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In general, consumer perception about the price of a store is known as "price image". Due to the significant expansion of online shopping in the retail industry and changing consumer behavior, one of the concerns of E-retailers is creating a good price image. This research aims to provide a cognitive map of the E-retailers' price image. in designing a fuzzy cognitive map, first by reviewing the literature, factors that affect the price image were identified. Then through interviews with academic and industry experts, as well as E-retailers customers, the impact of the identified factors was investigated and new factors were discovered. The results of this research indicate that factors such as price perception, website perceived quality, product perceived quality, and competition in the industry have the greatest impact on the price image. Also among all the variables website perceived quality, perception of the price level, and price image of E-retailers have the highest impact capacity and centrality index, respectively.

In this paper, the efforts aligned with the 17 sustainability goals as one of the precursors of employer branding; It will connect two very current and underexplored marketing topics. Therefore, this study aims to design and explain the employer's brand model using a sustainable marketing approach.In summary, this research aims to answer the main question using a qualitative method and a grounded theorizing approach, "How is the presentation of the employer branding model with a sustainable marketing approach?" Also, this study aims to create a positive image of social responsibility actions and align with companies' sustainability goals under employer branding (with a sustainable marketing approach) to help recruit job applicants and keep talents in the company.Considering the nature of this research, which is exploratory research, the strategy is grounded theory, and the sampling method is theoretical sampling.The paradigm model of this research was designed based on the paradigm model of Strauss and Corbin. In this model, after implementing Open Coding, Axial Coding and Selective Coding, the final research model consists of 16 main categories, 40 sub-categories and 147 concepts.This research showed the consequences of building an employer brand with a sustainable marketing approach at four levels: a. subjective characteristics of sustainable employer brand; b. Sensory characteristics of the sustainable employer brand, c. Symbolic features of sustainable employer brand; and d. The instrumental characteristics of a sustainable employer brand are achievable.

The impact of COVID-19 on the way we live has been unprecedented. Travel and tourism were among the leading sectors to face a catastrophic downturn as national borders were closed to contain the outbreak. Precautionary measures were taken, and social distancing became a norm. Most people had to cancel or postpone their travel plans. The current crisis requires a strong preparation from the industry for a fresh start on health and resilience. The emergence of that deadly disease has led to huge financial losses and created global health and economic crises around the world. Epidemics have a negative effect on the behavior of tourists and their mental health. As a result, they abandon their planned tours for fear of catching the disease, as it seems impossible to avoid the transmission of the virus during the trip. Globally, travel and tourism make a significant contribution to job creation as well as socio-economic and cultural development worldwide. Now, according to the existing potentials and the drivers that can lead to re-upgrading the competitive advantage of travel and tourism after the COVID-19 era in our country, it is necessary to carry out necessary investigations so as to identify the forces affecting it and invest in them. This can again improve Iran's position. Therefore, this research seeks to identify and structure the factors affecting the success of agile marketing in turbulent conditions after COVID-19. This research was conducted with a qualitative approach in terms of data collection. It is also descriptive in terms of its purpose and is in the category of applied research. The statistical population of the research consisted of the professors and senior managers and active experts in the units related to the field of marketing in Yazd City. The selection of the participants in the present research was non-random and by targeted judgmental sampling. The respondents to the questionnaires of this research were 10 professors and senior managers and active experts in the units related to marketing and tourism, of which three professors were in Yazd University, four experts in the field of tourism and three in marketing. In this research, a researcher-made questionnaire was used to collect the data. To design the items of the questionnaire, first, several internal and external articles related to the research topic were reviewed, and agile marketing factors were identified in each article. These surveys to find agile marketing factors were done until saturation was reached and no new factor was encountered. The questionnaire items on agile marketing factors were found from different articles. The data obtained from the research questionnaire were analyzed through the ISM technique. In the current research, the opinions of experts were used to check the validity of the questionnaire. The questionnaire consisted of a series of completely standard tables related to structural-interpretive modeling, so it had acceptable validity. According to the results of the research, thirteen factors are involved in agile marketing. The indicators of responsiveness, market-based organizational learning, group and regional sales development, marketing mix compatibility, and rapid change of marketing mix in pace with the change of market competitive conditions are among the most important factors affecting success. In many cities, regions and countries, tourism plays an important role as a strategic pillar of the economy's GDP. The tourism and leisure industry plays a vital role in economic activity and customer satisfaction, but now it has also become the most vulnerable member of the industry. The development of the tourism industry is of great importance, especially for developing countries that are faced with problems such as high unemployment, limited foreign exchange resources, and a single-product economy. In turbulent environments, industries constantly face challenges. Failure to quickly respond to these challenges may result in significant financial losses. Agile marketing is effective in the turbulent post-corona situation. The analysis of influence-dependency power showed that market-based organizational learning has the most influence and dependency power. Based on the findings of this research, in order to increase the success of agile marketing in post-corona unbalanced conditions, it is suggested to use agile marketing to discover opportunities and align the market trends so that they may not adopt ambiguous strategies against sudden changes. Agile marketing makes it possible to make changes to any part of the program without disrupting other parts. It is recommended that there should be very clear and explicit communication and the duties of each department should be specified. Also, by holding daily meetings, important departments in this industry should be aware of the work process. Priorities are taken into account, because it enables different departments to put on the right track, thereby increasing the sale of products and services and making the business prosperous. The agile method allows dividing the goals into different and independent and yet related parts, testing each part on a daily or weekly basis, and checking the results. If it does not work, another method should be adopted. This not only avoids the waste of time and big expenses but also, in a short time, determines the result of every decision and action. It is suggested that all the departments interact and choose the best solutions together. It is also recommended to be customer-oriented because agile marketing is customer-oriented and can always involve customers' opinions in the work process. By changing the customer's behavior, different departments can be quickly organized in line with the customer's satisfaction. And finally, agile marketing allows you to work on all the parts of a big project at the same time. Therefore, it is suggested to comprehensively investigate environmental imbalance with agile marketing

