شهناز نایب زاده

The aim of this research is to provide a comprehensive overview of the activities conducted in the field of brand image and to offer a scientific mapping based on international articles available in the Web of Science (WOS) database. This study, as a scientometric analysis, utilizes scientometric indicators and network analysis methods. The researcher systematically reviewed research articles published between 1977 and 2023, using VOS Viewer software version 1.6.20 for scientific analysis. After searching, screening, and qualitative evaluation, the final analysis was conducted on 521 articles. The results showed that the most research was conducted in 2021 with 55 articles (13.8%), and the United States was the most active country in this field with 80 articles (20%), followed by the United Kingdom with 42 articles (10.5%) and China with 38 articles (9.5%). The focus of keywords initially centered on brand image and consumer behavior, later shifting to consumer attitude and purchase behavior. This research aims to analyze the intellectual paradigm and provide a scientific mapping in the field of brand image, based on a systematic review of articles and utilizing VOS Viewer software. Data analysis revealed that the most research in this area was conducted in 2021. Additionally, the authors with the most publications were identified, showing that brand image, purchase intention, and corporate social responsibility are the most important keywords. These factors are recognized as the most significant elements related to marketing and consumer behavior.

Brand positioning is a set of activities that a brand performs to create a distinct position in the mind of the customer in the target market so that customers give that brand to competitors and become loyal to it. The purpose of the current research is to identify and prioritize the components of brand positioning for companies active in the healthcare industry.

Using the qualitative content analysis method, brand positioning components were identified and extracted from the research literature. Qualitative content analysis of research literature was done using Max Qda software. The extracted components in the form of a questionnaire were provided to 15 experts in the healthcare industry and were prioritized using the fuzzy screening technique.

From the comprehensive review of research literature and qualitative content analysis of scientific texts, 83 indicators were extracted and the indicators were categorized into 15 general components.

differentiation components, brand position in the customer's mind, customer experience, brand communication, distribution channels, market research, human resources, organizational resources, marketing capabilities, and operational capabilities with great important factors. The output of fuzzy screening was selected. In other words, according to the health and treatment industry experts, these components are a priority for positioning the health and treatment industry brand in the minds of customers.

Business managers pay attention to having a specific purpose for using billboard advertisements because this kind of advertising is less likely to be ignored by the target audience and has an unconscious impact on customers' minds. However, a review of the research in this area reveals a significant gap in the appropriate criteria for billboard advertising. Thus, the current study aims to identify relevant criteria for billboard advertising, analyze the content of the Islamic Azad University of Yazd branch's advertising billboards, and provide a practical framework in this area. In terms of its goal, the current exploratory and qualitative/quantitative research is a development study carried out through a systematic review of articles, qualitative content analysis of scientific documents about billboard advertising at the national and international level, and analysis of 65 selected articles using the purposeful sampling method; In the second step, quantitative content analysis was used to determine the pathology of billboard advertisements of Yazd branch Islamic Azad University. The current research has revealed significant shortcomings in the performance of the Islamic Azad University's Yazd branch in billboard advertising. As a result, researchers have developed a set of guidelines based on previous research to measure and evaluate billboard advertisements. These guidelines are intended to assist business owners and advertisers in monitoring their advertising performance and developing their brand through effective billboard advertising. The guidelines provide a practical and scientific approach to evaluating billboard advertisements and can serve as a standard for the industry.

The main goal of this research is to draw and analyze scientific maps of international researches that are indexed in the reliable Web of Science database in the field of sustainable development and new products. This study, which is a type of systematic review studies, aims to describe the existing knowledge and introduce the trends and future direction of science in a cross-sectional manner and through library studies, and has an exploratory approach, using scientometric indicators and network analysis, authored by countries and Vocabulary occurrence based on social network analysis indicators has been done. The indexed articles in the time period of 1985 to 2024 in the subject area and with a suitable search strategy to obtain maximum sensitivity and minimum irrelevance and improve the validity of the research led to the formation of a statistical population of 497 articles, and after three screening stages, 457 articles were finally included in the analysis. It was finalized and VOSViewer software was used to analyze the scientific maps. The research findings, in addition to introducing the most important keywords, active researchers and research cradle countries in the investigated field, showed that the research process regarding sustainable development and product development in the future will move towards concepts such as sustainable design, cost-effective innovation, entrepreneurship and leadership. Kurds and managers interested in exploiting the results of scientific research can take a clear path towards the realization of sustainable development goals with a comprehensive view of a significant range of variables involved in product development.

