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Open Access Article
1 - Investigation the Role of Country of Origin (COO) on Evaluation Consumer about Foreign Product
K. Heidarzadeh M. SanatiThe growth of global competition and the necessity of attention to international matters led thisresearch to engage in one of major subjects of International Marketing fields as “Country of Origin”(COO).This research, in frame of an explorative study assesse MoreThe growth of global competition and the necessity of attention to international matters led thisresearch to engage in one of major subjects of International Marketing fields as “Country of Origin”(COO).This research, in frame of an explorative study assessed the role of COO in consumer’s evaluationabout foreign products. In this way, consumers’ attitude specified about five different countries,including Japan, Germany, France, South Korea and China. The results show that based on COO,consumers’ attitude for foreign product attributes were different, and, just in a few from theseattributes the differences between countries were not significant. Also the results indicate that whenbuying, consumers give the highest priority to Germany (68.2%). but, with knowing the special typesof products, they prefer the German cars or Japanese home appliance . In Hygienic and Cosmetics theygive the priority of first to France, second to Germany and at last Japan and in automobile to Germany,Japan and France respectively.Furthermore, in this research the effect of demographic variables were considered too. Manuscript profile -
Open Access Article
2 - Vol. 2, No. 4, winter 2012 Designing the pattern of organizational legitimacy in order to making pleasure organizational self image tending to successful implementation of organizational strategies in N.I.O.P.D.C
سعید قربان نژاد ملکی جعفر بیکزاد یوسف بیگزاده محمد مبینی خدیجه امیننژادAbstract: Introduction and purpose: Main purpose of this research is to designing the pattern of organizational legitimacy in order to making pleasure organizational self image tending to successful implementation of organizational strategies in N.I. MoreAbstract: Introduction and purpose: Main purpose of this research is to designing the pattern of organizational legitimacy in order to making pleasure organizational self image tending to successful implementation of organizational strategies in N.I.O.P.D.C, Therefore some goals are be followed as below: 1 ‐ Calculation of current situation of legitimacy in N.I.O.P.D.C 2 ‐ Calculation of current situation of organizational self image in N.I.O.P.D.C 3 ‐ Calculation of current situation of successful implementation of organizational strategies in N.I.O.P.D.C 4 ‐ Definition of effective factors on organizational legitimacy in N.I.O.P.D.C 5 ‐ Prioritizing of effective factors on organizational legitimacy in N.I.O.P.D.C 6 ‐ Rendering the pattern of organizational legitimacy in order to making pleasure organizational self image tending to successful implementation of organizational strategies in N.I.O.P.D.C And applicable purpose of this research is to suggesting some advices of pattern development specially in the case of management switching and changing. Methodology: Current research is an application as purpose and it used correlation and descrip on methodologies. The stas cal society of this research involved 540 employees of Iranshahr branch of National Iranian Organization Of Petroleum Distribution Company of Tehran Province. Results: Results of assessment of current situation of legitimacy, self image and successful implementation of strategies have been calculated and then the right pattern of legitimacy has been rendered in N.I.O.P.D.C Suggestions: The weaknesses have been defined and advised to be improved as their specific way as expressed in main article almost completely. Manuscript profile -
Open Access Article
3 - Urban Restoration and Revitalization of Community Centers and Pathology of Historical Urban Fabric of Jolfa District
Hassan OsanlooThe District of Jolfa is indicative of one of the most important period of history and rich culture of Iran particularly in the period of the Safavid. with its splendid artifacts coinciding with the empire of Charles V in the west and the reign of Suleiman the Magnifice MoreThe District of Jolfa is indicative of one of the most important period of history and rich culture of Iran particularly in the period of the Safavid. with its splendid artifacts coinciding with the empire of Charles V in the west and the reign of Suleiman the Magnificent (XVI) the Ottoman emperor in the Middle East. The Armenian community in Jolfa lived on small businesses and handicrafts activities. This led to a very lively and active social enlivening of the streets and buildings with many shops and places of worship and gathering. Therefore, the urban structure of the region was characterized by the density of social relations and productive exchange among the inhabitants that have been maintained over time. This research applies to the Armenian quarter of Jolfa where the remainders of the Armenian community of Isfahan still live. The district currently has faced problems in relation to cultural heritage conservation and the environment protection due to ongoing urban transformations. It, therefore, undertakes an analytical approach to the urban and architectural district, where still there are beautiful buildings, court houses, residences made of elegant clays, brick and stone, constructed over a long period of time from the beginning of the 1500s till the end of 1900s. The research applies primarily to the study of the historical formation of the district in the broader context of social, urban and regional policies in early Safavids era, followed by the analysis of the settlement morphologies of an ethnic minority in a Muslim city within its social, cultural and human context and their impacts on local Armenian community. The research also elaborates on the needs for a series of restoration and construction activities as well as revival of historic routes in the city. The potential strengths and weaknesses in the current Julfa area are reviewed and preliminary action plan for the implementation of solutions in relation to issues such as urban rehabilitation, reintegration, restructuration, consolidation and protection are addressed. In this context consideration of the elements and pathways, urban routes and communication networks, identification and location of historical monuments , nodes of the infrastructure networks, landmark signs and urban areas, formative elements of morphology, spot facts relating to particular areas are essentially important in the restoration projects of the district of Julfa. Normally the analysis of an urban area or part of a city is undertaken through series of statistical analysis applied to quantitative topographical distribution of different living functions (residential services, infrastructure, etc.) in the settlement formation. Such analysis does not give us the possibility to experience directly the long time process that led to the current situation being the result of an initial established plan and its successive transformations. The process can be reconstructed by working up it gradually to present situation. This can lead us to the past through making use of a character analysis and critical interpretation. Analysis of some fundamental variables such as: out skirt of the city, roads and waterways, residential types, monumental buildings and public places have been taken into consideration. Manuscript profile -
Open Access Article
4 - Legible Urban Landmarks: a Typological Approach (Case Study: Vali’asr Street in Tehran)
Elina Mohammad Hassani Abolfazl Toghraei Morteza MirgholamiStudies on perceived quality of urban environments, look for ways of establishing harmonious relationship betweenpeople and cities. In the contemporary city, this harmony cannot be seen properly in the relationship betweenpeople and elements that are important in urban MoreStudies on perceived quality of urban environments, look for ways of establishing harmonious relationship betweenpeople and cities. In the contemporary city, this harmony cannot be seen properly in the relationship betweenpeople and elements that are important in urban legibility. Urban landmarks are one kind of those elements thatwe observe a chaotic attendance for them in Iran’s capital, Tehran. The most common definitions of landmarksindicate that they are some recognizable natural or man-made features used for navigation, features that standsout from their near environment and are often visible from long distances. In urban studies as well as in geography,a landmark is furthermore defined as an external point of reference that helps orienting in a familiar or unfamiliarenvironment. Also, it should be noted that we know urban landmarks as significant elements in both urban landscapeand image. They are conceivably the most fundamental pieces of spatial information as they are used for a widecollection of tasks related to the description, understanding of and reasoning about our physical environment. Inthis paper, we propose a conceptual framework for legibility factors of urban landmarks along urban structuralpathways with emphasis on form, function and meaning. In other words, this paper is to answer the question “whichfactors play the most important role in changing an element, building, etc. to an urban landmark