نشریه پژوهش های پیشرفت و تعالی
سال چهارم شماره 3 (پاییز 1400)

The aim of this study was to investigate the relationship between brand mental image and positive word of mouth with the mediating role of brand self-proportion and brand dependence by descriptive-survey method.The statistical population of this research is the customers of shahrvand chain stores in Tehran and the statistical sample is 385 people through Cochran's formula. In this study, the available (voluntary) non-random sampling method was used. Research data were obtained using a standard questionnaire and the variables were assessed with items of the Likert scale. The reliability of the questionnaire was evaluated by Cronbach's alpha method and the validity of the structure was used for its validity. The method of structural equations with PLS software has been used to examine the relationships between variables and test hypotheses.The results of data analysis showed that the variables of brand mental image, brand self-proportion and brand dependence have a significant effect on word of mouth and also brand mental image is a significant stimulus for brand self-proportion and brand dependence.Therefore, it can be concluded that the store can increase the power and credibility of its brand by creating a proper image of its brand in the memory of customers by providing quality services and products and establishing deep relationships with the customer, which results in positive word of mouth and marketing. By customers for the store brand.

In today's competitive environment, continuous organizational change is the only way to grow and develop, and organizations must maintain their readiness for continuous change and show high flexibility. This study aims to investigate the role of intra-unit communication on the optimal variability of Caspian Pharmaceutical Company employees to organizational change. This research has been applied in terms of purpose and descriptive in terms of method. For this purpose, a questionnaire with 31 questions based on a seven-point Likert scale and a standard type was developed as the main data collection tool, the validity of which was confirmed by experts and its reliability by calculating Cronbach's alpha coefficient (respectively for the variable of internal communication). Unity and employees' reaction to change (0.852 and 0.774) were confirmed. For this purpose, 101 experts and employees of Caspian Pharmaceutical Company were randomly selected. Then, the collected data were analyzed by SPSS software using correlation methods (Pearson test) and path analysis. The results indicate that all 6 research hypotheses are confirmed. Thus, all components of intra-unit communication (communication-coordination-participation level) were reported to be effective in improving the two components of employee response (behavioral and emotional response).

The purpose of the present study is to investigate the effect of cash flows on stock returns in companies listed on the Securities and Stock Exchange. This research is applied in terms of purpose-based classification. The statistical population of the study is the companies listed on the Tehran Securities and Stock Exchange between 2016 and 2021. In the current study, a screening method was used to select the sample. One hundred and twenty companies were selected from among the statistical population, and the separation and grouping of companies in industries have been conducted according to Rahavard modern software; the spatial realm encompassed all companies listed on the Tehran Securities and Stock Exchange that meet the conditions mentioned for the statistical population. In order to control other possible factors influencing cash flows that are not considered by independent variables, company growth, financial leverage and company size have been considered as "control variables" according to Mahmoudabadi and Mansouri (2011) research. Data analysis was performed using multivariate linear regression, in such a way that after extracting the studied variables from the mentioned sources, this information is entered in the worksheet created in the Excel software environment and the necessary calculations are performed to obtain the study variables. Then, Eveiws software was applied for statistical analysis of the obtained information. Data analysis is divided into two general categories: descriptive analysis and inferential analysis. The results indicate that cash flows have a positive effect on capital productivity .

Legislative and regulatory governance, as a new approach to public management and rail construction, emphasizes the cooperation of government, civil society, and the business market. This concept is based on the basic principle that governments, instead of running society alone, should be built alongside the people, the private sector and civil movements, only as one of the institutions with a set of officials in governing society as regulators and legislators. With this approach, the government plays a regulating role and paves the way for the expansion and development of society at the general and partial levels. New governance in the form of regulatory and legal governance focuses on the ways in which the private and public sectors can successfully work together and the importance of participatory governance and self-regulation through the explanation of institutions as well as institutionalizing a culture of oversight and self-organization, Emphasizes.The use of operational research as a tool for decision-making is one of the hallmarks of modern governance. This article discusses the applications of operational research in legal and regulatory issues.

Grounded Theory, perspectives and challenges of its implementationGrounded Theory is a systematic methodology that involves the application of Inductive Reasoning. Mainly used for qualitative research. Despite the complexity of this method, having features such as dynamism, high creativity, flexibility of the method and execution method has made it usable in various fields of knowledge. For this reason, it has been welcomed by many researchers in the field of humanities and social sciences.The purpose of this article is to introduce the Grounded Theory, methods and challenges of implementation and to present a new review framework of theGrounded Theory.A method that has been invented for more than fifty years. Given the changes in research paradigms and intellectual foundations in this period, it seems necessary to review the various methods of implementation and study the challenges and its relevance to today's research environment.Therefore, in addition to reviewing the Grounded Theory, these cases have also been mentioned.

Branding of tourism destination is a new strategy to attract tourists. This strategy is a beneficial tool for marketing of tourism destination because brand would give an identity and personality to tourism destination distinguishing it from other destinations. This study has been conducted to assess the role of branding in creating a lasting image of Isfahan City among tourists. This study is applied in terms of objective and survey in terms of methodology. To conduct this paper, questionnaires were distributed among 384 tourists (calculated by Cochran Formula) of Isfahan City in 2015. This study includes 6 hypotheses in terms of creating a lasting image of Isfahan City in tourists’ minds through branding of this city and all hypotheses were accepted in accordance with analysis of obtained data from gathered questionnaires through SPSS software. According to the obtained results of this study, awareness and knowledge of tourists about Isfahan and image of Isfahan as a tourism destination would lead to their satisfaction and loyalty toward the destination so that they might tend to visit Isfahan again or recommend others to visit this city. Finally, this paper proves that branding can be applied as regular frame to perceive effective mechanisms in satisfaction and loyalty of tourists.