University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program Investigating the Impact of Gamification on Customer Citizenship Behavior Based on the MDA Framework: A Case Study of Strava Sport Activity Tracking Program 1 44 29649 10.22108/nmrj.2025.142977.3108 FA Shabnam Balaghi Master's student, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran Soheila Khoddami Associate professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran Niloofar Abbaspoor Assistant professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran Journal Article 2024 10 08 This study investigated the impact of gamification on customer citizenship behavior using the MDA framework (Mechanics, Dynamics, Aesthetics). The primary objective was to determine whether gamification influenced customer citizenship behavior and how the components of mechanics, dynamics, and aesthetics interacted with one another. Methodologically, this research adopted a descriptive-survey approach with data analysis conducted through Structural Equation Modeling (SEM) utilizing the Partial Least Squares (PLS) method in SmartPLS 4 software. The research population included all users in Iran, who utilized the Strava app, a platform for tracking sports activities. A standard questionnaire was distributed among user groups formed within the Strava and Telegram apps selected through non-probability convenience sampling, yielding 290 completed and usable responses. The results revealed that, among the mechanics components of gamification, the impact of self-achievement on self-benefit was greater than that of team achievement on self-benefit. Additionally, self-achievement positively influenced fun, while the effect of team achievement on fun was not supported. Furthermore, self-achievement had a more significant impact on social interactions compared to team achievement. In terms of the dynamics components, the influence of self-benefit on brand attitude was not confirmed, whereas fun exerted a stronger impact on brand attitude than social interactions. Self-benefit also demonstrated a greater effect on fun than on social interactions. Within the aesthetics aspect of gamification, brand attitude significantly influenced customer citizenship behavior and all three of its dimensions with the most pronounced effect on supportive customer citizenship behavior. Consequently, we concluded that gamification played a crucial role in fostering customer citizenship behavior. Organizations and game designers were encouraged to develop and implement gamification strategies aligned with their marketing objectives. Introduction Recent research in service marketing has increasingly focused on customer involvement in the service delivery process as a means to enhance organizational performance. One significant manifestation of this involvement is the emergence of customer citizenship behaviors—voluntary and discretionary actions taken by customers that, while not essential, provide benefits to the organization. These actions may include advising other customers, encouraging others to patronize the company or providing feedback and reporting issues to the organization. Given their voluntary nature, these behaviors are considered extra-role and can facilitate product adoption by others. Studies have shown that customer citizenship behaviors reduce churn and strengthen the relationship between the company and its customers. Consequently, understanding and promoting these behaviors have become increasingly vital for organizations. One potential factor influencing customer citizenship behavior is gamification, which has gained considerable attention in recent years. As businesses navigate an increasingly complex and competitive landscape, particularly in a hyper-communicative market, gamification has emerged as a strategy to engage customers and employees through game-like elements. Research has demonstrated that gamification can motivate individuals, enhance their understanding, and improve interactions. It has been successfully applied across various fields, including behavior change, education, health, and marketing. The gamification market is projected to exceed $40 billion by 2029 as driven by the growing adoption of digital technologies and social media. This study aimed to investigate whether gamification could enhance customer citizenship behavior. While numerous studies have examined gamification and customer citizenship behavior separately, a theoretical gap remains in understanding the relationship between the two. Furthermore, there is an applied gap as research conducted in Iran has not extensively explored the impact of gamification on customer citizenship behavior. Addressing this gap could yield significant benefits for Iranian organizations, including enhanced customer support, increased recommendations, valuable feedback, and cost savings. By exploring this potential relationship, the study aimed to determine whether gamification could positively influence customer citizenship behavior, thereby guiding organizations on the viability of incorporating gamification into their strategies. Based on the aforementioned studies and the research objectives, the following hypotheses were proposed: Primary Hypotheses: Self-achievement significantly influences self-benefit in gamification. Self-achievement significantly influences fun in gamification. Self-achievement significantly influences social interactions in gamification. Team achievement significantly influences self-benefit in gamification. Team achievement significantly influences fun in gamification. Team achievement significantly influences social interactions in gamification. Self-benefit significantly influences brand attitude in gamification. Fun significantly influences brand attitude in gamification. Social interactions significantly influence brand attitude in gamification. Self-benefit significantly influences fun in gamification. Social interactions significantly influence fun in gamification. Brand attitude significantly influences customer citizenship behavior in gamification. Subsidiary Hypotheses: Hypothesis 12A: Brand attitude significantly influences customer supportive citizenship behavior in gamification. Hypothesis 12B: Brand attitude significantly influences customer helping and advisory behavior in gamification. Hypothesis 12C: Brand attitude significantly influences customer feedback-driven behavior in gamification. Materials & Methods This study aimed to investigate the impact of gamification on customer citizenship behavior with the goal of assisting companies and marketers in effectively leveraging gamification techniques. The research employed a descriptive survey methodology with a quantitative approach. The population consisted of Iranian residents, who had used the Strava application, a popular fitness tracking app. Strava users are typically tech-savvy, actively engage in virtual environments, and participate in community challenges, making them ideal subjects for this study. The sample was selected through non-probabilistic convenience sampling with the researcher joining Strava groups and distributing questionnaires. A total of 290 usable responses were collected from 305 completed questionnaires. Data collection included both library-based and field-based methods, utilizing a 31-item questionnaire measured on a 5-point Likert scale. Standard items from foundational research articles were employed to ensure validity. The sample size was determined using the Klein formula, resulting in an optimal range of 155 to 620 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) chosen for its suitability in handling small sample sizes and non-normal data distributions. PLS-SEM is particularly effective for examining relationships among multiple variables in behavioral and social sciences, especially when simpler methods are inadequate. Research Findings The study investigated the impact of game mechanics on self and team achievements within gamification and their subsequent effects on gameplay dynamics, including personal benefit, fun, and social interactions. Self-achievement significantly influenced all components of gameplay dynamics, particularly social interactions, although its impact on fun was the least pronounced. In contrast, team achievement significantly affected self-benefit but did not influence fun, exhibiting the least effect on social interactions. Among gameplay dynamics, self-benefit greatly enhanced fun, but it did not significantly influence brand attitude, where fun had the strongest effect. Self-achievement emerged as the most powerful influencer of personal benefit, while team achievement was identified as the weakest. For fun, individual achievement and personal benefit exerted the greatest influence with social interactions having the least impact. Regarding social interactions, self-achievement proved to be the most influential. Brand attitude as an aesthetic component of gameplay significantly affected customer citizenship behavior and its dimensions with the most notable impact on supportive citizenship behavior and the least on feedback behavior. The tested hypotheses confirmed that self-achievement positively influenced personal benefit, fun, and social interactions. Team achievement also positively affected personal benefit and social interactions but not fun. Moreover, the study found that while self-benefit did not positively influence brand attitude, both fun and social interactions did. These results aligned with numerous previous studies, highlighting the motivational and social benefits of gamification mechanics. However, the relationship between self-benefit and brand attitude diverged from some earlier findings. The study concluded that gamification elements, particularly self and team achievements, played a significant role in enhancing user engagement and brand perception. Discussion of Results & Conclusion The findings of this study underscored the importance of creating enjoyable experiences and fostering positive social interactions within the gaming environment to enhance users' attitudes toward the brand. The results indicated that incorporating gamification elements in marketing could significantly influence customer citizenship behavior. To effectively leverage these elements, it is essential for game designers and marketers to consider the varying effects of individual and team achievement mechanisms on gameplay dynamics and brand attitude. This research offered valuable insights that can serve as a guide for developing effective gamification strategies in marketing. By understanding the distinct impacts of different gamification elements, organizations can design more engaging and interactive experiences that not only enhance customer satisfaction, but also promote positive behaviors, such as support, feedback, and advocacy. In conclusion, the strategic application of gamification can lead to increased customer engagement and loyalty, ultimately benefiting both the brand and its customers. This study investigated the impact of gamification on customer citizenship behavior using the MDA framework (Mechanics, Dynamics, Aesthetics). The primary objective was to determine whether gamification influenced customer citizenship behavior and how the components of mechanics, dynamics, and aesthetics interacted with one another. Methodologically, this research adopted a descriptive-survey approach with data analysis conducted through Structural Equation Modeling (SEM) utilizing the Partial Least Squares (PLS) method in SmartPLS 4 software. The research population included all users in Iran, who utilized the Strava app, a platform for tracking sports activities. A standard questionnaire was distributed among user groups formed within the Strava and Telegram apps selected through non-probability convenience sampling, yielding 290 completed and usable responses. The results revealed that, among the mechanics components of gamification, the impact of self-achievement on self-benefit was greater than that of team achievement on self-benefit. Additionally, self-achievement positively influenced fun, while the effect of team achievement on fun was not supported. Furthermore, self-achievement had a more significant impact on social interactions compared to team achievement. In terms of the dynamics components, the influence of self-benefit on brand attitude was not confirmed, whereas fun exerted a stronger impact on brand attitude than social interactions. Self-benefit also demonstrated a greater effect on fun than on social interactions. Within the aesthetics aspect of gamification, brand attitude significantly influenced customer citizenship behavior and all three of its dimensions with the most pronounced effect on supportive customer citizenship behavior. Consequently, we concluded that gamification played a crucial role in fostering customer citizenship behavior. Organizations and game designers were encouraged to develop and implement gamification strategies aligned with their marketing objectives. Introduction Recent research in service marketing has increasingly focused on customer involvement in the service delivery process as a means to enhance organizational performance. One significant manifestation of this involvement is the emergence of customer citizenship behaviors—voluntary and discretionary actions taken by customers that, while not essential, provide benefits to the organization. These actions may include advising other customers, encouraging others to patronize the company or providing feedback and reporting issues to the organization. Given their voluntary nature, these behaviors are considered extra-role and can facilitate product adoption by others. Studies have shown that customer citizenship behaviors reduce churn and strengthen the relationship between the company and its customers. Consequently, understanding and promoting these behaviors have become increasingly vital for organizations. One potential factor influencing customer citizenship behavior is gamification, which has gained considerable attention in recent years. As businesses navigate an increasingly complex and competitive landscape, particularly in a hyper-communicative market, gamification has emerged as a strategy to engage customers and employees through game-like elements. Research has demonstrated that gamification can motivate individuals, enhance their understanding, and improve interactions. It has been successfully applied across various fields, including behavior change, education, health, and marketing. The gamification market is projected to exceed $40 billion