ORIGINAL_ARTICLE
The Relationship between Social Psychological Characteristics with Intention to Purchase Luxurious Goods through keeping up with the Joneses in Newlywed of Sanandaj City
AbstractToday, we are under the immense siege of luxury goods, the consumption of manifestations and the abundance of services, objects and commodities. Sociological literature increasingly emphasizes the importance of how to use luxury goods in shaping social relationships. The purpose of this study was to determine the relationship between social psychological characteristics and their intention to purchase through keeping up with the Joneses. The research method was correlation. For data collection, valid questionnaires were used. The statistical population of this research includes 205 numbers of newlywed who has been married for one year or less, selected by simple random sampling from Sanandaj city, Kurdistan. Iran. Structural equation modeling and PLS software were used to investigate the relationship between variables. Regression and Sobel tests were used to test the mediation. The results of the study showed that there is a significant relationship between the variables in question; however, the role of keeping up with the joneses was not confirmed in the relationship between social psychological characteristics and purchase intention. In the end, it can be said that individual and cultural characteristics affect the women’s values and their motivations and beliefs about goods, including the purchase of luxury goods.
https://cbs.uok.ac.ir/article_61205_01f23855d81d9e4e251b6f6ebe70d7ab.pdf
2020-01-21
1
23
10.34785/J018.2019.425
Social Psychological Characteristics
Purchasing Intent
luxury goods
Keep up with the Joneses
Hossein
Rahmanseresht
hrahmanseresht2003@gmail.com
1
Professor of Organization Theories and Strategic Management, Faculty of Management, Allame Tabataba'ee University, Tehran, Iran
AUTHOR
Roya
shakeri
2
department of management, faculty of humanities, islamic azad university of sanandaj
LEAD_AUTHOR
Soran
Mowlaie
3
Ph.D. Candidate in Marketing Management, Faculty of Humanities, Sanandaj Branch, Islamic Azad University, Sanandaj, Iran,
AUTHOR
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ORIGINAL_ARTICLE
Determine the Importance of Website Quality Criteria from the Point of view of Users EQUAL Techniques and Fuzzy Network Analysis Process
AbstractToday, the quality of the electronic services provided through the corporate website is an area where organizations can gain competitive advantage. Quality of service, customer satisfaction, and value are three elements that organizational managers should take seriously when providing customer service. In this regard, in the present study, using E-Qual model, as one of the most up-to-date website quality assessment models, we will identify the factors affecting website quality. The main indicators of this model will be weighted using the fuzzy network analysis process based on users' perspective. In this study, firstly a review of the current models in service quality assessment is done and among them a qualitative method has been selected for determining effective indicators on website service quality. Finally, after identifying the importance of the key indicators of web quality assessment, improvement strategies are presented in a case study. One of the most important research service websites, called the Ganj Database, has been selected as the case study. Based on the results, the criteria of usability, service interaction and information quality have the highest importance in the quality of the website studied, respectively. In terms of usability, due to its high weight from the users' point of view, there is a variety of filtering results and the ability to filter all information items in the treasure system as a practical suggestion. Since ease of use is the highest weight in terms of usability, it is recommended that filtering options be fully integrated to increase the ease of use of this website in order to reduce the time to reach the final response. Creating a visual appeal in website design and better contrast in site coloring is one of the most important executive solutions in the field of service interaction.
https://cbs.uok.ac.ir/article_61271_e779b2547d4da0ef5b0425bf501f7b00.pdf
2020-01-21
24
45
10.34785/J018.2019.748
Service Quality
Web Qual
E Qual
Ganj Database
Case Study
ANP
Mohammad Javad
Ershadi
1
Research Institute of Information Technology / Iran Institute of Science and Technology (IRANDOC)
LEAD_AUTHOR
Zahra
Moghadam
mzbm300@gmail.com
2
Department of System and Productivity Management - Faculty of Engineering - Islamic Azad University - Tehran Branch
AUTHOR
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Shavandi, H. (2016). Fuzzy sets theory and application in industrial engineering and management, Tehran: The expansion of basic science, . (In Persian)Singh, S., Olugu, E. U., & Fallahpour, A. (2014). Fuzzy-based sustainable manufacturing assessment model for SMEs. Clean Technologies and Environmental Policy, 16(5), 847-860. Singh, A., & Prasher, A. (2019). Measuring healthcare service quality from patients’ perspective: using Fuzzy AHP application. Total Quality Management & Business Excellence, 30(3-4), 284-300. Strong, D. M., Lee, Y. W., & Wang, R. Y. (1997). Data quality in context. Communications of the ACM, 40(5), 103-110. Tate, M. A. (2018). Web wisdom: How to evaluate and create information quality on the Web. CRC Press.
8
Torabi, S.A. (1396). Multi-criteria decision making approaches with applied attitude. University of Tehran Publications. (In Persian) Webb, H. W., & Webb, L. A. (2004). SiteQual: an integrated measure of Web site quality. Journal of Enterprise Information Management, 17(6), 430-440. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.
9
ORIGINAL_ARTICLE
Designing a Customer Experience Management Framework in a Social Business: A Mixed Approach
Today, customer experience management (CEM) is the dominant competitive strategy in the field of businesses based Internet and social media platforms. Social commerce, as one of the new forms of e-commerce, will be the dominant form of future business, and the focus on customer experience has been emphasized in this area. In spite of the importance of customer experience in social commerce, there is little research in this area and there is no clear understanding of how to manage the experiences of social customers. For this purpose, the main objective of the current study is to design a framework for CEM in social commerce. The research approach in this research is a mixed approach. The research method is qualitative, focal group strategy and in the quantitative, descriptive-survey method. In the first step of research, in order to extract the proposed components of the framework, in addition to reviewing the literature, the focus group method, consisting of seven experts, has been used. In the second step, a survey method and a questionnaire were used to review the experts’ opinions and weight of the framework components. At this stage, 37 experts participated in the research, and the data were analyzed using the mark and mean test. The research results indicate that the customer experience management framework includes the dimensions of individuals, performance evaluation, content quality of experience, technology and tools, process, strategy, and governance. The research helps managers to create adaptability in customer interactions during social trade exchanges.
