نشریه مدیریت تبلیغات و فروش
سال سوم شماره 4 (پیاپی 12، Winter 2022)

Supermarkets and hypermarkets are large self-service stores in which thousands of competing branded products are displayed to consumers. Competition is tough and the stakes are particularly high for manufacturers as the channel is very dense with a small number of retailers controlling most of the market.1 To stand out from rivals, brands must find ways to add value to their programs. Sales promotions are efficient tools for increasing sales, but as they are often based on price they can be considered detrimental to brand image . Previous research has shown that within stores, brands can keep a degree of control over consumer relationships through specific marketing tactics, including merchandising, category management, trade marketing and sales promotions . This paper explores in-store sales promotion as a tool for manufacturers in developing in-store relationships with consumers. Our empirical application in the ice cream category examines the effects of sales promotions (nonmonetary vs. monetary) on perceived brand expression. The results show that non-monetary promotions generate more relational benefits than price-based promotions. They appear to be a significant lever in developing relationships with consumers within the supermarket retail channel, where brands have no formal control over their distribution. Such sales promotions convey brand willingness to develop relationships during in-store encounters. This research identifies sales promotion programs as tools for influencing the consumer–brand relationship within the supermarket retail context.

Organizations with an organizational resilience approach in human resource management as a unit that has the greatest impact on the effectiveness of organizational growth. At first, the indicators related to organizational resilience in crisis conditions have been extracted by in-depth study in the theoretical literature and the backgrounds of previous studies that investigated organizational resilience in crisis conditions. Then, using the fuzzy Delphi method, we screened the set of identified indicators, and finally 18 indicators were identified as the main indicators in the organizational resilience approach to provide the electronic human resource management model, after that, using the AMOS method (model structural equations) the desired model has been fitted to know how organizational resilience indicators can be understood for the configuration of the electronic human resources management model. Then, using the fuzzy AHP method, the indicators were ranked. The statistical population of the research consists of university professors and relevant experts, managers and senior experts in the field of e-business who have expertise in the subject of research, since the group of experts is used in this research. The results of the structural equation model showed the good fit of the model, and the results of the fuzzy AHP showed that the most important indicators are: knowledge management, information sharing, responsiveness and adaptability, organizational commitment, predictive power, flexibility, creativity, and agility. Organization.

The purpose of this research is the impact of predicting sustainable competitive advantage with emphasis on the mediating role of human resources development. The current research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of this research is 2500 employees of small and medium companies in Ilam province, the statistical sample of 333 people was selected using Cochran's formula for the first half of 1401. The data was collected using standard questionnaires, which the validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of the measurement model show that the model has good validity and reliability. . Based on the results of hypothesis testing by SMART-PLS software, knowledge-based leadership has an impact on sustainable competitive advantage and innovation climate, human resource development has an impact on sustainable competitive advantage and innovation climate, innovation climate has an impact on innovative work behavior; Innovative work behavior has an effect on organizational innovation, organizational innovation has an effect on sustainable competitive advantage, finally, human resource development can play a mediating role in the influence of knowledge-based leadership on sustainable competitive advantage and in the influence of knowledge-based leadership on the atmosphere of innovation. Key words: knowledge-based leadership, human resource development, sustainable competitive advantage, organizational innovation factors.

Traditional marketing structures have gradually eroded and their low effectiveness in today''s technology-oriented businesses and industries has become less than before. Looking at today''s modern marketing research in world-renowned journals, we find that the nature of the research is directly derived from data mining techniques and artificial intelligence among the multitude of data that have been used from several companies and industrial plants. Also, the solutions obtained from the main body of this research have an optimal level of accuracy (%95), which shows a tremendous improvement compared to previous traditional research. In this issue, it has been tried to publish articles whose approach was in the field of artificial intelligence marketing by using data mining to help the industry. Their research, generally using data mining science, process mining and electroencephalography, has led to the identification of consumer patterns with big data, the design of intelligent marketing patterns, and the design of products with technological promotion.

