نشریه کاوش های مدیریت بازرگانی
پیاپی 27 (بهار 1401)

Private label brands are also known as store brands or retail brands. At present, these brands include almost all product categories. They have many benefits for both retailers and consumers. Private brands offer consumers relatively high quality products and very attractive prices. On the other hand, they play a significant role in building consumer loyalty to retailers. As a result, private label brands have become one of the key factors in the success of retailers around the world. The success of private label brands is influenced by many factors, which leads to the purchase intention of private label brands. As a result, in order for retailers to succeed in the field of private label brands, it seems necessary to study these factors. The aim of this study is, thus, to investigate the effect of store image and service quality on private label brands image and purchase intention in ETKA chain stores. The present study is a descriptive survey in terms of data collection from the statistical population. It has a practical purpose because managers can use the results in their decisions. The statistical population of the research is the customers of ETKA chain stores. The available sampling method was used to select the respondents. A questionnaire was designed based on previous studies, and the responses were made in a range of seven Likert options. To collect the data, 420 questionnaires were distributed among the customers of ETKA chain stores in Tehran in 2014. A total of 390 questionnaires were completed and usable. Out of 38 questionnaire questions, 4 questions were related to demographic characteristics, and the other questions related to the measured variables. The demographic characteristics of the sample were analyzed using the SPSS software, and structural equation modeling by the Amos 18 software was used to test the hypotheses and investigate the factor loads and the overall fit of the research model. In structural equation modeling, the model fit and the significance of the relationships were examined. The suitable fit indicators of the model included NFI, CFI, AGFI, GFI, RMSEA, and Cmin/ Df. Cronbach's alpha method was also used to calculate the reliability coefficient. The calculated Cronbach's alpha value of all the variables in this study was 0.785, which is a good value. The cronbach's alpha values for the store image, service quality, private brand image, perceived value, perceived risk and intention to buy private brand were found to be 0.824, 0.897, 0.743, 0.708, 0.741, and 0.854, respectively. According to the results obtained from the data analysis, the indirect effect of store image on the purchase intention for a private label brand is significant. On the other hand, because of the significance of such relationships as store image-brand image, brand image-purchase intention, store image-perceived risk, and perceived risk-purchase intention, it can be concluded that the variables of private brand image and perceived risk have a mediating role in the relationship between the store image and the purchase intention of private label brands. Marketing managers can use private label brands as a strategic tool in chain stores. This research provides important and practical insights for retailers that offer private label brand products. According to the research results, a retailer can develop strategies based on store image and service quality in order to improve the image of the private label brand for the consumers and to increase consumers' desire to purchase more private label brand products. Focusing on store image features can make a difference in the retail markets' competitive value. Retail managers, especially in chain stores, should be aware that the store image does not always directly increase the purchase intention. Therefore, store image improvement programs should be accompanied by strategies to reduce the perceived risk of consumers towards private label brands and improve the brand image. Consumers' perceived mental image of the private label brands also plays an important role in deciding to buy private label branded products. Marketing managers can reduce financial risks with the good pricing of private label brand products and provide products with good quality and reliable performance to reduce the performance risks. This, in turn, can increase consumers' purchase intention of private label brand products. Store managers can also increase the consumer’s purchase by improving the service quality and the perceived consumer value. The perceived value leads to the purchase intention for private label brands, so the activities of the store should be such that customers feel that, if they buy from this store, they will benefit more than in other stores.

