University of KurdistanConsumer Behavior Studies Journal2717-00047220201221Phenomenological Exploration of the Role of Mall’s Fitting Room in Remembering Shopping ExperiencesPhenomenological Exploration of the Role of Mall’s Fitting Room in Remembering Shopping Experiences1236161410.34785/J018.2020.155FAKobra NajafiDepartment of Business Management, Qazvin Branch, Islamic Azad University, Qazvin, IranKambiz HeidarzadehAssociate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran0000-0002-4592-3816Mohsen KhonsiavashDepartment of Electrical, Biomedical and Mechatronics engineering, Qazvin Branch, Islamic Azad University, Qazvin, IranJournal Article20200107Purpose of the study is investigating the effect of changing room on behavioral and emotional reactions of customers in malls. Goal of the study was to investigate the possibilities of changing rooms and their relationships with customer reactions between young women's shopping centers in Tehran through qualitative method and phenomenological approach and through in-depth interview with the participant. Evidences which collected by inductive coding were analyzed in several steps by using MAXQDA software and the theoretical model was drawn.<br />Initial codes are generated in open coding and 50 items (easy decision-making, reassessment, re-evaluation, re-testing clothes, repeat shopping, recommending others, shopping satisfaction, avoiding clothing testing, avoiding shopping, leaving Shop- no Clothes testing, No return, Good feeling, Reliability, Security, Relaxation, Delight, Comfort, Reluctance, Frustration, Choking, Regret, Lack of Confidence, Doubt, Lack of Relaxation, Anxiety, Shopping ghost, Bored , Unpleasantness, Worry, Slippers, Calling alarm, Carpet flooring, Platform, Chair, Existence of Clothes, Bad Smell, Cleaning and Cleaning, Room Interior, Air Conditioning, Proper door, Cooling & Heating, Interior design, Filling mark, Swap room Location, Lock, Dimensions and Size, Color swap room, Proper lighting, Mirror), 8 Items (Positive response, Negative reaction, positive emotions, negative emotions, facilities, health, structural and basic) and 4 categories (Behavioral response, Emotional response, Requirements of the dressing room, and Good product evaluation) were identified.Purpose of the study is investigating the effect of changing room on behavioral and emotional reactions of customers in malls. Goal of the study was to investigate the possibilities of changing rooms and their relationships with customer reactions between young women's shopping centers in Tehran through qualitative method and phenomenological approach and through in-depth interview with the participant. Evidences which collected by inductive coding were analyzed in several steps by using MAXQDA software and the theoretical model was drawn.<br />Initial codes are generated in open coding and 50 items (easy decision-making, reassessment, re-evaluation, re-testing clothes, repeat shopping, recommending others, shopping satisfaction, avoiding clothing testing, avoiding shopping, leaving Shop- no Clothes testing, No return, Good feeling, Reliability, Security, Relaxation, Delight, Comfort, Reluctance, Frustration, Choking, Regret, Lack of Confidence, Doubt, Lack of Relaxation, Anxiety, Shopping ghost, Bored , Unpleasantness, Worry, Slippers, Calling alarm, Carpet flooring, Platform, Chair, Existence of Clothes, Bad Smell, Cleaning and Cleaning, Room Interior, Air Conditioning, Proper door, Cooling & Heating, Interior design, Filling mark, Swap room Location, Lock, Dimensions and Size, Color swap room, Proper lighting, Mirror), 8 Items (Positive response, Negative reaction, positive emotions, negative emotions, facilities, health, structural and basic) and 4 categories (Behavioral response, Emotional response, Requirements of the dressing room, and Good product evaluation) were identified.https://cbs.uok.ac.ir/article_61614_5e5d0b553b696470c0e22c98d37d9a0a.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221The Impact of Social Network Based Brand Communities on Brand Evangelism through Strengthening Brand TrustThe Impact of Social Network Based Brand Communities on Brand Evangelism through Strengthening Brand Trust24476160910.34785/J018.2020.736FABehzad Sanjari NaderMSc in Marketing Management, Faculty of Humanities, University of Malayer, Hamadan, IranFataneh YarahmadiAssistant Professor of Marketing Management, Faculty of Humanities, University of Malayer, Hamadan, Iran0000000281369584HOSSEIN BALOUCHIAssistant Professor in International Marketing Management, Faculty of Humanities, Khayyam، University of Mashhad, Mashhad, IranJournal Article20191003In today's competitive environment and with the decline of trust to organizations and their advertising, and with increasing use of social networks, the importance of developing consumer relationships in social networks, especially online brand communities, has become crucial for organizations in achieving a mutually and desirable relationship with consumers, so much has been used in recent years to influence other people's beliefs in the evangelical marketing framework. The purpose of the present study was to investigate the impact of consumer-brand relationships in social network based brand communities on brand evangelism variables by enhancing brand trust among the customers of Samsung mobile phones present on social networks in Hamadan city which leads to supportive behaviors. For this purpose, 384 people were selected by random sampling. