دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 11 02 Providing a Framework of Foreign Trade Consulting Capabilities ارائۀ چارچوب قابلیت‌های رایزنی بازرگانی خارجی 1 26 28766 10.22108/nmrj.2024.141619.3066 FA محمدعلی شاه حسینی دانشیار گروه استراتژی و سیاست‌گذاری کسب‌ و کار، دانشکدگان مدیریت، دانشکدۀ مدیریت کسب‌ و‌ کار دانشگاه تهران، تهران، ایران محسن نظری دانشیار گروه بازاریابی و توسعۀ بازار، دانشکدگان مدیریت، دانشکده مدیریت کسب ‌و کار دانشگاه تهران، تهران، ایران 0000-0003-2861-2052 محمدحسین خروطی دانشجوی دکتری مدیریت بازرگانی سیاستگذاری بازرگانی، پردیس بین‌المللی کیش، دانشگاه تهران، کیش، ایران Journal Article 2024 05 26 Foreign trade consultancy plays a crucial role in the advancement of international trade, requiring a distinct set of capabilities at both individual and organizational levels. This research aimed to develop a strategic capability framework for foreign trade consultancy. Employing a qualitative methodology, the study adopted a grounded theory approach from a Glaserian perspective and was fundamentally developmental in nature. The study population consisted of experts and professionals in foreign trade consultancy, including trade counselors and ambassadors. 12 participants were selected through purposeful judgmental sampling and data were collected using semi-structured interviews. To ensure the validity of the findings, inter-coder reliability was assessed using the Kappa coefficient, resulting in a value of 0.73, which indicated a satisfactory level of reliability. The results categorized the capabilities essential for success in foreign trade consultancy into two levels: individual and organizational. At the individual level, key capabilities included knowledge and expertise, communication and interpersonal skills, technical skills, and leadership and management abilities. At the organizational level, critical factors encompassed structure and resources, organizational culture, and processes and systems. Furthermore, value proposition and external relationships were highlighted as significant factors at the inter-organizational level. This framework can serve as a valuable management tool for organizations engaged in international trade. Introduction In recent decades, the landscape of international trade and diplomacy has undergone significant transformation characterized by the growing influence of non-state actors, globalization of economic relations, and the emergence of new geopolitical dynamics. Within this context, foreign commercial diplomacy has become increasingly vital for promoting economic growth, fostering international cooperation, and protecting national interests. The effectiveness of foreign commercial diplomacy relies heavily on the capabilities and resources available to diplomatic missions and their personnel. This paper aimed to present a comprehensive framework for assessing these capabilities. By exploring various factors, such as institutional structure, human resources, financial resources, and strategic planning, this study sought to provide a valuable tool for policymakers, diplomats, and scholars to evaluate the effectiveness of foreign commercial diplomacy initiatives. Moreover, the proposed framework would enhance understanding of the challenges and opportunities confronting foreign commercial diplomacy in today’s global environment. Materials & Methods This research was developmental-applied in focus and employed a qualitative methodology. The method utilized was grounded theory, specifically through expert interviews. The research population comprised professionals in the field of commercial diplomacy, including diplomats and ambassadors, all of whom had several years of experience in this domain. Participants were selected using a judgmental sampling method, continuing until theoretical saturation was achieved, which occurred with the 11th and 12th participants. Data collection was conducted through semi-structured interviews. To assess the reliability of the research findings, the Kappa coefficient of agreement was calculated, yielding a value of 0.73. This indicated that the qualitative research tool demonstrated sufficient reliability. Research Findings This study revealed that the competencies essential for a successful foreign trade diplomat could be categorized into 3 primary groups: individual, organizational, and value proposition. At the individual level, a foreign trade diplomat had to have a comprehensive knowledge base and expertise in areas, such as international economics, foreign trade, market analysis, and foreign languages. Moreover, strong communication skills, negotiation abilities, adaptability, and teamwork were critical qualities for success in this field. Proficiency in information technology and data analysis tools, along with the ability to draft professional reports and presentations, as well as leadership and management skills, were also highly valued. On the organizational level, several factors contributed to the effectiveness of foreign trade diplomacy services. These included a flexible organizational structure, specialized teams, adequate financial resources, an innovative and learning-oriented culture, and well-defined, documented processes. Additionally, the ability to tailor services to meet client needs and collaborate with other organizations and stakeholders have paramount importance. Finally, delivering value to customers through a diverse array of services, providing innovative solutions, and establishing extensive networks with governments, international organizations, and foreign companies were critical success factors in foreign trade diplomacy. In conclusion, the findings of this research indicated that success in foreign trade diplomacy required a blend of individual, organizational, and value proposition capabilities. Given the complexity and intense competition in global markets, foreign trade diplomats had to continuously update their knowledge and skills while leveraging emerging technologies to enhance their performance. Discussion Results & Conclusion The proposed framework for the capabilities of foreign commercial diplomacy provided a multifaceted perspective on the competencies essential for successful international business endeavors. The intricate interplay among individual, organizational, and external factors highlighted the complexity of the modern commercial landscape. While individual capabilities—such as knowledge, skills, and experience—served as the foundation of effective diplomacy, organizational structures, cultures, and processes significantly enhanced these individual contributions. Importantly, the focus on value proposition and external relations underscored the necessity of understanding market dynamics, cultivating strategic partnerships, and adapting to evolving global trends. This framework not only served as a roadmap for individuals aspiring to careers in foreign commercial diplomacy, but also offered valuable insights for organizations aiming to improve their international business operations. In conclusion, the findings of this research emphasized the dynamic nature of foreign commercial diplomacy and the need for a holistic approach that integrated both individual and organizational capabilities. The identified competencies, ranging from technical skills to strategic thinking, reflected the multidisciplinary essence of the field. Additionally, the focus on value proposition and external relations highlighted the importance of grasping market dynamics and fostering strong relationships with key stakeholders. By developing a comprehensive framework, this research contributed to the existing body of knowledge on international business and provided a valuable resource for policymakers, practitioners, and academics alike. Future research could investigate the specific impacts of these capabilities on various performance outcomes, such as market penetration, revenue generation, and overall organizational success. رایزنی بازرگانی خارجی به‌عنوان یک فعالیت کلیدی در توسعۀ تجارت بین‌المللی نیازمند مجموعۀ مشخصی از قابلیت‌ها در‌سطح‌های فردی و سازمانی است؛ از این رو پژوهش حاضر با هدف ارائۀ یک چارچوب قابلیت استراتژیک رایزنی بازرگانی خارجی صورت گرفته است. روش این پژوهش از نوع کیفی با استفاده از روش نظریۀ داده‌بنیاد با رویکرد گلیزری و نیز از نوع توسعه‌ای است. جامعۀ این پژوهش شامل متخصصان و خبرگان حوزۀ رایزنی بازرگانی از‌جمله رایزنان بازرگانی و سُفراست. مشارکت‌کنندگان شامل 12 نفر هستند که به روش قضاوتی هدفمند انتخاب شده‌اند. ابزار گردآوری داده‌ها مصاحبۀ نیمه‌ساختاریافته است. در این مطالعه برای اعتبارسنجی یافته‌های پژوهش از ضریب کاپا بین کدگذاران استفاده شده که با‌توجه به مقدار آن که 73/0 بود، یافته‌های پژوهش اعتبار مطلوبی داشته است. یافته‌های این پژوهش نشان می‌دهد که قابلیت‌های لازم برای موفقیت در رایزنی بازرگانی خارجی در دو سطح فردی و سازمانی طبقه‌بندی می‌شود. در‌سطح فردی، قابلیت‌های دانش و تخصص، مهارت‌های ارتباطی و بین‌فردی، مهارت‌های فنی و مهارت‌های رهبری و مدیریتی اهمیت ویژه‌ای دارد. در‌سطح سازمانی، ساختار و منابع، فرهنگ سازمانی و فرآیندها و سیستم‌ها به‌عنوان عوامل کلیدی در موفقیت رایزنی بازرگانی خارجی شناسایی شده‌ است. همچنین، ارائۀ ارزش و روابط خارجی به‌عنوان دو عامل مهم در‌سطح بین‌سازمانی مطرح شده است. این چارچوب می‌تواند به‌عنوان یک ابزار مدیریتی برای سازمان‌هایی که در‌حوزۀ بازرگانی بین‌المللی فعالیت می‌کنند، استفاده شود.