Given the importance of the issue of fairness perception in the case of a currency crisis, in this study, we aim to analyze the effect of the type of fairness and the impact of the price increase on the customer's perception of price fairness during the currency crisis in domestic and foreign brands., the conclusion, and analysis in the fourth section of the study, and finally, in the fifth section, the limitations and suggestions for future research have been described. Furthermore, this study doesn’t touch on the effect of losing the purchasing power of people -customers- as well as inflation. Also, luxury goods are not included as their prices are unrelated to the currency crisis. The present study aims to examine and analyze the factors affecting the customer's perception of fairness in the case of a currency crisis. For this purpose, five different scenarios encompassing five different types of domestic and foreign products were used. Each questionnaire was randomly distributed among 50 people. Nonparametric t-test and ANOVA were used for data analysis. The pairwise comparison indicates that in all scenarios, the perception of fairness in the foreign market basket is significantly higher than the perception of fairness in the domestic market basket. Also, in all scenarios, there is a significant difference between the perception of fairness in the Iranian market basket and the foreign market basket. This study can be beneficial to formulating and implementing firm pricing strategies.

Today, consumers are exposed to different brands of products and services, and therefore, gaining more share from customers is the most important concern and priority of brand managers. Every day, customers are exposed to various advertisements, in all of which it is said what product customers need and what product they should buy and be attached to. Since shopping is a personal matter, people like to buy brands that have authenticity and are in harmony with their values and personality, and be aware of the authenticity of the brand they want before making a purchase. For a customer who fully adheres to the brand's originality in the long term, it saves costs and maximizes profits through brand-customer communication. The point is that authenticity must be real. Therefore, the goal of the researcher in this research is to identify the factors influencing the concept of brand authenticity. The present research was conducted with a phenomenological approach and the researcher seeks to understand the concept of brand authenticity in the field of online shopping behavior. In the qualitative part, the researcher used the phenomenological strategy that includes open, axial, and selective coding and presented the final results of his research in the form of a template, including six main dimensions and 33 sub-dimensions.

The purpose of this study was to investigate the effect of business intelligence, foreign market knowledge and entrepreneurial characteristics on the speed of internationalization with the mediating role of organizational agility in SME pharmaceutical companies in Alborz province. The statistical population of this research was formed by those who hold a position and responsibility in SME pharmaceutical companies. In fact, they are decision makers. Therefore, it is possible to consider those who are part of the managerial positions, assistants, supervisors, senior decision makers, board members, and experts of different departments of SME pharmaceutical companies of Alborz province as members involved in the statistical population. did In this research, Klein's approach was used to determine the sample size. He believes that 10 or 20 samples are necessary for each variable. Considering the presence of 8 variables in the research, the sample size is estimated to be 20 times that is 160 samples. Non-probability sampling method was used. A researcher-made questionnaire was used to collect data and its Cronbach's alpha coefficient was 0.950, which indicates the reliability of the research tool. Also, the KMO test was confirmed in the validity of the research instrument construct. Smart PLS software was used to analyze the data and test the research hypotheses. The research findings out of the ten mentioned hypotheses show the confirmation of seven hypotheses and the rejection of three hypotheses. The foreign market knowledge construct did not show any positive and significant relationship with organizational agility structures and the speed of internationalization and also its mediating role was not confirmed. But other structures, namely business intelligence and entrepreneurial characteristics, showed a significant and positive relationship with organizational agility and the speed of internationalization, both directly and indirectly through the mediating role of organizational agility.