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis. The results showed that consumer relationships with brand elements (product, brand, company and other customers) in the in brand community based on social networks through the mediating variable of consumers brand trust have a positive and significant effect on brand evangelism.In today's competitive environment and with the decline of trust to organizations and their advertising, and with increasing use of social networks, the importance of developing consumer relationships in social networks, especially online brand communities, has become crucial for organizations in achieving a mutually and desirable relationship with consumers, so much has been used in recent years to influence other people's beliefs in the evangelical marketing framework. The purpose of the present study was to investigate the impact of consumer-brand relationships in social network based brand communities on brand evangelism variables by enhancing brand trust among the customers of Samsung mobile phones present on social networks in Hamadan city which leads to supportive behaviors. For this purpose, 384 people were selected by random sampling. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis. The results showed that consumer relationships with brand elements (product, brand, company and other customers) in the in brand community based on social networks through the mediating variable of consumers brand trust have a positive and significant effect on brand evangelism.https://cbs.uok.ac.ir/article_61609_66fc7d225c874186479c06e89f188ebd.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Identification and Extraction of Factors affecting Consumers’ Green Purchase Behavior Using a Meta-Synthesis MethodIdentification and Extraction of Factors affecting Consumers’ Green Purchase Behavior Using a Meta-Synthesis Method48736167410.34785/J018.2020.442FAMehri JavidiNidcLotfollah Forouzandeh DehkordiAssociate Professor,Department of management, tarbiat modares UniversityMirza Hassan HosseiniProfessor of Management, ,Department of management, Payame Noor UniversityMohammad Mehdi ParhizgarAssociate Professor,Department of management, Payame Noor UniversityJournal Article20190815In 1960s and early 1970s, environmental issues attracted more attention than ever and consumers considered the environmental issues in their buying decisions. Environmental concerns contributed to the rise of eco-friendly products worldwide. This research aimed at identifying and extracting the factors influencing consumers’ green purchase behavior. It thus entails a systematic literature review on green purchase behavior to highlight its significance by presenting a synthetic model from literature results. The method was a qualitative meta-analysis called meta-synthesis. The statistical population included all papers related to the present subject. Out of the 407 initial results, 61 were examined, and totally 2 dimensions (namely internal and external), 6 main components (namely psychological, personal, value-belief, marketing mix, sociocultural, and product-related factors), and 59 sub-components were identified, extracted, and classified as factors affecting the consumers’ green purchase behavior, from national and international studies conducted from 2000 to 2017. Accordingly, the final integrated model was validated by kappa coefficient. This research can serve as a basis for planning by public managers and green product producers. Researchers can also employ and verify the model in their future research.In 1960s and early 1970s, environmental issues attracted more attention than ever and consumers considered the environmental issues in their buying decisions. Environmental concerns contributed to the rise of eco-friendly products worldwide. This research aimed at identifying and extracting the factors influencing consumers’ green purchase behavior. It thus entails a systematic literature review on green purchase behavior to highlight its significance by presenting a synthetic model from literature results. The method was a qualitative meta-analysis called meta-synthesis. The statistical population included all papers related to the present subject. Out of the 407 initial results, 61 were examined, and totally 2 dimensions (namely internal and external), 6 main components (namely psychological, personal, value-belief, marketing mix, sociocultural, and product-related factors), and 59 sub-components were identified, extracted, and classified as factors affecting the consumers’ green purchase behavior, from national and international studies conducted from 2000 to 2017. Accordingly, the final integrated model was validated by kappa coefficient. This research can serve as a basis for planning by public managers and green product producers. Researchers can also employ and verify the model in their future research.https://cbs.uok.ac.ir/article_61674_c4848a3700228da0d4639a632dbc0b1c.