Investigation of Ethnocentrism Effect on Turkish Textile Image and Consumer Purchase Intention: Isfahan and Tabriz Cities as a Case Study

Cultural factors such as ethnocentrism and cultural stereotypes also play a prominent role in consumers' perceptions of brands. This paper examines the impact of ethnocentrism on the image of Turkish textiles and the purchase intention of these goods among Isfahan and Tabriz citizens. The population of this research is residents of Isfahan and Tabriz cities. This study's hypotheses are examined using structural equation modelling through PLS software. The results showed that ethnocentrism has a significant relationship with the product image, but these results were inconsistent in Isfahan and Tabriz cities. On the other hand, the relationship between ethnocentrism and the cognitive image was confirmed. However, the result was not approved for the affective image in both cities either.

The Influence of Personality Traits on Consideration Set Size

Nowadays customer are confronted with plenty of choices of different brands with in a product category. But since they allocate limited cognitive capacity to different information process, they can maintain only a few numbers of brands in their memory as the shopping main set. Marketing researchers wanted to know how a brand highlight in the customers mind as a member of this limited set that come to a consumers mind for a final purchase decision. Studies in psychology indicate that personality is an important indicator in a decision process of an individual. So in this article the influence of five major personality traits on size of customers’ consideration set is studied. The product involvement also is considered as a moderating variable in this relation. The statistical population of the present study was students of University of Isfahan .The sample size has been estimated 156 and it is used RPII questionnaire and one else questionnaire for data collection.The results indicate that with in the population studied the Big Five has no significance effect on consideration set size. But cognitive dimension on product involvement has positive and direct relation with consideration set size

The Contribution of Relationship Marketing Underpinning to Customer Loyalty: A Comparison of a Private with a Government Owned Bank

Competition intensity in market place and perceived importance of customer retention for organizations has inclined them to develop and maintain enduring relation with customers. According to marketing scholars, relationship marketing is the best strategy for doing so. In this article the contribution of relationship marketing underpinnings namely, commitment, trust, communication, and conflict handling to customer loyalty and their importance from customer viewpoint and success of bank in developing such relation have been studied. This is a descriptive survey study, which its research population was made up of 312 customers of different branches of a private and a government owned bank. The data gathering instrument was a self administered questionnaire. Data were analyzed by a multiple regression model. The results indicate that in the government bank, the four underpinning of relationship marketing have significant relation with customer loyalty but in the private bank there was no significant relation between customer loyalty and banks communicatio

Tourism Events: Typologies and Management

Tourism attractions of a destination are not limited to natural and historical sites, and art centers. Indeed every event could be an important source of attracting tourists, especially in cases that. destinations have less well known physical attraction. Tourism events have vast variety with respect to their types: from rehearsal of songs by residents in the city of Can in France, to Oscar Film Festival, from horse racing in Turkoman Sahara, to Athena Olympic games. and from a religious ceremony in Saint Tattoos church in Azerbaijan. to hajj pilgrim, all of them provide religious. business, recreation. and shopping motives for people from all over the world to travel. Now a day it seems that schedules for holding such events have increasing trend . and destinations from all over the world are competing to prepare new and attractive tourism events. Since tourism development is a national policy in Iran economy. therefore designing and planning for new tourism events could provide a great opportunity to us. But it is obvious that the first step in this development is to acquire the require knowledge about the types and their management. In this article the types and key points in tourism event planning and management have been demonstrated

Identifying and prioritizing the factors of service experience in banks: A Best-Worst method

The present study aimed at identifying and evaluating the factors affecting the service experience at the touch points of banking services. These factors were prioritized to help the managers understand the most important factors for achieving the favorable service experience. In this study, the theoretical foundations and interviews with customers were used to identify the factors forming the service experience at touch points. Then, the Best-Worst method (BMW) was used to evaluate and determine the significance of each identified factor. Sixteen customers participated in the interview and ten customers participated in the study by the BMW method. Six touch points and 34 factors forming the service experience were created at these points of interview analysis. The research findings showed that ‘service process’ and ‘interaction customer-employees’ for creating a favorable experience are significant in banking services. In addition, the findings showed that bank managers should allocate their resources for improving them to achieve the competitive advantage

