5th International Conference on Brand

thMarketing, Challenges and Opportunities

International Conference on Brand Marketing, 5
Challenges and Opportunities
Tehran, Iran 2023 Tehran, Iran 2022

Iranian Society of Entrepreneurships

Iranian Society of Entrepreneurships

Investigating the Effects of the Fourth-Generation Marketing

Parameters on Customer Satisfaction and Export Performance: A
Case Study of the Paints and Coatings Industries

Seyed Masoud Taghavi 1*, Nicki Janpors 2, Morteza Raeisi Ziarani 1

1
Islamic Azad University Tehran North Branch, Tehran, Iran
2
Ershad-Damavand University, Tehran, Iran
Received 2 December 2022; Revised 19 December 2022; Accepted 3 January 2023

Abstract
Utilizing an applied research design and a descriptive survey, the present study aimed to
settle on the effects of the fourth-generation marketing (marketing 4.0) and brand parameters
(viz. brand identity, image, coherence, and interaction as the most influenced components) on
customer satisfaction (CS) and export performance (EP). After implementing the field
method for data collection purposes, the theoretical foundations and the research background
were established by the library method. A questionnaire was further recruited as the main
research instrument. The statistical population, estimated to be 250 individuals, consisted of
the employees, managers, and suppliers involved in the paints and coatings industries, of
whom the sample size was calculated based on Cochran's formula by 152. The data were then
analyzed using the SPSS software package. As well, SmartPLS was exploited for
representing the structural equation modeling (SEM), testing the research hypotheses, and
examining the effects of the independent variables on the dependent one along with the
mediator here. The study findings demonstrated that the four variables of brand identity,
image, coherence, and interaction had direct positive effects on CS and EP.

*
Corresponding author: SMTICB2000@GMAIL.COM

Electronic copy available at: https://ssrn.com/abstract=4320401

Keywords: Fourth-Generation Marketing, Marketing 4.0, Parameters, Customer Satisfaction,
Export Performance

Introduction
In today's business world, wherein most organizations and companies have become far more
competitive, and strive to introduce their products and services in order not to fall behind
their rivals; reflecting on the main components, including the desired brand image, shaping
customer decisions is of utmost importance.
A trademark or a brand name is one of the intangible assets owned by businesses with a key
role to play in their long-term growth and profitability because exclusive rights are granted to
it (2011). Actually, manufacturers or service providers can invest in a brand name as a legal
domain. In addition, branding and the use of a trademark can smooth the progress of the
consumer decision-making process and build customer loyalty for a business (2011). In
general, a brand name has leading roles, e.g., it can help identify the family of products or
services and improve communication with customers. A good brand name can further make
customers and employees feel very satisfied with a high level of self-confidence, increase the
market awareness of new products, accelerate the entry of products into the new markets, and
ultimately augment the market share (2012).
As characterized by Kotler and the American Marketing Association (SMA), a brand name
can be a phrase or term, sign, symbol, design, or their combination, to introduce and
distinguish products or services offered by a supplier or a group of suppliers (2013).
Considering its crucial roles, from differentiating products and services to being in contact
with customers and raising awareness, a brand name is essentially the customers' mental
images that help shape their decisions (2010).
Over the last two decades, much attention in consumer behavior research has been drawn to
the way people choose brand names to describe their personality ideals (2017). Principally,
humans make use of metaphors, including the human metaphor, to perceive their surrounding
world and communicate with others. Using the human metaphor, there is always much
attempt to evaluate and express the characteristics of inanimate beings, and attribute the
human qualities to them. Researchers also believe that customers ascribe various personality
traits to products, leading to a new topic to be outlined as brand personality (2017), which
consists of all the human qualities attributed to brands. In this context, some brand names
may have positive characters, such as intelligent, punctual, dependable, comical, exhilarating,
etc., or negative ones, e.g., tasteless, offensive, deceiving, and the like (2017).
In this context, the face of marketing has entirely changed due to the internet. The growing
trend in connections and higher access to more information has further led to the obligatory
development of numerous marketing models and platforms. Accordingly, no company,
whether large or small, can overlook its influence owing to the emergence and the
pervasiveness of the internet in the modern business environment. As consumer engagement
in social media has expanded, their interactions and connections to the internet have become
much easier and more powerful than ever before. The impact of the internet has been so