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Life Insurance Market Segmentation using Neural NetworkLife Insurance Market Segmentation using Neural Network74886148810.34785/J018.2020.521FAManijeh HaghighinasabAssociate Professor of Business Management, AlZahra UniversityNazil Niakan LahijiPhD Student in Business Management, AlZahra UniversityJournal Article20190624n the marketing process, one of the strategic tools that affect marketing mixes is the process of segmenting market, choosing a market, and positioning in the market. Correct implementation of this process will allow marketers to get a better understanding of customers , therefore, they meet customers needs better. Different criterias have been proposed for market segmentation and various analytical tools are used. In this research, we tried to identify segments of life insurance market (based on the importance of life insurance policies in the insurance industry from the point of view of income, investment, and its market share). The present study is an applied and quantitative and a library and database study. The variables of monthly income, marital status, the relation between insured and insurer, gender, age, the region of birth were selected for segmentation. The statistical population of this study is the customers of individual life insurance of Parsian Insurance Company in 1396, which includes 58181 insurer, that 711 of which were selected as the sample and Their information was extracted randomly from the database of life insurance policies of Parsians Insurance company. Finally, six market segments were identified through the analysis.n the marketing process, one of the strategic tools that affect marketing mixes is the process of segmenting market, choosing a market, and positioning in the market. Correct implementation of this process will allow marketers to get a better understanding of customers , therefore, they meet customers needs better. Different criterias have been proposed for market segmentation and various analytical tools are used. In this research, we tried to identify segments of life insurance market (based on the importance of life insurance policies in the insurance industry from the point of view of income, investment, and its market share). The present study is an applied and quantitative and a library and database study. The variables of monthly income, marital status, the relation between insured and insurer, gender, age, the region of birth were selected for segmentation. The statistical population of this study is the customers of individual life insurance of Parsian Insurance Company in 1396, which includes 58181 insurer, that 711 of which were selected as the sample and Their information was extracted randomly from the database of life insurance policies of Parsians Insurance company. Finally, six market segments were identified through the analysis.https://cbs.uok.ac.ir/article_61488_c0adb26d4572365c3f7781c702908075.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221A New Approach to Emotional Brand bonds: From Evoked Nostalgia to Brand LoveA New Approach to Emotional Brand bonds: From Evoked Nostalgia to Brand Love891046160710.34785/J018.2020.837FAHossein HajibabaeiAssistant Professor, Department of Management, Faculty of Humanities, Hamedan Branch, Islamic Azad university, Hamedan, Iran.0000-0001-8358-1071Tohfeh Ghobadi LamukiAssistant Professor, Department of Management, Faculty of Humanities, Gonbad Kavoos Branch, Islamic Azad university, Iran.0000-0003-3114-9126Journal Article20191209Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. In the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams.The purpose of this research is investigate the relationship between Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference by different intensities affects each other and brand love.This study examines the impact of nostalgia on brand love, examines emotional bonds with the brand from a different perspective, and opens a new perspective on the emotional relationship between consumer and brand.Various issues and bottlenecks press stress on people more than ever and customer feels more insecure and unhappy.The use of nostalgic branding can lead to the restoration of past positive emotions. And by reducing the psychological stress by using these products, Creates deep relationships