Developing a new product in a rapidly changing competitive market is raised as a management strategy for the survival and growth of most companies. Developing a new product can create competitive advantage and new markets and ultimately increase the revenues and benefits for companies, which has become a necessity for manufacturing and industrial organizations due to the rapid advancement of technology, the increasing competition in global markets, and the increasing changes in customer needs. The process of developing a new product must respond positively to customer needs and create a proper competitive space for the organization. Developing a new product is one of the key strategies to gain a competitive advantage and maintain the organization’ growth.Science and technology parks have been created as one of the components of national innovation systems and the infrastructures of knowledge-based economis to increase wealth in societies through encouraging and promoting the culture of innovation and increasing the power of competition among knowledge-based institutions and companies operating in the park. Science and technology parks are created through growth centers and reproductive processes and facilitate the growth of innovation-based companies in a knowledge-based economy where the production and exchange of knowledge are major factors in creating added value. Furthermore, science parks provide other value-added services, along with workspace and quality facilities, to the park’s institutions and transfer knowledge among the institutions that produce and consume knowledge. Generally, knowledge-based companies are a kind of mechanism for transferring technology from university to industry. They serve to commercialize new technologies with the results of research and development in universities. These companies can be precious because they strengthen economic sectors, grow faster than ordinary start-ups, and contribute more to economic and industrial changes in regions as well as the whole economic space around them compared to start-ups.There are areas of imperative activity for any organization to achieve the targets it has set for ahead. They are known as critical success factors in the management literature and are considered as the integral components of an organization's success in achieving its targets. Managers of the companies located in the parks are not familiar with new product development. Hence, understanding the factors affecting the success of new product development is essential for these companies. The main question of this research is ‘what are the key factors affecting the success and development of a new product in science and technology parks?’ The purpose of this research was to provide success-driving models of developing new products in small and medium manufacturing knowledge-based companies in Fars Science and Technology Park in 2018 using the meta-synthesis method. This method is applied to integrate several studies to achieve comprehensive and interpretive results. Meta-synthesis focuses on qualitative studies and refers to the translation of qualitative studies into each other and the researcher's deep understanding. In other words, meta-synthesis is a combination of the interpretations of the primary data in selected studies. It explores new and fundamental subjects and metaphors by providing a systematic attitude for researchers through combining different qualitative types of research. This method enhances the current knowledge and provides a comprehensive view of issues. Meta-synthesis requires the researcher to conduct a thorough and in-depth review and combine the findings of the relevant qualitative types of research. Sandelowski and Barroso's seven-step meta-synthesis method was used in this research. A total of 123 articles in the field of success in new product development were evaluated using the mentioned method, the corresponding dimensions and codes were extracted through the content analysis, and the importance and priority of each were determined using the Shannon quantitative entropy method. The main achievement of this research is to present a model of success drivers to develop new products in knowledge-based companies, consisting of four main categories and 20 codes. These items are compiled using the meta-synthesis method. According to the results, focus on the uniqueness of the new product, attention to customer needs, creating value for the customer, indexing the company, using customer-based management systems, business strategies, learning spirit in all the members of the organization, and focus on advertising to introduce a new product to the market have the highest coefficients of importance. As the results showed, the most pivotal, effective and impressive factors can be identified in each of the quadruple dimensions, and their selected option can be used to improve performance. From a productive point of view, the most pivotal factor is human resource skills, the most effective factor is technological capability, and the most impressive factor is the amount of facility use. It is possible to increase the productivity of production facilities by improving the skills of human resources in the selected portfolio. Knowledge-based companies focus on product delivery and strive to maintain and then enhance their position in the business market based on their long-term vision by adopting strategies. The strategies they emphasize for creating value for the customer are based on separate market observations and the capability for customer relationships. The use of this capability is based on directing internal processes. One of the strategies in this regard can be the provision of new products based on research and development and estimating market demand. The process of developing a new product imposes costs on the company. These costs include the cost of preliminary studies, design, and construction of prototypes, product introduction advertisements, etc. The need to pay attention to the success factors of new product development plays a vital role in conserving the company's resources and surviving in the market despite the limited financial resources in knowledge-based companies. Attention to the identified success factors in this study provides a clear view for planners, policymakers, decision-makers, managers, and activists in knowledge-based companies and helps them perform the best in the face of the business market.

