حسین نوروزی

In order to determine the best planting date and time for hilling up operation in sugarcane, a split-plot experiment was conducted based on a randomized complete blocks design with three replications at the research farm of Khuzestan Sugarcane & by-Products Research and Training Institute, during the 2021-2022. Experimental treatments include the planting dates of August 11th, August 24th, September 6th and September 19th 2021 as the main plot and Hilling up operation at three levels (no Hilling up, Hilling up on November 11th and Hilling up on February 9th 2021) as the sub plot. The experiment was carried out in one year and on the plant cultivar CP69-1062. The results showed that the highest cane height (189 cm), number of millable canes (169,854 canes. ha-1) and the yield of sugarcane (94.78 tons.ha-1) were related to the planting date of August 20 th. Under Hilling up levels, cane yield of no Hilling up and Hilling up on November 11th (90.4 and 87.1 tons. ha-1, respectively), did not differ from each other and was higher than the Hilling up treatment on February 9th. Also, it was observed that the treatment of not Hilling up had the highest amount of complete cane (2138 kg.ha-1), chopper cane (1095 kg.ha-1), trash cane (512 kg.ha-1) and base cane (1662 kg.ha-1).

The dynamics and intense competition in the market, growing environmental concerns, government regulations, and increased consumer awareness have compelled companies to focus on the physical and mental well-being of consumers, as well as the cleanliness of their environment. This study aims to investigate the impact of green marketing strategies on corporate performance, considering the moderating role of customers' environmental knowledge.
Material and

 The statistical population of this study includes food industries in Alborz province, with the sample size determined using the Morgan table. Data were collected using a questionnaire, and the analysis was conducted with LISREL software. Structural equation modeling and path analysis techniques were employed to examine the relationships between variables.

 The results revealed that out of seven hypotheses, six were confirmed, and one was rejected. A positive and significant relationship was found between green marketing strategies and corporate performance. Additionally, customers' environmental knowledge moderates the relationship between green marketing strategies and corporate performance. However, no significant relationship was observed between green production processes and corporate performance.
Discussion and

The findings suggest that green marketing strategies can enhance corporate performance. However, the lack of a significant impact of green production processes on performance highlights the need for reviewing and improving the implementation of these processes. Furthermore, customers' environmental knowledge emerges as a critical factor in the success of these strategies.

Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.

 In recent years, non-governmental organizations have increased greatly and have been active in various fields, including support and social rehabilitation of addicts. Therefore, this research was conducted with the aim of explaining the role of non-governmental organizations in the social rehabilitation of recovered drug addicts in Tehran. The research method was a survey. The statistical population included all recovered addicts who used the services of non-governmental organizations in Tehran. The sampling method was simple random and the sample size was 384 people. The tool for data collection was a researcher-made questionnaire. The method of data analysis was Pearson's correlation coefficient and regression analysis. The results of the correlation test showed that there is a significant positive and direct relationship between the amount of social support, satisfaction of needs, social participation and social monitoring of the social competence of addicts. The findings showed that the Pearson correlation coefficient between the amount of social support and social rehabilitation of recovered addicts is equal to 0.475. That is, the higher the level of social support, the higher the level of social rehabilitation of recovered addicts. The results of regression analysis showed that non-governmental organizations have an effect on the level of social support (5.9 percent), social participation (6.1 percent) and satisfaction of needs (1 percent). However, the

Meat is considered as one of the basic items in the food basket of families. In many cases, different types of meat are considered as substitute goods and the appropriate choice among them depends on factors such as price, household income and consumer taste. Changes in consumption preferences may occur due to households' exposure to economic issues and it is expected that the structure of these preferences towards types of meat will change and evolve with the increase in awareness. Since in all economic texts, the main basis of the theory of consumer behavior is the reasonable and rational behavior of the consumer, the accuracy of many studies and research related to consumption and the estimation of demand functions depends on the validity of the hypothesis of rational consumer behavior.

In this study, using nonparametric methods and considering Weak, Strong, and Generalized Axions of Revealed Preferences (WARP, SARP and GARP), the sustainability of consumer preferences regarding the meat basket, divided by income deciles, was examined for the period 1992-2019. To test the existence of the utility function and rational consumer behavior, the weak axion of revealed preferences (necessary condition), the strong axion of revealed preferences (sufficient condition), and the generalized axion of revealed preferences (necessary and sufficient conditions) were used. 