https://cbs.uok.ac.ir/article_61237_77e1aefc1b22c2c8eb0164f095105ace.pdf
2020-01-21
46
67
10.34785/J018.2019.193
social media
social commerce
customer experience
customer experience management (CEM)
Mona
Jami Pour
monajamipour@gmail.com
1
Assistant Professor of Information Technology Management, Hazrat-e Ma’soumeh University (HMU), Qom, Iran
LEAD_AUTHOR
Mohammad
Talari
m.talari@modares.ac.ir
2
Assistant Professor of Information Technology Management, Hazrat-e Ma’soumeh University (HMU), Qom, Iran
AUTHOR
Mahnaz
Bahadori
bahadori_m72@yahoo.com
3
MA of Marketing, Faculty of Management, Hazrate Masoumeh University, Qom, Iran
AUTHOR
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57
ORIGINAL_ARTICLE
Causal Pattern of e-commerce Benefits for Buyer / Consumer
AbstractGiven the increasing role of e-commerce in developing countries, this study aimed to respond to what the benefits of electronic commerce for the buyer / consumer e-commerce arena is one of the main beneficiaries was done. Heuristic approach, based on the scientific field of e-commerce, research uncertain situation that is uncertain benefits of e-commerce for the buyer / consumer, was examined it became clear that interest in the "intermediate variables" and "dependent variable" action they do. This means that e-commerce and strengthen the role of independent variables directly led to the formation of the first intermediate variables (clock access to products, access to product information, the possibility of comparing product types, electronic payment means, interact directly with producers / supplier, reducing travel and inventory reduction), second mediator (buy faster, easier, cheaper and easier) and the dependent variable (satisfaction) and indirectly in the formation and promotion of second intermediate variables and effective satisfaction.According to results of exploration of literature, questionnaire following variables prepared by members of the staff of a service organization has been completed and collected, examined a total of 46 questionnaires were useful. The data after the implementation of construct validity and reliability, according to research statements as a template and using LISREL software, was tested and the results showed that e-commerce is not only directly cause the formation and strengthening of intermediary variables first, second mediator and satisfaction, but also indirectly led to the formation and strengthening of the second intermediate variables and the satisfaction . Therefore, it is necessary for buyers / consumers to use the model presented in this research as a tool for measuring, analyzing, and managing e-commerce in order to exploit the benefits of e-commerce, especially satisfaction.
https://cbs.uok.ac.ir/article_61206_7070689c8b08b6ffc62efc120c8c5fa0.pdf
2020-01-21
68
89
10.34785/J018.2019.418
"e-commerce benefits"
"Buyer / consumer"
"Buy faster"
"Buy cheaper"
"Satisfaction"
Mansour
Sadeghi mal amiri
sadmansoor@gmail.com
1
Management Department, Faculty of Management, Imam Hossein University, Tehran, Iran
AUTHOR
صادقیمالامیری، منصور (1386). سیستمهای اطلاعاتی در سازمان، (جلد دوم)، تهران، دانشگاه امام حسین (ع).
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ORIGINAL_ARTICLE
Inconsistency between Attitude and Purchase Behavior toward Domestic Products (Case Study: Automobile Market)
In a year named as “Supporting Iranian Goods”, surveying the Iranian consumers’ behavior regarding domestic products has become more necessary. In this vein, this study has focused on the antecedents of attitude towards domestic automobiles and the consistency between the attitude and the purchase behavior for domestic automobiles. Firstly, a model has been developed by reviewing the country-of-origin (COO) studies in order to explain the attitude towards domestic automobiles; then, a situational moderator variable has been added to the model to explain the possible inconsistency between the attitude and the purchase behavior for domestic automobiles. The proposed structural equations model has been tested By 297 analyzable forms based on Bayesian method. The findings show that satisfaction with domestic automakers’ marketing mix, less risk perception for domestic automobiles, and satisfaction with the capabilities of the domestic automotive industry have positive effect on attitude towards domestic car; the average attitude towards domestic car is significantly less than the average of the purchasing behavior for domestic car; and the effect of attitude towards domestic car on the purchasing behavior for domestic car is moderated by customers' prediction about domestic auto-makers’ behavior at the time of sanctions. Hence, in the absence of much-needed marketing assistance in boosting domestic sales, marketers can help promote the attitude towards domestic cars and subsequently reduce the inconsistency of attitude and behavior.
https://cbs.uok.ac.ir/article_61207_fb1442b3421e20ce50ab3f7b85512380.pdf
2020-01-21
90
111
10.34785/J018.2019.841
Supporting Iranian Goods
inconsistency in consumer behavior
attitude towards domestic car
the purchasing behavior for domestic car
Iran’s automotive market
Mahmood
Hassanzadeh
mahmood.hasanzade@gmail.co
1
Ph.D. Student in International Marketing Management, University of Tarbiat Modares, Tehran, Iran
AUTHOR
Hamid
Khodadad Hosseini
khodadad@modares.ac.ir
2
Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
LEAD_AUTHOR
Parviz
Ahmadi
ahmadi_p@modares.ac.ir
3
Associate Prof., Faculty of management and economics University of Tarbiat Modares, Tehran, Iran
AUTHOR
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71
ORIGINAL_ARTICLE
A Study of BrainWave Processing to Evaluate the Effectiveness of Nike Brand Advertising on Athletes' Decision to Buy
AbstractToday, marketing research is one of the most important tools of managers' decision making. Neuromarketing as a new way of marketing can help marketers gain a better understanding of consumers. The purpose of the present study was to analyze brain waves to evaluate the effectiveness of Nike brand advertising on athletes' decision to buy. The purpose of this study is to apply a quasi-experimental one-way blind method. The statistical population of the study consisted of male and female undergraduate, postgraduate and postgraduate students with sporting experience and membership in the sports teams of Mohaghegh Ardabili University in the academic year of 1997-96 (N = 80): Forty of them were selected as the statistical sample in the second half of the year 1396 through restricted probability sampling (all right-handed, in the age range of 18-25 years). The brain waves of the testers were converted to numbers using Brain Mapping software. SPSS software was used for data analysis. Paired t-test, independent t-test, repeated measures ANOVA and LSD test were used to test the hypotheses. Statistical findings showed a significant difference between the effect of advertising on the purchase decision of men and women athletes (P = 0.007). The findings also clearly show the difference in brain wave frequency activity (alpha, beta, delta, and theta) before, during, and after viewing advertising among athletes in all four groups. Based on the findings of this study, marketers can understand how the human brain functions in consumer buying behavior to reach their goals, and can tailor their ads to their audience.
https://cbs.uok.ac.ir/article_61304_4465ac744c12f29a34c1f7325ba877ec.pdf
2020-01-21
112
133
10.34785/J018.2019.605
Brain waves
Neuromarketing
brand
Athletes
Advertising
Decision to buy
Masoud
Darabi
masouddarabi@mail.um.ac.ir
1
M.Sc. in Sports Management, Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran.
