نشریه مدیریت بازاریابی هوشمند
سال سوم شماره 3 (پیاپی 15، امرداد و شهریور 1401)

The aim of investigating the impact of multi -channel integration, trust and loyalty and online loyalty on the intention to re -purchase (Code: Customers of Cyrus Horizon Chain Stores) in Tehran. A questionnaire, including 22 questions with a five -degree Likert spectrum, was used to collect data. First, the questionnaire was confirmed in terms of content validity from the perspective of the content. The Cronbach's alpha coefficient was also calculated to measure reliability. Cronbach's alpha coefficient of 0.862 was calculated. Therefore, the reliability of the favorable questionnaire has been evaluated. The statistical population of this research is customers of the Cyrus Horizon Chain Stores in Tehran, which are unlimited. Using the sampling formula of unlimited societies, 384 people are determined as the sample size. SPSS correlation tests and software are used to test the research hypotheses and analyze the hypotheses using structural equations in Warp Pls .V7. The results showed that multi -channel integration had a significant impact on online loyalty and offline loyalty. And trust has a significant impact on online loyalty and offline loyalty. As well as online loyalty and offline loyalty have a significant impact on the intention to re -purchase.

This research examines the effect of brand anthropomorphism on brand defense with the mediating role of brand love and the moderating role of attitude towards social distancing. This research, in terms of its purpose, is of the type of applied research, and this research was conducted in a cross-sectional way among survey research. In this research, in order to analyze the data obtained from the questionnaire, in accordance with the statistical needs of the SPSS V24 statistical software and the equations software. pls.V3 structure has been used in the form of descriptive and inferential statistics in the form of linear and multiple regression. The statistical population of this research includes the digital goods customers in Tehran, which cannot be counted. Based on Cochran's formula at a confidence level of 95%, 384 people were selected as a statistical sample using simple random sampling. The results of the research showed that brand anthropomorphism has a significant effect on brand defense with the mediating role of brand love (0.140 ) brand anthropomorphism on brand defense (0.148), brand anthropomorphism on brand love (0.483), brand love on brand defense (0.290) has a significant effect among the customers of Senh products in Tehran, and also the attitude Regarding social distancing in the effect of brand anthropomorphism on brand defense (0.125) Attitude toward social distancing in the effect of brand anthropomorphism on brand love (0.140) Attitude toward social distancing in the effect of brand love on defense From the brand (0.02) it has a moderating role among the customers of Sun H products in Tehran.

Undoubtedly, nowadays, innovation is one of the most important competitive advantages of organizations. In order to employ, implement and develop innovation in organizations, it is necessary to use strategies appropriate to the environment. The purpose of the research is to investigate the impact of strategic orientation and strategic flexibility on product innovation in Pars Khodro Company. The population of this research includes 300 employees of the Quality Assurance Unit of Pars Khodro Company. The sample size was calculated using Morgan's table and 169 people were used as a sample. The necessary data has been collected through standard questionnaires. The research findings show that there is a positive and significant effect between multiple strategic orientations, strategic flexibility and product innovation, there is a positive and significant effect between entrepreneurial orientation and product innovation, between Learning orientation has a positive and significant effect with product innovation. Also, learning orientation positively mediates the effect between entrepreneurial orientation and product innovation. Coordination flexibility positively mediates the effect between entrepreneurial orientation and product innovation. Coordination flexibility It positively moderates the effect between learning orientation and product innovation. It can be stated that the moderating effect of resource flexibility is not significant in the effect between coordination flexibility and product innovation.

The genetic algorithm was invented in 1980 based on Darwin's evolutionary theory to solve optimization problems. In fact, the genetic algorithm is based on the principle of "continuing the life of the best" and "proliferation of the superior type". The main operators of the genetic algorithm include: coding, selection, integration operator and mutation operator. The performance of the genetic algorithm is very good in the first few repetitions, but with the continuation of the trend and the increase in the number of repetitions, we will face a multitude of excessive results and results, which increases the number of repetitions to the optimal response. The method of optimizing the ant is derived from the actual motion of the ant in nature to find food, which was first introduced in Marco Dorigo's doctoral dissertation in 1992 as the ant system. The algorithm introduced by Dorigo is based on two basic principles: 1- Injection and evaporation of the pheromone 2- potential tendency of the ant into the pheromone. The algorithm optimization of the ant nest has a slow convergence rate due to the absence of pheromones in the early repetitions. But with the continuation of the search process and the increase in the concentration of the pumped porose, it works very well in the final stages. The combined algorithm with the combination of two genetic algorithms and the curry optimization of the ant uses the benefits of both algorithms. In the hybrid algorithm, we first use a few repetitions of genetic algorithm, then consider the chromosome from the genetic algorithm as the primary answer of the ant algorithm, and continue the subsequent repetitions until the optimal answer with the ant algorithm. The combination algorithm performs better in terms of convergence and efficiency, better than genetic algorithms and ant nest optimization.