Studying the individual and social lifestyle of different people is of special importance. The main purpose of this research is to study the lifestyle and compare the gap between the current situation and the desired lifestyle of Iranian marketers. This research is of descriptive applied type. The statistical population of this research is marketing experts, especially company managers and marketing managers, as well as people active in marketing companies. The statistical sample includes articles, theses, and 50 experts from the statistical community of marketing experts, especially company managers and marketing managers, as well as people active in the discussion of marketing companies and universities. The research tool of the questionnaire includes the components of lifestyles extracted from the analysis of the theoretical foundations and the background of the research, with the validity approved by experts and the reliability of consensus coding using the Holstein method with 0.93. SPSS software for descriptive and inferential statistics (paired t) was used for data analysis. The findings showed that the personal and social lifestyle of Iranian marketers consists of 59 indicators, in 8 components of communication and informational knowledge; general marketing knowledge; personality traits; free time; managerial knowledge and awareness; nutrition, hygiene, and appearance skills; religious knowledge; and specialized marketing knowledge was categorized. The findings of the gap analysis showed that there is a gap between the current and desired status among all indicators of individual and social lifestyle of Iranian marketers. In other words, it is necessary

Effective communication with customers is considered one of the important and necessary issues in today's business environments,in other words, knowing customer needs and meeting them is one of the basic challenges in micro and macro economic environments and global markets. The purpose of this article is to review and analyze scientific productions and scientific metrics in the field of customer relationship management in the period from1996 to2023. This research is based on the interpretation paradigm and is done using VOS viewer software,which can be used to analyze data extracted from reference and information databases and draw their results and graphical features.The findings of the research showed that the highest number of articles related to 2019 was 40 articles. The highest amount of research and scientific productions in the topics of customer relations has been done in America with128 articles, and Iran is in fifth place with 33 articles.Also based on the co-occurrence network of words,since2014the keyword of customer relationship management has found a special link with the words of public relations.salesinformation management and business experienced a suitable growth rate during the reviewed years, and some sort of organization in the process of scientific productions in the field is clearly evident.

considering the necessity of developing new services in one of the important links of the food supply chain, i.e. retail, along with the undeniable importance of a sustainable marketing approach as a tool for creating social and environmental value for brands, their customers and the general public, this research The aim was to identify and analyze factors affecting the development of food retailer services with a sustainable marketing approach..

The current research method was descriptive-exploratory, which was conducted with a combined approach (sequential, qualitative-quantitative). In the first step of the research, factors were identified through content analysis and interviews with experts, and then in the second step, through a questionnaire related to fuzzy cognitive mapping, relationships between variables were examined and scenarios were compiled with the help of FC Mapper and Pazhek software.

Data analysis resulted in a set of influential variables in the development of new services for food industry retailers with a sustainable marketing approach, the effects of these variables and practical scenarios.

Adopting a sustainable marketing approach based on the three components of strategic coherence, social interaction and ethical capabilities can create organizational benefits for food retailers as well as tangible perceptible benefits for the customer through creating value for the customer, society and the environment. to establish and lay the groundwork for gaining a sustainable competitive advantage; According to the results of the graphic analysis of the cognitive maps based on the significant impact of innovation in customer relations, new business methods as well as software and network, the activists of this industry, by paying attention to the environment and social responsibility, create value for the society and Paying attention to the physical factors and the location along with the monitoring of the government's governance and support policies can pave the way in achieving the goals related to customer attraction and retention.

