مجله مطالعات رفتار مصرف کننده
سال نهم شماره 1 (بهار 1401)

The clothing industry is one of the creative cultural industries and clothes are commodities that are used during the acculturation of nations. For this reason, in recent years, more attention has been paid to the expansion of the national clothing industry by reproduction of the Iranian costumes and using the existing cultural assets in Iran. However, these policies have faced setbacks, which according to some researches, one of the main reasons is the weakness in the field of marketing in distribution. Therefore, this article has analyzed the experiences of successful Asian countries to achieve practical solutions for using marketing in the distribution of updated costumes in Iran, according to the marketing mix of creative cultural industries; i.e., utility for the consumer, consumer cost, consumer convenience and consumer communication. As the data gathering methods, this qualitative research applied library and documentary methods and used the empirical data and also employed thematic analysis as the analytical method. The research results show that the most important mix among the analyzed marketing mixes is the consumer communication mix and most of the measures taken were using the cultural marketing approach and in order to create cultural value. In general, in the mentioned countries, a combination of consumer-centric marketing has been used with the participation of consumers and according to their cultural values, and in this regard, distribution channels and policy makers have acted in parallel.

The financial industry has always been a data-driven industry. Recent technological advances along with several other factors such as changing customer priorities and changing business needs have resulted in large quantities of production and consumption. Analysis of customers' behavior with Big data over the past 20 years has attracted the attention of banking marketers. Banks have used customer behavior analysis to optimally exploit opportunities, resources and avoid risks in turbulent market conditions as a powerful alternative. This concept is very dynamic and despite extensive research, it has not yet been adequately explored. The aim of this study was to develop a comprehensive model of customer analysis based on Big data by examining 156 works in nine reliable scientific databases and experts' opinions. This research has tried to develop theoretical foundations of customer behavior analysis by combining researches. To analyze the research literature, the method of transcending was used. Then, using two-stage Delphi method, the opinions of experts of the western banks of the country (Kurdistan, Kermanshah, West Azarbaijan, Hamedan) were taken and seventeen categories were classified into forty-nine concepts. The results show that customer behavior analysis model consists of five categories: factors shaping behavior, macro data, strategies, challenges and consequences.

The present study purpose is to investigate the effect of brand moral violations on the perceived hate and betrayal of Iranian consumers and the resulting behaviors on social media.

This quantitative research is applied in terms of purpose and is considered as a field in terms of data collection method. The target population of the present study was all consumers in Tehran. Sampling was done by two-stage cluster method and the sample size was 413 people. Standard questionnaires were used to collect data and data analysis was performed by structural equation modeling (SEM) with the partial least squares (PLS) approach.

According to the results of the research, brand moral violations affect the consumer's perceived hate and betrayal. This perceived consumer hate and betrayal affects the consumer's intention to boycott and his participation in sanctions activities on social media. Consumer brand hate also affects the production of negative content on social media. Although the impact of betrayal on content generation on social media has been ruled out, it can be argued that perceived betrayal by indirectly affecting perceived hate can increase content generation and participation in consumer boycotts on social media because the impact of perceived betrayal on hate Perceived is also confirmed.

Changing markets play a big role in the decisions companies make.The global environment, in understanding the market, has created many complexities for marketers. Companies are constantly creating and using more up-to-date marketing strategies to gain more resources and stay in the market.Many companies rely on producing new products and entering the market to meet the changing needs and tastes of the consumer.One of the practical strategies in branding is brand development, so that today most companies and large businesses use this strategy to introduce their new products.With brand development, organizations can take other steps and develop and expand their brand image by reducing the risk of their brand image by producing and delivering goods and services using the same brand. This strategy will reduce costs, reduce risk and increase cost savings. Unsuccessful brand development leads to damage to the original brand and loss of brand equity. In the paradigm model of data-based theory, the main phenomenon of this research is the same process of presenting a model for selecting and developing a brand with emphasis on the role of strategies and the current conditions, background conditions and intervening conditions of these main phenomena were also presented, as well as the results.Build a paradigm model with detailed interviews related to data-based theory and the statistical population of this research has been selected from all prominent university experts with a scientific background related to branding management, managers and experts of companies.

The purpose of this study was to review the role of excitement in the reappearance of the spectators in Football Premier League matches, with mediating role perceived quality and satisfaction of the event. The research method was descriptive- correlative. The statistical society of the research included the whole fans of Esteqlal, Perspolis, Tractor and Sepahan teams. About 380 people from these teams were chosen as statistical samples. Research tools included standard questionnaires of positive excitements, negative excitements, and the reappearance of the fans, from Biscaia et al (2012), satisfaction and perceived quality from Calabuig-Moreno et al (2016). Validity of tools was measured and confirmed through content validity, reliability (Cronbach’s Alpha). Data analysis was done by the use of structural equation modeling, in PLS smart software. The results showed that positive and negative excitements on perceived quality, satisfaction with the event and reappearance of the spectators, had more meaningful effect. Perceived quality and satisfaction with the event, had a meaningful effect on the reappearance of the spectators. Also indirect effect of positive and negative excitements variable, has been understood through quality mediate, and the satisfaction with the event has been meaningful for the reappearance of the spectators. Due to the findings of the research, it can be stated that the managers of sports clubs should attempt to affect the quality of services rendered, team and the players, and by achieving suitable results, effect the excitements of their own spectators and encourage them to follow the upcoming games and reappear.