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impressive that researchers have recently proposed a new approach to marketing, i.e., the
fourth-generation marketing (marketing 4.0) and have thus modified its influence (Kotler et
al., 2016, 2012). The marketing 4.0 has thus transformed the conventional ways to reach
more consumers, and improved relationships with them (Kotler et al., 2016). This generation
has also provided online and offline interactions, creating cohesion between businesses and
consumers in the digital economy (Kotler et al., 2016). As described by Kotler et al. (2016),
once companies face an ever-increasing digital economy, they need to fundamentally
integrate this style with some concepts to provide flexibility and be more compatible with the
rapid technological changes in the end, instead of simply interacting with consumers.
Industrialization began in the late 18th century (1784 AD) by benefiting from water and
steam power to apply mechanical equipment for manufacturing, when some machines such as
mechanical looms modernized the production of textile goods, also called the First Industrial
Revolution, and some jobs became mechanized. At the end of the 19th century, following the
introduction of electricity to feed such machines and the division of labor in the workforce,
the mass production of goods became more possible, known as the Second Industrial
Revolution or the Technological Revolution (since 1870 with the establishment of the
slaughterhouse in Cincinnati in the United States).
The Third Industrial Revolution then commenced in 1970, and has ever continued until now.
At this stage, electronics and information technology (IT) were exploited to automate the
manufacturing processes. As well, machines replaced not only a substantial part of the
workforce, but also some parts of the intellectual work. The utilization of the first
programmable logic controllers (PLCs) that substituted cumbersome relays and contactor
systems with digital logic and powerful processors also gave rise to the formation of
automation at a suitable level in industries. The first PLC, under the brand name Modicon
084, was thus presented in the United States in 1969. The Fourth Industrial Revolution, 4IR
or Industry 4.0, also began in 2000 as the digital revolution, mainly characterized by no
borderlines between the physical, digital, and biological technologies through their
combination and fusion. The humans accordingly confronted an incredible industrial
revolution after the possibility of communicating with billions of people across the world
through mobile phones with extraordinary processing power and storage volume as well as
accessing and transferring unmatched knowledge and information, alongside emerging or
expanding technologies, such as artificial intelligence, cloud computing, big data analysis,
robotics, the Internet of Things (IoT), the Internet of Everything (IoE), military and civilian
drones, three-dimensional (3D) printing, autonomous vehicles, translation and investment
software, radio-frequency identification (RFID), nanotechnology, biotechnology, etc.
The marketing 4.0 is thus a relatively novel theoretical model that has been only just
researched, exclusively from an empirical perspective. For this reason, this study proposed a
new model of marketing; that is, the marketing 4.0 for the paints and coatings industries,
which is associated with a global recession and significant technological developments.
Research Background

