Zohreh
Ali Esmaeili
Anzali
International Unit, Iran
E-mail: zohreh_esmaili23@yahoo.com
Bahram
Kheiry
Azad
University at Tehran Markaz Branch, Iran
E-mail: bahramkheiri@gmail.com
Farzin Farahbod
Azad University at Tehran Markaz Branch, Iran
E-mail: farzinfarahbod@yahoo.com
Submission: 10/21/2019
Revision: 11/6/2019
Accept: 11/22/2019
ABSTRACT
The age of new technology is fraught with contradictions, engagement and communications that the customer with the crisis of meaning and absurdity that stems from obedience and consumption. And in the same vein, authenticity, which Katler considers to be the most effective element in this era, in order to achieve a sustainable development and response to the psychological adventures of the customer, which he calls the human soul. Also, the efforts of brands to maintain and develop their own beliefs and philosophies have made it necessary to study the concept of authentic marketing. And, on the other hand, the study of its interaction with the pragmatic marketing, which is a response to the material needs of the client, is necessary, therefore, their consequences can be the answer to the theoretical vacuum of marketing science to solve customer's contradictions in the new paradigmatic shift. The present research is applied in terms of purpose and uses the method of qualitative research in the form of the Structural Foundation data theory. Methods of collecting data is through in-depth interviews and observing. Eventually, data were analyzed using the principles related to underlying theory (open and selective coding, continuous comparative analysis, creation of concepts and compilations). Finally, this study suggests that changing marketing paradigm to solve the problems of new age for authentic brand production.
Keywords: Authentic Marketing; Pragmatic Marketing; Paradigm Shift; Cultural Marketing; Authentic Brand
1.
INTRODUCTION
In 1965, Kotler considered the transaction as a "social exchange" process in a paper that describes the concept of marketing as a social exchange process. Accordingly, the purely economic viewpoint of marketing is a mistake of proximity and it hinders the development of marketing science (HAGIGHI et al., 2013).
Also, in his book entitled the third age of marketing, Katler calls marketing as the era of value creation, and marketing managers, instead of treating people as consumers, regard them as people with the brain, heart, and soul, marketing is not a process that only marketers follow in their relationship with the consumer. Consumers also use marketing in their daily communication.
Third-age marketing sees customer as a human being, the human being has four basic elements, a body, a mind that has the ability to think and analyze independently, the heart that can feel the emotions and the spirit or philosophical center of the body, hence he considers authenticity or credibility as the most effective element of the new age in creating sustainable development (KATLER et al., 2010).
In a world full of complexity, customers are looking for companies that meet their deep needs for social, economic, and environmental justice in mission, vision and values. Not only do they seek to meet their functional and emotional needs in the products and services they choose, but also meeting spiritual needs is important for them. Third-age marketing moves the concept of marketing to ideals, values, and spiritualties, and believes that consumers are perfect people and their needs and expectations should not be ignored. Therefore, third-age marketing combines "emotional" marketing with "spiritual" marketing (KOTLER; COLLEAGUES, 2010).
In
the book Evolution and Evaluation, Jagdish Sheth et al. explains the evolution
of marketing concepts in two aspects of philosophy of science and the universe
(2004). Cultural marketing is the second most important marketing element of
the third age. Third-age marketing is an approach that does not overlook the
concerns and interests of global citizens. Marketers of the third age must
understand the problems of the community that are related to their business
(KATLER et al., 2010).
The
concept of community interest is considered in the new definition of the 2008
American Marketing Association. According to this definition, marketing is a
set of activities and processes for establishing communication, supply and
exchange of proposals that are valued for consumers, clients, partners and
society (2008).
From
critical dialogue on marketing, marketing is an ideology as a software for
implementation and capitalist productivity, the most important device for
managing and shaping cultural production and processes of transformation in
this regard (PAYATYA, 2013), and a tool for political diffusion (BOUTANG,
2011).
On
the other hand, pragmatism is a paradigm and a method for solving or evaluating
rational issues, as well as a theory about the types of identifications we are
prone to studying and acquiring. This school, called pragmatism, or the
principle of action, considers a proposition as truth that have practical
utility and in other words, the truth is the meaning that makes the mind to
achieve more and better practical results (HATAMINEJAD; FARZANKRUD, 2013).
Pragmatism
is a revolutionary against idealism and purely rational explorations that have
no benefits for humans, while this philosophy is a method of solving
intellectual problems and a kind of revolutionary dialectic, which can be very
beneficial in the progress of human evolution (HAKIMI, 1984). Pragmatic
marketing is a product development process, based on experience planning
adaptability, re-testing and re-adaptability as long as the final result, both
theoretically and practically, has evolved as a better product.
The
first step in pragmatic marketing is to discover what the customer wants to
buy. Pragmatic marketing involves understanding market problems by conducting
interviews with customers as well as potential customers to understand their
critical issues. This measure is also important to understand why potential
customers and clients have evaluated a product in a particular way, and also
includes an assessment of the strengths and weaknesses of competition (VAMICHA,
2018).
Theories
are an important tool for pragmatists to guide their decisions, and market valuation
and theoretical critique of pragmatists increase the validity of marketing
theories. The spirit can be found, pragmatic marketing also relates the real
facts of business in relation to ethics from business practices, creates a
critical approach between philosophers and society, and the ethical attitudes
of business for human flourishing in the precise and continuous pragmatism
(ANDERSEN, 1999).
The
warning of Iranian economists to the crisis of value created in Iranian
consumer's desire to constantly buy foreign products, which includes types of
products from low-level needs to social situations, makes it necessary to
redefine and the creation of a new way of producing value in Iranian society
(MALJOU, 2017). Authentic marketing is a strategy for organizations to validate
their business goals in a credible action, (ACKER, 2014).
It
seeks to increase brand's desirable characteristics, which requires
sustainability of capital resources in developing brand value and extending
this behavior over time (MORHART et al., 2015). Because the symbolic source is
helping the consumer in his definition and the meaning of his life, so in this
strong bond, the brand gains trust and growth (EGGERS et al., 2012).
Various
meanings and types of authenticity (e.g. as attribute of objects, an
existential experience of ‘true self’) are in addition imposed by different
research traditions (REISINGER; STEINER, 2006). It is thus no surprise that
Reisinger and Steiner (2006) conclude that the different views on (object) authenticity
are conflicting and irreconcilable. Tomaz Kolar and Vesna Zabkar (2010),
focused both types of authenticity in Truism industry. They acknowledge the
distinction between object-based authenticity and existential authenticity, as
they pertain to different entities (i.e. object/offerings and tourist
existence/self) that should be considered separately, but they didn’t show
according to contemporary field conditions. which paradigm is necessary for
engaging customers and solving epistemic crisis to produce sustainable value.
This
study, with the definition of authentic marketing, seeks to remove the corner
of this theoretical vacuum of value interactions and authentic it in practice.
