باقر عسگرنژاد نوری

The purpose of the current research is to investigate a comprehensive model of factors influencing the adoption of Green Information Technology (GIT) at Urmia University. According to the research content, this study is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population consists of all employees of Urmia University, totaling 355 individuals according to the census. Using Cochran's sampling formula, the sample size was estimated at 288 individuals. However, after distributing 288 questionnaires among university employees, only 173 participants met the eligibility criteria to complete the questionnaire. To examine the research variables, a questionnaire was used, designed and distributed in two sections: demographic data and specific research questions (54 items). The reliability of the questionnaire was measured using Cronbach's alpha coefficient and composite reliability, while its validity was confirmed through convergent and divergent validity. In other words, the questionnaire was both reliable and valid. Then, structural equation modeling (SEM) and path analysis were conducted using Smart PLS software to test the hypotheses. Additionally, the key research findings indicate that, except for the effect of environmental factors on perceived usefulness, all factors (technological, organizational, environmental, and individual) have a positive and significant impact on perceived usefulness and ease of use. Furthermore, the perceived usefulness and ease of use positively and significantly affect attitudes toward the adoption of Green Information Technology. In turn, attitudes toward GIT adoption influence the intention to adopt GIT, which subsequently impacts the actual use of Green Information Technology. As a result, employees at Urmia University should prioritize technological, organizational, environmental, and individual factors, followed by perceived usefulness and ease of use, in order to develop a positive attitude toward Green Information Technology adoption and increase their intention to utilize GIT.

In recent years, smart cities and smart tourism destinations have received wide attention due to providing effective solutions to solve the problems faced by the communities and promoting a sustainable competitive advantage from the point of view of tourism destination marketing. However, the consequences of its development on the residents from socio-cultural aspects have not been studied. The purpose of this study is to analyze the basic cultural and social functions of smart tourism development in Tabriz city. The current research is applied in terms of its purpose and descriptive survey in terms of its nature. In this research, a qualitative approach was used with the method of content analysis and using library resources and in-depth semi-structured interviews. The expert members were selected by the snowball method and theoretical saturation was obtained after interviewing 13 experts, but three more interviews were conducted for more certainty. After performing three stages of open, core and selective coding, the findings identified 19 concepts in the form of 7 sub-themes, including innovation acceptance, public value, sustainability, promotion of citizen participation, tourism co-creation, residents’ subjective well-being and new technologies ethical aspects. The results of this study can be of great help to policy-makers and managers of urban tourism destinations in order to understand and manage how its development affects people.

With the sustainable development of technology and innovation in people's travel styles, smart tourism(ST) technologies are widely used in various fields of tourism. Smart technologies, especially applications related to tourism, have changed the traditional travel experience and increased the competition of destinations. The purpose of this study is to identify the dimensions of tourists' experience of ST in Tabriz city.

In this study, a qualitative approach with a content analysis method was used. for collecting the data, while studying library resources, a field-method with an in-depth-interview technique was used to identify indicators in technological dimensions, services, psychology and new areas. The key beneficiaries of ST experience were selected by the snowball sampling method, and theoretical saturation was obtained after interviewing 18 of them. Next, MaxQuda software was used for content analysis.

The findings of the research indicate that 32 indicators in the form of 8 subcategories include personalized services (5-indicators), access (3-indicators), awareness (4-indicators), interaction (3-indicators), security and privacy private (4-indicators), technological developments (6-indicators), co-creation (3-indicators) and psychological aspects (4-indicators), form the experience dimentions of ST. This results confirmed that tourists get a richer experience when using smart technologies, which can affect their overall satisfaction with their trip and their behavioral tendencies in the future.

The results have provided valuable information and suggestions for the management of urban tourism destinations that are concerned about the development of ST in their city which can provides a clear view of what they should pay attention to.

In the last decade, internal branding has become an important and fundamental issue in various industries, especially the service industry, among managers and researchers. Getting to know the internal branding strategy or mechanism and generally understanding its concept and dimensions, as well as considering the ethical values ​​of the organization in order to ensure the creation and increase of motivation in employees in order to adjust their destructive behaviors or wrong behaviors and achieve the university It seems essential to predetermined goals. Therefore, the aim of the current research is to investigate the effect of internal branding on employees' anti-organizational citizenship behaviors with the role of the moderator of the organization's moral values.

Design/ methodology/ approach:  

It was conducted among the employees of Ardabil University, the sample size of which was determined based on Cochran's formula: 250 people. In the current research, the questionnaire tool is considered as a data collection tool. So that the said tool was designed and adjusted according to two parts: demographic data and specific questions. In the following, data analysis was done with the help of Spss and SmartPLS software, using structural equation modeling.
Research

 The results of the current research indicate that internal branding has an effect on employees' anti-organizational citizenship behaviors, and on the other hand, the moderating role of the organization's moral values ​​in the relationship between the internal branding mechanism and employees' anti-organizational citizenship behaviors was confirmed.

