دوفصلنامه راهبردهای بازرگانی
سال سی‌ام شماره 1 (پیاپی 21، بهار و تابستان 1402)

Social media has recently emerged as a prominent tool in the field of marketing management. While it offers significant potential for small and medium-sized enterprises (SMEs) to incorporate into their marketing strategies, many of these businesses have not fully utilized the diverse capabilities of social media. Therefore, the primary objective of this study is to identify and develop a framework addressing the challenges faced by Iranian SMEs in leveraging social media as an effective instrument for product marketing.

This research adopts a mixed-methods approach, combining in-depth interviews with key informants (KIs) and interpretive structural modeling. The study begins by identifying obstacles from previous research and those uncovered through semi-structured interviews with KIs. These obstacles are then thoroughly reviewed and finalized. Finally, the structural interpretive modeling method is employed to elucidate the patterns and models of obstacles in utilizing social media as an effective marketing tool for small and medium-sized enterprises (SMEs). This approach visualizes the connections and interactions within a system, providing insights into the interdependencies of the elements (obstacles). It aids scholars in understanding how various factors influence one another, facilitating in-depth analyses and informed decision-making. Widely applicable across disciplines, this method fosters critical thinking and systems-oriented approaches among researchers.

The primary challenges in utilizing and promoting marketing tools on social media platforms include legal restrictions, platform and device filtering mechanisms, and a lack of government support. Companies often struggle to navigate complex regulatory environments and censorship on these platforms, hindering their ability to fully leverage the marketing benefits these channels offer. In the absence of robust support from governmental bodies, businesses face significant obstacles in effectively utilizing social media for promotional purposes. To address these barriers, organizations must adopt a systematic and strategic approach. First and foremost, it is crucial for companies to provide comprehensive training and development programs to enhance employees' technical skills and knowledge of social media platforms. This will empower them to navigate the intricate regulatory landscapes and understand the limitations imposed by various censorship mechanisms. Additionally, clear guidelines and policies should be established to mitigate security risks and protect user privacy. By doing so, companies can ensure that their marketing efforts comply with legal restrictions while still reaching and engaging their target audience. Senior management also plays a pivotal role in overcoming these challenges. It is essential for them to actively support and invest in initiatives that leverage the advantages of social media. By allocating resources and promoting the adoption of innovative marketing strategies, senior leaders demonstrate their commitment to achieving business goals and staying ahead of the competition. Fostering a culture of innovation and adaptability within the organization is also instrumental in mitigating the challenges associated with social media marketing. Companies need to encourage their employees to think outside the box and constantly adapt their approaches to meet the ever-evolving demands of the industry. This proactive mindset will not only help businesses stay on top of emerging trends and technologies but also allow them to seize new opportunities and gain a competitive edge.Furthermore, collaboration and knowledge-sharing among industry peers can be immensely beneficial in overcoming these barriers. By establishing partnerships and participating in industry forums or conferences, companies can learn from each other's experiences and collectively work towards innovative solutions to the challenges of utilizing marketing tools on social media platforms. This collaborative approach not only fosters continuous learning and improvement but also helps businesses build a robust network of support and guidance. In summary, the primary challenges of implementing and disseminating marketing tools on social media platforms can be addressed through a combination of comprehensive training programs, clear guidelines and policies, senior management support, and the cultivation of a culture of innovation and adaptability, along with collaboration with industry peers. By adopting a systematic and strategic approach, organizations can effectively navigate the legal and regulatory landscapes, overcome censorship mechanisms, and fully leverage the marketing benefits offered by social media platforms. Reason: Improved vocabulary, clarity, and technical accuracy while maintaining the original meaning.

Discussion and Coclusion: 

Small and medium enterprises (SMEs) play a vital role in driving economic and social growth in societies due to their innovative nature and rapid expansion. Given this importance, it is imperative to establish a robust infrastructure that supports their development, including the implementation of effective advertising and marketing strategies through email and social media platforms. As competition in the small business market intensifies, the pressure from competitors significantly increases, escalating the competitive dynamics within the industry. In light of this, diversifying marketing channels and capitalizing on the hidden opportunities within the industry becomes a crucial strategy for maintaining a competitive edge. By exploring and leveraging these opportunities, SMEs can effectively navigate the competitive landscape, attract a wider customer base, and ultimately achieve long-term success in their respective industries. Therefore, it is essential for SMEs to adapt their marketing strategies to embrace the diverse range of marketing channels available, ensuring they are not solely reliant on a single approach for reaching their target audience. This approach will allow SMEs to tap into the untapped potentials of various platforms, such as social media and email marketing, which have proven to be effective tools for engaging with customers and driving business growth. Hence, by leveraging these marketing channels, SMEs can effectively enhance their brand visibility, attract new customers, and ultimately contribute to the overall economic and social development of societies.

The halal food market is recognized as the largest and most diverse sector of the global Islamic economy, projected to exceed $1.9 trillion by 2023. Consequently, the significance of marketing within Islamic culture and the concept of Islamic marketing have gained prominence, making these markets increasingly attractive to both domestic and international commercial enterprises. Major multinational corporations have acknowledged the importance of establishing a presence in these markets and have been striving to secure a substantial share for a long time. Despite these developments and efforts, the concept of marketing and its strategies are not clear to Muslim consumers in particular. Considering the wide and numerous dimensions of Islamic marketing in domestic and foreign research, reaching a precise synthesis about this concept is one of the main goals. The present research is trying to study the research on marketing in Islamic culture done in the Islamic country of Iran by examining the issues and topics of the research. To examine the scope and effects of religion and religiosity (Islam) on marketing and highlight the possible directions of marketing in Islamic culture research in the future. Therefore, the current research, using the collection and analysis of research related to Islamic marketing, seeks to identify some issues.

