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Ethical Marketing Strategies to Deal with Health Crises in Companies
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Abstract: (524 Views) |
Background: This research was done with the aim of designing and explaining the framework of ethical marketing strategies to deal with health crises.
Method: This research is applied in terms of purpose, theoretically, exploratory, and mixed (qualitative-quantitative) in terms of data analysis. In the qualitative phase of the research, a group of experts including university professors, senior managers of small and medium companies, and experienced consultants in this field were considered as the statistical population. Using the theoretical sampling method, 15 experts were selected. The main data collection tool was in-depth and semi-structured interviews with experts. The data obtained from the analysis method has been analyzed.
Findings: The results of the research provided a comprehensive model consisting of five main topics and eighteen sub-topics.
Conclusion: The research model showed that driving factors (brand communities, social listening, ethical marketing, producer-consumer relations, ethical advertising and social responsibility) have effects on the effects of health crises in companies in which those factors strategic increase, product/service development, increase brand awareness, create word of mouth, increase brand credibility). facilitating factors (brand associations, reinforcing brand); It has an effect on primary messages (correctly understanding consumer needs and opinions, creating consumer value) and secondary messages (developing the market and attracting new customers, promoting sales, promoting loyalty). |
Article number: 22 |
| Keywords: Marketing strategies, Ethical marketing, Health crises |
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Full-Text [PDF 449 kb]
(253 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2023/04/28 | Accepted: 2023/07/1 | Published: 2023/08/28
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