faraz sadeghvaziri

The aim of this study is to develop a strategy for the Iranian Library and Information Science Association (ILISA) based-on Blue Ocean Strategy. Blue Ocean Strategy as a new approach to strategy and innovation is one of the strategic management developments aims to sustainable growth and performance of the organization. In competitive advantage situation organizations strive to compete with other competitors using a product or service to gain competitive advantage to customers. The blue ocean strategy strives to present new solutions, and seeks to introduce a new field of business and service success. The question shaped here is what are the factors that need to be deleted, decreased, developed and increased in the ILISA.

Content analysis was used to answer the research questions because of the being exploratory of the topic. Data were collected through semi-structured interviews with ten current and former ILISA executives. The thematic analysis method was used to analyze the data obtained from the interview process. Using this method, the data were analyzed in three stages, developing basic themes, constructive or organizing themes, and compilation of general themes. This coding process led to the emergence of ninety-six basic theme. Then these basic themes were combined and shaped twenty-four organizing themes. Finally, four general themes emerged from the combination of organizing themes.

The findings indicate that the ILISA needs to revise its strategies, meaning that it reduces some of its current activities such as reducing focus on association ratings and reducing off-priority activities. It should increase some activities including increase structured collaborations with central libraries, more interaction with internal and external scientific communities, more scientific outputs. Moreover, ILISA should eliminate activities such as eliminating none strategic agreements, delete direct and guild activities, as well as creating new innovative activities such as professional engagement with all stakeholders, industry and community, service delivery platforms and attract more audiences.

The framework developed in the present study is an appropriate tool for the future policy making of the IILISA. The Blue Ocean Strategy could used in four action framework in strategy development of ILISA as a routine in the planning and continuous improvement committee with others. Moreover, the research finding could be used in the Scientific Associations’ Commision to revise these assocations’ evaluations.

Today, controlling and directing public opinion can be considered as one of the main missions of the media. In this research, a model of the use of media by those in power with the aim of influencing the cultural capital and lifestyle of society is presented and tested. The statistical population of the study was students of one of the public universities in the country, 280 of whom were selected as a sample. Library and field methods (questionnaire) were used to collect information. In the descriptive statistics section, SPSS software version 26 was used to analyze demographic information. To test the research hypotheses, inferential statistics in the form of structural equation modeling and SMART PLS version 3 software were used. According to the research results, there is a direct and significant relationship between policy makers and media consumption, media consumption and cultural capital and cultural capital with the lifestyle of society; But media literacy does not moderate the impact of the media on cultural capital. The results of this research have applications for the media and policy makers in this field, the most important of which are mentioned in the final part of the research.

The present study purpose is to investigate the effect of brand moral violations on the perceived hate and betrayal of Iranian consumers and the resulting behaviors on social media.

This quantitative research is applied in terms of purpose and is considered as a field in terms of data collection method. The target population of the present study was all consumers in Tehran. Sampling was done by two-stage cluster method and the sample size was 413 people. Standard questionnaires were used to collect data and data analysis was performed by structural equation modeling (SEM) with the partial least squares (PLS) approach.

According to the results of the research, brand moral violations affect the consumer's perceived hate and betrayal. This perceived consumer hate and betrayal affects the consumer's intention to boycott and his participation in sanctions activities on social media. Consumer brand hate also affects the production of negative content on social media. Although the impact of betrayal on content generation on social media has been ruled out, it can be argued that perceived betrayal by indirectly affecting perceived hate can increase content generation and participation in consumer boycotts on social media because the impact of perceived betrayal on hate Perceived is also confirmed.

Few studies have examined the impact of brand logo in higher education sector. Particularly, the literature has neglected the benefits that a brand logo can have in this context. Thus, this paper outlines a framework that contributes to a greater understanding of brand logo benefits in higher education sector and extends the framework of previous studies by accounting for continuance commitment and word of mouth. We analyzed our model based on the data obtained from a sample of 340 undergraduate students from public universities in Tehran, Iran. The results indicated that the ideal self-image congruence and the brand logo benefit have a positive significant impact on commitment and word of mouth. In addition, the self-image congruence directly influences the brand logo benefit and word of mouth, and indirectly influences commitment.

The present paper investigates the effect of internal branding on organizational citizenship behavior with respect to the mediating role of organizational identity and job attachment in Iran’s startups. The population of the descriptive-survey study included 460 employees of start-up Internet companies in Iran and the sample size was 210 people. The sampling method used is simple random and standard questionnaires were used to collect data. Data analysis performed by using structural equation modeling with partial least squares approach and also using SMART PLS2 software. According to the research results, internal branding has a significant effect on organizational citizenship behavior. In addition, internal brand communication and transformational leadership has led to organizational identification and transformational leadership has led to job attachment. Organizational identification also affects job attachment. On the other hand, organizational identification has affected the organizational citizenship behavior towards customers and job attachment has affected the organizational citizenship behavior towards customers and the organization.

