New Approaches in Management and Marketing

Abstract The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.

Abstract Abstract
The purpose of the present research is to investigate, analyze and predict the strategies governing the adoption of business intelligence in the decisions of the Iranian Electricity Network Management Company, to policy science, technology, and innovation based on business intelligence in this company. In the first step, the research is based on the theory of technology-organization-environment while identifying the barriers and facilitators of using business intelligence in the organizational decisions of the Iranian Electricity Network Management Company using the three-way method including study, observation, and semi-structured interviews with data collection experts. And it was done through the method of thematic analysis of the coding process. In the next step, by combining soft system methodology and system dynamics, and using Rapidminer and Vensim software, the acceptance and use of this technology has been predicted in five years. For this purpose, by using cause-and-effect relationships and in the form of a dynamics model, circular and flow diagrams were modeled, and based on the opinion of experts, the necessary corrections were made to the output at this stage. In the following, the simulation was carried out for five years using a developed model using dynamic systems thinking. According to the research findings, the research system is controllable and has observable effects. That is, the inputs of the system control the variables of the state and each of the variables of the state affects some of the outputs of the system. Based on this, scenarios were obtained with changes in individual factors, organizational factors, environmental factors, and extra-environmental factors. The result is that the inappropriate localization of technologies, the insularity of information systems, the contradiction of security instructions, and the resistance of human resources in front of security policies are among the factors with a negative impact on the establishment of the sub-system of optimal allocation of human resources., the establishment of an education sub-system, security policies, establishment of the steering committee, establishment of systems integration sub-system, and establishment of a knowledge-based companies sub-system were recognized as positive predictors for the adoption and application of business intelligence.

Abstract Abstract The aim of this study is to investigate the impact of customer experience of artificial intelligence on customer electronic satisfaction, customer trust in online shopping, and customer online shopping intention. The statistical population of this study consists of customers of Alborz Insurance Company throughout Iran. The sampling method was non-randomly available and the electronic questionnaire was distributed among customers through social networks (Telegram, ETA, and Instagram) by the admin of Alborz Insurance agencies. After collecting 385 questionnaires, the distribution process was stopped. The data collection tool was a standard questionnaire with 18 customer-specific questions, the validity and reliability of which have been confirmed. The collected data were analyzed using descriptive statistics and inferential statistics. Frequency and frequency percentage indices were used at the descriptive statistics level; and Pearson correlation coefficient, structural equation model, and path analysis were used at the inferential statistics level. For this purpose, SPSS and LISREL software were used. The results of the analyses showed that customer experience of artificial intelligence has a positive and significant effect on all three research variables, namely electronic satisfaction, customer trust in online shopping, and online shopping intention. The highest effect, with a path coefficient of 0.81, was related to the effect of customer experience of artificial intelligence on online shopping intention. In general, artificial intelligence, while improving the quality of customer experience, has a significant effect on key variables in online consumer behavior. Introduction Today, with the spread of information technology in the world and its rapid entry into everyday life, e-business has replaced traditional methods. In the last few years, the growth of cyberspace and businesses that operate on the Internet has been reported to be multifold, which has also led to the expansion of Internet-based commercial activities. The Internet has become a key tool, which can be called a strategic weapon by anybody; a tool that can simultaneously increase consumer trust and answer their questions, given the current competitive environment (Scott, 2015). The Internet has created a wide horizon for business, especially electronic services worldwide. Retailer websites are an important interface between retailers (banks and insurers) and their customers (van de Ven, K., & Koenraadt, R, 2017). Internet and online businesses offer different products and services compared with traditional businesses. Because of the product choices available on the Internet, advertising on social networks is important in enabling customers to make purchasing decisions (Wang et al., 2016). Although the impact of AI in the insurance industry may not be as tangible as in agriculture, cancer diagnosis, military industries, automotive, construction, etc., it can be claimed that this technology has given speed, accuracy, and security to industries such as banking, information technology, insurance, etc. One of the biggest challenges in this field can be considered detecting complex frauds and discovering false claims in the insurance industry. These frauds include fake accidents, arson, false stolen property, multiple repair and medical bills, etc. By using AI in the insurance industry, operational efficiency can be improved, wrongly paid claims can be limited, total payments can be reduced, and the company's profits can be increased. By relying on AI, insurance companies can consider more competitive prices for their insurance products and offer more personalized services to their customers. In the past, insurers needed customer information to assess insurance risks, although in some cases, due to the dishonesty of individuals, incorrect risk assessment was not possible. But now, with the advancement of machine learning and artificial intelligence, insurers have access to more accurate information sources. For example, in the housing sector, insurance companies can use artificial intelligence to obtain information about the geographical location, marital status and the likelihood of claiming damages from individuals. Also, today, technological developments, especially in the field of telecommunications and information technology, have revolutionized the industry of providing online services such as mobile applications and smartphones. This has changed customer satisfaction from traditional satisfaction to electronic satisfaction, and companies should pay attention to electronic satisfaction in addition to physical satisfaction of customers when measuring customer satisfaction. In fact, the importance of customer satisfaction in an electronic and service environment has been confirmed by marketing studies (Al-dweeri et al., 2017). Satisfaction leads to strong repurchase behavior in the future and also leads to increased sales and profits of the organization and improves the market value for an organization. In the offline environment, customer satisfaction is defined as an emotional reaction in response to one or more cognitive service encounters (Gera, 2011). It is a reaction that occurs immediately after the point of purchase of products and services (Behjati et al., 2012). In the online context, e-customer satisfaction is defined as the consumer's perceptions of online convenience, commerce, website design, and financial security (Ilgaz, H., & Gülbahar, Y., 2015). Therefore, these days, customers are changing their behaviors dramatically in line with the technology and economic environment of the world. They are acquiring a large amount of information, are familiar with products, and are losing their trust in advertisements. They prefer customized products and services, and change their purchasing channels; therefore, businesses are forced to modify or even change their advertising strategies to cope with the changes, facts, and behaviors of their customers in order to survive (Cui et al., 2018). One of the most common beliefs that consumers have about online shopping is that this type of shopping saves time and money and helps them find products that better match their needs (Punj, 2011). Online shopping decisions are directly influenced by consumers' emotions and their online shopping beliefs about the attractiveness of the website or mobile applications and the style of communication with the e-commerce software with the customer. These emotions and beliefs are vital elements of the image of an online store or mobile application in the minds of customers and are thus able to be a stimulus for online shopping (Alnawas, I., & Aburub, F, 2016, gharibi et al., 2019). Therefore, it can be said that there is a need for research and study in the insurance industry so that insurance companies can study the impact of artificial intelligence on customer trust, attitude and behavior. Therefore, the question of the present research is: What is the impact of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping and customer online shopping intention in the insurance industry? Research literature Concept of artificial intelligence Artificial intelligence is a branch of computer science that attempts to understand the nature of intelligence and produce new intelligent machines that think, respond and perform tasks exactly like humans based on the data given to it. Some activities related to artificial intelligence, such as robotics, speech recognition, image recognition, natural language processing and problem solving, are very technical and specialized. Artificial intelligence refers to the intelligence and capabilities used by machines and computer systems to perform intelligent activities and make decisions. This metadata allows machines to recognize patterns, analyze data, and manage problems (Umamaheswari, S., & Valarmathi, A, 2023). Artificial intelligence is concerned with building computer systems and robots that can understand and learn from their observations. The goal of artificial intelligence is to make machines act like humans. The goal of artificial intelligence in general is to build a machine that can “think” (Al-Sayyed et al., 2021). Artificial intelligence includes a set of techniques and algorithms that enable machines to examine and analyze data, identify hidden patterns in them, and make decisions based on them. Artificial intelligence is a branch of computer science that, inspired by sciences such as cognitive psychology, philosophy, logic, statistics and mathematics, tries to simulate a type of human intelligence and does this through software development (Poole, D. L., & Mackworth, A. K, 2010). Electronic satisfaction  High electronic satisfaction is the key to the success of any retailer operating in the competitive global e-commerce environment. To overcome the barriers to global online shopping, companies must improve satisfaction with their electronic services. Most experienced and successful companies in e-commerce have understood that the success factors are not just the company's presence on the web or low prices, but the delivery of high-quality electronic service. Recent research shows that online customers are willing to pay even higher prices for high-quality electronic services offered by electronic retailers; therefore, online retailers should focus on high-quality e-services during and after the transaction rather than on the transaction itself, in order to build customer trust, loyalty, and retention (Navimipour, N. J., & Soltani, Z, 2016). Trust in online shopping Previous studies also show that lack of customer trust is a major barrier to using online shopping. Internet users do not have sufficient trust in sharing and exchanging information and communication with online sellers (Dwidienawati et al., 2020). Perceived ease of use by the customer plays an indirect role in individuals' intentions to adopt or continue to use e-banking. Another study also found that ease of use has an indirect effect on the use of e-banking as much as initial training (Guriting & Ndubisi, 2006). If a person is familiar with the Internet and uses it regularly, they are likely to have a higher level of organizational trust than someone who has not had previous experience using the Internet. As a result, the experience of using the Internet will increase organizational trust (Eastlick, M. A., & Lotz, S, 2011). Customer Online Shopping Behavior Online shopping environments are specific types of interactions that users turn to fulfill their shopping goals. Online shopping is an activity beyond making a mere purchase and includes skills such as searching for products, working with a computer, etc. (Demangeot, C., & Broderick, A. J, 2007). Online shopping intention, as the most important predictor of actual shopping behavior, refers to the outcome of customers' evaluation of criteria such as website quality, information search, and product evaluation (Martins et al., 2023). Conclusion and Discussion The present study, which was conducted among Alborz Insurance customers across Iran, examined the effect of customer experience of artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry. The result of the first hypothesis of the study: Customer experience of artificial intelligence has an effect on customer e-satisfaction in the insurance industry. a) Using the Pearson test, the correlation coefficient of customer experience of artificial intelligence and customer e-satisfaction in the insurance industry is 0.75, which indicates a positive and significant effect of customer experience of artificial intelligence on customer e-satisfaction in the insurance industry. b) Considering the path coefficient of 0.78 and the t-statistic of 16.84, it can be said that at a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer e-satisfaction in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the second hypothesis of the research: Customer experience of artificial intelligence has an effect on customer trust in online shopping in the insurance industry. A) Using the Pearson test, the correlation coefficient between customer experience of artificial intelligence and customer trust in online shopping in the insurance industry is 0.73, which indicates a positive and significant effect of customer experience of artificial intelligence on customer trust in online shopping in the insurance industry. B) Considering the path coefficient of 0.72 and the t-statistic of 11.63, it can be said: At a 99% confidence level, customer experience of artificial intelligence has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the third hypothesis of the research: Customer experience of artificial intelligence has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.81, which indicates a positive and significant effect of customer experience from artificial intelligence on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.81 and the t-statistic of 19.00, it can be said that at a 99% confidence level, customer experience from artificial intelligence has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Prentice et al., (2020); Datt (2020); and Hudong (2023). The result of the fourth hypothesis of the research: Customer e-satisfaction has an effect on customer trust in online shopping in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.68, which indicates a positive and significant effect of customer e-satisfaction on customer trust in online shopping in the insurance industry. b) Considering the path coefficient of 0.69 and the t-statistic of 12.06, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer trust in online shopping in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the fifth hypothesis of the research: Electronic customer satisfaction has an effect on customer online shopping behavior in the insurance industry. a) Using the Pearson test, the correlation coefficient between these two variables is 0.79, which indicates a positive and significant effect of electronic customer satisfaction on customer online shopping behavior in the insurance industry. b) Considering the path coefficient of 0.66 and the t-statistic of 41.52, it can be said that: at a confidence level of 99 percent, electronic customer satisfaction has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); and Keshiri et al., (2024). The result of the sixth hypothesis of the research: Customer trust in online shopping has an effect on customer online shopping behavior in the insurance industry. A) Using the Pearson test, the correlation coefficient between these two variables is 0.75, which indicates a positive and significant effect of customer trust in online shopping on customer online shopping behavior in the insurance industry. B) Considering the path coefficient of 0.64 and the t-statistic of 8.46, it can be said that at a 99% confidence level, customer trust in online shopping has a positive and significant effect on customer online shopping behavior in the insurance industry. The results of this hypothesis are consistent with the studies of Chen et al., (2021); Keshiri et al., (2024); Hemmadi (2023); and Rahmani & Nowzari Jadid (2023). Today, with the spread of internet services and service applications, people of all tastes can compare and purchase different insurance services and, depending on their personal tastes, be satisfied or dissatisfied with their purchase. This satisfaction or dissatisfaction in receiving insurance services is recorded in the form of ratings and comments on mobile applications and social networks, based on which other people purchase services from different insurance companies. Therefore, customer trust and satisfaction with receiving services and even the way in which services are received can affect the customer's intention to purchase online, as in the present study, electronic satisfaction with a path coefficient of 0.66 and online trust with a path coefficient of 0.64 had an effect on the intention to purchase online of Alborz Insurance customers. The time is over when company messages were only about services or products and information was published unilaterally by the company and only what the company wanted to share. With the increasing spread of the Internet in various aspects of life, much research has been conducted to support the encouragement of customers to shop in the electronic and online environment. Considering the characteristics of the electronic environment and the behavioral characteristics of customers, in order to facilitate the customer shopping process, the reasons that cause customer distrust or poor site design and, as a result, customers' lack of purchase in the electronic environment should be investigated and resolved. By relying on the features of challengeability, uninterrupted analysis, the possibility of receiving feedback in time, establishing system interaction, and creating mental images in the electronic and online environment, it is possible to direct the mental structure of customers towards shopping on the Internet and mobile phones and guide their purchase decision-making process. Therefore, considering the impact of customer experience with artificial intelligence on customer e-satisfaction, customer trust in online shopping, and customer online shopping intention in the insurance industry, Alborz Insurance Company offers the following solutions in this regard: Alborz Insurance Company should design a mobile application for itself with the necessary investment in innovation and quick access, and place accessible user guides as a guide to using self-service technology on its website; it is suggested that a section be set up as an online support on the Alborz Insurance website so that it can answer customer questions 24 hours a day, because some customers may work night shifts and use the Alborz Insurance website more often during these times.

Abstract Abstract
The present study investigated improving employee performance through internal marketing and organizational learning: the mediating role of organizational innovation. This research is applicable in terms of purpose, quantitative in terms of method, and of descriptive-survey type. The statistical population in this study is 116 food exporting companies in Mashhad, and using the Cochran formula, the sample size was estimated to be 86 companies; for this purpose, a questionnaire was distributed among and completed by the managers of these companies using simple random sampling method. In order to analyze the data, structural equation modeling test and other statistical tests based on SPSS and Pls software were used. The validity of the research variables was measured through confirmatory factor analysis. Also, the reliability of the research variables has shown that Cronbach's alpha for research variables including internal marketing, performance, organizational innovation, and organizational learning has been obtained as 0.909, 0.935, 0.940, and 0.901 respectively, which indicates the desired reliability of the research tool. The research findings have shown that organizational learning and internal marketing are effective on employee performance and organizational innovation mediates its effect.
Introduction
In today's world, human resources are recognized as the most important resource of organizations and attracting and retaining efficient forces is considered a vital competitive advantage (Chaudhary & Sharma, 2024). With rapid environmental changes, traditional management tools have become ineffective and the need for flexible and learning structures to respond to changes is felt more than ever. Optimal human resource performance is a necessary condition for the success of organizations, as it allows managers to focus on macro strategies (Organ, 2020). Two key factors in improving employee performance are organizational learning and internal marketing. Organizational learning helps organizations survive in a competitive environment by producing knowledge and continuously reviewing methods. On the other hand, internal marketing, by looking at employees as internal customers, creates effective relationships and improves organizational performance by increasing job satisfaction and motivation (Ocharo & Kinyua, 2021). Also, organizational innovation, especially in times of crisis and intense competition, plays a decisive role in the success of organizations and helps managers allocate resources optimally (Quispe et al., 2024). This issue is doubly important in food trading companies that face export challenges and strict standards. Therefore, in today's dynamic and uncertain environment, organizations need a flexible, learning, and innovative structure to meet stakeholder expectations. Based on the above, this study examines the question: do internal marketing and organizational learning through innovation have a significant impact on employee performance?
Theoretical foundations
Innovation and organizational innovation
Leticia Santos et al., (2022) consideres innovation as the tendency of a company or organization to participate in and support new ideas, pioneer in technology, conduct research, development, and other creative activities aimed at developing new products, services, and processes. On the other hand, organizational innovation encompasses a wide range of actions and activities aimed at facilitating and achieving innovative results in the organization. This type of innovation can be related to a product, device, system, process, policy, program, or service (Chen & et al., 2019).
Internal Marketing
Internal marketing means that companies should seriously invest in the quality of performance and capabilities of their employees. This is especially important for people who are directly in contact with customers, and these people need to be trained effectively. Also, all support staff should work together and work as a team to satisfy customers (Corrin & et al., 2022).
Organizational Learning
Organizational learning is a dynamic process that enables an organization to adapt quickly to changes. This process involves the production of new knowledge, skills, and behaviors. Organizational learning is the main way to create knowledge work and improve the efficiency of the organization; therefore, a successful organization must be dynamic in learning (Okolie, 2024).
Research Background
Bikzadeh Abbasi & Kaneshloo (2024) conducted a study titled: Investigating the Effect of Marketing Research on Improving Organizational Innovation. The results obtained indicate that marketing research has a positive and significant effect on improving organizational innovation in the United Nations Credit Institution. Khajeh Saeed & Sattarii (2024) conducted a study titled: The Effect of Marketing Capabilities on the Financial Performance of Exporting Companies. The results of this study showed that financial resources, information resources, and relational resources have a significant effect on the financial performance of exporting companies. Patwary et al., (2022) conducted a study aimed at investigating the role of knowledge management (KM) practices on performance and innovation. The findings indicate that KM has a positive effect on innovation performance among Malaysian hospitality employees. This study also shows that organizational learning and organizational creativity significantly mediate the relationship between KM and innovation performance.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population in this study is 116 food exporting companies in Mashhad, and the sample size was estimated to be 86 companies using the Cochran formula; for this purpose, a questionnaire was distributed among the managers of these companies and completed by them, through a simple random sampling method. In order to collect data, a questionnaire with 36 items related to the research variables was used. Also, in order to analyze the data in this study, the structural equation modeling technique and other statistical tests were used through SPSS and Smart PLS software. Face validity was used to confirm validity and Cronbach's alpha coefficient criterion was used to confirm reliability.
Findings
The findings of this study are presented in the form of 7 hypotheses, all of which were confirmed.
 Internal marketing has a positive and significant effect on employee performance.
 Organizational learning has a positive and significant effect on employee performance.
 Organizational innovation has a positive and significant effect on employee performance.
 Internal marketing has a positive and significant effect on organizational innovation.
 Organizational learning has a positive and significant effect on organizational innovation.
 Internal marketing has a positive and significant effect on employee performance with the mediating role of organizational innovation.
 Organizational learning has a positive and significant effect on employee performance with the mediating role of organizational innovation.
Discussion and Conclusion
The present study aimed to improve employee performance through internal marketing and organizational learning: the mediating role of organizational innovation (case study: food exporting companies in Mashhad). The findings of this study are consistent with the research of Chaubey et al., (2024), Laksono (2023), Imani et al., (2015), Karimi et al., (2021), and Gholipour et al., (2021). In the following, and based on the research findings, the following suggestions are presented:
 Internal marketing

