داعی

Open Access Article

1 - The Impact of Affiliates on the Special Brand Value of the Iranian Football Clubs
mojtaba ghorbany asiabar Mehdi Naderinasab ahmad rahchamani

Brand associations link the quality of the brand to a well-known nature. Brand associations are attributes of a brand that are branded in the customer's mind. These associations are implicit and explicit meanings that associate or associate the customer with a particula More

Brand associations link the quality of the brand to a well-known nature. Brand associations are attributes of a brand that are branded in the customer's mind. These associations are implicit and explicit meanings that associate or associate the customer with a particular brand name, so the main purpose of this study was to examine the effect of associates on brand equity in the Iranian Premier League clubs. This goal-based research is an applied descriptive-survey method. Study Area, Fans of Iranian Premier League Clubs at Azadi Stadiums in Tehran, Imam Reza (AS) Mashhad, Yadgar Imam (RA) Tabriz, Role of Isfahan, Ghadir Ahvaz on Geographically Distributed Football Clubs in The Premier League was held in 2018 and the questionnaire was distributed among 500 supporters of the premier league teams in person by predicting the likelihood of a loss, with 404 usable questionnaires returned. Was. The researcher-made questionnaire consisted of 48 questions. Its face and content validity was confirmed by sport management and economics professors and its Cronbach's alpha was 0.927. SPSS v22 software and Smart-PLS software were used for analysis. The findings of this study indicate that brand awareness (brand associations) is effective in brand choice and tendency to change the chosen brand and helps organizations and sports teams make money by selling tickets and products. Manuscript profile

Open Access Article

2 - Studying Effective Elements in Brand Equity From the Consumer's Perspective (Based on Aaker's Model)
M. Mohamadian R. Shafiha

In last two decades, Brand Equity from the views of businessmen and marketing researcher's take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be ga More

In last two decades, Brand Equity from the views of businessmen and marketing researcher's take into consideration an important concept. Brand building requires many investments and manufacturers know that their brand is the source of power that can be gained in the market. Despite the researches done on the present issue, there is a lack of sufficient survey research. This research is conducted to study brand equity based on Aaker's model. The key question in this research is as follows: What are the main elements of Brand Equity from a customer's viewpoint, and how important is this in determining the customer's final assessment of brand equity. The results of this research show that loyalty has the most direct influence on brand equity and other elements, such as perceived quality, brand awareness and brand association, indirectly influence brand equity through loyalty. Manuscript profile

Open Access Article

3 - Media Mix Elements Affecting Service Brand Equity (Case Study: Sina Bank)
A. A. Farhangi R. Abedini

Nowadays Brand equity is one of the key factors to create competitive advantage and success for banks. One of the major contributors towards building brand equity is advertising. Advertising influences brand equity in a number of ways. It thus becomes extremely importan More

Nowadays Brand equity is one of the key factors to create competitive advantage and success for banks. One of the major contributors towards building brand equity is advertising. Advertising influences brand equity in a number of ways. It thus becomes extremely important for the practicing managers to know how advertising frequency across different media vehicles influences brand equity for different groups of consumers. The purpose of this research is to explore the effects of media mix elements on customer-based brand equity and its dimensions for two separate groups of first time and repeat customers. The studying method is descriptive and correlation and also data gathering device is the questionnaire which its reliability and validity after designing has been assessed. Sina bank customers in Tehran were studying statistical population. The sample was included 420 people. In order to select samples, cluster sampling was used to select the samples. We have used the structural equation model (SEM) and SPSS and Amos Graphics 19.0 softwares for our analysis. The results indicate that advertising frequency in all selected media has had positive effect on brand equity in every two groups of consumers. In addition, the results show that television is the best medium to influence the repeat time customers and event sponsorship is the best medium to influence the first time customers. Although our research is limited by several factors that can be addressed in future research, this study must be used as a guide by the brand managers who focus on the media mix elements to strengthen the dimensions of brand equity while positioning the brand to specific consumer groups.   Manuscript profile

Open Access Article

4 - Investigation of the Effects of Corporation Ability Association and Brand Awareness on Repurchase Intention and Mediator Roles of Quality Perception and Brand Resonance in Consumer Decision Marketing Process
A. R. Kia

This research is aimed at investigation of the effects of corporation ability association (CAA) and brand awareness on repurchase intention and mediator roles of quality perception and brand resonance in consumer decision marketing process. This used model is theory res More

This research is aimed at investigation of the effects of corporation ability association (CAA) and brand awareness on repurchase intention and mediator roles of quality perception and brand resonance in consumer decision marketing process. This used model is theory research and expanded brand equity of Aaker and Keller. Which impressive variables in accepting, consist of corporation ability association, brand awareness, quality perception, brand resonance, brand extensibility, price flexibility, repurchase intention. Procedure which has been done by a group of 385 person from Tehran's researches and sciences Azad University branch using descriptive statistically way, reasoning and constructive variable for intention for repeated purchase and decision-making process. Result of analysis using structural equations modeling has shown that overall CAA and quality perception and brand extensibility, brand awareness and quality perception, quality perception and brand resonance and price flexibility and repurchase intention, brand resonance and brand extensibility, has means relationship and variables mention has effected to process purchase.       Manuscript profile

Open Access Article

5 - Effects on Consumer-Based Brand Equity: Evaluation of Factors
A. H. Ebrahimi B. kheiry S. Yadegari

Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on More

Brand Equity in International brand variety will be evaluated annually by a reliable global organization, but assessment from customers’ points of view is very important and considerable. As companies’ eventual success and survival depends on customers, therefore brand equity role is higher than physical assets, which indicates the importance of the subject. The Gil et al. Model is used by Aaker and You researches, which have experience in Spain, and for the first time, family variables have been examined in this experience. The cultural, community, psychological, and environmental differences of the different countries are considered in this study. It estimates effective elements on brand equity based on customers’ opinions that include price factors, advertising, and family promotion through evaluating brand equity dimension on customer’s realization from brand associations, loyalty, and quality. Our survey is based on simple random sampling procedure from Refah Chain Stores’ consumers in Tehran. Spiermn Unification ratio method in theory experiment and …s Analyze path for the consideration of direct and indirect influence on brand equity is employed in this survey. The results of this study indicate that price, family, advertising, and distribution have indirect influence on brand equity. Familiarity with the brand and perceived quality have direct impact on loyalty and brand equity as well. Finally, family has been recognized as the most influential element in increasing brand equity. Manuscript profile

