today, using counterfeits is remarkably common in clothing industry. on this basis, present paper is conducted in clothing industry at tehran due to the impact of counterfeit on brand equity of original products’. it is a descriptive research. to achieve research aims, a sample consisting of 384 consumers in tehran who bought counterfeits deliberately were selected. to analyze data and to test ...

innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users’ unwillingness to accept and use available systems. this research aims to use the concept of reasoned action theory t...

purpose- the aim of this essay is to attempt to explain the impact of religion and family structure on consumer decision-making style within a muslim country. this paper wants to demonstrate how and why husbands/wives with eastern culture and islamic norms use different decision-making styles. design/methodology/approach- literature reviews on consumer decision-making, religion and family struc...

innovation has attracted considerable interest in recent years in improving competitive advantage for both profit and nonprofit organizations. service innovation offers the potential for substantially improving the performance, but performance gains are often obstructed by users’ unwillingness to accept and use available systems. this research aims to use the concept of reasoned action theory t...

Despite the growth of Consumer Health Informatics (CHI) websites, searching for relevant health information remains a challenging task for most users, especially for the consumer of non-medical professionals. Most consumers only have vague idea and cannot describe their health situation clearly due to lack of medical knowledge; therefore consumers’ query keywords often do not accurately reflect...

the basic objective of this study is to design the model of effectiveness of electronic advertisement on consumer buying behavior. the research population is customers and consumers of large food stores in shiraz that used a store's website. the sample of this study is as big as 400 people. cluster random sampling method based on visible traits in the population with the highest estimated ...

Online shopping enables consumers to search for information and purchase products or services through direct interaction with online store. This study aims to examine the effect of Internet marketing environment, product characteristics, familiarity and confidence, and promotional offers on consumer online shopping behavior. 200 questionnaires were distributed to the respondents, who are studen...

in this research, we have investigated the relationship between psychological and social factors and green consumer behavior in tehran. with a sample size of 316, we have examined 15 hypotheses. the positive significant relationship between environmental attitudes, personal norms, perceived consumer effectiveness, and social (injunctive) norms with green consumer behavior dimensions (green purc...

one common aspect of all human beings, regardless of education level, income level, location and so on, is that they are all consumers. the key of success in marketing strategy both in terms of local and global aspects is understanding consumer behavior. so aim of this study was to investigate the role of socio-cultural factors on sports consumer behavior. this research was survey- descriptive....