سهیل نجات

Brand excellence is an index that measures the degree of uniqueness and differentiation of the brand from the perspective of customers. Due to the fierce competition among brands in the fast-moving consumer goods (FMCG) industry, as well as the rising expectations of consumers in this sector, brands seek to create distinction and unique associations to show their superiority over competitors.

In the current research, semi-structured interviews were conducted with 21 experts in the field of branding and marketing of fast-moving consumer goods (FMCG) industry in Iran. These individuals were selected by the purposive sampling method. After analyzing the data with MAXQDA2020 software, 299 open codes, 65 basic themes, 20 organizing themes, and 6 global themes were counted.

The findings of the research show that the dimensions of brand excellence in the fast-moving consumer goods (FMCG) industry include six global themes: "brand leadership", "brand intelligence", "brand ecosystem", "brand purposefulness", "brand equity excellence (brand strength)", and "dynamic marketing mix".

Based on the results of this research, it was found that the brands that are looking for excellence in the fast-moving consumer goods (FMCG) industry should pay special attention to the 6 listed global themes in their branding strategies.

In recent years, due to the increase in the use of influencers to introduce and promote products and services for companies, influencer marketing has been widely considered as an important and effective advertising tool. On the other hand, with the significant growth of social media among Internet users across the globe. For an instance, Instagram is used as one of the most popular social media in Iran as an advertising tool to increase access to consumers. But the most important issue is the selection of the most appropriate influencers by companies to send their advertising messages to their audience. As a result, companies need to consider some criteria to make the right choice in this regard. The purpose of this study is to identify and prioritize the characteristics of the right influencers active in the food industry to advertise products on Instagram as a social media platform.

The present study is applied in terms of purpose and uses a mixed method approach consisting of two phases. In the first stage, through doing library research, reviewing the available literature and conducting semi-structured interviews with seven experts in the field of food industry, the factors that play a pivotal role in selecting the right influencers were identified. Then, in the second stage, the identified indicators were prioritized and weighted by experts through the Full Consistency Method (FUCOM) questionnaire. Finally, Lingo and Excel software were used to prioritize the solutions identified in the previous step.

The findings of the present study could identify the most appropriate indicators for selecting the right influencers on Instagram, which were classified into two main categories. The first category was related to the content of the influencers’ pages on the platform i.e. number of the followers, comments of the users, reaching followers, previous experiences on the rate of return on investment, topic distribution, and topic engagement rate. The second category included the personal characteristics of the influencers i.e. brand congruence with the influencer, congruence between the audience and the influencer, influencer reputation, honesty and credibility of the influencer and the influencer expertise. Prioritization of these indicators indicated that “the rate of user involvement with the subject” and “reputation of the influencer” are the most important indicators, and “brand congruence with the influencer” and “the number of followers” are the least important indicators identified for choosing an influencer for the food industry.

According to the results of the FUCOM analysis among the identified indicators, ‘’topic engagement rate’’ is the most important indicator in the influencer page features category and ‘’influencer reputation’’ is the most important indicator in the influencer personal characteristics category. In order to achieve maximum efficiency in the field of influencer marketing, companies need to consider these indicators for evaluating influencers to select the appropriate ones.

In the competitive world of today brand loyalty is one of the strategic requirements. Increasingly being noticed, the manifestation of brand strength in the market is one of the main components of the success of companies, Brand loyalty is a relatively biased behavioral response to a purchase or recommendation that a person makes toward a brand over time. Brand loyalty is a relatively biased behavioral response to a purchase or recommendation that occurs over time in a person towards a brand, and this causes the tendency to choose that brand in the decision-making and evaluation processes from among other brands that one has in mind. The present study seeks the diagnosis of brand studies in Iran with a focus on brand loyalty and aims to answer the following questions: What are the indicators of brand loyalty? How the components of brand loyalty can be measured? What are the antecedents of brand loyalty? What are the consequences of brand loyalty?

Applying qualitative meta-synthesis research method, all the scientific-research and scientific-extensional articles indexed in databases of the Scientific Information Database (SID), the Noormags, Humanities Portal, Islamic World Science Citation Center (ISC), Magiran, and related journals published from 2009 to 2020 were investigated. Subsequently, 401 articles were selected and after being evaluated, regarding parameters such as their titles, abstracts, content, ease of access, and quality of the research method applied in them. The invalid articles were removed. Finally, 75 papers were recognized as suitable for being coded were and being analyzed.

