Volume 2, Issue 1, Winter 2015, Page 1-100


The impact of product’s packaging color on customers’ buying preferences under time pressure

Saad Ahmed Javed; Sara Javed

Marketing and Branding Research, Volume 2, Issue 1, Pages 4-14
DOI: 10.33844/mbr.2015.60293

This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior.

Factors enabling competitiveness of science and technology institutions in Iran

Saied Safari; Davoud Gholamrezaei; Reza Sagafi

Marketing and Branding Research, Volume 2, Issue 1, Pages 15-27
DOI: 10.33844/mbr.2015.60261

The present study was conducted to investigate the impact of effective factors on competitiveness of science and technology in Iran in provider unites of specialized technological services based on Porter’s competitive forces model.  The statistical population of this study consisted of all employees of 92 research institutes as provider unites which were classified into four groups, namely universities, ministry of science, research, and technology, private sectors, and other organizations.  A questionnaire was used for data collection. The results of this study confirmed Porter’s competitive forces model in technical research institutes of the country. Finally, limitations and some suggestions for further research are presented.

Halal banking in post-soviet central Asia: Antecedents and consequences

Bilal Ahmad Malik

Marketing and Branding Research, Volume 2, Issue 1, Pages 28-43
DOI: 10.33844/mbr.2015.60208

With the fall of Soviet Union in 1991 the whole Central Asian region perceived a considerable rise in Muslim identity, a call back to Islamic legacy. Nowadays, lots of Central Asian Muslims need to be aware of what Islam has termed legal (Halal) and illegal (Haram). The process of Islamic revival occurred rapidly soon after the unification of Central Asian republics with other Muslim geographies through the membership of Organization of Islamic Conference (OIC) and other similar organizations. This interaction tended to be an essential push factor to the previously existing indigenous reviving trends and sentiments. Besides many other needs, Muslim customer demand appeared as navel movement in the market generally and in banking and financial sector particularly. To satisfy this need, the governments of Muslim majority Central Asian states, namely Kazakhstan, Uzbekistan, Azerbaijan, Turkmenistan, Kyrgyzstan and Tajikistan presented Halal banking and financial goods in the market. In this work, it has been attempted to recognize the causes that lead to the emergence of Islamic banking and finance industry in the region and also to investigate the effect of these causes considering the development and progress of Halal banking and financial industry.

The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry

Adel Pourdehghan

Marketing and Branding Research, Volume 2, Issue 1, Pages 44-63
DOI: 10.33844/mbr.2015.60184

In todays highly competitive markets, keeping customers and retaining their loyalty is considered crucial in maintaining business. Companies and retailers also need to look for various marketing strategies in order to improve their customers’ loyalty. Having knowledge and skills about marketing is one of the capabilities which is required for success in the competition. In consumable markets, brands are the main points of differentiation between the competitive presentations, thus, they are crucial for the success of the companies. The purpose of this study was to analyze the impact of marketing mix elements on brand loyalty. The present study is applicable in terms of objective and descriptive survey in terms of data collection. To evaluate the model and hypotheses, data collection was carried out through surveying 384 mobile phone users. For data analysis and verification of the model, structural equation modeling approach (SEM) and confirmatory factor analysis (CFA) were used and based on the results of the path analysis, the relationship between the variables in the model is investigated. Results indicated the positive impact of products elements, distribution channels, and promotional activities on brand loyalty. Also, the findings showed that indexes of satisfaction and trust which are considered as mediating variables between marketing mix and brand loyalty had positive and significant impact on brand loyalty in the mobile phone industry.

Recognition and ranking of customer financing methods in international trade: An approach to customers’ satisfaction in the Export Development Bank of Iran

Fatemeh Heidari; Ali Akhavan

Marketing and Branding Research, Volume 2, Issue 1, Pages 64-73
DOI: 10.33844/mbr.2015.60199

One of the most important events in the present era is the rapid development of international trade and the presence of countries in different areas of international trade. This issue has posed various new challenges for countries in recent years. Management of these challenges has mostly been done with the intention to achieve two objectives of economic development and promotion to different areas of international economics and global trade. Nowadays, getting customers’ satisfaction is one of the most important principles in the competition among customer-oriented organizations because customers are the main motive for commercial organizations which seek major improvements for progress. Therefore, in this kind of market-based economy, banking system which is thought as one of the main constituents of the economy of every country and bears great responsibilities is not an exception to the above-mentioned principle. The purpose of this study was recognizing and ranking of customer’s financing methods in international trade with an approach to customers’ satisfaction. To achieve this purpose, the research questions were tested in a descriptive method of survey type. The statistical population of this study consisted of all the staff working in all branches of the Export Development Bank of Iran. The sample of the study which was selected according to cluster random sampling method consisted of 217 staff of the Export Development Bank. The data gathering instrument for this study was a questionnaire including 16 questions with a reliability of 0.85. According to the findings, the indexes of open account, prepayment, letter of credit, and documentary collection are considered as customer financing methods in international trade. Based on the ranking presented by the method of TOPSIS, open account and prepayment had the respective higher ranks at the traditional payment system and letter of credit and documentary collection took priority over other options in modern payment system. 

The Relationship between Earnings before Interest and Taxes and Operating Cash Flow and Stock Return under the Condition of Information Asymmetry in Abadan and Arak Petrochemical Companies through Markov-Switching Approach

Abolghasem Masihabadi; Ali Taghavi Moghaddam; Amir Shams Kulukhi; Rouhollah Rahmani

Marketing and Branding Research, Volume 2, Issue 1, Pages 74-88
DOI: 10.33844/mbr.2015.60316

This research investigated the relationship between earnings before interest and taxes and operating cash flow and shareholders’ return in Abadan and Arak Petrochemical Companies. This relationship was tested under the condition of information asymmetry. Nonlinear Markov-Switching approach was adopted to test the hypotheses. The results of empirical tests through the data in 2001-2010 indicated that in Arak Petrochemical Company, both variables of earnings before interest and taxes and operating cash flow had significant relationship with stock return of company. However, in Abadan Petrochemical Company, only the variable of earnings before interest and taxes had significant and positive relationship with stock return of company. Increase in information asymmetry showed that variable of operating cash flow had a stronger relationship with stock return of companies than the variable of earnings before interest and taxes. In other words, under the condition of information asymmetry, cash flow variables had higher correlation with stock return of companies than accrual variables.

An investigation of risk management strategies in projects

Zahra Asadi

Marketing and Branding Research, Volume 2, Issue 1, Pages 89-100
DOI: 10.33844/mbr.2015.60329

Risk is considered as an inseparable part of any project and since
all the effective factors in projects are not predictable, risk management is
inevitable. One of the biggest administrative problems with internal projects
is the managers’ neglect of the importance of risk management which leads to
delay in projects delivery and increase of the cost of the projects. Since not
all risks are regarded as threats but also as opportunities, risk management is
considered as a balance factor between the loss of threats and the profit
earned through opportunities. It has focused on some strategies for successful
implementation of risk management in projects as well. In the risk management,
the most logical way of planning is managing risk before taking risk. This
study investigated risk and risk management, its aims, components, and
different stages of risk to reach the expected aims and outcomes of the study.