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As recommended by (2017), organizations and companies are duty-bound to integrate today's
marketing models with the emerging needs in the IT environment, because it has become
much more important and effective.
In this line, Kotler et al. (2016) reflected on the concept of marketing 4.0 as the integration of
four components, viz. brand identity, image, coherence, and interaction. The first three
components could thus define some parts of the third-generation marketing process (also
known as marketing 3.0), and the emergence of marketing 4.0 could represent a more
comprehensive, horizontal, and social approach to marketing. The IoT and the same tools that
have recently appeared in the third-generation web technologies have further made some
changes in the marketing mix, and transformed the marketing 4.0.
According to (2015), strategy but not technology propels digital transformation. Therefore,
marketers should gain a proper understanding of the way structures involved in the marketing
4.0 interact with each other, and above all affect the consumer decision-making processes.
Not enough perceptions of the marketing 4.0 and its internal and external factors can thus
lead to a big gap in the literature, as addressed here.
For example, (2014) investigated the effect of advertising on customer continuity and brand-
changing behavior in the food and beverage industry in an emerging market, laying much
focus on major soft drink brands in Pakistan. For this purpose, 216 students from higher
education institutions in the city of Lahore were selected based on simple random sampling,
and then invited to complete the questionnaires with open-ended items in the form of
interviews in order to express their inner feelings. The data were further analyzed using the
SPSS (ver.16) software package, and the findings showed a positive relationship between
advertising and customer continuity, but a negative one between advertising and brand-
changing behavior.
As well, (2014) examined the relationship between service marketing mix, including product,
pricing, place, promotion, people, process, and physical evidence, and the four dimensions of
customer continuity, i.e., brand perceived quality, loyalty, awareness, and communication.
The required data were collected by a probabilistic approach from the chain stores located in
Tehran, Iran, via a valid questionnaire. The data were then analyzed by some statistical tests,
and the results revealed a significantly positive, strong relationship between the dimensions
of customer continuity and the components of service marketing mix in these chain stores.
In 2014 correspondingly researched promotion strategies and customer continuity in a
comparative study of washing powders, ARIEL and OMO brands, in Nairobi, Kenya. To this
end, the target population consisted of 46 staff members and 116 customers selected via
convenience sampling. The main research instrument for data collection was a questionnaire.
The data were also analyzed by inferential statistics. Based on the correlation between the
variables, a strong relationship was ultimately established between promotion strategies and
customer continuity.
Similarly, in 2013 examined the rapid shift in control from the marketer to the consumer.
However, as marketers were learning about the potential power of this new system, they
could make send messages to help their customers. Although this co-creation environment

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was challenging in many ways, it could introduce new strategies to meet consumer demands
and expectations. According to 2011, customers could be more contributing once they had an
inspiring, motivating, and fun co-creation experience.
In 2010 further described that a transformation was gradually being created, offering new
ways to understand, engage, and potentially influence consumers, along with the growing
trend of global markets, which was strongly associated with the increase in information
production, data processing, as well as information distribution and data consumption
technologies. The better integration of IT, especially the internet, could accordingly cover a
new generation of consumers who were much smarter, and expected to interact with products
by providing their own experiences and taking action by controlling the execution and
balance of goods and services.
In this respect, Darzian Azizi, Rahimi, and Asadolahi Dehkordi (2014) investigated the effect
of advertising and sales promotion on brand equity in a case study of Samsung home
appliances. The statistical population included the consumers of this brand in Tehran, Iran,
and 494 of whom were selected as a sample for further analysis. SmartPLS was then
employed for data analysis, and the findings showed that sales promotion had the most
indirect effect on brand equity and awareness, with associations that had no impact on brand
loyalty. Therefore, the marketing managers of the Samsung Group were suggested to
incorporate advertising and sales promotion programs into their marketing plans, and the
brand managers were recommended to respect the role of the three dimensions of brand
equity, and then create a competitive advantage.
Besides, Shadivand, Azmsha, and Mehdipour (2016) examined the factors affecting customer
relationship and domestic sports brand equity through the structural equation modeling
(SEM) in a descriptive survey. For this purpose, 10 elite athletes in the city of Ahvaz, Iran,
were selected as the sample, using random sampling and Krejcie and Morgan's Table
(n=450). A researcher-made questionnaire was also recruited as the main data collection tool,
whose validity was confirmed by a panel of experts in this field, and its reliability was
calculated as 0.89. The descriptive analysis of the data was performed using the SPSS
software package, and the SEM was employed for inferential data analysis via the AMOS
software. The most effective path in the research model was the impact of perceived quality
on brand loyalty, with a path coefficient of 0.91. The results also demonstrated that the
marketing mix (viz. product, pricing, distribution, and promotion) shaped the three
dimensions of brand equity (i.e., brand awareness/association, perceived quality, and loyalty),
and these three dimensions then influenced each other and brand equity. Therefore, high-
quality products, expected prices, more extensive advertising, and suitable distribution places
could increasingly contribute to boosting the domestic sports brand equity.
Moreover, Ansari and Nasabi (2013) concentrated on creating brand equity through the
advertising mix by the mediating role of brand awareness, loyalty, and interaction for a well-
known detergent from a sanitary products manufacturing company in Tehran, Iran.
Recruiting a sample size of 321, the data were collected through a questionnaire, and then
analyzed; indicating that the advertising mix had been able to affect the relationship between