along structuralpathways?” Therefore, in this qualitative research, after considering and summarizing the literature review, aconceptual framework based on the ideas of Lynch, Appleyard and Rapoport was developed. Also, people wererequested to specify urban landmarks they know on a simplified map of the street. Then we identified the mostimportant landmarks (along Vali’asr street in Tehran) based on analyzing people's mental maps. After all, mainfactors/ features of the landmarks were extracted and summarized. The important feature of this study is notonly considering urban landmark as a phenomenon consists of the dialectical relationship between the threecomponents (form, function and meaning), but this is also going to propose a typological analysis of the factorsmentioned above and their variables. Reviewing literature on urban landmarks shows that the main emphasis ofrelevant studies is more on formal and visual aspects rather than functional and semantic. So the focus of thepaper on the meaning of landmarks tried to be comprehensive and novel. The results of this study are to be usedprimarily for urban designers, urban planners and architects to understand what features are important for people toidentify an element as a landmark during the time, and help them to decrease the current chaos in urban landscapeespecially in developing countries urban areas. The results show that functional and formal aspects of landmarksplay a more important role, respectively, in the legibility of urban landmarks. Also type of use, intensity of use andvisibility have greatest impact on identifying those elements. On the other hand, we observed that functional, formaland formal-functional landmarks are, respectively, main types in the case study.... Keywords: Urban Landmarks, Semantic Landmarks, Structural Pathways, Mental Map Manuscript profile -
Open Access Article
5 - The effect of open innovation on brand authenticity of football clubs through the mediation of brand image
amir derakhshan mehdi kohandel Hossein Abdulmalek said namat khalifehThe purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structura MoreThe purpose of this study was the effect of open innovation and social media marketing on brand authenticity of football clubs with the mediation of value creation and brand image. Descriptive-correlation research method was applied research and was done using structural equation method. The statistical population consisted of fans of football clubs in the active leagues of the country. In order to collect the necessary information from the open innovation questionnaires of Peter et al. the social network marketing questionnaire of Kim et al. (2017), the brand authenticity questionnaire. Kadiro (2010) Zinodin et al.'s value creation questionnaire (2012) (α=0.89) and Ulrich's mental image questionnaire (2009) were used. 500 questionnaires were distributed and 428 questionnaires were analyzed. In order to analyze the data, descriptive methods and structural equation models and post hoc analyzes were used using Spss and Lisrel software. The findings showed that the model of the impact of open innovation and social media marketing on the brand authenticity of football clubs with the mediation of value creation and brand mental image has a good fit and is meaningful. As a result, it can be said that open innovation and social media marketing have a significant effect on the originality of the brand of football clubs and can contribute to the value creation and mental image of the brand, and therefore it is necessary for football clubs to pay attention to maintaining their unique and distinct identity from other clubs. and formulate an executive plan for this purpose. Manuscript profile -
Open Access Article
6 - Investigating the effect of marketing mix of services on perceived values, customer satisfaction and behavioral intentions in the restaurant
nadereh sadat najafi zadeh Ali Akbar MirzaeeCompanies that have been successful in the field of marketing perceived the importance of product quality and customer service. These companies know that the quality is more than product specification and services to customers is over a respond to their complaints. Toda MoreCompanies that have been successful in the field of marketing perceived the importance of product quality and customer service. These companies know that the quality is more than product specification and services to customers is over a respond to their complaints. Today Focus on the consumers need is the main cause of marketing trends. Focus on customer needs means paying attention to product quality and customer service and companies, which were pioneers in terms of technology or lower prices, now compete depending on the quality of products and provide better services to customers. This research is an attempt to investigate the quality of physical environment, quality of service and food on perceived behavioral, customer satisfaction and customer behavioral intention at restaurant. IN the same way, after the introduction of the overall framework of the research in chapter one, the data were collected by survey methos.to collect data a questionnaire consisted of 29 questions designed and distributed in the population who were the customer of Arak restaurants. Later completed questionnaires by technology of T-student were analyzed in LISREL software. The results showed that the quality of the physical environment, food quality and service quality impact on restaurant image and quality of the physical environment impact on perceived value and perceived value impact on customer satisfaction and customer satisfaction impact on customer behavioral intention. Manuscript profile -
Open Access Article
7 - Investigating the Effect of Cognitive Distortion on the Brand d Image (Case Study: the Customers of System Group Company)
Neda Moradi mohammad ghaffariCreating a positive brand image is one of the main goals of services organizations. This is why the creating a positive brand image is considered as one of the most important research areas in branding. On the other hand, several factors affect brand image that co MoreCreating a positive brand image is one of the main goals of services organizations. This is why the creating a positive brand image is considered as one of the most important research areas in branding. On the other hand, several factors affect brand image that cognitive distortion is one of the most important factors of them. Therefore, the present study aims to investigate the effect of cognitive distortions on the brand image among the customers of system group. The present study is a practical and descriptive-survey research from perspectives of goal and research methodology respectively. The statistical population of this study includes the customers of system group, who visited the company, in the city of Isfahan in the third season of 2016, which equals to 1400. In order to determine the sample size, Morgan sampling table was used and 300 members were selected randomly. A researcher-developed questionnaire (including 18 items) was used for collecting the research data, whose reliability and validity have already been examined and confirmed. The results of this study revealed that cognitive distortions affect brand image significantly. Another part of the results showed that cognitive distortions affect brand cognitive, affective and conative images significantly. Manuscript profile -
Open Access Article
8 - Evaluation of the Effect of Country-of-origin Image, Product Knowledge and Product Involvement on Consumer Purchase Decisions
K. Heidarzadeh Sh. KhosrozadehConsumer behavior involves many activities. Each consumer has thoughts, feelings, plans, decisions and purchases. An observer who looks only at the act of purchase is likely to miss many of the relevant activities. Marketers should find how consumers can gather informa MoreConsumer behavior involves many activities. Each consumer has thoughts, feelings, plans, decisions and purchases. An observer who looks only at the act of purchase is likely to miss many of the relevant activities. Marketers should find how consumers can gather information about different choices and how they apply such information in selecting competitor’s products, how consumers decide to purchase and why the purchase process and purchase reasons of different consumers are varied. Relative information about consumer’s behavior will be used in predicting and recognizing their activities in the market. Therefore, it is necessary to have complete information about factors affected on buyer’s behavior and their relation with purchase decision. The present research aimed at evaluation of the effect of country-of-origin image, product knowledge and product involvement on consumer purchase decisions. The research model is based on the research model of Lin and Chen 2006 and the main variables were the followings: Country-of-origin Image Product knowledge Product Involvement Consumer Purchase Decisions Information Search Intention Purchase Intention Samples were collected from the students of the Islamic Azad University (Tehran Science and Research Branch) and the selective product was cell phone. Sample size was 379 respondents and multiple regression analysis was used to test 9 hypotheses. The result showed that the country of origin image, product knowledge and product involvement all have a significantly positive effect on consumer purchase decision. Manuscript profile -