This study aims to expand knowledge related to social media marketing activities and provide solutions to increase brand equity through marketing activities on Instagram. The primary paradigm of this research; is positivist, the aim; is descriptive, and a statistical sample of social media customer research is a company active in the food industry, which was determined as the sample size from Morgan's table of 389 people. This study is placed in the applied axis with a comparative approach. The structural equation modeling method was used to analyze the data. The findings of this research showed that social media marketing with brand experience, brand equity, and social media benefits; Also, the brand experience has a direct and meaningful relationship with the social media benefits and brand equity, and finally, the social media benefits with the brand equity. The results showed that social media marketing activities affect brand equity, and paying attention to the dimensions of entertainment, novelty, customer interaction with media, and personalization of orders effectively improves brand equity. Managers can use these findings to improve their marketing strategies on social media.

Despite the increasing consumers’ environmental concerns, these concerns are not in line with their actual shopping behaviors. Therefore, to achieve sustainable development, we should focus on sustainable consumption instead of focusing solely on production. Relying on the qualitative research strategy, this study tries to design and validate substantial green consumer behavior using nudge theory. First, in-depth interviews were conducted with Iranian managers and professors who are active in green consumer behavior and green productions issues. The result was coded and categorized using the data theorizing method of the foundation in MAXQDA software. In the next stage, the questionnaire extracted from the paradigm model of research, design and distribution among consumers of green cosmetics in the country and 384 items were collected. Total 1321 basic codes, 46 concepts, 11 sub-categories were finalized. Through axile coding, 6 categories were identified including environmental attitudes, consumer innovativeness, personal norms, behavioral intentions, sustainable consumption behaviors, nudge marketing, contextual conditions, intervening conditions, and consequences. The result confirms the relationships between latent variables, confirming the research hypotheses and correctly identifying the components of the relevant model. The results of the study showed that the use of green nudges along to other factors can have a positive and significant effect on satisfaction, purchase of green products and conservation of natural resources without interfering with the right of consumers to choose products. The results can be effective on the strategies of managers and marketers in motivating customers to buy more green products and turning their attitudes into real purchases.

The current research has investigated the effect of digital content marketing on the purchase behavior and electronic verbal recommendation communication of users in social networks (Instagram), which is applied in terms of purpose and descriptive-survey in terms of method. The statistical population studied in the current research is 4800 customers of the G Plus brand in the social network, among which 384 people were selected as a sample using the Morgan table and available sampling method. The data collection tool in the present study is an online questionnaire designed by professors, and its validity was measured through content validity and construct validity (convergence and divergence) and it was obtained more than 0.7. Cronbach's alpha and composite reliability have also been used to measure reliability. Analysis of the research data has been done using structural equation method and SPSS and SMART-PLS statistical software. Research findings have shown: information content, entertainment content, social interaction and self-expression have a positive and significant effect on normative and informational social factors. Also, informational and normative social factors have a positive and significant effect on electronic verbal recommendation communication and purchasing behavior.

