دانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Analyzing the Drivers, Dimensions, and Outcomes of Business Marketing in the Metaverseواکاوی پیشرانها، ابعاد و آثار بازاریابی کسبوکارها در متاورس127421710.22034/jbar.2026.24255.4644FAسهیلامهمان نوازاندانشجوی دکتری مدیریت بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی،دانشگاه الزهرا، تهران، ایران0000-0002-2774-3459مینارنجبرفرداستادیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران.0000-0002-5642-4190نگینسنگریاستادیار، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران، ایران0000-0002-9036-9033Journal Article20260121Introduction<br />Consumption habits are changing fundamentally and are increasingly shifting towards consumption in the digital world. At the same time, we are seeing a significant increase in corporate investment in platforms that support digital environments. Together, these factors are strongly contributing to the creation of a hyper-connected digital world known as the “metaverse”. The metaverse introduces new dimensions of consumer behavior, brand experiences, and marketing strategies that require fresh perspectives and innovative thinking, as existing marketing theories and concepts may not fully capture the unique characteristics and dynamics of the metaverse environment.<br />According to a review of the research background, despite valuable efforts, there is a clear research gap in developing a "comprehensive metaverse marketing framework" that comprehensively explains the drivers, dimensions, and outcomes of metaverse marketing. This gap is largely due to methodological limitations, industry-centric focus, and failure to consider the immersive and complex nature of the metaverse. Therefore, the innovation of the present study can be expressed in three ways: 1. Conceptual comprehensiveness of the metaverse: Relying on an immersive and advanced definition of the metaverse, this study provides a framework that goes beyond focusing on individual technologies or primary platforms (such as Second Life). 2. Methodological rigor: This study uses metasynthesis as a systematic qualitative approach to identify and integrate marketing drivers, dimensions, and outcomes based on prior research evidence and addresses the limitations of purely conceptual approaches. 3. Holistic approach: This study is not focused on a specific industry or sector. Therefore, by using metasynthesis and adopting a holistic approach, it provides a conceptual framework for metaverse marketing that integrates the influencing factors (technology, company, consumer), dimensions, and outcomes of metaverse marketing into a coherent model and has applicability across a wide range of industries.<br />Methodology<br />The present study is applied in terms of purpose and is meta-synthesis in terms of qualitative approach and is exploratory in nature. Meta-synthesis is a qualitative research approach that extracts and discovers new concepts and metaphors by relying on the results and data obtained from previous related studies and through a systematic look and integration of previous research. This method includes steps such as searching, evaluating, combining, explaining and accurately interpreting quantitative and qualitative research. Meta-synthesis is implemented with various approaches, and in the present study, the seven-step model of Sandelowski and Barroso (2006) has been used.<br />The research components include what, who, when, and how. A search was conducted for articles published in reputable domestic and foreign scientific journals including Scopus and Web of Science, Magiran, SID, Noor mags, Elmnet, and Irandoc with the aim of finding relevant, up-to-date, and authoritative articles between 2021 and 2025, considering the keyword "Metaverse Marketing." After that, some restrictions were considered to select suitable articles. Finally, 103 articles were selected by careful review of the texts and after applying the critical evaluation criteria, 64 articles were selected as the final articles.<br /><br />Discussion and Results<br />Using a meta-synthesis approach and adopting a holistic approach, the present study provided a comprehensive conceptual framework for metaverse marketing that can be applied across a wide range of industries. data analysis was conducted through content analysis using MAXQDA software. According to the analysis results, 116 codes, 26 concepts, and 7 categories were identified and a multidimensional conceptual framework was designed based on the extracted factors.<br />In this regard, the drivers affecting metaverse marketing were categorized into three categories: technology-related factors (technology blocks and platform capabilities); company-related factors (marketing mix ,marketing strategies, virtual influencers, legal and security challenges, digital assets, and technical and financial requirements); and consumer-related factors (user cognitive and digital competence, virtual identity, Sense of presence, motivation for use, expected value, barriers to use, Perceived risk, The new generation's digital-centric trend and perceived technology capability). The results also showed that metaverse marketing is an experience-oriented concept that shapes the user experience in metaverse environments based on three dimensions of immersion, sociability and environmental fidelity, and its consequences were classified into three categories: positive consumer outcomes (emotional, cognitive, and behavioral), negative consumer outcomes (psychological and social threats), and company-related outcomes (brand value creation, organizational performance, and sustainability).<br /><br />Conclusion<br />The present study aimed to provide a conceptual framework for metaverse marketing. The core of this framework is “metaverse marketing”. This key concept consists of three characteristics that are frequently mentioned in the literature as dimensions of metaverse marketing: (1) immersion (2) sociability and (3) environmental fidelity. The presented framework integrates these dimensions, along with technology, company and consumer factors and various outcomes of metaverse marketing, in an integrated manner. Thus, marketing in the metaverse will be effective when it can create an immersive, high-fidelity and rich social interaction environment and manage the relationships between factors, dimensions and outcomes simultaneously.The meta-synthesis results showed that the drivers of metaverse marketing fall into three main dimensions: technology-related factors, company-related factors, and consumer-related factors. The outcomes of metaverse marketing are also categorized into three dimensions: company-level outcomes, positive consumer-level outcomes, and negative consumer-level outcomes.<br />Given the identified drivers, it is recommended that organizations, brands, and developers of metaverse platforms combine technological investments with the design of experience-oriented platform capabilities and upgrade infrastructure in a way that provides a seamless experience that is compatible with different levels of digital skill of users. Providing interactive training and in-platform guidance is also essential to empower employees and users. It is also recommended that experiences be designed based on users' abilities and competencies, motivations, expected value, and barriers to use. Considering the identified consequences, it is suggested that companies place the design of immersion and enjoyable experiences at the center of their strategy and develop digital assets and spaces in a way that leads to the formation of spatial wom advertising, increased user engagement, positive attitude, satisfaction and brand attachment, and ultimately the desire for physical presence and purchase intention. To reduce negative consequences, it is recommended that companies use intelligent time limits, usage management tools, security alerts, controlled interactive content, and user-reporting systems in platform design to create a safe space for users and minimize risks.پژوهش حاضر با هدف واکاوی پیشرانها، ابعاد و پیامدهای بازاریابی متاورس و ارائه یک چارچوب مفهومی جامع در این حوزه با رویکرد فراترکیب انجام شد. این پژوهش از نظر هدف کاربردی، از منظر گردآوری دادهها توصیفی و از نظر رویکرد کیفی بوده و با استفاده از روش فراترکیب انجام شده است. ابزار گردآوری دادهها اسناد و مدارک پژوهشی گذشته بودند که پس از ارزیابی کیفی، نهایتاً ۶۴ مقاله انتخاب شد. تحلیل دادهها از طریق تحلیل محتوا و با استفاده از نرمافزار MAXQDA صورت گرفت.<br />یافتههای پژوهش نشان داد بازاریابی متاورس دارای ۲۶ مفهوم و ۷ مقوله است. در این راستا پیشرانهای مؤثر بر بازاریابی متاورس در سه مقوله عوامل مرتبط با فناوری (بلوکهای فناوری و قابلیتهای پلتفرم)؛ عوامل مرتبط با شرکت (آمیخته بازاریابی، استراتژیهای بازاریابی، اینفلوئنسر مجازی، چالشهای حقوقی و امنیتی، داراییهای دیجیتال و الزامات فنی و مالی) و عوامل مرتبط با مصرفکننده (شایستگی شناختی و دیجیتال کاربر، هویت مجازی، حس حضور، انگیزه استفاده، ارزش مورد انتظار، موانع استفاده، ریسک درک شده، گرایش دیجیتال محور نسل جدید و قابلیت ادراکشده فناوری) دستهبندی شدند. همچنین نتایج نشان داد، بازاریابی متاورس مفهومی تجربهمحور است که مبتنی بر سه بعد غوطهوری، قابلیت اجتماعیسازی و دقت محیطی، تجربه کاربر را در محیطهای متاورسی شکل میدهد و پیامدهای آن در سه مقوله پیامدهای مثبت مصرفکننده (عاطفی، شناختی و رفتاری)، پیامدهای منفی مصرفکننده (مخاطرات روانشناختی و اجتماعی) و پیامدهای مرتبط با شرکت (خلق ارزش برند، عملکرد سازمانی و پایداری) طبقهبندی شدند.https://bar.yazd.ac.ir/article_4217_625a0a566f867d1c9bc8d7e2fcfcad7e.