https://nmrj.ui.ac.ir/article_28766_ce3d6e52960e94cbe49397277c22ff09.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 11 03 Effect of Influencer-Audience Alignment on Purchase Intentions: The Mediating Role of Customer Citizenship and Engagement Behaviors تأثیر همراستایی بین اینفلوئنسرها و مخاطبانشان بر قصد خرید با نقش میانجی رفتار شهروندی مشتری و رفتار مشارکت مشتری 27 54 28893 10.22108/nmrj.2024.140899.3037 FA مجتبی فرخی استادیار گروه مدیریت، دانشکده علوم انسانی و اجتماعی، دانشگاه اردکان، اردکان، ایران. زینب امیری استادیار گروه مدیریت، موسسه آموزش عالی غیرانتفاعی راغب اصفهانی، اصفهان، ایران. پویا عمادی کارشناس ارشد مدیریت بازرگانی، گرایش بازاریابی، مؤسسه آموزش عالی غیرانتفاعی راغب اصفهانی، اصفهان، ایران Journal Article 2024 03 04 In today's marketing landscape, brands increasingly leverage influencers as a strategy to introduce products. This study explored the impact of alignment between influencers and their audience on purchase intention, examining the mediating roles of customer citizenship behavior and customer participation behavior. By employing a descriptive-correlational research design, the data were collected from users of the Instagram social network. The sample consisted of 384 individuals determined by using the Krejcie and Morgan Table and selected through convenience sampling. A validated and reliable questionnaire was utilized for data collection. The research data were analyzed using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach, utilizing SPSS 22 and Smart PLS 4.0 software. The findings indicated that alignment between influencers and their audience positively and significantly affected customer participation behavior and customer citizenship behavior. Additionally, both customer participation behavior and citizenship behavior significantly influenced purchase intention. Finally, these behaviors served as mediators in the relationship between influencers and their audience regarding purchase intention. The results underscored the influential role of marketers in enhancing purchase rates through effective influencer strategies. Introduction Influencer marketing is experiencing exponential growth (Lou & Yuan, 2019). Influencers are individuals active on social media platforms, who can easily engage with their followers (Nyström & Mickelsson, 2019). These influencers play a crucial role in enhancing brand awareness and shaping user perceptions that align with the values of brands and retailers (Chang & Wu, 2024). Today, companies leverage social media to foster direct communication with customers and stakeholders for product promotion (Zadeh et al., 2019). Customer interaction can drive value co-creation by integrating diverse sources, positioning customers as valuable partners in the process. In this context, customer co-creation value behavior describes positive customer actions, encompassing both customer engagement behavior and customer citizenship behavior. Historically, various variables have been examined to understand purchase intentions, such as brand authority, brand equity, communication quality, trust, and efficiency. However, the influence of characteristics associated with influencers has not received adequate attention in the study of purchase intentions. This research aimed to fill this gap by exploring the innovative role of influencers. It is grounded in the principle that individuals are more likely to make informed decisions when receiving recommendations from trusted sources. The objective of this study was to investigate the impact of alignment between influencers and their audience on purchase intention, while considering the mediating roles of customer citizenship behavior and cooperative behavior. Materials & Methods This research was operational in purpose and descriptive-correlational in nature. The statistical population consisted of individuals with Instagram accounts, who followed one or more influencers. Based on the Krejcie and Morgan table for sample size determination, 384 participants were selected using a convenience sampling method. A link to the online questionnaire was distributed via Instagram direct messages, inviting users to complete the survey. To measure the relevant variables, the study utilized the following questionnaires: the alignment between influencers and their audience (Ladhari et al., 2020) with 5 items; customer involvement behavior (Yi & Gong, 2013) comprising 18 items; customer citizenship behavior (Yi & Gong, 2013) with 10 items; and purchase intention (Jimenez Castillo & Sanchez Fernandez, 2019) featuring 3 items. For validity assessment, content validity, convergent validity, divergent validity, and the HTML criterion were applied. Reliability was determined using Cronbach’s Alpha and composite reliability standards. Research Findings The hypotheses were evaluated using a Structural Equation Model (SEM). The results for the direct hypotheses are summarized in Table 7. The analysis of direct hypotheses revealed significant relationships among the variables studied. Firstly, the alignment in influencers positively affected customer engagement behavior evidenced by a path coefficient of 0.732. This relationship was strongly supported by a t-value of 23.615 and a p-value of 0.000, confirming its significance. Similarly, the alignment in influencers was also positively associated with customer citizenship behavior with a path coefficient of 0.634. This association was robust as indicated by a t-value of 17.423 and a p-value of 0.000. Furthermore, customer engagement behavior significantly influenced intention to purchase demonstrated by a path coefficient of 0.296. This relationship had a t-value of 3.412 and a p-value of 0.001, confirming its validity. Additionally, customer citizenship behavior was positively linked to intention to purchase with a path coefficient of 0.221, a t-value of 2.399, and a p-value of 0.017, further validating this connection. In terms of the mediation hypotheses, results indicated that customer engagement behavior served as a significant mediator. This was supported by a z-value of 2.65 with standardized effects (sa) of 0.04 and (sb) of 0.11, yielding an indirect effect of 0.049 calculated as 0.296 × 0.732. This confirmed the mediating role of customer engagement behavior. Similarly, customer citizenship behavior also acted as a mediator with a z-value of 2.38 and standardized effects of 0.06 and 0.09, resulting in an indirect effect of 0.14 calculated as 0.221 × 0.634. This further validated the mediating role of customer citizenship behavior. Overall, both customer engagement behavior and customer citizenship behavior significantly mediated the relationship between influencer alignment and purchase intention. Discussion of Results & Conclusion The results indicated that alignment between influencers and their audience significantly impacted customer engagement behavior. Specifically, as alignment improved, customer engagement behavior also increased. Furthermore, this alignment positively influenced customer citizenship behavior; enhanced alignment led to greater customer citizenship behavior. Based on the findings related to customer engagement behavior, it was evident that this factor also affected purchase intention. In the context of influencer marketing, both customer engagement and citizenship behaviors—key components of value co-creation—exerted a positive influence on the purchase intentions of followers. Customer engagement behavior—particularly interaction, information sharing, and information seeking—played a crucial role in helping customers become familiar with brands or products endorsed by influencers. As a result, this familiarity could enhance customers' purchase intentions. Additionally, customer citizenship behavior influenced purchase intention; therefore, improving this behavior could also lead to increased purchase intentions among Instagram users. The alignment between influencers and their audience was linked to the mediating role of customer engagement in driving purchase intention. The results indicated that this alignment could directly affect purchase intention and, through the mediating effects of other variables, could indirectly encourage customer consumption. This study demonstrated that customer engagement behavior served as a mediator between influencer alignment and purchase intention. It is recommended that retail managers and marketing professionals create favorable conditions for value co-creation between influencers and customers to enhance perceived brand value and stimulate purchase intentions. امروزه بازاریابان و برندها با نفوذ رسانه‌های اجتماعی از اینفلوئنسرها به‌عنوان استراتژی بازاریایی برای معرفی محصولات استفاده می‌کنند. بر این اساس، هدف از پژوهش حاضر بررسی تأثیر همراستایی بین اینفلوئنسرها و مخاطبانشان بر قصد خرید با نقش میانجی رفتار شهروندی مشتری و رفتار مشارکت مشتری است. این پژوهش از‌نظر هدف، کاربردی و از‌لحاظ روش جمع‌آوری داده‌ها توصیفی-همبستگی است. جامعۀ آماری شامل کاربران شبکۀ اجتماعی اینستاگرام است. حجم نمونه براساس جدول کرجسی و مورگان 384 نفر به روش نمونه‌گیری در‌دسترس انتخاب شد. در این مطالعه برای جمع‌آوری داده‌ها از ابزار پرسشنامه استفاده شد که روایی و پایایی آن نیز تأیید شد. داده‌های پژوهش با استفاده از روش مدل‌سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی تجزیه‌و‌تحلیل شد. نرم‌افزارهای استفاده‌شده SPSS.22 و Smart PLS 4.0 است. نتایج نشان داد که همراستایی بین اینفلوئنسرها و مخاطبانشان بر رفتار مشارکت مشتری و رفتار شهروندی مشتری تأثیر مثبت و معنادار دارد. همچنین، تأثیر معنادار رفتار مشارکت مشتری و رفتار شهروندی مشتری بر قصد خرید تأیید شد. در‌نهایت، مشخص شد که رفتار مشارکت مشتری و رفتار شهروندی در ارتباط با همراستایی بین اینفلوئنسرها و مخاطبانشان و قصد خرید نقش میانجی دارد. نتایج پژوهش حاضر می‌تواند برای توجه به قدرت اینفلوئنسرها در افزایش میزان خرید در استراتژی بازاریابی کسب‌و‌کارها استفاده شود.

