elham faridchehr

The role of sustainable marketing as a central phenomenon in competitive industries including the banking industry is undeniable. The purpose of this research was to design a sustainable marketing model with an emphasis on sustainable development in Iran's banking industry. The current study is fundamental in terms of purpose and qualitative. In the qualitative part, a semi-structured interview was used to collect data, and the Foundation's data theorizing method was used to theorize about the topic. The statistical population consisted of 20 marketing professors and heads of branches in the National Bank. This research obtained 140 primary codes, 27 core categories, and 10 macro categories after conducting interviews. The sampling method in this section was the snowball approach. The data were analyzed with three types of open, central, and selective coding, and relationships between interviews were extracted with MAXQDA20 software. In the quantitative part, a questionnaire was used to collect data, and structural equation modeling was used to validate the model. The statistical population in the quantitative section consisted of 384 customers of Melli Bank. The cluster sampling method was simple. First, Bank Melli branches were divided into 6 clusters and questionnaires were distributed among customers in each cluster based on a random approach. Based on the results of the research, it was determined that individual psychological factors, sociocultural factors, and demographic factors affect sustainable marketing. Sustainable marketing, a complex competitive environment, and motivational factors affect sustainable development and sustainable development has been effective in improving financial performance, employee performance, and marketing performance in Melli Bank.

The main purpose of this design research was to evaluate the factors affecting the related sales behavior and the resulting results. The present research is fundamental-applied in terms of its purpose, and in terms of its nature, it belongs to the category of qualitative and quantitative research. The statistical community in the qualitative sector is marketing experts. The experts were identified by purposeful sampling and snowball method, and according to the sufficiency of the data, a total of 20 experts were interviewed. The method of analysis was database theory. In the quantitative part, the researcher used 384 internal customers of the Maxim brand (branch sellers) who were selected using two cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also to analyze the quantitative part. The obtained results have confirmed that the causal conditions of relational sales behavior included a complex competitive environment. The main phenomenon of the seller's specialized ability is the background of the company's situational factors, the interfering factors of the sellers' personality characteristics, as well as social and cultural factors. Relational sales behavior strategy and the result of sales performance, sales behavior performance were also identified. The results obtained from the quantitative part confirmed the approval of the designed model.

In a competitive environment, companies employ innovative marketing strategies, such as relational marketing, to attract and retain customers. Today, business-to-business markets within service industries place a greater emphasis on the human aspect of relational marketing, which is fundamentally rooted in building strong relationships. In the literature of past research, the quality of relationships between transaction parties in both consumer and industrial markets has been frequently discussed. However, a comprehensive approach has rarely been observed in domestic and international studies. Most previous research has focused on only one dimension or a subset of the relevant variables. Despite the significance of the relational paradigm compared to the transactional paradigm in industrial markets and service industries, and the emphasis on relationship quality in these sectors, this issue has been insufficiently explored, particularly in the banking industry. Therefore, the purpose of this research is to develop a quality communication model for corporate customers in the banking industry of Iran using a grounded theory approach. This study aims to create a comprehensive model that encompasses broad concepts within the B2B market, employing a qualitative methodology that emphasizes the exploration of new relationships across contextual, intervening, and strategic dimensions. Additionally, the quality of relationships in the corporate banking sector necessitates dedicated research, which has been conducted in Iran for the first time.

The research is descriptive in terms of its practical purpose, data collection methods, and qualitative approach. This study employed the Grounded Theory method, which necessitates a research question. In this research, six primary questions were formulated to identify causal conditions, contextual conditions, intervening conditions, the central category of the study (relationship quality), as well as the strategies and consequences associated with relationship quality. The participants included marketing experts and financial managers from large companies, with a sample size of 14 individuals selected through purposive sampling. The data collection tool utilized was interviews, and the method of data analysis involved open coding. The design of the questions and the gathering of information across the six main categories continued until the research reached saturation and sufficiency.