Customers’ attitude is an important factor for their purchase behavior. To change this behavior, customers attitude can be first changed through tasks such as advertising and sales promotion. So, using customers’ attitude, their behavior can be predicted. In the present era, in addition to attracting customers, organizations are involved in creating a constant relationship or, generally, behavioral loyalty in customers. The cost of preserving customers is less than attracting new customers. An increase in profit from 25% to 95% is achievable only by increasing the cost of preserving customers up to 5%. The concept of loyalty (the intention to return) is very important especially in service industries such as the banking industry. In today's competitive world, services provided by competitor companies become similar more than ever, and a customer can be hardly surprised by providing a new service in the long term. By designing and managing suitable conditions of the service provision environment, a higher level of customer satisfaction and perceived service quality is obtained so as to affect the attitudes and behavioral tendencies of customers. In corporate banking, service is provided for the companies that are involved in economic activities beyond small enterprises and with a larger bulk of resources. The services provided for large companies are more complex, critical and diverse than those services provided for small enterprises. Therefore, the proposed factors (service atmosphere, customer perceptions, satisfaction) can serve as the antecedents of attitude and behavior of corporate customers. Based on this discussion, the present study seeks to analyze the effect of the proposed factors on the attitude and behavior of corporate customers in the banking industry by conducting a survey on the corporate banking customers of Eghtesad Novin Bank.   The present research is an applied one in terms of purpose because it can be used in the banking industry. According to the nature of data and the method of data collection, the research is a descriptive survey. The population included all the corporate banking customers of Eghtesad Novin Bank in Tehran who used the services of this bank in the period of the research. Since the size of the population was finite and certain, a sample of 250 customers was taken. The tool of collecting the data on the dimensions of the proposed model was questionnaire. In this study, confirmatory factor analysis was done to determine the validity of the constructs of the research. Cronbach's alpha coefficient was also used to determine the reliability of the questionnaire.  According to the findings, the service provision atmosphere affects the perceived service quality, perceived value and emotions of customers. In addition, the perceived service quality, perceived value and emotions have a positive significant effect on customer satisfaction. Satisfaction also significantly affects the customer's attitude toward the bank and his or her intention to return to the bank to use the corporate banking services. Finally, the attitudes toward the bank affect the customer's intention to return.  According to the findings, the environment where the service is provided significantly affects the customers’ perceptions. So, it is suggested that, in the branches of this bank, attractive decorations be used and comfortable furniture be provided for customers. In addition, when decorating the interior space of the branches, specific attention should be paid to the coloring and interior decoration design of the branches. Also, the interior and exterior lighting of the branches increases their attraction, serving as a kind of visual advertising. The managers of the branches of this bank should present their corporate banking services in a way that they meet their customers' expectations or exceed them. Furthermore, speed and accuracy should be considered in offering the services; because corporate banking customers are pressed for time mainly due to their business, they tend to receive their services quickly. Moreover, the polite, respectful and friendly behavior of the front-line staff toward the corporate banking customers plays an important role in the maintenance of the relations between the customers and the bank. Eghtesad Novin Bank should offer its services at a very competitive level, compared to the industry's competitors, and deliver superior services through personal sale strategies or media to the customers. The marketing managers of Eghtesad Novin Bank should use attractions in their advertising, which creates the feeling of confidence and calmness for customers in their interactions with the bank. Inducing such a feeling through advertising can make the bank service distinct and unique in the corporate customers' view and, as a result, it is preferred to other banking industry competitors. The bank managers should evaluate the level of customers’ satisfaction with the corporate banking services periodically by asking them; if they are not satisfied, they should receive their criticisms and suggestions to improve the provided services and remove the existing defects to meet their expectations.

Nowadays, the global approach can be clearly seen in the movement of ‎countries towards a "knowledge-based" economy. Knowledge and ‎technology are the main factors in creating wealth in countries and are ‎considered as powerful tools in national development. In this regard, science and technology ‎parks support companies to develop knowledge and technological ‎ideas and commercialize their products. They also span a bridge between academia, industry and government, leading ‎to sustainable growth and development based on competitive advantages at the national level. Companies in these parks can use the norms ‎and values in the environment through institutional factors to ‎improve their performance, increase their market share, retain their current ‎customers, attract new customers and ultimately improve their market ‎performance. Constant environmental changes and the extent of ‎competition have made market performance critical for corporate ‎executives. In this context, there are not only ‎tangible but also intangible factors involved institutional factors and ‎organizational capabilities; these factors have great impacts on the market ‎performance of businesses. Since improving market performance requires ‎effective and stable communication with the institutional environment of the ‎organization, companies in science and technology parks (especially Rasht ‎Science and Technology Park) can make good use of institutional factors ‎‎(i.e., institutional support, political management relations, and legal legitimacy). ‎Knowledge and technological ‎capability are considered as intangible organizational resources to achieve goals. This ‎study was conducted to investigate the effects of institutional factors on ‎market performance, in which the mediating role of organizational ‎capabilities (knowledge capability and technology capability) is also ‎emphasized.‎ This research is descriptive in terms of the purpose, a survey in terms of strategies and questionnaire-based in terms of data collection. The study population consisted of companies located in Rasht Science and Technology Park. Cochran's formula was also used to determine the required number of samples. According to this formula and the 67 people in the study population, 57 were finally selected as the sample. Accordingly, after referring to the companies, 57 questionnaires were collected. The questionnaires were designed based on seven Likert options (1 = very low to 7 = very high). As for the characteristics of the respondents in this research, about 66.7% of them were men, 47.4% were bachelors, 36.8% were masters, and 12.3% were doctors. Also, 60.9% of the cases were from 30 to 35 years old. According to the output of the Smart PLS 2 software, in the first model, "institutional support" explains 88%, "management political relations" 39% and "organizational legal legitimacy" 74% of the changes in institutional factors. Institutional factors explain 67% of the changes in knowledge capability and 62% of the changes in technology capability. These relationships are significant at the 95% significance level. At the same time, institutional factors account for 39% of the changes in market performance. Knowledge and technological capability explain 20% and 16% of the changes in market performance. These were confirmed at the significant level of 99.9%. According to the software output in the second model, "institutional support" explains 10% of the changes in market performance, 42% of the changes in knowledge capability, and 46% of the changes in technology capability. "Management political relations" explains 17% of the changes in market performance, 16% of the changes in knowledge capability, and 19% of the changes in technology capability. The legal legitimacy of the organization also explains 36% of the changes in market performance, 34% of the changes in knowledge capability and 17% of the changes in technology capability. At the same time, knowledge capability explains 14% and technology capability 16% of the changes in market performance. The results show that the development and creation of organizational capabilities has had a great impact on improving the market performance of the companies in the Rasht Science and Technology Park. The research results also showed that institutional factors affect the creation of knowledge and technology capability, so companies must establish proper relationships with the institutional environment and government entities, correctly use this environment and its factors and acquire organizational capabilities. It was found that knowledge and technology have a mediating role in the relationship between institutional factors and market performance.

