فهرست مطالب باقر عسگرنژاد نوری

Impulse buying behavior is a significant aspect of customer behavior and a crucial concept in the retail environment. Currently, this behavior has garnered the attention of retailers and wholesalers, particularly chain stores, as it substantially impacts their sales and profits. To address this, retailers can design a pleasant and relaxing atmosphere for customers, providing a soothing and attractive environment to evoke their feelings and perceived pleasure. The primary purpose of this research was to examine the model of situational factors influencing customer’s impulse buying behavior. The study's statistical population comprised all customers of Shahrvand chain stores in Tehran. Using Morgan's table, a sample size of 384 individuals was selected through stratified random sampling. A standard questionnaire was employed to measure the variables and the instrument's diagnostic, convergent, and divergent validity, as well as its reliability using Cronbach's alpha coefficient, were evaluated. The research model was tested using the Partial Least Squares (PLS) method and the Smart-PLS 3 software. The results of data analysis indicated that physical factors, including music, lighting, and color, had a significant effect on the consumers’ emotional responses, while the layout effect was not confirmed. The significant influences of social factors, including the seller and the crowd, on the consumers’ emotional responses were also confirmed. The mediating role of consumer's emotional response in the impacts of physical (excluding layout) and social factors on impulse buying behavior was supported. However, demographic factors (gender, age, and income), psychological factors (stimulation and self-esteem), and situational factors (available money and time) did not have a moderating role in the relationship between the consumers’ emotional responses and impulse buying behaviors..

TV shopping is a form of non-store business that, despite its remarkable growth and optimistic outlook, has more of its negative aspects. Consumers worry about buying a product from "anonymous" sellers without physically testing the products. Therefore, it is assumed that people may feel a certain degree of risk when buying a product online. Accordingly, the current study aims to assess the risk indicators affecting the behavior of television purchases in Iran. To have this type of purchase, was selected. In this study, a standard questionnaire was used online and the data were analyzed using SPSS software and structural equation modeling method in Smart Pls software. According to the research literature, 6 types of risks that could affect consumers' TV buying behavior were identified, and based on the results, it was determined that financial, operational and time risks affect shopping behavior. Based on the results, it can be said that the perception of risk in TV shopping affects consumer buying behavior and high level of this risk (s) can prevent the purchase of goods through this channel, so TV marketers need to be diligent in identifying, reducing and minimizing the risks perceived by the consumer by building trust and confidence.

In today's world, environmental issues have become one of the most important challenges of humanity. Consumers are increasingly interested in green products that cause less damage to the environment. Meanwhile, social media marketing has become a powerful tool for brands to connect with their customers and inform them about sustainable products. Green purchase intention is a subset of sustainable consumption. The concept of green consumption refers to consumers who want to buy environmentally friendly products whose contents and production methods have the least impact on the environment. Marketing can play an important role in increasing consumers' green purchase intention. This research is an applied research and used a survey research approach. The statistical population of this research includes all consumers of banking services in the city of Ardabil, also a survey method through a questionnaire was used. The questionnaire of this research is online. In this research, descriptive statistical methods (frequency distribution table, mean and standard deviation) and inferential methods were used for data analysis. In the inferential statistics section, in order to analyze the data and generalize the results, structural equations were used with the help of SPSS 26 and smartpls software, and the results showed that all the hypotheses were confirmed.

Domestic tourism plays a key role in the tourism industry. With the global boom and expansion of the tourism industry, an increasing number of regions in developing countries have recognized the importance of tourism as an important factor in the development of the regional economy. As a bridge between the West and the East, Iran has a special place in the field of tourism in terms of special geographical conditions in the region and the Middle East, in terms of special geographical conditions in the region and the Middle East. Indeed, the expansion of economic, health, security and communication infrastructure in the 21st century has made tourism an inevitable reality in human life. Ardabil is one of the cities of Iran and the capital of Ardabil province in northwestern Iran. Ardabil province, due to its unique historical and geographical conditions, has many tourist attractions and in different seasons of the year, it receives many tourists from different parts of the country. The climatic attractions of Ardabil province are richer in spring and summer than in winter; Also, in terms of topography, Ardabil province has very strong potentials in the mountainous part. The province has many attractions. Sarein and Meshkinshahr are also two tourist cities in Ardabil province that attract many tourists to this province every year due to their pristine and eye-catching nature and warm waters. Tourism market segmentation is one of the important measures that can help marketers and planners of tourism destinations in identifying the needs and wants of tourists. The basis of tourism market segmentation is based on the concept that tourism markets are composed of different and diverse groups of tourists that members of each of these groups needs, wants, interests, personality, travel behavior, shopping style and have the same reactions to the variables of a tourism product or service offered. Segmentation serves as an important strategic tool for tourism marketers and provides practical insights into targeting, positioning and competitive analysis. Customer segmentation into different groups and identifying the characteristics of each group helps us to adopt better marketing approaches and on the other hand creates creative ideas.