today the speed of changes in dispensation have involved all businesses. these changes include product/service, customer services, and consumer behavior. so the present research has examined the effects of job crafting with mediation health services on patient satisfaction. statistical population of the present research consists of two groups: the first group is the recipient of health services of Persian Gulf Martyrs Hospital and the second group of doctors, nurses, services staff, and employees of Persian Gulf Martyrs Hospital that provide medical and health services. to assess the variables of the study, a questionnaire was used. The statistical population of the second group passed 1000 people and 304 of them answered the questionnaire.the research method according to the nature of the research is descriptive-survey research. Cronbach's alpha coefficient was used to evaluate the reliability of the questionnaire questions that evaluate were obtained 888/0 for the job crafting questionnaire and content validity was used to measure the validity of the research data collection tool. the Questionnaire was the tool for collecting data in this research and Smart PLS software was used to test hypotheses.results of structural equations showed that the job crafting variable has positive and significant effects on patient satisfaction and health quality, and the health quality variable has positive and significant on patient satisfaction. Health quality variable plays a positive mediating role in the relationship between job crafting and patient satisfaction.

This research was conducted with the aim of investigating the effect of perceived luxury on willingness to pay extra with the mediating role of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz. The upcoming research is applied in terms of purpose and descriptive-causal in terms of nature. The investigated variables are in the form of a conceptual model that includes the independent variable of perceived luxury, mediating variables of perceived quality and self-congruity, and the dependent variable of willingness to pay extra. The statistical population studied in this research was all the customers of luxury restaurants in Ahvaz city, and 384 of these people were surveyed through Cochran's formula and in a non-random way. The data required for the research were collected and analyzed through the standard questionnaire of Lee et al. (2022). The results showed that the perceived luxury has an effect on the willingness to pay extra directly and indirectly through the mediating variables of perceived quality and self-congruity among customers of luxury restaurants in Ahvaz.

The aim of this study was to identify the challenges of the business model of small and medium enterprises in the path of digital transformation during the Covid 19 epidemic. The research is applied in terms of purpose and descriptive-survey in terms of method. For this purpose, first, using the literature review, the challenges of the business model in the path of digital evolution during the Covet 19 epidemic have been identified, then in order to sift and consensus of the components extracted from the literature, the Delphi method was used in two rounds. The Delphi panel consisted of 30 experts in the field of research who were selected by purposive sampling. In the next step, in order to ensure the factor structure and validity of the structures, and to fit the model using the field method and distribution of questionnaires, a survey of senior managers of small and medium companies in Tehran was conducted. The sample size was determined using the sample size method required for modeling structural equations, 200 people, and finally 162 questionnaires were selected using a simple random method. Smart PLS software was used to analyze the data. Findings indicate 23 sub-components in 6 main components of change challenges, market challenges, financial, organizational, individual and environmental. The results also showed that the factor of "lack of necessary infrastructure" has the highest priority,"lack of government support during the Pandemic" and "lack of intangible resources(experience,knowledge,flexible manpower) for digital transformation" are in the next ranks.

The aim of the current research is to investigate the effect of brand coolness and brand friendliness on the special value of Esteghlal Sports Club brand with the mediating role of brand love. The research method is descriptive-correlational in nature, and in terms of purpose, it is classified as applied research. The statistical population of this research is the fans of Esteghlal Sports Club, so the population is considered unlimited, and based on Cochran's formula, 384 people were selected as the sample size. A 42-question questionnaire was used to collect information. The content validity of the questionnaire was confirmed by the relevant professors and the construct validity was confirmed by using factor analysis of structural equations and its reliability was confirmed by Cronbach's alpha of 0.84 for the entire questionnaire. Also, the method of data collection is available. The collected data were analyzed based on structural equation modeling with AMOS26 software. The results showed that, in general, the coolness of the brand and the popularity of the brand had an effect on the special value of the brand with the mediating role of brand love from the point of view of Esteghlal club fans. Therefore, by creating a sense of comfort and coolness in the fans and favoring the brand, it creates the basis of love and good feeling towards the club's brand, products and services, and these factors increase the special value of the club's brand.

