شهرت

In the past decade, the digital economy has transformed business operations and consumer behavior, with online shopping becoming a preferred method for consumers. Businesses, especially retail stores, are enhancing their online platforms to meet customer needs and retain them. The rise of information and communication technology and artificial intelligence has led businesses to adopt strategies like gamification and utilize crucial tools for customer engagement and feedback. Gamification is a strategy used by top retailers globally that involves strategically using game design elements in non-game contexts to create engaging experiences for users. This method is commonly used in various fields like marketing and customer loyalty programs and can enhance customer experiences and motivations. Some researchers believe that gamification is one of the most important media tools based on participation that can increase customer interaction with the company's website, leading to an increase in their intention to repurchase. In addition to gamification, other factors such as vendor reputation and trust have been identified as key predictors of customer retention and intention to repurchase as they can increase risk-taking behavior in cases of uncertainty, interdependence, and fear of opportunism. However, research has shown that not all forms of gamification are necessarily effective in increasing intentions to repurchase; it depends on the context, design type, and psychological outcomes of gamification. Therefore, gamification is not a simple framework but a complex phenomenon that requires careful analysis and evaluation. For this reason, leading research has investigated the relationship between game creation and reputation on the intention of DigiKala customers in Iran to repurchase while simultaneously reviewing factors such as trust, perceived ease of use and usefulness, desire to use, and purchase frequency within a conceptual model proposed by Aparicio et al. (2021).

The current research is practical in terms of purpose. In terms of nature and method, it is descriptive-correlational and in terms of time, it is a cross-sectional type of research. To analyze the data, descriptive and inferential statistics methods and structural equation modeling have been used. The data required for this research were collected through a standard questionnaire both manually and electronically. In order to check the validity of the data collection tool, face validity was used. Also, by using confirmatory factor analysis, the construct validity of the research variables was investigated. The statistical population of this research includes all users of the DigiKala site who have purchased and searched for goods and services at least once using the site and the platform provided by this company. Due to the uncertainty of population, 20 samples were considered for each structural relationship in the research model, and finally, 243 analyzable questionnaires were collected from the samples. To test the hypotheses, structural equation modeling and Smart-PLS 0/3 software used.

Examining the distribution of variables shows that the distribution of none of the variables is normal. Applying the bootstrapping technique shows that the factor loadings of all components are in the desired range and are statistically significant. Also, checking the validity and reliability of the instruments shows that all research variables, except for the reputation variable, have minimum acceptable indicators related to the validity and reliability of the structures. Also, the review and evaluation of the structural model show that all the direct relationships except the relationship between the two variables "Gamification and Use" and the relationship between the two variables "perceived ease of use and intention to use", the rest are statistically significant. The coefficients of determining the dependent variables of the model show that the independent variables have been able to explain the changes of the dependent variables to a large extent. Based on this, it is clear that about 60% of the variance of the repurchase intention variable without the gamification variable is explained by other variables such as reputation, trust in vendors, etc. Tests related to the predictability index and Cohen's effects also indicate the desirability of these values. The calculated value of the SRMR index for the modified research model (09/0 ) is very close to the optimal value and shows that the research model needs minor modifications and this indicates the existence of differences in the behavior of users in the studied community regarding the reaction to the concept of intention to repurchase. This indicates that other variables are also influential in these relationships, which require more study and investigation in this society, and therefore, it is necessary to investigate and identify these variables by using qualitative research. Also, the results indicate the existence of a different social and economic background in Iran, which has caused the relationship between the variables of the research to be different from the results of other similar research abroad. Of course, as mentioned, the usefulness of using gamification to use the site more requires a suitable level of trust in the seller so that gamification can play its role well.

Using e-commerce to increase product sales by companies is useful and effective, but its usefulness is influenced by several factors that do not necessarily produce the same results in different societies. The maximum use of this useful platform requires several infrastructures in society that can open different paths for digital companies. In today's changing world, companies must face new challenges to survive. For example, they have to balance profitability and social responsibility, which are sometimes contradictory. Examining the values of Cohen's effect shows that in Iran's digital market and especially about DigiKala Company, reputation and trust more than anything guarantees people's intention to repurchase from this site. So, DigiKala must address these issues, especially the issue of digital corporate social responsibility. The results of the research showed that DigiKala needs to develop basic infrastructure such as developing digital corporate social responsibility, gaining the trust of users, and maybe paying more attention to the price sensitivity of users, and in general, paying attention to the developments necessary for the application of gamification tools and its advantages.