In his book third-century marketing, Flip Katler emphasizes the importance of
creating sustainable credit values and proposes the 3i model for producing
sustainable value based on three principles of nature, integrity and
distinction (validity and authenticity). But what is so remarkable in existing
studies is the lack of field research to build a model and reliance on scholars
to examine existing literature.
Therefore,
the dimensions of authentic value as a framework for achieving the goal of
sustainable growth in today's world, and its predecessors and consequences, and
its interactions and oppositions with the authentically of the operation, have
deficiencies that researchers themselves find in this field. Regarding the
persistence of authentic and value-driven encounter in society and its biased
application in favor of a particular opinion, the need to redefine the concept
and subject matter as well as methods and tools according to contemporary field
conditions is an inevitable necessity.
1.1.
Review of Literature
According
to the Oxford Dictionary, Authentic means " original and without a copy;
genuine". In marketing, it means the same, it means creating a dialogue
between your brand and your audiences that are natural and real. It's not
necessarily true or ethical, as many people believe, is a kind of strategy that
you can use to build deeper communities based on trust and empathy.
Authenticity is essential for a new business (GILMORE; PINE, 2007), which uses
the Latin word 'authenticus' and the Greek word 'authentikos' meaning
'acceptability, credibility, trust, not imaginary, false, or imitation, and in
accordance with the principle.' (CAPPANNELLI, 2004) This is what you share. The
credibility is to believe in your character, writer, or company (PATEL, 2016).
The
brand's position alone is not enough. Completion of this process requires a
distinction between authenticity for the human soul, which creates a
sustainable value in the economy, society and environment, hence it is the only
elements that affect third-age of honesty, authenticity, credibility marketing
(KATLER, 2010).
A new
concept of consumer brand credibility suggests that a credible brand is
trustworthy, cares for its consumers, helps them define and build their
identity, and represents continuity from the past to the future. (MURHART et
al., 2015). Because their credible brands are a meaningful source of identity
building, they must have credible behaviors. (BORLAND; FARLEY, 2010).
Valid
brands are real, reliable, and meaningful (GILMOURE; PINE, 2007) Credit is
increasingly recognized as a desirable brand attribute. Brand originality
refers to a brand that is honest and realistic (ALEXANDRE, 2009; GILMOURE;
PINE, 2007), distinguishes its credible brand through intimacy, commitment to
quality and relevance to its heritage (BORLAND, 2006; NEAPOLI et al., 2014).
Valid
brands have the ability to communicate with consumers at the emotional level
through their quality symbols (ROSSKAA, 2007; MURHART et al., 2015). A new
concept of credible brand indicates that a credible branding brand for
consumers is helping them define and build their identity and represent
continuity from the past to the future (RAT et al., 2015). Valid consumption is
suitable for a wide range of consumer objects and activities that have the
potential to create meaning (BORLAND, 2005).
Significant
investments have been made in developing brand values and consistently
favorable behavior over time (MURHART et al., 2015). Since valid brands are
defined as symbolic resources (BORLAND; FARLEY, 2015) that help consumers
define the meaning of their lives (LEE et al., 2006), they benefit from them
and have a competitive advantage in terms of building strong relationships with
consumer brand (BORLAND, 2006; MURHART et al., 2015), the impact of brand
originality on the emotional affiliation of a consumer is different in a
variety of situations (e.g. MAURARD et al., 2015).
Despite
high level of agreement in the correct relationship with consumer behavior and
its relation to truth, integrity and transmission of meaning to consumers,
literature is characterized by a diverse and divided approach, and the focus of
attention is to be considered in an attempt to accept a generally accepted
notion. Given this view, Burrland and Farley (2010) argu that the nature of
credit in consumption is debatable. "This challenge extends to the field
of brand, while there is still a lack of a general definition of credit
(FELICITAS; MURHART, 2014).
"Creating
authenticity in marketing" is partly regarded as a paradox, "all
human economic organizations are cognitively fake-in the sense that they are
not credible inside-and, at the same time, the output can be in terms of
phenomenologically real, that is, it is perceived as valid by the person who
buys it "( ECKEL, 2015). The marketing and consumer research literature acknowledges
that attempts to consume credible are due to the loss of traditional sources of
meaning and personal identity linked to postmodernity (ARNOLD; PRICE, 2000;
BORLAND; FREELY, 2010, THOMSON, 2006).
Credibility,
as an idea expressed in philosophy and literature, was created in Europe in the
18th century. But moreover, there were a number of widespread and interwoven
developments, all of which were related to modernity, which is a complete
expression: the slow recession of belief in the cosmic order with the fixed and
undeniable social roles, the idea of coping with the individual's autonomy
(with his claim for inner depth, dignity, and self-responsible liberty), the
emergence of capitalism, labor, wage and authority of science and enlightenment
demand rationality.
The
key point is that these aspects of modernity were prerequisites for stimulating
ideal credibility. In other words, this originality was a product and a
reaction against modern life. In this regard, credibility is like Orthodox
religion. Jean-Jacques Rousseau, a philosopher and novelist of the eighteenth
century, pointed out each of the original elements: (1) the concept is that we
all have a unique and original principle (2) that exists within us ( 3) must be
discovered by ourselves (often in terms of nature), and (4) what we want to
express, even in (5) the negation of social agreements (DAVIS, 2017), for
example, Halt (2004) ) explained that Adorno "sees the danger of this term
in accepting it by those who continue to believe it and experience an imaginary
reality that they share through the power of communication."
Cultural
materialism sees economics as the foundation of social life and culture on its
foundation, hence the various ideological currents of capitalism, Marxism,
fascism of ideology are as a program for gaining power and capital, and
attempted to promote public opinion in order to consume more of its products
and increase the mass market by promoting products in the cultural space and
reducing the dynamism of culture to ideology (ANDERSON, 1976).
Economic
forces were the basis of society in terms of Marx and Engels, and the relations
of production in which culture and ideology were built to help secure the domination
of the ruling social groups. The "infrastructure / superstructure"
model considers the economy as the foundation or base of society, and culture,
law, politics, and other forms of life are understood as
"superstructures" that grow beyond it, and serve to reproduce
economic base. The analysis of mode of production capitalism, current economic
developments and political struggles, and inequalities of global market and
modern societies are now known as the theorists of "globalization"
and "modernity".
Anderson
(1976) interpreted that economic and political analysis of cultural theory was
a sign of defeat of Western Marxism after collapse of 1920s revolutionary
movements of fascism. The combination of "domination", or the force
of "hegemony", and satisfaction, are defined as "intellectual
and moral leadership." Thus, social orders arise and reproduce. In fact,
globalization is fraught with contradiction. In this connection, Charles of
India believes that people should not attempt to resolve this conflict, but
must manage it (1994).
Different
authors defined authentic marketing in different manner, but according to
contemporary field conditional such as "globalization", "new age
technology", "participation", "communication
rationality", and Intervener conditions such as "industry
culture" , "concept contradictory" and "cultural
Marxism", similar definition according to paradigm shift for solving
epistemic crisis to produce sustainable value is necessary , Common to these
studies is the idea that perceived authenticity is a consequence/output of
their experience with a certain place (culture, museum, site).
