بهرام خیری

Valuing the brand based only on the tangible assets of a company is obsolete. If we accept that the special value of the brand is an umbrella that is drawn over all the actions and behavior of the organization, all the reputable brand companies are trying to announce their organizational power to the world under the umbrella of the special value of the brand. In this research, the brand of Tadbirgaran Fardaye Omid company was investigated. The purpose of this research is to investigate the parameters that determine the special value of the brand and the special valuation of the brand of Tadbirgaran Fardaye Omid Company (Special Shares). In the methodology part of the research, the model was validated using SmartPLS software, and by using the opinion of specialists, experts and experts of the company who deal with this matter, it resulted in the extraction of variables. . The statistical population sample of 360 people was randomly selected. The results of the test showed that brand equity parameters have an effect on brand association dimensions, brand equity parameters have an effect on brand awareness dimensions, brand equity parameters have an effect on brand loyalty dimensions, and brand equity parameters have an effect on perceived quality dimensions. Therefore, dimensions of brand association, dimensions of brand awareness, dimensions of brand loyalty and dimensions of perceived quality are meaningfully considered as parameters of brand equity. Key words: brand equity, brand valuation, Tadbirgaran Farda Omid company.

The present analysis was done with the aim of presenting the integrated marketing mix model of Behran Oil Company with emphasis on the behavior of the industrial customer of IMM. This research is applied-developmental in terms of its purpose, and in terms of its nature and form of implementation, it is an exploratory study with a mixed approach. The statistical sample in the qualitative part of the research includes 15 senior managers of Behran Oil Company and in the quantitative part it includes 253 employees of this company. For data collection, a semi-structured interview was used in the qualitative part and a questionnaire including 24 dimensions and 75 questions was used in the quantitative part. In the qualitative part of the research, database theory has been used to identify the components of the industrial marketing mix model. In this way, six categories of factors were identified along with the relevant subcategories, which are: causal conditions (customer orientation, strengthening the CRM system, and developing strategies to promote the company's brand), contextual conditions (technology, global markets, and competitive environment), intervening conditions (state customers, perceived risk and customer characteristics),

The present study aims to provide a model of strategic marketing capabilities based on competitive advantage in the banking industry based on the foundation data approach. The research method is qualitative and based on data theory of the foundation. Semi-structured interviews were used to collect data and data analysis was performed by Strauss and Corbin method and paradigm model. Sampling was theoretical sampling method and was done using targeted (judgmental) techniques. According to the systematic model of data foundation theory, 15 people were selected for the statistical community of experts and managers with experience in the banking industry. The findings of this study indicate that for the successful implementation of a strategic marketing model based on competitive advantage Develop a positive understanding of marketing more in the field of competitive advantage activities. They can also provide a better picture of their services by emphasizing strategic marketing capabilities in order to pay attention to competitive patterns and take steps to develop a competitive advantage. In addition, this study warns managers about the need to pay attention to strategic marketing capabilities based on competitive advantage in the banking industry.

The purpose of this research is to identify the determining factors of green product branding, a model for Iran's food industry. The research method is applicable in terms of purpose, and mixed (qualitative-quantitative) in terms of implementation method, and survey-exploratory in terms of data collection method. The statistical population of the research in the qualitative part includes 15 managers of green brand food companies with master's and PhD educations in the field of management, agriculture and entrepreneurship, as well as professors of business management and environment at the university, who were selected for an interview by means of judgmental sampling. The statistical population in the quantitative part is the consumers of green products in the food industry; 384 people were selected using available sampling and answered the questions of the questionnaire. Interviews and questionnaires made by the researcher and taken from the qualitative section were used to collect information. In the qualitative section, the data obtained from the interviews were coded and analyzed in three main stages: open coding, axial coding, and selective coding. In the quantitative section, SPSS software was used for analysis and PLS was used for structural equations. The results in the qualitative section showed that 214 open codes, 85 concepts and 26 subcategories were identified and extracted from the conducted interviews. The results in the quantitative part showed that the model has a suitable fit and can be used for branding green products in the country's food industry.