by 2029 as driven by the growing adoption of digital technologies and social media. This study aimed to investigate whether gamification could enhance customer citizenship behavior. While numerous studies have examined gamification and customer citizenship behavior separately, a theoretical gap remains in understanding the relationship between the two. Furthermore, there is an applied gap as research conducted in Iran has not extensively explored the impact of gamification on customer citizenship behavior. Addressing this gap could yield significant benefits for Iranian organizations, including enhanced customer support, increased recommendations, valuable feedback, and cost savings. By exploring this potential relationship, the study aimed to determine whether gamification could positively influence customer citizenship behavior, thereby guiding organizations on the viability of incorporating gamification into their strategies. Based on the aforementioned studies and the research objectives, the following hypotheses were proposed: Primary Hypotheses: Self-achievement significantly influences self-benefit in gamification. Self-achievement significantly influences fun in gamification. Self-achievement significantly influences social interactions in gamification. Team achievement significantly influences self-benefit in gamification. Team achievement significantly influences fun in gamification. Team achievement significantly influences social interactions in gamification. Self-benefit significantly influences brand attitude in gamification. Fun significantly influences brand attitude in gamification. Social interactions significantly influence brand attitude in gamification. Self-benefit significantly influences fun in gamification. Social interactions significantly influence fun in gamification. Brand attitude significantly influences customer citizenship behavior in gamification. Subsidiary Hypotheses: Hypothesis 12A: Brand attitude significantly influences customer supportive citizenship behavior in gamification. Hypothesis 12B: Brand attitude significantly influences customer helping and advisory behavior in gamification. Hypothesis 12C: Brand attitude significantly influences customer feedback-driven behavior in gamification. Materials & Methods This study aimed to investigate the impact of gamification on customer citizenship behavior with the goal of assisting companies and marketers in effectively leveraging gamification techniques. The research employed a descriptive survey methodology with a quantitative approach. The population consisted of Iranian residents, who had used the Strava application, a popular fitness tracking app. Strava users are typically tech-savvy, actively engage in virtual environments, and participate in community challenges, making them ideal subjects for this study. The sample was selected through non-probabilistic convenience sampling with the researcher joining Strava groups and distributing questionnaires. A total of 290 usable responses were collected from 305 completed questionnaires. Data collection included both library-based and field-based methods, utilizing a 31-item questionnaire measured on a 5-point Likert scale. Standard items from foundational research articles were employed to ensure validity. The sample size was determined using the Klein formula, resulting in an optimal range of 155 to 620 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) chosen for its suitability in handling small sample sizes and non-normal data distributions. PLS-SEM is particularly effective for examining relationships among multiple variables in behavioral and social sciences, especially when simpler methods are inadequate. Research Findings The study investigated the impact of game mechanics on self and team achievements within gamification and their subsequent effects on gameplay dynamics, including personal benefit, fun, and social interactions. Self-achievement significantly influenced all components of gameplay dynamics, particularly social interactions, although its impact on fun was the least pronounced. In contrast, team achievement significantly affected self-benefit but did not influence fun, exhibiting the least effect on social interactions. Among gameplay dynamics, self-benefit greatly enhanced fun, but it did not significantly influence brand attitude, where fun had the strongest effect. Self-achievement emerged as the most powerful influencer of personal benefit, while team achievement was identified as the weakest. For fun, individual achievement and personal benefit exerted the greatest influence with social interactions having the least impact. Regarding social interactions, self-achievement proved to be the most influential. Brand attitude as an aesthetic component of gameplay significantly affected customer citizenship behavior and its dimensions with the most notable impact on supportive citizenship behavior and the least on feedback behavior. The tested hypotheses confirmed that self-achievement positively influenced personal benefit, fun, and social interactions. Team achievement also positively affected personal benefit and social interactions but not fun. Moreover, the study found that while self-benefit did not positively influence brand attitude, both fun and social interactions did. These results aligned with numerous previous studies, highlighting the motivational and social benefits of gamification mechanics. However, the relationship between self-benefit and brand attitude diverged from some earlier findings. The study concluded that gamification elements, particularly self and team achievements, played a significant role in enhancing user engagement and brand perception. Discussion of Results & Conclusion The findings of this study underscored the importance of creating enjoyable experiences and fostering positive social interactions within the gaming environment to enhance users' attitudes toward the brand. The results indicated that incorporating gamification elements in marketing could significantly influence customer citizenship behavior. To effectively leverage these elements, it is essential for game designers and marketers to consider the varying effects of individual and team achievement mechanisms on gameplay dynamics and brand attitude. This research offered valuable insights that can serve as a guide for developing effective gamification strategies in marketing. By understanding the distinct impacts of different gamification elements, organizations can design more engaging and interactive experiences that not only enhance customer satisfaction, but also promote positive behaviors, such as support, feedback, and advocacy. In conclusion, the strategic application of gamification can lead to increased customer engagement and loyalty, ultimately benefiting both the brand and its customers.

https://nmrj.ui.ac.ir/article_29649_6fe879b2cb38b08ee181525ac40a7c50.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry Identification and Prioritization of Key Performance Indicators for Content Marketing Strategy in Digital Marketing for Startups in the Online Service Industry 45 72 29718 10.22108/nmrj.2025.145154.3185 FA Seyyed Reza Jalalzadeh Assistant professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran Maryam Daneshvar Assistant professor, Department of Management, Faculty of Management and Financial Sciences, Khatam University, Tehran, Iran Salar Keshavarz Hedayati Master of Business Administration, Department of Management, Khatam University, Tehran, Iran Journal Article 2025 05 06 Recognizing the critical importance of digital content, businesses in the e-commerce industry require Key Performance Indicators (KPIs) to assess the impact of their content on both potential and existing customers. This study presented a comprehensive literature review and analyzed 17 documents selected from a pool of 377 reputable scientific sources, identifying 44 KPIs relevant to the e-commerce sector. These indicators were categorized into 3 groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The findings of this research aid online service sector businesses in evaluating their digital contents and implementing necessary improvements to enhance audience engagement. Furthermore, this study contributes to the optimization of marketing strategies and fosters customer trust in the content, thereby strengthening brand loyalty. Introduction Key Performance Indicators (KPIs) are essential for demonstrating how the marketing and advertising efforts of a company align with its e-commerce and digital marketing objectives (Dykha et al., 2021). They are specifically selected to assess the effectiveness of digital marketing management in achieving these goals (Ustik et al., 2023). Among the various strategies classified under digital marketing, content marketing is one of the seven most prevalent approaches (Olson et al., 2021). A digital content marketing strategy involves creating and sharing relevant, timely content to engage customers at the optimal moment (Terho et al., 2022). In this study, surveys conducted across reputable scientific databases initially yielded 377 documents related to KPIs for content marketing, which were later narrowed down to 17 through a rigorous screening process. Among the selected documents, 4 articles significantly contributed to addressing the main research question. It was observed that very little research had been conducted on content marketing KPIs and none provided the necessary coherence or relevance for the digital context of a developing country. In Iran, research had also treated KPIs and content marketing as separate topics. This study aimed to answer the question: What are the KPIs of content marketing strategies in startups within the online services industry and how are they classified? Materials & Methods Following the formulation of the research question, a systematic review was conducted to identify KPIs through the analysis of documents and academic articles. An initial search was performed using essential keywords in the Scopus scientific database. The keyword "Content Marketing" yielded 210 documents, all published after 2015. The search was expanded with the additional keyword “content marketing AND KPI”, which resulted in only 2 documents. To ensure a comprehensive review, the search was not limited to the Scopus database; additional searches were conducted in the Springer, Emerald, Science Direct, and Wiley databases. After the initial search, all documents were screened for inconsistencies. In the subsequent step, the abstracts of the remaining documents were reviewed to eliminate irrelevant studies. Finally, the full content of the selected documents was analyzed to identify those that included KPIs related to content marketing. Ultimately, 17 articles and books were retained, from which the KPIs for content marketing strategies were extracted. Research Findings After reviewing the 17 selected documents, we identified 44 KPIs related to content marketing. The extracted KPIs included total clicks, Click-Through Rate (CTR), number of visitors, number of followers, number of repeat visitors, number of likes, like rate, number of views, view rate, number of qualified leads generated, count of unique visitors, count of page views, page views per visitor, count of returning visitors, session duration (average visit duration), bounce rate, number of comments, comment rate, engagement rate per post, number of shares, share rate/ratio, number of reposts, unsubscribe rate, organic traffic volume, online traffic volume, direct traffic volume, referral traffic volume, search engine ranking, revenue per visit, number of purchases, purchase rate, purchase intent, cost efficiency, sales volume, conversion cost, cost per visitor, cost per lead, Cost per Action (CPA), cost per customer/1000 customers acquired, Customer Lifetime Value (CLV), paid search (cost per search). These indicators provided a comprehensive framework for evaluating the effectiveness of content marketing strategies. Discussion of Results & Conclusion Digital marketing encompasses 7 distinct strategies, one of which is content marketing. This strategic approach focuses on creating and distributing valuable content to attract attention, engage the audience, and drive user interaction. Through our research, we identified 44 Key Performance Indicators (KPIs) specifically tailored to content marketing strategies within the e-commerce industry. These KPIs were categorized into 3 main groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The first group included indicators that reflected the level of interaction between customers and content creators. The second group comprised indicators that utilized website or social media traffic to measure the impact of content marketing strategies. The final group consisted of KPIs related to revenue, cost, and profit, primarily based on customer actions and behavioral responses. Managers in e-commerce businesses can leverage the identified KPIs from this study to evaluate and refine their content marketing strategies in alignment with broader organizational goals. To enhance and effectively implement content marketing strategies, it is essential first to identify and categorize KPIs that are closely aligned with business objectives. This process requires a thorough analysis of the market, competitors, and target audience to pinpoint the metrics that will have the most significant impact on the strategy success. Next, it is advisable to develop a management dashboard system that systematically collects and displays KPI data, enabling managers to make quick, data-driven strategic decisions. Continuous monitoring and evaluation of these indicators should be integrated into the strategy, utilizing intelligent technologies and big data analytics. This approach can help identify strengths and weaknesses in the implementation of the content marketing strategy, allowing for timely adjustments. Additionally, teams responsible for managing these strategies should receive training to analyze data accurately and provide actionable suggestions for performance improvement. Emphasizing flexibility in adjusting KPIs according to market and technological changes is crucial to ensure that the strategy remains on a path of ongoing success. Recognizing the critical importance of digital content, businesses in the e-commerce industry require Key Performance Indicators (KPIs) to assess the impact of their content on both potential and existing customers. This study presented a comprehensive literature review and analyzed 17 documents selected from a