AUTHOR
Nasrin
Azizian Kohan
nasrinazizian@yahoo.com
2
Assistant Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
LEAD_AUTHOR
Mehrdad
Moharamzadeh
mmoharramzadeh@yahoo.com
3
Professor of Sports Management, , Faculty of Educational Science and Psychology, University of Mohaghegh Ardabili , Ardabil, Iran,
AUTHOR
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23
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Heidarzadeh, K. (2010). The Influence of Advertising and Brand Personality on Purchasing Decision. (M.Sc). Azad University, Qazvin
27
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28
Ienca, M., & Andorno, R. (2017). Towards new human rights in the age of neuroscience and neurotechnology. Life sciences, society and policy, 13(1), 5 .
29
Jin, B., & Hye Kang, J. (2011). Purchase intention of Chinese consumers toward a US apparel brand: a test of a composite behavior intention model. Journal of consumer marketing, 28(3), 187-199 .
30
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31
Kumar, P., Henikoff, S., & Ng, P. C. (2009). Predicting the effects of coding non-synonymous variants on protein function using the SIFT algorithm. Nature protocols, 4(7), 1073 .
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Movahedi, Y. (2018). Comparing the Effect of Brand Advertising on Brain wave Patterns of Consumer and Non-branded Consumers. Neuropsychology, 3(11), 131-142. (in Persian) Murugappan, M., Murugappan, S., & Gerard, C. (2014, March). Wireless EEG signals based neuromarketing system using Fast Fourier Transform (FFT). In 2014 IEEE 10th International Colloquium on Signal Processing and its Applications (pp. 25-30). IEEE.
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39
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43
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44
ORIGINAL_ARTICLE
Prioritizing the Describing Factors in Promoting Brand Personality Using Fuzzy Delphi Technique
Promoting brand personality can be a sufficient impetus for customer satisfaction, loyalty, commitment, affective and emotional attachment between customers and the brand. Hence, the current study was aimed at identifying and prioritizing the effective factors in promoting brand personality based on a mixed method research i.e., both quantitative and qualitative, which is practical regarding its purpose and descriptive-survey regarding its nature and method. The population in qualitative and quantitative sections was 15 university experts who were investigated based on purposive sampling method, required data saturation and theoretical adequacy. In qualitative section of the study, data collection instrument of the texts was based on content analysis technique. Data collection instrument in quantitative section was the expert questionnaire which its validity and reliability was measured using content validity and retesting. Data analysis was carried out by using Fuzzy Delphi Technique; then effective factors in brand personality Innovative were identified and prioritized.The results of the study included identifying the effective factors on innovative brand personality in innovative and knowledge based organizations in qualitative section and their prioritizing in quantitative section.The results show that the most important factors in promoting brand personality are: brand romance, brand written language, brand profitability, brand reliability, brand prestige, brand activism, brand color.
https://cbs.uok.ac.ir/article_61370_5a3e998401b57ce22bcf9c62dfaa44cd.pdf
2020-01-21
134
148
10.34785/J018.2019.978
brand
brand personality
promoting brand personality
Fuzzy Delphi Technique
Saeed
Mir
saeedmir63@yahoo.com
1
Ph.D. Student in Marketing management, Azad Islamic University of Kermanshah, kermanshah, Iran
AUTHOR
Ali
Rashidpoor
malekifarsanig@gmail.com
2
Assistant Prof, Faculty of Management, Azad Islamic University of Isfahan (Khorasgan), Isfahan, Iran
LEAD_AUTHOR
آذر، عادل؛ رستگار، عباسعلی و باقری قره بلاغ، هوشمند (1398). رهبری تحولآفرین برند خاص: واکاوی نقش رفتارهای برندساز کارکنان بر بشارت برند در شرکتهای بیمه، مدیریت بازرگانی، 11(1)، 141-162.
1
آقازاده، هاشم؛ قلی پور، رحمت الله و بخشی زاده، الهه (1392). بررسی تاثیر شخصیت برند بر قصد خرید مجدد از طریق ارزش ادراک شده و وفاداری برند (مورد مطالعه: بیمهگذاران عمر شرکت بیمه سامان)، تحقیقات بازاریابی نوین، 3(4)، 1-22.
2
امتی، آزاده؛ احمدی زاد، آرمان و کفچه، پرویز (1396). عوامل کلیدی تاثیرگذار بر عملکرد بازار با نقش واسطهای نوآوری برند، مدیریت برند، 4 (1)، 135-171.
3
بزرگ خو، حامد؛ کیماسی، مسعود؛ اسفیدانی، محمد رحیم و ترکستانی، محمدصالح (1397). شناسایی و اولویت بندی عوامل تاثیرگذار بر برندملی ایران با رویکرد رفتار شناختی مصرف کننده، مطالعات رفتار مصرف کننده، 5(2)، 83-110.
