فصلنامه مدیریت بازرگانی
سال شانزدهم شماره 61 (پاییز 1403)

A Value Proposition is a clear, persuasive, and valid expression of the experience that a customer can receive from services or products and is associated with the idea of what specifically a business can offer to its customers and why the customer chooses a particular company and its products or services, preferring them to competing products or services and being willing to pay for them. However, the historical development of this phrase has not been considered, and over time, its meaning has evolved. In addition, translation as a tool for the linguistic transmission of concepts, especially in different cultural contexts, has always made it difficult to achieve the meaning and concept desired by the original author. This is because translation is the translator’s understanding of the original author's understanding and expression, and based on it, they choose the words they want. Therefore, it is necessary to choose the words that provide the most understanding of the original author. For this reason, the present study seeks to analyze the semantic expression of the Value Proposition.

To analyze and review the term "Value Proposition," a hermeneutic approach has been used. Documentary methods and library studies have also been used to collect information.

Based on the findings of the research, the term "Value Proposition" has a two-way nature that is created in interaction with the customer; therefore, it requires participation and acknowledgment from them. This is even though the translation of the offered value is not included in the proposition, and this linguistic format presents the determination of values to the customer unilaterally and does not fit with the co-creation of value and the participation of the customer at the beginning. Therefore, it will not evoke a proposition that can actively be true or false on the part of the customer.

Since the value of a product or service will only be meaningful if it fulfills the customer's real need by hearing the live voice of the customer, the authors recommend the use of "value propositions" instead of "offered value." They believe that in a value proposition, it is possible to check the truth or falsity, or in other words, to measure the approval or disapproval of the value of the service or product by the customer or the receiver of the service. In this way, the customer can play an active role. The term "value propositions" is composed of two words, "propositions" and "value," and the truth and falsity of the goods or services and the value provided can be agreed upon in the interaction of two parties, which will also result in their mutual commitment to each other.

In response to global advancements in the banking sector and the increasing competition in Iran, with new banks and financial institutions entering the market, commercial banks must leverage digital marketing to differentiate their services and secure a significant market share in the industry. Therefore, it is necessary that marketing excellence models provide solutions to create a sustainable competitive advantage. This study aims to discover and explain the antecedent and consequent components of the digital marketing excellence model in commercial banking and to provide solutions to improve digital marketing excellence in commercial banking.

The current research is applied-developmental in terms of its purpose. In terms of the method of data collection, it is included in the category of non-experimental research. To address the research problem and develop the model, a qualitative research approach was employed, specifically utilizing data collection methods from grounded theory.

The findings indicate that implementing the marketing excellence model in commercial banking enhances the customer experience by anticipating and addressing future needs, increasing customer appeal, personalizing services, and expanding the range and diversity of offerings. Additionally, it improves employee well-being, establishes effective communication with audiences, and leverages digital technologies and strategies. This approach allows customers to interact with the bank through digital channels and choose their preferred method of engagement at any time.

Many organizations increasingly adopt new technologies to gain a larger market share. Embracing technological advancements is crucial for economic success in today's era, making digital marketing a key tool for achieving the latest methods of customer interaction and engagement. In a market-based economy, banks are forced to use new marketing tools and take advantage of digital marketing to be effective in monetary and financial markets, perform better and surpass competitors, and prepare their financial resources. Value creation is one of the consequences of digital banking. Banks that have accepted the marketing philosophy are constantly trying to create and increase the value of their customers. Customers compare the values they receive from different banks and choose a bank that offers more value to them. Processes that have transitioned from physical platforms to information technology platforms offer services more efficiently and rapidly than ever before. For instance, whereas previously individuals had to visit a bank in person for various transactions, the advent of banking software now allows them to complete these tasks at any time, day or night, from the convenience of their own devices.