Designing motivational systems to increase job satisfaction
Improving organizational communications and clarifying processes
Paying attention to the needs of employees as internal customers

Organizational learning

Holding continuous training courses
Creating an organizational knowledge bank of successful and unsuccessful experiences
Encouraging employees to share knowledge

 Developing innovation

Creating a safe space for presenting new ideas
Forming cross-departmental innovation teams
Investing in new technologies

 Coordinating strategies

Integrating internal marketing with innovation programs
Facilitating knowledge exchange between different units
Practical support for innovative ideas

 Human resource management

Mapping a career path for employees
Promoting a culture of continuous learning
Linking individual and organizational goals 

Abstract Abstract The present study sought to provide a model of persuasion in social media messages in promoting green products. The research method is applicable in terms of its purpose, quantitative in terms of implementation, and descriptive-correlational in terms of nature and method. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables should be greater than 0.5. SPSS and PLS software were used to analyze the data. The results of structural equation modeling with SmartPL software showed that trust-building, audience interaction, narrative, and visual design all play an effective role in strengthening the audience's environmental attitude and behavior and supporting green products. Also, technical infrastructure and new technologies facilitate the path of persuasion and acceptance of a sustainable lifestyle. Introduction Today's world is constantly changing; changes that are mainly the result of scientific advances and emerging technologies and have a wide impact on the individual and social lives of humans. Communication and information technologies have grown significantly in recent years (Jafari et al., 2017). Since the 1970s, with the beginning of the communication and information technology revolution, tools such as satellites, the Internet, and mobile phones have entered the field, changing the level of expectations, norms, and social interactions (Bastani et al., 2017). At the same time, social networks have provided an efficient and low-cost space for communication and interaction, which has become more effective than other media due to the possibility of access at any time and active participation of users (Mahmoud et al., 2020). Today, citizens are able to receive and analyze information at the lowest cost and at the highest speed, and this can create appropriate or sometimes distorted perceptions (Lin et al., 2020; Hamidi Zadeh, 2019). Social networks have become large databases that increase the rapid circulation of information and decision-making power in various fields, including marketing. By producing attractive content, these media play an effective role in attracting and persuading audiences (Kim et al., 2016) and, as a low-cost platform, they provide the opportunity to reflect persuasive messages and influence customer beliefs, attitudes, and behavior (Labbafi et al., 2016). Since networks host diverse groups with different interests, the reflection of persuasive messages can promote the acceptance and support of green products. Marketing on social networks not only strengthens customer attitudes and satisfaction, but also affects their purchase intention and repeat purchase (Ghaforian Shagerdi et al., 2016). The development of green products through these messages can increase collective perceptions and social responsibility in environmental protection (Matthes et al., 2014). Attention to the environmental impacts of products has also become an important criterion in purchasing decisions, so that price is not the only determining factor (Joshi et al., 2015). The global and Iranian situation shows an increase in environmental pollution and waste, highlighting the necessity of developing green products (Du et al., 2020). Given the importance of environmental protection, this study seeks to investigate the role of persuasive messages on social networks in promoting support for green products, and its main goal is to explain the conceptual model of persuasion and its impact on the development of green products. In a situation where the global market is sensitive to customers' environmental demands and considerations, companies are forced to formulate their marketing strategy based on customer attitudes and perceptions and social expectations (Limk & Louizao, 2014). Creating customer-friendly values ​​and a coherent identity between the company, customers, and society are key principles for business survival and growth (Talari et al., 2018). The development of green products can increase social awareness and pave the way for positive behavioral changes in consumers (Wu et al., 2020). Despite previous research that has emphasized the importance of social awareness and persuasion in supporting green products (Ogbeibu et al., 2020), there is still a lack of research about the topic. Theoretical foundations Persuasion As a multidimensional process in human communication, persuasion deals with changing the audience's attitudes, emotions, and behavior, and its success requires understanding the audience's cognitive, emotional, and cultural backgrounds so that the message has the greatest impact (Lin et al., 2020). Trust-building and brand credibility Brand credibility and trust are key components of marketing and brand communications that shape consumers' attitudes and behaviors. Brand trust includes assurance of the truthfulness of promises and social responsibility, and brand credibility refers to the audience's perception of the brand's reliability (Kim et al., 2016; Huang et al., 2024). Research has shown that reputable brands can increase green behaviors and customer satisfaction, and strengthen individual motivations for sustainable consumption (Ogbeibu et al., 2020; Hu et al., 2024; Mahmoud et al., 2020). Persuasive and interactive tactics Interactive tactics invite the audience to actively participate and respond and include personalized content, Q&A, surveys, and creating a discussion space (Mahmoud et al., 2020). These tactics increase the level of attention, learning, and trust in the brand and, in green marketing, allow for better understanding of environmental messages (Lin et al., 2020; Ogbeibu et al., 2020). Environmental behavior and lifestyle Environmental behavior and lifestyle include purchasing green products, reducing energy consumption, waste management, and participating in environmental activities (Joshi & Rahman, 2015; Du et al., 2020). Positive attitudes towards the environment and external factors such as brand trust, social responsibility and social media messages can strengthen individual motivations to adopt a sustainable lifestyle (Huang et al., 2024; Mahmoud et al., 2020; Ogbeibu et al., 2020; Wu et al., 2020). Hu et al. (2024) investigated "The role of social media marketing on green product repurchase intention". The research method is descriptive correlational and the sample is 438 people. The results showed that social media marketing activities significantly increase green values, environmental concerns and brand image and positively affect brand involvement. Also, brand involvement mediated the relationship between green values, environmental concerns, brand image and repurchase intention. Huang et al. (2024) studied the "Effect of Green Marketing on Repurchase Intention and Positive Word of Mouth of Residential Platform Users". The research method is descriptive correlational and the sample size is 488 people. The results showed that consumers' perception of green marketing increased consumer trust and identification with the platform, and as a result, it affected repurchase intention and positive word of mouth. Consumer trust also mediated the relationship between green marketing and repurchase intention and positive word of mouth. Research Methodology This research is applicable in terms of purpose and descriptive-correlational in terms of method. The statistical population includes active users of social networks and experts in the field of green product marketing who play a practical role in the process of persuasion and acceptance of messages. Given that there is no information on the exact number of the statistical population; therefore, the population is considered indefinite and according to the Cochran formula sampling method for the indefinite population, the sample size is 384 people. The statistical sample of the research will be selected randomly and by simple sampling method. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 1. To examine the validity of the tool, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Research findings The present study showed that building trust and brand credibility, along with the use of interactive tactics and emotional narratives, plays a fundamental role in improving the environmental behaviors and attitudes of the audience. Modern messaging infrastructures and technologies and visual design in harmony with green values ​​strengthen the persuasive power of messages and increase the acceptance of a sustainable lifestyle. The findings confirm the importance of integrating trust, interaction, narrative, visual design, and technology in developing green marketing and promoting brand social responsibility, and show that these factors can strengthen individual and collective motivations for sustainable consumption. Discussion and Conclusion The research findings showed that trust-building and brand credibility play a central role in shaping audiences’ environmental attitudes and behaviors, such that audiences who consider the brand to be credible and trustworthy are more likely to consume green, reduce energy consumption, and participate in environmental activities (Huang et al., 2024; Meysamizad et al., 2023). Also, persuasive and interactive tactics in messaging, along with narratives and emotional messages, increase active audience participation and pave the way for improving green messaging infrastructure and channels (Antoun et al., 2023; Khalaji et al., 2022). Other findings of the present study showed that persuasive strategies based on narrative and emotion, by enhancing interactive tactics, engage audiences more and increase their level of interaction with messages and the brand. This is consistent with the research of Antoun et al. (2023) and Meysamizad et al. (2023) who have confirmed the role of storytelling and emotional messages in increasing digital impact and participation. Also, the infrastructure and technical platforms of green messaging are of considerable importance in creating environmental behaviors of audiences and strengthening their understanding of the brand's social responsibility. This finding is consistent with the research of Khalaji et al. (2022) and Hu et al. (2024) and shows that digital tools and channels can strengthen individual motivations for green consumption and adoption of a sustainable lifestyle. Visual design aligned with green values ​​and the use of digital platform technologies and algorithms also enhance the persuasive power of messages and improve audience acceptance and commitment to sustainable consumption (Hu et al., 2024; Mahmoud et al., 2024).

Abstract Abstract The present study aims to analyze the mediating role of organizational ambidexterity in the effect of corporate social responsibility (CSR) and knowledge management infrastructure on corporate sustainable performance. In terms of purpose, the study is applicable; and methodologically, it follows a survey design. The statistical population consisted of all managers and headquarters experts of Dr. Tamin Company (N = 300). Using simple random sampling and Cochran’s formula, a sample of 168 participants was selected. Data were collected through standard questionnaires, whose validity was confirmed through expert judgment in the field of management, and whose reliability was verified via Cronbach’s alpha coefficients. Data analysis was performed through structural equation modeling by SmartPLS 3 software. The findings indicated that the path coefficient of CSR to organizational ambidexterity was 0.417 (T = 5.081); the path coefficient of knowledge management infrastructure to organizational ambidexterity was 0.379; the path coefficient of CSR to sustainable performance was 0.513 (T = 11.980); the path coefficient of knowledge management infrastructure to sustainable performance was 0.439; and the path coefficient of organizational ambidexterity to sustainable performance was 0.571—all statistically significant at the 95% confidence level. Moreover, results revealed that organizational ambidexterity mediates the effect of CSR on sustainable performance by 0.751, and also mediates the effect of knowledge management infrastructure on sustainable performance by 0.655. Accordingly, fostering an organizational culture that reinforces social and environmental values and encourages employee participation in CSR initiatives can significantly enhance corporate sustainable performance. Introduction With the emergence of increasingly complex challenges such as global competition, social problems, and environmental degradation, companies are required to simultaneously respond to dual demands and manage internal tensions in order to balance conflicting objectives (Annosi, 2024). In this regard, the closest concept in managing dual structures is organizational ambidexterity (O’Reilly & Tushman, 2013), which has attracted extensive scholarly attention. Organizational ambidexterity is widely regarded as a key concept referring to an organization’s capability to engage simultaneously in both exploration and exploitation. In this context, an ambidextrous firm is not only capable of identifying external barriers but can also effectively reallocate its resources to provide appropriate solutions, thereby securing its competitive advantage as a market adapter (Rahman et al., 2026). In other words, this concept is defined as the organization’s ability to pursue different—and often competing—strategic actions simultaneously. Evidence suggests that ambidextrous organizations not only respond effectively to conflicting demands but also achieve superior performance (Annosi, 2024). Furthermore, organizational ambidexterity refers to situations in which firms, under conditions of environmental volatility and uncertainty, simultaneously seek to combine incremental and radical innovation practices—namely exploitation and exploration (Adler, 2009). This construct helps organizations maintain strategic agility by aligning with the current environment while adapting to potential turbulence (Clauss et al., 2021). According to Duncan (1976), businesses seeking the successful adoption of creative ideas and long-term profitability must adopt a dual structure based on exploration and exploitation. Consequently, organizational ambidexterity creates a favorable environment for developing structures that promote seemingly contradictory yet complementary perspectives (Mankgele, 2023). However, achieving organizational ambidexterity requires the institutionalization of social and environmental practices through corporate social responsibility (CSR), as well as the establishment of an ecosystem based on idea exchange and decentralized structures, namely knowledge management infrastructure. Such conditions ensure that knowledge does not remain restricted and that employees feel comfortable sharing new ideas, which ultimately leads to organizational innovation and enhanced sustainable performance (Martínez‑Falcó et al., 2023). Sustainable performance represents a combination of environmental, economic, and social performance that not only benefits the natural environment and society but also generates economic advantages and long‑term competitive benefits for firms (Mokbel Al Koliby et al., 2024). To enhance this type of performance, organizations strengthen their ambidexterity by fostering innovations that enable the simultaneous exploration and exploitation of knowledge. While exploitation‑based innovations improve efficiency and economic profitability, exploration‑based innovations can develop new practices that enhance social and environmental well‑being, thereby improving the triple‑bottom‑line dimensions of sustainable performance (Martínez‑Falcó et al., 2023). Although international studies have examined the constructs of this research (e.g., Martínez‑Falcó et al., 2023), a review of the literature reveals a lack of empirical evidence regarding the mediating role of organizational ambidexterity within this causal chain in the context of online building‑materials supply platforms in Iran. This issue remains largely overlooked in the literature of this industry—an industry characterized by unique features such as high operational risk, the need for specialized information, and close interaction with contractors. Therefore, the present study, for the first time, re‑examines this model within Dr. Tamin Company, the first online platform for supplying building materials in Iran, with the aim of validating prior findings and enriching the literature on organizational survival strategies under different economic conditions and contexts. Addressing this contextual gap and localizing the CSR and knowledge management infrastructure model within the online building‑materials supply industry highlights the necessity and novelty of the present study. Accordingly, the main research question is formulated as follows: Do corporate social responsibility and knowledge management infrastructure have a positive and significant effect on the sustainable performance of Dr. Tamin Company, considering the mediating role of organizational ambidexterity? Theoretical Framework Organizational Ambidexterity Organizational ambidexterity is considered a relatively recent concept in organizational management studies (Mankgele, 2023). In the literature on strategic management and corporate entrepreneurship, an organization’s ability to simultaneously leverage the benefits of two seemingly contradictory behaviors is referred to as ambidexterity (Hill & Birkinshaw, 2014). The term was first introduced by Duncan in 1976 to describe the dual nature and structural tensions within organizations. According to Duncan, in order to achieve long‑term success, firms must adopt dual structures aligned with the different stages of the innovation process (Duncan, 1976). Corporate Social Responsibility (CSR) As the world faces increasingly complex social challenges such as malnutrition, poverty, and environmental degradation; companies are being called upon to address these issues. Such organizational engagement with social concerns is most commonly examined through the concept of corporate social responsibility (CSR) (Hill & Birkinshaw, 2014). CSR encompasses the simultaneous achievement of economic, environmental, and social outcomes (Annosi, 2024). This concept represents a set of ethical, legal, and business principles that guide organizations not only toward meeting their economic needs but also toward improving the well‑being of the society in which they operate (Akbari et al., 2023). In essence, CSR entails a series of voluntary actions undertaken by companies to enhance the economic and social welfare of the local communities in which they conduct business (Martínez‑Falcó et al., 2023). Knowledge Management Infrastructure Knowledge management refers to the systematic and coordinated creation, sharing, and application of knowledge to enhance innovation and generate added value within organizations (Naji, 2025). This process is increasingly supported by technological solutions—commonly referred to as knowledge management systems—which are employed to streamline organizational activities (Zamanifard et al., 2025). Corporate Sustainable Performance In the era of globalization, the emphasis on corporate sustainability has grown significantly (Shahzad et al., 2020), and organizations have become increasingly aware of the importance of sustainable performance. Today, many companies have committed to adopting more comprehensive performance criteria to evaluate their operations. In this regard, the most comprehensive and effective tool for assessing a company’s performance is the set of sustainable performance indicators, which simultaneously emphasize social, environmental, and economic dimensions (Mankgele, 2023). Research Methodology The present applicable study employs a descriptive‑survey design. The statistical population consisted of 300 managers and employees of Dr. Tamin Company in 2024, from which 168 individuals were selected as the sample by simple random sampling and Cochran’s formula. The data collection instrument was a standardized questionnaire comprising 4 variables, 11 components, and 49 items, all measured on a five‑point Likert scale. Research Findings In accordance with recent methodological literature (Henseler et al., 2015), the HTMT (Heterotrait–Monotrait Ratio) criterion was employed to ensure the absence of spurious correlations between constructs. The obtained HTMT values for all construct pairs were below the threshold of 0.85, confirming strong discriminant validity in the research model. Since all T‑statistics exceeded 1.96, all five direct research hypotheses were supported. Accordingly, corporate social responsibility and knowledge management infrastructure both exert positive and significant effects on organizational ambidexterity and sustainable performance. Additionally, organizational ambidexterity itself significantly influences sustainable performance. The presence of this causal chain necessitates examining indirect effects. Results showed that the direct effect of corporate social responsibility on sustainable performance (0.513) and its indirect effect through organizational ambidexterity (0.238) were both significant (T = 5.12). Since the direct effect remains significant and the confidence interval of the indirect effect does not include zero, organizational ambidexterity plays a partial mediating role in this relationship. Consequently, the total effect of corporate social responsibility on sustainable performance was calculated as 0.751. Findings also indicated that the direct effect of knowledge management infrastructure on sustainable performance (0.439) and its indirect effect through organizational ambidexterity (0.216) were significant (T = 3.95). Given the continued significance of the direct effect and the absence of zero within the confidence interval of the indirect effect, the partial mediating role of organizational ambidexterity in this relationship was likewise confirmed. In this pathway, the total effect of knowledge management infrastructure on sustainable performance was determined to be 0.655. Conclusion The present study aimed to examine the impact of corporate social responsibility and knowledge management infrastructure on corporate sustainable performance, considering the mediating role of organizational ambidexterity in Dr. Tamin Company. Based on the research findings, all research hypotheses were supported. The results are consistent with evidence reported in previous studies, including Martínez‑Falcó et al. (2023), Zaragoza‑Sáez et al. (2023), Mankgele (2023), Tabatabaeian et al. (2022), Restuputri et al. (2024), Elashry and Ali (2024), and Shahzad et al. (2020). In light of the findings and with the aim of improving firms’ sustainable performance and strengthening their ambidextrous capabilities, several practical recommendations are proposed. First, educational courses and seminars on organizational ambidexterity and sustainable performance should be organized for entrepreneurs, business owners, and employees in order to familiarize them with the positive outcomes of ambidexterity and enhance their ambidextrous capabilities. Second, establishing, developing, and promoting corporate social responsibility programs that focus on community needs, environmental protection, and employee well‑being can be highly constructive. Such initiatives may include environmental projects, support for education and local community development, and improvements in working conditions. Third, organizations should promote a culture that reinforces social and environmental values and encourages employees to participate in CSR programs, as such a culture can contribute to improved innovation and productivity. To address the limitation related to sample size and to enhance statistical power, future studies are recommended to test this conceptual model using larger statistical samples (above 200 or 300 participants). This would increase the statistical power of structural equation modeling analyses and improve the model’s sensitivity in detecting weaker relationships among variables.

