نشریه مدیریت تبلیغات و فروش
سال دوم شماره 4 (پیاپی 8، زمستان 1400)

Today, production and distribution cooperatives in the country is one of the goals of economic development, which are responsible for providing services to villagers and farmers in the city, in this regard, focusing on service quality and customer desire plays an important role. Therefore, the purpose of this study was to investigate the effect of entrepreneurial psychological capital on the quality of perceived services with the mediating role of consumer tendency to purchase daffodils in the production and distribution of daffodils in Darrehshahr. The statistical population of this study was 422 members of narcissus flower production and distribution cooperatives in Darrehshahr city, and the sample size was determined by Cochran's formula of 201 people. Structural modeling and testing of hypotheses were performed by structural equation modeling using SPSS21 and LISREL8.5 software. The results of testing the research hypotheses showed that at the 95% confidence level, the entrepreneurial psychological capital variable has a significant effect on the quality of perceived services through the mediation of the consumer's desire to buy. It was also found that there is a significant relationship between psychological capital, entrepreneurship and quality of services, perceived, entrepreneurial psychological capital and consumer willingness to buy, and quality of perceived services and consumer willingness to buy at 95% confidence level. has it.

The main goal of this research is to design and explain the customer experience management model in order to improve the organizational efficiency of the Agricultural Bank of Iran. Therefore, the in-depth interviews that took place with 21 academic experts and Bank of Agriculture were analyzed. The results of this stage of research, the explanation of 25 categories in the form of 7 categories, describing inspirational and perfectionist leadership, insight marketing, creative and innovative thinking, employee empowerment, deep understanding of customers, discovery of customer needs, active management of customers' changing preferences, relational marketing , sustainability marketing, internal marketing, empowering customers, dynamic competition, providing superior services and multifaceted value creation for customers, knowledge-oriented and perceptive customers, mental development of customers, increasing the citizenship behavior of customers, perception of justice from the customers' point of view, brand credibility, patronizing customer, Creating the social capital of the organization, creating intellectual capital in the organization, creating social trust, increasing the quality of life, creating social capital in the society, which is presented in the form of a paradigm model. Causal conditions with a coefficient of 68.7, intervening conditions with a coefficient of 46, and contextual conditions with a coefficient of 36 were influential on the central category, and the effect of contextual conditions with a coefficient of 66 was greater than the influence of intervening conditions with a coefficient of 48 on multifaceted value creation. The influence of the model's enablers process on 68 organizational outcomes, 52 client outcomes, and 26 community outcomes.

With the advent of Internet businesses, many doors were opened for employment and economic empowerment, and consequently, many stores and retail brands began to offer online sales services. Creating brand love in Internet customers and consumers can lead to maintaining and loyalty to the brand, and therefore the advancement of technology, facilities such as simulation of use and virtual product pro using augmented reality technology available to online retail brands, to attract customers and retain Consumers put. The present study aims to study the field of online retail and the category of creating brand love through new reality technology. Data were collected by a questionnaire from a sample of 216 consumers and online shoppers in the city of Arak in 1399. The hypotheses of the present study were analyzed using structural equations and all hypotheses were confirmed. Findings show that psychological mechanisms have a positive effect on brand love and virtual identity through self-referral.

Today, information technology, which is referred to as new technologies, has provided new opportunities in the labor market by creating dramatic changes. The research method is mixed (qualitative, quantitative). In the first stage, purposeful sampling based on the theoretical saturation of 15 people, in the second part, women entrepreneurs in small business in Tehran were considered by simple random sampling method of 92 people based on Cochran's formula. Data were analyzed by Spss and Smart Pls software. In order to measure the variables, a questionnaire extracted from the Delphi stage was used. In the communication technology model, a questionnaire with 3 dimensions (perceived usefulness, ease of use and use to support direct sales) and 13 items was used to measure the empowerment variable of women entrepreneurs. In business, a questionnaire with 4 dimensions (competence, perceived control, goal internalization and impact) and 11 items were used. The testing of hypotheses in the quantitative part also showed that perceived usefulness, ease of use and use to support direct sales have an impact on the empowerment of women entrepreneurs in business.

