Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Developing an Alliance Performance Conceptual Framework: Resource Based View Developing an Alliance Performance Conceptual Framework: Resource Based View 13 28 95591 FA Journal Article 2015 10 04  Manizheh Ghareche *, Abbas Ali Hajikarimi **, Sayyed Hamid Khodadadhoseini ***, Vahid Makkizade****[1] Abstract     Forming of strategic alliances is one of the most important strategies of firms in the oil industry and its related industries. The performance evaluation is also an important field of study is considered. Hence the purpose of this study is to present a model of strategic alliance performance. 113 questionnaires distributed among firms participating in strategic alliances in the oil, gas and petrochemical industry and 73 usable questionnaires were distributed, returned. Latent variables are all in the range of acceptable reliability. To test the model, partial least squares method and Smart PLS-Graph software version 2.0 was used. The results showed that alliance experience has a positive effect on two dimensions of the alliance capability include of alliance mechanisms and alliance management capability. Positive impact of Alliance management capability  on operational capabilities and competitive advantage impact on performance was also confirmed. Separation of impacts showed that experience a significant impact on the performance of alliances. Keywords: Strategic Alliance; Alliance Experience; Alliance Capability; Operational Capability; Alliance Performance; Competitive Advantage.* Assistant Professor, Shahid Beheshti University.** Associate Professor, Shahid Beheshti University.*** Professor, Tarbiat Modarres university.**** Ph.D Student, Shahid Beheshti University (Corresponding Author).E-mail: vahidmakkizade@yahoo.com  Manizheh Ghareche *, Abbas Ali Hajikarimi **, Sayyed Hamid Khodadadhoseini ***, Vahid Makkizade****[1] Abstract     Forming of strategic alliances is one of the most important strategies of firms in the oil industry and its related industries. The performance evaluation is also an important field of study is considered. Hence the purpose of this study is to present a model of strategic alliance performance. 113 questionnaires distributed among firms participating in strategic alliances in the oil, gas and petrochemical industry and 73 usable questionnaires were distributed, returned. Latent variables are all in the range of acceptable reliability. To test the model, partial least squares method and Smart PLS-Graph software version 2.0 was used. The results showed that alliance experience has a positive effect on two dimensions of the alliance capability include of alliance mechanisms and alliance management capability. Positive impact of Alliance management capability  on operational capabilities and competitive advantage impact on performance was also confirmed. Separation of impacts showed that experience a significant impact on the performance of alliances. Keywords: Strategic Alliance; Alliance Experience; Alliance Capability; Operational Capability; Alliance Performance; Competitive Advantage.* Assistant Professor, Shahid Beheshti University.** Associate Professor, Shahid Beheshti University.*** Professor, Tarbiat Modarres university.**** Ph.D Student, Shahid Beheshti University (Corresponding Author).E-mail: vahidmakkizade@yahoo.com https://jbmp.sbu.ac.ir/article_95591_b7395d9fe0b6f79920fcb5da39ccb0a4.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 The Impact of Total Quality Management on Bank Performance: the Intermediary Role of Market Orientation The Impact of Total Quality Management on Bank Performance: the Intermediary Role of Market Orientation 29 47 95631 FA Journal Article 2015 10 04 Adel Azar*, Mohammad Reza Taghizadeh Joorshari**, Mohammad Takhire***[1] Abstract     Because organizations offering financial services, especially banks that operate in an environment with indistinct products, service quality, known as the first competitive weapon. The purpose of this study is evaluated on the impact of total quality management practices on the performance of banks using the mediator role of market orientation in the relationship between TQM and performance. For this purpose, four hypotheses were developed. To gather the necessary data to test the hypotheses, a standard questionnaire containing 42 questions was used in 13 dimensions and between the 291 employees and managers of 11 commercial banks in the guilan province, as research population has been distributed. First by using exploratory factor analysis, factors related to the three main variables identified in the study population and then using structural equation modeling techniques to evaluate research hypotheses were done in Lisrel software. The analysis indicates that the results are same to the previous research about the positive impact of TQM and Market-oriented approaches on the performance and became apparent that the market orientation could focus on TQM impact on the performance mediator role to play. Keywords: Total Quality Management; Market Orientation; Organization Performance.