Open Access Article
9 - Investigating Effective Factors on Purchase Intention of Luxury Products
B. Kheiri M. FathaliMarketing managers are interested in consumer purchase intentions so as to prognosticate sales of existing and/or new products and services. Purchase intentions data can help managers in their marketing decisions related to product demand (new and existing pro MoreMarketing managers are interested in consumer purchase intentions so as to prognosticate sales of existing and/or new products and services. Purchase intentions data can help managers in their marketing decisions related to product demand (new and existing products), market segmentation and promotional strategies. Luxury brand products and the motivation to buy luxury brands are becoming increasingly relevant to consumers in Asia. Luxury-purchase motivation predominantly based on Western thoughts and markets .Cultural values have been shown to influence consumer behavior in many studies. Establishing whether relationships exist between cultural values and motivation for consuming luxury products would be advantageous for the marketers of luxury products . The present study focuses on factors affecting the purchase intention of luxury products. Primary Tools for Data Collection was Likert's 5-scale questionnaire. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran. Since the statistical sample is infinite (over 100000 subjects), the sample size was determined to include 385 subjects by means of Kergesi Morgan's Table (1970), and simple random sampling method was applied. In order to analyze the data, descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. The research, in terms of purpose, is practical and the method of data collection is survey. Research results suggest that the variables of consumer attitude toward luxurious products, quality of the service provided by fancy and luxurious restaurants, perception of brand and social effect affect the purchase intention, while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition, the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention. Manuscript profile -
Open Access Article
10 - Investigating Factors Influencing Tejarat bank's Customer Loyalty
M. A. Abdolvand K. AbdoliIn competitive, complex & dynamic bank industry setting, only a small distinction in service providing, will cause a great transformation. Traditional banks, according to the principals of Relationship Marketing, that considers the customers loyalty a MoreIn competitive, complex & dynamic bank industry setting, only a small distinction in service providing, will cause a great transformation. Traditional banks, according to the principals of Relationship Marketing, that considers the customers loyalty as its main goal, are going to be changed in to customer-based ones. In such dynamic setting, producing & settling strategies, which result in making customers loyal, is so important. Regarding to the importance of customers in bank industry, this research has pointed to Tejarat bank customers’ loyalty concept using the effects of variables of Image, Service quality & Satisfaction. So in order to understand how the above variables will shape loyalty in a bank setting, we have tried to recognize indices of each variable that let Tejarat bank managers to design & settle suitable & effective strategies for making their customers loyal. The research method is Descriptive one & the statistical society is Tejarat bank customers in Tehran branches of this bank. In order to gather data, questionnaire has been used. As this research has been measured a complex relationship among variables comprehensively, is new & also data analysis has been done using parametric & nonparametric statistical tests. Results show a direct effect of image, satisfaction & service quality. Service quality has a direct effect on customer satisfaction & service quality & customer satisfaction have a meaningful effect on loyalty. Manuscript profile -
Open Access Article
11 - The Affect of Selected Marketing Mix Elements on Brand Equity
K. Heidarzadeh S. A. ZarbiIn this study the relationship between selected marketing mix and the brand equity is tested. Selected marketing mix are, Price, Store image, Advertising Spending, Distribution intendity and Price promotions. These elements affect the brand equity through MoreIn this study the relationship between selected marketing mix and the brand equity is tested. Selected marketing mix are, Price, Store image, Advertising Spending, Distribution intendity and Price promotions. These elements affect the brand equity through it’s dimentions, such as, Percieved quality, Brand loyalty and Brand Associations (or Awareness). The analysis of results done with Structural Equation Moldel (SEM). The results show that, Store image, Advertising Spending and Distribution intendity are possitively related to brand , so distributing the products in stores with positive effects, high spending of advertising and increasing the Distribution intendity, will be increased the brand equity. Manuscript profile -
Open Access Article
12 - Investigation of the Effects of Brand Image and Perceived Public Relation Activities on Customers Loyalty
K. Heidarzadeh F. TorabiThe ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So brand image play an important role. Effective relationship and creating reputation among public are influencin MoreThe ultimate goal of the marketing process is to intensify strong relationships with loyal customers and to transform indifferent customers into loyal ones. So brand image play an important role. Effective relationship and creating reputation among public are influencing positively among customers and through public relation activities, customers go toward companies that have favorable brand image. So the main question of this research is: What is the effect of brand image and perceived public relation on customer loyalty? The main variables are: Perceived public relation, customer loyalty, brand image and altruistic motives. This research is an applied and descriptive research that considers positive or negative effect of the variables. Data were collected via questionnaire from LG's Electronics consumers (Gold Iran) in Tehran. Hierarchical regression analysis of data from 385 respondents was used to test two hypotheses. The result shows, perceived public relation has positive relationship with customer loyalty and this relation is moderated by brand image. When brand image is favorable, the positive effect of Perceived public relation on customer loyalty is significant and strong. Whereas, when brand image is unfavorable this relationship isn't significant and customer loyalty is decreased. For further research, role of public relation in relationship marketing is suggested. Manuscript profile -
Open Access Article
13 - Exploring and Evaluating the Relationship between Brand and Country of Origin Knowledge and Country of Origin Image
B. KheiryMarketing new findings demonstrate that the country of origin played an important role in customer behavior in marketing. mix 5th P. On the other hand, if the customer knows about the brand's country of origin, then the perceived image of country of origi MoreMarketing new findings demonstrate that the country of origin played an important role in customer behavior in marketing. mix 5th P. On the other hand, if the customer knows about the brand's country of origin, then the perceived image of country of origin effects the customer's concept of the trademarks related to the producer country. This evidences shows that one of the major objects in international marketing derives from above subjects. Therefore, the basic subject of this research is: What is the relationship between brand country of origin knowledge and country of origin image, and how great is that distinction? According to this information, the franchise is one of the most common strategies available to emerging markets and the variables in these contrasts were studied. The basic variables in the research include: Brand country of origin knowledge, country of origin image, brand country of origin knowledge for competitive products, country of origin familiarity, and demographic factors, such as education level, income level, foreign travel history and free-zone travel history. For this purpose, a sample population was established and surveyed using a questionnaire. The population included Iranian families in metropolitan areas, and an annualization of the data gathered was accomplished. The results of this research show that there is a direct relationship between brand of country of origin knowledge and country of origin image. Also, there is a direct relationship between brand country of origin knowledge and brand country of origin knowledge of competitive products, country of origin familiarity and income level. Despite the finding, presented in other research there appears to be no relationship between brand country of origin knowledge and education level, foreign travel history and free zone travel history. Manuscript profile -
Open Access Article
14 - Surveying Factors Influencing Customers Loyalty in Private Banks Based on Fast Response Organization`s Model
