نشریه مدیریت تبلیغات و فروش
سال دوم شماره 1 (پیاپی 5، بهار 1400)

the purpose of the present study is to investigate the impact of the of Brand transgression Severity on customer willingness to brand punish with the mediating role of brand forgiveness and brand-customer relationships. This research is of practical purpose, in terms of descriptive-causal data collection and quantitative research. The statistical population of the research consisted of consumers of dairy brands in Ahwaz. Due to their uncertainty, the sample size was estimated to be 384 using Cochran formula and selected by non-random sampling method. Data were collected using a questionnaire whose reliability was confirmed by Cronbach's alpha of 0.84. Data were analyzed using SPSS and SMART PLS software and normality tests and structural equation modeling. The results showed that the Brand transgression Severity had a negative effect on brand forgiveness and brand-customer relationship and had a positive and significant effect on customer's willingness to brand punish. The two variables of brand forgiveness and brand-customer relationships had a significant negative effect on customer's willingness to brand punish. The study also confirmed the mediating role of brand forgiveness and brand-customer relationship in influencing the Brand transgression Severity on the Customer Willingness to Brand punish.

Managers and marketers in the field of business development always try to predict their buying behavior by knowing the customer and the environmental conditions as well as possible and place their products and services in the way of the customer's selection and purchase process. In this regard, studies show that marketers should focus on changing consumer mentality, consumer behavior and lifestyle and look for competitive advantage in new conditions. The main purpose of this research was to explain the pattern of marketing management strategies with an emphasis on the attitude of consumers with conserding factors creating during the corona epidemic period. The current research was applied in terms of purpose and descriptive-survey in terms of method. The statistical population of this research was all the consumers of cosmetics and health products, the statistical sample size was estimated to be 384 people using J-power method and they were selected by non-random and accessible sampling method. The data collection tool was a researcher-made questionnaire. Research hypotheses were tested using PLS3 and 25SPSS software with structural equation modeling method. The results showed that the causal conditions have a positive and significant effect on the central phenomenon, the central phenomenon has a positive and significant effect on the strategies, the background conditions and intervening conditions have a positive and significant effect on the strategies, and also the strategies have a positive and significant effect on the consequences of the consumer's attitude.

The present research deals with the design of the model of business management indicators in Melimi Bank.

This research was fundamental in terms of its purpose and the method used was qualitative and meta-composite approach, which is considered in the category of interpretive paradigm. This research was based on an initial sample of 113 related studies that were extracted from scientific databases from 2010 to 2022, and after screening related studies in terms of title, abstract, content, and research methodology, 40 studies were selected using judgmental sampling. Their results and findings were combined using Mexquioda qualitative software.

The results of the initial synthesis led to the identification of key success factors including 7 main categories, 12 concepts and 47 indicators. In the next stage, through interviews with the managers and experts of National Bank, the results obtained from this method were analyzed and verified with the aim of evaluating the validity of the extracted categories, and as a result of the in-depth review and study of the texts related to these indicators, the final comprehensive model was obtained. Came.

The results showed that the main categories included process design and architecture, human resource management, strategic planning, culture, management style, leadership style and organization, and 21 concepts, which were finally explained at 3 micro, medium and macro levels.

The issue of the relationship between consumers' emotions and their Impulse Buying is an important aspect of the lifestyle in the present age. Therefore, a good understanding and awareness of the conditions of this issue is effective in improving the customer's desire to buy, especially in today's competitive and complex market. In addition, despite numerous internal studies in the field of Impulse Buying, the effects of Food Neophobia and Human Crowding have been less studied. Accordingly, this study was conducted to investigate the emotions on consumer behavior in the Impulse Buying of street food by considering the moderating effects of Food Neophobia and Human Crowding. In terms of applied purpose, the present study is descriptive-survey and correlational based on its nature and method. Using available sampling, 384 questionnaires were collected with acceptable reliability. Data analysis was performed using hierarchical regression. The results showed that Human Crowding and Food Neophobia as moderators did not moderate Impulse Buying. After the results are presented, street business vendors are suggested to stimulate people's emotions through sensory marketing so that they can encourage the consumer to buy immediately .

The purpose of this research is to survey and study of electronic word of mouth on the acceptance of mobile banking with considering the role of consumer participation based on the moderated conceptual model of Shankara et al. (2020). The method of this research is qualitative, library, applied and exploratory. Modern and textual hermeneutics has been used to analyze the data. In the end, we conclude that electronic word of mouth has a positive and direct effect on the acceptance of mobile banking by considering the factors that stimulate the quality of expression, value and stability of advertisements, considering the mediating variable role of consumer participation. At the end of the article, some suggestions were presented that could improve the process of the Royal Bank of Canada (RBC) and other banks can benchmark from RBC.

The purpose of this study was to evaluate the effect of unpleasant experience on distance from the brand and dealing with the brand through hate mediation. The present research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the present study is the customers of chain restaurants in Tehran. In this study, 384 customers were selected randomly using Cochran's formula as a statistical sample from an infinite population. To conduct this research, a questionnaire was used which to confirm its validity, face validity, convergent validity and divergent validity were used and for its reliability, Cronbach's alpha and combined reliability coefficient were used. Data analysis was performed with SPSS and PLS software. The results showed that hatred and unpleasant experience have a significant effect on brand distance and brand confrontation. Hate had a mediating role in the relationship between unpleasant experience and brand branding and brand confrontation.