* Professor, Tarbiat Modares University.** Ph.D, Islamic Azad University, Rasht Branch (Corresponding Author).E-mail: Taghizadeh.joorshari@gmail.com*** M.A, Rahbord Shomal University. Adel Azar*, Mohammad Reza Taghizadeh Joorshari**, Mohammad Takhire***[1] Abstract     Because organizations offering financial services, especially banks that operate in an environment with indistinct products, service quality, known as the first competitive weapon. The purpose of this study is evaluated on the impact of total quality management practices on the performance of banks using the mediator role of market orientation in the relationship between TQM and performance. For this purpose, four hypotheses were developed. To gather the necessary data to test the hypotheses, a standard questionnaire containing 42 questions was used in 13 dimensions and between the 291 employees and managers of 11 commercial banks in the guilan province, as research population has been distributed. First by using exploratory factor analysis, factors related to the three main variables identified in the study population and then using structural equation modeling techniques to evaluate research hypotheses were done in Lisrel software. The analysis indicates that the results are same to the previous research about the positive impact of TQM and Market-oriented approaches on the performance and became apparent that the market orientation could focus on TQM impact on the performance mediator role to play. Keywords: Total Quality Management; Market Orientation; Organization Performance.* Professor, Tarbiat Modares University.** Ph.D, Islamic Azad University, Rasht Branch (Corresponding Author).E-mail: Taghizadeh.joorshari@gmail.com*** M.A, Rahbord Shomal University. https://jbmp.sbu.ac.ir/article_95631_10512629f9a894e4b277f7cbb5721ed8.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Explanation of the Alignment of Strategic Control and Project Management Elements and its impact on Project Performance Explanation of the Alignment of Strategic Control and Project Management Elements and its impact on Project Performance 49 67 95641 FA Journal Article 2015 10 04 Hani Arbabi*, Hassan Danaee-fard**, Mohammad Hossein Sobhiyah***, Sayyed Mohammad Aarabi****[1]   Abstract      Frequently, strategy implementation problems in projects have stemmed from failure of control systems. For replying this need, the control system named strategic control has been emerged. On the other hand Contingency Theory and Strategic Fit theory suggests aligning project strategic control with Project Management Elements such as Strategy, Culture, and Structure can lead to positive project performance results. The purpose of this model is providing an alignment model of strategic control and project monument elements using Strategic Reference Point Theory. We test our model using data obtained via questionnaire from 32 Petrochemical Process Plant projects. The finding supports that alignment between strategic control and project management leads to positive project performance results. Keywords: Project Performance; Strategic Control; Project Strategy; Project Structure; Project Team Culture; Strategic Alignment.* Ph.D. Candidate, Tarbiat Modares University.** Full Professor, Tarbiat Modares University (Corresponding Author).E-mail: hdanaee@modaresac.ir*** Assistant Professor, Tarbiat Modares University.**** Professor, Tarbiat Modares University. Hani Arbabi*, Hassan Danaee-fard**, Mohammad Hossein Sobhiyah***, Sayyed Mohammad Aarabi****[1]   Abstract      Frequently, strategy implementation problems in projects have stemmed from failure of control systems. For replying this need, the control system named strategic control has been emerged. On the other hand Contingency Theory and Strategic Fit theory suggests aligning project strategic control with Project Management Elements such as Strategy, Culture, and Structure can lead to positive project performance results. The purpose of this model is providing an alignment model of strategic control and project monument elements using Strategic Reference Point Theory. We test our model using data obtained via questionnaire from 32 Petrochemical Process Plant projects. The finding supports that alignment between strategic control and project management leads to positive project performance results. Keywords: Project Performance; Strategic Control; Project Strategy; Project Structure; Project Team Culture; Strategic Alignment.* Ph.D. Candidate, Tarbiat Modares University.** Full Professor, Tarbiat Modares University (Corresponding Author).E-mail: hdanaee@modaresac.ir*** Assistant Professor, Tarbiat Modares University.