Brand and its special value as the most valuable intangible assets of any company due to the competitive advantage it creates, plays an important role in the success of companies. The purpose of this study is to design and explain the paradigm model of industrial brand equity in Arak Machinery Company. The research approach is qualitative and is based on the grounded theory approach, with 13 in-depth and semi-structured interviews. Research participation included selected experts from purposeful sampling based on expertise criteria from the mentioned organizational value chain, customers and suppliers. The method of data analysis is through three stages of open, axial and selective coding to achieve theoretical saturation and achieve a paradigm model with causal, contextual, intervening factors and strategies to create the special value of industrial brand. Coding results show that causal factors affecting the brand equity include: strategic brand management, brand value, brand architecture, emotional performance quality, market factors, structural factors, technology factors, product, infrastructure factors, suppliers, customers and Underlying factors include: structural, process, infrastructure, attitude and education and intervening factors including: political economy, anti-sanctions and exchange rate fluctuations and achieving strategies including: strategic, structural, process, attitude, platform, standardization, export, suppliers' strategies, customers' strategies and anti-sanctions strategies. The implications of the research include increasing market share, entering global markets, increasing sales, anti-sanctions capability, and greater profitability.

The process of changes in societies and companies shows that it is currently inevitable to pay attention to online activities from the points of view of both suppliers and customers. Many companies active in the field of online business have realized the severity of the changes, especially in the field of competition and technology. However, due to the lack of a suitable written plan and strategy, they have not been able to solve their problems, especially in market management. So, in order to solve the problems of companies, the use of holistic strategic marketing plan models seems necessary. These models are of special importance with regard to the online space, which is a dynamic space, the output of the general stages of the holistic strategic marketing plan models (compilation, implementation and evaluation), and the general results of the actions taken. From this point of view, to continue the life of the organization and its survival, it is necessary to identify the other components and consequences of holistic strategic marketing plan models which have not been considered in the previous models. Therefore, our goal in this research is to identify the results of using a holistic strategic marketing plan model in online businesses. The qualitative question of the research is ‘What are the outcomes of the holistic strategic marketing plan model in online businesses?’
The current research was conducted with the aim of identifying the outcomes of using holistic strategic marketing plan models in online businesses. It is a type of qualitative research. Examining the existing literature and the inconsistency of the findings to solve the problems of our society necessitated the use of the grounded theory. This research also seeks to generate and expand the theory from qualitative data. To do the research, an in-depth interview method was used to collect information, and an almost unstructured interview was conducted with each person selected from the target audience. The statistical population of this research consisted of university professors and consultants in the field of strategic marketing planning and the managers specializing in online businesses who were also active in this field. The purposeful sampling strategy was used to explore the phenomenon under study. The data collection in this research continued until theoretical saturation, and a total of ten in-depth interviews were conducted. The interviews lasted from about one hour to three hours. They were fully recorded and immediately implemented without changes. The data analysis was based on the principles related to the contextual theory (open, axial and selective coding), and the concepts and categories were created through a content analysis with the MAXQDA software version 2020.
The data analysis led to the identification of 55 concepts. Finally, one main category was classified as the core category, and the other six main categories were classified as the consequences of an online holistic strategic marketing plan model. The data coding was done in the three stages of open, axial and selective coding. Regarding the open coding in this research, after implementing each interview in the software, open coding was started, and each line or paragraph containing a point related to the research question was assigned a tag of words that indicated that point. Then, the codes obtained from the interviews were compared, and the similar codes were placed next to each other. At this stage, after removing similar codes, finally, 55 concepts were identified. In the axial coding stage, the concepts obtained in the open coding stage were compared, combined and reduced, and the codes containing similar meanings were placed next to each other and under the sub-categories or directly under the main categories. Finally, the identified concepts were classified under seven main categories. As for selective coding, the core category was an online holistic strategic marketing plan, and the other main categories (namely brand knowledge, attitude, customer journey online, customer experience online, evaluation and control and organization performance) were considered as the outcomes of the online holistic strategic marketing plan model.
Considering the cultural, economic, social and political differences between our country and the other societies in which the related research has been conducted, the current research with a localization approach has presented the results of a holistic strategic marketing plan for online businesses. The insight provided by the present research can be used in academic circles to create and store knowledge as well as by the companies active in the field of online businesses and marketing managers.

The present study aimed to identify the antecedents of a holistic strategic marketing plan in online businesses. In the present study, with a qualitative approach based on grounded theory and through in-depth interviews with university professors and consultants in the field of strategic marketing planning and managers in the field of online business, holistic strategic marketing plan prerequisites in online businesses were identified. Participants in the study were selected through a purpose sampling process and the interviews continued until they reached theoretical saturation and finally, 10 in-depth interviews were conducted. To analyze the data, the principles related to the grounded theory (open and axial and selective coding) have been used and the concepts and categories have been created through the content analysis software MAXQDA version 2020. The results of data coding led to the identification of 89 concepts that were classified into 11 main categories. Based on this, the identified core category is online holistic strategic marketing plan and 10 other categories (managers' mental paradigm, components of moving from offline to online planning, change, online business, holistic marketing, vision, mission, value, strategic thinking and organizational culture) are considered as its antecedents. The results of this research can be used in academic circles in order to create and save knowledge, for policy makers, for companies active in the field of online businesses and marketing managers, as well as for users.