Developing a model for explaining tourism destination brand equity (Case study: Isfahan City)

The purpose of this study is to develop a brand equity model for Isfahan as a tourism destination. The statistical population of this study consists of the inbound tourists who have traveled to Isfahan in November 2013. A sample of 200 tourists has been selected from this population. A self-administrated questionnaire has been used for collecting the research data. In order to analyze the research data and test the hypotheses, both descriptive and inferential statistics have been used. The results reveal that the tourism destination brand awareness significantly influences the perceived value, tourist satisfaction, tourism destination brand image, and tourist loyalty. The results also indicated that the perceived value significantly influences tourism destination image, tourist satisfaction and loyalty. The findings also showed that tourist satisfaction significantly influences tourism destination brand image and do not significantly influences tourist loyalty. Finally, the results revealed that tourism destination brand image significantly influences tourist loyalty

Typologies of Inbound Tourists Who Visited Isfahan

Abstract: Growth of every tourism destination depends on its development plan and one of the factors which determine the quality and success of a plan is its logicality. A tourism development plan should preparewith emphasis on its target market; who are they and what are their needs and wants? The purpose of this study is to identity inbound tourists' motivations for tourists who visited Isfahan. Exploratoryfactor analysis was used to identify the items which explain the motivation of each similar group. The results of exploratory factor analysis identify six main motives for traveling to Isfahan. These motives arecoercion, cultural, shopping, leisure, adventure and hygiene. The relationbetween demographic variables andtourists' motivationsalso has been examined. As a result a significant relation was found between tourists' nationality and their motivational level for hygiene.Sex, also was a variable which had significant relation with motivational level of tourists who visited Isfahan. Finally useful suggestions ispresented for tourism planners and marketing professionals

Explaining the Effect of Tourist's Perceived Risks on the Desire to Revisit the Tourism Destination with Mediating Role of Tourism Destination Image

Tourism destination image plays a significant role in the choice of destination. On the other hand, tourist perceived risk is an important factor influencing his/her image of tourism services. Therefore, the present article aims to provide a model for better explaining the impact of tourist perceived risks on the desire to revisit the tourism destination with the mediating role the mental image of the tourism destination image. The statistical population of the study consisted of those foreign tourists who traveled to Isfahan city in November 2015. A sample of 300 people was selected from this population by simple random sampling. To collect data, a questionnaire containing 38 questions was designed. Then, descriptive and inferential statistics were used to examine the research data and test the hypotheses. According to the findings, tourist perceived risk was classified into four groups of political, economic, hygiene and socio-cultural risks. Also, the mental image of the tourist destination can be divided into three dimensions: affective, cognitive, and conative. Furthermore, the research findings showed that perceived political, health, economic and socio-cultural risks have a significant effect on the desire to revisit the destination of tourism with the mediating role of the affective, cognitive, and conative image of the tourist destinatio

Archetypal Associations of Geometric Shapes: Lessons for Marketing Managers

The study seeks to identify how Iranian consumers (Isfahan as the case study) perceive archetypes. Drawing on the Theory of Shape Symbolism, the study also addresses geometric shapes as potential elements in conveying archetypal meaning to the brands. Findings from several preliminary studies and seventy-seven semi-structured in-depth interviews in the main study revealed that, in spite of some similarities, Isfahan citizens are somewhat different in their perception of archetypes compared to western consumers. Moreover, the most and the least fitting shape(s) with each archetype were identified. Respondents’ archetypal associations with shapes are based on both intrinsic meaning stemming from shape’s attributes such as symmetry, angularity and number of sides, and referential meaning of shapes. In contrast to the existing literature on geometric shapes, angularity is not the only shape characteristic to affect archetypal associations and is not proved influential in all archetypal perceptions. The results of the present study are invaluable in brand meaning management in general, and for branding and advertising in particular