Marketing and Branding Research (MBR) (original) (raw)
Papers by Marketing and Branding Research (MBR)
The aim of this study is to compare and determine the effective factors of traditional archers' b... more The aim of this study is to compare and determine the effective factors of traditional archers' bow brands preferences from the multicultural perspective. In depth-interviews and focus group studies were conducted with senior and experienced traditional archers from different countries in order to collect the data. Content analysis technique was used to analyze the data and the proposed model was created accordingly. Traditional archers from Turkey and some European countries were participated in this research. According to the results of the analysis; perceived price of brand, customer relationships, product characteristics, and product availability were found as determiners of traditional archers' bow brand preferences.
Canadian Institute for Knowledge Development (CIKD)
The current research aims to outspread the sensory marketing research by (1) examining whether ge... more The current research aims to outspread the sensory marketing research by (1) examining
whether gender incongruent scents evoke nostalgia in the customers and secondly, by
exploring if nostalgia can inflict feelings of pleasure and arousal and thus drives a
consumer to develop a repurchase intention. The scent chosen was a masculine scent,
targeted at female consumers of clothing outlets. A scent pretest was carried out to
choose the most masculine, pleasing scent followed by an experiment conducted at the
Malls of Twin Cities in which 288 participants participated. The data analysis was
carried out using variance based partial least squares structural equation modeling (PLSSEM).
The results confirmed that gender incongruent scents may evoke nostalgia.
Moreover, creating feelings of pleasure and arousal leads a consumer to develop a
positive repurchase intention. The findings of the study are important for the marketers
to consider atmospheric cues as effective marketing strategies for the customer
engagement in the retail settings. The research signifies the importance of scents in
developing pleasure and arousal in a consumer; however, this alone is not important to
develop a repurchase intention. Gender incongruent scents in addition to other ambient
cues may prove to be an effective marketing tool for the marketers.
Canadian Institute for Knowledge Development (CIKD)
The aim of this research is to investigate the effect of psychological empowerment on brand equit... more 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.
Canadian Institute for Knowledge Development (CIKD)
This study investigates the relationship between the development of the air transport and the eco... more This study investigates the relationship between the development of the air transport and
the economic development of the Bulgarian regions and the improvement of its
competitiveness over the period of 2000–2016. The timeliness of the problem is related
to the contradictory impact of the air transport on the economic effects of aviation
development and related socio-economic effects at local and global level. The purpose of
the report was to identify the impact of the air transport on the economic development of
the region. In this connection, the following tasks have been set: to monitor trends in the
development of the air passenger transport sector; to determine the impact of the average
annual income per capita on the passenger flow; to establish the impact of passenger
flows on the average annual income of the population as an indicator of the sustainable
development of the region. The aim of the article was to establish the link between the
passenger flow and the gross domestic product of the region. Economic data processing
methods for the 10-year period were used through the Gretl program. The data obtained
is evidence of the positive impact of air transport development on the competitiveness of
the region and its steady social-economic growth.
Canadian Institute for Knowledge Development (CIKD)
The concept of credit risk management can be treated as the heart of any commercial banks. It pla... more The concept of credit risk management can be treated as the heart of any commercial
banks. It plays the vital role in the performance of a financial institution as it analyzes
credit worth ability of borrowers. Each loan without repayment decreases banks’ profit
and equity, which in turn may result in bank failure if the bank cannot pay off its
liabilities. In this paper, according to existing theoretical and empirical literature, the
suitable system was defined for measuring credit risk management. Then, the effect of
credit risk management on the profitability and survival of banks in Iran was
investigated. For this purpose, model was estimated using panel data method and the
financial statements of banks for the period 2005-2016. The results of the study showed
that there was a significant relationship between risk management and profitability and
bank survivability. The poor credit risk management reduces the profitability and
survival of banks.
Canadian Institute for Knowledge Development (CIKD)
At the age of the digital world, higher education institutions (HEIs) are challenged to be creati... more At the age of the digital world, higher education institutions (HEIs) are challenged to be
creative in reaching out and keeping in touch with their stakeholders and target markets
that are mostly the young generation. Businesses and institutions like HEIs should be
innovative in attracting customers/students using digital and social media marketing.
They have to embrace fully digital and social media marketing in realizing their target
market and staying connected with them. This research focused on identifying the
common digital and social media marketing utilized by the top 25 universities in Asia
and Africa, it also assessed the level of adoption of digital technology. Findings revealed
that the majority of the top 25 universities in Asia and Africa use Facebook, Twitter,
LinkedIn and YouTube for their digital and social media marketing and they differ in
terms of the purposes of its usage and the level of adoption of digital technology. It
shows that the collective responses by using digital and social marketing for HEIs are to
market their programs and to give information about events and research of the HEIs.