The aim of the current research is to identify, categorize, and rank school performance indicators using the Q method. The research method is applicable in terms of purpose, mixed (qualitative-quantitative) in terms of implementation, and interpretive paradigm. This research was done in two steps; the research strategy in the first step is qualitative content analysis, and the statistical population of the research includes 24 people from four groups of parents, managers and employees of girls' high school, teachers and also the officials of the Yazd City Education Organization, by and targeted sampling; and the sample size continued up to theoretical saturation, and performance indicators were extracted from the semi-structured interview. In the second step of this research, using Q-axis factor analysis, the mental typology of 33 parents was investigated using a questionnaire and in-the-field. Content analysis was used in qualitative data analysis, and SPSS software and Q method were used in quantitative data analysis. The findings of the research have led to the achievement of seven different types of minds, indicating heterogeneity and significant differences in the views of parents regarding performance criteria; a difference that invited the managers of this school to segment the market based on understanding the desires and needs of the target audience with different mentalities. and improves the insight of managers of this industry regarding capital allocation by looking from outside to inside and emphasizing on audience-oriented evaluation system.

The positive and negative effects of value co-creation and patient participation in the field of digital healthcare and its feedback together and in the form of a model is a topic that has been less addressed. The main goal of this research is to investigate the effects of value co-creation on the effectiveness of digital healthcare platforms in the form of a dynamic process model.

In order to achieve the goals of the research, the indicators of the effectiveness of digital health platforms were extracted from the selected information society. In the next step, using the system dynamics approach and Vensim PLE software, the cause and effect diagrams of the three subsystems of the problem were drawn, and the research model was extracted in the form of an accumulation and flow diagram.

In this research, patient empowerment was considered as a bridge between value co-creation and effectiveness of digital health platforms. After carrying out the research steps, cause and effect diagrams of three process readiness subsystems, value network and process achievements were extracted. Then the research model was completed by adding its complexities and dynamics in the form of accumulation and flow diagram.

The obtained model, while depicting the dynamics of the problem, can be used as a reference for simulating and testing value co-creation development strategies in the effectiveness of digital health platforms. Although it is necessary to formulate and simulate the model to predict the effect of co-creation of value on the effectiveness of digital health platforms, but considering the prevalence of positive feedback over negative in the obtained model, it seems that paying attention to the approach of co-creation of value in the development of digital health functions has positive effects.

This goal of the research is identify, categorize and causally map the components of a successful brand in higher education. This research in terms of purpose; functional, in nature; exploratory-analytical; in data collection method, it is a combined (qualitative-quantitative) method. In the qualitative phase, the components of a successful brand were identified by reviewing the literature and research background and experts' confirmation. Then, using the opinion of experts, these components were categorized. Ultimately, by using a pairwise comparison questionnaire, the required data was extracted from 11 experts of the technical and vocational university, and by using the causal mapping approach, the successful brand model was designed with the integration mental map of the experts. The findings of the qualitative phase showed that a successful brand in higher education consists of 6 components, which were divided into university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university. The highest relationship between variables is related to the relationship between university services and facilities with costs and financial items. Then, between the university image variables and university services and facilities. The weakest relationship is between the cost and financial variables with the university image and educational planning and success with costs and financial items. Successful brand consists of university image, costs and financial matters, university services and facilities, advertising and external communications, planning and success of education and the location of the university.

Considering the importance of brand positioning for any business and the growing trend of research in this field, the necessity of conducting scientific studies is fully felt. A review of the subject literature and domestic and international research shows that no comprehensive study has been done on this issue. Considering the extent and influence of the field of brand positioning in most business research, the need for clarification is evident to reveal the current situation and future trends based on scientific techniques. To fill this existing deficiency, the present research seeks to answer the question: What is the scientific map of published studies in the field of brand positioning in the Scopus database? Based on this mapping, the study aims to analyze the network of concepts in this field and identify the most valuable areas. It addresses the topics within this field and assists researchers in brand positioning to explain the study process and policy-making in this field based on the identified influential areas.