The identified concepts and themes were classified into 10 main categories to designate the conceptual framework of the research. Antecedents of brand loyalty included marketing mix, integrated marketing communications, and customer relationship management. The consequences of brand loyalty included individual, organizational and national consequences, and the dimensions of brand loyalty included attitude, emotional, behavioral, and functional. The results showed that one of the most serious disadvantages is that research in the field of brand loyalty is not problem-oriented. Other disadvantages included the lack of a precise definition of brand loyalty, focusing too much on the quantitative research approaches, especially structural equation modeling (SEM), and inappropriate translation of some words.

In this study, the diagnosis of research related to brand loyalty was investigated using the meta-synthesis approach. The framework stated that brand loyalty can be defined in four categories of attitudinal, emotional, behavioral, and functional loyalty and its antecedents are fundamental-institutional, motivational, and communicative factors that result in individual, organizational and national consequences.

The purpose of this study was to analyze the team cohesion of Iranian Futsal League clubs, the role of league brand, mental imagery and cultural intelligence of Iranian Futsal Premier League competitions. The present study is a descriptive-correlational research that is developmental according to the purpose of the research. The statistical population of this study consisted of all male and female players of The National Futsal League (N=350) who were selected through random cluster sampling. The research tools included Knuckle league brand questionnaire (2017), cultural intelligence of Ang et al. (2004), Standard Questionnaire of Team Cohesion of Karun et al. (1998) and Hall et al. Sport Imagery Standard Questionnaire (1998). SPSS statistical software version 24 and PLS3 were used to analyze the data. . Testing the research hypotheses was investigated using structural equation modeling approach. Based on the findings of the study, the league brand has a positive and significant effect on mental imagery and mental imagery also has a positive and significant effect on cultural intelligence and team cohesion. Also, the results of this study showed that team cohesion is strongly influenced by players' cultural intelligence. According to the analysis of the final model of the research, it is concluded that in order to improve the mental imagery of players, it is possible to focus on branding and branding of the league and then to increase the level of team cohesion, mental imagery and cultural intelligence of the players of the Futsal Premier League can have a positive and meaningful impact on their team cohesion.

Today, more than ever, consumers are searching for authenticity. One of the valuable features of brand authenticity is that consumers are willing to pay primum price for products that they think are authentic. Authenticity has emerged as a consumer favorite feature that reflects a brandchr('39')s sense of uniqueness, realism, or originality, helping marketers differentiate their brands from competitors. The present study examines the antecedents of brand authenticity and its impact on word of mouth (WOM). Consumers of Tavazeh nuts brand in Tehran constitute the statistical population of this research. 372 people were selected as the sample by available sampling method. Data were collected through a standard questionnaire. The reliability of the questionnaire was assessed by calculating Cronbachchr('39')s alpha coefficient and its validity was assessed by first-order and second-order confirmatory factor analysis (CFA). SPSS24 software was used for descriptive statistics and structural equation modeling (SEM) with LISREL 8.8 software was used to test the hypotheses. The results of testing the hypotheses showed that brand nostalgia, brand heritage, brand legitimacy and brand clarity have a positive and significant effect on brand authenticity. Also, brand authenticity has a positive and significant effect on word of mouth (WOM).

In today's business environment, organizations increasingly use branding as a strategic tool that this use of the brand has found a way n the field of human resource. Employer brand examines how to attract employees and retain them through the process of branding. This study seeks to evaluate the effect of brand image on the potential employee’s intention to apply a job through mediating role of employer brand attractiveness. The population of this research is the students of Tehran University college of Farabi. The study was a descriptive survey and a questionnaire was used to collect data. Reliability was calculated as 0.92 through Cronbach's alpha coefficient. As well as, its validity was evaluated by factor analysis. Research hypotheses were tested through structural equation modeling (SEM). The results show that the Employer brand image has a positive and significant impact on the Employer brand attractiveness and potential employee’s intention to apply a job. As well as, Employer brand attractiveness has a positive and significant impact on the potential employee’s intention to apply a job. Finally, the indirect impact of brand image on the potential employee’s intention to apply a job through employer brand attractiveness was confirmed. Also, according to the results the organization provided practical recommendations for managers and planners.

Corporate citizenship includes the ability of the company to manage its relationships with the community in such a way as to minimize the negative effects and maximize its productivity. The purpose of this study is to investigate corporate citizenship and its impact on organizational trust and organizational identification. This study is applied in terms of goal and descriptive-correlation in terms of research type. The statistical population of this research was the staff of Mazandaran University. By simple random sampling, 269 individuals were selected as the sample. Data were collected through a standard questionnaire. Also, for reliability, Cronbach's alpha coefficient was used to verify the reliability and the first and second order confirmatory factor analysis was used to examine the validity of the questionnaire. To test the hypotheses, structural equation modeling was used with the help of LISREL8.8 software. The results showed that corporate citizenship has a positive and significant effect on organizational trust and organizational identification. Also, organizational trust has a positive and significant effect on organizational identification.