The current research is a descriptive survey in terms of data collection. Also, considering that the purpose of this research is to segment the tourism market based on the travel motives of tourists, it is practical in terms of the purpose. The statistical population of this study consists of domestic tourists visiting the cities of Ardabil, Sarein and Meshkinshahr between the first of May and the end of July 2017.Sampling was done using available sampling method and the required sample size was calculated based on Cochran's formula for an unlimited population, 384 people, and the number of samples were equally divided between three cities of Ardabil, Sarein, Meshkinshahr. In order to distribute the questionnaires, the prominent tourist areas of these three cities were visited in person during the specified time period.

Chi-square test was used to examine the differences between clusters based on demographic characteristics. The results show that there is a significant difference between all clusters based on demographic characteristics at the 95% confidence level. alsoIn this research, only the travel satisfaction variable has been used as a psychological characteristic. The results indicate that there is a significant difference between the clusters in terms of travel satisfaction at the 95% confidence level. The selected behavioral variables in this research included visit experience, travel companions, length of stay and source of information. The results indicate that at the 95% confidence level, there is a significant difference between all clusters in terms of behavioral characteristics. Except for cluster 4, in the rest of the clusters, more than half of the people have experienced revisiting.

As a general conclusion, it can be said that in general, the cities of Ardabil, Sarein and Meshkinshahr have many tourist attractions in most areas. Offered. For example, due to the importance of the family cluster compared to other clusters, it is necessary to create safe, comfortable and suitable environments for families, or due to the fact that the second cluster was emotional in importance, creating exciting environments or at least creating safe and clear paths. Equipping them for mountaineering will help attract more travelers to these areas. In any case, it should be noted that the most important step in the development of the tourism market is the development and improvement of urban infrastructure, attracting capital and increasing the culture of tourism among the general public. The existence of differences in motivations and goals and in general demographic factors and psychological characteristics of tourists and their behavioral patterns, clarifies the need for knowledge and knowledge of planners and trustees of tourism affairs of these characteristics. This knowledge provides a better understanding of tourism and is a valuable guide for designing more effective development plans. The main reason for the study of the motivations of tourists in choosing a tourist destination is that measuring the motivations of tourists allows us to understand the preferences and needs of tourists. Understanding what motivates tourists to choose a destination and what they tend to experience is in fact a set of vital information very important for tourism planners to improve the quality of visitor experiences and their satisfaction. If a careful study of the motives and desires of tourists in choosing different tourist destinations is not done, the desires and needs of tourists will always remain unknown and tourists will lose their satisfaction from traveling to these destinations. The results of this study show that one of the appropriate methods of market segmentation is to base the motivational factors of visitors; But this variable alone does not provide the marketer with complete information about the obtained sections.

This study sought to investigate the influence of newly-emerged leadership styles, that is, servant leadership, authentic leadership, and patriarchal leadership on the psychological capital and occupational behavior of hotel staff in the Iranian cities of Sareyn and Ardabil. To this end, the population of the study comprised 312 hotel staff, out of whom 255 people were selected via convenient sampling. The required data were collected through a standard questionnaire which was administered online. The collected data were then analyzed through SPSS software and LISREL software using the structural equation method. The findings proved that all three leadership styles investigated in this study influenced the hotel staff’s psychological capital and occupational behavior. Furthermore, the staff’s occupational participation was found to be effective in the provision of extra-role services to the customers. It can thus be argued that the intended novel styles of leadership increase individuals’ psychological capital and occupational participation. Therefore, organizations, especially those involved in tourism and accommodation, should try their best to adopt such leadership styles.