with the product. In the third millennium, the creation of emotional bonds between the brand and the customer has become a powerful lever for long-term customer relationships and continuous revenue streams.The purpose of this research is investigate the relationship between Customer preference concepts, trust, nostalgic , and love for the brand. Initially, the conceptual model of research was developed based on an extensive literature review. Sampling method in this phase was available sampling and questionnaire also was tool used in this phase. The results obtained from the structural equation technique indicate that Nostalgia, brand trust, and Customer preference by different intensities affects each other and brand love.This study examines the impact of nostalgia on brand love, examines emotional bonds with the brand from a different perspective, and opens a new perspective on the emotional relationship between consumer and brand.https://cbs.uok.ac.ir/article_61607_776bef582f1bbd5f801cc86e24261e78.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Presenting a Price Perception Framework for Different Consumers of Iranian EthnicityPresenting a Price Perception Framework for Different Consumers of Iranian Ethnicity1051336160510.34785/J018.2020.221FAHero IsaviBusiness Management Dept, Management Faculty, Tehran University, Tehran, IranMohsen NazariAssociate Professor,, Faculty of Management, University of Tehran, Tehran, Iran0000-0003-2861-2052Journal Article20190811Customers make decisions based on their perception of price, product features and other marketing mix elements. So what matters to marketing decision makers in organizations is how customers perceive the mix of marketing elements, not their reality. The present study tries to explain the process of price perception and to investigate the variables affecting price perception among Iranian ethnic groups based on Liechtenstein model. The purpose of this study is to develop concepts. It’s a qualitative research and based on the method of data collection from the participants. From the perspective of the research method, it is analytical-descriptive and the research data are analyzed by content analysis method. The research studies three ethnics, Kurdish people, Persian and Turkish consumers. The results show that consumers' price perceptions of the three ethnicities are different and this difference is due to the influence of culture on their price perception. 80 codes, 14 concepts and 6 themes are the results of this research. Kurdish consumers participate in producing 53 codes and Persian participate in producing 64 codes and Turkish consumers participate in producing 67 codes of these results.Customers make decisions based on their perception of price, product features and other marketing mix elements. So what matters to marketing decision makers in organizations is how customers perceive the mix of marketing elements, not their reality. The present study tries to explain the process of price perception and to investigate the variables affecting price perception among Iranian ethnic groups based on Liechtenstein model. The purpose of this study is to develop concepts. It’s a qualitative research and based on the method of data collection from the participants. From the perspective of the research method, it is analytical-descriptive and the research data are analyzed by content analysis method. The research studies three ethnics, Kurdish people, Persian and Turkish consumers. The results show that consumers' price perceptions of the three ethnicities are different and this difference is due to the influence of culture on their price perception. 80 codes, 14 concepts and 6 themes are the results of this research. Kurdish consumers participate in producing 53 codes and Persian participate in producing 64 codes and Turkish consumers participate in producing 67 codes of these results.https://cbs.uok.ac.ir/article_61605_bb613972cbcca617805fccf7bc00a316.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Determine the Optimal Marketing Strategy Using the ANP and TOPSIS Techniques in the Hotel IndustryDetermine the Optimal Marketing Strategy Using the ANP and TOPSIS Techniques in the Hotel Industry1341556163710.34785/J018.2020.115FAFarhad VafaieAssistant Professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, IranSomaye NasiriMaster of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, IranJournal Article20200306Abstract<br /> <br /> The purpose of current study is to model the marketing strategy decision- making problem as a multi- criteria decision- making (MCDM) problem in private and luxury hotels of Kermanshah and Sanandaj cities. The statistical population of the study was senior managers of different levels. Due to the limited number of these hotels, all of them were examined. For data analysis, the Super decision software and MCDM engine and excel were used. According to five criteria (managerial capabilities, customer relationship capabilities, market innovation capabilities, human resource assets, and credit and good reputation assets) determined optimal marketing strategies. The results showed that in TOPSIS approach, aggressive marketing, and in the analytic network process (ANP) approach, the value marketing strategy were the most effective marketing strategy. The results provide guidance to private hotel managers on marketing strategies that can help them to obtain a competitive advantage by evaluating their specific and limited marketing resources.