https://nmrj.ui.ac.ir/article_28893_55de3a5da97be9cac8ea780794f6cc21.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 11 30 Explaining the Drivers of Customer’s Perceived Value in the Retail Industry: Thematic Analysis and Shannon Entropy تبیین محرک‌های ارزش ادراک‌شدۀ مشتریان صنعت خرده‌فروشی: تحلیل مضمون و آنتروپی شانون 55 82 28965 10.22108/nmrj.2024.141096.3040 FA آرمین دهقانیان دانش‌آموختۀ کارشناسی ارشد مدیریت بازاریابی، دانشکدۀ علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران بهاره عابدین استادیار گروه مدیریت اجرایی، دانشکدۀ علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران ابوالحسن حسینی دانشیار گروه مدیریت بازرگانی، دانشکدۀ علوم اقتصادی و اداری، دانشگاه مازندران، بابلسر، ایران Journal Article 2024 04 02 Customer’s perceived value is a critical factor in understanding consumer behavior and enhancing the shopping experience. In an era characterized by rapid technological advancements and significant shifts in the business landscape, customer experience has emerged as a vital component for differentiation and competitive advantage in the retail industry. Consequently, analyzing the factors that influence customer’s perceived value is of utmost importance. This research aimed to identify and investigate these factors, emphasizing their essential role in shaping perceived value within the retail sector. By doing so, we sought to contribute to the development of effective business strategies in this field. Employing a mixed-methods approach, the qualitative phase utilized MAXQDA software and thematic analysis to extract relevant factors from existing literature. In the subsequent quantitative phase, we prioritized these factors based on insights gathered from 502 customers in Mazandaran Province using Friedman's test, as well as perspectives from 30 marketing experts through Shannon entropy method. Notably, the ranking results from both groups were consistent, with social value emerging as the top priority for both customers and experts. This alignment underscored the significance of social value in shaping customer perceptions and experiences in the retail industry. Overall, this revision aimed to improve the flow of ideas, clarify the research objectives, and highlight the importance of the findings. در دنیای رقابتی امروز صنعت خرده‌فروشی با چالش‌های متعدّدی مواجه است که یکی از مهم‌ترین آنها درک و تبیین ارزش ادراک‌شدۀ مشتریان است. ارزش ادراک‌شده به‌معنای ارزیابی کلی مشتریان از مزایا و هزینه‌های مرتبط با یک محصول یا خدمت است. این ارزش نقش کلیدی در تصمیم‌گیری‌های خرید و وفاداری مشتریان دارد. در این راستا، شناسایی و تحلیل محرک‌های مؤثر بر ارزش ادراک‌شده می‌تواند به خرده‌فروشان کمک کند تا استراتژی‌های بهتری را برای جذب و نگه‌داشت مشتریان خود طراحی کنند. محققان در پژوهش حاضر با هدف شناسایی و اولویت‌بندی این عوامل می‌کوشند تا به نقش اساسی آنها در شکل‌گیری ارزش ادراک‌شدۀ مشتریان در صنعت خرد‌فروشی بپردازند و به‌دنبال آن بهبود استراتژی‌های کسب‌و‌کار را در این زمینه ترویج کنند. در بخش اول (کیفی) پژوهش با یک رویکرد ترکیبی محتوای 35 مقاله با استفاده از نرم‌افزار MAXQDA و روش‌شناسی تحلیل مضمون تحلیل و سپس عوامل مؤثر بر ارزش ادراک‌شدۀ مشتریان در صنعت خرده‌فروشی استخراج شد. این عوامل در بخش دوم (کمّی) از نگاه 502 نفر از مشتریان این صنعت در استان مازندران با استفاده از پرسشنامه (آزمون فریدمن) و نیز از نگاه 30 نفر از خبرگان حوزۀ بازاریابی (با روش آنتروپی شانون) اولویت‌‌بندی شد. محرک‌های ارزش ادراک‌شدۀ مشتریان در این مطالعه عبارت است از نسبت هزینه به منفعت، فرآیند خرید درک‌شده، ارزش احساسی و ارزش اجتماعی. نتایج رتبه‌بندی از‌‌دیدگاه خبرگان و مشتریان مشابه بوده است؛ بنابراین ارزش اجتماعی از نظر هر دو گروه در رتبۀ اول قرار گرفته است.