The globalization of business, which is an irreversible process, has posed a threat to humanity. Human production and consumption have caused environmental pollution such as climate pollution, global warming and rising sea levels due to industrialization of countries. These pollutions have often been recognized by environmental organizations as a threat to humanity, and various activities to protect the environment have become very important. For this reason, banks have moved to green banking to increase customer satisfaction with their social responsibility. The purpose of this study is to investigate the effect of green banking on brand resonance and consumer satisfaction with the performance of corporate social responsibility. The statistical population includes all real customers of Keshavarzi Bank in Ardabil. Due to the infinity of the statistical population, the sample size was 384 based on Cochran's formula and the respondents were selected based on the available non-random sampling method and finally 312 completed questionnaires were collected. In order to measure green banking, Limpros et al. (2012) questionnaire, and the brand resonance variable and consumer satisfaction with social responsibility performance, Tsu et al. (2014) questionnaire were used. The validity of the questionnaire was assessed by content and structure methods and its reliability was assessed by Cronbach's alpha coefficient. Structural equation modeling and LISREL software were used to analyze the data. The results show that green banking has a positive effect on brand resonance in banks and consumer satisfaction with the performance of social responsibility in banks. The positive effect of brand resonance on consumer satisfaction with the performance of social responsibility in banks was also confirmed. In addition, the mediating role of brand resonance in the relationship between green banking and consumer satisfaction with the performance of social responsibility in banks was confirmed. One of the industries that tries to pay attention to its environmental responsibility is banking. Banks, as one of the main and important components in the economic system, must use environmentally friendly strategies on the whole industrial development and finally Affect economic growth. It is essential that banks move towards greening and play an active role in incorporating environmental aspects as a fundamental principle in their business. Green banking can be defined as a type of banking that considers environmental risks such as climate change that may affect the stability and development of the financial sector and the macroeconomy of society. Green banking is in fact an effort to grow green industries and processes to restore the natural environment with a view to green security and sustainable environmental balance. The United Nations Environment Program recognizes green banking as a result of increasing human welfare and social rights while significantly reducing environmental risks and deficiencies. Brand resonance refers to the nature of intensified brand-based relationships that go beyond the mere dimensions of the product or service and involve deep psychological attachments and active supportive behaviors that are directed toward the focal brand. Brand resonance is an indicator that describes the relationship between the customer and the brand and shows the intensity or depth of customers' psychological closeness to a brand and the amount of activities that are formed under the influence of this sense of loyalty in customer behavior. In the brand resonance model, customers with high brand resonance have high loyalty and are actively looking for a tool to interact with the brand and share their experiences with others. The brand resonance model, which is a customer-based brand equity model, believes that building a strong brand involves a set of logical steps that include creating a brand identity, creating the right brand meaning, extracting the right brand response, and building the right brand relationships. With customers. Green banking can have many benefits. These benefits include free electronic bill payment services, reduction of paper consumption and no need for people to be present in the bank to perform all kinds of transactions and perform any banking operations through mobile banking, internet banking or telephone banking. All of the above can create a competitive advantage for banks and make customers loyal. The statistical population of this research includes all real customers of Keshavarzi Bank in Ardabil. The reason for choosing Keshavarzi Bank is the specialized activities of this bank in the field of activities related to agriculture and environment. The purpose of this bank is to provide facilities to farmers for the development of agricultural lands and the development of the natural environment, and to support tree planting and environmental protection. Keshavarzi Bank has 13 bank branches in Ardabil and approximately 100,000 real customers. Due to the fact that the size of the population was not known exactly, it was considered unlimited and based on this, 384 people were selected as the sample using the Cochran's formula using the available non-random sampling method. This number of questionnaires was distributed in person and in three stages. Finally, considering the incomplete and incomplete questionnaires, 312 completed questionnaires were used. Data collection tool The data collection tool in this study is a questionnaire. The questionnaire was organized into three sections: accompanying questionnaire, demographic information and specialized questions. In the first part, entitled the accompanying questionnaire, in addition to stating the title of the research, the purpose of collecting information through the questionnaire and the need for sincere cooperation of the respondents in completing the questionnaire were explained. The demographic section includes questions about respondents' general characteristics such as gender, age, education, and household income. The last part of the questionnaire includes specific questions about research variables. Green banking questions (12 questions) were obtained from Limprose et al.'s (2012) research, variable brand resonance questions (12 questions) and consumer satisfaction with social responsibility performance in banks (4 questions) were obtained from Tsu et al.'s (2014) research. The scale used is a five-point Likert scale. In this scale, in particular, the basis of completely disagree, disagree, disagree, agree and strongly agree has been used. Accordingly, respondents were asked to answer the questionnaire questions on a five-point Likert scale. In this study, in order to evaluate the validity of the questionnaire, content and structural methods were used and the reliability of the questionnaire was evaluated using Cronbach's alpha coefficient. In order to determine the content validity of the questionnaire, the initial design of the questionnaire is prepared and provided to several experts to express their views on possible improvements in the questionnaire, and after applying the desired amendments, the questionnaire نهایی The final letter is compiled. Structural validity is the degree of accuracy of the scale in measuring the desired theoretical structure or feature, and confirmatory factor analysis is used to examine it. Finally, Cronbach's alpha coefficient is a suitable indicator for assessing internal stability. Internal stability indicates the degree of correlation of a structure and its related index.

