06 خرداد 1403
فخريه حميديان پور

فخریه حمیدیان پور

مرتبه علمی: استادیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازرگانی
تلفن: 07733444575- 07733444574
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
تبیین پیوند میان اخلاق کسب و کار و تبلیغات تجاری در وفادار سازی مشتریان
نوع پژوهش مقالات در همایش ها
کلیدواژه‌ها
Business ethics, commercial advertising, customer loyalty, advertising effectiveness
پژوهشگران فخریه حمیدیان پور (نفر اول) ، فریبا هاشمی فر (نفر دوم)

چکیده

At first glance, it seems that the issue of ethics and advertising is simply defined as: Advertising is not a place for morality, and therefore advertising is an unprofitable excuse for the propagation of ethics. But the more accurate advertising market and the importance of its presence in today's business markets and the need for the effectiveness of the advertisements used in customer loyalty, we will find that before paying attention to advertising on its basis more attention It also follows ethical principles in creating and developing promotional programs in order to build trust that is a prerequisite for the credibility of advertising messages and loyalty from customers, and is the basis for the greater effectiveness of commercial advertising. Purpose The research creates such a link between business ethics and commercial advertising. The method used in this research is descriptive of the type of review. To this end, a large number of previous studies have been carried out in this field and definitions and important dimensions have been identified