khatere gheysari; mirza hasan hoseyni; adel azar; seyed musa khademi
Volume 25, Issue 4 , January 2022, , Pages 27-44
Abstract
This article aims to investigate the factors affecting consumer brand preferences by considering the customer life cycle. In the field of banking, due to the similarity of the services provided and the close competition between them, it is worth examining the factors that create the preferences ...
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This article aims to investigate the factors affecting consumer brand preferences by considering the customer life cycle. In the field of banking, due to the similarity of the services provided and the close competition between them, it is worth examining the factors that create the preferences of consumers and their tendency towards a particular brand. Therefore, helpful information should be provided to the management of banks so that by adequately allocating resources, they can properly manage their customers throughout their life cycle. In this research, the mixed method was used. In the qualitative phase, the Delphi method was used with banking experts and university professors, which finally identified 63 indicators in five dimensions: consumer-related factors, strategic factors, brand-related factors, and related factors. It led to the organization and psychological factors and the design of a conceptual model. In the quantitative part, to test the model, 385 researcher-made questionnaires were completed by Parsian Bank customers who were in different stages of their life cycle. Based on the analysis of structural equations and the calculation of standard coefficients by PLS software, psychological dimensions and organizational factors have had the highest impact on creating consumer brand preferences at all stages of their life cycle, respectively.
MEHDI GILI; Lotfollah Forouzandeh Dehkordi; MirzaHassan Hosseini; Mohammad Mahmoudi maymand
Volume 24, Issue 4 , December 2020, , Pages 1-17
Abstract
The purpose of this article is to develop and genesis the ethical-oriented corporate branding model in the confectionary industry in Iran and to predict and innuendo the ethical-oriented corporate branding construct in an exploratory study. After identifying the corporate branding ethical constructs ...
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The purpose of this article is to develop and genesis the ethical-oriented corporate branding model in the confectionary industry in Iran and to predict and innuendo the ethical-oriented corporate branding construct in an exploratory study. After identifying the corporate branding ethical constructs in a qualitative study in this research, by interviewing 14 connoisseurs and analyzing the data that acquired from the interviews using the theme analysis method, in a quantitative study and collecting information through a questionnaire of 202 confectionery and chocolate marketers, the partial least squares approach to structural equation modeling has been used to estimate and calculate the relationships in the ethical-oriented corporate branding model. Also, employee based brand equity has been used as a variable of measurement for corporate branding of endogenous construct. Extracting the structural model of corporate branding by four corporate branding predictive constructs including Corporate Ethical Philosophy, Corporate Ethical Communication, Corporate Ethical Culture and Corporate Ethical Image and extracting the measurement model of corporate branding through 14 extracted variables to measure the constructs in a structural model are the results of this research.
