Studying the Effect of Marketing Mood Management on Customer Perception Dissonance, the Interactive Role of Marketing Intelligence: An Analytical Study of the Opinions of a Sample of Workers in Some Clothing Stores in the Capital, Baghdad

Zaid Abdulzahra Jaffar; Dhrgam Ali Muslim  Al-Ameedi; Ameer N. Mukif  Alkilabi

doi:10.51699/cajitmf.v5i3.707

Zaid Abdulzahra Jaffar College of Veterinary Medicine, University of Kufa, Najaf, Iraq
Dhrgam Ali Muslim Al-Ameedi Technical College of Management Kufa, Al-Furat Al-Awsat Technical University, Najaf, Iraq
Ameer N. Mukif Alkilabi Faculty of Administration and Economics, University of Kufa, Iraq

DOI: https://doi.org/10.51699/cajitmf.v5i3.707

Keywords: marketing mood management, customer perception dissonance, marketing intelligence

Abstract

The purpose of this study is to investigate the impact of marketing mood management. as an independent variable on customer perception dissonance as a dependent variable through marketing intelligence as an interactive variable in some clothing stores located inside commercial malls (Al-Mansour, Al-Harithiya, and Zayouna) in the capital, Baghdad. The number of selected malls was (10). Complex, to be a place for study, the researchers adopted the descriptive analytical method in completing their research, which dealt with a random sample of (305) individuals, adopting the questionnaire as the primary tool in collecting data and the program (SpssV.28 Amos V.24) was adopted in the research with some appropriate statistical methods for research to test its hypotheses. As for the most prominent research conclusions that were reached through the practical aspect that proved the validity of the hypotheses, they were embodied in the influence of marketing mood management directly and indirectly on customer perception dissonance, and the impact is more substantial in the case of the presence of the interactive dimension of marketing intelligence, as it contributes marketing intelligence increases the visibility of the effect of marketing mood management in reducing customer perception dissonance in the commercial stores studied. The researchers developed a set of recommendations, the most prominent of which are developing marketing plans that increase the customer’s emotional arousal towards the products of the studied complexes and designing products or services to attract the customer’s attention and excite him. Striving to attract a staff specialised in creating and arousing positive customer emotions, seeking to reduce the mood disturbance arising from marketing depression, aiming to create a happy mood for customers by achieving emotional compatibility and the marketing mood, providing information, goods or services that are compatible with their beliefs or values, and consistent with their previous assumptions or expectations about the product or service contributes to reducing customers' cognitive aversion.

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