New Approaches in Management and Marketing

Abstract The aim of the present research is to validate the social marketing model for banking services, emphasizing consumer behavior patterns in Rafidain Bank, Iraq, through testing structural relationships. This research is applicable-developmental in terms of objective, and descriptive-survey in terms of method, employing a quantitative approach. The statistical population of the study consists of 384 customers of Rafidain Bank, Iraq, selected via random sampling. To validate the extracted model, a researcher-made questionnaire was developed and distributed among the statistical population. Data analysis was conducted by AMOS 20 software and Structural Equation Modeling (SEM). The results of this study indicate that at Rafidain Bank, Iraq, contextual conditions play the most significant role in shaping social marketing strategies, while the core phenomenon (consumer behavior patterns) serves a complementary and reinforcing role. This model suggests that the success of social marketing for banking services within the Iraqi context depends more on the degree to which strategies align with the cultural, institutional, and structural realities of society than on merely understanding customer behavior.
Introduction
A brief review of the performance of the banking market in Iraq indicates that despite the growing trend of financial services and the increasing public awareness of banks, the current status of banking service marketing still shows a considerable gap from the ideal level (Azar et al., 2025). For example, the penetration rate of modern banking services such as digital banking, financial advisory services, and credit instruments remains lower than the global average. This is while in leading countries, a large portion of people’s financial interactions with banks takes place through customer-oriented approaches and social marketing strategies (Babaee et al., 2025).
One of the main reasons for this gap, in addition to technical and infrastructural challenges, relates to an insufficient understanding of consumer behavior, lack of attention to the psychological and social preferences of customers, and weaknesses in creating a positive experience in interactions with banks (Babalola et al., 2020). In many cases, banks’ inability to establish effective communication with customers leads to reduced loyalty, trust, and continuous use of banking services. This not only negatively affects the financial performance of banks but also results in negative word-of-mouth advertising and ultimately weakens the banking brand (Baghmalek et al., 2025).
Rafidain Bank of Iraq, as one of the largest and most long-standing banks in the country, faces similar challenges (Baicu et al., 2020). Although the bank has made efforts in recent years to modernize its services, the absence of effective social marketing strategies and the neglect of behavioral, cognitive, and emotional dimensions of consumers have prevented the achievement of its intended goals (Biroscak et al., 2025). Under such circumstances, banks need to adopt modern marketing models such as sensory marketing in order to establish deeper and more effective relationships with customers (Borges et al., 2019).
Many marketing activities have merely been limited to creating awareness and visual identity, which has little impact on customer loyalty and choice (Dietrich et al., 2022). A strong mental image and a credible brand can be among the most effective tools for creating sustainable differentiation in the banking industry (Enworo, 2023). In addition, a strong brand plays a significant role in reducing customers’ perceived risk and provides banks with a sustainable competitive advantage (Ezechi et al., 2025). Nevertheless, most banks have mainly focused on financial performance and have neglected a deep understanding of customer perceptions and behaviors (Faludi, 2025).
This gap in understanding consumer behavior and the weakness in developing effective social marketing represent a fundamental challenge for banks, particularly Rafidain Bank of Iraq. Therefore, the present study aims to design and present a comprehensive model of social marketing for banking services with a particular emphasis on consumer behavior patterns in Rafidain Bank. Through this approach, the bank may enhance its position in the competitive Iraqi market and increase customer satisfaction and loyalty. Accordingly, the main research question of the present study is: How can validate the social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq?
Theoretical Framework
Social Marketing
Social marketing has been defined as the application of marketing principles and tools to achieve desired social objectives, with its aim being the benefit of society rather than personal goals or organizational interests (Kamin et al., 2022). Social marketing is a business perspective that respects the ethics of employees, society, and the environment; and it is a comprehensive strategy capable of improving an organization’s competitive position. Companies and marketing managers should adopt a philosophy based on social responsibility and adherence to ethical principles. This ethical perspective and insight help marketing managers rationally deal with many complex issues faced by marketing and other human activities (Wang, 2023).
Kikhah et al. (2025) investigated the role of social marketing in improving bank performance through institutionalized knowledge management opportunities, with a case study of Mehr Iran Qard Al-Hasana Bank branches in Sistan and Baluchestan Province. The analysis of hypotheses utilizing structural equation modeling showed that, in the presence of institutionalized knowledge management, the standardized coefficient for the relationship between social marketing and employee performance increased from 0.502 to 0.617, meaning an increase of over 30% in the standardized coefficient, while remaining significant.
Ahmadi and Ghane Bagheri Baghal (2025) examined the impact of social marketing on bank profitability with the moderating role of social responsibility. The results indicated that social marketing is related to bank profitability. Social responsibility moderates the relationship between social marketing and bank profitability.
Research Methodology
In terms of purpose, this study is applicable–developmental; in terms of method, it is descriptive–survey, with a quantitative approach. The statistical population of the study consisted of 384 customers of Rafidain Bank in Iraq, selected through random sampling. In order to validate the extracted model, a researcher‑made questionnaire was developed and distributed among the statistical population.
Research Findings
AMOS 20 software and Structural Equation Modeling (SEM) were employed to analyze the research findings. The results of this study indicate that, in Rafidain Bank of Iraq, contextual conditions play the most significant role in shaping social marketing strategies, while the central phenomenon (consumer behavior patterns) plays a complementary and reinforcing role. This model suggests that the success of social marketing for banking services in the Iraqi context depends not merely on understanding customer behavior, but more importantly on the extent to which strategies are aligned with the cultural, institutional, and structural realities of society.
Conclusion
The present study was conducted with the aim of validating the social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq through the testing of structural relationships. These results are consistent with the findings of Kikhah et al. (2025), Ahmadi & Ghane Bagheri Baghal (2025), Safaei et al. (2025), Nguyen (2025), Haqtalab (2024), Allahyari et al. (2023), Cao & Weerawardena (2023), Onuorah et al. (2022), and Kamin et al. (2022). Haqtalab (2024) demonstrated that social marketing and its dimensions (social marketing mix, pro-social behavior, customer orientation, and nature of services) influence the behavioral reactions of customers in Tejarat Bank branches of Torbat-e Jam. Furthermore, employees’ pro-social behavior and; subsequently, customer orientation have the highest impact and importance. Based on the findings of this research, it is recommended that Rafidain Bank of Iraq place its primary focus on strengthening contextual conditions in the formulation and implementation of social marketing strategies; this includes enhancing institutional trust, aligning marketing messages with the cultural values and norms of Iraqi society, and improving technological and digital infrastructure. Additionally, targeted investment in intervening conditions—such as enhancing customers’ financial literacy, empowering employees in the field of social marketing, and developing interactive digital channels—can significantly increase the effectiveness of these strategies.

Abstract The purpose of this research is to examine the presentation of an artificial intelligence (AI) model at Rafidain Bank to ensure the enhancement of marketing capabilities. This study is developmental in terms of objectives, survey-based in data collection, exploratory in nature, and quantitative in execution. The statistical population consists of all employees of Rafidain Bank in Iraq, from which 450 individuals were selected using Cochran’s formula and stratified random sampling. The data collection instrument is a questionnaire. SPSS and SmartPLS software were used for data analysis. The results indicated that AI has a significant effect on the bank’s effective performance. AI capability affects AI adaptability. AI capability affects the bank’s effective performance. The experience of using AI has no effect on AI adaptability. The experience of using AI affects AI capability. The experience of using AI affects the bank’s foresight. The experience of using AI affects the bank’s effective performance. AI knowledge affects AI adaptability. AI knowledge affects the bank’s foresight. AI sustainability affects AI adaptability. AI sustainability affects the bank’s foresight. AI sustainability affects the bank’s effective performance. The bank’s foresight has no effect on AI adaptability. The bank’s foresight affects AI capability. The bank’s foresight affects the bank’s effective performance.
Introduction
The banking sector is undergoing a fundamental transformation, driven by the integration of AI into financial service processes. AI enhances operational efficiency, risk management, and customer engagement (Deloitte, 2022). As financial institutions worldwide strive to remain competitive in a digital-centric economy, AI technologies—particularly machine learning and natural language processing—have emerged as vital tools for processing massive datasets, predicting customer behavior, and automating complex processes. Simultaneously, marketing activities in banking have evolved from traditional advertising to sophisticated, data-driven strategies that leverage AI to deliver personalized customer experiences (Chaffey & Smith, 2022).
Applications such as fraud detection, credit scoring, and chatbot-based customer service rely on machine learning algorithms to analyze historical data and make real-time decisions (Fethi & Pasiouras, 2010). Researchers further note that natural language processing has enhanced conversational AI, enabling more natural customer interactions (Hirschberg & Manning, 2015). While predictive analytics have refined risk assessment models, these advancements have positioned AI as a strategic asset for banks seeking to navigate competitive and regulatory challenges (Noreen et al., 2023).
Marketing activities in banking have been equally transformed by AI’s ability to analyze consumer behavior and deliver targeted campaigns. Deloitte’s report on AI in the banking sector indicates that banks utilizing AI-driven marketing strategies achieve a 30% increase in customer retention and a 25% improvement in campaign conversion rates (Deloitte, 2022). In line with this objective, the main question of the present study is: How does the artificial intelligence model at Rafidain Bank ensure the enhancement of marketing capabilities?
Theoretical Framework
The Evolving Landscape of Banking and Finance
In 2025, banks are increasingly leveraging artificial intelligence (AI) and generative AI to enhance productivity and customer personalization, with over 75% of them planning to invest in data management and cloud infrastructure. This trend is evident in Asia, where digital banking and fintech have increased resilience following crises and strengthened financial inclusion through mobile payments and central bank digital currencies. In Europe, asset tokenization on the blockchain is on the rise, promising faster settlement and reduced costs, supported by initiatives such as the UK’s Digital Securities Sandbox. Meanwhile, the African banking sector is leading in mobile banking adoption, accounting for nearly half of global mobile accounts, which bolsters inclusion and robust brand growth, contributing an average of 22% to brand value. Globally, revenue streams are shifting; non-interest income from payments and wealth management is expected to rise, while net interest margins face pressure from declining rates (Deloitte, 2024).
AI Application in the Banking Industry
AI in digital marketing for banks not only increases customer acquisition and retention but also improves risk management, fraud detection, and overall financial performance. In banking, AI-driven segmentation utilizes machine learning to categorize customers based on behavior, transaction history, and demographic information. This enables targeted marketing, such as promoting credit cards to high-spending segments or savings programs to conservative savers (Sardjono & Perdana, 2023).
Ahmadi Alinoudehi et al. (2026) examined the dimensions and components of AI-based digital transformation management. The results indicated that AI-based digital transformation management is designed within four overarching categories: “contextual requirements,” “digital infrastructure,” “digital transformation management process,” and “organizational capital,” encompassing 12 organizing categories: “ethical requirements,” “cultural requirements,” “organizational requirements,” “hard digital infrastructure,” “soft digital infrastructure,” “digital transformation management process,” “digital transformation planning,” “prototyping,” “learning,” “human capital,” “process capital,” “structural capital,” “social capital,” and 73 basic categories.
Deshmukh (2025) investigated the impact of AI on customer relationship management practices in retail banking, focusing on data-driven personalization to enhance customer engagement. Using a mixed-methods approach, including surveys and interviews with banking professionals, this study explores how AI technologies, such as machine learning and predictive analytics, enable banks to analyze customer data, improve segmentation, and tailor marketing strategies.
Research Methodology
This study is developmental in terms of its objectives, survey-based in its data collection method, exploratory in nature, and quantitative in execution. The statistical population consists of all employees of Rafidain Bank in Iraq, from which 450 individuals were selected using Cochran’s formula and stratified random sampling. The data collection instrument used is a questionnaire.
Research Findings
Data analysis was performed using SPSS and SmartPLS software. The results indicated that artificial intelligence (AI) has a significant effect on the bank’s effective performance. AI capability affects AI adaptability. AI capability affects the bank’s effective performance. The experience of using AI has no effect on AI adaptability. The experience of using AI affects AI capability. The experience of using AI affects the bank’s foresight. The experience of using AI affects the bank’s effective performance. AI knowledge affects AI adaptability. AI knowledge affects the bank’s foresight. AI sustainability affects AI adaptability. AI sustainability affects the bank’s foresight. AI sustainability affects the bank’s effective performance. The bank’s foresight has no effect on AI adaptability. The bank’s foresight affects AI capability. The bank’s foresight affects the bank’s effective performance.
Conclusion
This study was conducted with the aim of examining the presentation of an artificial intelligence (AI) model in Rafidain Bank to ensure the strengthening of marketing capabilities. The findings of this research are consistent with those of Baffour Gyau et al. (2024), Wang et al. (2023), Eskandarany (2024), Alotaibi (2024), Byambaa et al. (2025), Svoboda (2024), Lin et al. (2024), McKinsey (2020), Abdulsalam and Tajudeen (2024), Deloitte (2024), and Khan et al. (2024). In particular, the findings of Baffour Gyau et al. (2024) on the dynamic relationship between AI technological innovation in banking and finance and banks’ financial performance across 20 countries show that AI technological innovation in banking and finance positively affects banks’ return on assets, highlighting its role in improving financial performance. The interaction term between AI innovation and economic growth also emphasizes their combined positive effect on financial performance. Mediation analysis further highlights the role of information and communication technology development in transforming AI innovation into improved financial outcomes.
Based on the research findings, the following recommendation is proposed:
· Comprehensive AI literacy training for bank employees: The findings showed that the bank should shift its focus from training employees in simple tools toward comprehensive AI literacy, enabling its workforce to move from passive users to active participants in the AI ecosystem.

