فصلنامه تحقیقات بازاریابی نوین
سال یازدهم شماره 1 (پیاپی 40، بهار 1400)

The purpose of this study is to categorize general linguistic indicators based on language functions in branding activities. In this regard, the researcher has focused on the functions of language in branding activities related to name, pronunciation and brand logo and has tried to identify the role of general indicators of linguistics in the field of language applications in branding activities.

In this study, different dimensions of language applications in branding activities related to brand name, pronunciation and logo were extracted from the literature of brand linguistics and using a qualitative approach, general linguistic indicators in each dimension were categorized. In this study, a semi-structured interview tool was used to collect data. For this purpose, the opinions of 6 experts in the field of brand linguistics were used. Also, in order to analyze the quality data, the theme analysis approach and MAXQDA software were used.

The main finding of the present study is the classification of linguistic indicators in the form of different dimensions of using language in branding activities. In other words, based on the analysis of experts' opinions, linguistic indicators were categorized in the form of different uses of language in branding activities. This study is one of the first studies to classify linguistic indicators in branding activities and has categorized these indicators based on different usages of language in these activities.

This research aims to investigate the presence of research outputs in the field of neuromarketing in social media.Research

The current study is a descriptive study that has been done using scientometric and altmetric indicators. The research population includes 482 research articles, review, editorial material, letters to editor and book chapters that have been published in the field of neuromarketing during different years, and indexed in the Web of Science. Research data were extracted from the Web of Science and Altmetric Explorer databases and then analyzed using Excel and SPSS software.

The highest rate of mentions to scientific research in the field of neuromarketing occurred on Twitter, patents, and Facebook, and the average altmetric score of these publication was 7.35. Also, these publications have been marked and read 23204 times in Mendeley. In addition, the results of running a series of correlation tests revealed statistically significant and positive associations among the number of citations, number of mentions on Twitter, Facebook, and the number of the reader in Mendeley. In other words, the most cited outputs on Twitter, Facebook, and Mendeley have also been more present and mentions.

Altmetrics indicators can be used along with traditional citation indicators to study the effectiveness of research outputs in the field of neuromarketing. Therefore, the familiarity of researchers in this field with alternative metrics and the importance of social media presence in increasing the visibility of scientific products is mandatory.

The aim of the present study is to test a conceptual model of the causes and consequences of Iranian products brand hate. Accordingly, the conceptual model consisting of these factors and consequences on Iranian goods and in the context of Iran was tested.

In this survey, the target population included all citizens of Mazandaran province and the sampling method was two-stage clustering. The sample size was 395 people, the data collection tool was questionnaire and the data analysis method was structural equation modeling with partial least squares approach using SmartPLS2.6 software.

According to the research results, brand hate is affected by marketing fraud, marketing mix failure and social irresponsibility. On the other hand, the assumptions about the effect of brand hate on negative word of mouth, support for the competitor and disconnection from the brand were confirmed.

Innovation: 

This study examines a pattern of causes and consequences of Iranian products brand hate which has not been tested before. The hypotheses of this study confirmed the generalizability of the model for Iranian consumers. Using the results of the present study, the concept of Iranian consumer brand hate can be carefully analyzed; what causes it, and what are the consequences if it gets worse. Also, in this study, the priorities and the relative importance of the factors affecting and affected by brand hate have been determined which could be very important in brand hate management due to the limitations of organizations.

The use of celebrity endorsers in advertising is one of the famous methods of marketers in promoting their goods, services and brands, but it is a developing field in Iran. This emerging approach will incur huge costs for companies, so it increases the importance of using this method dramatically. The purpose of this study is to design a model to strengthen consumer response to the marketing of the brand through celebrity endorsers. The method of the present study is a mixture of two quantitative and qualitative methods. The study population in the qualitative section includes experimental experts and academic specialists and in the quantitative section, Buyers of chain stores (Megamall) in Tehran was determined. The method of sampling and data collection in the qualitative part is preferential or targeted sampling with 30 people using structured interviews with open-ended questions and the quantitative part according to the number of variables is 186 people using a questionnaire tool. Theme analysis method was used to analyze the research data in the qualitative part and factor analysis and structural equation testing methods were used in the quantitative part. Based on the results of the qualitative section, eleven codes (4 new codes) and 3 themes (one new theme) were identified. In the quantitative part, after approving the model, regarding the influential variables of famous endorsers on consumer’s response to brand marketing, the coefficients of effectiveness of the identified factors were determined as congruence, emotional involvement and celebrity credibility, respectively.

The purposes of this research were to identify costumers’ critical criteria applied in bank selection process and thier causal relationships.

A qualitative study was conducted using grounded theory strategy. Following a purposive sampling method, data collected through a series of convergent interview with the 15 banks’ customers in ten cities of Iran who had different characteristics. MAXQDA software was applied in order to analyse the data.

This paper has documented various findings including introducing a comprehensive scale in banking industry and identification of two new constructs namely Citizenship’s Well-being Originated from Banking Activities and Comparative Images is the contribution of the study. In addition, 12 variables, 8 constructs, and their relationships were discussed through a robust qualitative method by reviewing literature. As a result, an integrated conceptual model was developed. Managerial implications for amplifying customers’ quality of life through customer experiences, bank marketing activities and word of mouth were discussed.