Paying attention to the cultural, economic and social effects of entrepreneurship will determine the role of academics and innovators in the development of society, and entrepreneurship experts will respond to the various needs of society. This research was conducted with the aim of identifying and ranking the dimensions and components of intrapreneurship in the oil and gas drilling industry, the study of North Drilling Company. The current research was conducted by a mixed research method (qualitative and quantitative). To collect data in the qualitative section, 12 university experts in the field of entrepreneurship were interviewed. In the qualitative part, the dimensions and components of intrapreneurship in the industry were identified through interviews and content analysis methods, and then in the quantitative part, the necessary data were collected by ANP paired comparison questionnaires. In this section, standard ANP questionnaires were given to 14 knowledgeable people (experts) of the company, including senior and middle managers of North Drilling Company, and the necessary data for this section were collected. Based on the results of the qualitative section, 5 dimensions, 14 main components and 119 sub-components were identified for intrapreneurship in the industry. The results of ANP also showed that the management dimension is the most important among other dimensions of intrapreneurship. Also, in the internal relations of the sub-criteria, technology in production, human resources management and internal and external policies have the first to third ranks respectively.

Service ecosystem is a broad concept that has been considered by researchers in the last decade, but little effort has been made to conceptualize it so far. The purpose of this research is to expand the understanding of service ecosystem research fields. Also, it is the recognition of the knowledge base of service ecosystems that can be useful for policy makers and researchers. The methodology is one of the systematic review qualitative research methods, namely the bibliometric analysis method, which has been used. This research is classified as descriptive research; Because the purpose of bibliometric research is to describe and expand the scope of knowledge. Data collection is done using quantitative and qualitative tools such as co-citation analysis and hierarchical cluster analysis with the help of BibExcel software. The studied community is the Scopus information resource system, which has been considered from the beginning of 2004 to the end of 2021. The research findings show the conceptual development of issues in service ecosystems over time by providing a conceptual framework that has received little attention so far. These concepts include service ecosystem Antecedents (prior experience, user attitude, and service readiness), service ecosystem levels (microsystem, mesosystem, exosystem, and macrosystem), and finally, service ecosystem outcomes (social approaches, systematic value co-creation, and performance) that propose a forward-looking research framework for policy-makers, and researchers.

Given the importance of digital content marketing, and the scattered knowledge in the body of literature, this study seeks to take a comprehensive look at the factors influencing the digital content marketing process in order to engage the consumer with the brand on social media. With the help of the Bibliometrix package of R and VOSviewer software, the science performance and the scientific network were recognized and mapped. Classifying five main clusters in the co-citation analysis, theories, contexts, and main constructs of the field were identified. The recent trends were identified using co-occurrence analysis.  Finally, the achieved results were presented within a conceptual framework. The most common antecedents and consequences of digital content marketing were presented together with the contexts.

Bibliometric systematic review has been used to identify and analyze thematic trends in digital content marketing and brand engagement scopes. In fact, bibliometric analysis is a specific scientific field that examines the evolution of knowledge, scientific quality, and the impact of resources in this field from an objective and quantitative perspective. The bibliometric method generally has two main parts: (1) performance analysis and (2) intellectual mapping of science. In the section on performance analysis, the actions of authors, countries, and scientific institutes as well as their contribution to scientific development in a specific field are examined, while knowledge maps are used to identify the intellectual structure of the field and examine time trends and current issues in each period.

In the performance analysis, the most-cited countries, authors, and articles were identified. The United States, China, and the United Kingdom were the most outstanding countries in this field. In the co-citation analysis, five main clusters were identified and the main constructs of each cluster were extracted along with important theories, contexts, and methods. With the help of these constructs, the antecedents and consequences of the digital content marketing process were presented. Co-occurrence analysis recognized new trends in this field to complete the framework.

Based on the ADO-TCM framework, five important antecedents of the digital content marketing process were introduced: social media characteristics, source characteristics, content characteristics, consumer characteristics, and online community characteristics. Consumer participation or non-participation is a behavioral decision that originates from the digital content marketing process, which ultimately leads to brand engagement as the output of the process. Finally, culture and artificial intelligence were introduced as important contexts to facilitate this process.

