ارائه مدلی برای توسعه بازاریابی پایدار با استفاده از بازاریابی دیجیتال
محورهای موضوعی : مدیریت بازاریابی
محمد باشکوه
1
(دانشیار، گروه مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران)
محمد بهادری نژاد
2
(دانشجوی دکتری مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران)
نوید شفیعی
3
(دانشجوی دکتری مدیریت بازرگانی، دانشگاه محقق اردبیلی، اردبیل، ایران)
کلید واژه: بازاریابی دیجیتال, مشتری‌مداری, بازاریابی پایداری, بازاریابی اجتماعی,
چکیده مقاله :
پایداری در حوزه بازاریابی از دیدگاه‌های مختلفی مورد بررسی قرار می‌گیرد. برخی از نویسندگان مسائل زیست‌محیطی یا سبز و برخی دیگر مسائل اجتماعی را مورد توجه قرار دادند. بنابراین تحلیل و ارزیابی استراتژی بازاریابی از نظر پایداری نیز یک هدف منحصر به فرد است و توجه ویژه‌ای را می‌طلبد. بنابراین، این مقاله به ارائه مدلی برای توسعه بازاریابی پایدار با استفاده از بازاریابی دیجیتال در صنعت مد سریع که به لباس‌هایی با سرعت تولید می‌شوند و از کیفیت پایین برخوردار هستند می‌پردازد. تحقیق حاضر یک مطالعه کیفی است و از لحاظ هدف یک تحقیق کاربردی است. مشارکت‌کنندگان در تحقیق حاضر خبرگان حوزه بازاریابی است و برای تعیین حجم نمونه از روش اشباع نظری استفاده شده است. بدین معنی که مصاحبه‌ها تا رسیدن به اشباع نظری ادامه پیدا کرده است. در این تحقیق با 8 نفر از خبرگان مصاحبه انجام شد و پس از مصاحبه با نفر هشتم به اشباع نظری رسیدیم. برای تجزیه و تحلیل داده‌ها از نرم‌افزار مکس‌کیودا نسخه 12 و روش کدگذاری باز، محوری و انتخابی استفاده شده است. نتایج نشان می‌دهد که مدل تحقیق شامل دو متغیر اصلی است که هر متغیر بازاریابی پایداری دارای 8 بعد و 24 شاخص است و متغیر بازاریابی دیجیتال نیز دارای 4 بعد و 15 شاخص است. همچنین نتایج نشان می‌دهند که متغیر بازاریابی پایداری دارای هشت بعد بازاریابی اجتماعی، قابلیت‌های انسانی، توجه به آموزش، قابلیت‌های ارتباطی و تعاملی، تقویت وفاداری و مشتری‌مداری، انگیزاننده‌های (محرک‌های) احساسی، توزیع قابل دسترس و محصول پایدار است. همچنین بازاریابی دیجیتال دارای 4 بعد استراتژی تعاملی، استراتژی توزیعی، استراتژی ارتباطی (مشتری‌مداری) و استراتژی اطلاعاتی است.
Sustainability in the field of marketing is examined from different perspectives. Some writers focused on environmental or green issues and others on social issues. Therefore, analysis and evaluation of marketing strategy in terms of sustainability is also a unique goal and requires special attention. Therefore, this paper presents a model for sustainable marketing development using digital marketing in the fast fashion industry. The current research is a qualitative study and in terms of its purpose, it is an applied research. The participants in this research are experts in the field of marketing, and the theoretical saturation method was used to determine the sample size. This means that the interviews continued until theoretical saturation was reached. In this research, interviews were conducted with 8 experts, and after interviewing the 8th person, we reached theoretical saturation. For data analysis, MaxQuda software version 12 was used using open, axial and selective coding method. The results show that the research model includes two main variables that each sustainability marketing variable has 8 dimensions and 24 indicators, and the digital marketing variable has 4 dimensions and 15 indicators.
برهانی‌نژاد، ع.ر.، علی‌زاده مشکانی، ف.، رضوانی چمن زمین، م. و رحمانی، ک. (1401). "طراحی و تبیین مدل بازاریابی کارآفرینانه بر بازاریابی الکترونیکی با تأثیرگذاری تمایز شخصیت برند بر تمایل خرید"، مدیریت بازاریابی، 17(57)، صص. 67-82.