Limitations & Consequences: 

One of the limitations of the present research is related to the expansion of the research model. In other words, it can be acknowledged that in the present study, all the variables were not included in the research model due to time and other limitations. In addition, it should be noted that in the research literature, there are necessary and sufficient scientific resources related to the variable dimensions of internal branding (training, group and briefing meetings, and orientation) and the moderating role of the organization's ethical values ​​in relation to internal branding and anti-citizen behaviors. It was few and limited. Finally, other limitations include not controlling the influence of other variables, the pressure of the respondents' lack of time, and the lack of proper cooperation of some managers and university staff.

Practical Consequences: 

One of the basic problems in universities regarding human capital is the emergence of anti-citizens and destructive behaviors such as stubbornness and arbitrariness, resistance to authority, avoiding work, malice, and aggression. The mentioned behaviors are effective both in the performance of universities and in the relationships of people and the spirit of cooperation of employees. Therefore, the findings of the research can provide university managers with appropriate solutions in terms of internal branding strategy and the organization's ethical values. In fact, by taking into consideration appropriate educational programs, establishing two-way communication, holding daily and group meetings, and emphasizing an ethical culture, anti-citizen and unethical behaviors of employees can be reduced, and ultimately, the relationship between employees and the performance of the university will be improved.

Innovation or value of the Article: 

The current research is one of the few researches conducted in the world in which the researchers were trying to test and investigate the effect of internal branding on anti-organizational citizenship behaviors of employees with the role of moderator of the organization's moral values ​​among university employees; Because the previous researchers studied less and in a limited way the internal branding strategy and anti-civility behaviors or destructive organizational behaviors of employees. Of course, it is important to pay attention to the fact that the main innovation and initiative of the current research is to examine the moral values ​​of the organization or, in other words, the ethical culture as a moderating role in the relationship between the internal branding mechanism and the organizational anti-citizenship behaviors of the employees. Thus, examining the moral values ​​of the organization as a moderating role in the mentioned relationship is of considerable importance; Because the moral values ​​of the organization are considered one of the most important aspects of the organization's culture, as a combination of the individual values ​​of the employees and official and informal policies, and also as the mood of the organization.

The research to investigate the effect of brand love on customer resilience to brand defects with the mediation of perceived customer value among iPhone mobile phone customers across the country has been conducted, the sample size according to the Morgan table, the size of the unlimited statistical community and with the help of non-random sampling method in Access is equal to 384 selected people. The data collection tool, i.e. the standard questionnaire, has been distributed and collected online through virtual networks (off-site and remote). So that 390 questionnaires were distributed for data collection and analysis and finally 384 completed questionnaires were collected. Data analysis was done by Spss 20 and Lisrel 8.8 software, and by structural equation method. The results of the analysis indicate that the variable of love for the brand has a positive and direct effect on the resilience to the defects in the brand and the perceived value of the customer. On the other hand, the perceived value of the customer has a positive and significant effect on the resilience to the defects in the brand. Finally, customer perceived value mediates the relationship between brand love and resilience.

The purpose of this research is to investigate the effect of adopting green information technology on organizational performance with the moderating role of green entrepreneurship orientation in Urmia University. This research is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research includes all personnel of Urmia University, whose number was determined based on the census of 355 people; So that out of these 355 people, only 173 people were able to complete the present research questionnaire. A questionnaire was used to check the research variables and collect data. The mentioned tool, which consisted of 16 questions, was distributed to the personnel in person. In order to analyze the data, structural equation modeling and confirmatory factor analysis, and SPSS and Smart-PLS statistical software were used. The results of the research showed that the adoption of green information technology has a positive and significant effect on economic, environmental and social functions. Green entrepreneurship orientation has a positive moderating role in the relationship between the adoption of green information technology and economic and environmental performance, but it does not play a moderating role in the relationship between the adoption of green information technology and social performance. Finally, the findings of this research can provide the necessary ground for a suitable intellectual orientation among senior managers of higher education institutions in order to adopt a strategic orientation in the field of green management and green management information systems, and provide operational solutions to improve organizational performance through green entrepreneurship.