After asking questions until theoretical saturation was achieved, the researcher proceeded to code the data, which involved three types of coding: open coding, axial coding, and selective coding. The paradigmatic model of the quality of relationships with corporate customers in Iran was ultimately derived from the primary and secondary codes, resulting in 73 concepts and 17 subcategories organized into six general categories: causal conditions, contextual conditions, central category, intervening components, strategies, and consequences. The research findings indicate that the causal factors include the following: organizational characteristics, seller or account holder characteristics, and interaction characteristics. Intervening factors encompass economic, political, technical/communication, cultural, and legal conditions, as well as environmental characteristics. Contextual factors consist of customer characteristics, competitor characteristics, and bank characteristics. The primary category identified is relationship quality, which comprises dimensions such as trust, conflict management, commitment, and customer satisfaction. Strategies identified include advertising, corporate communication, and corporate strategy. The outcomes of these factors include relationship continuity, engagement development, and market/financial performance.

It is anticipated that utilizing the identified paradigm model to assess and implement strategies aimed at enhancing the quality of relationships with corporate customers in Iran's banking industry will yield significant results. The findings of this research were aligned and refined based on the scope of similar studies conducted previously, while also introducing new concepts related to the background and implications of relationship quality from a broader perspective. In accordance with the extracted model, it is recommended that bank managers in the country place greater emphasis on meritocracy and recruit employees based on interactive criteria. Additionally, new technologies should be employed to identify and validate corporate customers. Additionally, training courses on body language, social intelligence, public relations, and other pertinent topics should be provided for those responsible for negotiating with corporate clients. For bank personnel, key indicators of effective communication with customers should be established, and rewards should be given to employees who excel in this area. Banks should strengthen relationships by actively listening to customer feedback, consistently following up on requests, and maintaining open lines of communication through regular meetings with clients. Furthermore, banks should cultivate targeted relationships with corporate clients by utilizing corporate advertisements across various media platforms and social networks. They should provide sound financial and banking advice to their corporate clients while actively addressing issues by gathering feedback through surveys. A high level of concentration, combined with low organizational formality, is essential for creating the necessary conditions for agility and enhancing the quality of communication. Future research is recommended to investigate the quality of relationships with corporate clients in private and public banks separately and to compare the results.

The mental image of customers of a store plays very important consequences in the survival and competitive advantage of these businesses. The present study also aimed to design and validate the model of customers' mental image of the store with a mixed exploratory approach in the Hyperstar store in Tehran. This research is applied-developmental in terms of purpose, and in terms of its nature and form of implementation, it was done in a descriptive-survey manner. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of Hyperstar stores in Tehran) and customers of Hyperstar stores in Tehran. Sampling was done using theoretical sampling method and finally theoretical saturation was achieved with 10 people. Then the researcher-made questionnaire was randomly distributed among 384 customers. The data collection tools are semi-structured interviews and questionnaires. In order to analyze the expert interviews, the grounded theory method and MaxQDA software were used. Validation of Nair model was done by partial least squares method and SMART PLS software. Based on the research paradigm model, customer experience management, co-creation of value with the customer and customer orientation are the underlying factors affecting the customers' mental image of the store. This mental image affects the branding strategy and internal branding of the store. Of course, it should be kept in mind that the store's social responsibility plays an intervening role in this regard, and the store's marketing mix also provides background conditions. Through branding strategy and internal branding, behavioral consequences such as customer satisfaction, loyalty and trust can be achieved.

The automotive industry is one of the most important industries in the economy of countries due to its extensive relationship with other industries; High production and employment rates play a significant role in the sustainable development of countries. Therefore, the improvement of brand equity integration strategies in this industry is significant because it is related to the level of economic sustainability of countries. This study aims to analyze the integration matrix of the process of creating sustainable value in the automotive industry. This research is a development / mixed methodology that aims to symmetrically combine the relationship between the components of sustainable brand equity integration through Mick Mac matrix analysis to identify the most effective drivers of the research subject in the Iranian automotive industry. Therefore, in this study, first, in the qualitative part, meta-synthesis analysis and Delphi analysis were used to identify the thematic components of the integration of the process of creating sustainable value and to determine the theoretical adequacy of the components. Then, in a small part, an attempt was made to explain the approved components, based on the symmetric matrix analysis in the Mic Mac diagram, in the automotive industry to determine more stimulus for integrating the sustainable brand equity process, with the participation of 16 automotive executives. Based on the results in the qualitative section, 8 thematic components were identified to evaluate the integration of the sustainable brand equity process, and after Delphi's approval, these components were approved in terms of theoretical adequacy. The results in the quantitative part based on matrix analysis showed that the most motivating component in integrating the process of creating sustainable value in the automotive industry is the development of innovative ideas. To create integration in creating sustainable value, it is necessary to create a positive impact of creative ideas in the three components of balancing performance with the changing needs of K3 customers, the dynamics of communication with K8 suppliers, and reducing the diversity of materials used in K5 production.