<br /> <br /> Key words: marketing strategy, marketing resources and capabilities, manager's hotels, MCDM approachAbstract<br /> <br /> The purpose of current study is to model the marketing strategy decision- making problem as a multi- criteria decision- making (MCDM) problem in private and luxury hotels of Kermanshah and Sanandaj cities. The statistical population of the study was senior managers of different levels. Due to the limited number of these hotels, all of them were examined. For data analysis, the Super decision software and MCDM engine and excel were used. According to five criteria (managerial capabilities, customer relationship capabilities, market innovation capabilities, human resource assets, and credit and good reputation assets) determined optimal marketing strategies. The results showed that in TOPSIS approach, aggressive marketing, and in the analytic network process (ANP) approach, the value marketing strategy were the most effective marketing strategy. The results provide guidance to private hotel managers on marketing strategies that can help them to obtain a competitive advantage by evaluating their specific and limited marketing resources.<br /> <br /> Key words: marketing strategy, marketing resources and capabilities, manager's hotels, MCDM approachhttps://cbs.uok.ac.ir/article_61637_69f15741c2489d2ba7186692d83701b5.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Investigation of response of the Esteghlal team fans to the sponsorship of rival team with a schadenfreude moderator roleInvestigation of response of the Esteghlal team fans to the sponsorship of rival team with a schadenfreude moderator role1561716161010.34785/J018.2020.162FANasim SalehiIslamic Azad university SananadajKorosh VeisiAssistance professor sport management Islamic Azad university SananadajKhaidan Hatami KhaibariAssistant professor of sport management, department of physical education and sport sciences, Sanandaj branch, Islamic Azad University, Sanandaj, Iran.Journal Article20190729In order to evaluate the response of Understanding the response of the Esteghlal team fans to the rival team sponsorship and also schadenfreude moderator role, a descriptive study of the structural interactions model was implemented. The statistical population of the study consisted of all the Esteghlal team fans of Tehran(n = 450). In order to measure the variables of the research, standard questionnaires such as previous attitude(Mitchell and Olson), perceived congruent(Speed and Thompson), fan identity(Dallas and Melankon, Angel et al.), schadenfruede(Dallas and Melankon, Angel et al.), sponsorship consequences (Speed and Thompson, Angel et al., Briqist) on a Likert scale of 5, were used. In order to evaluate the formal validity of the questionnaire, experts' opinions, content validity of the Karakas model (CVR=0/62), structural validity, confirmatory factor analysis and structural interactions model were used. The findings demonstrated that the sponsorship consequences model has a suitable fit (R2= 0/70). The previous attitude and the fan identity influenced on the sponsorship consequences, and the schadenfruede also moderated the relationship between perceived congruent and sponsorship consequences. In general, heterogeneity in sponsor responses is a new topic in sports marketing theory, which has not been well investigated to date. This also requires more research in the future.In order to evaluate the response of Understanding the response of the Esteghlal team fans to the rival team sponsorship and also schadenfreude moderator role, a descriptive study of the structural interactions model was implemented. The statistical population of the study consisted of all the Esteghlal team fans of Tehran(n = 450). In order to measure the variables of the research, standard questionnaires such as previous attitude(Mitchell and Olson), perceived congruent(Speed and Thompson), fan identity(Dallas and Melankon, Angel et al.), schadenfruede(Dallas and Melankon, Angel et al.), sponsorship consequences (Speed and Thompson, Angel et al., Briqist) on a Likert scale of 5, were used. In order to evaluate the formal validity of the questionnaire, experts' opinions, content validity of the Karakas model (CVR=0/62), structural validity, confirmatory factor analysis and structural interactions model were used. The findings demonstrated that the sponsorship consequences model has a suitable fit (R2= 0/70). The previous attitude and the fan identity influenced on the sponsorship consequences, and the schadenfruede also moderated the relationship between perceived congruent and sponsorship consequences. In general, heterogeneity in sponsor responses is a new topic in sports marketing theory, which has not been well investigated to date. This also requires more research in the future.https://cbs.uok.ac.ir/article_61610_6e4da3a47116b966592c648073bb944e.