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)
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 re...
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| Format: | Article |
| Language: | English |
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Wiley
2020-01-01
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| Series: | Advances in Human-Computer Interaction |
| Online Access: | http://dx.doi.org/10.1155/2020/4612589 |
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| author | Zohreh Ali Esmaeli Bahram Kheiri Farzin Farahbod |
| author_facet | Zohreh Ali Esmaeli Bahram Kheiri Farzin Farahbod |
| author_sort | Zohreh Ali Esmaeli |
| collection | DOAJ |
| 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, 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. |
| format | Article |
| id | doaj-art-d876ecac3e4f4a32a68165fe89d682d4 |
| institution | OA Journals |
| issn | 1687-5893 1687-5907 |
| language | English |
| publishDate | 2020-01-01 |
| publisher | Wiley |
| record_format | Article |
| series | Advances in Human-Computer Interaction |
| spelling | doaj-art-d876ecac3e4f4a32a68165fe89d682d42025-08-20T02:20:57ZengWileyAdvances in Human-Computer Interaction1687-58931687-59072020-01-01202010.1155/2020/46125894612589Surveying 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)Zohreh Ali Esmaeli0Bahram Kheiri1Farzin Farahbod2Marketing Department, Rasht Branch, Islamic Azad University, Rasht, IranDepartment of Marketing Management, Azad University at Tehran Markaz Branch, Tehran, IranMarketing Department, Rasht Branch, Islamic Azad University, Rasht, IranThe 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.http://dx.doi.org/10.1155/2020/4612589 |
| spellingShingle | Zohreh Ali Esmaeli Bahram Kheiri Farzin Farahbod 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 |
| title | 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) |
| title_full | 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) |
| title_fullStr | 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) |
| title_full_unstemmed | 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) |
| title_short | 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) |
| title_sort | 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 |
| url | http://dx.doi.org/10.1155/2020/4612589 |
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