Razie Zilaie; Mohammad Ali Babaie Zakliki; Abbas Abdollahi
Volume 26, Issue 3 , November 2022, , Pages 173-192
Abstract
This study intends to identify the factors affecting the formation of the relationship between consumer mindset and brand engagement, and therefore, investigate the importance of mindsets in consumer behavior field. Previous research that examined consumer mindset are scattered and mostly use a certain ...
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This study intends to identify the factors affecting the formation of the relationship between consumer mindset and brand engagement, and therefore, investigate the importance of mindsets in consumer behavior field. Previous research that examined consumer mindset are scattered and mostly use a certain varible as moderator or mediater in relation with it. The aim of this study is to analyze and synthesise previous findings and provide a relatively comprehensive framework for rooting out the relationship between the consumer mindset and brand engagement. For this purpose, this study is carried out using the principles of interpretive paradigm and inductive approach and implementation of meta-synthesis strategy. The statistical population includes all researches in the field of consumer mindset with a brand engagement approach. The sample consists of 76 selected researches in this field. In the analysis phase, the content analysis techniques were used. Finally, after analyzing all studies, 7 main categories and 12 subcategories were extracted. These categories include consumer mindset, brand attitude, self-brand connection, perceived value, social media using motivation, brand personality, and purchase intention. The outputs of the present study can explain the leading path for future research.
Asal Basiji; Mohammad Ali Babaie Zakliki; Masoumeh Hoseinzadeh Shahri; Ameneh Khadivar
Volume 24, Issue 1 , March 2020, , Pages 131-152
Abstract
Presenting International Marketing Managers Competency Model
Nowadays, training competent managers is one of the most important topics in the field of management studies. Many of industrial and academic experts believe that competent managers are the main reasons for a country organizations ...
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Presenting International Marketing Managers Competency Model
Nowadays, training competent managers is one of the most important topics in the field of management studies. Many of industrial and academic experts believe that competent managers are the main reasons for a country organizations success in both intra and international areas. Present study aims to find international managers competencies by means of grounded theory. Applying theoretical method of sampling, 10 of the most famous and successful Iranian organizations, working in international markets have been chosen as the sample of study. Findings contain 99 concepts through open coding, 18 categories through axial coding and 6 main concepts through selective coding. According to the results, the main phenomenon of this research is the process of extracting of international marketing managers competencies considering the causal factors (mathematical intelligence, cultural intelligence and personality traits), contextual factors (performance of Iranian consultants, performance of chambers of commerce and confounding factors (economic, political, and cultural conditions) through strategies such as work and life experience in the destination country, extensive and systematic market, customers and consumers research, and the formation of a broader network of relationships, which would finally lead to promotion of national brand status, rising of Iranian brand awareness, and increasing of national brand value.