Oil and gas are considered one of the most strategic sources of energy supply in the world, and countries with these resources are trying to increase extraction and production in order to develop leading industries and export it in raw or processed form to increase foreign exchange income and, as a result, economic prosperity for society. Paying attention to the effects of entrepreneurship in organizations has made the role of innovators more important in the development of these industries, and entrepreneurship experts will easily respond to the various needs of society and the deficiencies in these industries. The present research has been carried out in a mixed method and first by studying numerous texts, conducting interviews with experts in the field of entrepreneurship and conducting qualitative content analysis, 5 dimensions and 14 main components of Intrapreneurship in the drilling industry were identified and then by receiving questionnaires from drilling experts, Quantitative data were analyzed by AHP method and the dimensions were ranked according to managerial, economic, social, political and electronic dimension, also the most important component of each dimension is human resource management, income generation, entrepreneurial personality, internal-external policies and technology in production.

Today, oil is a strategic commodity in the world that, in addition to focusing on development, makes industrial capacities more active or creates new capacities and industries. Considering the importance of intrapreneurship in the oil and gas drilling industry, the present study was conducted with the aim of interpretive structural modeling of intrapreneurship in the oil and gas drilling industry. This study was conducted by mixed research method with the help of interviews and questionnaires and by content analysis and interpretive structural modeling (ISM) methods. The statistical population in the qualitative section includes academic experts, senior and middle managers of the Northern Drilling Company. In this study, purposive sampling method was used to select experts and the selection of experts was continued until the theoretical saturation was reached. According to this issue, 12 people were selected as a statistical sample. The statistical population in the quantitative part is the employees of the Northern Drilling Company, and by available sampling, 30 people were selected as the statistical sample. According to the results of the quality section, finally 5 dimensions, 14 main components and 119 sub-components intrapreneurship were identified in North Drilling Company. The results of the quantitative section also showed that the social dimension affects other identified dimensions of intrapreneurship. The managerial dimension is a dependent and influential variable, and among these, the economic dimension, the political dimension and the electronic dimension act as link variables.

Social networks based on interaction are shaping companies, brands, and consumers, as many businesses are focusing on introducing and selling products and services nowadays. Due to the increase in this trend, the present study examines the impact of content quality and brand interaction on shopping behavior with the mediating role of cognitive and emotional involvement of users in the social network (Instagram) based on the stimulus-organism-response framework. The present research is practical and descriptive survey in terms of purpose and method, respectively. The statistical population of the study is the followers of the Wiesland leather brand on Instagram. Thus, 384 of them have been selected as the sample using the MORGAN table and available sampling method. The data collection tool is an online questionnaire whose validity has been assessed through content and constructs validity (convergence and divergence). Moreover, Cronbach's alpha and combined reliability are used to measure its reliability. The analysis of research data has been done through the structural equation method with help from SPSS and SMART-PLS statistical software. Research findings show that the quality of content and brand interaction has a positive and significant effect on emotional involvement as well as cognitive involvement and shopping behavior. Emotional involvement and cognitive involvement have a positive and significant impact on the intention to buy. Also, the intention to buy affects buying behavior. And finally, the effect of emotional involvement as a mediator of rejection and cognitive involvement is confirmed.

Social networks are shaping the way to interact with companies, brands, and consumers, as today they are the focus of many businesses to introduce and sell products and services. Considering that social networks have a great impact on consumer behavior, today they have provided suitable challenges and opportunities for companies and brand owners to engage them in their brand by providing attractive and new content and increasing interaction with users. They also influence consumers’ purchase decisions. Considering the increase of this trend, the present research has investigated the effect of content quality and brand interaction on purchasing behavior with the mediating role of cognitive and emotional involvement of users in social networks (Instagram). The current research is based on the stimulus-organism-response framework, with the stimulus variable (content quality, brand interaction) as the independent variable, the organism variable (emotional and cognitive involvement) as the mediating variable, and the response variable (purchase intention, purchase behavior) as the dependent variable.

The present research is practical in terms of purpose and is descriptive-survey in terms of method. The statistical population of the present study is the followers of the Wiesland leather brand on Instagram. In this regard, 384 of them were selected as a sample using the Morgan table and the availability sampling method. The data collection tool in the present study is an online questionnaire whose validity has been assessed through content validity and structural validity (convergence and divergence). Cronbach's alpha and combinatorial (structural) reliability were also used to measure its reliability. The analysis of research data was performed using the structural equation method and SPSS and SMART-PLS statistical software.