https://nmrj.ui.ac.ir/article_28965_44084f4eb68a6b50a22f9717db1876ba.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 08 22 Bibliographic Analysis and Visualization of Research on Entrepreneurial Marketing in the Last Four Decades تحلیل کتاب‌شناختی و مصورسازی پژوهش‌های منتشر‌شده در‌زمینۀ بازاریابی کارآفرینانه در چهار دهۀ گذشته 83 120 28890 10.22108/nmrj.2024.141239.3047 FA مهدی اشکانی دکتری مدیریت سیستم‌ها، دانشکدگان فارابی، دانشگاه تهران، قم، ایران جهانگیر یدالهی فارسی استاد گروه کسب‌و‌کار جدید، دانشکدۀ کارآفرینی، دانشگاه تهران، تهران، ایران Journal Article 2024 06 05 Entrepreneurial marketing has emerged as a pivotal concept within the realms of marketing and entrepreneurship, emphasizing innovative and creative marketing strategies employed by companies. With the rising volume of published research in this area, this study aimed to analyze the publishing process and conduct a bibliographic analysis of works in the field of entrepreneurial marketing. This research utilized 3 methods, i.e., bibliographic analysis, co-citation analysis, and co-word analysis, to investigate the influence of articles, authors, journals, and institutions. A total of 273 articles published between 1976 and 2024 were extracted from the Web of Science database for this analysis. The findings categorized research in entrepreneurial marketing into 3 main themes: Concept of Entrepreneurial Marketing Entrepreneurial Marketing in Practice Entrepreneurial Orientation and Market Orientation The results indicated a growing interest in entrepreneurial marketing, suggesting that future research should further explore the interplay between entrepreneurial orientation and market orientation to deepen understanding of this evolving field. Introduction Entrepreneurial marketing, an emerging field that integrates marketing and entrepreneurship, has garnered significant attention from researchers and entrepreneurs over the past four decades. In an environment characterized by intense competition and instability, Small and Medium-sized Enterprises (SMEs) often face constraints due to limited resources and seek innovative solutions to attract and retain customers. Within this context, entrepreneurial marketing introduces concepts, such as innovation, flexibility, and unconventional strategies, enabling businesses to differentiate themselves from competitors. In contrast to traditional marketing approaches, which rely heavily on precise market forecasts and long-term planning, entrepreneurial marketing prioritizes rapid innovation and creative customer engagement. Historically, this concept has emerged primarily as a solution for SMEs but has gradually expanded to encompass a wider range of industries. Despite the increasing volume of research in this field, various definitions and perspectives can complicate a full understanding of the concept. Therefore, this study aimed to classify and evaluate existing research through bibliometric analysis, identifying the core structure and main trends within entrepreneurial marketing. This analysis highlighted the most influential sources, journals, and authors in the field while providing a comprehensive overview of the research methodologies employed across studies. By doing so, it outlined key research trends and presented a conceptual roadmap to guide future investigations in entrepreneurial marketing. Ultimately, the objective of this article was to offer a thorough overview of existing studies, categorize them by key themes, and analyze the evolution of entrepreneurial marketing. Materials & Methods This study employed a bibliometric approach to analyze research within the field of entrepreneurial marketing. Bibliometric analysis is a scientific method that elucidates the intellectual and thematic structure of research in a specific domain, while also highlighting emerging trends. Data were extracted from the Web of Science database, a reputable source for academic and research articles. Studies related to entrepreneurial marketing published between 1976 and 2024 were identified by searching for the term "entrepreneurial marketing" in the title, abstract, and keywords of the selected articles. After a thorough screening process, 273 articles directly pertinent to the field were selected for final analysis. To ensure a comprehensive examination of these articles, 3 primary bibliometric techniques were utilized: Bibliographic Coupling Analysis: This method categorized articles that cited the same references, thereby measuring thematic connections among them. It helped in identifying thematic clusters and patterns within the research. Co-citation Analysis: This technique identified articles or sources that were frequently cited together. By analyzing co-citation, the researchers could ascertain the most influential articles and journals that had shaped the concepts and theories in entrepreneurial marketing, thus mapping the intellectual structure of the field. Co-word Analysis: This analysis examined keywords and frequently used phrases across various articles, helping to identify emerging topics and research trends. Co-word analysis revealed which subjects had garnered the most attention from researchers, aiding in the recognition of key and future research directions in this area. For data visualization, VOSviewer software was utilized. VOSviewer generated graphical networks of citations, research clusters, and thematic connections, providing a comprehensive understanding of the field's structure. The results included graphical representations of influential articles, researchers, clusters, and themes, enhancing the understanding of the intellectual organization within this domain. Research Findings The findings of this study derived from bibliographic coupling, co-citation, and co-word analyses revealed 3 primary clusters within entrepreneurial marketing research: The Concept of Entrepreneurial Marketing: This cluster centered on theoretical discussions and conceptual definitions of entrepreneurial marketing. It encompassed studies that had explored the fundamental principles and frameworks of the field, emphasizing topics, such as innovation and risk management, in marketing. Within this cluster, entrepreneurial marketing was defined as a novel approach to seizing market opportunities through efficient resource utilization and value creation. Entrepreneurial Marketing in Practice: This cluster examined the practical applications of entrepreneurial marketing in SMEs. Research in this area highlighted the role of entrepreneurial marketing in fostering business growth and enhancing organizational performance. Studies indicated that SMEs could adapt more swiftly to environmental changes and effectively respond to evolving customer needs by leveraging innovative marketing and entrepreneurial strategies. Entrepreneurial Orientation and Market Orientation: This cluster focused on the interplay and alignment between entrepreneurial orientation and market orientation within organizations. Research suggested that harmonizing these two orientations could lead to increased innovation, improved organizational performance, and sustained success. Studies in this area emphasized that organizations adept at aligning these orientations were more likely to achieve their objectives. The co-word analysis further revealed a shift in terminology within entrepreneurial marketing, moving from terms, such as "company", "marketing strategy", "marketing", and "growth" to more contemporary concepts like "behavior", "social media", "business", "dynamic capabilities", and "SMEs". Researchers in this field are encouraged to consider these evolving trends in their future studies. Additionally, the co-citation analysis identified 5 key articles that had significantly impacted the field of entrepreneurial marketing. Notable works included those of Atuahene-Gima & Ko (2001), which investigated the alignment of market and entrepreneurial orientations, and Hills et al. (2008), which focused on the evolution of entrepreneurial marketing. Discussion of Results & Conclusion This comprehensive bibliometric analysis revealed that research on entrepreneurial marketing had been steadily increasing over the past four decades. As a strategic alternative to traditional marketing—especially in volatile business environments—entrepreneurial marketing has proven to be highly effective for Small and Medium-sized Enterprises (SMEs). By leveraging innovative approaches and optimizing the use of limited resources, firms can gain a significant competitive advantage. The findings highlighted 3 main clusters within entrepreneurial marketing that contribute to the field's advancement. This study identified influential articles, key authors, leading journals, and relevant keywords, effectively mapping the conceptual structure of entrepreneurial marketing and providing a solid foundation for future research. Moreover, many studies emphasized the alignment between entrepreneurial and market orientations as a crucial factor in achieving organizational success. This alignment can serve as a central theme for future investigations, guiding researchers in exploring its impact on performance and innovation within the entrepreneurial marketing landscape. Building on the findings and analysis of the research structure, this article offers several recommendations for future studies: Expanding Time Range and Data Sources: Since this study relied solely on data from the Web of Science, future research could enhance comprehensiveness by incorporating additional databases, such as Scopus and Google Scholar, to capture a broader array of relevant articles. Utilizing Mixed Quantitative and Qualitative Analyses: To deepen the understanding of the content and significance of the articles, future research might benefit from combining quantitative and qualitative analyses. This approach would provide a more nuanced view of the value and contributions of each study. Investigating the Cultural and Social Impacts of Entrepreneurial Marketing: To achieve a more nuanced understanding of regional and cultural differences in entrepreneurial marketing, future studies could explore its cultural and social impacts across diverse contexts. This exploration would enrich the field by highlighting how entrepreneurial marketing practices vary in different cultural settings. بازاریابی کارآفرینانه به‌عنوان یک مفهوم کلیدی در‌زمینۀ بازاریابی و کارآفرینی با تمرکز بر استراتژی‌های بازاریابی مبتکرانه و خلّاقانه‌ای که شرکت‌ها‌ به کار گرفته‌اند، در‌نظر گرفته می‌شود. با‌توجه به رشد روزافزون پژوهش‌های منتشرشده در این حوزه هدف از پژوهش حاضر تحلیل روند انتشارات و تحلیل کتاب‌شناختی پژوهش‌هایی است که در‌زمینۀ بازاریابی کارآفرینانه منتشر شده است. در این پژوهش از سه روش تحلیل زوج‌ کتاب‌شناختی، هم‌استنادی و هم‌واژگانی استفاده و روند تأثیر مقاله‌ها، نویسندگان، مجله‌ها و مؤسسه‌ها بررسی شد. بدین منظور، اطلاعات 273 مقاله که در بازة 1976 تا 2024 منتشر شده است از پایگاه داده‌ای وب آو ساینس استخراج و تحلیل شد. نتایج نشان داد که تحقیقات حوزۀ بازاریابی کارآفرینانه به سه دستۀ اصلی «مفهوم بازاریابی کارآفرینانه»، «بازاریابی کارآفرینانه در عمل» و «گرایش کارآفرینانه و بازارگرایی» طبقه‌بندی می‌شود.نتایج این پژوهش نشان می‌دهد که در سال‌های اخیر مفهوم بازاریابی کارآفرینانه حوزۀ در‌حال رشدی بوده است و پژوهشگران برای بررسی دقیق‌تر این حوزه باید مفاهیمی همچون گرایش کارآفرینانه و بازارگرایی را در پژوهش‌های آتی خود در‌نظر گیرند.