After examining the WARP, SARP and GARP, no contradictions were observed. The results showed that although the per capita consumption of various types of meat in Iran changed due to price changes and other economic, health, and social factors, and the tendency toward chicken and fish increased, this change was not due to changes in preferences, and there was coherence in the preferences of meat basket consumers across income deciles.

 Conclusion and Suggestions:

 As the results showed, the composition of meat consumption in Iran has changed and consumers have replaced red meat with poultry and fish in their consumption basket, but this change is not due to changes in preferences but due to changes in economic, health and social factors, and there is consistency in consumers' preferences for meat basket across income deciles. Accordingly, it is essential to pay attention to the supply and production of red meat along with fish and poultry, and due to the important role of red meat in cellular health and satiety, effective support policies should be put on the agenda to provide this basic food, especially for the underprivileged segments of society.

Recharge of wastewater contains nitrogen compounds into surface water led to excessive alga growth and eutrophication in lakes and rivers. This study aimed to investigate nitrogen compound removal from aqueous solution by modified clinoptilolite and air stripping and optimize the process using experimental design and central composite design (CCD).

In this study, adsorbent (clinoptilolite) were modified ferric chloride. The experiment was designed using the CCD method and the effect of pH, adsorbent doses, contact time, ammonium initial concentration was surveyed by modified clinoptilolite. In addition, contact time, pH, and aeration rate were studied through air stripping.

According to obtained results, the maximum ammonium adsorption through modified clinoptilolite as obtained at pH, contact time, initial concentration, and adsorbent dose which removal efficiency was 84.16%. In addition, the optimum condition using air stripping was obtained at an aeration rate of 4 mL/min, time of 3.99 h, and initial concentration of 10.3 that removal efficiency was 96.4%.

according to the results obtained and the high efficiency of the processed studied in this work, modified clinoptilolite can be used as low cost and effective absorbent for nitrogen compound removal.

the purpose of this research is to identify the antecedents and consequences of customer-based brand equity using a meta-analysis approach. The present study is descriptive in terms of purpose, practical in terms of usage and quantitative in terms of type of data. The study population consists of articles published in scientific journals in the field of customer-based brand equity from 2011 to 2024, that 51 cases were entered through meta-analysis process with a purposive nonprobablity sampling method. Selected studies were analyzed using CMA2 software (Comprehensive Meta-Analysis Software). Findings showed that among the antecedents of customer-based brand equity, respectively, the variables of The variables of brand economic value (0.770), word-of-mouth advertising (0.751), brand emotional value (0.731), customer trust (0.568), brand attitude (0.561) and social network marketing (0.559) had the high effect size (above 0.5). Also, among the consequences of customer-based brand equity, respectively, the variables of customer loyalty (0.710), customer buying behavior (0.670), perceived value (0.447), repurchase intention (0.421), brand choice (0.389), higher price payment (0.385) and brand expansion (0.326) had the high effect size (above 0.5). Variables of brand economic value, electronic word-of-mouth advertising, brand emotional value, customer trust, brand attitude and social network marketing, and among the consequences of customer-based brand equity, respectively, customer loyalty variables, customer purchase behavior, perception value. Repurchase intention, brand choice, paying higher price and brand development are among the most important antecedents and consequences of customer-based brand equity,

Social media platforms have become an integral part of the daily lives of individuals and businesses, evolving into primary marketing tools and directly influencing purchase decisions. This study aims to examine the impact of social media marketing on purchase intention, considering the mediating roles of customer engagement, brand image, and brand awareness. This research adopts a positivist philosophical approach with a quantitative methodology. The research strategy is survey-based, using a standardized five-point Likert scale questionnaire for data collection. The study has a cross-sectional time horizon, conducted over a one-month period from July 1 to August 6 (35 days). The statistical population consists of potential and actual customers of the Essence brand. A sample of 410 individuals was selected using non-probability convenience sampling. Data analysis was performed using structural equation modeling with SPSS and Smart PLS software. The results indicate that social media marketing can lead to increased brand awareness, improved customer loyalty, and ultimately increased purchase intention for cosmetic products. It is recommended that brands in this sector utilize social media for product introduction, customer relationship building, and purchase intention stimulation. This strategy can potentially strengthen brand positioning and increase sales.Keywords: brand image, brand awareness, customer Engagement, purchase intention, social media marketing.

