فهرست مطالب سید مهدی جلالی

The primary aim of this research is to present a paradigmatic model for brand placement in the Iranian cinema industry using a grounded theory approach.

This study is applied in purpose and descriptive-exploratory in nature, employing a mixed-methods approach. In the qualitative section, 28 experts from the fields of marketing and the cinema industry were selected using non-probability snowball sampling, and semi-structured, in-depth interviews were conducted with them. In the quantitative section, 384 master's and doctoral students in business management and participants in open managerial courses were selected through convenience sampling, and data were collected via questionnaires. For data analysis, grounded theory was used in the qualitative section, and structural equation modeling was employed in the quantitative section.

The qualitative findings revealed that 85 concepts, 31 subcategories, and 12 main categories were identified within the paradigmatic model. These categories include causal conditions (factors related to the film, audience, and brand), the central phenomenon (brand placement), strategies (branding strategy and audience strategy), intervening conditions (facilitators and inhibitors), contextual conditions (related to the film and audience), and consequences (for film producers and brand owners). The results of the confirmatory factor analysis also confirmed the validity of the research model with a good fit.

The results indicate that brand placement in the Iranian cinema industry can create mutual value for both brand owners and cinema industry practitioners. Enhancing the effectiveness of brand placement requires attention to factors related to the film, audience, and brand, as well as the formulation of appropriate branding and audience-focused strategies. Marketing managers and film producers should pay special attention to the alignment between the brand and film content, the use of appropriate execution techniques, and engaging active audience interaction.

This research was done with the Strategies and measures related to competitive advantage with the mediation of environmental factors and operational capabilities of the organization in the clothing industry. The statistical population includes 15 experts and managers of clothing manufacturing companies who were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. After confirming the reliability and validity of the interviews, a qualitative analysis method with a data base approach was used using MAXQDA software, and then, based on the findings of this stage, the research model was developed. Next, in order to explain the model based on the findings of the qualitative method, the initial questionnaire in the quantitative part of the design, validity and reliability of this tool was reviewed by referring to the opinions of experts and managers and approved after the corrections. The statistical population in the quantitative section, the customers of clothing products in Tehran and the statistical sample, according to Morgan's table, a sample consisting of 384 people was selected and distributed and collected by available sampling method. Analysis and processing of quantitative data was done with the help of PLS software. Coding has been done in three stages: open, central and selective coding. Based on the obtained paradigm model, the research in the apparel industry in three categories of central phenomenon (competitive advantage), strategies (company planning), intervening conditions (competition management factors) were identified.

This research was conducted to identify the components of satisfaction with service recovery  in the banking industry.

The purpose of this research is in the field of developmental research, which is carried out with a mixed method. The statistical population in the qualitative section is the experts and managers of Iran's banking industry, of which 15 people were selected in a non-random way. The statistical population in the quantitative part includes all customers of the Agricultural Bank in Tehran (unlimited population). Based on this, a sample of 384 people is selected using Morgan's table. The main tool for data collection is a semi-structured in-depth interview and a researcher-made questionnaire. Qualitative data analysis was done with the method of data base theory using MAXQDA software and in the quantitative part with partial least squares method.

Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified. The results of the quantitative part of the research showed that the model proposed in this research has appropriate validity.

Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by focusing on the components identified in relation to service regeneration.

Equitable geographical distribution of healthcare system initiatives, aimed at increasing quality and economic efficiency, is a crucial aspect of ensuring access to healthcare services. This study seeks to elucidate the contextual, procedural, and outcome factors of health marketing in Iran, with a focus on enhancing and improving health services.

This research was conducted using a qualitative approach. The sampling method employed was purposive, resulting in the participation of 51 experts. The study data were analyzed using content analysis.

The findings of this study have been categorized into conceptual subgroups, including causal conditions, foundational components, strategies, contextual factors, intervening factors, and consequences of implementation.

Adopting an effective health marketing model can create opportunities for service providers to generate sufficient income, thereby motivating them to deliver high-quality services. Attracting ample income, in addition to ensuring service quality for recipients, will also lead to their satisfaction with the healthcare system and contribute to the continuous provision of desirable services.

