Knowing consumer attitudes in the field of consumer behavior is a strategic capability. Therefore, the purpose of this study was to investigate the effect of non-traditional promotional tools with guerrilla marketing approach on consumer purchase intention with the mediator variable of customer satisfaction in Hooshmand Khorshid Bahrevar Company in Bushehr Province. For this purpose, a question...

The development of the retail business has become very competitive due to offline and online competition. Business owners must provide best service customers because dynamic behavior allows them try other brands if their needs are not met. Because number competitors continues increase, companies have good positioning credibility retain positive word mouth. purpose this line research is find out...

This paper did a survey on 162 college students, with an aim to find out the role of consumers’ personality in their trust in the website as far as the online word-of-mouth is concerned. All the data collected are analyzed by SPSS 15.0 and LISREL. It shows that there is a significant difference between the introverted consumers and the extroverted consumers viewing their attitude towards online...

Virtual communities are the uppermost communication spaces and channels for online word-of-mouth. And opinion leaders are the most important group for enterprises’ word-of-mouth communication. As enterprises are engaged in online word-of-mouth marketing activities, the key is to find out the opinion leaders in virtual communities. In this paper, after affirming the effects of opinion leaders an...

People use various information sources to resolve service quality uncertainty. This paper focuses on word-of-mouth communication among mothers. We conduct a survey of mothers with children in kindergarten to determine whether they use information from their friends on the choice of kindergartens and children’s clinics. We identify the factors that influence mothers’ word-of-mouth communication....

• Examines dark side of customer-brand relationship through Stimulus-Organism-Response (SOR) framework. Stimuli (dissatisfaction, negative word mouth, and advertisement overload) are positively associated with brand betrayal hate. Internal states (betrayal hate) coping responses avoidance retaliation. Brand love moderates the association overload safety hygiene grievances betrayal. The literatu...

In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase willingness to recommend their brands by word mouth in various ways. This paper mainly studies influence corporate environmental claims on intention recommendation, and explores roles different advertising appeals such process. Independent sampl...