The Clarification of Brand Personality and Consumer's Budget with Preferences and Purchase Decision of Good
Rohullah
Bayat
Assistant Professor, Imam Khomeini International University
author
Sania
Forghani Pilerood
MBA Graduated, Imam Khomeini International University
author
text
article
2015
per
Having a motivation to buy foreign-brand goods is one of the main characteristics of Iranian consumers. This tendency in the international marketing can be explained by social recognition or more reliance on foreign brands. However, from the perspectives of developmental economy and international business, such a tendency threatens national interests. The tendency toward different brands is caused by mental reasons as well as the consumer's budget status. Given the above, the current paper is aimed to study the accompany effects of brand personality and consumer's budget on the preferences and purchase decisions of Iranian and foreign goods in Tehran. Accordingly four groups of commodities with different degrees of utilization in two kinds of Iranian non Iranian - brand goods were considered and the econometrics model of Logit was applied to analyze the obtained data. The results suggest that in the north of Tehran and for all groups of goods the brand personality has been the main reason for the preference of foreign brands. These results in the south of Tehran were only verified for consumable and semi-durable products. As to the other goods, the consumer's budget has been the main reason behind the consumers’ preference.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
1
30
https://bar.yazd.ac.ir/article_656_7e17e21a57a0c6e8ab84157dc1645640.pdf
Dimensions of Quality, Life Insured’s Attitudinal and Behavioral Loyalty
Elaheh
Bakhshizadeh
M.A. in Business Management, Specialization in Marketing, Tehran University, Qom Campus
author
Rahmat Allah
Gholipour
Associate Professor of Management Faculty, Tehran University
author
Hashem
Aghazadeh
Assistant Professor of Management Faculty, Tehran University
author
text
article
2015
per
The problem of perceived quality by customers is an important topic that has been constantly concentrated by service companies since presenting services with excellent quality leads to strong competitive advantages such as increasing customer’s satisfaction and loyalty for companies. The current descriptive survey research identifies dimensions of perceived quality and investigates the effect of these dimensions on attitudinal and behavioral loyalty. The research further studies the moderating role of attitudinal loyalty among 267 life insured of Saman Company in Tehran city. Based on exploratory factor analysis, three independent latent variables including tangible attributes, hard attributes (technical dimension) and soft attributes (functional dimension) as perceived quality dimensions and two dependent latent variables including attitudinal loyalty and behavioral loyalty are identified. Measurement models of dependent and independent variables were accepted via confirmatory factor analysis. To test hypotheses, correlation analysis and structural equations were used the results of which show service tangible attributes do not have any significant effect on insured’s attitudinal and behavioral loyalty. Service hard attributes (technical dimension) have positive and significant effect on insured’s attitudinal and behavioral loyalty and finally service soft attributes (functional dimension) leave positive and significant effects on the insured’s behavioral loyalty indirectly via attitudinal loyalty
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
31
53
https://bar.yazd.ac.ir/article_657_e49fac82f430177951c7521bec36f32d.pdf
Measuring Service Quality of the E-Banking
Dariush
Farid
Associate Professor and member of Scientific Panelin Yazd University
author
Elham
Dehghantezerjani
Master of Business Administration, Yazd University
author
text
article
2015
per
The expansion of electronic banking, as an application of information and communication technology in financial and banking markets in developed countries around the world, has forced banking industry to use this innovation within the recent years. Hence, the quality evaluation of electronic services is one of the solutions that enables us to be aware of the deployment quality of different applications of information and communication technology including electronic banking so as to apply the feedback in improving the country’s status in this field. In this research, after reviewing the literature, the key factors affecting the service quality in the electronic banking were identified. To measure the variables, a questionnaire including proper items was designed the validity of which was confirmed by construct validity. The collected data were analyzed by E-S-Qual model and Topsis technique. The results reveal that out of the total 30 features, there were 22 negative and 8 positive factors. The negative factors indicate that, from the clients’ perspective, the bank has not managed to meet customers’ expectations.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
55
76
https://bar.yazd.ac.ir/article_746_3e8c9aa48af9157e6c19859125978a9d.pdf
The Effect of Brand Trust and Brand Identity on Brand Evangelism
Hossein
Balochi
Ph.D. Student in International Marketing Management, Faculty of Economic and Management University of Semnan
author
Tahmoreth
Hasangholi Pour
Associate Professor of Business Marketing Group, Faculty of Management, Tehran University
