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Customer reaction to failure is of essential importance and varies by level of involvement with products and services. Thus, the purpose of this paper is to use the FCB grid to examine effects of involvement and emotion on failure of products and services. It also explores effects of negative word-of-mouth, consumer advocacy, customer voicing and gender on the so-called silent killers.

A 2 (male or female)×4 (high and low involvement, feelings, thinking in FCB grid) between-subjects experiment on 311 college students, who have recently experienced product failure, is performed.

Results reveal that customers with different levels of involvement react differently to product failure. Furthermore, low-involvement products are more likely to develop silent killers. The results also show that silent killer is more common among men.

To the best of the authors’ knowledge, no similar study is performed on the relationship between involvement and failure of products or services. In addition, this attempt is the first quantitative study to examine the phenomenon of silent killers in this field.

The purpose of this paper is to examine how the moderating effect of restaurant type (fast food versus casual dining) affects the Generation Y’s customers’ reaction to reward time redemption (immediate versus delayed) and reward type (economic versus social).

A 2 × 2 × 2 full-factorial, randomized, between-subject experimental design is conducted to test the research framework. The treatment groups are different from each other by manipulating reward type, reward timing and restaurant type through eight different scenario exposures.

The findings of the study reveal that the loyalty is significantly higher for immediate than delayed rewards in the both examined restaurant segments. In the casual dining restaurant segment, the effect of rewards increases for social rewards more than economic ones. On the other hand, for fast food restaurant context, there is no difference in the effect of reward type, whether they are economic or social.

Due to the limitations of fine dining restaurants in Iran, the present study consists of only two types of restaurants (fast food vs casual dining).

This study aims to contribute towards the understanding how restaurant type (fast food versus casual dining) affects the impact of restaurant reward programs on the loyalty of Generation Y’s customers.

The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies.

An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students.

The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type.

The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies.

No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.

The purpose of the paper is to examine Iranian generation Y female decision making using Sproles and Kendall's consumer styles inventory as a basis for market segmentation.

Considering the high population of young Iranians, this research has focused on generation Y (those born after 1977) by administering a questionnaire to a non‐probability sample of female undergraduate students of Azad University, the Islamic Azad University Tehran branch.

The result showed six meaningful and distinct groups; the characteristics of each group were identified separately. These findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers.

This is the first academic study focusing on generation Y female shopping behaviors that its findings are useful for both domestic and international retailers and marketers seeking to effectively target young Iranian female consumers.

This paper seeks to investigate the key factors underlying customer satisfaction with electronic banking services in an Islamic country, Iran.

The authors validate a measurement model for customer satisfaction evaluation in e‐banking service quality based on different service quality models and theories such as technology acceptance model, theory of reasoned action and theory of planned behavior.

The paper provides a model of seven factors on the following dimensions: convenience, accessibility, accuracy, security, usefulness, bank image, and web site design. Some of these factors illustrate a significant statistical difference between males and females.

These dimensions are determinants of customer's quality perception in e‐banking services and this paper presents new directions in service quality research and offers new directions to researchers and managers in providing service quality improvement.

This paper aims to determine whether family structure influences decision-making styles (DMSs) of Iranian couples.

A self-administered mall survey was conducted to discover the family structures and DMSs of Iranian couples. Data were randomly collected from a sample of 800 spouses in four big cities of Iran. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and multivariate analysis of variance were used to examine proposed hypotheses.

The EFA and CFA results show seven DMSs for Iranian couples. Also, the findings indicate family structure has a significant effect on DMS. In the other words, the results show a difference between DMSs of egalitarian and husband-dominated spouses.

One of the limitations of the study deals with product involvement, because consumer DMSs for each product category may vary. Also, children’s influences are not considered in this study, while gender/number of children may be particularly influential in family structure. Therefore, conclusions made from these findings may be limited to spouses with similar demographic characteristics.

The present research identifies seven DMSs for Iranian couples. It also examines whether family structure is an effective factor for DMS of spouses.

Consumer behavior will become more heterogeneous because of cultural differences. This phenomenon makes it increasingly important to understand values of national cultures and their impact on consumer behavior. The purpose of this paper is to review cultural factors with a focus on religious factors that influence the Iranian consumers' behavior during evaluation of luxury value dimensions.

Hofstede's model of national culture and research papers pertaining to religious influence on consumer behavior are applied to understand consumers' behavior toward luxury consumption in Iran as an Islamic country.

