فصلنامه چشم انداز مدیریت بازرگانی
سال بیست و دوم شماره 3 (پاییز 1402)

love and affection for the brand is the main concept in the field of relationship between the customer and the brand. Brand managers tend to create more likable brands.

The present study was conducted with the aim of identifying the factors affecting brand love. This research is a type of mixed research with a qualitative and quantitative approach, and it is a comparative inductive research, which is descriptive-survey in terms of practical purpose and in terms of data collection. The statistical population of the research is the experts, 30 of them were selected as sample members using the purposeful sampling method and based on the principle of theoretical adequacy.

The data collection tool was an interview in the qualitative part and a questionnaire in the quantitative part, the validity and reliability of which were confirmed using the relative content validity index and Cohen's kappa test, and content validity and retest reliability, respectively. Qualitative data was done with Atlesti software and coding method and quantitative data was done with Delphi phase method, as well as determining the priority of factors affecting the components affecting brand love and the most important factors were identified.

The results indicate that customer satisfaction with sports brand products, beauty satisfaction with sports brand, attachment to sports products, liking the brand of sports products, the brand name of sports products, the cost of advertising and the good image of the supply stores. The manufacturer of sports products,

The aim of this study is to design a paradigm of customer buying behavior that is affected by environmental sensory cues correspondent of sensory marketing rules at coffee shops located in ESFAHAN province.

This is a qualitative study with anductive approach that, using theoretical framework grounded theory and the systematic design Strauss and Corbin, been conducted by designing a through 25 semi-structured using Maxqda2023 software.

The findings obtained from the data summarize the conditions, interactions, and consequences in three dimensions. The analysis of customer purchasing behavior is divided into five categories of sensory factors, including tactile factors, visual factors, auditory factors, and olfactory factors. In the strategic factors section, the main factors include technical and technological factors, structural and architectural measures of coffee shops, welfare and hygiene facilities, and marketing strategies as a strategy. These factors can facilitate the achievement of phenomena to consequences. Among these, demographic factors, customer and competitor reactive measures, educational and cultural gaps, lack of supervisory and control indicators, barriers to marketing principles, and structural-environmental barriers play an intervention role. Imperative factors and social factors are background factors that exist in the context of the discussion. Ultimately, six factors - customer perception, the presence of unique and innovative perspectives, branding, purchasing decisions, brand loyalty, and motivational consequences - play a role in the consequences.

The results of this research indicate that multiple intertwined multidimensional factors influence the analysis of customer behavior.

Brand anthropomorphism is a concept that aims to bring the consumer closer to a business through friendly and personal behaviors, and this mainly covers the customer service, sales and marketing departments of a company. The aim of the current research is to explain and analyze the cognitive mentality of brand anthropomorphism in start-up businesses using Q methodology.

In terms of practical purpose and in terms of nature and method, this research is classified as mixed research. The statistical population of the research consists of professors and managers of start-up businesses, 22 people were selected as a statistical sample using the purposeful sampling method and based on the principle of theoretical adequacy. According to the approach of the research in the qualitative part, first with 22 interviews, the space of discourse was obtained, and by using their views and opinions, sample, cue option and finally the set of cues were obtained. It should be noted that the validity and reliability of the data were confirmed using the Content Validity Ratio (CVR) index and the reliability of two coders, respectively. Then, in the quantitative part of the research, using Spss, the data obtained from the qualitative part was analyzed and finally the mental patterns of brand anthropomorphism in start-up businesses were obtained. 

The results show that supporting and supporting the brand, increasing repeat purchases, developing the brand image, improving the brand competence, providing effective advertisements by the customer, interaction and communication with the customer, and directing the behavior and attitude of the customers are seven mental patterns. Professors and managers are in line with the humanization of brand in start-up businesses.

New businesses are exposed to serious damage due to their newness and lack of a suitable position in the competitive environment.Therefore, dealing with the category of anthropomorphism of the brand and giving human-like characteristics to the brand or product can influence the customer and not only leads to the possibility of buying and being loyal to the brand;but to increase the growth and survival of start-up businesses.