author
Morteza
Maleki Min Bashe Razgah
Assistant Professor of Business Marketing Group, Faculty of Economi, Management, Semnan University
author
Mohammad Ali
Siah Sarani kojori
Ph.D Student in International Marketing Management, Faculty of Economic and Management University of seaman
author
text
article
2015
per
The purpose of this study was to examine the impact of brand trust and brand identity on brand evangelism among the mobile phone users among the students at Semnan University. The study investigates the effect of two consumer-brand relational constructs, i.e. brand trust and brand identification, on brand evangelism. Brand evangelism is conceptualized as an amalgam of adoption and advocacy behaviors operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional behavior towards other competitors. To this end, 392 participants were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was examined using the structural part called path analysis as well as structural equation modeling. The results showed that brand trust and brand identity have significant positive effect on brand evangelism, and the brand identity has a direct and positive effect on brand evangelism.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
77
98
https://bar.yazd.ac.ir/article_658_1f679e999d9aa0b03a5b42b811df838c.pdf
Investigation of Brand Slogans Effects on Purchase Intention of Customers
Azimollah
Zarei
Assistant Professor, Management, Semnan University
author
Morteza
Maleki
Assistant Professor, Management, Semnan University
author
Mehdi
Rahimi
MSc. Student, Marketing Management, Semnan University
author
text
article
2015
per
As a result of the intense competition in Iran's banking industry, employing advertising programs has been highlighted in recent years. It is obvious that brand slogan is one of the most important elements of a brand functioning as its identity so that it is used mostly in bankers’ advertisements. The present paper tries to analyze the effects of brand slogan on purchase intention of customers so as to illustrate the effectiveness of brand slogan. The current research is applied from the objective view and survey from the methodological perspective. The study population included the customers of Iran's National Bank who opened accounts in this bank's branches between 2003 and 2013 in the city of Tehran. Among them, 387 customers were selected using multistage sampling method and were asked to complete the survey. Also, structural equation method was employed to examine the hypotheses and model of the study. Results show that brand slogan significantly affects customers’ purchase intention by effecting intermediary variables such as brand judgment, perceived quality, perceived risk and information costs saved.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
99
120
https://bar.yazd.ac.ir/article_747_9731184453746ce9d27e2c8cd30e1d38.pdf
The Effect of Competitive Strategies on Market Orientation and New Product Development in Commercial Banks of Iran
Hashem
Aghazadeh
Associate Professor of Faculty of Management, University of Tehran.
author
Sajad
Yazdani
Master Graduate of EMBA at University of Tehran
author
text
article
2015
per
The establishment of new banks and financial institutions has tremendously increased in recent years. Obviously, those banks and institutions which give serious attention to competitive strategies, market orientation, and new product development will be more successful. Thus, in the current research, given the three principal relationships between a) competitive strategies and new product development, b) competitive strategies and market orientation, and c) market orientation and new product development, the relationships among the competitive strategies, market orientation, and new product development have been examined in the Iranian commercial banks. To this end, the relevant data were collected using a questionnaire through a sample consisting of 257 managers and experts in the headquarters of 15 commercial banks, The data analysis and evaluation of the relationships among different variables were conducted via SPSS 19 and PLS. The results of this research provide general support for the conceptual framework and its hypotheses. Results indicate that the new product development activities of the banks are affected by their competition strategies, either directly or indirectly, through the market orientation variable. Based on the findings of this research, in the Iranian commercial banks, the differentiation strategy has the greatest impact on new product development activities compared to the cost leadership and focus strategies. Furthermore, those banks which have adopted focus strategy have much less new product activities than other banks.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
121
146
https://bar.yazd.ac.ir/article_748_9316717b058e9b54f43fbec11479846d.pdf
Presenting a Dynamic Model in Developing Historical Tourism: A Case Study of Yazd Province
Mirmohamad
Asadi
Associate Professor of Science and Art University
author
Saeid
Saeida Ardekani
Associate Professor, Department of Management, Yazd University
author
text
article
2015
per
Background: Thanks to the various historical and cultural attractions, Yazd province enjoys recognized as well as unrecognized capacities in historical tourism. The purpose of this study is to present a dynamic model of the key factors affecting historical tourism in Yazd province from the perspective of foreign tourists.