Rapid changes in advertising tools, especially in the field of communication technologies, have led to the formation of revolutions in the manner and type of advertising Techniques and Tactics, and virtual networks, as one of the newest and most popular tools, have attracted the attention of many businesses and companies. Due to the special conditions of Iran and problems such as sanctions and lack of access to virtual networks such as Facebook Due to Political Reasons, Instagram has become a popular platform for marketing programs of various businesses. The aim of the present study is to investigate the effect of brand gender and its two dimensions masculine and feminine brand personality traits on brand love, brand loyalty and the effect of these two as a stimulus on electronic word of mouth. This applied research is a descriptive survey. Its statistical population is the followers of the Instagram page of the "Novin Charm" brand in Iran. 250 samples were collected using the available non-probability sampling method. Data Analyzes were performed using structural equation modelling And hypotheses were tested using SPSS and Smart PLS. According to the results of this study, brand gender and its two dimensions, masculine and feminine brand personality traits have a positive and significant effect on brand love and brand loyalty And the positive and significant effect of brand love and brand loyalty on Electronic Word of Mouth was confirmed.

Abstract Environmental crimes have three distinctive features compared to other crimes: wideness in terms of perpetrator, diversity in terms of behavior, dynamism and causal link in terms of results. Today, in addition to governments, citizens and non-governmental organizations can also play an important role to protect the environment. But, beneficiary designation has somehow limited the access of non-governmental natural and legal persons to justice. Beneficiary is a person (or entity) who is authorized to file a lawsuit. This study focuses on beneficiary designation challenges in environmental crimes and criminal responsibility for those who pollute or destroy the environment. Today, most countries have come to the conclusion that beneficiary designation in the field of environmental crimes is different from other fields. For example, in many countries of the European Union, it is possible to file lawsuits by citizens for public interest purposes. The present study, based on library resources and analytical-comparative method, tries to examine the concepts and generalities related to beneficiary and to explore and analyze its characteristics in Iranian environmental cases law compared to the European Union. In this context, the challenges of beneficiary designation in Iran and ultimate solutions have also been explained. The results shows that the traditional approach to beneficiary in environmental crimes is an important obstacle for prosecuting such crimes and fails to fulfil criminal responsibility.

In today’s interconnected and knowledge-driven global political economy, it is essential to establish the right balance between the national economies of non-industrialized countries and the international political economic system, which is dominated by industrial and developed countries. Underdeveloped countries need to consider intellectual property rights to achieve growth, attract investment, promote trade, raise standards, improve productivity, facilitate industrialization, enhance competitiveness, and achieve comprehensive development. Unfortunately, in many cases, the challenges of achieving economic and social development in developing countries have been worsened by the rules and regulations established in international regimes. This is a dynamic process of power, order, and diplomacy. The main research question is “What impact do the actions of international institutions, such as the World Intellectual Property Organization (WIPO), in implementing a development-oriented approach to intellectual property rights, have on the economic performance of developing countries?” The initial response is: “The actions and initiatives of international institutions like WIPO in helping to improve the economic performance of developing countries have primarily been within the framework of a promotional and empowerment process aimed at cognitive transformation, legal adaptation, structural reconstruction, and significant changes in public culture. This is because, due to their dependency on the networked capitalist economic system, they have no alternative but to adapt, and coordinate.” The implementation of these institutional and social transformations in the political economy of developing countries, to regulate and stimulate innovation, industry, and artistic creativity, is fully justified, beneficial, and efficient. This provides a relative, general, and encouraging improvement for the growth and prosperity of these countries. However, expecting greater achievements depends on the considerations, interests, and strategic equations of powerful countries and companies. The reciprocal effects of empowering developing countries require strong economic capabilities and multi-level diplomacy involving emerging powers

The purpose of this research is to achieve a better understanding of the development of organizational capabilities of knowledge-based companies and to improve their export performance. Also, this study aims to help the performance of these companies in international markets by measuring international orientation.

In order to achieve the stated goals, a questionnaire was distributed among 219 knowledge-based companies that had a history of exporting, of which the information of 205 questionnaires was used for analysis using structural equations and Smart PLS software.

Based on the findings of this study, it can be seen that the three variables of international orientation, innovation capabilities and export performance have a positive and significant relationship with each other. It is also argued that the international orientation has an impact on six of the seven variable dimensions of innovation capabilities, and it does not have a significant relationship only with the dimension of research and development capacity. In addition, from these dimensions, only two dimensions of research and development capacity and marketing capacity have a significant relationship with export performance.

Originality/Value:

 The results of this study confirm the findings of the previous literature, which acknowledged that there is a strong and positive relationship between the company's capabilities and their performance in international markets. This study provides insights into establishing international orientation as an important internal capability that can contribute to the superior export performance of these companies. The moderating effects are important because domestic drivers are found to influence the faster internationalization of new businesses.