Abstract The present study aimed to investigate the impact of social media communications on brand equity, considering the mediating role of electronic word-of-mouth (eWOM) and the moderating role of product involvement, with a focus on dairy products in Yazd Province. In terms of its objective, this study was applied research, and in terms of data collection, it employed a survey method. The statistical sample consisted of 384 customers of dairy products in Yazd Province who had used these products for at least one year and were active on social media. The participants were selected through convenience sampling. Data were collected using a standardized questionnaire adapted from Lin et al. (2023). Partial least squares (PLS) software was used to analyze the data.The results revealed that both company-generated content and user-generated content had significant effects on electronic word-of-mouth and brand equity. Electronic word-of-mouth also had a significant effect on brand equity. Furthermore, the indirect effects of both company-generated content and user-generated content on brand equity through the mediating role of electronic word-of-mouth were significant. Finally, the findings confirmed the moderating role of product involvement in the relationships between company- and user-generated content and brand equity.

Abstract The present research aims to systematically identify and refine the components of audience-centricity in the field of art. This study, employing a sequential exploratory mixed-methods approach, was executed in two main stages. In the qualitative stage, using the qualitative content analysis method and purposeful sampling, 19 credible scientific articles were deeply reviewed. The coding process, utilizing NVIVO software, resulted in the extraction of 39 open codes, 9 axial categories, and 4 core components. In the quantitative stage, to refine these components within the specialized context of art, the fuzzy screening technique was employed, utilizing the opinions of 12 experts. Data were collected and analyzed using a researcher-made questionnaire. The research findings indicated that out of the initial 39 indicators, 11 were confirmed as the final components of audience-centricity in art. Among these, three indicators—“Investing in Continuous Learning and Capability Development,” “Respecting Privacy and Ethics in Data Usage,” and “Transparency in Actions and Communications”—received the highest importance scores. This framework, by transitioning from “production-centric art” to “trust-centric art,” opens a new horizon for sustainable and meaningful interaction between artists, cultural managers, and audiences in the face of future uncertainties and complexities.
Introduction
In today’s hyper-competitive world, brands strive to increase their share of their target customers’ minds, their share of customers’ wallets, and ultimately, a larger percentage of customer lifetime value (Faraji et al., 2025). Within the marketing toolkit of these brands, audience-centricity and the precise and deep identification of the needs, desires, and behaviors of target customers are considered among the most important effective tools for achieving these brand objectives. Target audiences in different industries possess distinct and unique characteristics. Due to the special nature of artistic products and considering artists as personal brands, the target audience in art differs significantly from that of non-artistic brands. This includes brands active in the art scene such as gallerists, curators, or art exhibition organizers. Understanding these audiences and meeting their needs and desires requires a different perspective.
On the other hand, in the contemporary world, art, as a dynamic and multidimensional phenomenon, is constantly evolving in interaction with social, cultural, and technological contexts. One of the key pillars of this transformation is the shift in the “audience’s” position from a passive element to an active agent, interpreter, and participant in the process of creating and perceiving the artwork (Wald-Fuhrmann et al., 2026). The main issue here is that the prevailing paradigm in the scientific examination of audience behaviors, attitudes, desires, and needs is still influenced by the paradigms governing marketing science in conventional manufacturing or service industries, and it does not precisely consider the fundamental differences within the art domain. This is while traditional survey methods and static analyses are no longer sufficient for the needs of brands active in the field of art. The necessity of revising the indicators of audience-centricity is increasingly felt due to the diversity in message reception and the mismatch between source encoding and receiver decoding within the context of art (Sampah et al., 2025). Accordingly, the present paper seeks to answer two main questions: First, what are the components of audience-centricity through in-depth exploration and content analysis of credible scientific texts and articles? And second, which of these components hold greater importance by employing the fuzzy screening technique and expert opinions in the field of art?
Theoretical Foundations
Ontological Transformation of the Concept of Audience; From Mass Passivity to Active Subjectivity
The concept of the audience, throughout the history of communication theories, has transformed from a mere receiver to a central actor (Ghorbannezhad et al., 2024). In classical and linear perspectives, the audience was positioned at the end of the communication chain, playing a passive role in message reception. However, with the emergence of new paradigms, the audience is considered an active subject who selects and interprets the work based on their needs, cultural backgrounds, and lived experiences (Abdou, 2025).
Audience-Centricity as a Strategic Paradigm in the Communications Age
Audience-centricity, in its broadest sense, is not merely a marketing technique; rather, it is a philosophical paradigm whose core is the transition from “production-centricity” to “human-centricity.” This approach is based on the principle that true value lies not in the commodity or message itself, but in the experience and meaning created for the end-receiver (Hegen, 2017).
Audience-Centricity in the Specialized Arena of Art; Aesthetic and Economic Layers
In the realm of art, audience-centricity acquires deeper dimensions that distinguish it from other fields. This concept in art is analyzed at three levels: the aesthetic-philosophical level, which emphasizes the “semantic openness” of the work, allowing the audience to complete the work through their own interpretation (James, 2024); the communicative-experiential level, which focuses on the quality of interaction and the creation of inclusive pathways for understanding art, where participatory and interactive art transforms the audience’s presence into an essential element of the work (Kasiyan, 2019); and the economic-organizational level, which is shaped by new models such as “crowdfunding” and the “sharing economy,” turning the audience into a creative and material stakeholder of the work (Ersöz, 2015)
Research Methodology
The present research is philosophically based on the pragmatism paradigm, emphasizing the applicability of knowledge. This research is developmental in terms of its objective and exploratory-analytical in nature, conducted with a mixed-methods approach of the exploratory sequential type. In the first step, dedicated to identifying components (qualitative part), the qualitative content analysis method with an inductive approach was used to extract the components of audience-centricity. The statistical population for this section included all documents, scientific records, and research articles published in reputable domestic and international databases within the timeframe of 2015 to the present, addressing topics of audience and art. The sample consisted of 19 articles selected using purposive sampling. Data analysis was performed using NVIVO software through three stages of open, axial, and selective coding. In the second step, component screening (quantitative part), the aim was to refine the components identified within the specialized context of art, utilizing the fuzzy screening technique. The statistical population for this step comprised art experts, including university faculty members, distinguished artists, and senior cultural managers. A sample of 12 individuals was selected using snowball purposive sampling and analyzed via a researcher-made fuzzy screening questionnaire. The content validity of the questionnaire was reviewed by professors and 5 prominent experts (outside the main sample). Furthermore, for reliability in the fuzzy section, instead of Cronbach’s alpha, the method of agreement and consensus among expert groups was used.
Research Findings
A qualitative content analysis, through an in-depth study of 19 articles, resulted in the extraction of 39 initial open codes. These codes were key sentences, concepts, or phrases that directly or indirectly referred to dimensions of audience, interaction, technology, economy, or the future of art. In the axial coding stage, these 39 codes were categorized into 9 general themes based on semantic and conceptual similarities. The results of the fuzzy screening indicated that out of the initial 39 indicators, 11 components were selected as the “golden components” of audience-centricity in art. The three components “Investing in continuous learning and capability development,” “Respecting privacy and ethics in data usage,” and “Transparency in actions and communications” received the highest degree of importance from the experts. Additionally, the component “Personalization of product features” received the lowest level of importance, suggesting a different approach to audience-centricity in art compared to other fields.
Discussion and Conclusion
The findings of this study, beyond merely presenting a refined list of indicators, propose a profound paradigm shift in the philosophy of contemporary art: a transition from an instrumental view of the audience toward an “ontological co‑creation.” Within this emerging framework, the audience is neither a “target” for marketing nor even a simple “participant,” but becomes an inseparable component of the very being of the artwork.
The fuzzy refinement of the initial 39 indicators into 11 golden indicators—ultimately distilled into three core criteria (“investment in continuous learning,” “data ethics and privacy,” and “transparency”)—outlines a roadmap in which the future of art is fundamentally tied to trust as its most valuable intangible asset. This implies that, in the artistic ecosystems of tomorrow, the success of an artwork will not be measured by the number of viewers or sales, but by the depth of the existential bond formed between the artwork and its audience within an ethical and transparent environment.
While the results of this study reinforce and validate previous research, they also open new theoretical horizons. The alignment between the final fuzzy‑filtered components and the existing literature can be analyzed at three levels:

First, the confirmation of foundational theories such as market orientation (Wut et al., 2026) and value co‑creation (Ranjan & Upadhyay, 2025). Indicators such as “understanding the needs and preferences of the target audience” and “designing for multisensory and immersive experiences” directly emphasize the need for systematic information gathering and the creation of unique experiences—fully consistent with Ersöz (2015) regarding participatory arts and the stimulation of the five senses.
Second, the extension of these theories within the domain of art. For example, the finding of Bruen et al. (2025) regarding the influence of audience awareness of AI technologies on the valuation of artworks appears in this study as the highly significant indicator of “utilizing digital platforms and social media”—reflecting the acceptance of technology not merely as a tool, but as a component of the artwork’s ontology.
Third, and most importantly, the study introduces innovative ethical‑strategic indicators. While domestic research (e.g., Fallah et al., 2023) emphasized “message source credibility” and “avoiding biased perspectives,” fuzzy screening in this research highlights indicators such as “investment in continuous learning,” “respect for privacy and ethical data use,” and “transparency in actions and communications” as golden priorities. These findings not only bridge gaps in previous fragmented case studies (such as Leow & Ch’ng, 2021 in virtual reality, or Mokhtari Dehkordi, 2023 in multimedia art), but—drawing on theories of the experience economy (Esagala & Ntale, 2026) and relationship marketing (Madruga et al., 2024)—provide a comprehensive and integrative framework applicable across all artistic fields.

A key point is the strong alignment with Wald‑Fuhrmann et al. (2026) regarding the influence of performance formats on audience experience, as well as Zuo & Au’s (2026) theory of “media richness,” where the highly significant indicator “offering products/services through multiple channels (physical, online, hybrid)” reinforces the necessity of multi‑modal artistic engagement in the digital era.
Thus, by combining qualitative content analysis with fuzzy logic, this study not only consolidates previously scattered elements into a coherent system but also advances beyond existing theories by introducing data‑driven ethics and continuous learning as foundational pillars of audience‑centricity—thereby offering a roadmap for transitioning from mass‑oriented art to trust‑oriented art in the future.

Abstract The purpose of this study is to present a model for the typology of consumer behavior in response to packaging messages in the Iraqi market. In terms of purpose, this research is a developmental study; in terms of data collection, it is a survey; and in terms of nature, it is exploratory. The study was conducted quantitatively employing structural equation modeling (SEM). The statistical population consisted of managers, owners, marketing and production managers, as well as customers of these products in Iraq. Based on Cochran’s formula, a sample size of 476 participants was selected through simple random sampling. Data were collected by a questionnaire. Data analysis was performed by SPSS 27 and SmartPLS 4.0 software. The findings indicated that packaging color has a significant effect on environmental awareness, packaging retention, social influence, and packaging value choice. Environmental awareness also affects social influence and packaging value choice. Furthermore, packaging imagery influences packaging value choice, while packaging retention also has a significant effect on packaging value choice. In addition, quick information scanning influences environmental awareness, packaging retention, social influence, and packaging value choice. Information-seeking behavior also affects packaging value choice, and social influence has a significant impact on packaging value choice.
Introduction
The dynamic and highly competitive conditions of today’s business environment have compelled companies to differentiate their products from those of their competitors. A fundamental element of this environmental instability is consumers, who have become significantly different from the past and increasingly seek personal development within their social environment. Changes in lifestyle and the expansion of individual skills among the general public have raised the level of awareness regarding the content and characteristics of consumer goods. Consequently, companies can successfully sell products only when they properly understand and respond to changes in consumer behavior (Yokokawa et al., 2021).
Packaging is considered the outermost layer of a product, and consumers often evaluate both the product and its contents based on it. If the packaging aligns with their needs and behavioral preferences, they are more likely to make a purchase (Shukla et al., 2022). Packaging is one of the essential elements of a product and refers to the container that comes into direct contact with the product, holds and protects it, provides relevant information about it, and facilitates transportation and commercialization (Afif et al., 2022). Industry analysts suggest that the visual attractiveness of packaging design plays a crucial role in influencing customer decision‑making at the retail level. Brands typically have only about seven seconds to create a positive impression before customers move on to the next option. As retailers increasingly recognize the impact of point‑of‑purchase decisions, they invest heavily in packaging design (Shukla et al., 2022).
Studies indicate that consumers have certain expectations of successful packaging that contribute to its sustainable competitiveness compared with rival products and its survival in the turbulent market environment (Habib et al., 2023; Dilucia et al., 2020). A careful analysis of these studies suggests that customer expectations and behaviors when encountering packaging can be categorized into two main groups: technical and environmental criteria. Technical criteria relate to the physical, mechanical, chemical, or biological properties of packaging and the product itself. These include dimensions, weight, strength, durability, compatibility, stability, permeability, biodegradability, and similar attributes. Environmental criteria, on the other hand, concern the impact and interaction of packaging and products with the natural and social environment. These include energy consumption, greenhouse gas emissions, waste generation, recycling potential, toxicity, safety, and regulatory compliance.
In other words, consumers increasingly demand packaging that is sustainable and friendly to both human health and the environment. In response to these expectations, companies often conduct packaging tests and evaluations to ensure that their products meet these requirements. Accordingly, the present study seeks to answer the following research question:
What is the appropriate model for the typology of consumer behavior in response to packaging messages in the Iraqi market?
Theoretical Framework
Product Packaging
Packaging, often described as a silent salesperson, represents the final and frequently the most critical point of contact between a brand and a potential consumer before a purchase decision is made. It serves as the container of brand identity, a canvas for communicating brand promises, and a tangible interface within the otherwise intangible world of marketing messages. Through its visual and informational elements, packaging conveys product characteristics and brand values while simultaneously shaping consumer perceptions.
While marketing literature is rich with studies examining the influence of individual packaging elements—such as color, typography, or material—on consumer perception and purchase intention, a significant gap remains in understanding how consumers respond to the holistic gestalt of packaging as distinct behavioral types (Moniri Moghadam, 2022). In other words, most existing studies focus on isolated design components, whereas fewer investigations explore how the combined set of packaging messages collectively influences different patterns of consumer behavior.
Consumer Behavior
Consumer behavior refers to the decisions made by consumers regarding the consumption and use of goods, services, time, and ideas by human decision‑making units. Therefore, entrepreneurs and businesses must identify the goods and services that consumers need. In particular, firms should focus on understanding the actions consumers take when purchasing products and the factors that influence their buying and consumption behavior. Several key factors affect consumer behavior, including cultural, social, personal, and psychological factors (Baskabadi & Rasti, 2021).
Dhawan and Garga (2025) examined the influence of demographic variables on consumer preferences for purchasing electronic products through online and offline channels. Their findings indicate that younger consumers with higher disposable incomes tend to prefer online shopping, whereas older individuals and lower‑income groups rely more on offline retail stores. Furthermore, factors such as trust, convenience of purchase, pricing, product variety, and product information play significant roles in shaping consumer choices. The study highlights the importance for businesses to adopt a multichannel strategy that integrates the strengths of both online and offline platforms. Marketers can utilize these insights to design targeted campaigns, improve customer experience, and enhance consumer engagement.
Amirhosseini and Najafi (2025) investigated the impact of packaging elements of Donic sports products on consumers’ purchasing behavior. The results showed that packaging materials and packaging design significantly influence the post‑purchase behavior of consumers of Donic sports products, explaining approximately 7 percent of the variance in consumers’ pre‑purchase behavior.
Research Methodology
In terms of purpose, this study is developmental; in terms of data collection, it adopts a survey method; and in terms of nature, it is exploratory. The research was conducted by a quantitative approach and structural equation modeling (SEM).
The statistical population consisted of managers, owners, marketing and production managers, as well as customers of these products in Iraq. Using Cochran’s formula, a sample size of 476 participants was determined and selected through simple random sampling. The primary instrument for data collection was a questionnaire.
Research Findings
Data analysis was conducted by SPSS 27 and SmartPLS 4.0 software. The results of the structural equation modeling indicated several significant relationships among the study variables.
The findings revealed that packaging color has a significant effect on environmental awareness, packaging retention, social influence, and packaging value choice. Additionally, environmental awareness significantly influences both social influence and packaging value choice.
The results further showed that packaging imagery has a significant impact on packaging value choice, and packaging retention also significantly affects packaging value choice.
Moreover, quick information scanning significantly influences environmental awareness, packaging retention, social influence, and packaging value choice. In addition, information‑seeking behavior has a significant effect on packaging value choice, and social influence itself significantly affects packaging value choice.
Overall, the findings highlight that both visual and informational packaging cues, along with cognitive and social factors, play a crucial role in shaping consumers’ packaging value selection in the Iraqi market.
Conclusion
The present study aimed to propose a model for the typology of consumer behavior in response to packaging messages in the Iraqi market. The findings of this study are consistent with the results reported by Premendra (2024), Su and Wang (2024), Hallez et al. (2023), Ketelsen et al. (2020), Mahmoud et al. (2022), Liu et al. (2025), Charif Hamdar (2018), Oloyede and Lignou (2021), Boz et al. (2020), Zhang et al. (2023), Chirilli et al. (2022), Mokha (2018), Nguyen et al. (2020), Herbes et al. (2020), Seo and Scammon (2017), Zhao et al. (2021), Liang et al. (2024), and Miao et al. (2025). Premendra (2024) demonstrated that packaging color, particularly when influenced by children’s preferences, can affect parents’ purchasing decisions, illustrating a form of family‑based social influence.
Based on the findings of this study, the following recommendation is proposed: managers should avoid overloading packaging with dense textual information that requires active investigation by consumers. Instead, resources should be focused on visual and easily scannable cues, which can simplify consumer decision‑making while also reducing printing costs and maintaining effectiveness in fast‑paced retail environments.