The present research is a quantitative, applied, descriptive, and scientometric study based on the objective. The research employed co-word analysis and network analysis techniques. The statistical population comprised all scientific and specialized articles on brand positioning indexed in the Scopus citation database from 1975 to 2023. Initially, the term "brand positioning" was searched in the titles, abstracts, and keywords of the Scopus database. Subsequently, the search was refined to include only articles and reviews, followed by a selection of English language articles. Finally, 577 scientific and specialized articles on brand positioning were chosen for analysis. VOSviewer and Gephi software were utilized for visualizing and analyzing scientific maps of the 577 selected documents. The Scopus database was chosen due to its vast collection of 70 million reviewed research articles from over 5000 international publishers, ensuring relative uniformity.

The research findings reveal that marketing, branding, brand image, brand management, and consumer behavior are the most common topics and keywords in the realm of brand positioning. According to the generated maps and utilizing the closeness centrality index, branding, competition, marketing, brand image, product design, and brand management emerge as the most crucial topics in information dissemination within the network. In essence, they represent categories with an interdisciplinary perspective in the domain of brand positioning.

The present study is the first systematic quantitative analysis of brand positioning research in the Scopus citation database, which uses co-word analysis to map the scientific landscape of this field. This study addresses the gap in scientometric research in the literature, aiming to enhance the understanding of brand positioning research from its inception to the present. Research questions were formulated for this purpose and will be addressed in this article. This analysis can serve as a guide for future research in brand positioning. The results indicate an increasing trend in research over the years. The main topics identified in brand positioning research include branding, brand performance, brand social responsibility, destination branding, brand positioning, and brand origin. Through co-citation analysis, key authors in the brand positioning research community were identified, such as Keller, Aaker, Diamantopoulos, and Hayer. Given the significance of green branding (a primary keyword in the corporate social responsibility cluster), the rise in environmental risks, and the impact of green branding on brand sustainability, companies in our country should prioritize this area when establishing and implementing their brand.

The purpose of the current research is to identify and analyze marketing performance measures in the fashion and clothing industry. This research was conducted with the developmental research design and a mixed qualitative/quantitative approach in two steps. In the first step, the marketing performance measures of companies operating in the fashion and clothing industry were identified using the content analysis method in MaxQDA software in a library environment using a systematic review of selected articles indexed in the Web of Science database over the period 1970-2023. The second step involved a field study on 400 experts of the fashion and clothing industry using a questionnaire derived from the results of the first step conducted in the form of exploratory factor analysis. This study identifies market and innovation, customer behavior, product management, customer profitability, distribution channel management, price, and financial and internal performance measures within a comprehensive framework as the most important marketing performance metrics for the companies operating in the fashion and clothing industry, being derived from the study of scientific articles published at the national and international levels and approved by experts in this field. Hence, the current research invites the operators and decision makers of this important industry, as one of the country's strategic industries, to rethink the isolated approaches which are sometimes solely focused on financial aspects of performance in assessing the marketing performance of these companies. The comprehensive approach derived from the results of this study can help gain a competitive advantage for this promising industry in the country, which is also adorned with an original and rich cultural past.

In the modern world, to remain competitive, the use of digital marketing tools in various industries is of high importance. Since the Textile and clothing industry is considered one of the priority industries of the country and the startups in this industry have encountered competition challenges, the current research aims to identify and localize digital marketing components in Iranian fashion and clothing industry startups. The method of this research is applied-developmental in terms of its purpose and exploratory in nature. The research strategy consists of qualitative content analysis in the first stage and phenomenological qualitative method in the second stage. For this purpose, scientific documents related to the topic were selected purposefully and the digital marketing components were identified and analyzed using NVIVO software. Then, the results obtained were localized through interviews with 12 Iranian fashion and clothing industry. The research results showed that in order to properly implement digital marketing in Iranian fashion and clothing industry startups and achieve their success, organizational factors, innovation-competitive advantage, business-profitability factors and also 12 extracted components are of high importance.

This research was conducted with the aim of designing and explaining the model of consumer personality traits based on the impulse buying approach.