The role of experiential marketing as a strategic tool to retain customers in competitive industries including the banking industry is undeniable. This research was conducted with the aim of designing an experimental marketing model in the banking industry. The current research is an applied-developmental research in terms of its purpose, and it is considered a descriptive-survey research in terms of the method of data collection. The community of participants of the qualitative section includes theoretical (marketing professors) and experimental (Refah Bank managers). Sampling of the qualitative part was done in a targeted way and theoretical saturation was achieved with 29 interviews. In the quantitative section, the views of 384 customers of Refah Bank were used. The data collection tool is a semi-structured interview and a researcher-made questionnaire. The underlying categories of experiential marketing in the banking industry were identified by thematic analysis method and the final model was validated by the partial least squares method. Qualitative data analysis was done with Maxqda software and quantitative part was done with Smart PLS. The results showed that sensory, perceptual and cognitive experience affects the behavioral and communication experience of banking customers. Behavioral and communication experience has an effect on improving customers' experience of the banking system and leads to customer loyalty, trust and satisfaction. Through the loyalty, trust and satisfaction of customers, it becomes possible to keep customers in Refah Bank.

The change in lifestyle and consumption patterns after population growth and urbanization, as well as the changes in climate conditions and the resources of the planet, have revealed the need to review the production and consumption plans; Meanwhile, the production and consumption of green products instead of conventional products is one of the ways to preserve resources and the environment for the future generation. The purpose of the research is to evaluate the impact of moral obligation, received controls and belonging to material ownership on sustainable consumption behavior in Dorsa Leather Company in Tehran. The research method is applied in terms of purpose, and based on the method of data collection, it is descriptive of the correlation type. The statistical population of the research is all customers of Dorsa Leather Company. Using Cochran's formula, 384 people were selected as a sample and 400 questionnaires were distributed and 391 questionnaires were collected. The sampling of this research is non-probability and available. The reliability of the questionnaire was measured by calculating Cronbach's alpha coefficient, which was 0.787. The validity of the research tool has also been checked by performing the confirmatory factor analysis technique. Then the data were analyzed by structural equation modeling method and using Smart PLS software. The results of research hypotheses indicate that belonging to material ownership, received controls of sustainable consumption and Moral Obligation of sustainable consumption play a role on sustainable consumption behavior. Also, the role of the need for independence, the need for intimacy, and the need for control over belonging to material ownership has been shown.

Brand equity is one of the assets that maintain the value of the company and the loyalty of customers to follow, therefore, is important for corporate success. The purpose of this research is to design a conceptual model of brand equity in the automotive industry. In order to conduct the analysis process, the analysis of data theory was used by relying on the [17] method. This analysis is based on the implementation process based on three steps analysis of open codes; Axial coding analysis and selective coding analysis such as [32]. The reason for using this approach was that due to effective functions in relation to the phenomenon studied, the special value of the brand, although criteria in past research were created, these criteria did not have the necessary effectiveness within the framework of a coherent and integrated theoretical approach in the automotive industry. To conduct this approach, 13 experts of commercial management experts who had a good scientific level were used to conduct an interview. In other words, the research point of 13 reached theoretical saturation, the point that is based on the interview process. Performed interviews at the beginning of it, because concepts did not have specific integrity and in interviews, 5 to 7, interviews were performed by the approximate dimension of the model, interviews were carried out half open and based on that, the coherent framework of the conceptual model of brand value in the automotive industry was carried out.

The purpose of this study is to design and validate the model of antecedents and consequences of experimental marketing in the banking industry of Iran. The statistical sample for designing the model consisted of experts in the field of customer relationship management was (n=29) and the sample size for validating the designed model using (Cochran method) included (n=384) customers of Refah Bank of Tehran province. In order to design and validate the model we used grounded theory approach and, the structural equation model in the form of partial least squares (PLS) respectively. The results of grounded theory approach was70 open codes that were classified into five categories (individual, psychological, cultural-social, marketing mix and situational factors). The causal conditions, included three categories: (brand experience, experience of using banking services and experience after using banking services), the background factors included three categories: (macroeconomic conditions, customer empowerment and banking industry characteristics), intervention factors were experimental marketing of Iran's banking industry. Also, the axial category of the marketing process was customer perception and expectations based on types of their experience: emotional, cognitive, behavioral, relational, and the experimental marketing strategy in the banking industry was "creating multiple values ​​for bank customers". The experimental marketing in Iran's banking industry may have consequences in the bank, customer and society sectors as well.