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Investigating Resilience of the Banking System by Focusing on Consumer Behavior of Banking Facility and Banking Health IndicatorsInvestigating Resilience of the Banking System by Focusing on Consumer Behavior of Banking Facility and Banking Health Indicators1721986160810.34785/J018.2020.591FAHamid AbrishamiProfessor of Monetary, Financial and Islamic Economics, Faculty of Economics. University of Tehran, Tehran, Iran.Hassan SobhaniProfessor of Monetary, Financial and Islamic Economics, Faculty of Economics. University of Tehran, Tehran, Iran.Vahid MajedAssistant Professor of Interdisciplinary Economics, Faculty of Economics. University of Tehran, Tehran, IranAkram Aghaloy AghmiyoniPhD Student of Economics, Alborz Campus, University of Tehran. Tehran, IranJournal Article20191118The financing of Iran's economy is bank-based and more than 80% of the financial needs of the economy are provided by the money market and banking system. This illustrates the importance of the banking system in the growth and development of the Iranian economy. Therefore, the resilient banking system can lead to greater economic resistance. This study investigates the resilience of the banking system in the Iranian economy by focusing on the consumer behavior of the facilities. Since the focus of the study is on consumer behavior (credit risk), among the Camel indices, the capital adequacy ratio and the ratio of non-current facilities to total facilities, the 10-year time series data (2007-2009) for the 10 selected banks Their extracted financial statements have been used. The study of resilience without shock or stress makes no sense. Therefore, the resilience of the banking system against shocks of GDP growth (supply shock), inflation rate (demand shock) and exchange rate shock (external shock) has been studied. So far, no research has been conducted on the relationship between resilience of the banking system and consumer behavior of facilities with this volume of comprehensive information (more than 85% of the country's banking system). The findings show that the banking system in the Iranian economy is not resistant to the shock of these variables and the negative effect of these shocks will be stable over time on the bank health indicators.The financing of Iran's economy is bank-based and more than 80% of the financial needs of the economy are provided by the money market and banking system. This illustrates the importance of the banking system in the growth and development of the Iranian economy. Therefore, the resilient banking system can lead to greater economic resistance. This study investigates the resilience of the banking system in the Iranian economy by focusing on the consumer behavior of the facilities. Since the focus of the study is on consumer behavior (credit risk), among the Camel indices, the capital adequacy ratio and the ratio of non-current facilities to total facilities, the 10-year time series data (2007-2009) for the 10 selected banks Their extracted financial statements have been used. The study of resilience without shock or stress makes no sense. Therefore, the resilience of the banking system against shocks of GDP growth (supply shock), inflation rate (demand shock) and exchange rate shock (external shock) has been studied. So far, no research has been conducted on the relationship between resilience of the banking system and consumer behavior of facilities with this volume of comprehensive information (more than 85% of the country's banking system). The findings show that the banking system in the Iranian economy is not resistant to the shock of these variables and the negative effect of these shocks will be stable over time on the bank health indicators.https://cbs.uok.ac.ir/article_61608_61ac2223df7a17c931bca438b673483e.