In the world today, there is a lot of competition between different companies to attract the attention of the audience to the ads and each of these companies use different methods for this purpose. One of these strategies is to use the advertising attractions contained in commercial messages. The present study seeks to find the answer to the question of whether the use of advertising attractions in commercial messages changes the attitude of people towards the company's brand or not. Due to the ability to use the results of this study, the present study is from the applied and survey group and marketing managers can use the results in their future planning. The case study of this research is Alis company and its statistical population is the audience of Alis beverage brand. The information extracted from the questionnaire was analyzed in SPSS software and after performing the relevant tests, the validity and reliability of the questionnaire were confirmed. Then the information was transferred to AMOS software to analyze the results and hypotheses in this software using structural equation solving technique or SEM. Findings of the study indicated that the use of emotional and logical attractions in messages and advertisements leads to a direct and positive impact on the consumer. This can be a reason for creating logical and emotional reactions in the audience. Also, based on this research, it was found that the positive effects of logical and emotional attractions of advertising on logical (cognitive) and emotional (emotional) reactions, can change and create a positive attitude of consumers towards the brand.

This study examines social media on the performance of women entrepreneurs. The research is descriptive in terms of purpose and descriptive in terms of how to collect information. Research data was collected through Likert five-choice questions in the research questionnaire. In the present study, in order to analyze the data obtained from the questionnaire, in accordance with the statistical needs of WARP-PLS software in the form of descriptive and inferential statistics in the form of linear and multiple regression has been used. The study population includes all managers of Instagram stores living in Tehran. Cochran's formula is used for an unlimited community, the total statistical population is 384 people. To calculate the sample size required for research using Cochran's formula at a confidence level of 5% Equivalent to 192 people. The study sample was collected by simple random sampling. The results showed that social network variables on women's entrepreneurial performance among store managers (3.55) social network variability on women's performance (1.65) social network link on women's performance (1.45) Instagram has a significant impact among store managers.

Successful brand are the market today that managers can create customer loyalty. This study examines impact of the influence of customer brand identification on brand Evaluation and loyalty development (Adidas Sport Clothing). This study is a descriptive survey. The sample collection agencies adidas customer in the city of Tehran. For this purpose, a sample of 384 people (according to the population unlimited) brand dealers in Tehran were selected. The information required by the questionnaire were collected. Its validity was confirmed by Confirmatory factor analysis and its reliability was verified by Cranach’s alpha. So in order to analyze data and test hypothesis, used structural equation modeling with the help of two statistical software SPSS  Version 22 and LISREL Version 8/72. This finding suggests that the brand identification has a direct and significant influence on product quality, perceived value and brand trust. Product quality, perceived value and brand trust has a direct and significant influence on brand loyalty, also the brand identification has indirect and significant influence on brand loyalty. When a customer identifies with a particular brand, it has a positive effect on their judgment of the brand and ultimately leads to loyalty. Finally, it can be said that brand identity through product quality, perceived value and brand trust can create customer loyalty.

Developing countries regulate bilateral investment agreements to attract foreign direct investment and see it as an international legal mechanism to encourage foreign investors.. Thus the present study aims to investigate the impact of bilateral investment agreements on the flow of foreign direct investment . Therefore, following the study of ERIC NEUMAYER and LAURA SPES  (2005), data from 51 developing countries in the period 2002-2007 were collected and analyzed through data panel econometric models and EVIEWS software. The results showed: a ) Developing countries that conclude more BITs with developed countries receive more FDI flows b ) The positive effect of BIT signature is greater when the ICRG composite index is low, ie in a high-risk environment. It is important to note that while the positive effect of BIT on FDI as a political risk is reduced, the impact is always positive even at very low levels of risk  c ) The term interaction between political constraints and the variable of bilateral investment treaties is negligible, while with government stability is negative and significant. d ) The interactive expression between organizational quality and the BIT variable is statistically significant with a negative sign.This shows that the performance of BIT is suitable as an alternative to high organizational quality.

