دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 A Meta-Synthesis of the Integrated Model of Customer Value Co-Destruction and Co-Creation فراترکیبی از مدل همتخریبی و همآفرینی ارزش مشتری 1 26 28159 10.22108/nmrj.2024.138382.2931 FA یزدان رحمت آبادی دانشجوی دکتری مدیریت بازرگانی گرایش بازاریابی، دانشکده مدیریت و حسابداری دانشگاه علامهطباطبائی، تهران، ایران زهره دهدشتی شاهرخ استاد، مدیریت بازرگانی، دانشکدۀ مدیریت و حسابداری دانشگاه علامه‌طباطبائی، تهران، ایران وحید ناصحی فر دانشیار ، مدیریت بازرگانی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران محمد رضا کریمی علویجه دانشیار ، مدیریت بازرگانی، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران Journal Article 2023 07 12 With the advent of the Internet and technological advancements, the interaction between organizations and customers has been facilitated through advanced infrastructures. This relationship entails both value creation and value destruction, which are interconnected components. However, there are two key issues that have not been comprehensively addressed in the existing research. Firstly, there is a lack of an integrated and comprehensive perspective on the co-destruction and synergy of value. Secondly, the definition of co-destruction of customer value, which currently refers to the inefficiency of co-creation, requires redefinition. This study addressed these issues by employing a meta-combination method based on the Hoon Model to analyze 157 articles. The findings revealed that co-destruction of customer value preceded co-creation of customer value. Consequently, in order for organizations to foster co-creation of customer value, it was crucial to first identify the inhibiting factors that led to co-destruction and subsequently implement appropriate strategies to mitigate these factors. This approach aimed to enhance the perceived value by customers, ultimately enabling co-creation of customer value. Through this research, it became possible to redefine both the creation and destruction of customer value and implement measures that effectively minimized the waste of financial, time, and credit resources. Introduction In today's competitive world, value creation in networks and provision of services in sharing economy platforms have become increasingly complex and sensitive. The advent of information technology has brought about significant transformations in various industries. Therefore, it is crucial to adopt a comprehensive approach to understanding sharing economy services and recognizing the key elements that influence the process of co-creation and co-destruction of value in social networks. Such understanding can greatly enhance organizational productivity in delivering these services. Co-creation of value in the Internet-based services and social networks presents numerous challenges further compounded by the complexity of intelligent services. Market players must adopt a comprehensive perspective on this matter to achieve optimal outcomes for marketers. In the context of Iran's sharing economy platforms, value co-creation is often overlooked and car rental companies are no exception to this trend. The key question is how to establish a constructive interaction with customers that results in value co-creation. This inquiry highlights the significance of the issue at hand. Failure to effectively address customer desires and demands may lead to co-destruction of value in the digital space and social networks, undermining the organization's brand and diminishing its legitimacy and acceptability among customers (Engen et al., 2020). Methodology Meta-composite research utilizes various methods, including the approaches developed by Walsh and Dunn in 2005, Sandolski and Barroso in 2003 (with an updated version in 2007), and the model introduced by Hohn in 2013, which builds upon Walsh and Dunn's model. For this study, the Hohn Model was selected due to its utilization of contemporary methods and comprehensive incorporation of previous models. This choice enhanced the research validity and reliability through a systematic and logically sound approach (Laud et al., 2019). The research process involved several stages: Development of research questions Review of articles in scientific databases Specification of inclusion criteria Coding of data and extraction of information Analysis and review at the case level Review and synthesis at intermediate study levels Presentation of meta-composite findings Findings This study employed the updated Hohn Model to systematically analyze the studies and research conducted between 2000 and 2023 to investigate the integrated effects of both customer value destruction and creation on customers. Through a rigorous screening process, the relevant research was synthesized to develop the following theoretical framework. The research outcomes were encapsulated in the following model, which encompassed two levels: customers and organizations. The model included the variables of factors contributing to "customer value co-destruction", "customer value co-destruction", "strategies to mitigate customer value co-destruction", "customer-perceived value", and ultimately, "customer value co-creation". "Customer-perceived value" was the only variable specific to the customer level. It is important to note that all variables appeared at both levels, but their impacts were most pronounced within the mentioned levels. Conclusion This study aimed to provide a comprehensive examination of both value creation and customer value destruction, a topic that had not been explored in previous research. The main contribution of this study was the development of an integrated conceptual model that encompassed both the creation and destruction of value. Unlike previous research, which primarily focused on the factors contributing to customer value co-destruction, this study recognized co-creation as a vital factor in the process. It emphasized that organizations, by addressing the factors that led to co-destruction of value and implementing appropriate strategies, could foster co-creation of value. The traditional definition of value destruction would undergo a transformation based on the findings of this research. According to the new definition, co-destruction of value was characterized as the inability to generate shared value with customers in terms of investment, credit, and organizational performance. From an organizational standpoint, co-destruction reduced competitiveness, led to resource wastage, and ultimately resulted in negative outcomes for the organization. In light of these insights, it became possible to effectively address customer value destruction. By identifying and mitigating various factors that contribute to co-destruction, organizations can pave the way for value co-creation. Consequently, value co-creation is redefined as the outcome of organizations successfully identifying and eliminating factors that contribute to co-destruction, thus enabling the creation of shared value. . اینترنت و پیشرفت تکنولوژی موجب ایجاد زیرساخت‌های بسیار‌ پیشرفته برای تعامل میان سازمان‌ها و مشتریان شده است که در این میان، هم‌آفرینی ارزش و هم‌تخریبی ارزش دو جزء تفکیک‌ناپذیر از ارتباط مشتری با سازمان و فرآیند تعاملی بین این دو است. در پژوهش حاضر دو موضوع کلی بررسی شده است: اول، دیدگاه یکپارچه و جامع دربارۀ هم‌تخریبی و هم‌افزایی ارزش وجود ندارد و دوم، تعریف هم‌تخریبی ارزش مشتری که ناکارایی هم‌آفرینی تعریف می‌شود باید تغییر یابد تا باز‌تعریف این اصطلاح صورت پذیرد. در این پژوهش با بررسی 157 مقاله به روش فراترکیب بر‌اساس مدل Hoon این نتایج حاصل شد که هم‌تخریبی ارزش مشتری مقدم بر هم‌آفرینی ارزش مشتری است و سازمان‌ها برای ایجاد هم‌آفرینی ارزش مشتری ابتدا نیاز است که عوامل بازدارندۀ آن، یعنی عوامل ایجاد‌کنندۀ هم‌تخریبی ارزش مشتری را شناسایی و سپس با استفاده از استراتژی‌های مناسب مهار این عوامل در راستای بهبود ارزش ادراک‌شده ازسوی مشتری گام بردارند تا در‌نهایت، هم‌آفرینی ارزش مشتری ایجاد شود. در همین راستا، می‌توان هم‌آفرینی و هم‌تخریبی ارزش مشتری را باز‌تعریف کرد و سپس اقدام‌های مقتضی را در راستای کاهش هدر‌رفت منابع مالی، زمانی و اعتباری در دستور کار قرار داد.