Due to the high rate of service failure in banks and its negative impact on customer behavior, this research has been conducted with the aim of developing a satisfaction model for service recreation in banking industry, with an emphasis on grounded theory-based brand loyalty. The purpose of this research is in the field of developmental research, which is carried out with a qualitative method. The statistical population of the research is the experts and managers of Iran's banking industry (branch managers of the Bank of Agriculture) and 15 of them were selected in a non-random way. The main tool of data collection is semi-structured in-depth interview. The reliability and validity of the interviews were confirmed by two methods of retesting and intra-subject agreement of two coders. Qualitative data analysis was done using the grounded theory method and using MAXQDA software. Based on the paradigm model obtained in this research, the components related to satisfaction with service recreation in six categories of causal factors (customer-oriented, brand image, communication, evaluation of correct performance and growth and development of services), background conditions (brand culture), phenomenon The main factors (satisfaction with recovery), strategies (organization strategy, marketing, and advertising), intervening conditions (customer anger and environmental factors) and outcomes (brand loyalty, brand trust, customer satisfaction and profit increase) were identified.Based on the results obtained in this research, it can be concluded that the level of satisfaction and loyalty of bank customers can be improved by using service recreation solutions.

Strong brands bring numerous benefits for both the companies and their customers such as decreasing purchasing risk and searching cost and increasing the likelihood of repurchasing. It is not presented an applied model for determining the price of this asset in Iran, especially in terms of merger and acquisition. The purpose of this study is to develop a model for pricing brand value in Iran’s capital supply companies in terms of marketing strategies of merger and acquisition. The current study is qualitative research which is done by conducting grounded theory in MAXQDA software. Needed data were gathered from interviews and panel sessions with all the 21 pricing experts in capital supply companies during the year 2018, and were analyzed to extract the variables of the model of brand pricing to Rial. After that, open codes were categorized into 5 main categories and 2 sub-categories titled as: communication and performance environmental factors, marketing, brand, performance (financial and non-financial), and corporate audit reports. Research findings; in addition, has developed an operational brand pricing model for Iran’s semi-public economy that is unprecedented in other studies.

This research aims to examine the jurisprudential and legal foundations of the theory of compensatory justice in Imamiyyah jurisprudence and seeks to answer the question that what is the approach of Imamiyyah jurisprudence regarding the nature of such justice and how far has the Shariah given credit and value to the principle of sovereignty of the will? The results of the research show that by referring to the verses of the Qur'an regarding the observance of justice (Maedah: 8) and accepting the fact that justice is the standard and measure of jurisprudence and in the chain of causes of rulings, and the jurisprudence of transactions is not an exception to this rule, it is possible for justice considered a position beyond a jurisprudential rule. In addition, in Imamiyyah jurisprudence, morality also has a great contribution in regulating social relations, including contractual relations; Therefore, it cannot be claimed that assigning the principle of validity and necessity of contracts by adhering to the general rule of justice is a confusion of moral and legal issues, and in principle, creating such a buffer between ethics and jurisprudence is a kind of violation of justice itself. It should be noted that justice in the language of Imamiyyah jurists is mostly based on definition. This means that any agreement that is an example of the realization of injustice is considered cruel and is condemned to be annulled, terminated or modified.

One of the most important legal issues in any society is family law, Thus, the laws as well as the jurisprudential opinions indicate the fact that the right to divorce has been introduced for men as a principle. The fact that it can be adjusted according to a rule or rule has been hardly addressed by earlier jurists and has been hypothetically rejected. The flow of the harmless rule in feedback with principles such as the principle of the right to divorce a man always expresses the fact that by deep thinking and dynamic digging and contemplation on social realities that arise from time and place, in the foundation of historical latency of jurisprudence change has done. The transformation that Islamic-based legal systems today have inevitably incorporated into the subject law. This dynamism can be considered as an important basis in the enlightenment of contemporary jurists who have considered the component of time and place, in modifying the laws of the subject. Therefore, this study examines the scope of the entry of the harmless rule in this basic jurisprudential principle in the two legal systems of Iran and Egypt. The findings of this study indicate that in charity, type of association, delegating the right to divorce to the wife and other examples, the two legal systems have accepted with conditions that the wife can apply for divorce and a kind of right if the harm and hardship in marriage continue. She got a divorce.

