A Survey on Antecedents of Brand Preference (A Case of Samsung on Audio and Video Products)

This study aims to investigate the factors influencing brand preference. Samsung audio and video products have been chosen as case study. This study is based on practical approach. Data collection methods is descriptive branch of the covariance matrix or correlation analysis. After gathering information through questionnaires, exploratory factor analysis was conducted by LISREL software. As a result, the overall factors affecting customer preferences in the form factor of 7 were determined. Each of these factors were determined as general hypothesis of the study. These assumptions were studied through confirmatory factor analysis and path analysis. The results showed that brand awareness, advertising, features of value and characteristics of customer, effect on Samsung brand preference

Identifying and Investigating Types of Consumer Relationships with Brand Communities on Instagram

Objective: The present study aimed to identify and to investigate different types of favorable and unfavorable relationships between consumers and brand communities on Instagram. Methods: In this research a multi-case study approach has been adopted in which the cases were 8 participants who followed some brands from restaurant and clothing industries on Instagram. Results: The findings revealed 15 different types of relationships between consumers and brand communities on Instagram, among which, 9 items including self, love, best friend, casual friend, fling, colleague, emergent, acquaintance, and animosity, were previously introduced in the extant literature. 6 of which (including two-tier, fan, respectable acquaintance, stranger, potential and declining) were the contributions of this research. These 15 types of relationships were ranked and classified based on their favorability for brands. Conclusion: This research showed that consumers build a variety of relationships with brand communities on Instagram some of which are very positive and some are negative

interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance

Several brand identity frameworks have been published in the B2C brands . A reliable, valid and parsimonious service brand identity scale that empirically establishes the construct's dimensionality in a B2B market has yet to be developed. The purpose of this paper is Interpretive structural modeling of corporate brand identity in the market by looking at the IT industry B2B marketing performance. For this purpose, at first, literature and history were studied. First, literature and history were studied. Then, using the method of content analysis (theme analysis), its influencing factors and the influence of identity were identified. after that by using interpretative structural modeling techniques based on idea,s of industry experts and professors (13 academic experts and 12 industrial experts) in the IT industry business model was designed brand identity in the market. Snowball sampling was used to select the experts said in an interview. The results show that the model of brand identity contains18 dimensions. In addition, the conclusions of the impact of brand identity on marketing performance and customer satisfaction and loyalty, and their intention is to repurchase

How corporate ability affects on Consumers' response to corporate social alliance?

AbstractSocial alliance, as a type of corporate social marketing, seeks to achieve organizational benefits, through thecollaboration instead of competition. This research analyses consumers' responses to social alliance towardthe company in term of purchase intention (PI). It also develops a model that examines the mediating role ofsocial value orientation (SVO) and the moderating effect of corporate ability (CA), with regard to theinfluence of the social alliance and PI. This contributed model is not examined so far. A self-administeredquestionnaire is distributed to collect data among 560 Iranian people who are above 20 years old.Consequently, 470 valid questionnaires are considered. To hypothesize relations through structural equationmodelling (SEM) analysis SmartPls3 is used. As a result of this study, consumers respond to social alliancebased on their social value orientation (SVO). Furthermore, findings not supported the moderating role ofCA

Develop an Educational Model Based on Proposed Value in Ports and Maritime Organization (Using Grounded Theory and Interactive Qualitative Analysis)

The Educational model in the port and maritime organization is a model that establishes a method based on training people who can make balance between demands and cost supplies.  The study area is the Ports and Maritime Organization (Shahid Rajaee Port), 15 km from Band Abbas in Hormozgan province. The statistical population (N), in the first qualitative phase for formulating the grounded theory model, is the statistical population consisting of legal customers of owners of goods, shipping lines including bulk, containers and downloading and loading companies of Hormozgan Ports and Maritime Administration. In the second qualitative phase and in the interactive qualitative analysis, the statistical population consists of experts related to the research topic in the form of a focus group. In the qualitative part of the grounded theory, maxqda software was used for initial data analysis. Despite extensive studies by researchers in port areas, customers and the value provided to them has not received much attention by Iranian researchers. Accordingly, the development this educational model with appropriate explanatory power to examine the nature of proposed value-based competitiveness (from the customers' point of view) and how and why value-based competitiveness necessitated the need to conduct the present study and it was attempted to fill the main gap between an ideal situation and an existing situation, that is the lack of access to a local model with suitable explanation power

Factors influencing social shopping behavior of fashion in Tehran apparel market

Social shopping behavior of fashion embraces various activities, direct/indirect complex and dynamic interpersonal happening during the process of buying fashion and causes customers’ pleasure and satisfaction from purchasing intention, which in long-term helps sales improvement. This study has taken place in city of Tehran, Iran in order to assess the social purchase behavior of consumers and drivers in the field of fashion garments. Data analysis was performed using partial least squares. Research findings indicate a significant positive relationship between obsessed with fashion garments and the five dimensions of social shopping behavior. On the other hand, there is a positive and meaningful relationship between materialism and the need for uniqueness by consumers’ involvement toward fashion apparel

The Effects of Variety Seeking and Novelty Seeking on Tourists’ Revisit Intention (Case study: Tehran’s tourists)

The tourism industry is one of the most important phenomena in this century. To success in this filed, we need to study tourists and their behaviors. The current study aims to investigate the effects of behavioral variables such as variety seeking and novelty seeking on revisit intentions in the short, medium and long term, in order to study the process of return of tourists and identify tourists’ behavior in Tehran. This paper is applied and descriptive. 390 individuals were selected as the sample size based on Morgan table. To collect data, questionnaire is used. Questionnaire’s reliability and validity were measured by Cronbach's alpha and factor analysis. The conceptual model was examined by path analysis and structural equation model. The findings indicated significant differences between revisit intentions at different intervals according to novelty seeking and variety seeking. In short term, these variables casue people not to revisit the destination; however, the effects of these variable on revisit intention will decrease in long term