A. Zamani Moghaddam K. LahijiIn this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loy MoreIn this study, affecting factors on customer loyalty of Parsian Bank and EN Bank based organizations respond to rapid scale model based on service quality, reliability, speed of service, flexibility, innovation and also studied image and their influence on customers loyalty of these Banks in the six hypotheses analyzed and the level of customer loyalty was investigated. Population research, customers of the Bank Persians and EN Bank in Tehran based on sample stage cluster random is number of 270 customers of each bank. Based on data analysis of this research, all factors considered in the on customer loyalty of Parsian Bank and EN Bank was effective and factors of service quality, reliability, speed of service, flexibility, innovation and also studied image were the highest effect on customer loyalty. Also based on this study of samples studied, the reliability of service and image with customers in the Parsian Bank is than better of EN Bank, in other aspects these banks are almost similar conditions. According to research, though private banks in terms of service quality, reliability, speed of service are in good condition and largely have been successful to create the appropriate image in the mind of own customers, but the factors of flexibility and innovation are so important characteristics of organizations to respond quickly, in terms of their customers than other factors are at lower level. Therefore, more attention to use the innovation and flexibility in providing services, it seems necessary to reinforce the strengths and eliminate weaknesses of Private Bank based on these questionnaires; in this study recommendations are presented. Manuscript profile -
Open Access Article
15 - Evaluating the Joint Effect of Brand Cognitive and Brand Relationships Variables on Consumers’ Purchase Intentions
M. Samadi Z. ZiaeiThe purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how know MoreThe purpose of this paper is to evaluate the joint effect of brand cognitive and brand relationships variables on consumer purchase behavior. For this purpose, the proposed model combines brand knowledge and brand relationship variables and shows how knowledge and relationships affect current and future purchases. To identify the proposed effect of brand knowledge and relationships on consumer purchase behavior, a total of 170 usable questionnaires were collected from AIU faculty members. Multiple regression analysis was used to test and analyze hypothesizes on Hacoupian Clothing. It was found that brand awareness positively affects current and future purchases, brand satisfaction and brand trust. Both brand satisfaction and brand trust have a positive effect on brand attachment. Finally, brand attachment affects future purchases but not current purchases.These findings can assist brand managers who spend considerable resources on measuring brand awareness and brand image. It is recommended that practitioners also use brand relationship measures and develop strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it, and feel attached to it. Manuscript profile -
Open Access Article
16 - Evaluating the Influence of Consumers' Perceived Corporate Image on Brand Extensions
B. Kheiry N. NobandeganiThe paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how po MoreThe paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate product extensions. Consumers’ attitude and evaluation regards eight new products, two real brands in bank service and two real brands in FMCG sectors, by using a questionnaire method of data gathering. The findings show that the corporate image affects both the perceived product quality and the perceived fit between the new product and the parent brand, which in turn affects attitudes towards the extension. Moreover, perceived product quality affects the perceived fit between the new product and the parent brand. Manuscript profile -
Open Access Article
17 - Determining the Relationship between Store Image, Customer Satisfaction, Behavioral Intention and Short Distance (Case Study in Shahvand Chain Super Market of Tehran)
H. Javanmard S. HoseiniPurpose: The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and short distance in shahrvand chain super market in Tehran. Methodology: 300 questionnaires were distributed. Finally 290 questionnai MorePurpose: The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and short distance in shahrvand chain super market in Tehran. Methodology: 300 questionnaires were distributed. Finally 290 questionnaires were collected and analyzed. Since the present study aimed to explore the relationship between store image, customers’ satisfaction, and customers’ behavioral intentions, and the proximity of shops to customers, and also to determine the influence of each factor, Shahrvand chain stores customers were randomly asked to comment on this issue. Findings: attitude to services and store ambience are positively associated with their positive store image. Besides, positive store image has a positive relationship with customers’ behavioral intentions and customers’ satisfaction. The relationship between short distance and customers’ satisfaction is significantly positive. Originality/value: Several studies have shown that, in general, store image is important to attract and retain customers. This paper depicts the specific influences of image specifically on customer satisfaction and behavioral intention. Factors related to image have been discussed as their attitudes which touch areas of organizational behavior that have been embedded in the model, contributing to the originality or the value of the study. Manuscript profile -
Open Access Article
18 - The Influence of Image from Banking Network on" Quality of Services-Satisfaction–Loyalty" Process in Karafarin Bank Customers Branches Provinces of Mazandaran and Golestan
H. Mehrani M. Yousefi Sh. KeshavarziMental Image creation is an essential tool for attracting and keeping customers, nowadays. In other words, creating Mental Image and Satisfaction are two dependent and associated processes. The main purpose of this study is survey of the relationship between customers&r MoreMental Image creation is an essential tool for attracting and keeping customers, nowadays. In other words, creating Mental Image and Satisfaction are two dependent and associated processes. The main purpose of this study is survey of the relationship between customers’ Mental Image and the ‘‘Quality of Services (QoS)–Satisfaction–Loyalty’’ process for creating Customer Loyalty in a banking network. Statistical community of this study consisted of 384 randomly selected customers of five branches of Karafarin Bank in Mazandaran and Golestan provinces in order to collect data, first half of 1390, a field study based on an appropriate Questionnaire was performed. For Analyzing and evaluating the conceptual model of the study, LISREL and PLSPM softwares were used. The results of the research showed that the relationship between the Bank customers’ Mental Images and the components of “Quality - Satisfaction- Customer loyalty” process is significant. Manuscript profile -
Open Access Article
19 - Determinants of Brand Equity: Offering a Model to Chocolate Industry
H. Vazifehdust H. EmariThis study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images MoreThis study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, researchers developed a model to identify which factors were influential in building brand equity. The second purpose was to assess brand loyalty and brand images mediating effect between brand attitude, brand personality, brand association with brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand loyalty and brand image are important components of brand equity in this industry. Moreover, the roles of brand loyalty and brand image as mediating factors in the intention of brand equity are supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index in chocolate industry of Iran particularly is novel. Manuscript profile -
Open Access Article
20 - Mental Image Model in Evaluating the Spaces of High-Rise Residential Buildings
parya Shafipouryourdshahi Mostafa Kiani Manoochehr MoazzemiIntroduction and purpose: Nowadays, due to the increase in population in Iran, high-rise residential buildings are expanding and it brings the dissatisfaction of the residents. The mental image of residents of high-rise buildings can affect the residents' feelings about MoreIntroduction and purpose: Nowadays, due to the increase in population in Iran, high-rise residential buildings are expanding and it brings the dissatisfaction of the residents. The mental image of residents of high-rise buildings can affect the residents' feelings about the environment. The current research is fundamental in terms of its purpose; Because it seeks to present a mental image model in the evaluation of tall residential buildings. Method: In this regard, first, using the descriptive-analytical method, the definition of the concept of residence and its investigation in high-rise residential buildings, as well as the mental image, are discussed. Then, with a quantitative approach and using a questionnaire, it is measured which factors and in what dimensions are effective on the mental image in measuring high-rise residential buildings. The research data collection method is a combination of library studies (theoretical) and field studies and surveys based on questionnaires. Findings: In the first step, the physical and psychological factors affecting the residents' mental image were investigated and identified using exploratory factor analysis. Then, in the second step, recognition of the contribution of the set of factors in explaining the variance of each item (table of commonalities) was done, and finally, in the third step, the total value of explained variance was presented. Conclusion: The obtained results show that the mental image in high-rise buildings needs to be evaluated in two physical and psychological dimensions, and since the residents are more sensitive to their living place than urban spaces, two partial dimensions and general are also added to the evaluation model. Therefore, according to the examination of different models of the mental image, Echner and Ritchie's model with a slight change and removal of the third spectrum is the most consistent with the goals of the mental image in the evaluation of high-rise residential buildings, why in the functional-general dimensions And a partial function is used to examine physical factors, and psychological-general and psychological-partial dimensions are used to examine psychological factors. Manuscript profile -