Aim and  The aim of this study is to design the pattern of sensory marketing (based on the senses) and its antecedents in the (Fast-Moving Consumer Goods) dairy industry. Brands competing in dairy industry require a clear emphasis on sensory stimuli when developing their marketing strategies to cater different segments in the market. Sensory marketing plays a vital role in creating long standing relationship with consumers. The impact s sensory marketing on consumer behaviour is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. The dairy industry isgrowinglike mushrooms after the rain and this influences dairyservice sales. Firms need to intensively focus on relationship building with customers through comprehensive communication strategies based on the market offerings whereas new media can do a strategic role within. Brand has tangibles and intangible values and marketers apply sensory marketing applications to create a stimulation via five senses of humankind. As described by Krishna (2010) “Sensory marketing is a strategy that connects with the consumers' senses and in this way influences their behavior”. Essentially, the client's decision for an item or service will be cognizant and contingent upon its qualities and advantages. There has been an explosive growth of interest in sensory marketing and sensory branding over the last decade. Ultimately, as Doug Hall, the president of one new-product Development Company notes: “…the most successful new products appeal on both rational and emotional levels to as many senses as possible.” Sensory marketing is a new and emerging technology that integrates the five senses of man to create a memorable experience for the consumer. Sensory marketing is a distinctive marketing communication tool. Its emergence and continued usage by firms owe to the fact that traditional advertising is no longer sufficient to sell a brand and as such, does not speak volumes to the consumer. Marketing researchers are beginning to realize how powerful responses to non-conscious stimuli is. This modern theory of sensory marketing is because engaging the consumer's senses will affect their behavior which will in turn affect their emotions, perceptions, memories, preferences and the purchase decision. With the usage of sensory marketing strategies and techniques, it creates an environment for consumers to identify the brand, products and services from competitive brands, which creates a separate identity, perceived premium, inclination and finally they tend to fall in love with the brand. When consumer begins to love a brand, at that point he/she really turns out to be exceptionally enthusiastic about and energetic for the brand. Because of this strong emotional connection, they relied upon to buy over and again the same brand disregarding other contender brands. The role of sensory experiences in judgment and decision-making has seen a surge of interest in marketing as well as psychology. In marketing, scattered research on the role of the senses in consumer behavior brought together under the rubric of sensory marketing, that is, “marketing that engages the consumers' senses and affects their perception, judgment, and behavior”. Over the past few years, research in sensory marketing has expanded and spread on a global scale in a most significant way. From previously having been an unknown conference topic at the large annual scientific marketing conferences, such as the European Marketing Academy (EMAC), the Academy of Marketing Science, and the American Marketing Association (AMA), today sensory marketing has come to recognize as an independent, scientific research area, compared with areas such as advertising, relationship marketing, or branding. Many researchers believe that sensory marketing will become more significant in the future and will establish itself as an important area for both academicians and practitioners.
 The aim of this study is to design the pattern of sensory marketing (based on the senses) and its antecedents in the (Fast-Moving Consumer Goods) dairy industry. The research method was exploratory mixed and first the qualitative data collected. Then, based on the findings of the qualitative stage, a tool developed to collect quantitative data and generalize the findings. In order to obtain qualitative data, according to targeted snowball sampling, 16 university experts and experienced managers in the dairy industry were selected and conducted through semi-structured interviews and open-ended questions, based on an approach of using grounded theory and then based on the findings of this stage, a model of sensory marketing and its antecedents was developed. Then, in order to explain the model based on the findings of the qualitative method, a preliminary questionnaire designed in the quantitative section. The statistical population in the quantitative section, dairy customers in Tehran was indefinitely, thus the statistical sample according to Cochran's formula of 384 people did by available sampling method and quantitative data processing done by PLS2 software.
Discussion and  Based on the hypotheses tests, the final pattern of research formed in six main categories including; Intervening conditions (organizational and brand factors), contextual (economic, socio-cultural and technological factors), causal (organizational factors, customer and competitive environment), phenomenon-oriented (sense of taste, smell, sight, touch and hearing), strategies (sensory marketing campaign, brand equity, customer knowledge) and outcomes (financial, competitive, customer and branding), and micro-categories and related indicators in the dairy industry were also identified in the pattern.