The establishment of the "New Development Bank" launched in 2015 can undoubtedly be considered the first result of years of dialogue and critical discussions at the BRICS summits in order to act and innovate in the international political economy environment. In the form of its goals and principles, the said bank intends to provide financial resources and technical assistance for emerging economies with a new framework. In this regard, the aim of this research is to answer the question, "what is the rational basis, motivation and priorities of the new development bank to play a role in the international economic-financial system in the light of the principles and goals of BRICS?" The research method in this article is based on the descriptive, interpretive and conceptual approach in the international political economy system. As a preliminary answer, it can be said that based on the rationality of evolutionary innovation (with the power-right-duty-effect dynamic model) in the mainstream order, the new development bank will solve the problems of the developing world, urgent and crisis-prone priorities (including climate change) in the global south, and plays a special role and creates attractiveness.

In the marketing literature, considerable efforts have been made to identify factors influencing impulse buying such as consumer characteristics, store characteristics, situational stimuli, and product characteristics. Most previous research in the field of online impulse purchases has focused on the effects of stimuli or content produced by the marketer. Regarding the effect of online comments on consumer behavior, studies have been conducted which mainly investigated the effect of online comments on the intention and behavior of consumers at the individual level. In fact, few researches have simultaneously examined and compared the environment of an online store from the two perspectives of the ability to create a flow experience in the consumer and the social impact (for example, online comments and its dimensions) on impulse buying. Considering this research gap, this research seeks to investigate the formation of utilitarian and hedonistic values of the consumer in two ways: 1) qualitative and quantitative dimensions of online reviews on the website and 2) the experience of the consumer's flow while using the shopping website
The present study, at the purpose, is applied research and at data collection, it is a descriptive-survey one. The statistical Population of this study is 350 individuals from tehran customers of Digikala and convenience non probability sampling technique is used as a sampling method. We collected the responses through online questionnaires applying social networks. In this research, the data collection tool is a standard questionnaire with 35 questions, the questions of which are adapted from reliable research sources and the items are valued according to the Likert scale from 1 to 5. Structure equation modeling with Smart PLS3 was employed to verify and validate the research model.
 The results of this study show that quantity of online reviews does not have a positive effect on utilitarian and hedonic value and quality of online reviews has no positive effect on hedonic value and also the effect of utilitarian value on browsing was not confirmed. Based on the findings of the research, other hypotheses presented in this study were confirmed. Therefore, from the point of view of the ELM theory, which has divided the paths of influence on decision-making and persuasion into two main paths (based on reasoning) and secondary paths (based on side and surface symptoms) and also considering that in previous studies, the quality of opinions as the main factor and pointed to the number of comments as a secondary factor, it can be concluded that customers were not influenced by external signs such as the number of comments in their information processing and decision-making, and in fact, the justification and persuasion in deciding to buy from the secondary route that It is based on superficial and intuitive signs, it is not done and it was also determined that all dimensions of the flow experience (perceived control, concentration and cognitive enjoyment) have a significant and positive effect on the formation of the utilitarian and hedonic perceived value of the customer based on research hypotheses.
The results of this research indicate that the formation of the Urge to buy impulsively is achieved through the hedonic value of the customers. On the other hand, users' Reviews have not been effective in creating hedonic value, and the influence of the hedonic value of customers has been solely from the experience of the flow and content of the website environment. As a result, based on the findings of this research, the content produced by online store managers has had a greater impact on the formation of the Urge to buy impulsively compared to the content produced by customers. Therefore, it is suggested that website designers use templates that encourage users to comment on the functional features of the product in order to increase the quality of comments. Marketing managers of online stores can strengthen the user's sense of control over the website environment by providing useful and updated content regarding products and services, proper classification and arrangement of product categories, and providing simple and quick access to content for customers. On the other hand, website designers should pay attention to the habits, behaviors and searches of users in order to focus the user on the website in order to create functional and pleasure-seeking value for customers and try to provide content with quality and accuracy and maintain customer focus. The low speed of searching and loading web pages, irrelevant advertisements, flashing texts and images, and ineffective links that open new pages are among the things that divert the focus and attention of customers and should be considered in the design of sales websites. In order to stimulate users' cognitive enjoyment of the website environment, site designers should work on energetic and lively graphic and decorative designs. The colors used on the website pages should have a suitable harmony and in the introduction of the product features, it is suggested to use images, videos and sounds in addition to the texts, so that the user can have a real experience of the virtual environment.

