Jounal of Marketing Management: 17 (4)

Open Access Article

1 - Investigation the Effects of Consumer Shopping Value on Satisfaction, Loyalty, Word of Mouth and Share of Purchase
M. A. Abdolvand M. Jani

The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, More

The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Further, the majority of extant research has been limited to upscale retail sectors where the role of the salesperson is crucial and long-term relationships are common. In order to extend the findings of previous researches to additional retail sectors, the current study investigates the complex interrelationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. A total of 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) with lisrel sofware was used for the data analysis. The result indicated utilitarian and hedonic shopping values have relationship with satisfaction and satisfaction has effect on loyalty and share of purchase. Manuscript profile

Open Access Article

2 - The Influence of Hedonic Values on Consumer Behaviors
K. Heidarzadeh E. Hasani Parsa

Nowadays in order to success, know about consumption values of customers and the effect of that on consumer behavior is one of the important and crucial issues. Attention to change of the modern markets consumer values and customers different sections based on different More

Nowadays in order to success, know about consumption values of customers and the effect of that on consumer behavior is one of the important and crucial issues. Attention to change of the modern markets consumer values and customers different sections based on different consumer values, merchants should be aware and sensitive about different consuming needs and the selection of products in different section. Current experiment is studying about effect of hedonic values on utilitarian orientation, novelty seeking, brand consciousness, responsiveness to promotion stimuli, and preference for foreign brand and moderating role of personal income on relationship between hedonic values and brand consciousness. In order to collect the required information, using questionnaire, chosen 400 persons between the science and research branch of Islamic Azad University’s collegian at Stratified random sampling proportional to size  and the hypothesizes were examined by finding a model of structural equations. The aim of this research is applied and the style of that is survey. According   to  the result of investigation, by increasing hedonic values, the consumer’s orientation to utilitarian values decrease. Therefore, hedonic values has positive impact for increasing the novelty seeking, brand consciousness, responsiveness to promotion stimuli and preference for foreign brand. In the other side, personal income as a regulators variant impact positively on the relation between hedonic values and   brand consciousness.  Manuscript profile

Open Access Article

3 - Investigating the Impact of Country of Origin on Customer Behavior: Investigation of the Moderating Roles of Product Involvement and Product Familiarity on Product Evaluation and Customer Behavioral Intentions
F. Najafi B. Kheiri

Researchers have demonstrated that COO image influences the consumer’s evaluation of products in general, specific classes of products, and specific brands. Since Schooler’s (1965) seminal article the effect of country-of-origin biases on consumer attitudes More

Researchers have demonstrated that COO image influences the consumer’s evaluation of products in general, specific classes of products, and specific brands. Since Schooler’s (1965) seminal article the effect of country-of-origin biases on consumer attitudes has been an issue of continuing interest. Over the past four decades the attention of researchers has continuously shifted as new challenges presented themselves. A key challenge is the investigation of potential variables that moderate the influence of COO. IN this article we study the effect of COO on consumer behavioral intentions and product evaluation. The emphasis of this study is to clarify how product familiarity and product involvement can moderate the importance that consumers place on COO image when they evaluate products for purchase or consumption.This research is a descriptive and correlation study based on a survey with applied objective. The statistic population is home appliances consumers in Qazvin. Data were gathered via a questionnaire from the sample size of 384.The study findings show that COO image has direct effect on product evaluation and consumer behavioral intentions. Moreover, study findings show that consumers consider COO image to be more important for their product evaluations when they evaluate products from more familiar product categories and are more involved with the products that they are evaluating.We hope these findings help internal and external companies’ managers to be aware of the factors that effect on product evaluation and help them to make better decisions.  Manuscript profile

Open Access Article

4 - Main Factors in Successful Export Model from the Perspective of Exporters
T. Sadeghi M. Lashkary H. R. Karbalaee Esmaili

Various researches have been performed in the field of export of special goods according to the importance of export in economical issues which indicate the strategic importance of this industry in today’s world. However the present research is the first one perfo More