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branding and brand loyalty through brand awareness, and this relationship had consequently
affected brand equity.
Furthermore, Rezavandi, Soheili, Alami, and Yazdanpanah (2013) investigated the effect of
advertising and price promotion on brand equity and customer continuity in a case study of
Bank Pasargad, Qom, Iran, by reflecting on its various dimensions, viz. brand perceived
quality, loyalty, and awareness. The results revealed that advertising and price promotion
activities had a positive impact on brand equity and customer continuity in these banks.
Research Methods
Utilizing an applied research design and a descriptive survey was conducted in this study.
After implementing the field method for data collection purposes, the theoretical foundations
and the research background were established by the library method. A questionnaire was
further recruited as the most important research tool. The statistical population, estimated to
be 250 individuals, consisted of the employees, managers, and suppliers involved in the
paints and coatings industries in Golgoon Industrial Town, Shahriar, Iran, and then the
sample size was calculated by 152 based on Cochran's formula. The data, obtained via the
five-point Likert-type scale (from 1 to 5) by the researcher-made questionnaire, were also
analyzed quantitatively. The library method was then recruited to collect the required
information and the research data. In this way, books, articles, research projects, etc. were
reviewed. To address the research questions, the researcher-made questionnaire based on a
Likert-type scale (very high=1, high=2, moderate=3, low=4, and very low=5) was used.
Inferential statistics (here, analysis of variance, ANOVA) was further employed to test the
research hypotheses. Using the SPSS software package, Kolmogorov-Smirnov test was
utilized to analyze the data and check the normal distribution of the variables.
Findings
The normality of the data needed to be examined before testing the research hypotheses, so
the tests could be used based on their normality or not. Accordingly, if the significance level
was above the error value, i.e. 0.05, H1 was accepted; otherwise, H0 was confirmed.
H1: The data are not normal (they do not originate from a normal population).
H0: The data are normal (they are derived from a normal population).
Table 1: Kolmogorov-Smirnov test for research variables
Variables Test value Significance level
Brand Identity 0.355 0.112
Brand image 0.221 0.123
Brand coherence 0.551 0.145
Brand interaction 0.155 0.201
Customer satisfaction (CS) 0.185 0.118
Export performance (EP) 0.132 0.156

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H1 was confirmed, as the significance level for the research variables was larger than 0.05,
and it was concluded that the data collected for the research variables were normal.
To check the hypotheses in this study, the SEM via SmartPLS was used. The research
hypotheses were then defined as follows:
 There is a significant positive relationship between brand identity and CS in the paints
and coatings industries.
 There is a significant positive relationship between brand image and CS in the paints
and coatings industries.
 There is a significant positive relationship between brand coherence and CS in the
paints and coatings industries.
 There is a significant positive relationship between brand interaction and CS in the
paints and coatings industries.
 There is a significant positive relationship between brand identity and EP in the paints
and coatings industries.
 There is a significant positive relationship between brand image and EP in the paints
and coatings industries.
 There is a significant positive relationship between brand coherence and EP in the
paints and coatings industries.
 There is a significant positive relationship between brand interaction and EP in the
paints and coatings industries.
 There is a significant positive relationship between CS and EP in the paints and
coatings industries.
As a numerical value for estimating the intensity of the relationship between a hidden
variable and the equivalent visible one during path analysis, factor loadings were used. The
higher factor loading value of an index for a specific structure could thus explain it better. If
the factor loading of an index was negative, it indicated its negative effect in explaining the
related structure. In other words, the item related to that index was designed in reverse. Table
2 shows the factor loadings of the research indices.
Table 2: Factor loadings of research indices