Nowadays, the use of social media has become very important in the development of businesses. Managers and business leaders are trying to increase the engagement of customers in their social media. This is not only true for large companies and businesses, but it is also necessary for small businesses and the most basic stages of their growth (such as the businesses created based on Instagram); Therefore, the current research was conducted with the aim of formulating a pattern of social media marketing strategies to increase the engagement of customers in the leather industry. The present research is among the qualitative researches with content analysis method. The sampling method was judgmental and purposeful, and in order to collect data, 10 semi-structured interviews were conducted with social media officials and strategists of premium brands in the leather industry. Based on data analysis, 6 main themes and 20 sub-themes were extracted. Also, a model was presented in order to model customers' association with the brand. Based on the findings of the research, using the relevant platform (including 2 sub-themes), keeping up the virtual page (including 4 sub-themes), measuring performance (including 3 sub-themes), targeted use of social media (including 3 sub-theme), coping with challenges (including 6 sub-themes) and focusing on strengths (including 2 sub-themes) were the main strategies discovered in order to increase customer engagement in social media.

Today, digital transformation has caused changes in the business environment through the emergence and development of new technologies, while changing the needs of customers. In this context, disruptive innovation as one of the most critical factors that ensure the success of companies in the markets has been noticed by entrepreneurial managers. Due to the lack of studies, in this research, the impact of entrepreneurial orientation(EO) and digitalization strategy(DS) on disruptive innovation(DI) has been investigated.

The current applied research is descriptive-survey in terms of its nature and method. The researchers focused on the managers of production companies in Tehran as the statistical population of the study. The sample size was calculated with G-Power version 3 software, 313 people. Data were collected by non-random sampling method, and using a standard 33-question questionnaire with online survey. To assess the reliability and validity, and model fit, confirmatory factor analysis was used. Hypotheses were also tested with structural equation modeling technique and using Amos version 24 software.

The results showed that EO has a positive and significant effect on DI. Also, the strengthening role of DS as a mediator, and the weakening role of this variable as a moderator was also confirmed in this relation.

Depending on the level of EO of companies, DS can be considered as a lever or a cage for DI. In this context, the implementation of any level of DS should be calibrated based on the level of EO of managers on DI, in order to prevent the creation of a strategic cage that can limit innovation.

Advertisers are interested in the emergence of new marketing channels, including online and Internet-based platforms, and they consider it as an opportunity to increase brand awareness and run advertising campaigns. The attitude toward advertisements has always been the subject of researchers' attention. As the results indicate, in recent years, the general attitude towards advertisements has become negative. Nevertheless, researchers in different countries have reached different results. As a result, the attitude towards mobile advertising should be scrutinized. Also, conducting research and presenting literature from studies native to Iran will be useful for preparing and relying on mobile advertising.

In this research, the Q methodology has been used to identify customers' attitudes toward mobile ads. The statistical population of the study was people in Tehran who had set up three free apps on their smartphones. The sampling method was convenience sampling. The data obtained from the participation of 32 people were analyzed using the Q factor analysis by the SPSS 22.0 software. The Q method is known as the link between qualitative and quantitative methods. Following the steps of the Q method, after determining the subject with the title of customer attitude towards advertising and reviewing the literature on the subject, the discourse space was evaluated and summarized. In addition to evaluating research articles and the literature (second-hand sources), professors in the field of marketing and advertising were consulted (first-hand sources). Finally, i36 Q expressions were created. The reliability of the Q classes was evaluated by test-retest. After the creation of a Q table, three participants completed the table again. The correlation between the responses was 0.812. This number indicates the reliability of the Q expressions.

