nader gharibnavaz

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.

The final goal of the research is to provide a model for co- branding according to the modern banking structure of our country so that it can cover the growing needs in the field of banking.

In this research, to achieve the co- branding model, the qualitative method of foundation data theory has been used, and the main basis for collecting information in this method is to conduct semi-structured interviews with knowledgeable people and experts in the sampling used in this article was theoretical sampling. After conducting interviews and collecting information, the codes obtained in different sections were analyzed and after three steps of open, central and selective coding, the final model was obtained by the researchers of this article

The final model consists of the sum of the central category, causal conditions, intervening conditions, strategies and finally, the consequences and results of co- branding. Each of these conditions and factors that make up the model have variables and categories that pay attention to them to achieve the final goal of co- branding. Originality: Tis article is taken from thesis of Phd.Masoumeh Ghaffari charati

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.

Having the Mobile Communications of Iran Company (MCI) with public and government facilities and infrastructure has led to not paying attention to organizational branding. The non-fulfillment of organizational branding in the shadow of monopoly and state enterprise has led to numerous challenges for the quantitative and qualitative development of the MCI in a competitive environment. Then, in the current research, a qualitative study of barriers and organizational branding solutions of MCI has been done.

This research is based on qualitative method and grounded theory strategy. In this research, an in-depth interview was conducted with 14 managers and subject experts. The research data were analyzed based on the principles qualitative research during three stages of open, central and selective coding.

Based on data analysis, 184 primary concepts, 10 component categories and 34 major categories were extracted. According to the findings of the research, the problems caused by the conditions of sanctions and centralization in the policy-making system as a kind of structural obstacle have made the branding process of the MCI difficult. Also, the governance of the bureaucracy system and government management methods have made the existing conditions doubly challenging.

Based on the literature, in order to face the structural conditions, it is necessary to focus on social and cultural capacities and characteristics in order to facilitate the organizational branding process of MCI. Also, handing over management powers to the provinces and adopting interactive approaches were among the strategies that will have consequences such as increasing market share, strengthening the penetration rate and achieving goals.

The use of social media is increasing. In Iran, in recent years, different social media have been presented. These networks are mainly offered in the form of mobile platforms. The primary purpose of this study is to present a model of Iranian consumers' behavior on social networks. The method of this research was applied correlation and survey. In this study, the statistical population included social network users to examine the fit of the final model. Using the Morgan table, the sample size was 384 people. The sampling method was Simple random sampling. In order to measure the research indicators, a researcher-made questionnaire was prepared based on the research literature. Its Reliability was confirmed using Cronbach's alpha coefficients (0.75), and its validity was confirmed using CFA and fit indices. This research was implemented in 2021, and the questionnaire was also distributed in the summer of this year. The results of this research confirmed the relationship between 7 leading indicators in the form of functions, usability, privacy, network content, marketing, and psyxchological and environmental factors with consumer behavior in social networks. Based on the obtained results, the theoretical basis of the research was valid, and the developed model/scale was suitable for measuring the behavior of Iranian consumers in social networks.

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 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.

Grey markets are unofficial markets where economic players indulge in trading securities and other commodities. They are shaped whenever a suspended stock or commodity, neither purchased nor sold by players, is brought to the market. Such commodities would be traded even before the official trading initiates. The issue is prevalent in developing and emerging markets. Accordingly, this study seeks to explore the formation of grey markets resulting from economic fluctuations and customs gaps, with a specific focus on the Samsung home appliances market in Iran.
 

The present study, applied-developmental, is an applied-developmental one and is qualitative-quantitative in terms of its exploratory nature. Its statistical sample, in the qualitative phase, includes 20 experts in the field of grey markets in the home appliances industry, selected using a judgmental/purposive approach and snowball sampling. The statistical sample, in the quantitative phase, includes 13 experts in the field of grey markets in the home appliances industry, selected purposefully. To collect the required data both in the qualitative phase of the interview and the quantitative phase, a pairwise comparison questionnaire was distributed among the respondents. The data theory approach was adopted to analyze the collected data in the qualitative part, and the fuzzy Dematel approach was used in the quantitative phase.
 

The obtained results of fuzzy Dematel analysis, proved cross-border markets with 23.2332 interactions to have the highest priority; i.e. they need to be more scrutinized and investigated by researchers and policymakers. Besides, the smuggling of goods with the interaction of 22.2800 had the second priority. Based on the achieved findings, more attention must be paid to the customs to prevent such issues which could directly shape grey markets. Next, the fluctuations of economic indicators with the interaction of 22.772 got the third priority. The fluctuations were mainly caused by the socio-political stability or instability of the country in a certain period. Finally, the stagnation of the home appliances markets with 22.292 interactions took the fourth priority.
 

