No abstract

The present research aimed to study the effect of the marketing mix (price, product, place, promotion) and after-sales services on three dimensions of brand equity (perceived quality, brand loyalty, and brand awareness) using the Aaker Model. After-sales service in the automotive industry is emphasized as a key and effective element in the promotion of perceived quality, brand loyalty, brand equity, and even products pricing. It is a descriptive survey in which the required data were collected using a questionnaire. The statistical population included the buyers of products of Iran Khodro Diesel Company who have used the sales and after-sales services of this company, 384 of whom were selected as the sample. The obtained data were analyzed using Smart PLS-2 and SPSS-21. The results indicated that product; place (distribution), promotion (advertisement), and after-sales services have a significant impact on dimensions of brand equity.

Manufacturing and using counterfeit products has seriously damaged industries worldwide. Consciously complicity of consumers in buying these products is an interesting issue which on the light of its impression on economies and operation continuity of businesses, necessitates more investigation. Thus, thus study aims for investigating factors affecting consumer complicity in buying and consuming counterfeits. To this end, a questionnaire survey of students in management universities was conducted using random simple sampling. 385 questionnaires received and analyzed through descriptive statistics and structural

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.