The purpose of the present research was to analyze the social context of the Banugoshasp's story in oral epics. Rostam's daughter-in-law, Banoghoshasp, is one of the oldest epic narratives in Iran, which, in addition to the Banugoshasp-name, has also led Persian folk li More
The purpose of the present research was to analyze the social context of the Banugoshasp's story in oral epics. Rostam's daughter-in-law, Banoghoshasp, is one of the oldest epic narratives in Iran, which, in addition to the Banugoshasp-name, has also led Persian folk literature and epics. The present study aimed to use the descriptive-analytical method to adapt the oral and classical epic of the story based on the development of the heroine personality. The results of this research indicated that, despite the ancient version of the poetic narrative, oral epics preserved more parts of the Banugoshasp-name or fostered its void. The will of the general audiences and their satisfaction, the increase of lyrical materials and the elements of myth and magic and the spiritual elements of folklore are among the differences of oral texts. The pattern of empowering heroine in their resemblance to men, which is the product of patriarchal culture, is the most important part of the heroine pattern in the Banugoshasp-name, which is more pronounced in oral epics due to the existing gap from the dominating culture of the elite class, the women's character of Banugoshasp's personality was underlined.
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Abstract The present study which was both qualitative and quantitative research was performed to present a model for creating knowledge based firms in Universities. The statistical population in the qualitative section consists of heads, deputies, heads of colleges, and More
Abstract The present study which was both qualitative and quantitative research was performed to present a model for creating knowledge based firms in Universities. The statistical population in the qualitative section consists of heads, deputies, heads of colleges, and managers and in the quantitative section was the faculty member. In the qualitative section, 13 people were interviewed and in a quantitative section 267 participants were selected as a sample from 869 persons according to Cochran formula.Based on the analysis of qualitative data from deep and exploration interviews, their coding, content analysis and comparing them with theoretical foundation, it was revealed that 4 major factors and 120 minor factors contribute to the creation of knowledge-based firms in universities. the findings showed that at the individual or personal level, creativity had the greatest factorial 0/77, at managerial level, officials` support towards the founders of knowledge-based firms had 0/81, In organizational factors, the component of the establishment of knowledge based companies according to the needs of the region and the existing disciplines showed 0/81 and finally at the organizational level, suitable business planning to convert an idea into product via governmental support had 0/84. Other variables were also important in the next steps, respectively. The final model of the study was confirmed with indexes of fit and coefficient of standard. The highest coefficient of influence was related to managerial factor( 0.89) and the lowest coefficient of influence was individual factor(0/72).
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Due to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping More
Due to the important role of purchasing as a routine in social processes and development of mall shopping in Tehran in this few years, it is necessary to investigate a comprehensive model to understand their social effects, customer behavior, and dimensions of shopping Centers Brand Image to use for editing invasion strategies by these mall shopping owners. This study try to present a theory on behavior of female customers in shopping centers in Tehran, using a communication approach focusing on culture and social contexts. Herein, background theory research and deep interviewing has been used. Results were explained in 6 main dimensions of shopping centers brand image, attitudes towards shopping centers, customer intentions, consumer behavior, social environment and demographic characteristics and 31 internal components. Finally, a comprehensive and localized model is developed to achieve a proper understanding of customer behavior.
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