Entrepreneurial marketing is formed by people who adapt traditional marketing frameworks to the specific situation of their company and due to limited resources at the beginning of the activity and then at different stages of their business life, a special marketing mix. And therefore the traditional marketing mix will not work for them. The purpose of this study is to provide a mixed model of entrepreneurial marketing in each stage of the life of electronic startups in Iran and meet the above challenge. The present study has been conducted in the form of phenomenological philosophy as one of the common rational traditions of qualitative methods, which is considered as a research method in the field of entrepreneurship. The statistical population of this study is Iranian entrepreneurs active in the field of electronic startups. Due to the need for some essential features among the sample members, purposive sampling method has been used. The method of data collection in this study was in-depth interview and data analysis was performed by the seven-step method of Klaizi. According to the research results on how the entrepreneurial marketing mix pattern is, it was observed that in the embryonic stage, childhood, growth and maturity, the four categories of product, pricing, promotion and technology with variable concepts form the theme of the marketing mix.

One of the strategies that has been considered recently in most countries of the world is management and planning for tourism development in areas with the necessary potential for the development of this industry. . The statistical population of the study consisted of sports experts, tourism experts, university professors in Yazd, which was 320 people and the sample size according to Morgan table was 175 people. The results of the sample t-test showed that the factors of development of indigenous and local sports, holding local and indigenous sports competitions, holding indigenous and local sports festivals, developing infrastructure in relation to indigenous and local sports, developing infrastructure of accommodation and public transportation in relation to Indigenous and local sports and holding scientific conferences related to indigenous and local sports are effective in the development of sports tourism in Yazd province. Also, the results of Friedman test showed that the factor of holding indigenous and local sports competitions had the highest priority (4.76) and the factor of holding scientific conferences related to indigenous and local sports had the lowest priority (4.12); Therefore, it can be concluded that local indigenous sports factors are effective on the development of sports tourism in Yazd province.

The purpose of this study is to determine the effect of brand signature through the interface variables of brand attitude, brand awareness and brand reputation on brand performance in hotels in Isfahan. The statistical population of the present study consisted of all loyal and regular customers of three-star hotels and above in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand signature were 0.822, brand performance was 0.855, brand attitude was 0.888, brand awareness was 0.911, brand reputation was 0.922, respectively. The results showed that brand signature was based on brand attitude with Impact coefficient of 0.555, brand signature برند on brand awareness with an impact factor of 0.333, brand awareness on brand attitude with an impact factor of 0.433, brand awareness on brand reputation with an impact factor of 0.377, brand attitude on Brand reputation with an impact factor of / 777, brand reputation has a positive and significant impact on brand performance with an impact factor of 0.455. Therefore, the main hypothesis of the research was confirmed. The results of this study provide completely accurate, correct and clear information about the impact of brand signature through the intermediate variables of brand attitude, brand awareness and brand reputation on brand performance. These results can be a roadmap for managers in hotels in Isfahan to strengthen and improve customer loyalty.

Considering that the development of non-oil exports and getting rid of single-product income is one of the goals of Iran's economic system in order to achieve independence, self-sufficiency and foreign exchange, it is necessary to pay attention to the goods that have a potential for export, including medicines and herbs. Moatar pointed out. Medicinal and aromatic plants are one of the most valuable resources in Iran's wide range of natural resources, which in the form of scientific knowledge, cultivation, development and correct use, can play an important role in the health of society and non-productive employment. Therefore, in this research, we explained the local model of entrepreneurial marketing for medicinal and aromatic plants in the provinces of Ilam, Kermanshah and Kurdistan. For this purpose, a

The purpose of this research was to investigate the impact of factors on the optimal model for mudarabah sukuk for importing goods. The statistical population of this research was 290 financial and marketing managers and import industry specialists in stock exchange companies between 1397 and 1399. Based on Cochran's formula, 166 people were selected. After identifying the components, based on the obtained information, a researcher-made questionnaire based on the Likert scale was prepared to examine the current situation. First, in order to choose the appropriate test for the exploratory factor analysis test, it is necessary to examine the assumption of normality of the research constructs. For this purpose, the Kolmogorov-Smirnov test was used, and to perform the test, Lisrel software was used to extract the model by the confirmatory factor analysis method. The results showed the variables of the amount of financing required, whether the bond rate is fixed or floating, issue cost, the underwriting element, the guarantor element and its nature, the type and nature of the asset underlying the issuance of the bonds, the possibility of trading in the secondary market, the auditor element of the founder, The way of offering the bonds, the nature of the sukuk in terms of the type of ownership, the target market, the place of use of the proceeds by the originator, the ability to convert the bonds and the intermediary institution (issuer) have been to provide the optimal model for the mudarabah sukuk for importing goods.

