<p style="text-align: left;">Research evidence about media habits is one of the satisfactory assumptions, and the communication channel and media have characteristics that determine the use of it according to the type of media. Awareness of audience perspectives and the level of satisfaction and consequence of those media habits will make the audience's attitude more relevant to the media and facilitate the formulation of media programs and policies. The purpose of this study was to identify the media habits of different groups of customers of the bank and the level of satisfaction and level of use to the communication channel. The present research is a descriptive study that was performed randomly on a sample of different groups of customers in the city of Ahvaz, including 384 people. A questionnaire containing questions about the use of media and the causes of media selection priority was completed and the results of 340 completed questionnaires were analyzed. Reliability and validity of the questionnaire were confirmed by the media and management professors and Cronbach's alpha. The results of chi-square in the amount of 475 and 14 indicate that education does not affect the use of mass media. The relationship between the gender variable and the priority of using mass media has been confirmed. The most important time of media effectiveness is from 24 to 18, and the Internet, mobile and TV ranked first to third in terms of the effectiveness of media transmission. In the third television network, the network of news and network is ranked first to third in terms of use and Fars News Agency ranked first in the communications media. Television subtitles were reported as modest informational methods. Sina's customers' media habits Use the internet to entertain, use the news network and keep track of news and the most engaging mobile social networking apps, the most appealing social telegram, as well as television subtitles other than the most appropriate publicity. According to the results, different groups of customers in Sina Bank use the Internet as a communication channel more than the Internet.</p>

In terms Competitive learning Today, manufacturers need to maintain and improve its position against other internal and external providers to take advantage of its brand equity, but the problem is that industrial parts suppliers to create and enhance brand equity industries Nmydanndchh factors affect are. The aim of this study was to investigate the influence of corporate values and brand equity and demonstrated the company's capabilities for industrial customers Ahvaz Pipe Manufacturing Company. The present research model based on the model Zheng et al. (2015) has been prepared. Methods This study was a descriptive correlational and it is the practical purpose. The study population's 34 largest countries making up Dadh¬And managers. To collect data and measure the variables of the questionnaire based on the Likert scale is used. In order to analyze and evaluate hypotheses that an approach based on technology, Partial Least Squares variance and software Smart-PLS was used. According to the results, all hypotheses were confirmed, but the impact on brand equity industry innovation capability could not be verified. .

  The present study aimed to assess brand innovation and social media: knowledge acquisition from social media, market orientation, and the moderating role of social media strategic capability. The study purpose is practical, As well as the collection method is descriptive and correlational. The statistical population of this research includes companies that use social media and cyberspace networks. Sampling is simple random. Due to the large number of respondents, assuming the infinity of the population a sample of 120 companies were considered. The results of the study show that Knowledge acquisition and proactive market orientation have positive and significant effect on brand innovation. Also social media strategic capability has a positive and significant impact on brand innovation. Also the hypothesis of positive and significant impact of reactive market orientation on brand innovation is not approved. In this study the moderating role social media strategic capabilities in the relationship between proactive market orientation and brand innovation is approved. And the hypothesis of moderating role of social media strategic capabilitiy between reactive market orientation with brand innovation and moderating role of social media strategic capabilitiy between relation of knowledge acquisitions from social media with brand innovation were rejected. Finally, after the analysis of results, proposed research as well as recommendations for future research are presented.

The right marketing strategy as one of the factors contributing to the success and growth of world trade and manufacturing enterprises are among the activities of dealing in a world increasingly has increased the importance of exports for companies and countries.In this study, taking into account factors such as network utilization, the director of international experience and perception and attitude as Director of reducing uncertainty factors affecting marketing strategy, the impact of the reduced uncertainty on the strategy used by companies.this research is based on its objective is an applied research and the nature and method of data collection is descriptive. Questionnaire survey among 108 companies active in the field of exports to Iraq were distributed. In this study, data analysis, descriptive and inferential statistics in the form of software SPSS (19) and Smart PLS2 is used. Cronbach's alpha reliability for all variables and reliability of the above combination is 7/0. Data analysis showed that among the three factors that were examined their impact on reducing uncertainties strategy, international experience has the greatest impact on reducing uncertainties marketing strategy. Analysis of the data indicated that firms towards adopting the four strategies, namely product strategy, pricing strategy, distribution channel and promotion strategy will be, and the more likely promotions strategy.

 Attitude plays an important role in consumer decisions to buy or not buy various products. That is why the study of these variables can be the key to solving some of economic problems of each country. Therefore, the purpose of this study was to “Assesing consumer attitudes toward domestic goods and its impact on tend to buy foreign goods with the moderating role of lifestyle”.
The statistical population consisted of citizens of Ahvaz. The questionnaire survey among 450 randomly sample was distributed. Of which 284 questionnaires, were analyzed. Its reliability was measured by the composite reliability and value for all variables was higher than 0.7.and The validity of the three in terms of appearance, content and structure were confirmed. 6 hypothesis that due to the nature of this study was to investigate the causal hypotheses using structural equation modeling software was used SPSS and Smart-PLS. After reviewing the data and analyze them, results were obtained so that dimension affective and behavioral attitudes towards domestic goods negatively affected the willingness to buy foreign goods. Also, Lifestyle, in the relationship between cognitive and behavioral dimension and tend to buy foreign goods, known as a mediating variable.

