Factors affecting sustainable marketing on small business in the northern region of Iraq

Sustainable marketing is the promotion of environmental and socially responsible products, practices, and brand values. The main objective of this study is to investigate the factors affecting sustainable marketing on small business in the Northern-Iraq. The sample of the study includes all the workers in small businesses. The targeted sample size of the study is 400 workers who are selected randomly. A poll was planned and used to record data based on a Likert scale (five scores) incorporates the workers' characteristics regarding the sustainability factors. I evaluated the pre-prepared questions with the workers and managers of small business face-to-face. And also this questionnaire in the 2017 year collected. The data were analyzed with SPSS programs by utilizing methods containing descriptive statistics, Chi-square test. The outcomes demonstrated that the effective factors that sustainable marketing the workers in the small business are in accordance with the multidimensional structure of mental and sociological issues and perceiving every one of these undertakings and acing them and proposing and submitting arrangements make the errands and duties of the managers more difficult. Research included “Gender”, “Education”, “Extreme poverty “Attitudes and beliefs”, “Government intuition " and “Low”, a significant role insupportable promoting an independent company.

A Treatise on Isoattribute Curve Analysis, Consumer Induction Factor, and Country Brand Value

This research has endeavored to focus on three major issues that are yet to be explored as per the existing literature on marketing. The first issue focuses on the Isoattribute curve analysis, rooted in the theory of conjoint utility analysis. In other words, the first segment concentrates on the derivation of the Isoattribute curve model which helps to attain the consumer equilibrium condition in a two-commodity world (brand or non-brand products). The second segment of the chapter has transitioned from the microeconomic model to the macroeconomic perspective based on a ‘single-country' approach, i.e., USA, based on a derivation of consumer induction factor (CIF). Finally, the third and final segment of the chapter extends its horizon at a larger scale by conducting a cross-country time-series study of 10 years (2009 – 2018) which redefines branding in an absolutely new dimension where the ‘brand values' of seven sample countries are estimated by inculcating the socio-economic, political, and working environment factors as the major dimensions.

How Retailers Support Consumers during the Pandemic: Kaufland Case Study

Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising discourse delivered by retailers on the market to answer consumers’ needs. There are two types of perspectives to be considered here: encouraging consumption to survive and looking for solutions and psychological support to get over de-socialisation and fears. Retailers turn from simple suppliers into innovative volunteers who concern themselves with how to diminish fears and insecurity. As a research method, I conducted a multimodal discourse analysis focused on the online advertisements running on Facebook and Instagram to unfold communication strategies, linguistic tools, brand values, and techniques of adaptation to the pandemic. The period considered relevant for this study was during the Romanian lockdown, between March 16 and May 16, 2020, plus another month afterward to observe the consequences of brands’ attitudes towards consumers. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Branding The Corporate Winery

<p>Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002). The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture. Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.</p>

Branding The Corporate Winery

<p>Corporate branding can be an important part of a company’s communication strategy. The corporate identity shapes how a company is known and perceived by the public. Logo’s, jingles, products and advertising are only part of the shaping of this image. It has been identified that architecture can play a significant role too (Melewar & Jenkins, 2002). The wine industry in New Zealand is very competitive and has a very involved relationship with the public. This thesis explores how a wine company can display corporate values through architecture. Using Pernod Ricard as the company, and a new winery production facility as the case study, the thesis will use architectural design elements to produce a functional winery with a unique experience driven by Pernod Ricard’s values. Being an international cooperation, place specific values as well as sub-brand values compete with core values of the company. These factors present an interesting architectural investigation.</p>

Conscious Consumption Ideology and Brand Values Perception

In modern terms, a new view of consumption is being formed, its impact on human health and the natural environment surrounding it, the commitment to the principles of a healthy lifestyle and a conscious attitude to the surrounding world is growing. As a reflection of these ideas, the trend for conscious, ethical consumption is actively developing. In response to the rapid development of digital communications of consumers and the formation of new demand parameters, there are changes in the market positioning of brands of companies around the world, so it is important to understand the vectors of these changes and the intensity of their impact. It is necessary to assess the real relevance of these issues, in particular, for the Russian markets. including representatives of various, especially youth, consumer audience. The purpose of this study is to obtain evidence of the use of the ideology of conscious consumption in the promotion of leading domestic and foreign brands represented on the Russian market on the example of clothing brands, as well as to test the perception of this ideology among young consumers. The applied methodology for analyzing the marketing content of leading foreign and Russian brands on the Internet showed a slight use of social and ethical parameters in marketing, and the survey of representatives of the youth audience of consumers of premium brands on the examples of clothing brands demonstrated that the parameters of conscious consumption are important for the surveyed youth audience, but differently affect their perception of the brand value.

