University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
Effect of virtual store website features on store brand equity (Case Study: Digikala)
1
19
FA
seyyed Najmodin
Mousavi
Assistant Professor, Department of Management, Lorestan University
mousavi56@yahoo.com
abolfazl
alizadeh
phd management student, Lorestan university
alizadeh.ab@fc.lu.ac.ir
In an online environment, the use of intangible assets such as brand equity, is one of the ways to create and maintain superiority. The purpose of the present study is to investigate the factors affecting the brand equity of Digikala as one of the online suppliers of goods. The research method is descriptive-survey and the statistical population of the study was people who bought at least one time from this store. The cluster sampling method used in this study. For this reason, Tehran was divided into five clusters of North, South, East, West, and Center, and a questionnaire was distributed in two clusters among the members of the statistical community. Partial Least Squares (SmartPlus) software was used to test the hypotheses. For this purpose, 388 valid questionnaires were analyzed. The findings of this research showed that loyalty, trust association and value association have a positive effect on brand equity. The positive impact of customer support services on awareness, loyalty, trust association, and value association were also confirmed, but the impact of awareness on trust association and value association was not confirmed. From the results, it becomes clear that virtual businesses in our country, in order to increase their brand equity, should be sources that create brand equity (brand awareness of customers, customer loyalty, customer value association, and associativity, Trust in terms of customers) should pay more attention. So to improving these dimensions, they should enhance their support services, their performance, and their functionality.
"Online Brande Equity","Brand Awareness"," Brand Loyalty",''Performance''
https://cbs.uok.ac.ir/article_60889.html
https://cbs.uok.ac.ir/article_60889_b625263ec13f3dffe7cb8c5487134f9a.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
The effect of sensory marketing on customer behavioral intentions through hedonic, place attachment and trust (Case study: Kermanshah Soccer Schools)
21
35
FA
noshin
benar
Sports Management, Faculty of Physical Education, University of Guilan
noshin.benar@gmail.com
hossien
brakhas
Sports Management, Faculty of Physical Education, University of Guilan
brakhashossien69@gmail.com
farzane
karimkhan
Sports Management, Faculty of Physical Education, University of Guilan
mhammad
MORADI
Sports Management, Faculty of Physical Education, University of Guilan
brakhashossien689@gmail.com
The purpose of this study was to investigate the effect of sensory marketing on the behavioral intentions of customers through hedonic, place attachment and trust in Kermanshah Soccer schools. The research method is a descriptive-correlational study that was conducted field experiment. The statistical population of the study consisted of all customers of Kermanshah Soccer Schools, which was selected through a targeted sampling of 10 schools and total of 176.The Smart Pls software was used to analyze the data and examine the fitting of the model. Results showed that sensory marketing had significant effect on hedonic. Sensory marketing also had significant effect on place attachment, but it had no significant effect on trust. Hedonic had significant effect on behavioral intentions. Hedonic also had significant effect on place attachment, but it had no significant effect on trust. Place attachment had significant effect on trust. But it had no significant effect on behavioral intentions. Trust also had significant effect on behavioral intentions. Therefore, football school administrators can work with sensory marketing methods to empower their customers to stay in these schools and get in touch with that place. Obviously, the confident customer is that he will trust the place, which will be the basis for his future referrals as well as advising others.
Sensory marketing,behavioral intentions,hedonic,place attachment,trust
https://cbs.uok.ac.ir/article_60890.html
https://cbs.uok.ac.ir/article_60890_e25af7a4304c3eaba6a0a65c2e23c973.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
The Effect of Social Media Marketing on Consumer Behavior; Investigating the Role of Brand Equity, Brand Relationship Quality and Attitude towards Brand
37
59
FA
Hamid
Khodadad Hosseini
Professor/ Tarbiat Modares University
khodadad@modares.ac.ir
Niloofar
Samiei
student/ Tarbiat Modares University
niloofars@modares.ac.ir
Parviz
Ahmadi
Associate Professor/ Tarbiat Modares University
p_ahmadi@modares.ac.ir
This research aims to investigate the effect of social media marketing on consumer behavior by means of brand equity, brand relationship quality and attitude towards brand among the customers of online shops in Tehran who have followed the social media of those online shops.<br /> In terms of research objectives; this research is an applied research and in terms of research strategies is a quantitative and survey- descriptive study. The sampling method of this study is random sampling and the data required to test the hypotheses were gathered by questionnaire. Finally, 391 questionnaires were gathered to analyze.<br /> The hypotheses of this research are analyzed and tested by using of structural equation modeling.<br /> The results show that the effect of social media marketing activities on brand equity and brand relationship quality are positive and significant. On the other hand, brand equity and brand relationship quality have positive and significant effect on brand attitude and consequently, on consumer behavior.