Today, brand is one of the most valuable assets in the competition. If The value of the brand in customers' minds is more, the company can achieve greater benefits from customers. Brand equity is one of the concepts related to brand which is used to evaluate it. Researchers believe that service personalization and customer gratitude are effective factors that can influence on the brand equity. The aim of this study is to survey the effect of service personalization and customer gratitude on brand equity with mediation of relationship quality. There were 385 questionnaires distributed among the students of Shahid Chamran University who use Irancell Company services. SmartPLS 2.0 software is used to investigate the reliability of questionnaire and the coefficient of Cronbach alpha and Composite Reliability of all variables was more than 0.7. Also, the validity of questionnaire is done by Confirmatory foctor analysis which fitting index were good values. The results show that service personalization and customer gratitude influence the brand equity through the quality relationship. In the personal impact of service on customer gratitude path coefficients among the most studied relationship and personal services accounted for 68% of the changes in customer gratitude. The least path coefficient of 0.168 is the amount of satisfaction on brand equity.

Today’s Marketing is becoming extremely competitive. challenge facing marketers with it, finding ways to increase customer retention and there loyalty. The aim of this study was investigating the impact of relationship marketing on customers loyalty. Statistical society the study of mail bank customers in Khuzestan. Using a questionnaire, information was collected from 394 customers. Data collected were analyzed using spss and lisrel. This study used Structural Equation Modeling (SEM) to analysis, the results indicate Relationship marketing, service quality, emotion and relationship quality has a significant positive impact on customer loyalty

Abstract Today, organizations facing complex and variable environments, shifting paradigms and competition without boundaries. As a result, the survival and continuation are dependent on having a strong marketing capabilities and financial resources. Thus, factors that lead to the improvement of marketing capabilities and financial performance is essential. Among the factors affecting marketing capabilities and financial performance variables strategic orientation and the ability to learn the market. The aim of this study was to investigate the relationship between strategic orientation and the ability to learn the market with marketing and financial performance of manufacturing companies in the industrial town city of Ahvaz. The method of correlation and taken to a field. The population of the research-production company operating in the industrial park in the city of Ahvaz form. Sampling was randomly selected to calculate the minimum sample size by Cochran, a minimum sample size of 210 was set. Based on this research, 210 questionnaires were completed by the company administrator. Analysis of the information, software and spss were plssmart. The results showed that the strategic orientation and the ability to learn the market with significant positive relationship marketing capabilities and financial performance and marketing capabilities associated with financial performance. Also shown in the relationship between the orientation of strategic marketing capabilities and financial performance, and the role of mediator in the relationship between the ability to learn the market and financial performance is not the role of mediator.

The concept of involvement has played an increasingly important role in explaining consumer behavior. The level of consumer involvement toward a product category also is a major variable relevant to advertising effectiveness. Specially, when Laurent and Kapferer’s (1985) Model be used that it includes: interest, pleasure, sign, risk probability and risk importance. Moreover, advertising effectiveness has often been assessed from a single perspective, such as attitude toward the ad. Therefore, this thesis is focused on the relationship between consumer involvement and advertising effectiveness .The sample in this study consisted of 397 student who were selected by a stratified random sampling among SHAHID CHAMRAN UNIVERSITY OF AHVAZ, and then data analysis of collection data was done using questionnaire through structural equations by Smart PLS 2.0 software. The obtained results from data analysis show that consumer involvement has a significant relationship with advertising effectiveness and that involvement leads to consumer responses

 Impulse buying behavior is a common phenomenon in consumer behavior and a focal point for considerable marketing activity, The paper investigated the impact of in-store (Ambient, Social and Design) and Situational (Money and Time availabile) factors on impulse buying behavior. The population of the study are consumers in mall and hypermarket in Ahvaz and cluster sampling method is used .Afield study was conducted ,which collected data from 400 customers. Analysed using Spss and Structural quation modeling(Lisrel) and Results indicated that in-store and Situational factors had an impact on impulse buying behavior through urge to buy impulsively. Urge to buying impulsively were found to direct effect on impulse buying.

Customer is considered as the most valuable capital of companies and all marketing decisions and activities aim at creating positive behavior response from the target customers. In this research, we investigated the effect of brand equity in consumer behavior response including customer willingness to pay premium price, brand preference, purchase intention and word-of-mouth. The data was obtained from 376 students from Shahid Chamran University using simple random sampling. The data was analyzed in SPSS (16.00) and LISREL (8.8) and results indicated that brand equity has significant positive impact on all four dimensions of customer behavior response.

