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Open Access Article
1 - Designing and Validating an Effective Social Media Marketing Model in the Tehran Dairy Industry
maryam abdoli Hosein Bodaghi Khajenobar Reza Rostamzadeh Farzin Modares Khiyabani Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media More Nowadays, social media is widely used for marketing activities. Despite the many benefits, there is still no comprehensive model for regulating marketing efforts in this area. The purpose of this study is to design and validate an effective model of social media marketing in the Tehran dairy industry with a mixed approach. The present study was conducted with a mixed (qualitative-quantitative) approach. The statistical population of this research in the qualitative part includes experts of Tehran milk industry. Qualitative sampling continued in a targeted manner until theoretical saturation was achieved. The statistical population in a small part also includes customers of Tehran milk industry. Using the Cochran's formula for uncertain communities, 384 people have been calculated as a sample. Cluster sampling method and available individuals were used for sampling. Semi-structured interview and Likert scale questionnaire were used to collect data. In order to analyze the data in the qualitative part by the data analysis method of the foundation, the indicators of the social media marketing model were identified using MAXQDA. Then, using structural-interpretive modeling and using MICMAC, a basic model was designed. Structural equation modeling and LISREL software were used to validate and present the final model. Findings showed that the components of knowledge management, customer needs assessment and customer engagement are among the basic components of the model that affect the strategic marketing and competitive advantage of the company and lead to media effectiveness and customer loyalty. Manuscript profile -
Open Access Article
2 - Identifying Factors Affecting Green Brand and Its Impact on Green Brand Preference and Loyalty (Case Study: Dairy Industry)
reza Norouzi ajirloo Mirza hasan Hoseini Ehsan Jamali Fatemeh EidiBackground and Objective: Considering the determining role of green brand in the success and performance of organizations in achieving predetermined goals, this study aims to investigate the effect of variables affecting green brand from the perspective of company, prod MoreBackground and Objective: Considering the determining role of green brand in the success and performance of organizations in achieving predetermined goals, this study aims to investigate the effect of variables affecting green brand from the perspective of company, product and customers and its impact on Green brand preference and loyalty was mediated by strategies (green and environmental marketing). Material and Methodology: This research is applied in terms of purpose and descriptive-survey in terms of nature and method. A questionnaire was used to collect data and in order to analyze the data and test the research hypotheses, the structural equation modeling method was used by Smart PLS software. In the present study, to collect the required quantitative data, two types of structured questionnaires with closed questions were used, one to examine the green branding activities of companies and the other to measure the green brand from the perspective of customers. Findings: The results show that all three factors of company, product and customer have a positive and significant relationship with creating a green brand. There is also a positive and significant relationship between green brand and strategies and also between strategies and preference and loyalty to green brand. Mediation of strategies between green branding and outcomes was confirmed. Discussion and Conclusion: Dairy companies should provide their customers with information on environmental issues related to production processes in a clear manner. By creating a green brand and linking environmental strategies and marketing environmentally friendly dairy products, these companies can help make green dairy products preferable to regular dairy products. Manuscript profile -
Open Access Article
3 - Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)
Abdolkarim Tazesh Esmaeil Hassanpour Qorughchi Vahi Reza Mirabi Mohammad Hossein Ranjbar -
Open Access Article
4 - Identifying and Prioritizing Supply Chain Sustainability Indicators for Perishable Products Via Grounded Theory and Fuzzy Hierarchical Analysis Approach
Shahab Heidari Belgheis Bavarsad Majid Nili Ahmad Abadi Saber Mullah Alizadeh Zavardehi -
Open Access Article
5 - Presenting a Paradigm Model of Green washing based on the Grounded Theory Approach
mahsa jandaghi Mahmud Naderi Beni -
Open Access Article
6 - Designing the Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry)
ABDOLKARIM TAZESH esmaeil hasanpour qorughchi VahidReza MirabiThis 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 MoreThis 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 -
Open Access Article
7 - Identifying Six Sigma Critical Success Factors to Reduce Variability of Processes (Case study: Dairy Industry)
Behzad Ghasemi Roghayeh Gharehpoor Niloofar Kavoli HaghighiNowadays, the variability of processes is the most important reason for increasing costs and reducing efficiency and product quality, and companies are always trying to remove it. The purpose of this research is to identify Critical Success Factors (CSFs) of reducing th MoreNowadays, the variability of processes is the most important reason for increasing costs and reducing efficiency and product quality, and companies are always trying to remove it. The purpose of this research is to identify Critical Success Factors (CSFs) of reducing the variability of processes with Six Sigma approach in the dairy industry. The statistical population of this research is dairy companies that managers and experts of production and quality control units of these companies as the statistical analysis unit were selected. Initially, through an in-depth review of past studies, the effective components on reducing the variability of processes were determined and then using exploratory factor analysis technique, the CSFs of reducing the variability of processes with Six Sigma approach were identified. Finally, using Bartlett's test, equality of variance was tested for the identified CSFs. The obtained results showed that eight CSFs of reducing variability of processes with Six Sigma approach were identified in dairy industry, which include: "Managing variability of processes", "nature of project team", "nature of project", "engagement and commitment of senior management" "communication with Customers and Suppliers," "Cultural Change," "Employee Learning," "Data and Information Management." Also, the research results showed that the effect of each of the CSFs on the reduction of processes variability is different. The result of this research can be used by decision-makers and managers of manufacturing companies to improve processes and productivity. Manuscript profile -
