مجله مدیریت بازاریابی
پیاپی 54 (بهار 1401)

Social media allows advertising to reach more people and the purpose of this article is to examine the effect of guerrilla marketing advertising on social media on the brand image.

The present study is descriptive-survey in nature and applied in terms of purpose. The statistical population of the research is the students of the Azad University of Research Sciences who use social networks, of which 382 people were selected as a sample. Simple random sampling and data collection tool is a questionnaire. Smart PLS 4 software was used for data analysis.

The results confirm the proposed model and the effect of guerrilla marketing advertisements on social media on the mental and functional image of the brand.

This study proves that IACM is valid for use in various fields. On the managerial side, this study provides marketers with a reference framework for understanding the process of adopting guerrilla marketing information on social media.

The role of brands in identifying the company's product in today's expanding markets is undeniable. The present study focuses specifically on medical centers and brands related to these centers. The issue of brand management in this industry is not taken very seriously and many well-known centers with popular brands among target customers do not focus as much as they should on taking advantage of the existing brand and what is advantageous in such a market are the resources. They are human (doctors) and not the brands of these centers. The purpose of this study is to identify the determinants and consequences of brand authenticity in the healthcare industry. Therefore, by adopting a qualitative research method, on the one hand, the researcher has sought to provide solutions to solve tangible problems in the study environment, and on the other hand, has tried to eliminate study and research gaps in brand management in Iran. Reduce by identifying local antecedents and implications for brand authenticity. In the present study, interview tools (semi-structured) in the qualitative section have been used in order to collect data. In order to collect qualitative data from experts in the field of brand authenticity in the field of treatment and health of the country, an expert panel was used. In this study, members of the panel of experts were selected using the snowball sampling approach. Factors identified for brand authenticity are 2 factors, identified factors for brand authenticity antecedents are 6 factors and identified factors for brand authenticity consequences are 3 factors.

Industrial marketing is defined as those business and commercial activities that facilitate exchange processes between manufacturers and corporate customers. The nature of industrial marketing can be considered as creating value for customers by providing goods and services that meet their organizational needs and goals.The present article provides an overview of research into identifying the factors influencing industrial marketing (B2B) evaluation. In the present study, the data were collected completely naturally and without manipulation, it is considered as descriptive (non-experimental) research. After determining the research questions, in order to perform a systematic search, before any action, the search scope should be determined based on the meta-combination method. For this purpose, an attempt has been made to review the collection of articles published in various databases, journals, conferences and search engines from 2000 to 2015. The findings of the research using the meta-combination method on the 20 final selected articles indicate that "development of potential market facilities", "market share analysis", "sales analysis", "forecast", "analysis "Competitor", "Competitors benchmarking", "How to accept a new product and its potential", "Business process studies", "Determining the sales quota" are some of the effective components in evaluating industrial marketing. In this study, finally, a suitable model for evaluating industrial marketing (B2B) research with emphasis on organizational purchasing behavior pattern was presented.

So far, there has been much research in the fields of science and research technology, but there is no research found on the determinants of brand equity in knowledge firms. Considering that the ability to provide technological and innovative products is the key to the success of firms in a highly dynamic environment, Experts have developed the knowledge of marketing in knowledge businesses as the basis for sustainable competitive advantage. Therefore, the main objective of this paper is to explore the effect of branding in the development of marketing and exporting knowledge companies' products to the neighboring countries' markets. Data were collected by questionnaire from customers of knowledge firms based on Mazandaran science and science parks. As the research methodology, SPSS20 software has been used for structural equations and Smart PLS2 to evaluate the validity and reliability of the research variables. The results show that there are positive and significant relationships among leadership with marketing strategy, leadership with the marketing mix, marketing mix with marketing strategy, marketing strategy with market analysis and perception. However, leadership has not positive and significant relationship with the marketing mix, market perception with the marketing mix, and marketing strategy with the marketing mix. Findings of this study have practical applications to increase brand equity by strengthening relationship marketing patterns.

With the advent of social networks, a new style of human interaction and communication has emerged around the world. This change in style in areas such as marketing and consumer behavior has led to more focus and attention on the customer. Therefore, the aim of the present study is to investigate the effect of social media marketing activities on repurchase intention and sustainable social communication in Atisaz Iranian Iranian Company in Mashhad. The present study is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of this research includes the customers of Atiesaz Iranian Company in Mashhad. The sampling method is simple random. The number of samples in this study is 374 people. The tool used for data collection is a questionnaire; the face and content validity of which is approved by professors and experts in the field of marketing. Also, to determine the convergent validity, the extracted mean variance method has been used. Cronbach's alpha and combined reliability were used to calculate the reliability. Structural equation software (PLS) was used to analyze the data. The results show that social network marketing activities have a direct, positive and significant effect on repurchase intention and sustainable social communication and customer satisfaction. The results of the study of mediating variables also show that customer experience and perceived value have a positive and direct effect on customer satisfaction. On the other hand, no significant relationship was observed between the variables of customer identity and customer satisfaction.

Environmentally friendly marketing, which is emerging due to increasing environmental concerns and awareness, has been hailed as a popular advertising strategy In addition, in order to gain a better understanding of a particular nation's environmental movement, it is important to experiment how that  consumers view environmental issues and, consequently, how they behave. The aim of this study was to design a green marketing development model for organic products of live Nature Company with the brand (Cinere) in Kohgiluyeh and Boyer-Ahmad Provinces. The research method was based on the applied purpose and was been qualitative in terms of data collection. The statistical population in the qualitative section were marketing experts. Experts were identified by targeted sampling and snowball sampling, which according to the adequacy of the data, a total of 10 experts were interviewed. Interviews were used to collect data. Ground data theory approach was used to analyze the data. The results confirmed that clean label, environmental concern, green advertising, green packaging and green price have an impact on customers' environmental behavior. In the quantitative part of the statistical population of the research, the sellers of stores in Kohgoluyeh and Boyer-Ahmad provinces with an appropriate level of sales of Cinere products that were 40 people, that all of whom were evaluated. The analysis of the findings was performed using the structural equation method and the results showed that the environmental concern was 0.807, green packaging was 0.804, green advertising was 0.90, green price was 0.79 and clean label was 0.29 that affects consumer behavior.

The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfahan (Case study: Bosch brand). The statistical population of the present study consisted of all clients and customers of industrial and home appliances stores in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand trust, 0.845, brand loyalty, 0.812, brand image, 0.822, brand performance, 0.811, brand equity, 0.777, respectively, consumer buying behavior was estimated to be 866, and data analysis was performed. Descriptive and inferential levels including Pearson correlation coefficient and structural equation modeling (SEM) were performed. The results showed that between brand performance on brand trust with an impact factor of 0.54, brand performance on brand image with an impact factor of 0.45, brand trust on brand image with an impact factor of 0.25, brand performance on loyalty To the brand with an impact factor of 0.68, brand image on the brand equity with an impact factor of 0.76, brand loyalty on the variables of brand equity and consumer buying behavior with an impact factor of 0.90 and 0.61 and brand equity, respectively. There is a positive and significant relationship between consumer purchasing behavior and an impact factor of 0.44. Therefore, the main hypothesis of the research was confirmed. However, the effect of brand trust directly on the variable of consumer purchasing behavior with an impact factor of 0.04 was not significant.