Abstract:
The aim of this research is designing the Causal Impulse Model to create a positive brand image in the dairy industry. The present research is applicable in terms of purpose, descriptive-exploratory in terms of research type, gauging in terms of collecting the data, quantitative- qualitative in terms of the kind of data, and sectional in terms of time horizons (data gathering time). Communication Method based on asking respondents has been used as the method of this research. Measurement tools in this research are interviews and questionnaires. This research includes interviewing experts and a questionnaire for assessing the views of consumers and experts who are ranked according to the Likert Scale. As this study consists of two stages, it has two statistical populations. The first statistical population includes experts, therefore, the managers of dairy producing companies were selected and we did semi-structured interviews with them. The second statistical population consists of customers of dairy products. To determine the sample size of consumers, the Cochran Formula was used. Finally, 373 questionnaires were analyzed. Also, Structural Equation Method and PLS software were used to study the causal relationship between variables. The results of the test of the model showed that the olfactory and tactile senses have a positive and meaningful effect on the positive image of the brand. The number of T for the olfactory sense on the brand image was 2. 704 and for the tactile sense on the positive image of the brand it was 4. 668. Also, the Effect Rate or the Path Coefficient were respectively 0. 139 and 0. 24. There was no meaningful effect for other sensory impulses.
Machine summary:
Designing the Causal Sensory Impulses Model in Creating a Positive Brand Image (Case Study: Dairy Industry) Abdolkarim Tazesh Department of Marketing Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran Esmaeil Hassanpour Qorughchi Department of Marketing Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran (Corresponding Author) dresmaeilhasanpour@gmail.
com Vahid Reza Mirabi Department of Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran Mohammad Hossein Ranjbar Department of Management, Bandar Abbas Branch, Islamic Azad University, Bandar Abbas, Iran {مراجعه شود به فایل جدول الحاقی} The aim of this research is designing the Causal Impulse Model to create a positive brand image in the dairy industry.
Doing so, given the dominance of the sensory marketing approach in comparison with mass marketing and relation-based marketing, is not possible unless they use the five senses in order to create a positive image in the minds of customers about the brand.
In the present study, we try to determine the success of the dairy industry in creating brand positive images in the minds of customers, focusing on the sensory marketing approach and sensory impulses affecting brand positive images.
2. Literature review Mahjoub, Ranjbarian and Zahedi (2015) in their research have tried to determine the effects of Sensory Marketing and its components on improving customer satisfaction of hotels (case study: four star hotels and five star hotels in Isfahan).
The result of this investigation showed that Sensory Marketing and its dimensions have a positive and significant impact on customer purchases.
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