TargetThis article will show how certain types of strategies affect the effectiveness of sanctions and what factors determine the choice of behavior.MethodologyThe research method is qualitative and 127 companies and stores in Russia were surveyed through online interviews.FindingsThe probability of the effectiveness of sanctions increases not only because of their severity for the economy of the target country but also the performance of adherence to their principles by the companies of the sending countries. Avoiding sanctions and increasing investment in the target country (the behavior observed by many companies facing EU sanctions against Russia in 2014) reduces the impact of these restrictive measures.ConclusionAlthough administrative responsibilities are more compatible with sanctions, dependence on the market and intangible assets in the country creates the goal of strategies that challenge sanctions policies. The EU-Russia sanctions dispute also encourages European companies to increase their involvement in Russia. These so-called defiance strategies reduce the real economic impact of sanctions and create a new balance that negatively removes these restrictive measures and has negative long-term political consequences. This study provides new understanding of national policy in the context of sanctions, and the use of its points can open a new window on the strategic thinking of senior executives active at the organizational and national levels.

One of the most important issues in marketing is decision making and judging. Decision making and the factors influencing it are of interest to the cognitive sciences. Management and cognitive economics, along with other decision theories, can help to understand the process of consumer behavior and marketing decision making. Cognitive research in marketing is more important today than in the past. One reason is the advances in understanding the activity of the human brain. Also, with the development of interdisciplinary research in marketing, more researchers have shown interest in examining the processes and mental models and emotions of people in organizations (Heidari, Ali) and are trying to discover the secret of the biggest asset, namely the brain. Recognize its functions as the most complex divine deposit. These efforts are made because the brain is the center of decision-making and the secret box for all human actions and deeds. (Jawani, Mohammad) Given that marketing and industrial marketing is not an ancillary factor to the success of companies, but is an essential for industrial companies in competitive markets. (Hart) and the decision-making, judging and selection process in the six main areas of industrial marketing identified by Katrici (2009) namely industrial buyer behavior, innovation / new product development, distribution channel management, sales and sales management, buyer-seller relationship and management And marketing strategy plays an important role. In this study, while reviewing the definition of cognitive sciences and industrial marketing, we examine the function of cognitive sciences in marketing and industry.

The purpose of this study is to investigate the relationship between cash holding and performance evaluation of economic value added. For this purpose, using the theoretical foundations of the above variables and reviewing previous research in this field, we addressed this issue. The present research is applied in terms of purpose and is a review in terms of research method and library research. The results show that with the implementation of the policy of evaluating the performance of economic value added, investment is less and more in investment companies and on the other hand, with the implementation of the policy of economic value added, the retention value of companies' cash increases.

This study aimed at the role of leadership with virtue on work enthusiasm, job satisfaction and the effects of the staff of Yazd Education Department. The statistical community of this study is comprised of education staff in Yazd, with about 320. To select the sample size, the 175 -person sample formula was selected in a simple random way. To measure the effects related to the work from Ahmad et al. (2018); Minnesota's job satisfaction (2009); Schuffli's and his colleagues' job passion (2006); The trust in the Leader, Nodasari et al. (2021) and the virtue leadership were used by Wang and Hatthew (2015) questionnaire. The reliability of the questionnaire was evaluated and approved by the Cronbach's alpha coefficient and its composite reliability and validity by structural validity and content. Using the modeling technique of structural equations, research hypotheses were analyzed. The results of the study indicated that virtue leadership had a positive and significant impact on trust in the leader. Trust in the leader also has a positive and significant impact on work, job satisfaction, and job desire. The trust in the leader also plays a mediator in the relationship between leadership and virtue and work -related welfare dimensions (work effects, job satisfaction and job passion).

In the present study, considering the importance and position of human resources, the factors affecting the improvement of human resources productivity in the form of organizational factors of Kopman model have been examined. The following 6 hypotheses were tested: between employee participation in setting career goals and improving productivity There is a significant relationship between human resources, correct selection and selection of employees and improving the productivity of human resources, there is a significant relationship between the service compensation system and improving the productivity of human resources, there is a significant relationship between organizational leadership methods and improving human productivity. There is a significant relationship between organizational structure and improving the productivity of human resources, there is a significant relationship between educational planning and improving the productivity of human resources. The present study is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population was the employees and managers of Iran Khodro Industrial Group. Using a Morgan table, the sample size of 196 people was randomly selected and measured by distributing a questionnaire. The results were analyzed by Spearman correlation coefficient and regression and Yuman-Whitney test and Friedman test. Based on the results, there is a significant relationship between all organizational factors (including participation, proper selection of employees, payment system, leadership methods, organizational structure and training programs) with human resource productivity, which has the greatest impact on employee productivity.

Managers of organizations have found that their most important assets are the integrity of integrity, which is an important factor in their success and progress, and that no one will achieve all its desired goals. Given the importance of human resources in the pursuit of organizations 'goals aimed at examining the impact of employees' creative self -efficacy on innovative behavior with the intermediary role of entrepreneurship. The use of sampling made by the Morgan table is 225 people as sample. The assessment of this research has been the standard job self -efficacy questionnaire (Sarji, 2), innovative behaviors (Hang et al.), Entrepreneurship (Hugs & Morgan, 2007). The apparent validity of the questionnaire was confirmed and their reliability was obtained by the Cronbach's alpha coefficient for three variables above 0.7. The final questionnaire was given to the statistical sample members in a simple random way. After collecting the questionnaires, due to the abnormalities, the research data were investigated using Smart Pls 3 software. The results of the analysis showed that the creative self -efficacy of employees did not affect the innovative behavior of Mehr city education staff. Employees' creative self -efficacy affects the entrepreneurship of Mehr city education staff. Entrepreneurship has an impact on the innovative behavior of Mehr city education staff.