Abstract Abstract
The purpose of the present study is to investigate the effect of brand recognition of the Electronics Branch of Islamic Azad University on its competitive advantage with regard to the role of positioning and market orientation. In terms of purpose, this study is an applicable research conducted in a cross-sectional manner based on a survey approach (questionnaire) and using field studies and correlational research methods; data collection was carried out using a questionnaire among 194 students of this university unit who were selected by simple random method, and data analysis was performed using PLS software. The findings indicated the confirmation of the effect of brand recognition on positioning and market orientation and the effect of these two variables on competitive advantage; and the mediating effect of these two variables in the relationship between brand recognition and competitive advantage was also confirmed. Following the study of the Electronics Branch of Islamic Azad University, this study has also provided suggestions to improve the insight of managers of this university.
Introduction
With the onset of the post-industrial era, markets became highly competitive and learning faster and earlier than competitors became a competitive advantage, so the organization's focus was on awareness, knowledge, and information (Krakowski et al., 2023). The competitive market environment is such that future market trends, as well as competitors' activities, cannot be easily predicted and interpreted (Campagna et al., 2023). Businesses active in the education industry have also realized that gaining a competitive advantage in a market that has become complex and challenging with the increasing number of competitors and the diversity and breadth of services must pay more attention to the mindset of customers and target audiences; among the most key activities of managers and decision-makers, especially in highly competitive markets, is therefore investing in the brand (Permana, 2023). A review of the research literature indicates a research gap in the field of brand effects on competitive advantage in higher education, and in particular, the role of variables such as positioning and market orientation has received less attention in such studies, which indicates the necessity of the present study. Another important point is that the existence of numerous socio-economic and cultural problems has challenged the function and role of traditional universities and damaged people's mentality about their commitment to society. On the other hand, a society without efficient and effective higher education cannot progress and excel (Samani et al., 2022). This issue becomes more important in the case of the largest university system in the country, namely Islamic Azad University, with a significant number of students nationwide and its spread among target audiences with different characteristics, tastes and needs. Therefore, the present study seeks to answer the main question: how does brand recognition affect the competitive advantage of Islamic Azad University, Electronics Branch, with regard to the mediating role of positioning and market orientation??
Theoretical framework
Brand Recognition: The concept of brand awareness by the customer is essentially the customer's comprehensive understanding of how brand relationships with customers develop. Therefore, brands have realized that to enhance brand awareness among customers, they must invest in brand attributes such as credibility and differentiation, while also considering the attractiveness and impacts on perception, and giving importance to informing and enhancing the mental image of the audience (Gading et al., 2024).
Competitive Advantage: Competitiveness refers to how an organization aligns its internal capabilities and resources with external changes, and it can increase under conditions where resources are utilized in a way that directly or indirectly makes competition more challenging for other businesses (Beirami et al., 2024). Organizational competitiveness can be measured in various ways. To overcome the limitations of financial metrics, the use of marketing metrics such as brand reputation, customer loyalty, and employee loyalty has also been suggested for assessing competitiveness (Heydari et al., 2021).
Positioning: Positioning is a strategic concept that, over time, has entered other management discussions, such as marketing, and particularly strategic marketing. Business managers have realized that in today's highly turbulent environments, they must identify the environmental factors that contribute to their success in competing in an uncertain environment, given the presence of numerous competitors and rapid changes (Parhizgar et al., 2023).
Market Orientation: Market orientation is a type of behavioral norm that has spread throughout the business and responds to the current and future needs of target audiences and customers through innovation (Azimi et al., 2021). With the emergence of market orientation in recent years, market-based organizational culture has increasingly been considered a key element in the superior performance of businesses, emphasizing the positive relationship between market orientation and performance (O'Cass & Sok, 2013).
Research methodology
The research method of the present study is applicable in terms of purpose. From the perspective of execution, this research is a non-experimental study of the correlational type, and regarding the time frame for data collection, it is a cross-sectional study conducted in the field using a questionnaire. The statistical population of this research consists of 337 master's degree students in business management at the Islamic Azad University, Electronic Unit, who are currently studying. The sampling method used in this research is simple random sampling, and to determine the sample size, a pilot study and Cohen's formula for a finite population were utilized, resulting in 194 completed questionnaires being analyzed. The questionnaire of Rua & Santos (2022) included brand awareness with 5 items; brand positioning with 6 items; market orientation with 2 items; and competitive advantage with 3 items. The measurement scale for the questions was a five-point Likert scale, and face validity was used for validating the content validity, while reliability was confirmed using Cronbach's alpha coefficient. To examine the normality of the data distribution, the Kolmogorov-Smirnov test was employed. The relationships between variables and factors were confirmed through confirmatory factor analysis and structural equation modeling techniques using PLS3 Smart software, which is a variance-based path modeling method that allows for the simultaneous examination of theories and metrics.
Research findings
The internal model framework was examined, and the structural model path was evaluated. Considering the t-statistic value and P-values for all paths except for the brand awareness to competitive advantage path, the t-statistic is greater than 1.96 and the P-values are less than 0.05, indicating that at a 95% confidence level, all paths except for the brand awareness to competitive advantage path have a significant impact.
Conclusion:
Regarding the first hypothesis of the research, which states that brand awareness has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the first hypothesis of the study was not confirmed. The findings of the present research regarding this hypothesis do not align with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who examined and confirmed the same hypothesis in their research. Concerning the second hypothesis of the research, which suggests that brand awareness has a positive and significant impact on the positioning of the Islamic Azad University, Electronic Unit; the data analysis showed that the second hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022) and Umukoro et al., (2023), who also examined and confirmed this hypothesis in their research. Regarding the third hypothesis of the research, which states that brand awareness has a positive and significant impact on the market orientation of the Islamic Azad University, Electronic Unit; the data analysis indicated that the third hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis align with the results of the study by Rua & Santos (2022), who examined and confirmed the same hypothesis, and the research by Mampaey et al., (2019), which also referred to successful market orientation as a result of increased audience awareness about the brand in their study on internal and external branding. Regarding the fourth hypothesis of the research, which suggests that positioning has a positive and significant impact on the competitive advantage of the Islamic Azad University, Electronic Unit; the data analysis indicated that the fourth hypothesis of the study is confirmed. The findings of the present research regarding this hypothesis are consistent with the results of the study by Rua & Santos (2022), who examined and confirmed this hypothesis in their research.
To practically benefit from the results of the present research, it can be suggested to the managers and decision-makers of the Islamic Azad University, Electronic Unit, that:
The growth and development of higher education institutions and universities depend on the effective utilization of marketing concepts, including brand awareness, positioning, and market orientation. Brands and businesses that play a vital role in the educational economy of the country and have been compelled to embrace transformation in the competitive arena due to changes in key environmental factors in the long term are guided in managing the perceptions of their audience.

Abstract Abstract
The purpose of this study is to investigate the effect of blockchain technology on digital marketing. This study is applicable in terms of purpose, and of a quantitative research type, which is a survey-cross-sectional study in terms of data collection. The statistical population of this study consists of online marketing managers and activists. The entire statistical population was considered unlimited. Due to the unlimited nature of the statistical population, 384 people were considered as a sample, based on the Morgan table. The data collection tool is a questionnaire. The standard questionnaire was extracted based on the study by Wiratma et al., (2021). Confirmatory factor analysis and model fit test and structural equation model were used to examine the data to test the hypotheses expressed in the study. The data analysis method was also using smart.PLS software. The results of the study showed that blockchain has a positive and significant effect on mega-data, which in its turn, has a positive and significant effect on digital marketing. Blockchain has a positive and significant impact on digital marketing.
Extended Abstract
Introduction
With the rapid growth of e-commerce, exchanges and transactions through information technology tools and methods have increased significantly. The adoption and use of various electronic payment services and its application are important topics considered in the use of new technologies (Li & Bai, 2010). Today, much of the attention on blockchain is focused on financial services; and very little has been discussed about non-financial services companies and how blockchain technology can impact organizations, their business models, and the way they create and deliver value (Morkunas et al, 2018).
Blockchain technology has emerged as a promising innovation that can not only disrupt operational processes in the supply chain of products and services, but also facilitate risk management in the complex and interconnected global supply chain ecosystem through increased information and process flexibility (Tonnissen & Teuteberg, 2020; Esmaeili et al, 2020; Wamba & Queiroz, 2020; Gory, 2019). With the rapid growth of e-commerce, exchanges and transactions through information technology tools and methods have increased dramatically. The adoption and application of various electronic payment services and their applicability are important issues considered in the use of new technologies (Li & Bai, 2010). Much of the attention on blockchain today is focused on financial services, with very little discussion of non-financial services companies and how blockchain technology can impact organizations, their business models, and the way value is created and delivered (Morkunas et al, 2018). It monitors interactions between individuals, organizations, companies, communities, and people. They guide management and social actions. Blockchain technology at the heart of Bitcoin and other cryptocurrencies, is a chain blockmarket of an open, distributed ledger that can efficiently record transactions between two parties in a verifiable, permanent, and secure manner. This technology is protected against deletion, tampering, and financial transactions (Rega et al, 2019).
Blockchain technology is predicted to play a significant role in digital marketing in the future. According to a report in Semupdates.com (2019) of the 20 digital marketing trends that will go viral in 2020; one of them is blockchain technology in search engine advertising. The use of blockchain is a technology much broader than the financial world that can be applied to the world of digital marketing, as its functions are transparent and provide benefits to the branding process. The figure below shows the size of the blockchain technology market worldwide from 2018 to 2025, where it is predicted that the blockchain technology market will be worth $39.7 billion by 2025. This chart shows the blockchain market forecasts that also show the use of blockchain technology (Wiratama et al, 2021).
For this purpose, the present study seeks to answer the following question: What is the impact of the application of blockchain technology on digital marketing?
Theoretical Framework
Blockchain
Blockchain concepts have brought about widespread changes in the legal industry, simplifying and streamlining various processes. The same type of simplification can be seen in the accounting field. Another entity that can benefit from blockchain technology is the government. However, the benefits of this blockchain can go beyond the small projects they have implemented. Three benefits that governments can realize are increasing citizen trust in authorities, protecting crucial data, and reducing costs by increasing efficiency. While the cost savings in the financial industry can be extensive, the legal field can also implement this technology with great success. While there are many applications for which blockchain technology can be used, it can be seen that the main place where it is used is to better organize information, which raises questions about the potential untrustworthiness of the information itself. With the emergence of smart contracts in blockchain technology, the credit requirement required in many international sales transactions is becoming obsolete and useless (Benson, 2019).
Digital Marketing
The term digital marketing has been referred to as a subset of marketing management and advertising management for two decades (Kamnan, 2017). Digital marketing includes all the tools and activities used to market products and services on a digital platform (web, internet, mobile or other (digital) tools) (Vaziri Gohar & Abdolhosani, 2020).
Roshanak et al, (2024) investigated the effect of marketing mix on blockchain technology with the mediating role of perceived usefulness in customers of the National Bank of Iran in Tehran. The results of the study indicate that senior management support, supply chain integration, and innovation capability have a significant effect on blockchain technology. Also, supply chain risk did not affect blockchain technology. Finally, the role of marketing mix has been shown on perceived usefulness. Also, perceived usefulness affects blockchain technology.
Moradi ziba et al, (2023) investigated the model of digital marketing strategies in successful Iranian startups. The results of the qualitative section indicated that 241 primary codes, 46 pivotal codes, and 14 selective codes were identified and extracted. The results of the study showed that the causal conditions with 4 variables of network capability, use of artificial intelligence, marketing capability and customer knowledge have an effect on digital marketing strategies; and the results of confirmatory factor analysis showed that the model fit indices were approved.
Research Methodology
This study is applicable in terms of purpose, and of a quantitative research type, and a survey-cross-sectional study in terms of data collection. The statistical population of this study consists of online marketing managers and activists. The entire statistical population was considered unlimited. Due to the unlimitedness of the statistical population, 384 people were considered as a sample based on the Morgan table. The data collection tool is a questionnaire. The standard questionnaire was extracted based on the study of Wiratma et al. (2021). Confirmatory factor analysis and model fit test and structural equation model were used to examine the data to test the hypotheses expressed in the study.
Research findings
The data analysis method was carried out by smart.PLS software. The research results showed that blockchain has a positive and significant effect on megadata. The megadata has a positive and significant effect on digital marketing. Blockchain has a positive and significant effect on digital marketing.
Conclusion
The present study was conducted with the aim of investigating the effect of the application of blockchain technology on digital marketing. The results of this study are consistent with the results of Roshanak et al, (2024), Moradi ziba et al, (2023), Bagheri Anilu et al, (2023), Zhang et al, (2023), Dana et al, (2022) Gholipour Domyeh (2023), Ahmadi et al, (2022), Da Silva & Moro (2021), Clohessy et al, (2020), Grishikashvili et al, (2014), Rejeb et al, (2020), Brauer & Eriksson (2020), Ertemel (2018), and Kecskes (2018). Roshanak et al, (2024) showed that top management support, supply chain integration, and innovation capability have a significant impact on blockchain technology. Also, supply chain risk did not have an effect on blockchain technology. Finally, the role of the marketing mix on perceived usefulness has been shown. Also, perceived usefulness has an effect on blockchain technology.
According to the results of the research, it is suggested that online marketing managers and activists strengthen the technical knowledge of employees in this field by holding meetings and training courses in the field of blockchain technology. On the other hand, by focusing on emerging technologies such as blockchain and their capabilities, they should align their marketing strategy with digital marketing based on these emerging technologies.