Open Access Article
21 - The Study Librarians’ organizational self Image of AllamehTabataba’i University Libraries
Mahnaz Hajihasani Fahimeh Babolhavaeji Nadjla HaririPurpose: The present study was conducted to investigate the understanding of organizational self image of the librarians of Allameh Tabataba’i University library services. Methodology : This study is an alytical survey. Participants of this study were 49 lib MorePurpose: The present study was conducted to investigate the understanding of organizational self image of the librarians of Allameh Tabataba’i University library services. Methodology : This study is an alytical survey. Participants of this study were 49 librarians of Allameh Tabataba’i University (ATU). Data was collected through the researcher-made questionnaire based on Lee Blang & Negvin organizational self image model. The validity of the questionnaire was content validity and its reliability was estimated through using Cronbach’s alpha. The obtained reliability was %78. Results: Data was analyzed using descriptive statistics and one sample T test. SPSS software was used to analyze data. The average self image of librarians was 3.38. The average of librarians self image in respect to identity, fame, service quality, physical environment, and staff behavior are 3.38, 3.52, 3.29, 3.26, 3.86 respectively. Findings showed that the librarian’s understandinf of organizational self image of the university is in a favorable situation. Manuscript profile -
Open Access Article
22 - Comparative study of images in the poems of Nader Naderpour and Nezar Qabbani (Analysis of mental images with images of creation world)
Zahra Firoozian Mohammad-Ali Sharifian Mohammad Qaderi Moghadam ZovaramNader Naderpour, a Persian pictorial poet, and Nizar Qabbani, an Arab romancer, are famous contemporary figures. Naderpour's poetry is a pure image. Qabbani expands love in the concept of all attachments and creates magnificent and pristine images. The reflection of his MoreNader Naderpour, a Persian pictorial poet, and Nizar Qabbani, an Arab romancer, are famous contemporary figures. Naderpour's poetry is a pure image. Qabbani expands love in the concept of all attachments and creates magnificent and pristine images. The reflection of his petition against the rampages and trampled women's right is shown in romances with new images. The theme of two poets' poems is sadness and love; Both of them moved away from their homeland and depict the time and place of exile. This research has a descriptive-analytical method and evaluates and compares the prominent images of two poets' poems by classifying them and criticizes the use of nature effects in the structure of the images. Naderpour is very masterful in creating atmosphere and gives a narrative form to the poem. The findings show; Phenomena play a fundamental role in their image structures. Reflection of romantic feelings and depiction with beautiful pictures of creation makes their poetry attractive. The depth of thought affects both humans and beyond the ideal world, extensive sadness and love in the images and creates empathy. The free thought of two poets plays a prominent role in the formation of images and they achieve innovation with the modern structure. Naderpour's and Qabbani's poems are consistent and compatible in terms of themes and image structures. Manuscript profile -
Open Access Article
23 - The Effect of Logotherapy Training on Mental Image Of God, Death Anxiety, And Religiousness Among Secondary School Students In Ahvaz City
Iran Amirloo Farah Naderi The objective of this research was to investigate the effect of logotherapy training on the mental image of God, death anxiety, and religiousness, among secondary school students in Ahvaz city during the 2015-16 academic year. The statistical sample included 40 More The objective of this research was to investigate the effect of logotherapy training on the mental image of God, death anxiety, and religiousness, among secondary school students in Ahvaz city during the 2015-16 academic year. The statistical sample included 40 students whom were selected via random sampling procedure from the mentioned population. This research was experiential with a pre-test, post-test, and a control group. The tools used in this research were: the Lawrence God Image Inventory (1991), The Collett- Lester Death Anxiety Scale (1969), And the Arian Religious Views Questionnaire (1998). After random selection of the members of theexperimental and the control groups, a pre-test was performed on the experimental group (20 people), and the control group (20 people). Then the experimental group was subjected to ten 75 minutes sessions of Logotherapy training. Afterward both groups were tested again. Data was analyzed using the Multivariate Analysis of Variance (MANOVA). Results showed that Logotherapy training had an effect on the mental image of God, death anxiety, and religiousness, among students. And, this effect was stable after a month. Manuscript profile -
Open Access Article
24 - The Relationship Between Body Image Concen, Self-Concept, Self- Esteem with Eating Disorders in Female Students of Islamic Azad University Ahvaz Branch
سحر Safarzadeh فاطمه سادات MarashianThe aim of the present study was to investigate the relationship between body image concerns, self-concept, and self-esteem with eating disorders in female students of Islamic Azad University Ahvaz Branch. The sample included 200 subjects who were selected by stratified MoreThe aim of the present study was to investigate the relationship between body image concerns, self-concept, and self-esteem with eating disorders in female students of Islamic Azad University Ahvaz Branch. The sample included 200 subjects who were selected by stratified random sampling. For the measurement of the variable, Body Image Concen Inventory (BICI), Beck Self Concept Test (BSCT), Self-Esteem Cooper Smith Scale and Ahwaz Eating Disorders Inventory (AEDI) were used. To analyze data Pearson correlation coefficient and multivariable regression were employed as statistical methods. The results revealed that there were significant relations between body image concerns, self-concept and self-esteem with eating disorders. The regression results also showed that self-esteem, body image concerns and self-concept were significant predictive variables concerning eating disorders. Manuscript profile -
Open Access Article
25 - A Model of the Causal Relationships of the Effectiveness of Advertising for Exporting Non-oil Products of East Azerbaijan Province to CIS Countries
Mojtaba RamazaniToday, advertising is an integral part of all marketing strategies and it plays an important role in creating customer awareness of products and services. It also is greatly effective in fostering the reputation of an organization. Accordingly, the present study aims to MoreToday, advertising is an integral part of all marketing strategies and it plays an important role in creating customer awareness of products and services. It also is greatly effective in fostering the reputation of an organization. Accordingly, the present study aims to provide a model of the causal relationships of the effectiveness of advertising for the export of non-oil products in the East Azerbaijan province to CIS countries. To achieve the above goal, three research questions have been formulated. The research method is a descriptive one and the statistical population of this research is all exporters of East Azerbaijan province during 2011 and 2017. A total of 161 exporters were selected based on the information from the Industry, Mining, and Trade Organization. For the data analysis, the fuzzy DEMATEL method has been used. A specific questionnaire was used for collecting the data. The results of the surveys show that the continuation of advertising, the creation of a positive image of the product or service, the innovation, and creativity in the ads, the type of media, the appropriate time to advertising, repetition the propaganda, honesty in advertising messages and reputation Good brand are the eight main structures of research. The continuity of advertising, the creation of a positive image of the product or service, the innovation and creativity in the advertisement and the type of media, the most effective structures and the right time to advertise, repeat the propaganda, honesty in advertising messages and reputation and the reputation of the best brand. Manuscript profile -
