Morteza Maleki MinBashRazgah; Davood Feiz; Hadi Moradi
Abstract
The expansion of digital business is along with opportunities and challenges, one of the most important challenges is the negative information about the brands. Marketing managers task is to reinforce the resilience of customers towards this negative information. On the other hand, in the two last decades, ...
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The expansion of digital business is along with opportunities and challenges, one of the most important challenges is the negative information about the brands. Marketing managers task is to reinforce the resilience of customers towards this negative information. On the other hand, in the two last decades, most of research in field of brand personality and experience has focused on their definitions and traits and this study by concentrating on personality and experience created on digital environment tries to examine their effects on consumers’ actual behavior through mediating role of brand attitude and brand loyalty. Based on the hypothesis conceptual model of the research was designed and by using questionnaire 311 users of the service delivery applications were collected. After verifying the validity and reliability, the hypotheses were tested using SEM. The results showed that brand personality and online brand experience have direct effect on customers’ brand attitude and brand loyalty, which brand experience effect is more than brand personality. Also, the results confirm brand attitude and brand loyalty effect on customers' resilience to negative information. If a brand in online environment deliver a unique and desirable experience and attractive personality to consumers, it can have positive effect on consumers extra-role behavior in social media, these consumers will support and discuss positively of brand in social media. The results of research can be useful for managers and marketers who search for create and maintain long-term relationship with consumers.
Nasrin Zolfagharkhani; Davood Feiz
Abstract
The aim of this study is to investigate the effect of human capital and organizational characteristics on the business value of information technology. The study was a descriptive survey. The population of this study was 270 staffs of the Ministry of Health located in Tehran. To collect the required ...
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The aim of this study is to investigate the effect of human capital and organizational characteristics on the business value of information technology. The study was a descriptive survey. The population of this study was 270 staffs of the Ministry of Health located in Tehran. To collect the required data, a stratified sampling technique was utilized and a sample of 155 people was selected using Cochran’s formula. Data were collected using a researcher made questionnaire and its reliability was calculated using Cronbach’s alpha technique. The results show that, the impact of human capital on the business value of information technology is significant. In other words, the findings suggest that as the human capital is increased, the business value of information technology is increased as well. On the other hand, the results show that organizational characteristics have no significant impact on the business value of information technology.