Abstract Abstract
This study aimed to investigate the role of organizational brand identity in strengthening employee-centered brand equity. The study population is the employees of Asia Insurance in Tehran province branches, of which 287 samples were studied using the multi-stage cluster sampling method. Field and questionnaire methods were used to collect information. Data analysis was performed using structural equation modeling using smart PLS software. The results showed that organizational brand identity has a positive and significant effect on employee-centered brand equity dimensions including brand citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation; and organizational brand identity dimensions including brand visual identity, brand personality, employee and customer focus, and sustainable communications also have a positive and significant effect on employee-centered brand equity, but these effects are not strong. Meanwhile, focusing on employees and customers and sustainable communications, which are more related to the organization's human resources policies, have stronger effects on employee-centered brand equity, and the impact of brand visual identity and brand personality, which include more general meanings of brand identity, is less on employee-centered brand equity.
Introduction
Today, service companies, including insurance companies, need a strong corporate brand identity and also employees who are the messengers of the organization's brand to maintain and differentiate themselves in competitive markets. Competition among service brands is increasing sharply. Highly differentiated markets are the result of customers' knowledge and experiences about the brand, which has intensified the challenge of attracting and retaining customers. Organizational managers have realized that a strong brand is the main axis of their competitive advantage (Liu et al., 2020; King, 2017).
Brand equity is considered one of the most important indicators of a brand's success. Previous research has studied brand equity from the customers' perspective; and organizational managers and academic researchers have generally focused on the concept of customer-centric brand equity (Ahmad et al., 2022) and have ignored the perception of internal stakeholders of the brand (Boukis & Christodoulides, 2020). However, now, in the logic of new markets, a change in this mindset is observed, and managers have turned their attention to internal or employee-based branding (Ahmad et al., 2022).
Most brands try to differentiate their products and create a unique brand identity of their own through tangible signs (Liu et al., 2020, King, 2017). A strong brand identity plays a vital role in the entire brand management process. Accordingly, all organizations try to differentiate their products and services in order to create a distinctive identity for their brand. Organizations usually do this through the external appearance of their brand (Ahmad et al., 2022, King, 2017). However, evidence of its impact on employee-based brand equity is scant (Liu et al., 2020).
For service industries, such as the insurance industry, intangible resources such as knowledge and skills have become increasingly important for gaining competitive advantage in today's hypercompetitive markets. These skills and capabilities are rooted in an organization's human resources (Ahmad et al., 2022). Providing high-quality service from employees is a necessary prerequisite for creating employee-based brand equity. Brand equity is formed through interactions between customers and employees; an important channel for customers to perceive brand value (Liu et al., 2020). Organizations cannot fulfill brand promises to customers without considering the role of employees (Boukis & Christodoulides, 2020). It is the capabilities and skills of employees that can create a good or bad brand experience for customers and thereby shape their perception of the brand (Ahmad et al., 2022).
Most brand equity research focuses on customer-centered brand equity (Keller and Swaminathan, 2020; Lee, 2021); and employee-centered brand equity, especially in service areas, has been less studied (Erkmen, 2018). This is an important research gap because a better understanding of employee-centered brand equity in general and in service industries in particular can motivate managers in these industries to better recognize the role of employees in introducing brand equity to customers through better service delivery (Zhang et al., 2024).
This study focuses on insurance company employees who are influenced by both internal stakeholders (e.g., managers and other employees) and external stakeholders (e.g., customers) through their interactions with them. Therefore, the purpose of this study is to investigate the role of organizational brand identity in strengthening employee-centered brand equity.
Theoretical Framework
Organizational Brand Identity
Brand identity was first introduced by Kapferer (1992) and has been studied in various ways, leading to a variety of definitions and theoretical frameworks for the concept. Dechernatoni (2006) defined brand identity as a distinctive idea about a brand and how the brand communicates through this idea to its various stakeholders. Despite the different definitions, academic researchers define brand identity as a set of brand attributes, including a specific idea or core meaning of a brand (Buil et al., 2016). Branding literature has also discussed the stability of brand identity over time. Although brand identity definitions primarily emphasize the need to maintain identity, some researchers have reconceptualized brand identity as a dynamic concept (Liu et al., 2020(.
Service brand identity is a multidimensional variable that includes visual identity, customer and employee focus, brand personality, sustainable communications, and human resource plans (Daneshgar et al., 2021). In this study, based on the research of Coleman et al. (2011), organizational brand identity has been examined in four dimensions: visual brand identity, brand personality, sustainable communications, and employee and customer focus (including human resource plans) (Coleman et al., 2011).
Employee-centered brand equity
Two important approaches to brand equity are the customer and financial approaches. Customer-centered brand equity is a set of assets related to the brand name and image and increase or decrease the perceived value of products and services to customers (Hasni et al., 2018). Brand equity with a financial approach is the overall value of the brand, which is determined by the sale of separable assets or what is on the balance sheets (Zhang et al., 2024).
King and Grace (2009) first introduced the concept of employee-centered brand equity to show how employees can convey their understanding of a brand to customers. This conceptualization suggests that for service industries, brand construction primarily originates from the internal environment rather than the external environment. The characteristics of service products include intangibility, ephemerality, and heterogeneity (Rodrıguez-Lopez et al., 2020), so the process of developing a service brand is different from a non-service brand (Zhang et al., 2024). Positive interactions between employees and customers can lead to increased customer loyalty and satisfaction, and ultimately the brand equity of the organization. According to this view, brand management in an organization should not be based only on customers; the role of employees, who are the real advocates of the organization's brand, should also be considered in this context. Therefore, successful brand management is based on a balance between customer-centered brand equity and employee-centered brand equity (Ahmad et al., 2022).
Employee-centered brand equity is a multidimensional variable that includes citizenship behavior, employee satisfaction, willingness to continue cooperation, and word-of-mouth advertising (King & Grace, 2008; Yazdan shenas & Asnaashari, 2022; Sangari & Alizadeh, 2018).
Research Methodology
This research is applicable in terms of purpose, and descriptive-correlational in terms of method. The statistical population of the research includes all employees of Asia Insurance in the branches of Tehran province, of which 287 samples were studied using the multi-stage cluster sampling method. Field methods and questionnaires were used to collect information. Composite reliability criteria and Cronbach's alpha coefficient were used to test the reliability of the questionnaires, and confirmatory factor analysis was used to test the validity. Data analysis was performed through structural equation modeling with the partial least squares technique and using smart PLS software.
Research findings
The research results showed that organizational brand identity has a positive and significant effect on employee-centered brand equity dimensions including brand citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation; and organizational brand identity dimensions including brand visual identity, brand personality, employee and customer focus, and sustainable communications also have a positive and significant effect on employee-centered brand equity, but these effects are not strong.
Conclusion
Organizations have now realized that competitive advantage based solely on tangible assets cannot be sustained in the long term. In service organizations that involve personal contacts and abundant communication experiences, internal brand equity is one of the most important factors for brand success. In these organizations, employees are a reflection of the organization and interact directly with customers as a frontline force. Previous studies have shown the strong role of employees in shaping brand equity. Internal branding among employees strengthens their understanding of the brand and, based on that, promotes employee-centered brand equity. Therefore, the purpose of the present study was to investigate the role of organizational brand identity in strengthening employee-centered brand equity.
The research result on the strong impact of organizational brand identity on employee-centered brand equity is consistent with the results of Baca & Reshidi (2025), Liu et al. (2020), Boukis & Christodoulides (2020), and Yazdanshenas & Asnaashari (2022).
The results of the study showed that organizational brand identity; including brand visual identity, brand personality, employee and customer focus, and sustainable communications, have a positive and significant effect on employee-centered brand equity, but these effects are not strong. The effect of brand visual identity and brand personality, which include more general meanings of brand identity, is less on employee-centered brand equity; and employee and customer focus, and sustainable communications, which are more related to the organization's human resources policies, have stronger effects on employee-centered brand equity. The effect of human resources policies, internal branding, and intra-organizational communications was seen in the research of Ahmad et al. (2022), Bigdeli et al. (2021), Daneshgar et al. (2021), Moshabaki & Taghizadeh (2019), Ashouri et al. (2024), and Hosseini et al (2013), and therefore the results of the present study are consistent with the results of these studies.
The findings of the study indicate that organizational brand identity has a strong and significant positive effect on employee-centered brand equity dimensions, including citizenship behavior, employee satisfaction, word-of-mouth advertising, and willingness to continue cooperation. These results are consistent with the results of Yazdanshenas & Asnaashari (2022), and Sangari & Alizadeh Bloukani (2018), which indicated a positive effect of brand identification on all four dimensions. These findings are also consistent with the results of Zhang et al. (2024) and Bari & Shahzadi (2022), who identified positive experiences, behaviors, and attitudes of employees and their role as the most important brand ambassadors as important factors in the emergence of citizenship behavior in them, brand recommendation advertising, and their loyalty and affiliation to the brand.
The findings of the study contain practical suggestions for managers and policymakers in the fields of human resource management and brand management. Since high levels of service are a key element of positive brand equity for service companies and it is the transfer of brand equity through employee-customer relationships that will achieve success, insurance managers are advised to implement human resource strategies such as increasing employee authority and reducing control over them and specifying the contribution of each employee to the success of the organization and use the benefits to enhance the organization's brand reputation and provide customer satisfaction and loyalty to the organization.
Measures such as holding training courses on brand-appropriate skills, using effective communication channels, designing attractive promotion programs for employees and holding regular meetings to fulfill the brand's mission and promises should be considered for brand internalization, and employees should be carefully selected and trained to enhance customer experience of the brand.

Abstract The purpose of this research was to investigate the relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management in Sirjan municipality. This research is applied in terms of purpose and correlational in terms of nature and method. The statistical population of this research consists of all the employees of the above-mentioned company, whose number has reached 1206 people in 1402. Based on the table of Karajesi and Morgan (1970), a sample size of 292 people has been determined from the mentioned statistical population, and the share of each unit and the relevant employees has been determined by random class method and proportional quota method. Data collection tools are three questionnaires. has been standard. Data analysis has been done using structural equations and Lisrel software. The research findings indicate that: there is a positive and significant relationship between talent management and organizational entrepreneurship with the mediating role of knowledge management. There is a positive relationship between talent management and organizational entrepreneurship. And there is meaning. There is a positive and meaningful relationship between talent management and knowledge management. There is a direct and meaningful relationship between knowledge management and organizational entrepreneurship.

Abstract Abstract This study was conducted with the aim of studying the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method is applicable in terms of its purpose, quantitative in terms of implementation method, and descriptive-correlational in terms of nature and method. The statistical population of senior managers, marketing managers, and experts of automotive holdings in Tehran was 256 samples. A standard questionnaire based on a 5-point Likert scale was used to collect research data. The content validity of the tool was confirmed by specialists and experts, and Cronbach's alpha and composite reliability were used to measure the reliability of the tool. By distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE), and divergent validity. The AVE value for all variables must be greater than 0.5. SPSS and PLS software were used to analyze the data. The research findings show that alliance marketing has a positive effect on marketing performance. Alliance marketing has a positive effect on brand image in automotive industry holdings. Brand image has a positive effect on marketing performance. In addition, the results showed that brand image has a positive mediating role in the relationship between alliance marketing and marketing performance. In general, the more coordination, synergy, and unity between marketing units, the more coherent, reliable, and positive the brand image is formed in the minds of customers, and this image in turn improves marketing performance indicators such as customer attraction, loyalty, and profitability. Introduction In the current turbulent and changing business environment, organizations are faced with challenges such as widespread uncertainties, intense competition, limited human and financial resources, and lack of specialized knowledge. In such an environment, economic enterprises are forced to cooperate and synergize with other companies to survive and improve their competitive position. These collaborations, which take the form of business alliances, have recently become one of the fundamental pillars of business development and growth strategies. Business alliances are considered strategic agreements between companies that aim to enter new markets, develop joint products, exchange technology, and exploit complementary resources and skills (He et al., 2024). Such alliances help organizations to improve their marketing performance and gain greater competitive power in the market by combining capabilities and leveraging each other's advantages (Mehdikhani & Valmohammadi, 2019). Among the different types of organizational alliances, alliance marketing has a special place. Alliance marketing is a type of strategic cooperation between two or more companies that aims to achieve common goals in the field of marketing and sales (Oyedele et al., 2023). This type of alliance can include the exchange of knowledge and information, the design and implementation of joint advertising campaigns, the use of joint distribution and promotion channels, and the use of marketing resources of the parties (Sadiqi et al., 2016). The main goal of such collaborations is to increase market share, strengthen brand identity and awareness, and create sustainable competitive advantages. In this way, organizations can make their marketing processes more efficient and improve their brand position in the minds of customers by using each other's marketing capabilities (Oyedele et al., 2023). However, some researchers believe that alliance marketing between companies is always accompanied by certain challenges and risks. For example, Choi & Contractor (2019) state that “relational risk” is one of the inherent dimensions of such collaborations. This type of risk refers to the possibility of opportunistic behaviors such as failure to fulfill commitments, incomplete cooperation, secret knowledge transfer, concealment of valuable information, or pursuing personal interests instead of collective interests. The existence of such dichotomies shows that the field of marketing alliances still requires further study and analysis. This is especially important in today’s competitive and dynamic environments; because identifying the factors affecting the success or failure of alliances can help design more effective collaboration strategies between companies. The main issue of the present study is that automotive companies need to develop marketing alliances between themselves and their subsidiaries to maintain their competitive position and improve market performance. The lack of such coordination and unity among marketing units can lead to inconsistency in the implementation of advertising strategies and weakening of the main brand image. Therefore, the central question of this research is: what effect does alliance marketing have on marketing performance and what is the mediating role of brand image in this relationship?  Theoretical Basis Alliance Marketing and Marketing Performance Alliance marketing is a process in which a group of market players enter into purposeful cooperation with the aim of achieving common interests and synergy in performance. Many companies are unable to fully implement their marketing strategies independently due to limited access to the required resources, either tangible resources such as capital and infrastructure, or intangible resources such as knowledge, expertise, and brand reputation. In such circumstances, they enter into interaction and resource sharing with other companies, even competitors, and sometimes with consumers, in order to create more sustainable competitive advantages through collective cooperation (Bendig et al., 2024). Alliance Marketing and Brand Image Companies need to use new strategies to become pioneers and market leaders. One of these strategies is alliance marketing. This approach emphasizes marketing strategies that focus on building brand image, through which companies can attract higher prices and positive customer attention. In contrast to this approach, there is the individualistic approach, in which the company carries out all its marketing activities alone. In this case, although companies usually collaborate with supply chain members, they remain highly individualistic and try to implement their marketing strategies independently. Individualistic efforts provide companies with insights into actions that can lead to superiority over their competitors, but ignore the impact of collective action by companies (Humphreys & Carpenter, 2018). Wasim zaka (2025) studied “The Effect of Communication Quality and Brand Image on Customer Loyalty with the Mediating Role of Customer Satisfaction”. The research findings showed that communication quality had a positive and significant effect on customer loyalty of Islamic Bank of Afghanistan and brand image affected customer loyalty. Also, communication quality on customer satisfaction was confirmed. Najafi yazadi et al. (2025) studied “Analysis of Intellectual Paradigm and Drawing Scientific Mapping of International Research in the Field of Brand Image”, the results showed that the most research was in 2021 with 55 articles (13.8%) and the United States is the most active country in this field with 80 articles (20%). Research Methodology This research is applicable in terms of the aim, and descriptive-correlational in terms of the method. The statistical population of the study includes 420 senior managers, marketing managers and experts of automobile holdings in Tehran, 256 of whom were selected as a sample by a stratified random method using the Cochran formula. To collect data, a researcher-made questionnaire on a five-point Likert scale was used. The findings from the Cronbach's alpha test and composite reliability to measure the reliability of the research tool are reported in Table 2. To examine the validity of the tool, content validity (expert opinion) was used and its validity was confirmed. Then, by distributing the questionnaire, the validity of the tool was measured with three methods: construct validity (external model), convergent validity (AVE) and divergent validity. The AVE value for all research variables must be greater than 0.5. In order to test the research hypotheses, structural equation modeling was used in the context of smart pls2 statistical software. Findings Research findings has shown that alliance marketing has a positive impact on the marketing performance of automotive holdings. Alliance marketing also strengthens brand image and consolidates positive associations in the minds of customers. Brand image itself plays an important mediating role in the relationship between alliance marketing and marketing performance. Thus, cooperation and coordination between marketing units, synergy in activities, and promotion of brand image pave the way for improving indicators such as customer attraction, loyalty, and profitability. These findings demonstrate the importance of alliance marketing and intelligent brand image management in the long-term success of automotive holdings.  Discussion and Conclusion This study aimed to investigate the effect of alliance marketing on marketing performance with the mediating role of brand image in automotive industry holdings. The research method was quantitative and descriptive-correlational and data were collected from managers and experts of holdings through a standard five-point Likert questionnaire. The results showed that alliance marketing has a positive and direct effect on marketing performance and, by strengthening brand image, also creates an important mediating effect on marketing performance. The results show that alliance marketing has a positive and significant effect on marketing performance of automotive industry holdings. This finding confirms the existing literature that emphasizes the importance of inter-organizational collaboration in improving marketing performance. Bendig et al. (2024) have stated that companies cannot always achieve their marketing goals independently due to limited resources or specialized knowledge, and collaboration with others, including competitors or consumers, provides the opportunity for synergy in performance. Also, Wasim zaka's (2025) findings have shown that market collaboration can accelerate the product adoption process and increase the penetration of marketing strategies. The present study showed that in automotive holdings, marketing alliances also coordinate advertising efforts and improve efficiency in market access and increase customer satisfaction. The results show that alliance marketing has a positive effect on the brand image of companies. This is consistent with the findings of pich et al. (2024), who emphasized that collaboration in marketing activities leads to synergy of brand messages and increases brand credibility in the minds of customers. Humphreys & Carpenter (2018) also state that collaboration between brands can strengthen the brand position in the consumer's mind and improve brand image. The results of the study indicate that brand image has a significant and positive effect on marketing performance. This finding is consistent with the existing literature. Rafiei et al. (2024) believe that brand image is a reflection of consumer experiences and evaluations and directly affects customer attitudes, purchase intentions and actual behavior. Valmohammadi et al. (2024) also state that successful marketing activities are the main driver in creating a positive brand image. Practically, this finding shows that when brands have been able to create a positive and strong image in the minds of customers, their marketing performance also improves. This includes increasing customer loyalty, improving market share and increasing perceived brand value. Therefore, brand image is not only a marketing outcome but also a key factor in enhancing marketing performance. The analysis shows that brand image plays an important mediating role in the relationship between alliance marketing and marketing performance. This finding is consistent with the theory of brand image transfer and Pinello's (2023) studies, which show that marketing alliances can transfer positive customer perceptions of a brand to the partner brand, thereby strengthening the effect of alliance marketing on marketing performance.

Abstract Abstract This study examines the effect of loyalty to Iranian apparel brands through the paths of satisfaction, trust, and commitment to the brand. In today's competitive environment, brands are considered one of the most valuable assets of organizations, and their ability to attract and retain customers depends heavily on creating satisfaction, trust, and commitment in customers. Therefore, accurate identification of the factors affecting brand loyalty in the apparel industry is of particular importance. This study was conducted using a convenience sampling method on consumers familiar with Iranian apparel brands. Data were collected through a Likert-scale questionnaire that assesses the dimensions of satisfaction, trust, commitment, and loyalty to the brand. After confirming the validity and reliability of the measurement tool, the collected data were analyzed using structural equation modeling (PLS-SEM) in SmartPLS software. The results of this study showed that brand satisfaction plays an effective role in creating brand loyalty and this relationship is strengthened by increasing consumers' trust and commitment to the brand. More precisely, consumers who are satisfied with the brand show a greater tendency to trust and commit, and these factors in turn increase their brand loyalty. Also, trust and commitment, as mediating variables, strengthen the path of satisfaction's effect on loyalty. These findings emphasize the importance of customer-centric strategies in Iranian clothing brands and suggest that brands focus on increasing customer satisfaction and strengthening their trust and commitment in order to create long-term loyalty. Introduction The Iranian clothing industry is facing numerous problems, including a decrease in domestic production, an increase in dependence on imports, a decrease in product diversity, and a decrease in the quality of some products. In addition, the export market of this industry has not grown much due to weakness in competition with global brands and trade restrictions (Khani et al., 2022; Jafari et al., 2023). These challenges require the development of comprehensive strategies in the fields of production, marketing, and export in order to increase the competitiveness of domestic brands. Research in the field of branding and customer loyalty plays an important role in understanding consumer behavior and developing marketing strategies. It is necessary, especially in the Iranian apparel industry, to focus on factors such as brand satisfaction and brand image, and their relationship with customer loyalty. Previous research has shown that trust and brand commitment as mediating variables have a significant impact on this relationship (Saragi et al., 2019; Chinomona, 2013). The results of this study can help manufacturers and marketers improve customer experience, promote brand communication, and increase customer loyalty. In addition, identifying the real needs of consumers will improve the quality and diversity of products and increase the competitiveness of domestic brands in domestic and international markets (Aditer et al., 2020; Medina et al., 2022). Overall, this research can contribute to the sustainable growth of the Iranian apparel industry by providing scientific and practical solutions. Theoretical foundations Definition and importance of brand satisfaction: Brand satisfaction is one of the most important concepts in marketing and customer management strategies that directly affects consumer behavior. Satisfaction is formed when the customer's expectations of the brand are aligned with his or her actual experiences with the brand. Definition and dimensions of brand loyalty: Brand loyalty is a multifaceted characteristic that goes beyond simply repeat purchases and includes the customer's desire to maintain their relationship with the brand through repeated purchases, support for that brand, and even recommend it to others. In addition to purchasing behaviors, this concept also psychologically refers to the customer's positive attitude and emotional commitment to the brand (Chinomona & Dubihlela, 2021). Definition and Importance of Brand Commitment: Brand commitment is defined as a long-term and emotional relationship between the customer and the brand. This concept goes beyond brand loyalty and specifically emphasizes the emotional and psychological interactions of customers with the brand (Meyer et al., 2022). Definition and Impact of Brand Trust: Brand trust is defined as the customer's feeling of confidence in the reliability, quality, and honesty of the brand. This concept is one of the important pillars in the brand-customer relationship, because brand trust reduces the risks perceived by customers and makes customers buy with more confidence (Kim et al., 2021). The interaction and synergy of these factors of satisfaction, commitment, and trust mutually influence each other, and the interaction between these factors creates a comprehensive and positive experience for customers, which ultimately leads to increased brand loyalty. Recent research has shown that when customers feel that the brand best meets their needs, this feeling leads to increased trust and commitment to the brand, which in turn strengthens satisfaction and loyalty. In competitive markets, brands that can strengthen these three factors simultaneously will have a higher competitive advantage (Foroudi et al., 2023). Research Methodology This research is designed as an applicable study, aims to investigate the relationships between different variables in the field of loyalty to Iranian clothing brands. In terms of methodology, this research belongs to the category of descriptive-survey and correlational studies. For sampling, the convenience method was used, which allows researchers to collect data using existing resources. This method is especially common in market and consumer behavior research and provides the required data quickly and effectively. To collect data, a standard questionnaire was used, which is a combination of the questionnaires of Fernandez and Moreira (2019), Bashokooh et al., (2020), and Sang et al., (2019). The target population is all people who use different clothing brands. Also, the applied convenience sampling method is a non-random sampling method in which available people are selected. After distributing the questionnaire link in cyberspace, 157 questionnaires were collected, of which 150 were selected for statistical analysis. Selecting valid and relevant questionnaires increases the quality of data and contributes to the validity of the results. Research findings In this study, the relationships between the variables of brand satisfaction, brand trust, and brand loyalty were analyzed using the structural equation modeling (SEM) method in SMART PLS3 software. T-values ​​were examined to evaluate the significance of the relationships between the variables, so that if the t-value is outside the range of ±1.96, the relationship in question is considered statistically significant. The model includes three latent variables, each measured through different indicators: - Brand satisfaction: four indicators with factor loadings between 14.653 and 34.621. - Brand trust: four indicators with factor loadings between 16.848 and 105.745. - Brand loyalty: four indicators with factor loadings between 17.235 and 124.975. 1- The effect of satisfaction on brand trust: path coefficient of 0.791, indicating a strong and positive effect. 2- The effect of trust on brand loyalty: path coefficient of 0.477, indicating a medium and positive effect. 3- The effect of satisfaction on brand commitment: path coefficient of 0.728, indicating a strong and positive effect. 4- The effect of commitment on brand loyalty: path coefficient of 0.262, indicating a positive but relatively weak effect. 5- The direct effect of satisfaction on loyalty: path coefficient of 0.211, which is weaker than the indirect effect. R² Index and Model Predictive Power: The R² index indicates the model’s ability to predict dependent variables. The results show that the research model has a high ability to explain the relationships between variables: - R² for brand loyalty: 0.764 (very strong) - R² for brand trust: 0.625 (desirable( - R² for brand commitment: 0.531 (adequate) Brand satisfaction directly and indirectly affects brand loyalty through trust and commitment. The indirect effect of satisfaction through trust (0.791 × 0.477) and commitment (0.728 × 0.262) is stronger than its direct effect (0.211). Therefore, organizations should focus on increasing customer satisfaction, strengthening trust, and creating brand commitment to ensure long-term customer loyalty. Discussion and Conclusion In today's competitive world, customer satisfaction and brand loyalty play a key role in the success of businesses. Satisfied customers are less likely to be attracted to competitors and maintain a long-term relationship with the brand. This study, by examining brand satisfaction, brand trust, and brand commitment, shows that customer satisfaction has a direct impact on loyalty, and brand trust and commitment play a mediating role. The results of the study are consistent with previous studies and confirm that customer trust and commitment to the brand transform their satisfaction into loyalty. To improve customer satisfaction, brand trust, and brand commitment, and consequently increase brand loyalty, the following solutions are suggested: Increase customer satisfaction: -Use surveys and digital tools to continuously monitor customer satisfaction. -Make changes and improvements based on customer feedback. -Optimize the customer experience by simplifying the purchasing process and brand interaction. -Provide strong after-sales service and effective support. Strengthening trust and commitment to the brand: -Transparency in communications and providing accurate information about products and services. -Ensuring security in online purchases and maintaining customer privacy. -Providing quality services and responding quickly to customer problems and needs. Increasing brand loyalty: -Designing loyalty programs with points and rewards tailored to customer behavior. -Establishing continuous communication with customers and informing them about brand changes and improvements. -Providing fast and effective support to create a positive and lasting experience. This research focused on customers in the Iranian apparel industry and its results may not be generalized to other industries such as automobiles or home appliances. Also, demographic factors such as age, income, and location affect brand loyalty. These findings indicate that increasing customer satisfaction, creating trust and commitment to the brand, and improving interactions play key roles in strengthening customer loyalty.