Today, attracting and retaining loyal customers is a requirement for success in the field of competition for organizations. The result of all marketing mix activities is a set of controllable marketing tools that respond to the target market. The quick and accurate identification of customers' behavior and their arrangement in the categories of Promoters, Passives and Detractors helps managers to take timely actions according to the feedback of customers. In this research, while identifying the most important marketing mix criteria, the evaluation and arrangement of customers of a chain store is discussed using the new OPLO-POCOD SORT technique.

This technique is one of the quantitative techniques in the field of multi-criteria decision-making. By collecting the opinions of customers and evaluating them, an attempt has been made to sorting customers into profiles and reference options of Promoters, Passives and Detractors.

This research was conducted in the form of a case study of one of the chain stores in Shahrood and by evaluating the opinions of 20 customers. In order to quickly evaluate and sort the customers based on the technique used, the customers are placed in three strategic categories of Promoters, Passives and Detractors, and due to the negative effect of the Net Promoter Score by -0.25, fundamental reforms are needed.

Based on the results of this research, managers can use the proposed technique of quick evaluation of customers and their classification, to carry out the process of necessary measures to maintain Promoters customers and reduce dissatisfied and Detractors customers.

The aim of this research is to conceptualize and validate "professional ethics" among social media influencers. This study is positioned in the exploratory phase of the interpretive model paradigm and the confirmatory phase of the positivist model, and it is practical in terms of its objective.

The research approach is mixed-Method and the strategy used in that analysis is thematic. In the qualitative part, using semi-structured and in-depth qualitative interviews with 14 scientific and executive experts and its analysis in MAXQDA software, the indicators and components of professional ethics of influential people were identified. Then, in the quantitative section, the relevant model was tested using the interpretive structural approach (ISM) and the relationships between themes were analyzed using MICMAC analysis

Based on the results obtained from the research, 8 components and 39 indicators were identified and validated for this purpose.

Since the factors determined as outputs in the final iterations will have a greater impact from an ISM perspective, the components "c4: professional commitment" and "c8: respect for global values, beliefs, and convictions" will have a more significant influence.

In recent years, the issue of governance has entered the national sphere and emphasized the importance of strategic decisions. But making these decisions is always accompanied by errors and cognitive biases. the aim of identifying the cognitive biases of policy makers in governance strategic decision-making.

The current research has a applicative purpose and in terms of the type of data, it is a qualitative research. By searching for research keywords in foreign databases such as Emerald, Web of Science, Scopus, etc. and domestic databases such as Nurmagz, Mogiran , Civilica and... (researches from 1980 to 2024 and 1390 to 1402) the desired sources were found and the validity and reliability of the findings were confirmed by the face validity method by the expert center group and Kappa reliability equal to 0.72. The obtained sources have been identified by using the seven-step metacombination method of Sandelowski and Barroso (2007) coding and the desired components of the research.

According to the findings of the 22 selected final studies, 134 codes lead to 40 cognitive biases and in 5 main groups, they include biases related to decision making and judgment, information processing biases, awareness and perception biases, self-centered biases, and social biases. and a group has been identified.

The research results showed how decision-making is influenced and activated by internal and external biases. This research emphasizes that policy makers must recognize and manage their cognitive biases in each category and select appropriate information from a wide set of data.

The present research was conducted with the aim of identifying and analyzing the factors that cause and the consequences of the phenomenon of brand schizophrenia with the FCM method. The current research is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of the research in both qualitative and quantitative sections are marketing managers and university professors in the field of management and marketing, 20 of whom were selected using the purposeful sampling method and based on the principle of theoretical saturation. The data collection tool in the qualitative part is an interview and in the quantitative part, a fuzzy cognitive map questionnaire. To analyze the data in the qualitative part, the content analysis approach and the coding method using Maxqda software and the fuzzy cognitive map method were used in the quantitative part. The results of the research show that the most important factors causing brand schizophrenia are multiple brand identities in the customer's mind, unbalanced and unbalanced brand voice and not institutionalizing the brand identity in the organizational culture. Also, the most important consequences of brand schizophrenia are the creation of a multi-personality perception of the brand, the instability of the brand's authenticity, and the creation of ambiguity and illusion in relation to the brand image.