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221The role of Integrated Marketing Communications in Brand Engagement and Consumer BehaviorThe role of Integrated Marketing Communications in Brand Engagement and Consumer Behavior1992156160610.34785/J018.2020.344FAMahmod MirakiPhD Student of Sport Management, Sanandaj Branch, Islamic Azad University, Sanandaj, IranMozafar YektayarDepartment of sport Management,Sanandaj Branch, Islamic Azad University, SanandajT Iran0000000244906774Narges EsmailieDepartment of sport Management, Sanandaj Branch, Islamic Azad University, SanandajT IranJournal Article20191222The study aims to investigate the role of integrated marketing communication in terms of emotional dependence on brand engagement and sport consumer behavior. This research was descriptive-correlational in terms of nature, and an applied research in terms of objective. Also, it is a single cross-sectional study in terms of time and implementation. Research data were collected through a questionnaire. The validity of the questionnaire was confirmed by confirmatory factor analysis. The sample consisted of 384 consumers of sport goods that were selected and studied through a purpose and convenience sampling method. Structural Equation Modeling method was used to analyze the data. The results showed that the conceptual model of research has a good fit and integrated marketing communication has a significant effect on the behavior of consumers and their emotional dependence on the brand. Therefore, sport kits and sportswear manufacturers should try their best to use brand communication to create an emotional tendency and dependency to the brand.The study aims to investigate the role of integrated marketing communication in terms of emotional dependence on brand engagement and sport consumer behavior. This research was descriptive-correlational in terms of nature, and an applied research in terms of objective. Also, it is a single cross-sectional study in terms of time and implementation. Research data were collected through a questionnaire. The validity of the questionnaire was confirmed by confirmatory factor analysis. The sample consisted of 384 consumers of sport goods that were selected and studied through a purpose and convenience sampling method. Structural Equation Modeling method was used to analyze the data. The results showed that the conceptual model of research has a good fit and integrated marketing communication has a significant effect on the behavior of consumers and their emotional dependence on the brand. Therefore, sport kits and sportswear manufacturers should try their best to use brand communication to create an emotional tendency and dependency to the brand.https://cbs.uok.ac.ir/article_61606_b59e5c62c5e94baca04b83fca2b5922d.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221The Impact of Positive and Negative Emotions on Attitude toward Mobile-Based Advertising with the Mediating Role of Emotion (Case Study: Telegram Users in Mashhad)The Impact of Positive and Negative Emotions on Attitude toward Mobile-Based Advertising with the Mediating Role of Emotion (Case Study: Telegram Users in Mashhad)2162346160410.34785/J018.2020.745FASeyed Morteza Ghayour BaghbaniDepartment of Management, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.Morteza RojuieAssistant professor of management department, Faculty of Management and Accounting, Imamreza International University, mashhad, Iran.Aref KhoshandamDepartment of Management, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.Ali PourangDepartment of Management, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.Journal Article20190527The purpose of this study was to investigate the role of positive and negative emotions and feelings in creating attitudes towards mobile advertising among social network users. The role of feeling as an intermediate variable in an emotional-attitude relationship has also been studied. This is an applied research and correlation, scrolling type. A questionnaire was used for gathering data in this research. The statistical population of this study was all users of the Telegram social network in Mashhad. Due to having the mobile numbers with prefix 915, an e-mail questionnaire was sent to about 4000 users randomly. Finally, 402 questionnaires were analyzed as a statistical sample. The reliability of the questionnaire was assessed by Cronbach's alpha Results were found to be higher than 0.7 for all variables and its validity was assessed by structural analysis. Data analysis was also performed by structural equation modeling by Smart PLS software. Based on the results, the effect of positive emotions and feelings on the attitude toward accepting mobile-based ads was significant. It was also found that the direct effect of positive emotions on attitude is more than other variables. However, the effect of negative emotions on feelings and attitude towards mobile ـ based ads has not been confirmed. In this research, the effect of attitude on the intention to accept was positively evaluated.The purpose of this study was to investigate the role of positive and negative emotions and feelings in creating attitudes towards mobile advertising among social network users. The role of feeling as an intermediate variable in an emotional-attitude relationship has also been studied. This is an applied research and correlation, scrolling type. A questionnaire was used for gathering data in this research. The statistical population of this study