فصلنامه تحقیقات بازاریابی نوین
سال دهم شماره 3 (پیاپی 38، پاییز 1399)

Branding is of particular importance as a means of differentiation in the highly competitive pharmaceutical industry. In recent years, one of the several problems of the country’s pharmaceutical industry which has been less considered is the issue of branding. Different factors and obstacles have shaped the current situation. The purpose of the present study was to test the model for identifying the damaging factors of branding in the Iranian pharmaceutical industry. The present study was applied in terms of purpose and field-survey in terms of data collection. The statistical population of this study consisted of marketing experts of pharmaceutical companies that are members of Iranian Pharmaceutical Industries Syndicate and the exact number of them is unknown. Therefore, using the one-stage cluster sampling method, 67 out of 111 of companies were randomly selected, then all marketing experts in these companies were randomly chosen and 160 responses were collected. The research tool was a researcher-made questionnaire that its content validity was confirmed by experts and its reliability was verified using Cronbach’s alpha. Structural equation modeling was used to analyze the data in association with PLS statistical software. The findings of the present study indicated the confirmation of all damaging factors as well as all components of each factor in which contextual, structural, and finally behavioral factors, respectively, were considered as the main damaging factors of brandingin the country’s pharmaceutical industry. In addition, the overall research model had a good fit.

In marketing issues and in today’s dynamic and competitive market, consumer cultural participation is one of the most important goals of the brand. In other words, the success or failure of a brand depends on the cultural participation of the consumer. The purpose of the present study was to provide a model for the mediating role of brand authenticity in the impact of brand cultural symbolism on consumer welfare. This research was descriptive-survey in terms of practical purpose and data collection method. The statistical population of smartphone users was composed of students of Ilam universities and a sample of 384 individuals has been selected. The sampling method in this research was availability sampling. The data collection tool was a questionnaire whose validity and reliability have been confirmed. PLS software has been used for data analysis. The findings showed that brand cultural symbolism had a significant effect on brand authenticity. The role of brand cultural symbolism had a significant effect on psychological well-being and consumer welfare. Consumer psychological well-being also had a significant effect on mental well-being and brand originality played a mediating role between brand cultural symbolism and consumer psychological and mental well-being. Also, the basic variable of brand cultural symbolism has created significant solidarity and connection on psychological and mental well-being and enriching the cultural meaning the brand and symbolic cultural image can be one of the effective ways to improve brand credibility and consumer welfare.

Temperament is a personality trait that appears in all kinds of basic and innate behaviors and traits. The purpose of the present study was to investigate the significant differences among the four temperaments in terms of the impulse buying behavior. The method of the present study was descriptive and quantitative. Considering the importance of geographical and climatic conditions in the behavioral qualities of temperaments, the statistical population of the present study were customers in Tehran. Using a cluster sampling method, 384 individuals were selected by visiting hypermarkets of Iranians, Kourosh, and Etka. Naseri’s temperament questionnaire and impulse buying and SPSS18 software were used. Out of the five hypotheses of the research, four hypotheses were confirmed and the results showed that there was a significant difference among the four temperaments of individuals (choleric, sanguine, melancholic, and phlegmatic) in terms of the desire for impulse buying; choleric had the most impulse buying compared with the others. On the other hand, there was no significant difference between men and women with choleric temperament in terms of impulse buying. Results also showed that demotic men made more impulse buying and melancholic and phlegmaticwomen made more impulse buying than melancholic and phlegmaticmen.

The aim of this study was to investigate the effect of marketing intelligence on the competitiveness of online sports stores with the mediating role of innovative performance. The present study was of applied type. The study was descriptive-analytical in terms of nature and has been done by the survey method. The statistical population consisted of all sellers of online sports stores in the city of Tabriz. In this study, a non-random sampling method was used. The data collection tool was a questionnaire. Structural equation modeling, including confirmatory factor analysis and path analysis, has been used to test the hypotheses. SPSS V25 and Smart-PLS.3.2.8 software were used to analyze the data. The findings showed that marketing intelligence had a moderate, positive, and significant relationship with competitiveness with the mediating role of innovative performance. According to the results, paying attention to effectiveness and usefulness, and supporting information technology and communication as components of marketing intelligence, as well as paying attention to various aspects of product, behavior, process, and strategy in the variable of innovative performance can play a major role in the development of online sports stores and help them achieve competitiveness.