Ávila-Robinson, A, & Wakabayashi, N. (2018). “Changes in the structures and direc- tions of destination management and marketing research: A bibliometric mapping study, 2005–2016”, Journal of Destination Marketing & Management, Vol. 10, PP. 101-111. 10.1016/j.jdmm.2018.06.005.
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K, & Algharabat, R. (2017). “Social media in marketing: A review and analysis of the existing literature”, Telematics and Informatics, Vol. 34(7), PP. 1177-1190.
Bonfour, A. (2016). “Digital futures, digital transformation from lean produc- tion to acceluction”, Available at: Https://scholar.google.com/scholar?hl = en&as_ sdt = 0%2C5&q = bonfour + 2016 + digital + transformation&btnG = (Accessed: 3 May 2021).
Brown, T., Abduljabbar, M., Englund, S, & Treen, E. (2018). “Twenty-five years and counting: an analysis of the Journal of Strategic Marketing”, Journal of Strategic Marketing, Vol. 26(2), PP. 125-139.
Chan, T.Y, & Wong, C.W.Y. (2012). “The consumption side of sustainable fashion supply chain”, Journal of Fashion Marketing and Management, Vol. 16(2), PP. 193-215.
Dave Chaffey, PR Smith., Paul Russell Smith, (2013). “Emarketing Excellence: Planning and Optimizing Your Digital Marketing”, 041553335X, 9780415533355, Routledge.
Dehabreh, I., et al. (2012). “Comprehensive overview of methods and reporting of meta-analyses of test accuracy”, Agency for Healthcare Research and Quality, Https://www.ncbi.nlm.nih.gov/books/NBK92424/.
Ertekin, Z.O, & Atik, D. (2015). “Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion”, Journal of Macromarketing, Vol. 35(1), PP. 53-69.
Feldman, J. (2014). “The Average Woman Owns Over $500 Worth of Unworn Clothing, New Survey Reports”, Huffington Post, (August 27), Retrieved January 23, 2019 from https://www.huffpost.com/entry/unworn-clothing-survey_n_5048486.
Gleim, M.R, & Lawson, S.J. (2014). “Spanning the gap: An examination of the indicators leading to the green gap. Journal of Consumer Marketing, Vol. 31(6/7), PP. 503-514.
Gopalda, A. (2015). “Creating firm, customer, and societal value: Toward a theory of positive marketing”, Journal of Business Research, Vol. 68(12), PP. 2446-2451.
Green, P.E., Krieger, A.M, & Wind, Y. (2001). “Thirty years of conjoint analysis: Reflections and prospects”, Interfaces, Vol. 31(3), PP. 56-73.
Glenn, J.C. (2012). “Futures wheel. Futures research methodology (version 3.0)”, Washington, D.C: AC/UNU Millennium Project.
Juntunen, M., Waqar, N., Farid, S, & Nick, H. (2020). “Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting & Social Change”, Technological Forecasting & Social Change, Vol. 151, 119786.
Juhl, H.J., Fenger, M.H.J, & Thogersen, J. (2017). “Will the consistent organic consumer step forward? An empirical analysis”, Journal of Consumer Research, Vol. 44(3), PP. 519-535.
Jung, J., Kim, S.J, & Kim, K.H. (2020). “Sustainable marketing activies of traditional fashion market and brand loyalty”, Journal of Business Research, Vol. 120, PP. 294-301.
Karmarkar, U.R, & Bollinger, B. (2015). “BYOB: How bringing your own shopping bags leads to treating yourself and the environment”, Journal of Marketing, Vol. 79, PP. 1-15.
Kashif, N., Chichiro, W, & Pekka, N. (2018). “The transformative direction of innovation toward an IoT-based society - Increasing dependency on uncaptured GDP in global ICT firms”, Technology in Society, Vol. 53, PP. 23-46.
Kim, H, & Moon, N. (2021). “The motivational drivers of fast fashion avoidance”, Journal of Fashion Marketing and Management, Vol. 17(2), PP. 243-260.