Consumer-brand relationship is a well-documented phenomenon in marketing and consumer behavior. Relational marketing strategies focus on high customer retention rates, which depend on superior product or service delivery. Unfortunately, the unique nature of businesses makes it unrealistic to expect error-free services or products. Like individuals, even well-known and successful brands can make mistakes that damage their relationship with their consumers. This is an inevitable aspect of brand-consumer interactions. In recent decades, numerous brand transgressions have put major corporations to the test, including Samsung’s exploding Galaxy Note 7 batteries, Wells Fargo's creation of fake accounts, and Volkswagen's emissions cheating scandal. Brand transgressions not only result in customer dissatisfaction in the short term but negatively affect the relationship with customers in the long run. The pervasiveness of brand transgression highlights the drastic need for empirical research into how people perceive and respond to such events to implement a suitable response strategy after brand transgression. This article seeks to contribute to the branding literature by exploring the moderating role of brand image in influencing consumer responses and behaviors following a brand transgression, as well as the effectiveness of brand recovery strategies. In addition, this study seeks to examine how forgiveness mediates the interaction effect of apology appeal and brand image on consumers’ reactions. This study also investigates how the consistency between the type of apology appeal (emotional or informational) and the brand image (warmth versus competence) affects the effectiveness of the response strategy in the context of brand transgression. Additionally, it explores the impact on key consumer outcomes such as negative word-of-mouth, repurchase intention, and brand trust. The conceptual model proposed in this research is novel and has not been previously examined, either in Iran or globally.

A 2x2 between-groups experimental design was employed, where the independent variables were brand image (warmth vs. competence) and apology appeal (emotional vs. informational). Before the main test, a pretest was conducted to check stimuli development and external validity. 146 students and graduates of Tehran universities were randomly assigned to conditions of the pretest and main test of this research. Data was gathered by distributing a questionnaire. Data analysis was performed with ANOVA and moderated mediation (PROCESS).

The results demonstrate that aligning the apology type with the brand image results in more favorable consumer responses following a brand transgression. Specifically, an emotional apology is more effective for warm brands, boosting repurchase intention, reducing negative word-of-mouth, and increasing brand trust. In contrast, an informational apology works better for competent brands, particularly in fostering brand trust. Additionally, forgiveness mediates the relationship between the type of apology and consumer response, with this mediation effect being moderated by the brand image type.

The findings of this study offer fresh insights into the dynamics of brand transgression, response strategies, and how consumers react. This study also provides practical guidance for managers on preserving a brand’s reputation following a transgression, helping to maintain positive customer behaviors. Additionally, it offers valuable recommendations for crafting effective response strategies that foster customer trust and brand loyalty.

This research aims to deepen the understanding of how the integration of corporate social responsibility (CSR) and strategic management accounting (SMA) as a strategic approach can positively impact community culture, alleviate deprivation in communities adjacent to industries, and contribute to the economic and managerial development of companies and industries. This study explores how to combine these two areas and identify an efficient model based on this integration. The primary focus is on how organizations can use CSR strategies to improve their economic, social, and environmental performance. Additionally, this study seeks to offer solutions for enhancing social and environmental commitments to achieve sustainable development goals.

This study employs a grounded theory method, a robust and effective approach in qualitative research. This method involves deep data analysis through field collection and interpretation. Data for this study was collected through semi-structured interviews with managers and experts from various companies and field surveys. The data analysis process follows the Strauss and Corbin approach and is conducted in three stages: open coding, axial coding, and selective coding. In the open coding phase, basic concepts and categories were extracted from the data. In the axial coding phase, these categories are divided into main and subcategories and linked together. Finally, a comprehensive theory is developed in the selective coding phase based on the relationships between different categories.

The findings indicate that industries and companies have a responsibility toward their communities and the environment. Industrial activities can negatively impact both people's lives and the environment. Therefore, industries must first address and compensate for any harm caused, and then focus on alleviating deprivation and fostering community development. This approach helps improve the living conditions of people and the environment while building trust and loyalty among local communities. The research also reveals that companies incorporating social responsibility into their overall strategy can reap long-term economic and social benefits. The results demonstrate that integrating CSR and SMA enhances organizational performance, increases stakeholder satisfaction, and promotes economic sustainability.