According to the achieved results, economic fluctuations and lack of supervision at border checkpoints end in the formation, emergence, and extension of grey markets. Besides, the lack of effective border controls sets the ground proper for unauthorized or illegal distributors to transport or smuggle Samsung products into Iran, helping the formation of grey and parallel markets.

Marketing policy is a set of principles and rules in the field of marketing that guide the decisions of the organization. Policies are framed by the organization's senior management to act as a solution for operational decision-making.

In recent years, with the advent of the corona virus, many people have reduced their side activities. The spread of new strains of the virus is spreading rapidly. Therefore, considering the importance of this field, the present study has presented a digital marketing model in the retail industry with an emphasis on post-corona.

The qualitative statistical population of the research has been done by available sampling method to 35 experts and the quantitative statistical population is all experts and activists in the marketing industry. In this study, the required data were first collected by documentary analysis method.

Then, in order to examine the views of experts, thinkers, managers and professors, the semi-structured interview method has been used and to reach the final model, the Delphi test has been used.

The final results of the test are in the form of four areas: digital marketing planning, use of social networks, digital marketing performance, and customer engagement and participation.

Health tourism, also known as medical tourism or medical travel, refers to travel to another country or region to receive medical treatment, procedures or services. The concept of health tourism has gained popularity in recent years due to rising healthcare costs in developed countries, the availability of high-quality medical facilities in developing countries, and the ease of international travel. Health tourism can provide patients access to high quality medical treatments, reduce healthcare costs and improve their quality of life. However, it is important to carefully consider the risks and benefits of health tourism before deciding to travel for medical treatment. Patients should research the treatment facility and provider and ensure appropriate health insurance coverage prior to travel. In the meantime, one of the aspects investigated in the fields of health tourism has been the behavior of consumers of these services, as well as the effects of social networks on this behavior. One of the studied cases is in the field of consumer behavior in relation to social networks, which has been studied in various researches in recent years. In fact, social networks are one of the most used areas in recent years of social networks, which have greatly occupied various markets. In recent years, the amount of use of social networks in Iran has increased so much that the scope of using these networks has led to political debates and influencing the results of elections. In this research, considering the increasing role of social networks, its impact on health tourism has been investigated from the point of view of consumers of medical services in the form of medical tourists.

In terms of research methodology, the current research is applied, survey and correlation research. The statistical population of this research includes all social network users in medical centers providing health tourism services in Tehran. The size of the statistical population was 850 people during the study period, and using the Cochran formula, the sample size was determined to be 256 people. In order to measure the research variables, a questionnaire was used. The validity of this tool has been examined through construct validity, and reliability has been examined and confirmed using Cronbach's alpha coefficient. In the analysis method section, first the measurement model was formed and the fit of the model was examined based on the indicators. Finally, based on the structural modeling method, the relationships between the research variables were examined and the results were presented.  Amos software is used in this section.

The results showed that the amount and type of use of social networks had a significant effect on the behavior before, during and after the use of health tourism services.

One of the ways social media can influence health tourism is by giving patients access to information about medical facilities and doctors in other countries. Patients can read reviews, watch videos and connect with others who have undergone similar treatments. This can help them make informed decisions about where to go for treatment and what to expect when they get there.
Another way social media can influence health tourism is by providing a platform for medical professionals to share their expertise and build their reputation. Doctors, nurses, and other healthcare providers can use social media to showcase their skills, share educational content, and interact with patients and other professionals in their field. This can help them attract patients from other countries who are looking for quality care. On the other hand, social media can also have negative effects on health tourism. For example, false or misleading information can spread quickly on social media, which can lead to patients making poor decisions about where to seek treatment. In addition, some medical facilities and doctors may use social media to promote themselves in unethical ways, such as exaggerating the benefits of their treatments or making false claims about their qualifications. As a result, social media and health tourism are two distinct concepts that can interact in different ways. While social media can give patients access to valuable information and help medical professionals build their reputation, it can also pose risks for patients seeking accurate and reliable information about treatments and medical facilities in other countries. The relationship between the type and amount of use of social networks and the behavior of health tourists before, during and after the use of medical services was investigated. The results have shown that social networks can have a positive and direct effect on the behavior of consumers of health tourism services.

