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کاوشهای مدیریت بازرگانی
ISSN 2645-386X · Yazd University · 337 articles in the index
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Exploring the role of Brand Loyalty with Brand coolness and brand sacredness in social media
EXTENDED ABSTRACT Introduction: In today's digital age, brand loyalty has emerged as a critical competitive advantage for businesses. Given the extensive transformations in consumer behavior and the unparalleled role of social media in shaping customer perceptions and behaviors, this study examines…
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Mapping the Future of the Circular Economy Marketing Approach in the Context of Digital Technologies in Iran
EXTENDED ABSTRACT Introduction: Global economic and environmental transformations have introduced new approaches to sustainable development, among which the circular economy stands out as one of the most significant. The circular economy has emerged as a key strategy to minimize environmental…
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Explaning dynamics approach export development’s Iran
EXTENDED ABSTRACT Introduction: Export serves as a driving force for economic growth in every country and requires a thorough analysis of complex structures and multivariate interactions. Despite numerous studies on factors influencing exports, no research to date has developed, using key export…
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Designing a model for assessing the resilience of small and medium-sized industries
EXTENDED ABSTRACT Introduction: In today's turbulent and highly competitive world, organizations face numerous challenges such as economic crises, technological changes, market fluctuations, political risks, and environmental disasters. In such circumstances, the concept of organizational…
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The effect of marketing and supply chain coordination on product innovation performance with intelligence quality
EXTENDED ABSTRACT Introduction: In today's competitive world, organizations and industries, particularly in complex areas such as marketing and supply chain, are constantly seeking to improve performance and product innovation. Product innovation is recognized as one of the key factors in the…
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The impact of consumer's perceived social responsibility on brand loyalty with brand credibility and identity for insurance
EXTENDED ABSTRACT Introduction: In recent decades, intensified market competition and the rise of socially aware consumers have heightened the strategic importance of corporate social responsibility (CSR) in attracting and retaining customers. Service-oriented industries, particularly insurance…
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Explaining customer participation in co-creating brand value in cyberspace
EXTENDED ABSTRACT Introduction: The expansion of the use of digital technologies, including the Internet, networks, satellites and telecommunications, has led to rapid changes in the lives of human societies. These changes can be seen in various fields such as social relations, entertainment…
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The effect of consumer perceptions on purchase intention with the role of consumer attitude and trust
EXTENDED ABSTRACT Introduction: In today's competitive era, in the new era marketing space, there is a diverse set of products, brands, and messages that make it difficult for consumers to choose the best option and narrow the field for marketers to compete. Therefore, considering the intense…
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The Impact of Growth Mindset on Value Co-Creation with Digital Resilience and Collaborative Innovation for Small and Medium-Sized Enterprises
Extended Abstract Introduction: In the current era of accelerated digital transformation, heightened customer expectations, and intense global competition, small and medium-sized enterprises (SMEs) face increasing pressure to adapt, innovate, and co-create value collaboratively with diverse…
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Assistant Professor, Department of Business Management, Faculty of Management, Economics, and Accounting, University of Hormozgan, Bandar Abbas, Iran
Extended Abstract Introduction: Although branding was initially introduced in the sector of consumer goods, today the necessity of branding in service and industrial markets has also been accepted. Research and experience have shown that branding is also applicable to commodity products (goods and…
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The impact of green market orientation on new product success with innovative capabilities, knowledge acquisition, and green brand positioning
Extended Abstract Introduction: In today’s highly competitive business environment, developing and marketing new products are vital for ensuring firms’ profitability and long-term survival. However, increasing environmental concerns and stricter sustainability regulations have urged companies to…
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Regional Productivity Roadmap
Extended AbstractIntroduction: Productivity is a common discourse of all economic schools, and the belief in its importance in the modern development discourse has advanced to the point that some thinkers have introduced productivity improvement as the most important key challenge of economic…
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The Effect of Transformational Leadership on Firm Export Performance with Roles of Internal Corporate Social Responsibility Practices and International Entrepreneurship Orientation
Extended Abstract Introduction: In the competitive era, the current global economic conditions are such that most countries are seeking to achieve a competitive position at the international level. Many governments are investing significant resources to strengthen innovation and…
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The impact of marketing analytics on achieving sustainable competitive advantage from the perspective of dynamic capabilities with market intelligence and product development management
EXTENDED ABSTRACT Introduction: In the rapidly evolving software industry of Iran, the attainment of sustainable competitive advantage is of paramount strategic significance. Marketing analytics are recognized as essential tools for comprehending market dynamics. This study investigates the…
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New Product Development Idea Generation based on Strategic Foresight and Analysis of Science, Technology, and Market Trends
Extended Abstract Introduction: This research proposes a comprehensive framework for new product development (NPD) grounded in strategic foresight, specifically focusing on the dynamic and uncertain perfume industry to generate innovative ideas for women's fragrances. The framework addresses the…
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Analyzing the Impact of Visual Appeal and Nutritional Information of Digital Menus on Food Purchase Intention
Extended AbstractIntroduction: In recent years, the rapid growth of the online food ordering industry and increasing competition among restaurants have highlighted the role of digital menu design in attracting and retaining customers. Among the various factors influencing consumer decision-making…
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The sustainability of small and medium-sized businesses
EXTENDED ABSTRACT Introduction: Business sustainability helps address or reduce environmental, social, and economic challenges through the strategic management of a company's resources. It seeks to improve a company's impact on the outside world. A sustainable business can foster positive…
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Explaining the banking customer's hedonic journey in combined channels physical-digital
Extended AbstractIntroduction: The banking industry in metropolitan Tehran, particularly its affluent northern districts, faces a critical challenge: transitioning from purely functional service delivery to creating hedonic customer experiences across hybrid (physical-digital) channels. This study…
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The Impact of Information Quality, Swiftness, Food Quality, Experiences and Social impacts on the Dimensions of the Technology Acceptance Model
EXTENDED ABSTRACT Introduction: Food delivery applications have become an integral part of people’s daily lives and respond to the needs of users by allowing them to order and receive food quickly, easily, and at any time. However, the growing competition in the food delivery market has forced…
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The Meta-Analysis of the Impact of Intangible Resources on Export Performance of Companies
Extended AbstractIntroduction: This study investigates the impact of intangible resources and assets on the export performance of firms and aims to provide a comprehensive framework for understanding the relationship between these resources and export success. In recent years, the importance of…