This research demonstrates that integrating CSR and SMA significantly enhances organizational and community performance, contributing to sustainability, social justice, and sustainable economic development. Companies should implement comprehensive strategies to improve social and environmental conditions, which not only support economic growth but also foster trust and loyalty among local communities. This strategic approach enables companies to achieve both financial and social objectives simultaneously, thereby strengthening their competitive position and improving their public image over time. The research underscores the importance of utilizing strategic management accounting tools to fulfill CSR goals and shows how an integrated approach can elevate the overall performance of organizations.

Green consumption involves consumers' efforts to protect the environment and is a key factor in social responsibility and sustainable development. As consumer interest in green products grows, understanding their attitudes and intentions toward these products becomes increasingly important. These attitudes are significantly influenced by consumers' perceptions and beliefs. Promoting green product consumption requires a comprehensive understanding of how consumers perceive these products from multiple perspectives. Traditional theoretical models have struggled to thoroughly address the emotional aspects of consumer decision-making. The theory of double-entry mental accounting provides an effective framework for examining changes in consumers' emotions during the consumption process. According to this theory, people use a double-entry mental account (encompassing pleasure attenuation and pain buffering) when making purchasing decisions. Therefore, this study aims to investigate how consumers' perceived value affects their intention to purchase green products, with a focus on double-entry mental accounting and consumption sensitivity.

This applied research is based upon a descriptive survey of the consumers of Fars and Khuzestan provinces using adaptations of questions from existing literature. The data was collected through questionnaires. The research questionnaire was split into two parts: A) demographic information, and B) questionnaire items. Data analysis was done using structural equation modeling, by using SPSS version 26 and Amos version 24 software. A total of 315 questionnaires were collected in this study, of which 308 were valid questionnaires.

This research consists of four constructs: perceived benefits, perceived sacrifice, double-entry mental accounting, and green consumption intention. Perceived benefits include functional value, social value, emotional value, and green value. Perceived sacrifice involves economic risk and time risk. Double-entry mental accounting contains the coefficient of pleasure attenuation and the coefficient of pain buffering. According to the research findings, perceived benefits, perceived sacrifice, and double-entry mental accounting have a significant effect on green consumption intention. The findings of this research show that functional value is the most important component of perceived benefits. Furthermore, among the components of perceived sacrifice, the value of economic risk is more important than time risk. The findings show that, compared to perceived sacrifices, perceived benefits have a greater impact on consumers' purchase decisions. Moreover, the components of double-entry mental accounting have a partial mediation effect on the relationship between perceived benefits and sacrifices with green consumption intention. In other words, based on double-entry mental accounting, the perceived benefits and sacrifices of consumers differ with varying consumption sensitivity. The findings show that promoting the pleasure attenuation of green consumption improves the consumption experience and consequently reduces pain buffering. These issues increase the intention to consume green products. Finally, consumption sensitivity has a moderating effect on the relationship between perceived benefits and green consumption intention, as well as on the relationship between the coefficient of pleasure attenuation and green consumption intention. This means that increasing pleasure attenuation and reducing pain buffering could lead to an improvement in consumers' perceived value and their green consumption intention.

Therefore, an increase in the perception of manufacturers and consumers concerning perceived benefits, perceived sacrifice, double-entry mental accounting, and consumption sensitivity would expand the possibility of green consumption culture. Manufacturers should also pay attention to increasing the enjoyment of green consumption and reducing the pain of payment associated with green consumption. For instance, using bundled sales, offering coupons, or giving small gifts to consumers can make the price of green products more affordable. In general, sales strategies are effective ways to reduce the pain of payment and increase the pleasure of green consumption.

