Document Type : Original Article
Authors
1
, Department of Business Management, Kish International Branch, Islamic Azad University, Kish Island, Iran.
2
Professor, Department of Business Administration, Payam Noor University, Tehran, Iran
3
Assistant Professor, Department of Business Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Abstract
Purpose: In today's world where the competition in the markets has greatly increased, businesses are looking for new ways to differentiate themselves and attract loyal customers. One of these ways is to adopt a benevolent and responsible approach in business activities. Charitable marketing, beyond selling products and services, seeks to create social and environmental values and helps businesses become responsible and productive citizens. Therefore, the goal is to provide a benevolent marketing model with an ethics and responsibility approach in the automotive industry.
Method: The present research was conducted with a qualitative approach and in terms of purpose, it is among applied researches and using thematic analysis method. The experts included academic professors as well as managers of automobile manufacturers, as well as the interviewees included 15 people who were selected by purposive sampling until reaching the theoretical saturation level. Data were collected using semi-structured interviews. To ensure validity and reliability, the findings were approved by the interviewees. In order to analyze the data, the method of Brown and Clark was carried out with the Max Quda software.
Findings: As a result of interview analysis, 46 primary themes, 12 basic themes, 4 organizing themes and 1 overarching theme were identified. which includes collaborations and charitable partnerships, corporate social responsibility, marketing strategy, cultural-ethical factors.
Results: These factors can contribute to the sustainable development and improvement of the public image of the company. Also, this marketing model can lead to increasing customer loyalty and improving the social status of companies.
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