Abstract The purpose of this research is to present a localized model for brand authenticity in the healthcare industry. Initially, through a systematic literature review and qualitative content analysis using NVIVO software, 15 main factors of brand authenticity were identified in this study. In the next step, these components were localized for the Iranian healthcare services context using the Delphi method and surveying academic and industry experts (including 12 individuals), resulting in the extraction of 12 final factors (including transparency and honesty, brand heritage, existential authenticity, and brand social responsibility). The findings indicate that consistency between the stated values and the actual performance of healthcare organizations is the primary basis for the perception of authenticity in the minds of patients. This research, by focusing on the localized components, provides a scientific framework for managers of organizations active in the health sector to foster patient network trust and enhance the quality of the treatment experience by fundamentally shifting decision-making from an intuitive state.
Introduction
In the last decade, the healthcare industry has faced fundamental changes in how it interacts with stakeholders. Today’s patient is no longer a passive consumer; rather, through digital media and online feedback, they actively participate in evaluating healthcare services (Araújo et al., 2025). This transformation has paved the way for the emergence of “brand authenticity,” a construct referring to the patient’s perception of the healthcare organization’s honesty, transparency, and alignment between its stated values and reality (Apriyana et al., 2024). The necessity of studying brands active in the healthcare industry stems from the fact that brand authenticity in this sector is shaped by factors that are objective, behavioral, and observable. These factors rely more on the brand’s actual conduct, credible backing, and direct interaction with patients rather than on symbolism, claims, or historical narratives (Farzinmehr et al., 2025). Such a model indicates that patient trust is formed when a brand can demonstrate its authenticity in practice, not merely in discourse or mental imagery. Furthermore, in high-risk service environments like healthcare, patient trust is not only a prerequisite for treatment but also a key variable in the quality of the patient experience (Ghaffar et al., 2025). Despite the importance of this construct, scientific research on the precise role of brand authenticity in the healthcare industry is limited and scattered. Many managers, due to the lack of a localized framework, operate based on intuitive perceptions. This research seeks to answer the main questions: What are the scientifically-based factors of brand authenticity? And which of these factors, with an emphasis on trust-building, should be prioritized in the healthcare industry?
Theoretical Foundations
Brand Authenticity
In contemporary marketing literature, brand authenticity is defined as a psychological and strategic construct that extends beyond the technical quality of services. This concept pertains to stakeholders’ perceptions of the alignment between the brand’s declared values and the organization’s actual behaviors (Hyun et al., 2024). Authenticity, in its true sense, means being genuine, honest, and avoiding hypocrisy. It is achieved when a brand exhibits consistent performance over time and adheres to its promises. This characteristic imbues brands with a unique identity that is inimitable (Dedeoğlu et al., 2019; Crisci, 2024).
Customer Trust
Trust, as a key construct in relationship marketing, reflects the sense of security a consumer experiences when interacting with a product or service (Bae & Kim, 2023). This construct is formed on the perception that the brand is reliable and responsible for the customer’s interests and well-being. In essence, trust is a form of consumer belief and reassurance that they will be served in the long term to meet their needs and interests, acting as a lever of credibility for repeat purchases (Bhattacharjee, 2025).
In a study by Deng et al. (2025) titled “Exploring the Role of Brand Authenticity on Customer Loyalty in Sport Brands,” it was found that all dimensions of brand authenticity (real-to-ideal, real-to-reality, and real-to-self) have significant positive effects on brand attachment, trust, and loyalty.
In research conducted by Anubha & Roy (2025) titled “Explaining the Role of Consumer-Perceived Brand Authenticity in the Context of Masstige Brands,” findings indicated that all three dimensions of authenticity (including brand heritage, commitment to quality, and sincerity) influence customer purchase intention through the mediating variable of trust.
In a study by Kim et al. (2021) titled “Examining Consumer-Based Brand Authenticity in the South Korean Coffee Shop Market,” it was found that the dimensions of commitment to quality, heritage, and sincerity have significant impacts on brand credibility, ultimately leading to strengthened brand loyalty.
Another study titled “Investigating the Impact of Green Brand Storytelling on Authenticity and Trust” was conducted by Huang & Guo (2021). The results showed that rhetorical strategies (such as symbolism) enhance narrative immersion, which in turn positively influences perceived brand authenticity and trust in the brand.
Research Methodology
Regarding its research philosophy, this study is situated within the pragmatic paradigm, which relies on a subjectivist approach. In terms of objectives, this research is developmental with an inductive approach; and in its nature, it is considered an exploratory-analytical study. From a methodological perspective, this paper employs a mixed-methods research design, utilizing a qualitative content analysis strategy to identify factors, and the Delphi technique for the localization of these components.
The statistical population for this study is defined in two parts. The first part comprises articles related to brand authenticity. For the second part, intended for localization, the population included industry experts and academic faculty members with over 15 years of experience, possessing expertise in the core concepts of the research, as well as a history of publishing interdisciplinary research in business and healthcare; 12 of whom were selected by purposive sampling. Qualitative content analysis was conducted using open and axial coding in NVIVO 12 software, while the Delphi data analysis, including the calculation of means and the assessment of consensus, was performed using Excel.
Research Findings
The findings of this study led to the identification of 15 initial factors, which were ultimately localized and finalized into 12 key factors influencing brand authenticity within the context of Iran’s healthcare industry. These factors include transparency and sincerity, uniqueness, brand authenticity protection, adherence and commitment to customers, brand distinctiveness, alignment with brand identity, existential authenticity, sustainability and corporate social responsibility (CSR), enduring brand heritage, core brand values, rich background and history, and strategic participation and engagement with customers.
Discussion and Conclusion
The results indicate that in the healthcare industry, brand authenticity is not merely a marketing construct, but an ethical and strategic foundation for building networked trust and improving the treatment experience. Organizations that successfully embed these components into their identity and operations can, under current complex conditions (including sanctions and international limitations), foster domestic trust, serve as an effective substitute for foreign brands, and achieve a sustainable competitive advantage. This is consistent with studies by Anubha & Roy (2025), and the brand heritage component is also emphasized in the study by Kim et al. (2021). Furthermore, the results of this research underscore the importance of transparency as a dimension of brand authenticity in building patient trust; the study by Dehghan et al. (2022), consistent with our findings, emphasizes the role of transparency and brand storytelling in strengthening authenticity.
The path of this study—redefining the position of brand authenticity and establishing it as the cornerstone of patient trust—elevates the trust-oriented perspective from the level of individual interactions (physician-patient) to the level of identity and macro-behavior of healthcare organizations. Specifically, this research highlights components such as uniqueness, commitment to customers, brand distinctiveness, and customer engagement, which have received less attention in other studies, as constituent elements of brand authenticity in this industry. Existential authenticity refers to the internal authenticity of a brand, reflecting a commitment to its unique essence and origin. This factor is vital in creating deep and lasting trust in patients, as the brand must consistently and genuinely demonstrate and defend its values. Behavioral consistency, another component emphasized in this study, refers to the degree of harmony, continuity, and integrity of a brand’s behaviors, decisions, and actions over time and across all touchpoints with stakeholders. This concept indicates the extent to which a brand acts in accordance with its stated identity, values, and promises without experiencing fluctuations or behavioral contradictions. This factor serves as a powerful tool for increasing brand credibility in patients’ minds, particularly in therapeutic contexts where a high level of patient trust is required.
Based on these findings, the following recommendations are provided to managers of organizations active in the healthcare industry:

Developing a Charter of Transparency and Sincerity: Healthcare organizations should formalize and implement an official charter based on transparency in treatment, financial, and communication processes. Publishing periodic performance reports and patient feedback can be an effective step toward increasing public trust.
Developing Brand Identity Based on Authentic Values: Managers should institutionalize brand authenticity in patients’ minds by redefining their brand identity based on core values (e.g., social responsibility, commitment to quality, and organizational heritage) and aligning all communications and services with this identity.
Creating Strategic Engagement Mechanisms with Patients: Designing digital and in-person platforms for active patient participation in treatment decisions and service improvement can increase the sense of belonging and trust.
Training and Empowering Human Resources: As brand ambassadors, employees must receive continuous training in professional ethics, transparent communication, and behavior based on authenticity.
Utilizing Authentic Narrative and Storytelling: Utilizing real, human-centric narratives regarding the organization’s history, treatment successes, and social initiatives can strengthen the perception of brand authenticity.
Continuous Monitoring and Evaluation of Authenticity Indicators: Establishing a periodic monitoring system based on the 12 identified factors and gathering feedback from patients and stakeholders will assist managers in continuous improvement.
Turning Brand Authenticity into a National Competitive Advantage: At the macro level, policymakers can help differentiate and elevate the status of domestic providers by introducing authenticity-based accreditation marks (e.g., “Authentic Health Brand”).

