Emotional marketing, dynamic capabilities and organizational profitability

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POURSALIMI MOJTABA; Omidi Anoosh

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Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2017 | Volume:12 | Issue:35 Page(s): 97-110

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Information Journal Paper

Title

Emotional marketing, dynamic capabilities and organizational profitability

Author(s)

POURSALIMI MOJTABA | Omidi Anoosh | Issue Writer Certificate

Keywords

emotional marketingQ1

organizational profitabilityQ1

dynamic capabilitiesQ1

brand loyaltyQ2

Abstract

organizational profitability in competitive markets is one of the important paradigms in organizational and performance issues that has been widely studied. Organizations that have a good understanding of this topic will be better performing and more profitable. Therefore, the present study aims to explain the relationship between capabilities Dynamic, emotional marketing, brand loyalty and organizational profitability. In this regard, the required data were collected using the standard questionnaire of the target population of the research (Active Representatives of Pasargad Insurance, Khorasan Razavi, whose number is 261 and based on the table). Morgan the A sample of 152 individuals was selected (collected). The conceptual design of the research was evaluated using structural equation modeling using PLS software and path analysis method. The results showed that emotional marketing through brand loyalty had a positive effect on organizational profitability. Also, the results indicated that the dynamic capabilities of the organization also had a positive impact on organizational profitability.

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APA: Copy

POURSALIMI, MOJTABA, & Omidi, Anoosh. (2017). Emotional marketing, dynamic capabilities and organizational profitability. JOURNAL OF MARKETING MANAGEMENT, 12(35 ), 97-110. SID. https://sid.ir/paper/218952/en

Vancouver: Copy

POURSALIMI MOJTABA, Omidi Anoosh. Emotional marketing, dynamic capabilities and organizational profitability. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2017;12(35 ):97-110. Available from: https://sid.ir/paper/218952/en

IEEE: Copy

MOJTABA POURSALIMI, and Anoosh Omidi, “Emotional marketing, dynamic capabilities and organizational profitability,” JOURNAL OF MARKETING MANAGEMENT, vol. 12, no. 35 , pp. 97–110, 2017, [Online]. Available: https://sid.ir/paper/218952/en

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