      According to the obtained results, it can be said that high-quality, up-to-date, attractive, different and excellent brand content engages the consumer's mind and affects his purchase decision. The quality of the content has a positive and meaningful effect on the intention to buy. Therefore, it is suggested to the managers of Wiesland leather brand in social networks by presenting high-quality and expressive photos, sharing videos, podcasts, having a specific theme and format on their brand page, using software to design posts, providing creative advertisements to introduce the brand, using relevant hashtags, stating the facts, avoiding lies, sharing attractive and catchy posts, avoiding long and boring captions, providing accurate and valuable information, sharing posts and stories at times when more people are online, the use of music and the use of attractive and happy colors can increase the quality of their brand content so that they can stimulate their audience, involve their minds and emotions in their brand and finally affect their purchase intention.

The results of the study show that the quality of content and brand interaction has a positive and significant effect on emotional involvement as well as cognitive involvement and shopping behavior. Moreover, emotional involvement and cognitive involvement have a positive and significant impact on the intention to buy. Also, the intention to buy affects buying behavior. Finally, the effect of emotional involvement as a mediator of rejection and cognitive involvement is confirmed. According to the results, brand and business owners in the social network (Instagram) can be offered to provide quality content to influence the intentions and behavior of their customers and constantly interact with their customers and get them involved with their brand. To engage customers, display photos, videos, and podcasts have a two-way conversation with their customers through holding live videos and getting feedback from their audience.

We are facing an increasing number of studies related to the concept of the brand, especially the brand image and the concepts derived from it. As a gap, there are some conflicting contents extracted around this concept that motivated and prompted the researcher to do a systematic review based on the ADO framework in this field to classify, consolidate and integrate the results of the findings of other authors and to explain the integrated concept of brand image, its antecedents, and outcomes.  Therefore, based on the four-step pattern of systematic review qualitative research method, a search plan for articles in valid databases was developed.In the next step, the best articles that were considered qualified according to the main research question were downloaded, selected, screened, and evaluated for deeper investigations and findings for the appropriate answer to the research question. In this process, 33 eligible articles were selected for the final evaluation. The research findings from previous studies show that the focal construct of brand image includes at least 53 codes as antecedents and 20 codes as outcomes. These codes are classified as a conceptual model in the form of six cognitive, perceptual-attitudinal, sensory, emotional, communicative, and behavioral dimensions at different levels such as customer level, organization level, national level, and transnational level. As a result, an empirical test of the proposed model is suggested to future researchers.

Saffron is a food product with a comparative advantage in the country. This product needs a competitive advantage in the export markets to achieve its valuable position. The problem is that this export commodity with production advantage in a water-scarce country is mostly exported with the least added value to countries such as Spain through indirect exports and under the private label branding of distributors and there it is re-exported to other countries with new packaging and higher prices. With climate change and the increasing tendency of consumers to organic products, it is necessary to study and formulate the saffron export marketing strategy with a green marketing orientation.Systematic review method has been used for extensive study of domestic and foreign researches to identify the dimensions of the export marketing strategy with a green orientation. With an exploratory sequential mix method, content and theme analysis has been used through interviews with industry and academic experts in the qualitative phase. In the quantitative phase of the research, Fuzzy Dematel techniques and interpretive structural equation modeling have been used to formulate the export strategy.The result shows that the use of dimensions such as firm characteristics, analysis of saffron industry and market in domestic and export target markets, identification of the company's export capabilities and green capabilities along with a marketing mixed program is recommended to leading export companies in the Iranian saffron industry.

The main purpose of this study is to design the brand reinforcement model of FarsProvince as a tourism destination. It used deep interviews with 10 tourism industry activists following the grounded theory approach and analyzed the data in the MAXQDA software. In this respect, 222 initial concepts were determined within six main categories and 113 subcategories, and the final paradigm model of the study was designed. Then, in the quantitative phase of the study, 359 questionnaires, extracted from the paradigm model, were administered among the domain activists for model validation, and the results were tested by the structural equations modeling method and LISREL 8.8. software. The results, confirming the research hypotheses, show that the reinforcement of the tourism destination brand is influenced by causal condition,, contexual factors and intervening factors . However, it leads to sociocultural, political, economic, and environmental developments through designing and compiling an inclusive strategic tourism program.

