Showing 5 results for Dehdashti Shahrokh
Volume 4, Issue 1 (6-2014)
Abstract
This research has accomplished answering following question, what is the suitable model of customer equity what are the relationship between its variables. Survey method used for data gathering and data analyzed using correlation method. The statistical population consisted of Tehran branches Keshavrzi banks customers, which 384 samples selected using stratified sampling method and Krejcie and Morgan table. We used questionnaire for data gathering and LISREL software for data analyzing. Findings show that research model has three independent variables which are value equity, bran equity and relationship equity and two dependent variables which are customer equity and purchase intention. Also, the results depicted that relationship equity and value equity has greater effect on customer equity and brand equity does not have direct significant effect on customer equity. Also, customer equity drivers does not have any significant effect on customer purchase intention.
Volume 11, Issue 2 (9-2021)
Abstract
According to the latest report of the International Monetary Fund, the share of the US dollar in the total foreign exchange reserves of the world's central banks is about 63%, while the share of the Euro is 20% and the share of the Yuan is 2.5%. This study argues for the hegemonic position of the dollar in the world economic system and then tries to understand the future scenarios of this position. The ultimate goal of this study was to analyze the solutions of Iran's international banking system to deal with the position of the dollar in the global financial system. In this regard, a qualitative research has been conducted by qualitative content analysis method with the presence of 15 experts in the field of international banking. The data collected through semi-structured interviews have been analyzed and the results indicate that: Continuation of dollar hegemony, replacement with another national currency, strengthening of multilateral currencies and replacement with digital currencies are the four future scenarios of the global financial system. Subsequently, the solutions of Iran's international banking system to deal with it are: development of strategic financial relations with China, conclusion of multilateral monetary agreements, exploitation of digital currencies, and use of non-bank trade mechanisms.
Volume 22, Issue 2 (9-2018)
Abstract
Nowadays, a rise in share of nostalgic products in households consumer basket is apperent. Therefore, in order to distinguish their products, marketers are trying to use consumer interest toward the past in nostalgic products design. Hence, consumers feel relaxed with nostalgic products when feeling insecure, threatened and anxious. Hence, the main purpose of the research is to investigate effect of personal insecurity on the recall of nostalgia. This study also seeks to investigate the effect of induced nostalgia on intention to purchase and behavior of purchasing nostalgic products. In this paper, the experimental design of the control group by post-test has been used to collect data from respondents. Data were collected from 57 and 191 students using random sampling in two sections of preliminary and research studies, respectively. In the preliminary study, the manipulation of the personal insecurity variable among the primary samples was presented through providing different scenarios between the testing and control groups. After observing a significant difference in the mean of personal insecurity variables between the two groups, structural equation modeling used to examine the hypotheses. Findings show that personal insecurity inspires nostalgia in people and self-esteem also adjusts the correlation between personal insecurity and nostalgia. Nostalgia induced in consumers leads to the purchase of nostalgic products. Finally, buying intention positively and significantly affects the purchasing behavior of nostalgic products.
Volume 24, Issue 1 (3-2020)
Abstract
The global development of social media and the acceptance of luxury products among Iranian customers have significant effects on the marketing activities of luxury brands and their customer equity. The objective of this research is to examine the effect of Social Media Marketing(SMM) activities on customer equity of luxury brands. In terms of objective, this research was descriptive of survey type. The statistical population of the present research was Dorsa’s customers with a sample size of 384. In order to test the hypotheses, Structural Equation Modeling (SEM) and AMOS software were used. The results showed that SMM activities have positive impacts on value equity, relationship equity, brand equity, and attitudinal equity. Moreover, relationship equity and brand equity have positive impacts on customer equity, and purchase intention is directly affected by value equity and relationship equity. Eventually, purchase intention and brand experience had a positive effect on customer equity.
Volume 25, Issue 2 (7-2021)
Abstract
Despite the change in the structure of banking systems after the financial crisis, international banking is still considered as one of the important sources of financing for developing countries. In the Iranian economy, due to the low level depth of capital market and the lack of suitable alternatives, the financing system is a bank-based system and banks have a great responsibility in financing small and large enterprises. The absence of foreign banks in Iran at the level and scale of other developing economies indicates Iran failure to properly exploit its sources of financing, especially when the country was not subject to economic sanctions. This study has argued about the importance and position of international banking in the economic system and then has tried to identify the key challenges of the international banking system in Iran. In this regard, qualitative research has been conducted by qualitative content analysis method with the presence of 15 experts in this field. The data collected through semi-structured interviews have been analyzed and the results indicate that: Very limited connection and access to the global financial system,limited implementation of internationally accepted standards in banking operations, non-compliance with the standards of the Financial Action Task Force, exchange rate fluctuations, corporate governance weakness, and credit risk rating are the most important challenges of our countrychr('39')s international banking system and these challenges have been due to macro variables such as: foreign policy orientation, dollar hegemony in the global financial system, comprehensive and targeted sanctions and regulatory barriers.