There is a consensus over the concept of conspicuous consumption as a type of luxury consumption. Despite a very few number of Iranian marketing scholars, most previous studies focused on the nature of the phenomena and not the process nor multi-dimensional aspects of affecting factors. Present study aims to design and explain the conspicuous consumption and the characteristics of the related products as a process that leads to identify affecting factors, strategies and the consequences. Systematic grounded theory was used . Population includes related academics, experts and sales mangers. Participants were selected by theoretical sampling method and data were collected through semi-structured interviews until theoretical saturation. 11 interviews were conducted, codes were analyzed and finally the concepts and categories were extracted. Data analysis based on categorization of 711 codes and 3 coding stages showed that the final model includes 6 dimensions, 22 sub-categories and 92 main concepts. Ostentation, gaining respect, unfulfilled needs, brands, advertisement, reference group, personal traits, wealth gap, luxury counterfeit consumption and susceptibility to interpersonal influences are the most mentioned. Conspicuous consumption process includes different sets of multi-dimensional components. Results showed that individual and social reasons play important roles in shaping conspicuous consumption. these reasons in bounding with main phenomena led to a class of actions in order to provide informational and financial resources. In the next step, these strategies are used for acquisition of conspicuous products by purchasing them or providing through others. Consumption of these products also have consequences in various fields,

The purpose of this study was to investigate the effect of economic hardship and cosmopolitanism on animosity and consumer purchase intention at Pars Khazar Company in Tehran. The purpose of this study is applied and based on data collection method, descriptive correlational type. The statistical population of the research is all the customers of Pars Khazar Company, based on Cochran's formula, 384 people were selected as a sample and 384 questionnaires were distributed by simple random method. Th e reliability of the questionnaire was measured using Cronbach's alpha coefficient, which was 0.803. The validity of the research instrument was also evaluated by confirmatory factor analysis technique. Then the data were analyzed by structural equation modeling using Smart-PLS software. The results of the research hypotheses show that economic hardship and cosmopolitanism on animosity, animosity o n quality judgements an d consumer purchase intention, and quality judgements affects the consumer purchase intention.

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behaviors on consumer behavior has critical role in actual purchase. In the present study, we first examine the effect of nostalgic behaviors include: nostalgic tendencies, nostalgic feelings, intensity nostalgic on brand heritage, brand attitude. Then the effect of product authenticity, preference for nostalgic products on nostalgic behaviors investigate. Later on the effect of nostalgic behaviors, brand heritage, brand attitude on purchase intentions (PI) investigate and finally, the effect of PI on actual purchases measure. The methodology of has two stages: stage one examine using Exploratory Factor Analysis (EFA) and the second stage using structural equations (SE). The findings and results of this research indicate that nostalgic behaviors are significantly relate brand heritage, brand attitude. Nostalgia behaviors, brand attitude affect purchase intention, but brand heritage is not significantly relate purchase intentions. Finally purchase intentions are significantly relate purchase behavior.

Social distance is an important strategy to control the prevalence of COVID‐19, so it is important to understand the behavioral impact of social distance on individuals. This study investigates social distance as a cognitive assessment from the perspective of cognitive incompatibility on the intensity of use of social networking sites (SNS) during the COVID‐19 pandemic in Urmia.

This study was performed on 384 users of social networking sites in Urmia. The model was experimentally investigated using structural equation modeling with PLS software.

The results showed that cognitive evaluation of social distance has a positive and significant effect on the intensity of social network use. The mediating role of e-shopping tendency was also significant in this regard. Also, the results of the moderating role of gender and age on the relationship between cognitive assessment of social distance and the intensity of use of social networks were significant and there were differences in different groups.

Practical implication: 

These findings are significant for organizations, companies and educational institutions in the public and private sectors. There is a need to identify a subset of people who need social support and are free from isolation and loneliness. People rely on social networks to control the social distance caused by the epidemic, and this shows the increase in the activity of social networks.