https://nmrj.ui.ac.ir/article_28159_34abe7d4c51ae56848f80dfc02ce40d2.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Effects of Temperament Traits and Customer Involvement on Post-Purchase Cognitive Dissonance تأثیر ویژگی‌های مزاجی شخصیت مشتریان و درگیری ذهنی محصولات بر ناسازگاری شناختی پس از خرید 27 50 28280 10.22108/nmrj.2024.138930.2955 FA حسین محجوب دانشجوی دورۀ دکتری، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران سید حمید خداداد حسینی استاد، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران اسدالله کردناییج استاد، دانشکدۀ مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران مریم اسماعیلی نسب دانشیار، دانشکدۀ علوم انسانی، دانشگاه تربیت مدرس، تهران، ایران Journal Article 2023 08 29 Personality traits play a crucial role in shaping customer purchasing behavior. Cloninger's theory (1993) of temperament and character is a prominent framework in the field of psychology; yet, its application in marketing research has remained limited. Another significant construct in community psychology and marketing studies is cognitive dissonance, which examines post-purchase behavior. This study aimed to explore the impact of Cloninger's temperament dimensions on post-purchase cognitive dissonance, as well as the influence of customer involvement. The sample comprised 234 retail customers and the data were collected through questionnaires and analyzed using AMOS 23. The findings revealed that the temperament dimensions of harm avoidance and persistence positively affected post-purchase cognitive dissonance, while reward dependence had a significant negative effect. No significant relationship was observed between novelty seeking and cognitive dissonance. Additionally, customer involvement was found to have a positive effect on post-purchase cognitive dissonance. Introduction Cognitive dissonance as defined by Leon Festinger (1957) refers to the discomfort that arises from conflicts between beliefs, attitudes, or behavior. It encompasses both cognitive and emotional aspects (Sweeney et al., 2000). Previous studies have demonstrated that cognitive dissonance precedes satisfaction (Solomon et al., 2006; Chen, 2011; Sharifi & Esfidani, 2014; Lin et al., 2018). High levels of cognitive dissonance can lead to dissatisfaction (Wilkins et al., 2016, 2018). Moreover, personality traits have been found to influence customer purchase decisions. Cloninger's temperament model (Cloninger et al., 1993) is a recent personality model that has been extensively employed in various psychological studies (Moreira et al., 2022; Balestri et al., 2019). The model consists of 4 temperament dimensions: persistence, novelty seeking, harm avoidance, and reward dependence. The objective of this study was to investigate the impact of Cloninger's temperament dimensions (Cloninger et al., 1993) on post-purchase cognitive dissonance (Sweeney et al., 2000). Additionally, the authors considered customer involvement as an independent variable, which had been previously linked to cognitive dissonance in several studies (Kim, 2011; Gbadamosi, 2009). Based on the above, the following hypotheses were proposed: H1: The temperament dimensions of Cloninger's model have an effect on customer’s post-purchase cognitive dissonance. H1-1: Novelty seeking affects customer’s post-purchase cognitive dissonance. H1-2: Harm avoidance affects customer’s post-purchase cognitive dissonance. H1-3: Reward dependence affects customer’s post-purchase cognitive dissonance. H1-4: Persistence affects customer’s post-purchase cognitive dissonance. H2: Customer involvement influences customer’s post-purchase cognitive dissonance. Methodology The study population for this correlational-applied study consisted of all retail customers in Tehran, Iran. The sample size was determined to be 220 following the sample size criterion of Bentler and Chou (1987) (5 to 10 samples per estimated parameter). A total of 270 questionnaires were distributed to participants, out of which 234 questionnaires were completed, resulting in a response rate of 85%. Table 2 displays the demographic characteristics of the participants. Data collection was conducted using a 45-item questionnaire. The items were rated on a 5-point Likert scale. Cognitive dissonance was assessed using a scale proposed by Wilkins et al. (2016) and adapted from the scale employed by Sweeney et al. (2000) (6 items). The temperamental dimensions of Cloninger's model were measured using TCI-56 as outlined by Adan et al. (2009) (each dimension consisting of 8 items). Additionally, customer involvement was assessed using the scale proposed by Zaichkowsky (1994) (7 items). Participants were instructed to complete the questionnaire while envisioning a product they had purchased in the previous year and were dissatisfied with its features. Findings The conceptual research model was tested in AMOS-23 using the Partial Least Squares (PLS) method. The results are presented in Table 5 and Figure 2. In the Structural Equation Modeling (SEM)-based analysis, several indices were commonly used to assess the goodness of fit of models. In this study, the goodness of fit was evaluated using the following indices: χ2/df = 2.466, RMSEA = 0.077, PMR = 0.032, GFI = 0.918, NFI = 0.937, CFI = 0.911, IFI = 0.912. These indices indicated that the data fit the research model well (Bagozzi and Yi, 1988; Browne and Cudeck, 1992). Conclusions Cloninger's temperament model (Cloninger et al., 1993) is a recent personality model that has been widely employed in numerous psychological studies (Moreira et al., 2022; Marikyan et al., 2020; Zwir et al., 2020), but its application in marketing studies has remained limited (Huang et al., 2017; Liao et al., 2017). The results of this study confirmed the relationship between the customers' temperament traits and their post-purchase cognitive dissonance. Furthermore, the findings indicated that increased cognitive dissonance led to customer dissatisfaction. Consequently, it is recommended that managers of different companies identify the personality traits of their customers, particularly those with a higher predisposition for cognitive dissonance. They should focus on cultivating relationship marketing and implementing customer-friendly return policies to mitigate cognitive dissonance and enhance customer satisfaction. Additionally, the results established a positive relationship between customer involvement and cognitive dissonance. In other words, when customers attach greater importance to a purchased item, they are more susceptible to cognitive dissonance upon being satisfied with their purchase. Therefore, appropriate strategies, such as training sales staff (Sweeney et al., 2000) can be implemented to reduce customers' cognitive dissonance when purchasing high-involvement goods. Providing accurate and realistic information to customers also helps manage their expectations and subsequently reduces post-purchase cognitive dissonance. هدف از مطالعۀ حاضر بررسی تأثیر ویژگی‌های مزاجی مدل شخصیت مشتریان از‌دیدگاه کلونینجر و درگیری ذهنی محصولات بر ناسازگاری شناختی پس از خرید مشتریان است. پژوهش حاضر از نوع تحقیقات کاربردی و با‌توجه به نوع و ماهیت مسئله، هدف‌ها و فرضیه‌های پژوهش از نوع پژوهش توصیفی از شاخۀ همبستگی است. در این مطالعه ابتدا پرسشنامه از‌دیدگاه خبرگان امر از‌نظر روایی محتوا تأیید و سپس روایی سازه با استفاده از روایی مدل بیرونی نیز انجام شد. مقدار AVE تمامی متغیرها نیز بیش از 5/0 بوده است که در‌نهایت، روایی همگرا تأیید شد. برای سنجش پایایی نیز ضریب آلفای کرونباخ، امگا و پایایی مرکب محاسبه شد. ضریب آلفای کرونباخ پرسشنامه، امگا و مقدار CR تمامی متغیرها نیز بیش از 7/0 بود؛ بنابراین پایایی پرسشنامه مطلوب ارزیابی شد. جامعۀ آماری این پژوهش کلیۀ مشتریان صنعت خرده‌فروشی به تعداد نامحدود است که بر‌اساس تعداد متغیرهای مشاهده‌پذیر پرسشنامه به روش احتمالی در‌دسترس در اختیار 234 نفر از مشتریان صنعت خرده‌فروشی در شهر تهران قرار گرفت. داده‌های پژوهش با استفاده از نرم‌افزار آموس 23 تحلیل شد. نتایج مؤید رابطۀ مثبت و معنادار ابعاد مزاجی آسیب پرهیزی، پشتکار و رابطۀ منفی و معنادار پاداش-وابستگی بر ناساسزگاری شناختی پس از خرید مشتریان است. در این مطالعه رابطۀ نوجویی و ناسازگاری شناختی تأیید نشد. همچنین، نتایج پژوهش مؤید وجود رابطۀ مثبت و معنادار میان درگیری ذهنی با ناسازگاری شناختی پس از خرید است.