Kotler, P., S.J. Levy. (1971). “Demarketing, yes, demarketing”, Harvard Business Review, Vol. 79, PP. 74-80.
Szu-Han Joanna, L., Jingjing, M. & Russell, E.J. (2016). “When Ethical Leader Behavior Breaks Bad: How Ethical Leader Behavior Can Trun Abusive via Ego Depletion and Moral Licensing”, Journal of Applied Psychology, Vol. 101(6), PP. 815-830.
Mallett, R., et al. (2012). “The benefits and challenges of using systematic reviews in inter- national development research”, Journal of Development Effectiveness, Vol. 4(3), PP. 445-455.
Meijers, M.H.C., Noordewier, M.K., Verlegh, P.W.J, & Smit, E.G. (2014). “Identity relevance moderates the licensing effect (Chapter from doctoral dissertation)”, Retrieved June 1, 2019 from http://dare.uva.nl/record/1/432499.
Merritt, A.C., Effron, D.A, & Monin, B. (2010). “Moral self licensing: When being good frees us to be bad”, Social and Personality Psychology Compass, Vol. 4(5), PP. 344-357.
Messenger, B. (2018). “Danish EPA: Plastic Bags have the Lowest Environmental Impact. Waste Management World, (March 20)”, Retrieved Sept. 30, 2018 from https://waste-management-world.com/a/danish-epa-plastic-bags-have-lowest-environmental-impact.
Middleton, D. (2020). “Energy Dominance: US Set Record for Energy Consumption in 2018!”, Watts Up With That?, (January 10), Retrieved Jan. 30, 2018 from https://wattsupwiththat.com/2020/01/10/ energy-dominance-us-set-record-for-energy-consumption-in-2018/.
Misirlis, N, & Vlachopoulou, M. (2018). “Social media metrics and analytics in marketing –S3M: A mapping literature review”, International Journal of Information Management, Vol. 38(1), PP. 270-276. 10.1016/J.IJINFOMGT.2017.10.005.
Morgan, L.R, & Birtwistle, G. (2009). “An investigation of young fashion consumers’ disposal habits”, International Journal of Consumer Studies, Vol. 33(2), PP. 190-198.
Newman, G.E., Gorlin, M, & Dhar, R. (2014). “When going green backfires: How firm intentions shape the evaluation of socially beneficial product enhancements”, Journal of Consumer Research, Vol. 41, PP. 823-839.
Most, F., Conejo, F.J, & Cunningham, L.F. (2018). “Bridging past and present en- trepreneurial marketing research”, Journal of Research in Marketing and Entrepreneur- ship, Vol. 20(2), PP. 229-251. 10.1108/JRME-11-2017-0049.
Olson, E.L. (2022). “Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word”, Journal of Business Research, Vol. 144, PP. 805-820. https://doi. org/10.1016/j.jbusres.2022.02.052.
Oliva, P., Carlos, V, & Charles, S. (2019). “Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience”, Journal of Interactive Marketing, Vol. 45, PP. 42-61.
Park, H.J, & Lin, L.M. (2020). “Exploring attitude-behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products”, Journal of Business Research, Vol. 117, PP. 623-628.
Paradkar, A. (2016). “Innovation in start-ups: Ideas filling the void or ideas devoid of resources and capabilities?”, Nirali Prakashan.
Pedersen, E.R.G., Gwozdz, W, & Hvass, K.K. (2018). “Exploring the relationship between business model innovation, corporate sustainability, and organizational values within the fashion industry”, Journal of Business Ethics, Vol. 149, PP. 267-284.
Salo, J. (2017). “Social media research in the industrial marketing field: Review of liter- ature and future research directions”, Industrial Marketing Management, Vol. 66, PP. 115-129. 10.1016/J.INDMARMAN.2017.07.013.
Senamour, F., Perida, F.J, & Vincent, L.F. (2019). “Bridging past and present en- trepreneurial marketing research”, Journal of Research in Marketing and Entrepreneur- ship, Vol. 20(2), PP. 229-251. 10.1108/JRME-11-2017-0049.
Soltani Delgosha, M., Hajiheydari, N, & Saheb, T. (2020). “The configurational impact of digital transformation on sustainability: a country-level perspective. In ECIS2020 Proceedings”, 28th European Conference on Information Systems (ECIS2020).
