A Conceptual Model for Explanation of Scarcity Marketing Emphasizing Brand Authenticity regarding Online Shopping Behavior

Document Type : Research Paper

Authors

1 PhD student of Marketing Management, Department of Business Management, Faculty of Management, Islamic Azad University, North Tehran Branch,Tehran, Iran.

2 Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran,Iran.

3 Business Management Department, Faculty of Management, Islamic Azad University North Tehran Branch,Tehran, Iran.

10.34785/J018.2019.986

Abstract

Consumers are always looking for markets that can best meet their needs and buy quality goods and services. With advances in information technology, this has led to the emergence of a new form of marketplace called online marketplaces that these online stores are seeking to provide genuine brands to meet the internal and external needs of their customers. Some businesses are also trying to create more customers in the market by limiting the number or time for the buyer. The purpose of this study is to identify factors affecting the concept of scarcity with emphasis on the role of brand authenticity. The present study has a fundamental approach and seeks to present a conceptual model to express the concept of scarce marketing with emphasis on brand authenticity in the field of online shopping behavior and the researcher has used a mixed approach. Thus, in the qualitative part, the data theory strategy, including open, axial, and selective coding, is used to achieve the research paradigm. The descriptive-survey method is used in a small part and PLS software is used to test the proposed model. The results of the research are presented in the form of a validated and fitted model consisting of 5 main dimensions and 33 sub dimensions.

Keywords

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Consumer Behavior Studies Journal
Volume 6, Issue 1
August 2019
Pages 125-148

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