Abstract The purpose of this research is to present a model for sustainable financial resource provision in Iran’s sports federations. This research was conducted qualitatively using a data-based theory approach. The statistical population of the research included 17 elites in the field of sports management and sports federation management. A semi-structured interview was used as the data collection tool. The grounded theory method was employed for data collection and analysis. Data analysis was carried out in three stages: open coding, axial coding, and selective coding. MAXQDA software version 24 was used for data analysis. The findings indicated that sustainable financial resource provision in Iran’s sports federations, as the core phenomenon, is shaped by factors such as dependence on government budgets, scarcity of sustainable financial resources, and the pressure of regional and global competitions, all within a context of economic limitations, managerial weaknesses, and infrastructural challenges. Factors such as government policies, the role of media, and organizational capabilities moderate the intensity and direction of these efforts. To overcome these challenges, adopting strategies such as diversifying financial resources, commercializing sports, and strengthening the branding of federations is essential. The successful implementation of these strategies leads to outcomes such as financial independence, infrastructure development, and increased competitiveness of sports federations, ultimately ensuring the sustainable growth of the country’s sports.
Introduction
The strong inclination of society towards sports and the demand for sports goods and services have led the sports industry to experience significant revenue generation and contribute substantially to the economies of nations. This industry, driven by major sporting events, creates opportunities for advertising across various media, thereby establishing the necessary platform for interaction between industry, commerce, and sports (Halkos & Tzeremes, 2013). The macroeconomic impact of sports, such as its contribution to Gross Domestic Product (GDP) and Gross National Product (GNP), as well as its role in job creation, compels countries to accurately and regularly assess sports' economic effects each year (Dimitropoulos & Alexopoulos, 2014). Professional clubs worldwide utilize various methods to secure financial resources and cover expenses, including attracting sponsors for commercial product advertising, player sales, ticket and merchandise sales, and offering ancillary services (Singh et al., 2016). One crucial method for funding sports activities, particularly championship sports, is attracting suitable sponsors by sports organizations and officials. In this regard, creating a healthy and conducive environment for investment by industrialists and the private sector in sports is essential and necessary. Capital owners are interested in establishing sports facilities, providing sports services, producing sportswear and equipment, and organizing profitable competitions because their fundamental goals include achieving global recognition through competitions, offering high-quality services and products, and most importantly, realizing profits through effective marketing (Andreopoulou et al., 2015). The significant presence of the government in professional sports has created challenges for both parties. On one hand, given the severe economic constraints in the country and intervening factors such as oppressive sanctions and threats to people's livelihoods, allocating substantial funds to professional sports is no longer justifiable for the government and the nation as it once was. On the other hand, professional sports, by relying on government and state budgets, has become a dependent phenomenon. Despite the abundant potential for revenue generation, sports clubs in Iran are not only unprofitable for governments and investors but also face fundamental challenges in meeting their own expenses. Therefore, the issue of financial provision, along with the existing tools, methods, and strategies for attracting capital to ensure the dynamic and efficient operation of professional sports, has become more critical than ever. Accordingly, the present research seeks to answer the question: How can a model for sustainable financial resource provision in Iran's sports federations be presented?
Theoretical Framework
Financial Resource Provision
The financial capacity of a profit organization is defined as the ability and potential to develop and deploy financial capital that can be converted into money: revenues, expenses, assets, and liabilities (Hall et al., 2003). From the perspective of sports financing, using the allocation of public resources in the Slovak Republic, according to the study by Kucera & Nemec (2021), four forms of financing can be discussed: assignment taxes; EU budget; budgets of state-owned companies; and budgets of central government, local government, and their parts are used to finance projects that also serve sports activities (indirect public resources).
Maleki et al. (2025) investigated the design of a model for innovative financing in the sports industry, focusing on the role of FinTechs. The research results indicated that the empowering drivers for sports startups are capital attraction through smart FinTech, novel revenue models with data analysis, smart contracts in transfers or sponsorships, and the application of blockchain in financial transparency, which are the five influential factors in this regard. The proposed policy recommendations focus on key influential drivers and include supporting infrastructure such as specialized accelerators in the sports and FinTech domain, access to seed capital, tax exemptions for innovators in the sports industry, and encouraging the use of artificial intelligence in sports data analysis. The results of this research can serve as a basis for policymaking to support sports startups, attract venture capital, and develop the digital sports economy.
Mokhlesi et al. (2024) examined the factors influencing financing in sports clubs and presented a model based on exploratory analysis. They stated that the increasing societal inclination towards sports and the demand for sports goods and services have led the sports industry to experience significant revenue generation and play a substantial role in the economy of any country. The results show that variables such as holding raffles among spectators, dedicated administrative buildings, financial support from fans, attracting foreign investors, ticket pricing in different tiers, advertising club products and services through media, receiving interest income from banks, using their own commercial licenses for business transactions, and dedicated stadiums are of higher importance.
Research Methodology
This research was conducted qualitatively using the grounded theory method. The statistical population of the study included 17 experts in the field of sports management and the management of sports federations. The data collection tool was semi-structured interviews. The grounded theory method was used for data collection and analysis.
Research Findings
Data analysis was performed in three stages: open coding, axial coding, and selective coding. The MAXQDA 24 software was used for data analysis. The findings indicated that the provision of sustainable financial resources in Iran's sports federations, as the core phenomenon, is shaped by factors such as dependence on government budgets, lack of stable financial resources, and the pressure of regional and global competitions; within a context of economic limitations, managerial weaknesses, and infrastructural challenges. Factors such as government policies, the role of media, and organizational capabilities moderate the intensity and direction of these efforts. To overcome these challenges, adopting strategies such as diversifying financial resources, commercializing sports, and strengthening federation branding is essential. The successful implementation of these strategies leads to outcomes such as financial independence, infrastructure development, and increased competitiveness of sports federations, ultimately ensuring the sustainable growth of the country's sports.
Conclusion
The present research was conducted with the aim of providing a model for sustainable financial resource provision in Iran's sports federations. The results of this research are aligned with the findings of Maleki et al. (2025), Mokhlesi et al. (2024), Varmus et al. (2023), Ahmadi (2022), Guevara et al. (2021), and Ghafouri Yazdi et al. (2021). Mokhlesi et al. (2024) stated that the increasing societal inclination towards sports and the demand for sports goods and services have led the sports industry to experience a significant revenue-generating trend, playing a crucial role in any country's economy. The results indicate that variables such as holding lotteries among spectators, having dedicated administrative buildings, fan financial support, attracting foreign investors, ticket pricing in different tiers, advertising club products and services through media, receiving bank deposit interest, using own commercial licenses for business transactions, and having dedicated stadiums are of higher importance.
As the core phenomenon, "The effort to provide sustainable financial resources in Iran's sports federations" is shaped by factors such as dependence on government budgets, lack of stable financial resources, and the pressure of regional and global competitions; within a context of economic limitations, managerial weaknesses, and infrastructural challenges. Factors such as government policies, the role of media, and organizational capabilities moderate the intensity and direction of these efforts. To overcome these challenges, adopting strategies such as diversifying financial resources, commercializing sports, and strengthening federation branding is essential.

Abstract Abstract The aim of the present study is to analyze the factors affecting the forecast of future prices of saffron in the Iranian Commodity Exchange. This research is applicable in terms of its purpose, and post-event in terms of its nature. The statistical population includes 20 experts in the field of agricultural economics, commodity exchange managers, and agricultural derivatives market activists, selected using a purposive and snowball method, and this process continued until it reached theoretical saturation. The data collection tool is an interview and a questionnaire. The DEMETL method was used for analysis. The findings showed that variables such as the agricultural sector credit facility rate, exchange rate, inflation rate, export rate, and inventory are in the group of influential variables, while factors such as production rate, allocated subsidies, production costs, global demand, and customs laws are considered among the influential variables. In terms of prioritization, the importance of allocated subsidies and saffron production rate are of the highest importance; Saffron exports, inflation rate and exchange rate are of high importance; production costs and drought index are of medium importance, and temperature changes and producer price index are of lesser importance. Introduction Derivatives price evaluation in the Iranian Commodity Exchange is a subject that deals with the study and analysis of complex financial instruments known as derivatives. Derivatives are contracts whose value is derived from underlying assets such as commodities, stocks, currencies and interest rates (Kevin, 2024). In this regard, the Iranian Commodity Exchange, as one of the most important trading platforms in the country, provides the possibility of trading various derivatives such as futures contracts and options (Moradi et al., 2024). This is while the correct evaluation of the price of these derivatives plays a key role in risk management, improving market efficiency and increasing financial transparency (Fan & Sirignano, 2024). Extreme price fluctuations are a characteristic feature of the derivatives market, which can occur due to sudden changes in supply and demand, political and economic events, and global factors. These fluctuations make it very difficult to correctly assess the price of derivatives (Grodek-Szostak et al., 2019). In addition, in the derivatives market, several factors such as interest rates, exchange rates, commodity prices, and economic and political conditions affect pricing (Cheng et al., 2018). Uncertainty about the impact of these factors can lead to increased risk and reduced accuracy in pricing (Holzermann, 2022). In Iran, saffron, as a high-value-added commodity and a major contributor to non-oil exports, is of strategic importance in the country's agricultural economy. The launch of saffron futures on the Iran Commodity Exchange has been a step towards institutionalizing hedging instruments and discovering fair prices (Gholami Mehrabadi, 2014). However, the volatile behavior of saffron futures prices, influenced by exchange rate fluctuations, inflation, trade policy changes, and information asymmetry, has created a major challenge for analysts and policymakers. Previous studies have mainly attempted to explain saffron price behavior using statistical or econometric models such as GARCH, ARIMA, VER, and VACM, but these models are unable to represent the causal, feedback, and dynamic relationships between variables (Neufeld & Sester, 2022). On the other hand, existing studies have often focused on one or a few limited variables and have neglected a comprehensive and multidimensional approach to simultaneously analyze economic, policy, and behavioral effects. As a result, the need for an integrated framework that can model both the causal relationships between key variables and the behavioral dynamics of the market over time is seriously felt. Therefore, the main question of this research is: What are the factors affecting the prediction of saffron futures prices on the Iranian Commodity Exchange? Theoretical Framework Futures Markets Futures markets, as one of the important financial engineering tools, play a fundamental role in improving market efficiency and hedging risk (Raei & Saeedi, 2017). These markets allow economic actors to manage their risk against price fluctuations through standardized futures contracts. In countries like Iran, whose economies are faced with currency, inflation, and political shocks, the importance of derivatives is doubled, especially in the agricultural sector. Saffron, as a strategic product, is an example of a commodity whose price fluctuations have wide-ranging consequences on producers' income and export policies. (Gholami Mehrabadi, 2014). Gui (2025), examined stock market forecasting using a hybrid model and confirmed the superiority of hybrid models over single models in improving the accuracy of futures price forecasting. His results showed that using time series analysis alongside machine learning algorithms can increase the reliability of forecasts. Cohen (2024) also focused on consumption patterns in global markets, explaining the role of export policies and demand changes in determining the prices of agricultural commodities and concluded that changes in global demand, especially in emerging markets, are quickly reflected in futures prices.  Research Methodology This research is applicable in terms of purpose, and post-event in nature. The statistical population includes 20 experts in the field of agricultural economics, commodity exchange managers, and agricultural derivatives market activists, selected using a purposive and snowball method, and this process continued until theoretical saturation was reached. The data collection tool is an interview and a questionnaire. Research findings The DEMET method was used for analysis. The findings showed that variables such as agricultural credit facility rates, exchange rates, inflation rates, export rates and warehouse inventory are in the group of influential variables; while factors such as production rates, allocated subsidies, production costs, global demand, and customs laws are considered among the influential variables. In terms of prioritization, the importance of allocated subsidies and saffron production rates are of the highest importance; saffron exports, inflation rates and exchange rates are of high importance; production costs and drought index are of medium importance, and temperature changes and producer price index are of lesser importance. Conclusion The present study aimed to analyze the factors affecting the prediction of future saffron prices on the Iranian Commodity Exchange. The results of this study are consistent with the results of Gui (2025), Cohen (2024), Garg et al. (2023), Baamonde-Suárez et al. (2023). Bagheri & Doliskani (2023), Morales-Banuelos et al. (2022), Fengqian & Chao (2020), Miyamoto & Kubo (2022), Barakchian &Baghernejad (2022), Mahaverpour et al. (2021). Amiri et al. (2021), Miyamoto & Kubo (2021), Bernal-Penke et al. (2020), Rostami et al. (2019). Gholami Mehrabadi (2014), and Kozmina & Kuznetsova (2018). Comparing the findings with previous research reveals important similarities and differences. Globally, studies such as Cohen (2024) and Fengqian & Chao (2020) emphasize the impact of macro variables such as exchange rates and inflation on derivatives pricing, which is consistent with the high sensitivity of the saffron futures market in this study. However, these studies mainly focus on advanced markets with economic stability and have paid less attention to local factors such as subsidies or climatic conditions such as drought. The following suggestions were made based on the research results: - Specialized training of traders in nonlinear analysis: It is essential for commodity exchanges to hold workshops and training courses for traders, focusing on nonlinear analysis and advanced volatility. These trainings should include an introduction to nonlinear time series modeling methods, chaos detection tests, and their practical applications in derivatives trading. - Implementation of a price fluctuation alert system: Developing automated alert systems based on predictive models that issue automatic notifications to traders when prices cross predicted ranges can help manage risk and prevent losses from irrational behavior.