Dynamic pricing is a field of research that has gained acceptance in the scientific community and management literature. This paper aims to review the citations made in the literature on dynamic pricing and investigate the development of knowledge of this field of research. Bibliometric methods were used to conduct this study, including scientific mapping of dynamic pricing. VOSviewer software was used for scientific mapping. Five clusters in the co-citation were introduced by giving statistical and graphical information. A conceptual framework of perceived price fairness was presented. The results show a growing trend in dynamic pricing. It has been shown that adequate studies have not been there to identify the variables affecting dynamic pricing and to consider all the dimensions affecting the perceived fairness of price, and fewer studies have been conducted in the field of B2B research. The results of the study show that in all bibliographic fields USA is dominant to other countries. This article is the first bibliographic study in the field of dynamic pricing, and it presents the research gap in this area and directs the perspective of future research. This article is useful for researchers and enthusiasts in the field of dynamic pricing.

Reinforcing the brand of tourism destination means strengthening the cultural identity of space and place in the minds of potential tourists. So it is necessary to identify and understand the factors affecting it. In this research, it is attempt to present a model of destination brand reinforcement by using the qualitative and grounded theory approach. For this purpose, using theoretical sampling method and three-step open, selective and axial data coding, the data were analyzed and a paradigm model of the research was designed. Based on the analysis, the main themes of this study, "destination brand reinforcement" affected by causal conditions (potentials of Fars province and the need to enjoy the economic and cultural benefits of the tourism industry), the underlying factors (Political conditions, administrative structures, resources and facilities, social and cultural conditions) and intervening factors (economic, social, cultural, managerial, infrastructure conditions and stakeholder participation) and designing and developing a comprehensive strategic tourism plan can promote socio-cultural, political, economic and environmental development.

The entrepreneurial process has always been associated with uncertainty and risk-taking, so it can be said that the risk-taking of this process is considered an accepted part of it.Applying information and communication technology (ICT) is very effective in reducing this uncertainty. The purpose of this study is to present a value co-creation model in the field of ICT so that the basic value creation activities in the ICT ecosystem and the actors associated are determined with each activity. For this purpose, using the subject literature and meta-synthesis were identified activities and actors of the entrepreneurial ecosystem and then the main activities were selected using a survey of ICT experts. Based on the results of this analysis, a conceptual model was designed to explain ICT-based entrepreneurial activities consisting of 12 hypotheses. This model was tested using structural equation modeling in the ICT Park (Sajjad Park), which led to the identification of 10 paths with the highest factor load factor.Then, the final structures of the model were extracted by confirmatory factor analysis method including 11 stages and 48 activities. finally, the relationship between the actors and the activities was drawn in the form of a pie chart according to the meta-analysis.

The present study is the first research that examines the impact of electronic word of mouth and the image of the university brand on university selection by postgraduate students. Evaluated variables of electronic word of mouth include source credibility, message quality, message quantity, and message recipient characteristics. As the rank of students on entrance exam is an important factor in students making decision about choosing a university, this is considered as a moderator variable in the proposed model. The statistical population of this study is graduate and postgraduate students. Using stratified cluster sampling method, 384 questionnaires distributed among postgraduates studying at ten major faculties of Alzahra University. The data were analyzed by using Structural Equation Modeling. The results of this study indicate that the message quality, message quantity and the characteristics of the message recipient have a positive and meaningful effect, while due to the lack of ranking; the validity of the source has a negative impact on the acceptance of electronic word of mouth. The quality of the message is the most effective dimension in accepting electronic recommendations. Also, the rank of students as a moderating variable has moderate intensity effect in the master degree and high intensity in doctoral degree on university selection. The Faculty of Theology, among other faculties of Alzahra University, had the best image of the Alzahra University brand. The bisexuality of Alzahra University is positively assessed in the formation of mental image. So, it should be used as an advantage in gaining a competitive advantage and the university brand strategy.

In the marketing management process, Market segmentation is a sub process which effects market mix including product, price, distribution and advertising. Proper implementation of this process will help the marketers understand customers better and as a result, with the proper design of the marketing mix, the need of them will be better meet. According to the value, position and production numbers of sell of Auto -hull insurance in Iran’s insurance industry, the purpose of this paper is segmentation of this market.

  this research is an applied research and its method is quantitive and data for this research was gathered from library and the database. the statistical population of this research was customers of Auto -hull insurance of one of the biggest insurance Company in Iran, which includes 20,000 customers. Sample size of this research was 972 and sample collection method was snowball. In this research, the variables, age and value of the car, number of cylinders, usage, method of premium payment, history of previous damages and duration of the insurance policy was used to segment the market.