Threatening as the first attitude type: Based on the obtained results, terms 7, 21, 28, 26, 22 and 2 were positive views, and 34, 20, 30, 25, 17 and 10 were the negative views of this group members. The members had a negative overall attitude toward in-app advertising. The people in this category believed that in-app ads are likely to be malware, and opening them will risk the security of phones. They install spy applications on phones automatically, which is a threat to the performance of the mobile phone.Entertaining as the second attitude type: Based on the obtained results, terms 22, 26, 11, 16, 6 and 8 were positive views, and 9, 1, 4, 7, 2 and 10 were the negative views of this group members, so the members had a positive overall attitude towards in-app advertising. The people in this category believed that in-app advertising shows users amazing offers that are often entertaining. They are credible, visually attractive, and informative. Privacy in these advertisements is important to them. However, they felt that the possibility of lying, spying, and hacking is low, and ultimately they are not annoying.Annoying as the third attitude type: Based on the obtained results, terms 10, 14, 33, 31, 9 and 26 were positive views, and 27, 32, 6, 16, 8 and 11 were the negative views of this group members, so the members had a negative overall attitude towards in-app advertising. The people in this category believed that in-app ads are annoying, do not consider user privacy, and must be removed immediately. Moreover, they are time-consuming. These people would not allow the app creators to show ads as a cost of using free apps, and they would not enjoy entertainment and trust information in such ads.Misleading as the fourth attitude: Based on the obtained results, terms 5, 6, 13, 16, 19 and 18 were positive views and 8, 20, 9, 11, 17 and 36 were the negative views of this group members. The members had a negative or neutral overall attitude. They believed that in-app ads are liars, and link to inappropriate sites. They also believed that, although ads are visually attractive and exciting, they are doubtful. This group also does not want to see ads to access free apps and does not find these advertisements entertaining, informative, and valuable. However, they did not feel so annoyed by these ads, and they just skipped them.

According to the classification of the attitude of Iranian users towards in-app advertising of smartphones, the following suggestions are provided for the successful implementation of advertising campaigns on mobile applications:1) Ask for permission before showing ads.2) Stop showing more ads after the user closes an ad.3) Show ads in the form of entertainment or game to make them more likely to be opened.4) Use beautiful but real (believable) graphic images and avoid 18+ images that create a sense of threat in the mind of the audience.5) Ads should be related to the installed program or similar applications, and unrelated ads should be avoided.6) Offer ads only on applications whose owners are careful in showing related ads; otherwise, the audience will group your advertisement with some inappropriate ads.7) Ads should be small and closeable because the compulsion to see, hear and play an ad will gradually reduce the value of the brand in the eyes of the customers.8) If advertisements offer gifts or discounts, you must be committed to it and avoid fraudulent advertisements.9) Although personalization and the use of artificial intelligence are recommended, revealing detailed information about customers like marital status, age, place of residence, etc. leads to a feeling of fear and threat, and he will uninstall the application.10) Being entertaining is more effective than being informative. As a result, it is suggested to pay attention to being attractive in a way the customers like.11) Advertising campaigns should try to choose related applications as their ad channel. Mass advertisement is not going to work.Finally, researchers are suggested to investigate the difference between the generations of respondents and their attitudes towards other advertisement channels. It will also be interesting to conduct research that categorizes the paradigms of attitude towards advertisements in Iran.

With the emerging of experience economy, customer experience has been used as one of the main concepts in experiential marketing, as well as a creative basis for predicting customer purchase intention. In this context, marketing studies show that today, consumers want active participation in creating brand experiences. Therefore, interest in investigating the consequences of brand experience is increasing rapidly. However, the brand experience and its effects remain largely unknown. Considering the mediating role of brand attitude, trust, and attachment, this study investigated the effect of brand experience on purchase intention. This research is applied in terms of purpose and has a descriptive-survey nature. The studied population were consumers of beauty and personal care products in Tehran. The sample size was calculated with G-Power 3.1 software of 355 people, and the available non-probability method was used for sampling. Structural equation modeling and Smart PLS 3 software were used for data analysis. After testing the hypotheses, the direct effect of brand experience on brand attitude, trust and attachment, as well as all these variables on purchase intention, was confirmed. Likewise, the mediating role of brand attitude in the relationship between brand experience and purchase intention was confirmed, but the mediating role of trust and brand attachment was rejected. The results provide several theoretical and managerial implications to help business managers to provide a better brand while increasing sales through creating positive experiences for customers.