Today's competitive environment has been extremely turbulent and one way to deal with environmental disturbances is to emphasize the historical components and show the stability of the brand. Resorting to the past has become a common phenomenon for consumers and brands whose image has elements such as credibility, legacy and stability are gaining popularity. Therefore, this study examined the effect of brand nostalgia on the brand heritage and its effect on the formation of purchase intention through the variables of brand trust and brand attachment. This research, in terms of purpose, is an applied study and due to its method of performance, is a descriptive research. The statistical population of the study includes customers of Nokia mobile phone in Babolsar city and the number of samples was 330 persons who were selected by non-random sampling method. A questionnaire was used for data collection. The reliability of the questionnaire was calculated through cronbach's alpha coefficient, whose coefficient was .885 and its validity was investigated through first and second order confirmatory factor analysis. To test the hypotheses, structural equation modeling (SEM) was used through LISREL8.8 software. The results showed that personal nostalgia and historical nostalgia have significant and positive impact on the brand heritage. Also, brand heritage has a significant and positive impact on brand trust and brand attachment. In addition, brand trust has a significant and positive impact on the brand attachment and purchase intention. Finally, the brand attachment has a significant and positive impact on purchase intention.

Today, attract, retain, and build loyalty in skilled staff is difficult. There are several ways to create brand loyalty in employees' organization or company that can be pointed to corporate citizenship and attractive employer brand. This study examined the impact of corporate citizenship on employer brand attractiveness and employer brand loyalty. The Statistical population was faculty members of University of Mazandaran that their numbers are 350 people. After stratified random sampling, 210 valid questionnaires were collected and data were analyzed through SPSS 22 and LISREL8.8 software. By calculating Cronbach's alpha coefficient of questionnaire reliability and validity through first-order and second-order confirmatory factor analysis were examined. The research hypotheses were tested through path analysis. The results showed that corporate citizenship has a positive and significant effect on employer brand attractiveness (β= 0/44; t= 4/98) and employer brand loyalty (β= 0/51; t= 5/59). Also, employer brand attractiveness has a positive and significant effect on employer brand loyalty (β= 0/39; t= 4/12). Finally, according to the results, recommendations were presented to organizations and companies.

In recent years, the concept of positive psychology has attracted the attention of psychologists, so that the movement also spread to the field of management and organizational behavior. Since today's organizations place great emphasis on knowledge resources rather than financial resources, this study exploring the impact of psychological capital on intellectual capital through social capital. Hence, this study examines the impact of Psychological capital on Intellectual capital through Social capital. Statistical population in this study was all employees of the Department of Education in Tehran in 1395. 214 people were selected according to the latest statistics of the total of 480 persons was estimated based on Morgan table and using simple random sampling. The study was a descriptive survey and questionnaires were used to collect data. Data has been analyzed by structural equation modeling. Results showed that psychological capital has a positive and significant impact on intellectual capital and social capital. Also, social capital has a positive and significant impact on intellectual capital. Finally, the indirect impact of Psychological Capital on Intellectual Capital through Social Capital was confirmed.

The most important tools to perform tasks effectively in environments with heterogeneous and diverse workforce are cultural intelligence and work adjustment. The cultural intelligent helps to make relationship with people that have different culture in appropriately mood. According to importance of this issue, this study is to investigate the influence of cultural psychological capital, cultural intelligence and organizational trust on work adjustment. Research method is based on practical purpose and descriptive-correlation. The Statistical population is Hajj and Ziarat Organization in Tehran. After simple random sampling, 175 valid questionnaires were collected. The questionnaire are all in Likert range and after assessed and certified by experts have been distributed, collected and analyzed by SPSS22 and LISREL8.8 software. By calculating Cronbach's alpha coefficient of reliability and validity through first-order and second-order confirmatory factor analysis was performed. Research hypotheses were tested using path analysis. The results showed that psychological capital on cultural intelligence, Cultural intelligence on organizational trust have significant positive impact. Also organizational trust and work adjustment is positive and significant effect.