Open Access Article

6 - Artistic reflection of contradiction in the poetry of Abu Tamam and Victor Hugo
Amir Moqaddam Mottaqi Zahra Haqayeqi Mahboobeh Mehr Afarid

10.30495/clq.2022.697889

One of the unique and stylistic methods in the poetry of Abu Tamam and Victor Hugo is the use of contradictions. This article aims to find some similarities and stylistic differences in the use of contradictions in the poetry of Abu Tamam and Hugo, and seeks to see how More

One of the unique and stylistic methods in the poetry of Abu Tamam and Victor Hugo is the use of contradictions. This article aims to find some similarities and stylistic differences in the use of contradictions in the poetry of Abu Tamam and Hugo, and seeks to see how the contradictions has enriched the poetry of the two poets. In this essay, based on the method of qualitative content analysis, findings show that the contradiction in the poetry of Abu Tamam and Victor Hugo has aesthetic and philosophical functions and indicates a fundamental connection with meaning. Behavioral and practical contradictions is one of the most frequent contradictions in the poetry of Abu Tamam and Hugo. The reason for the frequent use of these two contradictions is their connections with the general concept and structure of poetry. Abu Tamam has used the color of these contradictions to interpret his thoughts and philosophical ideas along with other literary images. Despite the simplicity of his poetry, Hugo’s style of expression has become as confusing and complicated as that of Abu Tamam, whenever he has decorated his poetry with these two contradictions. Manuscript profile

Open Access Article

7 - Objective commonality in some of Keats’ poetries and Sepehri
Naser Maleki Maryam Navidi

Objective commonality is the indirect method of expressing the feelings and emotions. In other words, the poet pictures his feelings reactions and events chain by using figures of speech (such as metaphor, simile, and allegory) and objects in specific sit More

Objective commonality is the indirect method of expressing the feelings and emotions. In other words, the poet pictures his feelings reactions and events chain by using figures of speech (such as metaphor, simile, and allegory) and objects in specific situations and puts the reader in the poetry scene. The present article attempts to study the technique of objective commonality of John Keats and Sepehri’s poetries. On first looking into chapman’s Homer, Endymion, Ode to a nightingale, on death, Ode to Autumn, Ode on a Grecian Urn are some of Keats’ poetries and the passenger, forever, and how much lonely, a message on way, oasis in moment are some of Sepehri’s. Manuscript profile

Open Access Article

8 - Stream of Consciousness in the Novel “Stalking” by SonOllah Ibrahim
Seyed Ebarahim Arman Zahra Paknahad

The present article studies one of the new methods of story narration which reviews the constant stream of thoughts and feelings inside the minds of the characters of the story. One of the basic objectives of applying this technique is having freedom in t More

The present article studies one of the new methods of story narration which reviews the constant stream of thoughts and feelings inside the minds of the characters of the story. One of the basic objectives of applying this technique is having freedom in the regular elements of theme and plot. Instead of codes the story is based on tangible and touchable realities so that the reader will be able to use his talent and intelligence to understand the intellectual experiences and interpret the codes. SonOllah Ibrahim is among the novelists of 60s in Egypt who has applied this technique in a good way and in the novel “Stalking” he depicts the mixture of social issues with mental realitiesof the characters. Manuscript profile

Open Access Article

9 - Ambiguity and The Representation of Social Views in Sonnets of Hafez
Mohammad Pouryavar Choubar Ahmad Reza Nazari Charvadeh Masome Nazari Charvadeh

10.30495/dk.2022.1956299.2471

Hafez's eternal presence not only in the history and literary history of Iran but also in the minds and consciences of Persian speakers around the world, has made him an "eternal memory" and for this reason, he and his poetry have been spoken about in many different way More

Hafez's eternal presence not only in the history and literary history of Iran but also in the minds and consciences of Persian speakers around the world, has made him an "eternal memory" and for this reason, he and his poetry have been spoken about in many different ways. But it is still open to the discussion of covertness and indirect and pragmatic expression and confusion over events and biting satires and scandalous ironies and other linguistic tricks that go back to its two sides. In the present article, the structure and content of Hafez's ambiguities prominent features of his style are examined. As a result of the sequence of thoughts and associations, the meanings of the mind are involved and at the same time it never reaches certainty, it has been studied and analyzed. This unique virtue of Hafez's poetry, which distinguishes his words from the words of others and causes its exaltation and immortality, is a framework for expressing ideas that have not been explicitly expressed without danger. It is with this tactic that Hafez stands up to the ruling power and, with its help, overthrows the dominant discourse of the government and helps to free the people from their stagnation and arrogance and dependencies. The data of this research have been provided through library studies and have been described using analytical methods. The most important achievement of this research is that its cover-ups and ambiguities, where something is thought of in the structure of India, show a kind of political structure and power in relation to itself. Manuscript profile

Open Access Article

10 - The Intertextual Relationship between Hafiz and Sayeh’s Sonnets
Mozhgan Mahdavi Farhad Tahmasbi

Among the modern literary topics one is the intertextuality that explores the semantic, stylistic and sociological relations in literary works, as well as the course of cognitive grounds and their evolutions. According to the theory of intertextuality, no context is ind More

Among the modern literary topics one is the intertextuality that explores the semantic, stylistic and sociological relations in literary works, as well as the course of cognitive grounds and their evolutions. According to the theory of intertextuality, no context is independent of other ones; contexts are interrelated and bound to the contexts before and after them. This article aims to study the intertextual relations between the sonnets of Hafiz and Houshang Ebtehaj aka Sayeh. From among the Iranian contemporary sonneteers Sayeh is closer to classic poets and to Hafez in specific, regarding his fluency and stylistic composition. The question here is the intertextual frequency between Sayeh’s sonnets and Hafiz’s. Manuscript profile

Open Access Article

11 - Daa’ie unknown poet in Persian literature area
Mostafa Khodayari

Ruknuddin Daavidar-e-Ghomi was a sixth and early seventh-century bilingual poet, with the pen name of Daayee. His poetry collection is not fully available and only a selection of his Farsi and Arabic poetry collection remains today mostly in form of odes praising the ru More

Ruknuddin Daavidar-e-Ghomi was a sixth and early seventh-century bilingual poet, with the pen name of Daayee. His poetry collection is not fully available and only a selection of his Farsi and Arabic poetry collection remains today mostly in form of odes praising the rulers of the time.  In the present study, the author attempts to reveal the genius of Ruknuddin Daavidar by further acquainting the reader with the poet; and demonstrating the power of his rhetoric, and the sweetness of his language. On the other hand, attempts have been made to carefully study the details of Ruknoddin’s verse and reveal some of the facets of his viewpoint and system of thought, as well as identify the literary features and spiritual elements in his Arabic and Farsi odes.   Manuscript profile