https://nmrj.ui.ac.ir/article_28280_41cd8eda46afe669308d39a278eda39b.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Design and Explanation Born Global Strategic Marketing Framework: Dimensions and Strategies, Mix and Consequences طراحی و تبیین چارچوب بازاریابی استراتژیک در شرکت‌های جهانیزاد: ابعاد و راهبردها، آمیخته و پیامدها 51 68 27973 10.22108/nmrj.2023.136894.2867 FA محمد طالاری استادیار گروه مدیریت بازرگانی دانشگاه حضرت معصومه (س)، قم ، ایران مهسا خدایاری سهل آباد کارشناس ارشد مدیریت بازرگانی دانشگاه حضرت معصومه (س)، قم، ایران Journal Article 2023 02 26 In recent years, a new form of companies has been formed under the name of born global companies with a significant impact on the economic development of the countries of origin. Considering the specific characteristics and requirements of such companies in entering and marketing in destination countries, the need to provide a unique framework for strategic marketing of born global companies is felt more and more. Therefore, in order to provide a comprehensive overview, the present study conducted a systematic review of the literature after a systematic search in reliable scientific databases, sifting and selecting 48 articles. By using the meta-synthesis method, the codes extracted from the articles were classified into 4 main categories, 9 sub-categories, and 22 indicators, which formed the main elements of the marketing framework of born global companies. The findings show that the marketing framework of born global companies consists of four main categories, dimensions (customer-oriented and capability-oriented), strategies (network-oriented, organization-oriented, and market-oriented), born global marketing mix (3P3C), and consequences (strategic, tactical). Considering the increasing competition in the world, using this model will help entrepreneurs create born global companies. In addition, managers of organizations and businesses can pay more attention to born global marketing in order to increase competitiveness, market share, and presence in global markets and ultimately improve their performance. Introduction In recent years, the formation of born global companies as important and distinct organizations around the world has grown significantly. Born global companies are small or medium-sized, young and entrepreneurial companies with limited resources that choose to be international in the very early stages of their business development despite the limitations of being young, small, and limited in resources. In fact, the main characteristic of born global companies is their ability to overcome initial obstacles and enter global markets without having a prominent presence in domestic markets. Today, due to the rapid growth of these companies and the dynamics of international markets, there is an urgent need to know the factors that influence their marketing management. As it is known, in the existing studies, researchers have separately examined a part of the born global marketing process. This is while a comprehensive marketing framework has not been provided in this field. Therefore, the main goal of the current research is to provide a comprehensive framework for born global marketing. Methodology In order to obtain research objectives, a qualitative approach was used. In this study, seven steps were considered for the meta-synthesis method (i.e. specifying the research goal (determining the study question), systematic review of research literature, search for keywords and selection of relevant articles, extraction of information from articles, analysis and integration of findings from qualitative studies, quality control, and presentation of the conceptual model or results). Several different databases (Science Direct, Emerald, Scopus, Google Scholar, and Springer) and search engines were examined. The articles studied in this study were from 2000 to 2021. After a systematic search, 508 articles were found, and after several levels of screening, 48 articles remained for analysis. Then, based on the analysis conducted using the thematic analysis method, primary codes were extracted, and based on that, the main categories, sub-categories, and dimensions were determined. Findings Based on the results, the codes extracted from the articles were classified into 4 main categories, 9 sub-categories, and 22 indicators, which formed the main elements of the marketing framework of born global companies. The findings show that the marketing framework of born global companies consists of four main categories, dimensions (customer-oriented and capability-oriented), strategies (network-oriented, organization-oriented, and market-oriented), born global marketing mix (3P3C), and consequences (strategic, tactical). The findings of the present research provided a comprehensive framework for strategic marketing in born global companies, which have the four main pillars of dimensions, strategy, mix, and consequences of global marketing. Conclusions The basis of born global companies for market creation is based on two general customer-oriented and capability-oriented approaches. The strategies of born global companies to create a competitive advantage in global markets include network-oriented, organization-oriented, and market-oriented strategies. The marketing mix in born global companies is 3P3C. 3P means product, price, and place. Global standard products, global pricing, and global place distribution show the need to adapt to the global market. 3C's are used to develop and promote marketing, which includes company trademarks, communications, and collecting information. Knowing the dimensions, strategy, and mix of global marketing and their appropriate selection for born global companies has strategic and tactical consequences. Strategic consequences include competitive, communication, and value creation consequences that have a macro-level impact on born global performance, and tactical consequences in the three areas of product, market, and customer. . در سال‌های اخیر شکل جدیدی از شرکت‌ها با عنوان شرکت‌های جهانی‌زاد شکل گرفته که تأثیر چشمگیری در توسعۀ اقتصادی کشورهای مبدأ داشته است. با‌توجه به ویژگی‌ها و مقتضیات خاص این شرکت‌ها در ورود و بازاریابی در کشورهای مقصد نیاز به ارائۀ چارچوبی ویژه برای بازاریابی استراتژیک شرکت‌های جهانی‌زاد بیش‌ از پیش احساس می‌شود؛ از این رو در پژوهش حاضر برای ارائۀ چارچوبی جامع با انجام دادن مرور سیستماتیک پیشینۀ پژوهش پس از جست‌وجو نظام‌مند در پایگاه‌های اطلاعاتی معتبر علمی، غربال و انتخاب مقاله‌های مناسب ۴۸ مقاله بررسی شد. در این پژوهش کدهای استخراج‌شده از مقاله‌ها با استفاده از روش فراترکیب در ۴ مقولۀ اصلی، ۹ مقولۀ فرعی و ۲۲ شاخص طبقه‌بندی شد که عناصر اصلی چارچوب بازاریابی شرکت‌های جهانی‌زاد را تشکیل داد. سرانجام، یافته‌ها نشان داد که چارچوب بازاریابی شرکت‌های جهانی‌زاد از چهار مقولۀ اصلی، ابعاد (مشتری‌محوری و قابلیت محوری)، راهبردها (شبکه‌محور، سازمان‌محور و بازارمحور)، آمیختۀ بازاریابی جهانی‌زاد (3P3C) و پیامدها (راهبردی، تاکتیکی) تشکیل ‌شده است. با‌توجه به رقابت فزآینده در گسترۀ جهانی، استفاده از چارچوب بازاریابی استراتژیک به کارآفرینان برای ایجاد و بازاریابی شرکت‌های جهانی‌زاد کمک شایانی خواهد کرد. همچنین، مدیران سازمان‌ها و کسب‌وکارها برای افزایش رقابت‌پذیری و سهم بازار، حضور در بازارهای جهانی و بهبود عملکردشان می‌توانند توجه بیشتری به بازاریابی جهان‌زاد داشته باشند.

https://nmrj.ui.ac.ir/article_27973_5b658fe698cb4660f37a2512e0f6191d.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Presenting a Model of Nostalgic Branding Drivers ارائۀ الگویی از پیشرانهای برندسازی نوستالوژیک 69 96 28160 10.22108/nmrj.2024.139524.2981 FA حامد عرب احمدی پژوهشگر دورۀ پسا دکتری مدیریت بازرگانی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران یونس وکیل الرعایا دانشیار گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران Journal Article 2023 10 22 Today's markets are no longer just arenas for product competition; they have become battlegrounds for commercial brands. Brands can forge strong emotional connections with customers by tapping into their emotions. Nostalgic brands, in particular, have the ability to evoke positive emotions in consumers by triggering fond memories, thereby offering organizations a sustainable competitive edge. This study sought to construct a model that outlines the factors influencing nostalgic branding. To achieve this, 112 articles published between 2000 and 2023 were reviewed, with 29 ultimately selected, leading to identification of 23 variables. To ensure quality, these variables underwent screening using the fuzzy Delphi method and were evaluated by 20 experts. Subsequently, 13 variables were deemed most crucial and were integrated into a conceptual model comprising 3 categories: individual, psychological, and product characteristics. Fuzzy DEMATEL techniques were then employed to gauge the influence and effectiveness of these variables. Furthermore, fuzzy network analysis was utilized to ascertain the weight and significance of the factors and variables. The findings from fuzzy DEMATEL revealed that "psychological characteristics" held the highest influence with a value of 0.951, while "individual characteristics" were the most affected with a value of -0.094. Additionally, according to the fuzzy network analysis, "personal characteristics" were deemed the most significant