Despite several decades of study of the attitudes of customers toward the brand and its effects on customer behavior, in recent year's research has mainly focused on the level of customer enthusiasm and brand love. This paper explores the antecedents and consequences of brand love which is an emerging concept. The purpose of the present research is an applied one, and in terms of collecting data, the research is a descriptive and correlation type, and a perfect structural equation modeling. The statistical population of this research includes all mobile phone users in Qaemshahr city. A total of 400 questionnaires were distributed for data collection. Data were analyzed by using SPSS and SmartPLS software. The results show that Nostalgic Brand Experience and Brand Satisfaction have a positive and significant effect on Brand Love. In addition, Brand Love has a positive and significant effect on Active Engagement, Impulse Buying, Word Of Mouth, and Brand Loyalty.

Human resources is the most important organizational capital and competitive advantage. So reducing their turnover rate is critical for organization to stay in competition scene and achieve higher levels of performance. The purpose of this study is to investigate the influence of organizational identity, perceived organizational support, job engagement and affective commitment on turnover intention. Data obtained from 250 employees of a public hospital in Mazandaran Province. Measuring models examined and hypotheses tested using SPSS22 and LISREL8.8 softwares and statistical techniques including confirmatory factor analysis and structural equation modeling. Results showed that organizational identity has a significant positive impact on job engagement and affective commitment. Perceived organizational support has a significant positive impact on job engagement and a significant negative impact on turnover intention. Job engagement has a significant positive impact on affective commitment and a significant negative impact on turnover intention. Moreover, impact of affective commitment on turnover intention is rejected.

The aim of this research is to investigate the impact of social media on formation of brand trust and brand loyalty in the brand community. Statistical poplation of the reserach consists of 400 student groups, made up of masters and doctoral students of the University of Mazandaran Instagram members. This research is descriptive-survey in terms of data collection. Also data were collected using questionnaire. Data analysis has been conducted in two parts including descriptive and inferential statistics. Moreover, hypothesis testing was done using structural equation modeling. The results indicated a significant and positive impact of individual identity and social identity on brand communities in social networks and also brand communities in social networks have a significant and positive impact on their community participation. Concerning the combined impact of social interaction on brand community and using brand, only the relationship between social engagement and social interaction was not significant. Social interaction and using brand effect on brand trust as well. Finally, the positive and significant impact of brand trust on brand loyalty was confirmed.

Corporate citizenship represents various organizational activities and status related to the organization’s societal and stakeholder obligations. Corporate citizenship consists of four dimensions. This study examines the impact of corporate citizenship dimensions on the customer loyalty through mediator variables such as corporate reputation and brand equity. This study was a descriptive survey and carried out among Iran Insurance Company’s customers in Tehran city and 400 questionnaires were distributed to collect data. The collected data were analyzed through SPSS22 and LISREL8.8. Reliability of the questionnaire was calculated through Cronbach's alpha coefficient as the amount of which was 89/0 and validity was conducted through confirmatory factor analysis (CFA). Research hypotheses were tested through structural equation modeling (SEM) with LISREL softwares. The result of research showed that legal citizenship, ethical citizenship, and philanthropic citizenship have a positive and significant effects on corporate reputation, but economic citizenship has no effect on corporate reputation. Also, corporate reputation has a positive and significant effects on brand equity and customer loyalty, and brand equity has a positive and significant effects on customer loyalty. Finally, the indirect effect of corporate citizenship’s dimensions on customer loyalty through the mediating roles of corporate reputation and brand equity was confirmed.

Today, for many reasons, the purchase of counterfeit luxury brands has become widespread and has a huge market. This will undermine the reputation of reputable brands. Knowing the reasons for buying counterfeit luxury brands can be a great help for these companies. Therefore, the present research has been conducted through Q - methodology to identify the counterfeit brand buyer's mentality. In this regard, after studying the theoretical foundations on the purchase of counterfeit luxury brands and conducting interviews with 10 fake brand buyers who were selected judgmentally, the discourse space was formed in the form of 43 phrases. In the quantitative part of the research, 54 individuals were selected for sorting out sample expressions that were selected in an improbable and available format. The statistical population of the study is students of Tarbiat Modares University. The reliability of Q categories was measured through a test-retest reliability, which correlated the responses between the initial test and the retest 0.889. Data were analyzed through SPSS-22 software. By performing Key factor analysis, seven mentalities were identified: 1) value-seekers, 2) influencers, 3) influence-takers, 4) low-expectants, 5) price-takers, 6) learners and 7) self-asserters. Also, At the end, identified mentalities were interpreted.