**** Professor, Tarbiat Modares University. https://jbmp.sbu.ac.ir/article_95641_d1f3e4cbc790a96e6c86b11853140bc4.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Developing a Model for Student Relationship Management (SRM) in Universities of Iran Developing a Model for Student Relationship Management (SRM) in Universities of Iran 69 84 95651 FA Journal Article 2015 10 04  Babak Sohrabi*, Alireza Hasanzadeh**, Amir Khanlari***,Sayyed Vahid Oskuee****[1] Abstract    At the present time, most universities have a lot of problems regarding student relationship management (SRM) processes and students, professors and university personnel face those problems in their job carrier. These problems have always been outlined by universities and large amount of the budget is allocated for obtaining, developing or improving these systems, but unfortunately many of these problems are unsolved or some of its intensity has decreased. For this reason a survey was conducted to provide a model for student relationship management to review and remove this issue. This research is based on the grounded theory method and to develop the model experts were interviewed. Open sampling, relational and variational sampling and discrimental sampling, and taking the maturity of data and findings by theoretical sampling are stages of development of this model. This paper and after a brief presentation of literature, explains the research methodology and coding steps, and then, in addition to conclusion and introduction of stakeholders and users of this model, it offers some suggestions in order to continue and development of this research. Keywords: Student Relationship Management; Customer Relationship Management; Grounded Theory; Sampling/Coding; University* Professor, Tehran University.** Associated Professor, Tarbiat Modares University.*** Assistant Professor,Lecturer of Iran Banking Institute (IBI) (Corresponding author).E-Mail: sv_oskuee@yahoo.com.  Babak Sohrabi*, Alireza Hasanzadeh**, Amir Khanlari***,Sayyed Vahid Oskuee****[1] Abstract    At the present time, most universities have a lot of problems regarding student relationship management (SRM) processes and students, professors and university personnel face those problems in their job carrier. These problems have always been outlined by universities and large amount of the budget is allocated for obtaining, developing or improving these systems, but unfortunately many of these problems are unsolved or some of its intensity has decreased. For this reason a survey was conducted to provide a model for student relationship management to review and remove this issue. This research is based on the grounded theory method and to develop the model experts were interviewed. Open sampling, relational and variational sampling and discrimental sampling, and taking the maturity of data and findings by theoretical sampling are stages of development of this model. This paper and after a brief presentation of literature, explains the research methodology and coding steps, and then, in addition to conclusion and introduction of stakeholders and users of this model, it offers some suggestions in order to continue and development of this research. Keywords: Student Relationship Management; Customer Relationship Management; Grounded Theory; Sampling/Coding; University* Professor, Tehran University.** Associated Professor, Tarbiat Modares University.*** Assistant Professor,Lecturer of Iran Banking Institute (IBI) (Corresponding author).E-Mail: sv_oskuee@yahoo.com. https://jbmp.sbu.ac.ir/article_95651_4af3d3800682906c70262669d37d962e.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Path-Structural Modeling of Dynamic Capabilities and Environmental Dynamics Relationship Path-Structural Modeling of Dynamic Capabilities and Environmental Dynamics Relationship 85 103 95659 FA Journal Article 2015 10 04  Maryam Nekooeezade*, Sayyed Mahmoud Hosseini**, Manizheh Ghareche***, Abbasali Hajikarimi****[1] Abstract     Find a way to cope with the changing environments and organizational survival has become a major challenge among management researchers in recent years. The dynamic capabilities view has gained particular importance. Reviews of the dynamic capabilities literatures reveal that survey effects of environmental dynamism on dynamic capabilities, is one of the research requirements. This paper examines the relationship between dynamic capabilities and environmental dynamics. So, a model of dynamic capabilities (including sensing capability, seizing capability and reconfiguration capability) and environmental dynamics (including technology and market dynamics) constructs was designed. The data were collected from the questionnaire. Questionnaires were completed by senior managers of production companies in Tehran stock exchange. We used SmartPLS. Results showed the relationship between environmental dynamics and dynamic capabilities as higher-level construct in the model is significant. Also, technological dynamics have a positive impact on sensing capability, seizing capability and reconfiguration capability. Market dynamics have a positive impact on sensing capability and seizing capability too. Keywords: Dynamic Capabilities; Environmental Dynamics; Sensing Capability; Seizing Capability; Reconfiguration Capability* Ph.D Student, Shahid Beheshti University (Corresponding Author).E-Mail: Mmnekooee@Yahoo.Com** Assistant Professor, Shahid Beheshti University.