Due to the atmosphere of global competition and the changes and transformations that are rapidly occurring in today's world, companies create the conditions for technological entrepreneurship to secure their survival. In the meantime, companies that can develop the business intelligence of their employees, especially in the marketing and sales units, the key units of every company, and can create a kind of coordination and integration between the main units will be successful. Therefore, this research aims to investigate the impact of marketing intelligence on technological entrepreneurship with the mediating role of business intelligence. The research is an applied study in goal and a descriptive and correlational study in methodology. The statistical population of the research is all the Azaam Auto Parts Group (AAPG) employees, numbering 630 people. The sample size was determined to be 242 using Morgan's table. They were selected based on the stratified random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was determined by diagnostic, convergent, and divergent validity, and its reliability was evaluated with Cronbach's alpha coefficient. The research model was tested using structural equation modeling in LISREL software. The results showed that marketing intelligence significantly affected technological entrepreneurship and business intelligence in the AAPG. Also, the positive and significant relationship between business intelligence and technological entrepreneurship was confirmed. Finally, marketing intelligence and technological entrepreneurship intensify by the variable of business intelligence. If business intelligence increases, the effect becomes stronger, and if it decreases, this relationship becomes weaker.

Intense competition in most of today's markets has made it important to know the perceptions and emotions, especially the negative emotions of customers; Because customer retention is one of the important pillars for the growth of any industry, especially the automotive industry. It is worth mentioning that the automotive industry is considered one of the basic and strategic elements of global trade. Based on this, considering the importance of productivity and efficiency in the mentioned industry and the economic growth and prosperity of the country, as well as why some customers do not want to use the brand of the automotive industry, in this research, an attempt has been made to investigate the factors affecting the dislike of the brand. Therefore, the purpose of the present study is to investigate and prioritize the factors affecting brand aversion in the automotive industry. This research is applied in terms of purpose and descriptive-correlation in terms of method. The statistical population includes all customers of Saipa and Iran Khodro automobile companies in Gilan province, and due to the unlimited statistical population of the research, the statistical sample size of 384 people was estimated using Cochran's formula by simple random sampling method. In order to collect and analyze the data, a standard questionnaire and SPSS and LISREL software were used, respectively. The results of the analysis showed that all factors, including ideological and symbolic incompatibility, past negative experience, service and product failure, inappropriate pricing and advertising, lack of attention to customer health and adherence to commitments, have a positive and significant effect on brand aversion. And finally, the priority of the factors affecting the hatred of the brand in the automotive industry in equal order (unsuitable price with a coefficient of 4.76, inappropriate advertising with a coefficient of 3.97, defect in goods 3.89, negative consumption experience in the past 3.53, defect in services 3/34, ideological incompatibility 3/26, failure to adhere to obligations 2/90, lack of attention to customer health 2/50 and symbolic incompatibility 2/34).

his study aims to identify the effective factors and provide a model for the development of urban smart tourism in Tabriz city with a marketing ecosystem approach. The qualitative approach with the content analysis method was used in this regard. The field method with the in-depth interview technique was used to collect the required data while studying the library resources. The interviews continued until theoretical saturation was reached. In total, 16 experts in this field were interviewed by snowball sampling. MAXQDA software was used for content analysis. The findings of the research indicate that 33 subthemes in the form of five main themes include marketplace (global developments in the tourism market, public relations, promotion, etc.), technology (developments in the field of technology, upgrading purchasing systems, dynamic response systems, etc.), socio-economic (smart financial transfer, financial transparency, acceptance of innovation, etc.), geopolitics (strengthening Iran's tourism competitors, etc.), and environmental (smart management of resources, environmental crises, sustainability, etc.), form the model of urban smart tourism development in Tabriz. This research showed that the development of smart urban tourism at the international level has a higher complexity than domestic tourism. Managers of urban destinations can benefit from the results of this research, including the use of fifth-generation tourism, infrastructure development, increasing government support, developing smart projects, benchmarking and more cooperation with the world's leading smart cities and increasing the participation of local people to advance their development goals

Companies, depending on their specific characteristics, face different capital structure adjustment costs and, as a result, move to their target leverage at different speeds. The purpose of this study is a comparative investigation of factors affecting the speed of capital structure adjustment among service companies and manufacturing industries listed on the Tehran Stock Exchange. To test the hypotheses, the information of 137 companies listed on the Tehran Stock Exchange in the period 2013-2019 has been used. After calculating the research variables, a panel data regression model was used to test the hypotheses. To choose between the methods of regression data models the Limer F test was used. The panel data model was selected and the results of the Hausman test also confirmed the use of the fixed effects model. The results of the study hypotheses showed that capital structure adjustment speed of manufacturing industries is larger than service companies. The estimated speed is 73% for service companies and 85% for manufacturing industries, which indicates the high speed of adjustment which can reduce the probability of financial crises in the economy.

