آمار

تعداد نشریات28
تعداد شماره‌ها410
تعداد مقالات3,577
تعداد مشاهده مقاله5,603,461
تعداد دریافت فایل اصل مقاله3,835,418
Ghezelsefloo, Hamidreza, Zargar, Tayebeh, Alavi, Seyed Hossein. (1400). Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix. سامانه مدیریت نشریات علمی, 3(1), 48-68. doi: 10.22098/rsmm.2022.1521
Hamidreza Ghezelsefloo; Tayebeh Sadat Zargar; Seyed Hossein Alavi. "Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix". سامانه مدیریت نشریات علمی, 3, 1, 1400, 48-68. doi: 10.22098/rsmm.2022.1521
Ghezelsefloo, Hamidreza, Zargar, Tayebeh, Alavi, Seyed Hossein. (1400). 'Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix', سامانه مدیریت نشریات علمی, 3(1), pp. 48-68. doi: 10.22098/rsmm.2022.1521
Ghezelsefloo, Hamidreza, Zargar, Tayebeh, Alavi, Seyed Hossein. Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix. سامانه مدیریت نشریات علمی, 1400; 3(1): 48-68. doi: 10.22098/rsmm.2022.1521

Influence of Brand and Perceived Quality on Customer Behavior in the Covid-19 Pandemic: Ethical Marketing Mix

Research in Sport Management and Marketing
مقاله 4، دوره 3، شماره 1، خرداد 2022، صفحه 48-68    اصل مقاله (632.92 K)
نوع مقاله: Original Article
شناسه دیجیتال (DOI): 10.22098/rsmm.2022.1521
نویسندگان
Hamidreza Ghezelsefloo* 1؛ Tayebeh Sadat Zargar2؛ Seyed Hossein Alavi3
1Associate Professor of Sport Management, University of Gonbad Kavous, Golestan, Iran
2Assistant Professor of Sport Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
3Assistant Professor Sport Management of Technical and Vocational University (TVU), Tehran, Iran
چکیده
Purpose: The recession caused by the outbreak of the coronavirus, in addition to reducing the purchasing power of consumers has drastically changed the way consumers behave. Therefore, the purpose of this study was to investigate the mixed effect of Corona marketing of sports businesses on loyal behavior with the mediating role of the brand and perceived quality relationship.
 Methods: The available sampling, 400 Internet customers were selected randomly as the statistical sample of the research based on the minimum statistical sample required in path analysis research. To measure the validity of the content, 15 marketing experts were surveyed, which is based on the CVR= 0/89, which is approved. To determine the reliability of the model, two criteria of combined reliability (α ≥ 0.85) and Cronbach's alpha (α ≥ 0.79) and Average Variance Extracted (0/67) and Smart-PLS were used. R2، Q2، GOF was used to evaluate the adequacy of the model. The results showed that ethical pricing and ethical promotion have more effect on brand image and product quality. Product quality also has the highest impact on customer loyalty.
Results: The results of factor analysis of the data showed that creating loyal behavioral patterns requires the development of ethics marketing mix is new in that the components of product promotion and ethical pricing have the greatest impact on the brand-customer relationship, so it is recommended to sports business owners as part of the corona virus outbreak.
Conclusion: Most of the economic power of households is focused on the supply of basic goods by providing clear rules and regulations, as well as adhering to the obligations of online sales procedures as an indicator of e-commerce growth, to provide a platform for strengthening purchasing behavior.
کلیدواژه‌ها
Ethical Marketing؛ COVID-19؛ Brand Image؛ Marketing Mix؛ Loyalty؛ Perceived Quality
مراجع
References