One of the ways to differentiate by packaging is to have aesthetic aspects of the packaging. Beautiful and innovative packaging can even change consumers’ perceptions of the product, encourage the consumer, and create a shopping opportunity in the market.

The primary objective of this study was to assess the moderating role of consumer innovativeness and environmental concern in the aesthetic relationship of packaging and perceived product quality on the intention to purchase.

The present study was an applied research. It was descriptive-survey and correlational in terms of data collection. The statistical population in the present study included the consumers of dried nuts in Bushehr, Shiraz, Isfahan, Tehran, and Bandar Abbas. Data were collected from 462 questionnaires by the non-random sampling method online and in-person. The validity of the questionnaire was confirmed through face, convergent, and divergent validities. Its reliability was confirmed through Cronbach’s alpha method and composite reliability. Data analysis was performed with structural equation modeling using SmartPLS software.

The findings confirmed the mediating role of consumer innovativeness in relation to the perceived quality on the intention to purchase and the mediating role of consumer environmental concern in relation to the aesthetics of packaging on the intention to purchase. The mediating role of consumer innovativeness and consumer environmental concern in relation to the aesthetics of packaging in the perceived quality of the product was not confirmed. Also, the mediating role of consumer environmental concern in relation to perceived quality on the intention to purchase and ultimately the mediating role of consumer innovativeness in relation to the aesthetics of packaging on the intention to purchase were not confirmed.

The customers’ perceived value is one of the important and basic parameters in marketing, because, through the value that the customer acquires, the level of customer loyalty and satisfaction of the purchase can be measured. There are several ways to calculate customers’ perceived value. Therefore, in this article, first, the methods of calculating customer value are introduced. Then, the Taguchi loss function is introduced and its usability is mentioned to calculate the customers’ perceived value. Next, by equating the Taguchi loss function in the sales concept, a new formula for calculating the customers’ perceived value and the company’s perceived value is presented. One of the main results of the proposed model is that the proposed formula calculates the value based on the customer’s mentality before purchasing and this value can also be calculated for the company by distancing the customer mentality from the amount which paid for a product or service. Finally, by presenting a case study in a chain store, the model calculation is shown. The results of the case study according to the formula show the differences between the customer mentality and the amount paid by them.

Marketing and advertising are changing and they have revolutionized both the form and performance of communication technology, especially the use of social media such as Instagram, Facebook, Twitter, LinkedIn, and YouTube. The present study sought to identify social media marketing promotion strategies using a mixed research method (quantitative and qualitative) and finally design a model for social media marketing promotion on Instagram. The research community in the qualitative sector was experts in the field of digital marketing. The grounded theory method was used to analyze the qualitative data and descriptive statistics, confirmatory statistical analysis, and structural equations were used in the quantitative part. In the qualitative part, the data obtained from the researchers’ semi-structured in-depth interviews were manually coded in three stages of open, axial, and selective coding, and at the end, a model was designed. The findings of the quality section showed that content marketing, viral marketing, and marketing with influential people were the most important promotion strategies on Instagram. Finally, in the quantitative part, a very important index of the second root of estimating the variance of the approximation error was used. The value of this index was equal to 0.09, which can be said to have a good fit model, and as a result, this indicates that the questions were in line with the theoretical constructs.

Today, the basis of neo-marketing makes sense in the context of the Internet, while marketing in this platform includes functional and non-functional factors. Shopping plays a role as an entertaining activity, a way to escape the stress and showing the superior ego in life, and even for some buyers, shopping can go beyond the fun and entertainment and turns into shopping madness. The Internet also makes this context increasingly convenient and accessible, resulting in a new phenomenon called online compulsive buying. The present study was practical in terms of purpose and a survey in terms of the method. The statistical population included women who did online shopping. Due to the indefinite size of the population, 386 individuals were selected as samples. The findings showed that perceived stress and self-confidence had a positive and significant effect on women’s negative coping; moreover, the effect of perceived stress, self-confidence, and negative coping on women’s online compulsive buying was significant. Besides, the mediator role of negative coping was confirmed.