scholarly journals Surveying the Impact of Authentic and Pragmatic Marketing by Paradigm Shift on Brand Authenticity: A Case Study of Selected Islamic Azad Universities (Anzali, Tehran Markaz, and Tonekabon)

2020 ◽  
Vol 2020 ◽  
pp. 1-17
Author(s):  
Zohreh Ali Esmaeli ◽  
Bahram Kheiri ◽  
Farzin Farahbod
Keyword(s):  
Sustainable Development ◽  
Social Relations ◽  
Paradigm Shift ◽  
Structural Equation ◽  
Equation Modeling ◽  
New Order ◽  
Paradigm Shifts ◽  
Brand Authenticity ◽  
The Impact

The contextual changes of the present age have altered the former order of personal and social relations in such a way that the creation of a new order is accompanied by an epistemic crisis; the crisis of knowledge of new relationships has rendered past valuations inefficient and invalid. In this regard, Kotler considers authenticity as the most influential element in this era of achieving sustainable development and customer trust, and since the production of university knowledge is the key to sustainable development, today it is faced with quality issues. This study aimed to investigate the effect of two marketing strategies, namely, authentic marketing and pragmatic marketing, through paradigm shifts as a solution to the epistemic crisis of brand authenticity. The research method of this study is based on quantitative and descriptive survey. The case study consists of Iranian students of Islamic Azad Universities (IAUs) stratified random sampling and sample size based on Morgan table were 385 people. Data were collected and distributed by questionnaire. The structural equation modeling technique with partial least squares approach and SmartPLS2 software were used for data analysis. The findings indicate that both authentic marketing and pragmatic marketing are more effective on brand authenticity through paradigm shift.

scholarly journals Surveying the impact of authentic and pragmatic marketing by paradigm shift on brand authentic: a case study of selected Azad Universities (Anzali, Tehran Matkaz, Tonekabon)

2020 ◽  
Vol 11 (6) ◽  
pp. 1915
Author(s):  
Zohreh Ali esmaeili ◽  
Bahram Kheiry
Keyword(s):  
Sustainable Development ◽  
Social Relations ◽  
Paradigm Shift ◽  
Structural Equation ◽  
Equation Modeling ◽  
New Order ◽  
Paradigm Shifts ◽  
Statistical Population ◽  
Brand Authenticity ◽  
The Impact

The contextual changes of the present age have altered the former order of personal and social relations in such a way that the creation of a new order is accompanied by an epistemic crisis; the crisis of knowledge of new relationships has rendered past valuations inefficient and invalid. In this regard, Katler (1990) considers authenticity as the most influential element in this era of achieving sustainable development and customer Trust, and since the production of university knowledge is the key to sustainable development and today it is faced with quality Issues. This issues, this study aimed to investigate the effect of two marketing, namely authentic marketing and pragmatic marketing through paradigm shifts as a solution to the epistemic crisis of brand authenticity. The research method of this study is based on quantitative and descriptive-survey. The statistical population is Iranian students of  Islamic Azad Universities (IAUs) stratified random sampling and sample size based on Morgan table were 385 people. Data were collected and distributed by questionnaire. Structural equation modeling technique with partial least squares approach and SmartPLS2 software were used for data analysis. The findings indicate that both authentic and pragmatic marketing are more effective on brand authenticity through paradigm shift.

scholarly journals Authentic and Pragmatic Marketing Effects by Paradigm Shifts on Brand Authenticity to Produce Sustainable Value

2019 ◽  
Vol 3 (2) ◽  
pp. 227
Author(s):  
Zohreh Ali Esmaeli ◽  
Bahram Kheiri ◽  
Farzin Farahbod
Keyword(s):  
Paradigm Shift ◽  
Structural Equation ◽  
Equation Modeling ◽  
Paradigm Shifts ◽  
Statistical Population ◽  
Brand Authenticity ◽  
Sustainable Value ◽  
Table Data ◽  
Iranian Students