Open Access Article

12 - The role of social status of brand equity on customer invocations the brand of equatic complexes
Zahra Aminiroshan Elham Khoshbakht Ahmadi Seyed Morteza Azimzadeh

10.30486/4s.2022.1957642.1041

Objective: The present study was conducted to investigate the role of the social status of the brand value on the associations of customers from the water cultural and sports complexes of Birjand city.Methodology: The research method was descriptive-correlative. The sta More

Objective: The present study was conducted to investigate the role of the social status of the brand value on the associations of customers from the water cultural and sports complexes of Birjand city.Methodology: The research method was descriptive-correlative. The statistical population of this research was users of the Birjand aquatic complex, from which 384 people were randomly selected as a sample. The Mohammadi Questionnaire (2011) was used to collect data and Pearson Correlation, Friedman test and regression were used to analyze the data; the research hypotheses were also analyzed using SPSS 25 software. Dimensions of brand equity in this study include brand prominence, brand performance, brand judgment, brand sentiment, brand compliance and brand imageryResults: The results of this study confirmed the effect of brand equity and its dimensions of the brand value on the associations of customers of the aquatic complex of Birjand city and determined that among the dimensions of brand equity, the brand performance factor has the highest correlation with associationsConclusion: Customers' mental associations with the brand in today's marketplace are related to the success and longevity of the brand and are competitive, especially in industrial markets where loyal customers can guarantee the life of a company or destroy it in general. The more positive associations a brand has the greater its brand value and social status because customers recommend using that brand to their friends and acquaintances. Manuscript profile

Open Access Article

13 - Shah DaeiShirazi’s Intellectual Feed for Composing ChaharChaman Couplet
مسروره مختاری

“Shah DaeiShirazi” is one of the mystic poets and missionaries of IbnArabi’s pantheism in 9th century and there are several works of him left in verse and prose. One of his verses is titled “Shah Daei’s Six Collections”. “ChaharChaman” couplet is his fourth verse, in wh More

“Shah DaeiShirazi” is one of the mystic poets and missionaries of IbnArabi’s pantheism in 9th century and there are several works of him left in verse and prose. One of his verses is titled “Shah Daei’s Six Collections”. “ChaharChaman” couplet is his fourth verse, in which the poet has considered implicitly his earlier works such as Attar’s “MantequlTeyr”. Since no study has ever been conducted on this couplet and that of Shah Daei’s thoughts, the present study is an attempt to study how the earlier poets influenced the poet, especially Attar, using descriptive- analytic and library method. In addition to the structure (debate within versified story and characters), Shah Daei is influenced by Attar concerning seven valleys of spirituality and pantheism. The fact that Shah Daei followed IbnArabi with the obvious reflection of his ideology on the work including the frequency of terms and the content make up the center of his attention. Despite the influences, “ChaharChaman” couplet is an innovative work regarding artistic and literary structure because the poet was able to melt up the scattered thoughts of his earlier poets in his own style using the imagination and create an eternal work of art. Manuscript profile

Open Access Article

14 - Instructional Function of Masnavi’s Inter and Outer story On The Basis of Association Theory
Mohamad ali Khazanedarloo Mohamad kazem Yousefpour Hossein Yaseri

Association is one of the mental capabilities.This category as a style in instruction, has got a particular position in literary texts, especially mystical ones. In style of educational association, the nature of education is not predetermined, fictitious.this style mak More

Association is one of the mental capabilities.This category as a style in instruction, has got a particular position in literary texts, especially mystical ones. In style of educational association, the nature of education is not predetermined, fictitious.this style makes the text produce, in other words.It produces writerly.The direction, and educational orientation is determined through the process of teaching and training. The principle and the essence of association is movement and dynamism. The topic of this rserarch is to stady the instructional of function of masnavi’s Inter and outer story based on association theory.our research shows that the association is an educational and instructional style and molavi’style in masnavi. Of the association, features in Masnavi of maanavi are speech processing, thoughtful variation, dynamism, multilayer text and unmonotonousness instruction. Molana’s creativity applied the association which is a compulsory process on the service of instruction, a voluntary one in which the instruction has been used for a change. Manuscript profile

Open Access Article

15 - God of The World and The world of God (A Study of Man’s Nature in Ganj-e Ravan and Chehel Sabah of Shah Daei Shirazi)
Masroureh Mokhtari Mahsa Kazempour

Shah Daei Shirazi, a mystical poet of the ninth century AH, is one of the preachers of Ibn Al-Arabi's mystical ideas and one of the students of Shah Nematullah Vali. The Masnavi of Ganj-e Ravan and Chehel Sabah are the second and third one of his six Masnavis respective More

Shah Daei Shirazi, a mystical poet of the ninth century AH, is one of the preachers of Ibn Al-Arabi's mystical ideas and one of the students of Shah Nematullah Vali. The Masnavi of Ganj-e Ravan and Chehel Sabah are the second and third one of his six Masnavis respectively. These poems, by taking advantage of the poet's genius and the ideas of his predecessors, including the mystical thoughts of Ibn Al-Arabi and Rumi's style in Masnavi, have reached a degree of innovative literary and artistic structure. Due to the fact that no special research has been done on the mentioned works so far, the present study, with its analytical-descriptive method and using the library resources, introduced these two masnavis and studies the human nature within to explain the poet's view on human nature and its levels with an ontological approach. The results of the research show that Shah Daei does not consider human separate from existence and human is at the highest level of existence and the evolutionary course of human passes through existence. Based on Ibn Al-Arabi, Daei considers the perfect man as the reflection of divine names and attributes and a mirror of the whole universe. Manuscript profile

Open Access Article

16 - Ranks and Elements of Knowledge in Masnavi “Mashahed” by Shah Dai Shirazi
Masroureh Mokhtari Saeed Aqanejhad saein

Shah Dai Shirazi is one of mystic poets and missionaries of Ibn Arabi’ existence unity thought and has written several works including verse and prose. One of his verses is “seteye Shah Dai”. The masnavi “Mashahed” is the first prose of his More