Open Access Article
8 - Green Reverse Supply Chain on the Way of Optimization: A Case of Dairy Sector
zeinab zarrat dakheli parast hassan haleh soroush avakh darestani hamzeh amin tahmasbi -
Open Access Article
9 - Investigating the Factors Affecting Strategic Green Human Resource Management in the Dairy Industry
Alireza Mikaeeli Abbasali Rastgar Davood Feiz Hossein DamghanianThis research seeks to investigate the factors affecting strategic green human resource management in manufacturing dairy products. The statistical population included 413 senior executives of 59 manufacturers of dairy products who were members of the Iranian Dairy Indu MoreThis research seeks to investigate the factors affecting strategic green human resource management in manufacturing dairy products. The statistical population included 413 senior executives of 59 manufacturers of dairy products who were members of the Iranian Dairy Industry Association in 1399. To estimate the sample size, a stratified random sampling method and the Cochran formula were employed. The sample included 212 people. The data collection instruments included a structured green human resource management questionnaire based on Jabor (2010) and both in-person and phone interviews. The data were analyzed using SPSS software version 23 at two descriptive and inferential levels. In the inferential level, Kolmogorov-Smirnov tests, Pearson correlation, regression analysis and Friedman were used.The findings show that internal factors (82.7%) are more effective than environmental factors (79.8%) on green human resource management in the dairy industry. Also, it was found that the strategies for improvement and maintenance and maintenance of attraction and output strategies are effective in the management of green human resources in the dairy industry. Additionally, there was a significant and positive correlation between the four internal factors (technical, organizational, cultural and market) and human resource strategies in the dairy industry. The most important factor affecting the management of green human resources in the dairy industry was found to be organizational factors. The findings of the present study can function as a practical guide to fulfill strategic green human resource management in the dairy industry for senior executives in this industry. Manuscript profile -
Open Access Article
10 - Presenting a co-creation model of brand value with customers in the dairy industry with a future research approach
hossein shakibi Seyyed Mahmoud shabgou Monsef Ali GHolipour soleimaniThis study was conducted with the aim of designing a co-creation model of brand value with customers in the dairy industry. The research method of the current study is mixed and it is done with two types of qualitative and quantitative approaches. In the first and quali MoreThis study was conducted with the aim of designing a co-creation model of brand value with customers in the dairy industry. The research method of the current study is mixed and it is done with two types of qualitative and quantitative approaches. In the first and qualitative part of the research, in order to collect data, interview questions were developed and in-depth and semi-structured interviews were conducted with 11 experts active in marketing and dairy industry. Then, using the qualitative analysis of grand theory, some concepts of extracting and coding indicators were done. The main themes resulting from the results of qualitative analysis are: strategic value co-creation, organizational value co-creation, value co-creation with employees, customer value co-creation, brand value co-creation strategy, brand competitiveness and organizational knowledge management. Then in the second and quantitative part of the research, validation and The screening of the indicators obtained in the qualitative analysis was done using the fuzzy Delphi technique. In the third part of the research, it was attempted to present the co-creation model of brand value with the customer in the dairy industry by applying the interpretive structural modeling method. Accordingly, "brand competitiveness" is the first or dependent variable. The variable "Co-creation of customer value" is the second level and "Co-creation of brand strategic value" and "Co-creation of value with employees" are the third level. The variable "co-creation of brand organizational value" is at the fourth level and the variable "organizational knowledge management" is at the fifth level. Finally, Manuscript profile -
Open Access Article
11 - Designing and Explaining the Cause-related marketing Model in the Dairy Foods industry
Raziyeh Ahangar sole boni seyed kamran Nourbakhsh Vahidreza Mirabi yahya khonsariCause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. MoreCause-related marketing is one of the differentiation strategies in non-price competition in markets with intense competition and saturation, such as the food industry. The current research also aims to provide a Cause-related marketing model in the dairy food industry. The method of the current research is a mixed exploratory, which was obtained through the qualitative strategy of Grounded Theory and semi-structured interviews and coding with MAXQDA, conceptual model has been obtained, and then through the quantitative strategies of model fitting and analysis. The statistical population in the qualitative part was the opinions of 12 experts and specialists in the relevant industry, and in the quantitative part 384 Dairy products customers have been implemented in Tehran. This model includes corporate dimensions with an impact of 0.393(company's marketing mix; company resources and capabilities; campaign implementation, managers' and stakeholders' perspectives), dimensions of customers with an impact of 0.438 (beliefs, attitudes; people's values, demographic factors, social stimuli and individual's experience and knowledge), dimensions related to the campaign with an impact of 0.467 (the place and form help, credibility and importance and urgency of the campaign) and Cause-related marketing results (financial and non-financial results)classification and suggestions according to statistical categories have been provided Manuscript profile
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