeling to test the hypothesized relationships and used LISREL 8.30 software; SPSS 12.0 software was used for the frequency analysis and the reliability test; the results show that satisfaction and inertia have a significant effect on loyalty. While, the effect of switching barriers, trust and commitment were not supported.In line with the results of this study could be due to provide useful information in the field of relationship marketing and services, will be valuable for researchers and marketers; Moreover, The results offered suggestions for more improved and effective in this fields.

We can contend that the most significant of people's nutrition is Protein which consuming the egg as a strategic product, especially, for Iranian people is one of the ways of providing. Given that, consuming healthy and high quality egg become more important. Identified egg has been as a identified good and also the label contains producer information, production area, date of production, date of expiration, ingredients information and so on and also has been as a healthy and high quality products. This study is attempting to proceed for using the above pattern by collecting data of time series, cross-sectional, conducting library study, field work and face to face interview and referring to relevant institutions and reputable sites and issues about agricultural economics. Marketing paths have been examined for identified egg after studying and evaluating and the marketing predominant path was specified. Then, venture to measure variables in two times was done via marginal marketing mark up model. The achieved consequences implied acceptance of one of the hypothesises of investigation and being effective of retail price in the whole marginal marketing about identified egg. Meanwhile, this variable was not denoted due to the variable significant level of freight. The suggestion of conferring the subcidy to suppliers of this good has been posed in this research due to the persuasion for increasing production and decreasing price. Rising public advertisement for encouragement consumer to produce healthy and high quality egg, correct and developed informing and consciousness, providing and using new ways of purchasement and sell for making sense of marginal marketing toward E-commerce approach from institutions and qualified and relevant organization and also providing the condition for credit buying via putting in facilities and credit to the recognized buyers, retailers and producers to spend this kind of credit toward more appropriate sell and also the guarantee for return on investment of producer.

This study aims to study the position of Saderat Bank Brand, Sepah, Mellat, Melli, Parsian, Eghtesad Novin, and Tejarat banks in attracting legal customers - manufacturing units. The study used a mixed/combined methodology. The positioning process and the perceptual map technique were applied. The population included senior managers and financial executives of manufacturing units in Sothern Khorasan Province, for which the data was gathered through surveying their opinions due to their limited number (fewer than 40). The focus group technique and the questionnaires were used at two times to collect the data. Analyses were done by analytic hierarchy process technique and non-parametrical statistics, clomograph and Kruskal-Wallis, and Mann-Whitney tests.The results indicate that Saderat Bank and Mellat Bank have the best position in terms of processes for the provision of manufacturing units with finance, the ease of processes for providing letter of guarantee and LC, and the provision of letter of guarantee and LC. Besides, Saderat Bank enjoyed the second rank - after Mellat Bank - on the minds of customers in this section of the market with regard to the negotiation and consultation services, and interaction between bank's managers and the senior managers of manufacturing units.

The purpose of this research is investigation the effects of cognitive and effective evaluations on behavioral intentions in the hedonic services. These services can be defined that are focused on the consumption experience, Therefore it includes the pleasure, fun and excitement. Given that the visitors of the films in this study constitute the statistical population level in Tehran, so Tehran is divided into five regions: North, South, East, West and center and cinemas in this area is considered as the spatial domain. The present investigation, of the purpose, is action and according to the method is descriptive research of the category survey. For this purpose, based on single-stage cluster random sampling, an example of cinema visitors and using structural equations model were tested thirteen research hypotheses. Results indicate the loyalty direct impact on willing to pay more, In other words, consumers are willing to pay more hedonic services that strengthen the relationship with a supplier. Disconfirmation has a direct relationship with emotions and the satisfaction is directly and indirectly affected.

To have a forward and movement towards development in today's changing and uncertain condition, not only should organizations expand their tangible and intangible resources and inner capabilities, but also respond more efficiently to environmental changes with more attention to the environment and strengthen their position among competitors while increasing their competitive power.This study aims to investigate active companies in food industry in Mazandaran Province to determine whether different stages of organizational life cycle (introduction, growth, maturity, and decline) can affect the relationship between competitive strategies in business level and market orientation. To define the conceptual model of the study, strategic reference points including control input (low or high) and focus (internal or external) were considered. On this basis, business level strategies and different stages of life cycles were determined, and the relationship between the two has been evaluated on market orientation. In terms of practical purposes as well as research methods and data collection, the present study is among the non-experimental and descriptive research surveys, and is regarded as correlation research series. According to the results of the study, it can be concluded that there is a correlation between business-level strategies and market orientation with the stages of organizational lifecycle.