Hashem Aghazade; Mohammad Rahim Esfidani; Majid Gholimotlagh
Volume 20, Issue 3 , September 2016, , Pages 1-24
Abstract
Applying ethics issues into decision making process is effective for ethics enforcement in society. Normative ethics researches through determining the criteria of good and bad actions, try to guide people by presenting ethical norms for certain situations. Also ethical decision making measuring scales ...
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Applying ethics issues into decision making process is effective for ethics enforcement in society. Normative ethics researches through determining the criteria of good and bad actions, try to guide people by presenting ethical norms for certain situations. Also ethical decision making measuring scales cause knowledge for improvements on this (however these scales are mainly based on psychological aspects rather than ethical theories). In this research the Islamic moral doctrine is used as the base for developing a Personal Selling Ethical Assessment Scale. Using Grounded Theory strategy with some modifications, 12 semi-structured interviews with Islamic ethics and marketing experts is done. And by open-coding analysis in Atlas.ti software, the ethical criteria: Committing Anti-Religious, Halal but Anti-Ethical Actions, Breach of Trust and Abuse of Trust, Lying, Bribes & Gifts, Behaviors causing Immorality in future like Reciprocity, Dishonesty and Special Treatment, Lack of Adherence to Commitments and Overpromising, Deception and Conflict of Interest, Scarcity and Inside Information, Creating a Monopoly, Hiding about the product to the customer, Price Discrimination, Manipulation, Abuse of Customer Unawareness, Cheating, Misleading and Puffery, Causing Coercion like Forcing Samples on Buyer and Limiting the Autonomy are extracted. This research focuses on the ethical actions of personal selling in relation to customers and presents some criteria for preventing unethical acts.
Hashem Aghazade; Hossein Amini Kesbi; Emad Jafari
Volume 20, Issue 2 , June 2016, , Pages 1-20
Abstract
Since brand equity is very helpful in developing business strategies and in long term leads to profitability of organizations, it is very crucial to recognize the impact of brand personality on brand equity from customers perspective. But due to lack of evidence related to the impact of brand personality ...
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Since brand equity is very helpful in developing business strategies and in long term leads to profitability of organizations, it is very crucial to recognize the impact of brand personality on brand equity from customers perspective. But due to lack of evidence related to the impact of brand personality on brand equity, with respect to literature and previous studies, we used concepts like brand trust and brand attitude as intermediate variables in a non-direct relation between brand personality and brand equity. Statistical sample for this study were 384 individual costumers of one of country's most admired telecommunication operators. questionnaire was used for gathering data and PLS method was used to examine hypotheses in 'Smart PLS 2' software. The results suggest a positive and significant but non-direct relation between brand personality and brand equity, and also support direct and significant impact of brand trust and brand attitude variables on brand equity.