pool of 377 reputable scientific sources, identifying 44 KPIs relevant to the e-commerce sector. These indicators were categorized into 3 groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The findings of this research aid online service sector businesses in evaluating their digital contents and implementing necessary improvements to enhance audience engagement. Furthermore, this study contributes to the optimization of marketing strategies and fosters customer trust in the content, thereby strengthening brand loyalty. Introduction Key Performance Indicators (KPIs) are essential for demonstrating how the marketing and advertising efforts of a company align with its e-commerce and digital marketing objectives (Dykha et al., 2021). They are specifically selected to assess the effectiveness of digital marketing management in achieving these goals (Ustik et al., 2023). Among the various strategies classified under digital marketing, content marketing is one of the seven most prevalent approaches (Olson et al., 2021). A digital content marketing strategy involves creating and sharing relevant, timely content to engage customers at the optimal moment (Terho et al., 2022). In this study, surveys conducted across reputable scientific databases initially yielded 377 documents related to KPIs for content marketing, which were later narrowed down to 17 through a rigorous screening process. Among the selected documents, 4 articles significantly contributed to addressing the main research question. It was observed that very little research had been conducted on content marketing KPIs and none provided the necessary coherence or relevance for the digital context of a developing country. In Iran, research had also treated KPIs and content marketing as separate topics. This study aimed to answer the question: What are the KPIs of content marketing strategies in startups within the online services industry and how are they classified? Materials & Methods Following the formulation of the research question, a systematic review was conducted to identify KPIs through the analysis of documents and academic articles. An initial search was performed using essential keywords in the Scopus scientific database. The keyword "Content Marketing" yielded 210 documents, all published after 2015. The search was expanded with the additional keyword “content marketing AND KPI”, which resulted in only 2 documents. To ensure a comprehensive review, the search was not limited to the Scopus database; additional searches were conducted in the Springer, Emerald, Science Direct, and Wiley databases. After the initial search, all documents were screened for inconsistencies. In the subsequent step, the abstracts of the remaining documents were reviewed to eliminate irrelevant studies. Finally, the full content of the selected documents was analyzed to identify those that included KPIs related to content marketing. Ultimately, 17 articles and books were retained, from which the KPIs for content marketing strategies were extracted. Research Findings After reviewing the 17 selected documents, we identified 44 KPIs related to content marketing. The extracted KPIs included total clicks, Click-Through Rate (CTR), number of visitors, number of followers, number of repeat visitors, number of likes, like rate, number of views, view rate, number of qualified leads generated, count of unique visitors, count of page views, page views per visitor, count of returning visitors, session duration (average visit duration), bounce rate, number of comments, comment rate, engagement rate per post, number of shares, share rate/ratio, number of reposts, unsubscribe rate, organic traffic volume, online traffic volume, direct traffic volume, referral traffic volume, search engine ranking, revenue per visit, number of purchases, purchase rate, purchase intent, cost efficiency, sales volume, conversion cost, cost per visitor, cost per lead, Cost per Action (CPA), cost per customer/1000 customers acquired, Customer Lifetime Value (CLV), paid search (cost per search). These indicators provided a comprehensive framework for evaluating the effectiveness of content marketing strategies. Discussion of Results & Conclusion Digital marketing encompasses 7 distinct strategies, one of which is content marketing. This strategic approach focuses on creating and distributing valuable content to attract attention, engage the audience, and drive user interaction. Through our research, we identified 44 Key Performance Indicators (KPIs) specifically tailored to content marketing strategies within the e-commerce industry. These KPIs were categorized into 3 main groups: content marketing engagement indicators, content marketing traffic indicators, and content marketing indicators based on revenue, cost, and profit. The first group included indicators that reflected the level of interaction between customers and content creators. The second group comprised indicators that utilized website or social media traffic to measure the impact of content marketing strategies. The final group consisted of KPIs related to revenue, cost, and profit, primarily based on customer actions and behavioral responses. Managers in e-commerce businesses can leverage the identified KPIs from this study to evaluate and refine their content marketing strategies in alignment with broader organizational goals. To enhance and effectively implement content marketing strategies, it is essential first to identify and categorize KPIs that are closely aligned with business objectives. This process requires a thorough analysis of the market, competitors, and target audience to pinpoint the metrics that will have the most significant impact on the strategy success. Next, it is advisable to develop a management dashboard system that systematically collects and displays KPI data, enabling managers to make quick, data-driven strategic decisions. Continuous monitoring and evaluation of these indicators should be integrated into the strategy, utilizing intelligent technologies and big data analytics. This approach can help identify strengths and weaknesses in the implementation of the content marketing strategy, allowing for timely adjustments. Additionally, teams responsible for managing these strategies should receive training to analyze data accurately and provide actionable suggestions for performance improvement. Emphasizing flexibility in adjusting KPIs according to market and technological changes is crucial to ensure that the strategy remains on a path of ongoing success.

https://nmrj.ui.ac.ir/article_29718_bd0fbcf8ade6516277e06d1ddecfe975.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Studying Sundis Brand Identity: Solutions for Improving It among Consumers in Tehran Province through Brand Concept Mapping Studying Sundis Brand Identity: Solutions for Improving It among Consumers in Tehran Province through Brand Concept Mapping 73 96 29768 10.22108/nmrj.2025.144906.3176 FA Hooshmand Bagheri Garbollagh Assistant Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, Urmia, Iran Mehdi Khodavirdilu Master of Executive Management, Islamic Azad University, Urmia Branch, Urmia, Iran Journal Article 2025 04 12 Brand identity is a crucial element of any brand. A deeper understanding of brand identity and emotional connections can enable the brand of Sundis to foster positive customer experiences that enhance loyalty. The brand identity of a company significantly influences its image and reputation, leading to numerous benefits. In this context, the brand concept map serves as an effective tool for extracting brand imagery. This study aimed to create a brand concept map for Pakdis Company (Sundis Brand). It was applied research in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants. Interviews were conducted between January and March 2025. The final concept map indicated that Sundis was generally regarded as a popular brand in Tehran Province. Respondents highlighted positive associations, such as product variety, commitment to innovation, nostalgic memories, effective branding, youth connection, comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Introduction In today’s competitive landscape, differentiation has become increasingly challenging, yet essential for companies striving to survive in the market. Consequently, many researchers have underscored the significance of a strong brand identity. Throughout history, the concept of identity has remained a fundamental and enduring aspect of human existence. People have continuously grappled with this issue, seeking understanding and enlightenment. Exploration of identity transcends the confines of individual experience, encompassing various dimensions of human interaction. Brand identity encompasses a strategic set of tools that companies employ to enhance brand recognition, distinguish themselves from competitors, increase brand value, and foster customer loyalty. It is through brand identity that a significant relationship can be established between the customer and the brand. Developing and refining a brand identity that facilitates fruitful connections with potential customers is a vital skill for brand managers. The food and beverage industry is one of the most significant sectors in Iran, making marketing research essential for its advancement. This study focused on the brand of Sundis, part of Pakdis Company, as a case study, aiming to extract a conceptual map of the brand. Specifically, the researchers sought to answer the following question: What characteristics define positioning of the Sundis Brand in the minds of its audience (customers)? The findings could be valuable for stakeholders in the food and beverage industry, particularly for the management of Pakdis Company, as they revealed how the brand was perceived, which characteristics were deemed most important, and how these attributes were prioritized by consumers. Materials & Methods This research was applied in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants with interviews conducted between January and March 2025. In the brand concept map methodology, the sample size was flexible with theoretical saturation determining the number of participants. Data collection was conducted using a qualitative approach through semi-structured interviews. The Zaltman (Zimmet) metaphor extraction technique, a well-known method for consumer mapping, was employed. Although the Zimmet method has gained traction in management and internal marketing research in recent years, its application in the field of brand identity—particularly for domestic brands like Sundis—remains limited. This study selected the Zimmet method due to its alignment with the deep and subjective nature of brand identity. By focusing on consumers' metaphors and mental images, this method provides access to a rich and unconscious understanding of brand identity that is often unattainable through quantitative or surface-level approaches. The Zaltman metaphor extraction technique serves as a tool for exploring mental models, examining consumer thought processes and behaviors. In this study, the brand concept map method was utilized to identify the brand identity of Sundis. Additionally, Xmind software was employed to create social maps that uncovered consumers' deep concepts and mental images related to the brand. During the association extraction phase of the brand concept map method, participants were first informed about the confidentiality of their responses, the concept of brand associations, and the brand concept map methodology. An unrelated example of a brand concept map was also provided for clarity. Participants were then asked an open-ended question: "What associations come to your mind when you see or hear the brand of Sundis?" They were instructed to categorize these associations as either positive or negative. At the conclusion of this stage, the associations mentioned by more than 50% of participants were selected for inclusion in individual maps. Research Findings The final map indicated that Sundis Brand enjoyed a relatively strong popularity in Tehran. Respondents identified various positive associations, including product diversity, a commitment to innovation, nostalgic memories, effective branding, connections with youth, a sense of comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, a weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Regarding the demographics of the study sample, the qualifications of the interviewees were as follows: 67% of respondents were male, while 33% were female. The most significant age group represented was between 30 and 40 years, comprising 54% of the sample. Additionally, the highest frequency of respondents had a high school diploma or lower education level, accounting for 47% of participants. Discussion of Results & Conclusion Based on the conceptual map obtained, the results of this study could be categorized into 3 levels. The first level pertained to associations related to Sundis Brand, the second level addressed the marketing mix, and the third level focused on the challenges and solutions faced by the brand. At the first level, Sundis was recognized as a relatively popular and well-known brand. The key factors contributing to this perception included the brand commitment to innovation and its historical background. Regarding the marketing mix, Sundis products were primarily viewed as premium juices with challenges such as inadequate distribution channels, ineffective digital advertising, a lack of discounts and special offers, minimal involvement of celebrities, and weak online advertising campaigns. The findings suggested that strong brands established unique and compelling associations in the minds of customers. These associations formed an organized network, influencing customer perceptions. When a positive image of a product was created in the consumer's mind, they were more willing to pay a premium for it and the opposite was also true. Additionally, the study indicated that a positive attitude towards the brand identity of Sundis could significantly enhance customer loyalty and strengthen brand associations. These positive associations functioned similarly to reactive advertising, helping to attract new customers. To maintain a competitive edge in the market, managers at Pakdis Company must not only focus on continuous innovation, but also consider consumer attitudes, perceptions, and associations regarding their brand and products. Effectively selecting the target customer base and crafting the optimal marketing strategy based on consumer insights can significantly enhance the brand