However, the majority of the top 25 universities in Asia had already reached fully digital
and they use it for visionary production and design for the adoption of digital technology.
Furthermore, most of the HEIs are using website design and interface as an essential
factor on how to present themselves to their potential students.
Canadian Institute for Knowledge Development (CIKD)
The paper discusses the issue of utilization of the major online public evaluation platforms as F... more The paper discusses the issue of utilization of the major online public evaluation
platforms as Facebook and Google, more specifically describes the methods and ways of
their utilization in the field of healthcare provider with aim to increase competitiveness
on subjects operating on this specific sector. The issue of increasing the efficiency and
quality of health services has long been proclaimed. There is no coherent plan for
measuring the quality and efficiency of healthcare facilities in general. The increasing
importance and demands for efficiency and quality is leading to an increase in
importance of accurate and specific marketing concepts, desirable also in the process of
specific health programs. By thorough and complex analysis of online presence of
selected health care providers, represented by the Slovak Teaching Hospitals,
relationships between factors were examined in order to identify and describe facts
affecting online presence of those entities in the hyper competitive market environment
of the Internet. The findings identified by the analysis of online environment were
compared between selected platforms. The results of analysis thus providing a
comprehensive view on the issue of utilization of online evaluation platforms to increase
competitiveness.
Canadian Institute for Knowledge Development (CIKD)
A strategy is the basic pattern of current and planned objectives, operation and allocation of re... more A strategy is the basic pattern of current and planned objectives, operation and allocation
of resources, an organization's interactions with the markets, competitors, and other
environmental factors. The main focus of marketing strategy is to allocate and coordinate
with marketing activities and resources, and to provide operational objectives in terms of
a market - specific product. The strategy can determine success in the world of today
mega competitive in the life cycle of the organization if properly allocate organization's
resources and marketing mix also fit in with this strategy. The aim of this study was to
examine the life cycle of Kavir Lacquered Wire of Yazd Company and its status in the
company's life cycle and to review the fit between company's marketing strategy and
marketing. The judgmental method sampling among managers and experts was applied
and the descriptive research which employed questionnaire and survey methods was used
to collect the data. Descriptive statistics showed that this company is in the growth stage
of its life cycle and the company's strategic reference points shows that the attack or
siege were the main reason of choosing marketing strategy. Data analysis techniques
using fuzzy AHP also revealed that the company marketing mix and marketing strategy
had only the promotion fit. According to the wire Kavir Yazd Company approach in the
context of intelligence capabilities and scientific management; investigating the
company's position in the life cycle and also company's strategy and marketing mix will
eventually improve manager insight in marketing management.
Canadian Institute for Knowledge Development (CIKD)
The energy dependence of the European Union (EU) is a huge concern for the Member States. It`s mo... more The energy dependence of the European Union (EU) is a huge concern for the Member
States. It`s mostly connected to the increasing dependence on imported energy resources.
The ability of the EU to meet the energy needs is very limited. Dependency on imported
resources is expected to reach 70% in 2020 and dependence on oil - 90%. Europe`s
dependence on imported oil will increase drastically. Almost 100% is the Bulgarian
dependence on imports of Russian natural gas and oil. The solar business has a great
importance for the future of the entire energy sector. Its investigations will allow us to
find the potential opportunities and possible threats of its development and will help us
to develop its potential. There are many challenges in front of its development connected
with legal frameworks, corporate interests and public pressure. Therefore, a successful
adaptation is required to the high requirements of regulators and competitive alternative
energy source.
Canadian Institute for Knowledge Development (CIKD)
Researchers agree that mobile learning implementation requires new pedagogies and successful inte... more Researchers agree that mobile learning implementation requires new pedagogies and
successful integration and implementation of technologies into learning needs to be wellplanned.
In this context, this study first aimed to develop a use of mobile technologies
measurement scale and then examined students’ perceptions and opinions of using
mobile technologies as part of the E-learning program with data from 786 students.
Exploratory and confirmatory factor analyses were used to develop the measurement
model; then the structural model for the research was tested using SEM. From the SEM
analysis, with one dimension and ten variables, the scale was acceptable and the model
explained 42.34 percent of the variance, which is indicative of medium explanatory
power. Reliability for the scale was assessed using Cronbach’s alpha, which was greater
than .80 for Use of Mobile Phones in this study, thus the items were reliable. The results
showed that most of the students used the latest smartphone technologies and they
generally approved of using these as part of their E-learning program on Moodle learning
management system.