Research design/methodology/approach:

 The methodology of the current research was descriptive-exploratory with a mixed approach (sequential type, qualitative-quantitative). The steps include: conducting interviews with women with impulse buying experience and data analysis using the theme analysis method to form the model and then testing and validating the model to identify the final pattern. The participants of the research in the qualitative part were the women of 2 neighboring countries of the Persian Gulf along with 2 southern provinces of Iran, whose impulsiveness in using cosmetics was proven by using RFM and Barratt (1994) tests. In the quantitative part, the statistical population includes all women who use a lot of cosmetics in 3 countries on the edge of the Persian Gulf and women in the southern provinces of Iran. Also, the qualitative analysis of the data obtained from the interviews in the upcoming research was done using the theme analysis method and quantitative data analysis using SPSS and SmartPLS 3 software and at a significance level of 5%.

The findings showed that the research conceptual model includes the variables: feeling the need to buy, tendency to buy impulsively, impulsive buying behavior, consequences, memorization and shopping saturation that this model was tested in the quantitative section and the findings showed at the 95% confidence level, except for one path, all the paths of the model are approved and meaningful.

The increasing number of Muslims and the need to adapt and match the products with the preferences of Muslim consumers, requires the identification of brand positioning components for this type of consumers, which has not been studied in this important issue by reviewing the literature. Therefore, the purpose of this research is to identify the components of brand positioning in the minds of Muslim consumers.

This research is based on the purpose of applied and descriptive research, and according to the implementation method for searching and selecting scientific articles, a systematic review of the research literature was considered and the components were extracted with the technique of qualitative content analysis. All articles related to brand positioning and branding for Muslim consumers were searched, collected and qualitatively evaluated from the Scopus citation database and Google Scholar. Finally, 17 articles were qualitatively analyzed using Max Qda software.

The findings of this research show that the components of price, quality, service, consumer preferences, distribution channel and sources of competitive advantage of the company have been studied as components of brand positioning in the minds of Muslim consumers in the research literature.

The components of brand positioning should be adapted and appropriate according to the level of commitment and dependence of Muslim consumers of each country and region to Islam. be more focused.

The purpose of this research is to present a comprehensive picture of the state of scientific activities in the field of marketing and to draw a co-occurrence map of words in scientific articles introduced in the Web of Science database.

The current research is a scientometric type, which was carried out using scientometric indicators and network analysis method. So that by referring to the Web of Science database, the information of 250 degrees in the field of viral marketing was examined. VOSviewer network analysis software was used for data analysis.

After searching, screening and qualitative evaluation of the studies, the final analysis was performed on 250 articles in the period from 2001 to 2021. In-depth analysis of the selected articles showed that the most research in the field of viral marketing is related to 2020 with the number of 49 articles. The United States is the most active country in this field with 75 articles, followed by China and Singapore, respectively, with the highest number of research and communication between authors. Iran is ranked fourteenth. Also, in the evolution of keywords, the primary focus has been on "social media" and "popularity", and in the following years, respectively, the words "word of mouth", "viral marketing", "electronic word of mouth", "Twitter" and "Facebook" has arrived.

Paying attention to the most used and least used countries and researchers through scientometrics can reveal research opportunities and weaknesses in the field of viral marketing and illuminate the horizon for Iranian researchers to shine their results at the international level. According to the results obtained in Iran in the field of viral marketing, although it has superior authors, it has weak points due to communication with other authors.

The clothing and textile industry has a significant contribution to global environmental pollution at every stage of the supply chain, for this reason, there is a need to move from a linear approach to a circular approach in the textile-fashion industry. The circular economy is one of the most important and challenging issues in the present era, and since the re-creation of textile products has gained special importance in the world, studies on the circular economy and the fashion industry are expanding, so current research aims to Review of the general trend and determination of research interests in the field of circular economy and fashion industry and optimal guidance of future researches in this field were done. This research is quantitative in terms of matter and practical in terms of purpose, and it is descriptive in terms of the type of data collection and uses the scientometric method for data analysis. Based on this statistical population, the number of 270 articles on circular economy and fashion industry, extracted from the Web of Science database from 2017 to 2023, have been used as input data of VOSviewer software to examine and analyze researchal production process, a knowledge map, the conceptual network and the lexical network of circular economy researches and fashion industry. The network of countries that are active in this field shows that advanced countries are leaders in the field of circular economy researches and the fashion industry and the time trend of researches shows that researches in the field of circular economy and fashion industry is increasing. This research helps the manufacturers of the clothing industry to identify the trend of changes in global markets towards the circular economy and to take steps in the direction of the circular fashion and clothing industry.