This study aimed to investigate two marketing effects, namely, authentic and pragmatic, through paradigm shifts, as a solution to the epistemic crisis of brand authenticity. The research methods of this study were based on quantitative and descriptive surveys. The statistical population was 385 Iranian students at Islamic Azad Universities selected using stratified random sampling. The sample size was determined by Morgan’s table. Data were collected and distributed by questionnaire. The structural equation modeling technique used the partial least squares approach for data analysis. The findings indicate that both authentic and pragmatic marketing are more effective on brand authenticity through paradigm shift. Sustainable value production was not separate from economic growth. Rather, it sustains growth, and this paradigm shift, while developing the knowledge economy, affects the quality of a university-produced product. This makes it a prominent and authentic cultural institution, because brand originality has content in social interaction.

scholarly journals The Ecuadorian Banana Farms Managers’ Perceptions: Innovation as a Driver of Environmental Sustainability Practices

Agriculture ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 213
Author(s):  
Alicia Ramírez-Orellana ◽  
Daniel Ruiz-Palomo ◽  
Alfonso Rojo-Ramírez ◽  
John E. Burgos-Burgos
Keyword(s):  
Information Systems ◽  
Environmental Sustainability ◽  
Structural Equation ◽  
Equation Modeling ◽  
Environmental Practices ◽  
Sustainability Practices ◽  
Policy Incentives ◽  
The Impact ◽  
And Training

This article aims to explore the perceptions of banana farms managers towards environmental sustainability practices through the impact of innovation, adoption of information systems, and training employees through a case study in the province of El Oro (Ecuador). Furthermore, the paper assesses how farmers’ perceptions could guide public policy incentives. PLS-Structural Equation Modeling are used as the framework by which the constructs is represented within the model. The model explained 59% of the environmental sustainability practices of Ecuadorian banana farms. The results indicate that environmental sustainability practices were positively influenced mainly by training employees, innovation, and adoption of information systems. Additionally, both the adoption of information systems and training employees indirectly influenced sustainable practices through innovation as a mediator. We may conclude that in the Ecuadorian banana farms, changes in environmental practices are derived from innovation strategies as an axis of development of useful information and training employees in public policies.

scholarly journals E-quality services: A paradigm shift for consumer satisfaction and e-loyalty; Evidence from postgraduate students in Nigeria

2021 ◽  
pp. 849-860 ◽  
Author(s):  
Banji Rildwan Olaleye ◽  
Olufemi Patrick Adeyeye ◽  
Alani Olusegun Efuntade ◽  
Bamidele Samuel Arije ◽  
Oluwaseun Niyi Anifowose
Keyword(s):  
Paradigm Shift ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
Cross Sectional ◽  
Postgraduate Students ◽  
Online Purchases ◽  
The Social ◽  
The Impact ◽  
Structured Questionnaire

The purpose of the study is to analyze the impact of e-quality services on consumer satisfaction and loyalty in Nigeria. A cross-sectional research design was adopted using a well-structured questionnaire to elicit information for 408 postgraduate students currently studying in Nigerian universities. The research instrument was validated, while data collected were analyzed using the Statistical Package for the Social Science (SPSS) and Structural Equation Modeling (SEM) for hypotheses testing. The result revealed a statistically significant positive relationship among consumer satisfaction, loyalty, e-service quality and their dimensions while the findings established trust and satisfaction as prominent mediators for online purchases. This research contributes to the study of online shopping and e-loyalty by developing a model on the construct within the e-commerce context and suggesting possible factors that may influence quality service decisions.

scholarly journals The factors affecting the choice of accommodation for students in Vietnam National University - Ho Chi Minh City

2020 ◽  
Vol 4 (4) ◽  
pp. 1154-1166
Author(s):  
Dinh Hoang Tuong Vi ◽  
Trần Đức Trung ◽  
Trần Thị Bích Chi ◽  
Đỗ Thị Kim Chung ◽  
Hoàng Gia Tú
Keyword(s):  
Social Relations ◽  
Consumer Choice ◽  
Structural Equation ◽  
Quantitative Research ◽  
Ho Chi Minh City ◽  
Equation Modeling ◽  
Factors Affecting ◽  
National University ◽  
The Impact