 

The insurance industry is a service industry which plays an important role in the economy of any country and on the other hand, is heavily influenced by competition. Since activating companies in the insurance industry are the most important companies in services which their customers sufficiently don’t purchase of products. It is believed that the product should be sold not be purchased. In fact, in these companies, sales play a key role. According to low studies in the field of sales and seller features impact on purchase intention and the important role of retailers in the insurance industry is necessary need for further study of this issue. Therefore, this study aimed to investigate the effect of seller's credit on the attitude and purchase intention of customers in the insurance industry customers. The population include total of insurance industry customers in Ahvaz. The volume of the sample of the study was drawn 384 persons which 400 questionnaires were distributed among the members of the sample to ensure more. In present research, descriptive statistics and inferential statistics are used with using SPPS (22.0) and LISREL (8.8) software's. In present research, also, all hypotheses that examined, accept the effect of retailer expertise in consumer purchase intent accepted.

Tourism plays an important role in economic development and social welfare and development of it is one of the most economical method of creating employment. According to the importance of word of mouth advertising as a source of information and its impact on the formation of destination image and destination personality and as well as the effects of these on trust and close relationship of these variables to the satisfaction of destination and ultimately its impact on tourists' loyalty, The present study following The question that word of mouth advertising has a significant impact on destination image, destination personality, trust to destination, satisfaction and loyalty?
The population of this study, Iranian tourists visiting the cities of Khorramabad, Isfahan and shosh. In this research for data analysis from descriptive statistics and inferential statistics in the form of software SPPS (22.0) and LISREL (8.8) is used. In this study, all hypotheses have been proposed, but word of mouth advertising has not a direct effect on the personality and as well as impact of trust on loyalty is not verified.
 

 Increased awareness about various environmental problems, leading to a change in lifestyle of consumers and change in consumer attitudes towards green lifestyle arised. Along with the increasing importance of environmental issues and social responsibility concept among consumers, it seems necessary to identify factors affecting the green purchase intention by consumers, thus this paper aimed to investigate the influence of environmental knowledge, concern and attitude on green purchase intention among Ahwazi citizens and simultaneously examining the effect of environmental attitude as a mediator. The conceptual model of research based on aman and colleagues (2012) designed. In order to study the data collected through questionnaires was obtained from 400 Ahwazi citizens, and this was done by way of randomly available sampling approach were used. And data analysis with lisrel done. The statistical analysis of the data reflects that environmental knowledge does not impact green purchasing intention where as environmental concern and attitude, do influence green purchase intention of consumer. environmental knowledge does not impact environmental attitude, but environmental concern influence environmental attitude. On the other hand, attitude is found to have no mediating effect on the relationship between environmental knowledge and green purchase intention but More important, attitude is found to have a partial mediation effect on the relationship between environmental concern and green purchase intention.

 In recent years, Brand name substitution is considered by many companies.The most important concern of corporate managers in such a situation is that brand equity among customers, what will change? Because most negative brand name substitution brand equity is reduced. Consumers are faced with a brand name substitution may be brand image, perceived quality, brand awareness and brand loyalty will lose. Thus, this study sought to examination of factors influencing brand equity transfer in brand name substitution situation. So, the impact of variables Knowledg of the brand substitution, Attitude toward the substitution, Attachment to the initial brand,Similarity between the two brand, Mother Brand on the dimensions of brand equity (perceived quality, brand image and brand loyalty) were studied. Variables were assessed via questionnaire. After the validity and reliability of measurement, Questionnaires in a sample of 267 citizens of Ahwaz who are familiar with the brand in the study were distributed. Equational Modeling Structureal (SEM) based on PLS software was used to test the model. The results showed that Knowledg of the brand substitution, Attitude toward the substitution, Similarity between the two brand, Mother Brand are significant positive impact on brand equity transfer But attachment to the initial brand that reflects the negative impact it has rejected. Perceived quality on brand image and brand loyalty showed a significant positive impact. Brand image and brand loyalty showed a significant positive impact.

: Abstract

Exporting creates the opportunities of growth and development for the firms. A firm’s rate of success in exporting issue can be evaluated with its exporting performance. Among the factors which affect the exporting performance the export market orientation and innovation of the firm can be denoted. The aim of this research is to investigate the relationship of export market orientation with firm innovation and exporting performance, and also to investigate the relationship of firm innovation with its exporting performance. The research questionnaires have been randomly distributed among the 87 chief managers of Khuzestan Province’s exporting firms, and then data analysis of collected data was done using questionnaire through structural equations by Smart PLS software. The obtained results from data analysis show that all of the relationships among the model variables, that is export market orientation, firm innovation, and exporting performance are significant. Export market orientation and Firm innovation cause increasing the exporting performance.