In line with rapid growth of the transportation industry that facilitates the trade and business, companies send their products easily in the shortest time to most distant points of the world. Despite development in recent years, the business future of Arvand Free Zone in Khuzestan Province and markets related to it are at risk. The most important reason in this regard is consumer distrust in various stages of advertising. This investigation uses quantitative and qualitative method in order to experimentally show that negative concerns in the minds of the consumer will have a negligible and effective impact on market activity. Investigating the reasons for consumer distrust was started first by an interview. The findings of the interview revealed that negative beliefs and attitudes of the consumer had the highest impact on attitudes of people of a community towards a given market. Based on the qualitative studies, eight parameters in three dimensions are considered as final factors ...

One of the main aims of research in marketing is to evaluate the power of brand loyalty and one of the most main matters in marketing is the issue of loyalty to brand. The goal of this article is, determine the relation between brand perceived quality and brand awareness on brand loyalty in Carbonated drinks in Iran. This research is a survey research. The research type is a descriptive survey. This study was conducted in customers of Carbonated drinks in Iran country. The reserach sample comprises 200 customers, which randomly were selected. Research data have been collected by a questionnaire that is researcher-developed and research sampling has been done by enumeration and evaluated and analyzed using SPSS software. The validity of the method was confirmed through content validity. Also, the reliability was confirmed through Cronbach Alpha. The study finds out some interesting conclusions: (1): There is a meaningful relation between perceived quality and loyalty to brand and (5): There is a meaningful relation between awareness and loyalty to brand.

This research had been done to evaluate the effectiveness of advertising on customers’ willingness to buy. The aim of this research was applied and the method of data collection was descriptive and causal-effect. The statistical population of this research was customers of Goldiran products in Tehran who visited the company’s representatives to buy. The sample size with the help of Cochran formula was 384 people and sampling method was random, stratified based on geographic area was calculated. Data gathering tool included two questionnaires by Jafari (1393) to measure advertising effectiveness and customers’ willingness to buy and questionnaire by Boyle et al., (2013) to measure brand image and brand equity. The validity of these two questionnaires were confirmed by content and construct validity. As well as, reliability of 4 variables were obtained higher than 7/0 with the help of Cronbach’s alpha coefficient. Data from distributing questionnaires were analyzed using LISREL softwa...

The purpose of this study was to investigate the dimensions of brand impact on sports, economic and professional experts, managers and experts in Kermanshah province. Method: This is a descriptive-survey research. The statistical population consisted of 120 experts, managers and experts in sport and economic in Kermanshah province who were selected by random sampling. In this study, 87 experts including experts, managers and experts in two fields of sport and economics completed a researchermade questionnaire assessing the dimensions of sport brand effectiveness. The measurement tool was a questionnaire of sport brand management whose reliability and validity were tested for this research. The Cronbach's alpha value for all factors is 7 or higher, indicating the appropriateness of the questions posed to assess each of the dimensions affecting sport brand management. SPSS software version 20 was used for data analysis. The results of the tests showed that all four sectors (managerial, economic, cultural and social) influenced sport brand management. Results: Finally, the overall summary of the tests shows that social media management brand with a mean of 3.09 and cultural management factor with a mean of 1.82 have the highest and lowest priority in influencing sport brand, respectively. Conclusions: The research results show that the social sector of the brand has a higher priority and microeconomic and macroeconomic indicators should be recognized.

Today, competition and customer-orientation has been enhanced and the firms have to be active in such environments. In this regard and for survival of organization in the current competition arena, considering issues such as creativity and innovation and making adequate marketing policies is important for the organizations. In this field, due to their underlying and dynamic role at the society, insurance companies have to provide high-quality services day by day to satisfy the customers. In this study, using theoretical approach and with reliance on recent studies, the role of creativity and innovation is investigated in development of marketing and increase in sale of products and services of insurance companies. In general, it could be mentioned that development of creativity in insurance industry could lead to improvement of indices such as profitability, market share, sale, customer satisfaction, subjectivity and positive image of organization and quality of services. Due to proving positive and direct correlation of innovation and creativity with marketing development and more sale of products and services of insurance companies, it would be better for the insurance companies and firms to facilitate availability of new innovations through acquiring external innovations and identify and attract and adjust the external knowledge through identification of external environment and internal research and development and take measure to increase the power of communicating competitors and transferring knowledge to the competitors with the aim of achievement of commercial goals of the organization as a step towards enhancement of innovative processes in business. Moreover, more focus of insurance companies on knowledge management and development of research activities to make and use the newest innovative achievements could enhance quality of services and develop marketing of insurance products.

The aim of this research is to investigate the effect of psychological empowerment on brand equity in Islamic Azad University, Bandar Abbas branch. The survey-correlational was employed in data collection. The statistical population of this study includes two populations, i.e., professors and staff and students of different colleges. To select the participants, random stratified sampling method using Cochran’s Formula was used. The standard questionnaires of Spreitzer and Mishra (1997) and Kim and Hyun (2011) were used to measure psychological empowerment and brand equity, respectively. The results indicated that all the psychological empowerment dimensions of the staff and professors of the university are valid enough to increase brand equity from the aspect of empowerment indices.

A cardinal objective of marketing is to create value for customers and to capture value from customers in return; and building strong brands facilitate the achievement of this objective. Strong brands win customers' preference through the assurance of value. The focus of this study is to examine the association between brand value and marketing wellness measured in terms of new product success, sales growth and market share. The study utilised data collected from sixty-six (66) respondents comprising of branch managers, marketing managers and inside sales officers of deposit money banks using a structured questionnaire. The P(r) was employed as the test statistic. All the statistical analyses were performed using the SPSS version 20.0. The study found positive and statistically significant correlation between brand value and all the three indices of marketing wellness considered in the study, with marketing share showing the strongest link with brand value. The study thus conclu...

The purpose of this paper is to reveal how social network marketing (SNM) can affect consumers' purchase behavior (CPB). We used the combination of structural equation modeling (SEM) and unsupervised machine learning approaches as an innovative method. The statistical population of the study concluded users who live in Hungary and use Facebook Marketplace. This research uses the convenience sampling approach to overcome bias. Out of 475 surveys distributed, a total of 466 respondents successfully filled out the entire survey with a response rate of 98.1%. The results showed that all dimensions of social network marketing, such as entertainment, customization, interaction, WoM and trend, had positively and significantly influenced consumer purchase behavior (CPB) in Facebook Marketplace. Furthermore, we used hierarchical clustering and K-means unsupervised algorithms to cluster consumers. The results show that respondents of this research can be clustered in nine different groups based on behavior regarding demographic attributes. It means that distinctive strategies can be used for different clusters. Meanwhile, marketing managers can provide different options, products and services for each group. This study is of high importance in that it has adopted and used plspm and Matrixpls packages in R to show the model predictive power. Meanwhile, we used unsupervised machine learning algorithms to cluster consumer behaviors.