Today, companies with superior performance in various industries are moving towards customer retention and loyalty. Because they have found that it is very expensive to attract a new customer and to maintain its position in the highly competitive environment they need loyal customers. Therefore, identifying the factors that affect on customer loyalty is very important. Hence, this study examines the impact of dimensions of communication quality (trust, satisfaction and commitment) on behavioral and attitudinal loyalty. This study is an applied research with descriptive analytical methodology. A structural equation modeling approach is employed to examine the relationship posited in this study. The Statistical population of this study were representatives of the Iran insurance company's customers in the city of Tehran. Through random sampling 106 individuals sample was determined. To collect data, 150 questionnaires were distributed. A total of 150 questionnaires were distributed to collect data. Data were analyzed through the SPSS22 and LISREL8.8 softwares. The results showed that satisfaction and commitment have a positive and significant impact on attitudinal and behavioral loyalty. Also, trust has a positive and significant impact on behavioral loyalty, but has no significant effect on attitudinal loyalty.

Any company that wants to operate in any market, Including industrial markets and consumer markets, should knows that it can’t respond to all customers’ tastes and demands and serve them. To meet this problem, nowadays market segmentation was increased. The purpose of this study was to investigate the life insurance market segmentation according to customers lifestyle (AIO) in the Mazandaran. The required information was collected through cluster sampling and questionnaire AIO. 600 questionnaires were distributed and collected. Then through factor analysis and cluster analysis, respectively 8 factors and 3 clusters determined that the third part has the largest number of sample members. Finally, proposals were presented according to the characteristics of each part.

Spirituality is an inner need of human included of the highest growthin areas of cognitive, moral, emotional and attempt to answer the whys of life. Academic Cheating is an unrealistic showing of individual knowledge and, unfortunately, in most educational organizations and universities worldwide as the leading obstacle is evident in teaching and assessment. The aim of this study was to evaluate the effect of spiritual intelligence on Cheating and role of Neutralization as moderator variable.
The method of the present study is Correlation. In this study and a sample of 460 graduate students from the University of Mazandaran were selected by random sampling. Then the participants were asked to complete the standardized questionnaires about spiritual intelligence, cheating, and neutralization.
Spiritual intelligence had negative effect on the cheating. The results showed that this relationship was moderated by Neutralization.
The research findings recommended to policy makers and Managers in the higher education sector that Understanding the causal of cheatingare is not limited only to students but this issue needs a change in the attitudes of students (Promotion of spiritual intelligence) and reforming the education and assessment system , to reduce student's neutralization attitude about cheating

Their challenge finding skilled workforce led to the competition to attract talented employees. This study examined the impact of employer branding on intention of talents to apply for a job. The Statistical population was engineering students in final semester in three top universities (Tehran University, Sharif University of Technology, and Amirkabir University of Technology). Data was collected by questionnaire from 267 students through the Stratified sampling in 2015. The results indicate that employer brand attractiveness had direct positive effect (0.175) and indirect positive effect (0.229) by corporate reputation on intention of talents to apply for a job. Also, from the perspective of students, value in innovation, development, social, application and economic had the greatest gaps in employer branding for subordinate companies of Oil Ministry.

In recent years there has been increasing interest among marketing Academy that interpersonal communication theories and their application in consumer psychology works are used in their research and check them out. The present study investigated the effect of self-esteem, self-expression and product hedonism on brand love and jealousy brand and the consequences of it. This study is an applied research with descriptive analytical methodology. This research was carried out among Apple's mobile customers in the Ghaemshahr city. According to the sampling formula for unlimited community, the sample size of 384 was obtained. A questionnaire was used to collect data in this study. Data were analyzed by softwares SPSS and LISREL. The results showed that the self-esteem has a positive and significant impact on brand jealousy, product hedonism and self-expression have a positive and significant impact on brand love. As well as brand love on brand jealousy, purchase intention and impulse buying has a positive and significant impact. Finally, brand jealousy also has a positive and significant impact on purchase intention.

The effect of corporate social responsibility on corporate culture and emotional commitment of employees is examined in this study. Data obtained from 250 employees of a public hospital in Mazandaran Province that the information was collected through random sampling in 1394. In collecting information related to the variables of a standard questionnaire was used. The reliability and validity was assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model was measured by using structural equation modeling and path analysis. Results indicate that corporate social responsibility on corporate culture (β=0.57; t =4.30) and emotional commitment of employees (β=0.60; t =5.00) has a positive and significant impact. Organizational culture has a positive and significant impact on employee's emotional commitment (β=0.42; t =3.09). The effect of corporate social responsibility on employee's emotional commitment through organizational culture (β=0.84; t=7.62) was approved.Finally, recommendations were provided for managers to decision making.

This study examines the impact of the brand salience on the brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that the brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on the brand image (characteristics of people and the physical environment). But the perceived value and satisfaction have no significant impact on the brand loyalty. The perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on the brand loyalty, but perceived value and people characteristics have no significant impact on the brand loyalty.