The purpose of this article is to forecast the development of religious tourism in Yazd province. The position of Yazd province in terms of the tourism industry and having options for religious tourism requires the formulation of tourism development strategies based on the future and the identification of possible and desirable approaches for the development of religious tourism in the province. The research method is field and qualitative. The statistical population includes documents, documents and texts obtained from interviews with experts and the sampling method is purposeful. For grouping and weighting the identified components of the research, the beta method test under the software (SPSS and Atlas T) was used. The results showed that tourism, which has a lot of promotion potential in the country, can free the country from a single product and heavy dependence on oil. While there is an urgent need to earn foreign currency through tourism in the country, this industry can also help to reduce unemployment to some extent. For this reason, the tourism industry plays a vital role in economic evaluations. The total number of sources that were fully reviewed and coded was 30 out of 105 documents that were excluded from the review process according to the output criteria. Also, more than 807 open codes were extracted from the approved sources in the previous steps. After examining the open codes and categorizing them, the researcher has categorized them into 8 concepts, 19 sub-categories and 21 main categories

The behavioral intentions of a Muslim person in different dimensions, including the intention to buy products, are influenced by Islamic values, and Islamic values are also formed based on Islamic beliefs; Considering the growing number of Muslim consumers around the world as the target market of businesses, this research has been conducted with the aim of analyzing the action dimension of Muslim consumer's purchase intention. The paradigm that governs this research is interpretive and exploratory research based on qualitative content analysis through interviews with experts in the field and university to conceptualize data and analyze information with open, central and selective coding to explain the active nature of Muslim consumer's purchase intention. Paid. The analysis of the text of the interviews yielded 60 codes in the form of 12 general categories indicating the action dimension of the Muslim consumer's purchase intention and is a guide for business managers who have chosen Muslim consumers as the target market and the path to achieving their marketing goals. based on strengthening the consumer's purchase intention through advertising and effective communication.

Advertisements play an important role as an efficient strategy in improving the level of social health of the society. The aim of the current research is to qualitatively analyze articles in the field of viral advertising and to identify and determine the ranking of indicators in the field of social health.

In this study, with a systematic review and according to the PRISMA guidelines, the articles published in the field of viral marketing during the period from 2001 to 2022 were investigated in the Wos database, and the data were guided by using qualitative content analysis. Then, using fuzzy screening, the effective indicators were identified and prioritized using the fuzzy method.

By analyzing the qualitative content of the selected articles, 26 indicators were extracted and using the fuzzy screening method, 17 indicators were identified as effective indicators and prioritized by the fuzzy method.

The social health field is constantly looking for ways to adapt to new technologies. Therefore, the principled and correct use of viral advertisements can be considered as a new perspective in the field of social health. The results of the research showed that among the 17 confirmed indicators, information, creativity, source reliability, innovation in the message, and accessibility are more in order than capacity and indicators of message specialization, fantasy, social stimulus, interactivity, and perceived intention. The source of the least capacity can have significant improvement and growth of social health.

  The importance of advertising as a tool to change people's attitude and behavior, along with the high costs of advertising, the issue of the advertising effectiveness, especially in the field of health, has attracted the attention of many country’s managers and decision makers as well as researchers; Therefore, the purpose of this research is to identify and cognitively map the variables affecting the advertising effectiveness of organizations active in the healthcare system in order to develop suitable scenarios in this field.

The present qualitative-quantitative mixed research in the first step identified variables affecting the advertising effectiveness by analyzing the content of articles published at the national and international level in the field of health and in the second step through a questionnaire related to fuzzy cognitive mapping of relationships between eleven variables obtained from the first step has been analyzed and the scenario has been compiled by Fcmapper and Pajek software.