Based on macroeconomic indicators, a significant portion of the world's gross domestic product comes from the services sector. The $2.7 trillion share of services in large economies and its increasing growth since 2011, according to UN accounts, highlight the undeniable importance of the services sector. In line with this perspective, previous researchers have shown that lean-based approaches can facilitate the efficient and development-oriented growth of the services sector. Producers' move towards lean-based strategies in services has been reported to exceed 30%, a significant factor in maintaining competitiveness and gaining a competitive advantage in the service industry. The concept of lean first emerged in the industry with a focus on eliminating waste from production and refining it. However, this concept has entered the theoretical literature of organizations on the one hand, and on the other hand, it has appeared in the public domain, such as public administration and governance. Therefore, concepts such as lean government and lean services are outcomes of this concept. The present study aims to identify and validate a predictive model of lean services in the context of lean government in the banking industry.

In terms of paradigm, this research is interpretive during the model discovery phase and confirmatory during the model testing phase, and it is generally pragmatic. The research sample for the qualitative phase consists of experts in the academic field, including university professors, faculty members, and banking industry managers. A total of 15 experts were interviewed to collect qualitative data. The research questionnaire was developed based on exploratory factor analysis to collect quantitative data. In the quantitative section, using G*Power sample size determination software with an alpha level of 0.01 and a power test of 85%, 190 individuals were selected as the final sample for the research. The research approach is mixed, and the strategy employed is thematic analysis. Clark's method (2006) was used to analyze the data with MAXQDA software. The path analysis of the discovered model was also examined using variance-based structural equation modeling algorithms with SPSS version 24 and SmartPLS version 3. 

The results of the data analysis show that 32 indicators and 7 variables in the context of 6 theories were identified and validated as predictors of lean services for the realization of lean government in the Iranian banking industry. Therefore, factors such as lean improvement strategy, lean cultural transformation, development of lean capabilities, lean management methods, lean work methods, and lean contextual factors can facilitate the realization of lean services.

The banking industry is one of the driving forces of the economy and the engine of every society. Therefore, paying attention to the banking sector and its growth and development is an inevitable necessity. In particular, in the field of banking services, this is important due to the nature of financial and monetary services. Economic liberalization, globalization, and increasing competitiveness in financial services have forced banks to enhance and expand their services to maintain a competitive position. In the present study, the predictive theories of lean services with a lean government approach in the Iranian banking industry were identified through exploratory research, based on the natural conditions of Iranian society. Also, a conceptual model of predictors and a model for the application of lean services to the Iranian banking industry were introduced.

Viral promotional advergames combine a promotional game with an advergame in a viral marketing campaign, aiming to encourage customer word of mouth, so that customers become willing promoters of the related brand. When designing a viral promotional advergame, marketers focus on game schemes and prizes to trigger players' intrinsic and extrinsic motivations and elicit certain behavioral responses, such as sharing personal data and forwarding the game. Therefore, the current research aimed to investigate how intrinsic playfulness and the extrinsic value of prizes affect people's behavioral responses. This research used data from pre-measure and post-measure assessments within a real viral marketing campaign. This field study examines the factors that lead to behavioral reactions in these types of games. In this connection, Poisson regression was used to investigate the effect of perceived playfulness and the perceived value of prizes on the variable of game forwarding, while logistic regression was used for the variable of personal data sharing.

In this research, data were collected using pre-measure and post-measure assessments within a real viral marketing campaign. This field study examines the factors that lead to behavioral reactions in these types of games. Poisson regression was used to investigate the effect of perceived playfulness and the perceived value of prizes on game forwarding, while logistic regression was used to analyze personal data sharing.

The results showed that perceived playfulness is positively related to both game-forwarding and personal data-sharing behaviors. Games that evoke higher levels of enjoyment and concentration make players more inclined to share their data and forward the game. While the perceived value of prizes has a positive and significant effect on game forwarding by players, it does not significantly affect personal data sharing. Additionally, prior brand attitudes moderate the effect of the perceived value of prizes on game-forwarding behavior. Players with greater intrinsic enjoyment and psychological immersion tend to invite more people to the game and share more personal data about themselves. Perceived reward value is positively related to game-posting behaviors, though it is not related to personal data sharing. That is, players appear to communicate more about the game when extrinsically motivated but are less likely to share personal data with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, perceived playfulness is positively related to personal data sharing, suggesting that fully immersed players tend to "lose themselves" and forget their more conscious concerns (consistent with definitions of escapism). As a result, they seem more likely to share personal data with the brand. Another interesting finding is the absence of a reciprocal relationship between intrinsic and extrinsic motivation concerning both behaviors. This may be due to the complexity of external rewards in this study.