In today's highly competitive market, entrepreneurial capabilities and cleaner production have become widely used concepts to enhance competitive advantage and increase green performance. Therefore, the current research was conducted with the aim of investigating the impact of entrepreneurial capabilities on clean production and sustainable competitive advantage, with the moderating role of social marketing orientation in Iran Khodro Industrial Group. This research is an applied research in terms of purpose and descriptive survey in terms of structural equations. The statistical population is the employees and managers of Iran Khodro Industrial Group, 150 of whom were selected as the sample by available sampling method. In order to perform data analysis, LISREL software was used. The results showed that in Iran Khodro Industrial Group, entrepreneurship has a positive and significant effect on clean production and sustainable competitive advantage. Clean production also has a positive and significant effect on sustainable competitive advantage. Other findings indicate that social marketing orientation positively moderates the relationship between entrepreneurial capability and clean production and sustainable competitive advantage. Due to the gap of studies in the field of investigating the relationship between these variables in a single study, conducting the present study can provide useful information for managers to create competitive strategies and increase their market share.

The purpose of this research is to investigate the effect of interactive behaviors of frontline employees on the perceived value of services and customer loyalty with the mediating role of cooperative behaviors and customer citizenship in Tabriz hospitals. The present study is applied in terms of purpose and descriptive-survey in terms of nature and method. The statistical population of the research is the patients of hospitals (private and public) in Tabriz city, and due to the unlimited statistical population, the sample size of 384 people was selected using Cochran's formula. The results of the research show that the interactive behaviors of frontline employees have a positive and significant effect on the perceived value of services, cooperative behaviors and customer citizenship. On the other hand, cooperative behaviors and customer citizenship have a positive and significant effect on the perceived value of services. Likewise, the perceived value of services has a positive and significant effect on customer loyalty. Finally, cooperative behaviors and customer citizenship also play a positive mediating role in the relationship between the interactive behaviors of frontline employees and the perceived value of services. Thus, the general result of the research is that the presence of interactive behaviors of frontline employees and co-creation of value (participatory behaviors and citizenship of customers) can improve the perceived value of the services of medical centers and, as a result, increase the loyalty of customers towards these centers.

The online brand community is one of the most important social structures in communication that has provided the ground for the exchange and sharing of thoughts and ideas for consumers and is a fertile ground for becoming social benefits and information for consumers. The purpose of this study is the role of attitudes toward online branding communities on consumer and consumer behavior with social and information interests in mind. The statistical population of this research is the consumers of Samsung brand mobile phones who are members of the brand's virtual page in the social network with Instagram, Telegram, WhatsApp, etc., the number of sample size in this research is 300 people. In this research, a standard questionnaire is used to collect information. Convergent validity and divergent validity were used to assess the validity and Cronbach's alpha was used to assess the reliability. The validity and reliability of the questionnaire were required. Data analysis was performed by testing structural equations using LISREL software. The results show that social benefits and information resources have a positive and significant ratio to the online brand community. Attitudes towards the online brand community have a positive and significant effect on the constructive complaining behavior of the brand, brand loyalty, brand trust and willingness to participate in online brand social community events.

The globalization of healthcare has led to the emergence of a new form of tourism known as health tourism. Given the special importance of tourism and especially health tourism and the resulting economic benefits, the quality factor can be important and fundamental. Among the factors that can affect the quality of health tourism services are cultural values. Therefore, this study aims to investigate the effect of cultural values ​​on the perceived quality of health tourism services in Sarein city, which is done using Hofstede culture model and Padma service quality model. The statistical population of this study includes all domestic tourists who entered the city of Sarein in the period of June and early July of 2018. A researcher-made questionnaire was used to collect data and out of 400 distributed questionnaires, 372 people answered the questionnaires. Structural equations and LISREL software were used for data analysis. The results show that the relationship between pleasure-seeking/self-control and perceived quality of health tourism services is significant and positive. Also, a positive and significant relationship between long-term/ short-term orientation, degree of ambiguity acceptance, power distance, masculinity/ feminism and individualism/collectivism with the perceived quality of health tourism services was confirmed.