In the last two decades, the literature in field of consumer behavior has paid a lot of attention to the issue of compulsive buying, but there are gaps.

The purpose of research was to design a model of the psychological behavior of compulsive buyers in relation to brands based on the qualitative approach.

In the research, a qualitative approach based on the foundational data theory was used. The studied population included residents of Tehran in 2021 with an age range of 16 to 50 years who had compulsive buying disorder, and specialists in psychology and psychiatry, and marketing managers from Tehran with at least 10 years of experience. In order to collect data, the semi-structured interview method and the Compulsive Buying Behavior Diagnosis Questionnaire of Maccarrone & Schofield (2017) were used. Open, central, and selective coding, with Max QDA software version 20, and SPSS version 26 were used for data analysis.

The found model showed that contextual conditions (psychological and sociological factors), along with intervening conditions (concepts related to the brand, lifestyle display, income, intensifying negative feelings), in formation of compulsive buyers in relation to brands is effective and social and emotional benefits from buying the brand were the cause of this behavior. In the meantime, the behaviors of compulsive buyers in relation to brands (floating among brands and listening to brands) leads to adverse consequences from a marketing point of view.

Based on results, the formation of hating feeling towards the brand causes irreparable damage to the brand, and due to the presence of social networks, these feelings can be quickly transmitted among consumers and lead to the brand's reputation damage.

the design of a model for developing market-oriented strategic planning in small and medium enterprises (SME) was discussed with the case study of Tuan Andishan Aymansaz Fakher Company. The research methodology was based on mixed research (qualitative and quantitative). In the qualitative part of the research, the most important components of the paradigmatic model of market-oriented strategic planning were identified. To do this through targeted sampling, 15 university professors, experts, specialists in the field of marketing and strategic marketing planning of small and medium enterprises were selected and in-depth interviews were conducted with them. Finally, the data from the interviews were analyzed using Grounded Theory. Then, the research questionnaire was designed based on the results of the qualitative section and distributed among the research samples in the quantitative section. In order to analyze the questionnaire data, the method of structural equations with partial least squares approach was used. According to the results of the above table, R&D processes with a path coefficient of 0.50, excellent values of the owner/manager with a path coefficient of 0.23, human/strategic capital with a path coefficient of 0.27 and strategic capabilities with a path coefficient 0.07 have an impact on the formulation of corporate strategies. R&D processes have had the greatest impact on the formulation of corporate strategies. market-oriented strategic planning in SMEs can lead to the improvement of SMEs' performance through market-oriented activities and the use of dynamic market-oriented capabilities, as a result, increasing strategic effectiveness and, as a result, increasing organizational resilience.

Marketing capabilities, if high in companies, will enable them to obtain information about competitors' actions and reactions, create special value for their customers and create barriers to the entry of competitors and prevent their threats. Exploratory factor analysis and confirmatory factor analysis of marketing capabilities of Melli Bank of Iran brand in Tehran province. In terms of the type of research, the research was applied and based on the path in terms of descriptive type, based on cross-sectional time and based on the implementation of the field type that was conducted in Melli Bank of Tehran. The type and method of research in this research is descriptive method. For all models, the value of the division of kai statistics 2 to the degree of freedom less than 2 and the amount of RMSEA was less than 08.0, so it can be concluded that the mentioned models have a good fit.

This research has been conducted with the aim of investigating customer experience management in B2B markets to identify the elements that shape customer experience at the points of customer interaction with the organization and the antecedents and consequences of customer experience management, to provide a comprehensive model for customer experience management in shipping companies. For this purpose, according to the theoretical gap regarding the subject of the research, the Qualitative research method of Grounded theory has been used. The data selected by purposive and theoretical sampling method.The data collected through in-depth semi-structured interviews with executive managers of manufacturing, trading and forwarding companies that use the container line of the Islamic Republic of Iran Shipping lines to transport export and import goods. Then, after conducting 22 interviews, theoretical adequacy was achieved. In order to measure the trustworthiness of the research, the indicators of credibility, dependability, confirmability, transformability have been used. The results of data coding and analysis show that customer experience management in Maritime transportation includes three stages: Pre-sea transport stage, sea transport and Post-sea transport stage.The antecedents of customer experience management were identified and analyzed in the form of a model of causal conditions, intervening conditions and contextual conditions. Subsequently, in order to improve the customer experience and provide the final model, value creation strategies for customers and the organization and the consequences of their implementation in the marine transportation industry have been introduced and discussed.