The present study examines the role of green advertising on the environmental performance of urban management by mediating the perceived environmental quality of citizenship and moderating the psychological benefits of greenness. This study used a descriptive research method to collect data. The statistical population studied includes all citizens of Urmia city located in West Azarbaijan province of Iran. Based on this, the sample size of 384 people was estimated from Morgan Karjesi's table and 410 people were considered for more certainty. For data collection and measurement, a standard questionnaire was used and the collected data were analyzed using the structural equation model. The findings showed that there is a significant relationship between environmental advertising and urban management environmental performance and perceived environmental quality in citizenship. The perceived environmental quality of citizenship has a positive effect on the environmental performance of urban management, and its mediating role in the relationship between environmental advertising and the environmental performance of urban management has been confirmed. Also, the positive adjustment effects of the green psychological benefit variable on the relationship between environmental advertising of urban management with perceived environmental quality of citizenship and perceived environmental quality of citizenship with environmental performance of urban management were also confirmed. This study hopes to increase scientific knowledge in the field of environmental advertising, to enable organizations to act in accordance with environmental conditions to inform citizens and meet their needs, as well as to reduce the damage expected to become an urban environment.

This research aims to investigate the effect of green technology with the mediation of smart logistics and moderation of green governance on the sustainable performance of knowledge-based companies. In terms of purpose, this research is applied, and in terms of information gathering method, it is descriptive.  The study is also a correlation type, and a questionnaire was used to collect data. The statistical population of the current research was all managers of knowledge-based companies in the West and East Azerbaijan provinces, which included 440 companies. Based on Morgan's table, the required sample size of 205 people was obtained by stratified random sampling. For more certainty, 219 questionnaires were distributed. SPSS22, PLS3, and Excel software were used for data analysis. The findings of the research showed that green technology has a positive and significant effect on sustainable performance and smart logistics. In addition, smart logistics significantly impacts the sustainable performance of the company. Moreover, green governance has a positive moderating role in the impact of green technology on smart logistics. Green governance also has a positive moderating role in the impact of smart logistics on the company's sustainable performance. Finally, smart logistics positively mediates the relationship between green technology and sustainable company performance. From this study, it can be concluded that applying green technologies can help knowledge-based companies understand the potential of digital platforms to support innovation and sustainable performance. However, to achieve a higher sustainable performance, knowledge-based companies should adopt a smart logistics approach, which will not only reduce the negative impact on the climate but also benefit economic growth and society.

foreign products with the moderating role of product characteristics. This research is practical in terms of purpose and survey in terms of nature and method. The statistical population of the research includes consumers of foreign products in the city of Ardabil, due to the unlimited statistical population, the sample size was estimated to be 384 people, of which 288 people were able to complete the questionnaire. As mentioned, the data collection tool is a questionnaire that was distributed face-to-face. Structural equation modeling and confirmatory factor analysis, and SPSS and LISREL software were used to analyze the data. It is worth mentioning that the research results showed that nationalism has a positive and significant effect on consumer hostility. In addition, the negative and significant relationship between consumer hostility and consumption behavior of foreign products was also confirmed. Finally, it should be noted that although trust does not have a moderating role in the relationship between consumer hostility and consumption behavior of foreign products, perceived quality and perceived price (cost) play a moderating role in the relationship between consumer hostility and consumption behavior of foreign products.

The present study seeks to understand how green and sustainable strategies can be used to improve hotel brand awareness; also, understanding environmental culture can help hotels adopt strategies and approaches that improve and preserve the environment. In this research, a descriptive survey method was used to collect data. The statistical population includes the employees of top hotels in Tabriz and Urmia, according to the collected information, their number is 680, based on Morgan's table, a sample size of 300 people was selected, and a stratified random sampling method was used for sampling. In order to measure the research data, the standard questionnaire and the collected data were analyzed using structural equation modeling. The findings indicate that green value chain has a positive and significant effect on brand evangelism. In addition, a significant effect was found between green value chain and tourism co-creation. Also, there is a positive and significant relationship between tourism co-creation and brand evangelism. Environmental culture also moderates the relationship between green value chain and tourism co-creation. Finally, tourism co-creation mediates the relationship between green value chain and brand evangelism. It can be concluded that environmental culture is one of the main practices implemented to strengthen the brand. Therefore, green practices implemented by hotels, in addition to being an important factor in differentiating them from their competitors, also create emotional responses in their guests that strengthen their organizational image.

