مجله مدیریت بازاریابی
پیاپی 57 (زمستان 1401)

This research’s main aim is to design a template for the outcomes of setting up a pop-up store in the retail industry of fast-moving consumer goods. With regard to purpose, it is an exploratory-applied study conducted through a mixed qualitative-quantitative approach; in the qualitative section, the conceptual model of the research was designed and developed with 6 categories, 42 concepts and 702 codes by relying on Glaser Foundation’s data theory and using open, axial, and theoretical coding strategies while conducting fourteen deep semi-structured interviews with some chosen managers and experts of active businesses in the fast-moving consumer goods industry as well as using the targeted judgmental sampling method to achieve the theoretical saturation point. In the quantitative section, based on the designed concepts, a questionnaire consisting of 129 sayings, compilation and statistical population; managers and experts of marketing, branding, sales, advertising, product development and communication with the customers of commercial companies of the fast-moving consumer goods industry; is conducted. Through targeted random sampling method, 445 questionnaires will be distributed among them, 352 of which will be analyzed. To analyze the quantitative data and confirm the template, Multi-level Confirmatory Factor Analysis and One Sample T-Test through the Smart PLS software have been used to check the specified questions of the research in accordance with the conceptual model. The results of Confirmatory Factor Analysis confirm the concepts and categories detected in the format of the proposed research template. Furthermore, Goodness-of-Fit Indexes demonstrate that the data and the structure of the research’s designed template have a good fit and are approved.

The aim of this study was to provide effective components for the renewable energy business model (by predicting the status of renewable energy in Iran and the world by 2030).

Quantitative research method and number of samples were selected using Cochran's formula 337 people. The research tool was a researcher-made questionnaire. The collected data were analyzed by descriptive and inferential methods using SPSS 16 and Smart PLS software.

The results showed that fourteen components are involved in explaining the model of providing effective components for the renewable energy business model (by predicting the status of renewable energy in Iran and the world by 2030), which are: key partners, key activities , Revenue stream, key physical resources, key intellectual resources, key human resources, value-brand, value-moving at the edge of science and technology, value-price, value-on-time delivery and easy access, customer relations, Customer segment, distribution channels, and finally costs and structure.

Among the strategies and strategies for the development of renewable energy in the country were: the use of educational tools within the framework of the law, identification and training of developed renewable energy technologies in the country (development and promotion of renewable energy, enrichment and development of technology The use of renewable energy is sustainable, which achieves the desired goals (increasing knowledge and science related to capacity building, training of production sectors).

The main purpose of this study was to design a strategic branding model for research services in the oil, gas and petrochemical industries in Iran.

According to the research process, this study is fundamental in terms of orientation, qualitative in terms of research, field and library in terms of research purpose, and more in terms of exploration and understanding of concepts. The grounded theory method aims to extract concepts and patterns from the background data that was done using documents, interviews and observations. It was a snowball sampling method with up to 15 experts. Theoretical saturation was interviewed. To collect data, two sections of documentary studies and semi-structured interviews were used. The data collection process was done by visual and audio interviews and then the text of the interviews was transcribed on paper and analyzed. In this research, to assess the validity of the interview, the opinions of the supervisor, marketing experts and the opinions of two professors in the field of management and marketing have been used.

The results of the analysis of the interviews showed that the major categories of marketing information system were physical environment, product / service deliverables, marketing intelligence, organizational technology, personnel and manpower. , Gas and petrochemical, based on the systematic approach of Strauss and Corbin (1998) the sum of the categories extracted from raw data, in the form of causal conditions (structural stability of the company and marketing intelligence), strategy (marketing information system), context (Physical environment), intervening conditions (manager quality, quality of colleagues, organizational factors) and consequences (branding of research services of oil, gas and petrochemical industries) were categorized.

