• Investigating Organization's Innovation Performance in Industrial Markets Based on Market Orientation and Knowledge Creation Capacities 

  Osanlou, Bahareh؛ Khoddami, Soheila (University of Mazandaran Faculty of Economics & Administrative Sciences, 2023-06-01)

  In the era of the knowledge economy, innovation has become one of the key sources of competitive advantage. Successful innovation is influenced by various contextual and environmental factors. The present study, with a ...

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• Minimalist marketing as a turning point in marketing: benefits and challenges 

  Akbari Emami, Shahnaz؛ Fathi, Sara (University of Mazandaran Faculty of Economics & Administrative Sciences, 2023-06-01)

  Marketers have been struggling with the challenge of reducing the scope of people's participation and lack of attention towards marketing activities time to time. So that they can hardly establish effective communication ...

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• Examination of the Impact of Brand Communities on Social Networks on Brand-Customer Interactions and Brand Loyalty (Case Study: Leather Brand Dorsa on Instagram) 

  Siavooshi, Maliheh؛ Darushi, Azita (University of Mazandaran Faculty of Economics & Administrative Sciences, 2023-06-01)

  The widespread presence of consumers in social networks, on the one hand, and the desire and obligation of companies to create and maintain their customers, on the other hand, have led companies to use social networks as ...

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• Brand Scale Development: A Review of Practices 

  Azizi, Shahriar (University of Mazandaran Faculty of Economics & Administrative Sciences, 2023-06-01)

  Brand related scale development is growing and evolving trend in marketing. Using established and scientific procedure to develop sound measurement scale play crucial role in brand research academically and practically. ...

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• Antecedents and Consequences of Perceived Coolness in Tourism Destinations 

  Haddadian, Zohre؛ Konjkav Monfared, Amir Reza؛ Bakhti, Arian (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-12-01)

  The field of tourism has become one of the centers of attention of every country, because recently we have seen its increasing growth in the world. For this reason, every developing country will have promising opportunities ...

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• Advertising in mobile social networks; providing a conceptual framework on meta-synthesis method 

  Hoseini, Seyed Rasoul؛ Taghavi, Hadi؛ Hoseini Sano, Seyed Amin؛ Dashtbani, Yavar (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-12-01)

  Nowadays, mobile social networks have attracted many users worldwide. With its unique services, each mobile social network has paved the way for growing and expanding the jobs and communications among companies, experts ...

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• The Effect of Self-attribution Bias on Investor's behavior: Mediating Role of Overconfidence Bias in the Capital Market of Iran 

  kazemi Saraskanrood, zahra؛ ghafouri, zahra (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-12-01)

  The rationality of individual investors in the financial markets has been challenged in the last few decades, and a paradigm shift can be witnessed among the investors who are influenced by both rational as well as ...

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• Investigating the Impact of Visual Attention on Brand Recall with Moderating Role of Brand Usage Experience in four and five star hotels in the religious city of Mashhad 

  Rahmati, Sara؛ Behboodi, Omid؛ Razavi, Maliheh Sadat (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-12-01)

  The purpose of this study is to investigate the effect of visual attention on brand recall considering the moderating role of brand usage experience (case of study; four and five star hotels in Mashhad). The research method ...

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• Developing a Model of Factors Affecting Participation in Cause-Related Marketing: A Case Study of Sport Products Consumers 

  Ghaffarisadr, seyyed Iman؛ Mohammadi, Sardar؛ Nobakht, Farzad (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-12-01)

  Cause-related marketing (CRM) is an important tool in sports organizations to promote brand image and sell products. CRM faces a major challenge, and that is the skepticism about the program from sports consumers. Consumer ...

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• Identifying and prioritizing Factors Affecting the Revisit Intention of the Destination Brand in Iran with the Best-Worst Method 

  Nejat, Soheil؛ Fallah Lajimi, Hamidreza (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  The main purpose of the present study is to identify and investigate the factors affecting the revisit intention of a tourist destination and to prioritize them based on their level of importance. There are many factors ...