The
relevant literature, on the other hand, implies that authenticity can also be
considered as an antecedent/input of tourist behavior, as it is often
considered as an important driver, value, motive or interest (KOLAR;
ZABKAR,2010). Tourists experiencing various levels of satisfaction or
dissatisfaction after experiencing each services in accordance with the extent
to consumer expectations are met or exceeded(AZHAR et al, 2019).
Also,
Katler (2010), in the book third-age marketing These three major forces have
taken consumers to "cooperation," "culture," and
"spirituality." Understanding these developments can lead to a better
understanding of third-age marketing as a collaborative, cultural and spiritual
marketing (KATLER, 2010).
Businesses
that respond to their mental needs. The future value proposition of marketing
is the supply of spirituality. The value-creating business model is the new
fundamental tool for third-age marketing. Findings by Melinda Davies on the
human interest project confirm this. He found that psychosocial benefits are
the most urgent needs of consumers today, and maybe the ultimate margin of
discretion that companies can create. (DAVIS, 2002).
How can companies create value in their business models? As a response to this fundamental question, Richard Barrett believes companies can look at levels of spirituality in their business models, like humans. He found that human level of spiritual motivation can be considered in the mission, vision and value of companies (BARRETT, 1998).
The configuration and management of a supply chain in a global context compose important elements that enable the achievement of higher performance which drive the companies to achieve a proper level of competitiveness (BORGES, 2015). Human being is a social being and the means of communication between humans is language, which in the process of socialization causes the transfer of human heritage and knowledge from one generation to another.
Human interaction is symbolic, and humans communicate with each other through symbols and signs. According to Habermas, symbols are the means of temporary domination to gain domination over nature, and the fundamental role of benefits and interests derives from recognition of duality of the fact that human beings are instrumental and, at the same time, an intelligent inventor.
Human interaction makes people communicate with each other through symbols. But the same language is also a social product. These discoveries and what describes the social world and our actions are not individual products, but are a social product. A language that reflects representations is not an impartial and neutral language, and is always seeking convincing reasons to justify its irrational actions and behavior (TAVASOLI, 2005).
This interest in "interconnectivity" requires that we, by choosing interpretive methods, understand human behavior. Human science should not be a model of natural science, but should find ways to understand and interpret human communication. These paths must be “Hermeneutics "or" Interpretational "(more like a conversation) (GHOLIPOUR, 2006). increase brand awareness it is necessary: to increase interaction with your brand, build positive brand associations, increase brand loyalty by linking it with the target audience, and motivate customers to get acquainted with your brand and associated products (ISORAITE, 2016).
Society, market and search for a development in an orderly manner, encourage businesses to introduce sustainable practices in their systems, in order to attend the environmental needs(Slvador and et al, 2014).Building a communicative bio-society in all the fields of action within which there are three flowing reproduction of symbolic production: cultural expansion, social integration and socialization. The "communicative infrastructure" of the rationalized world of life consists of an action-oriented understanding that creates a rational context for "transfer of credibility" through three mentioned flows.
This transfer of
rational impulse (in the sense of communication) can only be taken if
action-oriented actors are inclined towards other consequences and credibility
claims. While an action geared to money and power wants to objectify the
tendency toward success. Colonization of the world of life is reflected more
clearly with the emergence of major imbalances in the re-production of
material, leading to system degradation. Flow of degradation, willingly or
unwillingly, will lead to crisis or illness threatens identity, which is
experienced "individually" (WHITE, 1990).
The
common creation is the term used by Prahalad for the first time to describe the
new approach to innovation. Prahalad & Krishnan, in the book New Age of
Innovation, saw new ways of creating products and experiences in engagement
with companies, consumers, suppliers and distribution channels partners that
are linked through innovation network (PRAHALAD; KRISHNAN, 2007). The
experience of the product itself is not the product experience, but the sum of
experiences of each consumer that gives the highest value to product. When any
consumer experiences a product, they customize that experience according to
their unique needs and desires (KATLER, 2010).
Companies
that want to focus on this new trend should pay attention to these needs and
help consumers connect with each other in the community. Gadin stated that
business success requires the support of these communities. According to
Fournier and Lee, consumers can be organized in coalition communities around
the leader, the web or the idea (FOURNIER; LEE, 2009).
In
Colombia’s encyclopedia, hermeneutics has been interpreted into the theory and
practice of interpretation. In translation into Persian, hermeneutics means
interpretation and compliance, which interpretation is of course a more precise
translation, because it means something that lies behind everything, and this
is what is considered in hermeneutics, the word hermeneutics originally derives
from the word Hermes.
The
key to understanding of hermeneutics is language, and hermeneutics seeks to
understand social and political behavior through in-depth examination of nature
of human imagery, intellectual processes, and its cognitions. Hermeneutics
seeks to ascertain the attitudes and intentions of the creator of a work, or at
least approach it, and this is what Foucault interprets it as breaking the iron
cage of the mind (MANOCHEHRI, 2007).
It is
also possible to understand the meaning of interpretive approach through
recognition of conceptual approach and phenomenology that are considered as
interpretative approaches. The conceptual method of interpretive approach is an
attempt to reveal meaning, there is no real starting point for achieving
meaning, since each understanding contains the previous understanding
(hermeneutic period) (SHIRODI, 2009).
Habermas'
areas of interest include critique of classical sociology from workshops to new
ideas in the field of social philosophy such as the theory of "general
pragmatism" and attention to civil society and the public sphere, as well
as the subject of systematic presentation of intellectual concepts (the new
paradigm of analysis) are scattered in humanities and it is difficult to
address them. However, his attention to modernity should never be considered as
insignificant. But what is important for Habermas is the recognition of nature
of "social action" as the beginning of study of human society
(AKBARI, 2006).
Pragmatism
calls philosophy for accountability. To solve problems and deal with issues
related to social consequences, the business ethics that is underway is the
exact attempt of philosophy to deal with specific issues and practices. The
business world is taking place. The commercial culture is viewed by
philosophers as critics with a practical attitude (RALPH, 2007).
1.2.
Experimental background
Authentic
Marketing or Authenticity or Credit from Katler’s View in the Third Age
Marketing is the main elements of marketing in this era which leads to the
production of sustainable companies. Katler examines the presentation of value
of the third age in 3i with three main elements, and finding a sustainable
value requires presentation of a distinction in DNA of brand personality, which
gives it an authenticity and credit. Third-age marketing should be redefined as
three sides of triangle, including trademark, placement and differentiation.
This
model has three components of integrity, nature and mental image, an alleged
placement that warns consumer about inauthentic brand. The distinction between
brand DNA and reflection of integrity and synergy becomes a mental image; only
the complete triangle is complete in third-age marketing (KATLER, 2010). The
model has been expanded without a field study.