The present research has been done with the aim of designing a strategic branding model in the saffron industry. Company branding requires a comprehensive approach to brand management, so that all the members and aspects of an organization can act in harmony or in line with the brand (Herstein and Zvilling, 2011). Therefore, designing a strategic model of saffron branding is something that designers and brand makers should pay attention to. This should be done according to marketing studies and customer attraction in a way that the brand is associated with the product. Being aware of the importance and the economic position of the brand and the brand names of the country's exported products such as saffron and pistachio helps traders create top brands so as to be present and survive in the global market. This ultimately stabilizes the world economy. The research was conducted as a basic one using exploratory data and the Grand theory. The data collection tool was a semi-structured in-depth interview. The statistical population included the university professors familiar with the subject of branding as well as the managers of companies exporting saffron. A theoretical method was used for sampling. The collected data were analyzed through open, axial and selective coding, and the final pattern was extracted. The final model consisted of a set of central categories, causal conditions, necessary contexts, intervening variables, strategies and branding consequences for the saffron industry. Each of the conditions and factors that make up the model have variables and categories. Paying attention to them will achieve the ultimate goal of strategic saffron branding. In general, due to the high economic value of saffron, high global demand and uniqueness of Iranian saffron, optimal production methods, enough storage capacity, targeted advertising, competitiveness, promotion of competitive advantages, research and development, policy-making, proper government support, identification of brand stakeholders, monopolizing the saffron market, increasing productivity, increasing the value of the saffron brand and attracting investors are the necessary tasks to do.According to the results, the most important consequences of implementing a strategic branding plan in the saffron industry include economic growth, monopolization of the saffron market, increasing productivity, increasing the value of the saffron brand and attracting investors. In this regard, by designing a suitable branding model for saffron, more profit may be expected. Also, it will be possible to expand funding sources and create sustainable employment, increase the income level of farmers and help to distribute income fairly. The strategic branding of Iranian saffron can increase the added value and quality of the product, which enhances the ability of the product to remain in the minds of customers. That is, the image and association of the saffron brand develops and can have a positive effect on customers' desire to consume. All of these factors can ultimately provide more investment and opportunity for investors. It can be said that the very high volume of saffron production in the country has enabled the producers to produce innovative, creative and new products.Saffron branding allows saffron producers to facilitate their access to the market, diversify their products and enjoy government legal protection. Moreover, the high demand for this product and the uniqueness of Iranian saffron from the experts' point of view have doubled the importance of presenting a brand in this field. In this regard, the correct knowledge of stakeholders and the presentation of targeted advertising have led to increased product competitiveness.  Creating a brand can ultimately lead to economic growth in the country and introduce the Iranian saffron brand as a reputable saffron brand in the world. To achieve this goal and implement this strategy, it is important to make strategical plans that can be implemented in time and place. With proper and correct branding and by promoting the identity and personality of the Iranian saffron brand, we can expect to achieve economic growth rate and GDP, monopolize the saffron market, increase productivity, increase the value of the Iranian saffron brand and attract more investors. The necessary strategies for implementing a strategic branding plan in the saffron industry include proper government policy-making, promotion of competitive advantages, research and development, identification of brand stakeholders, promotion of competitiveness and targeted advertising. According to the results, government policy-making means that the government does not formulate cumbersome laws but organizes exporters properly and creates packaging units to provide active and qualified people with appropriate loans. It also creates proper infrastructure and adequate financial support to greatly prevent the bulk export of expensive products.

