The effect of viral, sensory and direct marketing on brand revival (case study of Arj Co.)

Subject Areas : Educational management

somayeh mazlumzade ¹ , farideh hagh shenase ashani ²

1 - student,Masters,Islamic Azad University of Centeral Tehran
2 - Assistant Professor,  Faculty member,  Faculty of Management,Azad University,  Central Tehran

Received: 2019-03-13 Accepted : 2019-03-19 Published : 2019-02-20

Keywords: Brand Recovery, Viral Marketing, Experiential marketing, Direct Marketing,

Abstract :

The influx of poor-quality Chinese goods on the one hand, and increased of production costs and financial pressure to continue domestic activities, import and export restrictions, and the difficulties of supplying the resources needed in production, on the other hand, all have led to recession and withdrawal a large number of domestic brands from Iran’s market. Unemployment of too many workers and factory closures have led marketing managers to consider and examine today's economic conditions and consumer behavior as well as examining the variety of marketing and make the conclusion that revival of some out of date brands is more economical than creating a new brand. In this research, we have tried to identify the best and most effective marketing among these marketing strategies in the revival of the brand by examining three viral, sensory and direct marketing. In fact, this research reviews the views of consumers of home appliances in Tehran based on the components of each marketing indicator: information dynamics, social relationships, trust in advertising, attitude towards advertising, sensory perception of advertising, brand loyalty, advertising flexibility and its interaction with the consumer to identify the most effective factors.