Data analysis resulted in eleven frequent variables in the selected articles that have an effect on the advertising effectiveness in the field of health, along with their impact and scenarios for achieving the goals of the health and treatment system in the field of advertising.

The effectiveness of advertising is the extent to which an advertisement ends in a desirable effect, considering the high amount of government investment on health advertisements and also the undeniable importance of health, the present research invite the managers and decision makers of organizations active in the health and treatment system to increase the awareness of the audience through useful advertising that invites appropriate information on the features of health-related products and services; Effective advertisements that use the brand value in this area along with the social influence of healthcare specialists to reduce the mental risk of the target audience and pave the way to the realization of the goals of the countries in the field of prevention, treatment and promotion of people's awareness in the field of health.

The success of a brand, particularly in the service sector, has been considered by many researchers. The purpose of this study was to identify the components of a successful brand and to validate the status of a successful brand in higher education. The method of this research was hybrid. The statistical community in the qualitative part included experts of the Technical and Vocational University. 10 people were selected using the snowball sampling method. Semi-structured interviews were used to collect data. Content analysis and open coding method were used to analyze the data. In the quantitative part, the statistical population included the staff of Technical and Vocational University. First 17 experts were selected for analysis and then 67 university staff were selected as a sample by simple random sampling method. In order to analyze the data, the structural equation modeling approach with SmartPLS version 2 was used. Qualitative findings showed that a successful brand consists of the categories of university image, costs and finances, university services and facilities, out-of-university advertising and communication, educational planning and success, and university position. Path analysis findings showed that the factor load of the questions related to each variable was higher than the standard, so the questions could explain the relevant variables well. Statistical t also showed that there was a significant relationship between the questions and the relevant variables. The findings illustrated that the greatest gap between the current and favorable situation was related to the categories of university credibility, university partnership with society, perception of individuals and society of the name of the university and the quality of education.

This research was conducted with the aim of providing a sample of psychometric subjects of impulse buying from the perspective of personality traits. The current research was an exploratory-developmental study and using the theme analysis method, extracted the main topics related to the concept of impulse buying based on 5-factor personality traits and presented it in the form of a model. In this research, the library method (previous literature study) and in-depth interviews with participants involved in impulse buying behavior research were conducted until theoretical saturation was reached. The participants of the research included 23 women (buyers of Huda Beauty brand cosmetics) from the border countries of the Persian Gulf (Oman, Kuwait, UAE) and the southern provinces of Iran, whose impulsivity and buying extremism was proven using RFM and Barat tests. Nvivo10 software was also used to analyze the collected data. The findings showed that 16 inclusive themes and 32 organizing themes derived from the text of the final interviews formed the pattern of the research. Furthermore, in this model, components such as bashfulness, self-surprise, Clayton's message and purchasing capacity were proposed as new themes, indicating its innovative aspect. In addition, in the proposed model, the variables of buying pleasure, emotions, and usefulness were confirmed by previous studies, and the variables of lack of self-control and situational factors were also proposed as intervening variables between the intention and impulsive buying behavior. In the behavioral consequences section, two sections of practical reactions and emotional consequences were developed.

Since one of the most important goals of companies is to spend exorbitant costs to advertise the purchase intent, and especially given the differences in research findings on the impact of advertising on the purchase intent, the purpose of this study is a systematic review of studies and a meta-analysis of the research conducted in this field. This work is a correlational study according to method and applied development research in terms of purpose, which is done in two steps: a systematic review of studies and meta-analysis using CMA software version 2. Taking into account the scientific criteria for screening the articles at the end of the first step, the study of 12 articles with the greatest relevance to the research objectives showed the effect of advertising on purchase intent with an impact factor of 0.563 in the confidence and large range and according to the size. The combined effect of the random effects model of the relationship between the advertising and purchase intent is different from the perspective of the characteristics of the studies conducted in different statistical communities. This study, by emphasizing one of the most ambiguous concepts from the perspective of many decision-makers on makers of companies' marketing budgets, has been able to be a beacon for the right decision in the field of advertising and attention to the most important factors affecting the effectiveness of advertising in public media.