The present study aims toA model for digital marketing based on value creation for the Iranian insurance industry. The method used in the research is qualitative and based on the strategy of data-based theory. In-depth interview tools were used to collect data. The target population was managers and senior experts in the insurance industry who were involved in the digital marketing process and decisions. Using purposive sampling after 15 in-depth interviews, theoretical saturation was achieved. Open, pivotal, and selective coding represent 32 general categories in a paradigmatic format, including causal, contextual, interventionist, pivotal categories, strategies, and consequences based on value creation. The results showed that digital marketing based on value creation in the Iranian insurance industry by causal conditions (identifying digital marketing in the insurance industry, creating a digital marketing campaign, promoting the influence of insurance culture, digital environment and developing the required infrastructure), background ( Focus strategy, digital branding, implementation of digital marketing, responding to the needs and interests in the digital space and optimization of digital activities), interventionist (customer insights, environmental factors, digital capabilities, digital revolution, price transparency and organizational challenges), categories Axis (behavior-based branding, interactive approach, customer expectations of insurance services and customer experience), strategies (positioning promotion, communication channels promotion, value creation for customers through content production, E-WOM-based customer engagement and participation, development of digital technologies And digital innovation) and the consequences (increasing market share, organizational effectiveness, promotion and brand position (company), promoting e-brand equity and developing digital business) are realized.

The purpose of this research is to design a process for increasing the sales and market share of dairy companies based on the sensory marketing model. The competition in the dairy industry is high, and the industry uses different methods to strive for bigger market shares. In a globalizing world, increasingly competitive environment impels the companies to search for different marketing methods beside the traditional ones. Sensory marketing which is one of the comprising methods is a technique that aims to seduce the consumer by using his senses and influencing his feelings and behavior. In sensory marketing, with various stimuli that are sent to the five senses, consumer's emotional and behavioral orientations are studied to be affected. Sensory marketing is a useful because it gives companies a real opportunity to maximize product profitability . In today’s research, sensory stimuli, or sensory inputs, are addressed in connection with a place, a brand, or an environment where a service is offered and how it looks, sounds, smells, feels, and tastes influences consumers. It may relate to the impact on both consumers’ product evaluation and choice of a product or as consumers’ affections, cognitions, and actual behaviors regarding, for example, how much time is spent in a store or how much money is spent on the purchase of a certain brand. The starting point in this research is to first understand how businesses, using the five senses, develop sensory experiences for consumers based on various sensory strategies and sensory stimuli. The role of sensory experiences in judgment and decision making has raised a surge of interest in marketing as well as psychology. In marketing, scattered research on the role of the senses in consumer behavior has been brought together under the rubric of sensory marketing, that is, “marketing that engages the consumers' senses and affects their perception, judgment, and behavior”. Over the past few years, research in sensory marketing has expanded and spread on a global scale in a most significant way. From previously unknown topics at large annual scientific marketing conferences, such as the European Marketing Academy (EMAC), the Academy of Marketing Science, and the American Marketing Association (AMA), sensory marketing has come to be recognized as an independent, scientific research area, compared with areas such as advertising, relationship marketing, or branding. Many researchers believe that sensory marketing will become more significant in the future and will establish itself as an important area for both academics and practitioners.

This study is developmental in terms of purpose.  It is conducted through the Grounded Theory. The research is a case study, and the statistical population includes two groups of experts, academics and industry experts. The sampling is done by the snowball method. The data collection tool is interviews. By the use of a qualitative approach based on the Grounded Theory, the factors affecting sensory marketing are identified, and an appropriate model is designed.