This study aims to determine the optimal location of new chain stores based on geomarketing (location-based marketing) with a combined approach of TOPSIS and GIS. The statistical population included experts and customers of the retail industry (Janbo, Ofogh Kourosh, Haft, Refah, Shahrvand and Etka stores) in Tehran. In the expert section, using cluster sampling method from each cluster, 2 to 3 stores in the north, east, west, center and south were chosen and then 14 experts were selected from the clusters. In the customer section, 384 people who visited the chain stores were selected using the available non-random sampling method and questionnaires were distributed among them. Then, in the quantitative phase, the Analytic Hierarchy Process (AHP) was applied for ranking in the expert section. Also, in the customer section, the Friedman ranking test with SPSS software was used. After collecting the required data and performing spatial analysis, maps related to the components and location indicators were generated using ArcMap software. In the following, a case study consisting of 3 proposed places in the 18th district of Tehran city was investigated for the establishment of a new store. Finally, the proposed stores were ranked using the TOPSIS method based on the decision matrix extracted from the opinions of experts, customers and GIS based maps. However, according to the case study conducted from the experts and customers’ point of view, it was determined that the location number 2 located in Rajaee Street in Tehran is suitable for opening a new store.

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,

Deciding on the store location is the most important strategic decision of retailers for long-term profitability. Therefore, in order to achieve their goals, the managers and owners of retail stores make decisions concerning the target market and the purchase place, both of which are highly important in their success or failure. Therefore, the main purpose of this study is to provide an optimal location model with geomarketing (location-based marketing) approach in the retail industry using thematic analysis and interpretive structural modelling. For this, 14 experts in the retail industry were interviewed, and the content of the interviews was analyzed using MAXQDA software. Based on the results, 10 components and 82 indices were identified. Finally, using structural interpretive modelling, their interrelationships and influence on each other were determined. According to research findings, retail location is of great importance to customers. Companies can use the geomarketing approach to select the ideal location and spatial planning for the retail industry, to select locations with the maximum volume of trade, and ultimately to maximize profits.

The present study aims to compare and integrate the location selection criteria’s and indicators of chain stores from the perspective of customers and retail industry experts with a geomarketing approach. The analytical method applied in the experts’ section was a combination of fuzzy Delphi technique and Analytic Hierarchy Process (AHP) and in the customer section, a combination of KMO index and Bartlett test in Exploratory Factor Analysis (EFA) and Friedman classification test with SPSS software was utilized. The statistical population includes experts and customers of the retail industry in Tehran. In this study, firstly, both the need to address the issue of optimal location of retail stores as well as the necessity of locating these centers were explained. In the next section, the most significant criteria’s and indicators of retail stores location selection were identified and ranked from the perspective of experts and customers. In the next step, comparison and integration between the criteria’s and indicators of chain stores location selection from the perspective of customers and experts were performed. Finally, a comprehensive model of Integrating location selection indicators from the perspective of customers and experts using structural equation modeling with Smart PLS software was presented. At the end, it can be mentioned that macro-level research findings provides a framework for the optimal location selection of retail stores with a geomarketing approach.

The issue of advertising and digital marketing is so important and complex that it requires the use of the guidelines of digital advertising and marketing experts. Nowadays, with the expansion of time, users' use of the Internet and their extensive use of smartphones is considered a subset of marketing management. Therefore, in the present research, the relationship between digital marketing and customer participation in the retail industry has been evaluated with an emphasis on post-Corona. This research is a type of applied research. Descriptive method is also used in quantitative part. Descriptive statistics are used to determine dimensions, components, and indicators, and exploratory factor analysis and Lisrel software are used to determine the current situation, determine the influencing factors, and determine the contribution of each influencing factor. The statistical population in this research consists of all the active people in the marketing industry in the retail industry in Iran. The results show that there is a significant relationship between digital marketing planning and digital marketing performance in the retail industry with an emphasis on post-coronavirus and there is a significant relationship between the use of social networks and digital marketing performance in the retail industry with an emphasis on post-coronavirus. . Also, the results show that there is a significant relationship between customer engagement and participation and digital marketing performance in the retail industry with an emphasis on post-corona.

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.

 In the present study, the digital marketing model that has been extracted using the grounded theory has been using analysis fuzzy analysis technique and Delphi method.

 The statistical population of the study includes expert personnel of the Tose’e Ta’avon Bank throughout the country that the information related to the questionnaire was eamined with 119 indexes from the perspective of 27 experts. The Delphi technique is performed in three rounds and using a set of triangualar fuzzy numbers, fuzzy Delphi analysis with the Kendall coefficient calculations stage and reaching the number 0.758 and achieving consensus between the experts’ view is stopped.Then the indicators are identified and evaluated for final analysis.

 The data analysis results show that the digital marketing model presented from the grounded theory of the foundation for the Tose’e Ta’avon Bank is fully established and the small output of the model evaluation coefficients also confirms the model results.