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Identification and analysis of the mindsets of consumers in the city of Yazd and providing a typology of their purchasing behaviorشناسایی و تحلیل ذهنیت مصرفکنندگان شهر یزد و ارائه گونهشناسی رفتار خرید آنان2849417510.22034/jbar.2026.23672.4598FAرقیهمحمدیان یزددانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد،مدیریت وحسابداری،دانشگاه یزد، یزد، ایران.0009-0000-6181-6327سیدمحمدطباطبایی نسباستاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه یزد، یزد، ایران.0000-0002-0611-9999امیررضاکنجکاو منفرددانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه یزد، یزد، ایران0000-0002-3087-250XJournal Article20250917Introduction: This study explores the role of motivations and mindsets in shaping consumer purchasing behavior. In today’s highly competitive markets, companies rely on various incentives and options to attract customers, yet many individuals remain unaware of the underlying factors that drive their decisions to buy certain products or services. The shift from producer-oriented to consumer-oriented markets has increased the importance of precisely understanding customer needs, wants, and preferences. Accordingly, consumer spending is not only essential for the survival and growth of businesses but also plays a vital role in supporting macroeconomic dynamics, drawing the attention of researchers, managers, and policymakers. In marketing research, indicators such as customer satisfaction, perceived service quality, and loyalty are often seen as central factors influencing consumer behavior. However, it is still unclear which of these indicators has the strongest effect on spending and purchase decisions. A key concept in this regard is the consumer mindset. Individuals with a fixed mindset view human traits as unchangeable, while those with a growth mindset consider learning and improvement valuable, remaining more open to new options and experiences. These psychological differences strongly shape how consumers perceive brands and make choices. Typology serves as a useful tool for classifying and comparing consumer behaviors. Although it risks oversimplifying complex realities, it can enhance our understanding of both similarities and differences. At the same time, an overabundance of choices often creates cognitive load and complicates decision-making. The aim of this research is to design a consumer mindset typology and propose sustainable solutions that help marketers make more effective strategic decisions in complex markets.<br /><br /><br /><br />Methodology: This study was conducted in a descriptive-analytical manner using a field survey. In the first stage, consumer mindsets were identified through a literature review, and the importance of each mindset was determined using expert opinions and the Simple Additive Weighting (SAW) multi-criteria decision-making method. The sample size was calculated using Cochran’s formula, and data were collected from consumers in the city of Yazd via a questionnaire. A t-test was applied to examine whether the mindsets were significantly above the average level. Additionally, triadic combinations of mindsets were used to analyze decision-making patterns, and ultimately, a typology of consumer mindsets was developed to provide a deeper understanding of purchasing styles.<br /><br /><br /><br />Discussion and Results: The study identified eight consumer mindsets that reflect the interaction of motivation, cognition, and perceived resources: Limited Transcendence-Seeker, Broad Transcendence-Seeker, Limited Explorer, Broad Explorer, Limited Fixed-Mindset Consumer, Broad Fixed-Mindset Consumer, Limited Conservative Consumer, and Broad Conservative Consumer. This typology confirms that consumer behavior is heterogeneous, shaped by the balance between growth-seeking, openness to novelty, and sensitivity to constraints. Growth-oriented consumers (transcendence-seekers and explorers) pursue learning, skill development, and improvement, though limited types respond more to scarcity while broad types emphasize long-term opportunities. Fixed-mindset and conservative consumers prioritize risk avoidance and tangible evidence, yet their orientation toward scarcity or abundance defines how open or flexible they remain.The results enrich theory by connecting decision-making with mindset and resource perception, and offer practical guidance for segmentation: reassurance and guarantees for fixed and conservative consumers, and innovation-driven, exploratory messages for growth-oriented groups.<br /><br /><br /><br />Conclusion: This study introduced a novel typology of consumer mindsets, conceptualized through theoretical analysis, expert insights, and prior research findings. Eight distinct consumer types were identified, reflecting how individuals perceive growth potential, resource availability, and product evaluation in their decision-making processes. These types—ranging from limited transcendence-seekers to broad conservative consumers—illustrate the interplay between intrinsic motivation, cognitive orientations, and contextual constraints in shaping consumption behavior. The framework highlights that consumer decision-making is not merely transactional but deeply rooted in perceptions of growth, resource sufficiency, and openness to novelty. Growth-oriented consumers, whether transcendence-seekers or explorers, display strong tendencies toward learning, skill development, and long-term improvement, though they differ in how they respond to scarcity or abundance. In contrast, fixed-mindset and conservative consumers prioritize stability, risk aversion, and tangible evidence, with their orientation toward either scarcity or abundance shaping the degree of openness in their choices. By mapping these mental models, the study provides a structured lens for understanding heterogeneity in consumer behavior. This typology has significant implications for marketing strategy, product development, and customer experience design. Firms can better tailor communication and value propositions by aligning with consumer cognitive frames: for instance, offering assurance and risk reduction to fixed consumers, or emphasizing exploration and innovation for growth-oriented ones. Overall, the proposed typology advances theoretical understanding of consumer psychology while offering practical pathways for market segmentation and strategy design. It underscores that consumer behavior is best interpreted through the dynamic interaction of motivation, mindset, and perceived resource conditions.با گسترش رقابت در بازار و افزایش تنوع انتخابهای مصرفکننده، شناخت ذهنیتهای مشتریان برای طراحی استراتژیهای مؤثر اهمیت یافته است. پژوهش حاضر به صورت مقطعی در بهار و تابستان 1404 با هدف گونهشناسی ذهنیتهای مصرفکننده و تحلیل رفتار خرید انجام شد. جامعه آماری شامل خبرگان بازاریابی شهر یزد و مصرفکنندگان شهر یزد بود؛ خبرگان به روش هدفمند و مصرفکنندگان به روش نمونهگیری تصادفی ساده انتخاب شدند. پژوهش به روش ترکیبی (کیفی-کمی) انجام شد، در بخش کیفی ابتدا ذهنیتهای مصرفکننده از مبانی نظری استخراج و سپس این ذهنیتها به خبرگان حوزه بازاریابی ارائه گردید. در بخش کمی اهمیت ذهنیتها با روش تصمیمگیری چندمعیاره SAWشناسایی شد. شاخصهای منتخب مبنای طراحی پرسشنامه استاندارد قرار گرفتند و دادههای نهایی با تکمیل 385 پرسشنامه توسط مصرفکنندگان گردآوری و با آزمون t تحلیل شدند. یافتهها نشان داد ذهنیتهای رشد/ایستا (24/0)، عینی/انتزاعی (22/0) و حداکثر/کمبود (21/0) تاثیر معنادار بر رفتار خرید دارند. با ترکیب ذهنیتها برای اولین بار هشت گونه «تعالیطلب محدود»، «تعالیطلب گسترده»، «کاوشگر محدود»، «کاوشگر گسترده»، «ثابتنگر محدود»، «ثابتنگر گسترده»، «محافظهکار محدود» و «محافظهکار گسترده» شناسایی شد. این پژوهش توانسته است بینشی جدید با ترکیب ذهنیتهای مصرفکننده و شناسایی گونههای مصرفکننده ارائه دهد. بر اساس یافتهها شرکتها میتوانند محصولات و استراتژیهای بازاریابی خود را هدفمند طراحی کرده و به بهبود تجربه مشتری کمک کنند. همچنین، گونههای شناساییشده امکان تفکیک دقیقتر بازار و تعامل مؤثرتر با گروههای مختلف مصرفکننده را فراهم میسازند.https://bar.yazd.ac.ir/article_4175_3cd248c3b90ba3dc077bd88a6397774d.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Designing a Model of Fixed Internet Service Consumers’ Behavior and Customer-Centric Strategies: A Grounded Theory Studyطراحی الگوی رفتار مصرفکنندگان خدمات اینترنت ثابت و راهبردهای مشتریمداری: پژوهشی مبتنی بر تئوری دادهبنیاد5067417310.22034/jbar.2026.23196.4560FAابوالفضلعباس پوردانشجوی دکترا، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران0009-0005-2188-097Xمهدیزکی پوراستادیار، گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران0000-0003-2373-5096فرشتهلطفی زادهاستادیار، گروه مدیریت بازرگانی، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران0000-0002-1412-1327Journal Article20250525In the contemporary digital landscape, fixed internet services represent one of the foundational pillars of national and global digital infrastructure. These services are not only essential for daily communication and access to information but also form the backbone of economic and social development, particularly in urban areas such as Tehran. However, despite their critical importance, the fixed internet service industry is increasingly facing significant challenges in understanding and managing consumer behavior. Rapid technological changes, market competition, and shifting consumer expectations have added new layers of complexity to the decision-making processes of internet service users. The present study seeks to address this gap by developing a comprehensive model of consumer behavior in the fixed internet service sector of Tehran. The necessity of this research lies in the fact that consumer behavior in this field is no longer linear or predictable; rather, it is shaped by a multitude of interrelated factors—economic, social, technological, and psychological. In this context, gaining an in-depth understanding of how and why consumers choose particular internet service providers (ISPs), how they evaluate service quality, and what influences their loyalty and advocacy behaviors becomes crucial for service providers aiming to achieve competitive advantage.<br /><br />This study is particularly concerned with the role of customer service strategies—both proactive and reactive—in shaping and influencing consumer behavior. While previous studies have often treated customer service as a peripheral factor, this research places it at the center of behavioral modeling. It aims to provide a nuanced perspective by identifying the interactions between customer service strategies and broader contextual, causal, and intervening variables that affect consumer decision-making.