Abstract Abstract
The purpose of this research is to design structural model predictors of employees' opportunism. This research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population includes employees (7493 people) of small and medium companies in Kurdistan province. Using Cochran's formula, 365 people were selected as a simple random sample. The data collection tool is standard questionnaires. The validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of these questionnaires show that the measurement tools have good validity and reliability. The results of hypothesis testing using AMOS software show that the direct effect of high performance corporate goals on employee opportunism is 0.39; the direct effect of high performance corporate goals on supervisor opportunism is 0.36; the direct effect of supervisor opportunism on illegitimate tasks is equal to 0.30; and the direct effect of illegitimate tasks on employee opportunism is equal to 0.51. Also, the effect of opportunistic mediators is equal to 0.11; and illegitimate tasks is equal to 0.15; and the successive mediation effect of supervisor opportunism and illegitimate tasks is equal to 0.58. According to the findings of this research, it can be concluded that high-performance corporate goals evaluate supervisor opportunism and illegitimate tasks as stressful factors, and employees show opportunism to deal with this stress. By using appropriate management strategies, the effects of these factors can be reduced in the organization, and a diligent organization can be achieved.
Extended Abstract
Introduction
Today, deviant behaviors in the workplace have a special place among researchers. Most research has focused on overt unethical behaviors of "bullying and cheating", while hidden unethical workplace behaviors that are invisible and harmful to companies, formally known as "opportunism", have been neglected (Ghaedamini Harouni et al., 2022). Employee opportunism means engaging in unethical behavior with the aim of speeding up work and achieving personal benefits. This type of behavior can be seen at all hierarchical levels in the workplace, and even supervisors may engage in opportunism, which is called supervisory opportunism (Dehghani Soltani et al, 2020). "Supervisor and employee opportunism" are hidden, interpersonal and organizational unethical behaviors in the workplace, which can harm companies (Hosseini et al, 2020). Researchers unanimously agree that opportunism is a common phenomenon in the workplace, but its negative consequences have not been studied (Zong et al, 2021). However, opportunism indicates the achievement of goals that are achieved while ignoring moral conditions (Cecalupo et al, 2022).
Employee opportunism means using unethical behaviors to achieve organizational goals. This type of behavior can have negative effects on managers and employees, and ultimately lead to a decrease in the quality and performance of the organization. In small and medium organizations in Kurdistan province, opportunism should be curbed as much as possible so that it does not have bad effects on performance, productivity, profitability, organizational ethics and organizational commitment. Due to the importance of this issue, proper training and creating an environment free of any unprofessional ethics in companies is necessary; therefore, improving the performance of companies requires an answer to the question of whether high-performance company goals have a significant effect on employees' opportunism through the sequential mediation role of supervisor opportunism and illegitimate tasks in small and medium-sized companies in Kurdistan province.
Theoretical framework
Corporate goals with high performance and employee opportunism
High-performance corporate goals are a type of stressful behavior that is very difficult to achieve, and can be classified into two categories: "self-determined and corporate goals". Corporate performance goals cause anxiety and emotional exhaustion compared to self-set performance goals in employees (Li et al, 2021). High performance corporate targets are threatening and stressful, and can tend to create unethical behavior; such as the opportunism of employees to speed up the work process (Yin et al, 2019). The interactional model of stress and coping (Lazarus & Folkman, 1984) is a fact that deals with the relationship between stress, cognitive appraisal, and coping behavior. According to this model, people in stressful situations like "high-performance corporate targets" need cognitive analysis and appraisal, and based on these evaluations, they use "opportunistic" coping behaviors.
Karevold (2021) conducted a study titled "Managers' Beliefs about Misconduct Reports: How High Goals and Low Performance Levels Can Be Unethical Warning Signals". There were four main conditions: with/without performance targets, and low/high performance levels; and managers rated the likelihood of overreporting beyond actual achievements. The majority believed that goals make exaggeration more likely and that poor performance increases this tendency. This study suggests that managers are ethically aware that targets can promote unethical reporting, but can ignore that high performers may cheat.
Mokhtari (2020) conducted a research titled the effect of managers' opportunism on the company's relative profit performance. The obtained results showed that the opportunism of managers has a significant and inverse effect on the relative performance of the company's profit, that is, the more the opportunism of managers decreases, the relative performance increases.
Research methodology
This research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population includes employees (7493 people) of small and medium companies in Kurdistan province. Using Cochran's formula, 365 people were selected as a simple random sample. The data collection tool is standard questionnaires. The validity (convergent and divergent) and reliability (factor loading, composite reliability coefficient, Cronbach's alpha coefficient) of these questionnaires show that the measurement tools have good validity and reliability.
Research findings
The results of hypothesis testing using AMOS software show that the direct effect of high performance corporate goals on employee opportunism is 0.39; the direct effect of high performance corporate goals on supervisor opportunism is 0.36; the direct effect of supervisor opportunism on illegitimate tasks is equal to 0.30; and the direct effect of illegitimate tasks on employee opportunism is equal to 0.51. Also, the effect of opportunistic mediators is equal to 0.11; and illegitimate tasks is equal to 0.15; and the successive mediation effect of supervisor opportunism and illegitimate tasks is equal to 0.58. According to the findings of this research, it can be concluded that high-performance corporate goals evaluate supervisor opportunism and illegitimate tasks as stressful factors, and employees show opportunism to deal with this stress. By using appropriate management strategies, the effects of these factors can be reduced in the organization, and a diligent organization can be achieved.
Conclusion
The present study was conducted with the aim of designing structural model predictors of employees' opportunism. The results of this research are in line with the results of Mokhtari (2020), Dehghani Soltani (2020), Karevold (2021), and Khan Jamali & Fattahi (2018). Karevold (2021) conducted a study titled "Managers' Beliefs about Misconduct Reports: How High Goals and Low Performance Levels Can Be Unethical Warning Signals". There were four main conditions: with/without performance targets, and low/high performance levels; and managers rated the likelihood of overreporting beyond actual achievements. The majority believed that goals make exaggeration more likely and that poor performance increases this tendency. This study suggests that managers are ethically aware that targets can promote unethical reporting, but can ignore that high performers may cheat.
According to the results of the research, the following suggestions are presented:
It is suggested that the managers of the companies set goals in such a way as to keep them difficult and challenging, and at the same time do not put too much pressure and uncertainty on the employees. Also, managers should be able to create a strong organizational culture to consider any error as a learning opportunity to achieve goals, and use errors as a learning process instead of emphasizing the sign of inefficiency.
It is suggested that company managers determine common and meaningful goals, improve the reward and encouragement system, and strengthen the corporate culture based on moral values, so that they can control the opportunism of the supervisors while achieving high performance corporate goals.

Abstract Today, persuasive methods are very common in people's daily lives and serve as a practical tool for people to communicate with each other and understand the world around them. The present study was conducted with the aim of investigating the effect of brand persuasive methods on the perceived honesty of the brand with the mediating role of perceived value and the moderating role of need for recognition. This research is correlational in nature and content. In this research, the information related to the answers of 384 customers of Farsh city in Tehran city level was collected in order to investigate the relationship between the variables to test the research hypotheses. The collected data have been analyzed using SPSS and Smart PLS software. The results of this research showed that the customer's perceived value has a mediating role in the relationship between brand persuasion methods and perceived brand honesty. Also, the significance level of the moderator coefficient of the need for recognition is equal to 0.371, which indicates that it is not significant. This coefficient is (p < 0.05). In other words, the need for recognition does not play a moderating role in the relationship between brand persuasion methods and perceived brand honesty.

Abstract Abstract The present study was conducted with the aim of investigating the effect of green marketing on green repurchase intention with the mediating role of green marketing strategies. The research is applicable in terms of its purpose, descriptive in terms of the nature of the data, and of the correlation type (structural equation modeling). The statistical population of this study consists of consumers of green products of HB Board Company. The desired information was collected from the study sample using an online questionnaire. Given that the number of statistical population in this study is large and uncertain, the Cochran formula for unlimited populations was used to determine the sample size, and the number of sample members was selected by considering the estimated number of 384 people as non-probability sampling, known as convenience sampling. The research tool was standard questionnaires, and the validity of the questionnaires was examined based on content, face and construct validity, and after the necessary terms, the validity was confirmed; on the other hand, the reliability of the questionnaires was estimated by Cronbach's alpha method; all variables above 0.7 Data analysis was performed at two descriptive and inferential levels, including structural equation modeling. The results showed that green marketing positively affected all green outcomes; and green advertising, brand loyalty, brand equity and brand innovation had a positive effect on repurchase intention. However, a significant moderating effect of green awareness on green brand equity and green repurchase intention was not found. Introduction Consumers' satisfaction with their green purchases is influenced by their level of satisfaction. As a contemporary approach, green marketing has important implications for consumers' perceptions and behavioral tendencies. The evolving strategies in green marketing emphasized its potential for sustainable branding. The impact of green marketing tools highlighted on purchasing behavior, reinforcing the effectiveness of green advertising in fostering positive consumer perceptions. In the case of brand loyalty, green advertising and brand innovation positively affect brand loyalty and encourage repeat purchases. They emphasized the critical role of green brand equity in shaping repurchase intention. They stated that green brand effects and trust significantly underlie green brand equity, which in turn, stimulates repurchase. Green brand innovation enhances loyalty, especially when consumers are well informed about environmental issues, and increases the chances of green repurchase. While there is a growing literature on green marketing and its impact on consumer behavior, several gaps still need to be addressed. First, the integrated effects of green marketing, advertising, brand loyalty, equity value, and innovation on consumer repurchase intention remain to be investigated (Chen et al., 2020). Second, the potential moderating role of green awareness in strengthening or weakening the relationship between green advertising, brand loyalty, equity, innovation, and repurchase intention needs further research (Alemsiyah et al., 2021). Third, while green satisfaction is known to be pivotal in influencing consumer behavior (Chen et al., 2020), its moderating effect requires further empirical research, especially on the relationship between green marketing and green loyalty. This research is conducted in Iran (HB Board Company) and specifically focuses on the construction products sector. This sector was appropriately selected due to its significant contribution to the Iranian economy and environmental degradation. Although the direct effect of green marketing on green advertising, green brand loyalty, green equity, green brand innovation, and consumer repurchase intention has been studied, the potential moderating effects of green awareness and green satisfaction on these relationships still need to be investigated. Understanding these moderating effects is crucial for businesses seeking to optimize their green marketing strategies and foster stronger consumer loyalty to environmentally responsible brands; therefore, the present study identified gaps in the moderating role of green awareness in the relationships among green advertising, green brand loyalty, green equity, green brand innovation, and consumer repurchase intention that need to be better understood. There is a need to examine how different levels of green awareness affect these links to inform marketing strategies to better target repurchase intentions. Furthermore, the effect of green satisfaction as a moderating factor in the relationship between green marketing and green loyalty has not yet been fully explored. Gaining insight into this relationship can help businesses understand how consumer satisfaction with environmentally friendly products or services enhances green loyalty; therefore, the present study aims to investigate the effects of green marketing on consumer repurchase intention with the mediating role of green marketing strategies. Theoretical Framework Green Marketing and Green Repurchase Intention According to Rahbar and Vahid (2011), eco-labeling is a powerful tool to reduce knowledge asymmetry between consumers and sellers. Secondly, an eco-brand is a name, symbol or design attached to products not harmful to the surrounding ecosystem. Consumers may find it easier to distinguish eco-brands from other types of goods by using features that distinguish eco-brands from other types of products. According to Chatterjee (2009), consumers will be more motivated to choose environmentally friendly alternatives to products with a high level of environmental impact than those with a low level of environmental impact. Based on a previous survey conducted by Rahbar and Vahid (2011), consumers in Malaysia consider the categories of products made of glass, household cleaning products, aerosols, chemicals and plastics as non-green product classes that are highly harmful to the environment. Advertising about the environment helps to form consumer values ​​and transforms those values ​​into purchasing environmentally friendly items. According to Pancić (2023), environmental signals in commercials and product labeling sometimes influence the purchase choices of 70% of respondents. Research Methodology The present study is applicable in terms of purpose, descriptive in terms of data analysis, and of the correlation type (structural equation modeling). The statistical population of this study, consumers of green products in Iran, was collected using an online survey distributed via Google Forms. The present study surveyed consumers of HB Board, a company that markets green products. HB Board offers environmentally friendly building materials and uses sustainable resources. The survey was shared through various channels such as social media platforms and email invitations to reach a diverse sample of respondents. In addition, a consent letter was attached to the survey to increase the response rate. This letter provided information about the purpose of the study and assured the respondents that their participation was voluntary and that their responses would be kept confidential and used exclusively for research purposes. Considering that the statistical population of the present study is unlimited, the statistical sample size of the study was 384 people based on Morgan's table. Therefore, the present study used a non-probability sampling method known as convenience sampling to select participants, where the survey link was shared through social media platforms, online forums, and email invitations. Research Findings Data analysis was conducted at both descriptive and inferential levels, including structural equation modeling. The results showed that green marketing positively affected all green outcomes, and green advertising, brand loyalty, brand equity, and brand innovation had a positive effect on repurchase intention. However, it did not find a significant moderating effect of green awareness on green brand equity and green repurchase intention. Conclusion The present study aimed to investigate the effect of green marketing on green repurchase intention. The findings of the present study are consistent with previous studies that show that companies engaging in green marketing have a positive impact on various aspects of green consumer behavior, including green repurchase intention, green advertising, green brand loyalty, green brand equity, green innovation, and green branding (Mahmoud et al., 2024; Ramadan et al., 2024; Hu et al., 2024; Huang et al., 2024; Molana and Haryadi, 2024). This suggests that companies can focus on something other than increasing green awareness to improve their brand and increase consumer intention to repurchase their products. These findings can help companies develop more effective green marketing strategies, enhance their brand, and increase consumer willingness to repurchase their products. Given the varying levels of green awareness and global perceptions, it will be interesting to see whether these findings are consistent across cultures and regions.