Open Access Article
26 - ارائه الگویی از روابط علت و معلولی اثربخشی تبلیغات برای صادرات محصولات غیرنفتی استان آذربایجان شرقی به کشورهایCIS
مجتبی رمضانی طاهر روشندل اربطانی طهمورث حسنقلی پور حبیب ابراهیم پور -
Open Access Article
27 - Exploring the Effects of Demographic Factors and Brand Perception on the Intention of Iranian Consumers to Purchase Luxury Automobiles
Kambiz Heidarzadeh Fereshteh Rais RohaniConspicuous consumption is a fairly universal phenomenon: while possibly more pervasive in developed countries. It can be said, conspicuous consumption is more common in some cultures that have a tendency to materialism. This research provides deeper understanding of wh MoreConspicuous consumption is a fairly universal phenomenon: while possibly more pervasive in developed countries. It can be said, conspicuous consumption is more common in some cultures that have a tendency to materialism. This research provides deeper understanding of why consumers are willing to buy luxury cars. The population of this study consists of Toyota, Hyundai & Kia Motors automobile owners in the city of Tehran. The German made Mercedes Benz and the Japanese made Lexus are the luxury products of the population. The final sample consists of 390 participants, and the method is proportional stratified sampling. Structural Equation Modeling (SEM), and SPSS and LISREL software are used for the data analysis. The main findings show that the Iranian consumer perception of the luxury brand is significantly more affected by the variables of hedonism, uniqueness, and quality than the conspicuous and social values. Marketing managers of luxury brands can use the results to get more consumers to buy. The five perceived values of luxury automobiles can be used as guidelines for salesmen to sell successfully to customers. Manuscript profile -
Open Access Article
28 - Explaining and Examining of Loyalty Programs on Buying Decision of Customers (Case Study)
Ali Khatami Firouzabadi Mojtaba Salehi Fatemeh TaheriIn today competing markets, making customers loyal, plays determining role in survival of the organizations. Loyalty programs are one of exemplary means for that purpose. The aim of this article is examination the effects of the loyalty programs on buying deci MoreIn today competing markets, making customers loyal, plays determining role in survival of the organizations. Loyalty programs are one of exemplary means for that purpose. The aim of this article is examination the effects of the loyalty programs on buying decisions of the customers. In this study, with regard to conceptual model is used, 3 hypotheses are expressed that finally all of them are accepted as a result of T. student analysis of gathered data by questionnaire from the samples. In continuation of the thesis, the designed 5 loyalty programs are ranked in order of their influence on customers' buying decision by factor analysis. Customers' buying decision's factors are ranked by their importance too. Manuscript profile -
Open Access Article
29 - The Impact of Brand Image on Employee Loyalty
Mirza Hassan Hosseini Vahid Reza Halvaeiha Saeed RamazaniCurrently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve MoreCurrently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve this goal. One such advantage is their brand image. In this study, attempts were made to examine the impact of brand image on employee loyalty. To this end, a survey was done on 160 employees of the three companies in food industry. The test of conceptual model shows the indirect relationship between brand image and employee loyalty. In fact, we found no reason to contradict the direct relationship between brand image and employee satisfaction and between employee satisfaction and employee loyalty. Further, we found no direct relationship between brand image and employee loyalty. In other words, the results indicate that brand image increases the employee satisfaction and the employee satisfaction, in turn, has a positive effect on employee loyalty. Manuscript profile -
Open Access Article
30 - Rossi affects the logo of the company on the company's image and reputation (Case Study: Banking Industry)
Sara Mehraban Ahmad RahchamaniThe main purpose of this research is to investigate the effect of the company logo on the corporate image and reputation in the banking industry. Based on taret, the research was an applied and in terms of method, was a descriptive survey. The main tool for collecting i MoreThe main purpose of this research is to investigate the effect of the company logo on the corporate image and reputation in the banking industry. Based on taret, the research was an applied and in terms of method, was a descriptive survey. The main tool for collecting information was a standard questionnaire which its validity and reliability were examined before use. The statistical population in this research was all customers of public and private banks in Tehran, among private banks of three Parsian, Pasargad and Saman banks and among public banks, Melli banks, Mellat and Saderat were selrcted. The questionnaires were distributed by categorized sampling method. The collected data were analyzed using AMOS software and the results showed that the corporate logo influences improvement of attitude toward advertising, recognition and familarity. Alsothis variables has a significant effect on improvement of corporate image and finally, the corporate image has a positive and significant effect on organizational reputation. Manuscript profile -
Open Access Article
31 - Investigating the effective spaces on the mental image based on the comparative comparison of Pahlavi era houses and tall residential buildings in Urmia city
parya Shafipouryourdshahi Mostafa Kiani Manoochehr MoazzemiCurrently, the population increase in Iran leads to an increasing number of high-rise residential buildings. Many studies have been done regarding tall buildings, however, living in tall buildings makes the residents dissatisfied. Though numerous factors are effective i MoreCurrently, the population increase in Iran leads to an increasing number of high-rise residential buildings. Many studies have been done regarding tall buildings, however, living in tall buildings makes the residents dissatisfied. Though numerous factors are effective in line with residents' satisfaction with living in high-rise buildings, their feelings and needs are focal points in this regard that can upsurge their satisfaction. Due to the fact that residents’ mental image of high-rise buildings is effective in their feelings in line with the environment, studies done in this regard aim to examine and study the mental image to increase the satisfaction of the residents. These dissatisfactions could be reduced via a perfect mental image in the residents’ minds. Physical and psychological factors are really significant in people’s mental image formation, and regarding this fact, in the present article, physical factors are considered. In terms of purpose, present research is fundamental; because it aims to recognize traditional houses and tall residential buildings and spaces that can be effective in creating mental images. Accordingly, traditional houses and high-rise residential buildings in Urmia are investigated and compared via the descriptive-analytical method, and their spaces are analyzed. In the next step, the present study identifies the spaces that are effective in the mental image of the residents of high-rise residential buildings using a quantitative approach and a questionnaire that is scored based on a Likert scale. A combination of library studies (theoretical) and field studies is used to collect the required research data and in this regard, a questionnaire-based survey with closed questions was used as the desired tool. In the present article, first, numerous traditional houses that belong to the first and second Pahlavi periods (Assadollahzadeh, Neshat, Rezqdeh, Teymurzadeh, and Shafipour houses) in Urmia were visited and observed. They have been compared with the high-rise residential buildings of Urmia (Elahiyeh, Golestan, Pezeshkan, Golshahr, and Valiasr buildings). It is evident that all traditional houses of Urmia city have basements and wooden roofs are seen in most of them. At the beginning of the first Pahlavi Era, the residential and service areas were separated by a large yard. Over time, the houses have been renovated and all the spaces have been assigned to one section. Instead, compared to the first Pahlavi period, the number of warehouses decreased in the second Pahlavi period. The building facade constructed with brick and different designs along with large vertical windows is one of the distinguishing features of these houses. To communicate with family members, inner windows and niches are seen in different places. The trunk is part of the main furniture of these houses. The survey of high-rise residential buildings in Urmia City discloses that every residential and service part are limited to one unit. Conversely, the yard and basement are removed or publicly available to everyone. The spaces connection is evident at low height and the houses are high. Likewise, most of the houses are smaller, and closely connected interior spaces can be seen in the house. The comparison of Pahlavi Era houses and high-rise residential buildings revealed that, over time, factors have been removed or even replaced in the high-rise residential buildings. In line with these changed items, one can mention the removal of the private courtyards, removal of the basement, removal of Iranian and traditional designs, shortening of windows, lack of different spaces such as the rooftop, removal of Iranian architecture, removal of traditional furniture, removal of native and natural materials and the connection of internal spaces using internal windows.Then, in three months, via random sampling method, the questionnaire was given to 384 residents of high-rise residential buildings. In the current study, the statistical population is all the residents of residential buildings above 8 floors, which is about 15,000 people regarding the statistics of Urmia City Housing and Urban Development Department. The sample population is obtained from Morgan's table as 375 people. A total of 297 residents filled out the questionnaire, of which 97 questionnaires were discarded due to incompleteness. Consequently, 200 questionnaires were analyzed. The questionnaire results revealed that large and all-around windows with less OKB independent yards, using local materials, availability of different spaces of the building, and brick façade and traditional furniture can be effective in its mental image. Manuscript profile -
