New Marketing Research Journal
Year:2019 | Volume:9 | Issue:3 (34)|Papers Count:10

Taking into consideration the new age conditions, the topic of mutual interactions and co-creation have become increasingly important for improving the quality of services and maintaining and creating value for customers. The purpose of this study was to investigate the impact of empirical values on co-creation attitude and consumer value co-creation behaviors. This study is applied in terms of purpose and is descriptive and cross sectional in nature. The population of this study is Isfahan tourists. A sample of 186 individuals was selected using Cochran formula. Data collection tool was a questionnaire distributed in person. In this study, content validity and construct validity were evaluated and reliability of the questionnaire was calculated by calculating Cronbach's alpha factor loadings coefficients and composite reliability. Structural equation modeling and confirmatory factor analysis were used to analyze the data and Spss25 and Smart Pls2. 0 software were also utilized. The results confirm that the hedonic value, social value, and ethical value have a positive and significant effect on the co-creation attitude. However, cognitive value has no significant effect on the co-creation attitude. The cocreation attitude has a positive and significant effect on the customer citizenship behavior and customer participation behavior.

Internet marketing is one of the emerging concepts that can play a significant role in achieving specific marketing goals. In this research, efforts have been made to identify key determinants and outcomes of internet marketing capabilities. The population includes all employees of Sepah Bank branches in the city of Ardabil with a total of 191 individuals. According to Morgan's table, the sample size was 125, which was distributed by simple random sampling method and completed by employees of different branches of Sepah Bank. Data collection was done by Hayes’ (2011) standard questionnaire and its validity was assessed by content validity and its reliability was confirmed by Cronbach's alpha coefficient. The research model was tested based on structural equation modeling and AMOS software. The results showed that internet marketing capability has a significant positive effect on customer performance, market performance, and financial performance. Internet marketing also has a mediating role in relation between the features of firm, service and environment with performance.

Given the increasing use of social media and the richer content available on these networks, using various competitive intelligence models based on user-generated content has become one of the many interests of organizations and institutions. The purpose of this research was to identify the factors affecting various stages of the process of competitive intelligence based on the content of the social media. The research had a qualitative method and was implemented in the form of an applied research. In this research, using the systematic review of previous studies, various factors affecting the competitive social networking cycle based on the content of social media have been identified. Then, the identified factors have been coded and categorized into different themes using thematic analysis. The results of the research, while summarizing and introducing previous superior studies, showed that the process of competitive intelligence based on social network consisted of four stages of planning and directing, data collection, analysis, and distribution of results. In this study, a total of 24 different influential factors have been identified, each of which contributed to the quantity and quality of some of the results obtained from these steps. Organizations should consider these factors to better exploit the advantages of competitive intelligence based on the content of social networks.

The rapid growth of the Halal market and its many unknown opportunities has attracted the attention of economic actors and global marketers. Understanding the consumers’ mental image from the Halal brand helps them understand their behavior and facilitates the functioning of the Halal market for companies and businesses. This research aimed to study the consumers' mental image from the Halal brand. The present research had an applied orientation, a survey strategy, and exploratory-descriptive purpose. By using the neural network technique and MATLAB software, the data collected through interviews with 48 experts and managers of marketing, sales and research and development who were familiar with the Halal brand were studied. The samples were selected by using purposive non-random sampling method. The number of samples was determined to reach theoretical saturation by the snowball method. The results indicated that the Iranian consumers’ mental image of Halal brand included the following characteristics: the responsibility of the producer, the profitability of the products, the quality of the products, building loyalty in the customer, making mental peace for the customer, and product differentiation.

In this research, the social network capabilities on the tourists' intention to travel through the variables of the process of tourist experience from the social network, interaction with tourists, creating pleasure for tourists, and the value of tourism benefits of the European tourists in Tehran have been investigated. The present research was applied in terms of its purpose and descriptive-survey research in terms of research methodology. The statistical population was the tourism experts and technical managers of travel agencies of Tehran. The Statistical analyses were performed using SPSS and AMOS software. The bootstrap method was used to test the path analysis of hypothesis. The findings of the research showed that social networking capabilities had an impact on the process of tourism experience from the social network and interaction with tourists. Creating pleasure for tourists also influenced tourists’ intention of to travel, but the value of tourism service benefit and interaction with tourists did not affect the intention of tourists to travel. In fact, the choice of European tourists requires a brand with high interconnection, attractive appearance, and significant credit for tourists. Findings of this research showed that social network capabilities influenced the process of tourist experience of social network and interaction with tourists. The results of this study also indicated that the process of tourist experience of social network did not affect the interaction with tourists, but the process of tourist experience of social network affected tourists’ intention to travel.

The present study was conducted with the aim of identifying and explaining effective drivers in commercial branding. The present study was applied and descriptive survey in terms of purpose and method. It was also inductive-deductive and qualitative-quantitative in terms of philosophy and approach. The statistical population of this study was all the economic activists, investors, managers and experts in the sectors of industry and mining and university professors in Lorestan province selected by the purposeful sampling method. In the qualitative section, interviews were used to identify propellers of commercial branding of Lorestan products. It should be noted that after developing the interviews and gathering information, the validity and reliability of the interviews were tested using Relative Content Validity Index and Kappa Cohen Reliability Index. In the quantitative part, the data collection tool was a questionnaire. In this way, the propellers identified through interviews were given to the participants in the form of a questionnaire for use in the Delphi Fuzzy Method. To assess the validity and reliability of the research questionnaire, content validity and reliability based on inconsistency rate were used, which was 0. 038. Regarding the data analysis method, it should be noted that in the qualitative part of the research, the software Atlas. ti and in the part of the qualitative, Delphi Fuzzy method have been used. The results of this study included identifying and prioritizing the most important propellers of commercial branding of industrial products in Lorestan province. Finally, 20 determinant factors of industrial product branding were identified.