The present study has been carried out aiming to provide an integrated marketing mix model based on industrial customer behavior in the market of petroleum-based products. The research method is qualitative and founded on grounded theory. The statistical population consisted of experts and managers with active experience in the oil industry, from which a sample of 15 people was selected. Sampling has been accomplished through theoretical sampling method utilizing purposeful techniques. For data collection semi-structured interviews were employed and data analysis was conducted by Strauss and Corbin method along with paradigm model. The results of data analysis attained from the interviews that were done via axial, selective and open coding process led to the creation of integrated marketing mix based on industrial customer behavior founded on the grounded theory, which was ultimately identified as a template for integrated marketing mix model based on industrial customer behavior. The findings of this study designate that for the success of integrated marketing mix models based on developing the behavior of industrial customer, industry managers should closely consider all categories and subcategories distinguished in this study, and have the required and adequate information about any of them. Besides, this study reveals that there is a need for paying attention to integrated marketing mix model based on industrial customers’ behavior.

The present study was conducted in order to develop an integrated marketing mix based on industrial customer behavior in the oil products market. The statistical population consisted of experts and managers of oil industry, from among which a sample of 15 people was selected using purposeful techniques. Semi-structured interviews were performed for data collection, and data analysis was based on grounded theory via axial, selective, and open coding process. The resulting model was ultimately identified as a template for integrated marketing mix model based on the industrial customer behavior. The findings showed that for the development of an integrated marketing mix based on the development of industrial customer behavior, industry managers should closely consider all categories and subcategories distinguished in this study and obtain adequate information about all of them. Besides, this study shows that there is a need to pay attention to the development of an integrated marketing mix based on the behavior of industrial customers.

Compared to the past, the competition in today's markets is wider and more diverse, and many companies are trying to provide the conditions for their growth and development by developing appropriate competitive strategies. One of these strategies is paying more attention to customers' feelings. (1). Also, in today's competitive market, the most important issue of shopping centers is the different tastes of customers, which is considered one of the important discussions of organizations. Despite the known information about shopping centers, these centers usually have the same products and goods. For example, many shopping centers have placed places as entertainment, reception and conversation centers for friends and customers. Also, some other shopping centers attract customers by placing a variety of products in shop windows and decorating them. In order to bring the best shopping experience to customers, shopping malls must offer unique and different products and services to customers compared to other stores. (2). Nowadays, the good location of shopping centers does not guarantee the success of these centers anymore. The lack of differentiation in providing goods and services to customers is currently a problem in these centers. Shopping centers often offer similar goods and services to customers. However, some of them have added a wide range of amenities to their stores to gain the satisfaction and loyalty of their customers. (3). Today, customer satisfaction is a key factor for the success of organizations. Researchers state that satisfaction is related to the evaluation of products and services and purchase values. These researchers have stated that the evaluation of products in terms of hedonic values leads to a positive effect and the feeling of positive consumption leads to the customer's intention to buy again. (4); Considering that hedonic shopping values affect the mental perceptions and perceptions of customers. (5) Also, due to the reopening of large shopping centers in Iran and stores that offer all the goods needed by the customer in one place, this issue arises that hedonic and materialistic shopping values, according to the different tastes of customers, To what extent can it lead to the intention to repurchase the customers of these shopping centers? Therefore, in this research, based on the background of previous researches and the conceptual model, the effect of hedonism on consumer guilt and consumer shame, the effect of diversification on consumer guilt and consumer shame, the effect of materialism on consumer's feelings Let's examine consumer guilt and consumer shame, consumer guilt and consumer shame on repurchase intention. In the world of shopping and consumption, impulse buying has a lot to do with inappropriate individual behavior and preferences, the negative consequences of which include personal and financial issues, post-purchase satisfaction, social reactions, and above all, individual self-esteem, but sometimes impulse buying is a behavior. It is considered normal and even with positive consequences. Instant shopping is a complex but enjoyable phenomenon. Because a person does not care about the consequences of his actions in the future. Of course, it should be mentioned that just having the feeling of buying a gift does not necessarily lead to action, but various variables can affect the relationship between buying a gift and action. This behavior is an experience, but an experience that happens very quickly. Instant buying can be likened to stealing goods rather than choosing goods, and from an individual point of view, it is more unconscious than conscious. In fact, buyers who experience impulse purchases do not give in to any stimulus or demand. There are various factors that may inform the consumer of his need and at the same time inform him what will be the result of the immediate purchase and the feeling related to it. Factors such as financial situation, time, way of looking at issues and social status and maybe even immediate purchase can be effective in creating the need and evaluating it and speed of purchase. (6) Psychologists believe that people's desire for instant purchases is different and can occur with different notions of hedonism, diversification and materialism. (7,8) Also, shopping for pleasure is always more personal and internal than value based on utility and is often the result of play and entertainment. (9) Consumers can fantasize about owning a product. Also, they may feel arousal after a pleasurable shopping experience. In this case, hedonic shopping consumes emotions such as happiness, jealousy, fear, passion, and pleasure, and these emotions and feelings are phenomena related to motivation and stimuli. (10) In addition, Hirschman and Holbrook state that emotional arousal can be the main motivation of consumers in some product categories such as books, food, games and sportswear and can lead to pleasurable purchases. Just as pleasure-seeking buyers have different motivations, these consumers also have different expectations from their purchases. Babin, Darden, and Griffin state that shopping means more than just having a product, and retailers must focus on the more pleasurable aspects of shopping in order to be successful; Because the pleasant experience of customers plays an important role in gaining a competitive advantage. Despite the fact that retailers try to differentiate themselves from competitors by providing a pleasant experience for the customer; However, limited studies have been done in the academic space on reasons and hedonic motives in the activity of consumer buying activities. (11)