with a value of 0.439 and "brand preference" emerged as the most significant variable with a value of 0.159. Introduction In today's dynamic market landscape, organizations must swiftly discern consumer expectations and preferences to stay ahead of their competitors and ensure their survival. It is widely acknowledged that the emotional and sentimental aspects of products play a pivotal role in consumers' final product choices and the prices they are willing to pay. Consequently, organizations should prioritize principled branding, emphasizing the development of brands that not only meet emotional needs, but also foster deep emotional connections with consumers, thereby establishing a robust bond with them. In this context, nostalgic brands have the potential to address consumers' emotional and sentimental needs by evoking past memories, leading to heightened brand affection and reduced risk aversion during the product purchase process. The significance of nostalgic brands lies in their ability to infuse branding with a sense of nostalgia, eliciting emotional responses from the audience and engaging them on a psychological level. In today's fiercely competitive market environment, one of the foremost concerns for businesses is to ensure their survival and mitigate market share loss resulting from an oversupply relative to demand, a pressing issue in the current landscape. This research aimed to aid businesses in tackling this challenge by presenting a model outlining the variables that influence nostalgic branding. Therefore, the objectives of this study were as follows: - Presenting a model delineating the variables that influence nostalgic branding - Ascertaining the intensity of impact and susceptibility of variables affecting nostalgic branding - Identifying the significance and priority of variables influencing nostalgic branding Methods The present research was practical in nature and fell within the research paradigm of mixed methods, encompassing both qualitative and quantitative approaches. In the qualitative phase, the Meta-Synthesis technique was employed to identify variables and construct a model. Subsequently, in the quantitative phase, the Fuzzy Decision-Making Trial and Evaluation (Fuzzy DEMATEL) technique was utilized to determine the impact intensity and influenceability of the variables, while the Fuzzy Analytical Network Process (Fuzzy ANP) technique was employed to establish the weight and priority of the variables. The Meta-Synthesis technique, a suitable qualitative method for reviewing prior research, was chosen to explore the variables influencing the subject of this study. This technique aligned with the study's objectives by allowing for the integration of findings from previous studies to identify variables for the development of a model in the realm of nostalgic branding. In the Fuzzy DEMATEL technique, qualitative issues were translated into quantitative criteria for decision-making, enabling the calculation of quantitative relationships between multiple variables in a given problem. This technique assesses the intensity of the direct and indirect effects of variables on each other and categorizes the existing variables into cause and effect groups. The Fuzzy ANP technique depicted as a network rather than a hierarchy illustrates the interaction and interdependence between variables in a problem, unveiling the overall impact of variables within the specified network. This technique compares variables pairwise to calculate their weights and subsequently ranks them based on these weights. Findings In this study, the following steps were undertaken to identify variables and construct a model using the Meta-Synthesis technique: Formulation of research questions Systematic examination of principles Review and selection of relevant articles Extraction of variables Analysis and synthesis of variables Quality control Presentation of variables Through these steps, 23 variables were extracted from the articles and subsequently categorized into 3 groups based on their similarities: psychological characteristics, individual features, and product features. Following quality control using the Fuzzy Delphi technique, 13 variables that influenced nostalgic branding were ultimately selected to form the model. To assess the impact intensity and influenceability of factors and variables, they were initially encoded, leading to the formation of the Fuzzy Decision Intensity Matrix. Subsequently, the Fuzzy Relative Intensity Matrix of direct and indirect relationships was derived. Ultimately, it was determined that among the factors, "psychological characteristics" held the highest influence with a value of 0.951 and the highest priority in penetration, while "individual features" was the most influenced factor with a value of 0.094. In a descending order, "psychological characteristics", "product features", and "individual features" were found to be the most penetrating factors. To determine the weight and importance of factors and variables, the Fuzzy Relative Intensity Matrix of direct and indirect relationships was normalized to create a weighted Fuzzy Supermatrix. Following normalization, the limit matrix was established, from which the weights and importance of factors and variables were derived. Consequently, "individual features" emerged with the highest weight at a value of 0.439 making it the most influential factor, while "brand preference" was identified as the most effective variable in nostalgic branding with a value of 0.1591. Conclusion Leveraging nostalgia in branding has the potential to evoke emotions in the audience, engaging them on a psychological level and fostering a sense of intimacy with the brand. This, in turn, contributes to a more enduring perception of the brand in individuals' minds. Brands incorporating nostalgic elements serve as potent communication tools for marketers, playing a significant role in customer interaction. Therefore, the primary aim of this research was to develop a model outlining the factors influencing nostalgic branding. To achieve this objective, the Meta-Synthesis technique was employed followed by the utilization of the Fuzzy DEMATEL technique to assess the impact intensity and influenceability of the variables and the Fuzzy ANP technique to determine the weights and importance of the variables. After completing various stages and screening the variables through the implementation of the Meta-Synthesis technique, 13 variables were presented in 3 categories: Individual features, psychological characteristics, and product features, forming a comprehensive conceptual model. In the application of the Fuzzy DEMATEL technique to evaluate the impact intensity and influenceability, the variables were categorized into 3 groups: individual features, psychological characteristics, and product features. Following a series of stages, it was established that among the factors, "psychological characteristics" held the highest effectiveness value of 0.951, signifying its paramount influence and guiding role within the system. Consequently, it played the most significant role among the influential factors. Conversely, "individual features" exhibited an influenceability value of 0.094, positioning it as the most influenced factor. In employing the Fuzzy ANP technique to determine the weights and importance of factors and variables, "individual features" emerged with the highest weight at 0.439, establishing it as the most crucial factor, while "brand preference" held a weight of 0.159, signifying its significance as the most crucial variable. Acknowledgment We would like to express our sincere appreciation to Toosan Moharekeh Shargh Manufacturing and Industrial Company and Islamic Azad University, Semnan branch, for their invaluable material and spiritual support in conducting this research as part of a post-doctoral dissertation in the field of business management. بازارهای امروز عرصۀ رقابت محصولات نیست، بلکه صحنۀ رویارویی برندهای تجاری است. برندها می‌توانند یک پیوند عاطفی سالم را با مشتریان ایجاد کنند؛ به‌طوری که محرک احساس‌‌های آنها باشند. در این راستا، برندهای نوستالوژیک با‌توجه به تحریک حس لذت‌بخش گذشته احساس‌های بیشتری را در مصرف‌کنندگان برمی‌انگیزند و می‌توانند برای سازمان‌ها مزیت رقابتی پایدار را ایجاد کنند؛ بنابراین هدف از پژوهش حاضر ارائۀ الگویی از متغیرهای مؤثر بر برندسازی نوستالوژیک است که برای رسیدن به این هدف طی جست‌وجوهای انجام‌شده بین سال‌های 2000 تا 2023 تعداد 112 مقاله یافت شد و 29 مقاله برای تجزیه‌و‌تحلیل انتخاب و طی چندین بار باز‌بینی، سرانجام 23 متغیر شناسایی شد. در پژوهش حاضر برای کنترل کیفیت متغیرها با استفاده از تکنیک دلفی فازی و نظرهای 20 خبره غربالگری و 13 متغیر به‌عنوان مهم‌ترین متغیرها انتخاب و در 3 دسته عوامل (ویژگی‌های فردی، ویژگی‌های روانی و ویژگی‌های محصول) به‌صورت مدل مفهومی ارائه شد. سپس از تکنیک‌های دیمتل فازی برای تعیین شدت اثرگذاری و اثرپذیری و نیز از تحلیل شبکۀ فازی برای تعیین وزن و اهمیت عوامل و متغیرها استفاده شد. نتایج حاصل از دیمتل فازی نشان داد که متغیر «ویژگی‌های روانی» با مقدار 951/0 تأثیرگذارترین و «ویژگی‌های فردی» با مقدار 094/0- تأثیرپذیرترین عوامل است و بر‌اساس یافته‌های تحلیل شبکۀ فازی متغیر «ویژگی‌های فردی» با مقدار 439/0 بیشترین وزن و مهم‌ترین عامل و «ترجیح برند» با مقدار 159/0 مهم‌ترین متغیر است.