4
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8
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10
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12
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13
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14
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23
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26
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27
ORIGINAL_ARTICLE
The Role of Structural Factors of Cause related Marketing Campaigns in Consumer Response
Nowadays, Cause-related marketing is one of the common strategies to encourage consumers to buy products which simultaneously support a social cause. However, few studies have been conducted in Iran`s social context about how consumers respond to this type of marketing strategy. Therefore, the authors of this study, using two separate 2*2 factorial experimental designs, examined how consumers respond to the structural factors of cause related marketing campaigns.In first study, after examining two structural factor of campaign from company`s side through a 2(corporate reputation:high/low)*2(donation amount:high/low) factorial between subject design, The results show that when donation amount is high and corporate reputation is good, perceived altruism motivation, perceived price fairness, campaign credibility, campaign attitude, purchase intention and word of mouth is significantly higher than when the donation amount is low and corporate reputation is inappropriate. Also, in the second study, the role of two structural factors campaign from cause`s was examined in a 2(cause importance: important/unimportant) *2(cause-product fit: high/low) factorial experimental design. The results show that, except the role of cause-product fit in perceived price fairness, in other states these factors influence on the cognitive, affective and conative aspect of consumer response. In addition, the results of second study suggest that when a cause importance is low, a high cause-product fit can lead to more positive response.
https://cbs.uok.ac.ir/article_61208_3e94b87fb0b173aad2ca7637ade59ef9.pdf
2020-01-21
149
173
10.34785/J018.2019.852
cause related marketing
consumer response
donation amount
corporate reputation
cause importance
Morteza
Soltanee
morteza.soltanee@gmail.com
1
Assistant Professor Tehran University –Farabi Faculty, Tehran University,Qom,Iran,
LEAD_AUTHOR
Asadolla
Kordnaeij
2
Professor Tarbiat Modares university - Tarbiat Modares university,Tehran, Iran
AUTHOR
Hamid
Ayoubi Yazdi
hamid.auobi@gmail.com
3
Student Of Tehran University – Farabi Faculty, Qom. Iran
AUTHOR
حمیدی زاده، علی؛ اسفیدانی، محمدرحیم؛ سلطانی نژاد، نیما و رشید، علی اصغر (1396). پاسخ رفتاری مصرف کننده به راهبردهای بازاریابی خیرخواهانه در چارچوب SOR، چشم انداز مدیریت، 125-142.
1
علوی، سید مسلم؛ ابراهیمی، ابوالقاسم و نجفی سیاهرودی، مهدی (1395). بررسی اثر انگیزانندههای خرید خیرخواهانه بر نگرش مشتریان به برندهای خیرخواه و قصد خرید آن، فصلنامه مدیریت برند، (7)، 49-78.
2
Alavi, S. M., Ebrahimi, A., & Najafi Siahroudi, M. (2016). Investigating the Effects of Cause-Related Buying Motives on Customer Attitude and Purchase Intention. Journal of Brand Management, 3(3), 49 -78. (in Persian)
3
Barnes, N. (2015). Partners in profits: Small businesses move slowly into cause-related marketing. Journal of Small Business Strategy, 9(1), 47-55.
4
Bergkvist, L., &Zhou, K. Q. (2019). Cause-related marketing persuasion research: an integrated framework and directions for further research. International Journal of Advertising, 38(1), 5-25.
5
Bhattacharya, C. B., &Sankar Sen. (2003). Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76-88.
6
Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., &Sanz-Blas, S. (2010). Consumer behavioural intentions in cause-related marketing: The role of identification and social cause involvement. International Review Public Nonprofit Marketing, 7, 127-143.
7
Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., &Sanz-Blas, S. (2012). Cause-related marketing influence on consumer responses: The moderating effect of cause–brand fit. Journal of Marketing Communications, 18(4), 265-283.
8
Chang, C. (2011). Guilt appeals in cause-related marketing: The subversive roles of product type and donation magnitude. International Journal of Advertising, 30(4), 587-616. Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110.
9
Cui, Y., Trent, E. S., Sullivan, P. M., & Martiru, G. N. (2003). Cause-related marketing: how generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310-320.
10
Das, N., Guha, A., Biswas, A., &Krishnan, B. (2016). How product–cause fit and donation quantifier interact in cause-related marketing (CRM) settings: Evidence of the cue congruency effect. Marketing Letters, 27, 295-308.
11
Elving, W. J. (2013). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
12
Folse, J., Niedrich, R., &Grau, S. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.
13
Gupta, S., &Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314-326.
14
Hamidizadeh, A., Esfidani. M.R., Soltaninezhad, N., & Rashid, A. A. (2017). Consumer behavioral response to cause related marketing strategies within the SOR framework. Journal of business management perspective, 16(1), 125-142. (in Persian)
15
Hoek, J., &Gendall, P. (2008). An analysis of consumers’ responses to cause related marketing. Journal of Nonprofit & Public Sector Marketing, 20(2), 283-297. Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics., 20(4), 363-380.
16
Howie, K. M., Yang, L., Vitel, S. J., Bush, V., &Vorhis, D. (2018). Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial. Journal of Business Ethics, 147(3), 679-692.
17
Human, D., &Terblanche, N. (2012). Who receives what? The influence of the donation magnitude and donation recipient in cause-related marketing. Journal of Nonprofit &
18
Public Sector Marketing, 24(2), 141-160.
19
IEG Sponsorship Report, (2017). What sponsors want and where dollars will go in 2017. http://www.sponsorship.com/Resources/What-Sponsors-Want-and-Where-Dollars-Will-Go-2017.aspx, ACCESSED May 2019.
20
Kim, J. (2014). The roles of cause involvement and cause acts in a social marketing campaign. Journal of Global Scholars of Marketing Science, 24(4), 426-440.
21
Koschate-Fischer, N., Huber, I. V., &Hoyer, W. D. (2016). When will price increases associated with company donation to charity be perceived as fair? Journal of Academic Marketing Science, 44(5), 608 – 626.
22
Koschate-Fischer, N., Stefan, I. V., &Hoyer, W. D. (2012). Willingness to Pay for Cause related Marketing: The Impact of Donation Amount and Moderating Effects. Journal of Marketing Research, 49(6), 910-927.
23
La Ferle, C., Kuber, G., & Edwards, S. M. (2013). Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin. Journal of Business Research, 66(3), 364-373.
24
Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60, 447-453.
25
Lafferty, B., &Edmondson, D. (2009). Portraying the cause instead of the brand in cause related marketing ads: Does it really matter? Journal of Marketing Theory and Practice, 17(2), 129-143. Lee Thomas, M., Mullen, L. G., & Fraedrich, J. (2011). Increased word‐of‐mouth via strategic cause‐related marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 16(1), 36-49.