Open Access Article
32 - Determining The Dimensions of Service Quality in Banking Industry: Examining The Gronroos Model in Pasargad Banks of the Northwest of Iran
Soleyman Iranzadeh Hossien Emari Saeed BakhshayeshThe main objective of this research is to determine the dimensions of service quality in the banking industry of Iran. For this purpose, we compared the Gronroos Services Quality Model with the data collected from the statistical population of the research. This researc MoreThe main objective of this research is to determine the dimensions of service quality in the banking industry of Iran. For this purpose, we compared the Gronroos Services Quality Model with the data collected from the statistical population of the research. This research is an applied research and its strategy is casual. The standard questionnaire was used for collecting the data. The statistical population of the research included the customers of Pasargad banks of the Northwest who had current accounts at this bank. 287 customers of this bank were selected through cluster sampling and were studied. After confirmatory factor analysis and drawing the path diagram using Lisrel software, it became clear that the variable of functional quality of services has a direct significant effect on the mental image and perceived service quality. Also, the technical quality has a direct significant effect on the mental image and perceived service quality and finally the direct effect of perceived service quality on the customer satisfaction was proved. So, knowing the key dimensions of the quality of services in this industry and planning for their improvement can increase the satisfaction of customers and the productivity of this industry. Manuscript profile -
Open Access Article
33 - Evaluating the Mediating Role of Brand Image in the Formation ob Brand Equity
Hossein Emari Ahmad Zende dellThis study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on MoreThis study examined the underlying dimensions of brand equity in the chocolate industry. For this purpose, the researcher developed a model to identify which factors are influential in building brand equity. The second purpose was to assess the effect of brand image on mediating between brand attitudes, brand personality and brand equity. This research is an applied research and its strategy is causal. The standard questionnaire was used for collecting data. The study employed structural equation modeling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. The data were collected from a sample of consumers of chocolate industry in Iran. The results of this empirical study indicate that brand image is an important component of brand equity in this industry. Moreover, the role of brand image as a mediating factor in the formation of brand equity is supported. The present research enriched brand equity building by incorporating the brand personality and brand image, as recommended by previous researchers. Moreover, creating the brand equity index particularly in the chocolate industry of Iran is novel. Manuscript profile -
Open Access Article
34 - A Study of the Factors Influencing Environmental Preferences in Contemporary Commercial Spaces from the Youth Perspective (A case of Isfahan’s City Center Complex)
Sara sadeghi Bahram Shahedi Bahdor zamani samar haghighi boroojeniIn contemporary time, commercial spaces are increasingly considered quasi-public spaces, acquiring cultural significance as a social ground for youth to shape their identity. As a result, youth emerge as a pivotal demographic influencing both public and quasi-public spa MoreIn contemporary time, commercial spaces are increasingly considered quasi-public spaces, acquiring cultural significance as a social ground for youth to shape their identity. As a result, youth emerge as a pivotal demographic influencing both public and quasi-public spaces, highlighting the imperative for city planners to prioritize the creation of engaging environments for this age group. The present study aims to explore the factors influencing the environmental preferences of contemporary commercial spaces from the youth perspective, with a specific focus on the Isfahan City Center Complex. Employing a descriptive-analytical method, the research adopts a qualitative approach and a case strategy research design. Data collection involves self-examination through semi-structured interviews with open-ended questions and purposive sampling. The interviews, conducted with 20 participants aged 20 to 30 who visited the Isfahan City Center Complex, sought to achieve theoretical saturation. Thematic analysis (TA) technique using Atlas ti.8 Software was applied to analyze the interview data. The findings underscore the influential role of physical-spatial, social-cultural, functional-activity, and individual dimensions in shaping environmental preferences through the youth's perspectives on the Isfahan City Center Complex. Manuscript profile -
Open Access Article
35 - Comparative Assessment of the Hierarchy of Mental Image of Men and Women towards Urban Spaces in District 8 of Tabriz
bahman Shojaeivand Shahrivar Rostaei Akbar Asghari ZamaniThe purpose of this research is to examine the mental image of men and women. The present study was a descriptive-analytical one. The data collection tool was a questionnaire with a sample size derived from the Cochran formula and sketch maps. In analyzing the data obta MoreThe purpose of this research is to examine the mental image of men and women. The present study was a descriptive-analytical one. The data collection tool was a questionnaire with a sample size derived from the Cochran formula and sketch maps. In analyzing the data obtained, comparative and descriptive tests and content analysis were used. The results showed that there was a significant difference between men and women in terms of the mental image of urban spaces, and the mean value of the ranking showed that the mental image was stronger in men than that in women. Also, the mental image of men was more general than that of women, and women were more likely to shape their mental image in details. Men in their mental image presented themselves at all levels of the mental image hierarchy, called places with different points of gravity and with emphasis on paths. In contrast, women pointed out less to the names of the places while they focused more in their mental image on the most detailed maps, social and spatial interactions focusing on their habitat as a point of gravity, and their main emphasis was on landmarks. Manuscript profile -
Open Access Article
36 - Evaluation of brand equity in the tourist destination From the perspective domestic tourists (Case Study: Tabriz city)
jafar bahari banafsheh farahani Shahla Bahari Marjan Bazleh Hamed Baharipresent research aimed to Evaluation of brand equity in the tourist destination From the perspective domestic tourists in Tabriz City in the March 2015 has been done. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as Morepresent research aimed to Evaluation of brand equity in the tourist destination From the perspective domestic tourists in Tabriz City in the March 2015 has been done. This study, in terms of target, applicable and based on collection data, descriptive survey. As well as, from the Spss 16 and Lisrel 8.5 software’s different methods of descriptive and inferential statistics to analyze data and test hypotheses have been used. The statistical population, including tourists who in Period Norooz year 2015 at Aggregation places were available tourists. In this research, from konecnik & Ruzzier(2009) model Which has four dimensions brand awareness, brand image, perceived quality and brand loyalty is used. Provided results showing that In addition to the Brand image, Brand loyalty, Perceived quality and Tourism destination Brand awareness Also Directly on brand equity Tabriz City Have an impact. And of the importance of brand loyalty is the most important factor influencing. And In terms of importance brand loyalty the most important factor effective Known. Manuscript profile -
Open Access Article