The present study examines the effect of pleasure on consumer guilt and shame, the effect of diversify on consumer guilt and shame, the effect of materialism on consumer guilt and shame, as well as consumer guilt and shame on repurchase intention. The current research is applied in terms of its purpose and is considered a survey in terms of the method of data collection. A questionnaire was used to collect information. For this purpose, among 384 customers of shopping malls in Tehran, the hypotheses were tested by stratified random method according to the volume of distribution and through structural equation modeling. The items are taken from the research of Babin et al. (1994); Lee et al. (2009); Richins and Dawson (1992); Dedeoğlu and Kazançoğlu (2012), Maclnnis and Patrick (2006) and Diallo (2012) were localized with the opinion of professors and experts. To check the validity of the content of the questionnaire, 12 copies of the questionnaire were given to the professors of business administration and the content validity ratio (CVR) was calculated for each of the items, and the value obtained was acceptable for all the items of the questionnaire.

According to the research findings, pleasure, diversify and materialism have a positive effect on consumers' feelings of guilt and shame. Also, pleasure, diversify and materialism are effective on repurchase intention. On the other hand, consumer guilt and shame have a negative effect on repurchase intention.

Considering that the effect of pleasure, diversify and materialism on guilt and shame was confirmed, shopping center managers should try to take measures to manage and reduce the guilt and shame of consumers after shopping, so that they can buy again in the goods. Purchased, because if these centers do not pay psychological attention to consumers, they may lose a significant part of their buyers. Because considering the importance of post-purchase disonance of consumers such as feelings of guilt and shame in repeat purchases, companies should be aware of the importance of post-purchase anomalies in consumers at all stages of service provision and provide solutions. Because training programs and trainings with products will work more consciously.

The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampling is performed by stratified random sampling method . Sampling method Due to the large number of members of the statistical community , the statistical sample includes 384 people who have been selected by available methods . SPSS and PLS software were used for data analysis . Using experts, setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding, brand strengthening , customer satisfaction , brand image .

The purpose of this research was to evaluate the impact of strategic capabilities on competitive advantage in the banking industry.

The statistical population of this research consists of all managers of startup ecosystems. The necessary data were collected with a questionnaire from 86 bank managers who were selected by simple and easy nonprobability sampling method. To test the model, partial least squares method and SAMARTPLS software were used.

The results of the evaluations show that value creation has an effect on the promotion of strategic orientation, in addition, the results showed that the internal structure has a significant effect on value creation.

However, the results showed that the impact of strategic processes on the value creation of organizational transformation was significant

The present study aims to provide a social marketing model; It is done with an interdisciplinary view of marketing-sociology. The research method is qualitative and based on data theory of the foundation. Data were collected from semi-structured interviews and analyzed by Strauss and Corbin method and paradigm model. Sampling was done theoretically and using targeted techniques and the statistical community in accordance with the systematic model of data theory, were selected from experts and managers with active experience in the field of the elderly. The results of analyzing the data obtained from the interviews during the open, pivotal and selective coding process indicate that for the success of social marketing based on interdisciplinary social responsibility marketing - sociology, managers should pay attention to the identified categories and subcategories and deeply Negri, determine the appropriate direction and future direction of the organization, guide people to the designated path and motivate change in the employees of these organizations.