The current research deals with the modeling of value creation process by using viral marketing in line with branding in the banking industry (case study: Tejarat Bank). This research has a mixed approach based on thematic analysis method and is based on the research objective of exploratory type and the method of collecting information from library and field type. The statistical population for conducting semi-structured interviews included professors, policy makers and marketing managers. Sampling was done by snowball method and data analysis was done using MAXQDA software, in total 69 basic themes and 5 organizing themes were extracted. At the technology level, there are six categories of using appropriate tools, channels and technologies, the type of social network and being popular, advertising campaigns, ease of message transmission, message sharing mechanisms, and at the level of message content, there are five categories of message content: creating a positive attitude in the audience, comprehensibility, Innovation in the message, specialization of the message, non-repetition of the message and the quality level of advertisements, six categories of up-to-date information, comprehensiveness and inclusiveness of advertisements, personalization of the message, usefulness of information, value of the message, accuracy of information and the level of credibility, which include the categories of source reputation, expression Making the product is the functionality of the product. In the quantitative section that was done using Smart pls software, the results showed that among the identified components, the correct targeting component with a path coefficient of 0.557 had the highest path coefficient.

Today, the role of television commercials (TVC) in encouraging consumers to buy and increase awareness of a product or service is more important than ever. Therefore, the concern of advertising designers is how a TVC can influence consumer decision and audience behavior in a limited time. The aim of the current research is to design an efficient TVC model with neuromarketing approach.

The research method is mixed (qualitative-quantitative) and descriptive-survey. First, the factors related to the effectiveness of neuromarketing advertisements were identified based on the literature and research background. In the Delphi phases, all factors were validated with the opinion of experts. Finally, the final model was obtained. The statistical sample included 15 neuromarketing experts. Delphi method and Kappa coefficient of agreement were used to validate the factors.

The results showed that an efficient television ad in the field of neuromarketing has seven main dimensions of emotions, scenario, informing factors, demographics, artistic elements, structure and innovation, which have related components. The dimensions and components were presented in the form of an effective TVC model.

In the field of neuromarketing advertisements, in order to increase the efficiency of television advertisements, paying attention to the dimensions and components of the proposed model, such as innovation and advertisement structure, scenario, artistic and emotional elements in the design of a television advertisement, is remarkably important and necessary.

Administrative ethics can be defined as administrative dos and don'ts and how to work in the office. The ideal administrative ethics is realized when the employees of the administrative system look at the people from the right perspective and consider themselves as servants and advocates of the people. With the progress of the globalization of administrative ethics and professionalism, it has faced many practical and theoretical challenges, therefore, the present study was conducted with the aim of presenting a model for the development of administrative ethics in Iranian banks. The current research was based on the basic objective and was quantitative in descriptive-analytical method, which was implemented with the approach of modeling structural equations based on the survey method. The statistical population includes employees, managers and experts of Iranian banks, and based on Cochran's formula, 300 of them were randomly selected to investigate the relationships between variables. Structural equation modeling and SPSS and PLS software were used for data analysis. The findings showed that based on the pattern obtained, the pattern of development of administrative ethics in Iranian banks includes three main dimensions. Finally, the significant factors are; The individual dimension includes "adherence to values", "development of behavioral principles", "creating the infrastructure of attachment to work", "the internal aspect of people for growth", "improving the level of skills through continuous training" and "ethical characteristics of people". Organizational dimension includes "Ethical charter to comply with ethical principles", "Intra-organizational characteristics", "Ethical decision-making", "Ability to resolve ethical conflicts", "Participation and institutional support", "Institutionalization of organizational culture", "Structure "Organizational", "Skills and knowledge of employees", "Progressivism and meritocracy", "Organizational justice and equality", "Reduction of organizational corruption", "Performance system evaluation", "Ethical leaders", "Respecting labor rights" and "interaction and social relations with others" and environmental dimension including "environmental stimuli", "legalism", "cultural factor", "social factor", "political factor" and "economic factor".