Method: After a literature review, the most important factors affecting historical tourism were determined and then a model of such factors and their practical interconnections were developed and simulated under System Dynamics approach.
Findings: This study presents a dynamic model of the factors influencing historical tourism development. How to attract more visitors will continue to be a challenge for years to come, and consequently the long-term satisfaction of visitors has become a key issue. The model shows the variable trends, casual loops and sensitivity analysis.
Conclusion: The problem of tourists’ visit is dynamic and complicated involving the interaction of many factors such as governmental policies, service quality, population and transportation system. The results of this study indicate that education, hotel quality and awareness of foreign tourist requirements are among the essential factors affecting the arrival of foreign historical tourists in Yazd Province.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
147
167
https://bar.yazd.ac.ir/article_659_de48a5904f48a95b7f68fbfb1f5fb8c8.pdf
Explanation of Work Alienation with Job characteristics and Perceived Organizational Support
Mahmoud
Naderi Beni
Assistant Professor, Department of Management, Yazd University
author
Gholam Reza
Bordbar
Assistant Professor, Department of Management, Yazd University
author
Fereshteh
Pezeshki Najaf Abadi
Ph.D. student in Business Management, Department of Management, Yazd
author
text
article
2015
per
Work alienation, its causes and effects are among the key issues in the organizational and management sciences. This study was conducted to investigate the effect of job characteristics and perceived organizational support on work alienation. All the expert personnel of a governmental company in an electrical industry located in Shiraz were the population of this study out of whom 131 were randomly selected to complete the standard questionnaire. The present study is a descriptive-correlational study. The Data analysis was done via SEM using Smart PLS 2.0. The results showed that organizational support and job characteristics have a significant negative effect on work alienation. The job characteristic variable has a higher explanatory power in the changes occurring in work alienation variable
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
169
190
https://bar.yazd.ac.ir/article_660_6d1034543f1e51b49034cbe191b96e6b.pdf
Developing a Perceived Risk Model for Customers of Investment Services
Amir Reza
Konjkav Monfared
Ph.D. Student of Marketing, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
author
Saeed
Fathi
Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
author
Bahram
Ranjbarian
Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan
author
text
article
2015
per
Consumer perception regarding the uncertainty and adverse consequences of buying a product or service is regarded as one of the most important determinants for understanding consumer behavior affecting his decision-making process. The consumer perception is influenced by a number of factors and situations. Hence, it is necessary to develop a model for explaining risk perception of individual investors in the investment services market. The present study is an applied and descriptive-survey research. A self-administrated questionnaire was used for collecting the research data the reliability and validity of which were measured and confirmed in this study. In order to analyze the research data and test the research hypotheses, path analysis was used through SPSS and LISREL. The results revealed that risk propensity, trust, self-efficiency and investors’ knowledge have a significant effect on individual investors' perceived risk. In addition, the results showed that the perceived risk has a significant impact on attitude and tendency to invest.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
191
210
https://bar.yazd.ac.ir/article_661_1a37855717c70175d088d3e685bd35de.pdf
Designing Adaptive Business Model Using Interpretive Structural Modelling
Hadi
Bastam
PhD Candidate in International Marketing, Faculty of Management and Economics, Tarbiat Modares University
author
Asghar
Moshabaki Esfahani
Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
author
Asadollah
kordnaeij
Associate Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
author
Adel
Azar
Professor of Management, Faculty of Management and Economics, Tarbiat Modares University
author