Throughout human existence on the planet, people have admired heroes for their indescribable abilities and achievement of lofty goals. In the modern world, this role has been assigned to celebrities and this role is used for various marketing activities. The central feature of becoming famous is the experience of this conflicting feeling between presenting a public image and the desire for people's private life, and this view has an impact and impressions on marketing processes. The purpose of this study is to analyze the behavioral paradox from the phenomenological point of view of Sartre and Merleau-Ponty, that on the one hand, people tend to have a public personality in a wide range, and on the other hand, close communication challenges the personal and individual interactions of celebrities. To achieve this goal, the interpretive phenomenology method has been used and the sample size based on theoretical sampling, 11 people from social media celebrities who have public reputation were selected and the data collection process using semi-structured interview method. done. At the end of this research, we suggest three ways that a name may respond to conflicts in one of these three ways: (1) eradicating the gap between the public self and the private self, (2) dividing or sharing. Putting the private self and the public self, (3) accepting the tension caused by sharing the private self. It is suggested that only this third approach successfully mitigates the negative effects of alienation felt by many celebrities.

The global economy is witnessing an increase in the level of competition between companies and countries and consequently cities. Therefore, the future of countries and cities is directly dependent on the degree of their competitiveness in economic indicators, especially competitiveness. In this regard, in today's competitive world where cities are trying to outdo each other in various fields, urban tourism, branding and marketing for tourism purposes has also become an arena for cities to compete. The brand of a city in tourism is the winning edge of a city in economic and social competition and a strategic tool to increase the competitiveness, credibility, power and influence of cities. Therefore, in society today, creating and maintaining an urban brand and in this context, positive imagery and reputation promotion along with emotional attraction to travel to the desired city, is one of the basic points considered by city managers and is a topic in which success It can bring prosperity, prosperity and prosperity to the inhabitants while keeping the cities alive. Therefore, it is in this context that The variables of fame and emotional attraction of traveling to a place and proportional promotion of the position of these two variables are among the most important factors in effective branding and creating an attractive image of the destination for the purpose of tourism development and attracting tourists and consequently gaining capital. according to this, The present article examines the relationship between fame and emotional appeal of traveling to the metropolis of Ahvaz and also determines the position of this city in corresponding of these two variables in comparison with other metropolises of the country.

This research is in the field of behavioral geography. The research method is descriptive-analytical and applied in terms of purpose. In doing so, statistical analysis of Kendall Tao and Spearman correlation and location reputation matrix and SPSS and Excel software have been used. While the, to confirm the use of the two non-parametric tests mentioned above and to measure the significance of the variables in this framework, the Kalmogorov-Smirnov statistical test was used. The data collection tool was a researcher-made electronic questionnaire based on a five-point Likert scale, the validity of which was confirmed by professors and its reliability was confirmed by using Cronbach's alpha coefficient of 79%. The statistical population of the study consists of people who have never traveled to the metropolis of Ahvaz; In this regard, by combining cluster snowball sampling methods and supervised network, 627 questionnaires were received.

Based on the research findings, finally, this study identified the position of place reputation in relation to emotional attraction in four main groups; And provided solutions in accordance with the position obtained. According to the research findings, there is a positive relationship between the fame of Ahvaz metropolis and the emotional attraction of traveling to this city, and the current situation of this city is in a quarter of losers and is not appropriate. The order of extreme heat, dust, destruction and war, deprivation, sewage and bad smell, urban chaos and traffic, lack of infrastructure, lack of security, cultural problems and ethnicity and dirty city are the most important imagine that have caused this situation in the city. This situation and such imagins, which are deeply rooted in the facts, have been the result of policies and, in other words, the dominant view in the body of the metropolis of Ahvaz from management at all levels to the citizens of this city; Also, on a macro-scale national scale we must overcome the Dominance of the centralist view, the success of the central and peripheral landscape, the historical emphasis on the oil-based mono-product economy, and the mere exploitative view of oil-rich provinces, Lack of environmental priority and sustainable development, Lack of a grand brand strategy national, regional and so on.