The statistical population of the current study comprises all articles accepted in Normagz, Magiran, SID, Civilika, and the comprehensive portal of the humanities. This research adopts a meta-study approach, which is particularly valuable in situations where scientific progress faces significant obstacles. Such circumstances often arise when it appears that advancements in a specific subject are stagnating. Consequently, a meta-study emerges as a response to the crises within scientific disciplines. It begins by identifying potential issues in primary studies and concludes with recommendations for addressing these challenges. A meta-study encompasses meta-data analysis, meta-theory, and meta-methodology. The data collection methods employed in this research include library studies and document reviews, focusing on existing articles in the fields of marketing and Islam. The current study aims to examine and analyze the issues raised in previous research on Islamic marketing, as well as the research methodologies utilized in those studies.

Based on the review of the publication trends of articles, there was a relatively upward trend until 1995, followed by a downward trend from 1995 to 2023. From the extracted themes, 25 indicators were identified across two main themes and six sub-themes, categorized under the fundamental topics of marketing (need and demand) and marketing management (marketing mix, microenvironment, types of marketing, and additional topics). The results indicate that the Islamic marketing mix (31.89%) and the concept of ethics in Islamic marketing (30.16%) received the most attention from the authors of the articles. Based on the obtained results, the Islamic marketing mix (31.89%) and the concept of ethics and Islamic marketing (30.16%) received the most attention from the authors of the articles. Based on the research done in the field of Islamic marketing, finally, all these areas can be divided into 5 areas: false need, marketing mix, types of marketing, need, desire, and demand, close environment, and other topics such as Islamic business, Islamic market, marketing in Islamic culture, market control, tradition of sustenance, and Islamic ethics. Based on the obtained results, most of the articles are those that examine issues related to ethics, and the authors have defined various ethical issues, including ethical business, ethical work, ethical marketing, and other issues in the field of ethics and marketing. Based on the collection of articles, the most complete and frequent definition of Islamic marketing is the process and strategy of meeting needs with halal products and services with the mutual consent of both parties, the seller and the buyer, to achieve material and spiritual well-being in this world. is the hereafter.

The concept of marketing within Islamic culture, as derived from a collection of selected articles, primarily revolves around three key themes: the provision of halal products and services to meet needs; the mutual satisfaction of both parties involved, namely the seller and the buyer; and the pursuit of both material and spiritual well-being. A notable aspect of the research review is the comparison between the values and principles of marketing from the Islamic perspective and those of capitalism. This comparison delineates the role of marketing in Islamic culture and distinguishes it from marketing practices in capitalist societies. In capitalist markets, the primary objective is to achieve material profit and personal gratification. Conversely, the Islamic market aims to fulfill needs as a pathway to human perfection. In capitalist marketing, the purpose of advertising is to capture attention and drive sales, ultimately leading to profit. In contrast, advertising in the Islamic market serves to inform consumers in order to secure halal profits. Ultimately, Islam emphasizes the importance of ethics as a fundamental duty for every believer, highlighting the necessity of understanding ethical considerations in market practices and business operations.

Advertising is a powerful marketing tool with the potential to influence people's thoughts and behaviors. This is why it is utilized for various purposes by both large and small businesses. Furthermore, advertising serves as an effective means of conveying information about products, services, or ideas to target audiences. Among the various advertising mediums, television is one of the most prominent. The purpose of this research is to develop a model that enhances the effectiveness of television advertisements in engaging viewers and fostering their satisfaction and loyalty. To achieve this objective, it is essential to prioritize the quality of advertisements and to exert additional effort in this area. Consequently, the need to improve advertising quality has garnered increased attention from advertising managers. Given the complexity of the issue at hand, approaching its components in isolation will hinder our understanding of the overall problem. This applied research aims to assist advertising managers in gaining a comprehensive understanding of the performance of their system components by examining the relationships among the key variables of television advertisements. Ultimately, this will enable them to strategize improvements in advertisement quality, thereby increasing their effectiveness on television viewers.

The current research adopts an applied perspective, utilizing a system dynamics approach for simulation. This technique, rooted in systems thinking, offers a dynamic view and incorporates feedback mechanisms within systems. One of the primary advantages of the system dynamics approach is its ability to consider all elements of a system simultaneously. In this study, our spatial domain is television. We extracted variables influencing the effectiveness of advertisements on viewers from existing research literature, incorporating insights from experts in the field of media. Subsequently, we utilized historical data to identify the relationships between these variables and their initial values. A cause-and-effect diagram was then constructed to illustrate these relationships. Ultimately, we developed a comprehensive model to assess the effectiveness of television advertising. This model was tested under both optimistic and pessimistic scenarios to determine the potential percentage increase in customer acquisition under standard conditions. Consequently, we analyzed and investigated the impact of implementing policies aimed at enhancing the effectiveness of advertising in the future.

The results of the model simulation indicate that the presence of a competitive environment enhances the level of advertising. Consequently, this increase leads to improvements in advertising quality, customer satisfaction, and loyalty, ultimately attracting a larger audience.

For this purpose, a system dynamics approach was employed to model complex structures, such as the relationships among the organization's key parameters. This modeling offers a comprehensive understanding of system dynamics and its behavior, enabling the optimization of performance.As previously mentioned, the primary purpose of advertisements is to enhance profitability. However, the limited availability of resources poses challenges for organizations, leading to increased risks and a decline in quality and consumer satisfaction. To address these limitations, organizations strive to implement effective policies aimed at expanding their target audience.The key aspect to consider is the enhancement in the quality of advertisements, which boosts customer satisfaction and naturally attracts more clients. To this end, a model demonstrating the system's behavior was developed under normal conditions. Subsequently, the system's performance was evaluated based on essential criteria. This model underwent both optimistic and pessimistic scenarios to assess the potential increase in customer acquisition. Additionally, these scenarios evaluated the impact of various components on enhancing customer acquisition. It was observed that fluctuations in the customer acquisition rate and customer attrition rate significantly affected the model's performance. The growth rate of the customer base indicated that the project is progressing in the right direction.This led to enhanced monitoring of the project and greater consumer satisfaction, which would result in increased profitability and, ultimately, higher total revenues. Consequently, if the proposed scenario is implemented, the project's profitability will rise due to improved quality and satisfaction. By applying the results of the proposed strategies at the end of the study period, we can expect to see an increase in cash flow.