The final model of the research was formed with six main categories including intervening conditions (i.e., type of company-customer interaction, brand awareness, word-of-mouth advertising), contextual conditions (economic and social-cultural factors), causal conditions (organizational factors, customer and competitive environment), pivotal phenomenon (taste, olfactory, visual, auditory and tactile marketing), strategies (brand satisfaction and experience and perceived individual value) and outcomes (financial, competitive and branding outcomes). There were also micro-categories and indicators to consider in the dairy industry.

In order to see the responses of consumers to sensory marketing practices, according to the research conducted on the dairy industry, it is observed that organizational, customer, and competitive factors affect sensory marketing. The implications of sensory marketing include financial, competitive and branding implications. Sensory marketing is regarded as a new way of making an organizational profit. More and more manufacturers in the dairy products apply scent, sound, texture, vision and taste as stimuli to build stronger emotional connections with the customer and drive preference to their brand. The results showed the powerful and tremendous effect of the concept of sensory marketing which is inevitable for the success of a firm in this highly competitive market. This study provides practical and theoretical implications in the dairy industry, which can help marketers in the industry to excel. The contributions of this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

The aim of this study is to design a model of viral media advertising for mobile applications with augmented reality platform in the Corona era using qualitative and quantitative research methods. The statistical population in the qualitative part of the research consists of 30 academic experts in the field of marketing and media advertising who are selected by non-random method and snowball method and in a small part includes active mobile users using Zapar application which is sampled in Availability were estimated. In the qualitative part, the information is compiled in the form of a conceptual data model of the foundation and then in the quantitative part, 169 companies are estimated as a statistical sample using Krejcie and Morgan table. The results of the study indicated that effective causal conditions include the interaction of augmented reality applications with customers, viral advertising of mobile media applications, attracting customers through viral media advertising in mobile applications, the effectiveness of viral media advertising of applications in the Corona era. Includes prolonged media viral ads in augmented reality applications, inadequate placement of word of mouth ads in augmented reality applications, and the use of unrelated ads in the app. Effective in the effect of viral ads on augmented reality media applications is the correct formatting of viral media ads on augmented reality applications. The consequences of the case plan were to attract the audience, brand the application, create a sense of satisfaction for the audience and a pleasant experience of using a specific application.

Purpose of the research formulating and designing a model of antecedents and interveners of Interactive two-way sense-centric marketing with Mixed method. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 14 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 384 Dairy products customers have been implemented in Tehran. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. the final model of research in three main categories; Intervening conditions (organizational and brand factors), causal conditions (organizational factors, customer and competitive environment), central phenomenon (sense of taste, smell, sight, touch and hearing) were formed and between all dimensions of antecedents and interveners with two-way interactive marketing Sense-oriented (sensory marketing) There was a significant and positive relationship in the dairy industry

The spread of the Internet in everyday life and its development in all social and economic sectors and business processes has caused in today's world, caused by the spread of the deadly corona virus, fundamental changes in the economic system and consequently in marketing and marketing advertising; Therefore, this study tries to help develop theoretical knowledge in this field by examining the characteristics of viral advertising and provide solutions for the implementation of viral advertising programs for marketing managers; Therefore, the aim of the present study is to design a native model of viral advertising for online retailers using the data method. The present research is an applied research in terms of purpose and a qualitative survey research in terms of method. The statistical population of the study consisted of 15 managers and senior experts of the online retail company Digi Kala who were selected by purposive cluster sampling. Research data were collected using semi-structured interviews, the questions of which were confirmed by face to face with the opinion of professors and experts. Results of data method analysis of six identified categories; Indicates causal category, main category, contextual category, interventionist or environmental category, strategies and consequences category. The results of the quantitative section also show that the proposed model presented in the research has seven indicators including message content, usage, sensory perception, trust, branding, ease of use and attitude.

