فصلنامه چشم انداز مدیریت بازرگانی
سال بیستم شماره 4 (زمستان 1400)

”Brandpreneurship” as a new concept is a conceptual combination of “brand” and “entrepreneurship”. In the “Brandpreneurship” view, branding is the basis of all new venture activities which are performed by the entrepreneur. The purpose of this study is to investigate and identify the stages of the Brandpreneurship process in startups.

The approach used in this study is a qualitative – single case study, through which data was collected using documents and event-based interviews with 11 people, including the founder and founding members of the Panter brand, by purposive sampling using Atlas.ti 7.

Based on the results of the interviews, 6 dimensions were identified for Brandpreneurship: "gathering resources", " Implementation of the idea and providing the ground for brand-based business", "simultaneous legitimation of business and brand", "creating a brand-based start-up", "Birth of brand-based start-up ", and "growing a brand-based start-up".

The Brandpreneurship pattern emphasizes focusing on the simultaneous start-up of the business and the creation of the brand, or even the priority of creating and legitimizing the brand on the start-up of the business. And paying attention to the steps and sequence of using this model can provide the basis for the sustainability, viability, and growth of a brand-based business.

Cognitive marketing is one of the most important growing areas of marketing that has been welcomed by marketing researchers in Iran. This study aims to narrate the experience of cognitive marketing researchers in Iran.

In this study narrative method is used. The statistical population of the study is people with a history of research activities in the area of cognitive marketing, purposeful sampling method and the sample size is fifteen people. In-depth interview is used to research data collection and theme analysis is used to research data analysis.

Based on the research findings, the empirical narrative of cognitive marketing researchers in Iran is summarized in five dimensions including the first encounter, information search, first practical action, research limitations and evaluation of the future situation.

According to the research results, the development of cognitive marketing studies in the Islamic Republic of Iran depends on the establishment of specialized cognitive research laboratories and the establishment of a regulatory institution cognitive marketing.

The increase in the desire of consumers to consume domestic products is one of the main concerns, which is a priority in economic and trade policies of any country. Consumer nationalism is one of the most important issues in consumer behavior that the correct explanation of which plays an effective role in this issue and helps businesses to design product positioning strategies and market success. The purpose of this study is to explain the construct of consumer nationalism and its components.

The present study is conducted by a mixed method in two phases, qualitative and quantitative. The statistical population in the qualitative stage included experts in the Iranian clothing industry, a sample of 20 of whom were selected by judgment. In the quantitative stage, the statistical population consisted of clothing consumers in Iran and 310 individuals were selected by cluster sampling.

After conducting in-depth interviews and identifying the dimensions by thematic analysis and Delphi fuzzy method, exploratory and confirmatory factor analyses were performed to validate the model. Finally, the dimensions of consumer nationalism and its components were proposed.

The results of the research indicate that by identifying the dimensions and components of consumer nationalism in the Iranian clothing industry and adopting appropriate policies in this field, we can witness the growth and prosperity of this industry and the reduction of the unemployment rate in it.

Increasing the different forms of channels for providing products and services to customers and its development process from one channel to several channels (multi-channel marketing) and then to versatile channel marketing has made it easier for customers to buy and use products and services. The purpose of this study was to investigate the effect of integrated interaction quality variables and perceived psychological relaxation on customer attitude loyalty by influencing positive experience.

To test the research hypotheses, a sample of 384 bank customers in Tehran who were selected by random sampling method was used and by structural equation method with partial least squares approach using SMART-PLS software Was tested.

The quality of integrated interactions and perceived fluency affect the positive customer experience and banks can achieve a positive experience in their customers. Because positive experience plays an important role in shaping customer loyalty. Another finding is that a positive customer experience affects his attitude loyalty. Because a positive shopping experience forms a good attitude and feeling of shopping and of the brand in the customer and leads to his loyalty.

Inclusive channel strategy can have good and long-term effects on the bank's customer experience. Therefore, banks can identify and continuously monitor various aspects of their service channels, so that they can achieve positive customer experiences and loyalty through a versatile channel strategy.

From the past until now, businesses have been constantly faced various crises that have threatened their survival and sustainability. Currently, the Covid-19 global pandemic has profoundly affected economic development and the survival of businesses, forcing them to react. Therefore, the main purpose of this study is to provide a model of strategic, contingent, and fast responses to the crisis.

First, by Meta‐synthesis qualitative research method, all indicators, concepts, and categories of strategic, contingent, and fast responses to the crisis were identified. Then, the importance and priority of each of the proposed factors have been determined based on the content analysis approach using Shannon's entropy method.

After analyzing the data, the relevant strategic, contingent, and fast responses were identified and categorized into 119 indicators, 27 concepts, and 10 subcategories. All of these were categorized into four categories: Maintain the status quo, improvement and Transformation, retrenchment, and exit from the Corona crisis.

The results showed that the most important driver in the category of improvement and Transformation, "strategic marketing"; in the category of Maintaining the status quo, "accepting responsibility for the crisis"; in the category of retrenchment is "financial management" and in the category of exit is "transfer". The present study provides an in-depth insight into the existing literature on crisis management by identifying strategic, contingent and fast responses to crisis situations that companies can use to overcome crises.

Although research in the emerging field of customer experience is growing rapidly and different frameworks and models have been proposed for improving certain aspects of the customer experience, the general factors affecting the customer experience have not yet been precisely identified and can not conceptualize this phenomenon easily. Therefore, this study aims to address this research gap and provide a comprehensive model of factors affecting the customer experience based on previous research.

The methodological approach of this study is qualitative, and the research method adopted is Sandelowski and Barroso’s meta-synthesis. Of the 63,546 articles from the last three decades’ literature search in the selected electronic databases, 121 studies fit the eligibility and inclusion criteria.

From 121 studies, Factors affecting customer experience were identified in 10 themes as follows: product/service, social, environmental, product process, customer factors, personnel, marketing strategy, past experience, brand, and external factors.

The model presented in this study can be used as a basic model which helps managers and researchers interested in this field gain a comprehensive understanding of the concept of customer experience, evaluate and assess the importance and weight of each factor in their business environments, and based on the results, determine appropriate strategies to improve the customer experience.

The growing concept of nostalgia in everyday life has highlighted the need to pay more attention to it in the discourse system of consumer behavior. Nostalgia, or the preference for what was common in the past, is a sad and at the same time pleasurable longing that plays a role in the recovery and re-creation of the consumer's biological world. The present study seeks to study the effect of nostalgia on consumer behavioral intentions in the light of the mediating role of empirical value and social Connectedness.

The statistical population of the study is the customers of restaurants that carry nostalgic representation elements from a semiotic point of view. The research method is mixed and to conduct this study, first the initial model was developed based on the literature. In the qualitative part and by in-depth interview method, the initial model and its sub-variables were rearranged and, through the survey method, the views of 259 customers of restaurants with nostalgic content space were studied.

The findings show that nostalgia mediates the behavioral intentions of consumers by mediating the empirical value (including return on consumer investment and perception of service superiority) and social Connectedness

A sense of belonging and desire to gain value can moderate consumer behavior in reading nostalgic interpretations and ultimately lead to the creation of new collective bonds.