Findings support the notion that there are cultural differences between consumers in evaluating luxury value dimensions. As the study is about Iranian Muslim consumers, the role of religion in consumer behavior has also been debated. These findings are useful for domestic and international marketers toward a better understanding of Iranian consumers' luxury value perception based on cultural aspects.

The research outcomes should assist industry and business practitioners to understand the behavior of Iranian consumers and by using the findings formulate strategies that enhance their competitiveness in the market. Similarly, the research should enrich marketing literature by providing empirical evidence on Iranian consumption behavior from the perspective of the Muslim population. Research provides a better understanding of cultural factors that affect Iranian consumer behavior toward luxury value perception.

This is the first academic study analyzing the dimensions of luxury values, including the consideration of cultural and religious factors that influence Iranian's consumer behavior. The results can be seen as the first step for domestic and international marketers toward a better understanding of Iranian consumers' luxury value evaluation.

This study aims to evaluate the impact of the most important dimensions of corporate social responsibility (CSR) as a part of social marketing (SM) according to the current economic crisis and conditions on customer satisfaction (CS) and corporate reputation in the automotive industry and also to create a new approach in the field of CSR with considering the minimum and major stakeholders by a localized model of the most basic and important responsibilities to open up a new perspective to managers to increase the efficiency of production in automotive and other industries.

In this study, the authors used descriptive statistics and a questionnaire survey of 245 executive managers of the market leader (Iran Khodro Co.) in automotive industry in Iran. The structural equation modelling (SEM) technique used to examine the hypothesized relationships.

The findings of this study conclude that legal and economic responsibilities can be considered as prerequisites for companies. There is no proportional correlation between execution of economic responsibility and CS and corporate reputation; instead, this is regarded as the basic responsibility of companies.

This research can present CSR as a useful tool that can aid companies' long-term performance and its benefits can become visible in future with preserving their sustainability.

Although the importance of CSR is more obvious to managers, this study opens up a new aspect of CSR by considering it as an informal structure of corporations.

The purpose of this paper is to analyze the challenges and opportunities of the luxury market in Iran as an Islamic country. The focus is on religion as a factor that can make some challenges for luxury products, and then to find opportunities or similarities in Muslim markets due to the luxury consumption.

As it is a literature review article, the authors used past research works and compared different perspectives that exist about the topic.

It was concluded that although implementing a market-oriented culture is central to the marketers’ success, it is not right to just focus on religion as a separating factor that can isolate the Muslim’s market. It was suggested to change one's viewpoint and analyze the market with a broader vision that can bring innovative ideas and also find similarities and differentiations between Islamic luxury markets with non-Islamic luxury markets.

Muslim consumers have a huge purchasing power in countries such as Egypt, Iran, India, Malaysia, Morocco, Turkey, Saudi Arabia and South Africa. However, there is limited academic literature addressing luxury products in the context of these markets. Luxury purchase motivation is predominantly based on Western thoughts and markets. As Iran as a Muslim country can be an appropriate target market of luxury goods, analyzing the challenges and opportunities can be a useful guide to be successful in this market.

Suggestion systems have always been used as the means of continuous development and co-creating values among the employees of organizations. On the other hand, the co-creation has been introduced as a solution to co-create values between companies and customers. Since a simultaneous study on setting up suggestion systems and co-creation among employees and customers have been ignored so far, the purpose of this paper, focussing on the combination of two strategies of suggestion systems (generally more effective among the employees of organizations) and co-creation (studied so far merely the scope of customers), is to evaluate variables leading to intention to use, improvement in understanding the concept of justice, and positive word-of-mouth.

Two between-subjects experiments were carried out to explore the interactional role of co-creation, reward, and time in efficiency of suggestion systems. The first study which was carried out among customers analyzed the effect of setting up suggestion systems along with co-creation on the amount of their intention to use this system in the future and positive word-of-mouth. The second study discussed the effect of setting up suggestion systems along with co-creation on the level of understanding organizational justice and commitment.

The results indicate that the effectiveness of co-creation and tangible factors, such as offered reward, on improving the evaluation of suggestion system. In the other word, when firm’s encourage customers to participate in value co-creation program in suggestion system, they perceive more justice and intend to participate more in such program in future.

Most of the previous studies carried out on co-creation considered its effectiveness on occasions when a service failure occurs to consumers and the service provider urgently needs service recovery, but this paper aimed to provide a collaborative perspective toward co-creation through suggestion system that puts emphasis on service experience, innovation, and intention to future participation in such programs.