The purpose of this study is Designing and explaining the behavioral finance model on entrepreneurial E-Marketing. In terms of data collection, this research is in the category of descriptive research in terms of developmental-applied purpose, descriptive-survey type, and cross-sectional in terms of time. The statistical population of this research is the users of social networks (Instagram, WhatsApp, Telegram) based on the unlimited Cochran formula and equal distribution among each community, 163 samples for each community and a total of 489 people have been determined as the research sampling method. The data collection tool was Fick et al.'s questionnaire and Jennifer Aker's questionnaire in order to check the reliability and validity of the research. Data analysis was done through structural equations SEM. The reliability of variable questionnaires was at the optimal level (above 80%). The research results have shown that the model has a good fit. The financial behavioral variable has an effect on entrepreneurial e-marketing and purchase intention, also the dimensions of entrepreneurial marketing, namely celebrity credibility, value creation, personality differentiation, focus on innovation, opportunism and risk management, have an effect on e-marketing and purchase intention. The effect of E-marketing on purchasing intention has also been confirmed based on statistical information and surveys. The above results show that in social networks, paying more and more attention to entrepreneurial marketing and electronic marketing has a direct effect on increasing the desire to purchase.

The aim of this study was to investigate the effect of marketing efforts on social media on customer equity through objective equity, communication equity and brand equity among customers of luxury brands in Mashhad clothing market. This research is applied in terms of purpose and descriptive-analytical in terms of nature and method. The statistical population is all customers of luxury brands of Mashhad clothing market equal to 530 people who were selected with Cochran's formula equal to 384 samples and by simple random sampling. The data collection tool was a questionnaire whose content validity was assessed using professors' opinions and its construct validity was assessed using confirmatory factor analysis. Cronbach's alpha coefficient greater than 70% for different constructs of the questionnaire confirmed its stability. Structural equation modeling and hierarchical regression were used to test the hypotheses. The results showed that social media marketing activities both directly and indirectly, i.e. through objective equity, communication equity and brand equity, affect customers' equity. Also, the effect of objective equity, communication equity and brand equity on customer equity was also confirmed.

Today, one of the effective factors for sustainable economic growth and development is efficient investment that can create value for shareholders. The purpose of this research is to investigate the relationship between social responsibility and investment efficiency.

To test the research hypotheses, a multiple linear regression model based on panel data has been used.

The results of a survey of 140 companies listed on the Tehran Stock Exchange during the period 2013 to 2021 indicate that there is a negative and significant relationship between disclosure of corporate social responsibility information and investment efficiency, and in the years when disclosure of corporate social responsibility information is more The level of investment efficiency has been lower.

The results showed that there is a positive and significant relationship between aggressive strategy and over-investment and in the years that the company has chosen an offensive strategy, there has been more investment in the company. There is also a positive and significant relationship between defensive strategy and low investment, and in the years that the company has chosen a defensive strategy, there has been less investment in the company. The results also showed that corporate social responsibility has a negative and significant effect on the relationship between aggressive strategy and over-investment and in years when the disclosure of corporate social responsibility information has been more, the impact of aggressive strategy on over-investment is weak. In addition, corporate social responsibility has a positive and significant effect on the relationship between defensive strategy and over-investment, and in years when the disclosure of corporate social responsibility information has been more, the effect of defensive strategy on over-investment is strengthened.

The emergence of car import market in Arvand Free Zone in Khuzestan province, has covered a significant share of car purchases in this vast province. The present study was conducted using artificial network algorithm of self-organizing maps model aiming at segmentation and profiling of customers of Arvand license plate registered vehicles. In order to identify the profile of customers and adopt an appropriate marketing strategy, the statistical population of this study was formed over 70,000 owners of Arvand license plate registered vehicles across the Khuzestan province. Using Morgan table, 384 people were selected as a sample by random sampling method, and a questionnaire was utilized to collect information. Research in the group was carried out with a quantitative method that was applied in terms of purpose, exploratory-survey in terms of nature, and also cross-sectional time wise. Data analysis was performed by self-organizing neural network analysis (SOM). Simultaneously, the demographic, psychological, and behavioral characteristics have also been considered to categorize customers. Based on the results, 3 sections including indifferent, conservative and loyal customers were identified and named. The validity and reliability of the study were also statistically confirmed. The results of this study show that demographic, psychological and behavioral variables have a decisive and special role in customer segmentation of Arvand license plate registered vehicles.