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 The aim of this research is to present a marketing model for health tourism with an emphasis on medical equipment. The present research is applicable-fundamental in terms of its purpose and exploratory-survey in terms of its nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire. SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and destination marketing and image directly enhance the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was 0.617. Therefore, the model has a good fit. Introduction In the present era, the increasing spread of technology and the accelerated effort for industrialization and rapid urbanization and machine life in most countries of the world, especially in third world and developing countries, bring with them problems. A person tired of today's society who has taken a marginal role next to industry must work like a machine to make a living and live more comfortably and not show his fatigue. Although he looks very satisfied and happy on the outside, he suffers from boredom and depression more than any other time in history. It is obvious that a society benefits from dynamism and vitality when its citizens enjoy optimal physical and mental health. But the present century, which is rooted in technology and industry and has been called the century of anxiety, stress, and nervous disorders among different centuries and eras, has always had an adverse effect on human health and has brought about new social, health, and medical issues (Omidi et al., 2022). Since the second half of the twentieth century, numerous factors such as globalization, development and progress, modern means of transportation, and communications have taken steps towards the development and progress of the tourism industry, so that this industry is known as the third economic industry (Saeedbakhsh et al., 2021). Tourism is one of the expanding industries in the world, and its added value and income play a major role in the gross national product and the provision of citizens with a sustainable livelihood (Godovykh et al., 2020). The significant importance of tourism, especially in the nature tourism sector, has become apparent to everyone globally and from various aspects, especially health tourism. In addition, with the optimal planning that has been carried out in some countries, treatment costs have been reduced to a high extent and the field for the recovery and rehabilitation of patients has been provided (Soliman et al., 2023). Today, although various factors affect tourism attraction and return visits, the nature of health tourism destinations has not been seriously considered by researchers (Zakavoti et al., 2023). This issue is of great importance, especially in health tourism destinations. Every health tourism destination, including health camps, has an image that can distinguish it from other tourism destinations. (Kovalchuk et al., 2021). In order to develop the competitive position of health tourism destinations, it is necessary to present a favorable image centered on designing appropriate and up-to-date marketing strategies, because it has a positive effect on the motivations for visiting and tourist satisfaction (Pashaeifar et al., 2021). Today, health tourism has not only found diverse formats and diverse goals, but in many marketing strategies in this field, the construction and operation of complexes such as health camps has gained considerable importance: (Zarei et al., 2019). Research on designing a marketing model for health tourism with a focus on medical equipment is of great importance. Because in the field of health, tourism-related businesses focus on items such as medical services, medical equipment, and health services, which play a very important role in attracting tourists. Considering the above issues, the main question of the present study is: what is the marketing model for health tourism with an emphasis on medical equipment? Theoretical Framework Marketing Marketing is defined as a social management process in which individuals and groups satisfy their needs and desires through the production and exchange of goods. This basic definition has gained new color and spirit today, and researchers' research has made it richer and broader than before (Zekavoti et al., 2023). Tourism Industry The tourism industry is one of the industries that play a significant role in the economic development of countries and the creation of job opportunities. Marketing is very important in this industry, and implementing effective marketing strategies can help the growth and development of this industry. Health Tourism Health tourism is a growing trend in the tourism industry that focuses on improving and maintaining the physical and mental health of individuals. This type of tourism includes trips that people take to improve and promote their health and usually includes staying in places with beautiful nature, recreational facilities, and various health and medical centers. One of the characteristics of health tourism is attention to spirituality and spirituality along with maintaining physical health (Osman et al., 2021. ( Chowdhary & Majumdar (2025), using a mixed qualitative and quantitative approach, showed that health tourism acts as a driver of economic growth in developing countries and contributes to economic development through foreign exchange, job creation, and strengthening healthcare infrastructure; while effective policymaking, public-private partnerships, and targeted marketing play a key role in exploiting this potential. Afradi (2025) in a review study aimed at examining the importance of health tourism marketing in Iran, it was shown that principled marketing and successful strategies in this area improve the quality of services, attract health tourists, develop infrastructure, and ultimately national economic growth.  Research Methodology The present study is applicable-fundamental in terms of purpose and exploratory-survey in terms of nature and method. The statistical population of the present study includes 15,000 employees and faculty members of Mazandaran University of Medical Sciences. The Cochran formula was used to determine the sample size, and 375 people were selected as a sample using simple random sampling. The collection tool in the present study includes a questionnaire. Research findings SPSS and PLS software were used to analyze the findings. The findings showed that economic and policy factors indirectly affect marketing development through infrastructure and service quality. Infrastructure conditions have a positive and significant effect on service quality, patient experience, and marketing development, but its direct effect on destination image was not significant. Service quality indirectly affects marketing development through patient experience, and marketing and destination image directly strengthen the development of health tourism. After confirmatory factor analysis, the GoF criterion method was used to fit the overall model, and the value obtained was equal to 0.617. Therefore, the model has a good fit. Conclusion The present study aimed to present a marketing model for health tourism with an emphasis on medical equipment. These results are in line with the studies of Chowdhary & Majumdar (2025), Afradi (2025), Sayadi et al. (2025), Monroy-Rodriguez, & Caro-Carretero (2025), Shabankareh et al. (2025), Shahabadi et al. (2025), Khodayi et al. (2024), Mesgari & Mehrabi Bahar (2024), Kabak & Sevim (2024), Cha et al. (2024), Connell (2021), Fernando & Long (2023), Alsharif et al. (2023), which emphasize the importance of advanced infrastructure, service quality, and branding in attracting international patients. For the sustainable development of health tourism, Iran should focus on technology-driven branding, experience-driven marketing, and integrating infrastructure and policies with digital campaigns to establish its position as a top global destination. Shabankareh et al. (2025) showed that government support has the greatest impact on improving the quality and reducing the cost of healthcare services, using advanced medical technologies, and on economic, infrastructural, and cultural factors related to health tourism. Based on the above results, the following suggestions are made: integrating health policy, economics, and marketing, national health branding with a technological core, designing treatment packages with advanced technologies, creating a narrative ecosystem to record and disseminate patient experiences with an emphasis on medical technologies, using medical equipment in health diplomacy to enhance the destination image, converting modern equipment (MRI, smart operating room) into marketing content, creating a cooperation network with the Persian Gulf, Central Asia, and Caucasus countries, developing multilingual applications to provide information on equipment, treatment stages, and follow-up.

Abstract Abstract The aim of this study is to present a guerrilla marketing model in sports retail. This study was conducted qualitatively, using a data-driven approach with the Glaser approach. The statistical population of the study included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA 24 software was used to analyze the data. The findings showed that the proposed model with six main dimensions; which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in attracting and retaining customers. Overall, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Introduction Today, the significant entry of small and large companies into various industries has created a highly competitive environment in the business world; an environment in which companies compete with each other to gain a larger share of the market and use various advertising and marketing tools in this competition. Excessive use of traditional marketing techniques has caused many people in society to ignore them and even rebel against the onslaught of such advertising. Therefore, companies, especially smaller ones, are looking for marketing techniques more innovative and attractive than traditional marketing, and of course more effective. Guerrilla marketing is a modern marketing method that uses unusual and unconventional methods to attract as many customers as possible. The term guerrilla marketing was first used in 1982 by J. Conrad Levinson, a marketing expert. This term can be defined as “the use of unusual tactics in marketing in order to gain visibility, attract attention, and achieve results with minimal resources” (Levinson, 1982). Since the advantage of guerrilla marketing is that it is easy to implement, has a quick learning ability, and has high mental persistence (Navarratilva & Milichovsky, 2015), and the best way to gain profitability is agility and the ability to change the program; guerrilla marketing is of particular importance based on the market conditions, and this is what distinguishes small and newly established agencies from others. As organizations grow, they seek and apply logical and new approaches to survive and grow in this turbulent path of competition, which has increased to some extent in the context of globalization. Two approaches, creativity and innovation, are concepts that can help organizations increase their organizational capabilities in this environment (Chen et al., 2013). Also, with the increase in competition in the sports products and equipment market and the efforts of sports companies and brands at the macro level, sports stores at the retail level have increasingly appeared in ways to attract and retain customers. Sports stores try to inform their products by introducing their products on their websites and survey capabilities, and to increase the intention to buy through electronic word-of-mouth advertising. According to researchers, companies can increase their market share by using word-of-mouth marketing, which is one of the most efficient and effective marketing methods (Sabbaghizadeh, 2025). Theoretical Framework Guerrilla Marketing Guerrilla marketing is a type of advertising strategy that relies on unconventional, low-cost tactics to achieve maximum returns. The term was first coined by J. Conrad Levinson in his 1980 book "Guerrilla Marketing." The term guerrilla marketing is inspired by guerrilla operations and refers to a type of unconventional warfare that involves small-scale strategic tactics for use by armed civilians (Pirayesh et al., 2019). Rostami Ganjineh Kebat (2024) investigated the role of influencer marketing in the relationship between guerrilla marketing and purchase intention for home appliance products. This study examined the effect of guerrilla marketing on consumers' purchase intention by considering the mediating role of influencer marketing. The results showed that guerrilla marketing has a positive and significant effect on purchase intention and influencer marketing can strengthen this effect. It was also found that trust in influencers and their digital interaction play a key role in the effectiveness of guerrilla marketing campaigns. Qaleh Kani & Dasht Lali (2024) investigated the role of guerrilla marketing in advertising using the meta-synthesis method. This study has presented a comprehensive model of the effects of guerrilla marketing in advertising using the meta-synthesis method. According to the results of the study, in addition to increasing brand awareness, guerrilla marketing also has a significant effect on customer loyalty, brand image, and business performance. The conceptual model presented shows that innovative methods of guerrilla advertising can increase interaction with customers and leave a lasting emotional impact on them. Research Methodology This research was conducted qualitatively and utilized a data-driven approach with the Glaser approach. The statistical population of the research included 15 elites in the field of sports management and marketing and sports product sales managers. The data collection tool was a semi-structured interview. The data-driven method was used to collect and analyze data. Research Findings Data analysis was carried out in three stages of open, axial and selective coding. MAXQDA24 software was used for data analysis. The findings showed that the proposed model with six main dimensions, which include customer market analysis, goal setting, marketing mix, customer experience management, result achievement and guerrilla environment, is designed based on innovative strategies and unconventional marketing tools. In this regard, each of these dimensions plays an important role in the successful implementation of guerrilla marketing in sports stores and can lead to tangible and significant results in customer attraction and loyalty. In summary, designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, relying on accurate market analysis, specific targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth. Conclusion The present study was conducted with the aim of presenting a guerrilla marketing model in sports retailers. The results of this study are consistent with the results of Rostami Ganjineh Kebat (2024), Qaleh Kani & Dasht Lali (2024), Mohammadi et al. (2024), Sharma et al. (2024), Badreldin et al. (2024), Sulaiman et al. (2024), Seifollahi & Naghavi (2023), Arzam et al. (2023), Raval & Reddy (2023), and Arfaei et al. (2022). Badreldin et al. (2024) showed that combining digital and traditional strategies in guerrilla marketing has positive effects on brand recognition and increasing customer loyalty. Researchers suggest that companies should use a combination of unexpected, creative, and interactive advertising to attract customers and build long-term relationships with them. Designing a guerrilla marketing model for Iranian sports retailers can help businesses achieve positive results in attracting customers and increasing sales through innovative, creative, and low-cost approaches. This model, based on accurate market analysis, clear targeting, effective use of the marketing mix, customer experience management, and results evaluation, allows sports stores to operate effectively in the current competitive market and ultimately achieve profitability and sustainable growth.

Abstract Abstract The aim of the present study is to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The present study is applicable in terms of its purpose; descriptive in terms of its data collection method, and exploratory in nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have excellent academic knowledge and work backgrounds and experiences. The sampling method in this study is purposeful. The data collection tool is a semi-structured interview and a questionnaire. The MICMAC method was used to analyze the findings, and in line with futures research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the variable of improving social skills, while in the indirect impact matrix this position belongs to the variable of self-interest. In the scenario section, 7 scenarios were identified, which are: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors. Introduction The rapid development of digital technology has changed the lives of people in various fields (Prabowo et al., 2020). The emergence of information technology has created major changes in global markets. Information technology gives all people in the world the opportunity to engage in virtual business via the Internet, and also enables them to communicate with people around the world (Hosseini et al., 2022). New information and communication technologies have given individuals and societies new identities in new forms by enabling the emergence of a networked society (Sohrabi et al., 2021). The spread of new technologies has been accompanied by the formation of virtual spaces; with a different identity and function than the tangible spaces of the past, that rewrite the values, concepts, and beliefs of the past in a way (Moharbi et al., 2023). The concept of "identity" is not a new issue and has been preoccupying humans for a long time. However, not only has it not become outdated, but it is also considered the most important concern of modern humans. This concept is one of the most abstract and complex concepts; so that "it is difficult to find a common agreement on the formation of this concept" (Wibowo et al., 2021). Identity in today's societies is not a fixed and predetermined data, but rather has a fluid form that must be constructed and revised at different times. The processes of rationalization and disenchantment, which began in previous centuries, have led to the decline of traditional values, the weakening of traditional authorities, and the increasing multiplicity of value domains. The result is uncertainty and a kind of cultural abandonment that leads to the collapse of traditional foundations of identity. (Kohestani et al., 2024) But having a coherent and specific identity is a human need. This need is no longer given to the individual in advance, but the task of constructing it is the responsibility of the individual himself. In other words, personal identity in late modernity becomes a project that must be “constructed in a reflective way. But this task must be carried out in the midst of an astonishing diversity of choices and possibilities” (Sharifi et al., 2023). Social media are a new generation of social relations space and, although not very old, they have managed to find their place in people’s lives. People's alignment with social media has intensified in recent years; and this has continued to increase with the spread of the coronavirus. So much so that today it is very difficult to imagine life without virtual networks and virtual social communication tools, and this human dependence has caused some people to use these tools to offer their products, productions, and services (Sharifi et al., 2023). Therefore, the main question of the present study is: what is the leveling of the factors of commodification of identity in light of the expansion of social networks in Iran with a futures research approach? Theoretical Framework Social Identity Social identity refers to the characteristics that distinguish a society from others. This category, which has undergone major changes with the entry of virtual social networks, is more important in relation to young people than any other group; because youth is the stage of developing an independent identity and gaining independence. Social identity influences young consumers' actions towards brands in a two-way interaction with social media (Sharifi et al., 2023). Kohestani et al. (2024) conducted a study entitled “Fame on Social Networks: A Study on the Why and Consequences of Becoming Famous on Instagram” by conducting in-depth interviews with a qualitative approach. The findings from the interviews include 6 main themes and 12 sub-themes. The results of this study indicate that generating income and acquiring economic capital, a shortcut to success, and an opportunity to be seen and heard are among the main reasons for users to seek fame on Instagram, which lead to consequences such as standardization of taste, consumerization of daily life, and transformation of values ​​and norms in society. Zand et al. (2023) conducted a study entitled; The Effect of Using Social Networks on the Social Identity and Job Performance of Employees of the Tehran Municipality Sports Organization, which showed that the use of social networks has an effect on the social identity and job performance of employees of the Tehran Municipality Sports Organization.  Research Methodology The present study is applicable in terms of its purpose, descriptive of survey type in terms of data collection method, and exploratory in terms of nature. The statistical population of the study includes 21 prominent Iranian academics and experts in the field of social networks and communication sciences. These individuals have high-level academic knowledge and work experience. The sampling method in this study is purposive. The data collection tool is a semi-structured interview and a questionnaire.  Research findings The MICMAC method was used to analyze the findings, and in line with future research, interaction analysis and scenario building methods were used. After in-depth interviews with experts, 22 categories were identified in six dimensions; the cultural planning variable was identified as the most influential component or variable, followed by the education component in second place. The third place in terms of impact in the direct impact matrix is ​​related to the improvement of social skills variable, while in the indirect impact matrix this position belongs to the profit-seeking variable. In the scenario section, 7 scenarios were identified, which include: changes in lifestyle, strengthening communication, advertising, creating a new identity, personal and behavioral factors, educational-skill factors, cultural factors, international and political factors, technological factors, and social factors.  Conclusion The present study aimed to classify the factors of identity commodification in light of the expansion of social networks in Iran with a futures research approach. The results of this study are consistent with the results of Kohestani et al. (2024), Zand et al. (2023), Sharifi et al. (2023), Tavani et al. (2022), Asgharpourmasouleh & Davari (2022), Dwivedi et al. (2023), Nafees et al. (2021), Katherine Cao (2020), and Cirklová (2020). Tavani et al. (2022) showed that factors related to users' identity include: self-reflection and the growth of reflective thinking, interactions and communications on Telegram and Instagram, the experience of disorientation in time and space, the experience of anxiety and trust, the experience of freedom, individual independence and the power of idealism, the communicative transformation of controllability and insecurity. The main and final concept is the power of direction, which expresses the role-playing and power of action of the user in cyberspace compared to the real world, and the user can simultaneously experience diverse and sometimes contradictory roles and functions, which is due to the user's power of direction in the social network.