A dividend is considered to represent the company's financial commitment to shareholders to pay a part of their investment returns, which requires the use of appropriate policies and the identification of factors affecting it in order to manage future cash flows for the company. Various studies have been conducted that have introduced various factors affecting the dividend policy, such as capital structure, agency cost, accounting reporting, and the effective tax rate, but the results have been contradictory and scattered. For this purpose, conducting comprehensive research with a meta-analysis approach regarding determining the importance of each of the effective factors on the dividend policy in order to achieve a general summary and resolve the contradictions and dispersion of the results seems necessary. To review the previous research, first, the desired variables were determined, and then the necessary information was collected for 196 studies until 2021. Based on systematic elimination sampling, the number of remaining studies that had the necessary characteristics to enter the meta-analysis process was equal to 123 studies. We coded and entered the extracted data into CMA2 statistical software. The effect size was calculated, and the homogeneity and heterogeneity of the effect size were evaluated. The results of this study showed that the factors of corporate governance mechanism and agency cost did not affect the company's dividend policy. However, the positive effect of free cash flow factors, profitability ratios, quality of financial reporting, effective tax rate, capital structure, institutional investors, information asymmetry, ability of managers, and concentration of ownership in dividend policy was confirmed.

Impulse buying behavior is a significant aspect of customer behavior and a crucial concept in the retail environment. Currently, this behavior has garnered the attention of retailers and wholesalers, particularly chain stores, as it substantially impacts their sales and profits. To address this, retailers can design a pleasant and relaxing atmosphere for customers, providing a soothing and attractive environment to evoke their feelings and perceived pleasure. The primary purpose of this research was to examine the model of situational factors influencing customer’s impulse buying behavior. The study's statistical population comprised all customers of Shahrvand chain stores in Tehran. Using Morgan's table, a sample size of 384 individuals was selected through stratified random sampling. A standard questionnaire was employed to measure the variables and the instrument's diagnostic, convergent, and divergent validity, as well as its reliability using Cronbach's alpha coefficient, were evaluated. The research model was tested using the Partial Least Squares (PLS) method and the Smart-PLS 3 software. The results of data analysis indicated that physical factors, including music, lighting, and color, had a significant effect on the consumers’ emotional responses, while the layout effect was not confirmed. The significant influences of social factors, including the seller and the crowd, on the consumers’ emotional responses were also confirmed. The mediating role of consumer's emotional response in the impacts of physical (excluding layout) and social factors on impulse buying behavior was supported. However, demographic factors (gender, age, and income), psychological factors (stimulation and self-esteem), and situational factors (available money and time) did not have a moderating role in the relationship between the consumers’ emotional responses and impulse buying behaviors..

TV shopping is a form of non-store business that, despite its remarkable growth and optimistic outlook, has more of its negative aspects. Consumers worry about buying a product from "anonymous" sellers without physically testing the products. Therefore, it is assumed that people may feel a certain degree of risk when buying a product online. Accordingly, the current study aims to assess the risk indicators affecting the behavior of television purchases in Iran. To have this type of purchase, was selected. In this study, a standard questionnaire was used online and the data were analyzed using SPSS software and structural equation modeling method in Smart Pls software. According to the research literature, 6 types of risks that could affect consumers' TV buying behavior were identified, and based on the results, it was determined that financial, operational and time risks affect shopping behavior. Based on the results, it can be said that the perception of risk in TV shopping affects consumer buying behavior and high level of this risk (s) can prevent the purchase of goods through this channel, so TV marketers need to be diligent in identifying, reducing and minimizing the risks perceived by the consumer by building trust and confidence.

In today's world, environmental issues have become one of the most important challenges of humanity. Consumers are increasingly interested in green products that cause less damage to the environment. Meanwhile, social media marketing has become a powerful tool for brands to connect with their customers and inform them about sustainable products. Green purchase intention is a subset of sustainable consumption. The concept of green consumption refers to consumers who want to buy environmentally friendly products whose contents and production methods have the least impact on the environment. Marketing can play an important role in increasing consumers' green purchase intention. This research is an applied research and used a survey research approach. The statistical population of this research includes all consumers of banking services in the city of Ardabil, also a survey method through a questionnaire was used. The questionnaire of this research is online. In this research, descriptive statistical methods (frequency distribution table, mean and standard deviation) and inferential methods were used for data analysis. In the inferential statistics section, in order to analyze the data and generalize the results, structural equations were used with the help of SPSS 26 and smartpls software, and the results showed that all the hypotheses were confirmed.

Sensory marketing, which is considered in the field of marketing communications, is a response to the need of marketers to establish two-way communication, coordinate with the audience's normal behavior in order to use the five senses of the customer in a positive way, to lead to the lastingness of the brand in his memory and can attract and retain the brand. Influence the customer and influence marketing plans and company goals. Therefore, the purpose of this research is to investigate the effect of sensory marketing on the attraction and retention of coffee customers in coffee shops with the moderating role of ethnic identity. And due to the unlimited statistical population, the sample size was 384 people who were randomly selected using Morgan's table. In order to measure the variables, a standard questionnaire was used. The validity of the questionnaire was evaluated in a diagnostic, convergent and divergent manner, and the reliability of the questionnaire was also evaluated with Cronbach's alpha coefficient. Data analysis was done using SPSS and Smart PLS3 software with structural equation tests. The results of data analysis showed that sensory marketing has a significant effect on attracting new customers, and sensory marketing has a significant effect on retaining current customers, and ethnic identity between Sensory marketing and attracting new customers has a moderating role. Finally, the results showed that ethnic identity has a moderating role between sensory marketing and retaining current customers.