26
Melero, I., &Montaner, T. (2017). Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response.
27
European Journal of Management and Business Economics, 25(3), 161-167.
28
Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549.
29
Muller, S., Fries, A., &Gedenk, K. (2014). How much to give? The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing, 31, 178-191.
30
Myers, B., Kwon, W. S., &Forsythe, S. (2012). Creating effective cause-related marketing campaigns: The role of cause-brand fit, campaign news source, and perceived motivations. Clothing and Textiles Research Journal, 30, 167-182.
31
Nan, X. & Heo, K. (2007) Consumer responses to corporate social responsibility (CSR) initiatives: examine the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63–74.
32
Park, J., Stoel, L., &Lennon, S. J. (2008). Cognitive, affective and conative responses to visual simulation: the effects of rotation in online product presentation. Journal of Consumer Behavior, 7, 72–87.
33
Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2016). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1-18.
34
Paul, P., & Mukhopadhyay, K. (2010). Growth via intellectual property rights versus gendered inequity in emerging economies: an ethical dilemma for international business. Journal of Business Ethics, 91 (3), 359-3783
35
Savas, S. (2016). Factors affecting donations in U.S. retail stores: A conceptual framework. Journal of Retailing and Consumer Services, 33, 178-85.
36
Strahilevitz, M. (2003). The effects of prior impressions of a firm's ethics on the success of a cause-related marketing campaign: Do the good look better while the bad look worse?
37
Journal of Nonprofit and Public Sector Marketing, 11(1), 77-92.
38
Tabachnick, B. G., & Fidell, L. S. (2014). Using Multivariate Statistics. 6th Edition. Pearson Education Limited, Harlow, United Kingdom. Tian, Z., Wang, R., & Yang, W. (2011). Consumer responses to corporate social responsibility (CSR) in China. Journal of business ethics, 101(2), 197-212. Trimble, C. S., & Rifon, N. J. (2006). Consumer perceptions of compatibility in cause‐related marketing messages. International journal of nonprofit and voluntary sector marketing, 11(1), 29-47. Vanhamme, J., Lindgreen, A., Reast, J., & Van Popering, N. (2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of business ethics, 109(3), 259-274. Vyravene, R., & Rabbanee, F. K. (2016). Corporate negative publicity–the role of cause related marketing. Australasian Marketing Journal (AMJ), 24(4), 322-330.
39
ORIGINAL_ARTICLE
Analysis of the Relationship Between Proponents of Impulse Buying with ANP, DEMATEL and ISM Techniques
AbstractNowadays, as markets become more competitive, marketing executives are trying to innovate their products. They can be distinguished from one another. Nostalgic products are products that can create a lasting reminder for people to act as a kind of buying stimulus. There is usually no pre-planning for these types of products and they are not on the (physical and mental) list of consumers. In this study, we attempt to analyze the relationship between the variables affecting Impulse Buying with emphasis on nostalgic products. Initially, by studying the background of relevant research, the variables were identified and screened by expert opinion using fuzzy Delphi method. The statistical population consisted of 15 experts including university professors and marketing managers in Tehran, using fuzzy dimensional techniques to determine the effectiveness of effectiveness, fuzzy network analysis for weight determination and interpretive structural equations for leveling and analyzing the relationships between variables. The results of the fuzzy dematel showed that the variables "individual characteristics" and "product characteristics" had the most effect and the variables "store characteristics" and "psychological characteristics" had the most effect. According to the findings of the fuzzy network analysis, the "nostalgia driven" variable has the most weight and importance and the results of the interpretive structural equations showed that the "nostalgic motivated" variable is at the top of the model and marketers should consider it as One of their prioritiesfor improvements to consider.
https://cbs.uok.ac.ir/article_61281_ec532093b80340d3ecdcb45f94ab10f4.pdf
2020-01-21
174
198
10.34785/J018.2019.329
Impulse Buying
Nostalgic Products
Fuzzy Dematel
Fuzzy network analysis and interpretive structural equations
Hamed
Arab Ahmadi
hamed_1580@yahoo.com
1
Ph.D student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
AUTHOR
Seyed Abdullah
Heydarieh
2
Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
LEAD_AUTHOR
Younos
Vakil Alroaia
y.vakil@semnaniau.ac.ir
3
Assistant Professor, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
AUTHOR
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35
ORIGINAL_ARTICLE
Investigating the Factors Affecting Consumer Purchasing Behavior through the Mediating Role of Client's Intention Based on the Theory of Planned Behavior
The purpose of this study was to investigate the factors affecting consumer purchasing behavior through the role of mediating customer preferences based on the theory of planned behavior in the customers of Saipa Automobile Company. The statistical population of this research was customers of Saipa automobile company, whose number is unlimited, according to Morgan table, 384 people were obtained. The present research is based on the purpose of the application and based on the nature and method of data collection, there is a descriptive-causal type and, in terms of data type, quantitative. A standard questionnaire consisting of 38 questions based on the Likert range of 7 options was designed and collected and collected in the research sample. The reliability of this questionnaire was confirmed by Cronbach's alpha and all the values in the standard range were confirmed. The results of research hypothesis showed that the factors affecting consumer purchasing behavior through the mediating role of customer's desire based on the theory of planned behavior among the customers of the automobile company Saipa is influential.
https://cbs.uok.ac.ir/article_61187_ac81be0445001d8fadd30b7fe73fe25a.pdf
2020-01-21
199
218
10.34785/J018.2019.927
Factors affecting consumer purchasing behavior
customer willingness
planned behavior theory
Hamidreza
Almasitabar
1
Department of Management, Kermanshah Unit, Islamic Azad University, Kermanshah, Iran
AUTHOR
Farshid
Namamian
farshidnamamian@gmail.com
2
Faculty of Management, Islamic Azad University, Kermanshah Branch and Ph.D.