Shah Dai Shirazi is one of mystic poets and missionaries of Ibn Arabi’ existence unity thought and has written several works including verse and prose. One of his verses is “seteye Shah Dai”. The masnavi “Mashahed” is the first prose of his sextet masnavis in which the poet, considering his thought inclination, has composed in “seven   Mashhad”: request, abstraction, verve, exploration, knowledge, truth, and monotheism. Since no study had been done concerning this masnavi, the present research has introduced this work and studied one of important mystic issues e.g. “knowledge” and its ranks and elements in this Masnavi using analytic- descriptive method. This study indicated   that   following Ibn Arabi   and   impressive   reflection of   his ontological thought in title and structure of the work particularly words, terms frequency, and the content are   notable. According to Shah Dai’s thought,   knowledge   possesses   ranks and degrees.  Knowledge of self, knowledge of existence, and   knowledge of   God are   important elements of knowledge in masnavi Mashahed. Shah Dai argues that knowledge of human is related to ontology and these two lead to knowledge of God. The finding is that knowledge of God   is   not   possible   for   mystic   due   to   refusing   independence   and   the   mystic   can   reach “monotheism” stage thinking about manifestations of divine names and traits using exploration and intuition. Manuscript profile

Open Access Article

17 - Investigating and Analyzing Mystical Terms in the Manuscripts of the Manuscript of Aqdul Javahar, in the conceptual range of the installer, Ahmad Daei
Abdolah Qasemi Zahra Khosravi Shahriar Hasanzadeh

From the beginning of creation, human beings have sought to discover the secret of creation and understanding the secrets of creation in the sources of knowledge, and with the aim of seeking truth and perfectionism with mystical language, they have interpreted the meani More

From the beginning of creation, human beings have sought to discover the secret of creation and understanding the secrets of creation in the sources of knowledge, and with the aim of seeking truth and perfectionism with mystical language, they have interpreted the meanings of cognition. Thoughtful man with individual emotions and spiritual experiences to answer where to come and where to go in the peak of awareness in the two ways of reason and love with the most glorious way in the conduct of Hud to the phospholis of life and with passion and knowledge of "conscience of single truth" Has arrived. Based on their understanding of the Taliban's thought and mysticism, they have chosen the path of truth, which they have sought to uncover from the heart, or to shed light on some of its angles. In this area, Ahmad Da'i, by interpreting these terms in the form of an installer, has brought the simplest method to the forefront and has exemplified the example of "Lahndinham Sabella" from Jamal Raz. In this article, the abbreviated letter "AS" means sister-in-law. Manuscript profile

Open Access Article

18 - The Effect of Ibn Arabi's Theory ( Unity of Being) on Da'ei Shirazi’s Settah
Seyyedeh Shahnaz Soleimani Omidvar Malmoli Seyyed Ali Sohrabnezhad

10.2234/erfan.2023.706057

Muhyiddin Ibn Arabi (538-638 AH), a great Islamic mystic, has introduced certain ideas into Islamic mysticism in the sixth and seventh centuries AH. Some of these ideas, under the title of Unity of Being, have a special character after him in many mystical texts. Shāh D More

Muhyiddin Ibn Arabi (538-638 AH), a great Islamic mystic, has introduced certain ideas into Islamic mysticism in the sixth and seventh centuries AH. Some of these ideas, under the title of Unity of Being, have a special character after him in many mystical texts. Shāh Da’ei Shirāzi (870-870 AH), a poet and mystic of the ninth century AH, is one of those who has received many influences from Ibn Arabi. In his commentary on Golshan-e-Rāz by Sheikh Mahmoud Shabestari, entitled Nasa’em Golshan, he has dealt with Ibn Arabi's thoughts. In addition, there are many aspects of Ibn Arabi's thought, especially the issue of the Unity of Being, in the margins of his Divan and Settah. This research has been done by descriptive-analytical method. The information and data have been collected using the library documents and books. The result obtained from this research clearly shows that Shah Da'ei borrowed his idea of the Unity of Being from Muhyiddin Ibn Arabi and simplified it by using his allegories and explanations. Manuscript profile

Open Access Article

19 - Investigating the association of meanings based on Innovative techniques in the poems of vaez Qazvini
mandana alimi SARA javid mozafari ehsan ansari

As the main element of the imagination, association plays an important role in creating a variety of poetic images. vaez Qazvini is a pictorial poet who, with the help of this element, takes a step in imagining pristine and imaginative creations. He tries to classify th More

As the main element of the imagination, association plays an important role in creating a variety of poetic images. vaez Qazvini is a pictorial poet who, with the help of this element, takes a step in imagining pristine and imaginative creations. He tries to classify the fluid flow of the mind, which is the association of communication, beyond the seemingly scattered monologues and flow of the mind, and in the connection between images and thoughts, between the different layers of the mind. vaez, due to his careful and thoughtful thinking in composing poems, exposes the amount of associations that he has included in his poems through images, imagination, and figures of speech. He has also used a variety of industries to create new themes and concepts, according to the memories he has in mind. The present article seeks to express the free and dreamy association of the poet's mind. It also expresses the influence of innovation through proximity or similarity in the leading figures of speech in the Qazvin’s poems and how the poet benefits from it Manuscript profile

Open Access Article

20 - Studying the life of Shah Dai Shirazi and introducing her six Masnavisabstract
shahnaz solimani امیدوار مالملی seyedali sohrabnejad

10.30495/farsij.2022.1963163.1634

AbstractNizam al-Din Mahmud, nicknamed Da'i Ali Allah, nicknamed Da'i (810-870 AH) was one of the poets and mystics of the 9th century of Hijri, whose lineage reached Husayn bin Ali bin Abi Talib through nineteen intermediaries. He was both a scholar and mystic. The wor More

AbstractNizam al-Din Mahmud, nicknamed Da'i Ali Allah, nicknamed Da'i (810-870 AH) was one of the poets and mystics of the 9th century of Hijri, whose lineage reached Husayn bin Ali bin Abi Talib through nineteen intermediaries. He was both a scholar and mystic. The works that remain in memory of him show two aspects of him. In examining his works, the influence of Maulana Jalaluddin Muhammad Balkhi and Ibn Arabi is clearly evident. In addition, he wrote a book titled Nasayem Golshan, which is a detailed description of Golshan, the secret of Sheikh Mahmoud Shabastri. In addition to relatively many works that have come down to us from him, Divan has a collection of poetry that amounts to thirteen thousand verses. This diwan was printed and published by Seyyed Mohammad Dabir Siyaghi in 1339 and 1349 A.H. in two volumes. The first volume of this work is a collection of six poems in the form of Masnavi, which includes his most important thoughts. In this article, which has been done in a descriptive-analytical way and we have used library sources, we intend to introduce Shah Dai Shirazi's life along with his life. The results obtained from this article show that Shah Da'i is one of the poets and mystics who were influenced by Ibn Arabi, and his poetry, which is sometimes written in symbolic language, has significant innovations that preceded him. It was not common in Masnavi Sarai.Keywords: Shah Daei Shirazi, Sete Daei, Shah Nematullah Wali Manuscript profile