Abstract Abstract The aim of the present study was to provide a model of the effect of brand knowledge and quality perception on future purchase of sports products among sports science students at public universities in Tehran. The present study is a descriptive-survey type and falls into the category of applicable research. The statistical population included physical education students at public universities in Tehran. Since the number of the statistical population was unknown, the size of the population was considered unlimited, and using the Krejci and Morgan table, 384 people were considered as a sample. A researcher-made questionnaire was used to collect data by combining several questionnaires. The questionnaire consisted of 24 questions, the face and content validity of which was confirmed by sports marketing professors. An exploratory factor analysis test was also used to determine the construct validity, and all questions had a factor loading higher than 0.3. The structural equation modeling analysis method was performed using AMOS24 software. The findings from structural equation modeling showed that brand knowledge, emphasizing the mediating role of the quality perception has an impact on future purchases of sports products. The fit indices also confirmed the suitability of the model. Sports product manufacturers can help customers select and purchase their products by identifying product quality signs and considering these signs in the product production plan. This strategy can increase customer trust and encourage future purchases, which will ultimately lead to improved brand performance in a competitive market. Introduction Throughout history, registering personal symbols and works has always been of interest (Jafari et al., 2020). The term "brand" emerged in the field of marketing in the early 21st century (Dasic et al., 2021), and today the issue of branding in sports has many supporters (Zakerian et al., 2020). Peters (1997) defined personal branding as a marketing tool for self-promotion and achieving business goals (Park et al., 2020). Customer perceptions of a brand direct their behavior and are critical for organizations. Positive perceptions lead to sustainable competitive advantage that allows them to sell products at higher prices, increase market share, develop effective relationships, and build consumer loyalty (Dedeoglu et al., 2019). On the other hand, purchase intention indicates a customer’s interest in a brand or product and the likelihood of purchasing it, and is related to attitude and preference towards the brand (Wang & Chen, 2019). In today’s dynamic market with intense competition and changing consumer behavior, maintaining brand loyalty is a serious challenge (Nengsih et al., 2023). This loyalty is influenced by positive experiences, emotional connections, and perceived value (Agnihotri, 2023). However, constant changes in consumer preferences make it difficult for brands to adapt to changing needs (Othman et al., 2022). Also, prioritizing factors such as convenience, price, and quality over brand identity has led to a decrease in the importance of brand loyalty (Kato et al., 2021). Therefore, the present study aims to answer the question: how brand knowledge affects perceived quality and future purchase, and how perceived quality affects future purchase of sports products? Theoretical Framework Brand Quality Brand quality, as an important component of customer-based brand equity, refers to customers' overall perception of the quality of a brand's product. Brand recognition and perceived quality significantly affect future purchases of sports goods. High brand awareness and trust increase consumers' willingness to purchase, strengthen loyalty, and repeat purchase intention, especially when consumers prioritize quality and reliability in their purchase decisions. The increasing emphasis on brand awareness and perceived quality necessitates companies to invest in effective marketing strategies that resonate with their target audiences, ultimately increasing sales and strengthening customer loyalty (Ramadhani et al., 2022). Perceived brand quality refers to consumers' evaluation of the overall superiority or superiority of a brand. It should be noted that higher perceived brand quality significantly positively affects consumer purchase decisions (Wakirva et al., 2024). Future purchase Purchase intention refers to the prediction of the consumer's likelihood of willingness to purchase a product, such that the higher the likelihood of willingness, the stronger the purchase intention, and consequently, the higher the purchase intention, the more likely the occurrence of actual purchase. Purchase intention can be predicted from attitudes, subjective norms, and observed behavioral control. Behavioral intention indicates the intensity of an individual's intentions and will to perform the target behavior. The relationship between behavioral intention and behavior indicates that individuals tend to engage in behaviors that they intend to perform (Eskandari et al., 2021). Purchase intention refers to a consumer's decision to purchase a product after making an evaluation in the future. The purchase intention process begins with product evaluation. People use their existing knowledge, experience, and external information to make the evaluation (Chen & Lee, 2020). Brand Knowledge Brand knowledge can be interpreted as knowledge about a brand in a person's mind that is stored in the consumer's memory, that is, all information about a brand is both descriptive and evaluative (Revaliana & Susilawaty, 2023). It has also been shown that brand knowledge is based on constant communication with consumers that evokes a real understanding of the product or service, so brand knowledge can understand explicit and tacit knowledge; so that Keller (Cheung et al., 2020) states that brand awareness and brand image are important components of brand knowledge. Firmansyah et al., (2024) conducted a study titled Repurchase Intention in Chinese Smartphone Brands. The results showed that the important role of country image, perceived quality, and perceived value in influencing the willingness to repurchase Chinese smartphone brands. This study also proves the important role of perceived quality in perceived value and repurchase intention in Chinese smartphone brands. Shabrina Wafa et al., (2022) in their study titled The Effect of Brand Awareness, Brand Associations, and Perceived Quality on Nike Basketball Shoes Purchase Decisions show that brand awareness and perceived quality significantly affect Nike basketball shoes purchase decisions and indicates that increasing these factors can have a positive impact on future purchases of sporting goods among consumers, especially in the basketball community in Venusobo. Rafdinal & Suhartanto (2020) in a study titled Loyalty Model for Ethnic Restaurants: The Role of Quality and Value show that consumers make repeat purchases when they feel the added value they receive from using a product, such as ease of access to the product, reasonable price, and product benefits. Research Methodology The present study is of a descriptive-survey type and falls into the category of applicable research. The statistical population consisted of physical education students at Tehran state universities. Due to the uncertainty of the population size, a sample size of 384 people was selected based on the Krejci and Morgan table (for an unlimited population). Data were collected with a 24-question researcher-made questionnaire (a combination of several questionnaires). The face and content validity of the questionnaire was confirmed by sports marketing experts, and the construct validity was also examined with exploratory factor analysis (factor loadings >0.3). Data analysis was performed by structural equation modeling in AMOS24 software. Research findings The results of the path analysis showed that brand knowledge has an effect on perception of quality with a standard coefficient of 0.43, on future purchase with a standard coefficient of 0.19, and on quality perception with a standard coefficient of 0.67. These findings indicate that brand knowledge, especially by creating positive experiences for customers, can affect their purchasing decisions. In addition, a positive perception of product quality is an important factor in increasing the likelihood of future purchase. Conclusion This study aimed to present a model of the effect of brand knowledge and quality perception on future purchase of sports products among sports science students of public universities in Tehran. The results of the study are consistent with the results of Konjkav et al., (2019), Ayuni & Porwanto (2023), Babayifarsani et al., (2022), Almursyid et al., (2024), Hernandez & Lewis (2019), Behrozi & Sohrabi (2022) and Ezati & Mazaheri (2021), and the findings of Chen & Lin (2019). The results of the study showed that successful experiences of purchasing sports products can lead to increased consumer trust and increased brand loyalty. It was also suggested that sports brands should improve brand knowledge and quality perception by focusing on improving product quality, providing transparent information, and using effective advertising. Based on the present study, the following suggestions are made:  Considering the importance of brand knowledge and quality perception, sports brands should develop marketing and advertising programs tailored to customers' needs and expectations.  Examining consumer behavior and using their feedback can help improve the shopping experience and promote customer loyalty.  Sports brands should pay special attention to transferring accurate knowledge and information about the quality and features of their products.  Sports brands should try to create a positive perception of their brand quality in the minds of customers by emphasizing the quality of their products, especially through advertising and introducing outstanding product features.  Providing clear and accurate information about the features and benefits of products can help increase customer trust and loyalty and pave the way for future purchases of these brands.

Abstract Abstract
Transformational leadership is one of the important prerequisites for achieving flexibility and innovation in organizations. Based on this, in the present study, the impact of transformational leadership on organizational performance is investigated. Cronbach's alpha coefficient was calculated to determine the validity of form and construct validity and to measure the reliability of the questionnaires. Leaders who, by creating new visions, formulating and developing insights and inspiration, cause transformation and innovation, and by motivating followers and creating commitment, responsibility and coordination in them, they use organizational factors and elements in a way that ensures the survival of the organization. and provide the reasons for their growth. The sampling method in this research is simple random sampling and the sample size was determined based on Cochran's formula of 212 people and distributed among the managers of 40 small and medium businesses in Tehran. After completion and collection, the data needed for the research was collected and used using descriptive statistics techniques and SPSS22 software and inferential statistics techniques with the help of Smart PLS3 statistical software with structural equation modeling method. The findings indicate that transformational leadership has an impact on organizational performance.

Abstract .Today, with the advancement of digital and internet, verbal marketing has found a new platform for activity. In fact, marketing in social networks has changed verbal marketing. One of the most important results of social networks is the formation of electronic verbal marketing among the members of these networks, which is considered as one of the most important applications of these networks. The phenomenon of tourism has always been important and based on the predictions made, it will become the most profitable industry in the world, and in the meantime, the field of health tourism is of great importance. Hence, the aim of this research is to investigate the role of effective factors on electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city). Descriptive research is a survey. The statistical sample of the research included 56 health tourists from Shiraz, who were selected and interviewed non-randomly. Data and scenarios were analyzed using fuzzy cognitive mapping technique and the research model was designed using social network analysis. In this regard, several factors are involved, among which the verbal advertising factors of users, improving the experience of tourists and increasing interaction with tourists were the most important respectively; Because they were more central. Finally, based on the obtained results, suggestions were made regarding the development of electronic word of mouth marketing in the growth of health tourism economy (case study: Shiraz city).

Abstract Abstract
The aim of this study is to evaluate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium enterprises. This study is applicable in terms of its purpose, and is a quantitative research type. The present study proposes an integrated model based on the framework of dynamic capabilities, entrepreneurial orientation, and customer-centric systems. The empirical data of this study were collected through a digital survey using a purposive sampling method from small and medium enterprises in Iran. The analysis of the collected data was performed using structural equation modeling, and the results point to the role of dynamic capabilities and entrepreneurial orientation in facilitating the adoption of artificial intelligence in e-commerce. The data of this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium enterprises in Iran working in e-commerce. This study confirms the positive impact of AI adoption on the business performance of SMEs. The findings show that AI adoption in e-commerce is significantly associated with improved business performance of SMEs. Also, this study emphasizes the pivotal role of dynamic capabilities and entrepreneurial orientation in driving AI adoption in the e-commerce sector, which in turn can help improve business performance. These results emphasize the importance of developing technological capabilities and innovative approaches in SMEs to effectively utilize AI and achieve growth and success.
Introduction
Many companies are looking to leverage e-commerce to increase sales, improve services, and achieve greater customer satisfaction. If successful e-commerce strategies and tools are effectively implemented, this technology can significantly increase the revenue and profits of SMEs (Abbas et al., 2023; Ojha et al., 2023). However, the success of using these platforms depends on the level of commitment and trust of companies in smart technologies, which are effective in improving technical services and enhancing customer experience (Mishra et al., 2023). The adoption of artificial intelligence in e-commerce is considered one of the key factors for the success of businesses, as this technology uses existing data to identify opportunities and improve products and services (Liu et al., 2024).
While several studies have addressed the role of artificial intelligence in e-commerce, including customer service, sales facilitation, and information gathering, research related to the adoption and enhancement of artificial intelligence tools in maintaining e-commerce performance and supporting entrepreneurship in small and medium-sized enterprises is still scarce. Therefore, this article seeks to examine the factors affecting the adoption of artificial intelligence in e-commerce in small and medium-sized enterprises to promote entrepreneurship and strengthen the role of these companies in the country's economic progress and development. Insufficient understanding of how SMEs effectively use AI tools in e-commerce can negatively impact their ability to gain competitive advantage. Hence, there is a need for more in-depth research to identify challenges, exploit opportunities, and improve the effectiveness of using these technologies (Salah & Ayash, 2024(.
This paper identifies the benefits and opportunities for SMEs to adopt AI systems in e-commerce and suggests various ways to implement effective strategies for entrepreneurship development and selecting appropriate AI tools. The following key research question is formulated to guide the research and provide a structured approach to understanding the various factors involved: What factors influence SMEs’ ​​adoption of AI in e-commerce?
Theoretical literature
Artificial Intelligence
Artificial Intelligence is a branch of computer science that aims to design systems that can automatically and intelligently process information and perform various tasks. By imitating human intelligence and abilities such as learning, reasoning, problem solving, natural language understanding, and pattern recognition; this technology helps humans solve the most complex scientific, industrial, and social challenges. Artificial intelligence has been recognized as one of the most revolutionary technologies of the modern era since its early years and has now penetrated all aspects of human life (Simone, 2018.)
E-commerce
E-commerce is defined as the electronic buying and selling of items by consumers and businesses using computerized business exchanges. In this study, e-commerce is defined as the buying and selling of transactions over the Internet (Esare et al., 2012). E-commerce allows businesses to grow more easily in the global market and opens up new ways for companies to communicate information with consumers, suppliers, and other stakeholders (Tai, 2022).
Small and Medium Enterprises
In recent years, the importance and role of small and medium enterprises have been increasing, both in industrialized and developing countries. With the advent of new technologies, there have been transformations in production and the methods of it, distribution, and organizational structure of companies. It is essential for small and medium enterprises to use AI tools to obtain maximum value and competitive advantage, which includes reducing human errors, analyzing customer data, and providing highly efficient services. AI also helps in providing new and intelligent innovations that serve both institutions and customers, such as sales forecasting and attracting more customers (David at al., 2023).
Research Methodology
This study adopts a quantitative approach using a questionnaire to obtain data from officials in small and medium enterprises. It aims to investigate the factors associated with the adoption of AI in the field of e-commerce, while considering the relevant literature to improve the study results. Data for this study were collected by distributing an online questionnaire to a sample of 183 decision-makers and managers in small and medium-sized enterprises in Iran working in e-commerce. The sample focused on store owners and supervisors regarding their main occupations. The e-store owners were contacted through visits to the small and medium-sized enterprises, as well as through phone calls, WhatsApp, and email to encourage participation in the survey.
Research Findings
Structural equation modeling was used to analyze the data collected from the questionnaires and test the hypotheses. Based on the data analysis, the results of structural equation modeling showed that entrepreneurial orientation has a positive and significant effect on the adoption of AI-based e-commerce. The findings indicate that dynamic capabilities have a very positive and significant effect on the adoption of AI-based e-commerce. These findings emphasize that dynamic capabilities, such as the ability to learn quickly, adaptability, and continuous innovation in SMEs, can play a key role in the adoption and effective use of AI-based e-commerce. The results showed that the adoption of AI-based e-commerce has a positive and significant impact on the business performance of SMEs. This indicates a very strong and significant effect of this relationship. These findings emphasize that the adoption of new technologies such as AI can significantly improve the business performance of companies. In particular, companies that exploit AI-based e-commerce will be able to optimize their processes, reduce costs, and generally achieve economic advantages in competition with other companies.
Conclusion
This research shows that SMEs need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt AI in e-commerce. Dynamic capabilities, as the ability of an organization to reconfigure resources, adapt to changes, and exploit new opportunities, are considered key factors in the adoption of new technologies. The results of the present study emphasize that companies with stronger dynamic capabilities are able to integrate AI into their business processes more effectively, which leads to improved organizational performance.
From a practical perspective, this research shows that in order to optimally utilize AI, small and medium-sized enterprises should focus on developing their dynamic capabilities and strengthening an entrepreneurial culture. Investing in employee training, developing agile strategies, and creating support structures for innovation can help to more effectively adopt this technology. From a theoretical perspective, this study highlights the role of dynamic capabilities and entrepreneurial orientation in the adoption of digital technologies and establishes a link between the strategic management, entrepreneurship, and digital transformation literature.
The present study aimed to provide a model to investigate the factors affecting the adoption of artificial intelligence in e-commerce by small and medium-sized enterprises in Iran. The results of this study are consistent with the results of Salah et al., (2024), Wei et al., (2022), Palataeka et al., (2023), Yang et al., (2024), Stalings et al., (2024), and Cabrit et al., (2024). The findings show that small and medium-sized enterprises need to develop dynamic capabilities and strengthen entrepreneurial orientation to successfully adopt artificial intelligence in e-commerce. Dynamic capabilities, as the ability of the organization to reconfigure resources, adapt to changes, and take advantage of new opportunities; are considered key factors in the adoption of new technologies.
Finally, this study suggests directions for future research; including examining the impact of other organizational and environmental factors on AI adoption, analyzing the role of government policies and financial support in the development of digital technologies, and studying the long-term impact of AI on the sustainability of small and medium-sized businesses. Also, conducting comparative research across industries can help to better understand the structural and strategic differences in the adoption of this technology. 