The purpose of the current essay is to apply patterns of personalization to customer`s commitment with the role of neutralizing the compatibility of technology in the electronic banking industry in Iran. In the world today, as access to the Internet and its options has grown, the number of customers who use electronic banking services has also risen. Information in industries such as banking and financial corporations that are active in online trading has experience ever-increasing growth. Because customers should change their behavioral patterns in order to use internet banking, using this technology can involve a lot of complications. In recent years, the improvement of information technology in banking industry has fundamentally changed the method of doing bank transactions, and customers can do their bank transactions. Internet banking lets customers have wider range of transactions through the bank website faster and with less cost and no time and place limitation, in comparison with traditional processes. Another advantage of online banking is that it has minimized the maintaining costs of traditional bank branches. One of the points that makes banks approach with more discretion to the information technology improvement matter is that there are different cultures and attitudes toward money and its worth in Iran. There is a reason to escape innovations in production in most countries. In Iran`s banking industry taking risk and not paying attention to personal attitudes has posed limitations to the modern banking. According to the mentioned points, no research has been done on the increasing of electronic banking users. Most of the studies have focused on the spreading and acceptance of electronic banking. One of the elements that are crucial in personal attitudes is personalization. It is effective on different aspects of customer`s psychology, such as processing information and making decisions. Personalization allows service providers to suggest services and products with customer`s preference taken into account. The rise of competition along with partial similarity of products and bank services has caused behavioral changes in customers. So, if banks want to enforce their effect on customers, they should identify the effective elements on customer`s behavioral changes. It is only in this case that banks can avoid prejudicial consequences of customer`s turnover and improve its long-term relationship with its customers. The quality of relationship with customers in cyberspace is the main reason for success in many organizations that have online activities based on customer`s satisfaction, trust, loyalty, order repetitions and organization`s benefit growth. Modern marketers has found out that the best way to connect with customers is through providing personalized services as banking innovations with the possibility of making alternations for customers. According to the capabilities of financial corporations and customer`s expectations, there is a significant variation in the field of personalization. Despite the importance of this subject, there is little research about its effects on decision-making process in the field of electronic banking. In addition to this, internet users have learned and experienced different levels of complexity. Also, the way of user`s understanding of personal bank services and its adaptability with his previous experience is different. Some of the electronic banking users have several bank accounts and the experience of using different electronic banking platforms, while there are users with limited banking services experience in using electronic banking services. Bank customers could have different expectation about services. This makes financial corporations try to better understand the experienced and immature customers and fulfill their needs in the best manner. Thus, this research focuses on connection quality, loyalty function anticipation, effort anticipation and experimental adaptability to previous electronic banking. A simple random sampling method was used to choose the samples. The questionnaire was assessed in terms of contextual, convergent and divergent validity, and the stability of the questionnaire was also tested based on Cronbach Alpha and compound stability tests. The research theories were and tested by using structural transaction modeling and the maximum rectification method with the AMOS software. The findings of the research, matching previous research findings, show that personalization has positive effects on function anticipation, effort anticipation, connection quality and rising attempts to use electronic banking services. It is also shown that effort anticipation and function anticipation have positive effects on attempts to use electronic banking services, and connection quality has positive effects on the loyalty of customers in electronic banking. Age, gender and adaptability have neutralizing effects on function anticipation, effort anticipation and connection quality, but adaptability has no neutralizing role in connection quality. Findings of this research and previous findings indicate that personalization is the essence of attempts to use electronic banking services, which should be accounted for deeply. This is because personalization is considered as a link between the customer`s attitude and behavior in electronic banking services.

One of the most important problems in the Iranian society is the tendency to consume foreign products. Neglecting the internal products and the prevalence of foreign products causes a vast irrecoverable damage to the economic structure of the country. In this situation, the effect of a boycott on buying foreign products is one of the alternatives for protecting the national economy. The purpose of this boycott is to preserve national wealth and prevent the outflow of currency. Consumer ethnicity is one of the important reasons for banning foreign products consumption. Religiosity affects consumers' willingness to boycott the purchase of certain foreign products, which can be due to consumer animosity. Consumer animosity is related to individuals’ negative feelings toward a specific country’s product. Consumer animosity bans the desire to buy products from foreign countries. It has attracted considerable attention in international marketing literature as a determinant for foreign product purchase behavior. The purpose of this paper is to develop a model to boycott foreign product considering the mediating role of consumer animosity.