Open Access Article

21 - Investigating the reflection of ability from the point of view of Ibn Arabi in the poems of Shah Dai Shirazi
shahnaz solimani امیدوار مالملی

10.30495/farsij.2023.1984333.1729

abstractIbn Arabi has one of the most complex mystical-philosophical thoughts. He often uses a difficult structure and new terminologies in proposing various mystical issues. One of these issues is the plan of nobles fixed in the absence and consequently the ability. In More

abstractIbn Arabi has one of the most complex mystical-philosophical thoughts. He often uses a difficult structure and new terminologies in proposing various mystical issues. One of these issues is the plan of nobles fixed in the absence and consequently the ability. In the thought system of Ibn Arabi and his successors, the fixed principles are the scientific forms of objects in his knowledge that he noticed before the external determination. These scientific forms or the spirit of the phenomena in the divine science, in the form of good and bad, are later realized in external determination. Their realization is based on their abilities. That is, if it has the ability and ability to be bad, that creature will become bad, and if it has the ability and ability to be good, that creature will be good. This research, which is written in a descriptive-analytical way, seeks to investigate the ability from the point of view of Ibn Arabi and Shah Da'i Shirazi. The results indicate that Shah Da'i followed Ibn Arabi and expressed the same point of view in this issue as in many other mystical issues.Keywords: Ibn Arabi, Shah Da'i, ability, Ayan Sabiteh Manuscript profile

Open Access Article

22 - The centrality of Farahmand's personality and the propaganda methods of the Ismaili da'is in the establishment of the Fatimid Caliphate
zahra raoufi Alireza Vasei mahmood seyyed

The establishment of the Fatimid Caliphate in Morocco in 297 AH, although a political victory for the Ismailis, was not an easy success in the field of cultural and social issues in the Maghreb. Emphasizing the central role of Farahmand's personality, practical life, an More

The establishment of the Fatimid Caliphate in Morocco in 297 AH, although a political victory for the Ismailis, was not an easy success in the field of cultural and social issues in the Maghreb. Emphasizing the central role of Farahmand's personality, practical life, and propaganda methods, the Ismaili da'is led to the unparalleled success of the Ismailis in North Africa. The Da'is sought to divert the situation to a pro-Shiite movement, and subsequently changed the approach of the Ismaili Imams from the status quo to the overt and concentrated leadership in the West, leading to the Da'is' success in establishing the Fatimid Caliphate. The Da'is were a major factor in turning a significant section of the Maghreb people into the Ismaili movement, although they faced widespread opposition and were forced to adjust their religious policy in the Maghreb and pursue a policy of tolerance, which It itself was an important foundation for the success of the Ismaili da'is.Keywords: Ismaili da'is, Maghrib, Fatimid caliphate, religious tolerance Manuscript profile

Open Access Article

23 - The role of Da'wa institution in the political authority of the Ismaili Imamate
zohreh alavidaghigh

وجود یک سازمان تبلیغی- تبشیری با نام «سازمان دعوت»، یکی از عوامل پیش‌رفت و توسعه فرقه اسماعیلیه بود که سرانجام منجر به تأسیس یکی از امپراتوری‌های بزرگ اسلامی به نام فاطمیان در قرن چهارم در مغرب و مصر شد. داعیان ایرانی نهاد دعوت، با تبیین و تحلیل تفکر اسماعیل More

وجود یک سازمان تبلیغی- تبشیری با نام «سازمان دعوت»، یکی از عوامل پیش‌رفت و توسعه فرقه اسماعیلیه بود که سرانجام منجر به تأسیس یکی از امپراتوری‌های بزرگ اسلامی به نام فاطمیان در قرن چهارم در مغرب و مصر شد. داعیان ایرانی نهاد دعوت، با تبیین و تحلیل تفکر اسماعیلی تلاش نمودند دعوت فاطمی را از طریق مسالمت‌آمیز در داخل و خارج قلمرو فاطمیان نشر دهند. در این راستا یکی از مهم‌ترین راهبردهای فرهنگی داعیان، ارائه استدلال‌های دینی و فلسفی در تبیین مشروعیت دینی و دنیوی ائمه فاطمی بود. بر همین اساس، سوال پژوهش حاضر این است که، داعیان نهاد دعوت چگونه از براهین کلام و فلسفه در تحکیم اقتدار امامت بهره جستند؟ فرضیه مطرح شده آن است که، داعیان با برهان‌های کلامی – فلسفی و مذهبی راه جدیدی برای نگرش به جهان و بیان نقش انسان ارائه دادند تا با تلفیق حقیقت دینی با حقیقت علمی دعوت شبه سیاسی امام فاطمی را نشر دهند. دستاورد این نوشتار که به روش توصیفی ـ تحلیلی سامان یافته این است که تالیفات داعیان در خصوص کلام و فلسفه چه با هدف حفظ موجودیت سیاسی خویشی و چه با انگیزه ترویج فرقه اسماعیلیه تالیف شده باشد، شایسته بازخوانی است و از سوی دیگر نقش تعیین کننده ای در اقتدار امامت امام فاطمی ایفا کرده است. Manuscript profile

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24 - The Effect of Brand Mental Association on Brand Equity with the Mediating Role of Green Trust and Green Satisfaction )Case study: The Customers of Keshavarzi Bank at Qazvin Province(
Niloofar Amousa Mehdi Zakipour

AbstractBrand associations has a significant effect on brand equity with the mediating role of trust and green satisfaction and today has been considered by many organizations around the world. Numerous researches in the field of measuring and classifying the dimensions More

AbstractBrand associations has a significant effect on brand equity with the mediating role of trust and green satisfaction and today has been considered by many organizations around the world. Numerous researches in the field of measuring and classifying the dimensions of brand mental association have been done by different researchers, but there is no single opinion about it. The purpose of this study is to investigate the effect of brand mental association on brand equity with the mediating role of trust and green satisfaction of Qazvin Agricultural Bank. In this research, cluster-random sampling method is used to perform a sample of 200 subjects. Cronbach's alpha test was used to confirm the reliability of the assessment tool and also the validity of the questionnaire was confirmed by a number of marketing experts and professors. PLS and SPSS software were used for data processing. Findings indicate a positive effect of brand mental association on brand equity. The results of this study allow bank managers to compare their brand with other banks in order to formulate their marketing strategies, identify their strengths and weaknesses, and finally be able to create a brand of special value. Have a higher competitive market. Manuscript profile