Canadian Institute for Knowledge Development (CIKD)
This study is an attempt to use a viral marketing at universities in Slovak and Czech Republics. ... more This study is an attempt to use a viral marketing at universities in Slovak and Czech
Republics. Social networks have become an everyday part of life. Permanent
communication takes place on social networks and it can be used by private companies
as well as other organizations. The social network can serve any organization to provide
up-to-date information, respond to customer inquiries, and get quick feedback from
them, which is a huge asset. Social networks are becoming a means for companies to
find their customers' opinions about products. This helps to improve products and adapt
to current market needs. The aim of this study was to compare the use of social networks
by universities as a modern marketing communications tool and to identify the success of
social networking. The basic methods were analysis, comparison and evaluation with the
Social Scorecard. The final findings suggested the use of viral marketing by universities
and the improvement of viral marketing in the area of education. A marketing strategy
that is appropriately chosen and implemented on social networks can be much more
successful and more effective than the use of traditional marketing communication tools.
Canadian Institute for Knowledge Development (CIKD)
This study employs DeLone and McLean’s information system success model to measure the effect of ... more This study employs DeLone and McLean’s information system success model
to measure the effect of service quality, system quality, information quality on
repurchase intention of the smartphone-based ride hailing service in Vietnam.
Data were gathered by surveying 427 customers using Grab and Uber services.
PLS was employed to analyze the measurement and structural model. The
statistical results supported all five proposed hypotheses. The study confirmed
that electronic service quality of information system were significant predictors
of overall perceived service quality. Additionally, this study reported a
significant positive effect of perceived service quality and customer satisfaction
on repurchase intention. The study also confirmed the relationships of the three
variables representing the electronic service quality on the overall service
quality, which directly effects customer satisfaction, considering a more
comprehensive model for service in m-commerce context. This paper extends
the knowledge on the service factors and customer satisfaction of repurchase
intention.
Canadian Institute for Knowledge Development (CIKD)
The aim of this paper is to specify the links between expectations of advertising and perception ... more The aim of this paper is to specify the links between expectations of advertising and
perception of advertising according to the gender differences. The fact that individuals
create their subjective cognitive image of these advertisement attributes serves as a basis
for the conceptualization of this paper. The data were collected from two research
samples, 99 respondents (58 women and 41 men) and 206 respondents (113 women and
93 men). The analyses, conducted in two research stages, indicated significant
correlations between the selected attributes of expectations of advertising and the factors
of subjective perception of advertising. The results also revealed an existence of
significant differences in perception of advertising and expectations of advertising
between men and women. Women paid more attention to the music and visuals of the
advertisement and appreciate the humorous aspects in advertising. They also had greater
expectations of advertising – they expect it to be memorable, informative, intelligent,
genuine and visually stunning.
Canadian Institute for Knowledge Development (CIKD)
The main aim of this study was to investigate the factors affecting on customer loyalty of Mehr c... more The main aim of this study was to investigate the factors affecting on customer loyalty of
Mehr chain hotels in Yazd. Independent variables of this study included cultural brand
asset, individual’s similarity to brand, lifestyle congruency, intermediate variables of
study included brand awareness, perceived quality, brand association, and customer
satisfaction, and the dependent variable of study included brand loyalty. The population
of this study included Iranian and non-Iranian quests of Mehr chain hotels of Yazd.
Simple and stratified random sampling methods were used. Four hundred and thirty-five
questionnaires (325 Persian questionnaires, and 110 English questionnaires) were
distributed and gathered. Data were analyzed using the SPSS 18 Software. The
relationships between variables and factors were confirmed through confirmatory factor
analysis and structural equation modeling techniques using LISREL8.72 software. The
results confirmed the impact of cultural brand assets on perceived quality, brand
awareness, and brand association. Additionally, it was found that there was significant
correlation between brand awareness, perceived quality, and brand association.
Perceived quality, brand association, and customer satisfaction also have a positive
impact on brand loyalty. Lifestyle congruency and individual’s similarity to brand have
impact on customer satisfaction. In this research after investigating the factors affecting
on customer loyalty of Mehr chain hotels in Yazd, university sector entered in such
research areas until both marketers as well as researchers to use the findings for
increasing consumer loyalty.
Canadian Institute for Knowledge Development (CIKD)
Low cost aviation carriers already occupied a significant share of the Bulgarian aviation market ... more Low cost aviation carriers already occupied a significant share of the Bulgarian aviation
market for passenger transportation. The reality is that, thanks to the emergence of lowcost
carriers, the number of passengers transported through airports is increasing. This,
of course, is due to the low transportation prices offered by these carriers. The
availability of such prices is related to the measures taken to reduce the operating costs
and the successful tariff management policy achieved by the carriers. At the same time,
some non-market methods are used to de facto subsidize the activity of carriers. Some
intentions are declared or already established for setting up development funds for
airports that redirect public funds to the carrier. The state approves airport charges that
are lower than the actual costs of covering the fees in order to attract cheap operators.
Tax relief is introduced for airlines that do not benefit from these concessions and take
unfairly allocated airport charges for all carriers. The present report analyzes the policy
related to the activities of low cost airlines on the Bulgarian market, including examples
of dumping, inconvenience for passengers related to the step between the seats (quality
of service that is due to low prices, something no organization or institution protects).