One of the main factors of success in B2B markets is the quality of relationships with customers. Attracting and retaining customers in B2B marketing seems to be more difficult than in B2C markets, due to the specific and limited number of customers. Therefore, the purpose of this study is to provide a model that explains the quality of relationships with corporate customers.

The statistical population of this study included financial managers and sometimes CEOs, board members, or senior financial experts of companies who make use of the banking services of Eghtesad-e Novin Bank (EN Bank). Five hundred and ninety-five individuals (5 times the number of questions) were selected by random sampling method. The data collection tool was a questionnaire. Content validity was used to evaluate the validity of the questionnaire and Cronbach's alpha coefficient was used to evaluate its reliability. To investigate the conceptual model of the research, structural equation modeling by Amos software was used.

According to the measurement model and structural model of the research, the validity of the extractive model was confirmed. The company features with an impact factor of 0.33, bank connector features with an impact factor of 0.14, Interaction features with an impact factor of 0.6, and environmental features with an impact factor of 0.48 had a positive and significant effect on the quality of the relationships with customers. Customer relationship quality with a coefficient of 0.59 had a significant effect on the consequences and results of customer relationship quality.

Company features, bank connector features, interaction features, and environmental features are the preconditions affecting customer relationship quality. The customer relationship quality includes consequences such as customer loyalty, purchase rate, development of future interactions, positive word of mouth, and relationship continuity.

Consumers of a product, after selecting and consuming it, reach a stage where they have to decide how to discard a product. Therefore, discarding the acquired product has been a major part of the consumer decision-making process, but very few studies are available. Due to a lack of knowledge of this stage of consumer behavior, companies will face the problem of not knowing the fate of a purchased product and how buyers make decisions after consuming a product. In the present fundamental study, using the repertory grid method as a new method in the field of marketing, 9 factors affecting the disposition phase were extracted through the purposive sampling method and interviews with 20 marketing experts. Also, 9 factors obtained from this research (social, economic, and psychological factors, documentary theory, situational factor, tendency to store product, innovation, purchase intention, and marketing mix) were used for mobile goods (Tehran Mobile Market). Using the survey method and 150 samples, the validity of the obtained structure was confirmed through second-order factor analysis. This study could provide more insights into consumer behavior and sustainable consumption and provides a basis for further research to expand understanding of disposition phase behavior.

Banking is one of the most important and influential industries in the economic development of the country. Disadvantages of traditional banking became the impetus for this study to examine sustainable marketing in the field of banking.

The foundation data theory method was used in the qualitative part and structural equation modeling was used in the quantitative part. The statistical population consisted in a small part of 187 heads of departments, deputies and heads of branches in Bank Melli. Also, the statistical community in the qualitative section consisted of 20 experts and managers of Bank Melli. Qualitative sampling method; the snowball approach was clustered and simple in part. First, the North Tehran Branch Affairs Department was divided into 6 clusters and then, based on a random approach in each cluster, the questionnaires were randomly distributed.

The research data were analyzed using three types of open, axial and selective coding. The causal conditions include: "Individual-psychological characteristics, socio-cultural characteristics and demographic characteristics"; the main phenomenon: "sustainability recovery"; Interfering factors: "motivational factors"; Background conditions: "Market behavior and competitors' behavior"; the proposed strategy was "Sustainability Development" and the consequences included: "Financial Performance, Marketing Performance and Employee Performance".

Based on the results of qualitative and quantitative analysis of the research, it was found that in order to improve the position of customers and their satisfaction, bank managers can implement and implement sustainable marketing in the bank, a suitable platform to achieve organizational excellence in the bank, Provide.

Consumer behavior is defined as the study of purchasing units and exchange processes that include the "acquisition, consumption, and disposal of goods, services, experiences, and ideas." Therefore, discarding what has been acquired is a fundamental part of the consumer decision-making process. The type of product dispositionl will have consequences for the consumer, the business, the community and the environment, and will be closely related to the purchase of a new product. In this research, which is a fundamental research, attempt to collect all the factors affecting the disposal of goods in a comprehensive model. Therefore, with the qualitative method of "repertory grid" and the method of Purposive sampling and interviews with 20 experts in this field, a conceptual model was presented regarding the factors of Purposive sampling. From the results of the presented model, 229 structures were obtained and by analyzing the content of these structures, they were combined with each other and reduced to 37 structures. Finally, using the statistical method of hierarchical clustering and expert opinion, the total structure was divided into 10 clusters and marked.