 Tea, following water, is the most popular beverage worldwide and holds significant strategic importance in the commercial sector of our country, akin to pistachios, saffron, dates, and other agricultural products. In addition to its high demand and consumption, the production, processing, and trade of tea involve various factors, including production technology and policy-making. Agricultural products, including tea, have the potential to make substantial contributions to the country's non-oil exports. Despite Iran being among the top ten major tea producers, it has unfortunately not secured a competitive position in the global market, capturing less than 5 percent of the market share. Currently, due to ineffective and unprofessional marketing of agricultural products, including tea, most profits from product sales are siphoned off by intermediaries and profit-seekers. This misguided approach directly and indirectly undermines the welfare and economic stability of tea farmers and producers. The present study aims to first identify the barriers and challenges facing the Iranian tea market and, subsequently, to provide a model for problem-solving and market development by identifying strategies, obstacles, and accelerators.

The present study is a qualitative research project based on interviews with 15 experts and practitioners in the tea industry in Gilan Province. The selection of interviewees was conducted using a purposive sampling method. Criteria for selecting individuals included possessing expertise and relevant experience in the tea industry, as well as in its distribution and sales in both domestic and international markets. The number of interviewees was determined based on the principle of saturation, which means that interviews continued until theoretical saturation was achieved; this occurred after the twelfth interview. It is important to note that interviews continued up to the fifteenth participant to further ensure the non-repetitiveness of the topics discussed. The interviews were conducted in a semi-structured format, and the content was subsequently analyzed by the researchers for coding purposes. In the initial stage of open coding, a total of 157 codes were extracted from the 15 interviews. By analyzing these codes and examining their formal and conceptual repetitions, a final set of 70 codes was identified.

The research findings revealed that the model developed from this study comprises five main categories: 1) Problems and challenges, 2) Fundamental and essential factors contributing to these problems and challenges, 3) Actions and operations, 4) Catalytic and supportive factors, and 5) Expected outcomes of implementing actions. The problems and challenges can be further classified into three overarching themes: branding-related issues, marketing and advertising issues, and production and product quality issues. The data coding findings indicate that the fundamental and essential factors leading to these problems and challenges can be grouped into four general themes: environmental factors, supply and demand, marketing and commercial contexts, and policy and policymaking. In terms of actions and operations, four primary categories were identified: marketing and branding operations, quality improvement initiatives, measures to enhance operational efficiency, and supportive policy governance, with the latter recognized as the sole catalytic factor. Regarding the expected outcomes of implementing actions, three main outcomes were identified: market development and sales, national production development, and economic growth and development. Each of these main categories is further divided into several subcategories, resulting in a total of 69 subcategories.

Improper marketing practices stemming from a limited understanding of the target market, a lack of knowledge in effective advertising strategies, insufficient promotion of Iranian tea, excessive promotion of foreign teas, weak brand development for domestic tea, and an inability to meet consumer needs and demands have been identified as significant issues in marketing, branding, and advertising. Furthermore, irregular imports of foreign tea, inappropriate pricing of Iranian tea in comparison to foreign alternatives, market price instability, an overabundance of intermediaries, inadequate market facilitation structures, and the absence of a specialized market have been recognized as underlying factors contributing to the challenges in the marketing and commercial sectors. By implementing strategies such as developing new markets, enhancing advertising, and advancing brand development, it is possible to attract more domestic and international customers. This approach can increase the market share and sales volume of Iranian tea products by improving their quality. Furthermore, implementing solutions such as increasing productivity, reducing production costs, enhancing product quality, and establishing a strong national brand can significantly contribute to the development of the tea industry in terms of domestic production. Creating favorable conditions for investment in tea-producing regions, generating indirect employment within the tea value chain, and developing high-value-added tea exports have the potential to significantly contribute to economic development and growth.

In the course of its development and evolution, marketing gradually shifted away from a focus on production and sales. Instead, leading companies began to prioritize customer orientation and the establishment of relationships with their customers. Relationship marketing has evolved into a customer-centric philosophy that emphasizes effective communication with customers, understanding their needs, and responding with suitable products and services. However, it has now transcended its traditional concept. Rather than solely identifying customer needs through direct communication between the organization and the customer, relationship marketing has shifted towards a network of interactive, bilateral, and multilateral relationships. In this new paradigm, the objective is not only to create value for customers but also to co-create value through active collaboration with them, which has become a priority for businesses. Therefore, it can be concluded that value creation holds a significant role in commercial markets and inter-organizational relationships. From this perspective, relationship marketing and the establishment of long-term relationships with customers should focus on value creation. This aspect is particularly crucial in inter-organizational relationships, where the customers are the same commercial entities. This study is also significant from a negative perspective. If businesses operating in commercial sectors neglect the exchange of value with their customers, they risk losing market share and ceding their position to leading companies in the field. Business customers possess greater knowledge, sophistication, and expertise, and they are more likely to collaborate with companies that co-create value with them. This issue holds particular importance in theoretical discussions. Nevertheless, while the concepts of "value creation" and "relationship marketing" have been highlighted in various studies, they have largely been examined in isolation. This has resulted in a significant research gap concerning relationship marketing grounded in value exchange. Additionally, the dynamics of commercial market environments and inter-company relationships have been overlooked from the researchers' perspective. Consequently, numerous gaps exist in the conceptualization of relationship marketing based on value exchange, particularly within the context of commercial markets. The theoretical synergy and contribution of this research to expanding knowledge lies in recognizing the underlying structures that facilitate the creation of shared value with customers through relationship marketing within the context of industrial relations. This study employed a mixed exploratory design approach. Consequently, the current research addresses the key question: What is the status of relational marketing based on value exchange in commercial markets?