<br /><br />Research Objectives<br /><br />The primary objective of this research is to design a consumer behavior model for fixed internet services in Tehran, with a special focus on the role of customer service. In order to fulfill this objective, the following secondary goals have been pursued:<br /><br />1. Identifying the key factors that influence consumer behavior in the fixed internet service industry.<br /><br />2. Explaining the stages of consumer decision-making, including pre-purchase, purchase, and post-purchase behavior.<br /><br />3. Analyzing the role of customer service strategies in influencing consumer perceptions, satisfaction, and loyalty.<br /><br />4. Presenting a holistic framework that integrates all relevant variables to understand behavioral outcomes such as brand loyalty, word-of-mouth advocacy, and customer retention.<br /><br />Methodology<br /><br />Given the exploratory nature of the research and the need for theory generation, a qualitative approach based on grounded theory methodology was adopted. Grounded theory is particularly suitable for understanding complex, context-bound social phenomena, and it allows researchers to build theoretical frameworks directly from empirical data.<br /><br />Data collection was conducted through in-depth semi-structured interviews with 21 individuals who were selected from among the sales and customer service personnel of various fixed internet service providers in Tehran. The selection process followed the purposive sampling method, specifically employing the maximum variation strategy to ensure a wide range of perspectives and experiences were included.<br /><br />Interviews continued until theoretical saturation was achieved—i.e., the point at which no new themes or concepts were emerging from the data. The data analysis process consisted of open coding, axial coding, and selective coding, carried out using MAXQDA software, a specialized tool for qualitative data analysis. During this process, data were continuously compared, categorized, and refined to construct a coherent and valid theoretical model.<br /><br /><br /><br />Discussion and Results<br /><br />During open coding, 148 unique concepts were labeled and categorized into 17 categories through comparison of differences and similarities. In axial coding, the categories were classified as follows: economic factors, individual factors, social factors, and marketing factors were classified as causal conditions; need recognition and information gathering, evaluation of options and selection, and post-purchase evaluation were classified as consumer behavior categories; proactive customer service and responsive customer service were classified as customer service strategy categories; technology and telecommunications infrastructure and similarity of products/services were classified as contextual conditions; brand reputation and consumer knowledge were classified as intervening conditions; and purchase intention, brand recommendation, active participation, and brand defense were classified as consumer behavior outcomes.<br /><br /><br /><br />Conclusion<br /><br />This study highlights the complex, multidimensional nature of consumer behavior in the fixed internet service sector. The findings reveal that while traditional factors such as pricing and marketing still play a role, the quality of customer service—especially in a market with homogenous products—is a critical determinant of consumer satisfaction and loyalty.<br /><br />The consumer behavior model proposed in this research synthesizes a variety of influencing factors into a coherent framework that can be practically applied by service providers, marketers, and policymakers. By recognizing the importance of proactive and responsive customer service strategies, ISPs can design better engagement programs, personalize service delivery, and enhance consumer trust.<br /><br />Moreover, the model provides a strategic roadmap for marketing managers to develop customer orientation loyalty programs and for service managers to design performance metrics aligned with consumer expectations. Policy-makers, too, can benefit from the insights of this study to create regulatory frameworks that ensure fairness, transparency, and consumer rights in the digital services ecosystem.<br /><br />In conclusion, by offering a comprehensive behavioral model, this research not only fills existing gaps in the literature but also provides actionable insights for improving customer experience and sustaining competitive advantage in an increasingly saturated and commoditized market.در این پژوهش، بهمنظور طراحی الگویی مفهومی از رفتار مصرفکنندگان خدمات اینترنت ثابت با تأکید بر مشتریمداری، از رویکرد تئوری زمینهای با رهیافت نظاممند استفاده شده است. دادهها از طریق مصاحبه با ۲۱ نفر از نیروهای فروش و خدمات پس از فروش شرکتهای ارائهدهنده خدمات اینترنت ثابت در شهر تهران گردآوری شد. مشارکتکنندگان با نمونهگیری هدفمند و با رویکرد حداکثر تنوع انتخاب شدند. تحلیل دادهها با استفاده از نرمافزار «مکسکیودیای» و در سه مرحله کدگذاری باز، محوری و انتخابی انجام گرفت. در مرحله کدگذاری باز، ۱۴۸ مفهوم اولیه شناسایی و در قالب ۱۷ مقوله اصلی دستهبندی شد. در مرحله کدگذاری محوری، مقولهها در شش طبقه نظری شامل شرایط علّی (عوامل اقتصادی، فردی، اجتماعی و بازاریابی)، شرایط زمینهای (تکنولوژی و زیرساخت، مشابهت خدمات)، شرایط مداخلهگر (شهرت برند و دانش مصرفکننده)، راهبردهای مشتریمداری (پاسخگو و فعال)، رفتار مصرفکننده (فرایند تصمیمگیری) و پیامدها (قصد خرید، توصیه، مشارکت و وفاداری) سازماندهی شدند. یافتهها حاکی از چندوجهی بودن رفتار مصرفکننده و تأثیر عوامل متنوع درونی و بیرونی بر آن است. این پژوهش بر اهمیت شناخت عمیق رفتار مصرفکننده در تدوین راهبردهای بازاریابی تأکید دارد.https://bar.yazd.ac.ir/article_4173_15aa644eee1c7fb03cf4a02b98abb6c8.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Maturity Analysis of Productivity Management System in Knowledge-based Companies (Studied Case: Shouka Iranian Company in Yazd Province)تحلیل بلوغ نظام مدیریت بهرهوری در شرکتهای دانشبنیان ایرانی (مورد مطالعه: شرکت «شوکا ایرانیان» در استان یزد6888415910.22034/jbar.2026.22770.4523FAهدایتکارگر شورکیدکتری تخصصی مدیریت، شرکت سامانآوران توسعه، یزد، ایران0000-0002-9910-9975عباسزارع بنادکوکیکارشناسی ارشد مدیریت، شرکت سامانآوران توسعه، یزد، ایران0009-0001-8096-5763کوثرروشنیدکتری تخصصی مهندسی صنایع، شرکت سامانآوران توسعه، یزد، ایراناحمداحمدی یزدیاستادیار، گروه مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه یزد، یزد، ایرانJournal Article20250207<strong>EXTENDED ABSTRACT</strong><br /><strong> </strong><br /><strong>Introduction</strong><strong>: </strong>Industrial advances in recent decades worldwide have been the result of the activities of knowledge-based companies, and for this reason, the number and share of knowledge-based companies in the world economy is increasing exponentially. In such circumstances, increasing the productivity of knowledge-based companies has become one of the challenges facing societies; while measuring productivity in such companies is also accompanied by inherent difficulties. A review of research records conducted in the Iranian knowledge-based space shows that despite studies conducted to introduce factors affecting productivity in these companies, and despite the fact that about nine thousand knowledge-based companies have been established and activated in our country, no scientific effort has been made to analyze the maturity level of the productivity management system in these Iranian firms. In order to address this research gap, it seems necessary to consider the application of maturity models in Iranian knowledge-based institutions in order to measure and improve the level of productivity management system development. Recently, a local model was developed by a group of Iranian experts and introduced as the "Iranian Maturity Model for Assessment of Productivity System", which is abbreviated as the "iMAPS Model". This model attempts to cover all aspects expected from the productivity management system in the organizational realm and to provide appropriate criteria for measuring the maturity of each of them so that the optimal path for each enterprise can be set. Since, during the pilot implementation phase of the iMAPS model, ten Iranian organizations have been evaluated, and one of them is a knowledge-based company, this study attempts to present a picture of the maturity of the productivity management system in this company and compare its conditions with other evaluated enterprises.<br /><strong>Methodology: </strong>The present study is considered applied research from the perspective of the objective and, in terms of the nature of the data, it is quantitative research that follows a descriptive survey strategy. The data required for this study were collected from the Secretariat of the National Productivity Management Award (iMAPS); in this way, the official reports prepared to explain the maturity status of ten Iranian organizations evaluated in this secretariat were analyzed in order to extract quantitative data on the scores of each organization. Then, these data were compared and analyzed in the form of tables and graphs to clarify the possible difference between the evaluated knowledge-based company and other organizations. The tool used in the study was worksheets designed by the research team to record the data extracted from the reports. The cooperative company "Shoka Iranian", which has been selected as the knowledge-based company studied in this article, is located in the Yazd Industrial Park and is engaged in the design, production and installation of machinery for the production of synthetic fibers and various types of yarn. The reference model used in this study to determine the maturity level of organizations is the "Iranian Maturity Model for Assessment of Productivity System (iMAPS Model)". In accordance with the evaluation logic designed for the aforementioned model, the maximum score that can be assigned to each organization will be equal to 1000 points, and each evaluated enterprise will be placed in one of the seven levels of productivity management system maturity (including "primary", "introductory", "basic", "intermediate", "improved", "advanced" and "excellent") based on its score. The conceptual pillars of this model include four modules ("Infrastructure", "Process", "Sustainability" and "Effects") and eighteen elements.