Issue 1


Evaluation of the Impressionability of Managerial Performance and Risk Management from Intellectual Capital Strategies in the Companies Listed on the Tehran Stock Exchange Market

Alireza Ahangar; Farzad Sattari Ardabili

Marketing and Branding Research, Volume 4, Issue 1, Pages 4-13
DOI: 10.33844/mbr.2017.60256

This research sought to evaluate the effectiveness of management performance and risk management from intellectual capital strategies in the companies listed in Tehran stock exchange. In this paper, management performance is measured according to Tobin model (2006) and intellectual capital according to Pulic model (2004) and risk management according to Towers Watson’s model. Generally, it was conducted to investigate the significant relationships among dependent variables in the companies and suggests that the companies with higher level of intellectual capital and risk management could experience management performance with higher quality. The expectations of future investors are considered as the main factors in determining the companies’ efficiency. Also, it could be concluded that human capital and structural capital have more intervention in investors’ decisions. Using financial lists information of 102 companies listed on Tehran Stock Exchange Market during 1388-1392 and applying multivariable linear regression analysis, the results suggested that there is a significant and positive relationship among management performance and risk management and intellectual capital strategies.

Mechanisms of regulation of commercial activities in variable demands of the global economy

Chingiz Ibrahimly; Hamidreza Alipour

Marketing and Branding Research, Volume 4, Issue 1, Pages 14-24
DOI: 10.33844/mbr.2017.60366

One of the most important side of market mechanism which is important to educate is commercial activities. As the evolution of economic relations, the level of commercial activities increase and its content and form change. Nowadays, in covering all fields of economic relations, commercial activities have great impact on economic development of the countries all over the world. Global and regional economic integration extends relevance between different economic issues and countries that their exemplifications are very significant. The formation of the global internet network development and e-commerce caused sweeping changes both over the world economy and activities of individual companies and enterprises. These changes even sometimes led to refusing some traditional ideas and provisions in economic theory. The trend of development of cross country integration reduction of the volume of world trade during last years proves the urgency of improvement in this field. The subject of the presented research article contains economic, institutional, and legal mechanisms of regulation of commercial activities in accordance with the constantly changing demands of the world economy. During scientific research, abstraction, comparison, and analysis techniques were used. Commercial activity of the regulatory processes in the economic activity of enterprises not only had a great impact on the  development of individual institutions but also it sometimes affected the economic development of the country. In this regard, the results of the research can be used to improve the regulatory mechanisms and commercial activities.

Trends and applications in city branding: A case study in Izmir

Ige Pirnar; Metehan Igneci; Melih Tutuncuoglu

Marketing and Branding Research, Volume 4, Issue 1, Pages 25-32
DOI: 10.33844/mbr.2017.60417

This study aimed at analyzing the trends and unique different applications of city branding, which is a very popular and updated topic in the field of city management nowadays.  This research covered a literature review on the global trends in city branding, new application types, and a few examples of successful city branding experiences. The study concluded with a real life case study in the form of SWOT analysis on Izmir’s city branding applications, efforts, and strategies.

Determining the influence of fanatical tendencies on consumption styles based on lifestyles

Görgün DEVECI; Aysel ERCIS

Marketing and Branding Research, Volume 4, Issue 1, Pages 33-49
DOI: 10.33844/mbr.2017.60418

While the term fanaticism forces one to create exclusive associations with sports events, it is nevertheless a very broad concept where an individual owes loyalty to a particular area they are interested in to the point of being a fanatic. This study has addressed the areas to which individuals feel loyalty at a fanatical level and attempt to identify which of those areas are more dominant in terms of sampling. Fanatic individuals demonstrate similar characteristics and behaviours in line with the area of their choice. Lifestyle is an important factor that determines the ways in which consumers spend their time and money. Due to the importance of the lifestyle factor, we have wished to study its influence on the fanatical tendencies of individuals. The aim of this study is to make suggestions regarding the lifestyles of this particular consumer group for the benefit of the businesses. Lastly, the influence of fanatical tendencies on individuals’ consumption styles are addressed. In this respect, hedonic and symbolic consumption styles - which are believed to be the results of fanatical tendencies- and impulsive buying behaviour are studied. The study is conducted with the consumers living in the city centre of Erzurum that were interested in any specific area of consumption through the use of questionnaires. The data analysis indicated that the lifestyles led by the consumers influence their fanatical tendencies which in turn influence their consumption styles.

New world, new economics

Manijeh Aliakbarian

Marketing and Branding Research, Volume 4, Issue 1, Pages 50-63
DOI: 10.33844/mbr.2017.60387

World economy has changed since the 20th century. Although changes in the world happened in all scientific areas, but this survey is focused on economics only. In the present study, for illuminating the new picture of the new world on economics and the gaps between the developed and developing countries, panel data model and time series are used for analyzing the macroeconomics of sample countries. The efficiency of independent variables on dependent variable GDP is illustrated by data test that analyzes the relationship between the variables. The results revealed that the new world is based on innovation. Therefore, in most countries investing on R&D sector is increased. This rising caused employing educated talents who could reveal the new ways of optimizing the benefits of the resources in the world that increases development, decreases poverty, and increases standard of living and welfare. This might be effective on finding new ways of relation between countries and facilitate trading. Such studies on ways of reduction of the production costs and decreasing tariff is important in simplifying the market potentials productivities and finding demands through the world to create new vantages. Although restrictions in macro and micro economics is occurred in some countries, there are examples that by finding the solution could increase their development rank as well as standard of living and poverty reduction.