*** Assistant Professor, Shahid Beheshti University.**** Associate Professor, Shahid Beheshti University.  Maryam Nekooeezade*, Sayyed Mahmoud Hosseini**, Manizheh Ghareche***, Abbasali Hajikarimi****[1] Abstract     Find a way to cope with the changing environments and organizational survival has become a major challenge among management researchers in recent years. The dynamic capabilities view has gained particular importance. Reviews of the dynamic capabilities literatures reveal that survey effects of environmental dynamism on dynamic capabilities, is one of the research requirements. This paper examines the relationship between dynamic capabilities and environmental dynamics. So, a model of dynamic capabilities (including sensing capability, seizing capability and reconfiguration capability) and environmental dynamics (including technology and market dynamics) constructs was designed. The data were collected from the questionnaire. Questionnaires were completed by senior managers of production companies in Tehran stock exchange. We used SmartPLS. Results showed the relationship between environmental dynamics and dynamic capabilities as higher-level construct in the model is significant. Also, technological dynamics have a positive impact on sensing capability, seizing capability and reconfiguration capability. Market dynamics have a positive impact on sensing capability and seizing capability too. Keywords: Dynamic Capabilities; Environmental Dynamics; Sensing Capability; Seizing Capability; Reconfiguration Capability* Ph.D Student, Shahid Beheshti University (Corresponding Author).E-Mail: Mmnekooee@Yahoo.Com** Assistant Professor, Shahid Beheshti University.*** Assistant Professor, Shahid Beheshti University.**** Associate Professor, Shahid Beheshti University. https://jbmp.sbu.ac.ir/article_95659_a769970be30f4f559eb881509ec12d02.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Relations between “Dispersion of Power between Sales and Marketing Units” with “Business Performance” Relations between “Dispersion of Power between Sales and Marketing Units” with “Business Performance” 105 122 95568 FA Journal Article 2015 10 04 Mostafa Ghazi Zadeh*, Abdol Reza Beygi Nia**, Roghayeh Roshan Ghyasi***[1] Abstract     The main goal of this research is examination relations between “dispersion of decision-making power between sales and marketing units” with “business performance of company”. For this goal, we distributed our surveys among marketing and sales managers of 62 manufacturing firms in food materials, pharmetical and chemical industries that accepted in bourse exchanges market. The result showed that, “dispersion of decision-making power between sales and marketing units” does have positive and significant relationships with “Collaboration and Interaction between marketing and sale units”, “Customer-oriented culture”, “Generating value for customer” and “Business performance of company”. But, “dispersion of decision-making power between sales and marketing units”does have negative and significance relationships with “Operational role clarity of marketing and sales units”. Furthermore, “Generating value for customer” does have positive and significant relationships with “Business performance of company”. Keywords: Dispersion of Decision-making Power; Sales; Marketing; Customer-oriented Culture; Business Performance.* Assistant Professor, Shahed University (Corresponding Author).E-mail: ghazi.iran@yahoo.com**Assistant Professor, Shahed University.*** MSc, Shahed University. Mostafa Ghazi Zadeh*, Abdol Reza Beygi Nia**, Roghayeh Roshan Ghyasi***[1] Abstract     The main goal of this research is examination relations between “dispersion of decision-making power between sales and marketing units” with “business performance of company”. For this goal, we distributed our surveys among marketing and sales managers of 62 manufacturing firms in food materials, pharmetical and chemical industries that accepted in bourse exchanges market. The result showed that, “dispersion of decision-making power between sales and marketing units” does have positive and significant relationships with “Collaboration and Interaction between marketing and sale units”, “Customer-oriented culture”, “Generating value for customer” and “Business performance of company”. But, “dispersion of decision-making power between sales and marketing units”does have negative and significance relationships with “Operational role clarity of marketing and sales units”. Furthermore, “Generating value for customer” does have positive and significant relationships with “Business performance of company”. Keywords: Dispersion of Decision-making Power; Sales; Marketing; Customer-oriented Culture; Business Performance.