Formulating and Designing a Model of Antecedents and Interveners of Interactive Two-Way Sense-Centric Marketing with Mixed Method

Subject Areas : business management

Zahra Valipouri ¹ (Department of Business Management, Roodehen Branch, Islamic Azad University, Roodehen, Iran)
Seyed Mehdi Jalali ² (Department of Business Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran)
Bita Tabrizin ³ (Department of Business Management, Roodehen Branch, Islamic Azad University, Roodehen, Iran)

Received: 2021-01-24 Accepted : 2021-06-27 Published : 2021-12-22

Keywords: Marketing, Sensory Marketing, Bilateral Interaction, Combined Method,

Abstract :

Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 14 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 384 Dairy products customers have been implemented in Tehran. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. the final model of research in three main categories; Intervening conditions (organizational and brand factors), causal conditions (organizational factors, customer and competitive environment), central phenomenon (sense of taste, smell, sight, touch and hearing) were formed and between all dimensions of antecedents and interveners with two-way interactive marketing Sense-oriented (sensory marketing) There was a significant and positive relationship in the dairy industry