In the context of the principles of behavioral geography related to branding, the destination image can be considered as a set of knowledge, feelings, ideas, expectations and feelings that people have about a place. The destination image is a multidimensional structure that has three basic cognitive, emotional, and motivational dimensions. The cognitive dimension includes a person's knowledge and beliefs about the physical characteristics of the destination. The emotional dimension involves evaluating the quality of one's emotions in relation to physical characteristics and the environment. The motivational dimension is considered corresponding to the behavior and originates from the cognitive and emotional dimensions. Based on the above analysis, by promoting the environment within the framework of a branding macro strategy, and alongside and thereby, increasing cognition; And at a higher level, believing people and putting pressure on it, can increase the positive reputation and then, increase the emotional appeal of traveling to this city and ultimately increase the motivation and attract more tourists and thus increase the competitive capacity. And attracted more capital in this metropolis compared to other metropolises in the country; The result will be the attraction of capital and the achievement of sustainable development, according to the majority of urban planning experts. Finally, based on the findings of research, discussion and conclusions, solutions were presented in three areas: scientific domain, metropolitan area and macro area of branding.

The main goal of the current research was to investigate the impact of pressure from organizational stakeholders and regulatory stakeholders on financial performance with the mediating role of social reputation, environmental reputation and green logistics practices (case study: production department of Iran Khodro Company in Tehran). The research method of the current study is applied in terms of its purpose and descriptive-survey in terms of data collection. The statistical population included 1500 financial specialists and experts, heads of the accounting department and the managing director of the production department of Iran Khodro Company in Tehran. According to Cochran's formula, the number of samples was 306 people. Data collection has been done through a questionnaire; In order to measure the variables of pressure of organizational stakeholders, pressure of regulatory stakeholders, green logistics practices, environmental reputation, social reputation, financial performance, a questionnaire with 30 items was used based on Biss article (Bah et al., 2019). The analysis of the obtained information was presented to two groups. In the first part, with the title of descriptive statistics including demographic information related to the statistical sample, and in the second part with the title of inferential statistics due to the non-normality of the data, the method of structural equation modeling by means of SmartPLS software was used for data analysis. The results of examining 19 hypotheses showed that only 3 hypotheses were rejected and the rest of the hypotheses were confirmed. Therefore, it can be concluded that the pressure of organizational stakeholders and regulatory stakeholders with the mediating role of social reputation, environmental reputation and green logistics practices have an effect on financial performance (case study: production department of Iran Khodro Company in Tehran).

