Issue 4


Air Transport - A Source of Competitive Advantages of the Region

Keranka Nedeva; Evgeni Genchev

Marketing and Branding Research, 2018, Volume 5, Issue 4, Pages 206-216
DOI: 10.33844/mbr.2018.60246

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.

Pleasing Scents: The Effect of Gender Incongruent Scents on the Repurchase Intention of the Consumers

Zahra Afaq; Shahab Aziz; Amir Gulzar Sindhu; Sajid Bashir

Marketing and Branding Research, 2018, Volume 5, Issue 4, Pages 217-232
DOI: 10.33844/mbr.2018.60257

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 (PLS-SEM). 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.

An Investigation into the Effect of Psychological Empowerment on Brand Equity (Case Study: Islamic Azad University, Bandar Abbas Branch)

Masoud Dehghani

Marketing and Branding Research, 2018, Volume 5, Issue 4, Pages 233-243
DOI: 10.33844/mbr.2018.60320

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.

Comparing the Effective Factors of Traditional Archers’ Bow Brand Preferences

Tanyeri Uslu; Merve Yanar Gürce

Marketing and Branding Research, 2018, Volume 5, Issue 4, Pages 244-250
DOI: 10.33844/mbr.2018.60301

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.