https://nmrj.ui.ac.ir/article_28890_f3ed849be93718ea8f723da4fb8376da.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 08 22 Modeling and Scenario Analysis of Customer Brand Co-Creation Behavior Challenges: An Analysis of Coping Strategies مدل‌سازی و تحلیل سناریوی چالش‌های خلق رفتار هم‌آفرینی برند مشتری: تحلیلی بر راهبردهای مقابله 121 148 29004 10.22108/nmrj.2024.142204.3078 FA محمود سلطانی کارشناسی ارشد مدیریت کسب‌و‌کار، دانشکدۀ علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران محمدتقی رضوان استادیار گروه مهندسی صنایع، دانشکدۀ مهندسی، دانشگاه کاشان، کاشان، ایران اسماعیل مزروعی نصرآبادی استادیار گروه مدیریت کسب‌و‌کار، دانشکدۀ علوم مالی، مدیریت و کارآفرینی، دانشگاه کاشان، کاشان، ایران Journal Article 2024 07 20 Customer brand co-creation behavior plays a crucial role in effective branding. However, previous research has not thoroughly explored the challenges associated with fostering this behavior or the strategies for overcoming them. This study aimed to identify these challenges, analyze their interrelationships, and propose actionable strategies. Conducted in 3 phases, the research involved a population of academic experts and professionals in the e-commerce industry, utilizing judgmental and snowball sampling methods. In the first and third phases, qualitative approaches—including semi-structured interviews and thematic analysis—were employed to identify challenges and strategies. The second phase utilized a quantitative approach, incorporating a researcher-designed questionnaire and fuzzy cognitive mapping to analyze the relationships among the identified challenges and create scenarios. The findings revealed 15 challenges categorized into 3 general levels: "internal organizational challenges", "environmental obstacles", and "customer-related issues". Notably, challenges, such as ineffective communication between brands and customers, a weak employer brand, and a lack of strategic alignment, were prominent across all backward scenarios, underscoring their significance. Conversely, cultural issues within society emerged as the most independent challenges in forward scenarios. Additionally, weak corporate branding and a closed organizational culture were present in all forward scenarios, highlighting their critical importance. The analysis of both scenarios emphasized the significant impact of the weak employer brand challenge. To address these potential obstacles, the study proposed 16 strategies organized into 3 key levels: "preparing the organization for co-creation", "mitigating the effects of external environmental obstacles", and "encouraging customer engagement in brand co-creation". Introduction Customer brand co-creation behavior encompasses voluntary actions that contribute to the growth and development of a brand by its customers. This behavior stems from a modern perspective on experience-oriented and experiential marketing, which aims to transform brand value into a tangible reality. The rapid pace of digitalization, along with its impact on business, swift exchange of information through the internet and social networks, emergence of numerous startups in the digital sector, heightened competition among firms, and the low cost of brand switching by customers, have all elevated customer brand co-creation behavior to a prominent topic in the digital business landscape. To date, there has been no research focused specifically on the challenges associated with fostering customer brand co-creation behavior. Thus, the first research question was: What are the challenges of creating customer brand co-creation behavior in digital and online businesses in Iran? Understanding and analyzing a range of factors is crucial for informing managerial decisions, especially when the relationships among these factors are examined to identify which are most fundamental and should be prioritized. Consequently, the second research question was: What is the model of challenges for creating this behavior in digital businesses in Iran? Once these challenges are modeled, it is important to identify various scenarios that can be analyzed in relation to these challenges to facilitate better decision-making. Therefore, the third question was: What are the scenarios for the challenges of brand co-creation behavior in digital and online businesses in Iran? To effectively address these challenges, organizations must adopt appropriate strategies; without this, overcoming the obstacles will prove difficult. In the context of customer brand co-creation behavior, it is essential to identify strategies that can mitigate these challenges. Thus, the fourth research question was: What are the strategies for overcoming the challenges of creating customer brand co-creation behavior in digital and online businesses in Iran? The objective of this paper was to identify, model, and create scenarios for the challenges of customer brand co-creation behavior, ultimately providing coping strategies to address these challenges. This research aimed to enhance understanding of customer brand co-creation behavior and identify measures that encourage greater customer participation in this interactive process. Materials & Methods This study employed a mixed-methods approach. In the qualitative phase, we identified and analyzed the challenges associated with fostering customer brand co-creation behavior, as well as the strategies proposed to overcome these challenges and enhance customer participation. This analysis was conducted through thematic coding of semi-structured interviews with 30 academic experts and professionals actively engaged in digital businesses. In the quantitative phase, we explored the relationships among the identified challenges using a researcher-developed questionnaire, which was completed by 10 experts. The challenges identified were modeled using fuzzy cognitive mapping, which facilitated a relative understanding of the interrelationships among the challenges, helping to determine their sequence and ultimately improve performance. Additionally, scenario planning was employed to create forward and backward scenarios for a more comprehensive analysis of the model. For data analysis, we utilized FCMapper and Pajek software, both powerful tools for network analysis and system modeling. These programs assisted in identifying and analyzing complex relationships between variables. In the backward scenarios, the analysis began by selecting the most dependent variables. Each variable was examined individually and its impact on the dependent variable was assessed. By setting each influencing factor to zero, we could determine its effect on the dependent variable. This process continued until a loop was created (indicating interdependence among variables) or until no variable influenced the selected variable. In the forward scenarios, we first identified the influential variables and then selected the factors they affected. Similar to the backward analysis, the independent variable was set to zero to evaluate its impact on the dependent variables. This procedure continued until a loop was formed or the selected dependent variable ceased to influence any other variable. Research Findings The thematic analysis revealed 15 challenges categorized into 3 main levels: intra-organizational challenges, environmental obstacles, and customer-side issues. Intra-organizational challenges included lack of strategic alignment within the organization, closed organizational culture, weak employer brand, limited resources, and hardware and software issues, absence of specialized skills and knowledge, and lack of strong branding. Environmental obstacles encompassed difficult competitive conditions, regulatory and legal issues, and social and cultural problems within society. The customer-side issues identified here included lack of customer knowledge, insufficient motivation among customers to engage with the brand, internal resistance from customers, weak brand perception in the customer’s mind, and ineffective communication