Consumers’ cognitive beliefs and mental stereotypes are of the most important factors influencing decisionmaking process and behavioral intentions regarding a healthy lifestyle. The present study investigated the consumers’ cognitive patterns regarding drugs and dietary supplements and also examined the effects of drug and supplement marketing on behavioral intentions to a healthy lifestyle. This research was an experimental study and was designed in four separate studies using independent tests and factor analysis. Each study had an independent sample. A total of 400 items were sampled for the whole study. The required data were collected using a scenario-based questionnaire. The findings of the first study showed that drugs will reduce intentions to engage in healthy lifestyle practices (i. e., a boomerang effect). These findings also revealed that the type of remedy (drug and supplement) and the remedy’ s effectiveness can moderate the boomerang effect. In addition, Findings of the second, third and fourth studies revealed that boomerang effect is the result of two psychological mechanisms. First drugs reduced risk perception and the motivation to engage in complementary healthprotective behaviors. Second, Consumers by default associate the drugs with weaknesses and disabilities in the body's natural ability, so the drugs reduce the perception of self-efficacy and natural ability and the tendency for healthy behaviors. These findings were not observed with regard to dietary supplements.

Neuroscience is one of the most important methods in analyzing and understanding the consumer purchasing decision process. This study investigated purchase decisions, including two parts of attention and intention to purchase based on price indices and the presence of model using the survey method and the questionnaire tool and quasi-experimental design with an eye-tracking device. For this purpose, a sample consisting of 35 individuals was chosen nonrandom and targeted from the buyers of the LC WAIKIKI brand. Analyzing the data obtained from the questionnaire and tracking the eye movements of participants when buying women's clothing online showed that different levels of price and the presence of a mannequin or model influenced the attention and intention of the individuals. The results showed that significant relationship between price points (different price levels) with 77% on intention and 64% on attention, discounted price compared to competitors with 96% on intention and 75% on attention, price reduction and special tariffs with 62% on intention and with 84% on attention, and finally the presence of mannequin or model with 45% on intention and 52% on attention. Also, the analysis from the survey section showed that concerning the effect of price stimulus and the presence of the model or mannequin, it had a positive impact on individuals’ attention and intention to buy. The results of this study can be used in pricing strategies and as well as advertising marketing strategies, especially advertising in online purchases.

Nowadays, electronic communication with customers has become an important and critical issue for insurance companies, and these companies are trying to satisfy customers and establish long-term relationships with appropriate technologies. Using a mobile set with its efficient tools has made it easier for companies to work. The purpose of this research was to identify factors affecting the acceptance of mobile application in insurance services according to the framework of the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) and finally to evaluate and rank these factors. Factors considered in this study include perceived risk, social influence, perceived usefulness, cost, trust, and security, and suggested strategies (options) included applying one-time replacement strategy, partial replacement and parallel implementation. In this study, the statistical population was a group of experts in the field of electronic marketing and insurance managers. The sample of the study was selected by purposeful and judgmental method. A researcher-made questionnaire was used to collect data. To analyze the data, fuzzy analysis of network process (ANP) method was used. Results showed that the most influential factors in the mobile acceptance of electronic services of the insurance industry were perceived risk, perceived usefulness, trust, security, social influence, and cost, respectively. After determining the significance of the criteria, sub-criteria and outlining their internal relationship, the final ranking of strategies (options) was carried out. Thus, the most important strategies were the partial replacement strategy and the parallel implementation. The results of this study provide managers with clearer understanding of the mobile marketing requirements of e-services in this market and help them determine the most important aspects of planning and implementing mobile marketing services.

Creating great customer experience is one of the main goals of today's retail environments and doing so can provide a sustainable competitive advantage for stores. Managing the experience a customer has in dealing with the store can play a significant role in the improvement of a longer and more valuable relationship. So far there has not been much research done on the concept of customers’ experience. Therefore, this research intended to identify and prioritize the effective dimensions on the customer’ s experience in retail environments. In terms of purpose, this research was an applied one, and in terms of data collection, it was a descriptive and survey type. The statistical population of the research included a group of Ofogh Koorosh Chain Store customers in Mashahd city who have purchased from this store in June 2019. From this population, a sample of 400 individuals was selected using available sampling method. The validity of the questionnaire was measured by experts as well as construct validity, and its reliability was confirmed by Cronbach's alpha. Exploratory factor analysis was used to analyze the research data and extract the dimensions. Confirmatory factor analysis was used to confirm and prioritize the identified dimensions, Shannon entropy was used in SPSS, LISREL and EXCEL statistical software respectively. The findings of the research showed that the effective factors on the customer’ s experience in retail environments included 8 dimensions; in the view of the respondents, the experience of the time spent perceived was in the first rank in terms of importance.