image. Furthermore, understanding these mental associations is crucial for the company to adopt appropriate strategies that attract a quality customer base. In summary, recognizing and understanding customer mental associations is essential. By leveraging this information and creating a mental map of consumers, companies can develop targeted programs in areas, such as the value chain and product development, as well as achieving global quality standards, ultimately enhancing product competitiveness in the long term. Brand identity is a crucial element of any brand. A deeper understanding of brand identity and emotional connections can enable the brand of Sundis to foster positive customer experiences that enhance loyalty. The brand identity of a company significantly influences its image and reputation, leading to numerous benefits. In this context, the brand concept map serves as an effective tool for extracting brand imagery. This study aimed to create a brand concept map for Pakdis Company (Sundis Brand). It was applied research in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants. Interviews were conducted between January and March 2025. The final concept map indicated that Sundis was generally regarded as a popular brand in Tehran Province. Respondents highlighted positive associations, such as product variety, commitment to innovation, nostalgic memories, effective branding, youth connection, comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Introduction In today’s competitive landscape, differentiation has become increasingly challenging, yet essential for companies striving to survive in the market. Consequently, many researchers have underscored the significance of a strong brand identity. Throughout history, the concept of identity has remained a fundamental and enduring aspect of human existence. People have continuously grappled with this issue, seeking understanding and enlightenment. Exploration of identity transcends the confines of individual experience, encompassing various dimensions of human interaction. Brand identity encompasses a strategic set of tools that companies employ to enhance brand recognition, distinguish themselves from competitors, increase brand value, and foster customer loyalty. It is through brand identity that a significant relationship can be established between the customer and the brand. Developing and refining a brand identity that facilitates fruitful connections with potential customers is a vital skill for brand managers. The food and beverage industry is one of the most significant sectors in Iran, making marketing research essential for its advancement. This study focused on the brand of Sundis, part of Pakdis Company, as a case study, aiming to extract a conceptual map of the brand. Specifically, the researchers sought to answer the following question: What characteristics define positioning of the Sundis Brand in the minds of its audience (customers)? The findings could be valuable for stakeholders in the food and beverage industry, particularly for the management of Pakdis Company, as they revealed how the brand was perceived, which characteristics were deemed most important, and how these attributes were prioritized by consumers. Materials & Methods This research was applied in nature. The statistical population included individuals, who purchased Sundis products in Tehran Province or had experience using the company's offerings. A snowball sampling method was employed, resulting in a study sample of 95 participants with interviews conducted between January and March 2025. In the brand concept map methodology, the sample size was flexible with theoretical saturation determining the number of participants. Data collection was conducted using a qualitative approach through semi-structured interviews. The Zaltman (Zimmet) metaphor extraction technique, a well-known method for consumer mapping, was employed. Although the Zimmet method has gained traction in management and internal marketing research in recent years, its application in the field of brand identity—particularly for domestic brands like Sundis—remains limited. This study selected the Zimmet method due to its alignment with the deep and subjective nature of brand identity. By focusing on consumers' metaphors and mental images, this method provides access to a rich and unconscious understanding of brand identity that is often unattainable through quantitative or surface-level approaches. The Zaltman metaphor extraction technique serves as a tool for exploring mental models, examining consumer thought processes and behaviors. In this study, the brand concept map method was utilized to identify the brand identity of Sundis. Additionally, Xmind software was employed to create social maps that uncovered consumers' deep concepts and mental images related to the brand. During the association extraction phase of the brand concept map method, participants were first informed about the confidentiality of their responses, the concept of brand associations, and the brand concept map methodology. An unrelated example of a brand concept map was also provided for clarity. Participants were then asked an open-ended question: "What associations come to your mind when you see or hear the brand of Sundis?" They were instructed to categorize these associations as either positive or negative. At the conclusion of this stage, the associations mentioned by more than 50% of participants were selected for inclusion in individual maps. Research Findings The final map indicated that Sundis Brand enjoyed a relatively strong popularity in Tehran. Respondents identified various positive associations, including product diversity, a commitment to innovation, nostalgic memories, effective branding, connections with youth, a sense of comfort and tranquility, and environmental and social responsibility. Conversely, negative associations included perceptions of government ownership, inadequate distribution channels, a weak social media presence, competition with other brands, noticeable changes in taste and color, negative personal experiences, and a lack of discounts and special offers. Regarding the demographics of the study sample, the qualifications of the interviewees were as follows: 67% of respondents were male, while 33% were female. The most significant age group represented was between 30 and 40 years, comprising 54% of the sample. Additionally, the highest frequency of respondents had a high school diploma or lower education level, accounting for 47% of participants. Discussion of Results & Conclusion Based on the conceptual map obtained, the results of this study could be categorized into 3 levels. The first level pertained to associations related to Sundis Brand, the second level addressed the marketing mix, and the third level focused on the challenges and solutions faced by the brand. At the first level, Sundis was recognized as a relatively popular and well-known brand. The key factors contributing to this perception included the brand commitment to innovation and its historical background. Regarding the marketing mix, Sundis products were primarily viewed as premium juices with challenges such as inadequate distribution channels, ineffective digital advertising, a lack of discounts and special offers, minimal involvement of celebrities, and weak online advertising campaigns. The findings suggested that strong brands established unique and compelling associations in the minds of customers. These associations formed an organized network, influencing customer perceptions. When a positive image of a product was created in the consumer's mind, they were more willing to pay a premium for it and the opposite was also true. Additionally, the study indicated that a positive attitude towards the brand identity of Sundis could significantly enhance customer loyalty and strengthen brand associations. These positive associations functioned similarly to reactive advertising, helping to attract new customers. To maintain a competitive edge in the market, managers at Pakdis Company must not only focus on continuous innovation, but also consider consumer attitudes, perceptions, and associations regarding their brand and products. Effectively selecting the target customer base and crafting the optimal marketing strategy based on consumer insights can significantly enhance the brand image. Furthermore, understanding these mental associations is crucial for the company to adopt appropriate strategies that attract a quality customer base. In summary, recognizing and understanding customer mental associations is essential. By leveraging this information and creating a mental map of consumers, companies can develop targeted programs in areas, such as the value chain and product development, as well as achieving global quality standards, ultimately enhancing product competitiveness in the long term.

https://nmrj.ui.ac.ir/article_29768_d1ac6d9ff6b78a7bbcfcf4012676a1c3.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran Presenting a Model of Gamification Deployment in Business-to-Business (B2B) Marketing in the Medical Equipment Industry in Iran 97 124 29758 10.22108/nmrj.2025.145146.3184 FA Hossein Rostami Ph.D. student, Department of Business Administration, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran Abolhassan Hosseini Associate professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran Meysam Shirkhodaei Associate professor, Department of Business Administration, Faculty of Economic and Administrative Sciences, University of Mazandaran, Babolsar, Iran Journal Article 2025 05 07 In recent years, gamification has garnered significant attention from researchers due to its potential to enhance participation, interaction, and loyalty among industrial customers—key objectives in Business-to-Business (B2B) marketing. Despite a consensus on the benefits of gamification, a comprehensive understanding of the factors influencing its implementation in B2B marketing remains lacking. This study aimed to develop a model for establishing gamification in B2B marketing within Iran's medical equipment industry. The research was applied in purpose and qualitative in methodology. Participants included 15 experts and specialists in medical equipment marketing and sales, who were selected through purposive sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews with the reliability and validity of the tool confirmed. Analysis was conducted using the Grounded Theory method following the Strauss and Corbin (1990) approach, which was facilitated by MaxQda software. The findings were presented in a paradigmatic model encompassing: Causal Conditions: User demographic characteristics, psychological traits, cognitive attributes, and managerial characteristics Contextual Conditions: Technical and technological infrastructure, resources and capabilities, and intra-organizational factors Intervening Conditions: Macro policies and cultural-legal restrictions Central Phenomenon: Gamification elements and monitoring Strategies: Customer-oriented marketing strategies and educational/informational strategies Consequences: Behavioral and marketing impacts, customer-oriented outcomes, health-related effects, and information/security considerations This model served as a strategic framework for managers in the medical device industry to implement gamification programs in B2B marketing, facilitating increased customer interaction, loyalty, and participation in industrial markets. Introduction As competition intensifies in industrial markets, Business-to-Business (B2B) marketing and the cultivation of long-term customer relationships have become increasingly vital. Gamification, an emerging strategy, has the potential to enhance loyalty and engagement in B2B interactions by offering motivational and interactive experiences. Despite the rapid expansion of the global gamification market, its practical implementation still faces challenges, including poor design, user unpreparedness, and negative effects on participation. While gamification has been effectively applied in sectors, such as education, healthcare, and banking, its use in B2B marketing—especially within the medical equipment industry—remains largely unexplored. Iran's medical equipment sector characterized by a multi-billion-dollar market and a complex purchasing structure offers a promising context for gamification. However, a robust framework for implementing gamification in this sector is still lacking. To address this gap, the present study aimed to identify the key dimensions and drivers of gamification implementation in B2B medical marketing and proposed a comprehensive model to enhance both theoretical understanding and practical application. Materials & Methods This study employed an applied objective within an interpretivist paradigm and adopted a qualitative research approach. Participants included senior managers and marketing/sales experts from the medical equipment industry. Using purposive sampling, 15 individuals were selected based on the principle of theoretical saturation. Inclusion criteria were: (1) possession of a master’s or doctoral degree in marketing, (2) over 5 years of experience in medical equipment marketing and sales, and (3) familiarity with and practical experience in applying gamification within the medical field. Data were collected through semi-structured interviews guided by a protocol developed from a literature review and expert consultations. Interviews were conducted from October 2023 to January 2024 with an average duration of 65 minutes. Data analysis followed the grounded theory approach outlined by Strauss and Corbin (1990) by utilizing MAXQDA software. The coding process consisted of open, axial, and selective coding. During open coding, 61 initial concepts were identified and organized into 17 subcategories, which were subsequently developed into major categories. In the axial coding phase, these categories were interconnected using a paradigm model that included causal conditions, central phenomena, strategies, contextual and intervening conditions, and consequences. Selective coding involved identifying a core category and systematically relating other categories to it, resulting in the development of a conceptual framework for implementing gamification in B2B medical marketing. To ensure the trustworthiness of the research, 3 validation techniques were employed: (1) Member Checking—participants reviewed portions of the findings to confirm their accuracy; (2) Peer Review—3 interviews were independently coded by a knowledgeable colleague to verify coding