Some suggestions and proposals are given in order to solve the raised problems.
In this study, the effect of normative beliefs and tourists’ experience of travelling to differen... more In this study, the effect of normative beliefs and tourists’ experience of travelling to
different places on their loyalty to the destination is investigated. In this regard, 150
questionnaires were randomly collected from tourists who had travelled to Ardabil in a
20-day period in the summer of 2016. First, confirmatory factor analysis was conducted
on variables. The results of regression test indicated that there is a significant correlation
between tourists’ previous experience and their normative beliefs and loyalty to the
destination. The correlation between these variables is respectively equal to 0.24 and
0.25. Furthermore, the variables of normative beliefs and tourists’ previous experience
can predict the changes of tourists’ loyalty to the destination at a rate of 0.20 and 0.21,
respectively. These results can help tourism activists to attempt to create mutual feeling
and change tourists’ normative beliefs when offering services. Moreover, further study to
separate the type of norms and their different effect can help to improve services and
tourists’ experience.
Canadian Institute for Knowledge Development (CIKD)
The market for enterprise resource planning (ERP) software was analysed in the contexts of comput... more The market for enterprise resource planning (ERP) software was analysed in the
contexts of computer science, business models, sociology and history. However, the
impact of SAP which has driven the ERP software market with its product innovation
was not analysed in the framework of market shaping. Particularly, a new direction
within marketing which aims to re-connect it to markets can be an interesting point of
departure for the analysis since the way ERP software shaped the markets has similar
impacts with the way internet shaped the markets. Using a framework based on three
market shaping effects, the results suggested that SAP's impact was mainly on agency
costs, transaction costs and network effects. These three points suggest a similarity to
the market shaping impact of internet economics.
Canadian Institute for Knowledge Development (CIKD)
The purpose of this study is to examine the relationship between sales forces’ personality traits... more The purpose of this study is to examine the relationship between sales forces’ personality
traits and customer relationship management in Asia Insurance Company in the city of
Isfahan. The statistical population of the current study includes sales forces of Asia
Insurance Company in Isfahan which consists of 170 members. A sample of 120
employees was selected from this population based on the sampling table. To examine
the personality traits of the sales forces in this population and measuring its dimensions,
a standardized questionnaire of big five model came into use. This questionnaire was
distributed among sample members and they were asked to answer the questions. To
examine the validity of the questionnaire, the professors and researchers were asked to
review and modify the questionnaire. The final version of the questionnaire was prepared
after some modifications. Moreover, Cronbach’s Alpha Coefficient was used for
examining and confirming reliability of the questionnaire. In order to analyze the
research data and test the research hypotheses, structural equation modeling method was
used in Amos 21. The results of the study revealed that there is a significant relationship
between sales forces’ personality traits and customer relationship management.
Canadian Institute for Knowledge Development (CIKD)
The main objective of this study was to examine the moderating role of corporate social responsib... more The main objective of this study was to examine the moderating role of corporate social
responsibility in the relationship between socially responsible consumption and quality
of work life (QWL) of the staff in Social Security Organization. The research model has
been formed using variables such as socially responsible consumption, corporate social
responsibility, QWL, and organizational commitment of the staff. Research methodology
was a correlation type. The population of this research was the staff of Yazd Social
Security Organization. Sampling method was stratified random, where the samples were
selected from each class through simple random sampling. A questionnaire was used to
collect data through which 290 valid samples were collected. In this study, data were
analyzed using SPSS18 software. The relationships between variables and factors were
examined by confirmatory factor analysis and structural equation modeling technique
using PLS2 Smart software. Moreover, using Sobel test, we have examined the
assumption of the mediator role of QWF. The results showed that corporate social
responsibility and socially responsible consumption had an impact on the QWL. There
was a significant relationship between corporate social responsibility (CSR) and QWL.
The results also showed that CSR and socially responsible consumption (SRCO) affected
organizational commitment through QWL.
Canadian Institute for Knowledge Development (CIKD)
Normally impulse buying is considered to take place in the presence of extrinsic factors which lu... more Normally impulse buying is considered to take place in the presence of extrinsic factors
which lure customers into unplanned buying. The role of intrinsic factors in generating
impulse buying remains under-researched, especially in the context of a developing
country like Pakistan. This study aims to study the impact of personality on impulse
buying behavior. The effect of personality on impulse buying is measured through five
personality traits, namely Openness, Conscientiousness, Extraversion, Agreeableness and
Neuroticism-also known as the OCEAN Model. It is an explanatory research study
involving 400 people of diverse backgrounds and wide age brackets. Results indicated
significant effects of Openness, Extraversion, Conscientiousness and Neuroticism and
insignificant effect of Agreeableness on Impulse Buying Behavior. This study has
valuable implications for Practitioners as well as Academics.