This study is based on a pragmatic paradigm from a philosophical perspective and employs an inductive-analogical approach. Additionally, the current research is classified as applied-developmental in terms of its objectives, and it is categorized as cross-sectional survey research based on the data collection method. To achieve the research goals, a mixed exploratory research design, incorporating both qualitative and quantitative methods, was utilized.The community of participants in the qualitative section comprises professors of marketing management and managers from Parsian Electronic Commerce Company. According to Miller et al. (2010), five criteria—keyness, popularity, theoretical knowledge, variety, and motivation to participate—were employed to select the participants. Consequently, in the qualitative portion of this study, interviews were conducted with senior and experienced managers of Parsian Electronic Commerce Company through targeted sampling. The sampling process continued until theoretical saturation was achieved, resulting in the participation of 10 managers in this study. The statistical population for the quantitative part included customers of commercial markets, specifically those of Parsian Electronic Commerce Company. The sample size was estimated to be 384 individuals using Krejcie and Morgan's formula for large populations. Given the homogeneity of the statistical population, a simple cluster-random sampling method was utilized.To gather research data, semi-structured interviews were employed in the qualitative component, while questionnaires were utilized in the quantitative component.The validity of the qualitative component was assessed and confirmed according to the perspectives of Lincoln and Guba, based on their four criteria: validity, transferability, verifiability, and reliability, as evaluated by judges. To measure the reliability of the qualitative component, the percentage of agreement observed, calculated using the Holstein formula, was estimated at 0.638. This value exceeds the acceptable threshold of 0.6.To analyze the qualitative data, the thematic analysis method (THEM) was employed to identify themes related to relational marketing based on value exchange in commercial markets. The relationships between these themes were also explained. In the quantitative section, the importance-performance analysis method (gap analysis) was utilized. The analysis of interview transcripts in the qualitative portion of the research was conducted using MaxQDA software, while the quantitative analysis was performed using SPSS software. 

The research findings indicated that, based on the network of research themes, functional value and social value influence emotional value, cognitive value, and situational value. Additionally, the results demonstrated that these components impact the co-creation of value with customers and contribute to value creation, ultimately facilitating the exchange of relational marketing value.

 The present study aimed to analyze relationship marketing based on value exchange in commercial markets, utilizing the importance-performance approach within the Parsian Electronic Trade Company. After collecting, analyzing, and interpreting the data, a model was developed, and the research findings were summarized. Ultimately, the results indicated that value exchange in relational marketing can significantly influence customer orientation and relationships with customers. This, in turn, leads to increased customer satisfaction, loyalty, and trust, ultimately facilitating customer retention.

With the proliferation of electronic commerce, examining the role of various information channels during the customer journey has become increasingly important. Online information channels, which conveniently provide a variety of relevant information, significantly influence purchase decisions. Given the complexities of customer journeys on the internet, identifying the mechanisms behind the choices and usage of information channels remains a challenge. These choices and usages depend on a range of retailer and product-category characteristics, as well as diverse consumer preferences. Additionally, the rapid expansion of online retailing has been driven by the global increase in Internet access. This trend has created a marketplace where consumers have access to a diverse array of supplier and product information, enabling them to compare products and services with those of competitors and achieve more favorable outcomes. In other words, the evolution of the Internet as a primary sales channel has prompted researchers to investigate the fundamental factors and motivations that drive online shopping. They aim to understand why consumers choose specific online channels based on various motivations, whether hedonic or utilitarian. According to studies, consumers choose online shopping based on hedonic or utilitarian motivations, both of which subsequently influence their online shopping experiences and purchase decisions. Consequently, the relative importance of channel features for consumers largely depends on their motivations. Understanding the different motivations that consumers have for utilizing various online communication channels offers valuable insights for improving the effectiveness of online marketing efforts, warranting further investigation. This study aims to validate a scale for assessing product search channels based on hedonic and utilitarian shopping characteristics, followed by an evaluation of the model's ability to predict the use of online channels.

The present study employed a mixed-methods approach, utilizing semi-structured interviews within a phenomenological framework with twenty-three participants during the qualitative phase. A questionnaire was developed based on the insights gathered from participants in this phase. Additionally, quantitative research was conducted to build upon the qualitative findings, aiming to develop and validate a scale that examines the model's capacity to predict online customers' search and purchasing behavior. The foundation of this research was grounded in quantitative analysis. Furthermore, questionnaires were administered to four hundred thirty-four online customers in Tehran, selected through non-probability and convenience sampling, and the data were analyzed using multivariate analysis techniques. This research was exploratory and applied in nature, evaluating the relationships between indices and sub-constructs, as well as between main and sub-constructs, through exploratory and confirmatory factor analysis and structural equation modeling within a positivist framework. Additionally, the validity of the constructs was established through convergent and discriminant validity indices, while the reliability of the constructs was confirmed using composite reliability and maximum reliability coefficients.

A total of fourteen components were identified based on the results of exploratory factor analysis conducted using SPSS. Additionally, confirmatory factor analysis performed with AMOS supported the reliability and validity of the measurement tool through various indices. Furthermore, evidence was assessed using structural equation modeling in AMOS to evaluate the model's ability to predict the use of online channels based on purchasing motivations. The results of the structural equation modeling indicated that customers with utilitarian shopping motivations significantly utilized search engines, product websites, third-party information, and visits to online retail websites. In contrast, customers with hedonic shopping motivations significantly engaged with social media and manufacturer websites.

The findings indicate that consumers with hedonic and utilitarian motivations utilize different online channels during the shopping process. There are distinct online platforms tailored to these varying motivations. Consequently, marketers should formulate their strategies based on product categorization to improve efficiency. Businesses must design their online stores to deliver optimal customer experiences, thereby encouraging increased online purchases. It is essential for organizations and businesses to recognize that customer experience is the most significant competitive advantage. Properly designing product search channels reduces costs and enhances customer engagement. This enables companies to better understand and identify different user segments and their needs, allowing them to select appropriate strategies for customers' journeys. This research not only provides practical recommendations for online stores but also assists future researchers in developing and exploring the research model with other effective variables across various contexts. In doing so, it bridges research gaps and serves both practical and theoretical purposes. The research findings have both theoretical and practical applications. The theoretical insights can enhance the scientific community and assist researchers by expanding the existing literature and directing future studies on the topic across various statistical populations. Additionally, they can aid in the development of the research model by incorporating other potential variables. On the practical side, the results can provide valuable guidance to managers of online stores.