This research shows that bank image can be influenced by word of mouth and marketing activity with the moderating role of customers’ age and impacts directly and indirectly on citizenship’s well-being originated from banking activities with the moderating role of comparative images.

Undetermined framework and the lack of planning in locating retail stores have caused most of the stores not to be located based on existing standards. Therefore, this process is more optional than scientific work based on knowledge. On the other hand, the methods applied by authorities to locate stores are often traditional and do not follow a scientific logic. These methods are more empirical and subjective, some consequences of which are difficult in accessing customers and reduction in sales and profitability. The purpose of the current study is to identify and prioritize the factors affecting the optimal location of retail stores using a geo-marketing approach. The analytical method used in this paper is a combination of the Delphi fuzzy method and the analytic hierarchical process. The statistical population consisted of experts and elites in the retail industry of Tehran in 2019. In this study, first, the necessity of addressing retail store location is explained. Next, the most significant components of retail store location are presented. The results indicate that the main factors influencing the optimal location of retail stores in order of importance are: population structure, trade zone ,and customer characteristics, competitive conditions, ease of access to stores, physical and location features of the store, customers economical factors, market attractiveness, performance indicators, determining store expenditures/ economical factor, the locational attraction of store, and saturation level. Finally, it can be said that macro research findings provide an approach to the optimal location of retail stores.

One of the important factors for every corporation is to present innovation and new product at the right time. New companies also need to provide timely delivery of goods and plan accurately at the beginning of their activity for reducing their cost. The purpose of this research is to provide strategies for accurate prediction of the sale of new product with consideration of the impacts of various marketing mix characteristics; for this purpose, new product diffusion models have been used in this research. The models presented in this study for prediction of sales and modeling new product diffusion have not been used in Iranian researches. First, various models for the diffusion of new products and their implementation have been explained. Then, due to the weaknesses in the presented models in the context of simultaneous price and cost analysis of advertising, a model is presented that considers prices and advertising simultaneously in the diffusion of new products. These models were run using library data. By examining the coefficient of determination of the diffusion models, it was shown that the model presented in this study is more suitable than the examined models. Finally, by analyzing the sensitivity to price and advertising, the proposed model is more sensitive to changes.

The purpose of the present study was to investigate the impact of entrepreneurial orientation on new product performance with the role of ambidextrous marketing in knowledge based companies. The research method was applied in terms of nature and descriptive - correlational in terms of implementation. The statistical population of the research consisted of all knowledge-based companies of Isfahan province with 345 companies. 180 companies were selected using Cochran formula and simple random sampling. The research tools Questionnaire. Data analysis was done by factor analysis using SPSS and AMOS statistical software. The results showed that the direct impact Given the relationship between entrepreneurial orientation and new product performance, the more knowledge-based companies step in to improve key entrepreneurial indicators, the more potential they have to institutionalize their work and achievements. So these entrepreneurial activities will be an opportunity for marketing ambiguity and a solution for the balance between exploration and exploitation to improve new product performance.

In recent decades, we have witnessed an increase in the preference for buying and consuming green products on the one hand, and growing concerns about climate change, environmental pollution, and food waste density, on the other hand, which have led to serious changes in people's environmental attitudes and preferences. The tendency to use environmentally friendly products; Consequently, this issue is reflected in the behavior of economic enterprises; Their growing desire to use green marketing concepts. Based on this, the present study seeks to design a multilevel framework for the successful implementation of green marketing in food production companies with an integrated approach, which has been done as an applied research with a mixed approach (from the type of exploratory plans). The findings of the model indicate that several factors are multidimensional and intertwined in the implementation of green marketing. These factors can be categorized into four levels. The fourth level factors constitute the most fundamental layer and include the penetration of the belief in green marketing in the philosophy and vision of the company; The third level includes the support of senior managers and changes in the internal procedures of the organization; The second level includes optimizing the organizational structure, improving the organizational culture, improving the staff and managing the change process and the first level, which is at the highest and most operational level of the interpretive structural model hierarchy, includes changes in the marketing mix, understanding and implementation of green marketing audits, and the development of IT infrastructure.

Given the special place of social media in the field of business, the purpose of this study was to identify the perspectives of tourism executives and experts on the value and importance of social media as an effective tool in the business process, especially for small businesses. Present work is a qualitative study based on multiple case studies. Accordingly, semi-structured interviews were undertaken for data gathering with 10 executives and sales experts of three tourism complexes based in Kish Island. The samples were selected through a judgemental sampling method. The results showed that the capabilities (communication and information bridge, wide range of access to contacts, display of services and products in the form of photos and videos, advertising and development of its channels, low media cost, fluidity and flexibility, surveys and feedback and Powerful arm of marketing strategy); Consequences (customer persuasion - high effectiveness and influence (influencer)); Challenges (filtering and legal restrictions, weakness in identifying appropriate advertising methods and lack of resources and facilities) and solutions (using attractive and creative methods in attracting customers, producing and providing appropriate content and using knowledge and expertise) in shaping marketing strategies based on Social media is effective in small businesses. Therefore, the results indicate the impact of each of the different categories on the formation of social media-based marketing strategies in small businesses, so to succeed in this, special attention must be paid to these categories.