This research is applied in terms of purpose and has been conducted using in-depth and semi-structured interviews and a questionnaire. At first, the thematic analysis technique was applied to design a model with a qualitative approach, and then the model was assessed using a quantitative approach. The statistical population of this study consisted of the citizens of Tehran, Qom and Sirjan. The data were collected using a semi-structured interview with 16 selected through the snowball sampling method. In the quantitative stage, the statistical population consisted of consumers who had boycotted foreign products at least for one time. At this stage, 396 people were selected according to Morgan table and the available sampling method. The data collection in the qualitative exploratory stage was done through interviews and in the quantitative stage through the researcher-made questionnaire. This questionnaire consisted of 48 questions on theoretical and experimental aspects of five common concepts related to the synergistic factor of sanctions. They included marketing mix with five questions, cultural factors with six questions, ethnicity with eight questions, country image with four questions and political factors with five questions and three common concepts related to the factor of consumer hostility, including religious factors with four questions, nationalism with six questions and normative influence with ten questions. The validity of the questionnaire was reviewed by five experts and faculty members. After the adjustments, the validity of the questionnaire was confirmed. Cronbach's alpha method was used to evaluate the reliability of the questionnaire. The Cronbach's alpha value was 0.946, which indicates the appropriateness of the reliability of the questionnaire. The quantitative part of modeling was assessed using structural equations via the Amos software.

The effective factors on boycotting buying foreign products are classified in eight concepts and two categories. The first category includes marketing mix, political factor, ethnocentrism, country image, and cultural factor which are classified in a boycott synergy category. It has a significant relationship with the boycott of foreign products. The second category consists of religious factor, nationalism, and normative influence which are classified into consumer animosity categories with significant relationships to the boycott of foreign products. The results show that the existence of the mediating variable "consumer animosity" intensifies the effect of "synergy of boycotts" on "boycotts on the purchase of foreign products". Therefore, by identifying and focusing on the tools that incite consumer animosity for foreign products, the consumption of foreign products reduces, which can encourage domestic consumers to buy domestic products. Meanwhile, by increasing the consumption of domestic products, we can expect to increase the production procedure, and thus create sustainable employment. If the ground is set for boycotting foreign products, and focus is placed on the strategy of consumer animosity, while encouraging producers to produce similar foreign products, the possibility of export development and consequently sustainable economic development increases.

There are many reasons for consumer boycott, such as environmental concerns, foreign policy or religious reasons. Based on the result of this research, however, the indirect effects of boycott synergy via consumer animosity lead to increased boycott of buying foreign products. Ethnocentrism affects the power of purchasing, and marketers need to generate stronger local connections between ethnocentrism and their products. Appropriate advertisements by government and domestic companies to support the domestic production can be effective. The government can persuade people to boycott foreign products by recalling foreign military conflicts and its consequences for Iranians (mass killing of people, destruction of the environment, etc.). Due to the influence of religious factors on the boycott of foreign products, it is recommended that the marketers of domestic companies provide the necessary information for the consumers that their products are Halal.

Massive open online courses (MOOCs) are known as new advances in e-learning. Learning through MOOCs requires different education than what happens in face-to-face learning. In these courses, it is important to connect with participants from different backgrounds and personalize learning. Therefore, with the development of MOOC as a new teaching method, training-based businesses need to acquire new knowledge and skills to obtain the desired training and gain acceptable learning outcomes. An important aspect of innovation in this business is tied to the role of the Internet and the related technologies, but this feature is not necessarily the only aspect that leads to innovation in the MOOC business model. This is because, with the advent of these technologies, there has been a significant shift in attitudes towards training and skill development systems that have changed the education business environment. Besides, the characteristics of this business are different from those of other web-based businesses which require that a business model be provided specifically for MOOC. The business model explains the logic of an organization on how to create, deliver, and acquire values. Thus, the business model helps to understand the relevant factors in the business context and to recognize and interact with them. In this environment, business logic is constantly changing and improving. A business model can integrate resources, activities and knowledge and facilitate the identification of competency resources. The model also helps businesses to fulfil their mission and reduce budgetary and financial pressures and constraints. Despite the increased number of MOOCs in Iran, some entrepreneurs have failed due to several factors, including the weakness of these institutions to adapting to environmental conditions and their changes as well as the weakness of their commercialization strategy. Therefore, setting up MOOC courses requires structures and resources that must be identified in interactions with the business environment before any action is taken. A business model can identify the important components of creating a competitive advantage in accordance with environmental factors and promote the development of businesses based on economic principles as well as educational policies. Accordingly, this paper aimed to provide a business model in line with the features of the MOOC that can specify important business components and develop a business strategy in accordance with educational policies.

In this study, the mixed research method has been used to create comprehensible designs from the analysis of complex data. This method is a process for collecting, analyzing and describing qualitative and quantitative data that help to better understand the challenges of research. Using only a qualitative or quantitative research approach reveals only a few aspects of the phenomenon being studied. Therefore, the mixed research method provides a better understanding of various phenomena. This research is based on a mixed approach, qualitative and quantitative, in two stages. In the qualitative phase, a systematic review approach has been used to identify the components of the e-business model. Then, experts' opinions are used to match the components of the e-business model (obtained from systematic review) with the characteristics of the MOOC business model and to reach the proposed components for the MOOC business model. In the quantitative phase, a questionnaire has been prepared and provided to the experts to evaluate the proposed components for the MOOC business model. The t-test serves to analyze the answers and finalize the components of the model, and the Friedman test prioritizes the components. In the second stage, the fuzzy Delphi approach is used to present the MOOC business model.

