Saman Vejdani; Shahnaz Nayebzadeh; Seyyed Hassan Hataminasab
Abstract
Considering the importance of gaining a competitive advantage in today's turbulent markets, and the ability to predict the effects of managers' decisions against changes and reducing vulnerability, this research was conducted with the aim of designing and analyzing the dynamic model of emotional marketing ...
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Considering the importance of gaining a competitive advantage in today's turbulent markets, and the ability to predict the effects of managers' decisions against changes and reducing vulnerability, this research was conducted with the aim of designing and analyzing the dynamic model of emotional marketing effective on the behavior of children's sportswear consumers. To simulate the effect of influencing variables on the behavior of consumers of children's sportswear over time and formulate strategies. In this article, using systems thinking and dynamic systems tools, the dynamic model was designed and the behavior of key variables was predicted in a time horizon of 120 months using Vensim software. The dynamic model of emotional marketing effective on the behavior of children's sportswear consumers including four causal loops and its state-flow model was designed. Finally, the model was simulated through Vansim software, its accuracy was confirmed, and two policies were proposed based on the satisfaction of children's sportswear consumers: firstly, it can be done by increasing the level of perceived emotional values of consumers who are under the influence of Emotional marketing is located, increased the level of customer satisfaction by two times; And secondly, by increasing the awareness of the brand, which is influenced by the distribution variable, it increased the level of customer satisfaction by two times.