<br /><strong>Discussion and Results: </strong>The knowledge-based company studied in this study managed to obtain only 90 points out of a total of 1000 points of the iMAPS model; while the average score of the other nine organizations was 250. In fact, the aforementioned company obtained the lowest score among the ten enterprises. The maturity of the knowledge-based company studied was determined at the “primary” level (the first and lowest level of maturity). The highest percentage of points of this company (19%) belongs to the “infrastructure” module, and the “sustainability” module has the lowest percentage of points (4%). This result is also observed in other organizations evaluated. Since the difference in the scores of the four modules in this knowledge-based company is less than in other enterprises, it can be accepted that the balance of the four dimensions of the productivity management system in this knowledge-based company is higher than the others. In the “Infrastructure” module, the greatest success of this knowledge-based company (equivalent to 50 percent) was in creating an “innovation” infrastructure, and the lowest percentage of points (equivalent to zero percent) was assigned to the “Structure” element. All four elements constituting the “Process” module are in a “very weak” quality state. The highest score in the “Sustainability” module belongs to the “Culture” element; while this knowledge-based company did not manage to obtain any points in the two elements of “Knowledge Management” and “Revision”. In the “Impacts” module, this knowledge-based company has the greatest weakness in tracking and controlling “Economic Impacts” and has obtained the highest level of points in the first element of this module (“Environmental Impacts”).<br /><strong>Conclusion: </strong>The company under study (the knowledge-based company "Shoka Iranian") can, based on the weaknesses and strengths mentioned in this study, design and implement an appropriate roadmap for improving the level of productivity maturity; in a way that it can raise its maturity level to at least level six ("advanced") within a five-year period. Other knowledge-based companies can also benchmark against other organizations based on the findings of this study to fully establish a productivity management system; while the strength of knowledge-based companies is the element of "Innovation" that they can use to strengthen other elements of the productivity management system (especially the elements of "Information Technology", "Physical Infrastructure", and "Knowledge Management").بهرهوری یکی از الزامات رقابتی جدید در تمامی سازمانها به ویژه شرکتهای دانشبنیان است. به تازگی، مدلی ایرانی برای سنجش سطح بلوغ نظام مدیریت بهرهوری سازمانها طراحی شده است که با عنوان اختصاری «آیمپس» شناخته میشود و در مرحلۀ اجرای آزمایشی، ده بنگاه ایرانی را ارزیابی کرده است که در میان آنها یک شرکت دانشبنیان نیز جای دارد. مطالعۀ حاضر میکوشد تصویری از بلوغ نظام مدیریت بهرهوری را در این شرکت ارائه دهد و شرایط آن را با سایر بنگاههای ارزیابیشده مقایسه کند. بنابراین، ضمن پیروی از روششناسی تحقیقات کاربردی و توصیفیتحلیلی، دادههای حاصل از ارزیابی سطح بلوغ این بنگاهها با مطالعۀ گزارشهای رسمی منتشرشده از سوی دبیرخانه مدل آیمپس، استخراج و تحلیل شدهاند. یافتهها نشان داد که شرکت دانشبنیان مزبور در مقایسه با دیگر بنگاهها در سطح بلوغ پایینتری قرار دارد اما میزان توازن امتیازاتش بیشتر از سایرین است و در عنصر «نوآوری» وضعیت مناسبتری از دیگر سازمانها دارد اما همانند سایر بنگاهها در عناصری مانند «ساختار»، «مدیریت دانش» و «بازنگری» دچار ضعف شدید است. شرکتهای دانشبنیان ایرانی میتوانند از مدل آیمپس برای استانداردسازی تلاشهای در حال انجام در عرصۀ ارتقای پایدار بهرهوری استفاده نموده و ضمن بهرهگیری از ظرفیت زیرساختی نوآوری که از بلوغ نسبتاً مناسب برخوردار است، برای غلبه بر چالشهای اصلی نظام مدیریت بهرهوری اقدام کنند. https://bar.yazd.ac.ir/article_4159_ae3890e419aa484262f22e4acf85f3b7.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Investigating the impact of brand heritage and nostalgia on psychological brand ownership and consumer engagement with the mediating role of perceived brand authenticityبررسی تأثیر میراث و نوستالژی برند بر مالکیت روان شناختی برند و درگیری مصرف کننده با نقش میانجی اصالت درک شده برند89116417810.22034/jbar.2026.23779.4605FAمحمودموسویدانشجوی کارشناسی ارشد مدیریت بازرگانی، دانشگاه آزاد اسلامی ، واحد یادگار امام ( ره)، تهران، ایرانناصریزدانیدانشیار گروه مدیریت بازرگانی دانشگاه شاهد، تهران، ایران0000-0002-5033-4944Journal Article20251006Introduction<br /><br />In today's highly competitive markets, the constant emergence of new brands presents consumers with significant challenges in distinguishing authentic brands. In this crowded environment, perceived brand authenticity has become a key factor for differentiation and gaining customer trust. This study investigates the impact of brand heritage and brand nostalgia on psychological brand ownership and consumer engagement, with the mediating role of perceived brand authenticity among customers of Golrang Industrial Group in Iran. Contemporary consumers seek brands that embody real values, honesty, and a deep connection to their history and roots. Brand heritage, comprising a brand's history, enduring values, and symbols developed over time, serves as a crucial prerequisite for perceived authenticity. Similarly, brand nostalgia, as a powerful emotional factor, evokes a sense of belonging to the past, enhancing emotional engagement with the brand and reinforcing its perceived authenticity. When managed correctly, perceived authenticity can lead to valuable psychological outcomes such as psychological brand ownership, which refers to a consumer's feeling of possession towards a brand beyond physical ownership, and increased consumer engagement, encompassing cognitive, emotional, and behavioral interactions with the brand. Despite understanding its importance, significant research gaps remain, particularly concerning the simultaneous examination of heritage and nostalgia as antecedents to authenticity and their subsequent impact on psychological ownership and engagement, especially in quantitative studies within emerging markets like Iran's Fast-Moving Consumer Goods (FMCG) sector. This research aims to address these gaps by proposing and testing a comprehensive model in the context of Golrang Industrial Group, a pioneering and long-standing Iranian brand facing intense competition and shifting consumer preferences.<br /><br /><br /><br />Methodology<br /><br />This research is applied in purpose and descriptive-survey in terms of data collection method. The statistical population consisted of all customers and consumers of Golrang Industrial Group products. Given that the population size exceeded one hundred thousand, it was considered unlimited. Using the Krejcie and Morgan table, a sample of 384 individuals was selected via a simple random sampling method. Data was collected using a questionnaire with confirmed validity (content and construct) and reliability (Cronbach's alpha and composite reliability). The measurement instruments were adapted from established scales: Brand Nostalgia and Brand Heritage from Fritz et al. (2017), Psychological Brand Ownership from Pierce et al. (2001), Consumer Engagement from Hollebeek et al. (2014) with its cognitive, emotional, and behavioral sub-dimensions, and Perceived Brand Authenticity from Morhart et al. (2015) with its continuity, credibility, integrity, and symbolism sub-dimensions. The collected data were analyzed using SmartPLS software version 4 and the Structural Equation Modeling (SEM) technique. Since the Kolmogorov-Smirnov test results indicated that the data distribution was not normal, PLS-SEM was deemed appropriate as it does not assume normal data distribution. The reliability and convergent validity of the measurement model were confirmed, with Cronbach's alpha and composite reliability values above 0.7 and Average Variance Extracted (AVE) values above 0.5 for all constructs.<br /><br /><br /><br />Discussion and Results<br /><br />The findings indicated a positive and significant direct effect of both brand heritage and brand nostalgia on psychological brand ownership, consumer engagement, and perceived brand authenticity. The path coefficients and t-statistics for all direct relationships were statistically significant at the 0.05 level. Furthermore, the analysis of the structural model and the examination of specific indirect effects confirmed the mediating role of perceived brand authenticity in the relationships between brand heritage and brand nostalgia with both psychological brand ownership and consumer engagement. The overall model demonstrated a strong fit, with a Goodness-of-Fit (GoF) index of 0.687, which exceeds the threshold of 0.36. The coefficient of determination (R²) values for the dependent variables were 0.603 for perceived brand authenticity, 0.797 for psychological brand ownership, and 0.880 for consumer engagement, indicating that the independent variables and the mediator explain a substantial portion of the variance in the outcome variables. Therefore, the main hypothesis and all ten sub-hypotheses of the research were supported. This implies that heritage and nostalgia not only directly increase a consumer's sense of belonging and engagement but also do so indirectly by enhancing the perceived authenticity of the brand. For a heritage brand like Golrang, this underscores the strategic importance of leveraging its historical legacy and evoking nostalgic sentiments to foster deeper, more meaningful relationships with its customers.