Moulard
and colleagues in 2015 conducted a study entitled "How can a human brand
be credible?" They conducted the well-known credit history they are
affected by two variables of scarcity and stability by mentioning their
dimensions. Qualitative and survey research in a 248-member society has
examined the growing trend of marketing research as a credible understanding of
a wide range of market proposals.
In a
research entitled Pragmatic Perspectives on International Marketing Training,
Jim Bell Stephen Brown (1990) strengthens science and practice in an
interactive approach between academia and industry. Academic knowledge is on
the rise and institutions need to be closer to the industry and more pro-active
pursuit of an interactive market-based approach to education, in addition,
there is a positive relationship between industry and university to help
strengthen the link with government. Long-term goals of a vibrant economy are
complementary to the identification of their individual contributions, and
these actors can create a synergy and a supportive engagement that consists of
strengths of each other and improve the validity of action.
In a
study titled Converting Massive Data to Pragmatism in Target Marketing, Miao He
et.al (2013) examines the enhancement of practical insights through data
mining. In this model, product insight, customer insight, and geographic
perspective of three dimensions and other dimensions are considered as data
analysis, and it concludes that our insights are gained from massive data
analysis.
In a research entitled "The Two-Way Effect of Information Processes on Practicing and Consumer Experience on Brand Acceptance", Schmidt et al., (2017) maintain that modern management of consumer experience, in the modern digital era, has a profound knowledge of its main elements and consequences. Social psychology and neural economics argue that most of the mental processes of the implicit human being, that is, from nature, are hidden in the subconscious mind of man. According to this definition, this research focuses on explicit and implicit impact of user's experience on brand ethics, and a conceptual model of integrating explicit informational processes of consumer experience of enjoyment and pragmatism.
2.
METHOD
Since the present study seeks generating and developing theory from qualitative data, it is based on principles of underlying theory. It incorporates systematic techniques and analytical procedures that enable a researcher to develop a fundamental theory and to meet the criteria for doing good science (POUR, 2013, p. 315).
In fact, we are allowed to look for the underlying theory when it is felt in the scientific tradition of the empty space of a theory, or has been investigated, but still there are still ambiguities, and our theatrical specification needs to be completed (FERASATKHAH, 2016, p. 77). The present study also sought to identify the dimensions and expand concept of interaction and opposition between authentic marketing and pragmatic marketing, which Katler (2010) and Mauwi et al. (2013) first put forward, and emphasized the need for field research to develop this concept.
Therefore, the present research, which seeks to complete the theoretical Atlas on the authentic and pragmatic marketing of qualitative data, is based on field theory. The present research can also be considered based on the systematic approach of underlying theory, according to Strauss and his colleague Corbin (1987). The research community is Iranian consumers. For sampling, we must should look at the research in the zero stage of research whether individuals who carry information and experiences lived and thought here are multi-disciplinary, multi-class and, in the framework of it, refer to examples we know to have the necessary information and experience (FERASATKHAH, 2016, p. 137).
Hence, on the one hand, since the subject matter of research was to determine dimensions of authentic and pragmatic marketing, and demanded full understanding of categories of consumption and experience of thought, and on the other hand, due to interdisciplinary nature of the concept of verbal values and related concepts with it such as cultural marketing, spiritual marketing in today's world has been referred to researchers and university professors in business management, philosophy, economics, sociology and psychology, which is about expressing their own experiences with respect to awareness and acquaintance with theoretical foundations of the topic of research that have more oversight.
Therefore, the targeted sampling process has been used and the information gathering in each domain has continued to reach the theoretical saturation. The data collection tool was an in-depth interview and, in the end, 14 interviews were conducted. Also, since addressing these concepts in the past decade has been the concern of researchers in different fields and this effect is visible in their research, their lectures and trainings have also been used to gather information, of which 22 are number one, on the other hand, since their social roles in sustaining the role of creating credit values are continuous, 12 in-depth interviews were conducted with them. Their distribution are given in Table 1 and 2:
Table 1: Interviews and observation by researchers
Field of study |
Number of
interviews |
Number of observations |
Business
Administration Marketing |
5 |
- |
Philosophy |
4 |
10 |
Economy |
- |
12 |
Philosophy of Art |
1 |
- |
Sociology |
2 |
- |
Psychology |
3 |
- |
Table 2: Interviews by Social roles
Social role |
Number of
interviews |
Family |
8 |
Reference group |
2 |
Sub-culture |
2 |
2.1.
Steps of Coding:
Open Coding: Open Coding is the
first step in the process of data interpretation. In this context, meaningful data
can be a small sentence, or a part of a clause, or one or more clauses of the
entire textual content (FERASATKHAH, 2016, p. 153). Sample quotations and open
encoding is presented in Table 3.
Table 3: Sample
quotations and open encoding
Axial encoding: In the axis coding,
the source code is derived from recoded coding step, and these communications
are verified through data; in the pivotal coding, the researcher compares the
categories and concepts derived from the open coding step and combines,
integrates, reduce and summarize them (FERASATKHAH, 2016, p. 169). At this
point, codes containing the same meanings are placed next to each other under a
larger abstract concept that includes all of them and makes the categories.
Therefore, in the present study, the identified concepts in the open coding
step were classified in 6 block categories, the first and second stages are
described in the research findings section.
· Selective encoding: After the axial encoding, the final encoding
stage is selective encoding. At this stage, the categories used are
theoretically saturated, and the researcher must choose the nuclear category or
determine and construct a new category (MOHAMMADPOUR, 2013, p. 340).
2.2.
Findings
In this research, the results of the
data analysis led to the identification of 1200 concepts. Considering the
accumulation of categories, the multilevel classification method and the
formation of a cluster for the analysis have been used, which eventually were
categorized into 6 block categories. Each block consists of clusters or
clusters of a category in which some clusters have up to 3 levels of semantic
opening. Because of the large volume of findings, some of which are presented
as examples in the table and the rest are interpreted explicitly in the
following coding steps:
2.2.1. Causal conditions
The main causes and reasons of which
the phenomenon of exploration (the main category) derives from them
(FERASATKHAH, 2016, p. 100). The categorical block of causal conditions
includes two clusters of categorical marketing and pragmatic marketing. Sample
of blocks of the category of causal conditions is presented in Table 4.
