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Designing and explaining the content marketing model with an emphasis on customer loyalty to the name and trademark of products and services.
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Ziba Galavani1   , Hossein Gharehbiglo 2, Yacob Alevi ءشفهد3 , Naser Fegh hi Farahmand4 |
1- Ph.D. student, Department of Business Administration, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran
2- Assistant Professor, Department of Business Management, Ajab Shir Branch, Islamic Azad University, Ajab Shir, Iran , Ho.gharehbiglo@iau.ac.ir
3- Assistant Professor, Department of Management, Tabriz Branch, Islamic Azad University, Tabriz, Iran
4- Associate Professor, Industrial Management Department, Tabriz Branch, Islamic Azad University, Tabriz, Iran |
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Abstract: (245 Views) |
The present study has been carried out with the aim of presenting a content marketing model with an emphasis on customer loyalty to the name and brand of products and services. This study is a mixed and combined of two types of meta-composite study methods and the Delphi technique in the field of identification and some deal structural equations and confirmatory factor analysis, using the "meta-composite" method to identify the four components of the content marketing model (marketing objectives, communication with customer and competitors and the centrality of customer data, value orientation and appropriateness of marketing content and the centrality of technology in content marketing) as well as customer loyalty to the name and brand of products and services and its eight dimensions (customer satisfaction, customer attitude, customer support, product quality) as well as customer loyalty to the brand of products and services and its eight dimensions (customer satisfaction, customer attitude, customer support, the product and service quality, product and service pricing, customers' trust, customers' mental norms and customer's desire) and confirming the confirmatory factor analysis of these variables, and the structural equation model was created to investigate the relationship between content marketing and customers' loyalty to the brand of products and services, and a content marketing model was designed based on customer loyalty to the name and brand of products and services, by creating relationship among these variables.
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Article number: 8 |
| Keywords: Content marketing, customer loyalty, brand name, product, service |
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Full-Text [PDF 885 kb]
(127 Downloads)
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Article type: Research |
Subject:
Special
Received: 2023/07/29 | Accepted: 2023/10/21 | Published: 2024/08/31
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