<br /><br /><br /><br />Conclusion<br /><br />This study concludes that brand heritage and nostalgia are significant antecedents that strengthen psychological brand ownership and consumer engagement, both directly and through the pivotal mediating mechanism of perceived brand authenticity. The results provide robust quantitative evidence for a model that integrates historical and emotional factors with core consumer psychological outcomes. For managers of heritage brands, particularly in competitive FMCG markets like Iran, these findings highlight the necessity of strategically managing and communicating the brand's heritage and nostalgic elements. It is suggested that brands such as Golrang can enhance their market position by recreating their heritage and incorporating nostalgic elements into advertising and packaging, thereby solidifying their authentic image in consumers' minds. Practical recommendations include designing narrative campaigns based on brand history and collective memories, creating interactive platforms for customer engagement, revitalizing classic products, redesigning visual identity with historical symbols, and consistently highlighting the brand's continuity and enduring values in all marketing communications. By doing so, brands can effectively foster a stronger sense of psychological ownership and sustained engagement among their consumers, leading to long-term loyalty and competitive advantage.این پژوهش به بررسی تأثیر میراث و نوستالژی برند بر مالکیت روانشناختی و درگیری مصرفکننده، با نقش میانجی اصالت درکشده، در میان مشتریان گروه صنعتی گلرنگ پرداخت. با توجه به نامحدود بودن جامعه، بر اساس جدول کرجسی و مورگان، ۳۸۴ نفر به روش نمونهگیری تصادفی ساده انتخاب شدند. پژوهش از نظر هدف، کاربردی و از نظر روش، توصیفی-پیمایشی بود. برای جمعآوری دادهها از پرسشنامهای با تایید روایی (محتوایی و سازه) و پایایی (آلفای کرونباخ و ترکیبی) استفاده شد. دادهها نیز با نرمافزار اسمارت پیالاس و تکنیک مدلسازی معادلات ساختاری تحلیل گردید. یافتهها حاکی از تأثیر مثبت و معنادار میراث و نوستالژی برند بر مالکیت روانشناختی، درگیری مصرفکننده و اصالت درکشده بود. همچنین، نقش میانجی اصالت درکشده در رابطه بین میراث و نوستالژی با مالکیت روانشناختی و درگیری مصرفکننده تأیید شد. بنابراین، میراث و نوستالژی هم مستقیم و هم با تقویت اصالت برند، موجب افزایش احساس تعلق و تعامل مصرفکننده میشوند. بر این اساس، پیشنهاد میشود برندهای دارای پیشینه (مانند گلرنگ) با بازآفرینی میراث و استفاده از عناصر نوستالژیک در تبلیغات و بستهبندی، حس اصالت را تقویت کرده و جایگاه خود را در ذهن مصرفکنندگان تحکیم بخشند.https://bar.yazd.ac.ir/article_4178_8cf137f753cada19b7146b767e7bf6b9.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Explaining of reduction of supply chain bullwhip effect using new technologies of big data, business intelligence and fuzzy cognitive mappingتبیین کاهندگی اثر شلاقی زنجیره تأمین با استفاده از فناوریهای نوین دادههای کلان، هوش تجاری و نگاشت شناختی فازی117148417410.22034/jbar.2026.23438.4584FAصادقدانندهگروه مدیریت صنعتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران0009-0009-9896-7538داودطالبیگروه مدیریت صنعتی، دانشگاه شهید بهشتی، تهران، ایران0009-0001-1836-7658محمد مهدیموحدیگروه مدیریت صنعتی، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران0000-0001-5414-2109Journal Article20250730ABSTRACT<br /><br />This study aimed to investigate the effective factors that reduce the supply chain bullwhip effect using of new technologies of big data and business intelligence and utilizing fuzzy cognitive mapping methodology. In this regard, based on the research literature, 11 effective variables were identified and a questionnaire was designed. The importance of each of these variables in explaining the role of new technologies of big data and business intelligence in reducing the bullwhip effect was asked to petrochemical industry experts in a survey conducted in the second half of 1403. The collected data were analyzed using the fuzzy cognitive mapping method and with the help of FCMapper software to examine the relationship between the factors. The results of the analysis showed that the main factors affecting the use of big data and business intelligence technologies to reduce the bullwhip effect in the supply chain are these eleven variables: Flexibility in the supply chain, Trust in the supply chain, Information quality in the supply chain, Agility capability of the supply chain, Customer relationship management, Lead time in the supply chain, Integration and transparency in the supply chain, Coordination and cooperation in the supply chain, Order volume in the supply chain, Information sharing capability, and visibility capability. Next, the relationship and mutual effects of these factors were mapped and explained using the fuzzy cognitive mapping methodology. The findings emphasize the importance of these key factors and the complex relationships between them as a basis for developing operational strategies to reduce the bullwhip effect in supply chains, using the analytical capabilities of modern technologies.<br /><br />Introduction<br /><br />A growing number of companies are relying on a variety of and ever-evolving methods to extract valuable information from big data and business intelligence to make better decisions. The terms “big data” and “business intelligence” refer to large volumes of information or data at a specific point in time and within a specific scope. However, these new technologies have a short life cycle and their effective value is rapidly decreasing.<br /><br />But big data and business intelligence are actually more than what we have just read. Big data is not only about the vast amounts of data or how it is consumed, but also about the structure of this data with the aim of providing added value to the organization. And business intelligence is “a set of methods, processes, architectures, and technologies that transform raw data into meaningful and useful information to benefit from tactical and operational insights and more effective decision-making.”<br /><br />However, the impact of big data and business intelligence in reducing the bullwhip effect has not yet been analyzed. Since there can be various reasons for the bullwhip effect, the first goal of this research is to understand what actually causes the bullwhip effect in the supply chain. After that, it is investigated how to precisely apply big data and business intelligence in the supply chain.<br /><br />Methodology<br /><br />The aim of this section is to identify the relationship between the factors affecting the development of new technologies of big data and business intelligence in reducing the bullwhip effect in the supply chain. In this regard, a questionnaire was designed in which the degree of importance of each of the 38 research variables (in the form of 11 main dimensions) obtained from the Fuzzy Delphi stage was asked from petrochemical industry experts in explaining the development of new technologies of big data and business intelligence in reducing the bullwhip effect in the supply chain. The results were analyzed using the fuzzy cognitive mapping methodology and Fc mapper software, and the relationship between the research factors was examined.<br /><br />Discussion and Results<br /><br />One of the most important and dynamic issues in the supply chain is a phenomenon known as the bullwhip effect. This means that small changes in product demand from consumers downstream in the supply chain translate into larger and larger fluctuations in demand upstream. In this study, first, through a comprehensive review of the literature on the subject, factors affecting the reduction of bullwhip effect in the supply chain have been identified. Then, by combining the categories available in the literature, a new classification for these factors has been proposed. In the remainder of this study, pilot products have been selected to study the bullwhip effect. By reviewing the literature on the subject, using the opinions of experts and specialists, and the results of statistical analysis, it was shown that the main factors affecting the reduction of the bullwhip effect include eleven variables as follows:<br /><br />• Flexibility in the supply chain<br /><br />• Trust in the supply chain<br /><br />• Information quality in the supply chain<br /><br />• Agility capability of the supply chain<br /><br />• Customer relationship management<br /><br />• Lead time in the supply chain<br /><br />• Integration and transparency in the supply chain<br /><br />• Coordination and cooperation in the supply chain<br /><br />• Order volume in the supply chain<br /><br />• Information sharing capability<br /><br />• Visibility capability<br /><br />Conclusion<br /><br />Using the fuzzy cognitive mapping methodology, the relationship between these factors was explained in accordance with Figure 2. Based on the resulting model, a comprehensive understanding of how the variables interact to reduce the bullwhip effect can be found; in addition, the possibility of adopting and designing bullwhip effect reduction strategies in organizations based on the resulting model will be facilitated because organizational strategists have a complete picture of the impact and effects of bullwhip effect reduction factors in the petrochemical industry and can predict the impact of changing each of the aforementioned variables under a new strategy. However, the issue of the bullwhip effect in Iranian industry is one of the issues that requires more attention from researchers and managers, because, according to research, studying big data and business intelligence and the bullwhip effect of the supply chain is necessary, especially in developing countries, and existing research plays an important role in the supply chain, and these technologies and their application are one of the main competitive advantages of organizations.