Table 4: Sample
of blocks of the category of causal conditions
Concept |
first level category |
second level category |
Category cluster |
Metaphysical ontology |
Ontology |
Authentic marketing paradigm |
|
Transcendental truth |
|
|
|
General hermeneutics |
Epistemology |
|
|
Phenomenology |
|
|
|
hermeneutics |
|
|
|
German idealism |
|
|
|
Discovering meaning behind everything |
Methodology |
|
Authentic marketing |
Interpretation of the deep interpretation of
phenomena through language |
|
|
|
|
|
|
|
Creating different concepts from product |
Product boost |
Mixed authentic marketing |
|
Customer involvement in product creation |
|
|
|
Promoting different life styles |
|
|
|
Symbolic value replaces exchange value |
Contradiction in price |
|
|
The thrill of discovering a new phenomenon
based on expected value |
|
|
|
online distribution |
|
|
|
More customer interaction |
Presence at the place of sale |
|
|
More customer interaction |
|
|
|
Contributing to socio-cultural
transformation |
Customer engagement in product promotion |
|
|
social responsibility |
social marketing |
Building a social platform |
|
Changing society behavior |
|
|
|
Customization and personalization |
|
|
|
Finding safe space for high level discourse |
Exchange of information |
|
|
Deepening the debate |
Creating a new social arrangement |
|
|
Using creativity of customer |
|
|
|
Strengthening social media |
|
|
|
Strengthening communications |
Online platform |
|
|
Tolerance of common work |
Interactions tolerance |
|
|
e-WOM |
|
|
|
UGC |
|
|
|
Reflection of non-material relationships |
Easier content sharing |
|
|
Liberating thoughts |
Ideal values |
Authentic values |
|
Human nature |
|
|
|
Reflection of human and moral values |
|
|
|
Orientation towards transcendental goals |
|
|
|
Increasing production values |
|
|
|
Transcendence of human civilization |
Developed countries |
|
|
Much interest in solving problems |
|
|
|
Low Income Markets |
Poor countries |
|
|
Psychological Advantage of Main Requirement |
|
|
|
In search of social-economic-environmental
justice |
Inverted Maslow Pyramid |
|
|
Use of avant-garde sociology |
Action and solving social issues |
|
|
Market ology |
|
|
|
Fundamental research |
Research and Development |
|
|
Spiritual Capitalism |
|
|
|
Valuable business model |
Enhancing sustainable development |
|
|
Cultural growth |
|
|
|
Nonlinear development |
|
|
|
Total consumer experiences |
|
|
|
Customer Value Creator |
Production resources |
|
|
Transcendental values |
|
|
|
Socio-cultural-moral resources |
|
|
|
|
|
|
|
The
cluster of pragmatic marketing categories includes the first level categories
of "pragmatic", "problem-centered", "evolutionary
product", "pragmatic marketing starter management process".
Pragmatic marketing is "practical." It seeks to develop meaning of
product and achieve the truth, the best way to solve the problem, in social
practice, pragmatism by doing the best in a relaxing situation, and the
openness of meaning in social practice leads to an increase in the positive
inner attitude of customer.
Pragmatic marketing is
“problem-oriented”, by quickly evaluating environment, it seeks to solve social
and cultural problems, and tries to offer its practical alternative for issues
that require real time. A pragmatic marketing product is an "evolutionary
product" that evaluates the pragmatic marketing of the product experience,
assesses its social, cultural, and moral implications, receives the critics’
criticizes and then improves its product philosophy, pragmatic marketing has a
theoretical and practical interaction and is a product improvement from crust
to core.
Pragmatic marketing has the
strategic management of pragmatic marketing. The first phase is the market that
includes knowledge of market issues, determination of competitive perspectives,
asset valuation, recognition of competitive differentiation and analysis of
loss and gain. The second phase focuses on market definition, product
portfolio, product path mapping, and distribution strategy.
The third phase is business, which
includes the decision to buy, build or share resources, determine product
profitability, pricing, innovation, and business plan. The fourth phase is the
planning of stakeholder analysis, scenario analysis, buyer-consumer character,
needs analysis and buyer's experience and positioning; the fifth phase is
channel support, actions, events and programs, the sixth phase is channel
training, toolkit, setting up of the sales relations, production of content;
the seventh phase includes conservation and growth and income plans,
operational marketing plans, implementation, development, communication and
support; the eighth phase is tool development and measurement, which involves
building a social platform for customer experiences and suggestions, examines
their complaints as a tool for customer engagement and product improvement, as
well as developing tools related to the statement, assessment and improvement
of statement. The final stage is the effort for sustainable development.
2.2.2. Field conditions
Field conditions which involves
conditions and fields affecting main phenomenon (FERASATKHAH, 2016, p. 100).
Field conditions have two categories of clusters, the "age of
concepts" and "communicative rationality." "The Age of Concepts"
is a concept that comes from the context of present day. In his book third age,
Katler says that in the current collaborative world that is influenced by the
new generation of technology and connects consumers to each other, consumers
have the most use of social media.
They affect entire community by
their lifestyle and attitudes. Their ideas about contradiction of globalization
and issues and problems of society shape opinions of others and criticize the
brand that has social, economic and environmental effects on people's lives.
This transfer and publication of information has created an atmosphere of
dialogue among humans, which has led to development of concepts; hence, the
consumer does not only consume, but also creates himself, the emergence of creative
communities of its effects, most of them are innovators who create and use new
technologies and concepts (KATLER, 2010). . Example of category block of field
conditions is presented in Table 5.
Table5: Example
of category block of field conditions
Concepts |
Cluster category |
Age of engagement |
|
Age of global contradictions |
Age of concept |
New wave technology |
|
Its
"communicative rationale" includes second level of categories,
"countering fundamentalism," "role of language,"
"liberating efforts," and "General hermeneutics". Due to
the increasing role of language in human life and its utilization in human
communication, we can agree on common sense based on theory of truth that
improves society as a product of social creation. In fact, foundations and infrastructure
of concepts are foundations and infrastructure of society, in this critical
space, the paradigm of instrumental rationality is weakened, and the effect of
subjects goes out of focus and reaches mutual understanding. (HEIDARI, 2004).
"Confronting
fundamentalism" means confronting with imposition of one’s thoughts and
ideas on another, that is, the confrontation of man with the will of his power,
the interconnection and coordination with others cannot proceed according to
personal desires, there must be norms for regulating existing relationships to
prevent people from distorting this connection and coordination. These norms
are called ethics, which are effective in the light of weakening the will of
truth.
According to Dragon, “liberating efforts”
can be defined as humans have found a secure environment for a deeper
discussion of their concepts and development by developing communications and
social networks, which itself is subject to humanitarian ideals and reduces
discrimination among humans, to which they refer to emancipatory thoughts
(Dragon, 2012.
In social and democratic social
systems, "the role of language" is more effective in formation and
development of social communication; in such a society, not only the community,
but also language grows and improves, and the space to critique the actions and
beliefs of others and to reach inter-intellectual agreement are provided.
Habermas considers communicative
rationality as an opportunity to achieve "general hermeneutics", i.e.
dialectics and inter-intellectual discourse, and leads to inter-intellectual
understanding on deep-seated connections of a phenomenon.
2.2.3. Intervener conditions
What are the field and causative
factors causing the general environmental factors to be adjusted? (FERASATKHAH,
2016, p. 100). It includes three clusters of "commercial ethics",
"cultural materialism" and "conceptual contradictions".
"Commercial ethics" is one of the issues in the commercial space, the
immoral approaches to consumption of goods are of the first category, these
unethical approaches resulting from the fragmentation of welfare, the
disruption of the post-modern social order, the expansion of the skepticism
resulting from it which itself prevents the emergence of civilization and the
creation of divisions, the emergence of nihilism due to the increasing object
of life, a purely profitable relationship with the product, a product-friendly
look, the conquest of the materialist spirit and the cultural stereotype, as
well as the instrumentation of moral values for profit through increasing the
pleasures of behavioral tendencies, similar behavioral behaviors and routines
in the minds of consumers are its characteristics.