While the psychological perception of logos is influenced by various factors, including cultural origin, this topic has been extensively studied. Addressing this theoretical gap, the present research explores the concept of cultural context processing, the dimensions of a logo's physical identity, and their effects on brand equity in the English Premier League.

In terms of purpose, this study aims to develop the concept of branding, along with the criteria and elements that contribute to brand value. It falls within the realm of development research. The data collection method employed is a library study and document collection. The selection of 51 top brands for this research is based on brand ranking, which is determined through a specialized brand franchise approach, providing a foundation for further analysis. The target population for this research encompasses all football clubs worldwide that possess an organizational structure and a logo. The classification of countries associated with each brand in the sample was conducted according to Edward Hall's cultural context framework. Subsequently, the components that constitute the physical identity of the logos—including format, background color, text color, and the symbols and shapes used—were identified. The identified logos are categorized into three types: geometric, image-based, and text-based. The background and text colors of the logos are classified into two categories: warm and cool colors. Additionally, the symbols used in most logos fall into three categories: biological, abstract, and historical. The content and items related to each research variable were validated by experts in the fields of design, painting, photography, and management. Data analysis was conducted using SPSS 22 software. A non-parametric chi-square test was employed to assess the relationship between the research variables, which include both qualitative and quantitative data.

The findings confirm a significant relationship at the 5% error level between the cultural context of the brand's origin and its symbol. Additionally, a relationship at the 0.10 level was observed concerning the color used in the logo. However, no significant relationship exists between the cultural context and other logo components. When examining the relationship between brand components and brand value, it was found that, at the 5% error level, only the logo symbol demonstrates a significant relationship with brand value, while no significant relationships were identified between other logo components and brand value.

Discussion and coclusion: 

The reason for selecting this number and type of brands for this research is based on brand ranking, which is determined by a specific brand franchise approach. This methodology can serve as a foundation for further review.The target population for this research consists of all football clubs worldwide that possess an organizational structure and a logo. The classification of countries associated with each brand in the sample was conducted using Edward Hall's cultural context framework. Subsequently, the elements that constitute the physical identity of the logo—including format, background color, text color, and the symbols and shapes utilized—were identified.The identified logos can be categorized into three types: geometric, image-based, and text-based. The background and text colors of the logos are classified into two categories: warm and cool colors. Additionally, the symbols used in most logos fall into three categories: biological, abstract, and historical. The content and items associated with each research variable were validated by experts in the fields of design, painting, photography, and management. Data analysis was conducted using SPSS 22 software. The non-parametric chi-square test was employed to assess the nature and strength of the relationships between the research variables, which encompass both qualitative and quantitative data. In summary, it can be asserted that the cultural origins served as the foundation for the development of the symbols used in the club logo. Therefore, it can be described as an "organic logo" that was created and has existed since the brand's inception. On the other hand, the findings indicate that there is insufficient evidence to assert that the cultural context influenced color choice. This issue may stem from the likelihood that the estimated physiological effects of color, along with considerations of aesthetics, harmony, and other factors, are deemed more significant than psychological and perceptual effects.

One of the key factors in enhancing brand equity is selecting the appropriate branding strategy. Since the mid-1990s, there has been a notable increase in the adoption of corporate brand strategies by researchers and managers. The significance of corporate brand strategy for the success of products, particularly in the food industry, continues to grow. Corporate brand strategy is a comprehensive approach to brand management that companies employ to establish a distinctive identity. Rapid changes, increasingly complex markets, intensified competition, the swift copying and transfer of production technologies, and declining brand loyalty—characteristics of today’s marketplace—have prompted companies to leverage corporate branding as a strategic marketing tool. In a corporate brand strategy, the company utilizes its name across all its products. This qualitative research aims to identify the factors that influence the choice of corporate brand strategy within the food industry.This research aims to understand the factors influencing the selection of corporate brand strategies based on qualitative principles. The study focuses on the food industry, which holds significant importance in household shopping. This sector is recognized as one of the most vital and strategic industries in the economy, characterized by substantial financial turnover. Furthermore, the food industry in our country has reached a level of maturity that positions it closer to foreign competitors compared to other sectors. Consequently, understanding the strengths, opportunities, weaknesses, and threats within this industry can guide the country toward a more promising future in this sector.

This research is applied in purpose and qualitative in method. It employs the grounded theory research strategy for data collection and analysis. Grounded theory is a qualitative research method developed through the use of a specific set of data. The lack of comprehensive theoretical literature and research background in the field of corporate brand strategy is the primary reason for utilizing grounded theory as the foundation of this study. The statistical population for this research consists of university and industry elites, including university professors, senior managers, marketing managers from food manufacturing companies, officials, and chain store owners. To collect data, semi-structured interviews were conducted with experts in the marketing and sales sectors of the food industry, selected through purposive sampling. Data were gathered through interviews with 15 academic elites and senior managers from well-known companies in the food industry, with sampling continuing until theoretical saturation was achieved. The interview protocol comprised five main questions. After each interview, all audio recordings were transcribed. Subsequently, data analysis and coding were performed based on the principles of grounded theory, following three stages: open coding, axial coding, and selective coding.