Nowadays, the service industry has a fundamental and important role in the economic growth and development of countries. In this regard, the role and position of the insurance industry, as a supporting industry, is quite obvious. Insurance is one of the cornerstones of modern life. The insurance industry is rapidly turning into an essential element in the financial sector that contributes significantly to economic growth. The products of the insurance industry are intangible and have a high perceived risk. So, it requires a high level of mental engagement. In this case, recommendatory advertising helps to reduce uncertainty and risk perception. Due to the nature of the insurance industry, advertising more recommendations than other industries influences the decision of those who tend to be insured. The reputation of insurance companies is one of the important factors affecting people's recommendations. In this research, an attempt has been made to examine this issue. The research is conducted on the purpose of understanding the importance of satisfaction and loyalty of the insured for increasing the influence of the insurance industry and the factors affecting it, such as the trust of the insured and the reputation of insurance companies. The research method, based on the nature and objectives of the study, is a survey method through which the data were collected. The data were analyzed and then put to correlation tests. The statistical population of the study consisted of the clients of Iran Insurance Legal Agencies in Tehran selected by cluster sampling. There was, indeed, the sampling of multi-stage clusters in which several of the legal insurance agencies of Iran were selected as a cluster and then, in the second stage, a questionnaire was distributed among those who referred to the agencies. According to Morgan's table, since the population size was unlimited, the sample size was determined to be 384 people. As a result, according to the researchers' experience, more questionnaires were distributed in the statistical population of the research, and finally 400 questionnaires were used for the analysis. Their content validity was confirmed by experts and university professors. To evaluate the reliability of the instrument used, Cronbach's alpha coefficient was used, and the calculations were performed using version 22 of the SPSS software. For this purpose, a pretest was taken with 30 questionnaires, and then, using the data obtained from these questionnaires, the confidence coefficient was calculated by Cronbach's alpha method. The Trust Scale of the Insured was 83%, the Loyalty Scale was 90%, the Recommendation Promotion Scale was 78%, and the overall reliability of the questionnaire was 85%. These figures indicate that the questionnaire was reliable. A conceptual model and the research hypotheses were tested by structural equation modeling using the Smart PLS software. After data analysis, it was shown that the customer’s satisfaction and trust through the reputation of the insurance company leads to loyalty and advertising the company. This induces a positive and significant relationship. As a result, it can be said that one of the requirements of loyalty and word of mouth by the insured in Iran is the existence of trust in and satisfaction with the insurer. These two elements accompany the reputation of the insurance company in the competitive environment of the society. The present study is based on four main hypotheses that were all confirmed. The reputation of insurance companies is the most important issue that top managers and marketers of Iran Insurance Company should pay due attention to. By creating satisfaction in the insured, Iran Insurance Company can establish loyalty in them. Since the insurance industry is closely related to other industries, the existence of loyal customers is necessary for the sustainability of the companies. If Iran Insurance Company cannot provide proper services, the customer satisfaction will be lost. Customers are interested in long-term experiences with the company's products and services. Those who are very happy with the insurance company's reputation tend to share their feelings about the company with others. In Iran Insurance Company, the reputation of a company plays an important role in establishing the relationship between the customer’s trust and loyalty. Therefore, honesty and transparency are necessary to create such a trust. When people trust the services of Iran Insurance Company, their word of mouth advertises more purchase. Satisfaction through the reputation of the insurance company increases recommendations and advertisements. Word-of-mouth advertising takes place when customers  have confidence in the activities of Iran Insurance Company. In fact, one of the important sources of recommending the services of a company to other people is the customer trust. When a company has a good reputation but does not create the necessary trust in its customers, it will not be advertised. The requisite for creating a word of mouth among customers is the simultaneous existence of the insurance company's reputation and the customer’s trust.

Exploitation of celebrities’ image in commercial advertisement is one of the most influential tools in identifying products to consumer. Most of the endorsement companies use this kind of advertising for identifying products. Celebrities have a great tendency to conclude endorsement contract with companies, since obtaining revenue from this contracts is higher than other contracts. Nature of this contracts in comparison to other similar contracts are described in the form of article10 of civil code. Although exploitation of celebrities’ image has a great impact on consumers’ attention to buy products, companies are at risk that celebrities’ engaging in unethical activities can damage their fame, and have a negative impact on consumers’ view. As a result, endorsement companies use clauses like moral clauses, claw-back clauses or liquidated damage to protect their capital and fame. Also, celebrities are facing the danger that companies will change consumers’ view by engaging in unethical activities. As a result, celebrities are trying to specify reverse moral clause in their contracts.

The purpose of this study was to investigate the effect of sales force reputation on the dimensions of experiential value-added and customer behavior. The statistical population of the study consisted of customers of Rossen Therapy Co., 50 of whom had the highest volume of purchase and transaction with the company, were selected by non-probability and purposive method. A standard questionnaire was used to collect data. In order to analyze the data, partial least squares method and Smart PLS software were used. The results of the research showed that sales force reputation positively and significantly influences the dimensions of experiential value-added as well as the service excellent and the enjoyable interaction effects on customer loyalty and also the loyalty effects on the customer's share of wallet. Of course, the effect of the service excellent and enjoyable interaction on customer's share of wallet and the effect of economic value and service productivity on customer loyalty were not confirmed.

The aim of this study was to analyze the effective factors in employer’s brand attractiveness. By using the literature logo, corporate image, reputation and customer brand identification variables were determined and variable of brand avoiding uncertainty in relationship with customer brand identification and employer’s brand attractiveness was selected as of moderating variable. The population of the study was managers and experts in municipalities in Fars province that they at least used Mahan airline once.190 people were selected by using Cochran Formula and simple random sampling. To analyze the data structural equitation modeling in the PLS software was used. The results showed that logo has effect on corporate image and reputation, corporate image on reputation and employer’s brand attractiveness, reputation on employer’s brand attractiveness and customer brand identification and at last customer brand identification has effect on Employer’s brand attractiveness. It should be mentioned that the effect of moderating variable of brand avoiding uncertainty in relationship with Customer Brand Identification and Employer’s brand attractiveness was confirmed.