"Cultural Materialism",
whose negative ideological functions are of the third-level categories, through
the use of culture industry to monitor consumer consciousness and creating a
mass market, consumer pain relief reduces perceptions of pain through cultural
factors such as myths, religion, rituals ... and the creation of nervous shocks,
sacredness through differentiation and non-normalization of consumption,
creation of fear and blind respect, subsequent neglect of inability to recall
premature events, inability to memorize new information, suppression of memory
by eliminating signs, distorting long-term memory and creating consumer
insecurity, implicit exploitation of signs, and creating hidden cultural layers
in products and practices through representations, economic infrastructure and
culture superstructure and suppression of systemic and non-thinker's critics of
knowing the customer, which ultimately is one of the consequences of future
brand discredit.
"Conceptual
contradictions" are unavoidable in the era of concepts, in the selection
of material and immaterial values, when faced with the reality of cognitive
conflicts in mind and action, these conflicts are not necessarily destructive,
but interfering a biased view will increase their gaps and makes human
cognitive heterogeneity psychologically. Examples of conflicts found in this
research include conflict of cultural confrontation and cultural influence,
conflict of channels of universality of values, conflict between moralism and
legalism, conflict between ideal and relative values, conflict between
globalization and nationalism.
2.2.4. Phenomenon-orientedness
We explore the central phenomenon in
situ and context (FERASATKHAH, 2016, p. 100). The axial and focal category,
most of which was shared by scholars and university professors, was a paradigm
shift, the paradigm shift is a necessity for managing out-of-structure changes
in the era of new technology and its underlying foundations. It is no longer
possible to respond to the spiritual, cultural, and social needs of a purely
materialist society.
Epistemologically, in order to reduce
ideological conflicts, there is a need for plurality and unity of
communication, and the weakening of effect of focus of subjects, so that the
informed society is formed with the sustained growth of resources. A part of
categorical blocks of condition-orientedness is presented in Table 6.
Table 6: Example
of category blocks of condition-orientedness
Concepts |
First level category |
Cluster category |
Considering transcendental concepts and
wisdom |
Ontology Change |
Paradigm shift |
Modern metaphysical ontology |
|
|
Phenomenology |
epistemology change |
|
Hermeneutics |
|
|
Generic hermeneutics |
|
|
Generic pragmatism |
|
|
Developing Human civilization |
Consumer Growth |
|
Individual Marketing of Customers |
|
|
Creator customer |
|
|
Inability to fully control the brand |
|
|
Competing with consumer collective power |
|
|
Limitation of marketers activity |
|
|
Information distribution |
New wave |
|
paradox of globalization |
technology |
|
Creative community |
|
|
Engagement era |
|
|
Multiple and
Contradictory Comprehensive Channels |
Out of structure Changes |
|
Linking individual motives with morality |
Development of individual spirituality |
|
2.2.5. Strategies, actions and interactions
What actions and tactics actors take
because of causative reasons? (FERASATKHAH, 2016, p. 100). The paradigmatic
shift of action leads causative reasons towards new strategies from earlier
concepts, categorical block of strategies include four categorical clusters as
"cultural marketing", "institutional strengthening",
"spiritual marketing" and "communication compliances". A
part of categorical cluster of cultural marketing is presented in Table 7.
Table 7: Sample
of categorical blocks of strategies
Concepts |
First level category |
Second level category |
Third level category |
Cluster category |
Behavior Prediction |
Creating competitive advantage |
Market ology |
|
|
Quantitative / qualitative information
gathering tools |
Quantitative / qualitative research method |
|
|
|
Consumer influence |
Creating Social Campaigns |
|
|
|
Identifying customer needs / incentives /
insights |
|
|
|
|
Predicting change of consumer attitude |
|
|
|
|
Psychological and behavioral analysis of the
consumer |
|
|
|
|
Improved product / service / brand message |
|
|
|
|
Identifying trends |
|
|
|
|
Socio-cultural orientations |
|
|
|
|
Unwillingness of society to change |
dynamism of culture |
|
|
|
Probabilistic Changes in Community Attitudes |
|
Cultural insights |
|
|
Religion |
|
|
|
|
Values |
Understanding |
|
|
|
Traditions |
intricate cultural |
|
|
|
Social norms |
matrix of a |
|
|
|
|
|
|
|
|
Method of behaviors coverage |
community |
|
|
|
Advantage and Competitive Position of
Product / Brand |
|
|
|
|
Future success |
|
|
|
|
Change of culture |
Combining cultural
insights and marketing strategy |
|
|
|
Change of consumer behavior |
|
|
|
|
Change movements |
|
|
|
|
Transform from biological to cultural being |
internal marketing |
Education |
Cultural Marketing Management Process |
|
Balancing work and personal life |
|
|
|
|
Customer engagement in advertising |
Individual empowerment |
|
|
Cultural marketing |
Reducing Violence and Fundamentalism |
|
|
|
|
Flourishing individual talent in practice |
|
|
|
|
Self-regulation in dealing with
relationships |
|
|
|
|
Preceding ethics on consumerism |
|
|
|
|
Improved conscious selection |
|
|
|
|
Cultural-educational workshops |
|
|
|
|
Self-awareness |
|
|
|
|
Freedom of choice |
|
|
|
|
Logic training |
|
|
|
|
Training educational systems |
Strengthening public relations |
|
|
|
Field Advertising |
|
|
|
|
Guerrilla marketing |
|
|
|
|
One-to-one marketing |
|
|
|
|
Mouth-to-mouth marketing |
|
|
|
|
Social activities |
|
|
|
|
Media |
|
|
|
|
Film |
|
|
|
|
Book |
|
|
|
|
Advertising teasers |
|
|
|
|
Advertising in e-wom social media |
|
|
|
|
Strengthening teamwork |
Creating a social learning environment |
|
|
|
Providing collective benefits |
|
|
|
|
Enhancing collective wisdom |
|
|
|
|
Engagement in education |
|
|
|
|
Creating a content development environment
by UGC community |
|
|
|
|
Reforming Values |
Creating a space for critique |
|
|
|
Feedback Analysis |
|
|
|
|
Critiquing achievements of research by
community |
|
|
|
|
"Spiritual
Marketing" is another categorical cluster of strategic block, of its third
level categories of decoding the phenomena in a concrete way, of
phenomenological exposure, of achieving unity and multiplicity of knowledge in
the general hermeneutics method, and opening up semantics in social practice
along with questioning fundamental human concepts, representation of phenomena
by means of semiotics and development of meaning through language using
rhythmic and terminology, deepening of concepts by creating hidden and complex
layers of brand, which must take place in open space of social critique,
transfer of values must be through interaction of relative and ideal values.