LEAD_AUTHOR
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1
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2
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ORIGINAL_ARTICLE
An Analysis of the Green Level of Consumer Behaviors in Rural Households and Its Effective Individual Factors (Case study: Khaf County)
AbstractThe growing population on the one hand, and consequently the increase and change in the pattern of consumption, has caused a double burden on the environment. It seems that a great deal of environmental problems are rooted in human behavior that can be solved by knowing its consumption behavior and correcting it. The present study examines the responsiveness of rural households' behavioral responses to the environment and the individual factors affecting it. The research method is descriptive-analytical and the sample size is 235 households in 16 villages of Khaf frontier city. In this study, the ecological behavior of consumption was divided into three dimensions of environmental knowledge with 14 indicators, environmental value with 15 indicators and environmental perception with 17 indicators by field studies. The results showed that there is a positive and significant relationship between the number of years of studying rural households and adherence to green behavior in the field of consumption with a severity of 0.22. Although there is a positive and significant relationship between green behavior and its dimensions, the relationship between green behavior and environmental knowledge is very strong with intensity of 0.917 (Sig. = 0. 00). Also, "the perceived environmental benefits Consumer "with 3.5, " consumer environmental knowledge "with 3.32 and" consumer environmental value "with 3.22 higher than the theoretical average (Sig. = 0. 00). in total, the adherence of rural households to" Green consumption "with 3.33, although more than average (Sig. = 0. 00), but far to the desired threshold. Obviously, behavioral changes will not be accepted by themselves and require the preconditions that are more important in the context of research findings, the strengthening of "environmental knowledge.
https://cbs.uok.ac.ir/article_61250_3a5ccb3aa8514eff383cbc41cbc17258.pdf
2020-01-21
219
247
10.34785/J018.2019.300
Rural Households
Ecological Behavior
Consumer Behavior
Khaf County
Elahe
Dalir
dalir1371@yahoo.com
1
Master of Science in Geography and Rural Planning, Ferdowsi University of Mashhad
AUTHOR
Maryam
Ghasemi
m_ghasemi142@yahoo.com
2
Assistant Prof. of Geography and Rural Planning, Ferdowsi University of Mashhad
LEAD_AUTHOR
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107
ORIGINAL_ARTICLE
Designing a Customer Experience Management Model in the Banking System Using Thematic Analysis and Model Explanation with Data Mining Approach
The purpose of this study was to identify a model for identifying the factors required by customers and the tools used by banks to provide them. This study is applied in terms of purpose and exploratory in method. The data were collected through exploratory interviews and participatory observation from national specialized agricultural banks of Tabriz and Sanandaj during one month. The interviewees were fixed clients as well as bank employees and managers. Rapid Miner data mining software was used to perform classification and decision tree operation. The results of this research ultimately apply the main and secondary factors to achieve the type of customer experience. Customer requests from banks include 4 main themes and 10 sub themes and banks tools for answering these requests include 5 main themes and 7 sub themes and apply the main and sub factors to 6000 customers.
https://cbs.uok.ac.ir/article_61275_4f7a1e01ccbc45829b79f8b15d647dcf.pdf
2020-01-21
248
269
10.34785/J018.2019.272
customer’s experiences
them analysis
data analysis
bank system
Salehi
Hoshiar
1
Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
AUTHOR
Solayman
Iranzadeh,
solaymaniranzadeh@yahoo.com
2
Management, Economics and Management, Azad university, Tabriz, Iran
LEAD_AUTHOR
Hossin
Ghareh Biglo,
h.gharehbiglo@yahoo.com
3
Management, Ajabshir Branch, Islamic Azad University, Ajabshir, Iran
AUTHOR
Hossein
Budaghi Khaje Nobar
adp@iaut.ac.ir
4
Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
AUTHOR
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21
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24
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25
Robinson, B. (2008). Customer Experience Management, Atos Origin, IT services UK. Scherpen, F., Draghici, A., & Niemann, J. (2018). Customer Experience Management to Leverage Customer Loyalty in the Automotive Industry. Procedia-Social and Behavioral Sciences, 238, 374-380.
26
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28
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29
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33
ORIGINAL_ARTICLE
Consumerism in Architecture with Emphasis on Popular Architecture Semiotics
The purpose of this study is to investigate consumerism in architecture with emphasis on popular architecture semiotics.Popular architecture is a kind of architecture that is highly accepted by people and criticized by architects which has been prevalent in recent decades. The questions of this research seek to investigate the reasons for tendencies towards popular architecture and consider the reasons why consumerism is prevalent in architecture. The research method is descriptive and analytical, semiotics, scrolling and Delphi. Statistical samples of this research were selected from Qazvin city. The results show that in the popular architecture facades we are witnessing the phenomenon of acculturation, namely the use of signs outside the temporal and spatial orbit of their cultural system. Symbols of classical architecture are represented in the facades of popular architecture. These representations are pretentious or non-original versions in which the signs are devoid of meaning.These facades represent the differentiation and recognition of the individual from other social groups. The affluent class uses classical architectural signs to distinguish itself from the others and to display its high status by introducing itself as a prestigious architecture. The lower classes try to imitate this kind of architecture to solidify and reduce the gap with the upper classes. Therefore, this type of architecture is widespread throughout the community and becomes a consumer commodity.And finally the most important factors that drive people to popular architecture are the selective reading of history, having familiar motifs, splendor, magnificence, and being Reminders and pointers, and luxurious.
https://cbs.uok.ac.ir/article_61274_c303f757d718668f9edd28965a114edf.pdf
2020-01-21
270
296
10.34785/J018.2019.149
Architecture
popular
postmodernism
semiotics
Consumer society
Mandana
Yousefi
yousefi_mandana@yahoo.com
1
Department of architecture, faculty of art and architecture, Islamic Azad university of Qazvin, Qazvin,Iran
AUTHOR
Simon
Ayvazian
ayvasimon@yahoo.com
2
Department of architecture, Faculty of Art and Architecture, Tehran university, Tehran, Iran
LEAD_AUTHOR
Iman
Raeisi
imanraeisi@gmail.com
3
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
AUTHOR
Jamaledin
Soheili
j_soheili@yahoo.com
4
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
AUTHOR
Kamal
Rahbarimanesh
py.rahbari@yahoo.com
5
Department of architecture, faculty of architecture and urbanism, Islamic Azad university of Qazvin. Qazvin,iran
AUTHOR
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Lang, j. (2004). Creating architectural theory. (A. Einifar, Trans). Tehran: University of Tehran, Adyban Publications. (in Persian) Lawson, B. (2013). How designers think (the design process demystified). (H. Nadimi, Trans). Tehran: University of Shahid Beheshti. (in Persian) Lawson, B. (2015). The language of space. (A. Einifar; F, Karimian, Trans). Tehran: University of Tehran. (in Persian) Leila, C. A., & Naima, C. C. (2015). Understanding architectural design: expressive and figurative paradigms. Procedia-Social and Behavioral Sciences, 216, 744-753. Lowson, B. (2003). How designers think, the design process demystified, Oxford, Architectural press.