https://nmrj.ui.ac.ir/article_28160_db2aecaa620b6127ac9d38ae7e37d29c.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Enhancing the Effect of Location of Carbon Footprint Labels on Environmentally Friendly Product Packages on Consumers' Visual Attention تأثیر مکان برچسب بر توجه دیداری مصرف‌کنندگان در بسته‌بندی محصولات سازگار با محیط زیست 97 114 28279 10.22108/nmrj.2024.139901.2996 FA روزا هندیجانی دانشیار، گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران فاطمه مصلح کارشناس ارشد مدیریت بازرگانی گرایش بازاریابی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران مسعود کیماسی استادیار، گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه تهران، تهران، ایران Journal Article 2023 11 24 This study explored the impact of label location on consumers' visual attention to environmentally friendly products. Specifically, it investigated the effect of the distance of the carbon footprint label from the center of the packaging on consumers' visual attention. The research employed an experimental laboratory approach, utilizing eye-tracking technology to gather data on participants' visual attention. The study included 120 students and graduates from universities in Tehran Province. The findings revealed that the location of the carbon footprint label significantly influenced consumers' visual attention. Regression analysis demonstrated a direct relationship between the distance of the label from the package center and the time to first stabilization, while an inverse relationship was observed with the total duration of stabilization, fixation number, visit duration, and number of visits. These results highlighted the importance of strategically placing labels, such as carbon footprint labels, to enhance their effectiveness in capturing consumers' visual attention and influencing purchasing decisions. The findings have implications for product and packaging designers, as well as organizations focused on environmental and consumer health. Introduction Production and consumption of goods by humans have grown in an unprecedented way during the last two centuries and this issue has led to the excessive use of natural resources of the Earth and finally destruction of the environment. To combat negative environmental changes, we need the actions of governments and commercial organizations and change of consumer behavior. One of the changes that can lead to the reduction of environmental damage and its consequences is reducing or changing consumers’ consumption from conventional products to environmentally friendly products. Considering the negative environmental changes, encouraging consumers to use this category of products seems necessary. One of the proposed methods to encourage consumers to use environmentally friendly products is using environmentally friendly labels on packaging of these products. Various environmentally friendly labels have been designed for different purposes. One of these labels is the carbon footprint label. Consumers' attention to different packaging components occurs selectively during purchase. For this reason, in the limited time they spend checking the products on the store shelf, they may only pay attention to some of the information provided on the product and ignore the rest of the information. Therefore, the way labels are designed to attract consumers’ attention is an important issue. One of the factors influencing consumers’ level of attention is the distance of the label from the center of the package. This study investigated the effect of the location of the carbon footprint label on the visual attention of consumers toward this label. Methodology This research was done using the experimental laboratory research method and eye-tracking tool. The samples were randomly obtained from the statistical population during this research and then randomly assigned to one of the four experimental groups. Experimental research was conducted in the two "intra-individual" and "inter-individual" Modes. In the interpersonal mode, which was also used in this research, each participant was examined in only one experimental mode and at the end, the behaviors of the participants of each experimental group were compared with thos of the other groups. This study collected the data related to visual attention with a 60-Hz fixed eye-tracker (Tobii X2-60 Eye Tracker). All projects and human research are required to obtain ethics approval from the research ethics committee to comply with the necessary fundamental ethical principles and consider the human rights of people participating in the research. Before starting the work, the researchers of this research completed the forms related to obtaining the ethics permit and submitted the necessary documents to this committee. Finally, the research ethics committee of the business research laboratory of the Faculty of Management, University of Tehran, issued the ethics permit for this research on September 26, 2022 after conducting the necessary investigations. To check the research hypotheses, 120 students and graduates of the universities of Tehran Province participated in the present research. This research was conducted in the business research laboratory of Tehran University's Faculty of Management. Before the start of the experiment, the informed consent form for participation in the research was provided to the participants. After reading the form, the participants desiring to participate in the research completed and signed the form and handed over the completed forms to the researcher. At this stage, each participant was randomly assigned to one of the four experimental groups. After that, they were directed to the eye-tracking room. At the beginning of the experiment, they were given explanations about how to experiment and the eye-tracking device was calibrated based on the eyes of each participant. Then, the images related to their experimental group, which included images of 10 different products, were shown and the people were asked to look at the screen. The display time of each image was 5 seconds. During this time, the participants' eye movements were recorded by a fixed eye-tracking device. After the end of this stage, questions were asked about demographic characteristics and shopping behaviors. 50000 tomans were presented to the participants for participating in the research. Findings In the hypothesis of the present research, it was predicted that the location of the eco-friendly label (carbon footprint) would affect the consumers' visual attention. According to the concepts mentioned earlier, the eye tracker tool was used to measure their visual attention to the carbon footprint label. According to the results of simple linear regression, the current research model showed that the distance of the carbon footprint label from the center of the package had a direct relationship with time to the first stabilization (β=1.909, p<0.001), an inverse relationship with the total duration of stabilization (β=-1.005, p<0.001), an inverse relationship with fixation number (β=-2.921, p<0.001), an inverse relationship with visit duration (β=-1.025, p<0.001) and an inverse relationship with number of visits (β=-1.856, p<0.001). Therefore, the hypotheses of the present research were confirmed. Conclusion The results of the present study indicated that the greater the distance of the carbon footprint label from the center of the packaging was, the less visual attention it would attract. Labels are used to convey information to customers at the point of purchase and thereby influence their purchase. For this reason, examining their ability to attract consumers’ visual attention is known as an important criterion for obtaining information from them. The results of this research showed the importance of correct placement of labels, such as carbon footprint labels, to increase their effectiveness in attracting customers' visual attention and purchasing decisions. The results can be useful for product and packaging designers and organizations related to consumer health. در پژوهش حاضر تأثیر مکان برچسب رد پای کربن بر توجه دیداری مصرف‌کنندگان در بسته‌بندی محصولات سازگار با محیط زیست بررسی شده است. روش تحقیق این پژوهش، تجربی و از نوع آزمایش آزمایشگاهی است. متغیر مستقل این پژوهش که با استفاده از داده‌های آزمایشگاهی بررسی شده است، مکان برچسب رد پای کربن بر‌روی بسته‌بندی محصولات سازگار با محیط زیست است که در دو حالت وسط بسته‌بندی و گوشۀ سمت راست پایین بسته‌بندی بررسی شد. متغیر وابستۀ پژوهش نیز میزان توجه دیداری مصرف‌کنندگان به این دسته از برچسب‌هاست که با پنج سنجۀ اصلی توجه دیداری اندازه‌گیری شد. جامعۀ آماری پژوهش دانشجویان و دانش‌آموختگان دانشگاه‌های استان تهران است که 120 نفر از آنان به‌عنوان نمونۀ آماری در پژوهش شرکت کردند. برای محاسبۀ حجم نمونۀ پژوهش از دو روش بررسی مطالعات پیشین در‌حوزۀ پژوهش‌های آزمایشی و روش رگرسیون خطی چند‌متغیره استفاده شد. داده‌های پژوهش با دستگاه ردیاب چشم ثابت 60 هرتز جمع‌آوری و فرضیه‌های پژوهش حاضر با نرم‌افزار SPSS26 و با استفاده از تحلیل رگرسیون خطی ساده تجزیه‌و‌تحلیل شد. بررسی نتایج این پژوهش نشان می‌دهد که برچسب رد پای کربنی که در وسط بسته‌بندی قرار داشته باشد در‌مقایسه با برچسبی که در گوشۀ سمت راست پایین بسته‌بندی جاگذاری شود، توجه دیداری بیشتری را به خود جلب می‌کند. بر این اساس، به تولیدکنندگان محصولات غذایی و طراحان بسته‌بندی پیشنهاد می‌شود که با قرار‌دادن برچسب‌های سازگار با محیط زیست در وسط بسته‌بندی، بیشترین توجه دیداری مصرف‌کنندگان را به این دسته از برچسب‌ها جلب کنند.