Main No. Research Factor

variables loadings
indices
1 This company is concerned about reusing its products by customers. 0.939
Brand 2 This company attempts to make customers introduce its brand to 0.821
coherence others.
3 This company attempts to make customers prefer its brand to others. 0.517
4 This company raises prices reasonably, so that customers refer to its 0.561
products again.
5 This company shows interest to its customers. 0.565
Brand 6 This company minds its customers' problems. 0.848

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 image 7 I think this company is regularly reviewing and revising its programs to 0.953
offer better products.

8 I think this company is continuously looking for the best solutions to 0.624
meet customer needs.
9 The products of this company bring the peace of mind that I need. 0.666
10 I trust the quality of the products of this company. 0.602

Brand 11 The selection of the products of this company is guaranteed and safe. 0.630
identity 12 This company helps me solve a specific problem. 0.792
13 This company is well known (It sounds popular). 0.719
14 This company has a better image than other competitors do. 0.790
15 This company is useful for Iranians. 0.493
16 This company and its offices are located in the right place. 0.697
17 This company has many regular customers. 0.653
18 Many customers frequently refer to the products of this company due to 0.824
their quality.
Brand
interaction 19 Many customers frequently refer to the products of this company due to 0.673
their prices.
20 This company is adaptable and upgradable. 0.696
21 This company is always honest with its customers. 0.632
22 I am very satisfied with the services provided by the brand. 0.576
23 I am happy with the brand. 0.554
24 The brand meets my needs. 0.558
CS 25 The products offered by the brand are very acceptable. 0.469
26 The services provided by the brand are very acceptable. 0.766
27 I believe that using the brand is a very satisfying experience. 0.743
28 My decision to use the brand was right. 0.459
29 I am used to choosing this brand. 0.865
30 I believe that the product features are well in line with what I like. 0.796
31 The way to buy products from this company is attractive. 0.699
32 Buying products from thing company brings the peace of mind that I 0.228
need.
EP
33 I have a sense of attachment and belonging to the products of this 0.741
company.
34 It reminds me a good memory when I hear the brand name. 0.703
35 My purchases will be frequently exclusive to the products of this 0.690
company.
36 This company always has the chance to be my top choice. 0.414

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 37 I consider it my duty to recommend this company to others because I 0.673
am satisfied with it.
38 I will keep on buying from this company because I actually enjoy 0.709
dealing with it.
39 I can trust that the company will treat me fairly. 0.662

Upon checking the measurement model fit, the SEM was examined, in which the way the
hidden variables were linked with each other was explained. The parameters of path
coefficient, coefficient of determination (R-squared, R2), and t-statistic were further
employed to evaluate the model. The number shown on the path of the structures is the path
coefficient, which represents the standardized β in the regression or the correlation coefficient
between two structures, and is used to check the direct effect of one variable on another. The
numbers in each circle also indicate the R2 of the main structure, varying between zero and
one. The larger the R2, the better the regression line is able to associate the changes of the
dependent variable to the independent one. All the path coefficients and the R2 of the general
research model are illustrated in Figure 1. To test the significance of the hypotheses,
bootstrapping and the partial index of the t-statistic were utilized. Accordingly, the t-statistic
larger than 1.96 showed the accuracy of the relationship between the structures, at the 95%
confidence interval; and as a result, the conditions were met for the structural part of the
model.