between the brand and the customer. Notably, the challenges of ineffective communication between the brand and customer, weak employer brand, and lack of strategic alignment were present in all backward scenarios, highlighting their significance. In forward-looking scenarios, social and cultural problems emerged as the most independent challenge. Additionally, weak employer brand and closed organizational culture appeared in all forward scenarios, underscoring their critical importance. The analysis of both scenarios emphasized the significant impact of the weak employer brand challenge. To address these challenges, 16 coping strategies were proposed, which were categorized into 3 levels: 1) preparing the organization for a transition toward co-creation; 2) mitigating the effects of major environmental obstacles beyond the organization’s control; and 3) encouraging customers to engage in brand co-creation behavior. Discussion of Results & Conclusion The digital transformation of business coupled with the widespread use of social networks compels companies to prioritize customer brand co-creation behavior. As a result, organizations are increasingly focused on identifying and addressing the challenges associated with fostering this behavior. Among these challenges, "weak employer branding" has emerged as a primary concern. To address this issue, organizations must cultivate an attractive work environment characterized by respect, trust, and a strong emphasis on employee’s well-being. Effective human resource management will be crucial in strengthening the employer brand. By identifying and implementing the proposed coping strategies, managers and decision-makers can effectively navigate challenges based on their specific organizational contexts, thereby minimizing their impact. Overall, these findings provide valuable insights for companies and researchers seeking to understand the formation and development of customer brand co-creation behavior. Given the significance of employer branding, further research is warranted to explore its antecedents, consequences, and strategies for enhancement. Additionally, developing a roadmap based on the strategies outlined in this paper could serve as a more precise guide for managers, making it a recommendation for future research. The focus of this study on digital businesses underscored their increasing importance in today's marketplace. Considering the challenges associated with brand co-creation behavior, it is advisable for future studies to examine various industries and business environments to enrich the existing literature and enhance understanding of the challenges and opportunities present. Moreover, while this research has identified general strategies for overcoming potential challenges, future investigations should target each specific challenge and develop tailored strategies to address them. This approach could yield practical and effective solutions, allowing businesses to respond more effectively to their unique needs and challenges. Ultimately, expanding the literature on this topic and concentrating on specific challenges will strengthen brand co-creation behavior and pave the way for greater success in digital businesses moving forward. رفتار هم‌آفرینی برند مشتری در برندسازی اهمیت فراوانی دارد. تاکنون پژوهش در‌زمینۀ شناسایی چالش‌های خلق این رفتار و راهبردهای برون‌رفت از آنها انجام نشده است. پژوهش حاضر برای شناسایی چالش‌ها، تحلیل روابط آنها و ارائۀ راهبردهای مقابله انجام شده است. این مطالعه در سه مرحله انجام شده است که در مرحلۀ اول و سوم چالش‌ها و راهبردهای مصاحبه‌های نیمه‌ساختاریافته با رویکرد کیفی و نیز با انجام‌دادن تحلیل تماتیک شناسایی شد. در این دو مرحله جامعۀ آماری متشکل از خبرگان دانشگاهی و متخصصان فعّال در صنعت تجارت الکترونیک بوده که در آن از روش نمونه‌گیری قضاوتی و گلوله‌برفی استفاده شده است. در مرحلۀ دوم با رویکرد کمّی پرسشنامۀ محقق‌ساخته، روش نگاشت شناختی-فازی و روابط بین چالش‌ها تحلیل و سناریونگاری شد. نمونۀ آماری این مرحله 10 نفر از خبرگان دردسترس بوده است. نتایج نشان داد که 15 چالش در سه سطح کلی «چالش‌های درون‌سازمانی»، «موانع محیطی» و «مسائل سمت مشتری» وجود دارد. چالش‌های نبود ارتباطات اثربخش بین برند و مشتری، برند کارفرمایی ضعیف و عدم نگرش و همسویی استراتژیک در تمامی سناریوهای روبه‌عقب وجود داشته است؛ بنابراین این چالش‌ها در خلق هم‌آفرینی برند مشتری اهمیت فراوانی دارند. مشکلات فرهنگی جامعه مستقل‌ترین چالش در سناریوهای روبه‌جلو بوده است. برند کارفرمایی ضعیف و فرهنگ سازمانیِ بسته دو چالشی است که در تمامی سناریوهای روبه‌جلو وجود داشته است؛ بنابراین این چالش‌ها در خلق هم‌آفرینی برند مشتری اهمیت فراوانی دارند. تحلیل هر دو دسته سناریو بیانگر اهمیت بسیار زیاد چالش برند کارفرمایی ضعیف است. در پایان، در این پژوهش برای مقابله با چالش‌های احتمالی 16 راهبرد در سه سطح «آماده‌سازی سازمان برای حرکت به‌سمت هم‌آفرینی»، «کاهش تأثیر موانع محیطی و خارج از کنترل سازمان» و «ترغیب مشتری برای بروز رفتار هم‌‌آفرینی برند» پیشنهاد شد.

https://nmrj.ui.ac.ir/article_29004_a61cf7a2a795fe554869614b3cf43694.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 08 22 Identification of Online and Offline Drivers of Customer-Based Brand Equity (CBBE) in Telecommunications Companies شناسایی محرک‌های آنلاین و آفلاین ارزش ویژۀ برند مشتری‌محور در شرکت‌های مخابراتی کشور عراق 149 170 29116 10.22108/nmrj.2024.139429.2977 FA اسامه العیدانی دانشجوی دکتری، مدیریت بازاریابی و استراتژی کسب‌و‌کار، دانشکدۀ مدیریت، دانشگاه تهران، تهران،ایران طهمورث حسنقلی پور استاد، مدیریت بازاریابی و استراتژی کسب‌و‌کار، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران منوچهر انصاری دانشیار، مدیریت بازاریابی و استراتژی کسب‌و‌کار، دانشکدۀ مدیریت، دانشگاه تهران، تهران، ایران Journal Article 2023 10 11 Customer-Based Brand Equity (CBBE) is a fundamental concept in marketing and numerous companies continually seek to enhance their brand equity. This study aimed to elucidate CBBE within Iraqi telecommunication companies and identify its offline and online drivers. The research employed a qualitative approach, utilizing thematic analysis. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication firms in Iraq by using a targeted sampling method. Data analysis followed Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. The findings revealed 55 open codes, which were organized into 13 sub-themes and 6 main themes and categorized into customer-based brand equity and its drivers. The components of CBBE encompassed perceived quality, brand association, brand awareness, and brand loyalty with perceived quality identified as a key element. Drivers of brand equity were divided into offline and online categories. Offline drivers included price equity, privacy, perceived security, ancillary services, customized services, and customer involvement in company affairs. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. The integration of both offline and online drivers could significantly enhance CBBE in Iraqi telecommunication companies. Introduction In today’s technology-driven landscape, telecommunication companies play a pivotal role in the global communication industry. As competition intensifies, Customer-Based Brand Equity (CBBE) has become increasingly vital for these companies. Brands that prioritize customer needs are better positioned in the market and can enhance customer satisfaction by focusing on user experience and offering specialized services. CBBE is a crucial concept in marketing, prompting organizations to continually seek ways to enhance their brand value. By understanding both offline and online drivers of CBBE, telecommunication companies can uniquely attract customers and improve service offerings, ultimately fostering growth and elevating customer satisfaction. In a competitive telecommunication landscape, effectively identifying and leveraging these drivers is essential for success. Materials & Methods This research aimed to elucidate the unique value of CBBE in Iraqi telecommunication companies and identify the offline and online drivers influencing it. A qualitative thematic analysis was employed for this study. In-depth interviews were conducted with 25 academic