Scott, K., Martin, D.M, & Schouten, J.W. (2014). “Marketing and the New Materialism”, Journal of Macromarketing, Vol. 34(3), PP. 282-290.
Ström, R., Vendel, M. & Bredican, J. (2014). “Mobile marketing: A literature review on its value for consumers and retailers”, Journal of Retailing and Consumer Services, Vol. 21(6), PP. 1001-1012. 10.1016/J.JRETCONSER.2013.12.003.
Slater, S.F. & Olson, E.M. (2001). “Strategy Type and performance: The Influence of Sales Force Management”, Strategic Management Journal, Vol. 21(8), PP. 813-829.
Sheth, J.N., Sethia, N.K, & Srinivas, S. (2011). “Mindful consumption: A customer-centric approach to sustainability”, Journal of the Academy of Marketing Science, Vol. 39(1), PP. 21-39.
Saheb, T., Amini, B. Kiaei Alamdar, F. (2021). “Quantitative analysis of the development of digital marketing field: Bibliometric analysis and network mapping”, International Journal of Information Management Data Insights, Vol. 1(2), 100018.
White, K., Habib, R, & Hardisty, D.J. (2019). “How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework”, Journal of Marketing, Vol. 83(3), PP. 22-49.
Yang, S., Song, Y, & Tong, S. (2017). “Sustainable retailing in the fashion industry: A systematic literature review”, Sustainability, Vol. 9(7), 1266.
Jafari Siah Gourabi, M. (2014). “Investigation of the impact of green banking marketing on the image of the green brand in the banking industry of Rasht”, master's thesis. Faculty of Management and Accounting. Department of Management - Department of Business Management, Marketing Major, Islamic Azad University, Rasht Branch [In Persian].
_||_برهانی‌نژاد، ع.ر.، علی‌زاده مشکانی، ف.، رضوانی چمن زمین، م. و رحمانی، ک. (1401). "طراحی و تبیین مدل بازاریابی کارآفرینانه بر بازاریابی الکترونیکی با تأثیرگذاری تمایز شخصیت برند بر تمایل خرید"، مدیریت بازاریابی، 17(57)، صص. 67-82.
Ávila-Robinson, A, & Wakabayashi, N. (2018). “Changes in the structures and direc- tions of destination management and marketing research: A bibliometric mapping study, 2005–2016”, Journal of Destination Marketing & Management, Vol. 10, PP. 101-111. 10.1016/j.jdmm.2018.06.005.
Alalwan, A.A., Rana, N.P., Dwivedi, Y.K, & Algharabat, R. (2017). “Social media in marketing: A review and analysis of the existing literature”, Telematics and Informatics, Vol. 34(7), PP. 1177-1190.
Bonfour, A. (2016). “Digital futures, digital transformation from lean produc- tion to acceluction”, Available at: Https://scholar.google.com/scholar?hl = en&as_ sdt = 0%2C5&q = bonfour + 2016 + digital + transformation&btnG = (Accessed: 3 May 2021).
Brown, T., Abduljabbar, M., Englund, S, & Treen, E. (2018). “Twenty-five years and counting: an analysis of the Journal of Strategic Marketing”, Journal of Strategic Marketing, Vol. 26(2), PP. 125-139.
Chan, T.Y, & Wong, C.W.Y. (2012). “The consumption side of sustainable fashion supply chain”, Journal of Fashion Marketing and Management, Vol. 16(2), PP. 193-215.
Dave Chaffey, PR Smith., Paul Russell Smith, (2013). “Emarketing Excellence: Planning and Optimizing Your Digital Marketing”, 041553335X, 9780415533355, Routledge.
Dehabreh, I., et al. (2012). “Comprehensive overview of methods and reporting of meta-analyses of test accuracy”, Agency for Healthcare Research and Quality, Https://www.ncbi.nlm.nih.gov/books/NBK92424/.
Ertekin, Z.O, & Atik, D. (2015). “Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion”, Journal of Macromarketing, Vol. 35(1), PP. 53-69.