The authors have carried out a study to determine and evaluate the impact of factors affecting the choice of accommodation for students in Vietnam National University – Ho Chi Minh City. Based on Maslow's hierarchy of needs, the theory of consumer choice by Mankiw, a new theory of residential location by Hoang Huu Phe and Wakely, the buyer decision process in consumption by Kotler to build a research model. The study was conducted through 2 phases: qualitative research and quantitative research with 515 answer sheets from students in Vietnam National University - Ho Chi Minh City, and applied the analytical method using the Structural Equation Modeling (SEM). The analysis shows that there are 5 factors that affect the choice of accommodation for students in Vietnam National University - Ho Chi Minh City descending order including: (1) Social relations, (2) Prices, (3) Security, (4) Services, (5) Location. In practical terms, the results show the need/concern of students in Vietnam National University – Ho Chi Minh City when making choice of accommodation, thereby giving recommendations to improve the quality of accommodation for landlords, the board of dormitory management and the departments agency. In addition, this result is an important basis for reference when building smart applications to find accommodation to serve the increasingly diverse needs of students.

The effect of brand authenticity on consumer–brand relationships

2019 ◽  
Vol 28 (2) ◽  
pp. 231-241 ◽  
Author(s):  
Hyunjoo Oh ◽  
Paulo Henrique Muller Prado ◽  
Jose Carlos Korelo ◽  
Francielle Frizzo
Keyword(s):  
Behavioral Intentions ◽  
Structural Equation ◽  
The Self ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Authenticity ◽  
Key Factor ◽  
The Usa ◽  
The Impact ◽  
The Relationship

Purpose This paper aims to explore the impact of brand authenticity on forming self-reinforcing assets (enticing-the-self, enriching-the-self and enabling-the-self), which subsequently influence the brand-self connectedness and consumers’ behavioral intentions. Design/methodology/approach The authors surveyed 347 consumers in the USA and Brazil and used structural equation modeling to test the relationship among brand authenticity, self-reinforcing assets, brand-self connectedness and behavioral intentions. Findings Brand authenticity was found to influence the self-reinforcing assets. In turn, the self-reinforcing assets promoted closeness toward the brand, thereby increasing the behavioral intentions of consumers to buy a product, visit a store/website in the future and recommend the brand to other people. Practical implications Marketing practitioners can use these results to promote better brand positioning by considering brand authenticity as a key factor in how consumers cognitively assess brands. Originality/value This paper shows that brand authenticity is a key antecedent of consumer–brand self-reinforcing assets.

Effects of perceived brand authenticity in health functional food consumers

2019 ◽  
Vol 122 (2) ◽  
pp. 617-634
Author(s):  
Jisun Lee ◽  
Lana Chung
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Relationship ◽  
The Impact

Purpose The purpose of this paper is to empirically analyze how brand authenticity (BA) as perceived by consumers who take health functional foods (HFF) strengthen the brand relationship quality (BRQ) and positively affects brand loyalty. Design/methodology/approach The five sub-dimensions of BA perceived by HFF consumers, elicited through a focus group interview, were conceptualized as a second-order reflective construct. To identify the influences of the sub-dimensions of BA on each construct of the BRQ and the influence on brand loyalty though mediating BRQ, an empirical analysis was done using partial least squares-based structural equation modeling. Findings All the sub-dimensions of BA positively affect each of the BRQ s (brand satisfaction, brand trust and brand commitment) excepting product authenticity on brand commitment, and originality on brand trust. The impact of BA positively affects brand loyalty by mediating brand relationship qualities. Originality/value It is found that BA is an important antecedent for forming BRQ with consumers in the HFF industry, in which building trust with consumers is important. BA is an important factor in brand management of HFF.