Franchisor support and brand value empowerment of micro-franchisees: a Brazilian market perspective

Purpose The purpose of this paper is to understand the relationship between franchisee support and brand value in micro-franchise chains. This study aims to understand the importance of value delivery in support to the micro-franchisee aiming at increasing brand value. Design/methodology/approach The sample was composed of 148 micro-franchisees belonging to 70 chains located in Brazil. The questionnaire aimed to verify the franchisee’s degree of concordance with the support and brand value provided by the franchisor through a Likert scale. The questionnaire structure comprised of ten metrics associated with franchisee support, four metrics associated with the brand value perception and four potentially intervenient metrics. A regression analysis was carried out to confirm the results for the factor analysis, assuming that the three factors associated with support as independent variables and the brand factor as a dependent variable. Findings The three factors related to franchisee support were found to be significant predictors of brand value. Based on the values of the coefficients, it is possible to infer the positive nature of the association. An increase in franchisee support leads to an increase in the franchisee perception about brand value. The positive effect of training and franchisor’s support in prospection and installation improvement on the brand value evaluation by franchisees was supported by the statistical analyses conducted. Research limitations/implications This research complements the studies on brand citizenship behavior and franchisee brand commitment; the greater the support provided to the micro-franchisee, the greater its commitment to the brand values of the chain. This contribution is critical because we deal with micro-enterprises in a business environment with an intense resource scarcity. These aspects place restrictions on the delivery of support and brand value in these franchise chains. Practical implications Structured support plans and greater approximation with franchisees seem to be alternatives for this perception of value to be increased in micro-franchise chains. The attractiveness of a micro-franchise chain can be enhanced if the franchisor is able to show to its potential micro-franchisees that it offers adequate support for its business; and also for the capture of new micro-franchisees. Social implications The social implications aimed at entrepreneurs with low financial expenditure. The sustainability of these businesses is highly relevant in the case of emerging markets given the high rates of unemployment and informality. Hence, micro-franchises become one of the means for micro-entrepreneurs to enter the job market. Originality/value When dealing with micro-franchises, there is an intensification of this scarcity of resources due to the smaller amount captured by the franchisor, as well as the lower technical level found in the franchisees. The relationship between brand value and the perceived level of support and the consequent franchise satisfaction with the chain in franchises, symbolized by brand citizenship behavior, is still little studied, and there are promising new studies, especially on the different types of franchises.

The income tax compliance of social media influencers during COVID-19 pandemic: An exploratory study

Social media platforms have been an important source for the dissemination of information, especially during the COVID-19 social restrictions (work from home) mandate. As a result, most companies now rely more on social media influencers to deliver their brand values. However, many of these influencers do not report and pay their income tax from their social media paid activities. This study is the first to understand the reasons behind their tendency behavior to comply and or incompliance income tax in Indonesia during the COVID-19 pandemic. A qualitative method with in-depth interviews, observation, and documentation was used as the method of study. A total of thirteen Indonesian millennials influencers with a minimum number of 10,000 followers and taxable income from social media were involved in the study to share their views about their tax compliances behavior. Our findings revealed that there are indices that affect tax incompliant behavior among millennial social media influencers such as the sufficiency of knowledge about tax, unclear tax imposition and categorization mechanism, the level of trust, nationalism, and administrative needs for works. These finding also implies that there is an urge to educate influencers about tax compliance by using more suitable content and media to maximize the potential tax revenue from this booming profession.

The Effect of Brand Value on Consumers' Purchasing Decisions: An Application in Turkey

The purpose of this research is to determine the relationship between the purchasing decisions of consumers and their brand values depending on the factors that affect their wishes, desires, and needs while purchasing a product. Another purpose of the study is to determine whether the demographics of the participants change the opinions of the participants on purchasing decisions and brand values. In order to collect data 5-Point Likert type Consumer Decision-Making, Brand Loyalty, Perceived Quality, Brand Awareness and Brand Connotations Scales consisting of 22 questions, and 9 dimensions in addition to the Brand Value Scale including 19 items and 4 sub-dimensions were conducted on 400 consumers living in the Diyarbakır province of Turkey. The research is important both for consumers and businesses in terms of explaining how consumers are affected by brand value and make their consumption decisions.