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• Evaluate and prioritize the impact of marketing strategies on reducing entrepreneurial risks 

  Asayesh, Farzad؛ Doshmanziari, Esfandiar؛ Gharib, Fatemeh (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  Purpose: The purpose of this study is to evaluate the impact of marketing strategies on entrepreneurial risks and determine their ranking. It is possible to rank marketing strategies to make the best decision to deal with ...

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• The Role of Profitability in Estimating Stock Returns by Following a Model of Belief Updating in Iran's Capital Market 

  Kazemi Saraskanrood, Zahra (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  Analysis of investors' behavior is a new scientific field in financial behavior, which is a good tool for acquiring this knowledge. Uncertain circumstances cause investors to make systematic mistakes and face cognitive ...

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• The effect of media tourism and sports diplomacy on product brands 

  Kiani, Mohammad saeid؛ Nazari, Leila؛ shahbazpour, Leila (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  Objective: The purpose of this research is The effect of media tourism and sports diplomacy on product brands.Methodology: This is a correlational study and the statistical population of this study is PhD students in sports ...

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• Impact of Effective Factors on the Industrial Brand Equity 

  Khodayari, Behnaz (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  The core capital of many businesses is their brand. Today companies not only use the brand to differentiate themselves from competitors in the market, but also use the brand to reach the minds and hearts of customers and ...

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• Scenario Planning and Strategic Innovation: The mediating effects of Strategic Thinking and Strategic Flexibility 

  Malekakhlagh, Esmaeil؛ Safari, Mohammad؛ Beigi, Shahrokh؛ Rokhideh, Mohammad Reza (University of Mazandaran Faculty of Economics & Administrative Sciences, 2022-02-01)

  The purpose of this study was to investigate the effect of scenario planning on strategic innovation considering the mediating role of strategic thinking and strategic flexibility. This research is applied in terms of ...

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• Prioritize target markets using a combined method of Analytical Hierarchy Process/Monte Carlo simulation and Fuzzy AHP 

  Aghajani, Hassanali (University of Mazandaran Faculty of Economics & Administrative Sciences, 2021-09-01)

  Nowadays, most of Businesses have faced a great challenge for entering a new market. The existence conditions have forced the managers to apply the innovative methods for simultaneous analyzing of various factors for arrival ...

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• Examining the Effect of Industry Competitive Intensity: The Mediating Role of Marketing Capabilities and Market-Focused Learning 

  Shirkhodaie, Meysam؛ Alizadehsani, Mohsen؛ Masomi Aghbolagh, Sepideh (University of Mazandaran Faculty of Economics & Administrative Sciences, 2021-09-01)

  The purpose of this paper is to explore the impact of industry competitive intensity on brand performance that marketing capabilities and market-focused learning and organizational innovation have the mediator role. Survey ...

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• Knowledge-Oriented Leadership and Sales Performance: The Mediating Effects of Market Orientation, Innovative Organizational Culture, and Innovation Implementation 

  Movaghar, Morteza؛ Barari, Mahyar؛ Safari, Mohammad (University of Mazandaran Faculty of Economics & Administrative Sciences, 2021-09-01)

  The important role of leadership in management of today's organizations has been emphasized for many years by executives and experts in the field. The role of knowledge in leading organizations is prominent. This study ...

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• The Impact of Price Segmentation based on Customer Characteristics, Product Bundle or Product Features on Price Fairness Perceptions 

  Nazari, Mohsen؛ Sheikholeslami, Seyed Parham (University of Mazandaran Faculty of Economics & Administrative Sciences, 2021-09-01)

  Today, different customer's willingness to pay alongside the maturity of data analytics has made it possible to offer segmented prices and gain maximum consumer surplus. Price segmentation is defined as a strategy in which ...

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• Prioritize target markets using a combined method of Analytical Hierarchy Process/Monte Carlo simulation and Fuzzy AHP 

  Aghajani, Hassanali (University of Mazandaran Faculty of Economics & Administrative Sciences, 2021-03-01)

  Nowadays, most of Businesses have faced a great challenge for entering a new market. The existence conditions have forced the managers to apply the innovative methods for simultaneous analyzing of various factors for arrival ...

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