درخت حوزه‌های تخصصی

Price is one of the most significant factors in competing in the retail market. This study aims to present the interpretive-structural modeling of elements affecting store price image, considering local and situational variables. Having analyzed KIOSERT analysis and been sure of accuracy in variables choice, the interpretive-structural modeling was used at the level of categories. The outcome of interpretive-structural modeling was a two-level model, in which the first one consisted of ‘services’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’, and in the second level, the variables consisted of ‘competitors’, ‘buyer factors’, ‘price and promotions’, and ‘sale policies’. In addition to the mentioned model, another finding of the study is depicting driving-dependency power, in which research variables are divided into four groups: autonomous, dependent, independent, and linkage. Accordingly, the ‘competitors’, ‘buyer factors,’ ‘price and promotions’, ‘sale policies’, ‘enthralling factors’, ‘store factors’, and ‘social responsibility’ belong to linkage variables and ‘service’ variable, by itself, belong to independent variables. 

The high transparency and ability of consumers to transmit advertising content quickly in the modern age require that organizations consider authenticity and interaction with customers among their top priorities and combine consumer-generated advertising (CGA) with their own marketing strategies in order to respond to these priorities. This study aims to investigate the factors affecting consumers' attitudes and willingness toward consumer-generated advertising and its effect on brand loyalty and attachment. This is an applied study conducted using the descriptive correlational survey method. Its statistical population consists of dairy consumers of Kalleh Company in Mazandaran Province. A total of 460 questionnaires were distributed by stratified random sampling and descriptive and inferential statistics was used for data analysis. Structural equation modeling and Smart PLS2 were used to test the hypotheses. The reliability of the questionnaires was determined by Cronbach's alpha test and composite reliability coefficient. Results showed that brand attachment had a significant positive effect on attitude toward advertising production and willingness to participate in advertising production. Attitude toward advertising production has a significant positive effect on willingness toward CGA as well as on brand loyalty. It was also shown that brand attachment has a significant positive effect on loyalty. The rapid changes in technology and the development of effective advertising in the modern businesses require defining the concept of CGA, which is addressed in the present study. Also, based on the results of this study, brand attachment increases customers’ willingness toward and participation in CGA. An increase in customers' willingness and involvement in advertising production will also increase their loyalty.