Having producers in the domestic consumer market in any country is one of the factors of economic growth and development.Influencer marketing is one of the new methods of digital marketing that can be used to lead consumers to buy and consume domestic products.The present study,in a qualitative manner and using the systematic grounded theory method,has been done to identify the Influencer marketing components in persuading customers to buy domestic products.In order to obtain the most information about the phenomenon,using theoretical sampling method and snowball technique,the research participants,which included university faculty members,marketing experts,managers of advertising and branding companies,were selected to achieve theoretical saturation, 17 of them underwent an in-depth and semi-structured interview.By analyzing the information,the components of influencer marketing in persuading consumers to purchase domestic products were identified in coding steps and drawn in a pattern. The results indicate that changing the type of communication and behavior of consumers, technology growth and changes in marketing methods have caused people to pay attention to Influencer marketing.Influencer marketing expands the scope of consumer awareness,engages people's feelings and emotions,and changes shopping behavior.This research also introduces components such as research,scenario development,presenting a different model according to the market,using stealth marketing and integrated marketing as Influencer marketing strategies that these strategies are influenced by the contextual and Interventional conditions.The consequences of good implementation of Influencer marketing will be customer loyalty,increased sales and revenue,reduced failure rates,branding and competitive advantage for organizations and brands.

Countless environmental developments have caused some brands to no longer be able to compete in their respective industries as in the past. Such brands, based on a combination of various internal and external factors, have lost their favorable position in the past and are no longer considered in the minds of consumers as one of the priorities of purchase, because consumers naturally have the ability to remember this brand. Accordingly, the main purpose of this study was to identify and prioritize the factors affecting the formation of cemetery brands. This study is based on the applied purpose and in terms of the type of research method in the field of descriptive studies of the survey type. The present study approach is mixed and analyzed by combining qualitative and quantitative methods. Factors influencing the formation of cemetery brands were identified through semi-structured interviews with 14 marketing managers and professors of business management. In order to prioritize the identified factors of the triangular fuzzy method and using the data obtained from the distribution of the questionnaire among 40 Beverage brands in the food industry. The results of the coding of the interviews using Atlas ti 8 software version 10 led to the identification of 22 concepts as factors influencing the formation of cemetery brands. Findings related to prioritization of these factors showed that management decisions, research and development units, import of similar products, social capital, environmental developments, consumer preferences are the most important factors influencing the formation of cemetery brands, respectively.

Iranian handmade carpets play a key role in non-oil exports. Over the past years, the market growth of this industry has been declining and has had a great impact on the production of this product. Content marketing is a topic that has received special attention in recent decades and can have a significant impact on the sluggish market of Iranian handmade carpets. The purpose of this study is to investigate the effect of content marketing on the demand for Iranian handmade carpets. In the interview section, 18 experts were interviewed so that the obtained codes could be used as verifiable variables in the next questionnaire. At this stage, the statistical population is 240 people, of which 147 people were selected by Cochran sampling method to distribute the questionnaire. The research method is a combination of qualitative and quantitative methods. In the qualitative section, using the grounded theory method and obtaining expert opinion, five content marketing variables were obtained and used for analysis using the partial least squares method in Smart PLS software. Findings show that the elements of effectiveness measurement are 0.35, media elements are 0.239, social responsibility is 0.235, intrinsic elements of content production are 0.229 and finally formal elements are 0.199. They have been the most effective elements, respectively. Therefore, the result shows that paying attention to marketing content, especially in international platforms, can develop the name and brand of Iranian handmade carpets and attract loyal consumers at the national and international levels.

Research and development (R&D) department is an essential and critical section for all organizations, which are eager to actively participate in markets and strategies on R&D management. Today’s investment in this field has been approved and all organizations are aware of its role to increase competitive risk. Improving R&D departments and promoting the efficiency of companies can help a country to move toward knowledge-based economy and also assist to stop illogical exchange currency flow to foreign countries against import of technology transfer from them. A problem in a domestic market is the lack of the R&D strategy to produce new products and promote the customer’s satisfaction level in industrial companies. The objective of this research is to introduce a two-phase decision-making approach to assess R&D strategies in automotive battery industries stressing on the customer’s satisfaction parameter. In the first section, the practical strategies on R&D management and the effective indices of the customer’s satisfaction on R&D strategies are recognized. In the second section, weighting coefficients related to customer’s satisfaction indices are reached by utilizing the fuzzy best-worst method (FBWM) as an effective multi-criteria decision-making (MCDM) method. Moreover, the weight of any individual strategy and their final prioritization is calculated using the analytical method of the interval-valued triangular fuzzy - gray relation analysis (IVTFN-GRA). Based on the results gained from the proposed FBWM, three effective factors in evaluating R&D strategies in an automotive battery industry are recognized. Finally, among the existing strategies, the joint R&D strategy with 0.375 rate is selected

The main purpose of this study is to determine the effect of buying motivations on customer stickiness with the mediating role of customer attachment and perceived value among customers of Digi Kala online store. In order to achieve the research goal and test the relevant hypotheses, a questionnaire among 200 customers of Digi Kala online store who have purchased online at least once from Digi Kala online store in cooperation with the online store customer relationship management Digikala was widely distributed through simple random sampling method. Library methods and field methods were used to collect information. Standard questionnaires were used to collect data online. The least squares partial (PLS) method was used to analyze the data and test the research hypotheses. After collecting data and analyzing them, the results showed: hedonistic motivation affects conscious attachment, desire and social interaction, on the other hand, utilitarian motivation affects conscious attachment and desire, but interaction Social has no effect. The results also showed that conscious attachment and desire affect functional, hedonistic and social values. On the other hand, social interaction affects only functional and hedonistic value and its effect on social value was not confirmed. Finally, it was found that functional, hedonic and social values ​​affect customer stickiness