In this study we examined customers behavior and the effect of individual characteristics (it means tendency to be different from others and tending to foreign brands) and brands characteristic (it means perceived quality and emotional value) on intention to buy goods with foreign brands in comparison with goods that have local brands.There are 850 customers in Iran that cooperate in this estimate. study is to be applied and is of surveying type It used from questionnaire and sampling by Kokran formula.This study examined relationship between variables by structural equation model and reached to following this result. Need to be individual among customers is effective in tendency to foreign goods.Increased in tendency to foreign goods, canses customers think that foreign brands quality and emotional value are better. increased acceptance of foreign brands perceived quality and emotional value results in an increase in buying foreign brands.

With the growth and development of information technology and the growing use of the Internet and its impact on all aspects of life, the nature of businesses is also changing. Meanwhile, Internet retail is also a new way of distributing goods, and online stores are gradually gaining ground in the distribution system. Therefore, consideration of different aspects of marketing and management has been considered by researchers and thinkers. The purpose of this study was to investigate the effect of pre-purchase and after-purchase factors on the intention to re-buy from online stores, taking into account the S-O-Rs. The research method was structural equation modeling. The statistical population of the study was all students of the Science and Research Unit who had a history of Internet shopping from the DJ website, of which 273 were available through unpredictable, as a statistical sample were chosen. Data analysis showed that brand reputation, website design, privacy / security, customer service, customization, brand interests, delivery of goods, warranties through brand trust and the intention to re-buy customers have a positive effect

Background: This study aims at studying corporate social responsibility and the mechanism of moral marketing's influence on purchasing behavior of consumers. Therefore, the main research question in this study is the mechanism of ethical-social value observation by corporations influencing purchase decision making process of foodstuff consumers.Methods: In terms of nature, the research method is descriptive, and in terms of data collection, it is survey. Data was collected through questionnaires and sampling was done using random clustering method. To answer the research questions, 372 foodstuff customers of Refah Chain Store were included in the survey.Results: The results indicate that there is a significant and positive relationship between marketing method and purchasing behavior of foodstuff consumers. The findings designate that the positive relationship between geographical factors and purchasing behavior of foodstuff consumers is significant. Furthermore, the results show that there is a significant and positive relationship between moral marketing and purchasing behavior of foodstuff consumers in the population.Conclusion: It can be concluded that social value observation by corporations affects purchasing behavior of foodstuff consumers; that is, conformity of corporate values to consumers' values (society's values) encourages consumers to select trademarks of the respective corporation.

Today, competition in all industries, including the luxury brands industry, has been increased so consumer behavior is crucial to be successful in achieving market share. In order to identify the factors affecting the intention and behavior of luxury brands consumers in this study, the theory of planned behavior was used. The present study is descriptive-survey in terms of purpose and in terms of nature and method. A questionnaire was distributed among 390 consumers of Dorsa leather brand through cluster sampling method. Structural equation method with partial least squares approach was used for data analysis. According to the results of the study, the variables of attitude, internal perceived behavioral control and group adaptation had an effect on purchase intention, while subjective norms, face-saving and perceived external behavioral control did not have a significant effect on purchase intention. Also behavior intention has no effect on purchase behavior. face-saving and group conformity also influence the purchase intention through attitude. Applying the results of this research and understanding effective factors can affect the purchase intention of Iranian luxury brands.

Objective: The purpose of this paper is to explore the impact of individual characteristics and brand-specific features and finally designing a Model of consumer purchase behavior toward Foreign brands of Sports apparel that are available in the Iran market Methodology: The statistical population of the study consisted of Sports experts. The research sample size is equal to the population size and the census is taken. A questionnaire was used to collect the data, are used by Kumar et al, Which Validity of the model and the relationship between the studied variables was approved by the techniques of Structural equation Modeling. Results: The results show that Self-concept of individuals has no role in their orientation toward domestic brands of Sports apparel, but need for uniqueness have been effective on individual’ s orientation toward brand. On the other hand, brand orientation has also positive impact on both emotional value and perceived quality of domestic brands of Sports apparel. Also according to results, increasing brand orientation, not increase their purchase intention. All dimensions of brand in this study, both perceived quality and emotional value have significant positive impact on consumer’ s purchase intention toward domestic brands of Sports apparel. Conclusion: Domestic manufacturers must develop their own brand products, also Sports apparel sellers have to offer in their stores are foreign brands.