shahrad padidar; mohammad haghighi; Tahmoores Hassan Gholipour Yasory
Volume 26, Issue 1 , April 2022, , Pages 227-244
Abstract
Sustainability in businesses and organizations is a significant issue today.Sustainable marketing aims to create more value by creating social and environmental values for its target customers.Accordingly, the purpose of this study is to investigate the factors affecting sustainable marketing in the ...
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Sustainability in businesses and organizations is a significant issue today.Sustainable marketing aims to create more value by creating social and environmental values for its target customers.Accordingly, the purpose of this study is to investigate the factors affecting sustainable marketing in the detergent industry.This study was performed by qualitative research method (Grounded Theory) and quantitative research (structural equations models).The qualitative section was done by interviewing 20 experts and the quantitative section was done by a questionnaire presented in 9 companies in the detergent industry.Based on the results of the qualitative section, the components in the 6 main networks of the grounded theory were categorized as follows: Axial phenomenon including sustainable marketing; Causal factors including environmental, economic and social dimensions; Underlying factors include the principles of Confucius; Interfering factors include sanctions and inflation; Strategies include customer support and increasing customer welfare and outcomes include customer satisfaction, customer loyalty and improving company performance.Also, the results of the quantitative section showed that causal factors affect the axial phenomenon by 0.495.Underlying and intervening factors affect strategies by 0.466 and 0.361, respectively.Axial phenomena affect strategies by 0.423 and strategies affect outcomes by 0.807.
Sara Pesaranafsharian; Mohammad Haghighi; Mahdi Haghighi kafash; Hashem Aghazadeh
Volume 25, Issue 4 , January 2022, , Pages 68-87
Abstract
Objective: The aim of the present study was to develop the corporate brand management model in Mellat Bank.Method: This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis ...
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Objective: The aim of the present study was to develop the corporate brand management model in Mellat Bank.Method: This research is mixed metod and it is fundamental in terms of purpose and it is considered field research in terms of data collection method. The qualitative techniques used were meta-synthesis and deep interview and in qualitive part, partial least squares technique was used. The target community in qualitive part was managers and experts in banking with a masterchr(chr(chr('39')39chr('39'))39chr(chr('39')39chr('39')))s degree or higher and a work experience of more than 5 years and in quantity was Mellat Banks’s employees. The method of sampling in qualitive part was snowballs and the number of sample volumes was 8 according to the theoretical saturation of the data and in quantitive part is accidental sampling and 361 people. In the qualitative part, MAXQDA software analyzes the interviews and studies, and in the quantitative part, Smart PLS software analyzes the identified components.Results: Based on the research results, a total of 13 categories and 41 concepts were identified and extracted. These include brand identity management, brand equity, corporate culture and other concepts.Conclusion: The research findings can be important for bank managers and marketing experts. It is clear that corporate brand is essential factor in sucsses of organizations.