In today's business environment, which is accompanied by increasing competition in global markets, international strategies are becoming more important, and exporting is known as the most common way for companies to enter global markets. Today, companies are trying to prosper by improving their export performance. Considering this importance, in this research, the key drivers of the export performance of small and medium-sized companies have been investigated. Specifically, the purpose of this research is to investigate the effect of absorptive capacity, intangible resources and entrepreneurial orientation on the export performance of small and medium-sized companies through the mediation of competitive advantages and comprehensive quality management. This research is practical in terms of purpose and analytical-descriptive in terms of methodology. The community under investigation is small and medium-sized companies active in the field of food industry located in Tehran, and the questionnaire was distributed among the managers and experts of these companies. Finally, 250 practical questionnaires have been collected, and the value of Cronbach's alpha and the combined reliability of all variables have been obtained in order to check the reliability of the measuring tool above 0.7. The analysis of the collected data was done by structural equation modeling method and using SmartPLS software. After the statistical analysis, it was found that the drivers of export performance, including intangible resources, absorption capacity and entrepreneurial orientation, have a positive and significant effect on the export performance of small and medium-sized companies. It was also found that intangible resources, absorptive capacity and entrepreneurial orientation have a positive and significant effect on competitive advantage and comprehensive quality management. Also, the mediating effect of total quality management on the relationship between entrepreneurial orientation and export performance was confirmed. According to the obtained results, all research hypotheses are confirmed. Therefore, considering the importance of export, it can be concluded that any action to improve each of these drivers will lead to an increase in the company's export performance.

With the rapid advancement of technology, it has become possible to track consumers' behavior on the Internet. Consequently, marketers can tailor advertisements to align with consumers' needs and characteristics. However, this raises concerns about consumer privacy. Some researchers have concentrated on the positive aspects of Online Behavioral Advertising (OBA), while others have delved into its negative implications. Therefore, this study seeks to examine the impact of cognitive and affective factors on consumers' behavioral responses to OBA. It aims to explore both the positive and negative facets of this advertising approach.

This survey research adopts an applied approach and targets Internet users from Tehran Universities as the study population. A total of 385 questionnaires were distributed among the sample members. To identify individuals with experience in viewing online behavioral advertisements, a screening question was placed at the beginning of the questionnaire. Of the respondents, 299 reported having seen OBA in the past six months during the survey, and subsequently answered the questions. Descriptive statistics were conducted using SPSS 26, while Smart PLS3 software was employed for inferential statistics.

The findings reveal that perceived personalization positively influences perceived relevance, diminishes perceived intrusiveness, and enhances behavioral responses to advertisements. Additionally, information control demonstrates a negative impact on perceived intrusiveness and privacy concerns, while persuasion knowledge exhibits a positive correlation with privacy concerns. Consumers possessing high levels of persuasion knowledge express increased privacy concerns regarding OBA. Mitigating privacy concerns leads to improved attitudes toward OBA, subsequently enhancing behavioral responses to advertisements. However, privacy concerns do not directly impact behavioral responses to advertisements. Moreover, perceived relevance and perceived intrusiveness serve as mediators in the relationship between perceived personalization and behavioral responses to advertisements.

OBA, due to its relevance to the consumer's needs and the reduction of perceived intrusiveness, increases the response to advertisements (a direct and indirect positive mechanism, respectively). This method of advertising is a suitable approach to increase the response rate to online advertisements. Allowing users to control their information will reduce perceived intrusiveness and privacy concerns. Improving consumers' persuasion knowledge by emphasizing the benefits of OBA will reduce their privacy concerns and improve their attitudes toward it, ultimately increasing behavioral responses to the advertisements. In contrast to some past research, privacy concerns do not affect behavioral responses; this may be because of the nature of OBA, which uses different data compared to personalized advertising. Also, OBA is known as a double-edged sword, but the effect of the negative side (privacy concern) is less than the positive side (perceived relevance). This research will contribute to the literature on personalized advertising, specifically online behavioral advertising, and include practical implications for marketers, brand managers, and advertising agencies.

Food security is the most important principle for maintaining the health of society, when affecting various dimensions such as political, economic, social and cultural dimensions. Therefore, it is very important to examine the food security situation and identify the factors affecting it, so that practical policy and support solutions can be provided to improve the nutritional status of the society.

In this study, in order to investigate the factors affecting food security in the provinces of the country, the fractional Probit panel model, which is bounded for the dependent variables, has been used. The boundedness of the dependent variable (the food security index is in the range (1 and 0)), differentiates this model from the common panel data method. The difference of these variables from the point of view of econometrics is that not only do they have a possible outcome, but they include both the outcome of the corner solution and the continuous outcome in the range of zero and one.