Earth is one of nature's gifts of God to the human race is. Unfortunately, the Industrial Revolution, followed by rapid scientific progress, resulting in increased pollution of the environment.

This study investigated the effects of corporate reputation is on green marketing.

The study population consisted of all consumers of organic products in the West of Tehran. Using Cochran and simple random sampling method 385 persons were chosen. In addition to collecting data from questionnaire software LISREL and spss were used. In the study to measure organizational reputation questionnaire to measure Yang and Kord-e Shul and Bozanjani green marketing questionnaire (1391) was used.

The results obtained in this study indicate that corporate reputation index (validity and reliability, reputation, expertise, corporate responsibility, enterprise management and financial performance) has a significant impact on marketing green (green product, green promotion, price and distribution green green) are. Thus, the main hypothesis of this study indicate the impact of organizational reputation on green marketing will be accepted.

The presented research was provided to investigate relationship organizational citizenship behavior and reputation: mediators in the relationship between accountability and job performance and satisfaction using descriptive-correlation method. The population was 640 faculty members of University of Tabriz. Also, the sample size was 180 which selected stratified random sampling, using Kokran formula. The collected data in this research have used five questionnaire as follows: Hochwarter et al (2005) measure of accountability, Paterson’s (1990) job performance Scale, Brayfield & Roths’s (1951) job satisfaction scale, Podsakoff’s (1990) organizational citizenship behavior scale and Hochwarter, Ferris and Zinko’s reputation scale (2007), respectively. The reliability thorough Cronbach’s alpha coefficient was 0.70, 0.88, 0.65, 0.81 and 0.87, respectively. For statistical analysis, Pierson correlation and structural equation modeling have been used. The results of study indicate accountability has significant positive relationship and direct impact on organizational citizenship behavior. Also, organizational citizenship behavior has significant positive relationship and direct impact on reputation. Furthermore; the results of study indicate that path analysis of reputation on job performance is significant. Hence, mediator role of organizational citizenship behavior and reputation in relationship between accountability and job performance is certified. Moreover, the results of study indicate that path analysis of reputation on job satisfaction is not significant. Hence, Mediator role of organizational citizenship behavior and reputation in relationship between accountability and job satisfaction is not certified.

Globalization led to increased competition between imported and domestic goods and services. And the success of these international activities, depend on the level of acceptancedomestic consumers. The purpose of this paper is to study the impact of word of mouth, firm’s reputation and ethnocentrism on consumer’s attitude toward products with foreign origin. To collect data from the respondents, a sample of 384 among customers who were referred to the dealers sell cars GEELY in Tehran were selected. Data were collected through questionnaires that were collected using simple random sampling. Structural equation modeling with amos was deployed to analyze the data. The findings show a positive relationship between word of mouth and attitude towards foreign products. Reputation of the firm is found that to have a positive impact on trust.Also there is a positive relationship between trust in a company and attitudes towards foreign products. The results indicate that there is not a negative correlation between ethnocentrism and cosmopolitanism. But there is a negative correlation between ethnocentrism and attitudes towards foreign products.

Market entry modes, are one of the strategic decisions that the firms should consider them, either at the corporate or at the business unit levels. One of these entry modes is export. The aim of this study is analyzing and evaluating the relationship between reputation, ethnocentrism, trust and consumer attitude. To achieve this, six hypothesis were adjusted and 400 of Iranian buyers, were selected and investigated, as convenience as the sample size. The results of the study show that the reputation of firms from the country–of-origin helps to create trust in international markets and directly impacts consumer attitude. In addition, the current investigation identified the direct effect of ethnocentrism on trust and attitude. Iranian consumers have positive attitudes towards appliances labeled "Made in Korea". In contrast, they do not have positive attitudes towards appliances labeled "Made in Iran".It is hoped that the outcomes of this study can help the firms and stakeholders in our country Iran, not only to produce the Iranian products in a competitive manner but also to think about international market entry modes, such as export, licensing and etc., in a strategic way.