The aim of this study is to compare and determine the effective factors of traditional archers' b... more The aim of this study is to compare and determine the effective factors of traditional archers' bow brands preferences from the multicultural perspective. In depth-interviews and focus group studies were conducted with senior and experienced traditional archers from different countries in order to collect the data. Content analysis technique was used to analyze the data and the proposed model was created accordingly. Traditional archers from Turkey and some European countries were participated in this research. According to the results of the analysis; perceived price of brand, customer relationships, product characteristics, and product availability were found as determiners of traditional archers' bow brand preferences.
Canadian Institute for Knowledge Development (CIKD)
The current research aims to outspread the sensory marketing research by (1) examining whether ge... more The current research aims to outspread the sensory marketing research by (1) examining
whether gender incongruent scents evoke nostalgia in the customers and secondly, by
exploring if nostalgia can inflict feelings of pleasure and arousal and thus drives a
consumer to develop a repurchase intention. The scent chosen was a masculine scent,
targeted at female consumers of clothing outlets. A scent pretest was carried out to
choose the most masculine, pleasing scent followed by an experiment conducted at the
Malls of Twin Cities in which 288 participants participated. The data analysis was
carried out using variance based partial least squares structural equation modeling (PLSSEM).
The results confirmed that gender incongruent scents may evoke nostalgia.
Moreover, creating feelings of pleasure and arousal leads a consumer to develop a
positive repurchase intention. The findings of the study are important for the marketers
to consider atmospheric cues as effective marketing strategies for the customer
engagement in the retail settings. The research signifies the importance of scents in
developing pleasure and arousal in a consumer; however, this alone is not important to
develop a repurchase intention. Gender incongruent scents in addition to other ambient
cues may prove to be an effective marketing tool for the marketers.
Canadian Institute for Knowledge Development (CIKD)
The aim of this research is to investigate the effect of psychological empowerment on brand equit... more 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.
Canadian Institute for Knowledge Development (CIKD)
This study investigates the relationship between the development of the air transport and the eco... more This study investigates the relationship between the development of the air transport and
the economic development of the Bulgarian regions and the improvement of its
competitiveness over the period of 2000–2016. The timeliness of the problem is related
to the contradictory impact of the air transport on the economic effects of aviation
development and related socio-economic effects at local and global level. The purpose of
the report was to identify the impact of the air transport on the economic development of
the region. In this connection, the following tasks have been set: to monitor trends in the
development of the air passenger transport sector; to determine the impact of the average
annual income per capita on the passenger flow; to establish the impact of passenger
flows on the average annual income of the population as an indicator of the sustainable
development of the region. The aim of the article was to establish the link between the
passenger flow and the gross domestic product of the region. Economic data processing
methods for the 10-year period were used through the Gretl program. The data obtained
is evidence of the positive impact of air transport development on the competitiveness of
the region and its steady social-economic growth.
Canadian Institute for Knowledge Development (CIKD)
The concept of credit risk management can be treated as the heart of any commercial banks. It pla... more The concept of credit risk management can be treated as the heart of any commercial
banks. It plays the vital role in the performance of a financial institution as it analyzes
credit worth ability of borrowers. Each loan without repayment decreases banks’ profit
and equity, which in turn may result in bank failure if the bank cannot pay off its
liabilities. In this paper, according to existing theoretical and empirical literature, the
suitable system was defined for measuring credit risk management. Then, the effect of
credit risk management on the profitability and survival of banks in Iran was
investigated. For this purpose, model was estimated using panel data method and the
financial statements of banks for the period 2005-2016. The results of the study showed
that there was a significant relationship between risk management and profitability and
bank survivability. The poor credit risk management reduces the profitability and
survival of banks.
Canadian Institute for Knowledge Development (CIKD)
At the age of the digital world, higher education institutions (HEIs) are challenged to be creati... more At the age of the digital world, higher education institutions (HEIs) are challenged to be
creative in reaching out and keeping in touch with their stakeholders and target markets
that are mostly the young generation. Businesses and institutions like HEIs should be
innovative in attracting customers/students using digital and social media marketing.
They have to embrace fully digital and social media marketing in realizing their target
market and staying connected with them. This research focused on identifying the
common digital and social media marketing utilized by the top 25 universities in Asia
and Africa, it also assessed the level of adoption of digital technology. Findings revealed
that the majority of the top 25 universities in Asia and Africa use Facebook, Twitter,
LinkedIn and YouTube for their digital and social media marketing and they differ in
terms of the purposes of its usage and the level of adoption of digital technology. It
shows that the collective responses by using digital and social marketing for HEIs are to
market their programs and to give information about events and research of the HEIs.
However, the majority of the top 25 universities in Asia had already reached fully digital
and they use it for visionary production and design for the adoption of digital technology.