Powerful nostalgic brands create meaningful images in customers' minds. A strong and famous nostalgic brand image enhances differentiation and has a positive effect on shopping behavior. Today, religious tourism is considered an attractive and alternative industry. Religious tourism is described as a driving force for regional development. Successful religious tourism can increase government revenue, employment, and destination tourism receipts. How a tourist is attracted to revisit or recommend the destination to others is crucial to developing successful destination tourism. Due to the number of trips to this city during their lives, religious tourists in Mashhad have a nostalgic feeling. Traveling to this city is reminiscent of their memories. On the other hand, considering the importance of managing the perceived mental image of a tourist destination and its role in managing the demand of a destination, knowing the dimensions of the mental image of a tourist destination is very necessary. Managers of a tourist destination can manage the perceived mental image to attract new tourists and repeat travelers' visits. Understanding the dimensions of the mental image helps destination managers understand the reasons for not welcoming a destination and fundamental changes in the characteristics of the tourist destination according to the needs of the target markets to create the ground for tourism development to that destination. The purpose of this study is to present a model of the effect of brand nostalgia on the loyalty of tourist's travel decision-making. In the present study, a qualitative method has been used to collect data to identify the factors affecting brand nostalgia. A quantitative method has been used to examine the obtained Model. The statistical population in the quality section of experts, which includes managers of four- and five-star hotels in Mashhad, has more than 15 years of service and at least a master's degree. In selecting the experts, the snowball method was selected, and after conducting the tenth interview, theoretical saturation was reached. The statistical population is a small part of all customers of five-star hotels in Mashhad. Due to the fact that the size of the study population is large, so to determine the size of the statistical sample, Cochran's second formula was used, the number of which is equal to 385 people. 420 questionnaires were distributed, of which 387 were not distorted. After analyzing the interviews and axial coding, the initial research model was introduced, and in a small part, PLS software was used to analyze the data. According to this research, brand nostalgia, desire to buy nostalgia, fantasy imagination, the special value of brand nostalgia and attitude to brand nostalgia affect loyalty in the tourist's travel decision making. Nostalgia refers to a longing to return to period related to the past, Or a feeling of dependence on tangible or intangible belongings and activities in the past. One experiences it when one feels detached from a period in which one is present. Nostalgia has been considered a way to communicate with customers by marketers who have sought to provoke emotional reactions from consumers through promotional methods, advertising, product management, and other activities. This article presents the concepts and mechanisms of nostalgic marketing and strategy. Nostalgic marketing determines the importance and place of nostalgia in marketing to provide practical solutions to apply this concept in marketing. The definitions of the authors of this field, separately, do not cover a wide range of structural aspects. According to the results of this study, the managers of Mashhad Tourism and Hotels Organization should first identify the factors affecting the quality of travel and then try to strengthen it from the perspective of tourists. Advancing the quality of travel should be one of the long-term goals of tourism destinations because it can increase their perceived value and ultimately make more profit. Also, the Mashhad Tourism Organization managers and hotels should set a higher level of travel quality for tourists to create a positive behavior after the visit to maintain and promote competition among tourists. Positive behavioral response and creating an emotional image should be considered the most key achievement for managers of a tourism area and the product of all activities and actions taken in the tourism chain. Brand nostalgia to build trust in your brand with customers requires continuous assessment of brand credibility and reputation from customers' perspectives. For this purpose, it is recommended to be on the agenda of these brands' public relations or marketing managers on an annual or monthly basis. If necessary, appropriate and timely measures can be taken to maintain and strengthen the brand's credibility. A brand like a human being and presenting the product next to it along with a special name and bringing a name of nostalgia along with a symbol, sign, or music to strengthen the mental associations of the brand based on its constituent factors to strengthen the brand reputation and follow It builds trust.

Today, urban branding and having a destination brand are the requirements of tourism marketing. Cities, like commercial products, need to be branded in order to succeed. An urban brand will be established on the values, attitudes, behaviors and city`s characteristics. Urban branding as a tourism destination brand, considered to be by presenting the city's image, is a source of economic value, political, and socio-cultural importance in order to enhance the competitive advantage. For building or Brand restructuring in the minds of the audience There should be a targeted program. Hence Necessity for explanation urban brand need strategic to Give the city an unforgettable identity.

