نشریه مدیریت بازاریابی هوشمند
پیاپی 1 (فروردین و اردیبهشت 1399)

The purpose of this study is to investigate the effect of customer-based brand equity on customer loyalty by considering the mediating role of customer satisfaction and trust (Case study: Bank Mellat ATM customers in Tehran). The present study is a descriptive research in terms of applied purpose and in terms of data collection. To analyze the structural equation modeling method, Warp Piels software was used. The present research community is Bank Mellat ATM in Tehran. The time of the present study is the first half of 1398. A questionnaire was used to collect data. The results showed that the special value of customer-based brand by considering the mediating role of customer satisfaction has a significant effect on customer loyalty and also the special value of customer-based brand by considering the mediating role of trust had a significant effect on customer loyalty.

The aim of this study was to investigate the effect of ethical leadership on organizational safety performance with the mediating role of safety culture and safety awareness (Case study: staff of Ilam public hospitals). In order to conduct this research, a case study was conducted among the staff of Ilam public hospitals. In this study, 261 employees of Ilam public hospitals were selected from a population of 800 people by simple random sampling as a statistical sample. To conduct this research, a questionnaire was used which to confirm its validity, face validity was used and Cronbach's alpha was used for its reliability. Data were analyzed using SPSS20 software and LISREL. The results showed that safety culture has a mediating role in the impact of ethical leadership on safety performance in Ilam hospitals (effect rate: 0.71). Safety awareness has a mediating role in the effect of moral leadership on safety performance in Ilam hospitals (effect rate: 0.53). Ethical leadership has an effect on safety culture in Ilam hospitals (effect rate: 0.99). Ethical leadership has an effect on safety awareness in Ilam hospitals (effect rate: 0.69). Safety culture has an effect on safety performance in Ilam hospitals (effect rate: 0.72). Safety awareness has an effect on safety performance in Ilam hospitals. Impact rate: 0.77). In general, the results show that ethical leadership can improve safety performance by providing a platform for promoting a safety culture as well as raising safety awareness.

The purpose of this study was to evaluate the effect of organizational climate, perception of organizational support and burnout on job satisfaction (Case study: Branches 5 and 6 of Tehran Social Security Organization). This research is applied in terms of research strategy; In terms of purpose, it is descriptive. Research data will be collected through Likert five-choice questions in the research questionnaire. The data of this research will be prepared in the field. Also, the method of the present research is survey in terms of data collection method. The study population includes all employees of branches 5 and 6 of Tehran Social Security Organization. The sampling method used in this study is available. According to Morgan's table, 261 people from a population of 800 are selected as the sample. The results showed that organizational climate has a significant positive effect on perception of organizational support. Organizational climate has a negative effect on burnout. Organizational climate has a positive effect on job satisfaction. Perception of organizational support has a negative effect on burnout. Perception of organizational support has a positive effect on job satisfaction. Burnout has a negative effect on job satisfaction. Also, all research hypotheses were confirmed.

The aim of this study was to study the effect of brand interaction history on the dimensions of consumer-based brand value through the dimensions of brand interaction (Case study: Digi Kala customers on Instagram). A questionnaire consisting of 34 questions with a five-point Likert scale was used to collect data. First, the questionnaire was approved from the perspective of experts in terms of content validity. Then, the validity of the structure was performed using confirmatory factor analysis technique. The value of AVE for all variables was above 0.5 and convergent validity was confirmed. Cronbach's alpha and composite reliability were calculated for reliability. Cronbach's alpha coefficient of the questionnaire was calculated and the CR value of all variables was above 0.7. Therefore, the reliability of the questionnaire has been evaluated as desirable. The statistical population of this research is all clothing customers through Instagram, and the questionnaire was randomly provided to 385 customers of Digikala on Instagram. To test the research hypotheses, the technique of partial least squares and Smart Pls software have been used. In this study, all hypotheses were confirmed.

The purpose of this study is to investigate the mediating role of customer satisfaction in the impact of corporate social responsibility and service quality on brand image (Case study: Arshid Clothing Store in Tehran). The statistical population of this study is Arshid clothing customers in Tehran, the sample size with a confidence level of 0.95, based on the Cochran's formula of 384 people has been determined. Due to the survey nature of the research, a questionnaire was used to collect data. In this study, customer satisfaction in the role of mediator, corporate social responsibility and service quality in the role of independent variable and brand image in the role of dependent variable.The results showed that corporate social responsibility (CSR) has a significant effect on brand image with a mediating role of customer satisfaction among Arshid clothing customers. Quality of service has a significant effect on brand image with a mediating role of customer satisfaction among Arshid clothing customers. Customer has a significant effect on brand image among Arshid clothing customers, corporate social responsibility (CSR) has a significant effect on brand image among Arshid clothing customers. The quality of service has a significant effect on the brand image among Arshid clothing customers, the quality of service has a significant effect on customer satisfaction among Arshid clothing customers, and the company's social responsibility (CSR) has a significant effect on customer satisfaction among Arshid clothing customers.
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