Volume 4, Issue 2, Spring 2017, Page 112-216


Measuring the effect of perceived logistics service quality on brand factors in the e-commerce context

Ebru SÜRÜCÜ; Nergis ÖZISPA

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 112-128
DOI: 10.33844/mbr.2017.60378

In e-commerce industry while most of the transactions happen electronically, logistics activities are still required to ship products to end points. Firms that operate in e-commerce industry should consider logistics as a critical success factor if they want to be successful in operations. Studies show that customers choose strong brands in e-commerce to get better logistics service.  Main purpose of this research is to examine the consequences of logistics service quality on brand factors considering e-commerce industry. To this end, for brand factors including quality (PQ), brand loyalty (BL), and brand trust (BT), and logistics service quality (LSQ), a literature review is made. According to this literature review, a survey is prepared and sent to e-commerce website users via email and online survey software. The originality of this study lies on the investigation of how perceived logistics service quality affects perceived quality, brand trust, and brand loyalty from the e-commerce perspective for the first time. As an exploratory study that links logistics service quality with brand, the study investigates how logistics service quality characteristics, namely timelines, order condition, information quality, personal contact quality, ordering procedures, ordering release quantities, order accuracy, order quality, and order discrepancy handling affect brand factors as perceived quality, brand loyalty, and brand trust. To that end, the data collected based on responses from 193 online shopping website users. Based on the factor analysis results, 6 groups are identified for LSQ. The results indicated that logistics service quality has an impact on perceived quality and brand trust and it has no impact on brand loyalty. At the end, implications of these findings for managers and directions for future research are presented.

A MCDM approach for supplier selection process: A pilot study from Iran

Babak Daneshvar Rouyendegh; Farshid Gholamrezanezhad

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 129-134
DOI: 10.33844/mbr.2017.60277

This paper utilized TOPSIS method to implement and select a proper supply chain management system (SCMs). SCM selection was figured out and evaluated by applying multi-criteria decision-making (MCDM) methods. The study employed an evaluation methodology based on the technique for order preference by similarity to ideal solution (TOPSIS). The supplier selection problem is solved utilizing the TOPSIS method and then it was used to determine the weights of all criteria by considering the effects of interference and the relationships among the selection criteria. The current methodology provided a proper and easy ranking system of supplier variables using a TOPSIS method which was considered as the ultimate goal of any effective SCM system and was clarified with a numerical example.

Formulating the supply chain strategy of automotive industry in Iran using balanced Scorecard, System Dynamics, and Game Theory

Ghasem Farajpour Khanaposhtani; Seyyed Shahrokh Jafari; Farhad Ariana; Amir Alaie; Hamed Salimi

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 135-147
DOI: 10.33844/mbr.2017.60460

The current study focuses on the necessity of using strategic planning in supply chain management of an organization in order to apply the opportunities and face the threats through formulating the appropriate strategy by means of game theory and system dynamics. It also studies the Automotive Industry in Iran from four main aspects to implement different strategies. At first, the main variables of supply chain are identified, then causal diagrams are created in the form of feedback relationships. In the next stage, the variables of surface and rate are identified to draw the model of surface and flow; finally, simulation equations for 10 years are presented. Selecting the best mixed strategy as a game with four players has been considered and each player (aspect) can select three strategies. At the end, through the concept of Shapley, the effectiveness of each player in providing utility is measured and by means of decision tree, the best mixed strategy is selected. The results indicated that manufacturers will play the greatest role in the future of Automotive Industry in Iran.

Usage of health-themed public service announcements as a social marketing communication tool: A content analysis related to public service announcements in the republic of Turkey, ministry of health’s web site

Burcu Inci; Oya Sancar; Seda H. Bostanci

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 148-168
DOI: 10.33844/mbr.2017.60370

Public service announcements are informative short films that are made with the purpose of increasing the awareness of the society and/or creating behavioral changes. Also, they are communication tools used within the context of social marketing. One of the main themes of public service announcements which may have a substantial impact on masses is “health theme”. Tobacco, blood donation, breast milk, obesity, and diabetes themed public service announcements which aimed to protect and improve health are examples of health communication as a part of social marketing. The purpose of the current study was to evaluate all the public service announcements in the Republic of Turkey, Ministry of Health’s web site with a content analysis. Within this scope, characteristics of 52 health-themed public service announcements are analyzed according to nine main categories which include primary health issue, primary goal, target audience, role of the message source/ spokesperson, sex of the message source/ spokesperson, estimated age of the message source/ spokesperson, message appeal, message frame, and type of the PSA. Because of the increased importance of social marketing, it is estimated that the findings of this study will be beneficial for both public and private sectors besides non-governmental organizations. 