In the present study, we first examined and identified the psychological-individual factors and considered the following components for each: psychological-individual factors included personality traits, lifestyle, motivation, learning, resistance against change; values included hedonic and utilitarianism values, self-concept and authenticity; Then, the effect of these factors on nostalgic behaviors, like tendencies, sentiments and nostalgic intensity were examined. Later on, the effect of nostalgic behaviors on need for belonging, consumption conditions, brand heritage, brand attitudes ,levels of feeling and emotions is examined, and the effects of these factors and nostalgic behaviors on purchase intention (PI) were investigated, and finally, the effect of PI on actual purchases were measured. Conceptual model that extraction of literature and testing the sample size of participants.The methodology of had two stages: stage one was examined using Exploratory Factor Analysis and the second stage using structural equations.Highlights to finding this research and present articles aims to provide managerial implications for customer nostalgia behavior via Exploratory Factor Analysis (EFA)& Structural Equation Modeling (SEM).The analytical results showed the psychological-individual factors affect Nostalgia behaviors. Nostalgia behaviors, need for belonging, consumption conditions,levels of feeling and emotions brand attitudes, affect purchase intention,but brand heritage is not significantly related purchase intentions.Finally purchase intentions are significantly related purchase behavior.

Once the products are used up, the next step is to decide how to dispose them. Reuse, repair, reconstruction, recycling, etc. are different disposal options that the consumer will face. Therefore, disposing the acquired product is a fundamental part of the consumer decision-making process. knowing the consumer behavior in disposing of products will have good consequences for the consumer, business, community and environment. in this research, which is a basic research, an attempt has been made to explain all the factors affecting the disposal of goods by explaining the qualitative method of repertory grid Purposeful sampling and interviews with 20 experts in this field, a conceptual model was presented. From the results of the repertory grid approach, 229 structures were obtained. Finally, using hierarchical clustering statistical method and experts' opinion, the total structures are divided into 10 clusters. (situational factors, psychological factors, attribution theory, desire for innovation, purchase intention, disposal channel, storage tendency, social factors, economic factors, 4p marketing).

Since the consumers' nostalgic behaviors can bring about a real understanding and recognition of consumer's behavior and meeting consumer demands the best possible way, the effect of nostalgic behavior on consumer behavior has critical role in actual purchase. In the present study, we first examined and identified the hofsted index and social factors and considered the following components for each: cultural and social factors included; (hofsted index) materialism, individualism, collectivism, masculinity, power distance, uncertainly avoidance and family structure, reference groups. Then, the effect of these factors on nostalgic behaviors examined. Later on, the effect of nostalgic behavior on brand heritage, brand attitudes investigated. Then the effect of nostalgic behavior, brand heritage, brand attitudes on purchase intention (PI) were investigated and finally, the effect of PI on actual purchases measured. The methodology of had two stages: stage one was examined using exploratory factor analysis (EFA) and the second stage using structural equations (SE). The analytical results showed power distance, individualism, reference groups are significantly related Nostalgia behavior but materialism, collectivism, uncertainly avoidance, masculinity, family structure is not significantly related nostalgia behaviors. Nostalgia behavior, brand attitudes affect purchase intention, but brand heritage is not significantly related purchase intentions. Finally purchase intentions are significantly related purchase behavior.

This study aims to prioritize and select a combination of marketing communication tools, while enhancing the brand position and increasing the financial performance of the company in terms of sales volume and market share, to help the firm achieve its goals. Previous research has emphasized the importance of prioritizing and optimizing communication tools, but has not addressed the effect of quantitative indicators such as sales volume and market share and promoting and enhancing the brand of the company that will increase the profitability of the company. Therefore, in this model, it is tried to measure the effects of the variables studied on brand reinforcement and financial performance of the company. This study is descriptive in terms of purpose and descriptive in terms of nature of data collection. The statistical population of the study was customers of Zamyad Automotive Company. Based on Cochran formula, 357 people were selected as sample. The data collection tool was a standard questionnaire. The validity and reliability of the questionnaire were confirmed. LISREL software was used to test and test the hypotheses. The results of this study showed that applying integrated marketing communication can have a positive and significant effect on company brand image. After conducting this research and announcing the results and suggestions and solutions presented to the relevant units, the necessity of applying integrated marketing communications and developing a marketing communications program should be taken into consideration by the relevant authorities.