The purpose of this study is to identify the parameters that determine brand value and provide a model for pricing and brand valuation of Tadbirgaran Farda Omid Company (Private Joint Stock). In the research methodology section, using the Delphi method, the views of experts, managers, experts and experts of the company who deal with this matter, has been used, and finally led to the extraction and identification of variables. The statistical population was 382 people who according to Cochran's formula, finally 360 people were selected as a sample and randomly. Based on the research literature and expert opinions of experts, a total of 62 factors have been identified. The fuzzy Delphi approach was used to screen the indicators and identify the final indicators, and 55 indicators were extracted in the first round, 51 indicators in the second round and 46 indicators in the third round. Barriers identified in four dimensions: perceived quality, brand awareness, brand loyalty and brand association have been identified, which have been ranked first to fourth, respectively.

Scientific research includes philosophical, procedural, and ethical steps, and studies with a positivist philosophical premise, which show the recent meta-method reviews, still include a share of more than 70% of studies in humanities and social sciences. From a comparative point of view, it dictates a quantitative approach to researchers. In this approach, entering the field of measurement and then discussing the identification of metrics and linking them with variables or at a more abstract level with structures is, if not the most important, one of the most prominent cases. The vagueness and conceptual immanence of these structures in these sciences makes it more and more difficult for researchers to fully realize validity and reliability. With a scientific review and in a narrative format, focusing on the reliability aspect and the generalizability aspect of the results, the researcher enumerates the weak but unfortunately very common indicators in Iran research literature. Then, with an evaluative and pathological point of view, it proposes a suitable solution to overcome this procedural structural weakness by analyzing and introducing a suitable and operational alternative for it, i.e. McDonald's Omega Coefficient. It was estimated that the results of the present study will create a stable and satisfying perspective in changing the viewpoint of researchers in related humanities fields.

Issue: 

Customer participation in a wide range of voluntary, active and interactive business behaviors increases the perceived value of the brand. In fact, there is a great deal of empirical evidence to support a general link between customer engagement and customer perceived brand value. However, the concepts of customer engagement and brand value co-creation are significantly multifaceted issues. Therefore, there is an important research opportunity to examine the relationship between different factors affecting the creation of brand value through customer participation. Recognizing this research hypothesis, the present study seeks to identify a set of factors that affect the creation of brand value in various ways through customer participation with a precise and meticulously meticulous approach, and thus, a model for explaining co-creation. Provide brand value in the tourism industry. The lack of comprehensive and multifaceted models on the issue of brand value co-creation in the tourism industry further clarifies the theoretical importance of this paper. At the same time, since the main evidence and information of this research is provided through interviews with tourism industry stakeholders who are fully acquainted with the subject; Therefore, it can be inferred that the proposed model of this research has a good validity.

The present study is a fundamental study that has been conducted with the aim of developing and validating the pattern of brand value creation in the tourism industry. From the perspective of data type, the present study has been conducted by mixed method (quantitative-qualitative) and from the perspective of data collection period is in the category of cross-sectional research. The study population in the qualitative section, including marketing and branding specialists in the tourism industry, reached a theoretical saturation with 15 experts. And in a small part, a sample consisting of 311 employees of Tehran hotels has been selected. The main method used in the qualitative part is the data approach of the foundation (grounded theory) and using this method, the main and sub-categories of designing the pattern of creating brand value in the tourism industry have been identified. In the quantitative part, the partial least squares method is used to validate the model. MaxQDA 11 software was used for content analysis and partial minimum squares calculations were performed with Smart PLS 2 software.

Managers should try to adapt services in the digital context to the needs of the day and with changes, and also by increasing customers' trust in the brand, their service to the services they provide and the conditions they create in the minds of consumers. Raise the brand in the context of e-commerce. The importance of trust in the development of e-business in the service sector has already been mentioned (Das et al., 2019). In this regard, it is necessary for managers of tourism and hotel industry with appropriate activities and investments in marketing in the digital context, setting fair prices and appropriate to the level of service quality, customer participation in programs and social activities with the aim of promoting the brand name in different market segments. Promotional activities such as offering cash discounts, prizes, etc. provide the necessary platform for promoting customer engagement with the brand and managing the brand value of the hotel in the field of e-commerce.