Furthermore, most of the HEIs are using website design and interface as an essential
factor on how to present themselves to their potential students.
Canadian Institute for Knowledge Development (CIKD)
The paper discusses the issue of utilization of the major online public evaluation platforms as F... more The paper discusses the issue of utilization of the major online public evaluation
platforms as Facebook and Google, more specifically describes the methods and ways of
their utilization in the field of healthcare provider with aim to increase competitiveness
on subjects operating on this specific sector. The issue of increasing the efficiency and
quality of health services has long been proclaimed. There is no coherent plan for
measuring the quality and efficiency of healthcare facilities in general. The increasing
importance and demands for efficiency and quality is leading to an increase in
importance of accurate and specific marketing concepts, desirable also in the process of
specific health programs. By thorough and complex analysis of online presence of
selected health care providers, represented by the Slovak Teaching Hospitals,
relationships between factors were examined in order to identify and describe facts
affecting online presence of those entities in the hyper competitive market environment
of the Internet. The findings identified by the analysis of online environment were
compared between selected platforms. The results of analysis thus providing a
comprehensive view on the issue of utilization of online evaluation platforms to increase
competitiveness.
Canadian Institute for Knowledge Development (CIKD)
A strategy is the basic pattern of current and planned objectives, operation and allocation of re... more A strategy is the basic pattern of current and planned objectives, operation and allocation
of resources, an organization's interactions with the markets, competitors, and other
environmental factors. The main focus of marketing strategy is to allocate and coordinate
with marketing activities and resources, and to provide operational objectives in terms of
a market - specific product. The strategy can determine success in the world of today
mega competitive in the life cycle of the organization if properly allocate organization's
resources and marketing mix also fit in with this strategy. The aim of this study was to
examine the life cycle of Kavir Lacquered Wire of Yazd Company and its status in the
company's life cycle and to review the fit between company's marketing strategy and
marketing. The judgmental method sampling among managers and experts was applied
and the descriptive research which employed questionnaire and survey methods was used
to collect the data. Descriptive statistics showed that this company is in the growth stage
of its life cycle and the company's strategic reference points shows that the attack or
siege were the main reason of choosing marketing strategy. Data analysis techniques
using fuzzy AHP also revealed that the company marketing mix and marketing strategy
had only the promotion fit. According to the wire Kavir Yazd Company approach in the
context of intelligence capabilities and scientific management; investigating the
company's position in the life cycle and also company's strategy and marketing mix will
eventually improve manager insight in marketing management.
Canadian Institute for Knowledge Development (CIKD)
The energy dependence of the European Union (EU) is a huge concern for the Member States. It`s mo... more The energy dependence of the European Union (EU) is a huge concern for the Member
States. It`s mostly connected to the increasing dependence on imported energy resources.
The ability of the EU to meet the energy needs is very limited. Dependency on imported
resources is expected to reach 70% in 2020 and dependence on oil - 90%. Europe`s
dependence on imported oil will increase drastically. Almost 100% is the Bulgarian
dependence on imports of Russian natural gas and oil. The solar business has a great
importance for the future of the entire energy sector. Its investigations will allow us to
find the potential opportunities and possible threats of its development and will help us
to develop its potential. There are many challenges in front of its development connected
with legal frameworks, corporate interests and public pressure. Therefore, a successful
adaptation is required to the high requirements of regulators and competitive alternative
energy source.
Canadian Institute for Knowledge Development (CIKD)
Researchers agree that mobile learning implementation requires new pedagogies and successful inte... more Researchers agree that mobile learning implementation requires new pedagogies and
successful integration and implementation of technologies into learning needs to be wellplanned.
In this context, this study first aimed to develop a use of mobile technologies
measurement scale and then examined students’ perceptions and opinions of using
mobile technologies as part of the E-learning program with data from 786 students.
Exploratory and confirmatory factor analyses were used to develop the measurement
model; then the structural model for the research was tested using SEM. From the SEM
analysis, with one dimension and ten variables, the scale was acceptable and the model
explained 42.34 percent of the variance, which is indicative of medium explanatory
power. Reliability for the scale was assessed using Cronbach’s alpha, which was greater
than .80 for Use of Mobile Phones in this study, thus the items were reliable. The results
showed that most of the students used the latest smartphone technologies and they
generally approved of using these as part of their E-learning program on Moodle learning
management system.