Lack of trust has been identified as one of the reasons for absence of interest in doing online transactions. Therefore, one of the research areas is about knowing factors that enhance customer’s online trust. Unlike most researches in this area that use a descriptive method, this research tried an experimental approach in the retailing industry context to study the effects of reputation, offline presence and product type on online customers trust and the interactions between these factors. For doing the experiment a 2×2×2 between subjects factorial design was used. For manipulating independent variables, eight scenarios for different combinations of independent variables levels were designed and data analyzing was done by using factorial Anova. Results declined existence of any significant interaction between variables and showed that having positive reputation and offline presence will lead to higher online trust. But product type does not have any significant effect on customer’s trust.

Competitive advantage and long-term presence in the marketplace require a strong image. This image can be obtained by strong managers and organizational relationships. This research uses a relational view of competitive advantage and analyzes the effect of intangible resources such as relationships and organizational dimensions of brand on competitive advantage. The analysis level of the research is the corporation, so a questionnaire was distributed among 500 companies in the 13th Construction Industry International Fair. Content and components validity were measured by different methods. The reliability of questionnaire was confirmed by Cronbach's alpha and was 0/82. The results suggest that organizational relations have a greater impact on brand image rather than managers relations. Corporate image has a Substantial impact on corporate reputation especially on professionalism. Credibility has a high impact on competitive advantage, especially on the strategic flexibility of the organization.Renowned for the professionalism can be seen more important than the trustworthiness in obtaining a competitive advantage.The findings urge more managerial focus on quality of managers’ relations and quantity of organizational networks to provide a better image and pay attention to technical, the political and economic environment of the industry for grasping an advantage.

Nowadays, due to the influence organizations have on society and environment, social responsibilities of organizations have been important, considered as a determining variable by government and institutes. In this research, the relation between organizations’ social responsibilities and consumer’s trust in one hand and organization’s reputation is surveyed. Social responsibility aspects were considered based on Carol model (economic responsibility, legal responsibility, moral responsibility, and well-wishing or arbitrary responsibility) and consumer’s trust were regarded based on Mayer model (trust on specialty, trust on integration, and trust on social well-wishing) and their effects on organization’s reputation are studied. According to the results, social responsibility aspects had significant relation with consumer’s trust while consumer’s trust had significant relation with organization’s reputation. In addition, influence of organizations’ social responsibilities measurements on its culture and legitimation as medium of effect on organization’s reputation was examined.

The aim of this study is to evaluate the impact of different dimensions of corporate social responsibility on customer satisfaction and the company's reputation in this area that presented by incorporating models. In this research, the researcher is seeking to survey all aspects of corporate social responsibility as a part of social marketing in the current economic crisis. Therefore, in this study we used descriptive statistics and distributing of the questionnaire survey of 245 executives across all units were distributed to members of the Corporate Social Responsibility Committee. Data analysis techniques using exploratory factor analysis, structural equation modeling was performed to confirm. Based on results, corporate social-volunteer responsibility with regarding to the aspects of society-market, and corporate social -moral responsibility with regarding to workplace far more effective than other measures of social responsibility on customer satisfaction and company reputation.

In today's competitive world, all market participants ranging from individuals, organizations should be looking for ways to success in the market. The secret to success high contact service providers as important part of market participants is, compliance and follow customers of high contact service providers the instructions and guidance. In this paper, a model based on Bandura social - Cognitive theory has Provided to customer compliance. According Bandura social - Cognitive theory and the nature of high contact service characteristics contain of communication skills, customer orientation, expertise and reputation of service providers and friendship relationship between service providers and customers has significant impact for customer compliance The sample consisted of 345 high-contact service customers in Esfahan with in past one and two years had been care. Of which 154 were male and 191 female. Data analyze using Of the 8.5 LISREL software. The result show that the variables communication skills, reputation, expertise and friendship relationship has a significant positive impact on customer compliance. But customer orientation significant impact on customer compliance were rejected. Also have a significant impact customer compliance on customer satisfaction and anticipation of future