List of Articles Branding

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  1 - Innovative Culture, Provides Improvement of Organizational Learning by utilizing internal branding (Research in Iran’s Oil Industry)
  Saeed  Aibaghi Esfahani Elaheh  Ebrahimi reza sheikh
  As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on More

  As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on organizational learning with the moderating role of innovative culture as a main hypothesis. To achieve the objective of this study, research was conducted to collect the required information by using standard questionnaires. The current research method is descriptive-correlative and practical, based on the objective. The sample size is (n = 168) employee at the Oil Research Institute and The hypothesis were analyzed through the technique of Structural Equation Modeling with Smart PLS 3 software. By the Cronbach's alpha the stability of the data collected in this study Obtained 0.854. Therefore, the reliability instrument has been decent the results of the data analysis show that internal branding has a positive and significant role in organizational learning. Research findings also confirm the role of moderating innovative culture. Manuscript profile
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  2 - The Role of Marketing in SMEs based in East Azarbaijan Province Science and Technology Park
  Hossein Abbasi Esfanjani Ommolbanin Asadi Ghorbani
  10.7508/jstpi.2017.04.008
  In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by man More

  In many countries, small and medium sized enterprises (SMEs), especially enterprises in science and technology parks act as economic engine and marketing is an important activity in these businesses. But, understand marketing, functions, role and importance of it by managers / owners of these enterprises and also the questions raised barriers that must be answered to it. In this regard, the present study aimed to investigate the role of marketing in small and medium enterprises based in East Azarbaijan Province Science and Technology Park has been done. To achieve the research objectives of qualitative approach and case study method was used. The study population consisted of managers / owners of enterprises based in East Azarbaijan Province Science and Technology Park that is using purposive sampling method, 10 samples were selected. Initial data collected using semi-structured interviews and analyzed using the inductive method was used. The results indicate that marketing as a set of activities and measures that are used in large companies, particularly in the studied companies were not understood. However, word of mouth marketing communication, understanding customer needs and having long-term interaction and relationship with the customer was the most important marketing activities and actions that had the most significant role in the growth and survival of them. Most interviewees focus on the daily execution of some tasks limited marketing and implementation of a comprehensive marketing plan for, the expertise and financial resources were not sufficient. Manuscript profile
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  3 - Analysis of Marketing System and Branding of Handmade Carpets (A study of Producers in the Iranian west Provines)
  Reza Shafeai Amir Ghafourian shagerdi Soran Mowlaie
  Handmade carpet in addition to dimensions of occupation, export, and economic interests, has long been a symbol of the rich culture of this land and has special celebrity worldwide. Neglecting the principles of marketing and business, the competitive advantage of handma More

  Handmade carpet in addition to dimensions of occupation, export, and economic interests, has long been a symbol of the rich culture of this land and has special celebrity worldwide. Neglecting the principles of marketing and business, the competitive advantage of handmade carpets has faced serious risks, in particular at the global level. Today's competitive world, customers are at the heart of every business, recognition of desires, shopping habits and consumer culture perform a vital role in the branding and marketing of handmade carpets. Therefore, analysis and expansion of knowledge in this regard helps the success of the product brand in the target markets. Accordingly, the main purpose of this study is to investigate the marketing situation and brand of handmade carpets. The research method in this study is descriptive and data collection was gathered through structured interviews and questionnaires. For this purpose, activists and producers of handmade carpets have been studied using non-probabilistic sampling method and by referring to them directly in Kurdistan and Kermanshah provinces. The results showed that at present, there is not much luck in branding handmade carpets by the owners of production units. Therefore, it is necessary to develop a specific model to improve the marketing and branding of this valuable product. Manuscript profile
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  4 - Effective Factors in Management Strategies for Sustainable Branding in Coastal Destinations (Case Study: Chabahar Coastal Zone)
    seyed saeed hashemi abdolreza roknedin eftekhari
  Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to i More