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25 - The effect of TRIZ instruction on creative thinking, critical thinking, scientific thinking, and self efficacy of students of humanities at the Islamic Azad University, Tabriz branch, under different intellectual biorhythms
Rana Saken Azari Kianoush Hashemian Hassan Pasha Sharifi

The study aimed to determine the effect of TRIZ (theory of Inventive problem solving) instruction on the creative thinking, scientific thinking, critical thinking and self-efficacy of students under different biorhythms. For this purpose, a sample of 120 female students More

The study aimed to determine the effect of TRIZ (theory of Inventive problem solving) instruction on the creative thinking, scientific thinking, critical thinking and self-efficacy of students under different biorhythms. For this purpose, a sample of 120 female students of Humanities at the Islamic Azad University of Tabriz were randomly selected from among volunteers. Due to decrease in sample size, 116 students participated in the study in six groups including experimental groups 1 and 2, control groups 1 and 2, and placebo groups 1 and 2. The study was a quasi-experimental research with pre-test post-test control group design. The independent variable of the study was TRIZ instruction, the moderate variable was intellectual biorhythm and the dependent variables were creative thinking, critical thinking, scientific thinking, and self-efficacy. The data was gathered through California critical thinking skills questionnaire (1997), Abedi`s (1373) creativity test, Scherer etal.`s (1982) general self-efficacy scale, and Liang etal.`s (2006) scientific thinking questionnaire. The data were analyzed by conducting univariate and multivariate covariance analyses. The results indicated thatteaching TRIZ under high condition of intellectual biorhythm increases creative thinking, critical thinking, scientific thinking and self-efficacy of the students. In other words, while teaching TRIZ leads to an increase in various aspects of thinking and self-efficacy, different Biorhythms (positive or negative) would moderate the results. Manuscript profile

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26 - تحیر و تداعی های آن در غزلیات بیدل دهلوی
منصوره بصیرپور ایرج مهرکی

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27 - تداعی معانی و آفات آن در مثنوی مولوی
محمّدرضا ضیاء

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28 - تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند بر ارزش ویژه‌ی برند محصولات
عباسعلی کدیور

تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند به عنوان یک ابزار قوی جهت شناخت نیاز مشتری، افزایش رضایت او و در نهایت افزایش سودآوری سازمان کاربرد فراوانی دارد. روشهای پرسشنامهای با طراحی و جمعآوری آن از طیف وسیعی از مشتریان، مدیران و خبرگان محصولات شوینده با More

تأثیر ادراک مصرف‌کنندگان از کشور مبدا برند به عنوان یک ابزار قوی جهت شناخت نیاز مشتری، افزایش رضایت او و در نهایت افزایش سودآوری سازمان کاربرد فراوانی دارد. روشهای پرسشنامهای با طراحی و جمعآوری آن از طیف وسیعی از مشتریان، مدیران و خبرگان محصولات شوینده با پالایش و تحلیل دادهها نتایج مناسبی را جهت تصمیمگیری در مورد اتخاذ استراتژیهای مدیریت مشتریان فراهم میآورد. ابزار اندازه‌گیری این تحقیق، پرسشنامه محقق ساخته شامل 20سؤالبسته در چهار بخش میباشد، که پایایی هر یک از فرضیههای کیفیت ادراک شده، آگاهی از برند، وفاداری به برند و تداعی برند با استفاده از آلفای کرونباخ بترتیب 957/0، 924/0 934/0و 922/0 میباشد. روایی تحقیق از طریق روایی محتوا مورد بررسی قرار گرفت و مورد تأیید واقع شد پرسشنامه طراحی شده براساس طیف 5 گزینه‌ای لیکرت بود. جهت تجزیه و تحلیل اطلاعات جمعآوری شده از آماره‌های مورد نظر در داخل و خارج از کشور از روش مدلسازی معادلات ساختاری و نرم افزار‌های SPSS  و Liser استفاده گردید. نتایج تحقیق حاکی از آن است که خبرگان بر سر اهمیت هر 4 فرضیه توافق داشتند و میانگین اهمیت هر چهار فرضیه متوسط رو به بالا را نشان دادند.  Manuscript profile

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29 - How Iranian claimants use theology and philosophy to strengthen the authority of the Fatimid Imamate
zahra raoufi seyed alireza vasei Mahmood Seyyed

One of the most important activities of the central core of the invitation, including writing works in theology-theology-philosophy-jurisprudence with emphasis on the idea of the central Imamate as the principles of religion, analyzes and proves the legitimacy of the More

One of the most important activities of the central core of the invitation, including writing works in theology-theology-philosophy-jurisprudence with emphasis on the idea of the central Imamate as the principles of religion, analyzes and proves the legitimacy of the text of the Fatimid Imamate. At this stage, the Iranian da'is, as agents of the caliphate ideology, tried to compile theological-philosophical works to explain the construction of the Fatimid religious-political power through theoretical activity. Relying on Shiite teachings and familiar with philosophy and wisdom, and using verses and hadiths, Iranian da'is and thinkers played a significant role in propagating and preaching the charismatic sovereignty of the Fatimid Imam-Caliph. The efforts of the da'is in the Fatimid court were a combination of science and religion, and through them they sought to prove and scientifically explain the authority of the Fatimid Imamate over the opponents and rivals, so that da'is such as Kermani, Sajestani, Al-Muayyid Shirazi, Naser Khosrow, etc., according to the political situation. - The religious of their time wanted to strengthen the political-religious power of the Fatimid Caliphate against the opponents and rivals, as Abu Ya'qub Sajestani analyzed and interpreted the Fatimid Imamate through the method of rational and scientific analysis. Manuscript profile

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30 - The study of the main rtheme and its development in shirazi dialect
mphamad moradi

The local literature that has various time and places it consists different and special characteristics. One of the places for study on different aspects in local languaes and dialects is the poem criticism which has been composed there. The Shirazi poem that nearly has More