This research has been done with the aim of determining the effects of investment policies for competitiveness in two qualitative and quantitative sections. In the qualitative part, the variables of the model were extracted through content analysis and semi-structured interviews with 20 steel industry experts who were selected purposefully and theoretically. Then, through a questionnaire, the experts made pairwise comparisons of the relationships between the variables of the model with the comprehensive structural-interpretive modeling method and the hierarchical structural model was formed in the quantitative part. Finally, the structural model created by the structural equation modeling method was validated by the data collected from 144 financial and investment managers of the steel industry. The findings of the qualitative part showed that the created model has 14 variables, which according to the findings of comprehensive structural-interpretive modeling, these variables are located in seven hierarchical levels, so that the three dimensions of "Establishment of standards in the industry", " "Government investment rules and regulations", "Competitive investment strategy" has more influence and guidance, and "Risk management" has the most influence. The results indicate that a higher level of government support and policies can improve the firm's transitory capital, which creates competitiveness, and the importance of these policies was highlighted.

Information and communication technology has a great role in creating and increasing creativity and innovation in the field of entrepreneurship because it has facilitated economic competition and sustained long-term economic growth. By using information and communication technology in emerging economies, women can also transform their social, political and economic lives and close many gaps in the socio-economic development of society. The above research is applied in terms of purpose and descriptive in terms of method. The sample size was 132 women working in Baharan Information Technology Company who were randomly selected based on Cochran's formula and the effect between the hypotheses using Kolmogorov-Smirnov test, factor analysis and LISREL structural equations and Sobel test and R significance test. Checked out. The one-sample t-test statistic is larger than the critical value of t at the 5% error level, ie 1.96, so that information and communication technology has an effect on empowering women entrepreneurs with the mediating role of social capital and the role of self-efficacy moderator in Baharan Information Technology Company. The results showed that information technology plays a positive and important role in creating and strengthening the components of social capital, linking it with self-efficacy and ultimately empowering women entrepreneurs.

The main purpose of this study is to identify the correct strategic marketing plan for exporting products using the Aras Gray method. The study is applied in terms of purpose and descriptive and analytical in terms of nature. Quantitative data are collected by operational research. ARAS-G method was used for data analysis. To collect information through a paired comparison questionnaire, the opinions of 15 experts were taken for decision-making and prioritization of factors. In determining the priority of different factors, the results showed that the factors that should be considered by managers in the strategic planning of strategic marketing of export products include economic factors, competition, communication with customers, and future prospects and plans.
Loyalty is the ultimate goal of a company that has a product and service with a special trademark. The purpose of naming the range of companies is to acquire and retain loyal consumers at a reasonable cost and with the aim of returning capital as quickly as possible.

The main purpose of the research is to design a customer experience model based on the experience of Islamic Azad University managers using the Foundation's data approach. In order to achieve the purpose of the research, the qualitative research method of theory and paradigm model has been used to develop the research model. The statistical population of this study has been fourteen executives of Islamic Azad University centers and units across Iran, the purposeful sampling method and the method of collecting semi -structured interviews that continued until theoretical saturation. The researcher modeling the theory of theory of theory, in the first step (open coding), the components based on data obtained from deep interviews and processing and categorizing them, the results of the present study leading to the present study. Identifying 73 sub -categories and 9 main sub -categories, including a paradigm model, including organizational factors as causal conditions, behavioral factors as contextual conditions, motivational and sensory factors as interventionist conditions, communication factors as strategies, conflict The subjective as a central consequence and category includes individual, cognitive, and economic factors, and ultimately to expand and expand the theory of customer experience based on the experience of Islamic Azad University managers, a general model was introduced, which is considered to be innovative.

The EPC is a contract whereby the employer will assign all the affairs of a project such as design, engineering, materials, and equipment, design management, obtaining the necessary permits to the contractor. This category of contracts has been used in the construction of hospital, medical and treatment facilities in recent years.The occurrence of epidemic diseases such as covid-19 firstly it causes the suspension of the obligations of the parties and in some cases creates the right to terminate the agreements for each of the parties, in some cases, provides the right to terminate the termination for each party, and whenever the incident is permanent The contract may be terminated.