reliability; and (3) External Auditing—a supervisor reviewed and refined the emerging model. Research Findings The findings of this research derived from the grounded theory approach (Strauss & Corbin, 1990) were presented in 3 stages: open coding, axial coding, and selective coding. In the open coding phase, the data were carefully analyzed to extract initial codes, which were subsequently grouped into concepts and organized into broader categories. A total of 61 initial concepts were identified and classified into 17 main categories, including increased sales, effective advertising, customer engagement, promotion of new products, branding, infrastructural weaknesses, and the influence of government policies in the medical equipment sector. During the axial coding phase, the categories were systematically reconnected using a paradigm model. This process involved identifying the following components: causal conditions (users’ demographic characteristics, psychological traits, cognitive features, and managerial attributes); contextual conditions (technical and technological infrastructures, internal resources and capabilities, and organizational factors); intervening conditions (macro-level policies and cultural-legal constraints); central phenomenon (gamification elements and monitoring mechanisms); strategies (customer-oriented marketing strategies and educational/informational approaches); and consequences (behavioral and marketing outcomes, customer-related outcomes, health-related impacts, and informational and security implications). Discussion of Results & Conclusion This study illuminated the underexplored mechanisms behind the implementation of gamification in B2B marketing, particularly within the medical equipment industry. By identifying key causal, contextual, and intervening factors, the research developed a comprehensive paradigm that clarified how gamification could be effectively integrated into organizational strategies. The findings underscored that successful gamification extended beyond merely incorporating game elements; it necessitated an understanding of user characteristics, technical readiness, internal resources, and the broader institutional environment. Furthermore, the study confirmed that gamification could yield significant outcomes, such as enhanced customer engagement, improved marketing performance, strengthened health communication, and better information security—provided it was deployed thoughtfully and in context. However, challenges, such as regulatory barriers and cultural resistance, had to be managed carefully. This research contributes to the theoretical framework by offering a comprehensive model for gamification implementation grounded in qualitative insights from industry experts. Practically, it provides marketing managers and decision-makers in the medical equipment sector with actionable strategies to enhance buyer interaction and foster long-term loyalty. Future research can build on this model to test its applicability across other industrial sectors and assess its effectiveness in various digital maturity contexts. In recent years, gamification has garnered significant attention from researchers due to its potential to enhance participation, interaction, and loyalty among industrial customers—key objectives in Business-to-Business (B2B) marketing. Despite a consensus on the benefits of gamification, a comprehensive understanding of the factors influencing its implementation in B2B marketing remains lacking. This study aimed to develop a model for establishing gamification in B2B marketing within Iran's medical equipment industry. The research was applied in purpose and qualitative in methodology. Participants included 15 experts and specialists in medical equipment marketing and sales, who were selected through purposive sampling until theoretical saturation was achieved. Data were collected through semi-structured interviews with the reliability and validity of the tool confirmed. Analysis was conducted using the Grounded Theory method following the Strauss and Corbin (1990) approach, which was facilitated by MaxQda software. The findings were presented in a paradigmatic model encompassing: Causal Conditions: User demographic characteristics, psychological traits, cognitive attributes, and managerial characteristics Contextual Conditions: Technical and technological infrastructure, resources and capabilities, and intra-organizational factors Intervening Conditions: Macro policies and cultural-legal restrictions Central Phenomenon: Gamification elements and monitoring Strategies: Customer-oriented marketing strategies and educational/informational strategies Consequences: Behavioral and marketing impacts, customer-oriented outcomes, health-related effects, and information/security considerations This model served as a strategic framework for managers in the medical device industry to implement gamification programs in B2B marketing, facilitating increased customer interaction, loyalty, and participation in industrial markets. Introduction As competition intensifies in industrial markets, Business-to-Business (B2B) marketing and the cultivation of long-term customer relationships have become increasingly vital. Gamification, an emerging strategy, has the potential to enhance loyalty and engagement in B2B interactions by offering motivational and interactive experiences. Despite the rapid expansion of the global gamification market, its practical implementation still faces challenges, including poor design, user unpreparedness, and negative effects on participation. While gamification has been effectively applied in sectors, such as education, healthcare, and banking, its use in B2B marketing—especially within the medical equipment industry—remains largely unexplored. Iran's medical equipment sector characterized by a multi-billion-dollar market and a complex purchasing structure offers a promising context for gamification. However, a robust framework for implementing gamification in this sector is still lacking. To address this gap, the present study aimed to identify the key dimensions and drivers of gamification implementation in B2B medical marketing and proposed a comprehensive model to enhance both theoretical understanding and practical application. Materials & Methods This study employed an applied objective within an interpretivist paradigm and adopted a qualitative research approach. Participants included senior managers and marketing/sales experts from the medical equipment industry. Using purposive sampling, 15 individuals were selected based on the principle of theoretical saturation. Inclusion criteria were: (1) possession of a master’s or doctoral degree in marketing, (2) over 5 years of experience in medical equipment marketing and sales, and (3) familiarity with and practical experience in applying gamification within the medical field. Data were collected through semi-structured interviews guided by a protocol developed from a literature review and expert consultations. Interviews were conducted from October 2023 to January 2024 with an average duration of 65 minutes. Data analysis followed the grounded theory approach outlined by Strauss and Corbin (1990) by utilizing MAXQDA software. The coding process consisted of open, axial, and selective coding. During open coding, 61 initial concepts were identified and organized into 17 subcategories, which were subsequently developed into major categories. In the axial coding phase, these categories were interconnected using a paradigm model that included causal conditions, central phenomena, strategies, contextual and intervening conditions, and consequences. Selective coding involved identifying a core category and systematically relating other categories to it, resulting in the development of a conceptual framework for implementing gamification in B2B medical marketing. To ensure the trustworthiness of the research, 3 validation techniques were employed: (1) Member Checking—participants reviewed portions of the findings to confirm their accuracy; (2) Peer Review—3 interviews were independently coded by a knowledgeable colleague to verify coding reliability; and (3) External Auditing—a supervisor reviewed and refined the emerging model. Research Findings The findings of this research derived from the grounded theory approach (Strauss & Corbin, 1990) were presented in 3 stages: open coding, axial coding, and selective coding. In the open coding phase, the data were carefully analyzed to extract initial codes, which were subsequently grouped into concepts and organized into broader categories. A total of 61 initial concepts were identified and classified into 17 main categories, including increased sales, effective advertising, customer engagement, promotion of new products, branding, infrastructural weaknesses, and the influence of government policies in the medical equipment sector. During the axial coding phase, the categories were systematically reconnected using a paradigm model. This process involved identifying the following components: causal conditions (users’ demographic characteristics, psychological traits, cognitive features, and managerial attributes); contextual conditions (technical and technological infrastructures, internal resources and capabilities, and organizational factors); intervening conditions (macro-level policies and cultural-legal constraints); central phenomenon (gamification elements and monitoring mechanisms); strategies (customer-oriented marketing strategies and educational/informational approaches); and consequences (behavioral and marketing outcomes, customer-related outcomes, health-related impacts, and informational and security implications). Discussion of Results & Conclusion This study illuminated the underexplored mechanisms behind the implementation of gamification in B2B marketing, particularly within the medical equipment industry. By identifying key causal, contextual, and intervening factors, the research developed a comprehensive paradigm that clarified how gamification could be effectively integrated into organizational strategies. The findings underscored that successful gamification extended beyond merely incorporating game elements; it necessitated an understanding of user characteristics, technical readiness, internal resources, and the broader institutional environment. Furthermore, the study confirmed that gamification could yield significant outcomes, such as enhanced customer engagement, improved marketing performance, strengthened health communication, and better information security—provided it was deployed thoughtfully and in context. However, challenges, such as regulatory barriers and cultural resistance, had to be managed carefully. This research contributes to the theoretical framework by offering a comprehensive model for gamification implementation grounded in qualitative insights from industry experts. Practically, it provides marketing managers and decision-makers in the medical equipment sector with actionable strategies to enhance buyer interaction and foster long-term loyalty. Future research can build on this model to test its applicability across other industrial sectors and assess its effectiveness in various digital maturity contexts.

https://nmrj.ui.ac.ir/article_29758_bf87864e3c7d31ed0f3782d16d9fcea5.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Evaluation Factors Affecting Sustainable Marketing Using Mixed Methods of Multi-Criteria Decision-Making Evaluation Factors Affecting Sustainable Marketing Using Mixed Methods of Multi-Criteria Decision-Making 125 150 29778 10.22108/nmrj.2025.144053.3139 FA Mohadese Nadershahi Assistant professor, Department of Industrial Engineering, Payam-e Noor University, Tehran, Iran Journal Article 2025 01 14 By recognizing the significance of identifying factors influencing sustainable marketing as a crucial initial step, this study aimed to identify and rank these factors within the petrochemical industry. The research was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to pinpoint the relevant factors affecting sustainable marketing. The quantitative phase utilized a combined DEMATEL method and network analysis process to rank these identified factors. The qualitative analysis drew from previous studies, including articles published in Persian from 1991 to 2024 and articles in English from 1990 to 2024. Relevant Persian databases, such as SID and the Comprehensive Portal of Humanities, along with English databases like Emerald Insight and SCOPUS, were thoroughly searched for necessary resources. In the quantitative phase, the statistical population consisted of experts and specialists in the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing existing sources. The collected data were analyzed using Excel for DEMATEL calculations and Super Decision software for network analysis. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: "organizational culture", "production factors", "supply and distribution chain characteristics", "competitive-market factors", and "marketing and sales factors". Introduction Climate change and the associated challenges have increasingly drawn the attention of citizens and governments to environmental issues in production and consumption. As a result, sustainable marketing has emerged as a central topic in marketing and consumption discussions (Abedin et al., 2024). In this evolving landscape where consumers are becoming more aware of the environmental impacts of their purchasing behaviors (Chung, 2020), the effectiveness of traditional marketing practices and models has diminished. Concepts like green marketing and sustainable marketing have gained prominence as effective strategies for aligning business practices with these new consumer expectations. Sustainable marketing is defined as the process of managing resources, programs, and marketing actions to meet customer needs and desires while also considering the social, economic, and environmental characteristics and concerns of the host community (Badawi et al., 2023). This approach is grounded in the principles of sustainable development, which require genuine and responsible behavior from both marketers and consumers (Vaskelainen et al., 2024). Consequently, sustainable marketing and the pathways to achieving it have become significant research topics in recent years, leading to numerous studies aimed at identifying the factors that influence sustainable marketing. However, a review of the existing literature reveals that different researchers have proposed various factors as antecedents to sustainable marketing. While managers require comprehensive, coherent, and integrated frameworks for planning and implementing management interventions (Teimouri & Mobasheri, 2024), the absence of a unified model remains a notable gap in the literature. Therefore, this study aimed to identify and prioritize the factors affecting sustainable marketing. Materials & Methods This study was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to identify factors influencing sustainable marketing. In the quantitative phase, a combined DEMATEL method and network analysis process were utilized to rank the identified factors. A systematic literature review is a comprehensive and organized approach to collecting, evaluating, and summarizing evidence to address a specific research question. This process typically unfolds in 3 main stages: research planning, conducting the research, and compiling and presenting the findings. The network analysis process, a multi-attribute decision-making method, offers a robust framework for making informed decisions based on empirical information or the subjective judgments of decision-makers. The statistical population for the qualitative phase comprised previous studies, including articles published in Persian from 1991 to 2024 and articles published in English from 1990 to 2024. Persian databases, such as the SID Database Center and the Comprehensive Portal of Humanities, as well as English databases like Emerald Insight and SCOPUS, were explored to identify relevant resources. In the quantitative phase, the statistical population consisted of experts and specialists from the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing available sources. The data were analyzed using Excel for DEMATEL calculations and Super Decision software for the network analysis process. Research Findings Following the guidelines of the systematic literature review research method, the study commenced with meetings involving the authors, during which relevant articles and scientific sources related to sustainable marketing and its influencing factors were briefly reviewed. Their significance was discussed and exchanged among the participants. In the subsequent stage, the problem statement and theoretical literature were compiled followed by a search for pertinent resources using related phrases and keywords in both Persian and English databases. This effort resulted in the identification of 137 articles. The researchers then evaluated these sources based on accessibility criteria, as well as the suitability of titles, abstracts, and content, ultimately selecting 58 sources for inclusion in the research. To identify initial codes related to the factors influencing sustainable marketing, the abstracts and findings of the selected articles were carefully reviewed. This process led to the extraction of factors identified or confirmed in each source, resulting in 41 final categories affecting sustainable marketing. Next, utilizing the Delphi technique, these factors were further screened to identify those specifically relevant to the petrochemical industry. At this stage, 21 final factors were identified. The identified categories were then organized into distinct components and the research criteria were established. Finally, these factors were prioritized. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: organizational culture, production factors, supply and distribution chain characteristics, competitive-market factors, and marketing and sales factors. Discussion of Results & Conclusion By comparing our findings with previous studies revealed that while sustainable marketing had been explored across various organizations and industries, there had been a notable lack of research focused on the petrochemical industry, both domestically and internationally. Thus, investigating the factors influencing sustainable marketing in this sector represented a key distinction of this study. Moreover, our research highlighted that, despite the numerous studies conducted in this area, prioritizing and ranking the factors affecting sustainable marketing had not been addressed by researchers to date. This emphasis on prioritization served as the second distinguishing feature of our study compared to previous work. Given the practical implications of our findings, managers in the petrochemical industry can utilize these results to inform their planning and implement necessary measures to achieve sustainable marketing. The nature of our findings is also applicable to managers in other industries. By identifying and ranking the factors affecting sustainable marketing within a comprehensive and coherent framework, we can reduce the fragmentation of previous findings and address some gaps in the literature. This approach enhances managers' understanding and awareness of the key factors influencing sustainable marketing. Business managers, particularly those in the petrochemical sector, can base their strategies and actions on the insights gained from this study. Furthermore, the present research can serve as a valuable resource for future studies. Nevertheless, one limitation of this study was its reliance on previous research without collecting data from additional sources in the qualitative phase. Future researchers can explore the factors influencing sustainable marketing from the perspectives of various stakeholders, such as customers, business managers, and marketing executives, by designing and conducting exploratory studies. Additionally, examining the lived experiences of managers and employees within the petrochemical industry and other sectors can uncover new dimensions of this issue. In this context, employing phenomenological research designs may prove beneficial. By recognizing the significance of identifying factors influencing sustainable marketing as a crucial initial step, this study aimed to identify and rank these factors within the petrochemical industry. The research was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to pinpoint the relevant factors affecting sustainable marketing. The quantitative phase utilized a combined DEMATEL method and network analysis process to rank these identified factors. The qualitative analysis drew from previous studies, including articles published in Persian from 1991 to 2024 and articles in English from 1990 to 2024. Relevant Persian databases, such as SID and the Comprehensive Portal of Humanities, along with English databases like Emerald Insight and SCOPUS, were thoroughly searched for necessary resources. In the quantitative phase, the statistical population consisted of experts and specialists in the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing existing sources. The collected data were analyzed using Excel for DEMATEL calculations and Super Decision software for network analysis. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: "organizational culture", "production factors", "supply and distribution chain characteristics", "competitive-market factors", and "marketing and sales factors". Introduction Climate change and the associated challenges have increasingly drawn the attention of citizens and governments to environmental issues in production and consumption. As a result, sustainable marketing has emerged as a central topic in marketing and consumption discussions (Abedin et al., 2024). In this evolving landscape where consumers are becoming more aware of the environmental impacts of their purchasing behaviors (Chung, 2020), the effectiveness of traditional marketing practices and models has diminished. Concepts like green marketing and sustainable marketing have gained prominence as effective strategies for aligning business practices with these new consumer expectations. Sustainable marketing is defined as the process of managing resources, programs, and marketing actions to meet customer needs and desires while also considering the social, economic, and environmental characteristics and concerns of the host community (Badawi et al., 2023). This approach is grounded in the principles of sustainable development, which require genuine and responsible behavior from both marketers and consumers (Vaskelainen et al., 2024). Consequently, sustainable marketing and the pathways to achieving it have become significant research topics in recent years, leading to numerous studies aimed at identifying the factors that influence sustainable marketing. However, a review of the existing literature reveals that different researchers have proposed various factors as antecedents to sustainable marketing. While managers require comprehensive, coherent, and integrated frameworks for planning and implementing management interventions (Teimouri & Mobasheri, 2024), the absence of a unified model remains a notable gap in the literature. Therefore, this study aimed to identify and prioritize the factors affecting sustainable marketing. Materials & Methods This study was applied in nature and employed a mixed-methods approach for data collection and analysis. In the qualitative phase, a systematic literature review was conducted to identify factors influencing sustainable marketing. In the quantitative phase, a combined DEMATEL method and network analysis process were utilized to rank the identified factors. A systematic literature review is a comprehensive and organized approach to collecting, evaluating, and summarizing evidence to address a specific research question. This process typically unfolds in 3 main stages: research planning, conducting the research, and compiling and presenting the findings. The network analysis process, a multi-attribute decision-making method, offers a robust framework for making informed decisions based on empirical information or the subjective judgments of decision-makers. The statistical population for the qualitative phase comprised previous studies, including articles published in Persian from 1991 to 2024 and articles published in English from 1990 to 2024. Persian databases, such as the SID Database Center and the Comprehensive Portal of Humanities, as well as English databases like Emerald Insight and SCOPUS, were explored to identify relevant resources. In the quantitative phase, the statistical population consisted of experts and specialists from the petrochemical industry in Kermanshah Province. Participants were selected purposefully based on predetermined criteria. Data for this phase were collected through a questionnaire and supplemented by reviewing available sources. The data were analyzed using Excel for DEMATEL calculations and Super Decision software for the network analysis process. Research Findings Following the guidelines of the systematic literature review research method, the study commenced with meetings involving the authors, during which relevant articles and scientific sources related to sustainable marketing and its influencing factors were briefly reviewed. Their significance was discussed and exchanged among the participants. In the subsequent stage, the problem statement and theoretical literature were compiled followed by a search for pertinent resources using related phrases and keywords in both Persian and English databases. This effort resulted in the identification of 137 articles. The researchers then evaluated these sources based on accessibility criteria, as well as the suitability of titles, abstracts, and content, ultimately selecting 58 sources for inclusion in the research. To identify initial codes related to the factors influencing sustainable marketing, the abstracts and findings of the selected articles were carefully reviewed. This process led to the extraction of factors identified or confirmed in each source, resulting in 41 final categories affecting sustainable marketing. Next, utilizing the Delphi technique, these factors were further screened to identify those specifically relevant to the petrochemical industry. At this stage, 21 final factors were identified. The identified categories were then organized into distinct components and the research criteria were established. Finally, these factors were prioritized. The findings indicated that the factors affecting sustainable marketing could be categorized into 5 main criteria prioritized as follows: organizational culture, production factors, supply and distribution chain characteristics, competitive-market factors, and marketing and sales factors. Discussion of Results & Conclusion By comparing our findings with previous studies revealed that while sustainable marketing had been explored across various organizations and industries, there had been a notable lack of research focused on the petrochemical industry, both domestically and internationally. Thus, investigating the factors influencing sustainable marketing in this sector represented a key distinction of this study. Moreover, our research highlighted that, despite the numerous studies conducted in this area, prioritizing and ranking the factors affecting sustainable marketing had not been addressed by researchers to date. This emphasis on prioritization served as the second distinguishing feature of our study compared to previous work. Given the practical implications of our findings, managers in the petrochemical industry can utilize these results to inform their planning and implement necessary measures to achieve sustainable marketing. The nature of our findings is also applicable to managers in other industries. By identifying and ranking the factors affecting sustainable marketing within a comprehensive and coherent framework, we can reduce the fragmentation of previous findings and address some gaps in the literature. This approach enhances managers' understanding and awareness of the key factors influencing sustainable marketing. Business managers, particularly those in the petrochemical sector, can base their strategies and actions on the insights gained from this study. Furthermore, the present research can serve as a valuable resource for future studies. Nevertheless, one limitation of this study was its reliance on previous research without collecting data from additional sources in the qualitative phase. Future researchers can explore the factors influencing sustainable marketing from the perspectives of various stakeholders, such as customers, business managers, and marketing executives, by designing and conducting exploratory studies. Additionally, examining the lived experiences of managers and employees within the petrochemical industry and other sectors can uncover new dimensions of this issue. In this context, employing phenomenological research designs may prove beneficial.