Domestic tourism plays a key role in the tourism industry. With the global boom and expansion of the tourism industry, an increasing number of regions in developing countries have recognized the importance of tourism as an important factor in the development of the regional economy. As a bridge between the West and the East, Iran has a special place in the field of tourism in terms of special geographical conditions in the region and the Middle East, in terms of special geographical conditions in the region and the Middle East. Indeed, the expansion of economic, health, security and communication infrastructure in the 21st century has made tourism an inevitable reality in human life. Ardabil is one of the cities of Iran and the capital of Ardabil province in northwestern Iran. Ardabil province, due to its unique historical and geographical conditions, has many tourist attractions and in different seasons of the year, it receives many tourists from different parts of the country. The climatic attractions of Ardabil province are richer in spring and summer than in winter; Also, in terms of topography, Ardabil province has very strong potentials in the mountainous part. The province has many attractions. Sarein and Meshkinshahr are also two tourist cities in Ardabil province that attract many tourists to this province every year due to their pristine and eye-catching nature and warm waters. Tourism market segmentation is one of the important measures that can help marketers and planners of tourism destinations in identifying the needs and wants of tourists. The basis of tourism market segmentation is based on the concept that tourism markets are composed of different and diverse groups of tourists that members of each of these groups needs, wants, interests, personality, travel behavior, shopping style and have the same reactions to the variables of a tourism product or service offered. Segmentation serves as an important strategic tool for tourism marketers and provides practical insights into targeting, positioning and competitive analysis. Customer segmentation into different groups and identifying the characteristics of each group helps us to adopt better marketing approaches and on the other hand creates creative ideas.

The current research is a descriptive survey in terms of data collection. Also, considering that the purpose of this research is to segment the tourism market based on the travel motives of tourists, it is practical in terms of the purpose. The statistical population of this study consists of domestic tourists visiting the cities of Ardabil, Sarein and Meshkinshahr between the first of May and the end of July 2017.Sampling was done using available sampling method and the required sample size was calculated based on Cochran's formula for an unlimited population, 384 people, and the number of samples were equally divided between three cities of Ardabil, Sarein, Meshkinshahr. In order to distribute the questionnaires, the prominent tourist areas of these three cities were visited in person during the specified time period.

Chi-square test was used to examine the differences between clusters based on demographic characteristics. The results show that there is a significant difference between all clusters based on demographic characteristics at the 95% confidence level. alsoIn this research, only the travel satisfaction variable has been used as a psychological characteristic. The results indicate that there is a significant difference between the clusters in terms of travel satisfaction at the 95% confidence level. The selected behavioral variables in this research included visit experience, travel companions, length of stay and source of information. The results indicate that at the 95% confidence level, there is a significant difference between all clusters in terms of behavioral characteristics. Except for cluster 4, in the rest of the clusters, more than half of the people have experienced revisiting.

As a general conclusion, it can be said that in general, the cities of Ardabil, Sarein and Meshkinshahr have many tourist attractions in most areas. Offered. For example, due to the importance of the family cluster compared to other clusters, it is necessary to create safe, comfortable and suitable environments for families, or due to the fact that the second cluster was emotional in importance, creating exciting environments or at least creating safe and clear paths. Equipping them for mountaineering will help attract more travelers to these areas. In any case, it should be noted that the most important step in the development of the tourism market is the development and improvement of urban infrastructure, attracting capital and increasing the culture of tourism among the general public. The existence of differences in motivations and goals and in general demographic factors and psychological characteristics of tourists and their behavioral patterns, clarifies the need for knowledge and knowledge of planners and trustees of tourism affairs of these characteristics. This knowledge provides a better understanding of tourism and is a valuable guide for designing more effective development plans. The main reason for the study of the motivations of tourists in choosing a tourist destination is that measuring the motivations of tourists allows us to understand the preferences and needs of tourists. Understanding what motivates tourists to choose a destination and what they tend to experience is in fact a set of vital information very important for tourism planners to improve the quality of visitor experiences and their satisfaction. If a careful study of the motives and desires of tourists in choosing different tourist destinations is not done, the desires and needs of tourists will always remain unknown and tourists will lose their satisfaction from traveling to these destinations. The results of this study show that one of the appropriate methods of market segmentation is to base the motivational factors of visitors; But this variable alone does not provide the marketer with complete information about the obtained sections.