In this research, based on the interviews conducted, the factors influencing the choice of corporate brand strategy in the food industry include the following: psychological characteristics of consumers, consumer perception of the corporate brand, ease of using the corporate brand, costs associated with using the corporate brand, attention to product features, and the impact of the product on the corporate brand. Additionally, after analyzing the interviews, the following factors were identified as influencing the choice of corporate brand strategy: consumer demand, consumer risk tolerance, customer sentiment towards the brand, awareness of the corporate brand, loyalty to the corporate brand, perceived quality of the corporate brand, interest in the corporate brand, corporate brand credibility, trust in the corporate brand, corporate brand reputation, perceived value of the corporate brand, facilitation of the consumer's purchase intention towards the product, reduction of consumer risk, minimization of time and cost in product selection, facilitation of product acceptance by sellers, utilization of existing distribution channels, reliance on previous information sources when purchasing a new product, perceived compatibility of the new product with the company's nature, leveraging corporate brand nostalgia for long-time consumers, the risk of undermining the original brand, extension of the new product's functionality to other products, and enhancement of the corporate brand's equity value.

Companies must pay attention to various factors and consider the psychological characteristics of consumers when selecting the appropriate strategy for offering products. Individuals who are risk-takers and those with a strong sense of innovativeness behave differently from other buyers. The quality of a company's brand is a fundamental element in shaping consumers' perceptions of its products. Therefore, companies should take into account both the quality of their offerings and consumers' perceptions of their corporate brand when implementing a corporate branding strategy for other products. Factors such as quality, trust, reputation, interest, and loyalty associated with the corporate brand significantly influence consumers' attitudes toward the brand and the marketing of other products through this strategy. If customers perceive the newly created brands as extensions of the corporate brand, they are more likely to reconsider purchases from a familiar and trusted brand. Utilizing a corporate branding strategy can reduce the costs associated with introducing and marketing products. Additionally, leveraging an existing distribution network can lower distribution costs and facilitate product acceptance among retailers. The compatibility of products with the company's identity is another crucial factor in selecting the right branding strategy. When there is alignment between the products and the company's identity, it fosters the transfer of positive associations and the unique value of the corporate brand to other products, thereby convincing consumers that the company specializes in producing high-quality offerings.

In today's competitive landscape, one effective strategy for increasing sales is to focus on branding. The nature of competition has made organizations more attuned to the importance of branding and differentiating themselves from their competitors. Effective branding can foster a strong emotional connection with consumers, enabling organizations to achieve their objectives. Understanding consumer preferences and developing an appropriate brand strategy has made branding a critical issue. Successful branding should create a positive and accurate image in the minds of consumers. This brand image significantly influences consumer behavior and interactions, including purchasing decisions and recommendations to others. When this imagery is coupled with the evocation of feelings and emotions, and aligns with the brand's identity, it can lead to even more favorable outcomes. In this context, nostalgic branding can address the needs, feelings, and emotions of consumers by evoking memories of the past, which can lead to product purchases. Research has shown that nostalgia enhances positive feelings and emotions in individuals. Kaplan asserted that the joy and pleasure induced by nostalgia influence consumers' preferences for a particular brand. Nostalgic tendencies are linked to consumers' emotional connections with the brand, shaping their priorities when selecting products and fostering positive thoughts and feelings associated with it by recalling fond memories from the past. Positives also foster a profound emotional connection with the brand. When selecting and favoring a brand, individuals engage in subjective evaluations alongside rational assessments. Brands that can cultivate strong emotional ties with consumers will not only possess the capacity to create brand heritage but also enhance customer loyalty. They also increase their market share. Research has shown that people often choose brands over generic products. Additionally, individuals with an emotional attachment to a specific brand are more likely to purchase it, even if it comes at a higher price. Brands that embody components such as heritage, credibility, stability, and authenticity are gaining popularity and can alleviate stress and uncertainty for consumers by evoking memories of the past. This connection can also foster brand preference among consumers. For instance, Nokia successfully boosted its product sales after a significant decline by reintroducing its brand, rekindling past emotions, and establishing emotional connections. Today's markets are not merely arenas of product competition; they are battlegrounds for commercial brands. Brands that evoke nostalgia possess a unique and powerful connection with consumers that competitors find difficult to replicate, serving as a foundation for differentiation.In the conditions of today's competitive markets, the reduction of the market share due to the existence of strong competitors and the existence of substitute products is considered as the most important issue facing commercial enterprises, which has also become one of their main concerns and according to the importance and orientation of consumers' preferences towards nostalgia, the present research tries to provide a comprehensive and comprehensive model in the field of the impact of nostalgia on branding, to help commercial enterprises to achieve a Competitive advantage helps to increase their market share. Therefore, the Aims of this research: -Identifying variables related to the effect of nostalgia on branding. Designing a model of the effects of nostalgia on branding using ISM and TISM techniques.

In this research, we identified the most significant variables related to the impact of nostalgia on branding by reviewing theoretical literature, examining relevant background information, and interviewing experts. Subsequently, we employed the fuzzy Delphi screening method to determine the relationships between these variables and their hierarchical levels through structural interpretive modeling. Additionally, we specified the indirect relationships among the variables using comprehensive structural interpretive modeling.

To implement the structural interpretative modeling technique, the following steps were undertaken: 1. Obtaining the structural matrix of the internal relationships among the variables; 2. Creating the consistent achievement matrix; 3. Determining the levels and priorities of the variables; 4. Constructing the model. In the implementation of the comprehensive structural interpretive modeling technique, an interactive matrix was formed to illustrate both direct and indirect relationships among the data. Subsequently, a direction-dependence power analysis (MIC-MAC) was conducted.

The primary objective of this research is to develop a model that examines the impact of nostalgia on branding. To accomplish this, we conducted a thorough review of the relevant literature and consulted with experts in the field. As a result, twenty-three variables were identified. After applying the fuzzy Delphi technique to screen these variables, thirteen were retained. Subsequently, we employed the interpretive structuring modeling technique to categorize the variables into seven levels. For a more in-depth analysis and to clarify the indirect relationships among the variables, we utilized the comprehensive interpretive structural modeling technique.According to the model, the foundational variables at the lowest level include variables serve as the cornerstone of the model, driving the system and fostering nostalgic tendencies in individuals.These variables are regarded as significant guiding factors in branding that require greater attention. At the sixth level of the model, the variables of nostalgic attractions, nostalgic tendencies, and brand age are positioned. Nostalgic attractions include historical photographs (black and white), sepia tones (red-brown), beloved characters from childhood stories, childhood games, and more.