experts and executives from various telecommunication companies in Iraq, utilizing a targeted sampling approach. Data analysis was guided by Castleberry and Nolen's (2018) 5-stage model, which included compiling, disassembling, reassembling, interpreting, and concluding. Coding procedures were carried out using Atlas TI software, version 9. The purposive sampling method was used, specifically targeting university professors in electronic marketing, social marketing, and telecommunication experts with significant marketing experience in telecommunications. The adequacy of the sample was achieved after reaching theoretical saturation through the completion of 25 interviews. Research Findings The analysis of the final 55 open codes resulted in the identification of 13 sub-themes and 6 main themes, which were categorized into 2 groups: CBBE and its drivers. CBBE comprised key components, such as perceived quality, brand association, brand awareness, and brand loyalty, with perceived quality emerging as the most significant concept. The drivers of brand equity were divided into offline and online categories. Offline drivers included value for money, privacy, perceived security, ancillary services, customized services, and a sense of customer involvement in the company's operations. Online drivers featured 2 sub-themes: internet support and advanced internet capabilities. Overall, the findings indicated that the unique value of a brand in telecommunications was influenced by both offline and online drivers. While the number of offline drivers was considerably greater, online drivers, particularly those related to advanced capabilities, could offer a competitive advantage. In today’s market, most companies provide basic services, which do not significantly enhance brand value on their own. However, through strategic efforts, such as offering customized services and encouraging customer participation, companies can effectively elevate their brand equity. The offline drivers and advanced internet capabilities within the online drivers collectively enhance CBBE. Discussion of Results & Conclusion Both offline and online factors significantly enhanced brand value for Iraqi telecommunication companies. In the offline context, elements, such as perceived value, privacy protection, security perception, ancillary services, customized offerings, and a sense of customer involvement contributed to positive customer experiences and strengthened brand equity. Conversely, in the online realm, factors like user-friendly online platforms, the speed and efficiency of services, optimal user experiences, and provision of engaging and valuable content were crucial. By integrating these two sets of stimuli and crafting meaningful experiences, brands could forge stronger relationships with customers and enhance their overall value. Given the importance of perceived quality in CBBE, it is vital for companies to focus on improving the functional quality of their services and internet offerings. Additionally, cultivating customer perceptions of security and privacy serves as an essential offline driver for brand equity. Telecommunication companies should prioritize efforts to provide customized services and enhance ancillary offerings. Creating an environment where customers feel valued and engaged in company affairs fosters positive perceptions of the brand. While basic internet services and support remain fundamental needs, telecommunication companies must also strive to develop advanced capabilities, such as a strong presence on social media and establishment of online brand communities. These initiatives will facilitate active communication with customers and strengthen the role of brands in the online community. ارزش ویژۀ برند مشتری‌محور یکی از کلیدی‌ترین مفاهیم در بازاریابی است که در آن شرکت‌ها و سازمان‌های مختلف همواره به‌دنبال ارتقای ارزش ویژۀ برند خود هستند. پژوهش حاضر با هدف تشریح ارزش ویژۀ برند مشتری‌محور در شرکت‌های مخابراتی کشور عراق و شناسایی محرک‌های آفلاین و آنلاین مؤثر بر آن انجام شده است. این پژوهش با روش کیفی تکنیک تحلیل تم انجام شد که در آن 25 نفر از خبرگان دانشگاهی و اجرایی شرکت‌های مخابراتی مختلف در کشور عراق به شکل هدفمند مصاحبه شدند. در این مطالعه از الگوی پنج‌مرحله‌ای Castleberry & Nolen (2018) که شامل کامپایل‌کردن، جداسازی، گردآوری مجدد، تفسیر و نتیجه‌گیری برای تجزیه‌وتحلیل داده‌هاست، استفاده شد. مطابق نتایج 55 کد باز نهایی، 13 تم فرعی و 6 تم اصلی تولید شد که در دو طبقۀ ارزش ویژۀ برند مشتری‌محور و محرک‌های آن دسته‌بندی شدند. ارزش ویژۀ برند مشتری‌محور شامل مؤلفه‌های کیفیت ادراک‌شده، تداعی برند، آگاهی از برند و وفاداری به برند است که در آن مؤلفۀ کیفیت ادراک‌شده مفهوم کلیدی‌تری دارد. محرک‌های ارزش ویژۀ برند در دو بخش محرک‌های آفلاین و محرک‌های آنلاین دسته‌بندی شد. محرک‌های آفلاین شامل ارزش قیمتی، حفظ حریم‌خصوصی، ادراک امنیت، خدمات جانبی، خدمات سفارشی‌شده و ایجاد حس مشارکت مشتریان در امور شرکت بود. محرک‌های آنلاین نیز دو تم فرعی پشتیبانی اینترنتی و قابلیت‌های اینترنت پیشرفته را داشت. مجموع محرک‌های آفلاین و آنلاین می‌تواند موجبات ارتقای ارزش ویژۀ برند را در شرکت‌های مخابراتی عراق فراهم کند.

https://nmrj.ui.ac.ir/article_29116_1ce68e137d65b4041d38f241654a5b01.pdf

دانشگاه اصفهان تحقیقات بازاریابی نوین 2228-7744 14 2 2024 08 22 Investigating the Formation of Brand Equity Based on Brand Cultural Symbolism in the Food Industry بررسی نحوۀ شکل‌گیری ارزش ویژۀ برند مبتنی بر نمادگرایی فرهنگی برند در صنعت مواد غذایی 171 200 29018 10.22108/nmrj.2024.140779.3029 FA نیما شاه حسینی دانش‌آموختۀ ارشد گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه خوارزمی، تهران، ایران بهاره اصانلو دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه خوارزمی، تهران، ایران سهیلا خدامی دانشیار گروه مدیریت بازرگانی، دانشکدۀ مدیریت دانشگاه خوارزمی، تهران، ایران Journal Article 2024 02 20 Brand cultural symbolism is a crucial element of brand identity. In today's competitive marketplace, businesses strive not only to deliver high-quality products and services, but also to forge meaningful connections with their customers by establishing a distinctive and recognizable identity. In this context, brand cultural symbolism serves as an effective tool for creating emotional connections with customers and enhancing brand identity. These symbols can include slogans, logos, colors, motifs, and specific cultural concepts. The goal of brand cultural symbolism is to foster a deep relationship with consumers while differentiating the brand from its competitors. This research aimed to examine the impact of brand cultural symbolism on brand equity within the food industry. Additionally, it investigated the mediating roles of brand prestige, brand authenticity, and brand valuation in this relationship. The study was applied in nature and employed a descriptive survey methodology for data collection. A questionnaire was administered to 312 consumers in Tehran using convenience sampling. Data analysis was conducted using SPSS24 and Smart PLS3 software. The findings indicated that brand cultural symbolism significantly influenced brand prestige and brand authenticity. Furthermore, both brand prestige and brand authenticity had a substantial effect on brand equity through brand valuation. The results suggested that brand cultural symbolism played a key role in enhancing brand equity by leveraging factors, such as brand prestige, brand authenticity, and brand valuation. Introduction This study investigated the impact of brand cultural symbolism on brand equity within the food industry. In today’s competitive landscape, brands influence consumer behavior not only through functional attributes, but also through cultural dimensions. Research has demonstrated that brands perceived as culturally authentic are often preferred by consumers as these brands resonate with their social and cultural values. The food industry serves as a powerful medium for conveying and reinforcing various cultural narratives. As a cultural industry that significantly shapes social identity and community culture, it provides an ideal context for exploring the concept of brand