https://nmrj.ui.ac.ir/article_28279_917de4a6613a6cdf60fbfa2c7acf28fa.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Effects of Digital Orientation on Marketing Performance with the Mediating Role of Digital Marketing Capabilities in Small and Medium Businesses تأثیر جهت‎گیری دیجیتال بر عملکرد بازاریابی با نقش واسطه‎ای قابلیت‌های بازاریابی دیجیتال در کسب‌وکارهای کوچک و متوسط (مورد مطالعه: کسب‌وکارهای مجازی شهر ارومیه) 115 136 28342 10.22108/nmrj.2024.138386.2933 FA ساحل فرهنگ دانشجوی کارشناسی ارشد گروه مدیریت، دانشگاه ارومیه، ارومیه، ایران مرتضی پیری استادیار گروه مدیریت دانشکدۀ اقتصاد و مدیریت دانشگاه ارومیه، ارومیه، ایران Journal Article 2023 07 12 Businesses operating in the digital marketing domain have recognized the importance of marketing capabilities in shaping consumer perceptions and enhancing their services. As the digital age continues to evolve, it has significantly influenced business performance. This study examined the relationship between digital orientation and marketing performance in small and medium-sized virtual businesses, considering the mediating role of digital marketing capabilities. The research adopted a practical and descriptive-survey approach, falling under the category of correlational research. Data collection was conducted in the field, focusing on virtual businesses in Urmia City with a total population of 1002 businesses. A sample size of 281 small and medium-sized virtual businesses was selected using a simple random sampling technique, following the guidelines of the Morgan table to ensure robust results. The data collection tool employed a standardized questionnaire with a 5-point Likert scale. Reliability analysis was performed using Cronbach's alpha coefficient. Data analysis was conducted using Structural Equation Modeling (SEM) with the assistance of SPSS 26 and SmartPLS-3 software. Introduction The advent of the digital revolution has brought about significant changes in various aspects of society, including business operations and performance. One area that has experienced notable transformation is marketing (Djakasaputra et al., 2021). "Digital marketing" has emerged as a powerful tool for businesses to enhance their sales and cater to consumer demands in alignment with the latest technological advancements (Seman et al., 2023). Digital marketing leverages internet-based tools to facilitate effective and efficient buying and selling processes. By establishing a strong brand image, marketing enables companies to achieve high levels of corporate performance. Within this context, marketing capabilities serve as organizational cultural traits that facilitate the necessary behaviors to create superior value for customers and sustain long-term business success. Digital orientation encompasses the strategic utilization of digital technology opportunities by companies (Karina et al., 2022). This approach involves adopting attitudes and behaviors that foster market insight generation, active innovation, and openness to new ideas. Moreover, organizations allocate resources for effective management of information technology projects, enabling them to leverage the benefits of the latest technological advancements and become catalysts for transformation through the introduction of new methods and tools (Tucmeanu et al., 2022). Marketing capabilities play a crucial role in enhancing a company's power and profitability, positioning them favorably in the market. Only those companies that effectively utilize marketing capabilities to create superior customer value for their products and services can compete from an advantageous position. Thus, marketing capabilities empower companies to implement strategic orientations aligned with market conditions and achieve desired outcomes (Seman et al., 2023). This transformation is made possible by the theory of dynamic management capabilities, where market orientation acts as a dynamic capability that enables companies to develop new products and processes and respond to market changes. Market capabilities fall under the category of dynamic resources, encompassing the efforts made by companies to cultivate and maintain processes that harness human capital and specialized knowledge to interact with specific digital technologies (Rupeika-Apoga et al., 2022). In addition to technological aspects, digital orientation encompasses strategies that strengthen digital transformation and yield competitive advantages. It enables companies to enhance profitability, create new market value and share, and transition towards the digital market. Digital orientation also encompasses beliefs about effective business management and pursuit of relevant activities (Matarazzo et al., 2021). In the modern era, every organization requires an evaluation system to assess the profitability and status of its products, particularly in complex and dynamic environments. The absence of an evaluation and monitoring system is perceived as a lack of communication with the internal and external organizational environment, which can ultimately lead to the demise of the organization. Within this context, organizational market performance emerges as a crucial concept for organizations of all sizes and across sectors. Assessing marketing performance necessitates metrics that measure the outcomes of a company's marketing systems, ranging from advertising programs to distribution channels, as well as customer interactions and behaviors. Marketing performance evaluation applies to companies engaged in various marketing activities, including direct advertising, social media presence, face-to-face advertising, and email marketing. It is assessed using a diverse range of financial and non-financial tools (O'Sullivan and Abella, 2007). Evaluating marketing performance stands as a vital approach to determine overall business performance, particularly in critical circumstances. This evaluation process contributes to the success of marketing and sales strategies (Beukes & van Wyk, 2016). The objective of digital marketing is to identify the key elements of digital marketing and initiate strategic, organizational, and operational discussions to enhance the effectiveness of active businesses in the market. However, digital marketing is not just an innovative technology-driven activity; it also constitutes a distinct aspect of marketing operations that sets it apart from other marketing activities. With the continuous expansion of the digital landscape, small and medium-sized businesses face new challenges in attracting customer satisfaction and delivering superior services. Among these challenges, the lack of appropriate marketing strategies and insufficient attention to digital marketing by managers and employees are recognized as the primary factors that reduce customers' inclination towards such businesses. In today's world, success in the business arena increasingly hinges on digital marketing capabilities. Small and medium-sized businesses need to develop their marketing capabilities in various areas, including customer orientation, competitor analysis, human resource empowerment, and technology utilization in order to survive and thrive in this challenging environment. Given the growing importance of digital marketing, attention to this issue and investment in developing marketing capabilities are essential for the success of small and medium-sized businesses in today's highly competitive landscape. Hypothesis 1: Digital orientation has a positive and significant impact on marketing performance. Hypothesis 2: Digital orientation has a positive and significant impact on digital marketing capabilities. Hypothesis 3: Digital marketing capabilities have a positive and significant impact on marketing performance. Hypothesis 4: Digital marketing capabilities play a mediating role in marketing performance. Methodology This research was a practical study with a descriptive correlational method. The statistical population of the study comprised all small and medium-sized virtual businesses in Urmia as reported by the Industry, Mining, and Trade Organization of West Azerbaijan Province (2022), totaling 1002 businesses. To improve the accuracy of the results, 281 questionnaires were distributed and collected among the managers of these businesses, following the guidelines of the Morgan table. The significance level (sig) was set at less than 5%. The Kaiser-Meyer-Olkin (KMO) measure of sampling adequacy was calculated to be 0.724, indicating sufficient sampling adequacy for conducting exploratory factor analysis. Descriptive statistics were analyzed using SPSS26 software. Prior to hypothesis testing, the Kolmogorov-Smirnov test was conducted to assess the normality of the data distribution. The results indicated that the variable distributions were not normal. Therefore, Smart-PLS3 software was employed. The PLS-SEM analysis comprised two stages: measurement model estimation and structural model estimation. This sequential approach ensured the validity and reliability of the constructs before drawing conclusions about the relationships between them. Findings The Structural Equation Modeling (SEM) approach with a Partial Least Squares (PLS) methodology was employed to examine the fit of both the measurement model and the structural model. Assessment of the measurement model fit involved evaluating reliability and validity indicators. Reliability was assessed using measures, such as factor loadings, Cronbach's alpha, and Composite Reliability (CR). All factor loadings exceeded 0.4, indicating statistically significant results. Furthermore, Cronbach's alpha and CR coefficients were above 0.7 for all variables, indicating acceptable reliability of the measurement model. To assess validity, both convergent and discriminant validity measures were utilized. Convergent validity of the constructs was evaluated using the Average Variance Extracted (AVE) indicator. The AVE values were higher than 0.5, indicating satisfactory convergent validity of the constructs. Additionally, the square root of AVE for each construct exceeded its correlations with other constructs, confirming both convergent and discriminant validity. With the confirmation of convergent and discriminant validity, the overall validity of the measurement model was considered acceptable. Furthermore, the positive Q2 value indicated satisfactory predictive power of the model. The Goodness of Fit (GOF) measure yielded a value of 543, indicating a strong fit of the overall research model. To assess the mediating role of marketing capabilities, the Variance Accounted For (VAF) method was employed, which ranged from 0 to 1. In this study, the calculated VAF of 0.48 indicated that marketing capabilities partially mediated the relationship. Conclusion The findings of the study indicated that both small and large businesses could derive significant benefits by focusing on the strategic utilization of digital tools and channels to achieve their marketing objectives. By leveraging digital technologies, the businesses could enhance customer access, improve customer interaction, collect valuable customer data, increase marketing effectiveness at a lower cost compared to traditional methods, and enhance marketing agility. These factors collectively contributed to a substantial improvement in marketing performance. Therefore, placing a greater emphasis on digital orientation was positively associated with enhanced marketing performance. Furthermore, adoption of digital orientation enabled the companies to effectively harness digital tools and technologies to fulfill their marketing goals. This empowered the businesses to establish sustainable competitive advantages by leveraging their unique capabilities and resources, making it challenging for competitors to replicate or imitate their success. Similarly, the findings suggested a direct relationship between the degree of digital marketing capabilities and marketing performance. As the companies enhanced their digital marketing capabilities, they became better equipped to respond to market changes and anticipate consumer demand. This capability enabled them to effectively utilize partner resources, create value for the company, and predict consumer demand. Therefore, the results demonstrated that increasing digital orientation could enhance digital marketing capabilities, ultimately leading to improved marketing performance. Digital marketing capabilities served as essential resources that enabled the companies to enhance their communication with customers and elevate their overall marketing efforts. By embracing digital orientation and investing in digital marketing capabilities, businesses can position themselves for success in the dynamic digital marketplace. کسب‌وکارها در‌زمینۀ فعالیت‌های مبتنی بر بازاریابی دیجیتال نگرش مثبتی را در ذهن مصرف‌کنندگان خود ایجاد می‌کنند و با تعهد به اصول قابلیت‌های بازاریابی تصویر بهتری از خدمات خود را ارائه می‌دهند؛ بنابراین امروزه توسعۀ عصر دیجیتال عملکرد کسب‌وکارها را متحول کرده است. در مطالعۀ حاضر تأثیر جهت‌گیری دیجیتال بر عملکرد بازاریابی با نقش واسطه‌ای قابلیت‌های بازاریابی دیجیتال در کسب‌وکارهای مجازی کوچک و متوسط بررسی می‌شود. این پژوهش به‌لحاظ هدف، کاربردی و از‌لحاظ شیوۀ جمع‌آوری اطلاعات توصیفی-پیمایشی است؛ بنابراین در دستۀ پژوهش‌های همبستگی قرار می‌گیرد. همچنین، این پژوهش به‌صورت میدانی انجام شده است. جامعۀ آماری این پژوهش را کسب‌وکارهای مجازی شهر ارومیه به تعداد ۱۰۰۲ تشکیل می‌دهد. حجم نمونه بر‌اساس جدول مورگان و در راستای بهبود نتایج تعداد ۲۸۱ کسب‌وکار مجازی کوچک و متوسط است که به روش نمونه‌گیری تصادفی ساده انتخاب شده است. ابزار گردآوری اطلاعات، پرسشنامۀ استاندارد بر‌اساس ۵ نقطه‌ای لیکرت است. برای پایایی پرسشنامه از ضریب آلفای کرونباخ بهره گرفته شد. تجزیه‌وتحلیل داده‌ها با استفاده از روش معادله‌های ساختاری و به کمک نرم‌افزار SPSS26 وSmartPLS-3 انجام شد. نتایج نشان داد که جهت‌گیری دیجیتال بر عملکرد بازاریابی و بر قابلیت‌های بازاریابی دیجیتال و قابلیت‎های بازاریابی دیجیتال بر عملکرد بازاریابی تأثیر مثبت و معنادار دارد. در‌نهایت، نقش واسطه‌ای قابلیت‌های بازاریابی دیجیتال در ارتباط بین جهت‌گیری دیجیتال و عملکرد بازاریابی نیز با آزمون سوبل تأیید شد.

