A Conceptual Model in Marketing: Celebrity Endorsement, Brand Credibility and Brand Equity

Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. The aim of this paper is study the impact of National or International celebrity credibility on brand equity. The relationship between endorser’s credibility, brand credibility and brand equity was examined by employing a field experiment in Tehran. Data were collected using a questionnaire from the respondents having ages 18 and or above. The result highlighted in this research paper showing a positive and significant relationship between endorser’s credibility and brand credibility, brand credibility and consumer based brand equity which helps to Results also highlighted that relationship between endorser’s credibility, brand credibility and brand equity varies by the type of celebrity employed i.e. national or International. Keywords: Celebrity Endorsement, Brand Credibility, Brand Equity, Perceived quality, Loyalt

Analyzing the Impact of Visitors on Page Views with Google Analytics

This paper develops a flexible methodology to analyze the effectiveness of different variables on various dependent variables which all are times series and especially shows how to use a time series regression on one of the most important and primary index (page views per visit) on Google analytic and in conjunction it shows how to use the most suitable data to gain a more accurate result. Search engine visitors have a variety of impact on page views which cannot be described by single regression. On one hand referral visitors are well-fitted on linear regression with low impact. On the other hand, direct visitors made a huge impact on page views. The higher connection speed does not simply imply higher impact on page views and the content of web page and the territory of visitors can help connection speed to describe user behavior. Returning visitors have some similarities with direct visitors.Comment: 32 pages,16 table, 10 figur

The effect of ambient scent on consumer experience: Evidence from mobile industry

The purpose of this experiment is to investigate the effect of the environmental scent on the sensory and physical aspects of the consumer's experience. Samples were tested in a pre-test and post-test group for two days with one week interval. At the time of the post-test, the subjects were exposed to a gardening fragrance when exposed to customer service. In this paper, an independent variable called environmental notes and six dependent variables including feelings of comfort, perception of waiting time, perceived service quality, loyalty, charming sensation, and service satisfaction were used for testing. This research is, in terms of purpose or orientation, applied and operational, descriptive and experimental. In this study, alternative assumptions about the effect of the environmental scent on feelings of comfort, perception of waiting time, loyalty and charming sensation were approved, but the effect of the environmental scent on perceived service quality of service and service satisfaction were not approved. According to the results of this research, it can be said that consumers’ environmental perception had a positive impact on the sensory dimension of customer’s experience in customer service, but did not affect their physical experiences

A study on the effects of marketing communication using integrated marketing communication

Integrated Marketing Communication (IMC) is one of the needed concepts in competitive edge. IMC is defined as a cross functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or impacting all messages sent to these groups. It ensures that all forms of communications and messages are carefully linked together. This study investigates the effectiveness of marketing communication in an Iranian automaker named Khodro using IMC system. The study tries to audit the rate of marketing relationship integrity and its outcome on organization performance. The study designs a questionnaire and distributes it among 384 randomly selected people who use this firm’s services and Cronbach alpha has been calculated as 0.974. Hypotheses of this survey are exanimated by Pearson correlation test as well as pairwise t-student tests. The results show the effects of integrated marketing Communication on organization performance. In addition, there is a significant positive correlation relationship between integrated marketing communication with mission marketing, Cross functional Strategic Planning and Interactivity. Finally, there is a significant positive correlation relationship between dimensions of IMC

A model for brand equity determination using structural equations modeling

A variety of methods for different purposes have been used to express the concept of brand equity. It is a noticeable value of brand, which makes the customer pay higher for the product with a brand comparing with identical product without that brand. Financially speaking, brand equity is an asset for the organization as it generates cash flow and profit in the future. The factors in brand equity must, therefore, be identified within financial and non-financial framework. By indicating the variables and the indices and consulting with the academic experts in marketing, brand, and accounting the results of structural equations modeling (SEM) revealed that significance level between brand equity and financial variables was 4.82 (>1.96). That is, the relationship between brand equity and financial variable were significant at %99. Regarding the relationship between brand equity and marketing variables, the significant level was 4.25 (>1.96) and thus the relationship was significant at %99. The results can be used as practical guideline for the stakeholders and owners of brands and also helpful for successful management of brand value

A model for brand equity determination using structural equations modeling

A variety of methods for different purposes have been used to express the concept of brand equity. It is a noticeable value of brand, which makes the customer pay higher for the product with a brand comparing with identical product without that brand. Financially speaking, brand equity is an asset for the organization as it generates cash flow and profit in the future. The factors in brand equity must, therefore, be identified within financial and non-financial framework. By indicating the variables and the indices and consulting with the academic experts in marketing, brand, and accounting the results of structural equations modeling (SEM) revealed that significance level between brand equity and financial variables was 4.82 (>1.96). That is, the relationship between brand equity and financial variable were significant at %99. Regarding the relationship between brand equity and marketing variables, the significant level was 4.25 (>1.96) and thus the relationship was significant at %99. The results can be used as practical guideline for the stakeholders and owners of brands and also helpful for successful management of brand value

A Look at Postmodernism's Political Decision-Making

When George Lycaf published the paper on social science in neuroscience and argued for some reason that argument is a subject of neurology, a new look has been made into other aspects of sociology, including political science. Cognitive science studies in the field of politics have made partially revealing the hidden dimensions of political politics in political action. These studies, although improving our understanding of the process of brain function in political action, island-wide examine political concepts in the brain. It has failed to give political power the power to predict. Thus, the need for new studies is based on a cognitive approach. In this study, the researchers sought to present a decision-making model of people with a cognitive approach to political action, and by conducting field studies and the Delphi method, they first identified and evaluated the components of the cognitive political marketing model and believed they achieved it

A study of the impact of strategic thinking on the performance of Mashhad municipal managers

This examines the impact of strategic thinking on the performance of Mashhad municipal mangers. Strategic thinking as one of the ways of thinking has a crucial place in the modern world and plays essential role in major issues at different organizational levels including individual decision-making and planning. We expand our horizons and take the opportunity to increase our performance using strategic thinking. Organizations are being involved in competitive and chaotic situations; therefore, they need managers with strategic thinking. Nevertheless, there are some organizations throughout the world managing their business activities in increasingly difficult situations with highly developed duties. Therefore, they need strategic thinkers to cope up with the mentioned problems and Mashhad Municipality is no exception to this policy because it has a special place among all aspects of metropolitan districts. Thus, this study has attempted to explain of the impact of strategic thinking on the performance of Mashhad municipal managers. The results obtained from the study show that strategic thinking had an acceptable level among municipal managers of Mashhad City and all factors of strategic thinking improved their performance