The present study was carried out aimed to investigate the role of self efficacy and social tendencies in green purchase intention and behavior. This study is considered as an applied research in terms of purpose and descriptive-survey research in terms of data collection method. In this study, the statistical population includes all consumers of organic products supplied at Ofogh Koorosh chain stores (OKCS), including Talavang eggs and organic disposable tableware. Therefore, 384 questionnaires were collected. These questionnaires were distributed by stratified probability sampling method. Cronbach's alpha coefficient was used in order to evaluate the reliability of the questionnaire and confirmatory factor analysis technique was used to evaluate the validity of the questionnaire. Then, using structural equation modeling using Lisrel software was used to analyze data. According to the results of investigating the research hypotheses, social tendencies, self-efficacy and consumer attitude play a role in green purchase intention, and the role of environmental knowledge in consumer attitudes has been shown. And, finally, green purchase intention has played a role in green purchase behavior. Therefore, environmental knowledge has a significant effect on green purchase behavior through consumer attitudes and purchase intention.

In the present era pharmaceutical companies due to the specific nature of their products licensing for new products to introduce to the market after experiencing several problems. this study is whether we can rely on entrepreneurial marketing practices of the company’s new products introduced to the market or not? examined the statistical population pharmaceutical companies of Tehran province from the perspective of the entrepreneurial marketing practices and analysis and ranking degree of influence different aspects of the characteristics of entrepreneurship, market orientation and communication on entrepreneurial marketing.Use electronic questionnaires .Reliability for getting opinions from academics and experts and its validity has been confirmed by Cronbach’s alpha. method. In this study, PLS and SPSS software to analyze quantitative data is used. That after analyze of the results was confirmed positive and significant impact all aspects of the characteristics of entrepreneur, entrepreneurial orientation and communication on the Entrepreneurial Marketing Pharmaceutical companies focus on the communications of their marketing staff in order to effectively engage in entrepreneurial marketing.

Today, many marketers view the store environment as an important way to satisfy their consumers. They do this by providing a positive shopping experience that establishes the store as the first choice in the consumer’s mind .This study investigates the process during witch the environmental motivations including music, light, scent, decoration, color and temperature impact the nonverbal responses (PAD) like pleasure, arousal and dominance that finally lead to/not to bye. conduct sales and reputation empirical value added sales force and commitment to customer relationships. The research and applied research is descriptive in terms of data collection method. The population of this study includes all customers insurance Entrepreneur insurance branches in Tehran, this study sample consisted of 384 people. We employed questionnaire as the tool to gather the information needed that questionnaire reliability of the research has been measured by Cronbach’s alpha calculation to 0/768 amount, validity of the research tool also confirmed by(confirmation) factor analysis. The data is analyzed using structural equation modeling . The results showed that environmental motivations of a market affect the nonverbal responses (PAD) positively. Also this research has studied the direct effect of environmental motivations on the verbal responses. The findings showed that the effect was positive.

in this study, one tries to shed light on the effect of independent variables of marketing capabilities, innovation and entrepreneurship through mediator variable of social network sites on performance as the dependent variable of this study.

this study is practical by purpose and descriptive survey in terms of nature and by content it is correlation. This study is conducted through comparative arguments-inductive. Statistical population of this study is consisted of all senior managers and experts of Qavamin bank branches in Tehran with 288 people among which 167 have been singled out through random method of cluster type as sample size. Data collection tool was questionnaire which its validity of its content has been established by confirmatory factor analysis and its reliability was established by Alpha Cronbach. For analyzing the collected data, structured equation modeling and regression coefficient are used.

obtained results of study showed that entrepreneurship tendency, pioneer feature, competitive feature and risk taking influence on the performance and independence has no effect on performance. Thus, entrepreneurship tendency influences on performance. From other side, innovation and marketing capabilities influence on performance. Meanwhile, marketing capability dimensions, market orientation influence on performance and commercial name has no influence on performance. Finally, it has been revealed that entrepreneurship tendency also can influence on financial and nonfinancial performance through mediator variable of social network sites.