Zahra Razmi; Soheila Mehmannavazan; Marzieh Soltani Tajabadi
Volume 27, Issue 2 , July 2024, , Pages 96-115
Abstract
The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data ...
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The purpose of the current research is epistemology in brand knowledge and awareness and its effect on value co-creation and Word of Mouth among consumers of LG home appliance. This research is practical in terms of purpose, which is quantitative through questionnaires and in terms of the method of data collection, it is a descriptive survey. The statistical population of the research is the consumers of LG home appliances in Tehran, and a questionnaire was used to collect data. Using the relevant formulas (for an unlimited population), the statistical sample size was determined to be 384 and after distributing the questionnaires, 361 questionnaires were collected. To analyze the data and test the hypotheses, structural equation modeling was used with the help of Smart PLS and SPSS23 soft wares. The research findings indicate the positive and significant effect of brand knowledge on brand attitude, brand attitude on brand trust, brand trust on brand involvement, brand trust on brand commitment, brand involvement on brand loyalty, brand commitment on brand loyalty, brand loyalty on value co-creation, loyalty on WOM (Word of Mouth), and value co-creation on WOM. The results showed that the effective actions of the companies and the attention of the managers of the organizations to the knowledge and attitude and trust in the brand of the organization can play a role in the co-creation value and WOM,
Tahereh Nabizadeh; Manizhe Haghighinasab; Soheila Mehmannavazan
Volume 26, Issue 2 , July 2022, , Pages 170-193
Abstract
Saffron is a food product with a comparative advantage in the country. This product needs a competitive advantage in the export markets to achieve its valuable position. The problem is that this export commodity with production advantage in a water-scarce country is mostly exported with the least added ...
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Saffron is a food product with a comparative advantage in the country. This product needs a competitive advantage in the export markets to achieve its valuable position. The problem is that this export commodity with production advantage in a water-scarce country is mostly exported with the least added value to countries such as Spain through indirect exports and under the private label branding of distributors and there it is re-exported to other countries with new packaging and higher prices. With climate change and the increasing tendency of consumers to organic products, it is necessary to study and formulate the saffron export marketing strategy with a green marketing orientation.Systematic review method has been used for extensive study of domestic and foreign researches to identify the dimensions of the export marketing strategy with a green orientation. With an exploratory sequential mix method, content and theme analysis has been used through interviews with industry and academic experts in the qualitative phase. In the quantitative phase of the research, Fuzzy Dematel techniques and interpretive structural equation modeling have been used to formulate the export strategy.The result shows that the use of dimensions such as firm characteristics, analysis of saffron industry and market in domestic and export target markets, identification of the company's export capabilities and green capabilities along with a marketing mixed program is recommended to leading export companies in the Iranian saffron industry.