According to the obtained results, using the fractional Probit panel approach, the variables of Gini coefficient, per capita tax, unemployment and inflation, have a negative and significant sign, and the variables of per capita income and financial development index have a positive and significant sign. Considering the final effect of the Gini coefficient on food security, it is expected that with an increase of one percent in the Gini coefficient, the food security index will decrease by 0.07 percent. Per capita tax, with a final effect of -0.99, shows that with a one percent decrease in this variable, the food security situation increases by 0.99 percent. Considering the positive and significant effect of financial development on food security, with a one percent increase, the food security index will improve by 0.13 percent. With a one percent increase in per capita income, the food security index increases by 0.84 percent. The sign of the inflation variable in this model is negative and it indicates the decrease in food security due to the increase in inflation. In fact, inflation reduces the availability of food by reducing purchasing power and as a result reduces the level of food security, so according to the results, with a one percent increase in inflation, the food security index will decrease by 0.17 percent. In fact, this result can be expressed as considering that the increase in the general level of prices reduces the available income and purchasing power of households, which reduces the economic access to food and food with higher nutritional value and threatens food security. The effect of the unemployment rate variable on food security is negative, which means that with a one percent decrease in the unemployment rate, the food security index will improve by 0.06 percent.

Based on the results, considering the final negative effect of the Gini coefficient on food security, it is suggested that the structure of income distribution by the government through implementing targeted and principled policies in line with investment in the provision of facilities and public goods and infrastructure, especially in less developed areas and rural areas should be reviewed and redesigned. The implementation of this policy by increasing the amount of per capita income and more public facilities, in addition to the distribution of income will become more balanced and help to reduce inequalities. Considering the negative effect of per capita tax on food security, it can be said that the effect of indirect tax on food security was greater than the effect of direct tax. In other words, due to the negative impact of indirect taxes on income distribution and its high share in the country's tax revenues, its destructive effect on income distribution has been overcome, and therefore, with the increase of the Gini coefficient and the decrease of available income, the food security situation worsens. Considering the positive and significant effect of financial development on food security, by creating a healthy competitive environment in the banking system and making payment facilities efficient, facilities and credits granted to the economic and production sectors are directed and on the other hand, by using new methods in the financial and capital markets, it will be possible to increase the access of individuals, companies and enterprises to financial tools and facilities in order to improve the performance and level of national production to help improving food security. Also, the results showed that inflation has a negative effect on food security. Inflation, especially high and continuous in Iran's economy, causes uncertainty in investment, lower real interest rates, and more depreciation of capital, which, along with the outflow of capital from the country, in the long term, causes a decrease in food security by reducing the purchasing power of the household. On the other hand, unemployment causes poverty by decreasing the household income, followed by a decrease in food security, which due to the two-way relationship between poverty and the destruction of natural resources leads to problems like soil erosion, water pollution, emission of greenhouse gases and the loss of environmental diversity, which limit production and production resources in the long term, leading to the food security situation to be more endangered.

Investigating the effects of free surface on submarine motion near the free surface of water is important. In the present study, the simulation of a submarine near the free surface of water in irregular waves was carried out. To simulate submarine motion, Suboff geometry with appendages was used. For simulating, URANS method with overset grid approach, k-ε realizable turbulence model and vof in Star CCM+ software were used. The validation , uncertainty and accuracy of the results were implemented. Since the freedom of submarine motions may have significant effect on the results of the drag force, the simulations were performed with considering the three motions of heave, pitch, and roll. Differrent simulations were carried out with different wave heights and wave directions. The results showed that increasing the pitch amplitude due to increasing the wave height ,causes to increase the drag force. For significant wave height of 0.43 meters, the maximum drag force in head and beam sea were 444N and 322N respectively.

This study aimed the to investigate the feasibility of cultivation and comparing different Iranian and foreign cultivars of soybean in rotation with sugarcane in the climatic conditions of southern Ahvaz in Research and Training Institute of Sugarcane Development Co. in 2022. The experiment was carried out in a randomized complete block design with three replications. Experimental treatments included 7 soybean cultivars (Iranian cultivars including Katol, Saland and SK-93 and foreign cultivars including BRS391, BRS284, BRS511 and BRS232). The studied cultivars were significantly different from each other in most of the traits. The results showed that in terms of the length of the ripening period, Saland, Katol and BRS391 cultivars are in the same ripening group and are considered early maturing compared to other cultivars. The results of yield traits also showed that BRS232 cultivar had the highest seed yield with an average of 2240 kg/ha among soybean cultivars, which was significantly different from other cultivars. The high seed yield of BRS232 variety can be attributed to the biomass yield (5950 kg/ha), harvest index (38%), and the weight of 1000 seeds (180 g) above this variety. Based on the obtained results, it seems that among the studied cultivars, BRS232 shows a better adaptation to the climatic restrictions (temperatures above 50° and high relative humidity) of South Khuzestan, and therefore it can be considered as a suitable option for crop rotation with sugarcane.