Search

This research was conducted to design a model to influence the strategic orientation and management of export market orientation on export performance in business environment transformations. The method of this research is Grounded theory. For this purpose, the topic was investigated by interviewing experts who were selected by a purposeful method of judgment from the managers and marketing experts of 52 sample exporting companies in Isfahan province in 2020. The validity of the interview questions was assessed with the Binominal test and the reliability was assessed with the Cronbach's alpha test. The research results indicate that; Strategic export orientation, export market orientation, and export performance are the three main pillars of exports in the trans formatives. To direct an effective export strategy in the current situation, six key factors of information systems strategy, customer-oriented engineering strategy, increasing innovation strategy, Competitive orientation strategy, learning orientation strategy, and cost control strategy must be included. Moreover, the results of the analysis aimed at extracting four components for export market orientation, including; Virtual marketing, distribution through capillary networks, video branding, and health brand led. Furthermore, the results of content analysis for export performance include 2 components financial and operational. Examining the export performance in transformations should be considered as the contribution of the article in the management of knowledge in the field. [ABSTRACT FROM AUTHOR]

One of the important strategies to build powerful consumer-based brand equity (CBBE) for products is to connect them to celebrities. The use of this key marketing strategy is growing around the world. The present study aimed to explore the effects of endorser credibility and endorser congruence on CBBE while considering the mediating role of congruence and the moderating role of brand type (strong/weak). The statistical population of the study was comprised of the buyers of megamalls in Tehran, from among whom 186 completed questionnaires were gathered using the simple random sampling method. Structural equation modeling in SmartPLS software was used to test the hypotheses. The results of the hypothesis tests showed that celebrity endorser's credibility had a significant positive effect on endorser congruence and CBBE. In addition, endorser congruence had a positive impact on CBBE. The findings revealed that in the statistical sample of the present study, the effect of the variable celebrity endorser on congruence and CBBE did not differ from the perspective of brand type (strong/weak) and that this variable had a positive and significant effect on paths between 'celebrity credibility-celebrity congruence' and 'celebrity credibility-CBBE'. Important theoretical and managerial implications have been derived from these findings. [ABSTRACT FROM AUTHOR]

Airlines brands are getting new identities in the electronic age. Because of growing new technologies like internet, there will be new strategic opportunities for airline companies to position their brand. On the other hand, Religious Tourism's Industry has a sustainable market in Iran, because of cultural issues. A lot of passengers prefer to do their religious travels with an airline company. Religious tourism, with its cultural nature provides airlines with strategic opportunities. E-Brand can play an important role in this regard. In this paper we review some these opportunities and challenges. This paper is a descriptive comparative that wrote by investigating a variety of books and papers. The results show if an airline company likes to survive in the changing world, it should change its brand identity toward an E-Brand. [ABSTRACT FROM AUTHOR]