The purpose of this study was to investigate the effect of customers 'destructive behaviors on employees' reactions such as leaving the service, job satisfaction of frontline employees with regard to the moderating role of behavioral approach of managers and colleagues in tourism agencies in Tehran. The leading study used a survey-correlation method to collect data. Statistical population of all travel agencies in Tehran that are somehow involved with tourists and customers. For this purpose, 400 questionnaires were distributed and 384 questionnaires were collected. In this research, the standard questionnaire has been used in absentia and the data have been analyzed through SPSS and lisrel software. Destructive behaviors of customers have an effect on job feelings (emotional disharmony and emotional burnout) of employees and also job feelings of employees have a direct effect on intention to leave the job and job satisfaction. Based on the results, it can be said that the destructive behaviors of customers increase job leaving and decrease employee job satisfaction. Managers' behavioral approach, the use of emotional intelligence and customer orientation seek to neutralize these negative emotions in employees and customers. It is also necessary to increase cooperation in the behavioral approach of colleagues and reduce unhealthy competition. Destructive behaviors of customers can affect the negative emotions of employees and by considering the moderating effect of emotional intelligence, customer orientation, cooperation, competition cause behavioral reactions such as leaving the job and job satisfaction.

Companies can successfully revive a brand by leveraging the lost positive aspects of the brand among existing and old customers and by using effective revitalization strategies combined with integrated marketing communications. The purpose of this study is to identify the determinants of revitalization of destroyed brands: a consumer perspective approach. Based on the research background, from the consumer perspective, 5 indicators affecting the revitalization of destroyed brands were identified. A standard questionnaire was used to measure research variables. The statistical population of the study includes 350 people who have used national footwear products in the past and were selected by simple random sampling. SPSS and LISREL software were used to analyze the data and structural equation modeling was used to analyze the hypotheses. The results of data analysis showed that functional brand usefulness, brand social usefulness, brand value utility, brand superiority have a positive effect on the revitalization of destroyed brands and nostalgia plays a moderating role between social utility, brand value utility and revitalization. The brand has been destroyed.

Attracting a reputable brand personality causes consumers to have strong emotional connections, more trust and loyalty to the brand that the global brand has a specific personality for the product, including psychological and social characteristics such as power, social status and specific lifestyle. Luxury brand companies combine their quality and values with consumer values that create an emotional attachment to the brand. The purpose of this study is to investigate the effect of brand personality attraction, perception of brand globalization on consumer emotional dependence with the mediating role of the variable perception of brand luxury.Research

The statistical population of the study is the consumers of Turkish clothing in Ardabil and the statistical sample, assuming that the population is unlimited, was calculated using the Cochran's formula, 384 cases and the available sampling method was used. Data collection tool is a standard questionnaire that 400 questionnaires were distributed in person at Turkish brand clothing shopping centers in Ardabil. To test and test the research hypothesis, the structural equation method with the least partial equations approach and LISREL software were used.

The results of the analysis show that brand personality attraction and perception of brand globalization have a positive effect on consumer emotional dependence and perception of luxury both directly and in relation to brand personality attraction and perception of brand globalization has a positive effect on the emotional dependence of the consumer.

The process of developing a new product is always associated with a high degree of uncertainty and complexity. Therefore, identifying and evaluating risks in the development process in order to adopt an appropriate development strategy will be of great importance. The purpose of this study is to investigate the impact of risk management in the process of developing new products in the banking industry. The present research is applied in terms of purpose and descriptive-survey based on the meta-positivist paradigm. The statistical population includes managers and employees of public and private banks in Ardabil, 2037 people, of which 284 people were selected as the final sample using quota sampling method. The data collection tool was a questionnaire and the construct validity and reliability of each variable were confirmed. In order to analyze the data, the structural equation modeling method based on LISREL software was used. The results showed that risk management of all risk indicators including technology, market, environment, finance, organizational resources and commercialization on the development of new products in the banking industry is positive and significant.

Most organizations today realize more than ever that relying solely on traditional competitive levers such as increasing quality and reducing costs in providing products and services is not enough and the tendency to introduce new products to the market has increased. The purpose of new product development can be to respond to customer needs, adapt to market conditions, environmental changes, increase profits, customer satisfaction and counter competitors' policies. In recent years, the banking industry has seen fierce competition with many opportunities and threats. Today, due to rapid and unpredictable changes in the field of banking, the need to use marketing techniques to expand the market and introduce new banking services in the current competitive environment is inevitable.

The statistical population of this study was the managers and employees of public and private banks in Ardabil, which includes 31 types of banks, including specialized and development government banks, commercial government, non-governmental Gharz al-Hasna and non-governmental commercial banks. This number of banks has a total of 193 branches with about 2037 active employees in Ardabil.