The present study aimed to provide a model for holistic strategic marketing plan formulation in online businesses. In this study, with a qualitative approach based on contextual theory and through in-depth interviews with experts in the field of strategic marketing planning in the field of online businesses, the model of holistic strategic marketing plan in online businesses is presented. The participants were selected through purposive and snowball sampling at the same time and the interviews continued until theoretical saturation was reached and finally, 10 in-depth interviews were conducted. In order to analyze the data, the principles related to grounded theory (open and axial and selective coding) were used and concepts and categories were created. The results of data coding led to the identification of 130 basic concepts that were classified into 15 main categories. Finally, the conceptual model of the research includes 6 main parts of causal conditions (holistic marketing, customer relationship management, components of moving from offline to online planning, online marketing mix, data and information and the mental paradigm of managers), field conditions (prediction of future environmental changes and values), intervening conditions (online business characteristics and change), focal variable (online holistic strategic marketing plan), action and interaction (determination of operational plans and implementation of operational plans) and consequences (organizational performance and evaluation and control) were extracted. The results of the present research can be used in academic circles in order to create and store knowledge and for companies active in the field of online businesses and marketing managers.

In marketing, cognitive abnormality is defined as anxiety that emerges after shopping or making decision through a notable buying that has persuading alternatives (2). For example: consumers who bought an expensive car, when thinks about repurchasing, they likely conclude that alternative option would be a better choice, so he or she came over cognitive abnormalities (3). Abnormalities occurred when consumer have an opposite point of view (4). Cognitive abnormalities might arise after buying, as result something is purchased in comparison the others (5) provided the result was not favorite, consumer might sense psychological distress (6) that be accompanied by senses such as anxiety, unreliability, hesitation and regret (7). Also all humans might experience collection of different emotions daily. Collection of emotions that have significant effects on our relationships by self and the others is called Conscious emotions. To understand the effects of Conscious emotions on different aspects of life is important. During past decade, study and assess Conscious emotions such as shame and guilt has increased (8). Guilt and shame notably impact on people's daily life especially in ethical decision making and repurchasing (9). Shame and guilt feeling are some conscious emotions that occurred after a moral mistake and at individual and communicational levels are particularly practical. Shame and guilt are conscious emotions, because self is assessing in these feelings and are included as moral emotions due to having important role in improvement ethical behavior (10). Moral emotions are such emotions that are defined in relationship by moral affair (11) and have roots on social relations and are based on evaluations and bilateral judgments of self and the others (12) and also regulate ethical behavior and shape psychological signs. From the past, Experts have considered conceptual separation of these two constructs. Shame and guilt feeling often are used by each other, while either have a different meaning and independent structure. Guilt feeling includes Mental preoccupation, regret, but shame feeling is an embarrassed feeling due to a mistake action (13) studying guilt and shame is a significant and practical part of psychology and it is known as conscious emotion. From the point of view of psychology this conscious emotion is found in social relationships and it is increased by concerns about self, the others and performed behaviors. Fear of negative evaluation and self-behaviors are considered for guilt feeling and guilt feeling is considered as a social and ethical emotion and due to response to moral violation, moral behaviors, rules of conducts of interpersonal communication and Personal hygiene will be occurred (14). Shame feeling can be considered as an emotional state that derives of cognitive factors such as documents about self, constant documents, permanent documents and uncontrollable. Such position result to self-blame (because of constant documents, general documents, internal documents for negative events) that can provide anxiety contexts. Shame fundamentally helps to social behavior motivation and try to self-improvement. However, when shame overcome emotion can result to inconsistent results (16, 17). Shame includes defensive reactions such as anger and anger and sadness (10). Emotions have significant role in the field of consumer's ethical making decision. Researches show that the level of consumer's guilt impacts on types of decisions related to consumption such as using of recyclable product, smoking, diet and repurchasing (18). Studies about consumer's misbehavior, and also importance of shame and guilt in determining the level of consumer's moral, highlights deviation understanding. Negative effect of shopping mistake impacts on repurchasing and this feeling should be removed till shopping be continuous. Researches related to this topic is limited and exposed an emptiness. Du ring present years interest to concept of shame and guilt feelings is enhancing. For example, persons such as Yi and Baumgartner specified eight coping strategies that are usable in general concept of shopping, and also considering development of competition and diversification in shopping and products, assessing shame and guilt feeling from consumers' point of view is an important research topic. Studying this type of behavior represent an understanding of normal behavior. In spite of being practical, limited researches pay to assessing different aspects of shame and guilt feeling.. Saintives and Lunardo have investigated how guilt feeling will be moderated by changing amount of guilt feeling and emotional support and how them impacts on consumers. Past studies showed sometimes consumers feel guilt. Psychological literature show how guilt feelings and anxiety engage with emotional support. In this research shame feeling had mediator role on relationship between guilt feeling and consumer behavior's attitude. Also Yi and Baumgartner investigated the interaction effect of guilt and shame feeling on consumer's impulsive buying behavior. Based on psychological studies about guilt and shame, research show that the intensity of shame feeling on social support, consumer's reasonable behavior, regretting, resignation, lack of intellectual belonging and blaming have direct effect. Research's questionnaires were collected from 274 participants. Kabadaei et al's research was performed in Turkish youth by using quantitative method and distributing questionnaires and that states how consumer's feeling, self-controlling and perceived effectiveness impact on consumer's attitudes. This research's objective was an experimental study that direct and indirect effect of different factors on consumer's behavior were evaluated. 172 questionnaires of students were collected. This research show that perceived effectiveness has the most effect on consumer's tendency. Also consumer's guilt feeling has direct and indirect effect on shopping tendency among youth. Baker et al investigated the relationship between guilt feeling and moral judgments in a research titled religiosity, guilt feeling and moral judgments of consumer. This research's objective is recognizing moral and showing their effects on guilt feeling. The results show indirect effect of materialism on consumer's moral judgments and also its direct effect on guilt feeling. Ozhan and Kazancoglu in a research titled "consequences and backgrounds consumer's guilt feeling model" investigates relationships between regret from buying and not buying, violation of norms and hedonism in shopping on consumer's guilt. This topic can be newest in marketing. There is a complicated relationship between aspects of consumer's guilt feeling and reactions of avoidance of that. Results show regretting has the most effect on consumer's guilt feeling. . In Iran, there were not sources and research activities in the field of shame and guilt feelings. This concept that make a revolution in combination marketing and psychology and also consumer's values were hidden. So, research activities will make an insight in the field of consumer's moral values and will provide necessary context for guiding citizenships.