Abstract The present study provides a model to identify factors affecting consumer behavior demand for organic products in Iran using a data-based approach, which is in the exploratory research category based on the purpose. The research population includes professionals and experts active in the field of organic products in industry and academia. The sampling method was purposeful and continued until the theoretical saturation stage, in which 14 people were selected. In the technical aspect, the data-based method of the systematic approach of Strauss and Corbin is also used. In the present study, using MaxQuda 2024 software to analyze the data obtained from the interviews; 13 causal factors, 3 central components, 14 strategies, 26 underlying factors, 21 intervening factors, and 12 consequences were found from the 89 initial concepts extracted in open coding. The variables of consumer awareness, acute diseases, health-oriented lifestyle and household purchasing power were identified as the most important causal factors. Exploitation of cyberspace and social networks, education, holding exhibitions, festivals and information were introduced as the most practical strategies. Government support, supervisory and inspection organizations, exploitation of approvals and certificates, policies, laws and collective and cultural values ​​were identified as the most effective underlying factors. Consumer trust, macroeconomic situation and product price, inhibitory intervening factors as well as taste, flavor and quality of propelling intervening factors were identified. Mental and physical health of the community, improvement of the generation and prosperity of organic business were the main outcomes predicted.
Introduction
In modern marketing, with the approach of providing products in line with the needs and desires of customers and simultaneously considering the health and welfare of the community, it is necessary to take action to examine, analyze and recognize the needs of consumers along with considering ways to maintain the health of the community (Khalaji et al., 2022). The goal of the marketing system is not simply to maximize consumption, provide more choice for the consumer, or provide customer satisfaction; but rather to enhance the quality of life to the highest possible level; and quality of life does not only mean the quantity and quality of goods and services, but also the quality of the environment (Chegini Asli & Saleh Ardestani, 2016). Therefore, it should be considered that healthy and pollution-free products guarantee meeting needs while maintaining human and environmental health and hygiene, and considering that the organic industry has the highest level of environmental and human health maintenance (meysamizade et al., 2023),
Organic agriculture means growing agricultural products and raising livestock without the use of chemical fertilizers, pesticides, and genetically modified organisms or products, and is often considered a healthier and safer option than conventional products (Pouralijan et al., 2021). Organic food refers to natural foods free of any artificial chemicals, that is, foods that are generally known to be beneficial for individual health, the environment, and society as a whole (Roseira et al., 2022). Organic agriculture can act as an important factor in local development and has an impact on improving the economic conditions of farmers, cultivating social capital and strengthening their connection to the market (Andruszkiewicz & Wierzejski, 2024). In the last decade, environmental and social concerns have increased and consumers have become interested in food products with environmental, health and social characteristics, in other words, sustainable food products (Aqhasafari et al, 2020).
Determining consumer motivations for purchasing organic products and prioritizing these factors can provide a clear and complete picture to planners and policymakers in this sector so that, with a comprehensive understanding of the level of promotion of the structures affecting it, they can have a complete plan to implement the necessary support policies and fully respond to the needs of producers and consumers, so that ultimately the process of producing organic products can be expanded and enter the consumer market through appropriate marketing channels (Hezar Khani et al., 2023). Paying attention to the needs and demands of consumers is the first step to developing the organic products market because understanding consumer behavior and examining the factors affecting it plays a very important role in the success of any economic system (Karbasi & Sheibani, 2022). Attempts to conduct an extensive study are faced with a lack of articles. Understanding the characteristics and behavior of the target market and being aware of the issues that affect business are essential for effective marketing of organic food items (Raksha Shenoy et al., 2024). Therefore, the researcher intends to answer the question: What are the factors affecting the demand for organic products in Iran?
Theoretical Basis
Organic Product Buyer Behavior
Organic product buyer behavior is a set of decisions and reactions of consumers in selecting, purchasing, and using products that are in line with the principles of health, hygiene, and the environment. This behavior is influenced by individual, social, economic, cultural, and environmental factors and reflects consumers' willingness to purchase products that ensure personal and community health and support sustainable and environmentally friendly production (Safari et al., 2022).
Marketing Mix in Organic Product Buyer Behavior
Marketing mix is ​​a set of organizational tools and actions that companies use to influence consumer decisions and behavior, including product, price, distribution, and advertising. In the context of organic products, the appropriate use of these tools plays an important role in gaining trust, increasing awareness, and strengthening consumer purchasing motivation. Product features, quality, packaging, and health and environmental certification labels are among the factors that influence buyer behavior and make consumers feel confident about the authenticity and value of the product (Hezar Khani et al., 2023).
Andruszkiewicz et al. (2024) conducted a study called “Comparative Analysis of Consumer Behavior of the Younger Generation in Poland and Germany with the Aim of Assessing Consumer Behavior of This Generation in the Context of Organic Food Market Trends”. The results showed that the Covid pandemic and the Ukrainian war have increased social uncertainty and inflation, which has reduced consumers’ purchasing power.
Kamboj et al. (2023) conducted a study called “Motivations for Intention to Buy Organic Food”. This study was conducted on 294 Indian consumers using a questionnaire method. The findings showed that functional value, quality, social norms, consumer innovation, and green trust have the greatest impact on purchase intention.
Research Method
The present study is applicable in terms of purpose, and qualitative in nature, with an exploratory approach, conducted to identify the factors affecting the demand for organic products in Iran. The theoretical framework of the study was formed based on the principles of consumer behavior and theories related to sustainable consumption, and in order to discover the underlying theory, the data-based theory approach with the systematic model of Strauss & Corbin (1998) was used. To collect data, semi-structured interviews were used with 15 academic experts, experts in the agricultural and environmental sectors, as well as activists in the organic products business, including producers, distributors, and consumers. Participants were selected using purposive sampling and observing the principle of theoretical saturation.
The interview protocol was developed based on the research objectives and theoretical background review. In the first stage, a list of 6 open-ended questions was designed that covered various aspects related to the demand for organic products. To increase content validity, the questions were provided to three experts in the field of agricultural marketing and consumption management, and necessary amendments were made after receiving feedback.
The interviews were conducted in person and in some cases online, and each session lasted between 45 and 60 minutes. While adhering to the framework of the questions, it was possible to ask supplementary questions based on the participants' responses to deepen and enrich the data. Before the start of each interview, the objectives of the research were explained to the participants and their informed consent was obtained.
The collected data were analyzed through three stages of open, axial, and selective coding. Review by the participants was used to validate the data, and triangulation of sources and the use of expert opinions were used to ensure reliability.
Research Findings
The present study showed that the behavior of buyers of organic products in Iran is influenced by a set of individual, economic, cultural and environmental factors. Education, information, smart marketing and access to diverse products are the most important strategies affecting consumer willingness. Also, demographic factors, moral values ​​and laws and regulations act as a basis or barrier to the acceptance of these products.
Discussion and Conclusion
Data analysis showed that the behavior of buyers of organic products in Iran is influenced by a set of economic, cognitive, individual and personality and belief factors. In the economic dimension, household purchasing power was identified as a determining component. This finding shows that even if the consumer has a positive attitude or sufficient awareness about the benefits of organic products, financial constraints can prevent purchase. This result is consistent with the results of Safari et al. (2022) and Hasanzehi & Dadres Mokhtari (2021) and confirms the importance of the economic dimension in consumer purchasing behavior.
In the cognitive dimension, consumer awareness and knowledge related to the benefits of organic products had the greatest impact. The findings show that effective information and education increase purchase motivation; this result is consistent with the studies of Kamboj et al. (2023) and Roseira et al. (2022). Also, personal health concerns and beliefs related to a health-oriented lifestyle, similar to the study of Ayaviri-Nina et al. (2022), play an important role in choosing healthy products and show that consumers in Iran also pay special attention to their own and family's health.
Personality and belief factors were also effective. In particular, the influence of family and reference groups was identified as one of the most important components, indicating that social norms and recommendations from reference groups can shape purchasing behavior. This finding is consistent with the results of Roseira et al. (2022) and emphasizes that consumer purchasing behavior is not only influenced by individual factors, but also social and cultural networks play a key role.
Strategies related to education and marketing, such as education through educational centers, the use of cyberspace and social networks, holding exhibitions, and informing through official media, acted as reinforcing factors and helped reduce consumer resistance. This is consistent with the findings of Hezar Khani et al. (2023) and indicates that education and marketing can strengthen consumer motivation and acceptance.
The underlying factors included demographic characteristics (age, gender, family structure), collective and cultural values, health and treatment conditions, and sales and distribution infrastructures. These factors, similar to the findings of Hasanzehi & Dadres Mokhtari (2021) and Safari et al. (2022), show the role of the environment and social context in shaping purchasing behavior. In particular, collective and cultural values ​​indicate the importance of social and cultural contexts in consumer decision-making. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this research is to test the digital marketing model for the internationalization of small and medium-sized dairy companies. The present research is applicable in terms of its purpose, and descriptive-survey in terms of its nature and method. The statistical population of the present research includes 289 managers and experts of the dairy industries of Mazandaran province. The Cochran formula was used to determine the sample size and 165 people were selected as samples using stratified random sampling. The collection tool in the present research includes a researcher-made questionnaire. SPSS and PLS software were used to analyze the findings. According to the results, the main themes include digital marketing content, digital marketing tools, digital advertising, digital sales development, and digital customer relationship management. Among them, the theme of a strong presence in the digital space is of first importance, and the theme of analyzing and understanding international markets is of second importance, the theme of using innovative international digital marketing models is of third importance, the theme of creating a global brand is of fourth priority and importance, the theme of complying with international laws and standards is of fifth importance, and finally, the theme of cooperating with international business partners is of sixth importance. Also, the adaptation and adaptation of the obtained digital marketing model for the internationalization of small and medium-sized dairy companies in Mazandaran province has been assessed as appropriate.
Introduction
The extensive growth of technology and the increase in people's access to the Internet have paved the way for the transition to digital marketing. Evidence indicates that digital marketing has gradually replaced conventional marketing, meaning that its effects on customers' lives have become more important. This is a reality that current businesses must accept and embrace digital marketing (Rahmani et al., 2023). Industries and companies use digital marketing not only to carry out marketing activities within their borders and geographical areas, but digital marketing is also considered a suitable model for cross-border activities and exports (Zahoor & Lew, 2023).
In recent years, the dairy industry has faced a reduction in the scope of export markets and sinusoidal exports for various reasons, which requires a solution to completely overcome such conditions. The potential capabilities of the country's dairy companies, as well as the existence of potential and diverse markets for exporting dairy products in the Middle East, Asia and Eurasia, provide the conditions for reclaiming past markets and even expanding markets along with improving and increasing continuous and sustainable exports (Dadashi Jokandan et al., 2022).
Now, producers and customers have become more aware of the transparency, health and environmental impacts of product production and service provision activities. Changes in customer and market demands have forced producers to abandon short-term gains and consider long-term development of dairy production, distribution, and sales using digital marketing. It seems that companies active in the dairy industry are also forced to use digital marketing (Ikramov et al., 2021).
The dairy industry is important in the economy of Mazandaran province and its importance is expected to increase in the next few years. Therefore, dairy industry marketing, which takes into account all current technology-based tools and facilities, is very important for growth in international and domestic markets. Despite valuable efforts to develop exports in the dairy sector for easy and correct management, no practical model has been presented so far for developing dairy product exports in this province. Therefore, the main question of the present study is: how to test the digital marketing model for the internationalization of small and medium-sized dairy companies?
Theoretical Framework
Digital Marketing
Digital marketing means achieving marketing goals using the methods and tools of the digital technology world. In this method, all possible capacities and channels available in the digital world are used to deliver information to the customer or consumer. The use of digital tools (to introduce a product, attract customers, build a brand, and sell) is called digital marketing. In other words, the business owner introduces his product to customers through digital marketing tools and tries to increase sales (Diss & Henberry, 2020).
Internationalization of Small and Medium-sized Businesses
A small and medium-sized enterprise (SME) is a business with fewer than a certain number of employees. This limit varies in different countries and economies, but in many societies, including the European Union, it is considered 250 people. Small and medium-sized enterprises have an important place in the literature on organization and management. When talking about such companies, they mostly refer to companies that were formed based on entrepreneurship. Various types of spin-offs, startups, science and technology park companies, knowledge-based companies, and companies operating in industrial parks fall into this category (Amini & Fatahi, 2018).
Beigloo et al. (2025) studied the provision of an appropriate digital marketing model for Iranian small and medium-sized industries. The research findings indicate 6 dimensions (including: marketing strategy, digital content marketing, appropriate digital tools, customer engagement, visitor conversion, interaction with target customers), 18 components and 54 indicators that determine the digital marketing model in Iranian small and medium-sized industries. The research results show that the dimensions, components and indicators extracted from the meta-synthesis method (research model) were approved by the target community. Also, in the ranking of digital marketing dimensions for small and medium-sized industries, among the 6 dimensions; “Reaching the target customer and interacting with them” and “Customer engagement” are in first place and “Visitor conversion”, “Digital content marketing”, “appropriate digital tools” are in second place and finally “Marketing strategy” is in third place.
Zarei & Mohammad Khani (2024) stated in a study entitled A Model for Improving Digital Marketing Capabilities with Emphasis on Digital Marketing Usage Indicators in Industrial Companies that the convergence of information, media, and communication technologies has changed consumer behavior in terms of searching, obtaining, processing, and responding to company information or services. And the model for improving marketing capabilities has been designed with an emphasis on digital marketing usage indicators in industrial companies.
Research Methodology
The purpose of the present study is to test the digital marketing model for the internationalization of small and medium-sized dairy companies. This research is applicable in terms of purpose, and descriptive-survey in terms of nature and method. The statistical population of the present study includes 289 managers and experts in the dairy industries of Mazandaran province. The Cochran formula was used to determine the sample size, and 165 people were selected as samples using stratified random sampling. The collection tool in the present study includes a researcher-made questionnaire.
Research findings
SPSS and PLS software were used to analyze the findings. According to the results, the main themes include digital marketing content, digital marketing tools, digital advertising, digital sales development, and digital customer relationship management. Among them, the theme of a strong presence in the digital space is of first importance, and the theme of analyzing and understanding international markets is of second importance, the theme of using innovative international digital marketing models is of third importance, the theme of creating a global brand is of fourth priority and importance, the theme of complying with international laws and standards is of fifth importance, and finally, the theme of cooperating with international business partners is of sixth importance. Also, the consistency and fit of the obtained digital marketing model for the internationalization of small and medium-sized dairy companies in Mazandaran province has been assessed as appropriate.
Conclusion
The present study was conducted with the aim of testing the digital marketing model for the internationalization of small and medium-sized dairy companies. The results of this research are somewhat similar to the results of Beigloo et al. (2025), Zarei & Mohammad khani (2024), Dalili et al. (2024), Moradi ziba et al. (2023), Jahandideh & Bahramzadeh (2023), Rahmani et al. (2023), Javid et al. (2023), Raja (2023), Jadhav et al. (2023), Thaha et al. (2021), Quirós-Gómez & Arce-Gutiérrez (2020), Pakparvar et al. (2020), Jadhav et al. (2023), Khaerani et al. (2023), Klapkiv et al. (2023), Borhani et al. (2023), Bulegoda & Fernando (2023), Asgarnezhad (2023), and Nouri et al. (2020). Jadhav et al. (2023) stated the various benefits received by SMEs due to digital marketing in different capacities that can help organizations to improve their productivity. The mind map presents the idea of ​​the impact of SMEs on their various functions in rural as well as urban areas.
According to the results of the study, the following suggestions were made:
Creation of target market database: Creation of a comprehensive database for information related to the needs, preferences and behavior of customers in target markets.
Precise targeting of digital advertising: Use market information to create targeted advertising campaigns on social networks and search engines. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this research is to design a model of fear of missing festival shopping opportunities with a grounded theorizing approach. This research is fundamental and exploratory in terms of its purpose, and qualitative in terms of its implementation method. The research participants include ten people, including marketing and sales consultants as well as professors in the fields of commerce, marketing, and e-commerce; and the theoretical sampling method is used. The data collection tool is a semi-structured interview. The grounded theory method was used for analysis. The results showed that the frequency of codings is 922, which is obtained for 160 open codes. The results showed that the concepts of positive customer perception of the brand, deceptive advertising, customer experience, customer emotional intelligence, lack of understanding of personal needs and desires and economic disorders were selected as causal conditions; brand community, brand uniqueness, brand love, buyer confusion, buyer anxiety disorders, customer thirst for shopping, brand responsibility, brand respect for the customer and attachment to the product brand as central phenomena; market rumor management, smart and responsible shopping and strengthening the buyer's financial knowledge and awareness as strategies; digital age and immersion in technology as background conditions, perceived benefit of shopping, buyer personality traits, demographic factors, marketing campaigns and frenzied shopping behavior as intervening conditions; and finally negative brand advertising, negative internal feelings, customer anxiety, customer distrust, interaction-communication problems, customer resentment, customer loss, customer benefit and positive emotions were selected as outcome factors.
Introduction
Many brands use a marketing strategy to increase sales and expand market share of their products by creating a state of fear of missing out and a feeling of deprivation from pleasurable shopping activities in customers. Hence, through social media platforms such as Instagram and TikTok, they intensify the fear of missing out by displaying ideal customer experiences and time-limited shopping (Hussain et al., 2023). Therefore, understanding the fear of missing out is crucial to reduce anxiety, vulnerability, and uncontrollable behavior of consumers that arise from the desire to conform to trends (Japutra et al., 2025). Various theories can explain the fear of missing out, but social comparison theory is particularly suitable for explaining the relationship between fear of missing out and brand attachment, as fear of missing out often stems from a sense of perceived inadequacy through social comparison (Hussain et al., 2023).
Existing research suggests that when fear of loss is combined with brand attachment and loyalty, it can lead to various desirable outcomes (Roberts & David, 2020). Given the interactions and connections that fear of loss originates, fear of loss can strengthen people’s social connections and encourage them to seek out more information and social inclusion (Harrison & Mead, 2024). In fact, consumers who experience fear of loss are usually very loyal to the brand and actively interact with brands, often trying to educate others about the positive benefits of the brand by following, sharing, and commenting on social media platforms (Japutra et al., 2025). This increased engagement, visibility, and interest in brands can lead to brand attachment. On the other hand, this phenomenon can also pose risks for consumers, as in extreme cases, fear of missing out can have the potential to increase consumer debt. An American study supports this, showing that almost half of millennials incur debt to keep up with their peers, mainly due to the fear of missing out on unique experiences or feeling left out (Ward, 2019). Accordingly, the present study seeks to answer the following question: How to design a grounded theory model of fear of missing out on festival shopping opportunities?
Theoretical framework
Fear of missing out
Fear of missing out is essentially a common type of anxiety and is a subset of anxiety disorder and can be defined as a fear of regret that arises from individuals’ general anxiety about missing out on social interactions, new experiences, or other positive events (Wan et al., 2025).
Lu & Sinha (2024) conducted a study titled “How Social Media Use and Fear of Loss Affect Consumption.” This study aimed to investigate the impact of social media use on minimalist consumption and how fear of loss affects this impact. The results show that excessive use of social media makes consumers susceptible to fear of loss, leading to impulsive purchases and careless product purchases. However, when campaigners promote minimalism as a social media movement, they can activate fear of loss and encourage consumers to engage in activities related to solitude.
Song et al. (2024) conducted a study titled “Fear of Loss of Financial Gain: The Relationship between Fear of Loss and Speculative Trading.” Fear of loss in short-term financial gains through speculative trading has been highlighted as a driving force behind financial behaviors. The results of binomial regression and model analyses showed that fear of financial loss is associated with participation in stock market and cryptocurrency trading. Fear of financial loss was also associated with the scope of stock market trading. The results indicate that fear of loss may be a prominent risk factor among young adults.
Research Methodology
This research is fundamental and exploratory in terms of its purpose, and qualitative in terms of its implementation method. The research participants include ten research participants including marketing and sales consultants as well as professors of business, marketing, and e-commerce, and the theoretical sampling method is used. The data collection tool is a semi-structured interview.
Research findings
The grounded data method was used for analysis. The results showed that the frequency of codings is 922, which is obtained for 160 open codes. The results showed that the concepts of positive customer perception of the brand, deceptive advertising, customer experience, customer emotional intelligence, lack of understanding of personal needs and desires and economic disorders were selected as causal conditions, brand community, brand uniqueness, brand love, buyer confusion, buyer anxiety disorders, customer thirst for shopping, brand responsibility, brand respect for the customer and attachment to the product brand as central phenomena, market rumor management, smart and responsible shopping and strengthening the buyer's financial knowledge and awareness as strategies, digital age and immersion in technology as background conditions, perceived benefit of shopping, buyer personality traits, demographic factors, marketing campaigns and frenzied shopping behavior as intervening conditions and finally negative brand advertising, negative internal feelings, customer anxiety, customer distrust, interaction-communication problems, customer resentment, customer loss, customer benefit and positive emotions were selected as outcome factors.
Conclusion
The present study aimed to design a model of fear of missing out on festival shopping opportunities using a grounded theory approach. The results of this study are consistent with the results of Shim et al. (2024); Irwansyah et al. (2024); Okoro et al. (2024); Mialkovska et al. (2024); Rojíková et al. (2023); Jang & Hsieh (2021); Boccoli et al. (2024); Correia at al. (2024); Rodrigues et al. (2023); Armutcu et al. (2023); Pang & Quan (2024); Brailovskaia & Margraf (2024); Wuersch et al. (2024); Irwansyah et al. (2024); Ai et al. (2024); Lacarcel & Huete (2023); Armutcu et al. (2023); Molina-Collado et al. (2022); Wei & Yu (2024); Zhu et al. (2024); and Tao et al. (2024).
According to the results of the study, the following suggestions were made:
Customers should be aware of unrealistic advertisements by sellers and make purchases in accordance with their prioritized needs and desires.
Customers should conduct specific investigations regarding the shortage of the desired product by fully examining the conditions of the products they need in the market, considering the time series of a few years ago and the past few months, in order to control their shopping anxiety. They also, should manage their shopping behavior by prioritizing monthly and weekly shopping needs. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