<br /><br />Keywords: Bullwhip effect, Supply chain, Big data, Fuzzy cognitive mapping, Business intelligence.این پژوهش با هدف بررسی عوامل مؤثر کاهنده اثر شلاقی زنجیره تأمین با استفاده از فناوریهای نوین دادههای کلان و هوش تجاری و بهره گیری از متدولوژی نگاشت شناختی فازی انجام گرفت. در این راستا، بر پایه ادبیات پژوهش، 11 متغیر مؤثر شناسایی و پرسشنامهای طراحی گردید. درجه اهمیت هر یک از این متغیرها در تبیین نقش فناوریهای نوین داده های کلان و هوش تجاری در کاهش اثر شلاقی، طی یک نظرسنجی که در نیمه دوم سال ۱۴۰۳ انجام شد، از خبرگان صنعت پتروشیمی سؤال شد. دادههای گردآوریشده با استفاده از روش نگاشت شناختی فازی و به کمک نرمافزار FCMapper تجزیه و تحلیل شدند تا ارتباط میان عوامل بررسی گردد. نتایج تحلیل نشان داد که اصلیترین عوامل مؤثر بر استفاده از فناوریهای دادههای کلان و هوش تجاری برای کاهش اثر شلاقی در زنجیره تأمین، این یازده متغیر هستند: انعطافپذیری، اعتماد، کیفیت اطلاعات، قابلیت چابکی، مدیریت روابط مشتری، زمان تحویل، یکپارچگی و شفافیت، هماهنگی و همکاری، حجم سفارش، قابلیت اشتراکگذاری اطلاعات و قابلیت دید. در ادامه، چگونگی ارتباط و تأثیرات متقابل این عوامل با به کارگیری متدولوژی نقشههای شناختی فازی ترسیم و تبیین شد. یافتهها بر اهمیت این عوامل کلیدی و روابط پیچیده بین آنها به عنوان پایهای برای توسعه راهبردهای عملیاتی جهت کاهش اثر شلاقی در زنجیرههای تأمین، با استفاده از قابلیتهای تحلیلی فناوریهای نوین تأکید میکند.https://bar.yazd.ac.ir/article_4174_62b47e03f10e2838308743501d061167.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Investigating the Effect of Augmented Reality Experiences on Brand Coolness and Willingness to Pay More (Case Study: Shahr Farsh Campaign)بررسی تاثیر تجربههای واقعیت افزوده بر ادراک معرکهبودن برند و تمایل به پرداخت بیشتر (مطالعه موردی: کمپین شهر فرش)149172417610.22034/jbar.2026.24209.4639FAحسیننوروزیگروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران0000-0002-0340-329Xشیواروستا رفیعیدانشجوی کارشناس ارشد مدیریت بازرگانی دانشکده مدیریت دانشگاه خوارزمی، تهران، ایران0009-0003-3407-3865Journal Article20260105Introduction<br /><br />Profitability, as one of the fundamental objectives of brands, can no longer be achieved in today’s competitive environment solely through improvements in product functional attributes; instead, it increasingly depends on consumers’ symbolic, emotional, and personality-related brand perceptions. In this context, creating distinctive and memorable experiences has emerged as a key strategy for generating perceived value and enhancing consumers’ willingness to pay more. Augmented Reality (AR) technology, by offering interactive, immersive, and engaging experiences, enables the simultaneous activation of consumers’ cognitive and emotional processes and plays a significant role in shaping brand perceptions. One of the emerging concepts in branding literature is brand coolness, which refers to consumers’ perceptions of a brand as attractive, unique, and innovative, and is associated with important behavioral and economic outcomes. Despite the growing adoption of AR in marketing practices, limited research has simultaneously examined the effects of AR-based experiences on brand coolness and subsequent consumer behavioral outcomes. Therefore, the aim of the present study is to investigate the effects of four types of AR experiences: Entertainment experiences, Aesthetic experiences, Education experiences, and Real Escape experiences on brand coolness and its role in increasing consumers’ willingness to pay more. From a theoretical perspective, this study contributes to filling an important gap in the branding literature, while from a managerial perspective, it provides valuable insights for designing innovative AR-based experiences within brand marketing strategies.<br /><br />Methodology<br /><br />The present study adopts a quantitative, descriptive–correlational research design and examines the relationships among Augmented Reality (AR) experiences, brand coolness, and consumers’ willingness to pay more. The empirical context of the study is the Shahr-e Farsh AR campaign conducted in 2024, which was designed to increase brand awareness and create an innovative and interactive experience. This campaign allowed users to visualize selected carpet models in three dimensions within a real environment and to precisely adjust their features. The statistical population consisted of individuals who participated in this campaign and were selected using non-probability convenience sampling. In total, 305 valid questionnaires were collected. Data collection was carried out in autumn 2025 using a standardized questionnaire. To ensure instrument quality, the questionnaire was pilot-tested with 35 respondents and subsequently revised based on feedback and the opinions of two subject-matter experts. The final version was distributed online via social media platforms. Responses were measured using a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). Data analysis involved a combination of descriptive and inferential statistical techniques. Descriptive analyses, including measures of central tendency, dispersion, and demographic characteristics, were conducted using Excel. Inferential analysis was performed through structural equation modeling using SmartPLS 3 and the PLS-SEM approach. Model evaluation proceeded in two stages: first, the measurement model was assessed through confirmatory factor analysis, with convergent validity evaluated using AVE, discriminant validity assessed via the Fornell–Larcker criterion, and reliability examined using Cronbach’s alpha and composite reliability (CR). In the second stage, the structural model was evaluated by estimating path coefficients and testing their significance through bootstrapping, and overall model performance was assessed using R², effect size (F²), and predictive relevance (Q²) indices.<br /><br />Discussion and Results<br /><br />The findings indicate that the four types of Augmented Reality (AR) experiences: Entertainment, Aesthetic, Educational, and Real Escape simultaneously activate multiple dimensions of brand coolness, enhancing consumers’ perceptions of the brand’s attractiveness, uniqueness, and innovativeness. Entertainment and interactive experiences increase brand energy and popularity, aesthetic experiences strengthen visual appeal and creativity, educational experiences convey authenticity and perceived value, and Real Escape experiences activate the brand’s unconventional dimensions. Additionally, brand coolness has a direct and significant effect on consumers’ willingness to pay more. The results of this study demonstrate that combining AR technology with engaging and interactive experience design can tangibly increase perceived brand value, creating a cool brand image and notable profitability. Structural model analysis further showed that brand coolness mediates the relationship between AR experiences and consumers’ willingness to pay more. Survey data revealed that the majority of consumers were willing to pay 5–20% more, with a subset even accepting increases above 25%, indicating that perceived brand coolness enhances pricing power without disrupting consumers’ rational cost–benefit evaluation. Overall, the results suggest that AR experiences simultaneously activate multiple dimensions of brand coolness and effectively translate immersive engagement into positive behavioral outcomes.<br /><br />Conclusion<br /><br />This study demonstrates that AR-based experiences can meaningfully enhance brand coolness and increase consumers’ willingness to pay more. Brands can leverage short, interactive, and visually appealing AR experiences to strengthen engagement, loyalty, and perceived uniqueness. Practical applications include product simulations, interactive mini-games, educational content, and immersive environments that allow consumers to explore, personalize, or visualize products in realistic contexts. Focusing on aesthetic design, clear visual presentation, and creative content reinforces perceived attractiveness and value. The results suggest that AR experiences not only improve brand awareness and consumer interaction but also create tangible economic benefits by enabling higher price acceptance. These insights provide actionable guidance for marketers seeking to integrate innovative, technology-driven experiences into their strategies, demonstrating that well-designed AR interventions can transform conventional brand interactions into engaging, memorable, and value-enhancing consumer experiences. Future research could explore long-term effects, other product categories, or cross-cultural contexts to further understand the impact of AR on brand perception and consumer behavior.با گسترش فناوری واقعیت افزوده، برندها میتوانند تجربههای جذاب، تعاملی و همهجانبه برای مصرفکنندگان خلق کنند که همزمان حواس مختلف را درگیر کرده و ادراک، احساسات و شناخت مصرفکننده نسبت به برند را تقویت میکند. این پژوهش با هدف بررسی اثر تجربههای مبتنی بر واقعیت افزوده بر ادراک معرکهبودن برند و تمایل به پرداخت بیشتر، به روش کمی و توصیفی همبستگی در پاییز 1404 انجام شد. دادهها از طریق پرسشنامه استاندارد از 305 شرکتکننده که در کمپین واقعیت افزوده «شهر فرش» شرکت کردهاند، به صورت غیراحتمالی در دسترس جمعآوری شد و تحلیل مدل با استفاده از PLS-SEM انجام گرفت. یافتهها نشان میدهند که چهار نوع تجربه واقعیت افزوده شامل سرگرمی، زیباییشناختی، آموزشی و گریز از واقعیت، به صورت همزمان ابعاد مختلف برند معرکه را فعال کرده و ادراک جذابیت، منحصربهفردی و نوآورانه بودن برند را تقویت میکنند. تجربههای سرگرمکننده و تعاملی، انرژی و محبوبیت برند را افزایش میدهند، تجربههای زیباییشناختی، جذابیت بصری و خلاقیت را تقویت میکنند، تجربههای آموزشی، حس اصالت و ارزشمندی برند را منتقل میکنند و تجربههای گریز از واقعیت، ابعاد غیرمعمول بودن برند را فعال میسازد. همچنین، ادراک معرکه بودن برند تأثیر مستقیم و قابلتوجهی بر تمایل مصرفکننده به پرداخت بیشتر دارد. نتایج این مطالعه نشان میدهد که ترکیب فناوری واقعیت افزوده با طراحی تجربه جذاب و تعاملی، میتواند به شکل ملموس ارزش ادراکشده برند را افزایش داده و برای برند تصویری معرکه و سودآوری قابلتوجهی ایجاد کند.https://bar.yazd.ac.ir/article_4176_f61eaba5d3d2de266118f274bbae4963.