فهرست مطالب ریحانه سادات طباییان

The aim of this study is investigating the impact of memorable brand experiences on brand love in tourism industry, using structural equation modeling. The research is a descriptive-survey method. The statistical population was domestic tourists in Isfahan at the time between April 2017 and July 2017. Sampling was done by random cluster method and a standard questionnaire were used to collect data. Content validity (Face type) and reliability of the questionnaire (with Cronbach’s alpha 89%) was confirmed. Finally 339 questionnaires were used for analysis. For data analysis and testing the research model, SPSS and AMOS softwares were used. In this study, three dimensions (cognitive, evaluation, and emotional) were considered for consumer-brand identification. The findings shows that all research hypotheses were confirmed. Therefore, it was concluded that memorable experience have a positive effect on Consumer-brand identification. Similarly, Consumer-brand identification affect destination brand love. These findings can be a basis for actors in tourism industry to identify the tourists with tourism destinations and towards attract them.

The purpose of this research was cogitating the effects of market orientation, service innovation and service quality on brand preference and willingness to pay higher prices, focusing on the mediating role of brand equity. Thus, the current research is practical in terms of goal, and descriptive-survey in terms of information gathering method. Questionnaires were used for collecting data. The statistical population of this research were passengers of the two rail transportation companies, in Tehran to Mashhad railway. 298 usable questionnaires were returned out of 400 ones distributed to the statistical population. The structural equation modeling technique was used with AMOS24 for testing the research hypotheses. The results showed that market orientation and its dimensions have a positive and significant effect on service innovation and services quality. In addition, though brand equity affected by before-mentioned variables, it has a significant effect on brand preference and willingness to pay higher prices.

The purpose of this paper is studying the relationship between Strategic Human Resource Management (SHRM) and the performance of the firms. The study of theories shows that the SHRM has five dimensions, such as: rewarding, partnership, performance evaluation, recruitment and the quality of training.The purpose of this paper is studying the relationship between Strategic Human Resource Management (SHRM) and the performance of the firms. The study of theories shows that the SHRM has five dimensions, such as: rewarding, partnership, performance evaluation, recruitment and the quality of training Therefore, the relationship between each dimension of SHRM and the performance of the Yazd spinning factories is studied. The scholars of this paper use questionnaires to collect the data. Also in order to analyze the data, the SPSS software, Pearson correlation test and the LISREL are used. The conclusion shows the significant and positive relationship between The SHRM and its dimensions and the performance of the firms.

Social capital is one of the new concepts that has more important role than human capital and physical capital in organizations and communities and today it has been used widely in sociology and economics and more recently in management and organizations. Social capital is a multidimensional concept. Different researches has identified three dimensions for social capital which are cognitive capital, relational capital and structural capital. The aim of this study is to investigate the relationship among social capital, knowledge sharing and intellectual capital. This is an applied research in term of goal, and also descriptive survey research in terms of the method. Statistical population of this paper consists of all Maskan bank employees in the Esfahan city. For collecting data we use questionnaire and Finally 119 questionnaires were collected. Structural equation modeling (SEM) was employed to test the research model. According to the results, the two dimensions of social capital, the relational and cognitive capital, have significant and positive effect on knowledge sharing, but the effect of structural capital on knowledge sharing is not significant. The effect of knowledge sharing on three dimensions of intellectual capital wich are structural, human and relational aspects is positive and significant.The findings of this research will lead to better understanding of social capital and knowledge sharing mechanism, that can be acceptable basis for increasing the intellectual capital in organizations.