Canadian Institute for Knowledge Development (CIKD)
This study is an attempt to use a viral marketing at universities in Slovak and Czech Republics. ... more This study is an attempt to use a viral marketing at universities in Slovak and Czech
Republics. Social networks have become an everyday part of life. Permanent
communication takes place on social networks and it can be used by private companies
as well as other organizations. The social network can serve any organization to provide
up-to-date information, respond to customer inquiries, and get quick feedback from
them, which is a huge asset. Social networks are becoming a means for companies to
find their customers' opinions about products. This helps to improve products and adapt
to current market needs. The aim of this study was to compare the use of social networks
by universities as a modern marketing communications tool and to identify the success of
social networking. The basic methods were analysis, comparison and evaluation with the
Social Scorecard. The final findings suggested the use of viral marketing by universities
and the improvement of viral marketing in the area of education. A marketing strategy
that is appropriately chosen and implemented on social networks can be much more
successful and more effective than the use of traditional marketing communication tools.
Canadian Institute for Knowledge Development (CIKD)
This study employs DeLone and McLean’s information system success model to measure the effect of ... more This study employs DeLone and McLean’s information system success model
to measure the effect of service quality, system quality, information quality on
repurchase intention of the smartphone-based ride hailing service in Vietnam.
Data were gathered by surveying 427 customers using Grab and Uber services.
PLS was employed to analyze the measurement and structural model. The
statistical results supported all five proposed hypotheses. The study confirmed
that electronic service quality of information system were significant predictors
of overall perceived service quality. Additionally, this study reported a
significant positive effect of perceived service quality and customer satisfaction
on repurchase intention. The study also confirmed the relationships of the three
variables representing the electronic service quality on the overall service
quality, which directly effects customer satisfaction, considering a more
comprehensive model for service in m-commerce context. This paper extends
the knowledge on the service factors and customer satisfaction of repurchase
intention.
Canadian Institute for Knowledge Development (CIKD)
The aim of this paper is to specify the links between expectations of advertising and perception ... more The aim of this paper is to specify the links between expectations of advertising and
perception of advertising according to the gender differences. The fact that individuals
create their subjective cognitive image of these advertisement attributes serves as a basis
for the conceptualization of this paper. The data were collected from two research
samples, 99 respondents (58 women and 41 men) and 206 respondents (113 women and
93 men). The analyses, conducted in two research stages, indicated significant
correlations between the selected attributes of expectations of advertising and the factors
of subjective perception of advertising. The results also revealed an existence of
significant differences in perception of advertising and expectations of advertising
between men and women. Women paid more attention to the music and visuals of the
advertisement and appreciate the humorous aspects in advertising. They also had greater
expectations of advertising – they expect it to be memorable, informative, intelligent,
genuine and visually stunning.
Canadian Institute for Knowledge Development (CIKD)
The main aim of this study was to investigate the factors affecting on customer loyalty of Mehr c... more The main aim of this study was to investigate the factors affecting on customer loyalty of
Mehr chain hotels in Yazd. Independent variables of this study included cultural brand
asset, individual’s similarity to brand, lifestyle congruency, intermediate variables of
study included brand awareness, perceived quality, brand association, and customer
satisfaction, and the dependent variable of study included brand loyalty. The population
of this study included Iranian and non-Iranian quests of Mehr chain hotels of Yazd.
Simple and stratified random sampling methods were used. Four hundred and thirty-five
questionnaires (325 Persian questionnaires, and 110 English questionnaires) were
distributed and gathered. Data were analyzed using the SPSS 18 Software. The
relationships between variables and factors were confirmed through confirmatory factor
analysis and structural equation modeling techniques using LISREL8.72 software. The
results confirmed the impact of cultural brand assets on perceived quality, brand
awareness, and brand association. Additionally, it was found that there was significant
correlation between brand awareness, perceived quality, and brand association.
Perceived quality, brand association, and customer satisfaction also have a positive
impact on brand loyalty. Lifestyle congruency and individual’s similarity to brand have
impact on customer satisfaction. In this research after investigating the factors affecting
on customer loyalty of Mehr chain hotels in Yazd, university sector entered in such
research areas until both marketers as well as researchers to use the findings for
increasing consumer loyalty.
Canadian Institute for Knowledge Development (CIKD)
Low cost aviation carriers already occupied a significant share of the Bulgarian aviation market ... more Low cost aviation carriers already occupied a significant share of the Bulgarian aviation
market for passenger transportation. The reality is that, thanks to the emergence of lowcost
carriers, the number of passengers transported through airports is increasing. This,
of course, is due to the low transportation prices offered by these carriers. The
availability of such prices is related to the measures taken to reduce the operating costs
and the successful tariff management policy achieved by the carriers. At the same time,
some non-market methods are used to de facto subsidize the activity of carriers. Some
intentions are declared or already established for setting up development funds for
airports that redirect public funds to the carrier. The state approves airport charges that
are lower than the actual costs of covering the fees in order to attract cheap operators.
Tax relief is introduced for airlines that do not benefit from these concessions and take
unfairly allocated airport charges for all carriers. The present report analyzes the policy
related to the activities of low cost airlines on the Bulgarian market, including examples
of dumping, inconvenience for passengers related to the step between the seats (quality
of service that is due to low prices, something no organization or institution protects).
