mohammad kashani

The aim of the current research was to present the model of organizational socialization of education and training administrative staff with the approach of the general policies of the administrative system. The approach of the research is of a qualitative type with a meta-composite strategy and using the method of Sandelowski and Barroso. The analytical community includes books, articles and researches that have dealt with the issue of organizational socialization of employees in organizations in the years 2010-2023, the number of which was 130 volumes and with a purposeful and criteria-based sampling method, provided that they are relevant and up-to-date. which were most related to the subject were selected. Based on the entry criteria, 130 cases were identified and finally 22 foreign documents and 14 internal documents were analyzed using MaxQDA software. The final model of organizational socialization including eleven main concepts extracted from 78 codes was identified in the form of four categories in the form of research findings. The final results of the research showed that in the organizational socialization of educational administrative staff, based on the general policies of the administrative system, socialization activities, socialization system, socialization achievements, and competencies of socializing agents were identified. The results of the research showed that the organizational socialization model of education administrative staff is valid based on the general policies of the administrative system and the document of fundamental transformation of education and includes the components of socialization activities, socialization system, socialization achievements and competencies. Socializing factors.

Brand attachment is formed as a result of customers' strong emotional connection with a brand, whereby customers consider the brand a part of their self-concept. But what factors cause brands to disappoint their customers? The purpose of this research is to identify and deeply understand those structures and components that lead to the creation, maintenance or strengthening of brand loyalty, in situations where brands have disappointed their customers. To achieve this goal, we used the qualitative research method approach by conducting in-depth interviews in the form of Zaltman's metaphor extraction technique. In this research, the Apple brand was chosen for study because it created many restrictions for Iranian consumers. In this way, customers attached to Apple in Tehran were considered as a statistical population. After conducting 17 interviews and achieving theoretical saturation, the findings showed that 18 main constructs play a role in creating brand attachment. Considering that today, despite the globalization of many commercial and economic activities, almost no brand has the ability to be present and operate directly in all international markets; Therefore, as a solution derived from the findings of this research, creating and strengthening the sense of belonging in customers can maintain and increase demand elasticity in these markets, regardless of obstacles and restrictions.

Our research aim is to deeply understand the structures and components that lead to the creation of consumer attachment in a brand's communities in an environment with high anxiety and avoidance of attachment. To achieve this goal, we used the qualitative approach of in-depth interviews. Even in markets where they are not directly present, brands have loyal customers known as members of that brand's community. In addition to wanting to continue their brand commitment, all the community members advocate it as a missionary. However, the customers of these markets perceive a high level of anxiety and attachment avoidance.