* Assistant Professor, Shahed University (Corresponding Author).E-mail: ghazi.iran@yahoo.com**Assistant Professor, Shahed University.*** MSc, Shahed University. https://jbmp.sbu.ac.ir/article_95568_5e2e19da076546530f36bf6f9e03a223.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Relationship between Entrepreneurial Management, Market Orientation, and Performance Relationship between Entrepreneurial Management, Market Orientation, and Performance 123 139 95576 FA Journal Article 2015 10 04 Sayyed Abolfazl Abolfazli*, Jamshid Salar**, Ali Rezaeian***[1]  Abstract      The present study has been investigated with the aim of analyzing the role of mediator in market orientation in relation to entrepreneurial management and organization performance for this purpose a questionnaire designed to measure these variables and after the assurance of validity and reliability of the measurement tool by exploratory confirmatory factor analysis, this questionnaire spread among a sample of 292 of company managers of chemical industries. This present study is in description correlational form. The results of the study show that entrepreneurial management directly has a positive and significant relation with market orientation.The results of the study also show that if the entrepreneurial management were accompanied by market orientation, its effect on performance would be more sustainable. So the indirect impact of entrepreneurial management on organization performance is more than its direct impact. The results show that firms with high market orientation and entrepreneurship use entrepreneurial management style. While those with low degree of entrepreneurship and market orientation, use administrative style of management. Keywords: Organization Performance; Entrepreneurial Management; Market Orientation. * Assistant Professor, Urmia University (Corresponding Author).E-Mail: s.a.abolfazli@gmail.com** Assistant Professor, Payame Noor University.*** Professor, Shahid Beheshti University. Sayyed Abolfazl Abolfazli*, Jamshid Salar**, Ali Rezaeian***[1]  Abstract      The present study has been investigated with the aim of analyzing the role of mediator in market orientation in relation to entrepreneurial management and organization performance for this purpose a questionnaire designed to measure these variables and after the assurance of validity and reliability of the measurement tool by exploratory confirmatory factor analysis, this questionnaire spread among a sample of 292 of company managers of chemical industries. This present study is in description correlational form. The results of the study show that entrepreneurial management directly has a positive and significant relation with market orientation.The results of the study also show that if the entrepreneurial management were accompanied by market orientation, its effect on performance would be more sustainable. So the indirect impact of entrepreneurial management on organization performance is more than its direct impact. The results show that firms with high market orientation and entrepreneurship use entrepreneurial management style. While those with low degree of entrepreneurship and market orientation, use administrative style of management. Keywords: Organization Performance; Entrepreneurial Management; Market Orientation. * Assistant Professor, Urmia University (Corresponding Author).E-Mail: s.a.abolfazli@gmail.com** Assistant Professor, Payame Noor University.*** Professor, Shahid Beheshti University. https://jbmp.sbu.ac.ir/article_95576_e1939ad4b3a4638f6e5f9b587d7c59ab.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 The Effect of Philanthropy Corporate Social Responsibility on Loyalty by Mediating Corporate Brand Equity and Corporate Reputation The Effect of Philanthropy Corporate Social Responsibility on Loyalty by Mediating Corporate Brand Equity and Corporate Reputation 141 158 95598 FA Journal Article 2015 10 04  Sayyed Mahmoud Hosseini*, Morteza Rezaee**, Vahid Hossein Abadi***[1] Abstract      Today, industrial companies are seeking sustainable development as for market complexity. Hence, many researchers knew social responsibility and sustainable development parallel and aligned and they introduce social responsibility foundational for sustainable and Consistent branding. So, this study examines the