https://nmrj.ui.ac.ir/article_28342_2aae35fb88f517369095ee29c96722c2.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 The Role of Avatar Features in Customer Identification and Purchase Intention in the Metaverse World نقش ویژگی‌های آواتار بر هویتیابی مشتری و قصد خرید در دنیای متاورس 137 160 28346 10.22108/nmrj.2024.139869.2989 FA سمیه احمدزاده استادیار، گروه مدیریت، داشکدۀ مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران ریحانه السادات طبائیان دانش‌آموختۀ دکتری، گروه مدیریت، داشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران پردیس شهرستانی دانش‌آموختۀ کارشناسی ارشد مدیریت بازرگانی، گروه مدیریت، دانشکدۀ مدیریت و نوآوری، دانشگاه شهید اشرفی اصفهانی، اصفهان، ایران Journal Article 2023 12 10 This study investigated the impact of avatar features on customer identification and purchase intention in the metaverse with the mediating role of customer engagement. The data were collected using a standardized questionnaire. The statistical population comprised the millennial generation and those born thereafter in the city of Isfahan. Considering the unlimited population, a sample size of 384 individuals was determined based on Krejcie & Morgan’s (1970) table. The questionnaire's content validity was confirmed by professors and experts in the field of the metaverse and its reliability was established through Cronbach's alpha coefficient. The research tests were analyzed using SPSS 24 software, while factor analysis and structural equation modeling were performed using Smart PLS 3.0 software. The results of the model test indicated that avatar’s mental ability, avatar’s social skills, avatar's artistic/musical ability, avatar's athletic ability, and avatar's physical attractiveness exhibited positive and significant effects on customer identification. Additionally, customer identification demonstrated a positive and significant impact on customer engagement and purchase intention. Introduction The advent of advanced technologies has revolutionized people's lives, providing new opportunities for digital living. The metaverse, a virtual world that extends beyond reality, offers users the chance to engage in activities, such as shopping, trading, traveling, socializing, and interacting with others. Avatars play a crucial role in enhancing users' presence in the metaverse. Research has shown that users interact differently with something that resembles a human compared to inanimate objects. Thus, the human-like appearance of digital avatars is considered an essential and significant element in their conceptual definition as it promotes greater interaction. Despite the widespread importance of avatars and the need for companies and digital marketers to recognize the monetization potential through avatars and the fact that individuals invest money in customizing and enhancing the appearance of their avatars with unique apparel and accessories, there is a lack of research on the effects of avatar features on customer identification, engagement, and purchase intentions. Methodology This study employed a qualitative approach. Data collection and hypothesis testing were conducted through a questionnaire consisting of 28 questions, employing a 5-point Likert scale ranging from 1 (completely disagree) to 5 (completely agree). The statistical population of the study comprised the millennial and Generation-Z individuals residing in Isfahan City. A sample size of 227 participants was estimated using Cochran's formula. The content validity of the questionnaire was reviewed and verified by professors and experts specializing in metaverse marketing, while its reliability was confirmed through the calculation of Cronbach's alpha coefficient. Factor analysis and hypothesis testing were conducted using SPSS 24 and Smart PLS 3.0 software, respectively. Findings The findings of this study revealed that avatar's mental ability exhibited a positive and significant impact on customer identification. Similarly, avatar's social skills demonstrated a positive and significant influence on customer identification. Avatar's artistic/musical ability and athletic ability both had positive and significant effects on customer identification. The physical attractiveness of avatar positively influenced customer identification. Also, customer identification was found to have a positive and significant impact on both customer engagement and purchase intention. Furthermore, customer engagement was shown to have a positive and significant effect on purchase intention. Conclusion The findings of this study indicated that avatar features played a crucial role in facilitating customer identification within the metaverse. Additionally, both customer engagement and customer identification had positive effects on purchase intention. It could be concluded that the new generation desired to portray themselves as humorous and exciting, leading to the emergence of a competitive environment where individuals strived to make their avatars more attractive than others. These results had important implications for virtual world developers, metaverse managers, and brands, providing guidance for the design of virtual products and equipment tailored to avatars and the metaverse. پژوهش حاضر با هدف بررسی تأثیر ویژگی‌های آواتار بر هویت‌یابی مشتری و قصد خرید با نقش میانجی درگیری مشتری در متاورس انجام شده است. در این مطالعه برای جمع‌آوری داده‌ها از پرسشنامۀ استاندارد استفاده شده است. جامعۀ آماری پژوهش نسل هزاره و متولدین بعد از آن شهر اصفهان بوده که به‌علت نامحدودبودن جامعۀ آماری مطابق با جدول گرجسی و مورگان تعداد ۳۸۴ نفر در‌نظر گرفته شده است. روایی محتوای سؤال‌های پرسشنامه را استادان و خبرگان حوزۀ تجارت الکترونیک بررسی و تأیید کردند و سپس پایایی آن با ضریب آلفای کرونباخ تأیید شد. برای تجزیه‌وتحلیل و به‌کار‌گیری آزمون‌های پژوهش از نرم‌افزار SPSS24 و برای تحلیل عاملی و الگوسازی معادله‌های ساختاری از نرم‌افزار Smart PLS3.0 استفاده شده است. نتایج آزمون فرضیه‌های پژوهش نشان داد که توانایی ذهنی، مهارت‌های اجتماعی، توانایی ورزشی و توانایی هنری / موسیقی، توانایی ورزشی و جذابیت فیزیکی آواتار بر هویت‌یابی مشتری تأثیر مثبت و معنادار دارد. همچنین، هویت‌یابی مشتری بر درگیری مشتری، درگیری مشتری بر قصد خرید و هویت‌یابی مشتری بر قصد خرید تأثیر مثبت و معنادار دارد.