Finally, data was analyzed by two-stage cluster analysis and 4 segments was identified. we suggested that the insurance company consider cluster one as the market target, which is the largest cluster available and according to its characteristics, they use cars for office and corporate affairs. So, this company should use B2B strategies. To attract customers of this segment of the market, we can use strategies such as selling this type of insurance along with other insurance policies to the company, considering special facilities and discounts or direct sale.

Most entrepreneurs consider several important steps to develop entrepreneurship and value creation, including discovering and evaluating opportunities, anticipating the required capital and income But depending on type and value of opportunity the expectation of these steps can be complex, and uncertain. The aim of this study is to provide a comprehensive and efficient model for the development of the entrepreneurial process that will create value for all actors in the entrepreneurial ecosystem. For this purpose, using meta-analysis and theme analysis, the effective steps and activities in the entrepreneurial process were identified. The output of this systematic analysis is 60 themes and 12 categories, based on which the initial model of research was drawn at the level of entrepreneurship steps and activities. To determine the relationships of the model variables structural equations and confirmatory factor analysis were used ; Analysis data were prepared based on a questionnaire with 60 items and were prepared by 180 managers and experts of Sajjad Park (Tehran and Mashhad).In the next step, the research model was extracted using interpretive structural modeling (ISM). Finally, the model variables were evaluated through analytical network analysis process ANP and their importance coefficient in value creation in the entrepreneurial ecosystem or value network was calculated.

Nowadays, brand positioning has outstanding importance as a sensitive and critical component of competitive marketing. In this regard, understanding and recognition of brand positioning, as well as its concepts, are known as significant principles for brand survival. The purpose of this study which is a field research is to position the brand of cosmetics products from the perspective of Iranian consumers. The selected research variables taken from previous studies was tested by the perceptual map technique with the data obtained from a structured questionnaire. According to the results obtained from the tests and the perceptual maps, the studied foreign brands have a higher position in the minds of consumers than domestic brands. The quality, price, variety of products, and brand reputation in all dimensions showed their superiority in the mental image of consumers over foreign cosmetic brands. The recommendation to domestic brands is to promote their brand position in this hyper-competitive market based on the findings of this study and draw perceptual maps on a regular basis.

n the marketing process, one of the strategic tools that affect marketing mixes is the process of segmenting market, choosing a market, and positioning in the market. Correct implementation of this process will allow marketers to get a better understanding of customers , therefore, they meet customers needs better. Different criterias have been proposed for market segmentation and various analytical tools are used. In this research, we tried to identify segments of life insurance market (based on the importance of life insurance policies in the insurance industry from the point of view of income, investment, and its market share). The present study is an applied and quantitative and a library and database study. The variables of monthly income, marital status, the relation between insured and insurer, gender, age, the region of birth were selected for segmentation. The statistical population of this study is the customers of individual life insurance of Parsian Insurance Company in 1396, which includes 58181 insurer, that 711 of which were selected as the sample and Their information was extracted randomly from the database of life insurance policies of Parsians Insurance company. finally, six market segments were identified through the analysis.

This study examines the beliefs and views of Iranian Muslim consumers towards the purchase of halal food materials and products in Tehran. Factors influencing consumer attitudes toward halal food consumption include consumer beliefs and religious commitment, Halal certificate requirements, and the health and safety of food products.

The present study is based on the applied purpose and is based on a descriptive correlational method. A questionnaire and a simple random sampling method were used to collect data. 385 food consumers in Tehran were selected as the sample size and research hypotheses were tested using the structural equation method and Partial Least Squares analytical method.

Research has shown that consumer beliefs and religious commitment have a positive and significant effect on attitudes toward halal foods. Also, the observance of the requirements of the halal label and the safety and hygiene of food products has a positive and significant effect on consumer views.

Findings of the study indicate the growing level of distrust and insecurity of Iranian consumers in complying with religious and health issues in the production of domestic food. The research findings help manufacturers to evaluate and improve their activities, to have a successful presence in domestic and international markets, in order to understand consumer views and behavior.