Ethical and Social Value Creation of Positive Marketing for the Company, Customer and Community
- سال انتشار: 1401
- محل انتشار: مجله بین المللی اخلاق و جامعه، دوره: 4، شماره: 2
- کد COI اختصاصی: JR_IJETH-4-2_009
- زبان مقاله: انگلیسی
- تعداد مشاهده: 255
نویسندگان
Ph.D. Student in Marketing Management, Islamic Azad University, North Tehran Branch, Tehran, Iran
Dept. of Marketing Management, Islamic Azad University, Science and Research Branch, Tehran, Tehran, Ira
Dept. of Marketing Management, Islamic Azad University, Science and Research Branch, Tehran, Tehran, Ira
چکیده
Background: Today, due to the importance that organizations attach to physical and mental health and cleanliness of the consumer environment, concepts such as ethical marketing, green marketing, environmental and social marketing to implement corporate social responsibility entered the marketing literature that all point to some kind of positive marketing. Positive marketing is a type of marketing that works for the benefit of consumer groups, companies and the community and works to create value. The purpose of this study is to investigate the ethical and social value creation of positive marketing for the company, customer and community. Method: The present study was applied and descriptive-correlational. The statistical population was the customers of entrepreneur insurance services who were selected as in access sample (N=۳۸۴). The gathering tool was a five-choice Likert scale questionnaire and structural equation modeling methods were used to analyze the data. Results: The results showed that the role and effect of "positive marketing" on "company value", "customer value" and "social value" were statistically confirmed that Based on these results, positive marketing has the greatest effect on social value. Conclusion: Positive marketing emphasizes ethical and social value creation and responsibility for both the company and the community and the customer. Ignoring social responsibility and unethical marketing may succeed in the short term, but it is certainly not a good long-term strategy. Over time, customers will become distrustful of the brand as a whole, and it will be difficult to find brand supporters who want to spread awareness about the company's product or service through word of mouth marketing.کلیدواژه ها
Positive Marketing, Value creation, Responsibility, Ethicsاطلاعات بیشتر در مورد COI
COI مخفف عبارت CIVILICA Object Identifier به معنی شناسه سیویلیکا برای اسناد است. COI کدی است که مطابق محل انتشار، به مقالات کنفرانسها و ژورنالهای داخل کشور به هنگام نمایه سازی بر روی پایگاه استنادی سیویلیکا اختصاص می یابد.
کد COI به مفهوم کد ملی اسناد نمایه شده در سیویلیکا است و کدی یکتا و ثابت است و به همین دلیل همواره قابلیت استناد و پیگیری دارد.