Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Designing a relational marketing model in luxury brands

Document Type : The scientific research paper

Authors
Ahmad Ostad Mohammadi 1
Fataneh Alizade Meshkani 2
Ebrahim Albo Naiemi 2
1 Department of business management,,khorramshahr international branch,, islamic azad university,, khorramshahr, iran
2 Department of Business Management , South Tehran Branch, Islamic Azad University, Tehran
JABM.3.2.15564.3584353454465623
Abstract
Abstract:

Objective: Relationship marketing plays an important role in the success of organizations and despite its significant impact on profitability and sales, it can create trust and a positive mental image of the brand. But many companies are unaware of its importance. The current research was conducted with the aim of designing a relationship marketing model in luxury brands to investigate this gap.

Method: The present research is applied in terms of purpose and qualitative in nature. In order to obtain qualitative data, 10 university experts and experienced managers were selected according to the purposeful sampling of the snowball type in this field, and it was conducted with the method of semi-structured interviews and asking open-ended questions. MAXQDA and then based on the findings of this stage, the research model was developed.

Findings: Based on the obtained paradigm model, components related to causal conditions (seller, relationships), intervening conditions (social factors), strategies (marketing strategies), contextual factors (customer's perspective and expectation, structural links) and consequences. Financial benefits, customer loyalty) were identified.

Conclusion: Based on the findings of this research, it was found that if relationship marketing is presented in a comprehensive model for luxury brands, it can improve financial performance and customer loyalty.
Keywords
Relationship marketing
brand development shared value

Subjects

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Journal of Intelligent Marketing Management
Volume 4, Issue 3 - Serial Number 21
Autumn 2023
Pages 175-187

  • Receive Date 30 April 2023
  • Revise Date 09 May 2023
  • Accept Date 15 September 2023