مجله مطالعات رفتار مصرف کننده
سال دهم شماره 2 (تابستان 1402)

The present study has been carried out aiming to provide an integrated marketing mix model based on industrial customer behavior in the market of petroleum-based products. The research method is qualitative and founded on grounded theory. The statistical population consisted of experts and managers with active experience in the oil industry, from which a sample of 15 people was selected. Sampling has been accomplished through theoretical sampling method utilizing purposeful techniques. For data collection semi-structured interviews were employed and data analysis was conducted by Strauss and Corbin method along with paradigm model. The results of data analysis attained from the interviews that were done via axial, selective and open coding process led to the creation of integrated marketing mix based on industrial customer behavior founded on the grounded theory, which was ultimately identified as a template for integrated marketing mix model based on industrial customer behavior. The findings of this study designate that for the success of integrated marketing mix models based on developing the behavior of industrial customer, industry managers should closely consider all categories and subcategories distinguished in this study, and have the required and adequate information about any of them. Besides, this study reveals that there is a need for paying attention to integrated marketing mix model based on industrial customers’ behavior.

The online brand community is one of the most important social structures in communication that has provided the ground for the exchange and sharing of thoughts and ideas for consumers and is a fertile ground for becoming social benefits and information for consumers. The purpose of this study is the role of attitudes toward online branding communities on consumer and consumer behavior with social and information interests in mind. The statistical population of this research is the consumers of Samsung brand mobile phones who are members of the brand's virtual page in the social network with Instagram, Telegram, WhatsApp, etc., the number of sample size in this research is 300 people. In this research, a standard questionnaire is used to collect information. Convergent validity and divergent validity were used to assess the validity and Cronbach's alpha was used to assess the reliability. The validity and reliability of the questionnaire were required. Data analysis was performed by testing structural equations using LISREL software. The results show that social benefits and information resources have a positive and significant ratio to the online brand community. Attitudes towards the online brand community have a positive and significant effect on the constructive complaining behavior of the brand, brand loyalty, brand trust and willingness to participate in online brand social community events.

In the fast fashion phenomenon, the field of garment is known as the dominant consumer industry. This is while the development of the concept of sustainability, with the theory of quiet fashion, tries to change the attitude and behavior of consumers. Therefore, the present study aimed to analyzing of consumer buying behavior in the field of garment, under the influence of awareness of sustainability in the fashion industry. The study is applied in terms of purpose and has a survey-correlation approach. The statistical population was consumers over 18 years old and referring to shopping centers in Kermanshah. Due to the infinity of the statistical population, the method of estimating the sample size of the infinite population was used (384 people). Data collection tool was a researcher-made questionnaire. Descriptive statistics, regression analysis and structural equation modeling were used to analyze the data. Briefly, findings show Knowledge and awareness (cognitive component), emotions and feelings (emotional component) and purchasing decision (behavioral component) as dimensions of attitudes toward the concept of sustainability affect the buying behavior of fashion consumers in the field of garment and in this regard, gender, the moderating variable role Plays. Also, the level of income and employment affects the buying behavior of consumers. Finally, we can say, the amount of real knowledge is less than the claimed knowledge about the concept of sustainability, and therefore consumers should increase their level of awareness to avoid fake social media ads.

the purpose of this study is to design a pattern of repeated patronage of Counterfeit products at the organizational level. The present research in terms of purpose is applied type and in terms of implementation method is a mixed research (qualitative-quantitative). The data collection tools are the interview in the qualitative part and a questionnaire in the quantitative part whose validity and reliability were evaluated as desirable. For this purpose, in order to collect data, after reviewing the literature and research background, the framework and protocol of semi-structured interviews were prepared and compiled, and then the participants among experts and scientific and executive experts active in the audio products industry were selected by the method of "snowball" sampling. Also, the statistical sample of research in the quantitative part consists of 386 organizational buyers and producers of this type of products in the country and abroad. To analyze the data in the qualitative part, Grounded Theory and in the quantitative part, the partial least squares were used. The research results indicate that factors based on the purchasing organization, buyer reactions and distributor credit have led to the repeated patronage of Counterfeit products at the organizational level. This study also introduces the components of cognitive strategies that are themselves affected by intervening conditions and contextual. Consequences of strategy implementation also include supply side, demand side effects and consequences related to challenges and risks. The findings of the quantitative part of the research also confirm all the main hypotheses.

The aim of this study was to identify and prioritize the indicators of sports customers' Delight. The research method was a combination of exploratory consecutive design and was performed in two phases, qualitative and quantitative. The research method was qualitative in the thematic analysis and in the quantitative part was prioritized by the AHP method. The statistical population of the qualitative section of consumers (customers) of sports goods and services who had a history of at least five years of consumption of goods and services in sports was selected. The sampling method was purposive. The statistical sample was determined according to the researcher's theoretical saturation and to ensure the theoretical saturation, three more samples were selected after sample 16 (16 + 3). Data collection tool was in-depth interview and to analyze the data, the technique of coding and drawing a network of topics was used. In a quantitative stage, a questionnaire was designed based on the obtained components and distributed among the interviewed customers. A pairwise comparison of the components was performed and the weight of the components was obtained. Analysis of findings in four dimensions of customer factors (with two themes of expertise and product uniqueness); Service dimension (the main theme of differentiation in service delivery); The environment dimension (friendly and supportive atmosphere and professional interactions) and the staff dimension (specialized knowledge and awareness and customer spirits). In the qualitative stage, NViVO quality data analysis software was used and in the quantitative stage, Expert Choice software was used.

In today's competitive market environment, gaining a good position and loyal customers is very important. This research is a mix of qualitative method with granded theory approach and quantitative method. In order to identify the factors affecting loyalty in the first step, 19 experts who were selected by non-probability sampling method and purposeful type, were interviewed in two stages. Based on the findings of Maxqda software, the initial research model was explained. In a quantitative phase, by designing a questionnaire based on the model obtained from the qualitative section and its distribution among e-banking customers of Saderat Bank in Tehran who were selected by stratified random sampling, the model using SPSS, smart PLS3 and Structural equation technique was tested. Findings show: dedication and constraint factors affect loyalty and constraint factors such as inertia and switching cost will affect dedication factors, and finally the loyalty model of e-banking customers in Iran with two aspects of cognition-emotion-behavior and dedication and constraint factors Provided.

So far, much research has been undertaken in the field of positive emotions toward brands. Recently, researchers have focused on brand love, which is the most intense positive emotion consumers feel toward brands. By contrast, the researches on negative emotions toward brands is scarce and the concept of brand hate has largely been neglected as an object of research. The purpose of this study is to investigate the effect of perceived betrayal on brand hate with the moderation of brand attachment. This study is based on practical purposes and in terms of data collection, it is descriptive-survey. The current research is positivist in terms of paradigm and quantitative in terms of approach. The research strategy is the correlation of the variance matrix. The statistical population of this study is made up of people who use Apple brand mobile phones. Assuming an unlimited population and available non-probability sampling method, 135 Apple brand mobile phone customers were selected as a sample. The required data were collected using a questionnaire in which content validity was confirmed using experts' opinions, construct validity was confirmed using factor analysis, and reliability of questionnaires was confirmed using Cronbach's alpha method. Structural equation modeling technique and Smart PLS software have been used to measure the relationships between research variablesThe results of this research show that the perceived brand betrayal affects brand hate and also the brand attachment moderates the brand hate is caused by perceived brand betrayal.