Presenting a benevolent marketing model with an ethical and responsible approach by thematic analysis method

Subject Areas : Business Ethic

meysam agheli ¹ , Mohammad mahdi parhizgar ² , mohammad nasrollahniya ³

1 - Department of Management, Ashkezar Branch, Islamic Azad University, Ashkezar, Iran
2 - Management,payme-noor university,Iran
3 - Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-09-24 Accepted : 2024-10-26 Published : 2025-08-04

Keywords: Charitable marketing, social responsibility, ethics, automotive industry, theme analysis,

Abstract :

Purpose: In today's world where the competition in the markets has greatly increased, businesses are looking for new ways to differentiate themselves and attract loyal customers. One of these ways is to adopt a benevolent and responsible approach in business activities. Charitable marketing, beyond selling products and services, seeks to create social and environmental values ​​and helps businesses become responsible and productive citizens. Therefore, the goal is to provide a benevolent marketing model with an ethics and responsibility approach in the automotive industry. Method: The present research was conducted with a qualitative approach and in terms of purpose, it is among applied researches and using thematic analysis method. The experts included academic professors as well as managers of automobile manufacturers, as well as the interviewees included 15 people who were selected by purposive sampling until reaching the theoretical saturation level. Data were collected using semi-structured interviews. To ensure validity and reliability, the findings were approved by the interviewees. In order to analyze the data, the method of Brown and Clark was carried out with the Max Quda software. Findings: As a result of interview analysis, 46 primary themes, 12 basic themes, 4 organizing themes and 1 overarching theme were identified. which includes collaborations and charitable partnerships, corporate social responsibility, marketing strategy, cultural-ethical factors. Results: These factors can contribute to the sustainable development and improvement of the public image of the company. Also, this marketing model can lead to increasing customer loyalty and improving the social status of companies.

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