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. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

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. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of the present study was to design an influencer marketing model based on the behavior of mountaineering product consumers with a data-based approach. The research method was qualitative and based on grounded theory. The statistical population included experts in the field of influencer marketing evaluation, faculty members, marketers, and manufacturers of mountaineering products. Sampling was purposefully conducted using the data saturation technique, and 12 people were selected for in-depth semi-structured interviews. Data analysis was conducted using the grounded theory method. The findings showed that 46 initial codes were extracted in the form of 15 main categories, which are: perceived credibility and expertise, value alignment, content quality and honesty, characteristics of the mountaineering community, nature of mountaineering products, advertising saturation in social networks, previous consumer experience, level of personal knowledge and expertise, perceived risk, mutual verification, direct communication and observation, use of established influencers, increase or decrease in trust in the influencer, change in attitude towards the brand, and decision to buy or not to buy. The results showed that the impact of influencers on consumer behavior is very deep and fundamental, depending on the characteristics of the target population such as children, adolescents, women and men. The findings can help brands and marketers to create more effective interaction with audiences and improve influencer-based marketing strategies by identifying effective criteria.
Introduction
Today, social media is known as the turbulent helm of the Internet; media that are based on web technology and play a fundamental role in the world's media equations by virtual sociality (Karimi et al., 2025). Based on Matthews' theory (2012), in the article Guide to Identifying Influencer Goals, it has been determined that consumers trust third-party recommendations (influential person) on a blog or Instagram or all social networks more than their paying attention to a brand (Duh et al., 2021). Social media influencers can be connected as friends or consumers in order to achieve the marketing goals of a brand and, due to their reputation, they can bring together not only fans of their specific field of activity but also a wide network of followers in their virtual space and, by taking advantage of their influence, direct people to the website or product of the related brand and increase the volume of social media exposure and introduce and promote the company's product through their recommendation or story according to their experience with the product or the manufacturer (Masoumi et al., 2023).
On the other hand, sport has entered the field of economic science and art by introducing its new social values. The obvious and hidden attractions resulting from this development have aroused feelings and created certain tendencies among all societies towards sporting events (Zeithaml & Bitner, 2023). In order to effectively achieve global trade, sports and non-sports marketing organizations (including mountaineering disciplines) have greatly benefited from marketing opportunities such as sponsors of sports competitions, broadcasting rights and product endorsements by athletes and "social media influencers" in the field of marketing mix and consumer behavior (Alidoost Zoghi et al., 2021). When a product is noticed and supported by a famous sports star, effective conditions will be provided for persuading fans and others to buy that product through psychological connection with fans. In other words, a product based on the advertising or emphasis of a social media sports influencer will have two characteristics: uniqueness and value among his fans and followers in the online space. Accordingly, marketers and stores of sports products such as mountaineering products are seeking to improve marketing programs in order to increase sales of their products, control consumer behavior and have greater coordination between the consumer and the products produced by their brand, which is being formed and developed by influencers on social media (Khosravi et al., 2023). A review of research conducted in this field indicates that despite the increasing use of the effective capacities and capabilities of "social media influencer marketing on consumer behavior", there are no precise criteria for measuring this type of marketing, and due to the new emergence of this phenomenon in the field of sports products, especially mountaineering products, deep and extensive research has not been conducted (Anggraheni & Haryanto, 2023). Accordingly, the researcher aims to design and explain the influencer marketing evaluation model based on the consumer behavior of mountaineering product users, taking into account the aforementioned issues and based on issues such as the fundamental challenge of marketers and researchers in identifying influencer marketing criteria and indicators and the lack of specialized knowledge in this field, and the measurement and evaluation model for social media influencer marketing in the field of mountaineering and sports products using the data-based method to show what the influencer marketing evaluation model is based on the consumer behavior of mountaineering product users; and how the causal conditions, background conditions, intervening conditions, strategies, and consequences of the influencer marketing evaluation model based on the consumer behavior of mountaineering product users will be explained.
Theoretical Basis
Influencer Marketing
Influencer marketing is a marketing strategy in which businesses collaborate with influential people on social networks or other platforms to introduce and sell their products, services, or brands to the influencer's audience (emad et al., 2024). Influencer marketing is not limited to a specific medium or platform, but many people recognize and apply the concept more in the social media space (pick et al., 2021).
Consumer Behavior
Consumer behavior refers to the actions of individuals or groups in acquiring, consuming, and disposing of economic goods and services, including the decision-making processes before and after these actions. Consumer behavior is the study of consumers and the processes they use to select, use (consume), and dispose of products and services, including consumers' emotional, mental, and behavioral responses. Consumer behavior includes ideas from several sciences, including psychology, biology, chemistry, and economics. Consumer behavior is the study of how individuals, groups, and organizations purchase, use, and consume ideas, goods, and services to satisfy needs and wants (Divandari et al., 2023).
Kamali et al. (2025) investigated “Factors Affecting Intention to Purchase FMCG from Online Retailers (Case Study: Kale Dairy Products)”. This research was conducted using a descriptive-survey method and structural equation modeling. The results showed that situational variables such as system quality and product familiarity have a significant effect on perceived usefulness, but they had no effect on perceived hedonicity. It was also found that perceived usefulness and hedonicity mutually affect each other and both have a positive effect on consumers’ purchase intention.
Abrood et al. (2024) investigated the “Effect of Social Media Marketing on Consumer Behavior with Respect to the Mediating Role of Brand Value”. The descriptive-correlational research method and data analysis were conducted using path analysis. The results showed that social media marketing has an effect on consumer behavior. However, entertainment did not have a significant effect on brand awareness and image, and favorable information only had a positive effect on brand image. Also, word-of-mouth marketing had a significant effect on brand awareness and image. Finally, both brand awareness and image had a positive and significant effect on brand preference and brand loyalty.
Research Method
The present study was qualitative and based on Grounded Theory. The statistical population included experts in the field of influencer marketing, faculty members, marketers, and manufacturers of mountaineering products. Twelve people were selected by purposive sampling and using the data saturation technique. Data were collected through semi-structured in-depth interviews and continued until information saturation was reached.
Data analysis was conducted using the Strauss & Corbin (1998) method and three stages of open, axial, and selective coding. In open coding, interview phrases were transformed into abstract concepts; in axial coding, concepts similar to composition and components were formed; and in selective coding, final categories including causal, contextual, intervening factors, strategies, consequences, and central phenomenon were extracted.
To increase the validity of the research, criteria of validity, reliability, verifiability, and transferability were used. The opinions of professors and colleagues were considered in reviewing the codes and analyses, and all stages of the research were documented to provide verification and replication.
Findings
The research shows that influencer marketing plays an important role in shaping consumer behavior of mountaineering products. The effect of this marketing depends on the influencer's credibility and expertise, value alignment, content quality, customer experience and knowledge, and risk perception. Effective engagement and the provision of authentic content increase trust, change brand attitudes, and purchase decisions. Strategies such as direct observation, verification, and leveraging established influencers enhance marketing effectiveness. This research provides a practical and theoretical framework for designing and evaluating influencer-based marketing.
Discussion and Conclusion
The present study aimed to design an influencer marketing model based on the behavior of consumers of mountaineering products and was conducted with a grounded theory approach. The findings showed that in the field of specialized and high-risk products such as mountaineering equipment, the success of influencer marketing does not depend solely on their reputation or number of followers, but rather on the authenticity, honesty, and effectiveness of the content produced by the influencer. Experienced consumers make their purchase decisions based on their perception of the expertise and real credibility of influencers, and their trust in the experience and technical knowledge of these people plays a central role in the effectiveness of marketing messages.
Data analysis showed that the three main factors of "perceived credibility and expertise", "value alignment", and "content quality and honesty" have the greatest impact on consumer behavior. Consumers respond positively to marketing messages when the influencer has practical experience in mountaineering, provides expert and honest content, and their ethical values ​​and lifestyle are consistent with their own. These findings are consistent with research by Anggraheni & Haryanto (2023), Yazdani Kachuei et al. (2022), and Masoumi et al. (2023), and confirm the importance of expert trust and value congruence in forming consumer loyalty and emotional attachment.
Contextual factors, including characteristics of the mountaineering community, the nature of products, and advertising saturation on social networks, as well as intervening conditions such as personal experience and knowledge, and perceived risk, play an important role in evaluating advertising messages. Consumers make their purchase decisions using strategies such as verification, comparison of different sources, and actual observation.
Finally, the final research model showed that the perception of authenticity and effectiveness of influencers’ messages is affected by causal, contextual, and intervening factors, and by adopting specific strategies, it leads to outcomes such as increased or decreased trust, changed brand attitude, and purchase decision. These results are consistent with the findings of Emad et al. (2024) and Divandari et al. (2023) and show a new dimension of trust in influencers’ experience and expertise in specialized sports markets. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.