Social media marketing,Brand equity,Brand Relationship Quality,Attitude towards Brand,Consumer Behavior
https://cbs.uok.ac.ir/article_60891.html
https://cbs.uok.ac.ir/article_60891_57f3366a4f56d3e2d06089370e8ec6d8.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
The effect of the customer's perception of the shopping center and the individual image on their loyalty and their contribution to the role of environmental moderation
(Case study: HyperStar chain customers in Tehran province)
61
79
FA
melika sadat
shirazi
allameh tabatabae university
meshirazi91@gmail.com
mostafa
ghazizadeh
commercial management, facaulty of management, shahed university,Tehran,Iran
ghazi.iran@yahoo.com
Long-term relationships with customers in different sectors, especially in the retail industry, have been accepted as a principle for profitability. Due to the growing importance of the customer and its emergence as the most important competitive advantage, it is imperative that businesses, including service businesses, take special note of the key to maintaining customers. On the other hand, the store environment as a factor influencing customer behavior is a new concept that organizations need to pay attention to. In this regard, the present study aimed to investigate the effect of customers' perceptions of the shopping center and individual image consistency on loyalty and their share of purchasing with the moderating role of the environment among HyperStar chain customers in Tehran province and a model consisting of Variables of mental image, individual image, environment, loyalty and purchasing share were designed. To answer the research question and test the relevant hypotheses, a questionnaire was distributed among 215 sample members of the study. The results of data analysis, carried out through Structural Equations and Liserel software, showed that customer image and individual image convergence have an impact on customer loyalty. Customer loyalty affects shop share. Meanwhile, the results showed that the shop environment is positively correlated with the customer's mental image and loyalty.
Subjective Image,Individual image convergence,Customer loyalty,Purchase share,Store environment
https://cbs.uok.ac.ir/article_60892.html
https://cbs.uok.ac.ir/article_60892_b27bdf82b4dcf10dc6fd4aa9a78e2732.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
Relationship between Packaging Information and Consumer Purchase Behavior(Food Products as a Case Study)
81
99
FA
Omid
Mahdieh
0000-0001-5148-7179
عضو هیئت علمی/ دانشگاه زنجان
omidmahdieh@gmail.com
chiman
solimani
دانشگاه آزاد اسلامی واحد سنندج
chiman_solimani@yahoo.com
Packaging in marketing literature is considered as a part of Product or brand. Packaging is one the most important factors in the field of production and marketing. Unfortunately, in our countray, the majority of packaging activities are traditional and research plays a minor role. It seems that practiotioners have a little knowedge apout packaging and its importance in marketing. The aim of present study is to investigate the relationship between packaging information and consumer purchase behavior. By using convenient sampling, 384 questionares were distributed and used for statistical analysis. The validity and reliability of questionaires were validated. Finidngs showed that there was a meaningful correlation between packaging information (legal, marketing and nutrition information) and consumer purchase behaviors. Production and expiration date, price and ISO information were the most imporatant legal information. Brand and packaging materials were the most imporatant marketing information. According to regression analysis, packaging information explains 65.6 percent of change in the dependent variable (consumer purchase behavior).
Food products packaging,legal information,marketing information,nutrition information,Consumer purchase behavior
https://cbs.uok.ac.ir/article_60893.html
https://cbs.uok.ac.ir/article_60893_7ebabc233bfae1985784c58fc1338751.pdf
University of Kurdistan
Consumer Behavior Studies Journal
2717-0004
2717-0012
5
1
2018
08
23
Analysis of the role of website quality on the behavior of investors in companies accepted in Tehran Stock Exchange
101
122
FA
seyed hesam
vaghfi
Department of Management,Economics and Accounting,Payame Noor University,Tehran,Iran
vaghfi2018@gmail.com
Noorollah
Sarbazi
Islamic Azad University of Khaf Center
n.sarbazi1390@gmail.com
ali
fayaz
Islamic Azad University
sealifayaz1397@gmail.com
samiran
khajezade
Islamic Azad University, ShahreQods Branch
sarakh@gmail.com
Analysis of the role of website quality on the behavior of investors in companies accepted in Tehran Stock Exchange<br /> Abstract<br /> The increasing use of social media and business and marketing through these connecting devices, have given a new life to industry and, using these new tools, customers have become more loyal. Today, the disclosure of corporate financial information through the internet and the existence of a complete information system, are discussed as one of the most important issues in various countries of the world. This is linked to new information and communication technologies and in some cases affects routine accounting practices, so that numerous statements have been published about disclosure of financial information across the globe. In this research, the effect of the quality of the information website of the companies listed in the Tehran Stock Exchange on their marketing power (including the company's sales volume and stock trading volume and price of stock) was studied using the structural equation method during the period of 2012-2016. The results show that as the quality of the website of a company is higher and its activity is up to date, the behavior of investors will grow dramatically.<br /> Keywords: Website Quality, behavior of investors,Tehran Stock Exchange
Website Quality,behavior of investors,Tehran Stock Exchange
https://cbs.uok.ac.ir/article_60894.html
https://cbs.uok.ac.ir/article_60894_471ed656a980e4a521e5d590301323ca.pdf