Different governments formulate specific environmental policies that cover different social levels to limit the impact of climate change. Because, according to international studies, global warming is increasing, countries are not meeting key goals in global climate agreements, and humans must act quickly to avoid a climate change catastrophe. Social marketing can provide an effective approach to design and implement environmental programs, which can help how governments and government departments develop and choose public policies. Social marketing can also create lasting relationships with citizens and other stakeholder organizations. In addition, social marketing researchers can make a major contribution by developing and empirically evaluating usable strategies (interventions) to support the achievement of environmental sustainable development goals (SDG). According to the social marketing approach, in addition to market-based regulations and incentives, policymakers can use environmental advertising campaigns to encourage compliance with environmental policies. Therefore, according to the explanations provided, since reducing and adapting to global warming is one of the most important issues of the current human era, in this study, by analyzing the role of social marketing based on the effectiveness of environmental advertising campaigns in promoting environmental citizenship behaviors, a structured overview of when, why and how environmental advertising campaigns can improve environmental citizen behavior is presented. Also, a critical analysis of previous social marketing research on how to achieve changes in environmental citizen behavior and recommendations for social marketing researchers and professionals on how to design and implement social marketing programs based on effective environmental advertising campaigns at the individual level and Also, how to use environmental advertising campaigns more persuasively is provided. The basic question of this research is what is the framework of using social marketing in the role of environmental advertising campaigns in promoting environmental citizenship behaviors?

The present study is a mixed-method qualitative research that employed the "framework synthesis" method, a subset of the design science paradigm. Framework synthesis is a systematic review method that has gained popularity in recent studies by adapting framework analysis techniques. Unlike inductive approaches, framework synthesis utilizes a deductive approach. The framework synthesis process consists of five steps: familiarization, selection of the framework, indexing, diagramming and mapping, and interpretation.

Although many environmental social marketing programs claim to utilize the Community-Based Social Marketing (CBSM) framework in their design, they often do not fully implement CBSM principles at either the academic or professional level. Consequently, many programs fail to achieve the desired impact, resulting in limited effectiveness. This study analyzes and highlights specific weaknesses related to the application of the CBSM framework in previous environmental social marketing initiatives. It presents research evidence on the influence of cognitive biases—such as reduction, perceptions of control, denial, defensive avoidance, and reaction—along with emotions like fear and hope, and expectations regarding the intentions of communication sources and social norms, on the effectiveness of environmental advertising campaigns. These findings serve as a tool to promote environmentally responsible behaviors. If social and psychological processes are overlooked in the design of environmental advertising campaigns, the messages conveyed may yield counterproductive results. Furthermore, within the framework of social marketing, benchmarking criteria should be employed as a guide for the design, implementation, and evaluation of environmental social marketing programs. Additionally, innovative methods, including neuromarketing techniques such as EEG, EMG, ET, fNIRS, and fMRI, should be integrated into formative research, along with new theories to better understand the barriers and benefits associated with target behaviors.

Discussion and coclusion:

 Effective interventions that promote environmental citizenship behavior should target specific actions and audiences. They must be designed based on robust theoretical frameworks to address obstacles and highlight benefits. This includes developing tailored strategies informed by previous stages, conducting experimental studies, and implementing large-scale interventions and evaluations. Consequently, this study addresses criticisms from some authors regarding the perceived ineffectiveness of social marketing in combating climate change. While social marketing is often viewed as a framework for creating behavior change programs, it is not always effective in modifying behavior directly. Additionally, the results indicate that it is essential to consider psychological and social barriers when implementing environmental campaigns.The involvement of celebrities—such as musicians, actors, athletes, and subject matter experts—in the design of environmental advertising campaigns is recommended. Additionally, employing innovative methods in formative research and new theories to comprehend the barriers and advantages of the target audience's behavior can provide valuable insights for planners and policymakers.Persuasive technology, including immersive technologies like virtual reality (VR) and computer games, presents innovative opportunities to promote environmental citizenship. Although these technologies have been developed and have become increasingly prevalent in recent years, further research is necessary to comprehend their potential impact on individuals' actions in social marketing and environmental citizenship behavior.

One of the key players in border bazaars, whose existence and prosperity are closely linked to their presence, is the customer. However, customer buying behavior has often been overlooked in favor of other significant aspects of border bazaars. This research employs the customer journey map theory to identify the factors influencing the shopping journey of customers. Customer journey maps encompass both online and offline interactions, as well as pre- and post-purchase encounters. They are valuable tools for gaining insights into how a series of experiences unfolds over time through sequential, service-based processes. The growing focus on customer journeys reflects management's interest in enhancing value by improving customer experiences.

The purpose of the current research is to develop a decision-making model for customers of the Inche Barun border market using a hybrid approach. This study is applied in nature, employing a descriptive-survey methodology and conducted as a cross-sectional study, which was carried out in two related phases. The statistical population for the qualitative aspect of the research comprised visitors and customers of the border market. The study employed a theoretical sampling method, continuing until theoretical saturation was achieved, resulting in a total of 21 interviews. The statistical population for this research consisted of visitors to the border market. After cleaning and preliminary screening, 389 questionnaires were deemed usable for analysis. In the first step, we employed content analysis to identify 34 indicators that influence the purchasing journey of customers. Based on these indicators, a research questionnaire was developed, and its reliability and validity were confirmed using Cronbach's alpha and confirmatory factor analysis, respectively. In the second step, quantitative methods, including clustering and decision tree analysis, were utilized to examine the statistical population. In order to describe the research population, 389 visitors of the Inche Barun market were grouped and analyzed into three separate clusters using the Davis-Bouldin index. A decision tree was employed to illustrate the pattern of customers' decision-making during their shopping trips to the bazaar.