The purpose of paying attention to advertisements is to provide the context for consumers' attitudes and behaviors and how they are selected. Therefore, proper understanding and awareness of advertising, as one of the marketing strategies has a tremendous impact on the attitude and behavior of consumers and how to choose them, and thus has gained an important role and a prominent place in promoting successful sales of a company's products. Accordingly, this study aims to evaluate the impact of video marketing and its various strategies on consumer behavior. The method of the present study is descriptive and survey type. Using available sampling, 384 questionnaires were collected with a reliability of 0.88. Data analysis was performed using structural equation modeling method through AMOS software. The results showed that the experience of video marketing strategies did not have a significant effect on the behavior of consumers of Ramek dairy products. Also, brand identity, advertising, usefulness of information and quality of services of video marketing strategies have a significant effect on consumer behavior of dairy products of the company under study. After presenting the results, suggestions and strategies for research-related findings are presented.

This research is a descriptive correlational study in terms of applied purpose and in terms of research method, because in addition to describing the current situation, it tests hypotheses in terms of prediction-based relationships and seeks to determine the effectiveness of each variable using  It is a linear regression test and because its results can be used in export companies of West Azerbaijan province, it is of practical type.  The statistical population of this research is all managers of export companies in West Azerbaijan province.  The total number of companies is 108 companies.  Due to the fact that the size of the statistical population is limited and specific, Morgan table was used to determine the sample size, according to which 85 companies were selected as the sample size.  The sampling method used in this research is simple random sampling method.  In this research, the data collection tool is a researcher-made questionnaire.  SPSS software was used to analyze the data of this research.  The results indicate that many factors have a positive effect on the design of intelligent systems of management decisions in international marketing and export development of West Azerbaijan province.

The purpose of this study was to identify and prioritize the factors affecting corruption in Sari Municipality. The present research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the present study is the senior and operational managers and deputies of Sari Municipality and the executive experts of Sari Municipality. First, according to the existing literature in this field, the factors affecting corruption in Sari Municipality were identified, then using the technique of hierarchical analysis process, weights and criteria related to these factors were determined through a questionnaire and a survey of the statistical population. And hierarchical analysis model was used. In the next step, the final weight of the criteria was obtained by using the weighted average and combining the relative weight of the criteria and the relative weight of the main factors in their group. In the next step, based on the obtained weights, the final ranking of the factors and criteria related to the factors affecting corruption in Sari Municipality is presented. After collecting the distributed questionnaires and analyzing these data, the identified criteria were as follows: moral values, sense of injustice, anti-corruption socialization, material need, religious adherence, opportunity for corruption.

Business and business practices are one of the most important areas that were rapidly and strongly influenced by the use of new information, communication and Internet technologies. Many traditional methods of earning money have evolved and many new methods and values ​​have emerged. Business model is a method of doing business in a way that the company and the organization can maintain and ensure its survival, in other words, generate revenue. At a glance, e-business is the application of all information and communication systems to strengthen and control business processes, and today these processes are developed using web-based technologies. In this article, an attempt has been made to deal with the components of the business model, how to design a business model, e-business models and review business models from different perspectives, and finally the business models of the onlinr store. The results of the hypotheses show that the business model (value proposition and value structure and revenue model) has a positive effect on business capabilities (relationship capability and internal capability).

The artist and his artwork are directly and indirectly influenced by the society in which he is present. Different times and periods of the history of that community and, in nature, cultural and economic conditions are important factors in the economic circulation of art. With the passage of time and the concept and efficiency of art and the emergence of new artistic currents, the taste and criterion of acceptance of the works and, in nature, have changed that kind of audience and its buyer. Traditional customers in the past centuries, which have been the main buyers of artworks and important factors in the development of the art economy in the history of art, have become a variety of layers and strata today. It is assumed that by time and being in different periods, the type and criterion of acceptance of artworks (part of which is determined by the art community for the people) changes, which, by nature, witness a variable economic turnover in We are every period, and by separating the types of art, the possibility of statistical and expert review of this is accelerated. This study seeks to examine the social factors affecting the art economy. As a result, for a detailed examination of these factors and their economic census, it can be distinguished by separating the artwork and its disciplines and subdivisions in the economic turnover conducted in the field of art of artworks. Kurds, as well as identifying strengths and strengths, can be offset by the lack of turnover of that type of art, and by appointing the expert, specialized in examining solutions to their problems in the form of a branch. O and separately

In recent decades, as a result of human activities, the planet has suffered irreparable damages and injuries. This is because the growth of human economic development has had a destructive effect on the environment and natural resources of the world. Due to internal and external organizational pressures to adapt and implement environmentally friendly activities, attention to the concept of green factor has been proposed. Green human resource management and green behavior are examples of such actions, therefore the purpose of this research is to provide a green human resource management model with a market environmental sustainability approach. is, the statistical population of the research consists of the managers of the country's social security organization, the sampling method was non-probability sampling, with purposeful selection and with maximum diversity or heterogeneity, the sample size in this research was 20 people based on the theoretical saturation index, the measurement tool The interviews were open and were analyzed based on three stages of open coding, central and selective, the results obtained from the analysis of qualitative interviews show that the formulation of the green human resource management model with the market environmental sustainability approach in the country's social security organization from 102 open codes has been formed and also 11 core categories have been formed, finally, it can be said that the attention of the managers of the country's social security organization to the category of green human resources management can help in improving the organization and its sustainability as much as possible.