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Asif Ali Safeer ◽  
Yun Chen ◽  
Muhammad Abrar ◽  
Nilesh Kumar ◽  
Amar Razzaq
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Asian Countries ◽  
Content Type ◽  
Global Brands ◽  
Brand Authenticity ◽  
The Impact

PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

Rural revitalization: sustainable strategy for the development of cultural landscape of traditional villages through optimized IPA approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Qunsong Zhang ◽  
Eunyoung Kim ◽  
Cuixia Yang ◽  
Fucun Cao
Keyword(s):  
Sustainable Development ◽  
Structural Equation ◽  
Cultural Landscape ◽  
Measurement Model ◽  
Content Type ◽  
The Future ◽  
Actual Operation ◽  
And Performance ◽  
The Impact

PurposeThe main purpose of this study is to provide a decision-making basis for the development of a sustainability strategy by importance-performance analysis (IPA) methods. However, traditional and modified IPA methods do not accurately reveal the impact of the various dimensions of sustainable development (SD) on cultural landscape (CL). Based on the structural equation model (SEM), four main dimensions of SD were identified from the available data. This paper conducted an optimized IPA by building three SEMs based on importance, performance and the importance of four dimensions.Design/methodology/approachThis paper proposes the use of exploratory factor analysis (EFA) and SEM to develop the CL characteristic index evaluation model to determine the load of each indicator of importance and performance, and the SD-based measurement model to further determine the weight of the sustainability of each indicator in importance and performance. Afterwards, proposed sustainable strategies to the corresponding index were obtained.FindingsThis study offers useful insights into the actual operation and theoretical aspects of the IPA method.Practical implicationsThis study offers useful insights into the actual operation and theoretical aspects of the IPA method. This can solve the incongruous and uncertainty problem in the sustainable planning strategy, and the case study proves the feasibility of the IPA method combined with the influence of the structural equation.Social implicationsThe research is conducive to acceptance by local people with regard to their preferences in the perspective of sustainable development. It provides a basis for the future use of the IPA method in a comprehensive way based on an administrative angle.Originality/valueThe case study proves the feasibility of the IPA method combined with the influence of the structural equation. This provides a basis for the future use of the IPA method in a comprehensive way based on an administrative angle.

scholarly journals Mathematical Analysis of Criteria for Maintenance of Technical Systems in the Function of Achieving Sustainability

2021 ◽  
Vol 13 (4) ◽  
pp. 1680
Author(s):  
Goran Otić ◽  
Oliver Momčilović ◽  
Ljiljana Radovanović ◽  
Goran Jovanov ◽  
Dragica Radosav ◽  
...  
Keyword(s):  
Sustainable Development ◽  
Structural Equation ◽  
Equation Modeling ◽  
Technical Diagnostics ◽  
Performance Measurements ◽  
Technical Systems ◽  
The Republic ◽  
Influential Variable ◽  
The Impact ◽  
Maintenance Process

Achieving sustainable development requires strategic efforts involving the entire organization. Maintenance efforts also play an important role. Company management needs to understand and develop an appropriate strategy to achieve sustainable development by applying maintenance performance measurements. The aim of this paper is to present possible ways of analyzing and ranking the impact of certain criteria with respect to achieving sustainability. The paper uses the method of Structural Equation Modeling—SEM in order to determine the most influential variable on the sustainability of maintenance of technical systems. Based on the set theoretical system model, for all its variables in the model, statements were made that describe them, on which 136 respondents gave their views (from 1 to 5, Likert scale) in the territory of the Republic of Serbia. An intuitive F-DEMATEL method was also used to prioritize variables. A team of 10 experts in the field of maintenance of technical systems was compared the criteria A—Application of technical diagnostics, B—Management of maintenance resources, C—Maintenance process planning, and the dependent variable D—Sustainability of maintenance of technical systems. According to experts, the importance of the criteria coincides with the results obtained by a survey with 136 respondents.

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