The elements of the MOOC model proposed in this study are highly consistent with a business model. In a sense, the components of the MOOC model project the aspects of a business model in more details. The sub-components in the model address features that are specific to MOOC businesses and, therefore, do not apply to other types of e-businesses in general. To develop the model, the opinions of MOOC business experts and entrepreneurs were taken into consideration, which could be fruitful to improve MOOC implementation plans in Iran as well as its competitive position.

According to the findings of this research, the model of earnings, the proposed value and the customer are the most important components of a MOOC business model. It is presented in the form of 55 concepts in 12 main components. The use of the proposed model has such benefits as promoting MOOC planning and facilitating the acquisition of competitive advantage. Besides, the results of this study can be used by entrepreneurs in this field to create successful business models. The insight provided by this study can lead to a common understanding among e-learning activists about the challenges in the MOOC business. Due to technological innovations, it also lays the ground for future changes in the field.

Online shopping has changed the way some people do shopping and has become a major part of their lives, but this type of shopping has challenges that can be caused by a variety of factors. The main purpose of this study was to investigate the impact of customers’ experience of online shopping on their intention to buy again with satisfaction in digital goods stores in Iran. This research is adescriptive-survey in terms of method. The present study is applied in terms of its objective because the expected results can be used to improve the customer experience of the intention to shop online. In other words, in this study, using the cognitive context and the information provided by prior research works, suggestions are made to enhance the investigated metrics including customer experience of online shopping, repurchase intention, customer satisfaction, and confidence. The level of analysis in this study is individual, so the research population consists of all the customers who have had online purchases from the Digikala website. The cases have been selected through simple random sampling. There are several methods used to determine the sample size, including the Cochrane formula for an unknown population, which specifies the minimum sample size. With the 95% confidence level and the accuracy of 0.05, the sample size was eventually 384 users who took electronic questionnaires. Due to the low return coefficient of the electronic questionnaires, 600 questionnaires were designed as a text file in the MS Word format. Then, they were sent to the respondents as an attachment. Ultimately, 384 questionnaires were completed and returned. Based on the calculations as well as the data from the tables, for the first hypothesis with a path coefficient (regression coefficient) of 0.406 and a critical value above 6.425 at the 95% confidence level, CE has a positive and significant impact on the repurchase intention of Digikala customers. Therefore, Digikala will be successful if it pays attention to the experiences of customers (i.e., behavioral, communicative, emotional, cognitive and emotional values) and creates a platform for an emotional and memorable positive experience in any interaction with organization. This is because customer experiences are private events that occur or are triggered as a result of encountering different shopping situations. In short, Digikala must consider CE as a tool to create lasting competitive advantage in order to make customers loyal and increase their repurchase.Based on the second hypothesis, it can be concluded that CE with a path coefficient (regression coefficient) of 0.592 and a critical value above 9.296 at a confidence level of 95% has a positive and significant effect on the satisfaction of Digikala customers. That is, Digikala store must make efforts to enhance the customer-organization interactions across customer and organization points of contact. This is because the continued customer experience management, in addition to a lasting competitive advantage for the organization, creates memorable and rewarding moments for customers. Managers of Digikala online store should not forget that customers have a variety of needs that are satisfied with their experience. In short, CE as a fascinating factor is shared between the creator and the customer himself, just where the customer understands and remembers the values.It was hypothesized that the frequency of repurchase and the return of customers to the store make a good competitive advantage. This is because companies believe that customers return to the store when they feel successful in their previous shopping experiences. This is while, in online stores, fewer customers wish to return and, more importantly, repurchase from that store; there are few stores paying attention to customers' needs. On the other hand, factors such as failure to update products and information, search for information, low variation in products and services, and false information about products and services have adversely affected customers' expectations in their first visit to the store, thus reducing their satisfaction.Based on the research data and the statistics in hypothesis 4, CE with a path coefficient (regression coefficient) of 0.321 and a critical value above 5.651 at the 95% confidence level has a direct role of trust and a positive and significant impact on the repurchase intention of Digikala customers. That is, the moderating variable of confidence can have far greater direct effects on the repurchase intention of Digikala online store customers.The data also showed that CE with a path coefficient (regression coefficient) of 0.427 and a critical value above 7.593 with an indirect role of satisfaction has a significant positive effect on the repurchase intention of Digikala customers. That is, the mediating variable of satisfaction can have a far greater indirect impact on the repurchase intention of Digikala customers. As a result, by increasing the CE efficiency through the satisfaction variable, we can have a better impact on the repurchase intention, regardless of the impact of customer satisfaction. Customer satisfaction is one of the important dimensions in maintaining customers. As a result, by increasing CE through confidence, we can enhance the repurchase intention, regardless of the impact of customer trust. Long-term profitability is just achieved by customer’s repurchasing. Companies can maintain their customers at a lower cost than attracting new customers.