Abstract The aim of this study is to investigate the dynamics of brand value in the Iranian dairy market and analyze the effect of multi-channel advertising, market share, and competitive intensity on the persistence of leading brands. Panel data from five major dairy brands during the period 2021 to 2024 were used to model the effects of television and digital advertising, market share, and local competition intensity on perceived brand value. Two non-dynamic empirical models, FE-2SLS and dynamic System GMM, were used to analyze the short-term and long-term effects of these variables. The results showed that television and digital advertising have a positive and significant effect on brand value. Specifically, the coefficients of television advertising were 0.091 for milk and 0.081 for cheese, while digital advertising had coefficients of 0.054 and 0.059, respectively. Also, the negative effects of advertising saturation and neighborhood competition intensity were observed in reducing brand value; the advertising saturation coefficients for milk and cheese were -0.011 and -0.010, respectively. In addition, market share had a positive effect on brand value, with market share coefficients of 0.023 for milk and 0.0201 for cheese. Also, the market concentration index (HHI) showed a positive and significant effect on brand value in both products. These results indicate that brands with higher market share can exploit advertising more effectively. These findings are consistent with the relatively concentrated structure of the Iranian dairy market and consumer loyalty to leading brands. In general, balanced advertising and strategies based on market share and competition can help sustain and increase brand value in the short and long term.
Introduction
The aim of this research is to dynamically examine the perceived brand value in the Iranian dairy market and analyze the impact of multi-channel advertising, market share, and competition on the position of leading brands in this industry. Over recent decades, Iran's dairy industry has experienced significant changes, including increased production capacity, expanded distribution networks, and the digitization of communication channels with consumers. These transformations are particularly significant for milk and cheese, as these two products are staples in the food basket of Iranian households, and their repeated purchase plays an essential role in consumer behavior.
The necessity of conducting this research has emerged from the intersection of three facts: the stagnation or decrease in domestic consumption despite the nutritional importance of dairy products (Aaker, 1991; Keller, 1993), the pressure caused by market concentration, and the need for evidence-based policy-making to maintain a balance between exports and consumer welfare (FAO, 2023; Tirole, 1988), and the rapid migration of advertising budgets to digital media, which has increased the risk of inefficiency (De Haan et al., 2016; Kannan & Li, 2017; Bagwell, 2007; Mishra et al., 2025). Meanwhile, recent studies have shown that several factors, such as brand sensory experience (Mohammadnezhad & Rezaei Dizgah, 2025), personalized advertising on social media (Doroudi & Babaei, 2025), and brand knowledge and perceived quality (De Haan et al., 2016; Kannan & Li, 2017; Bagwell, 2007; Mishra et al., 2025), can enhance customer loyalty and future purchases. These findings underline the importance of scientifically analyzing brand value in various industries, but the dynamic and simultaneous analysis of television and digital advertising along with competitive structures in the Iranian dairy industry remains overlooked. Therefore, the main research question is: In the Iranian dairy market, what impact do television and digital advertising, market share, market concentration, and local competition intensity have on perceived brand value, and how sustainable are these effects in both the short and long term?
Theoretical Framework
Brand value is a fundamental concept in marketing literature, defined and expanded by Keller (1993) and Aaker (1991). In this framework, brand value is shaped by components such as brand awareness, brand associations, and customer loyalty, and as an intangible asset, it enhances a firm's ability to maintain higher prices, attract customers, and reduce price sensitivity. In other words, the more consumers have awareness and positive attitudes toward a brand, the greater their willingness to buy and their long-term loyalty, thus increasing brand value.
In this context, multi-channel advertising, especially the combination of television and digital media, plays a key role in strengthening brand value. Recent studies have shown that television advertising can build trust and offer broad coverage, while digital advertising provides the ability to target more precisely and interact directly with customers (De Haan et al., 2016; Kannan & Li, 2017). The effect of these two channels can either complement each other (especially in the early stages of the purchase funnel) or, in some cases, act as substitutes. Therefore, the simultaneous examination of television and digital advertising is essential and the focus of this research.
Another key concept is local competition intensity (LCI). This concept suggests that the closer two brands are in terms of attributes like price, quality, packaging, and brand positioning, the more competitive pressure they exert on each other, which consequently reduces the effectiveness of their advertising. This idea is rooted in spatial competition literature (Hotelling, 1929; Hauser & Shugan, 1983) and becomes particularly relevant in markets like dairy, where products have similar characteristics. Moreover, the role of market share and concentration has also been emphasized in the theoretical literature. Evidence shows that larger brands, due to their extensive distribution networks, greater financial resources, and consumer loyalty, achieve higher returns from advertising (Sethuraman et al., 2011). On the other hand, the level of market concentration (usually measured by the Herfindahl-Hirschman Index - HHI) can determine how advertising will impact competition dynamics. In concentrated markets, advertising often strengthens the position of leading brands, while in fragmented markets, its effects are more evenly distributed among competitors. This research is based on the integration of three theoretical foundations in the fields of microeconomics, marketing, and competitive market analysis. The main goal of designing this framework is to explain consumer behavior in brand selection, clarify firms' pricing strategies under competitive conditions, and analyze the effect of market share on perceived brand value. The starting point of this framework is the definition of brand value in marketing literature, where Keller (1993) and Aaker (1991) explain brand value based on components like awareness, brand associations, and customer loyalty. Consequently, it is expected that stronger brands can reduce customer price sensitivity and establish a more sustainable position in the market. To model this situation, the classical Hotelling (1929) model has been used; a model that is one of the most recognized frameworks in spatial competition analysis. In this model, firms and consumers are assumed to be in a linear or multidimensional space, and each consumer chooses a brand based on the lowest "total cost." This total cost includes two components: the price of the product and the cost of distance, or the degree of mismatch between the product's attributes and the consumer's preferences. In this study, the Hotelling model is extended to a K-dimensional space, where each axis represents a distinct product attribute such as taste, durability, packaging, or price. The Iranian dairy market is an example of such a space, as brands are positioned relatively fixed and consumers are distributed in this space based on their preferences.
Conceptual Model of the Research
The conceptual model of this research is based on theoretical foundations and previous studies. The positive and negative relationships between variables have been extracted with reference to the spatial competition model of Hotelling (1929), brand value literature (Aaker, 1991; Keller, 1993), and recent studies in multimedia advertising and competition (De Haan et al., 2016; Bonfrer et al., 2008; Shahbazi, 2023).
Research Methodology This research is applicable in terms of purpose, and descriptive-analytical in nature, and it follows a positivist paradigm with a quantitative approach. The statistical population of the research includes five major dairy brands in Iran (Kalleh, Mihan, Pegah, Ramak, and Sabah) and two highly consumed products: pasteurized milk and cheese. The study period is from 2021 to 2024. Data collection methods combine archival and field sources. Sales data and television advertising data were obtained from official reports, while the cost data for digital campaigns were extracted from platforms such as Dima, Yektanet, Aparat, and Instagram. Brand perception indicators (awareness, attitude, and consumer preference) were collected through field surveys among 350 households in Tehran. For data analysis, three-dimensional panel data (brand-product-time) were used. In the first step, the static FE-2SLS model was estimated to determine the short-term effects of advertising, market share, and market structure. In the second step, to account for brand value sustainability and cumulative advertising effects, the dynamic model and System GMM estimator were used. This approach was chosen to address the endogeneity problem of variables and provide reliable results.
Research Findings
The results showed that both television and digital advertising have a positive and significant impact on brand value. The coefficients for television advertising were 0.091 for milk and 0.081 for cheese, indicating a positive and significant impact on brand value in the short term. These effects are especially more noticeable in brands that are in the early stages of entering the market or during high-traffic advertising periods. On the other hand, the coefficients for digital advertising were 0.054 for milk and 0.059 for cheese, showing a positive effect, although it was generally lower than television advertising. These findings highlight the importance of both television and digital advertising in enhancing brand value in the Iranian dairy market. Alongside this, negative effects of advertising saturation and local competition intensity were observed in decreasing brand value. The advertising saturation coefficients for milk and cheese were -0.011 and -0.010, respectively, indicating that excessive advertising can negatively affect consumers' perception of the brand. This is especially true when the market reaches saturation, and consumers become indifferent to advertising. Additionally, market share had a positive and significant effect on brand value, with coefficients for market share of 0.023 for milk and 0.020 for cheese, indicating the direct impact of market share on strengthening brand value. These results are particularly evident in brands with larger market shares, as larger brands can utilize more resources for advertising and thus benefit from greater advantages.
Discussion and Conclusion
The findings of this research indicate that leading brands in the Iranian dairy market can effectively strengthen their position in consumers' minds through television and digital advertising. Brands with higher market shares, in particular, are able to leverage advertising more effectively. However, local competition and advertising saturation can have negative effects on brand value. These results are consistent with the relatively concentrated structure of the Iranian dairy market and consumer loyalty to leading brands. In general, balanced advertising and strategies based on market share and competition can contribute to the sustainability and growth of brand value in both the short and long term. Acknowledgments The authors gratefully acknowledge all individuals, institutions, and organizations that provided scientific, technical, administrative, or advisory support throughout this research and the preparation of this manuscript. Conflicts of Interest The authors declare that they have no financial or non-financial, personal, professional, or institutional conflicts of interest relevant to this work. Data Availability Statement The data supporting the findings of this study are available from the corresponding author upon reasonable request. AI Use Statement The authors declare that no generative artificial intelligence (AI) or AI-assisted technologies were used in the preparation, writing, or editing of this manuscript. Funding The authors declare that no funds, grants, or other financial support were received during the conduct of this research or the preparation of this manuscript. Ethics Approval All procedures performed in this study were conducted in accordance with the ethical standards of the responsible institutional and national research committee.