cultural symbolism. While previous studies have largely concentrated on the theoretical aspects of cultural symbolism, empirical research and modeling of these relationships—especially within the food industry—remain limited. Moreover, this study addressed gaps in the existing literature regarding the relationship between brand cultural symbolism and brand valuation. Drawing on theories of brand authenticity, particularly self-congruence theory, it examined how consumers tend to favor certain brands that align with their cultural identity. As consumers increasingly select brands based on their cultural identity and social values, brand cultural symbols—such as values, norms, and lifestyles—can significantly shape perceptions of brand authenticity and prestige. This research hypothesized that brand cultural symbolism not only contributes to the development of a positive brand image, but also enhances brand prestige and authenticity, thereby strengthening brand valuation and ultimately brand equity. Materials & Methods This study employed a descriptive survey design. The research population consisted of consumers in the food industry and non-probability convenience sampling was utilized. The sample size estimated using Klein's formula ranged from 140 to 420 participants. Primary data were collected through a questionnaire that included 4 general questions and 28 specific questions based on a Likert scale. The questionnaire was distributed online via social media platforms, yielding 312 valid responses. The content validity of the questionnaire was confirmed through expert reviews and its reliability was assessed using Cronbach’s alpha with all values exceeding 0.7, indicating acceptable reliability. Data analysis was performed using Structural Equation Modeling (SEM) with Smart PLS 3 and SPSS 24 software. Research Findings Analysis of the demographic data revealed that among the 312 respondents in the sample, 55.5% were female and 45.5% were male. The age distribution indicated that the majority of respondents (39.9%) fell within the 25- to 30-year age group. In terms of education, the largest proportion of respondents held a bachelor's degree (43.2%). Regarding income, 47.1% of respondents reported an income of less than 6 million Iranian Rials. Furthermore, the inferential data analysis in the measurement model evaluation showed that the values of Cronbach's alpha for all constructs exceeded 0.7, indicating acceptable reliability. Additionally, the composite reliability for all constructs was above 0.7 and the Average Variance Extracted (AVE) for each construct surpassed 0.4, demonstrating good convergent and discriminant validity. In the structural model evaluation, the R-squared values for the variables of "brand authenticity", "brand valuation", and "brand equity" were 0.524, 0.573, and 0.592, respectively, indicating moderate explanatory power of the model for these variables. However, the R-squared value for "brand prestige" was relatively low at 0.113, indicating weak explanatory power. The predictive quality of the model was assessed using the Q² criterion, where all variables exhibited acceptable Q² values, suggesting good predictive relevance. Path coefficients (β) and significance tests revealed that all coefficients were above 0.3, indicating significant and positive relationships between the variables. Significance tests based on t-values demonstrated that all t-values exceeded 1.96, confirming the significance of all relationships. Finally, the overall model fit was evaluated using the Goodness-of-Fit (GOF) index, which yielded a value of 0.46, indicating a good model fit. Therefore, the research model provided satisfactory results in terms of overall fit, predictive capability, and structural relationship analysis. Discussion of Results & Conclusion This study investigated the impact of brand cultural symbolism on brand equity in the food industry, focusing on the mediating roles of brand prestige, brand authenticity, and brand valuation. The findings demonstrated that brand cultural symbolism significantly enhanced the brand equity of food brands by positively influencing these mediating variables. The first hypothesis, which examined the relationship between brand cultural symbolism and brand prestige, was confirmed. The results indicated that brands that evoked Iranian cultural symbols—such as history, art, and specific rituals—were perceived as more prestigious by consumers. This connection strengthened consumer engagement with the brand, enhancing its perceived power and prestige. The second hypothesis, which explored the effect of brand cultural symbolism on brand authenticity, was also validated. Food brands that positioned themselves as representatives of Iranian culture and identity were viewed as more authentic by consumers. By incorporating cultural symbols into their product design and packaging, these brands established a deeper and more genuine connection with their audience. Regarding the third hypothesis, which examined the influence of brand prestige on brand valuation, the results confirmed that recognized prestige correlated with higher brand valuations. To achieve this, food brands had to provide high-quality products, attractive designs, and distinctive features to be regarded as credible and prestigious in consumers' minds. The fourth hypothesis, which assessed the impact of brand authenticity on brand valuation, was likewise confirmed. The findings suggested that brands that drew upon rich cultural traditions and Iranian heritage in their products were perceived as more valuable. In essence, food brands that integrated national, historical, and cultural symbols into their designs could forge stronger emotional and social connections with consumers, thereby enhancing their perceived brand valuation. Finally, the confirmation of the fifth hypothesis, which examined the relationship between brand valuation and brand equity, indicated that brands recognized as both economically and emotionally valuable achieved higher brand equity. Food brands could bolster their brand equity by offering high-quality products at reasonable prices and fostering positive emotional associations, such as vitality and stress relief. In conclusion, this study illustrated that food brands that effectively leveraged brand cultural symbolism to connect with Iranian culture could strengthen their prestige, authenticity, brand valuation, and ultimately their brand equity, thereby solidifying their position in the market. نمادگرایی فرهنگی برند به‌عنوان یکی از جنبه‌های اساسی ساختار هویت برند اهمیت بسیاری دارد. کسب‌وکارها در دنیای امروزه نه‌تنها به‌دنبال ارائۀ محصولات و خدمات باکیفیت هستند، سعی دارند با ایجاد یک هویت برجسته و قابل ‌تشخیص ارتباط مؤثری با مشتریان خود برقرار کنند. در این راستا، نمادگرایی فرهنگی برند به‌عنوان یک ابزار بسیار مؤثر در ایجاد ارتباط عاطفی با مشتریان و تقویت هویت برند مورد توجه قرار می‌گیرد. این نمادها می‌توانند شعارها، لوگوها، رنگ‌ها، نقش‌ها و مفاهیم فرهنگی خاص باشند. هدف از نمادگرایی فرهنگی برند ایجاد ارتباط عمیق با مشتریان و تمایز برند از برندهای دیگر است. بر این اساس، هدف از پژوهش حاضر بررسی تأثیر نمادگرایی فرهنگی برند بر ارزش ویژۀ برند در صنعت مواد غذایی است. در این مطالعه برای بررسی عمیق‌تر این ارتباط نقش میانجی پرستیژ برند، اصالت برند و ارزش‌گذاری برند نیز مطالعه شده است. این پژوهش ازنظر هدف کاربردی و به‌لحاظ ماهیت جمع‌آوری اطلاعات توصیفی-پیمایشی است. ابزار گردآوری اطلاعات در پژوهش حاضر پرسشنامه بوده است که به روش در‌دسترس از 312 نفر از مصرف‌کنندگان صنعت مواد غذایی جمع‌آوری‌ شده است. برای تجزیه‌وتحلیل اطلاعات از نرم‌افزارهایSPSS24 وSmart PLS3 استفاده ‌شده است. یافته‌ها حاکی از آن است که نمادگرایی فرهنگی برند بر پرستیژ برند و اصالت برند اثرگذار است. همچنین، پرستیژ برند و اصالت برند با ارزش‌گذاری برند بر ارزش ویژۀ برند تأثیر معنادار دارند. به‌طور کلی، نتایج نشان می‌دهد که نمادگرایی فرهنگی برند می‌تواند با عواملی چون پرستیژ برند، اصالت برند و ارزش‌گذاری برند در ارتقای ارزش ویژۀ برند نقش داشته باشد.

https://nmrj.ui.ac.ir/article_29018_3dc039fb2f89c85e4a025d8d68e1e931.pdf