Feldman, J. (2014). “The Average Woman Owns Over $500 Worth of Unworn Clothing, New Survey Reports”, Huffington Post, (August 27), Retrieved January 23, 2019 from https://www.huffpost.com/entry/unworn-clothing-survey_n_5048486.
Gleim, M.R, & Lawson, S.J. (2014). “Spanning the gap: An examination of the indicators leading to the green gap. Journal of Consumer Marketing, Vol. 31(6/7), PP. 503-514.
Gopalda, A. (2015). “Creating firm, customer, and societal value: Toward a theory of positive marketing”, Journal of Business Research, Vol. 68(12), PP. 2446-2451.
Green, P.E., Krieger, A.M, & Wind, Y. (2001). “Thirty years of conjoint analysis: Reflections and prospects”, Interfaces, Vol. 31(3), PP. 56-73.
Glenn, J.C. (2012). “Futures wheel. Futures research methodology (version 3.0)”, Washington, D.C: AC/UNU Millennium Project.
Juntunen, M., Waqar, N., Farid, S, & Nick, H. (2020). “Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality. Technological Forecasting & Social Change”, Technological Forecasting & Social Change, Vol. 151, 119786.
Juhl, H.J., Fenger, M.H.J, & Thogersen, J. (2017). “Will the consistent organic consumer step forward? An empirical analysis”, Journal of Consumer Research, Vol. 44(3), PP. 519-535.
Jung, J., Kim, S.J, & Kim, K.H. (2020). “Sustainable marketing activies of traditional fashion market and brand loyalty”, Journal of Business Research, Vol. 120, PP. 294-301.
Karmarkar, U.R, & Bollinger, B. (2015). “BYOB: How bringing your own shopping bags leads to treating yourself and the environment”, Journal of Marketing, Vol. 79, PP. 1-15.
Kashif, N., Chichiro, W, & Pekka, N. (2018). “The transformative direction of innovation toward an IoT-based society - Increasing dependency on uncaptured GDP in global ICT firms”, Technology in Society, Vol. 53, PP. 23-46.
Kim, H, & Moon, N. (2021). “The motivational drivers of fast fashion avoidance”, Journal of Fashion Marketing and Management, Vol. 17(2), PP. 243-260.
Kotler, P., S.J. Levy. (1971). “Demarketing, yes, demarketing”, Harvard Business Review, Vol. 79, PP. 74-80.
Szu-Han Joanna, L., Jingjing, M. & Russell, E.J. (2016). “When Ethical Leader Behavior Breaks Bad: How Ethical Leader Behavior Can Trun Abusive via Ego Depletion and Moral Licensing”, Journal of Applied Psychology, Vol. 101(6), PP. 815-830.
Mallett, R., et al. (2012). “The benefits and challenges of using systematic reviews in inter- national development research”, Journal of Development Effectiveness, Vol. 4(3), PP. 445-455.
Meijers, M.H.C., Noordewier, M.K., Verlegh, P.W.J, & Smit, E.G. (2014). “Identity relevance moderates the licensing effect (Chapter from doctoral dissertation)”, Retrieved June 1, 2019 from http://dare.uva.nl/record/1/432499.
Merritt, A.C., Effron, D.A, & Monin, B. (2010). “Moral self licensing: When being good frees us to be bad”, Social and Personality Psychology Compass, Vol. 4(5), PP. 344-357.
Messenger, B. (2018). “Danish EPA: Plastic Bags have the Lowest Environmental Impact. Waste Management World, (March 20)”, Retrieved Sept. 30, 2018 from https://waste-management-world.com/a/danish-epa-plastic-bags-have-lowest-environmental-impact.
Middleton, D. (2020). “Energy Dominance: US Set Record for Energy Consumption in 2018!”, Watts Up With That?, (January 10), Retrieved Jan. 30, 2018 from https://wattsupwiththat.com/2020/01/10/ energy-dominance-us-set-record-for-energy-consumption-in-2018/.
Misirlis, N, & Vlachopoulou, M. (2018). “Social media metrics and analytics in marketing –S3M: A mapping literature review”, International Journal of Information Management, Vol. 38(1), PP. 270-276. 10.1016/J.IJINFOMGT.2017.10.005.
