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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۲ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1244
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Information Processing and Management
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۲ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : متا آنالیز ترکیبی ارزش ویژه برند مشتری مبتنی بر یادگیری ماشین برای ارزیابی رفتار بازاریابی
عنوان کامل انگلیسی:
Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation
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Abstract
At present, the focus of marketing research is mostly on the influencing factors, composition, and measurement of brand equity. The meta-combined brand equity analysis is based on two main research perspectives: financial perspective and customer perspective. While the financial perspective is based on the incremental discounted future cash flows that would result from a branded product’s revenue over the revenue of an unbranded product, the brand equity from the customer’s perspective is the consumer’s reaction to brand marketing behavior, the impact on brand knowledge. The decision-making of marketing behaviors often faces choices related to ethics. Therefore, once the moral value of a company through marketing behavior is recognized by consumers, the ethical behavior presented in this article through marketing behavior will make consumers feel more about the brand. How does the brand equity of your customer’s products affect you? In this experiment, shopping groups with the same shopping experience were selected. During the survey process, all customers in different periods and the same time were selected as far as possible based on the practicability of the survey. The study survey covered 4 main aspects; customer satisfaction, overall overview of customer satisfaction; the advantages and disadvantages of marketing strategies through quantitative analysis and to put forward reasonable marketing strategy improvement opinions and suggestions to improve customer satisfaction. Using the technique of parameter prediction of the financial industry, the experiment proved that the non-standard promotion behavior, the integrity of the enterprise and the social responsibility are three aspects (P<0.05) that have an impact on the customer’s brand equity among the corporate marketing components. It was a detailed study of the current state of brand marketing strategies and customer satisfaction, found key indicators of brands that could improve customer satisfaction, and presented corresponding suggestions for optimizing marketing strategies. It shows that. It has the importance of good guidance and references to improve customer satisfaction in the industry.
Keywords: Meta-combined approach, Brand marketing, Brand equity, Machine learning, Factor Analysis, Big Data
۱.Introduction
In recent years, domestic enterprises have successively encountered food safety accidents and environmental pollution problems that have not only harmed the interests of consumers, but also threatened the lives of consumers (Garvey, Blanchard & Winterich, 2017; ¨Ozbeyaz, 2021; Zheng, Li & Liao, 2021). These behaviors that violate the business ethics of the enterprise, although in the short term are to increase the profits of the enterprise, in the long-term development, they undoubtedly cause serious damage to the company’s own brand and image. Improper marketing behavior can affect a company’s brand to varying degrees. Therefore, a company can only achieve better and sounder development if it fully understands the importance of honest behavior in marketing decisions and takes corporate social responsibility seriously. It is also an important way to protect your corporate brand. (Cui, Hu & Xie, 2021; Sohail & Hasan, 2020; Yu, Lu & Shen, 2021)..
۵.Conclusions
This article uses a combination of empirical and theoretical methods to find out which marketing ethical behaviors of companies will affect customers’ perceptions of the company’s brand. Finally, through statistical analysis, five types of marketing factors are not standardized promotion methods and the company’s integrity Degree, corporate social responsibility, behaviors taken in corporate market competition, and technical aspects of the impact on the dimensions of customer brand equity. Market competition factors and technical factors have little influence and relevance on the constituent dimensions of customer brand equity. From this result, it shows that consumers have little influence on the marketing behaviors of these two factors in the process of brand awareness. There is not much attention, but it can also give enterprises some enlightenment in their future development. Enterprises should pay more attention to the protection of their own technical products and other intellectual property rights while developing themselves. This also increases the difficulty of further imitation and plagiarism by opponents, so as to better protect the company’s own interests. This conducts in-depth research on the status quo of brand marketing strategies and customer satisfaction, and finds key indicators for brands that can improve customer satisfaction. And put forward corresponding suggestions on optimizing marketing strategies, which have good guidance and reference significance for the improvement of customer satisfaction in the industry…