relationship and the effects of philanthropy corporate social responsibility on loyalty with mediating corporate brand equity and corporate reputation at active food companies in the industrial towns of Tehran. That, data have gathered by easy nonprofit sampling (from purchasing managers of 92 companies). In this study used partial least squared (PLS) method by Smart pls2 software. The results show, philanthropy corporate social responsibility has a significant effect with corporate reputation (β= 0.731, t= 14.456) and with corporate brand equity (β= 0.548, t= 5.536). Also, corporate reputation has a significant effect on corporate brand equity (β= 0.330, t= 3.189) and loyalty (β= 0.364, t= 2.498); and also, corporate brand equity and loyalty (β= 0.464, t= 3.572). Also, with the determination of total effect was recognized that social responsibility has most total effect (0.632) and corporate brand equity has lowest total effect (0.464) on industrial buyers' loyalty. Keywords: Philanthropy Corporate Social Responsibility (PCSR); Corporate Brand Equity (CBE); Corporate Reputation (CR); Industrial Buyers' Loyalty (IBL).* Assistant Professor, Shahid Beheshti University. ** MBA, Shahid Beheshti University (Corresponding Author).E-mail: Mr_1332@yahoo.com*** MBA, Shahid Beheshti University.  Sayyed Mahmoud Hosseini*, Morteza Rezaee**, Vahid Hossein Abadi***[1] Abstract      Today, industrial companies are seeking sustainable development as for market complexity. Hence, many researchers knew social responsibility and sustainable development parallel and aligned and they introduce social responsibility foundational for sustainable and Consistent branding. So, this study examines the relationship and the effects of philanthropy corporate social responsibility on loyalty with mediating corporate brand equity and corporate reputation at active food companies in the industrial towns of Tehran. That, data have gathered by easy nonprofit sampling (from purchasing managers of 92 companies). In this study used partial least squared (PLS) method by Smart pls2 software. The results show, philanthropy corporate social responsibility has a significant effect with corporate reputation (β= 0.731, t= 14.456) and with corporate brand equity (β= 0.548, t= 5.536). Also, corporate reputation has a significant effect on corporate brand equity (β= 0.330, t= 3.189) and loyalty (β= 0.364, t= 2.498); and also, corporate brand equity and loyalty (β= 0.464, t= 3.572). Also, with the determination of total effect was recognized that social responsibility has most total effect (0.632) and corporate brand equity has lowest total effect (0.464) on industrial buyers' loyalty. Keywords: Philanthropy Corporate Social Responsibility (PCSR); Corporate Brand Equity (CBE); Corporate Reputation (CR); Industrial Buyers' Loyalty (IBL).* Assistant Professor, Shahid Beheshti University. ** MBA, Shahid Beheshti University (Corresponding Author).E-mail: Mr_1332@yahoo.com*** MBA, Shahid Beheshti University. https://jbmp.sbu.ac.ir/article_95598_e7ab4900eedf6ca77aedd5bf1c978f5f.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior 159 174 95611 FA Journal Article 2015 10 06 Abdol Hadi Darzian Azizi*,Zeinab Zarepour**[1] Abstract     Product extending is one of the marketing strategies considered by managers to respond the changes of customers’ needs, demands, and preferences in the market. One of the main concerns of managers in this field is a brand extension of the new product. This research has been implemented to investigate the effective factors on brand extension attitude and brand extension effect as well as advertising on consumer behavior. In this research, first, the effective factors on brand extension attitude, and then the effect of brand extension attitude on the final brand image and purchase intention have been investigated. Also, the effect of advertising as the modifying variable on the relationship between brand extension attitude and final brand image has been investigated which has not been investigated in former research. Data collection was implemented through two pre-tests using a questionnaire. Data analysis related to 497 students of Shahid Chamran University of Ahvaz was applied through structural equations and LISREL software. Results showed that brand image appropriateness was the most effective factor on brand extension attitude. Also, brand-based advertising had a stronger effect on brand extension attitude compared to product-based advertising.   Keywords: Brand Extension; Attitude Towards Brand Extension; Brand Image Fit; Advertising and Consumer's Behavior* Assistant Professor, Shahid Chamran University.