The present research method is descriptive-survey and the data collection tool is a questionnaire. Its statistical population is the postgraduate students of Islamic Azad University Faculty of Management, Tehran Central Branch, and the statistical sample includes 337 students who were selected by stratified random method. In order to test the hypotheses, structural equation modeling was used, and SPSS and PLS software were used to analyze the data.

Data analysis showed that instant shopping has a positive effect on consumer guilt and shame. And this is while the consumer's guilt and shame do not directly affect the intention to buy again. This shows the high power of the strategies considered in the research model to deal with the consumer's sense of guilt and shame in the intention of repurchasing.

The results showed that cognitive abnormalities after shopping affect coping strategies and planning strategies to reduce impulse buying, planning to compensate for financial loss, lack of intellectual belonging, blaming others, justifying, and regretting strategy have a negative effect on repurchase intention. These findings confirm the results of past research. Also, shame-inducing patterns lead to the desire to hide and escape, and guilt-inducing patterns lead to the desire to confess, apologize, and make amends.

In recent decades, the development of new communication technologies has led to dramatic changes in all aspects of social life and its effects are increasing day by day. The importance of digital marketing these days is not hidden from anyone and this importance is only due to its rapid growth. It's not because the future of businesses depends on marketing. In the near future, all forms of traditional marketing will work in a new way, in line with digital marketing. Much of inbounded marketing or gravitational marketing relies on creating valuable content and attracting visitors. The present study is conducted with a mixed research approach and the statistical population is academic experts with marketing management expertise and experts active in the field of digital markets. The number of statistical samples in the qualitative stage is sufficient for 12 people to be interviewed and in the quantitative stage 161 digital marketing activists are selected in companies active in the field of internet marketing. In order to validate the model, Delphi method, confirmatory factor analysis and SWRAR technique are used for screening and prioritization of effective factors. Finally, after determining the categories, the general classes of the model are identified in the form of causal factors, pivotal phenomenon, background factors, strategies, intervening factors and consequences.

The aim of the present study is to explore aspects of consumer behavior, with an emphasis on inbound and outbound marketing. From the qualitative point of view, the grounded theory method has been used. The statistical population of the present study in the qualitative section was formed by academic experts and in the quantitative section, "Consumers of consumer goods in Tehran" and the statistical sample of the quantitative section, the current research is 385 people. In the qualitative part of the present study, using open, axial and selective coding, an attempt was made to create the data obtained in 10 interviews to create a research process model.In the qualitative section, the research results are presented in the form of process and contextual models of consumer behavior with emphasis on inbound and outbound marketing, which consists of a structured model of semantic variables, inbound and outbound marketing, content effectiveness and social convergence of advertising.