The local literature that has various time and places it consists different and special characteristics. One of the places for study on different aspects in local languaes and dialects is the poem criticism which has been composed there. The Shirazi poem that nearly has been composed 800 years ago and with respect to the quality and quantity of its works espeacialy in 8th and 9th centuries of Hejrah and in the cntemporary time is a good domain for investigation and study in local literature. In this paper it has been tried to recognize the prosodist rtheme of two old poets- shams pos naser and Shahdaee Shirazi – and five fars contemporary poets- Bijan Samandar, Yadolah Taremi, Ahad Dehbozorgi, Siroos Dadras and Mohamad Hassan Shafaat- and introduce the main theme of shirazi dialect especialy Ghazal Rhythm. They are compared with the the contemoprary types of Farsi poems and they also are compared with the similarities and differences to them. In addition, the development of the Ghazal in 8th century of Hejrah to contemporary with tables and samples are introduced. Manuscript profile

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31 - A Sociological Analysis of Economical Actions and Values Effects on Consumption Behavior: Case Study of Isfahan citizens
Amin Yousefvand Mahmud Moshfegh Meysam Mousaei Saeid Maadani

10.30495/uss.2023.707499

The main purpose of this study is to explain economical actions and values role and effects on consumption behavior pattern that is evaluated through three types of consumption, including: communicational consumption, passive consumption, and innovative consumption. The More

The main purpose of this study is to explain economical actions and values role and effects on consumption behavior pattern that is evaluated through three types of consumption, including: communicational consumption, passive consumption, and innovative consumption. The research has been conducted on 370 people who were chosen through cluster sampling based on 15 districts of Isfahan using survey method. Results indicate that economical action and self reinforcement factors directly effect on consumption pattern behaviors and conversion tendency and conservation factors have indirect effect on consumption behavior pattern. Generally the results show that case study population is consumerist and their consumption has mostly been passive and then innovative in next phase. Therefore, consumption behavior pattern is a multi_dimentional issue that consists of individual, social and economical dimensions simultaneously while its individual and economical dimensions have been appeared more in case study sample. In the end some suggestions were presented in micro and macro level for policy making in this field. Manuscript profile

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32 - A staylistic look at repetition and association in Mantegh Alteir
Masood Pakdel Monireh Mahfoozi Moosavi

Mantegh Alteir is a poem by Attar Neyshabouri and one of the most important mystical masterpieces of Persian language and literature. Considering that in stylistics it is very important to pay attention to frequencies and it is based on frequencies that the stylistic ch More

Mantegh Alteir is a poem by Attar Neyshabouri and one of the most important mystical masterpieces of Persian language and literature. Considering that in stylistics it is very important to pay attention to frequencies and it is based on frequencies that the stylistic characteristics of a poet or a work are determined. The logic of bird has been done, an attempt has been made to analyze the goals and methods of the poet's use of repetition and association. Considered the most important features of Attar's poetic style in the logic of bird; Because the high frequency of repetition and association indicates that the poet was interested in mentioning them successively. These repetitions, which can be seen both in word and in meaning, in addition to the beauty of the poem and the pleasantness of the music, have also highlighted the poem, the poet's emphasis on the importance of the subject and the literary taste of the readers. Manuscript profile

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33 - Survey of Narrative Elements in 'Chahar Chaman" Poem
Nima Ramezani Ahmad Ghanipour malekshah Bahije sadat Teimuri

Many of the great Persian poems have powerful narrative structure and they transfer ideas and concepts from the language of different real or symbolic characters. One poem that is categorized in this field is  Chahar Chaman, a poem by Shahdaie Shirzi. This article More

Many of the great Persian poems have powerful narrative structure and they transfer ideas and concepts from the language of different real or symbolic characters. One poem that is categorized in this field is  Chahar Chaman, a poem by Shahdaie Shirzi. This article aims at answering the question that what kind of belief and thought are each of the symbolic characters going to present? And how does Shahdaie exploit narrative elements for the progress of meta-thoughts? This article, which is the opening-way in recognizing Chahar Chaman poem, investigates the narrative structure of this unknown poem by analyzing its character, point of view, and scenery, and tries to survey the reason of utilizing plants and flowers in relation to its subject.  Manuscript profile

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34 - .
Maryam Torkashvand

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35 - Investigating the educational dimension of Rumi's Masnavi based on the theory of associationism (According to Sigmund Freud and Carl Gustav Jung)
Mahboobeh Shirgardoon Mahmoud Sadeghzadeh

10.30495/pars.2023.704723

The scope of this article is literature, mysticism and psychology with the focus of Masnavi Maulavi. With the emergence of literary and non-literary theories, including psychological theories, a multi-faceted relationship between different sciences has emerged; Among th More

The scope of this article is literature, mysticism and psychology with the focus of Masnavi Maulavi. With the emergence of literary and non-literary theories, including psychological theories, a multi-faceted relationship between different sciences has emerged; Among them, the interdisciplinary relationship between literature, psychology and mysticism. This incident caused literature to become an application-oriented reading. With the help of psychological theories, literature has increased its scientific and practical appeal in literary and mystical texts; Among the topics discussed in this article is the category of association. Association is one of the mental abilities and as an educational style, it has a special place in literary texts, especially in the mystical genre. In the associative learning style, learning is not predetermined. This style defines the teaching process in the course of teaching and happens unexpectedly. Its other features are the dynamics of the text structure, the richness of speech, diversity of thought, multi-layeredness, and psychotherapy. Another topic of the article is to examine the educational function of Masnavi's stories, as well as individual and collective unconscious knowledge based on association theory. The current research was conducted in a library method and shows how to achieve individual and collective unconscious knowledge based on the theory of Freud and Jung. Another topic of the article was the analysis of the personality structure and dimensions of Freud's mind and Jung's individuation process, relying on the educational and psychological dimension of dreams, centered on spiritual stories. Manuscript profile

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36 - Alawi Da'i's government in Tabaristan area
Husayn Lashay' Zahra Wafeqi

d

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37 - Techniques of Contraction and Expansion of Narration in Masnavi Manavi (The Case Study: Daquqi Story)
mehrdad Akbari Gandomani Mahdireza Kamali Baniyani

The analysis of narrative functions is one of the most important methods of understanding a story. Series of events that occur naturally or unnaturally in a story lay the foundations of it. The course of events in many stories is a transition from one state to another o More