The purpose of this study is to investigate the effect of knowledge management capabilities, flexibility and strategic agility with the mediating role of business model innovation on firm performance.

The objective of this study is practical and it is descriptive-survey in nature. The statistical population of it is Iranian insurance firms. The sample size was determined to be 422 people by the use of G-Power software version 3.1. questionnaire knowledge management capabilities, Akram et al. (2018) questionnaire was used, to assess strategic flexibility, Miroshnichenko et al. (2020) questionnaire was used, to assess strategic agility, Omoush (2020) questionnaire, business model innovation from Asemokha et al. (2020) and to assess firm performance, Venkatraman & Ramanujam (1986) questionnaire was used. The validity and reliability of the research tool were confirmed and the data were analyzed via Smart PLS software version 3.

Findings showed that knowledge management capabilities, strategic flexibility and agility, directly and indirectly through business model innovation, have a positive effect on firm performance.

Creating and applying knowledge management capabilities, strategic flexibility and strategic agility simultaneously, via business model innovation, not only improve firm performance, but also help managers learn how to improve firm performance in dynamic environments.

The aim of the present study is to test a conceptual model of the causes and consequences of Iranian products brand hate. Accordingly, the conceptual model consisting of these factors and consequences on Iranian goods and in the context of Iran was tested.

In this survey, the target population included all citizens of Mazandaran province and the sampling method was two-stage clustering. The sample size was 395 people, the data collection tool was questionnaire and the data analysis method was structural equation modeling with partial least squares approach using SmartPLS2.6 software.

According to the research results, brand hate is affected by marketing fraud, marketing mix failure and social irresponsibility. On the other hand, the assumptions about the effect of brand hate on negative word of mouth, support for the competitor and disconnection from the brand were confirmed.

Innovation: 

This study examines a pattern of causes and consequences of Iranian products brand hate which has not been tested before. The hypotheses of this study confirmed the generalizability of the model for Iranian consumers. Using the results of the present study, the concept of Iranian consumer brand hate can be carefully analyzed; what causes it, and what are the consequences if it gets worse. Also, in this study, the priorities and the relative importance of the factors affecting and affected by brand hate have been determined which could be very important in brand hate management due to the limitations of organizations.

The purpose of the present research is to investigate how students connect with the university and identification them with the university and provide student supportive behaviors. Therefore, the present study examines the Antecedents university brand identification, including brand personality, brand prestige and brand knowledge. In addition, the effect of student identification on their supportive behaviors, including university affiliation, suggestions for improvement, Advocacy Intentions and participation in future activities has been studied. Also, as brand identification can be influenced by the cultural context of the personality, the role of cultural orientation (collectivism / individualism) as a moderating variable has been investigated, which has so far not been considered in previous studies. The present research is Practical-survey and in a statistical sample of 390 students of state universities in the city of Tehran, a questionnaire has been tested and the data have been analyzed by structural equation modeling method. The findings showed that the personality and prestige of the university brand play a key role in identifying students with the university. In collectivist societies, the role of brand prestige is much stronger than other variables in the formation of student identification. In addition, according to findings, students who identify with a university tend to be more willing to provide supportive behaviors and responses.

One of the most important factors for making distinction in the competition between brands is to create consumers desire for the brand and coordination between their perceptions and expectations about products and services that brands provide. In this context, paying attention to brand personality and various personality traits which is considered for it and also the relationships between brand personality and the other variables that effect people's perception and interest such as brand love, loyalty and word of mouth is too important. The purpose of the present research is to investigate the impact of brand personality on brand love, loyalty and WOM by a new scale for brand personality and also to determine the most important dimensions of brand personality in this relation. The present study is descriptive in nature and practical in purpose and it's established by survey research method. The statistical populations of the present study include all online retailers and chain stores in Tehran. The research's data is collected by questionnaire andStructural equation modeling with Partial Least Squares approach is used for the analysis of data. The result of the research indicates that in both societies, brand personality has significant effect on brand love and loyalty. In the first society it has indirect effect on WOM and in the second society it has direct and indirect effect on WOM. The most influential brand personality dimension has been responsibility, and then activity and emotionality in both societies and the Aggressiveness dimension has had little effect. The mediating role of brand love and loyalty in the relationship between the two variables of brand personality and WOM has confirmed. Brands should pay the most attention to responsibility dimension in order to make brand love and loyalty in consumers by showing responsibility and stability. Also, Emotionality and Activity dimensions should be considered in brand personality presentation.

It is important to understand why consumers do not like some brands or even cultivate a sense of hatred for them, because consumers usually tend to evaluate negative information about brands than positive information. The phenomenon of hatred of the brand is still in its infancy, and this research, given its exploratory nature, will help conceptualize this phenomenon and will take a step forward in promoting the theory of brand hatred. This research develops a model of brand hatred including its causes and consequences in the context of Iran. In general, this study seeks two main goals: 1) discovering the causes of brand hatred among Iranian consumers and 2) discovering the consequences of brand hatred in them. This issue significantly helps Iranian producers to pave the way for branding by being aware of these causes and consequences.  