**. MA Student, , Shahid Chamran University (Corresponding Author).E-mail: T.zarepour@yahoo.com Abdol Hadi Darzian Azizi*,Zeinab Zarepour**[1] Abstract     Product extending is one of the marketing strategies considered by managers to respond the changes of customers’ needs, demands, and preferences in the market. One of the main concerns of managers in this field is a brand extension of the new product. This research has been implemented to investigate the effective factors on brand extension attitude and brand extension effect as well as advertising on consumer behavior. In this research, first, the effective factors on brand extension attitude, and then the effect of brand extension attitude on the final brand image and purchase intention have been investigated. Also, the effect of advertising as the modifying variable on the relationship between brand extension attitude and final brand image has been investigated which has not been investigated in former research. Data collection was implemented through two pre-tests using a questionnaire. Data analysis related to 497 students of Shahid Chamran University of Ahvaz was applied through structural equations and LISREL software. Results showed that brand image appropriateness was the most effective factor on brand extension attitude. Also, brand-based advertising had a stronger effect on brand extension attitude compared to product-based advertising.   Keywords: Brand Extension; Attitude Towards Brand Extension; Brand Image Fit; Advertising and Consumer's Behavior* Assistant Professor, Shahid Chamran University.**. MA Student, , Shahid Chamran University (Corresponding Author).E-mail: T.zarepour@yahoo.com https://jbmp.sbu.ac.ir/article_95611_7409bf92d7709830c0bfb538c50e719c.pdf

Shahid Beheshti University Journal of Business Management Perspective 2251-6050 14 22 2015 05 22 The Impact of the Package Design on The Select Consumers The Impact of the Package Design on The Select Consumers 175 194 95621 FA Journal Article 2015 10 06  Davood Feiz*, Azim.Zarei**, Fatemeh Ashrafi***[1] Abstract     Most Products offered in the markets must be packaged. Some marketing managers believe that the packaging is the fifth-P next to the 4 traditional Ps of Product, Price, Promotion& physical Distribution.  They often think of the packaging as an important element of the product strategies. Packaging consists of activities including the design and manufacture of a product container or cover. Packaging must actually describe the product and its appearance should convince the buyer that it is reliable. Hence, the present study the impact of the packaging design on the select consumers in the tissue industry. Using a questionnaire and observation form, the opinions of 400 respondents were collected in the Mazandaran province. In order to analyze the data,SPSS statistical software was used. The results of research suggest the positive impact of color,  shape, and image elements on the tissue package on Select consumers.  Also, the value of the chi-square statistic shows that the gender and age of the respondents have impacts on their color of the package selection.  Therefore, it is suggested that designers of the tissue packages design its products according to the results found in this study. Keywords: Packaging; Attractive Design; Color; Form and Shape* Assosiate Professor, Semnan University.** Assistant Professor, Semnan University.*** Master, Semnan University (Corresponding Author).E-mail: Fashrafi1388@gmail.com  Davood Feiz*, Azim.Zarei**, Fatemeh Ashrafi***[1] Abstract     Most Products offered in the markets must be packaged. Some marketing managers believe that the packaging is the fifth-P next to the 4 traditional Ps of Product, Price, Promotion& physical Distribution.  They often think of the packaging as an important element of the product strategies. Packaging consists of activities including the design and manufacture of a product container or cover. Packaging must actually describe the product and its appearance should convince the buyer that it is reliable. Hence, the present study the impact of the packaging design on the select consumers in the tissue industry. Using a questionnaire and observation form, the opinions of 400 respondents were collected in the Mazandaran province. In order to analyze the data,SPSS statistical software was used. The results of research suggest the positive impact of color,  shape, and image elements on the tissue package on Select consumers.  Also, the value of the chi-square statistic shows that the gender and age of the respondents have impacts on their color of the package selection.  Therefore, it is suggested that designers of the tissue packages design its products according to the results found in this study. Keywords: Packaging; Attractive Design; Color; Form and Shape* Assosiate Professor, Semnan University.** Assistant Professor, Semnan University.*** Master, Semnan University (Corresponding Author).E-mail: Fashrafi1388@gmail.com https://jbmp.sbu.ac.ir/article_95621_498e89ee23fcf3807e8723265b5c9fba.pdf