The purpose of this study is to design an urban branding model with consideration of the tourism`s destination.

This is an applied research and accomplished with grounded theory. In this qualitative study 22 urban managers, experts and professors in the field of urban branding and tourism Interviewed in form of Deep structured and then the data from them were analyzed by open, axial and selective coding.

research findings show Modern strategies of urban development، Urban modeling،determination policy Focus on tourism and Identification of urban tourism are Causal conditions of urban branding.

The implications of urban branding (process integrity, enhance and improve city's position, sustainable tourism development, city economic development, peace and friendship societies were raised the results of this research.

Benefiting from a strong trademark is the priority of many organizations and companies. Trademark re-creation is one of the most complicated marketing strategies. This study aims to project trademark re-creation survey factors at the company level for the country’s food industries. The research carried out while applying data nature and data collection by exploiting descriptive- survey research method. The statistical population of the research includes 292 managers and clerical analysts (marketing section) of Tehran’s food industry companies. That amount of statistical sample of research based on Cochran Table. The recommended conceptual model is utilized through structural equation model in order to estimate the model. For validation, questionnaire was employed, hence its reliability was confirmed by Cronbach’s Alpha and validity was verified on the basis of factor analysis.The research results revealed that organizational preparation for re-creation and organizational support of change via entity creation of trademark, continuous control and market repositioning have a significant and positive impact on trademark re-creation at the company level. Moreover, they displayed that supplying and allocating resources, special value creation by adopting perspective and major procedures and effective advertising strategies, have a significant and positive impact on re-creation at the company level as well. The strict laws and business competitors as interfering elements, they all have a negative and significant impact on selecting the perspective, major procedures and effective advertising strategies.Trademark re-creation is the most important duty of the company. To enhance trademark effectiveness, management system and the entity of trademark creation should be improved.

It has always been one of the most important factors for economists to identify the relationship between foreign investment and domestic market attractiveness.Therefore, identifying the factors affecting the investment attractiveness and market attractiveness of these areas can have a direct impact on the volume and volume of trade in the country.This issue has been the main reason for doing this research and trying to identify and present the pattern of factors affecting the attractiveness of free market investment in Iran. In this applied study, a sequential mixed approach has been attempted to formulate an initial model by examining the literature on the basis of the data theory based approach of Free Zone Market Attraction Factors. Then, by presenting this conceptual framework to the experts and using in-depth interviews, their expert opinions on the pattern of investment attraction factors in the Free Zones market of Iran were extracted. In the quantitative part, the results obtained from the experts were evaluated with the opinions of executive managers, experienced people and Owners of industries in Anzali Free Zone in order to elaborate the relationship between dimensions, to design the model of “Investment Attraction Factors”.Finally, the indicators of "demand", "competitiveness", "business convenience", "investment attractiveness" and "purchasing experience" were identified as the most important factors in the attractiveness of the Free Zoneof Iran (Anzali region),which based on these indicators, solutions were proposed to improve the attractiveness of the Anzali Free Zone Investment Market.

In today's competitive world, cities need for mentioning and Durability in competitive level, look at a city as a product makes it inevitable, Urban Branding is recognized as a new approach in the field of urban tourism. Urban brand is an important asset for introducing tourism destination, sustainable urban development and the distinction between cities.by creating a brand for the city, city position is defined as a place for stay, business and Tourism destination. The purpose is explanation the strategic pattern of urban branding in the tourism industry. The method of this research is an exploratory blend that is obtained conceptual model, through qualitative strategies and then through quantitative strategies fitted and analyzed. In the qualitative phase, the model framework was presented and validated by using the opinions of 22 experts and specialists and based on study resources then in the quantitative phase, with using a distributed questionnaire among 456 experts in the field of urban management, branding and tourism. Data analysis consists of three main operations: First, the description and preparation necessary data to test the hypotheses, then analyze the relationships between the variables, and finally compare the observed results with the results of the hypotheses are expected. Modern urban development strategies, urban modeling, domestic marketing, holding festivals and scientific events, developing tourism indicators, identifying and introducing urban attractions are effective in explaining urban branding strategies. Proportional urban branding provides a new level of quality in strategy, comprehensive relationships, creativity, diversity and flexibility.