This study sought to investigate the influence of newly-emerged leadership styles, that is, servant leadership, authentic leadership, and patriarchal leadership on the psychological capital and occupational behavior of hotel staff in the Iranian cities of Sareyn and Ardabil. To this end, the population of the study comprised 312 hotel staff, out of whom 255 people were selected via convenient sampling. The required data were collected through a standard questionnaire which was administered online. The collected data were then analyzed through SPSS software and LISREL software using the structural equation method. The findings proved that all three leadership styles investigated in this study influenced the hotel staff’s psychological capital and occupational behavior. Furthermore, the staff’s occupational participation was found to be effective in the provision of extra-role services to the customers. It can thus be argued that the intended novel styles of leadership increase individuals’ psychological capital and occupational participation. Therefore, organizations, especially those involved in tourism and accommodation, should try their best to adopt such leadership styles.

The globalization of business, which is an irreversible process, has posed a threat to humanity. Human production and consumption have caused environmental pollution such as climate pollution, global warming and rising sea levels due to industrialization of countries. These pollutions have often been recognized by environmental organizations as a threat to humanity, and various activities to protect the environment have become very important. For this reason, banks have moved to green banking to increase customer satisfaction with their social responsibility. The purpose of this study is to investigate the effect of green banking on brand resonance and consumer satisfaction with the performance of corporate social responsibility. The statistical population includes all real customers of Keshavarzi Bank in Ardabil. Due to the infinity of the statistical population, the sample size was 384 based on Cochran's formula and the respondents were selected based on the available non-random sampling method and finally 312 completed questionnaires were collected. In order to measure green banking, Limpros et al. (2012) questionnaire, and the brand resonance variable and consumer satisfaction with social responsibility performance, Tsu et al. (2014) questionnaire were used. The validity of the questionnaire was assessed by content and structure methods and its reliability was assessed by Cronbach's alpha coefficient. Structural equation modeling and LISREL software were used to analyze the data. The results show that green banking has a positive effect on brand resonance in banks and consumer satisfaction with the performance of social responsibility in banks. The positive effect of brand resonance on consumer satisfaction with the performance of social responsibility in banks was also confirmed. In addition, the mediating role of brand resonance in the relationship between green banking and consumer satisfaction with the performance of social responsibility in banks was confirmed. One of the industries that tries to pay attention to its environmental responsibility is banking. Banks, as one of the main and important components in the economic system, must use environmentally friendly strategies on the whole industrial development and finally Affect economic growth. It is essential that banks move towards greening and play an active role in incorporating environmental aspects as a fundamental principle in their business. Green banking can be defined as a type of banking that considers environmental risks such as climate change that may affect the stability and development of the financial sector and the macroeconomy of society. Green banking is in fact an effort to grow green industries and processes to restore the natural environment with a view to green security and sustainable environmental balance. The United Nations Environment Program recognizes green banking as a result of increasing human welfare and social rights while significantly reducing environmental risks and deficiencies. Brand resonance refers to the nature of intensified brand-based relationships that go beyond the mere dimensions of the product or service and involve deep psychological attachments and active supportive behaviors that are directed toward the focal brand. Brand resonance is an indicator that describes the relationship between the customer and the brand and shows the intensity or depth of customers' psychological closeness to a brand and the amount of activities that are formed under the influence of this sense of loyalty in customer behavior. In the brand resonance model, customers with high brand resonance have high loyalty and are actively looking for a tool to interact with the brand and share their experiences with others. The brand resonance model, which is a customer-based brand equity model, believes that building a strong brand involves a set of logical steps that include creating a brand identity, creating the right brand meaning, extracting the right brand response, and building the right brand relationships. With customers. Green banking can have many benefits. These benefits include free electronic bill payment services, reduction of paper consumption and no need for people to be present in the bank to perform all kinds of transactions and perform any banking operations through mobile banking, internet banking or telephone banking. All of the above can create a competitive advantage for banks and make customers loyal. The statistical population of this research includes all real customers of Keshavarzi Bank in Ardabil. The reason for choosing Keshavarzi Bank is the specialized activities of this bank in the field of activities related to agriculture and environment. The purpose of this bank is to provide facilities to farmers for the development of agricultural lands and the development of the natural environment, and to support tree planting and environmental protection. Keshavarzi Bank has 13 bank branches in Ardabil and approximately 100,000 real customers. Due to the fact that the size of the population was not known exactly, it was considered unlimited and based on this, 384 people were selected as the sample using the Cochran's formula using the available non-random sampling method. This number of questionnaires was distributed in person and in three stages. Finally, considering the incomplete and incomplete questionnaires, 312 completed questionnaires were used. Data collection tool The data collection tool in this study is a questionnaire. The questionnaire was organized into three sections: accompanying questionnaire, demographic information and specialized questions. In the first part, entitled the accompanying questionnaire, in addition to stating the title of the research, the purpose of collecting information through the questionnaire and the need for sincere cooperation of the respondents in completing the questionnaire were explained. The demographic section includes questions about respondents' general characteristics such as gender, age, education, and household income. The last part of the questionnaire includes specific questions about research variables. Green banking questions (12 questions) were obtained from Limprose et al.'s (2012) research, variable brand resonance questions (12 questions) and consumer satisfaction with social responsibility performance in banks (4 questions) were obtained from Tsu et al.'s (2014) research. The scale used is a five-point Likert scale. In this scale, in particular, the basis of completely disagree, disagree, disagree, agree and strongly agree has been used. Accordingly, respondents were asked to answer the questionnaire questions on a five-point Likert scale. In this study, in order to evaluate the validity of the questionnaire, content and structural methods were used and the reliability of the questionnaire was evaluated using Cronbach's alpha coefficient. In order to determine the content validity of the questionnaire, the initial design of the questionnaire is prepared and provided to several experts to express their views on possible improvements in the questionnaire, and after applying the desired amendments, the questionnaire نهایی The final letter is compiled. Structural validity is the degree of accuracy of the scale in measuring the desired theoretical structure or feature, and confirmatory factor analysis is used to examine it. Finally, Cronbach's alpha coefficient is a suitable indicator for assessing internal stability. Internal stability indicates the degree of correlation of a structure and its related index.