The present study is a qualitative research and is grounded in terms of purpose. It is also exploratory-inductive in terms of data collection. The target population of this study includes consumers of Iranian products in Tehran and the data were collected through face-to-face interviews or interactions with the researchers and through self-expression in response to a general question about whether or not to have strong negative feelings about a particular brand or brands. Sampling is carried out through non-probabilistic judgmental and snowball sampling. Semi-structured interviews were used to collect the data in this study. Qualitative data analysis was performed using theme analysis. After observing the interviews and entering them into the software and reviewing the notes, the key points were codified. It should be noted that all the steps of qualitative data analysis were performed using NVivo10 software.

Eventually, two main themes were discovered. The first category includes the main themes that affect brand hatred i.e. the negative factors that cause brand hatred among the consumer or the lack of positive factors that lead to the development of brand hatred. The main themes discovered in this category were "mixed marketing deception", "mixed marketing failure" and "social irresponsibility". The second category was the main themes affected by brand hatred; that is, actions or intentions to negative actions after creating sense of brand hatred among the consumers. The answer to the question that what would the consumers who hate the brand do about their hatred. The main themes discovered in this category were "negative word of mouth advertising", "supporting the competitors" and "breaking the relationship with the brand".

Based on the results of the present study, costumers who hate Iranian product brands do not develop cases such as "brand revenge", "complaint", "threat" and "damage" - which have been discovered in western researches and are considered as the consequences of brand hatred. The present study discovered some behaviors including negative word of mouth advertising, supporting a competitor, and breaking relationships with a brand.

The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS software were used to test the research hypotheses. The results indicated that ideal self-congruence had a significant positive effect on compulsive buying and trash talking. In addition, ideal self-congruence influenced the negative behaviors of consumers toward the brand through brand attachment. Neuroticism had a significant positive effect on compulsive buying and trash talking. However, conscientiousness only influenced trash talking and did not have any significant effect on compulsive buying. The results of this study show the negative behaviors toward brand. The recognition of negative aspects of the relationship between consumers and brands will help practitioners such as marketing managers with appropriate policy making of brand impression based on the characteristics of the target population. This paper has three key contributions. Since brand is one of the most important social factors, the evaluation of its effects on consumers has been considered by many researchers in recent years. However, studying the effects of branding on the negative behaviors of consumers is an under-researched issue. Studying the effect of neuroticism and conscientiousness as two personality characteristics on the negative behaviors toward brands is another neglected area.  The third contribution is evaluating the research model in an Eastern culture with specific characteristics and preferences of consumers which make their behaviors different from customers of other cultures such as European or American consumers.

Expert employees’ turnover such as experienced nurses in hospitals is a problem that disrupts the growth of hospitals and is a serious problem for managers seeking to hire, maintain and utilize human capital.

The purpose of this study is to investigate the effect of transformational leadership style on turnover intention, with emphasis on the mediating role of job engagement, employer branding and organizational commitment of nurses.

The study population was nurses of public hospitals in Tehran. 332 of them were selected by random sampling and 287 correct questionnaires were analyzed. To collect data, standard questionnaires of transformation leadership style of Bass & Avilio (2000), job engagement of Schaufeli et al. (2002), organizational commitment of Allen & Meyer (1990), employer branding of Ambler & Barrow (1996) and turnover intention of Mobley et al. (1978) were used. Reliability and validity of the questionnaires were accepted through content validity, confirmatory factor analysis and Cronbach's alpha coefficient. For data analysis, structural equation modeling and Amos software were used.

The results of this study showed that transformational leadership has a negative significant effect on turnover intention of nurses through two ways; two variables at the individual level, i.e., job engagement and organizational commitment, and one variable at the organizational level, i.e., employer branding.

It is recommended that managers of Tehran's public hospitals provide conditions through adopting a proper leadership style in a way that engage the nurses to their jobs and reduce their turnover intention by promoting the employer branding and organizational commitment of the nurses.

Consumers have different emotional relations with brands. While some may love brands, some may be indifferent or even some may hate them. Brand hate defined as a strong emotional component in attitude towards a Brand. In branding literature, consumer’s positive feelings toward brands have been studied repeatedly, but researchers hardly studied negative feelings toward brands. Accordingly, the purpose of this paper is to investigate determinants and outcomes of brand hate. In this survey, the target population includes all residents of Tehran and sampling method was two-stage cluster sample. Data collection tool was questionnaire and data analyzed using structural equation modeling by LISREL8.80 software. According to the results, past negative experience and ideological conflict will lead to brand hate. While the assumption that iconic conflict leads to brand hate was rejected. On The other hand, it has been confirmed that hatred leads to avoiding brand, reduce/stop support, negative word of mouth, complaint and brand revenge.