Handicrafts as an opportunity for economic development and sustainable tourism: Shkodra case study

Brilanda Bushati

Marketing and Branding Research, Volume 4, Issue 1, Pages 64-72
DOI: 10.33844/mbr.2017.60315

Albania is known for a very rich tradition of craftsmanship with precious values created during centuries by popular workman in every province considering features and specifications of different geographical areas and being prominent in their diversity. Although this profession is exercised almost by every woman, it was more distinguishable in some provinces such as provinces of Zadrima, Fushe-Kruje, the Shpat (Elbasan), and Myzeqe which already had established models and techniques regarding their own region. In its 2500-year-old history, the city of Shkodra has established tradition in the field of handicrafts whi??ch shows the individuality, creativity, imagination, feelings, and artistic tastes of this region. Handicrafts in Shkodra is an art, craft, and lifestyle and among the most popular works are the works of silver, textiles, carving, woodworking, and marble. One of the main development centers in Shkodra is Zadrima crafts. Artisan is one of the important points for the development of sustainable tourism in Shkodra but the development of handicrafts has encountered many problems including the lack of a specific market with adequate stores, lack of managers who deal with message delivery collection of products, and inability to find new markets at home and abroad. Development of handicrafts in Shkodra and their reality and perspectives are reflected in the present study. The results revealed that although artisans in Shkodra try hard to develop handicrafts but it needs a great support to move forward and compete with other countries. 

Investigating the effects of relationship marketing mechanisms of Shammut model on customer loyalty

Hamed Shakerian; Mohammad Mirmohammadi Sadrabadi; Reza Saliani; Hasan Dehghan Dehnavi

Marketing and Branding Research, Volume 4, Issue 1, Pages 73-88
DOI: 10.33844/mbr.2017.60189

This study was constructed to investigate the effects of relationship marketing mechanisms of on customer loyalty in Yazd hotels. Relationship marketing mechanisms include financial, social, and structural mechanisms. The present paper is an applied research adopting a descriptive-correlational method and survey design. The statistical population of this study consisted of the customers who stayed in Yazd 3-star hotels. Through using a pre-test, the population variance was estimated and then the sample size was calculated using unlimited population formula. A questionnaire was used for data collection. In addition to descriptive statistics, the correlation coefficient test and path analysis were used to determine the strength of the relationship between variables and model structural equation of the study to verify the hypotheses, respectively. The results of the study showed that none of relationship marketing mechanisms including financial, social, and structural ones did not have significant impact on the sentiments. Although financial mechanism did not have significant impact on relationship quality, social mechanism influenced on the relationship quality. Moreover, structural mechanism did not affect the quality of the relationship. A qualified relationship has many benefits such as customers’ loyalty, customers’ satisfaction of the customer service organizations, and introducing them to others.

Impact of technology and equipment equity on price levels of products

Yordan Hristov Ivanov; Darina Pavlova Pavlova

Marketing and Branding Research, Volume 4, Issue 1, Pages 89-99
DOI: 10.33844/mbr.2017.60350

The dynamics of contemporary economic processes urge researchers in the marketing field to study pricing outside of its traditional role. Modern customer-oriented approaches examine price levels as an instrument which contributes to retention and attraction of clients. Retention and expansion of client base is a subject-matter of the concept of customer equity which aims at long-term enhancement of customer relationship value. This value depends directly on the price levels defined by business organizations. Therefore, excessive application of discounts and sales may be risky for the company as it may turn its clients into “discount hunters” which will have detrimental impact on customer equity. In this regard, the current study aims to discover opportunities to enhance price competitiveness through promotion of customer perceived value. In pursuance of the objective of the present study, the drivers influencing the perceived value and particularly the technology and equipment equity were examined. As a result, the content of the factor was clarified and its positive impact on the level of customer perceived value was established. Guidelines were established for building technology and equipment equity, enhancement of the perceived value of products, and price competitiveness.

Multi-stakeholder initiatives in Vietnam to meet the societal challenges of horizon 2020

Nibedita Saha; Do Le Nhu Quynh; Tomas Sáha; Petr Sáha

Marketing and Branding Research, Volume 4, Issue 1, Pages 100-111
DOI: 10.33844/mbr.2017.60373

This paper aimed at enlightening the emergence of multi-stakeholder initiatives in Vietnam that enable individuals, businesses, and civic societies to undertake the complex sustainability issues in the international business environment. Currently, the philosophy of involving multi-stakeholder initiatives groups in Vietnam for resource management seems overwhelming. Equally, the motive for studying a phenomenon like multi-stakeholder dialogue is a novel outlook that did not catch various researchers’ eye earlier. Nowadays, the European multi-stakeholder innovation platform tries to address the European societal challenges and policies due to their roles in the upcoming new program of Horizon 2020. National policy makers using them as building blocks for implementing different strategies such as research and development and regional policies. The approach of multi-stakeholder initiatives in Vietnam is to respond to the limited capacity and resources of individuals, societal sectors, governments, businesses, and civic societies. Thus, this study was conducted to demonstrate the significance of multi-stakeholder initiatives in Vietnam that create a broad multi-stakeholder (science, policy, business, society, including SMEs, public and private investors) and multi-level (local, regional, national, and Europe) innovation platforms to meet a range of societal challenges through Horizon 2020 in order to facilitate the development of committed innovation partnerships and identify how different types of firms, people, and knowledge at national and international levels making civil society organizations, non-governmental organizations, and individuals and institutions more innovative and competitive. Finally, this paper proposed some recommendations based on assumptions underlying research questions that added value to promote dialogue and collaboration across levels and with key international partners.