Ratio of values is accomplished with
truth and identity. Innovation is through creation of new life styles, the
development of creative market, reduction of market penetration, creative
social reinforcement, active workers, production of new technology and
production of new concepts.
"Cultural Marketing" includes
other third-level categories, such as managing cultural issues that must
identify marketing areas in the age of global contradictions and presenting an
alternative to high-level culture. Strengthening customer mindsets to increase
customer consciousness through creation of a mind that has self-control and
self-examination of environment and shows behavioral self-esteem, strengthening
consumer memory through semantic encoding by meaningful links to memory, high
conflict with phenomena, learning through insight to solve problems, complex
learning through cognitive maps, recognition of categories by referring to
memory, recognizing from signs and describing phenomenon of unstructured
features, enhancing sensory systems of customer, internally and externally, to
learn more about stimuli through visual complexity, resonance and animation
intensity, employing product learning strategies by dividing them according to
emotional and logical values; developing personal and social
self-manifestations by improving emotional cognition, logical understanding and
development of mental schemas and customer growth history, improving tangible
and intangible beliefs of product by providing opportunities for rational and
emotional cognition of product, increasing value of a cultural product by
improving awareness and brand association, strengthening meaning beyond product
name, receiving emotional responses from customer, as well as its ideological
function, creation of a dynamic ideological system that itself has the dynamism
of idea and solving conflicts with phenomena and its social function. It
maintains the order of social life and dynamic interaction of civic and
ecological functions, adaption of system with habitat, compatibility with
technology and efficient interaction with the environment.
"Strengthening
Institutions" is another category cluster of strategic bloc, changing
institutions from economic to socioeconomic, meaning of collective life through
civic oversight, monitoring performance of National Resource Managers,
bargaining for social exclusion, strengthening social constructivism,
supporting community-based organizations and social movements to reduce
violence and increase community bargaining, protesting immoral situations and
efforts to protect social capital, strengthening social networks by improving
atmosphere of critique and exchange of ideas, strengthening of collective
wisdom and desirability of individual and social life are examples of its
categories.
"Spiritual Marketing" is
another category cluster of strategic blocs, of its third level categories of
decoding phenomena in a concrete way, of phenomenological exposure, of
achieving unity and multiplicity of knowledge in general hermeneutic method,
and opening up semantics in social practice along with questioning fundamental
human concepts, representation of phenomena by means of semiotics and
development of meaning through language using rhythmic and terminology,
deepening of concepts by creating hidden and complex layers of brand, which
must take place in open space of social critique, transfer of values must be
through interaction of relative and ideal values, ratio of values is done with
truth and identity, innovation is through creation of new life styles,
development of creative market, reduction of market penetration, creative
social reinforcement, active workers, production of new technology, production
of new concepts.
"Communication compliance"
is another categorical cluster of strategic bloc that acts in the open space of
social critique by strengthening interactions in social networks, enhancing
collective wisdom, rebranding, and offering cultural, meta-regional,
globalization, and addressing problem-solving alternatives, valuation
indicators with a proportion of truth and taking into account distance of human
ontology from phenomena, taking customer as a thinking person into account and
reducing his concerns and increasing credibility of brand's future.
2.2.6. Consequences
What are the consequences of causal
actions and strategies that are being adopted? (FERASATKHAH, 2016, p. 101).
Categorical blocks of consequences includes categorical clusters of
"customer engagement", "genuine leadership",
"creativity", "imagery of utopia", "scarcity", "culturalism",
"differentiation", "honesty", "problem-centered",
" interaction with archetypes," "self-awareness,"
"dynamism of beliefs," "economic value,"
"sociality," "brand equity". The "customer
engagement" cluster is presented below. Sample categorical block of
consequences is presented in Table 8.
Table 8: Sample
categorical block of consequences
Concepts |
First level
category |
Cluster category |
Promoting the
meaning of customer life |
|
|
Increasing
customer presence |
|
|
Enhancing customer
experience |
|
|
Improving image of
endless customer relationship with brand |
|
Authentic brand |
Brand
Perfectionism |
|
|
Brand
Responsibility to Customer |
customer
engagement |
|
customer's honor
to brand |
|
|
Customer support
in solving problems fairly and satisfactorily |
|
|
Brand equity
behavior |
|
|
Obligations compliance |
|
|
Brand Trust |
|
|
The
categorical cluster of " Authentic leadership," which itself includes
first-class categories of risk-taking beyond profit and benefit, creativity,
strategic plan, attractiveness, belief in leadership and collective wisdom,
anti-populist, position leader, the will to truth, honesty, enthusiasm,
identity, self-consciousness, attachment to moral values, corruptibility, the
fight against corrupt systems.
Another categorical cluster is
“creation”, which includes the emergence of a mode of being, self-identity,
appearance of self and creation of new concepts.
"Illustration of utopia"
is another cluster, its categories is creating hope and motivation and transfer
of human values to society through historical subjectivity. "Scarcity" means
that it analyzes the situation and understands the consumer, with its own
skill, offers a unique style to solve problems, since it is not initially
accepted by the community and its idea is initially a claim. The ability to
withstand their social pressures with resistance to dogmatism and mass market,
inefficient pressures and systemic determinism as well as social tolerance,
value creation in different conditions, and actors of system change.
"Being Cultural" means the
importance of thinking, which involves living on the basis of human being,
having a worldview and thinking about fundamental human concepts, questioning,
contributing to production and growth of meaning, tradition renovation through
emergence of cultural ideals and transfer of values to society.
"Distinction" is a genuine
brand based on its intellectual property, "honesty" includes the
truth of word, action to multitude and the trust of society,
"problem-centered" to address alternative cultural-social issues and metaphysical
values. "Interacting with archetypes" involves linking with
archetypes and tradition and their rebranding, "self-awareness" is
valued for human values, meaningfulness of suffering, pleasures, and behaviors
in society.
The "dynamism of beliefs"
is the avoidance of ideological prejudices and openness in the recognition of
phenomena. "Economic value" includes improving the production process
and trying to achieve the goal of generous production. "Sociality"
includes community responsiveness, self-improvement based on social critique,
respect for others, bargaining with the community, respect for the community,
understanding and empathy with community, engagement in community development
through engagement in solving community problems. Increasing “special brand
value” by enhancing brand awareness through brand symbols and brand image
branding by developing the meaning of commercial bread and increasing perceived
value and brand loyalty by getting emotional and cognitive responses on brand
on special brand value.
2.2.7. Paradigmatic model
Figure 1: Paradigmatic model for Authentic Marketing, Pragmatic Marketing (Components, Foregrounds, Outcomes): Interactions & Conflicts
Source: KHEIRY; ALIESMAEILI (2019)
3.
CONCLUSIONS
The existing fields in the present
era have provided a vast amount of knowledge to mankind. Although this
abundance had achievements of thinking, creativity, awareness and engagement
for human beings, it transformed his previous relationship and faces it a
variety of conflicts and disputes.