 The present study is the first studythat is based on examining the digital indigenous pattern in the banking industry with grounded theory approach. Quantitative Analysis of the model using a questionnaire that is the product of open, axial and selective coding has neen done with using Delphi technique and fuzzy analysis in the Tose’e Ta’avon Bank, which can be extended to other public and private banks with special conditions and restrictions. Findings and final achievement of the present study is a relatively comprehensive and complete model based on the requirements and characteristics of Iranian banks and is more comperehensive than others models provided by experts, considering that they have been developed for non-financial societies in terms of dimensions, components and will be more appropriate.

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.

Gray markets refer to those markets where multinational brands are distributed throughout the local markets of a country through unofficial sources of brand activity. Consequently, companies that are responsible for distribution of multinational brands in the host country will face difficulties. Given that consumers tend to gray markets to buy the original brand at lower prices during economic fluctuations in particular countries, it is impossible to eliminate gray markets, (Dasu et al., 2012). On the other hand, the lack of appropriate management of such markets and the passive approach of multinational companies toward such markets undermine the value of those international brands in the host countries and undervalue branding efforts. In our country, gray markets also exist and have significant economic consequences. The home appliance market is one of the most critical existing gray markets in Iran, which has emerged due to a lack of screening and extensive activities in the illegal distribution of home appliance brands. Samsung home appliance company is regarded as one of the international companies that has suffered accordingly. Gray markets that do not provide adequate support and following services for consumers have caused problems for the Samsung brand. This problem-oriented study on the gray market for Samsung home appliance products intends to address why such gray markets have emerged despite various marketing activities by Samsung Company. This study aims at identifying antecedents and consequences of the existence of gray markets for Samsung products.

The present empirical study is developmental in terms of purpose and qualitative in terms of data collection. This research has been conducted according to the grounded theory. The research sample includes a group of managers working at Sam Service Company and university professors who were selected by purposeful sampling. The data were collected through interviews and then coded in three levels of open, axial, and selective coding. Eventually, the results were coded into five categories of causal, contextual, and intervening conditions, as well as strategies and consequences based on Strauss and Corbin model.

Causal conditions include economic fluctuations and lack of screening in the country's entrance refers to the critical phenomenon of emergence of gray market. Contextual conditions entail rules and regulations and also consumers’ culture. Intervening conditions include empowerment of legal intermediaries and consumers’ awareness. Strategies encompass customized and passive production strategies. And finally outcomes include sales performance and brand value. The research findings indicated that there were not adequate necessary advertisement to persuade buyers from intermediaries and sales agents; besides, Samsung company has focused its advertisement on their products instead of official distributors. Therefore, it is very important to reconsider and invest in advertising and communication to inform customers about the significance of buying from official suppliers. Focusing on creating a consumer culture corresponding to service quality and reducing the risk of product problems can also strengthen consumer culture and reduce consumer risk-taking to buy from gray markets. In terms of laws, there are not adequate restrictive laws leading to the formation of the gray market in the field of home appliances, and in particular Samsung brand.

The results of this study showed that it is necessary to address the specific economic conditions of the host market, the extent of distributing channels and supply of products of the main company, creating a culture of buying from official channels, familiarizing customers with follow-up service, and establishing systems to engage customers accordingly. In terms of theoretical participation, findings of this study can be considered in the application of necessary theories related to customer engagement for international companies. The lack of constant communication between Sam Service Company and its customers has established a sense of Service Company for customers rather than a company that is the official provider of products. It leads to the image that customers should only refer to the company when there is a problem and they need repair services. Therefore, it is related to the natural dissatisfaction caused by product problems or service failure. However, in case of creating customer engagement systems, a continuous and coherent relationship is established with the parent company and the official representative can increases the brand value. It also results in incentives such as loyalty discounts, customer club points, and etc. during future purchases. It causes customers to disregard gray markets and turn to official markets, and also leads to constant communication with customers.

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.

The main purpose of this study is designing and explaining the indigenous model of digital marketing in the Iranian banking industry in order to promote digital banking. Qualitative analysis of the obtained data has been done by grounded theory approach, axial and selective coding and the requirements to performe each of these steps after analysis will eventually lead to a modeling for digital marketing in the banking industry. Findings and final achievement of the present study is a relatively comprehensive and complete model based on the implications and characteristics of Iranian banks. Against the previous models provided by other experts, considering that they have been developed for non-financial communities, in terms of dimensions, components and indicators, this model is more comprehensive and more appropriate. This research has been compared with some domestic and foreign researches. While the present research model has most of the components and indicators, a number of new and indigenous components and indicators have been identified and counted, which is a strong point for it. Finally, the comprehensiveness of introduced model and its locality for the banking system based on the current characteristics of the economic system considered the main achievement of this research.