  1. Boisvert, J., & Khan, M. S. (2021). Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness. Journal of Strategic Marketing, 1-24.
  2. Brunk, K. H. (2012). Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings. Journal of business ethics, 111(4), 551-565.
  3. Chanavat, N., & Bodet, G. (2009). Internationalisation and sport branding strategy: a French perception of the Big Four brands. Qualitative Market Research: An International Journal.
  4. Charkhtab Moghadam , G., & Esmaeili, M. (2020). Relation between Ethical Marketing and Online Businesses. Ethics in science and Technology, 15(1), 166-170 ( In Persian).
  5. Cortez, W (2020). The Coronavirus crisis in B2B settings: Crisis uniqueness and managerial implications based on social exchange theory. Industrial Marketing Management, 88, 125-135.
  6. Creyer, E. H. (1997). The influence of firm behavior on purchase intention: do consumers really care about business ethics? Journal of consumer Marketing.
  7. Davari, A. (2016). Modeling structural equations with PLS software. University Jihad Publications, Tehran, Third Edition (in Persian).
  8. Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research: Elsevier.
  9. Fazel, A., & Harandi, A. (2017). The relationship between ethical name and brand with increasing the credibility of companies. Ethic in Science and Technology, V 12, 1-11 (In Persian).
  10. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
  11. Galmiche, M., Lucas, N., Déchelotte, P., Deroissart, C., Le Solliec, M.-A., Rondeaux, J., . . . Delay, J. (2020). Plasma Peptide Concentrations and Peptide-Reactive Immunoglobulins in Patients with Eating Disorders at Inclusion in the French EDILS Cohort (Eating Disorders Inventory and Longitudinal Survey). Nutrients, 12(2), 522.
  12. He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176-182.
  13. Hwang, J., Choe, J. Y. J., Kim, H. M., & Kim, J. J. (2021). Human baristas and robot baristas: How does brand experience affect brand satisfaction, brand attitude, brand attachment, and brand loyalty? International Journal of Hospitality Management, 99, 103050.
  14. Izadi, B., Moradi, H. R., & Abdollahi, S. (2017). Analyzing the Relationship between Considering Ethics in Bodybuilding Clubs and Athletes Behavior.
  15. Joachimsthaler, E., & Aaker, D. A. (2009). Brand Leadership: Building Assets In an Information Economy: Simon and Schuster.
  16. Kianpoor, A., Moradi, M., & Piri, M. (2020). Predicting the relationship between ethics and business environment on Iran's economic development. Ethic in Science and Technology, V15(2), 93-100 (In Persian).
  17. Koozechian, H., Sardari, M., Ehsani, M., & Amiry, M. (2021). Designing and Testing Ethical Marketing Model in Sports Manufacturing Industry. Sport Management Studies, 13(65).
  18. Laczniak, G. R., Burton, R. H., & Murphy, P. (1999). Sports marketing ethics in today's marketplace. Sport Marketing Quarterly.
  19. Lee, J.-Y., & Jin, C.-H. (2019). The role of ethical marketing issues in consumer-brand relationship. Sustainability, 11(23), 6536.
  20. Mataruna-Dos-Santos, L. J., Faccia, A., Helú, H. M., & Khan, M. S. (2020). Big Data Analyses and New Technology Applications in Sport Management, an Overview. Paper presented at the Proceedings of the 2020 International Conference on Big Data in Management.
  21. Nafei, G., & Saiednia, M. ( 2020). “The paradigm model of ethical social media marketing activities with emphasis on brand value and customer response”. HREthic in Science and Technology, V 15(N1), 151-160.(In Persian).
  22. Naghavi, M., Ramazaninejad, R., & Keshkar, S. (2018). Developing a behavioral model of Iranian professional athletes with a social marketing approach. New Approach in Sport Management, V 6, N 23,(In Persian).
  23. Papista, E., & Dimitriadis, S. (2012). Exploring consumer‐brand relationship quality and identification: Qualitative evidence from cosmetics brands. Qualitative Market Research: An International Journal.
  24. Park, C. W., & MacInnis, D. J. (2018). Introduction to the special issue: Brand relationships, emotions, and the self: University of Chicago Press Chicago, IL.
  25. Rahimi, I., & Aramoon, S. (2018). Determining the Specialties of Human Brand and its Ethical Place in Sports from Perspective of Iranian and Foreign Athletes. Applied Research in Sport Management, 7(1), 69-75 (In Persian).
  26. Rajab Dori, H., Salari, H., & Amiri, A. (2020). Identify and examine the importance of ethical theories in auditing from the perspective of experts and professional activists. Ethic in Science and Technology, V 15(N 2), 37-45 (In Persian).
  27. Ratten, V. (2020). Coronavirus disease (COVID-19) and sport entrepreneurship. International Journal of Entrepreneurial Behavior & Research.
  28. Reis, H., & Shaver, P. (1988). Intimacy as an interpersonal process. In. Duck, SW (Eds.) Handbook of personal relationships. Theory, Research and Interventions John Wiley: Chichester UK.
  29. Ritter, T., & Pedersen, C. L. (2020). Analyzing the impact of the coronavirus crisis on business models. Industrial Marketing Management, 88, 214-224.
  30. Rizvandi, Afroozeh, M. S., & Jalilvand, M. (2020). Examining the Challenges of Sport Business in COVID-19 Virus Period and Outlining Solutions. Sport Management Studies, 12(61), 265-288 ( In Persian).
  31. Saleem, S., Rahman, S. U., & Umar, R. M. (2015). Measuring customer based beverage brand equity: Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty. International Journal of Marketing Studies, 7(1), 66.
  32. Sherwin, D. S. (1983). The ethical roots of the business system.
  33. Solimani, M., Barani, M., Inanloo, S., & Khojasteh, A. (2020). Modeling the shopping behavior of sports shop customers during the corona virus outbreak. Sort Management Studies, 12(62), 291-314 ( In Persian). doi: DOI:10.22089/SMRJ .2020.8819.3002
  34. Suttikun, C., & Meeprom, S. (2021). Examining the effect of perceived quality of authentic souvenir product, perceived value, and satisfaction on customer loyalty. Cogent Business & Management, 8(1), 1976468.
  35. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of consumer psychology, 15(1), 77-91.
  36. Uysal, A., & Okumuş, A. (2021). The effect of consumer-based brand authenticity on customer satisfaction and brand loyalty. Asia Pacific Journal of Marketing and Logistics.
  37. Vafainia, S. (2020). Marketing in post COVID-19 era: A guide for marketing managers. ESCP Impact Paper(2020-07), 31-35.
  38. Wang, Y., Hong, A., Li, X., & Gao, J. (2020). Marketing innovations during a global crisis: A study of China firms’ response to COVID-19. Journal of Business Research, 116, 214-220.
  39. Xu, F., Zhan, C., Lu, L., Tan, J., Li, S., & Li, J. (2021). Is the destination brand loyalty mechanism invariable? A comparative study from China. Journal of Destination Marketing & Management, 22, 100658.
 

 

آمار
تعداد مشاهده مقاله: 562
تعداد دریافت فایل اصل مقاله: 628


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب