Nowadays, the issue of “globalization” is entering to all areas in the world. In addition to products and companies, cities and countries also have the opportunity to see themselves as important actors in international arena. Places define their positions in different fields like business, leisure and recreation, educational opportunities, living, etc. This paper presents an empirical study to introduce city branding as one of the solutions to join globalization process. The method of this research is based on the “descriptive-analytic” and utilize the available literature and experts’ opinions to prioritize the influencing factors of city branding. We use Delphi consensus methods and technique of analytical hierarchy process to evaluate the factors. Finally, the results of the study indicate that security, transportation and mental creativity are the weakest fields and business and shopping facilities are strong fields of city branding in metropolitan of Tehran.

Fulfillment of the promises or brand promise plays essential role for the success of organizations. This paper presents an empirical investigation to evaluate the rate of management’s interest and personnel’s motivation in an Iranian firm named TAM Iran Khodro. The study reviews its relationship with fulfillment of corporative promises for customers. The study selects a sample of 206 employees of TAM Iran Khodro Company including managers and employees. Questionnaire is a tool for gathering information designed by the researchers. With respect to primary sample group including 40 participants, Cronbach’s Alpha coefficient was calculated as 0.905 for reliability value of this questionnaire, which validates the questionnaire. Spearman’s correlation coefficient and multiple regressions have been adopted to test different hypotheses. Research findings indicate that management’s tendency and personnel’s motivation were positively and significantly associated with fulfillment of corporative promises to customers (Brand Promise) with correlation coefficient 0.427.

For over two decades, telephone banking has steadily become a useful feature and all banks have tried to provide this feature as part of their services. In this paper, we present an empirical investigation to study the role of personal and social characteristics on acceptance of new telephone banking services. The proposed study designs two questionnaires and distributes them among 384 randomly selected people who use telephone banking in city of Tehran, Iran. Using structural equation modeling, the study examines various hypotheses and the results of our survey indicate that there were some positive and meaningful relationships between perception usefulness and users’ attitude, perception and ease of use, perception and intention to use as well as perception and intention to use. In addition, the study has detected a negative and meaningful relationship between personal risk and intention to use and perception of personal time and intention to use among mobile users.

Green marketing plays important role on developing different business plans without harming environment. Green marketing may also help us find more loyal customers since many people do care about taking care of environment and prefer purchasing only green products and services. In this paper, we present an empirical investigation to find the effect of different green strategies on brand loyalty. The proposed study designs a questionnaire and distributes it among 384 randomly selected people who purchase various brands in city of Tehran, Iran. The gathered data are analyzed using structural equation modeling and the results indicate that different green marketing strategies including green pricing, green promotion, green distribution positively influence brand loyalty.