text
article
2015
per
Due to the expansion of international trade and presence of companies in the foreign markets for exploitation of opportunities, it seems essential to take into account the differences among the markets and countries and adapt their businesses to the specific conditions of each target market. In this regard, this research aims to achieve adaptive business model to have an effective presence in the international markets. To this end, as the first step the components of adaptive business model were identified through a systematic review of literature and interviews with experts. The output of this stage was the identification of 26 indices in eight dimensions. As the next step, interpretive structural modeling method was applied to map the relations among the dimensions. The results indicated that the three dimensions of competitive strategy, internal value chain, and external value chain are the building blocks of any business. The adaptation process starts from these three dimensions and the other factors including the proposed competitive value, value delivery context and customer should be later adapted to target markets. Eventually, the adaptive process leads to financial and non-financial consequences.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
211
240
https://bar.yazd.ac.ir/article_662_45f48b751addd863fbc459ab113dffdc.pdf
Factors Affecting Purchase Intention of Veil Clothing among Women
Saeid
Dehyadegari
Doctoral Candidate, Tarbiat Modares University
author
Asghar
Moshabaki
Professor, Tarbiat Modares University
author
Asadollah
Kordnaeij
Associate Professor, Tarbiat Modares University
author
Parviz
Ahmadi
Associate Professor, Tarbiat Modares University
author
text
article
2015
per
Islamic veil is a kind of clothing that Muslim women are recommended to use while appearing in society and interacting with the male counterparts. Based on Islamic teachings, this kind of clothing is necessary for women’s protection and self-respect. Unfortunately this Islamic gift has faced certain oppositions from those who are ambassadors of western culture. Therefore, conducting research with the aim of getting familiar with factors affecting women wearing this kind of clothing is of a great significance. Based on consumer behavior theories, purchase intention leads to consuming behavior. In this study, literature review led us to identify four variables of materialism, subjective norm, religiosity and Islamic veil. Then, their effects on purchase intention of Islamic veil clothing were scrutinized. Results show a significant negative effect of materialism on both variables of religiosity and subjective norm. In return, these two variables have a significant effect on Islamic veil involvement. Finally, the effect of Islamic veil involvement on the purchase intention of veil clothing was significant.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
241
264
https://bar.yazd.ac.ir/article_749_a5835cf36d0be91209d0cc4836948688.pdf
The Effect of national Identity on Product Perceived Value Through Customers’Bias and Product Perceived value
Alireza
Hadadian
Assistant Professor, phd Marketing Management, Management Groups, Ferdowsi University of Mashhad
author
Arezooo
Uni Asbforushani
Master Executive Management, Ferdowsi University of Mashhad
author
text
article
2015
per
The purpose of the current study was to examine the impact of national identity on the perceived value of the domestic mobile phone through customers’ bias and product perceived assessment. This study is a descriptive survey study. The sample size was 385 selected based on Cochran formula. A questionnaire was used to collect data from which the content and construct validities were established. The reliability was confirmed using Cronbach's alpha coefficient. The data were analyzed using structural equation modeling. Results show that national identity has a significant and positive impact on the product perceived assessment, customer’ bias and product perceived value. As a result, domestic companies should emphasize local customers ' national identity so as to increase their sales and encourage customers to buy their products. The national identity has a significant positive effect on the perceived value through the assessment of the perceived product and customers’ bias.
Journal of Business Administration Researches
Yazd University
2645-386X
7
v.
14
no.
2015
265
284
https://bar.yazd.ac.ir/article_750_62f0a343f703ab66892a7247623f6793.pdf