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Publications. (in Persian)
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61
ORIGINAL_ARTICLE
Designing and explaining the behavior of consumers of counterfeit goods
Growth in the use of counterfeit products in the world is increasing rapidly. The main solution to counteracting counterfeit products is to prevent the use of counterfeit products by customers who deliberately or unknowingly purchase these products. The present research is also taking steps. Accordingly, in the present study, the factors affecting the behavior of the purchase of counterfeit products are identified.The method of this research is a mixed method. In the first, a qualitative method was used to develop a conceptual model and then a quantitative method was used to test the model. The statistical sample of the qualitative research phase was comprised of 15 consumer consumers of four categories of counterfeit goods (sports shoes, sunglasses, colognes and spare parts for automobiles), and the sample in the quantitative phase was 1,600 consumers of counterfeit and original four commodity groups. Give To analyze the data in the qualitative phase, the analysis of the theme and ISM and in the quantitative phase, ANOVA and PLS were used.The findings indicate the effective role of all four groups of predictive variables including individual characteristics, product features, cultural and social characteristics, and purchase conditions and scenarios on attitude, intent to purchase, and continued purchase of counterfeit products. Meanwhile, the role of individual attributes was more than other factors. The results also showed that perception of the counterfeit product moderates the effect of predictive variables on the attitude and intent to purchase counterfeit products in an inverse manner.
https://cbs.uok.ac.ir/article_61303_bb66205a3aa0f401822e7687ee939d55.pdf
2020-01-21
297
332
10.34785/J018.2019.268
Counterfeit product
main product
perception
attitude
persistence of counterfeit product purchase
Gholamhossain
Khorshidi
ghhossain@gmail.com
1
Associate professor, Shahid Beheshti university
AUTHOR
Bahman
Hajipour
b-hajipour@sbu.ac.ir
2
Associate professor, Shahid Beheshti university
LEAD_AUTHOR
Mehdi
Jafarzadeh Kenari
m.j.kenari@gmail.com
3
-
AUTHOR
ابراهیمی، عبدالحمید؛ جعفرزاده، مهدی و بزرگی، صابر (1391). بررسی عوامل مؤثر بر نگرش و قصد مصرف کنندگان به خرید محصولات تقلبی برندهای لوکس، فصلنامه علمی پژوهشی تحقیقات بازاریابی نوین، (6)، 34-1.
1
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3
Ateşoğlu, İ., & Erdoğan, H. H. (2009). Hazır giyim işletmelerinde marka taklitçiliğinin işletmeler üzerine etkisi. Tekstil Teknolojileri Elektronik Dergisi, 3(2), 43-49.
4
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison, Journal of Business Research 65: 1443–1451. Bloch, P. H., Bush, R. F., & Campbell, L. (1993). Consumer ―accomplices‖ in product counterfeiting: a demand side investigation. Journal of consumer marketing. Chaudhrya, P., Cordellb, V., & Zimmermanc, A. (2005). Modelling anti-counterfeiting strategies in response to protecting intellectual property rights in a global environment. The Marketing Review, 5(1), 59-72. Chiou, J. S., & Shen, C. C. (2006). The effects of satisfaction, opportunism, and asset specificity on consumers' loyalty intention toward internet portal sites. International Journal of Service Industry Management. Cordell, V. V., Wongtada, N., & Kieschnick Jr, R. L. (1996). Counterfeit purchase intentions: role of lawfulness attitudes and product traits as determinants. Journal of Business Research, 35(1), 41-53. De Matos, C. A., Ituassu, C. T., & Rossi, C. A. V. (2007). Consumer attitudes toward counterfeits: a review and extension. Journal of consumer Marketing.
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Ebrahimi, A. Jafarzadeh, M., & Bozorgi, S. (2012). Investigating the Factors Affecting Consumer Attitudes and Intentions to Buy Counterfeit Luxury Products, Modern Marketing Research Journal, 6, 34-1. (in Persian) Gentry, J. W., Putrevu, S., & Shultz, C. J. (2006). The effects of counterfeiting on consumer search. Journal of Consumer Behaviour: An International Research Review, 5(3), 245-256. Gentry, J. W., Putrevu, S., II, C. S., & Commuri, S. (2001). How now Ralph Lauren? The separation of brand and product in a counterfeit culture. ACR North American Advances.
7
Grossman, G.M. & Shapiro, C. (1988). Foreign counterfeiting of status goods. Quarterly Journal of Economics.103:79-100.
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Harvey. P.J., & Wallas, W.D. (2003). Laboratory markets in counterfeits goods: Hong Kong versus LasVegas. Applied Economics Letters. 10(14): 883–887. Huang, J. H., Lee, B. C., & Ho, S. H. (2004). Consumer attitude toward gray market goods. International Marketing Review. Jenner, T., & Artun, E. (2005). Determinanten des erwerbs gefälschter markenprodukte—ergebnisse einer empirischen untersuchung. der markt, 44(3-4), 142-150. Lai, K. K. Y., & Zaichkowsky, J. L. (1999). Brand imitation: do the Chinese have different views?. Asia pacific journal of management, 16(2), 179-192.
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Li, X. (2007). How Brand Knowledge Influences Consumers’ Purchase Intentions, Published Doctoral Dissertation, Auburn University.
