Narrative experience of cognitive marketing researchers in the Islamic Republic of Iran

Document Type : علمی - پژوهشی

Authors

1 Assistant Prof., Business management department, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.

2 Faculty member and associate professor, Faculty of management and accounting, Allameh Tabataba'i University

3 Ph.D. Student, Business management department, Faculty of Management and Accounting, Allameh Tabataba’i University. Tehran, Iran

Abstract

Objective: Cognitive marketing is one of the most important growing areas of marketing that has been welcomed by marketing researchers in Iran. This study aims to narrate the experience of cognitive marketing researchers in Iran.
Methodology: In this study narrative method is used. The statistical population of the study is people with a history of research activities in the area of cognitive marketing, purposeful sampling method and the sample size is fifteen people. In-depth interview is used to research data collection and theme analysis is used to research data analysis.
Findings: Based on the research findings, the empirical narrative of cognitive marketing researchers in Iran is summarized in five dimensions including the first encounter, information search, first practical action, research limitations and evaluation of the future situation.
Conclusion: According to the research results, the development of cognitive marketing studies in the Islamic Republic of Iran depends on the establishment of specialized cognitive research laboratories and the establishment of a regulatory institution cognitive marketing.

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History

  • Receive Date: 15 January 2022
  • Revise Date: 12 February 2022
  • Accept Date: 15 February 2022

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