Some suggestions and proposals are given in order to solve the raised problems.
In this study, the effect of normative beliefs and tourists’ experience of travelling to differen... more In this study, the effect of normative beliefs and tourists’ experience of travelling to
different places on their loyalty to the destination is investigated. In this regard, 150
questionnaires were randomly collected from tourists who had travelled to Ardabil in a
20-day period in the summer of 2016. First, confirmatory factor analysis was conducted
on variables. The results of regression test indicated that there is a significant correlation
between tourists’ previous experience and their normative beliefs and loyalty to the
destination. The correlation between these variables is respectively equal to 0.24 and
0.25. Furthermore, the variables of normative beliefs and tourists’ previous experience
can predict the changes of tourists’ loyalty to the destination at a rate of 0.20 and 0.21,
respectively. These results can help tourism activists to attempt to create mutual feeling
and change tourists’ normative beliefs when offering services. Moreover, further study to
separate the type of norms and their different effect can help to improve services and
tourists’ experience.
Canadian Institute for Knowledge Development (CIKD)
The market for enterprise resource planning (ERP) software was analysed in the contexts of comput... more The market for enterprise resource planning (ERP) software was analysed in the
contexts of computer science, business models, sociology and history. However, the
impact of SAP which has driven the ERP software market with its product innovation
was not analysed in the framework of market shaping. Particularly, a new direction
within marketing which aims to re-connect it to markets can be an interesting point of
departure for the analysis since the way ERP software shaped the markets has similar
impacts with the way internet shaped the markets. Using a framework based on three
market shaping effects, the results suggested that SAP's impact was mainly on agency
costs, transaction costs and network effects. These three points suggest a similarity to
the market shaping impact of internet economics.
Canadian Institute for Knowledge Development (CIKD)
The purpose of this study is to examine the relationship between sales forces’ personality traits... more The purpose of this study is to examine the relationship between sales forces’ personality
traits and customer relationship management in Asia Insurance Company in the city of
Isfahan. The statistical population of the current study includes sales forces of Asia
Insurance Company in Isfahan which consists of 170 members. A sample of 120
employees was selected from this population based on the sampling table. To examine
the personality traits of the sales forces in this population and measuring its dimensions,
a standardized questionnaire of big five model came into use. This questionnaire was
distributed among sample members and they were asked to answer the questions. To
examine the validity of the questionnaire, the professors and researchers were asked to
review and modify the questionnaire. The final version of the questionnaire was prepared
after some modifications. Moreover, Cronbach’s Alpha Coefficient was used for
examining and confirming reliability of the questionnaire. In order to analyze the
research data and test the research hypotheses, structural equation modeling method was
used in Amos 21. The results of the study revealed that there is a significant relationship
between sales forces’ personality traits and customer relationship management.
Canadian Institute for Knowledge Development (CIKD)
The main objective of this study was to examine the moderating role of corporate social responsib... more The main objective of this study was to examine the moderating role of corporate social
responsibility in the relationship between socially responsible consumption and quality
of work life (QWL) of the staff in Social Security Organization. The research model has
been formed using variables such as socially responsible consumption, corporate social
responsibility, QWL, and organizational commitment of the staff. Research methodology
was a correlation type. The population of this research was the staff of Yazd Social
Security Organization. Sampling method was stratified random, where the samples were
selected from each class through simple random sampling. A questionnaire was used to
collect data through which 290 valid samples were collected. In this study, data were
analyzed using SPSS18 software. The relationships between variables and factors were
examined by confirmatory factor analysis and structural equation modeling technique
using PLS2 Smart software. Moreover, using Sobel test, we have examined the
assumption of the mediator role of QWF. The results showed that corporate social
responsibility and socially responsible consumption had an impact on the QWL. There
was a significant relationship between corporate social responsibility (CSR) and QWL.
The results also showed that CSR and socially responsible consumption (SRCO) affected
organizational commitment through QWL.
Canadian Institute for Knowledge Development (CIKD)
Normally impulse buying is considered to take place in the presence of extrinsic factors which lu... more Normally impulse buying is considered to take place in the presence of extrinsic factors
which lure customers into unplanned buying. The role of intrinsic factors in generating
impulse buying remains under-researched, especially in the context of a developing
country like Pakistan. This study aims to study the impact of personality on impulse
buying behavior. The effect of personality on impulse buying is measured through five
personality traits, namely Openness, Conscientiousness, Extraversion, Agreeableness and
Neuroticism-also known as the OCEAN Model. It is an explanatory research study
involving 400 people of diverse backgrounds and wide age brackets. Results indicated
significant effects of Openness, Extraversion, Conscientiousness and Neuroticism and
insignificant effect of Agreeableness on Impulse Buying Behavior. This study has
valuable implications for Practitioners as well as Academics.