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Marticotte, F., & Arcand, M. (2017). Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand. Journal of Business Research, 77, 175-183. Nia, A., & Zaichkowsky, J. L. (2000). Do counterfeits devalue the ownership of luxury brands?. Journal of product & brand management. 9(7), 485–97. Norum, P. S., & Cuno, A. (2011). Analysis of the demand for counterfeit goods. Journal of Fashion Marketing and Management: An International Journal. 15(1), 27-40. Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-61. Penz, E., Schlegelmilch, B. B., & Stöttinger, B. (2008). Voluntary purchase of counterfeit products: empirical evidence from four countries. Journal of International Consumer Marketing, 21(1), 67-84. Phau, I., Sequeira, M., & Dix, S. (2009). Consumers' willingness to knowingly purchase counterfeit products. Direct Marketing: An International Journal, 3(4), 262-281.
11
Phau, I., Teah, M., & Lee, A. (2009). Targeting buyers of counterfeits of luxury brands: A study on attitudes of Singaporean consumers. Journal of Targeting, Measurement and Analysis for Marketing, 17(1), 3-15.
12
Reuters. (2007). Counterfeit goods are linked to terror groups. International Herald Tribune. Available http://www.iht.com/. Rod, A., Rais, J., Schwarz, J., & Čermáková, K. (2015). Economics of luxury: Counting probability of buying counterfeits of luxury goods. Procedia Economics and Finance, 30, 720-729.
13
Sahin, A. & Atilgan, K. O. (2011). Analyzing Factors that Drive Consumers to Counterfeits of Luxury Branded Product, Journal of American Academy of Business, Cambridge, 17(1). 283-292.
14
Schlegelmilch, B. B., & Stättinger, B. (1999). Der Kauf gefälschter Markenprodukte: Die Lust auf das Verbotene. Marketing Zfp, 21(3), 196-208. Shultz II, C. J., & Saporito, B. (1996). Protecting intellectual property: Strategies and recommendations to deter counterfeiting and brand piracy in global markets. The Columbia Journal of World Business, 31(1), 18-28.
15
Spink, J. (2019). Food counterfeiting: A growing concern, encyclopedia of food chemistry, 648-651
16
Staake, T., Thiesse, F., & Fleisch, E. (2009). The emergence of counterfeit trade: a literature review. European Journal of Marketing. Staake, T., Thiesse, F., & Fleisch, E. (2012). Business strategies in the counterfeit market. Journal of Business Research, 65(5), 658-665. Stravinskiene, J., Dovaliene, A., & Ambrazeviciute, R. (2013). Factors influencing intent to buy counterfeits of luxury goods. Economics and Management, 18(4), 761-768. Teah, M., & Phau, I. (2008). Attitudes towards counterfeits of luxury brands: the Singapore story. In Proceedings of Australian and New Zealand Marketing Academy conference 2008. University of Western Sydney. Tom, G., Garibaldi, B., Zeng, Y., & Pilcher, J. (1998). Consumer demand for counterfeit goods. Psychology & Marketing, 15(5), 405-421.
17
Triandewi, E., & Tjiptono, F. (2013). Consumer intention to buy original brands versus counterfeits. International Journal of Marketing Studies, 5(2), 23. Vida, I. (2007). Determinants of consumer willingness to purchase non-deceptive counterfeit products and the European Union. Managing global transitions, 5(3), 253. Wee, C. H., Ta, S. J., & Cheok, K. H. (1995). Non‐price determinants of intention to purchase counterfeit goods. International Marketing Review, Vol. 12 (6), 19-46. Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands?. Journal of marketing research, 46(2), 247-259. Wimmer, H., & Yoon, V. Y. (2017). Counterfeit product detection: Bridging the gap between design science and behavioral science in information systems research. Decision Support Systems, 104, 1-12. Yoo, B., & Lee, S. H. (2009). Buy genuine luxury fashion products or counterfeits?. ACR North American Advances. Zaichkowsky, J. L. (2006). The psychology behind trademark infringement and counterfeiting. Lawrence Erlbaum Associates Publishers
18
ORIGINAL_ARTICLE
Providing a Model for Anti-Consumption Behavior in the Iranian Market: A Grounded Theory Approach
Although consumption represents individuals’ social and economic status, a large number of consumers do prefer, for different reasons, to consume as little as possible. This paper aims at answering this essential question: What are the factors affecting anti-consumption behavior among consumers and its possible consequences? In order to answer a relevant research question, a Grounded Theory research has been conducted with a qualitative methodology and as for data analysis, we have resorted to the َAtlas-T software. The sampling method has been of a snow-ball type whereby we reached the saturation with a total of 20 interviews with professors and experts in the areas of marketing, management, sociology, economics, psychology, and law. Findings indicate that brand mistakes are a major factor affecting the anti-consumption behavior among the consumers. We have also determined the factors leading, whether directly or indirectly, to the emergence of such behavior among them we may refer to values and norms, improper advertisements, negative imaging, economic conditions, product unacceptability, gossiping, deliberate anti-consumption, un-prestigious consumption, consumers’ pessimism, fidelity to one’s beliefs, etc. The paper has been ended in the recommendations of some solutions on how to change anti-consumption behavior to be followed by brand owners.
https://cbs.uok.ac.ir/article_61188_d9e99f4b489170e53711790edfd840d6.pdf
2020-01-21
333
352
10.34785/J018.2019.321
Anti-Consumption Behavior
Marketing
Grounded Theory
Consumer Behavior and Iran’s Market
Mohammad
Nazarian
mohamad.nazarian@srbiau.ac.ir
1
Head of the Department of Research in Iranian National Tax Administration
AUTHOR
Hossein
Vazifedoost
nargesrahimian@gmail.com
2
Department of Business Management, Islamic Azad University, Science and Research Branch of Tehran
LEAD_AUTHOR
Kambiz
Heidarzadeh
kambizheidarzadeh@yahoo.com
3
Department of Business Management, Faculty of Management & Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran
AUTHOR
Karim
Hamdi
hamdikarim404@gmail.com
4
Department of Business Administration, Islamic Azad University, Science and Research, Tehran, Iran
AUTHOR
استرواس، انسلم و کربین، جولیت (1397). مبانی پژوهش کیفی فنون و مراحل تولید نظریهی زمینهای، مترجم ابراهیم افشار، چاپ هفتم، تهران: نشر نی.
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