Issue 1


The Relationship of Tourists’ Loyalty with Individuals’ Normative Beliefs and Tourism Experience of Ecotourism

Maryam Anahid; Farzad Sattari Ardabili

Marketing and Branding Research, Volume 5, Issue 1, Pages 1-7
DOI: 10.33844/mbr.2018.60276

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.

Importance of Financial Aspects of a Company Crisis Management in Slovakia

Katarína Fedorková

Marketing and Branding Research, Volume 5, Issue 1, Pages 8-22
DOI: 10.33844/mbr.2018.60439

The first part of the article deals with a company decline as a consequence of the insufficient company performance in connection with its financial instability. We focus on a new legal definition of a company decline and an imminent company decline in Slovakia as well. In enterprises, a decline is resolved by the implementation of a company crisis management by using informal and formal procedures of a company crisis management. Next, we devote to financial aspects of company crisis management in connection with financial management. In the second part, we explain the methodology of work and the used methods of the research within a chosen sample of enterprises. The application part of the article includes the statistics of the testing of declines in a chosen sample of enterprises, where we use the financial analysis as a method of indicating a decline in the sample of enterprises. We test especially the golden balance rule of financing with liquidity and debt ratios as the main financial indicators of a company decline. In the work results and within the discussion we come to the characteristics of a company decline causes and the conclusion is aimed at the recommendations for the economic practice in the field of financial company health with the primary objective to avoid or to avert a company decline with the smallest possible losses.

Studying the Effect of Sales Forces’ Personality Traits on the Customer Relationship Management (Isfahan Asia Insurance Company)

Ahmad Sedaghatnia; Behnaz Rostamian; Ali Nasr Esfahani; Arash Shahin

Marketing and Branding Research, Volume 5, Issue 1, Pages 23-30
DOI: 10.33844/mbr.2018.60299

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.

Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country

Dania Shakaib Farid; Mazhar Ali

Marketing and Branding Research, Volume 5, Issue 1, Pages 31-43
DOI: 10.33844/mbr.2018.60197

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.

Bulgarian Film Industry: Assessment through Market Mapping

Bilyana Tomova

Marketing and Branding Research, Volume 5, Issue 1, Pages 44-50
DOI: 10.33844/mbr.2018.60214

This article is based on the annual empirical survey on the mapping of cultural and creative industries conducted by the Observatory of Cultural Economics - Sofia. The survey covers the period 2008–2015, which allows the emergence of major trends in the development of the film industry in Bulgaria. The aim is not only to assess the economic contribution of the film industry, but also the characteristics of cinema in Bulgaria as a market sector by analyzing economic growth, employment, and investment. In this aspect, problems are also addressed in the different stages of creating the value of the product from idea to screen, the analysis reflecting the management of the process, and the role of the state. Beyond the mapping method, through assessment and analysis of the product and environment, factors (legislative, management) and recommendations for sustainable sector development are identified.

What Did Sap Change? A Market Shaping Analysis

Burak Erkut

Marketing and Branding Research, Volume 5, Issue 1, Pages 51-63
DOI: 10.33844/mbr.2018.60186

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 SAPs 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.

Examining 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

Mahdieh Rahmani; Akram Eghbali

Marketing and Branding Research, Volume 5, Issue 1, Pages 64-77
DOI: 10.33844/mbr.2018.60192

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.