https://nmrj.ui.ac.ir/article_28346_067fccf9d466198c653089cf94c9e8ae.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 13 4 2024 02 20 Designing and Validating a Long-Term Buyer-Seller Communication Model in Free Trade Zones طراحی و اعتبارسنجی مدل ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری 161 182 28427 10.22108/nmrj.2024.140248.3011 FA راحله جلال نیا کارشناس ارشد، گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران ارکیده حامدی استادیار گروه مدیریت بازرگانی، دانشگاه پیام نور، تهران، ایران Journal Article 2023 12 29 This research aimed to design and validate a model of long-term buyer-seller relationships in free trade zones. From an applied and developmental perspective, this was a cross-sectional survey study. To achieve the objective, an exploratory mixed method was utilized. The qualitative phase involved interviews with 17 experts and senior managers from free trade zones, as well as marketing professors. Sampling continued until theoretical saturation. In the quantitative phase, the survey data were collected from 288 free-trade-zone experts with the sample size determined by effect size and statistical power considerations. A cluster random sampling approach was employed as well. Data collection tools included semi-structured interviews and a researcher-developed questionnaire. The data were analyzed using thematic analysis, Interpretive Structural Modeling (ISM), and Partial Least Squares (PLS) techniques. The results indicated that governmental, managerial, environmental, and structural factors influenced Relationship Marketing (RM) and Marketing Strategy (MS) in free trade zones. In turn, RM and MS affected Customer Orientation (CO), Relationship Personalization (RP), and Co-Creation Value (CCV), ultimately leading to long-term buyer-seller relationships. Introduction Free trade zones play a crucial role in a country's regional and national economic prosperity and growth. While there is significant potential for developing thriving commercial hubs, actual achievements often fall short. Despite numerous studies on free trade zones, the marketing perspective has been largely overlooked. Establishing long-term buyer-seller relationships within these zones could help optimize their potential. By developing strong relationships with buyers and market participants, the revenues generated throughout the customer lifecycle can be maximized. However, to achieve this, a deeper understanding of the underlying factors that drive long-term relationships between buyers and sellers in these areas is needed. From a strategic standpoint, insufficient attention to cultivating long-term relationships with customers in free trade zones may jeopardize the country's long-term interests and allow competitors to attract current customers. The costs, time, and marketing efforts required to acquire new customers and business partners are typically much greater than retaining the existing ones. The present study aimed to address this gap by employing an exploratory design to develop a comprehensive and inclusive model of long-term buyer-seller relationships in free trade zones. This research sought to answer the following key question: What does the long-term buyer-seller relationship model in free trade zones look like? Methodology The aim of this research was to design and validate a model of long-term buyer-seller relationships in free trade zones. This study adopted a pragmatist philosophical approach and employed an applied, developmental, and cross-sectional survey research. To achieve the research objective, an exploratory strategy of mixed (qualitative-quantitative) methods was employed. The qualitative phase involved interviews with theoretical experts (marketing management professors) and practical experts (free-trade-zone managers). Purposive sampling was applied and theoretical saturation was reached after 17 interviews. The quantitative phase targeted experts from free trade zones. The sample size was calculated using Cohen's (1988) power analysis rule with a minimum of 288 participants. The main data collection tools were semi-structured interviews and questionnaires based on Interpretive Structural Modeling (ISM), as well as a researcher-developed survey. The qualitative analysis using thematic analysis and MaxQDA software identified the main themes and sub-themes, which were then used to construct the model's constructs and indicators. The validity result of the interviews was assessed using Holsti's coefficient, which showed an "observed agreement" of 0.662 was thus considered acceptable. The survey's validity was examined through construct validity (outer model), convergent validity (AVE), and discriminant validity. The reliability was assessed using Composite Reliability (CR) and Cronbach's alpha with values exceeding 0.7 for all dimensions. Thematic analysis using MaxQDA software was employed for data analysis in the qualitative phase. ISM and MicMac software were used to identify the relationships between constructs. The quantitative phase analysis for model validation was conducted using the Partial Least Squares (PLS) method and Smart PLS software. Findings To design and validate a long-term buyer-seller relationship model in free trade zones, the researchers conducted specialized and semi-structured interviews with managers from the Supreme Council of Free Trade Zones. The interview process began with 5 open-ended questions with the expectation that new questions might arise during the interviews. The researcher thoroughly familiarized themselves with the data by repeatedly reading and actively searching for meanings and patterns. Following the 6-step method outlined by Attride-Stirling (2001), the interview data were analyzed using thematic analysis. The interviews were recorded and transcribed with descriptive details and the researcher wrote down the initial ideas and codes. This iterative process of interviewing, coding, and analyzing continued until data saturation was reached as indicated by repetition of the extracted codes. In the open-coding phase, 311 codes were identified, which were then condensed into 4 overarching themes, 10 organizing themes, and 65 basic themes through axial coding. To design the initial model of long-term buyer-seller relationships in free trade zones, the researchers employed an ISM method. The relationships between the overarching constructs were indicated using 4 symbols: V (Variable i affects j), A (Variable j affects i), X (bidirectional relationship), and O (no relationship). The resulting model placed long-term buyer-seller relationships at the 1st level with Customer Orientation (CO), Co-Creation Value (CCV), and Relationship Personalization (RP) at the 2nd level and Relationship Marketing (RM) and Marketing Strategy (MS) at the 3rd level. Environmental Factors (EFs), Governmental Factors (GFs), Managerial Factors (MFs), and Structural Factors (SFs) were positioned at the 4th level. To validate the model, the researchers employed the PLS method. The results showed that the effect sizes of the independent variables were above the moderate threshold of 0.15 and in some cases even exceeded 0.35, indicating strong effects. The coefficient of determination (R2) and the predictive relevance (Q2) index were used to assess the model's predictive power with the structural coefficient of MS estimated at 0.807, suggesting that the independent variables explained 81% of the marketing strategy. The overall model fit was evaluated using the Goodness of Fit (GOF) index, the RMS_theta index, and the SRMR index. The GOF index was calculated to be 0.653, which was greater than 0.36; the RMS_theta index was 0.094, which was less than 0.12; and the SRMR index was 0.050, which was less than 0.08. These results indicated a satisfactory model fit. Conclusion The primary objective of this study was to design and validate a long-term buyer-seller relationship model in the context of free trade zones. The results indicated that environmental, governmental, managerial, and structural factors influenced Relationship Marketing (RM) and Marketing Strategy (MS) within free trade zones. These findings aligned with the studies conducted by Sun and Lei (2023) and Qanbarpour et al. (2021), which emphasized the significance of governmental and managerial factors in this domain. Furthermore, the research revealed that RM was closely associated with Relationship Personalization (RP) (consistent with the findings of Lin and Lin, 2023), Customer Orientation (CO) (in line with the work of Wongsansukcharoen, 2022), and Co-Creation Value (CCV) (as reported by Haverila et al., 2022). Additionally, the relationship between MS and CCV was confirmed, corroborating the results of the study conducted by Chowdhury et al. (2023). Moreover, MS was found to impact CO, which resonated with the importance of customer orientation highlighted in the study carried out by Lemarquis and Mercanti-Guérin (2022). The research findings ultimately suggested that these interrelated components – CO, CCV, and RP – were pivotal in fostering long-term buyer-seller relationships within free trade zones. Specifically, CO was identified as a key factor in establishing long-term buyer-seller relationships as evidenced by the study conducted by Guan et al. (2022). Similarly, CCV was recognized as a fundamental element in building and sustaining long-term buyer-seller relationships as reported by Ranjan et al. (2024). پژوهش حاضر با هدف طراحی و اعتبارسنجی مدل ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری انجام شده است. این مطالعه از‌منظر هدف یک پژوهش کاربردی-توسعه‌ای و از‌منظر روش گردآوری داده‌ها یک پژوهش پیمایش مقطعی است. برای دستیابی به هدف از طرح پژوهش آمیختۀ اکتشافی استفاده شده است. جامعۀ مشارکت‌کنندگان بخش کیفی شامل 17 نفر از خبرگان و مدیران عالی منطقه‌های آزاد تجاری و استادان بازاریابی است. نمونه‌گیری در بخش کیفی با روش هدفمند انجام شده و تا دستیابی به اشباع نظری ادامه یافته است. در بخش کمّی نیز از‌دیدگاه 288 نفر از کارشناسان منطقه‌های آزاد تجاری استفاده شده است. حجم نمونه با روش اندازۀ اثر و توان آزمون تعیین و برای نمونه‌گیری از روش خوشه‌ای-تصادفی بهره گرفته شده است. ابزار گردآوری داده‌ها مصاحبۀ نیمه‌‌ساختاریافته و پرسشنامۀ محقق ساخته است. برای تحلیل داده‌ها از روش تحلیل مضمون با نرم‌افزار Maxqda، مدل‌سازی ساختاری-تفسیری با نرم‌افزار Micmac و حداقل مربعات جزئی با نرم‌افزار Smart PLS استفاده شده است. نتایج نشان داده است که عوامل دولتی، مدیریتی، محیطی و ساختاری بر بازاریابی رابطه‌ای و راهبرد بازاریابی در منطقه‌های آزاد تجاری تأثیر می‌گذارند. بازاریابی رابطه‌ای و راهبرد بازاریابی نیز بر مشتری‌گرایی، شخصی‌سازی روابط و هم‌آفرینی ارزش تأثیر می‌گذارد و در‌نهایت، به ارتباطات بلندمدت خریدار-فروشنده در منطقه‌های آزاد تجاری منجر می‌شوند.‌

https://nmrj.ui.ac.ir/article_28427_ea43f8ae24c36cdafa1568bd3fcd9e13.pdf