Although these contradictions, on
the one hand, can bring a new way of knowing for man, on the other hand, the
limits of conflict go from normal to higher decisions by applying prior
cognitive methods and make their behaviors superficial and discredited. Given
that the man of modern age is more meaningful than any age, but has less to do
with it, and by knowing that it leads to the rejection of purely instrumental
behaviors, it becomes a crisis of meaning in the duality of selfhood.
In this market, which, according to
Katler’s definition, is the fundamental concept of exchanging value in a social
process and since people in their new era value their interactions and
exchanges, marketing can play an important role in regulating new relationships
and creating a new order. Marketing was first defined within capitalism to
increase value added and capitalist interest rates, but this instrumental
definition turned sales into a tool of sale, but this definition did not manage
to regulate the interactions of organizations with the market for a long time.
Then marketing changed its
philosophy to meet the customer's needs and then made its interactions more
complex with society, so the products entered the field of culture, but the
infrastructure of those efforts are economic and its superstructure is
sociocultural that is called the culture industry. This approach has negative
consequences, such as attribution of marketing to the tools of ideologies, the
purely beneficial relationship with society, weakening of business ethics,
consumer disbelief in relation to marketing as a science, and negative attitude
toward marketing as a false identity tool for him to consume more.
In the present time, the
dissemination of knowledge and development of communication networks, while
developing customer creativity in the field of personal business, the
collective bargaining power of customers, the inability of marketers to control
it, leads to inefficiencies in marketing interaction. In order to achieve the
goal of sustainable development, the marketing needs to provide the basis for
social interactions, marketing can have a solid and sustainable interaction
with a well-established social foundation.
Such values derive their credibility
from collective experience and the sources of value-producing value are stable.
Therefore, findings of this study suggest the efficient exit of marketing from
out of structure changes and achieving leading solutions in solving problems of
this age suggests that authentic and pragmatic marketing considered its
strategies and implications, because:
Authentic marketing identifies
itself as a custodian of regulating relationships with itself, society and the
environment, and takes its created credits value social platforms organized
from the firm, like Dow's company, whose motto is beauty, he builds social
campaigns of plurality and unity of cognitions in relation to society, and
strengthens the credibility of his unique self-image brand, inspired by the
community.
Authentic marketing continuously
enhance and stabilize its product philosophy in social platforms and through
marketology. Authentic marketing moves from core to the product crust, and it
usually occurs in poor societies that face the lack of meaning or in developed
societies seeking to find a new meaning of human life. Authentic marketing
accepts metaphysical ontology or the achievement of man to concepts of excess
experience of reason.
It tracks customers’ psychosocial
behaviors in their social campaigns, and boosts the presence and emotional
relationship of the customer through a variety of startups as well as
personalization and customization of products. Marketing pragmatic is a
marketing which responds to issues that require quick response, and regulates
the organization's material relationships with the community.
It has strategic planning in the
middle of a time period and places itself in a social critique and develops its
philosophy and meaning in social practice. In other words, it seeks learning
and authenticity in action, the pragmatic marketing movement is from shell to
the core of product.
New age contexts and interaction of
two markets focus on the pivotal phenomenon of changing the paradigm that can
we answer the informed customer with the same ontology and epistemology or
logic and arrange the conflicts of the era? Marketing requires another kind of
ontology that responds to customer’s psychological responses and requires
epistemological multiplicity and epistemological unity with the customer in
epistemology.
A customer whose collective
communication is not developed or does not accept the knowledge represents only
one subject, or if he accepts the contradiction of the variety and diversity of
channels of comprehensiveness and changes outside his structure, there is only
one way for subjects and retaining its moderation and reaching out to
communication perceptions on social platforms. Marketing therefore needs to
underpin the foundation of its movement so that economics and culture will
emerge on its foundations.
The use of authentic and pragmatic
marketing creates strategies for organizations, such as communication
perceptions that make conceptual contradictions derived from age of concepts
beneficial to plurality and unity of collective wisdom in the context of
continuous critique and improvement. It is also based on the strategies of
institutions' rejection towards socio-economic, strengthening, organizing
collective wisdom and the emergence of civilization.
Another strategy that is very
applicable in the new era is cultural marketing, the difference between this
cultural marketing and its previous function in the dynamism of beliefs, which
redefines itself in social platforms and customer experience. Also, community
education, empowerment of individuals, and the development of memory and
customer schemas, transforms customer cultural marketing from biological
inventory to cultural and actuarial assets.
Another useful strategy in the
present age is the spiritual marketing, which improves the meaning of life in
society. Meaning not means the reason for being alive, but also the exploration
of truth by creating hidden and complex layers in the product, the process of
decoding and codifying and representing it in interaction with customer. The
consequence of these strategies is to produce an authentic brand. In other
words, it enhances the brand's authentic and credible behaviors in the
community and in the process of conflict with its issues, thus adding to the
involvement and presence of customer in relation to itself.
The original brand is evaluated by
the features that occur in the process of authentic and pragmatic marketing
interaction, such as genuine leadership, which itself includes risks such as
risks beyond profit, non-corruption, confrontation with corrupt systems,
attachment to moral values, etc. , as well as generating economic values and
moving towards abundance, illustrating utopia, and motivating and transferring
values to society, self-awareness as preeminence of human values to transient
profits and action in accordance with conditions, socialization, association
with archetypes, scarcity that reflects its talent in tolerating social
pressures and social tolerance, it presents alternative social problems and
other features of research findings, with production of authentic brand
marketing, can play a role in regulating relations and making another order in
accordance with contexts of new age which have an efficient role and presents
independent theories from instrumental view.
Limitation Due to social, structural, research problems in the country in the past year (2018) research in qualitative interviews with professors and elites, in order to achieve theoretical saturation of secondary data of lecturer files and elites in areas different books and articles, their books were used too.
4.
SOME SUGGESTION FOR FUTURE RESEARCH:
· Since the present study investigates the effect of paradigm shift by considering the contexts of the era of concepts and communication rationality on brand authenticity, it is suggested that in future research in addition to these fields simultaneously by the fields of instrumental rationality, the system Of modernity, capitalist systems to be measured by meta-paradigm on brand authenticity.
· It is suggested that future research using the model presented in the qualitative phase of the present study measure the extent of authentic brand fulfillment among different consumer groups.
· It is suggested in future research to evaluate the impact of interventionist factors such as conspiracy theory on brand authenticity.
· It is suggested that in future research the above model be compared between different social classes and lifestyles and the results will be compared.
· It is suggested that future research into other genuine brand instances be identified through in-depth interviews with consumers and other influential social groups on the purchase decision.
· The present study has also provided an initial framework for the genuine brand and it is therefore suggested that future research should prioritize each of the identified dimensions according to the specific circumstances of the country.
· It is suggested that in future research the relationships between each dimension of the interaction structure and the contrast between the original and the pragmatic marketing will also be examined.
· It is recommended that further research be conducted on the factors that lead to the interaction and interaction of authentic and pragmatic marketing.
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