Volume 3, Issue 1, Winter 2016, Page 1-96


The effect of real exchange rate on unemployment

Zahra Bakhshi; Mehrzad Ebrahimi

Marketing and Branding Research, Volume 3, Issue 1, Pages 4-13
DOI: 10.33844/mbr.2016.60281

Unemployment is one of the problems that global economics, especially the economy of
developing countries such as Iran is faced with. Therefore, there have been many studies to
investigate the variables which affect unemployment in macroeconomics. Considering
exchange rate volatility in recent years which have affected most of major variables of
economy in Iran, this study tried to investigate the relationship between exchange rate and
unemployment in Iran using the annual data of 30 years (from 1981 to 2012). To achieve the
objectives of the study, autoregressive econometric model with distributed lag was used to
assess the relationship between real exchange rate and unemployment. This model consisted
of five main variables, namely unemployment rate, exchange rate, export, import, and gross
domestic product. The results of the study demonstrated that economic growth had a
significant and positive effect on unemployment. In addition, it was shown that there was a
negative relationship between unemployment and exchange rate. 

The role of government, industry, and culture of resistive economy in peoples attitude to purchase Iranian brand products

Atefeh Shiravi Khozani; Hossein Rezaei Dolatabadi

Marketing and Branding Research, Volume 3, Issue 1, Pages 14-23
DOI: 10.33844/mbr.2016.60285

This study aimed to examine the role of government, industry, and the culture of resistive economy in the attitude of people to buy products with Iranian brand to help manufacturers to produce high quality goods. Accordingly, to conduct the research, a conceptual model was developed and an analytical survey method was used. The population of the study was the appliance manufacturers participating in the exhibition in Isfahan in August 1393, of which 93 were selected randomly. Data obtained from a questionnaire was analyzed with SPSS 22 software and Smart PLS 2.0. The results showed that the government, industry, economy, and culture of resistance had a significant positive impact on peoples attitude to buy products with Iranian brand.

Comparison of stock valuation models with their intrinsic value in Tehran Stock Exchange

Ali Amiri; Hamid Ravanpaknodezh; Akbar Jelodari

Marketing and Branding Research, Volume 3, Issue 1, Pages 24-40
DOI: 10.33844/mbr.2016.60280

Stock evaluation is one of the most important and most complex operational processes in the stock exchange. In financial markets, the pricing of tradable assets plays a basic role in resource allocation. After initial stock valuation of listed companies in Tehran Stock Exchange, some changes were observed in prices with the value set by the Stock Exchange. The aim of this study was to determine the model applied in the formation of stock prices in the stock market to find an appropriate market value model among value-based valuation models. To test the models of stock valuation, ordinary least square regression was used. Also, EViews software was used for further data analysis. The sample included all the companies listed in Tehran Stock Exchange from 2008 till 2013. Based on the stratified random sampling, each industry was selected as a category and using Cochran formula, sample size of 40 participants was determined from each category. The data analysis indicated that the price-to-book ratio (P/B ratio) had the highest adjustment factor and had been set as the best stock valuation model.

The impact of relationship marketing on customer loyalty enhancement (Case study: Kerman Iran insurance company)

Abdolaziz Abtin; Mostafa Pouramiri

Marketing and Branding Research, Volume 3, Issue 1, Pages 41-49
DOI: 10.33844/mbr.2016.60203

Nowadays, only those tradings that just focus on the effectiveness of the marketing mix elements can shift their direction towards relationship marketing and establishing effective relationship management with customers. In todays competitive world, customers are in the center of companies’ attention and their satisfaction is the main factor in gaining competitive advantage. The fundamental prerequisite for achieving customers’ satisfaction is to fully meet or exceed their needs, wants, desires, expectations, and their willingness to purchase products. To gain competitive advantage, the companies should pay more attention to customers’ needs and meet them better than their rivals. This paper aims to investigate the impact of relationship marketing on customer loyalty enhancement in Kerman Iran insurance company. This study was carried out through a survey method using questionnaires as the main instrument. Pearson correlation coefficient was used to assess the relationship between loyalty as dependent variable and trust, satisfaction, management, communication, and competence as independent variables and revealed that there was a significant positive relationship between variables. 