Companies that want to obtain customers' personal information should focus more on designing game elements than on prizes, as the perceived value of prizes does not seem to have a significant effect on sharing personal information. Games must also be designed to induce psychological immersion in players—that is, game design elements must optimize the Flow state. Companies that want to encourage players to share their game should focus on both game design and prize placement, with prizes offered at different value levels to influence player evaluations.

Augmented reality has garnered significant attention from managers and researchers in recent years. We anticipate the augmented reality ecosystem to continue growing rapidly, with various players such as advertising agencies, software developers, and ad networks playing their roles in the augmented reality value chain. In today's world, businesses are constantly seeking ways to operate differently. Augmented reality technology is changing the way people interact with the physical environment, offering an immersive user experience and creating new opportunities for businesses, regardless of industry. Augmented reality apps offer many personalized features, providing a sense of inspiration and uniqueness. Psychological inspiration is also utilized, motivating individuals to push beyond their real and imaginary limitations and implement ideas. However, there is still a limited understanding of how and why customer interactions with augmented reality apps lead to positive perceptions of customer benefits and inspired behavioral outcomes. Therefore, the current research aims to identify the effect of augmented reality features on the formation of psychological inspiration from a marketing perspective.

The study's statistical population was categorized into online and face-to-face groups. Each group was provided with the study's questionnaire. Before questionnaire completion, participants from both groups utilized augmented reality features within apps such as Houzz, Wanna Kicks, Instagram, and Amazon Shopping for five minutes. The questionnaire in this research comprises 37 indicators, and the sample size consists of 240 individuals, determined using Klein's formula. The research employed a questionnaire as its primary tool, with validity formally confirmed by experts in the field. Additionally, reliability was established through the Cronbach's alpha test, yielding a score of 0.92. The data underwent analysis using structural equation testing. The software employed for the research is SMARTPLS3 due to the non-normality of the data, the sample size, the complexity of the model, and the analysis of the structural equation model.

Upon examination of both the measurement and structural models of the research, the validity of the extracted model was confirmed. The results indicate that interaction with the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.24 and a significant t-value greater than 1.96. The novelty of the experience of using the augmented reality program also has a positive and significant effect on utilitarian benefits, with a coefficient of 0.15 and a significant t-value greater than 1.96. Similarly, the ease of use of the augmented reality program has a positive and significant effect on utilitarian benefits, with a coefficient of 0.29 and a significant t-value greater than 1.96. Additionally, utilitarian benefits have a positive and significant effect on psychological inspiration, with a coefficient of 0.22 and a confidence interval of 99%.

Augmented reality can potentially enhance processes and activities, thereby offering consumers enjoyable shopping experiences. To amplify augmented reality's hedonic benefits, cognitive load can be reduced by realistically enhancing content through visual realization. Moreover, incorporating attractive user interfaces, informative features, and personalized capabilities can further enhance the utilitarian effects of augmented reality. Overall, research indicates that managers, marketers, organizations, and brands can effectively leverage augmented reality technology to enhance and advance their operations.

Personal branding is an emerging area in the field of branding, where individuals can build a lasting personal brand by aligning their goals with effective strategies. Given the profound need for research in personal branding as well as the significant role of social networks in this process, this study aims to explore the factors influencing the personal branding of active musicians through a data mining approach on Instagram.

