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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)
المؤلفون المشاركون
Esmaeli, Zohreh Ali
Kheiri, Bahram
Farahbod, Farzin
المصدر
Advances in Human-Computer Interaction
العدد
المجلد 2020، العدد 2020 (31 ديسمبر/كانون الأول 2020)، ص ص. 1-17، 17ص.
الناشر
Hindawi Publishing Corporation
تاريخ النشر
2020-08-21
دولة النشر
مصر
عدد الصفحات
17
التخصصات الرئيسية
الملخص EN
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.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Esmaeli, Zohreh Ali& Kheiri, Bahram& Farahbod, Farzin. 2020. 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). Advances in Human-Computer Interaction،Vol. 2020, no. 2020, pp.1-17.
https://search.emarefa.net/detail/BIM-1126466
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Esmaeli, Zohreh Ali…[et al.]. 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). Advances in Human-Computer Interaction No. 2020 (2020), pp.1-17.
https://search.emarefa.net/detail/BIM-1126466
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Esmaeli, Zohreh Ali& Kheiri, Bahram& Farahbod, Farzin. 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). Advances in Human-Computer Interaction. 2020. Vol. 2020, no. 2020, pp.1-17.
https://search.emarefa.net/detail/BIM-1126466
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
Includes bibliographical references
رقم السجل
BIM-1126466
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
أضخم قاعدة بيانات عربية للاستشهادات المرجعية للمجلات العلمية المحكمة الصادرة في العالم العربي
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تقوم هذه الخدمة بالتحقق من التشابه أو الانتحال في الأبحاث والمقالات العلمية والأطروحات الجامعية والكتب والأبحاث باللغة العربية، وتحديد درجة التشابه أو أصالة الأعمال البحثية وحماية ملكيتها الفكرية. تعرف اكثر
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