Abstract Abstract The purpose of this research is to investigate the effect of entrepreneurial intention on the entrepreneurial behavior of students with regard to the modifying role of fear of failure and economic literacy. The current research is applicable in terms of purpose, quantitative in terms of approach, and of descriptive-correlative type. The statistical population of the research included all undergraduate students of Shahid Beheshti, Allameh Tabatabai, Tehran and Shaahed universities, 310 of whom were selected by random sampling. Data collection tools are five standard questionnaires: entrepreneurial intention (Linan and Chen, 2009), entrepreneurial behavior (Gire et al., 2020), independence, innovation and risk-taking (Bolton and Lin, 2011), fear of failure (Cacciotti et al., 2020), and economic literacy (Soratno et al., 2021). Also, data analysis was done using structural equation modeling and SmartPLS software. The results of the research showed that the variables of independence, innovation and risk-taking of students have a positive and significant effect on entrepreneurial intention. Also, entrepreneurial intention has a positive and significant effect on entrepreneurial behavior. The fear of failure variable has a negative adjustment of the relationship between intention and behavior, and the economic literacy variable has a positive adjustment on this relationship. The research findings show the important role of personality traits on entrepreneurial intention and the importance of the modifiers introduced to fill the gap between entrepreneurial intention and behavior. Extended Abstract Introduction Entrepreneurship is the most important economic activity in the economic development of a country; and entrepreneurs as economic factors, by promoting economic, technological, social and organizational development, have an important effect on economic revival (Bosma et al, 2018). Creativity, innovation and the ability to discover new opportunities are among the most obvious characteristics of entrepreneurs. Entrepreneurship is actually a kind of human action that occurs in the field of economic activity (Mahmoudi, 2023). Therefore, it is necessary to study and understand the underlying factors of entrepreneurial orientation, because entrepreneurship serves to increase the final efficiency of any economy (Gieure et al, 2020). Due to the complexity of the emergence of investment, many people who intend to start a business cannot direct it to entrepreneurial behavior and action. Also, researches show that entrepreneurial intention is often measured several months or even several years before measuring entrepreneurial behavior and actions (Kautonen et al., 2015; Meoli et al, 2020). Therefore, there is a time gap between intentions and actual behaviors, and the longer this gap is, the higher the probability of unforeseen events; and as a result, attitudes and primary intentions change (Schlaegel & Koenig, 2014). Therefore, to fill this gap, it is possible to define suitable modifiers between entrepreneurial intention and behavior (Song et al., 2014). In this research, two factors of fear of failure and economic literacy have been used as two modifiers. Economic literacy is related to understanding the basic concept of economics and its implementation on how people behave and make economic decisions (Nurjanah et al., 2018). In relation to entrepreneurial intention, economic literacy plays a role as a basic economic behavior to achieve a person's well-being and is essential in deciding economic and entrepreneurial activities (Rustantono et al., 2020). Fear of failure is a negative emotional reaction based on cognitive evaluation of the potential of failure in the context of uncertain and ambiguous entrepreneurial performance, which is one of the important factors in not taking the form of the entrepreneurial intention-behavior relationship (Cacciotti et al., 2020). Therefore, the researchers are trying to answer this question in the form of this research: what is the effect of entrepreneurial intention on the entrepreneurial behavior of students considering the role of the modifier of fear of failure and economic literacy? Theoretical literature Entrepreneurship Entrepreneurship is a dynamic process of creation, vision and change. This requires generating and implementing new ideas and solutions. In 1934, Schumpeter described entrepreneurship as a process of creative destruction (Tavakoli, 2013). In order to become an entrepreneur and start his own business, a person must go through a path that begins with the intention to do work, which as a mental state leads him to the end of the path, which is entrepreneurial action and behavior. In the meantime, he also faces challenges and problems that he must overcome with the help of knowledge, experiences, personality traits and external support. The relationship between entrepreneurial intention and entrepreneurial behavior Entrepreneurial behavior is the approximate result of entrepreneurs' entrepreneurial cognitions and emotions (Bird & Schjoedt, 2017). Entrepreneurial intentions are often used as a proxy for behavior. Therefore, most studies have only examined the nature and antecedents of entrepreneurial intention (Kong et al, 2020). However, startup intentions do not always translate into actual startup action, especially among students who have very limited experience of actual entrepreneurship (Meoli et al, 2020). Therefore, focusing solely on entrepreneurial intentions or using intentions as a proxy for action is a severe limitation for our insight into entrepreneurial action (Adam & Fayolle, 2015). In other words, business ventures are not completed if aspiring entrepreneurs do not take actual actions despite having intentions (VanGeldern et al, 2015). Fear of failure as a modifier Fear of failure is a negative affective reaction based on the cognitive evaluation of the potential of failure in the context of uncertain and ambiguous entrepreneurial performance. It is assumed that the movement from startup intention to actual entrepreneurial action has different vulnerability depending on the entrepreneur's high or low fear of failure (Cacciotti et al, 2020). Neneh & Dzomonda (2024) investigated the gap between entrepreneurial intention and behavior among students of South African universities. For this purpose, two factors of commitment and source of internal control were placed as modifiers in the relationship between intention and entrepreneurial behavior. The results showed that entrepreneurial intention is a decisive and significant factor for actual behavior. In addition, commitment and internal locus of control moderate the relationship between entrepreneurial intention and behavior. Duong & Vu (2023) based on the theory of planned behavior, investigated the relationship between entrepreneurial attitude and intention on entrepreneurial behavior. The research results showed that each of the factors of attitude towards entrepreneurship and entrepreneurial intention have a positive and significant effect on entrepreneurial behavior. Also, the combination of these two factors has a greater effect on entrepreneurship intention. Research methodology The current research is quantitative in terms of its approach, applicable in terms of its purpose, and descriptive-correlative in data collection and analysis. Data analysis was done using structural equation modeling and with the help of SmartPLS software. The statistical population of the research included all undergraduate students of commercial, industrial and financial trends in the field of management of Shahid Beheshti, Allameh Tabatabai, Tehran and Shaahed universities. The sample size was estimated to be at least 291 people using Cochran's formula, and to be sure, a sample of 310 people was determined and selected by simple random sampling. The questionnaire was considered as a data collection tool, which was distributed after determining its validity and reliability. The questionnaire included 34 questions related to the main research variables, which were tested for reliability and validity after preliminary distribution. To evaluate the reliability of the research structures, the composite reliability criterion and Cronbach's alpha coefficient were used, and the structures were approved. To check the reliability of the questionnaire, Cronbach's alpha method and composite reliability were used and confirmed. Confirmatory factor analysis was also used to check its validity. Research findings In order to check and test the hypotheses or conceptual model of the research, smart pls software was used. The results of the research showed that the variables of independence, innovation and risk-taking of students have a positive and significant effect on entrepreneurial intention. Also, entrepreneurial intention has a positive and significant effect on entrepreneurial behavior. The fear of failure variable has a negative adjustment of the relationship between intention and behavior, and the economic literacy variable has a positive adjustment on this relationship. The research findings show the important role of personality traits on entrepreneurial intention and the importance of the modifiers introduced to fill the gap between entrepreneurial intention and behavior. Conclusion The present study was conducted with the aim of investigating the effect of entrepreneurial intention on the entrepreneurial behavior of students, considering the role of the modifier of fear of failure and economic literacy. Research results about the effect of entrepreneurial intention on entrepreneurial behavior are aligned with research findings of Adam & Fayolle (2015); Calza et al., (2020), and Kautonen et al., (2015). Research results about the effect of fear of failure on the relationship between entrepreneurial intention and behavior are aligned with research findings of Tucker et al., (2021); Pietersen & Botha (2021), and Kong et al., (2020). Also, the results of the research about the effect of economic literacy on the relationship between entrepreneurial intention and behavior are consistent with research findings of Nizam et al., (2020) and Chuzhmorova et al., (2019). The findings of this research include practical suggestions for policy makers in the field of entrepreneurship, education managers and the Ministry of Science. The courses taught in universities have been being taught for years without revision, and due to the vast changes in the business environment, they do not provide the necessary skills for students to enter the job market. Meanwhile, the importance of teaching economic topics and financial literacy to students has been essential. On the other hand, economic problems and challenges, changes in laws, administrative bureaucracy, and the lack of necessary support to start a business have increased the fear of failure among students at the beginning, which an environment dominant on entrepreneurial ecosystem can be provided for students by management and psychology consultations and providing necessary facilities.

Abstract Abstract The present study was conducted with the aim of investigating the effect of customer insulting behavior and work stress on job satisfaction with the mediating role of job burnout. The statistical population in this study is the employees of Sepah Bank branches in Mashhad with a number of 630 people, and the minimum sample size was determined as 240 people by the Cochran formula. The sampling method was available non-probable. In this study, the data collection tool was a standard questionnaire, which was translated and localized, and its validity and reliability were examined. Cronbach's alpha and composite reliability coefficient were used for reliability, the content validity was confirmed by professors, and the construct validity was confirmed by confirmatory factor loadings analysis. In order to examine the hypotheses, structural equation modeling was facilitated using SmartPLS software. Based on the results obtained, the direct effect of customer insulting behavior and work stress on job burnout was confirmed. The effect of job burnout on employee job satisfaction was also confirmed. In this study, the direct effect of customer insult behavior and work stress on job satisfaction was not confirmed, but they affect job satisfaction through job burnout. Introduction Job satisfaction is one of the key concepts in human resource management that has a significant impact on the individual and organizational performance of employees. Job satisfaction is defined as a positive and enjoyable feeling towards a job that can lead to improved productivity, increased employee retention in the organization, and improved organizational performance. However, job satisfaction is affected by several factors, including customer insult behavior and work stress. In service organizations, employees constantly interact with customers, and these interactions can lead to inappropriate behaviors from customers. Customer insult behavior, as one of the stressors in the workplace, can have a negative impact on employee well-being and job satisfaction (Judge et al., 2020). On the other hand, work stress is also known as one of the factors affecting job satisfaction. Work stress can be caused by high workload, time pressure, role conflict, and other factors related to the workplace (Yang, 2019). Chronic work stress can lead to emotional exhaustion, reduced energy, and ultimately burnout. Burnout, as a syndrome caused by chronic stress, is accompanied by symptoms such as reduced energy, pessimism about the job, and reduced professional efficiency. This phenomenon can have a negative impact on job satisfaction and employee performance. Based on what has been explained, this study seeks to find an answer to the following question: What is the effect of abusive customer behavior and work stress on job satisfaction with the role of a mediator of burnout? Accordingly, the results of this study can be applicable to managers of service-oriented organizations and companies in addition to bank managers. Literature and Research Background Job Satisfaction Job satisfaction, as one of the most important concepts in human resource management, has a significant impact on individual and organizational performance. Job satisfaction is defined as a positive and enjoyable feeling towards one's job that can lead to improved productivity and increased employee retention in the organization. Job satisfaction is influenced by several factors, including working conditions, relationships with colleagues, payments and benefits, and work-life balance. Researches have shown that job satisfaction is positively associated with productivity, organizational commitment, and reduced turnover rates (Prasetyo et al., 2021). Customer Offensive Behavior Customer offensive behavior refers to physical or verbal behaviors by customers that are contrary to social norms and organizational expectations. These behaviors can include disrespect, insults, aggression, and other inappropriate behaviors. Customer offensive behavior can have a negative impact on employees' well-being and job satisfaction, leading to increased levels of stress and emotional exhaustion. Research has shown that customer offensive behavior is positively associated with increased levels of work stress and burnout (Bi et al., 2021). Work stress Work stress, as one of the factors affecting job satisfaction, can be caused by high workload, time pressure, role conflict and other factors related to the work environment. Chronic work stress can lead to emotional exhaustion, reduced energy and ultimately burnout. Researches have shown that work stress is positively associated with reduced job satisfaction and increased turnover rates (Prasetyo et al., 2021). Job burnout As a syndrome caused by chronic stress, burnout is associated with symptoms such as reduced energy, pessimism towards the job, and reduced professional efficiency. This phenomenon can have a negative impact on job satisfaction and employee performance. Job burnout is often caused by continuous stressful interactions with customers, high workload and lack of organizational support. Researches have shown that burnout is positively associated with reduced job satisfaction and increased turnover rates (Soelton el al., 2020). Research Background The the research results of Mehrara & Bahramzadeh (2023) entitled The Effect of Electronic Service Quality on Customer Behavior with the Mediating Role of Customer Satisfaction (Case Study of Digikala Online Store Customers in Sari City), showed that customer satisfaction has a significant effect on customer behavior in online shopping, purchase motivation, and purchase behavior from the Digikala online store. Gustiawan et al., (2023) conducted a study entitled Customer Rudeness, Employee Burnout, and Job Satisfaction in the Indonesian Hospitality Sector: A Socio-Economic Situation Perspective. The results of the study of 192 statistical samples collected show that customer insulting behavior has a positive and significant effect on employee burnout and emotional exhaustion. Also, rude behavior reduces employee job satisfaction. Pu et al., (2022) conducted a study entitled The Effects of Customer Rudeness on Turnover Intention in Chinese Hotel Employees: A Chain Mediation Model. The results show that customer rudeness affects employees' turnover intention by affecting job burnout, job satisfaction, and professional identity. Research Methodology This research is applicable in terms of purpose, and descriptive-survey in terms of method. The statistical population of this research includeds all employees of Sepah Bank branches in Mashhad with a number of 630 people, and using the Cochran formula, the minimum sample size was determined as 240 people. The sampling method in this research was non-probable and available. The data required for this research were collected through documentary methods and internet search as well as field methods. The data collection tool was a standard questionnaire, examined for validity and reliability after translation and localization. Cronbach's alpha and composite reliability coefficient were used to examine reliability, and its content validity was confirmed by professors, and construct validity was confirmed by confirmatory factor loadings analysis. Research findings The results of this study were presented in the form of 2 main hypotheses and 5 sub-hypotheses and were tested: Insulting customer behavior has an effect on job satisfaction of employees of Sepah Bank in Mashhad with the mediating role of job burnout. The results show that the path coefficient is -0.103, the significance level is 0.011, and the t-statistic is 2.547, which confirms the first main hypothesis. The VAF index was also 0.83, which indicates the full role of job burnout as a mediating variable. In the second main hypothesis, work stress has an effect on job satisfaction with the mediating role of job burnout. The results of this hypothesis were also confirmed with a path coefficient of -0.338, a significance level of 0.000, and a t-statistic of 9.266. In examining the sub-hypotheses, customer insulting behavior did not have a significant direct effect on job satisfaction (path coefficient: 0.007, significance level: 0.925, and t-statistic equal to 0.094), but it had a significant effect on burnout (path coefficient: 0.186, significance level: 0.003, and t-statistic equal to 2.960). On the other hand, work stress did not have a significant direct effect on job satisfaction (path coefficient: 0.044, significance level: 0.679, and t-statistic equal to 0.415), but it had a significant effect on burnout (path coefficient, 0.610, significance level 0.000, and t-statistic equal to 10.248). Finally, burnout had a significant and negative effect on job satisfaction (path coefficient -0.55, significance level 0.000, and t-statistic is 10.706). Discussion and Conclusion The results of this study show that customer insulting behavior and work stress do not directly affect job satisfaction, but they do affect job satisfaction through job burnout. These findings highlight the importance of managing job burnout in service organizations such as banks. Organizational managers should prevent job burnout by creating a positive work environment, reducing work stress, and providing necessary support for employees. Also, training employees in dealing with customer insulting behavior and using new technologies to reduce direct interactions with customers can help reduce work stress and improve job satisfaction. Based on the results obtained, the following suggestions are made: Increasing informal interactions: Holding recreational and sports camps and competitions between branches can help improve employee interactions and reduce burnout. Matching workload to employee capabilities: Managers should match employee workload and responsibilities to their capabilities to prevent stress and burnout. Conflict management: Managers’ support for employees when organizational problems arise and managing conflicts can help reduce burnout. Using new technologies: Using offline services and service kiosks can prevent abusive customer behavior. Employee training: Training employees in dealing with angry and dissatisfied customers can help reduce work stress and improve job satisfaction.

Abstract Abstract The purpose of the research: The main purpose of this research is to investigate the impact of cultural diversity on innovative work behavior and psychological adaptation with regard to the role of cultural intelligence in senior domestic and foreign experts working in the South Pars Gas Complex Company of the country, and the main question in this research is designed as follows. Does cultural diversity have an effect on innovative work behavior and psychological adaptation regarding the mediating and moderating role of cultural intelligence in senior domestic and foreign experts working in the South Pars Gas Complex Company of the country? Research method: The research method is applied in terms of purpose and correlation in terms of the relationship between variables. The statistical population in this research are senior domestic and foreign experts working in the South Pars Gas Complex Company of the country. The number of samples studied for domestic senior experts is 197 and foreign senior experts is 81. The sampling method in the current research is available in quota and non-probability type. After collecting data by means of standard questionnaires, structural equation modeling technique with partial least squares approach was used to evaluate the relationships between variables, and in general, all data analysis was done through SPSS and PLS software. Research conclusion: The results of the research hypotheses indicate the positive and significant effect of cultural diversity on cultural intelligence, as well as the impact of cultural diversity and cultural intelligence on innovative work behavior. Also, the mediating role of cultural intelligence in relation to cultural diversity and innovative work behavior was confirmed. In addition, the moderating role of cultural intelligence in relation to cultural diversity and psychological adaptation was confirmed.