was all users of the Telegram social network in Mashhad. Due to having the mobile numbers with prefix 915, an e-mail questionnaire was sent to about 4000 users randomly. Finally, 402 questionnaires were analyzed as a statistical sample. The reliability of the questionnaire was assessed by Cronbach's alpha Results were found to be higher than 0.7 for all variables and its validity was assessed by structural analysis. Data analysis was also performed by structural equation modeling by Smart PLS software. Based on the results, the effect of positive emotions and feelings on the attitude toward accepting mobile-based ads was significant. It was also found that the direct effect of positive emotions on attitude is more than other variables. However, the effect of negative emotions on feelings and attitude towards mobile ـ based ads has not been confirmed. In this research, the effect of attitude on the intention to accept was positively evaluated.https://cbs.uok.ac.ir/article_61604_2894119f042691e2e37be6adf97c882a.pdfUniversity of KurdistanConsumer Behavior Studies Journal2717-00047220201221Investigating Factors Affecting the Ethical Buying Behavior of Green Product ConsumersInvestigating Factors Affecting the Ethical Buying Behavior of Green Product Consumers2352536160310.34785/J018.2020.169FAAmir GhafourianAssistant Professor, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.Omid BehboodiFaculty of Management and Accounting, Imam Reza International University, Mashhad, Iran0000-0002-0642-6657Masoomeh ArabshahiAssistant Professor, Faculty of Management and Accounting, Imamreza International University, Mashhad, Iran.Samaneh Khani SahraeiMaster of Business Marketing Management, Imam Reza International University, Mashhad, IranJournal Article20191112Nowadays, companies and marketers are focused on understanding customer behavior, because paying attention to customer ethical values can explain customer loyalty and this can play a vital role in the success of all corporate marketing activities. The purpose of this study is to investigate the factors influencing the ethical purchase decision of green products. The research is applied in terms of purpose and descriptive-correlative in nature. The statistical population of this research is all consumers of green leather products in Mashhad with an unlimited number of 384 individuals selected using Morgan table and two-stage cluster sampling method. The required data were collected using a standard questionnaire which was used for face validity and Cronbach's alpha for reliability. Structural equation modeling using Smart PLS software was used to analyze the data. The results show that consumers' ethical awareness has a positive and significant impact on the purchase intention of green leather products and the intention to purchase green leather products has a positive and significant effect on their purchase behavior. The results also indicated that consumer personality traits including dimensions (ethical awareness, purchasing resistance, cynicism, ethical growth and economic rationality) and environmental factors including dimensions (physical environment, purchase conditions, current situation and social environment) can be Moderate the relationship between purchase intentions and purchase behavior of green leather products.Nowadays, companies and marketers are focused on understanding customer behavior, because paying attention to customer ethical values can explain customer loyalty and this can play a vital role in the success of all corporate marketing activities. The purpose of this study is to investigate the factors influencing the ethical purchase decision of green products. The research is applied in terms of purpose and descriptive-correlative in nature. The statistical population of this research is all consumers of green leather products in Mashhad with an unlimited number of 384 individuals selected using Morgan table and two-stage cluster sampling method. The required data were collected using a standard questionnaire which was used for face validity and Cronbach's alpha for reliability. Structural equation modeling using Smart PLS software was used to analyze the data. The results show that consumers' ethical awareness has a positive and significant impact on the purchase intention of green leather products and the intention to purchase green leather products has a positive and significant effect on their purchase behavior. The results also indicated that consumer personality traits including dimensions (ethical awareness, purchasing resistance, cynicism, ethical growth and economic rationality) and environmental factors including dimensions (physical environment, purchase conditions, current situation and social environment) can be Moderate the relationship between purchase intentions and purchase behavior of green leather products.https://cbs.uok.ac.ir/article_61603_e73c0e500262ab4667aa0d7b904849c8.pdf