Brand coherence Brand identity Purchase intent

Brand image CS

Brand interaction

Figure 1: Path coefficients and the R2 of the general research model

The t coefficients of the general research model are depicted in Figure 2. Considering the
diagram and the significant coefficient values, the value of the parameter between the two

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domains in the model was not considered as important as the t-statistic, needed to be over
+1.96 or below -1.96 to reject or accept the hypotheses. As well, the values demonstrated no
significant difference, and that calculated for the regression weights was zero at the 95%
confidence interval. To determine the desirable or undesirable status of the variables, the t-
statistic was also respected. The results revealed a significant positive relationship between
brand identity, image, coherence, and interaction and CS and EP in the paints and coatings
industries at the 0.05 level (p<0.05). In addition, a significant positive relationship was
observed between CS and EP in such industries (p<0.05).

Brand coherence Brand identity Purchase intent

Brand image CS

Brand interaction

Figure 2: t-value coefficients of the general research model

The R2 index was further used to evaluate the fit of the measurement model and the SEM in
SmartPLS. Here, positivity denoted the desired quality of the measurement model and SEM,
respectively. The positive goodness of fit (GOF) index correspondingly showed the overall fit
of the model. Table 3 illustrates the fit indices of the model, where GOF was calculated
through the following formula:
GOF= √𝐶𝑜𝑚𝑚𝑜𝑛𝑎𝑙𝑖𝑡𝑦 × 𝑅2
The results in the table below show the fit indices of the model. Considering the positivity of
the commonality and redundancy indices, three values of 0.01, 0.25, 0.36 were respectively
introduced as low, moderate, and high for GOF (2013).
Table 3: The results of the overall fit of the model

Variable Commonality 1 Commonality 2 R2

Brand identity 0.578 0.526 -

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 Brand image 0.550 0.506 -
Brand coherence 0.541 0.530 -
Brand interaction 0.632 0.264 -
CS 0.870 - 0.924
EP - - 0.795
Mean value 0.634 0.457 0.860

GOF= (0.860*0.546) ^ 0.5

According to the model output and upon obtaining the value of 0.686 for GOF, the good fit of
the model was confirmed. In addition, the results of the research hypotheses are given in
Table 4.
Table 4: The results of research hypotheses
Hypotheses t-statistic Accept or reject
There is a significant positive relationship between brand identity and 3.055 Accept
CS in the paints and coatings industries.
There is a significant positive relationship between brand image and CS 3.085 Accept
in the paints and coatings industries.
There is a significant positive relationship between brand coherence and 2.406 Accept
CS in the paints and coatings industries.
There is a significant positive relationship between brand interaction and 3.219 Accept
CS in the paints and coatings industries.
There is a significant positive relationship between brand identity and 3.055 Accept
EP in the paints and coatings industries.
There is a significant positive relationship between brand image and EP 3.101 Accept
in the paints and coatings industries.
There is a significant positive relationship between brand coherence and 3.581 Accept
EP in the paints and coatings industries.
There is a significant positive relationship between brand interaction and 3.556 Accept
EP in the paints and coatings industries.
There is a significant positive relationship between CS and EP in the 7.768 Accept
paints and coatings industries.

Conclusion
Along with the impacts of digital technology on all aspects of daily life, leveraging and
strengthening brand names have not been an exception in today's business world. Marketing
4.0 has been also introduced as a strategy based on Kotler's research, which requires online
and offline interactions between suppliers and buyers in accordance with the marketing
principles. In this context, the desired brand image is among the most important factors
affecting customer decisions. Accordingly, the main mission of businesses is to develop

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marketing and commercial services using the emerging technologies in order to strengthen
their brands, meet customers' needs, and ultimately raise their motivation for future
purchases. The study results here revealed a significant positive relationship between brand
identity, image, coherence, and interaction and CS and EP in the paints and coatings
industries at the 0.05 level (p<0.05). In addition, a significant positive relationship was
observed between CS and EP in such industries (p<0.05).
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