Abstract Abstract The present study was conducted with the aim of identifying the effect of frontline staff competence on customer satisfaction with the moderating role of question type and perceived crowding. The research is a descriptive correlational and applicable type. The statistical population of the study consisted of all customers of Ofogh Kourosh stores across the country, and the number of sample members was determined as 384 people through the Cochran formula. Data were collected through online distribution of the Lucia-Palacios et al., (2020) standard questionnaire. Also, descriptive and inferential statistical methods and structural equations were used to analyze the data. The reliability of the entire questionnaire was obtained through Cronbach's alpha coefficient of 0.853. The test of the research hypotheses showed that the test statistic for all hypotheses was higher than 2.58, which indicates that the test is significant at the 5% error level. The research findings confirmed the moderating role of the variables of question type and perceived crowding in the relationship between frontline employee competence and customer satisfaction. Based on the results of testing the five research hypotheses; the variables of question type and perceived crowding become important when the frontline employees of a store have a low level of competence in performing the task and interacting and communicating with customers. Employees with high competence are an important factor in increasing the organization's customers and improving the desired utility in the organization. The sales unit's interactions affect customer satisfaction with the company, the salesperson, and the store. The more equipped employees are with customer-oriented skills, the more successful they will be in achieving customer satisfaction in the store. Introduction In recent years, competition in the retail industry has increased greatly. In order to achieve high success, retailers are trying to attract customers and try to improve their performance and efficiency, with the aim of achieving customer satisfaction and increasing market share (Ahmadi Saeid & Hoshiar, 2023). Today, one of the fundamental pillars of competition in organizations is customer orientation and customer satisfaction; because customers in commercial organizations that seek major improvements in their progress are the main drivers in this type of organization (Igdar, 2024). Customer satisfaction is the most important issue that retailers seek to differentiate their services and equip frontline employees with the appropriate qualifications compared to competitors in order to retain current customers, attract new customers, and achieve a favorable image in the eyes of customers (Ahmadi Saeid & Hoshiar, 2023). One important issue that affects customers during shopping and makes it possible for them to repeat the shopping process is customer satisfaction with their interactions with store operational staff (Ahmadi Saeid & Hoshiar, 2023). The competence of frontline employees to attract customers in stores is demonstrated by their guidance and consultation during appropriate interactions with customers (Ahmadi Saeid & Hoshiar, 2023). Usually, in a busy environment, customers want to make their purchases more efficiently, so in this situation, task competence is more important to improve customer satisfaction. Task competence of frontline employees helps customers to quickly fulfill their shopping goals (Lucia-Palacios et al., 2020). During busy times and congestion in a store, the way frontline employees respond to customer requests indicates the store's ability to provide quality service (Ahmadi saeid & Hoshiar, 2023). In addition to task competence, the interaction competence of frontline employees will play a more important role in a busy environment, because the kind treatment and sincere and pleasant communication of frontline employees with customers can help customers regulate their emotions, thus improving their experience and satisfaction (Lucia-Palacios et al., 2020). In interaction competence, sales employees provide an opportunity for customers by consulting and socializing. In fact, buyers expect pleasant interactions from sales staff in this type of competency (Samai & Khazaei Pool, 2024). Chain stores around the world have a history of nearly three centuries and have a special economic position. Ofogh Kourosh is one of the chain stores that started its activities in 2009 with the aim of providing basic goods to Iranian families and distributing them to all regions of the country at a reasonable price and quality. Therefore, in this study, we seek to find an answer to this question: does employee competency affect customer satisfaction with the moderating role of question type and perceived crowding? Theoretical foundations Frontline employee competency Competencies exist in two broad categories: task competency and interaction competency. Task competency refers to employees' knowledge of the product and sales task, and interaction competency is related to employees' communication abilities, friendliness, and kindness (Lucia-Palacios et al., 2020). Task Competence Application competence is crucial for frontline workers in various sectors and affects service delivery and the overall success of the organization (Al-Rawi & Zemenchik, 2023). Task competence refers to the product knowledge and ability of frontline employees to assist customers with their purchases and includes providing services tailored to customer needs (Lucia-Palacios et al., 2020). Interaction Competence Interaction competence is related to the social and communication abilities of the frontline employee (Lucia-Palacios et al., 2020). Interaction competence is one of the most important issues for increasing customer satisfaction in a store, as it can lead to customers feeling more present in the shopping situation (Samai & Khazaei Pool, 2024). Customer Satisfaction Customer satisfaction indicates an individual's perception of the performance of a product or service compared to his or her expectations (Parsaei et al., 2023). Also, customer satisfaction is defined as a customer's satisfactory reaction to a consumption experience or part of it (Heydarzadeh K. & Radfar, 2020). Question Type (Query) Queries refer to requests for information or actions in an environment such as an organization, store, database, etc., especially in cases where information and data are uncertain or incomplete and individuals use it to achieve accurate results (Badia & Dobbs, 2014). Perceived Crowding Perceived crowding refers to an individual’s experience and subjective assessment of the level of crowding or density in a given environment (Rotem & Shoval, 2024). Perceived crowding refers to the perception of the number of customers present in a given retail environment and, when it exceeds an individual’s spatial needs, causes the customer to want to make their purchases faster (Lucia-Palacios et al., 2020). Research Methodology This research is descriptive-correlational and applicable, and was conducted cross-sectionally. The statistical population of the study is all customers of Ofogh Kourosh chain stores across the country and the population is unlimited. The sample size was determined at least 384 using the Cochrane formula. Content validity and factor analysis were used to determine the validity of the research tool, and Cronbach's alpha coefficient was used to determine the reliability. In this study, we used structural equations to analyze the data in two parts of descriptive and inferential, as well as SPSS 27 and AMOS 26 software to test the research hypotheses. To collect the data required to measure the research variables, the online distribution of the standard questionnaire in the study of Palacios et al., (2020) was used. Research findings The research findings showed that employee competence with two components of task competence and interaction competence has an effect on customer satisfaction, and the moderating role of the two variables of question type and perceived crowding was also confirmed in this regard. Discussion and Conclusion This study was conducted with the aim of identifying the effect of frontline employee competence on customer satisfaction with the moderating role of question type and perceived crowding. Highly capable and qualified employees are an important factor in increasing the number of customers in the organization and improving the desired utility in the organization. The more employees are equipped with customer-oriented skills, the more successful they will be in achieving customer satisfaction in the store. According to the results, it can be admitted that the knowledge and awareness of the line staff to guide customers when the store is crowded has an effect on customer satisfaction, but when the store is crowded, customers are not very willing to communicate and dialogue with the line staff and try to make better and faster purchases when the store is crowded. However, the mentioned store and all stores whose survival and continuity are correlated with customer satisfaction need to have capable employees, and significant measures should be taken to increase the skills of the employees (Ahmadi Saeid & Hoshiar, 2023). The results of the present study are consistent with the findings of Ahmadi Saeid & Hoshiar (2023), Samai & Khazaei Pool (2024), Khademi et al., (2018), Ebadi nia et al., (2023), Shadmehri & Mosleh (2024), Magnus (2018), Dorina et al., (2019), Wenyuan et al., (2019), Jin Ho et al., (2021), and Lucia-Palacios et al,. (2020). According to the results of testing the research hypotheses, the following practical suggestions were presented: - When hiring, officials can hire people who have high public relations skills and do not have problems communicating with customers. Store managers are advised to consider temporarily increasing the number of sales personnel and cashiers during busy times of the store to provide better and faster service to customers so as to achieve their satisfaction. In order to address customer questions and complaints and try to resolve them, store marketing managers can create a communication system so that customers can easily send their criticisms and problems to store managers via SMS. Store managers should pay attention to the fact that if employees are aware of public relations knowledge, customer orientation and customer communication knowledge, job descriptions, and knowledge of the products they offer; they can give advice to customers upon request or even clear up any ambiguity for them.

Abstract Ensuring the quality of goods during their transportation along the supply chain has always been an important issue. Blockchain technology, with data registration, guaranteeing its transparency and immutability, has always attracted the attention of researchers in the field of supply chain. In Iran, due to the increasing growth of competitors in the dairy industry, increasing productivity in the supply chain of this industry is an important issue. The purpose of this research is to introduce the effective factors in the implementation of blockchain in the dairy products industry and also to examine their structural relationships. For this purpose, after extracting the factors from the research literature, its effectiveness was determined by the fuzzy Delphi technique. Out of the 39 extracted indicators, 27 indicators remained in the research and were analyzed with fuzzy Dimetal technique. According to the results of fuzzy fuzzy analysis, considering the maturity level of blockchain technology is the most effective factor and creating speed is the most effective factor for the implementation of blockchain in the desired industry. The results of this research will help those who plan to implement blockchain in the dairy products company to know the factors they should consider for this work. The studies of subsequent researchers can facilitate the achievement of this goal by modeling or presenting how to implement this technology in the desired industry. Also, researchers can investigate different application areas for blockchain implementation.

Abstract Abstract
The present study aimed to investigate the effect of brand sensory experience on brand loyalty with an emphasis on the drivers of brand equity, customer satisfaction, and customers' emotional commitment. The research is applicable in terms of purpose, and descriptive-survey in terms of data collection method. The subjects of this study were 750 language learners of the Gilan Iranian Language Center. 261 people were selected as a statistical sample based on the Krejci and Morgan table and simple random sampling method, and answered the research questionnaires. The validity of the questionnaires was confirmed based on face validity, content, and confirmatory factor analysis. The reliability of the questionnaires was calculated and confirmed using the Cronbach's alpha coefficient method. Data analysis was performed at two levels of descriptive and inferential statistics, including structural equation modeling, using the SmartPLS statistical software. The results showed that brand sensory experience has a significant effect on customers' emotional commitment with a path coefficient of 0.472. Brand sensory experience has a significant effect on customer satisfaction with a path coefficient of 0.575. Brand sensory experience has a significant effect on brand equity with a path coefficient of 0.264. Brand equity has a significant effect on customer loyalty to the brand with a path coefficient of 0.736. Emotional commitment has a significant effect on brand equity with a path coefficient of 0.207. Customer satisfaction has a significant effect on brand equity with a path coefficient of 0.274. Emotional commitment and customer satisfaction play a mediating role in the impact of brand sensory experience on brand equity.
Introduction
Customer loyalty to a brand indicates the satisfaction of consumers with the quality and price of a brand's products and services (Chinomona, 2016). Brand loyalty is the attachment or dependence that a customer has to a brand. In fact, loyalty is the result of customer trust in the brand, which is a result of confidence from both parties (customer and brand owner) and will continue in the future as long as it leads to gaining points. As a result, trust and loyalty are two factors that are constantly in direct contact with each other. Just as trust encourages loyalty to a brand, it also reduces insecure relationships with that brand. This means that if a customer feels insecure about a brand, their willingness to buy or use that brand will also decrease (Dwivedi et al., 2018). Human societies are very effective through word-of-mouth information and its exchange, comparing experiences of purchasing a product, and encouraging social relationships among members, and these relationships between individuals and others in relation to a brand lead to the production of emotional relationships and ultimately lead to individual loyalty to a brand (Ahn & Back, 2018). However, researchers have also recognized the attitudinal or intention-based dimensions of loyalty and have defined brand loyalty in terms of the customer's willingness to recommend the brand to others, the preference for purchasing a brand over other brands, and the customer's feeling of attachment to the brand.
Many factors are associated with brand loyalty, such as brand equity (Iglesias et al., 2019). Researchers have conducted many studies on how consumers value brands and perceive multiple aspects of brand equity. A very important point in brand value is that all target markets need to understand their brand value in order to achieve significant success, and therefore, the assessment of a brand value should be based on customer observations.
Customer satisfaction is considered as a set of business beliefs that lead to creating value for customers, anticipating and managing their expectations; a responsibility that leads to meeting their needs, and is considered as one of the most important criteria for determining the quality of a brand. In marketing literature, the concept of experience has been discussed and examined in various fields such as shopping experience, product experience, beauty experience, service experience, consumption experience, and consumer experience. In addition to customer satisfaction with brand equity, some researchers directly or indirectly link customer emotional commitments with brand equity. Researchers consider customer emotional commitment to be part of brand power. Researches have mainly linked emotional commitment to brand equity through the dimensions of brand equity. In some recent empirical studies, emotional commitment has been examined as a prerequisite for brand equity, because it is expected that when customers feel similarity to a particular brand and develop a strong emotional attachment to it, the value of brand equity will increase.
The researcher seeks to answer the question: does the sensory experience of the brand through customer emotional commitment, customer satisfaction, and brand equity have a significant effect on brand loyalty in the Iranian language center in Gilan province?
Theoretical framework
Brand loyalty:
Brand loyalty refers to a customer's enduring desire to purchase a particular brand repeatedly and prefer it over competing brands, even in the face of price changes or competitor promotions. This loyalty can be due to ongoing satisfaction, emotional connection, perceived quality, or buying habits. Loyal customers are more likely to make repeat purchases and usually increase their purchase volume over time, leading to sustained sales growth (Ajalli et al., 2023).
Brand equity:
If we put different brand labels on two identical products, the brand with higher equity will attract more customers. Brand equity creates commitment and loyalty in customers, which leads to repeat purchases and maintaining market share. High equity leads to better brand recognition in the market, which in turn facilitates sales and attracts new customers. When brand equity is high, marketing efforts are more effective and help save on advertising costs (Tasci, 2021).
Emotional Brand Commitment:
Emotional customer commitment is the degree of attachment and emotional connection that a customer feels towards a brand, product or organization. This commitment goes beyond ordinary satisfaction and includes a sense of belonging, interest, and a desire to maintain a long-term relationship with the brand (Rehman & Shafiq, 2019). In other words, when a customer has a strong emotional feeling towards the brand, they not only buy, but also become attached and committed to the brand (Afshardoost et al., 2023).
Sensory Brand Experience:
Sensory brand experience refers to the set of perceptions and feelings that customers experience through the five senses (sight, hearing, smell, taste and touch) when interacting with the brand. Simply put, brands that use the customer's senses to create an experience can establish a deeper, more lasting and more emotional connection with customers (Zha et al., 2022).
Customer Satisfaction:
Customer satisfaction refers to a customer's positive or negative emotional feeling or reaction to their experience of purchasing a product or service. This feeling arises from a comparison between the customer's expectations and their perception of the actual performance of the brand or product. If the brand's performance is equal to or higher than the customer's expectations, satisfaction is achieved; if it is lower than expected, dissatisfaction is formed (Iglesias et al., 2019).
Imanian (2025) stated in a study that social media marketing activities have a positive and significant effect on customer brand loyalty through brand equity and fair value. Amiri & Dastranj (2024) stated that the level of perceived customer satisfaction had a positive and significant effect on their brand loyalty. Majidi Jamnani et al. (2024) conducted a study titled "Investigating the Effect of Brand Experience Dimensions on Brand Satisfaction and Brand Loyalty with the Mediating Role of Brand Attitude and Brand Attachment" and concluded that brand attitude and brand attachment play a mediating role on the relationship between brand satisfaction and brand loyalty.
Research Methodology
The present study is applicable in terms of purpose, and descriptive-survey in terms of data analysis. The statistical population of the study was 750 language learners of the Iran Language Center of Gilan. 261 people were selected as a statistical sample based on the Krejci and Morgan table and simple random sampling method, and responded to questionnaires taken from the research (Iglesias et al., 2019). Confirmatory factor analysis was used to determine the validity of the research tool, and Cronbach's alpha coefficient was used to determine the reliability of them. Descriptive and inferential statistical methods were used to analyze the collected data. To test the research hypotheses, the Kolmogorov-Smirnov test was used to examine the normality of the data distribution, and the structural equation technique was used to examine the effect of independent and mediating variables on the dependent variable using the SmartPLS statistical software.
Research Findings
Descriptive statistics related to demographic information are shown in Table (2). The results showed that 47.893% of the respondents were male and 52.107% were female. 1.916% of the respondents were aged 16 to 20 years, 32.95% between 21 and 30 years, 52.107% 31 to 40 years, 111.11% 41 to 50 years and 0.766% were over 50 years, and 149.1% did not respond to this option. 8.429% of the respondents were under diploma, 37.548% had a diploma, 8.046% had an associated degree, 29.885% had a bachelor's degree, 15.709% had a master's degree and above. 0.383% did not respond to this option. Marital status: 2.682% of respondents were single and 96.935% were married. Also, 0.383% did not respond to this option. Occupational status: 37.548% of respondents were housewives, 37.548% were employees, 18.391% were freelancers, 3.448% were students, and 1.916% were unemployed. Also, 1.49% did not respond to this option. The length of time they had been familiar with the Iranian language center brand was for 6.897% of respondents under 2 years, 34.1% 2 to 5 years, 42.912% 5 to 9 years, and 15.709% 9 years and above. Also, 0.383% did not respond to this option. As is clear from the data in Table (3), the mean score of the brand loyalty variable according to respondents is 3.999, the standard deviation is 0.649, and the variance is 0.422. Also, the lowest score related to this variable according to respondents is 1.667 and the highest score is 5. The mean score of the brand sensory experience variable according to respondents is 3.95, the standard deviation is 0.663, and the variance is 0.44. Also, the lowest score related to this variable according to respondents is 1 and the highest score is 5. The mean score of the customer emotional commitment variable according to respondents is 4.171, the standard deviation is 0.661, and the variance is 0.437. Also, the lowest score related to this variable according to respondents is 2 and the highest score is 5. The mean score of the customer satisfaction variable according to respondents is 3.958, the standard deviation is 0.745, and the variance is 0.555. Also, the lowest score for this variable from the respondents' perspective is 1.667 and the highest score is 5. The average score for the brand equity variable from the respondents' perspective is 4.197, the standard deviation is 0.773, and the variance is 0.598. Also, the lowest score for this variable from the respondents' perspective is 1 and the highest score is 5.
Conclusion
The present study was conducted with the aim of investigating the effect of brand sensory experience on brand loyalty with an emphasis on the drivers of brand equity, customer satisfaction, and customer emotional commitment. In this regard, it can be stated that the role of brand sensory experience in customer emotional commitment is very key and strategic; because sensory experience directly affects customer perception, feeling, and behavior; and can lead to the creation of a deep emotional relationship between the customer and the brand. The results of the second hypothesis test showed that brand sensory experience has a positive and significant effect on customer satisfaction. In this regard, it can be stated that the role of brand sensory experience in customer satisfaction is very important and fundamental, because today's customers do not pay attention just to the quality of the product or service any longer, but the overall experience of interacting with the brand is important to them; an experience perceived through the five senses and leads to the formation of positive emotions and ultimately satisfaction. The results of the third hypothesis test showed that the brand's sensory experience has a positive and significant effect on brand equity. In this regard, it can be stated that in today's competitive world, sensory experience is beyond a simple interaction with a product or service and has become one of the most important factors in building, strengthening, and differentiating brand equity. The brand's sensory experience is one of the most effective factors in building and promoting brand equity, because it directly affects customer perception, feelings, and behavior. The results of the fourth hypothesis test showed that brand equity has a positive and significant effect on customer loyalty to the brand. In this regard, it can be stated that the role of brand equity on customer loyalty to the brand is one of the key issues in the fields of marketing, brand management, and consumer behavior. Research shows that brands with strong brand equity have a greater chance of retaining loyal customers and are even more resistant to competitors. The results of the fifth hypothesis test showed that emotional commitment has a positive and significant effect on brand equity. In this regard, it can be stated that emotional commitment, as a strong emotional bond between the customer and the brand, can play a significant role in the formation, strengthening, and sustainability of brand equity. Customer emotional commitment plays a key role in the formation and strengthening of brand equity. By creating loyalty, positive associations, emotional interactions, and brand recommendations, this commitment gives the brand more value from the consumer's perspective and stabilizes its position in the market. The results of the sixth hypothesis test showed that customer satisfaction has a positive and significant effect on brand equity. In this regard, it can be stated that satisfied customers are not only more likely to repurchase, but also play an active role in strengthening the brand image, increasing loyalty, and improving the public perception of the brand, all of which are key components of brand equity. Satisfaction is the first step to creating loyalty. Satisfied customers are more likely to repeat purchases and prefer the brand over competitors, which is one of the most important components of brand equity. Satisfied customers perceive the brand as having higher quality than that of competitors, even if there is not much difference technically. The results of the seventh hypothesis test showed that emotional commitment plays a mediating role in the impact of the brand sensory experience on brand equity. In this regard, it can be stated that sensory experience alone increases brand equity, but when this experience leads to emotional commitment, its effect on brand equity will be much stronger and more sustainable. The sensory experience of a brand creates part of the brand value directly and part through the customer's emotional reactions (i.e., emotional commitment). The results of the eighth hypothesis test showed that customer satisfaction plays a mediating role in the impact of the sensory experience of a brand on brand equity. In this regard, it can be stated that when a brand can provide a pleasant experience through the five senses (such as beautiful design, pleasant sound or music, pleasant smell of the store, appropriate touch and taste of the product), this experience leads to a pleasant feeling, memory formation, and ultimately customer satisfaction. The sensory experience of a brand may directly affect brand value, but when customer satisfaction is included as an intermediary, this effect becomes more sustainable, deeper, and more predictable. It leads to behavioral and attitudinal loyalty, and ultimately transforms from a short-term experience into a long-term understanding of brand value. According to the results of the present study, the following suggestions and recommendations can be made: Considering the confirmation of the relationship between the sensory experience of a brand with emotional commitment and customer satisfaction, and brand equity, it is suggested that the managers of the Iranian Language Center try to define human emotions for the Language Center brand by using advertisements and content presented in this format. For example, they can display the sense of being a pioneer, being luxurious, etc. in the form of images of people who play the role of language learners in outdoor or television advertisements, to implicitly instill in the audience that being in the center makes them a pioneer or luxurious, etc. One of the things that can be useful in this regard is the use of famous Iranian symbols and personalities to introduce the characteristics that customers tend to feel. These findings are consistent with the results of the Kaveh Haghighi (2021), Rehman & Shafiq (2019), and Khan & Fatma (2019). Regarding the limitations of the present study, it can be said that people have differences in terms of personality characteristics, which were not considered in this research. According to the view of Coelho et al., (2018), these personality differences can affect the results of hypothesis testing. Therefore, future researchers are advised to conduct similar research focusing on the personality characteristics of the respondents and compare their results with each other.