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کاربرد نوع شرط:
- جایگاه : پژوهشی
- مجله: Journal of System Management
- نوع مقاله: Journal Article
- کلمات کلیدی: Marketing,Organic Products,branding,Sensory Marketing
- چکیده:
- چکیده انگلیسی: Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a comprehensive model of branding for sensory marketing based on an interview with 20 experienced experts and marketing proficient, aspects of model and variables related to the use of MAXQDA software has been identified. Finally, based on the detected final criteria, the model is presented based on the data theory method. The results of open coding of the collected qualitative data using the interviewing tool showed that 86 open codes were identified among 331 concepts. Finally, 86 initial codes in the form of 18 categories of brand value, trust, brand awareness, marketing, brand image, knowledge and vision of production and development, risk, performance, cultural factors of consumption, financial factors, process, competitive advantage, socio-ecological responsibility, role of Government organizations, customer requirements, brand identity, customer loyalty, product attributes, are identified.
- انتشار مقاله: 13-03-1398
- نویسندگان: Bentolhoda Kohanzahedani,Esmaeil Hassanpour Qorughchi,Vahid Reza Mirabi
- مشاهده
- جایگاه : پژوهشی
- مجله: Journal of System Management
- نوع مقاله: Journal Article
- کلمات کلیدی: Marketing,Effectiveness,Advertising,Banking Services
- چکیده:
- چکیده انگلیسی: The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the effectiveness of advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and marketing experts and 30 experts from the banking industry as well as clients It is used to extract the final indexes. Then, using the Fuzzy AHP method, the ranking of the criteria is considered. The extracted criteria are: demographic characteristics, individual feelings and attitudes of the audience, apparent features of the message, message content, market characteristics, cultural, economic, design and nature of the service, advertising methods. The results of the ranking of the results showed that the methods of advertisement, the design and nature of the service, the apparent features of the message, the emotions and attitudes of the audience, the demographic characteristics, the content of the message, the economic, market characteristics, cultural, respectively ranked first to ninth dedicated.
- انتشار مقاله: 07-02-1398
- نویسندگان: Soheila Shamsadini,Farhad Hanifi,Vahid Reza Mirabi
- مشاهده
- جایگاه : پژوهشی
- مجله: Journal of System Management
- نوع مقاله: Journal Article
- کلمات کلیدی: TOPSIS,Grounded Theory,Home Appliance,Brand Hate
- چکیده:
- چکیده انگلیسی: The main purposes of this study are identification, modeling and ranking of factors influencing the brand hate. To do this, mixed approaches of qualitative and quantitative have used. In the qualitative approach, the grounded theory method has considered. Hence, the opinions of 18 sale managers in the field of home appliance, as experts, collected and analyzed. The results of analyzing in 3 steps of grounded theory with MAXQDA software revealed that 14 variables affect the brand hate which are placed in 3 groups of casual condition, external factors and main variables. The results of this section was approved by 10 indicators of Strauss and Corbin. In the next section, for understanding the importance and rank of each variables in brand hate, TOPSIS method has used. The results of this section showed that among main variables, experimental avoidance; among casual condition, marketing and advertisement and among external factors, competition had highest importance.
- انتشار مقاله: 24-02-1397
- نویسندگان: Mohammad Reza Dalvand,Vahid Reza Mirabi,Mohammad Hosein Ranjbar,Serajodin Mohebi
- مشاهده