https://nmrj.ui.ac.ir/article_29778_d27677a7012a3f7a43ef235da6201101.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Designing a Brand Schizophrenia Management Model in Sports Clubs Designing a Brand Schizophrenia Management Model in Sports Clubs 151 172 29787 10.22108/nmrj.2025.144619.3167 FA Zahra Borgheyan M.A. of Sport Management, Department of Sport Management and Motor Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Mohammad Soltan Hoseini Associate professor of Sport Management, Department of Sport Management and Motor Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Mohsen Vahadani Assistant professor of Sport Management, Department of Sport Management and Motor Behavior, Faculty of Sport Sciences, University of Isfahan, Isfahan, Iran Journal Article 2025 03 09 Brand schizophrenia, a contemporary concept in brand management literature, refers to the contradictions and fragmentation in a brand's image, message, and identity as perceived by audiences. This study aimed to develop a model for managing brand schizophrenia in sports clubs. Employing a qualitative, grounded theory methodology, the research involved 11 participants, including marketing management experts and sports marketing specialists from Isfahan City. Data were collected through semi-structured interviews and analyzed using a 3-stage coding process: open, axial, and selective coding. To ensure research validity, strategies like triangulation, peer debriefing, and deep engagement with participants were implemented. The findings revealed that causal conditions included the managers’ characteristics and economic and social status. Contextual factors comprised organizational issues, ineffective brand management, brand positioning relative to customers, dissonant and imbalanced brand messaging, inappropriate positioning, brand inconsistency, lack of strategic management, and strategic contradictions. Intervening factors involved inconsistent media persona development, customer perceptions, and the competitive market landscape. Identified strategies for mitigating brand schizophrenia included designing a brand, implementing promotional programs, institutionalizing brand identity, managing human resources, cultivating a transparent brand image, conducting environmental analysis, engaging customers, and initiating social initiatives. Ultimately, application of these strategies can yield positive outcomes for customers, managers, and the organization, fostering effective brand diffusion and promotion. Introduction In today's knowledge-based economy, brands play a crucial role in the sustainability of organizations, particularly sports clubs. A brand encompasses more than just visual identity; it embodies a collection of perceptions, emotions, trust, and experiences cultivated in the minds of stakeholders, serving as the organization's lifeline. As competition intensifies within the sports industry, investing in a brand has become essential for presenting a cohesive image and fostering connections with the surrounding environment. A brand is an intangible asset shaped by public opinion, past experiences, and unspoken narratives, promoting mutual understanding and relationships. Brand loyalty arises not only from product quality, but also from the organization's actions and mutual respect. Even without direct interaction, a brand persists in the minds of stakeholders through social initiatives and identity messaging; it acts as the organization's primary language and is integral to the development of social capital. Materials & Methods This research adopted a naturalistic paradigm characterized by a subjective approach and inductive reasoning. From a purpose perspective, the study was applied; from a methodological standpoint, it was qualitative and exploratory. Being conducted in the field using a systematic grounded theory approach (Strauss and Corbin), the research involved participants, who were marketing management and sports marketing experts with a minimum of 10 years of academic and research experience selected through purposive sampling. Semi-structured interviews were carried out with 11 university professors and experts until theoretical data saturation was achieved. The primary interview questions addressed the contextual conditions, dimensions, components, strategies, and consequences of brand schizophrenia management in sports clubs. For data analysis, a 3-stage coding method was employed: open, axial, and selective coding. In the open coding phase, initial concepts were extracted from the interviews. During axial coding, these concepts were organized around key themes. Finally, a framework for managing brand schizophrenia in clubs was developed based on 5 themes: causal factors, contextual factors, intervening factors, strategies, and consequences. Data validation and reliability were ensured through multiple reviews by supervisors and consultants, cross-checking by the researcher, engagement with participants, triangulation (combining data from two groups and two coders), participant feedback after interviews, and involvement of critical friends. Additionally, informed consent was obtained and confidentiality of all participants' information was strictly maintained. Research Findings The results indicated that brand schizophrenia in sports clubs arose from multiple factors. Causal factors included inadequate managerial competencies and unfavorable socio-economic conditions, which contributed to inconsistent decision-making and the erosion of a unified brand identity. Contextual factors, such as an unhealthy organizational structure and culture, inappropriate brand architecture, and misidentification of customer needs, created fertile ground for this phenomenon. Intervening factors, including the media's detrimental role in distorting brand perception, instability in customer mental images, and intense market competition, could exacerbate identity crises. Conversely, effective strategies—such as cohesive identity design, brand institutionalization within the organizational culture, meritocratic management, and cultivation of strong stakeholder engagement—were essential for managing brand schizophrenia. The intelligent management of brand schizophrenia yielded several positive outcomes, including improved customer attitudes and satisfaction, increased loyalty, enhanced competitive positioning, financial growth, and development of the club's social base. This research delved into the factors influencing brand schizophrenia in sports clubs and proposed strategies to address it. Causal factors encompassed the individual and professional characteristics of managers, as well as socio-economic conditions. Deficiencies in these areas led to inconsistent decision-making and frequent shifts in brand orientation. Contextual factors included organizational structure, club culture, brand management style, market positioning, and stabilization of identity cues; any incoherence in these areas weakened brand identity. Intervening factors, such as media influence, instability in customer mental images, and fierce market competition, could accelerate brand changes and identity crises. Proposed strategies included cohesive identity design, institutionalization within the organizational culture, meritocratic management, and effective interactions with customers and the media. Proper management of brand schizophrenia could result in improved customer attitudes, increased loyalty, and a strengthened competitive position for the club. Conversely, neglecting these aspects could lead to diminished brand differentiation and organizational decline. This study emphasized multi-dimensional strategies and offered a more practical model for the dynamic sports environment in Iran, highlighting the importance of strategic and continuous planning at all organizational levels. Discussion of Results & Conclusion The findings of this research indicated that brand schizophrenia is a complex and multi-layered phenomenon in sports clubs, stemming from the interplay of structural, behavioral, contextual, and environmental factors. A lack of identity coherence and message misalignment not only jeopardizes fan loyalty, but also threatens the long-term viability of the club. By thoroughly analyzing the causal, contextual, intervening, strategic, and consequential dimensions, this study presented a model grounded in strategic rationality and cultural authenticity. This model empowers clubs to maintain the integrity of their brand identity while fostering dynamism and adaptability. Ultimately, the key to achieving sustainable success for sports brands in a competitive landscape lies in a balanced focus on meritocracy, identity revision, and a deliberate effort to build trust and loyalty among stakeholders. Brand schizophrenia, a contemporary concept in brand management literature, refers to the contradictions and fragmentation in a brand's image, message, and identity as perceived by audiences. This study aimed to develop a model for managing brand schizophrenia in sports clubs. Employing a qualitative, grounded theory methodology, the research involved 11 participants, including marketing management experts and sports marketing specialists from Isfahan City. Data were collected through semi-structured interviews and analyzed using a 3-stage coding process: open, axial, and selective coding. To ensure research validity, strategies like triangulation, peer debriefing, and deep engagement with participants were implemented. The findings revealed that causal conditions included the managers’ characteristics and economic and social status. Contextual factors comprised organizational issues, ineffective brand management, brand positioning relative to customers, dissonant and imbalanced brand messaging, inappropriate positioning, brand inconsistency, lack of strategic management, and strategic contradictions. Intervening factors involved inconsistent media persona development, customer perceptions, and the competitive market landscape. Identified strategies for mitigating brand schizophrenia included designing a brand, implementing promotional programs, institutionalizing brand identity, managing human resources, cultivating a transparent brand image, conducting environmental analysis, engaging customers, and initiating social initiatives. Ultimately, application of these strategies can yield positive outcomes for customers, managers, and the organization, fostering effective brand diffusion and promotion. Introduction In today's knowledge-based economy, brands play a crucial role in the sustainability of organizations, particularly sports clubs. A brand encompasses more than just visual identity; it embodies a collection of perceptions, emotions, trust, and experiences cultivated in the minds of stakeholders, serving as the organization's lifeline. As competition intensifies within the sports industry, investing in a brand has become essential for presenting a cohesive image and fostering connections with the surrounding environment. A brand is an intangible asset shaped by public opinion, past experiences, and unspoken narratives, promoting mutual understanding and relationships. Brand loyalty arises not only from product quality, but also from the organization's actions and mutual respect. Even without direct interaction, a brand persists in the minds of stakeholders through social initiatives and identity messaging; it acts as the organization's primary language and is integral to the development of social capital. Materials & Methods This research adopted a naturalistic paradigm characterized by a subjective approach and inductive reasoning. From a purpose perspective, the study was applied; from a methodological standpoint, it was qualitative and exploratory. Being conducted in the field using a systematic grounded theory approach (Strauss and Corbin), the research involved participants, who were marketing management and sports marketing experts with a minimum of 10 years of academic and research experience selected through purposive sampling. Semi-structured interviews were carried out with 11 university professors and experts until theoretical data saturation was achieved. The primary interview questions addressed the contextual conditions, dimensions, components, strategies, and consequences of brand schizophrenia management in sports clubs. For data analysis, a 3-stage coding method was employed: open, axial, and selective coding. In the open coding phase, initial concepts were extracted from the interviews. During axial coding, these concepts were organized around key themes. Finally, a framework for managing brand schizophrenia in clubs was developed based on 5 themes: causal factors, contextual factors, intervening factors, strategies, and consequences. Data validation and reliability were ensured through multiple reviews by supervisors and consultants, cross-checking by the researcher, engagement with participants, triangulation (combining data from two groups and two coders), participant feedback after interviews, and involvement of critical friends. Additionally, informed consent was obtained and confidentiality of all participants' information was strictly maintained. Research Findings The results indicated that brand schizophrenia in sports clubs arose from multiple factors. Causal factors included inadequate managerial competencies and unfavorable socio-economic conditions, which contributed to inconsistent decision-making and the erosion of a unified brand identity. Contextual factors, such as an unhealthy organizational structure and culture, inappropriate brand architecture, and misidentification of customer needs, created fertile ground for this phenomenon. Intervening factors, including the media's detrimental role in distorting brand perception, instability in customer mental images, and intense market competition, could exacerbate identity crises. Conversely, effective strategies—such as cohesive identity design, brand institutionalization within the organizational culture, meritocratic management, and cultivation of strong stakeholder engagement—were essential for managing brand schizophrenia. The intelligent management of brand schizophrenia yielded several positive outcomes, including improved customer attitudes and satisfaction, increased loyalty, enhanced competitive positioning, financial growth, and development of the club's social base. This research delved into the factors influencing brand schizophrenia in sports clubs and proposed strategies to address it. Causal factors encompassed the individual and professional characteristics of managers, as well as socio-economic conditions. Deficiencies in these areas led to inconsistent decision-making and frequent shifts in brand orientation. Contextual factors included organizational structure, club culture, brand management style, market positioning, and stabilization of identity cues; any incoherence in these areas weakened brand identity. Intervening factors, such as media influence, instability in customer mental images, and fierce market competition, could accelerate brand changes and identity crises. Proposed strategies included cohesive identity design, institutionalization within the organizational culture, meritocratic management, and effective interactions with customers and the media. Proper management of brand schizophrenia could result in improved customer attitudes, increased loyalty, and a strengthened competitive position for the club. Conversely, neglecting these aspects could lead to diminished brand differentiation and organizational decline. This study emphasized multi-dimensional strategies and offered a more practical model for the dynamic sports environment in Iran, highlighting the importance of strategic and continuous planning at all organizational levels. Discussion of Results & Conclusion The findings of this research indicated that brand schizophrenia is a complex and multi-layered phenomenon in sports clubs, stemming from the interplay of structural, behavioral, contextual, and environmental factors. A lack of identity coherence and message misalignment not only jeopardizes fan loyalty, but also threatens the long-term viability of the club. By thoroughly analyzing the causal, contextual, intervening, strategic, and consequential dimensions, this study presented a model grounded in strategic rationality and cultural authenticity. This model empowers clubs to maintain the integrity of their brand identity while fostering dynamism and adaptability. Ultimately, the key to achieving sustainable success for sports brands in a competitive landscape lies in a balanced focus on meritocracy, identity revision, and a deliberate effort to build trust and loyalty among stakeholders.

