List of Articles بازاریابی حسی

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  1 - A Study to Set Policies and standards for an Emotional Marketing Model in order to come off Good Governance
  Siamak Naseri vahid araei Mina Jamshidi
  Purpose: The purpose of this research is to explain the sensory marketing policy in order to realize good governance in a society of recipients of financial services. Method: In the first part, which is the initial stage and qualitative assessment, the statistical popul More

  Purpose: The purpose of this research is to explain the sensory marketing policy in order to realize good governance in a society of recipients of financial services. Method: In the first part, which is the initial stage and qualitative assessment, the statistical population of the research consisted of professors, managers and experts in the field of sensory marketing, of which 10 people were selected as a series of experts. In the second part, which is a quantitative part, a sample of 384 people was selected from the community of recipients of financial services. Findings: the dimension of emotional performance with a factor load of 1.55, the dimension of emotional self-efficacy with a factor load of 1.27, and the dimension of sensory participation with a factor load of 1.25 have respectively been more valid than other dimensions. Conclusion: The dimension of emotional performance includes 4 components of understanding emotions, the quality of emotional relationships, responding to emotions and creating motivation, the dimension of sensory self-efficacy has three components of capacity-building, education and communication, and the dimension of emotional participation includes four dimensions of awareness, social skills, and value creation and strategies. Manuscript profile
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  2 - Investigation The Role Of Relationship Marketing , Experiential Marketing and Cause Marketing in Customer Loyalty
  اکبر شیدائی حبشی Alireza Fazlzadeh Mohammad Faryabi
  Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of More

  Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. the research is in descriptive study form; that it is done with survey measurement method. Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customers loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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  3 - The Relationship between Sensory Marketing and the Loyalty of Private Sports Club Customers, the Mediated Role of Perceived Value and Location dependency
  ali akbar zohrevand Majid Soleimani sirous ahmadi
  Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the custo More

  Today, modern marketing methods have replaced traditional methods. In the meantime, sensory marketing is one of the new ways that can create customer loyalty. Sensory marketing can also be effective in creating dependence on location and perceived value within the customer. The purpose of this study was to investigate the effect of sensory marketing on customer loyalty of private sports clubs with the mediating role of perceived location and value dependency. The purpose of this research was applied research and the method was descriptive-analytical. To collect data from 4 standardized and adapted questionnaires: Hosseini & Pourkiani Sensory Marketing Questionnaire, Seafaring Location Affiliation Questionnaire, Accredited and Olaga Perceived Value Questionnaire and Mahoney Behavioral and Attitude Loyalty Questionnaire was used. The statistical population of the study includes all men and women (18-65 years old) who used private sports clubs in Tehran in 2019, using cluster sampling of 10 clubs from five districts of Tehran (Central, North, and South, West and East). Given that there are no exact statistics on the number of people using private clubs in Tehran in 2019, the statistical population was considered unknown, so the minimum sample size for the unknown community was calculated using the Cochran formula of 385 individuals Calculated. Face and content validity were assessed from the perspective of a significant number of sport management professors. Reliability of the instruments was assessed using Cronbach's alpha method, and finally, construct validity indices were used in structural equation modeling. Overall, the results showed that sensory marketing through the dependence on location and perceived value can be effective in the behavioral and attitudinal loyalty of clients of private fitness clubs. Manuscript profile
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  4 - Investigation the Role of Relationship Marketing, Experiential Marketing and Cause Marketing in Customer Loyalty
  A. Sheidaei habashi A. R. Fazlzadeh M. Faryabi
  Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in More

  Nowadays, marketing is as a key unit in any business. It isn’t covert for every one that customer is the most important assets of commercial organization, one of tools in creation of long relation with customer is; using of relationship marketing, but in spite of severe competition between commercial organizations; this strategy isn’t sufficient. In this research, we have been examined the effect of relationship marketing by combining of Experiential marketing and cause marketing on customer loyalty. The research is in descriptive study form; that it is done with survey measurement method.Statistical sample of research include 321 persons of west Azarbaijan province bank customers. For data analyzing we used artificial neural networks, multiple regression and Pearson correlation test. Multilayer neural networks have been trained by hyperbolic tangent function and they used by forward algorithm recognition model construct. Results showed that; in public and private banks; Experiential marketing, confidence and commitment have positive and meaningful effect on customer loyalty. By results comparison it is distinguished that neural networks are accurately than statistics traditional tests and they are reliable. Manuscript profile
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  5 - Designing the Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)
  ABDOLKARIM TAZESH esmaeil hasanpour qorughchi VahidReza Mirabi
  This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on t More