Due to the atmosphere of global competition and the changes and transformations that are rapidly occurring in today's world, companies create the conditions for technological entrepreneurship to secure their survival. In the meantime, companies that can develop the business intelligence of their employees, especially in the marketing and sales units, the key units of every company, and can create a kind of coordination and integration between the main units will be successful. Therefore, this research aims to investigate the impact of marketing intelligence on technological entrepreneurship with the mediating role of business intelligence. The research is an applied study in goal and a descriptive and correlational study in methodology. The statistical population of the research is all the Azaam Auto Parts Group (AAPG) employees, numbering 630 people. The sample size was determined to be 242 using Morgan's table. They were selected based on the stratified random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was determined by diagnostic, convergent, and divergent validity, and its reliability was evaluated with Cronbach's alpha coefficient. The research model was tested using structural equation modeling in LISREL software. The results showed that marketing intelligence significantly affected technological entrepreneurship and business intelligence in the AAPG. Also, the positive and significant relationship between business intelligence and technological entrepreneurship was confirmed. Finally, marketing intelligence and technological entrepreneurship intensify by the variable of business intelligence. If business intelligence increases, the effect becomes stronger, and if it decreases, this relationship becomes weaker.

Intense competition in most of today's markets has made it important to know the perceptions and emotions, especially the negative emotions of customers; Because customer retention is one of the important pillars for the growth of any industry, especially the automotive industry. It is worth mentioning that the automotive industry is considered one of the basic and strategic elements of global trade. Based on this, considering the importance of productivity and efficiency in the mentioned industry and the economic growth and prosperity of the country, as well as why some customers do not want to use the brand of the automotive industry, in this research, an attempt has been made to investigate the factors affecting the dislike of the brand. Therefore, the purpose of the present study is to investigate and prioritize the factors affecting brand aversion in the automotive industry. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population includes all customers of Saipa and Iran Khodro automobile companies in Gilan province, and due to the unlimited statistical population of the research, the statistical sample size of 384 people was estimated using Cochran's formula by simple random sampling method. In order to collect and analyze the data, a standard questionnaire and SPSS and LISREL software were used, respectively. The results of the analysis showed that all factors, including ideological and symbolic incompatibility, past negative experience, service and product failure, inappropriate pricing and advertising, lack of attention to customer health and adherence to commitments, have a positive and significant effect on brand aversion. And finally, the priority of the factors affecting the hatred of the brand in the automotive industry in equal order (unsuitable price with a coefficient of 4.76, inappropriate advertising with a coefficient of 3.97, defect in goods 3.89, negative consumption experience in the past 3.53, defect in services 3/34, ideological incompatibility 3/26, failure to adhere to obligations 2/90, lack of attention to customer health 2/50 and symbolic incompatibility 2/34).