The method of data collection in this study is a standard questionnaire from previous studies that has a 5-point Likert scale (strongly disagree, disagree, undecided, agree and strongly agree). According to Krejcie and Morgan table, 322 people can be a good representative for 2037 people in the statistical population. In the present study, in order to obtain reliable data and return the appropriate number of questionnaires, 368 people were randomly selected. The quota was distributed among the respondents in person. After re-referral to collect the questionnaires, 300 questionnaires were delivered. By reviewing the collected questionnaires and accuracy in how to answer, 16 questionnaires did not have the required quality and finally 284 questionnaires were identified for appropriate analysis.

The country's banking industry in the investment sector is dealing with funds that are not guaranteed, resulting in very high financial leverage and potential losses due to market conditions, and ultimately puts these companies in a situation of greater instability. Designing and developing new products is a way to expand market share and influence new market segments. However, product design and development in this industry requires certain subtleties that failure to pay attention to it imposes many risks on banks. Among other things, the type of product will be different with the great variety that is in demand among customers, especially in different provinces, as well as due to the ethnic and religious characteristics that exist. For example, religious characteristics create the demand that products be designed at a rate of zero to four percent in the field of facilities, or that the process of obtaining facilities is based on the actual exchange of goods, which if not considered can lead to environmental and market risk.

In the field of organizational resource risk, it is suggested that managers, by recognizing all employees and establishing good relationships with each of them, lead to creating a strong bond between them. In relation to financial risk, it is suggested that managers take appropriate steps by accessing the necessary working capital, providing sufficient financial resources, as well as employing experts for proper financial planning and budgeting in the field of service development projects. Regarding technology risk, it is recommended that managers use external consultants or experts in the field of new service design and apply the feedback from the evaluation and design of the services provided in customer acquisition activities and in coordination Services provided by market demand can reduce technical risk. To manage market risk, it is essential that managers manage relationships with external stakeholders, especially customers, well and offer a wide variety of new services to meet the needs and wants of different market segments.

Education and learning is a key element to having a sustainable society in which children have the highest potential for effective education. Properly designed tourism spaces with the dimensions of the child's existence can play the role of a suitable teacher to experience and learn great life lessons with other attractions. Child-friendly spaces mainly seek to create a suitable environment in tourism environments for entertainment and recreation, education, intellectual and social development of these people. Therefore, the present study was conducted to investigate the role of learning from children's tourism on sustainable tourism development. The statistical population of the study includes all parents with children and the samples were selected from tourists in Mashhad whose children were between 6 and 12 years old. The sample size was obtained using Cochran's formula equal to 384 people who were selected based on available non-random sampling method. A standard questionnaire was used to measure the variables. The validity of the questionnaire was diagnostic, convergent and divergent and the reliability of the questionnaire was assessed with Cronbach's alpha coefficient. The research model was tested based on structural equation method and LISREL software. The results showed that motivation to learn has a positive effect on learning benefits for children. Motivation to learn has a positive effect on children's environmental protection behaviors. Benefits of learning for children have a positive effect on children's environmental protection behaviors Demographic characteristics of the family (including child gender, education level, parents, average family monthly income, number of children) have a moderating role on learning benefits and environmental protection behaviors in tourist children. Finally, the moderating role of family demographic characteristics (including child gender, parents' education level, average family monthly income, number of children in the family) in the relationship between learning motivation and learning benefits in tourist children was also confirmed

Undoubtedly, in the current dynamic environment of organizations, the role of ethical leaders in organizational change is crucial. The purpose of this study is to determine the effect of ethical leadership on organizational change through the mediating role of political and cultural intelligence. The population includes all the managers and employees of Meshgin Shahr municipality in Iran with 517 persons. According to Morgan table, 220 persons of them were surveyed using convenience sampling method. Data were collected using standard questionnaires of ethical leadership of Kalshoven et al. (2011); organizational change of Mill (2003), political intelligence of Ferris et al. (2005) and cultural intelligence of Ang et al. (2007). Structural equation modeling and Lisrel8 software were also used to analyze the data. Findings showed that ethical leadership has a significant effect on organizational change and cultural intelligence, but this effect on political intelligence is not confirmed. The significant effect of cultural intelligence on organizational change is confirmed. Political intelligence has no significant effect on organizational change. Cultural intelligence has a mediating role in the relationship between ethical leadership and organizational change. Finally, the mediating role of political intelligence in the relationship between ethical leadership and organizational change is not confirmed.