The analysis of narrative functions is one of the most important methods of understanding a story. Series of events that occur naturally or unnaturally in a story lay the foundations of it. The course of events in many stories is a transition from one state to another one and then returning to the previous situation. Accordingly, anything that keeps suspended the reader at the end of the story, leads to narrative contraction, and anything that causes to openness and continuation of the story, leads to narrative expansion. Since Masnavi Manavi has a nested structure and uses the style of” story-in-story”, it is one of the most notable samples of this technique’s application. In this paper, the story of Daquqi (in the third book of Masnavi) is analyzed. It seems that MulānāJalāl-al Din Rumī, is influenced by internal factors and his own education, has created a kind of allegorical narration; and from the beginning of the story and with regards to the mystical space, the method of story-in-story and etc., he has made his narration a place for successive association of ideas and images. The created narrative contractions and expansions in the story lead to suspensions that creating the enthusiasm of readers for reaching to the end of the story as an obvious result of it. After considering the method of fiction in Masnavi, and explaining the association and its important indices, the present research attempts to divide all verses into three stages of beginning, middle, and end of the story, and to analyze the formation of narrative contraction and expansion in these three stages.   Manuscript profile

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38 - مطالعه جامعه‌شناختی روند شکل گیری هویت محله ای در تهران (مطالعه موردی پامنار و دهکده المپیک)
سید محمود نجاتی حسینی زهرا شاه سیاه

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39 - The Relation between Customer-Orientation and Brand-equity(Case study: Anata Company)
sahar kheyri

The purpose of this study is to examine the relation between customer-orientation and brand-equity in Anata manufacturing company. This study is a Correlation survey and is applied type. The chosen population were all the nutrition exporters (N=163) located in Tabriz. C More

The purpose of this study is to examine the relation between customer-orientation and brand-equity in Anata manufacturing company. This study is a Correlation survey and is applied type. The chosen population were all the nutrition exporters (N=163) located in Tabriz. Census method used for data collecting and for this purpose a questionnaire was distributed. For the test of the reliability, Cronbach’s alpha coefficient for the customer-orientation and brand-equity questionnaires calculated as 0.932 and 0.918 respectively. Pearson correlation test was used for data analysis. According to the results, there are significant and positive relation between the customer-orientation and brand-equity, brand awareness, perceived quality of brand, but there is no significant relation between customer orientation, brand-loyalty and brand associate. Manuscript profile

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40 - The Impact of Advertising on Brand Equity(Case Study: Chocolate Mamufacturing Companies of East Azerbaijan)
roghayyeh khorrami hossein boodaghi

Companies are using development of barnd  program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they ca More

Companies are using development of barnd  program as a way to introduce their products. Brand development can be the underlying cause for organizations which willing to move in other areas. By producing and providing goods and services under the same brand, they can be developed and thereby can reduce risk and spread their brand image .The aim of this study is to evaluate the impact of advertising on brand equity. This research can be categorisezed as a survey study and applicable in nature. A questionnaire used to collect data which its validity was confirmed. The questionnaires were distributed among the participants and then, were analyzed through  SPSS and PLS. Results indicated the confirmation of all the research hypothesis  and significant impact of advertising on brand equity and its dimensions, including brand awareness, brand association, perceived quality, brand loyalty, brand and other assets such as reputation. Manuscript profile

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41 - The Effect of Word of Mouth Advertising on Customer Preferences
siyamak farrokhi ali Yavari jafar beikzad

The aim of current research investigation is to investigate the effect of Word of mouth advertising on customer preferences in the industry flour milling companies in East Azerbaijan province respectively. The population of this research is to supply, all buyers to stor More

The aim of current research investigation is to investigate the effect of Word of mouth advertising on customer preferences in the industry flour milling companies in East Azerbaijan province respectively. The population of this research is to supply, all buyers to store flour in the province during December 1395, have been referred. Unlimited because of the number of the population, sample of 196 individuals was selected. Collect data, questionnaires. To analyze the data collected, SEM was used for collected data analysis using SPss & Lisrel software's. Findings of the study indicated positive and significant effect of word of mouth on customer’s preferences, Brand associations and brand awareness, positive and significant effect of brand awareness on customer’s preferences. Moreover, in this study the intermediary role of the brand awareness confirmed in the relationship between word of mouth and the customers’ preference in choosing and buying flour brand in East Azerbaijan. Manuscript profile

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42 - Studying the Integrative Thoughts in Mahdi Akhawan Sales' Works
Abdollah Ghassemi Zahra Khosrawi va Makani

Abstract         The integrative thoughts in poetry, with any background, are basically of the most complicated outcomes of the poetic speculation and because of the extensiveness of the ideas and meaningfulness of the thought, and th More

Abstract         The integrative thoughts in poetry, with any background, are basically of the most complicated outcomes of the poetic speculation and because of the extensiveness of the ideas and meaningfulness of the thought, and their paraphrase leads the reader in the way and quality of the looking at the poet. Akhawan Sales' poetry , as a distinguished contemporary poet is the owner of a style which integrates and combines the ancient literary tradition with novel language and thoughts that are presented in Persian poetry for the first time. His extensive dominance on Persian literary heritage has provided the opportunity for him to include his opinions beautifully in his poetry. The writers of this paper which is produced qualitatively by the descriptive – analytic approach, are studying the integrative thoughts in Akhawan Sales' works. Of the consequences attained from the research which have been done in three levels of lingual, literal, and speculation one can find the integration of archaic and colloquial language with modern and literary language; epic and ode in pre and post dominance of Islam; different religions; and also the integration of Nima's poetry with classic one. Akhawan has been able to create a new style in the sphere of poetry and literature by using symbolism and modern view point in Persian territory. Manuscript profile

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43 - Extracting associations and drawing the mind map of Iran Khodro customers applying Zaltman metaphor elicitation technique
maryam darvishi saman azizi jabber mohammad moosaee

The purpose of this study is to provide a map for the mental associations of customers of Iran Khodro products. In this method, Zaltmann's (Zimet) metaphorical technique has been used. The study is applied in terms of purpose, also in terms of data type is qualitative p More

The purpose of this study is to provide a map for the mental associations of customers of Iran Khodro products. In this method, Zaltmann's (Zimet) metaphorical technique has been used. The study is applied in terms of purpose, also in terms of data type is qualitative phenomenological research that has been prepared to provide a model or map to extract the perceptions and mental associations of consumers of Iran Khodro products. This is survey research and all people who have experienced using Iran Khodro products constitute the statistical population of the research. In this order, 20 people were deeply and carefully examined. In this project, a saturation point was made in an interview with the twelfth person. After collecting information and analyzing them in three stages of open coding, axial coding, and selective coding, the mental model of consumers was drawn using MAXQDA software. The results obtained in this study showed that the mental associations of consumers of Iran Khodro products in five main categories include lack of equipment and appearance features, poor safety and performance, poor service and lack of economic efficiency, monopoly, and mismanagement of the automotive industry and the top domestic automaker. Manuscript profile

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