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Reexamining the Concept of Destination Market Knowledge Competence for Achieving Competitive Advantage in the Export Marketing of Iranian Dried Fruitsبازکاوی مفهوم شایستگی دانش بازار مقصد به منظور دستیابی به برتری رقابتی در بازاریابی صادرات محصولات خشکبار ایران173195417710.22034/jbar.2026.23574.4594FAعلیرضاعلیپور مقدمگروه مدیریت، دانشکده علوم اداری و اقتصاد ، دانشگاه اصفهان ، اصفهان ، ایران0009-0001-6692-6098علیکاظمیگروه مدیریت، دانشکده علوم اداری و اقتصاد ، دانشگاه اصفهان ، اصفهان ، ایران0000-0001-9820-4180آذرنوشانصاریگروه مدیریت، دانشکده علوم اداری و اقتصاد ، دانشگاه اصفهان ، اصفهان ، ایران0000-0001-8412-0541Journal Article20250824امروزه بسیاری از شرکتهای صادرکننده، بهویژه در حوزهی خشکبار ایران، با چالش جدی کمبود دانش عمیق و کاربردی نسبت به بازار مقصد مواجهاند. این کمبود آگاهی موجب میشود تصمیمگیریهای استراتژیک و عملیاتی در زمینه صادرات اغلب با خطا همراه بوده و توان رقابتی شرکتها به شدت کاهش یابد. در شرایطی که محیط تجارت جهانی بهسرعت در حال تغییر است و تقاضای مشتریان بازارهای بینالمللی دائماً دستخوش دگرگونی است، دسترسی به دانش بازار مقصد و تبدیل آن به شایستگی پایدار برای سازمانها اهمیتی دوچندان مییابد. <br /><br />این پژوهش با هدف بازکاوی و تبیین مفهوم «شایستگی دانش بازار مقصد» و بررسی نقش آن در ارتقای «برتری بازاریابی» و «رقابتپذیری» شرکتهای صادرکننده خشکبار ایران انجام شده است. خلأ اصلی مطالعات پیشین آن بود که اگرچه هر یک از مفاهیم برتری بازاریابی، رقابتپذیری و دانش بازار به صورت جداگانه بررسی شدهاند، اما ارتباط منسجم میان این متغیرها و نقش میانجی شایستگی دانش بازار مقصد در ادبیات علمی مغفول مانده است.<br /><br />پژوهش حاضر با اتخاذ رویکردی ترکیبی (کیفی ـ کمی) طراحی و اجرا شد. در بخش کیفی، با انجام ۱۵ مصاحبه نیمهساختار یافته با خبرگان صادرات، از جمله صادرکنندگان فعال و اساتید دانشگاه، دادههای لازم جمعآوری و از طریق روش تحلیل مضمون اشتراوس و کوربین مورد تجزیه و تحلیل قرار گرفت. نتیجه این مرحله، استخراج ۱۲۰ مفهوم اولیه و شناسایی ۳۰ مضمون فرعی بود که در نهایت به چهار متغیر اصلی «برتری بازاریابی»، «شایستگی دانش بازار مقصد»، «دانش بازار مقصد» و «رقابتپذیری» نسبت داده شد. در بخش کمی، پرسشنامهای شامل ۱۹ گویه در میان ۲۸۳ صادرکننده خشکبار توزیع شد و دادهها با روش تحلیل عاملی تأییدی تحلیل گردید.<br /><br /><br /><br />نتایج نشان داد که مدل پیشنهادی از برازش مناسبی برخوردار بوده و متغیرهای طراحیشده توانستهاند بهخوبی ابعاد مفهومی پژوهش را تبیین کنند. یافتههای بخش کیفی نشان داد که برتری بازاریابی تحت تأثیر چهار عامل اصلی است: قابلیتهای شرکتی (مانند سرمایه انسانی کارآمد و مدیران توانمند)، قابلیتهای فرهنگی (درک حساسیتهای فرهنگی و رعایت اخلاق حرفهای)، قابلیتهای عملیاتی (توان برندسازی، استفاده از روشهای نوین بازاریابی و تحلیل رقبا) و قابلیتهای ترفیعی و اطلاعرسانی (از جمله تسلط به زبان بازار مقصد و شبکهسازی). در میان این عوامل، «تسلط به زبان بازار مقصد» بهعنوان یک شاخص نوین و کمتر مورد توجه در پژوهشهای گذشته شناسایی شد که نقش حیاتی در انتقال پیامهای بازاریابی و جلب اعتماد مشتریان ایفا میکند. از سوی دیگر، شایستگی دانش بازار مقصد در دو بعد «توان رقابت اطلاعاتی» و «قابلیت ارتباطی» تبیین شد. توان رقابت اطلاعاتی شامل کسب اطلاعات دقیق و بهروز از بازار مقصد و برخورداری از چابکی بازاریابی است، در حالیکه قابلیت ارتباطی به ایجاد شبکهسازی مؤثر، برقراری ارتباطات بلندمدت و تبادل اطلاعات با مشتریان در بازارهای خارجی اشاره دارد. این یافته نشان داد که شرکتهای موفق، علاوه بر جمعآوری اطلاعات، باید سازوکارهایی برای پردازش و استفاده راهبردی از دادهها ایجاد کنند تا بتوانند از فرصتهای بازار بهرهبرداری بهتری داشته باشند. در ارتباط با متغیر رقابتپذیری، نتایج نشان داد که این مفهوم علاوه بر معیارهای کمی و کیفی شناختهشده (مانند سرمایهگذاری مالی، حملونقل کارآمد، تعهد اخلاقی و بهرهگیری از فناوریهای نوین)، شامل «اعتبار داخلی شرکت» نیز میشود که در پژوهش حاضر بهعنوان عامل جدید شناسایی گردید. اعتبار داخلی به توانایی شرکت در تأمین کالاهای باکیفیت و مقرونبهصرفه به واسطهی برخورداری از منابع مالی، برند معتبر و جایگاه مناسب در بازار داخلی اشاره دارد و تأثیر مستقیمی بر موفقیت صادراتی دارد.<br /><br />نتایج بخش کمی پژوهش نیز فرضیات تحقیق را تأیید کرد. بهطور مشخص، شایستگی دانش بازار مقصد اثر مثبت و معناداری بر برتری بازاریابی داشت و بهعنوان متغیر میانجی میان دانش بازار مقصد و برتری بازاریابی عمل کرد. همچنین مشخص شد که وجود شایستگی دانش بازار مقصد شرط لازم برای رقابتپذیری شرکتهای صادرکننده خشکبار است. این یافتهها نشان میدهد که بدون دستیابی به دانش کافی و تبدیل آن به شایستگی سازمانی، حتی در صورت اجرای برنامههای بازاریابی نوآورانه، امکان دستیابی به رقابتپذیری پایدار وجود نخواهد داشت.از منظر کاربردی، این پژوهش نشان میدهد که شرکتهای صادرکننده خشکبار ایران برای موفقیت در بازارهای جهانی باید توجه ویژهای به ایجاد و تقویت شایستگی دانش بازار مقصد داشته باشند. این امر از طریق راهبردهایی چون ایجاد واحدهای تحقیق و توسعه بازار، بهرهگیری از متخصصان بومی در بازار مقصد، حضور مستمر در نمایشگاههای بینالمللی صنایع غذایی و استفاده از فناوریهای نوین تحلیل دادهها و هوش مصنوعی برای پایش روندهای بازار محقق میشود. همچنین تقویت سرمایه اجتماعی در قالب شبکههای تجاری و ایجاد روابط پایدار با مشتریان و توزیعکنندگان خارجی از دیگر اقدامات کلیدی است که میتواند جایگاه رقابتی شرکتها را ارتقا بخشد. جمعبندی پژوهش بیانگر آن است که برتری بازاریابی یک مفهوم کیفی و چندبعدی است که مستلزم همافزایی قابلیتهای شرکتی، فرهنگی، عملیاتی و ترفیعی است و شایستگی دانش بازار مقصد، زیربنای تحقق آن محسوب میشود. این شایستگی نه تنها مسیر دستیابی به بازاریابی مؤثر را هموار میکند، بلکه بهعنوان پیششرطی برای رقابتپذیری پایدار عمل مینماید. بنابراین، در محیط پرتلاطم صادراتی، شرکتهایی که قادرند دانش بازار مقصد را به مزیت راهبردی تبدیل کنند، شانس بیشتری برای حفظ و توسعه بازارهای خارجی خواهند داشت. در نهایت، یافتههای این پژوهش میتواند بهعنوان چارچوبی عملی برای سیاستگذاران و مدیران اجرایی در صنعت خشکبار ایران مورد استفاده قرار گیرد تا با تقویت ابزارهای تحلیلی، شبکهسازی و یادگیری سازمانی، مسیر دستیابی به رقابتپذیری پایدار در عرصه جهانی را هموار کنند.امروزه بسیاری از صادرکنندگان با چالش جدی کمبود دانش عمیق نسبت به بازارهای هدف صادراتی خود مواجه هستند؛ موضوعی که تصمیمگیریهای نادرست، کاهش توان رقابتی و از دست رفتن فرصتهای پایدار در بازارهای جهانی را در پی دارد. این ناآگاهی بهویژه در زمینه شناخت دقیق نیازها، ترجیحات مصرفکنندگان و روندهای متغیر بازار مقصد، یکی از موانع اصلی توسعه پایدار صادرات محسوب میشود. بر این اساس، هدف پژوهش حاضر ارائه مدلی مفهومی است که رابطه میان «شایستگی دانش بازار مقصد»، «برتری بازاریابی»، «رقابتپذیری» و «دانش بازار» را تبیین نماید. پژوهش حاضر با بهرهگیری از رویکرد ترکیبی کیفی و کمی انجام شده است. در بخش کیفی، با انجام مصاحبههای نیمهساختاریافته با خبرگان حوزه صادرات شامل مدیران شرکتهای صادرکننده و اساتید دانشگاه تا رسیدن به اشباع نظری، دادههای لازم گردآوری و از روش تحلیل مضمون برای استخراج ابعاد متغیرها و تدوین مدل مفهومی استفاده شد. حاصل این مرحله استخراج ۱۲۰ مفهوم نهایی بود که پس از کدگذاری و تجمیع، در قالب ۳۰ مضمون فرعی برای چهار متغیر اصلی پژوهش سازماندهی شدند. در بخش کمی، تعداد ۲۸۳ پرسشنامه توسط صادرکنندگان فعال در حوزه خشکبار تکمیل شد و دادهها با روش تحلیل عاملی تأییدی و با نرم افزار Smart PLS تحلیل گردید. نتایج نشان داد شایستگی دانش بازار تأثیری مثبت و معنادار بر برتری بازاریابی دارد و بهعنوان متغیر میانجی رابطه میان کسب دانش دقیق از بازار و ارتقای برتری بازاریابی ایفای نقش میکند. همچنین یافتهها تأکید میکنند که شایستگی دانش بازار شرط لازم برای تحقق رقابتپذیری در شرکتهای صادرکننده است.https://bar.yazd.ac.ir/article_4177_86ff99b32e3c042b03d684e07681aee5.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Analysis of the Effect of Brand Ambassador on Purchase Decision with Emphasis on the Mediating Role of Brand Image and Customer Self-Concept (Case of Study: Customers of the Brand Clever)تحلیل تأثیر سفیر برند بر تصمیم خرید با تأکید بر نقش میانجی تصویر برند و خودپنداره مشتری (مورد مطالعه: مشتریان برند کلور)196213417210.22034/jbar.2026.22798.4526FAمعینابراهیمیدانشجوی کارشناسی ارشد مدیریت بازرگانی، واحد مدیریت، مؤسسه غیر دولتی غیرانتفاعی عطار، مشهد، ایران.بهارهملکیاستادیار، دکتری مدیریت سیستمها، مؤسسه آموزش عالی غیر دولتی غیرانتفاعی عطار، مشهد، ایران.0009-0007-9398-9661وجیهههوشیاراستادیار، دکتری مدیریت منابع انسانی، مؤسسه آموزش عالی غیر دولتی غیرانتفاعی عطار، مشهد، ایران.Journal Article20250213Introduction<br /><br />Studying consumer purchase intention is very important in today's competitive world by identifying the factors that influence it. One of the factors that can play an important role in consumers' purchase decisions is brand ambassadors. These ambassadors act as brand representatives and can establish close contact with consumers and convey a positive image of the brand to them. Studies show that the use of brand ambassadors can have a positive and significant impact on consumers' purchase decisions. However, the results of some other studies indicate that the influence of brand ambassadors on purchase decisions is not always strong and, in some cases, may provide contradictory results. Therefore, understanding how brand ambassadors influence purchase intention requires further study. One of the key variables that can help to better understand the influence of brand ambassadors is brand image. Brand image is the overall perception of a brand or business by customers. This concept includes aspects such as reputation, level of trust in products or services, and the feeling that a brand creates in the minds and hearts of its audience. Brand image is one of the most important assets of any business that must be continuously reviewed and managed to maintain a positive and effective relationship with its audience. The formation of a positive image of the brand is a predictor of positive word-of-mouth advertising behaviors and customer purchases. The important point is that brand image is not only specific to that brand's customers. That is, even people who do not use a brand's products and services can have a feeling and image about that company's brand and establish an effective relationship with it. This mentality and interaction will usually be formed in the minds of users through the experiences of others, advertising, etc. Therefore, brand image will be a fundamental and important issue for all businesses. In this regard, given the important and vital role of brand image in the purchasing decision-making process, it is necessary to examine the impact of brand ambassadors or famous endorsers on it.