The aims’ study is to present a model of personal branding based on individual competencies and the employment. In this qualitative research, the grounded theory approach has been adopted for data collection. The aim is to develop a model; this study is categorized as exploratory and fundamental research. The study population consisted of experts and university professors in the Business Management, the Organizational Behavior Management, Human Resources, and Entrepreneurship departments, who know the concept of personal branding and extensively explored its various dimensions. A personal brand helps individuals emerge from obscurity and manifest by their abilities. Personal branding allows people to establish their position as a professional in their field of work and build a reputation for themselves. To develop a personal brand, it is essential to acquire and reinforce individual competencies. Researchers divide competence into two general categories: technical and behavioral. Technical competencies or technical knowledge is associated with the execution of a task, whereas behavioral competencies are concerned with how it is conducted, which embraces knowledge, skills, and attitudes. Research shows that if an individual possesses the knowledge and skills in a particular field, but their behavior and performance do not reflect that distinction and merit, they cannot be called competent in that field.Previous research has primarily explored specific elements and variables of personal branding, and the role of individual competence and employment factors has largely been disregarded. Informed by the importance of personal branding research on the employment and the role of individual competencies in personal branding, this study investigates how a personal branding model could be developed within the framework of individual competencies by considering employment factors. In fact, this model aims to fill a gap in the personal branding processes by accounting for the role of employment the variables of individual competencies in developing and shaping this type of branding.Case study: The development of individual competencies presents an effective strategy to reduce the unemployment rate. Hence, the main subject raised in this study is to develop a personal branding model based on individual competencies and employment.Theoretical Framework: To build a personal brand, it is essential to acquire and improve individual competencies. Researchers split competence into two categories: technical and behavioral. Technical competencies or technical knowledge related to the execution of a task, and behavioral competencies are concerned with how the work is performed, which includes knowledge, skills, and attitudes. According to studies, if one possesses the necessary knowledge and skills in a particular field, but his behavior and performance fails to reflect that distinction and merits, he/she cannot be called competent in that field. In addition, competence is inherently associated with value creation and innovation. Even with a command of knowledge and skills and a well-adjusted attitude, entrapment in the stagnation of everyday life would suppress one’s competence, which has a direct impact on employment.

Based on its purpose and nature, this is qualitative research. It is also exploratory in its attempt to present a model. Drawing on the grounded theory approach, this paper investigates a population of university professors, managers and consultants. Sampling conducted using the purposive sampling method. To do so, the snowball sampling technique adopted at this stage of the study. Data collected through interviews. All steps grounded theory did by using MAXQDA software also utilized for data analysis. Data encryption carried out using the following three steps: open coding, axial coding and selective coding.

The current study undertaken to present a personal branding model based on individual competencies and the employment within the framework of qualitative research. To extract dimensions and indicators and to formulate the model, the grounded theory approach used in three coding steps. The personal branding model based on individual competencies for someone’s employment developed after 20 interviews in three coding steps (open, axial, selective) using the grounded theory approach. The proposed model consists of three main components (personal branding, individual competencies, and employment). The paradigm model of this research inspired from Corbin and Strauss’s paradigm model. Despite these factors and conditions, the evaluation model and the process of developing a personal branding model designed based on individual competencies of someone’s for employment. Explaining factors linked to this subject was also one of the primary concerns of this research.The adoption of the grounded theory approach to extract indicators of the above variables is another innovation of this research. Accordingly, some of the main findings of the research, which considered as its contribution to the body of knowledge in this field, are:Presenting a local model of personal branding based on individual competencies and employment of someone, the gap of which strongly felt in the literature.Identifying the indicators and dimensions associated with personal branding, derived from the grounded theory approachProviding a new path and model for personal brand development

According to this study, individual competencies are linked to dimensions of personality traits and adaptability; employment is associated with the dimensions of job specifications, family, society, reward and income, and personal branding is related to the dimensions of cultural characteristics, lifestyle and skills. Hence, by focusing on developing individual competencies and employment, people can promote their personal brand in an attempt to foster their credibility in the working community, to build reputation, and to establish their social status and prestige.