https://nmrj.ui.ac.ir/article_29787_2139690f7ee2e4cba11e48143b64e13d.pdf

University of Isfahan New Marketing Research Journal 2228-7744 15 2 2025 08 23 Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling Simulating the Interaction Effects of Green Marketing Programs and Asset Efficiency Using System Dynamics Modeling 173 202 29711 10.22108/nmrj.2025.144043.3138 FA Amirhossein Abdolalipour Assistant professor, Department of Industrial Management, Khoy Branch, Islamic Azad University, Khoy, ‎Iran 0000-0002-1361-2482 Atefe Abaspour M.Sc. in Industrial Management, Faculty of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran Journal Article 2025 01 13 This study explored the complex relationship between the implementation of green marketing programs and Return on Assets (ROA) through the application of system dynamics modeling in the Iranian textile industry. Adopting a descriptive-analytical approach, the research combined qualitative data gathered from interviews with 11 industry experts and quantitative data sourced from both domestic and international literature. The model incorporated a variety of variables, including government policies, social concerns, consumer behavior, and economic factors, in order to simulate dynamic feedback loops that influenced company performance over time. The findings revealed that although green marketing entailed high initial operational costs, it significantly boosted product popularity, sales volume, and asset returns in the long run. Additionally, government incentives and increasing social awareness of environmental issues further enhanced this positive trend. This research introduced a novel system dynamics framework designed to aid decision-making processes regarding sustainable marketing investments while effectively addressing both economic performance and environmental impact. Introduction Global environmental challenges, such as climate change, pollution, and resource depletion, have compelled businesses worldwide to re-evaluate traditional marketing and production strategies. In this context, green marketing has emerged as a crucial strategic approach that harmonizes ecological sustainability with business profitability by promoting environmentally friendly products and practices. However, despite its potential benefits, companies often encounter financial and operational hurdles when implementing such programs, particularly in developing economies like Iran. Understanding the dynamic interplay among social perceptions, government regulations, consumer behavior, and financial outcomes is essential for crafting effective green marketing strategies that enhance asset efficiency and bolster firm competitiveness. The Iranian textile sector, a vital contributor to the national economy, faces distinct challenges and opportunities in this regard. The industry's dependence on conventional practices frequently results in environmental degradation, underscoring the urgent need for sustainable approaches. This study aimed to bridge this knowledge gap by employing system dynamics to analyze these complex interactions over time within the Iranian textile sector. By doing so, it sought to provide valuable insights into the effective implementation of green marketing strategies that could yield long-term benefits. Materials & Methods This research employed a descriptive-analytical methodology enhanced by system dynamics modeling. Data collection utilized a mixed-methods approach: qualitative data were gathered through semi-structured interviews with 11 experts and analysts in the textile industry, while quantitative data were derived from an extensive literature review of both national and international studies pertaining to green marketing and asset returns. A dynamic simulation model was developed, incorporating 13 auxiliary variables, 6 rate variables, 5 stock variables, and 27 parameters that represented economic, social, and environmental factors. This comprehensive model facilitated scenario analysis under various conditions, such as changes in government policies, market responses, and investment levels in green marketing. The simulations were structured to provide a thorough assessment of both short- and long-term effects on asset returns, yielding valuable insights into the effectiveness of green marketing initiatives. The qualitative interviews complemented the quantitative data, offering contextual insights that illuminated the specific challenges and opportunities faced by the industry. This triangulation of data enhanced robustness of the findings and ensured a well-rounded understanding of the underlying dynamics. Research Findings The simulation results revealed that initial investments in green marketing programs led to an increase in operational costs, primarily due to the adoption of new technologies, process re-engineering, and consumer education initiatives. However, these efforts ultimately enhanced product quality, reduced waste, and bolstered the brand reputation as an environmentally friendly company in the long run. Collectively, these factors contributed to increased consumer demand and market share. Additionally, the model indicated that rising social environmental concerns stimulated negative advertising against polluting products while prompting firms to adopt greener practices. This shift in consumer sentiment was crucial as it drove companies to innovate and enhance their environmental practices to remain competitive. Moreover, government incentives, such as tax exemptions and low-interest loans, played a significant role in alleviating investment cost burdens and encouraging sustainable actions. This finding highlighted the importance of supportive policy frameworks in creating a conducive environment for green marketing initiatives. Key findings confirmed a significant positive correlation between expenditures on green marketing and improved return on assets over the medium to long term, underscoring the need for patient investment and proactive policy-making to realize the benefits of green marketing. Furthermore, the results indicated that consumer awareness and environmental education were essential in driving demand for green products. As consumers became more informed about environmental issues, their preferences increasingly shifted toward sustainable options. This trend not only benefited individual companies, but also contributed to broader environmental objectives. Discussion of Results & Conclusion This study confirmed that while green marketing might entail initial costs, it ultimately provided significant financial and environmental benefits when supported by appropriate regulatory frameworks and social acceptance. The systemic interactions between consumer perceptions, policy instruments, and firm activities highlighted the necessity for integrated strategies that simultaneously addressed environmental responsibilities and business performance. The implications for managers in the textile industry were substantial. By leveraging these insights, managers could optimize resource allocation, plan capacity expansions to align with growing demand, and enhance corporate sustainability. The model suggested that investments in green marketing should be regarded as strategic long-term commitments rather than merely short-term expenses. Policymakers were encouraged to stabilize and strengthen green incentives to create a favorable investment climate. This might involve extending tax breaks, providing subsidies for green technologies, and enhancing public awareness campaigns to promote sustainable practices. Such initiatives not only supported the textile industry, but also contributed to national environmental goals. However, the study recognized certain limitations, including data constraints and assumptions inherent in system dynamics modeling. These limitations might impact the generalizability of the findings. Future research should extend to other industries and refine the model by incorporating real-time data analytics to validate and expand these findings. Such advancements could lead to more robust frameworks for understanding the dynamics of green marketing across various sectors. In conclusion, the findings of this study added to the growing body of literature on green marketing and its influence on financial performance. By providing a comprehensive understanding of the factors that affect the effectiveness of green marketing initiatives, this research serves as a valuable resource for industry practitioners and policymakers alike. Integration of system dynamics modeling presents an innovative approach to navigating the complexities of sustainable business practices, ultimately fostering both economic growth and environmental stewardship. This study explored the complex relationship between the implementation of green marketing programs and Return on Assets (ROA) through the application of system dynamics modeling in the Iranian textile industry. Adopting a descriptive-analytical approach, the research combined qualitative data gathered from interviews with 11 industry experts and quantitative data sourced from both domestic and international literature. The model incorporated a variety of variables, including government policies, social concerns, consumer behavior, and economic factors, in order to simulate dynamic feedback loops that influenced company performance over time. The findings revealed that although green marketing entailed high initial operational costs, it significantly boosted product popularity, sales volume, and asset returns in the long run. Additionally, government incentives and increasing social awareness of environmental issues further enhanced this positive trend. This research introduced a novel system dynamics framework designed to aid decision-making processes regarding sustainable marketing investments while effectively addressing both economic performance and environmental impact. Introduction Global environmental challenges, such as climate change, pollution, and resource depletion, have compelled businesses worldwide to re-evaluate traditional marketing and production strategies. In this context, green marketing has emerged as a crucial strategic approach that harmonizes ecological sustainability with business profitability by promoting environmentally friendly products and practices. However, despite its potential benefits, companies often encounter financial and operational hurdles when implementing such programs, particularly in developing economies like Iran. Understanding the dynamic interplay among social perceptions, government regulations, consumer behavior, and financial outcomes is essential for crafting effective green marketing strategies that enhance asset efficiency and bolster firm competitiveness. The Iranian textile sector, a vital contributor to the national economy, faces distinct challenges and opportunities in this regard. The industry's dependence on conventional practices frequently results in environmental degradation, underscoring the urgent need for sustainable approaches. This study aimed to bridge this knowledge gap by employing system dynamics to analyze these complex interactions over time within the Iranian textile sector. By doing so, it sought to provide valuable insights into the effective implementation of green marketing strategies that could yield long-term benefits. Materials & Methods This research employed a descriptive-analytical methodology enhanced by system dynamics modeling. Data collection utilized a mixed-methods approach: qualitative data were gathered through semi-structured interviews with 11 experts and analysts in the textile industry, while quantitative data were derived from an extensive literature review of both national and international studies pertaining to green marketing and asset returns. A dynamic simulation model was developed, incorporating 13 auxiliary variables, 6 rate variables, 5 stock variables, and 27 parameters that represented economic, social, and environmental factors. This comprehensive model facilitated scenario analysis under various conditions, such as changes in government policies, market responses, and investment levels in green marketing. The simulations were structured to provide a thorough assessment of both short- and long-term effects on asset returns, yielding valuable insights into the effectiveness of green marketing initiatives. The qualitative interviews complemented the quantitative data, offering contextual insights that illuminated the specific challenges and opportunities faced by the industry. This triangulation of data enhanced robustness of the findings and ensured a well-rounded understanding of the underlying dynamics. Research Findings The simulation results revealed that initial investments in green marketing programs led to an increase in operational costs, primarily due to the adoption of new technologies, process re-engineering, and consumer education initiatives. However, these efforts ultimately enhanced product quality, reduced waste, and bolstered the brand reputation as an environmentally friendly company in the long run. Collectively, these factors contributed to increased consumer demand and market share. Additionally, the model indicated that rising social environmental concerns stimulated negative advertising against polluting products while prompting firms to adopt greener practices. This shift in consumer sentiment was crucial as it drove companies to innovate and enhance their environmental practices to remain competitive. Moreover, government incentives, such as tax exemptions and low-interest loans, played a significant role in alleviating investment cost burdens and encouraging sustainable actions. This finding highlighted the importance of supportive policy frameworks in creating a conducive environment for green marketing initiatives. Key findings confirmed a significant positive correlation between expenditures on green marketing and improved return on assets over the medium to long term, underscoring the need for patient investment and proactive policy-making to realize the benefits of green marketing. Furthermore, the results indicated that consumer awareness and environmental education were essential in driving demand for green products. As consumers became more informed about environmental issues, their preferences increasingly shifted toward sustainable options. This trend not only benefited individual companies, but also contributed to broader environmental objectives. Discussion of Results & Conclusion This study confirmed that while green marketing might entail initial costs, it ultimately provided significant financial and environmental benefits when supported by appropriate regulatory frameworks and social acceptance. The systemic interactions between consumer perceptions, policy instruments, and firm activities highlighted the necessity for integrated strategies that simultaneously addressed environmental responsibilities and business performance. The implications for managers in the textile industry were substantial. By leveraging these insights, managers could optimize resource allocation, plan capacity expansions to align with growing demand, and enhance corporate sustainability. The model suggested that investments in green marketing should be regarded as strategic long-term commitments rather than merely short-term expenses. Policymakers were encouraged to stabilize and strengthen green incentives to create a favorable investment climate. This might involve extending tax breaks, providing subsidies for green technologies, and enhancing public awareness campaigns to promote sustainable practices. Such initiatives not only supported the textile industry, but also contributed to national environmental goals. However, the study recognized certain limitations, including data constraints and assumptions inherent in system dynamics modeling. These limitations might impact the generalizability of the findings. Future research should extend to other industries and refine the model by incorporating real-time data analytics to validate and expand these findings. Such advancements could lead to more robust frameworks for understanding the dynamics of green marketing across various sectors. In conclusion, the findings of this study added to the growing body of literature on green marketing and its influence on financial performance. By providing a comprehensive understanding of the factors that affect the effectiveness of green marketing initiatives, this research serves as a valuable resource for industry practitioners and policymakers alike. Integration of system dynamics modeling presents an innovative approach to navigating the complexities of sustainable business practices, ultimately fostering both economic growth and environmental stewardship.

https://nmrj.ui.ac.ir/article_29711_d5520f6ea96135d1e45acf1adcaeaf96.pdf