37 - The relationship between the store image and service quality perceived value and the customers purchase intention
Reyhaneh khizab Mohammadreza Hosseini Zeynab MontazeriThe aim of the present research was to investigate the relationship between the mental image of the store and the purchase intention of customers with regard to the mediating role of service quality, trust and perceived value in agricultural implement sales agencies in MoreThe aim of the present research was to investigate the relationship between the mental image of the store and the purchase intention of customers with regard to the mediating role of service quality, trust and perceived value in agricultural implement sales agencies in Gorleston province. The current research was done using descriptive/survey and correlation method. The statistical population of the research of customers of all agricultural implement sales agents in Gorleston province was determined as the volume of 384 people and the sampling method was cluster. The research data was collected by library and field method and the instrument used was a standard questionnaire. The reliability of the questionnaires was calculated and confirmed using the Cronbach's alpha method, and the validity of the instrument was confirmed using the content validity method. Also, data analysis was done using the structural equation modeling method and with the help of Lisrel software. The research results showed the significance of all the hypotheses and the research hypotheses were generally confirmed. Manuscript profile -
Open Access Article
38 - تأثیر ابعاد چهارگانه مسئولیت اجتماعی بر تصویر ذهنی از شرکت و رفتار مشتریان در شرکت بیمه ایران
محسن فلاح حرمت اصغری وحید رضایی تبار -
Open Access Article
39 - بررسی تاثیر تصویر ذهنی مشتریان از کشور تولید کننده محصول برنگرش و تمایل به خرید محصولات خارجی
محمد طالقانی فروزش فلاح حسن پور -
Open Access Article
40 - عوامل موثر بر عملکرد مدیریت ارتباط با مشتری، مبتنی بر رفتار مشتریان
محمد طالقانی فروزش فلاح حسن پور -
Open Access Article
41 - بررسی عوامل پیش بینی کننده وفاداری مشتریان در بخش رستوران های ممتاز
شمس الدین ناظمی فهیمه سادات سعادت یار -
Open Access Article
42 - Image of God and Paranoid Ideation in College Students
Ali A. Hadadi Kohsar Bagher Ghobari BonabIn order to investigate the relationship between the image of God and the paranoid ideation, 469 students of Tehran Medical Sciences and Iranian Medical Sciences universities were selected by proportional sampling method. Participants completed the Image of God Inventor MoreIn order to investigate the relationship between the image of God and the paranoid ideation, 469 students of Tehran Medical Sciences and Iranian Medical Sciences universities were selected by proportional sampling method. Participants completed the Image of God Inventory (Lawrence, 1997) and the paranoid ideation subscale of Symptom Checklist 90- Revised (Deragotis et al., 1973). Analysis of data using a multiple regression analysis indicated that the students' images of God predicted the paranoid ideation. Students with a positive and accepting image of God reported lower paranoid ideation, and students with a negative image of God reported higher paranoid ideation. Manuscript profile -
Open Access Article
43 - Designing a model for improving the mental image, awareness and recognition of the Post Bank of Iran brand in attracting customers
Ahmad Shamsi Alireza Shirvani mashaallah valikhaniThe banking system is part of the economic system in which the collection and attraction of various deposits and its allocation to meet the financial needs of various economic activities is one of its objectives. Therefore, banks play a very important role in economic s MoreThe banking system is part of the economic system in which the collection and attraction of various deposits and its allocation to meet the financial needs of various economic activities is one of its objectives. Therefore, banks play a very important role in economic systems by having a major part of the working capital. In this research, the pattern of improving the mental image, knowledge and understanding of Post Bank of Iran brand in customer attraction, which is obtained using the grounded theory approach based on three stages of open coding and axial coding and selective coding, through structural equation modeling and software. LISREL was tested and fitted. Since the research was conducted qualitatively, all managers or senior managers in Post Bank of Iran were the research community and the sample of experts was selected non-randomly and then 20 in-depth interviews were conducted to ccategories. this process was to identify 13 main categories that formed the conceptual model of the research the paradigm model the results of the research confirmed the fit of the conceptual model and a comprehensive model was presented to design a model for improving the mental image, in attracting customers and making investments and other services. Manuscript profile -
Open Access Article
44 - بررسی واکنش مصرف کننده در برابر استراتژی گسترش برند
بهرام خیری محمد سعید زمانی -
Open Access Article
45 - تعیین ارتباط بین تصویر ذهنی از فروشگاه، رضایت مصرف کننده از خرده فروشی بر تبلیغات شفاهی مثبت(مطالعه موردی: مشتریان فروشگاه های شهروند)
پوریا حافظ تقوا حسن اسماعیل پور -
Open Access Article
46 - بررسی تعدیل کنندگی نگرش نسبت به تبلیغات در روابط تصویر برند اصلی و وفاداری به برند بر توسعه برند
شهناز نایب زاده اکرم اقبالی یاسین رادمنش -
Open Access Article
47 - نقش آفرینیِ "زبانِ نام و نشان تجاری " در ارزش ادراکی مشتریان
سوسن قهرمانی قاجار بهنوش جووری -
Open Access Article
48 - Evaluative Image in Social Spaces by Enhancing Collective Memory and Likability in the City (Case Study: The Area of Quds Square to Imamzadeh Hassan in the City of Karaj)
Sara Dasht Gard Maryam AkbariVisual quality can have strong impacts on experience and satisfaction with exposure to the environment. The evaluative image depends on the placement of environmental symptoms and evaluations that shape emotions, perceptions, and behaviors. Effective components such as MoreVisual quality can have strong impacts on experience and satisfaction with exposure to the environment. The evaluative image depends on the placement of environmental symptoms and evaluations that shape emotions, perceptions, and behaviors. Effective components such as time, place, and companionship enhance collective memory and remembering place. Cultural roles are shaped by the mental image and create an antisocial personality for of travelers, buyers, visitors and other people who experience the landscape of the city. Therefore, the presence of cultural - historical spaces in the area of Imamzadeh Hassan to the Quds square, with special potential to create community-oriented spaces, enhance the likability of the place . The research focuses on influencing of the collective manifestation and the continuity of presence on cognitive patterns of urban spaces. The purposes is achieving the guiding framework and create social urban open spaces, so descriptive-analytical method by conducting field studies, identify the quality of event spaces and its necessary facilities and specifications from the perspective of citizens. To strengthen the sense of collective memory in community-based, solutions are provided to establish and produce the necessary conditions. Research finding represent four criterions to identify mental images in collective memory in urban spaces, pleasantness, exciting, anxious and boring are effective in evaluating the quality of space. To create event-oriented spaces at the city level, it is important to identify the relationship of mental images with psychological and sociological criteria. Manuscript profile -
Open Access Article
49 - Investigating the Effect of Perceived Service Quality on Customer Loyalty Mediated by Customer Satisfaction and Corporate Image with Regard to the Role of Moderating the switching costs (Case Study: Sina Bank Branches in Mashhad)
Ahmad Tavakoli azar kafashpour Hossein NikooThe purpose of this paper is to investigate the effects of variables, perceived service quality, corporate image and customer satisfaction on customer loyalty With Regard to the Role of Moderating the switching costs. This study is applicable and descriptive analytic su MoreThe purpose of this paper is to investigate the effects of variables, perceived service quality, corporate image and customer satisfaction on customer loyalty With Regard to the Role of Moderating the switching costs. This study is applicable and descriptive analytic survey. The population of this survey is Sina bank branches in Mashhad and a sample size of 285 persons was determined with regard to the structural equation modeling. Questionnaires were sent to 350 customers but only 295 of them were usable. Structural equation modeling, SPSS.v22 and AMOS.v22 software are used to data analysis. Findings revealed, only the assumption that was the role of moderator of these switching costs in the relationship between corporate image and customer loyalty rejected but other assumptions were confirmed. The most important factor is customer satisfaction (coefficient of 0.38) and the effect of corporate image and customer satisfaction on customer loyalty is positive and significant. In addition, the role of intermediary company image and customer satisfaction were examined so that the results confirmed the role of mediating of these variables. Manuscript profile
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