The idea of new product development in modern medical Polish enterprises

Anna Dziadkiewicz; Joanna Niezurawska

Marketing and Branding Research, Volume 3, Issue 1, Pages 50-62
DOI: 10.33844/mbr.2016.60424

The success of launching of a new product on the market depends largely on the activities that are undertaken by the manufacturer. The brand, the positive image of the manufacturer, quality, innovation, technology, the low cost of manufacturing, the well-balanced product price, and the degree of fulfilment of customer expectations all determines the success of a business. The traditional New Product Development (NPD) model in which companies are entirely responsible for producing new product ideas and for determining which products should finally be marketed is progressively being challenged by academics and practitioners alike working in the field of innovation management. The main aim of this article is to present the traditional NPD model and the different dimensions of the NPD strategy. In this article, the authors provide a short empirical study to explore the issue of how the NPD process is run in Polish private medical businesses.     

Relationship marketing and word-of-mouth communications: Examining the mediating role of customer loyalty

Mohsen Akbari; Reza Kazemi; Masoomeh Haddadi

Marketing and Branding Research, Volume 3, Issue 1, Pages 63-74
DOI: 10.33844/mbr.2016.60193

In competitive markets, maintaining customers and building trust and loyalty are considered important in marketing relationship. Banks have invested some ways to improve customer loyalty for developing their activities. The aim of this study was to investigate the effect of relationship marketing on word-of-mouth communication in the Melli Bank branches of Roodsar in which customer loyalty had the mediation role in their relationship. The study was an applied research adopting a descriptive method. The data were gathered using questionnaire method and the study population consisted of customers of Melli Bank in Roodsar. Following this, 460 questionnaires were distributed among customers of the Melli Bank branches using convenient sampling and finally 420 questionnaires were collected for analysis. LISREL software is employed to analyze the data. Findings revealed that the relationship marketing had significant positive impact on customer loyalty and also customer loyalty led to increasing of word-of-mouth communication.                                                                                                                           

Current challenges in distribution channels of cultural goods and services

Razieh Fayaz; Maryam Azizinia

Marketing and Branding Research, Volume 3, Issue 1, Pages 75-85
DOI: 10.33844/mbr.2016.60219

Nowadays, one product that has a well qualified design will not have expected utility if it cannot be available at the appropriate time and place to its buyers. Thus, marketing managers and official sales always try to find the more efficient and modern methods of distribution through investigating the transfer methods of goods. Appropriate decision will lead to the enhancement of transfer speed, convenience of customers, and reduction of costs. One of the main tools of marketing is the efficient distribution system. Since cultural products have a determining role in conveyance of thoughts, values, and social norms and transmit cultural values and messages with themselves, their distribution has a great importance. This study aimed to investigate the current challenges in distribution channels of cultural goods and services. Some of these challenges were being traditional, the length of the channel, and the number of intermediaries.                                                                                

Identifying and prioritizing the effect of marketing mix from the customer’s perspective (4C) on the competitiveness of insurance companies using DEMATEL technique: A case study of Tehran Insurance Companies

Elmira Manafzadeh; Ali Ramezani

Marketing and Branding Research, Volume 3, Issue 1, Pages 86-96
DOI: 10.33844/mbr.2016.60207

Competitiveness of an organization is debatable based on sources and market-based approach. In this study, the impact of customer-centric marketing mix on the competitiveness of the company was studied. All clients involved in insurance companies in Tehran were the statistical population of the study and a sample of 384 clients were selected. A questionnaire was used to collect the data. Relationships between elements of the marketing mix and competitiveness were studied using confirmatory factor analysis technique. The results of the data analysis indicated the significant effect of customer-centric marketing mix on company’s competitiveness. To prioritize the marketing mix factors in terms of the amount of impact on the competitiveness from customers’ perspective, a DEMATEL technique was used. The results also indicated that the highest impact on the competitiveness of the insurance company include the customer costs, value of a customer-friendly, easily buy, and relations.