despite of efforts have been done for development of globalization, countries are trying to stay safe from global market turbulence and maintain stability in economic crises they are more interested to join regional organizations or unions. One of these regional unions is the Eurasian Economic Union, as a powerful and attractive economic canter in the region, it create special conditions for Iranian businessmen. Study of Iran's investment opportunities after approval for establishment of Iranian free zone with Eurasian Economic Union, and its impacts on attracting investment factors in free trade zones is the main basis of this study. In this study we investigated and identified attractiveness factors of Iranian Free Zones market with focus on Anzali Free Zone, then these factors were prioritized, for this purpose, a qualitative approach has been used in this present applied research. In fact, with assistance of expert opinions and data-based theory, factors of market attraction have been identified, then based on these factors and their priority we provide dimensions that constitute those suggestions and related solutions for attracting investment in these areas to strengthen Iran's presence in Eurasian Economic Union.

Value co-creation is a new form of business strategy that emphasizes continuous creation and recognition of the shared values of organizations and their customers. This strategy is the result of effective interaction between them. The purpose of this study is to present a comprehensive and native model of this new phenomenon in the tourism industry of Iran.

This study is an applied and descriptive research which was done qualititatively by grounded theory. The participants of this study consists of 15 tourism experts who were selected by purposefully and judgmentally using snowball method. Data were collected through semi-structured and in-depth interviews.

After performing three coding steps on the data collected, a paradigmatic model of the strategy has been produced through grounded theory. This model consists of some causes and antecedents, organizational and national contextual factors, facilitating and limiting intervening factors, organizational and national developing strategies, and finally organizational and national consequences of developing of this strategy.

Implementing value co-creation strategy in tourism industry of Iran can make more effective utilizing of customers' abilities and capabilities to achieve competitive advantage, enhance organizational brand and achieve its constructive economic, cultural, social, political and environmental consequences.

 The creation of spaces, the giving of particular personality to cities, drawing a mental perspective for people and reputation of cities have particular importance; most cities and places seek to be unique and lasting in the minds of audience who are trying to Define and consolidate their urban brand. The purpose of this study is strategic planning of urban branding in tourism industry.

The methodology of this study from purpose type is practical and type in terms of method and nature is descriptive-survey. with using cluster sampling method, structural equations modeling by Imus software was fitted model and analyzed. First, doing description and preparation of necessary data to test the hypotheses, then analyze the relationships between the variables, and finally doing compare the observed results with the results that hypotheses expected.

Research findings show fulfill Stakeholder’s expectations, Financial limitations and Lack of understanding`s managers, explaining the urban branding strategy and its process are considered as effective causal factor on strategic planning of urban branding in the tourism industry.

The creation, improvement and development of urban brand programs with using the urban branding strategic planning model will enhance the city's position, economic, social development of the city and attract tourists.

Trademark functions and their impact on sales are increasingly expanding. Trademark regeneration falls into the domain of sophisticated marketing strategies and if it is not accompanied by strategic environmental scrutiny it is likely to damage the brand equity. This article has been conducted to identify, evaluate and design a key brand regeneration pattern at the company level using a qualitative method. The sample consisted of 17 experts from four food industries and four universities. Sample size was determined according to the theoretical saturation approach. Interviews were conducted with a six-question protocol and they are coded into relevant concepts. At the later stage, initial categories were classified with higher abstraction, and finally the commonality existing among initial categories resulted in the creation of main categories. The results,according to the suggested model, showed that "market positioning, new brand assessment and new identification" as a core category based on conditions of "preparedness for trademark change and organizational support" through strategies of "creating prospects and policies of macroenvironment and effective advertising"by considering "the allocation of resources for reconstruction and creating the special value of a trademark" will lead to the realization of the consequences of creating a new brand, the company's growth and development, and increased profitability.