Various researches have been performed in the field of export of special goods according to the importance of export in economical issues which indicate the strategic importance of this industry in today’s world. However the present research is the first one performed in the field of effective variables on increasing export in Iran whose purpose is the identification of effective variables on export. This research tries to present the effective factors on increasing the export from the standpoints of the Iranian exporters under a model. Finally four main factors influence export which is: Individual factor (education, experience, export knowledge, public communications), economical factor (export markets, governmental subsidies, export pricing, export marketing), environmental factor (rules and regulations, culture, technology, informal communications, political factor), product marginal factor (design and packaging, quality of products, guarantee and after-sell services, distribution canals, products’ brands). The data of this research were collected by using simple random method among the exporters on the country level in the duration of early Day 1388 to late Mehr 1389 (about ten months) via questionnaire and interview and the research method used in this research was multi-variable continuation research, data analysis and second order factor analysis methods. The analysis of the results shows that among the effective factors on increasing the export from the standpoints of exporters in the environmental factor (rules and regulations, culture, special communications, technology, political factor), product marginal factor (guarantee and after-sell services, distribution canals, quality of products, brand, design and packaging), individual factor (public communications, export knowledge, education, working experience), economical factor (export marketing, governmental subsidies, export pricing, export markets) are important and effective respectively.  Manuscript profile

Open Access Article

5 - Study of the Relationship between the Country of Origin and the Brand Equity Case Study: Grad
N. Alsadat Najafizadeh M. Mehrabi R. Karjalian A. Mashayekhnia

Purpose: To investigate consumer attitudes in Iranian market towards local brand names, against a background of increasing prevalence of foreign brand names and stereotypes of countries of origin covering the range from positive to negative.Methodology: A structured que More

Purpose: To investigate consumer attitudes in Iranian market towards local brand names, against a background of increasing prevalence of foreign brand names and stereotypes of countries of origin covering the range from positive to negative.Methodology: A structured questionnaire administered face-to-face to 137 consumers in the shopping center of Gerad wearing store. Attitudes to country of origin categorized as cognition, design, creativity and quality aspects of Iranian products. Five points Likert scale was used to collecting data. Regression analysis was conducted for analyzing customer`s answers. Findings: It was found that the image of country of origin has a positive relation with brand equity dimension includes brand distinction, brand loyalty and brand awareness, and there is a significant positive relation with brand equity dimensions with brand equity. The effect of brand equity dimensions on brand equity is more significant and stronger than merely effect of image of country of origin on brand equity. Research Limitations: getting access to the foreign consumers that use Grad wearing products was a limitation of this research. For better explanation of the research model it was better to investigate foreign consumers of this brand.Managerial Implication: The strategy of marketers of foreign brands in the Iranian market shouldbe to position their products on attributes of technology and quality, rather than economy and valuefor money.Originality/value: Shows that ethnocentricity does not necessarily result in hostility to foreign brands.   Manuscript profile

Open Access Article

6 - Study Relationship between Usage Marketing Metrics from Innovation View and Achievement of Objective for Customer Relationship Management Based on Gartner’s Model in Isfahan Sepah Bank
M. R. Dalvi M. Kadkhodayi

The aim of this research was to investigate the relationship between marketing metrics from innovation view and achievement of objective for customer relationship management is based on Gartner's model in Isfahan’ city Sepah Bank. The theoretical framework was pro More

The aim of this research was to investigate the relationship between marketing metrics from innovation view and achievement of objective for customer relationship management is based on Gartner's model in Isfahan’ city Sepah Bank. The theoretical framework was provided based on Gartner’s model In this study was surveyed by a questionnaire includes 61 item for samples of 160 managers and assistants in Sepah bank. The main idea of this paper is whether marketing metrics from innovation view and achievement of objective for customer relationship management are related? This study method is applied research from purpose view and descriptive survey method of field research. The model was tested by using LISREL and SPSS software. The results show a direct and positive relationship between marketing metrics from innovation view and achievement of objective for customer relationship management (two sides). According the research findings are related between components of metrics Innovation (New services, New services launches, Satisfaction from new services, Revenue of new services) and customer relationship management. The value fitted indexes of the model (GFI=0.91 and AGFI=0.89) is Indicative the suitability of the model. Manuscript profile

Open Access Article

7 - 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. Keshavarzi

Mental 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 More

Mental 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

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