Research purpose: The purpose of this study is to evaluate the effect of buyers' skepticism such as skepticism about social responsibility, resilience to negative information, equity, and word of mouth advertising on buyers' price sensitivity.
Research methodology: A S More
Research purpose: The purpose of this study is to evaluate the effect of buyers' skepticism such as skepticism about social responsibility, resilience to negative information, equity, and word of mouth advertising on buyers' price sensitivity.
Research methodology: A Sample of 411 people using cluster sampling from real clients of Razi insurance of west of Mazandaran province was selected by questionnaire that was adopted of two surveys Skarmeas and Leonidou (2013) and Iran et al (2011) and hypotheses were tested by means of structural equation model.
Research results: Skepticism to social responsibility would effect on the level of price sensitivity while the hygiene factors are not observed in the organization but as long as the organization is in compliance will have little effect. While resilience to negative information, as well as fairness and word of mouth advertising has a positive impact on price sensitivity.
Research limitations: Limitations exist since very little research has been done in the field of skepticism and its effects on the price sensitivity in the field of marketing. Such a plan is suggested to conduct to generalize more in the other insurance firms.
Managerial usages of the research: According to the findings, branches should find staffs that have acceptable expertise. It means that they have features include: Sufficient awareness of the relevant insurance services, the speed of doing things, provide better services, identify customer needs, performance, etc.
Research innovation: Skepticism in the area of marketing services has not been evaluated in Iran.
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The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical More
The aim of this study was to evaluate the impact of marketing mix and marketing efforts of social media on consumer response according to the mediating role of brand equity which done in the mobile industry in Yazd. The research method according to purpose was Practical, The method of data collection was Descriptive correlational, as well as the type of data was quantitative. The statistical population of this research was all mobile phone users in Yazd city. Due to their unlimited number, using cluster sampling method, according to Morgan table and Cochran formula, 384 people were selected as the sample size. To collect data, we use the social media marketing efforts questionnaire Kim and KO (2012), brand equity Kim and Hyun (2011), call consumer Tnmayr et al. (2011), Marketing Mix with Izadyar tabloid questionnaire (2011). After collecting the questionnaires, data describing was done through the mean, standard deviation, by Spss software and data Statistical Inference was carried out through structural equation modeling with the help of Lisrel software. Questionnaires Technical characteristics were assessed including reliability, validity, convergent and divergent validity. Path coefficient and significant coefficients were used to examine the hypotheses. The results showed that the degree of appropriateness of proposed model was appropriate with regard to components research. Also Social media marketing and marketing efforts influenced consumers' response with the mediating role of brand equity.
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Two divergent theoretical viewpoints exist about the contradictory economic effects of advertising namely “market power” and “economics of information” view points. The aim of the present research was to determine if these perspectives on advertising could be a separa More
Two divergent theoretical viewpoints exist about the contradictory economic effects of advertising namely “market power” and “economics of information” view points. The aim of the present research was to determine if these perspectives on advertising could be a separate part of generalized theoretical framework by two different types of information provided. The research method was experimental. The research population consisted of the Faculty of Education and Psychology students in University of Isfahan. Statistical sample of the research were 128 graduate and postgraduate students in the faculty who were assigned to low and high advertisement frequency groups randomly. In this research, advertising and price sensitivity were independent and dependent variables respectively, while mediating variables were consideration set size and relative strength of preference. Two distinct forms of ads memory (explicit and implicit) were constructed plus a researcher made questionnaires for relative strength of preference. Price sensitivity was measured subjectively by a direct question from the participants about how much they pay. Advertisements were made for fictitious candy, chocolate, biscuits and nonalcoholic drinks. Low frequency advertising exposure was 1-3 and high frequency was 4-6 were. based on the Findings, the first, second and third hypotheses were confirmed and relative strength of preference and consideration set size were mediating and moderating variables between advertising and price sensitivity (P < 0.01). Price sensitivity in the first route (the route of consideration set size) decreased and in the second route (the route of relative strength of preference) increased (P < 0.01).
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