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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
Nowadays, Cause-related marketing is one of the common strategies to encourage consumers to buy products which simultaneously support a social cause. However, few studies have been conducted in Irans social context about how consumers respond to this type of marketing strategy. Therefore, the authors of this study, using two separate 2* 2 factorial experimental designs, examined how consumers respond to the structural factors of cause related marketing campaigns. In first study, after examining two structural factor of campaign from companys side through a 2 (corporate reputation: high/low)* 2 (donation amount: high/low) factorial between subject design, The results show that when donation amount is high and corporate reputation is good, pe
Today, with the increasing scope of the business world and the constant changes in business environments, moving to parent company structures is becoming increasingly important, whether access to a variety of high-quality facilities such as goods, services and... in acorporation is one of the basic needs of both real and legal clients in these situations. In this area, companies have had to increase their capabilities in all aspects of the competitive environment for survival and use each other's capabilities and form holding structures. In this research, with the purpose of increasing the performance of parent companies, we provide high-level decision-making modelat two levels to help such organizations achieve their purposes. In order to
As Iran needs to develop the competitiveness of companies active in the field of information and communication technology, researchers, according to reviewing studies and former research, at first, extracted two primary models of infrastructures and requirements. But, as extracted factors were not native and related to communications and information technology market, experts' views were used with both interview and Delphi methods. Research method is a mix of quality and quantity and its purpose is also developmental and applied. First, using interviews with ten experts, 60 factors were identified and 45 factors were also identified from literature, totally 105 factors were entered into Delphi stage. 15 experts agreed on 44 factors during t
The purpose of this article is to provide a comprehensive model for Designing key success factors in Taekwondo sports with an emphasis on Careful Preparation Was. Methodology: The research method was qualitative method which was done in the first stage according to the qualitative method of data collection. The statistical population of the study was executive level experts in taekwondo and university informants. The sampling method in the qualitative section was initially purposeful and judgmental, and then the snowball sampling method was used to collect information. In this study, the theoretical saturation was achieved by interviewing 21 of the samples. Data collection tools were interviews and documents, and after coding and identifyin
ConclusionThrough measuring sales performance simultaneously with the results of the sales organization, sales behaviors with internal and external actors and cultural evaluations, trust and shared interests in the organization's social and formal interactions are possible. Sales
The aim of this paper was to provide a comprehensive model for the sport of taekwondo (with an Emphasis on the Olympics). For this purpose, the researchers referred to experts in the field of Iranian taekwondo and collected information from them through an in-depth interview. Then, the data obtained from twenty-one interviews were coded and analyzed by grounded theory. The results of grouping the codes indicated twenty-one components at seven levels of: comprehensive governance, smart coaching, prudent preparation, mental development, professionalism, breeding successors, and consistent support. According to the Iranian Taekwondo sport model, all the obtained codes can be placed in seven main groups. The first step includes comprehensive go
The aim of present study is to design a model of factors influencing strategic agility in small and medium-sized sport enterprises. The present study was carried out using a mixed method (qualitative-quantitative). Its quantitative section was descriptive-survey in terms of data collection method. In the first (qualitative) section, to do field interview, the statistical population of the study included prominent professors in the field of sport management who were specialized in sport enterprises and owners of sports enterprises. They were selected in two primary and secondary phases using purposeful and snowball methods, respectively, for qualitative interviews in the study (14 interviews continued until researcher reached saturation). In
Martyrs were the most important social asset of our country and in the most critical moments of their voluntary presence have maintained the survival and independence of the country. Also, the martyred commanders who have led this social capital have left their valuable insights in their testaments. The purpose of this article is to explain the pattern of social capital based on the martyrs' testament. In the documentary review, testaments of martyred commanders included 36 testaments we try to qualitatively describe the content of the concepts. After coding the testaments and using the grounded theory approach, the social capital model was designed based on the testaments of martyred commanders in the Iran-Iraq war. In the Causal condition
there is no integrated conceptual framework for measuring the strategy success. This study intends to provide a conceptual framework for measuring strategy success by conceptualizing the "strategy capacity" and define its different levels and aspects. Strategy capacity is a combination of precedents and antecedents which lead to strategy success. To fulfill this study 24 of senior mangers and leaders in ICT have been interviewed.The levels and aspects of strategy capacity was derived via analyzing themes and conceptual coding method. The reliability and validity of findings put into test by a questionnaire being distributed among 35 of senior managers. three types of strategy capacity have been defined as Analytical, implementation and poli
This paper aims to develop a coopetition model in the Iran banking industry. The type of research can be quantitative, qualitative or a combination of both, which in this study combined methodology (qualitative-quantitative) was used. The strategy of this research is grounded theory and case study. The research population in the qualitative phase was managers and senior experts in the banking industry, which was conducted by snowball method, saturation until the thirty-third interview, and thus 33 interviews were conducted in this study. The statistical population of the quantitative part of this research includes all managers and senior experts and heads of departments, units and branches in the banking industry. Finally, 368 questionnaire