his study aims to identify the effective factors and provide a model for the development of urban smart tourism in Tabriz city with a marketing ecosystem approach. The qualitative approach with the content analysis method was used in this regard. The field method with the in-depth interview technique was used to collect the required data while studying the library resources. The interviews continued until theoretical saturation was reached. In total, 16 experts in this field were interviewed by snowball sampling. MAXQDA software was used for content analysis. The findings of the research indicate that 33 subthemes in the form of five main themes include marketplace (global developments in the tourism market, public relations, promotion, etc.), technology (developments in the field of technology, upgrading purchasing systems, dynamic response systems, etc.), socio-economic (smart financial transfer, financial transparency, acceptance of innovation, etc.), geopolitics (strengthening Iran's tourism competitors, etc.), and environmental (smart management of resources, environmental crises, sustainability, etc.), form the model of urban smart tourism development in Tabriz. This research showed that the development of smart urban tourism at the international level has a higher complexity than domestic tourism. Managers of urban destinations can benefit from the results of this research, including the use of fifth-generation tourism, infrastructure development, increasing government support, developing smart projects, benchmarking and more cooperation with the world's leading smart cities and increasing the participation of local people to advance their development goals

Companies, depending on their specific characteristics, face different capital structure adjustment costs and, as a result, move to their target leverage at different speeds. The purpose of this study is a comparative investigation of factors affecting the speed of capital structure adjustment among service companies and manufacturing industries listed on the Tehran Stock Exchange. To test the hypotheses, the information of 137 companies listed on the Tehran Stock Exchange in the period 2013-2019 has been used. After calculating the research variables, a panel data regression model was used to test the hypotheses. To choose between the methods of regression data models the Limer F test was used. The panel data model was selected and the results of the Hausman test also confirmed the use of the fixed effects model. The results of the study hypotheses showed that capital structure adjustment speed of manufacturing industries is larger than service companies. The estimated speed is 73% for service companies and 85% for manufacturing industries, which indicates the high speed of adjustment which can reduce the probability of financial crises in the economy.

In today's highly competitive market, entrepreneurial capabilities and cleaner production have become widely used concepts to enhance competitive advantage and increase green performance. Therefore, the current research was conducted with the aim of investigating the impact of entrepreneurial capabilities on clean production and sustainable competitive advantage, with the moderating role of social marketing orientation in Iran Khodro Industrial Group. This research is an applied research in terms of purpose and descriptive survey in terms of structural equations. The statistical population is the employees and managers of Iran Khodro Industrial Group, 150 of whom were selected as the sample by available sampling method. In order to perform data analysis, LISREL software was used. The results showed that in Iran Khodro Industrial Group, entrepreneurship has a positive and significant effect on clean production and sustainable competitive advantage. Clean production also has a positive and significant effect on sustainable competitive advantage. Other findings indicate that social marketing orientation positively moderates the relationship between entrepreneurial capability and clean production and sustainable competitive advantage. Due to the gap of studies in the field of investigating the relationship between these variables in a single study, conducting the present study can provide useful information for managers to create competitive strategies and increase their market share.

The purpose of this research is to investigate the effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty with the mediating role of cooperative behaviors and customer citizenship in Tabriz hospitals. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is the patients of hospitals (private and public) in Tabriz city, and due to the unlimited statistical population, the sample size of 384 people was selected using Cochran's formula. The results of the research show that the interactive behaviors of frontline employees have a positive and significant effect on the perceived value of services, cooperative behaviors and customer citizenship. On the other hand, cooperative behaviors and customer citizenship have a positive and significant effect on the perceived value of services. Likewise, the perceived value of services has a positive and significant effect on customer loyalty. Finally, cooperative behaviors and customer citizenship also play a positive mediating role in the relationship between the interactive behaviors of frontline employees and the perceived value of services. Thus, the general result of the research is that the presence of interactive behaviors of frontline employees and co-creation of value (participatory behaviors and citizenship of customers) can improve the perceived value of the services of medical centers and, as a result, increase the loyalty of customers towards these centers.

The online brand community is one of the most important social structures in communication that has provided the ground for the exchange and sharing of thoughts and ideas for consumers and is a fertile ground for becoming social benefits and information for consumers. The purpose of this study is the role of attitudes toward online branding communities on consumer and consumer behavior with social and information interests in mind. The statistical population of this research is the consumers of Samsung brand mobile phones who are members of the brand's virtual page in the social network with Instagram, Telegram, WhatsApp, etc., the number of sample size in this research is 300 people. In this research, a standard questionnaire is used to collect information. Convergent validity and divergent validity were used to assess the validity and Cronbach's alpha was used to assess the reliability. The validity and reliability of the questionnaire were required. Data analysis was performed by testing structural equations using LISREL software. The results show that social benefits and information resources have a positive and significant ratio to the online brand community. Attitudes towards the online brand community have a positive and significant effect on the constructive complaining behavior of the brand, brand loyalty, brand trust and willingness to participate in online brand social community events.