  Given the critical importance of branding, tourism destinations seek to attract broader support in social, environmental, and managerial dimensions and set their management methods. To accomplish such goals and to establish an optimal management approach, one needs to identify the influential factors. This paper aimed to establish a sustainable branding management strategy for coastal tourism destinations by identifying influential factors. The resource-based theory was used besides the METASWOT technique to establish a sustainable branding management strategy in Chabahar coastal zone. This mixed descriptive-analytical study was conducted on a statistical population of 84 experts and tourists. It used tested indices of a sustainable brand. The resource-based approach in sustainable branding included a set of assets and abilities that were available and useful in identifying threats and opportunities while reacting to them. This set was considered based on the “valuability,” “scarcity,” “non-imitability,” “non-replaceability of resources,” and “internal capabilities.” Besides, Chabahar coastal zone was compared to Oman, Kish, and Qeshm to identify the competitive dimensions. Given the tendency of local people and government towards economic development in Chabahar and the results from other qualitative and quantitative studies, it can be suggested that Chabahar coastal zone had the capacities required for collaborative and community-centered management. Based on the results, the optimal management strategy for this zone was resource-based, collaborative, and community-centered. Manuscript profile
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  5 - Exploring Employer Branding in Job Ads: A Case Study of Tourism and Hotel Industry
  Ali Abedini hamid zare
  Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees o More

  Taking the increasing growth of the Iranian tourism industry and the mounting competition between various active tourism companies to recruit talented workforce into consideration, the conduct of studies on employer branding from the perspective of potential employees of such companies could be useful in employing top talents. In this regard, it could be argued that Job advertisements are the first contact zones where the job hunters may cross into, and that at this critical stage, employer branding could play a significant role in recruiting talents before other competitors do so, providing the companies with a sustained competitive advantage. The population of this applied-qualitative study comprised of all Iranian companies acting in tourism industry. As for collecting the required data, 177 relevant tourism job advertisements released in 12 different job hunting websites in autumn 2018 were identified and recorded. Then the content of the ads were coded via quantitative content analysis method and the frequency of each code was computed. The findings of the study indicated that work missions, company’s location, flextime, working hours, holidays, teleworking facilities, co-worker quality, work challenges, international mobility, company size, reputation of the company’s product or service, basic salary and bonuses, and welfare facilities were the items which normally appear in job advertisements published by tourism companies. Job seekers, therefore, mentally examine the messages they receive from various organizations and select the organization that best suits them. Tourism companies, thus, need to feature as much dimensions of their brands as possible in their job advertisements and internet-based recruitments so that they manage to recruit top talents. Manuscript profile
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  6 - Redefinition the Contextual Urban Competitiveness Potentials in Cities and Regions Development
  Asghar  Molaei
  Asghar molaei Abstract Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainabl More

  Asghar molaei Abstract Contexts as valuable domestic elements and factors can have a high role in redefinition urban competitiveness. Studying in identical contexts, especially in the natural, cultural, social, and economic dimensions, will advance the sustainable competitive advantage, can be create the desirable economy future. The purpose of this research is to definition the role of identical contexts in urban competition and how to create competitive advantage in the context of an analytical and documentary research with an underlying strategy. Contextual competitive advantages can be defined in the natural, geographical, historical, physical, cultural, social, economic, and scientific and sports contexts. Contexts are a set of intrinsic and inseparable elements of phenomena, the emergence of their identity. The contexts of cities and regions are a constructive dimension of spatial, temporal, cultural, social, and other existing components. These areas represent the dynamic identity of cities and regions over time and space and are characterized by their differentiation. Identifying and focusing and emphasizing the value of identity of cities and regions in terms of capability and sustainability can help to improve their compatibility. In other words, the field of growth, progress and competitiveness of the power of cities and regions. The most important strategies presented are: development of religious tourism infrastructure; branding and development of historical, cultural, social, sporting, natural and environmental tourism infrastructure. Manuscript profile