The research targets individuals who have established themselves as brands in specialized and scientific fields on Instagram, including experts and musicians. For this study, 10 prominent musicians on Instagram were selected for analysis. In total, 10 personal Instagram pages of musicians were analyzed. The sampling method used was judgment sampling, and the database consisted of an Excel file containing 1,150 records. According to previous studies and expert opinions, data were examined from these personal pages over one year, from December 1, 2019, to December 1, 2020, during which 1,150 Instagram posts were analyzed. The number of comments and likes is identified as a key factor in the development of the personal brand of the studied individuals, reflecting the level of awareness and interaction with the personal brand. Consequently, the study examines the effect of 11 different features on the likes and comments of the posts. After data collection, Naim software was used for data analysis and data mining operations, and the decision tree model was extracted, accordingly.

The decision tree analysis reveals that factors such as post type, content, context, tags, and hashtags in Persian and English, as well as the month and day of publication, significantly impact user engagement and personal brand awareness. In this study, user engagement on Instagram is measured by likes and comments, which lead to brand awareness. The findings identified eleven input features—followers, post type, post content, context, caption, tags, English hashtags, Persian hashtags, total hashtags, day of post, and month of post—that influence comments and likes. These findings provide musicians with insights into the factors influencing their brand on Instagram, allowing them to effectively manage, develop, and enhance their personal brands. This, in turn, can lead to increased user engagement and greater audience awareness.

The results indicate that musicians can improve their performance on Instagram by focusing on specific factors that influence their personal brands. Image posts receive the most likes, while videos garner the most comments i.e. to increase audience engagement and brand awareness, musicians should prioritize posting images and videos. Posts featuring personal content, memories, entertainment, and non-concert performances attract the most likes. It is recommended that non-concert performance posts feature movie-style backgrounds to boost likes and comments.

Digitalization has profoundly impacted all aspects of individuals’ daily lives. This significant shift has altered consumer preferences, leading to decreased attention to advertisements and commercial messages. Consequently, most commercial efforts by businesses are consciously or unconsciously overlooked by audiences, resulting in reduced effectiveness of traditional advertisements, which are often conducted at substantial cost. The advancement of various technologies through digitalization has given rise to several promising innovations. Among these, Augmented Reality (AR) stands out as a desirable technology that businesses and marketers can leverage as a marketing or advertising strategy. AR enhances and expands users’ perceptions of their physical surroundings by integrating computer-generated digital layers into the physical environment. With AR, users can interact with digital elements in real-time, making the advertisements more engaging and memorable. This study aims to investigate whether AR-based advertising efforts are more effective compared to traditional advertisements. Additionally, it examines whether the use of AR technology in presenting commercial and advertising efforts enhances audience attitudes towards these advertisements and increases their purchase intention after viewing AR advertisements. The objective extends to analyzing whether the immersive and interactive nature of AR ads can bridge the gap between virtual and physical experiences, thus making advertisements not only more appealing but also more impactful on consumer behavior.

In this research, a AR advertising platform was designed and developed for a consumer product. An experimental approach was employed, utilizing two groups (experimental and control). Data were collected at three stages: pre-test, post-test, and recall test. The study involved 22 participants, and data were gathered using a questionnaire. The AR advertising platform allowed participants to interact with the product in a simulated environment, providing a richer and more comprehensive understanding of the product features.

The results indicated that AR-based advertisements not only improve and enhance customers’ attitudes toward the advertising efforts but also significantly boost their purchase intentions. The findings also highlighted that participants exposed to AR advertisements exhibited a higher level of engagement compared to those who viewed traditional ads. Moreover, AR ads were found to further drive the effectiveness of the advertising campaigns. Therefore, it can be concluded that the effectiveness of AR-based advertisements surpasses that of traditional advertising approaches.

Given the novelty of this advertising approach, it is recommended that marketers invest in AR technology. This investment will not only provide a competitive advantage and offer greater value to consumers but also create differentiation for the company and its products, thereby enhancing the effectiveness of advertising efforts. In the long run, AR technology is likely to revolutionize the advertising industry, making it essential for businesses to adapt and integrate this innovative approach into their marketing strategies. Ultimately, this will lead to increased product sales and improved business profitability.