Today, the discussion of adopting an appropriate leadership style and its tremendous effects on the performance of public and private organizations and companies is clearly evident. Recently, new leadership styles have been proposed that can be very effective in implementing strategies and pursuing organizational goals. Therefore, the purpose of this study was to investigate the effects of emerging leadership styles on sales force performance, with the mediating role of satisfaction and trust in the sales manager. The statistical population included the sellers of chain stores (Kourosh, Refah, Hyperstar, Shahrvand, and Janbo) in Tehran. Due to the unlimited population, the sample size was 384 people. To measure the variables, the standard questionnaires of servant leadership style (Liden et al., 2008), patriarchal leadership style (Chen et al., 2014), genuine leadership style (Luu, 2019), customer-oriented behavior (Goad & Jaramillo, 2014), satisfaction with sales manager (Jay et al., 2014), and trust in sales manager and sales force performance (Charles & Schwepker, 2019) were used. The questionnaires were distributed and collected randomly among sellers of selected chain stores. The validity of the questionnaires was confirmed using structural validity, diagnostic validity, and convergent validity. To evaluate the reliability of the questionnaires, Cronbach's alpha coefficient was used. The reliability for all research variables was more than 0.7 and it can be said that the questionnaires had good reliability. The research model was tested based on the structural equation method using LISREL software. The results of the study showed that among the leadership styles, only the original leadership style has a significant positive effect on satisfaction (β = 3.95, t = 3.37) and trust in the sales manager (β = 0.20, t = 5.8). Servant leadership style on satisfaction (β = 1.13 t = 1.1), trust in sales manager (β = -0.77, t = 0.77), patriarchal leadership style on satisfaction (-0.76, t = -0.13), and trust in the sales manager (-0.77, t = β -0.13) have no effect. Satisfaction with the sales manager has a significant negative effect on customer-oriented behavior (β = -2.97, t = -0.27). Trust in sales managers has a significant positive effect on customer-oriented behavior (β = 0.52, t = 11.53). Finally, the significant positive effect of customer-oriented behavior on sales force performance (β = 0.92, t = 17.13) was confirmed.

Professional development plays significant role in the emergence of creativity and career innovation. Moreover, knowledge management is a process that involves activities such as the explicit or implicit exchange of experiences and the induction of ideas and skills that lead to increased entrepreneurial capabilities and professional development. The purpose of this study is to investigate the effect of knowledge management on the professional development of the Employee of Ardabil Management and Planning Organization by considering the mediating role of entrepreneurship capability. The statistical population was 186 employees of the Management and Planning Organization of Ardabil province and due to the limitedness of this society, the entire statistical population was studied as a sample. To collect the data, Zandi Entrepreneurship Capacity Standard Questionnaire (2013), Fong & Chi Knowledge Management Standard Questionnaire (2009) and Nova Professional Development Standard Questionnaire (2008) were used. The research model was tested based on the partial least squares method and SmartPLS software. The results showed that knowledge management has a positive effect on the entrepreneurial capabilities and professional development of Ardabil Management and Planning Organization. Entrepreneurship capabilities have a positive effect on the professional development of the employee of the Management and Planning Organization of Ardabil Province. Entrepreneurship capability also has a mediating role in the relationship between knowledge management and professional development of Ardabil Management and Planning Organization employee.

Insurance companies need information about the needs and wants of customers to attract and retain customers and improve their performance, and access to this information is possible through constant communication with them. Due to the expansion of the use of information technology in recent years, one of the most effective methods used to communicate with customers is the use of social networks and the implementation of electronic customer relationship management. The purpose of this study is to investigate the role of using social networks and electronic customer relationship management in improving marketing performance in insurance companies. The statistical population includes the managers and employees of these companies, which is a total of 280 people. A sample of 162 people was obtained based on Morgan table, and finally 155 questionnaires were collected. Structural equation model with LISREL software was used to analyze the data. The results show that the use of social networks and success in implementing e-customer relationship management has a positive effect on the marketing performance of insurance companies. The use of social networks also has a positive effect on the success of the implementation of electronic customer relationship management. Success in implementing e-customer relationship management has also played a mediating role in the relationship between the use of social media and the marketing performance of insurance companies.

To collect data, Ikrami et al.'s employee participation questionnaire (2013) and Ahmadi et al.'s organizational learning questionnaire (2013) were used. Also, in measuring extra-responsibility behaviors, Bahlul questionnaire (2013) was used for knowledge sharing dimension, Farkhandeh questionnaire (2014) for creativity dimension, and McCrae and Costa (1992) questionnaire for conscientiousness dimension. Cronbach's alpha coefficient was used to check the reliability of the questionnaires and model fit indices were used to estimate the conceptual model of the research. The test of the research model was done based on structural equation modeling method and Lisrel software. The results showed that organizational learning has a positive effect on employee participation and extra-responsible behaviors. Employee participation has a positive effect on extra-responsible behaviors. Also, employee participation has a mediating role in the relationship between organizational learning and extra-responsible behaviors.