مجله مدیریت بازاریابی
پیاپی 51 (تابستان 1400)

attention to the country's economic issues. Naming consecutive years with economic issues and focusing on resistance economics shows the high importance of this issue. Among these, the bank and the banking system, which has a main and fundamental role in the veins of the society's economy. The purpose of this study is to design a model of resistance economy in the banking system. This study is an objective study in terms of purpose and a descriptive-survey study in terms of data collection. The research community includes all present banking experts who are familiar with the concepts of resistance economics and have properly understood its role in the banking system. Qualitative method (theme analysis) has been used to analyze the data in the model design section and confirmatory factor analysis (TFLPS) has been used to validate the conceptual model. The model designed in this study includes four dimensions, which are: jahadi model in the banking system, integration and cohesion of the banking system, reform and improvement of the banking system and strengthening the bank name.

The purpose of this study was to investigate the difference of the impact of brand engagement (consumption of content and contribution of content) on social media between Generations X and Y. in terms of goal, is an applied research and in terms of data collection method is descriptive. In order to gather information in this research, library and field method and a standardized questionnaire whose reliability was confirmed by Cronbach 's alpha coefficient and its composite reliability and its validity was confirmed by Convergent Validity and content validity, were used. The statistical population is the students of Islamic Azad University, Science and Research Branch, Tehran, who has an Instagram page the study sample was calculated using Cochran's formula of 400 people who were selected using stratified sampling method. Data analysis was conducted using SPSS and Minitab software and all hypotheses were confirmed at 95% confidence level. The results show that Brand Affiliation motivation, Investigation Motivation, Opportunity Seeking motivation, Conversation motivation, Contribution of content, e-WOM referral intention is higher in Generation Y than in Generation X. Entertainment motivation and Consumption of content is higher in the Generation X than in Generation Y.

Nowadays, the quality of services in medical centers plays a significant role in patient satisfaction. The main mission of medical centers is to provide high quality medical services, patient satisfaction, and patient loyalty. On the other hand, the performance of healthcare professionals should have an ethical and human nature and should pay special attention to ethical behaviors. As a result, positive mental association, arising from the quality of medical services, can promote brand equity and lead to the brand superiority of one medical center comparing to the others. The present study examined the effect of brand image, ethical behavior, and service quality on patient loyalty with the mediating variable of satisfaction. This study was applied in terms of purpose and descriptive analytical in terms of survey. The statistical population of this study included private ophthalmology centers in Tehran, such as specialty and subspecialty ophthalmology centers. The sample size in this study included 339 people. In addition, this study used SPSS software for data analysis and used structural equation modeling in AMOS software for testing the research hypotheses and determining the effect of independent variables on the dependent variable with the mediating variable. The findings of this study indicated that the two variables of brand image and service quality directly affect patient satisfaction but indirectly effect on patient loyalty with satisfaction as mediator variable. Furthermore, satisfaction affects patient loyalty while ethical behavior has no direct or indirect effect on patient satisfaction and patient loyalty.

Consumers have the ability to influence brands through social networking sites, enabling consumers to actively create content on these social networking sites in relation to their companies. The purpose of this study is to investigate the effective factors of brand creation that include: participatory motivations of social networking sites, consumer  participation, trust, brand loyalty and loyalty in social media brand communities among students of Azad University and Dezfol. This study is practical in view of purpose and according to Collection data method is descriptive survey. The statistical population of this study include students of Azad University in Dezfol. The Sample size according to Cochran formula is obtained 384 with available sampling method. The validity was confirmed by expert and reliability is confirmed with Cronbach Alpha. In order to analyze data is used SPSS and Amos software. The result show that the Motivations for social networking sites participation positively influence consumer participation and this in turn has significant effects on brand trust and brand loyalty. As a result, both brand trust and brand loyalty have a positive effect on branding co-creation. In addition, brand trust as a mediating variable between customer participation and brand loyalty.

Maintaining the customer's interest in re-visiting is an important issue in the face of close competition. Focusing on customer needs means paying attention to product quality and customer service, and many companies that once pioneered technology or low prices are now competing for product quality and better customer service. In this regard, after introducing the general framework of the research in the first chapter, the data were collected through the field. The statistical population of the study is the consumers of traditional restaurants in Yazd. A questionnaire consisting of 24 questions was designed for field collection and distributed in the statistical population of the research. A total of 804 standard questionnaires were collected based on Morgan table and analyzed using T-student fan in LISREL software environment. The reliability of the questionnaire was evaluated by calculating Cronbach's alpha coefficient and was confirmed with a value of 0.931. The results showed that restaurant credibility has the most direct effect between consumer satisfaction and loyalty and also restaurant credibility can affect the relevant effective variables such as satisfaction, peak experience and lifestyle appropriateness. In other words, the reputation of the restaurant affects the perception and behavior of consumers.

Green products have become more diverse and popular in the market, but consumers prefer not to change their environmental products. Understanding consumers' attitudes towards the environment can help develop sustainable marketing strategies. To achieve competitive advantage, environmental organizations must use green branding strategies to reduce customer turnover behavior due to environmental concerns. The purpose of this study is to investigate the factors affecting green brand switching behavior in consumers of natural cosmetics in Cinere products. The research method is descriptive-survey and applied and the sampling method in this research is a simple random type that was collected from Cinere brand customers in Tehran and was conducted in the summer of 1399. The research tool is a standard questionnaire that was finalized after correction and expert opinion. The reliability of the questionnaire was assessed and confirmed by Cronbach's alpha coefficient. Statistical data processing was performed at the descriptive level with SPSS and at the inferential level using structural equations and SMART PLS 03 software. Findings of the study showed that green doubt has no significant effect on green experimental satisfaction in Cinere brand products, but green brand empirical risk, green brand cognitive inconsistency, green brand quality and green brand experience on green brand empirical satisfaction. It has an effect. The results also showed the effect of empirical satisfaction of green brand on the desire to change the green brand and the desire to change the green brand had a significant effect on the behavior of green brand change.

Online shopping is a tool that shows the consumer's power. Consumers gain an interactive platform and control power over the Internet and online shopping. With the increasing number of active and aware users due to the speed of dissemination of information, the growth of virtual networks and online consumer communities and the gain of customer trust, the traditional marketing concepts have been challenged. The purpose of the present study is to present a customer-brand relationship management model in the Instagram. In order to achieve this goal, this study was conducted with a qualitative approach. Content analysis was used to cover different aspects of the research problem and identify key indicators. Targeted interviews were conducted with 20 experts in the online cosmetics business. The results of the interviews were coded by using MAXQDA software. The correlation coefficients of the indices were monitored by using the Mac software, then by using fuzzy Delphi the research model was designed.