Brand image is one of the main factors of differentiation, competitiveness and survival of internet businesses in the competitive space of cosmetics industry and internet advertising is a powerful tool in this field. This study was conducted with the aim of designing an internet advertising model to portray the brand of online businesses active in the cosmetics industry. The current research is an exploratory-applied research in terms of its purpose, and it is considered a cross-sectional survey research from the point of view of the method of data collection. The community of participants in the qualitative sector includes professors, researchers, marketing consultants and managers of cosmetics and health internet businesses. Sampling was done with a purposeful method and theoretical saturation was achieved with 20 interviews. In the quantitative section, the views of 384 customers of these businesses were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. Grounded theory and partial least squares were used to analyze the collected data. The research findings showed that the production of advertising content, the use of advertising technology, the emotions and desire of customers, the management of communication with customers are effective on internet advertising. Internet advertising, along with identifying competitors and target customers, and the reliability and credibility of the brand, affect the marketing strategies of the businesses under review. Finally, by using the identified marketing strategy, it is possible to achieve the image of the internet business brand, the increase of customers and the profitability of the internet business, and gain a competitive advantage.

One of the needs of a corporate customer is how to divide tasks and levels of access to the transfer of virtual banking facilities to their employees. In this way, banking is provided with all the services of natural and legal persons such as small and medium - sized companies and public organizations. Corporate banking is a comprehensive effort to focus on corporate customer needs and create appropriate banking and financial solutions to respond effectively and accurately to respond to them. Given the importance of this issue, it has been attempted to design an electronic corporate resilience model under economic sanctions. The strategies and consequences are with the approach of economic sanctions. Ali's conditions from this study showed that the most important reasons for electronic corporate banking affairs currently under cruel sanctions and underlying factors such as the government that has the policies and enforcement of banks' laws to the extent. Intervention factors such as employee behavior that result from traditional work, fatigue and burnout, human error that will disrupt and disrupt affairs. In addition, research by providing codes to experts and discussing and discussing them with strategies. It was found that the implementation of common technologies around the world used for electronic corporate banking is the most important strategy. Finally, in the qualitative sector, the consequence codes were extracted and categorized into a number of important categories, including the most important consequences of reducing administrative bureaucracy, the benefits of information technology, organizational agility, and bank enhancement in cost savings, human resources and human resources. Economic pointed out.

The purpose of this research is to present the marketing model of cinema locations in Iran. This research is fundamental (first stage) with applied approach (second stage). In terms of nature, it is also in the field of mixed methods (exploratory-descriptive). Research data has been collected through five-choice questions with a 5-choice Likert scale included in the research questionnaire. In this research, in order to analyze the data obtained from the questionnaire, according to the statistical needs, SPSS.V24 statistical software and pls.V3 structural equation software were used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The collection tool in the qualitative part will be semi-structured interviews with specialists and experts. The statistical population of the research in the qualitative part includes 15 experts (including experts and specialists in the field of marketing management and cinema industry). The sampling method in the qualitative section is based on the snowball sampling method and judgment until theoretical saturation is reached. Also, the statistical population of this research in the quantitative part are all specialists, producers and planners of the cinema industry and private sector investors, 384 people were selected as a statistical sample using the available method. The results of the research in the qualitative part revealed 201 codes in line with the purpose of the research, which were categorized into 34 categories.

Today, the most important effort of marketers and managers is to take measures to create, increase and maintain market share. In these measures, companies should compete in the market and increase their share by influencing the market and introducing their products and services. The purpose of this study is to present a model for marketing dimensions of dairy markets with a value-oriented strategy and strategic options analysis approach and causal mapping. The statistical population includes managers, activists and experts in the food (dairy) market. The strategic options development and analysis (SODA) method has been used to identify the categories of marketing of potential markets. It was found that the variables affecting potential marketing include the dimensions of marketing strategies, types of marketing and potential marketing infrastructure. The second effective variable is the types of marketing that are ineffective among the dimensions of this variable Internet marketing and scarcity marketing and mouth marketing are part of the effective dimensions and the dimensions of seasonal marketing, marketing, viral customer relationship management (CRM), viral marketing are also part of the effective dimensions. The last influential variable is the potential marketing infrastructure. The variables of marketing values and potential market are among the influential variables.