Morgan, L.R, & Birtwistle, G. (2009). “An investigation of young fashion consumers’ disposal habits”, International Journal of Consumer Studies, Vol. 33(2), PP. 190-198.
Newman, G.E., Gorlin, M, & Dhar, R. (2014). “When going green backfires: How firm intentions shape the evaluation of socially beneficial product enhancements”, Journal of Consumer Research, Vol. 41, PP. 823-839.
Most, F., Conejo, F.J, & Cunningham, L.F. (2018). “Bridging past and present en- trepreneurial marketing research”, Journal of Research in Marketing and Entrepreneur- ship, Vol. 20(2), PP. 229-251. 10.1108/JRME-11-2017-0049.
Olson, E.L. (2022). “Advocacy bias in the green marketing literature: Where seldom is heard a discouraging word”, Journal of Business Research, Vol. 144, PP. 805-820. https://doi. org/10.1016/j.jbusres.2022.02.052.
Oliva, P., Carlos, V, & Charles, S. (2019). “Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience”, Journal of Interactive Marketing, Vol. 45, PP. 42-61.
Park, H.J, & Lin, L.M. (2020). “Exploring attitude-behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products”, Journal of Business Research, Vol. 117, PP. 623-628.
Paradkar, A. (2016). “Innovation in start-ups: Ideas filling the void or ideas devoid of resources and capabilities?”, Nirali Prakashan.
Pedersen, E.R.G., Gwozdz, W, & Hvass, K.K. (2018). “Exploring the relationship between business model innovation, corporate sustainability, and organizational values within the fashion industry”, Journal of Business Ethics, Vol. 149, PP. 267-284.
Salo, J. (2017). “Social media research in the industrial marketing field: Review of liter- ature and future research directions”, Industrial Marketing Management, Vol. 66, PP. 115-129. 10.1016/J.INDMARMAN.2017.07.013.
Senamour, F., Perida, F.J, & Vincent, L.F. (2019). “Bridging past and present en- trepreneurial marketing research”, Journal of Research in Marketing and Entrepreneur- ship, Vol. 20(2), PP. 229-251. 10.1108/JRME-11-2017-0049.
Soltani Delgosha, M., Hajiheydari, N, & Saheb, T. (2020). “The configurational impact of digital transformation on sustainability: a country-level perspective. In ECIS2020 Proceedings”, 28th European Conference on Information Systems (ECIS2020).
Scott, K., Martin, D.M, & Schouten, J.W. (2014). “Marketing and the New Materialism”, Journal of Macromarketing, Vol. 34(3), PP. 282-290.
Ström, R., Vendel, M. & Bredican, J. (2014). “Mobile marketing: A literature review on its value for consumers and retailers”, Journal of Retailing and Consumer Services, Vol. 21(6), PP. 1001-1012. 10.1016/J.JRETCONSER.2013.12.003.
Slater, S.F. & Olson, E.M. (2001). “Strategy Type and performance: The Influence of Sales Force Management”, Strategic Management Journal, Vol. 21(8), PP. 813-829.
Sheth, J.N., Sethia, N.K, & Srinivas, S. (2011). “Mindful consumption: A customer-centric approach to sustainability”, Journal of the Academy of Marketing Science, Vol. 39(1), PP. 21-39.
Saheb, T., Amini, B. Kiaei Alamdar, F. (2021). “Quantitative analysis of the development of digital marketing field: Bibliometric analysis and network mapping”, International Journal of Information Management Data Insights, Vol. 1(2), 100018.
White, K., Habib, R, & Hardisty, D.J. (2019). “How to SHIFT consumer behaviors to be more sustainable: A literature review and guiding framework”, Journal of Marketing, Vol. 83(3), PP. 22-49.
Yang, S., Song, Y, & Tong, S. (2017). “Sustainable retailing in the fashion industry: A systematic literature review”, Sustainability, Vol. 9(7), 1266.
Jafari Siah Gourabi, M. (2014). “Investigation of the impact of green banking marketing on the image of the green brand in the banking industry of Rasht”, master's thesis. Faculty of Management and Accounting. Department of Management - Department of Business Management, Marketing Major, Islamic Azad University, Rasht Branch [In Persian].