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)
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Independent Journal of Management & Production |
Texto Completo: | http://www.ijmp.jor.br/index.php/ijmp/article/view/1151 |
Resumo: | 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. |
id |
IJMP_cab3b6176b71cb0ccd0390f3bbbf4568 |
---|---|
oai_identifier_str |
oai:www.ijmp.jor.br:article/1151 |
network_acronym_str |
IJMP |
network_name_str |
Independent Journal of Management & Production |
repository_id_str |
|
spelling |
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)Authentic marketingpragmatic marketingParadigm shiftAuthentic brandThe 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.Independent2020-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlhttp://www.ijmp.jor.br/index.php/ijmp/article/view/115110.14807/ijmp.v11i6.1151Independent Journal of Management & Production; Vol. 11 No. 6 (2020): Independent Journal of Management & Production; 1915-19512236-269X2236-269Xreponame:Independent Journal of Management & Productioninstname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)instacron:IJM&Penghttp://www.ijmp.jor.br/index.php/ijmp/article/view/1151/1462http://www.ijmp.jor.br/index.php/ijmp/article/view/1151/1463Copyright (c) 2020 zohreh ali esmaeili, Bahram Kheiryinfo:eu-repo/semantics/openAccessali esmaeili, zohrehKheiry, Bahram2020-10-01T03:24:49Zoai:www.ijmp.jor.br:article/1151Revistahttp://www.ijmp.jor.br/PUBhttp://www.ijmp.jor.br/index.php/ijmp/oaiijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br||2236-269X2236-269Xopendoar:2020-10-01T03:24:49Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP)false |
dc.title.none.fl_str_mv |
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) |
title |
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) |
spellingShingle |
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) ali esmaeili, zohreh Authentic marketing pragmatic marketing Paradigm shift Authentic brand |
title_short |
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) |
title_full |
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) |
title_fullStr |
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) |
title_full_unstemmed |
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) |
title_sort |
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) |
author |
ali esmaeili, zohreh |
author_facet |
ali esmaeili, zohreh Kheiry, Bahram |
author_role |
author |
author2 |
Kheiry, Bahram |
author2_role |
author |
dc.contributor.author.fl_str_mv |
ali esmaeili, zohreh Kheiry, Bahram |
dc.subject.por.fl_str_mv |
Authentic marketing pragmatic marketing Paradigm shift Authentic brand |
topic |
Authentic marketing pragmatic marketing Paradigm shift Authentic brand |
description |
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. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-10-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1151 10.14807/ijmp.v11i6.1151 |
url |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1151 |
identifier_str_mv |
10.14807/ijmp.v11i6.1151 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://www.ijmp.jor.br/index.php/ijmp/article/view/1151/1462 http://www.ijmp.jor.br/index.php/ijmp/article/view/1151/1463 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 zohreh ali esmaeili, Bahram Kheiry info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 zohreh ali esmaeili, Bahram Kheiry |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
Independent |
publisher.none.fl_str_mv |
Independent |
dc.source.none.fl_str_mv |
Independent Journal of Management & Production; Vol. 11 No. 6 (2020): Independent Journal of Management & Production; 1915-1951 2236-269X 2236-269X reponame:Independent Journal of Management & Production instname:Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) instacron:IJM&P |
instname_str |
Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
instacron_str |
IJM&P |
institution |
IJM&P |
reponame_str |
Independent Journal of Management & Production |
collection |
Independent Journal of Management & Production |
repository.name.fl_str_mv |
Independent Journal of Management & Production - Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) |
repository.mail.fl_str_mv |
ijmp@ijmp.jor.br||paulo@paulorodrigues.pro.br|| |
_version_ |
1797220492821659648 |