  This study aims to design the causal model of sensory impulses in order to create a healthy, delicious, environmentally friendly (green) brand image in the dairy industry. It is a descriptive and practical research in which the quantitative data are collected based on time line. A questionnaire was used to assess consumer feedback and a semi-structured questionnaire and interview were used to measure expert feedback. The sample size of the consumer community was performed by non-probabilistic quota sampling and experts were selected by snowball sampling method. After identification of sensory impulse the structural equation method and PLS software were used to investigate the causal relationship between the variables. The results showed that the sense of smell and touch have a significant and positive effect on the positive image of the brand. Also, findings showed that the following impulses should be used to create a healthy and green brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the packaging form neither unique nor repetitive, , the mild and pungent smell of the product, the smell of the product is a combination of feminine and masculine scents. And to create a delicious brand image: soft packaging material, cool product temperature, product form neither thick nor thin, the unique packaging form, sharp scent, the smell of the product is a combination of feminine and masculine scent . Of course, the low impact of the other sensory impulses should not be neglected Manuscript profile
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  6 - Achieving an Economic City Based on the Presentation of a Conceptual Model of Sensory Marketing on Social Networks (A Qualitative Approach of Theme Analysis)
  Mandana Rezaei Vahid Nasehifar Reza Taghvaei Tohfeh Ghobadi
  Simultaneous with the transformation of planning interaction and urban development market, under the influence of globalization processes and urban competition, the economic growth indicators of cities have also found a new form in such a way that some production center More

  Simultaneous with the transformation of planning interaction and urban development market, under the influence of globalization processes and urban competition, the economic growth indicators of cities have also found a new form in such a way that some production centers and factories have been able to diversify the economic base of cities through the development of high-value-added trade and commerce; however, some others have not been successful in this way. Since in our country, in practice, little attention has been paid to facilitating business and marketing processes on economic scales as well as electronic and digital platforms to achieve economic cities; therefore, this article tries to use the method of content analysis for sensory marketing, which is recently one of the newest and most important methods of marketing in the world of social networks, which has become one of the most popular tools in cyberspace these days. This research in terms of its purpose is applied and in terms of how to analyze the data is qualitative and in terms of its approach is exploratory. For this reason, a group of marketing experts was selected and were interviewed in details. In this study, the purposive sampling method was used and the process of selecting experts and conducting interviews with them continued until theoretical saturation was achieved. Sixteen interviews were conducted. Finally, the research results led to the presentation of a conceptual model of sensory marketing in social networks based on the dimensions of the five senses, emotions, thinking, action and relationship. Manuscript profile
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  7 - Designing an Emotional Marketing Model with Emotional Approach in orde to Implemnt Goog Governance: Case Study of Bank Sepah Customers in North of Tehran
  Siamak Naseri Vahid Araei Mina Jamshidi
  10.30495/fed.2022.697616
  AbstractObjectives: This research aims to implement an emotional marketing model with emotional approach in order to reach to a good governance. The case study was done on customers of Bank Sepah in northern zone of Tehran.Methodology: The research is practical survey a More

  AbstractObjectives: This research aims to implement an emotional marketing model with emotional approach in order to reach to a good governance. The case study was done on customers of Bank Sepah in northern zone of Tehran.Methodology: The research is practical survey and the statistical population consists of 10 experts in a decision team exploring indicators and variables by targeted non-random and snow bullet methods.Results: The research is calibrated into 51 indicators totally classified in 11 components and 3 dimensions. The components are Understanding Emotions, Quality of Emotional Relations, Reaction to Emotions, Motivations, Capitalization, Instruction, Communication, Information, Social Skills, Value Creation and Participatory Strategy.Conclusion: Three main dimensions of Emotional Performance, Emotional Self-Effectiveness and Emotional Participatory must be considered in reaching the model  for implementing emotional marketing with emotional approach in order to come off good governance by the case study of Bank Sepah customers in north of Tehran. Manuscript profile
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  8 - Formulating and Designing a Model of Antecedents and Interveners of Interactive Two-Way Sense-Centric Marketing with Mixed Method
  Zahra Valipouri Seyed Mehdi Jalali Bita Tabrizin
  Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategi More

  Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 14 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 384 Dairy products customers have been implemented in Tehran. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. the final model of research in three main categories; Intervening conditions (organizational and brand factors), causal conditions (organizational factors, customer and competitive environment), central phenomenon (sense of taste, smell, sight, touch and hearing) were formed and between all dimensions of antecedents and interveners with two-way interactive marketing Sense-oriented (sensory marketing) There was a significant and positive relationship in the dairy industry Manuscript profile
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  9 - The role of sensory marketing in the improvement of customer experience and the intention of purchase from a store (case of study: Ofogh Kourosh chain stores)
  Reza Kazemi majid fattahi Niloofar Imankhan
  Sensory marketing is one of the modern methods of marketing that attracts target market customers by creating a distinct experience and affecting the perception and behavior of the buyer's decision. So, the purpose of the present research is to examine the role of senso More

  Sensory marketing is one of the modern methods of marketing that attracts target market customers by creating a distinct experience and affecting the perception and behavior of the buyer's decision. So, the purpose of the present research is to examine the role of sensory marketing in the improvement of customer experience and the intention of purchase from Ofogh Kourosh chain store in Sari. For this purpose, the questionnaire of the research was distributed among 384 populations that include all customers of Ofogh Kourosh chain stores in Sari. The method of the research was descriptive and correlational. To answer the hypotheses of the research, LISREL Software and structural equations modeling were used. The results showed that sensory marketing has a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Also, all dimensions of sensory marketing have a positive significant effect on the improvement of customer experience and the intention of purchase from the store. Manuscript profile
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  10 - The effect of viral, sensory and direct marketing on brand revival (case study of Arj Co.)
  somayeh mazlumzade farideh hagh shenase ashani
  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, a More

  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. Manuscript profile