Location and key success factors of special economic zone in Thailand

Patcharee Pakdeenurit; Nanthi Suthikarnnarunai; Wanchai Rattanawong

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 169-178
DOI: 10.33844/mbr.2017.60355

This paper proposes a selection of different types of Special Economic Zone (SEZ) in Thailand. Following this, the locations and key success factors of SEZs in Thailand are also provided. The first part of the paper presents all factors that are analytical or essential to the success of all types of SEZ in the world by re-examining all literature which can be found in most of the academic databases. All of those factors from the review then underwent the correlation test. The regression model with Ordinary Least Square method is created in this step. The result of the test indicated that there are eight factors which were found to be correlated to the success or survival of SEZs around the world. These eight factors are location advantage and macroeconomic of the country, industrial investment support, investment cost and value of trade, skill levels and availability of human resource, management and service, government policies, law and regulation, and stability and consistency of the government. Twenty-eight provinces from seventy-seven provinces across the country in Thailand were then selected because of two reasons, namely the government policy in promoting special economic area in Thailand and the consensus of experts from Delphi Technique. Lastly, all selected provinces are tested using the model provided in the mentioned steps. The results reveal that the most appropriate types of SEZ in Thailand are the Export Processing Zone, Specialized Zone, and Freeport Zone. The research indicates that Bangkok, Trat, Pathumthani, Chonburi, Phuket, Suratthani, Udonthani, and Srakaew are the eight provinces which have such perfect environments and factors that contribute to the success of SEZ in Thailand.

Enabling entrepreneurial practices with market-oriented approach: A case study

Keti Ventura; Haluk Soyuer

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 179-191
DOI: 10.33844/mbr.2017.60409

The market-oriented approach which includes ensuring a continuous flow of intelligence about customers, market, and competitors to the business to adapt to the ever changing and developing market dynamics and transferring such intelligence to all units of the business to assure quick response to the market, has become very important to gain competitive advantage. The market-oriented approach can be implemented in a business only if there is an organisational culture where all kinds of product/service developments and business process developments that will create a value for customers are supported. An effective implementation of this approach requires both entrepreneurial practices, which are carried out with other businesses and organisations in the external environment and intrapreneurial practices, which are based on encouraging employees in terms of creativity, innovation, idea generation, and developing an organisational climate and management strategies that are appropriate for this. In this regard, the purpose of the current study is to reveal the importance of entrepreneurial activities such as practices supporting market-oriented strategy. Besides, the study aims to explore how such practices are developed in Logo, which is a software company engages in a range of entrepreneurial activities. This paper is designed as an exploratory research employing case study method. Interviews were carried out and documents were examined. This study is anticipated to be beneficial by contributing to establishing entrepreneurship for businesses as a culture. The findings of the study will be a road map for businesses that wish to develop managerial strategies in this matter.

Digital marketing planning with the brand dashboard approach

Alptekin Erkollar; Birgit Oberer

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 192-205
DOI: 10.33844/mbr.2017.60336

A brand is a name, a symbol, a term or a design which identifies an organizations goods and services as distinct from those of other organizations. Brands support customers in their decision making processes and add to an organization’s reputation. Branding is the process of providing goods and services with the power of a brand. It is the communication of values, attributes, and characteristics of goods and services, clarifying what a particular brand is. In this study a multidimensional brand dashboard was developed and implemented in a company operating the plastics industry in Europe, focusing on three main markets, namely packaging, automotive, and building and construction, launching one master brand and three sub brands on the different markets. Objectives of the project were to deliver better brand briefs, get a greater visibility of projects in the pipeline and improve the master brand / sub brand management portfolio, with a series of indicators which are applied such as accuracy of branded materials, on time delivery, preservation of brand values, and equity. The results of the study revealed that within the one year pilot phase, the values of the main indicators including brand development index and brand equity improved significantly. Newly implemented indicators such as brand influence rate, brand cross index and brand penetration index have all values within predefined ranges. Generally, the brand management portfolio could be improved in terms of master brand /sub brand matrix levels and accuracy of brand materials.

Designing the distribution network in a cassava supply chain in Thailand

Witchayut Timaboot; Nanthi Suthikarnnarunai

Marketing and Branding Research, 2017, Volume 4, Issue 2, Pages 206-216
DOI: 10.33844/mbr.2017.60436

According to Thailand’s infrastructure development and investment plan, an efficient transportation network will take form over the next three to five years. Dual-track railway will be built to cover more areas of the country and will be offered more routes between central, north-eastern, and eastern Thailand. Therefore, rail transportation or train transportation will become a good choice or an important conveyance of goods from various origins to various destinations in Thailand due to its competitiveness which is low cost of freight. This paper presents a concept of designing the new distribution network in Thailand using rail as a major mode of transportation. Cassava distribution chain is selected as a case study and prototype of this new design, since Thailand is an agricultural country and cassava is one the most exported agricultural product. Various factors influencing the choice of distribution network and transportation mode, such as customer satisfaction, characteristics of products, cost, etc., are investigated and are described. Linear programming models represent the current distribution model and the new distribution model are presented and then solved by Microsoft Excel with Open Solver Software. The result reveals that the new distribution network of cassava product in Thailand can lower the total distribution cost up to 51.63% compare to the current distribution network.