They have compiled and published regulations and instructions or guidelines about business ethics and its obligations or points that marketers, production units and people working in industry and trade in general should observe in their economic activities. In some cases, the legislator has established or determined certain tasks or tasks to protect the rights of consumers, the health of the society or to prevent damage to the country's international reputation and prestige, which originate from the unilateral obligations of businessmen in contracts based on The ethical principles have been accepted at the international level. Unilateral obligations of the buyer or seller in unilateral commercial contracts are important in the sense that each of the parties to the contract may give one party (obligor) to another (beneficiary) in a certain period of time the right to choose to enter into a contract. It shows that its essential elements have been determined and only the beneficiary's will to form it has not been expressed. Cancellation of one-sided commitment in the time period determined for the beneficiary to exercise the right does not prevent the conclusion of the committed contract. A contract with a third party aware of the existence of a unilateral obligation due to which the said obligation is violated is void. And it seems that apart from the guarantee of civil executions, it is also necessary to comply with the guarantee of moral conduct.

Brand attachment is formed as a result of customers' strong emotional connection with a brand, whereby customers consider the brand a part of their self-concept. But what factors cause the desire to belong to the brand to continue in the situation when the brands disappoint their customers? The purpose of this research is to identify and deeply understand those structures and components that lead to the creation, maintenance or strengthening of brand loyalty, in situations where brands have disappointed their customers. To achieve this goal, we used the qualitative research method approach by conducting in-depth interviews in the form of Zaltman's metaphor extraction technique. In this research, the Apple brand was chosen for study because it created many restrictions for Iranian consumers. In this way, customers attached to Apple in Tehran were considered as a statistical population. After conducting 17 interviews and achieving theoretical saturation, the findings showed that 18 main constructs play a role in creating brand attachment. Considering that today, despite the globalization of many commercial and economic activities, almost no brand has the ability to be present and operate directly in all international markets; Therefore, as a solution derived from the findings of this research, creating and strengthening the sense of belonging in customers can maintain and increase the elasticity of demand in these markets, regardless of obstacles and restrictions.

Maritime rescue is a process by which a ship, its cargo or other property is released from danger, and a rescuer is someone who undertakes a rescue operation, regardless of whether the vessel belongs to him or one of the main members of the vessel. be considered One of the sources in obtaining wages and payment by the rescuer and facilitating its obtaining is the use of maritime privileges. Maritime preferential rights are considered as judgment bonds against maritime property and are subject to a special payment system and special procedural rules, and through the creation of a preferential right and its quick implementation, they encourage maritime creditors to help the ship to continue its voyage. The remuneration of the sea rescue fee in sea transportation is based on certain principles of domestic and international law (justice and fairness) and current laws and various international conventions and Sharia Anwar in the Islamic system. It is agreed by all legal communities that in this regard, maritime privilege rights are one of the sources to pay wages and encourage benevolence and respect for human actions, and in this article, by analyzing it, it takes priority over the rights of other agents, including the rights of the transport operator, if the operation Salvation will belong to the Savior.

In order to investigate and improve stadium evacuation programs, this research suggests evacuation simulators for predicting crowd behaviors for crowd evacuation scenarios based on dynamic walking multi-agent software solution, feature simulation model. It reflects the laws, regulations and standards of population evacuation and provides a simulation model capable of dynamic change for local conditions. This model can produce valuable statistical graphs of population dynamics and data such as population bottlenecks, density, population and The content of this research provides the possibility of analyzing the population evacuations in the stadium. The simulation results show that nearly 20 minutes of time is needed to evacuate the entire population from the stadium building when Naqsh Jahan Stadium is fully occupied. By using the density histogram or histogram, the creation of a population bottleneck in the area with accumulation can be determined. did According to the results, the access routes and exits of the stadium have enough space to evacuate the population from the building, but some places, such as the access stairs to the platforms, did not function easily during the full-scale evacuation and were blocked. they go This research shows that the simulation results reflect the real discharge in an approximate way in Naqsh Jahan Stadium.