The findings from the qualitative stage of the research resulted in the identification of 34 concepts. The classification of these concepts based on their semantic and conceptual affinities led to the establishment of six main categories. Since these concepts and categories reflect the desires and expectations of customers in their own language, they will be highly beneficial for officials and decision-makers in this field. The application of decision trees demonstrated that by utilizing indicators that influence customer buying behavior, it is possible to predict their return rates in the first, second, and third clusters with accuracies of 0.851, 0.826, and 0.852, respectively. This indicates that the decision-making models among the three clusters do not significantly differ in terms of accuracy. However, the analysis of customer decision-making patterns reveals that the criteria for repeating shopping trips vary considerably among the clusters. Specifically, in the first, second, and third clusters, the zero nodes correspond to the following indices: sanitary ware, trash cans, drinking water, product prices and discounts, and road lighting facilities.

Discussion and Coclusion: 

The results of the research on cluster analysis indicated that customers interact with various contact points during their shopping trips to border markets. Based on these interactions, distinct clusters can be identified, demonstrating that the statistical population under investigation is heterogeneous. Additionally, the application of the decision tree model to analyze decision patterns revealed that customer buying behavior is complex, hierarchical, and multi-criteria. The clustering of border market customers reveals that, although shoppers engage with various and diverse contact points throughout their shopping journey, the significance of these points varies in both level and extent among different travelers. Many of these points do not play a central role in the decision-making process, which differentiates the sample. Statistics grouped into three clusters confirm this issue. The analysis of the statistical sample from the current research, which is based on 34 indicators influencing the customer's purchase journey, reveals that the target population in the cross-border market is not homogeneous. Presenting a single, uniform program will not adequately address the diverse tastes and interests of all consumers. In other words, while a standardized approach may effectively estimate the demands of one cluster, it could yield entirely different results for another cluster. The results of drawing and interpreting the optimal decision tree for customers through cluster analysis revealed that, in the first cluster, the indices of sanitary napkins, trash cans, and drinking water were significant factors influencing repeat customer purchases. In the second cluster, the indices of product prices and discounts played a crucial role, while in the third cluster, the indices of road lighting facilities were important. The zero node of the decision tree for each cluster is assigned to these factors.

In a competitive environment, companies employ innovative marketing strategies, such as relational marketing, to attract and retain customers. Today, business-to-business markets within service industries place a greater emphasis on the human aspect of relational marketing, which is fundamentally rooted in building strong relationships. In the literature of past research, the quality of relationships between transaction parties in both consumer and industrial markets has been frequently discussed. However, a comprehensive approach has rarely been observed in domestic and international studies. Most previous research has focused on only one dimension or a subset of the relevant variables. Despite the significance of the relational paradigm compared to the transactional paradigm in industrial markets and service industries, and the emphasis on relationship quality in these sectors, this issue has been insufficiently explored, particularly in the banking industry. Therefore, the purpose of this research is to develop a quality communication model for corporate customers in the banking industry of Iran using a grounded theory approach. This study aims to create a comprehensive model that encompasses broad concepts within the B2B market, employing a qualitative methodology that emphasizes the exploration of new relationships across contextual, intervening, and strategic dimensions. Additionally, the quality of relationships in the corporate banking sector necessitates dedicated research, which has been conducted in Iran for the first time.

The research is descriptive in terms of its practical purpose, data collection methods, and qualitative approach. This study employed the Grounded Theory method, which necessitates a research question. In this research, six primary questions were formulated to identify causal conditions, contextual conditions, intervening conditions, the central category of the study (relationship quality), as well as the strategies and consequences associated with relationship quality. The participants included marketing experts and financial managers from large companies, with a sample size of 14 individuals selected through purposive sampling. The data collection tool utilized was interviews, and the method of data analysis involved open coding. The design of the questions and the gathering of information across the six main categories continued until the research reached saturation and sufficiency.

After asking questions until theoretical saturation was achieved, the researcher proceeded to code the data, which involved three types of coding: open coding, axial coding, and selective coding. The paradigmatic model of the quality of relationships with corporate customers in Iran was ultimately derived from the primary and secondary codes, resulting in 73 concepts and 17 subcategories organized into six general categories: causal conditions, contextual conditions, central category, intervening components, strategies, and consequences. The research findings indicate that the causal factors include the following: organizational characteristics, seller or account holder characteristics, and interaction characteristics. Intervening factors encompass economic, political, technical/communication, cultural, and legal conditions, as well as environmental characteristics. Contextual factors consist of customer characteristics, competitor characteristics, and bank characteristics. The primary category identified is relationship quality, which comprises dimensions such as trust, conflict management, commitment, and customer satisfaction. Strategies identified include advertising, corporate communication, and corporate strategy. The outcomes of these factors include relationship continuity, engagement development, and market/financial performance.

It is anticipated that utilizing the identified paradigm model to assess and implement strategies aimed at enhancing the quality of relationships with corporate customers in Iran's banking industry will yield significant results. The findings of this research were aligned and refined based on the scope of similar studies conducted previously, while also introducing new concepts related to the background and implications of relationship quality from a broader perspective. In accordance with the extracted model, it is recommended that bank managers in the country place greater emphasis on meritocracy and recruit employees based on interactive criteria. Additionally, new technologies should be employed to identify and validate corporate customers. Additionally, training courses on body language, social intelligence, public relations, and other pertinent topics should be provided for those responsible for negotiating with corporate clients. For bank personnel, key indicators of effective communication with customers should be established, and rewards should be given to employees who excel in this area. Banks should strengthen relationships by actively listening to customer feedback, consistently following up on requests, and maintaining open lines of communication through regular meetings with clients. Furthermore, banks should cultivate targeted relationships with corporate clients by utilizing corporate advertisements across various media platforms and social networks. They should provide sound financial and banking advice to their corporate clients while actively addressing issues by gathering feedback through surveys. A high level of concentration, combined with low organizational formality, is essential for creating the necessary conditions for agility and enhancing the quality of communication. Future research is recommended to investigate the quality of relationships with corporate clients in private and public banks separately and to compare the results.