Marketing Pattern Modeling For Cultural Products Export According To Consumer Behavior (Case Study: painting)

Document Type : Research Paper

Authors

1 Islamic Azad University UAE

2 Professor of Tarbiat Modarres University

3 Faculty Member, Faculty of Management and Economics, Science and Research Branch, Islamic Azad University, Tehran, Iran

10.34785/J018.2019.404

Abstract

Export marketing is nowadays a competitive advantage for developing and developing countries. On the other hand, the export of cultural products as products that can represent the real and cultural landscape of the country and have been a great help to non-oil exports has been considered in various aspects in recent years. Undoubtedly, identifying the factors and designing an effective model for exporting cultural products to the scientific community is undeniable. The research method used in this study is quantitative-qualitative. In this paper, first, the factors affecting export marketing of more than 120 factors have been identified from the research literature, and by using the Colaizzi seven-step method, 33 important factors have been identified and exploratory factor analysis. In the quantitative analysis section, the 29 factors that were confirmed in terms of factor analysis were classified into 6 concepts by principal component analysis and identified and introduced as a model for success in export marketing of cultural products. According to the results of the study, it can be said that the process of exporting cultural products largely depends on the perception and the way the customer interacts, stemming from the company's capability and product characteristics known as effective internal features and effective external features rank second.

Keywords

References

  •  

    • Ahmadvand, Narges, Mohamadhasan Fetras, The Impact of Low-Tech Industries Importing and Exporting on Iran's Economic Growth, Journal of Applied Economic Studies, Seventh Year, No. 72, Autumn, 1397 (195-215). [Persian]
    • Ashenfelter, O. (January 2011). Sale Rates and Price Movements in Art Auctions. CEPS Working Paper No. 214.78-94
    • Bozorgkho, Hamed, Masood Kimiasi, Mohammadrahim Esfidani, Mohammadsaleh Torkestani, Identification and Prioritization of Influencing Factors on the Iranian Brand by Consumer Cognitive Behavior, Two Quarterly Journal of Consumer Studies, Vol. 5, No. 2, Autumn and Winter, 1397. [Persian]
    • Chang, W., & Katayama, S. (Eds.). (2012). Imperfect competition in international trade. Springer Science & Business Media.
    • Daneshian, Fatemeh, Mohammad Saleh Oliya, Bahram Ranjbarian, Network Analysis of Strategic Marketing Measures and Development of Quality Function, Two-Phrasebook, New Marketing Research, First Year, No 3, Autumn and Winter 2011. [Persian]
    • Dangelico, R. M. (2017). What drives green product development and how do different antecedents affect market performance? A survey of Italian companies with eco‐labels. Business Strategy and the Environment, 26 (8), 1144-1161.
    • De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes: SAGE Publications Limited.
    • De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising: SAGE Publications Limited.
    • Fan, L., Yu, C., & Shi, Y. (2019, June). Guided social sharing of emotions through drawing art therapy: generation of deep emotional expression and helpful emotional responses. In Proceedings of the Seventh International Symposium of Chinese CHI (pp. 65-78). ACM.
    • Gillespie, K. (2015). Global marketing: Routledge.
    • Griffin, K. (2018). Culture and Economic Growth: The State and Globalization 1. John Hicks: His Contributions to Economic Theory and Application, 287.
    • Haynes, P. (2016). The Critical & Cultural Marketing Mix. Marketing Mix (February 2, 2016).
    • Hewison, R. (2015). Culture and Consensus (Routledge Revivals): England, Art and Politics since 1940: Routledge.
    • Honour, H., & Fleming, J. (2005). A world history of art: Laurence King Publishing.
    • Hoseinzade, Ramezan, Mahmood Espandar, The effect of changing the structure of exports on the production of sectors of the Iranian economy, Quarterly Journal of Economic Growth and Development Research, Vol. 8, No. 32, September 2018 (139-150). [Persian]
    • Kemp, S. W., & Cupchik, G. C. (2007). The emotionally evocative effects of paintings. Visual Arts Research, 72-82.
    • Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80 (6), 36-68.
    • Lehman, K., Wickham, M., & Reiser, D. (2017). Modelling the government/cultural tourism marketing interface. Tourism Planning & Development, 14 (4), 467-482.
    • McCombie, J., & Thirlwall, A. P. (2016). Economic growth and the balance-of-payments constraint: Springer.
    • Motaged, Saber, Homayoun Ranjbar, Saeed Daei Karimzadeh, Relationship between Information and Communication Technology, Export and Non-economic sectors and Economic Growth in Iran: Fed's Model Extension, Quarterly Journal of Economic Modeling, Vol. 8, No. 28, Winter 2014. [Persian]
    • Noroozi, Hosein, Elham Rezaie, Investigating individual and social factors affecting self-image and its effect on buying luxury goods, Two Quarterly Journal of Consumer Studies, Vol. 5, No. 2, Autumn and Winter, 1397. [Persian]
    • Onofri, L. (2009). Old master paintings, export veto and price formation: An empirical study. European Journal of Law and Economics, 28 (2), 149-161.
    • Pourmand, F., & Afzaltousi, E. (2019). Critical Analysis of Predominant Orientations in Contemporary Iranian Art Market towards Cultural Identity.
    • Rezghi shirsavar, H., omrani sabaghi, M. (2013). 'Guides to the Export of Cultural Goods in the Era of Globalization', Strategic Studies of public policy, 4(11), pp. 41-72.
    • Rezaei, Reza, Impact of Export Exercise on International Marketing Strategies, Bazargan Management Explorations, Volume 9, Issue 17, Spring & Summer 2012. [Persian]
    • Saccani, N., Perona, M., & Bacchetti, A. (2017). The total cost of ownership of durable consumer goods: A conceptual model and an empirical application. International Journal of Production Economics, 183, 1-13.
    • Spring, J. (2017). The intersection of cultures: Multicultural education in the United States and the global economy: Routledge.
    • Stadtler, H. (2015). Supply chain management: An overview Supply chain management and advanced planning (pp. 3-28): Springer.
    • Suleimani (2008). Intellectual Property Law and the Protection of Crafts. The Public Law Research, 11 (26), 243-261. [Persian]
    • The 20-year vision document of the Islamic Republic of Iran (1397), Deputy Strategic Affairs, Government and Parliament. "Https://sgp.taghrib.com/articles". [Persian]
    • Thompson, A., Strickland, A. J., & Gamble, J. (2015). Crafting and executing strategy: Concepts and readings: McGraw-Hill Education.
    • Zareie, Azim, Zohre Naseri Ashtarani, Investigating the effect of consumer behavioral position on behavioral responses through value mediation Perceived and emotional responses, Two Quarterly Journal of Consumer Studies, Vol. 5, No. 2, Autumn and Winter, 1397. [Persian]
Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 311-332

Files

Share

How to cite

Statistics