<br /><br />Also, another key variable that can help better understand the impact of brand ambassadors on the purchasing decision-making process is the customer's self-concept. Self-concept refers to how people see themselves in different areas of their lives based on their personal values, attitudes, and perceptions. This variable directly influences consumers' purchasing decisions because people tend to choose products that are consistent with their self-concept, whether this self-concept is ideal or actual. Given the increasing use of the Internet and social media, brands in Iran are looking for solutions that can exploit this space to their advantage. The use of brand ambassadors or famous endorsers in advertisements, such as actors, athletes, and singers, has been popular in Iran for more than a decade (Mohammad Hosseini et al., 2014). However, most of the research conducted in this field has been conducted on products such as clothing, hygiene products, and food. Also, in the study of consumer purchasing behavior and purchase intention, domestic research has not examined the effect of using famous brand ambassadors on purchase intention from the aspect of the customer's ideal self-concept. Also, regarding the effect of brand ambassadors on brand image, few domestic studies have been conducted focusing on other fields except for the field of home appliances (Research by Esmaeilpour, Izadi, Afrakhteh, and Zahedi, 2018; Mohammad Hosseini et al., 2014). However, these studies did not examine the mediating role of brand image in the influence of celebrity brand ambassadorship on purchase intention.<br /><br />Therefore, the main issue of this research is whether the use of a famous brand ambassador has an effect on the customer's purchase intention by emphasizing the mediating role of the brand image and the ideal self-concept or not?<br /><br />Methodology<br /><br />This research is applied in terms of its purpose and descriptive-survey in terms of its data collection method. The statistical population is customers of the brand Clever in Mashhad, and 225 people were selected as samples using the available non-probability sampling method. The data collection tool is standard questionnaires. To measure validity and reliability, opinions of experts, convergent and divergent validity, factor analysis, Cronbach's alpha and composite reliability were used. Data analysis was performed using the structural equation modeling method and Smart PLS 3 software. <br /><br />Discussion and Results<br /><br />The findings indicate that brand ambassador has a positive and significant effect on customers' purchase decisions, brand image, and ideal self-concept; brand image and ideal self-concept also has a positive and significant effect on customers' purchase intention for Clever brand products. Also, the results indicate that brand image and ideal self-concept have a positive mediating role in the effect of brand ambassador on purchase intention.<br /><br />Conclusion<br /><br />When making a purchase decision, consumers are influenced by the personality and behavior of the brand ambassador. If the brand ambassador is a trusted and popular individual, these qualities are transferred to the brand, forming a positive image in the minds of consumers. Conversely, if the brand ambassador has negative qualities, this can seriously damage the brand's image. By creating an emotional connection between the brand and its customers, brand ambassadors can establish a lasting impression of the brand. Also, customers tend to purchase products that reinforce their ideal self-image. For example, if a celebrity who possesses attributes such as beauty, success, and a luxurious life endorses a particular brand, customers may see the brand as a means to achieve their ideal self-image. Customers tend to choose brands through which they can introduce themselves to others or present an ideal image of themselves. The results of the study confirm the construal level theory.<br /><br />Keywords: Purchase decision, Brand image, Ideal self-concept, Brand ambassador, Clever brand.این پژوهش درصدد تحلیل تأثیر سفیر برند بر تصمیم خرید مشتریان برند کلور با تأکید بر نقش میانجی تصویر برند و خودپنداره ایدهآل مشتری میباشد. این پژوهش از حیث هدف کاربردی و از حیث شیوه گردآوری اطلاعات، توصیفی-پیمایشی است. جامعه آماری، مشتریان برند کلور در شهر مشهد میباشند که با استفاده از روش نمونهگیری غیراحتمالی در دسترس، 225 نفر به عنوان نمونه انتخاب شدند. ابزار گردآوری دادهها، پرسشنامههای استاندارد میباشد. جهت سنجش روایی و پایایی، از نظر خبرگان، روایی همگرا و واگرا، تحلیل عاملی، آلفای کرونباخ و پایایی مرکب استفاده شده است. تحلیل دادهها با روش مدلسازی معادلات ساختاری و با نرمافزار اسمارت پیالاس 3 انجام شد. نتایج حاکی از آن است که سفیر برند تأثیر مثبت و معنیداری بر تصمیم خرید مشتریان، تصویر برند و خودپنداره ایدهآل مشتریان دارد؛ همچنین تصویر برند و خودپنداره ایدهآل مشتریان بر قصد خرید محصولات برند کلور تأثیر مثبت و معناداری دارند. همچنین، نتایج گویای آن است که تصویر برند و خودپنداره ایدهآل در تأثیر سفیر برند بر قصد خرید نقش میانجیگری مثبت دارند. سفیران برند، قادرند تصویری مثبت از برند در ذهن مشتریان ایجاد کنند که این تصویر بهنوبه خود بر تصمیم خرید تأثیر میگذارد. همچنین، میتوانند با ارائه الگوهای رفتاری و سبک زندگی خویش، خودپنداره ایدهآل مشتریان را فعال کنند. مشتریان با مشاهده سفیران برند مشهور که به اهداف و ایدهآلهای آنها نزدیکتر هستند، احتمال بیشتری دارد که به خرید محصولات مرتبط با آن برند روی آورند.https://bar.yazd.ac.ir/article_4172_78eae01efdaf550dd7fa05dc39f54ad2.pdfدانشگاه یزدکاوشهای مدیریت بازرگانی2645-386X184320260421Biophilic Marketing: Analyzing Strategic Implications in Startupsبازاریابی بیوفیلی: تحلیل پیامدهای استراتژیک در کسب وکارهای نوپا214235423510.22034/jbar.2026.23516.4588FAعبدالهساعدیاستادیار گروه مدیریت ، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم آباد، ایران.0000-0001-7812-1978الههبحرینیکارشناسی ارشد مدیریت کسبوکار، دانشکده اقتصاد و مدیریت، دانشگاه لرستان، خرم آباد، ایران.Journal Article20250815Introduction<br /><br />In today's world, where competition between organizations has increased sharply and business environments have faced rapid and complex changes, marketing plays a key and undeniable role in the success and sustainability of various institutions, including companies and service providers. Marketing is no longer just a tool for promoting a product or service, but acts as a strategic bridge between the organization and its stakeholders and has a pivotal position in the process of identifying customer needs, building a desirable brand image, and guiding the path of organizational growth. On the other hand, the accelerated urbanization trend in recent decades has significantly changed the pattern of human relations with nature. This transformation has affected not only humans as biological beings, but also the built environments that are the context of human interactions and activities. In recent years, concepts related to biophilic design have been widely used in various fields. The use of elements such as natural light, plants, water, natural materials, and green landscapes has become one of the main strategies for improving the quality of built spaces. Also, scientific evidence has shown that biophilic design plays an important role in enhancing the experience of space by improving mood, reducing stress, increasing productivity, and restoring cognitive ability of individuals. <br /><br />Methodology<br /><br />The present study is a mixed-type (qualitative-quantitative) study with an applied and descriptive-survey approach that examines the strategic consequences of biophilic marketing in start-up businesses. The statistical population includes managers of start-up businesses and university professors with expertise in the fields of marketing and the environment, who were selected using purposive sampling and based on the principle of theoretical sufficiency, with a total of 16 people. In the qualitative part, data were collected through semi-structured interviews. The interviews were designed and conducted with the aim of accurately and deeply identifying the consequences of biophilic marketing. Then, the interview text was analyzed using coding and thematic classification software (MAXQDA) to extract key themes and consequences. After extracting the consequences in the qualitative stage, a quantitative method was used to determine the importance and priority of each consequence. In this regard, the causal relationships and the degree of influence of the consequences on each other were determined using the fuzzy cognitive mapping approach. This method allows for analyzing system dynamics, simulating the future behavior of variables, and prioritizing factors based on their impact. For this reason, FCM is a powerful tool for decision-making and analyzing complexities in fields such as marketing, management, engineering, and social sciences. It should be noted that the required quantitative data was collected through a specialized questionnaire (researcher-made) that was completed by the same 16 participants in the qualitative section. Also, to assess the validity and reliability of the data collection tool in the qualitative section, content construct validity (after initial analysis, the findings or interpretations of the interviews were shared with the participants themselves and approved) and intra-coder and inter-coder reliability were used, respectively. On the other hand, in the quantitative section, content validity and test-retest reliability were used to assess the data collection tool. Finally, the consequences of biophilic marketing in start-up businesses were identified and prioritized.<br /><br />Discussion and Results<br /><br />The findings indicate that, with the help of content analysis, seventeen strategic consequences of biophilic marketing (creating a brand identity as an ambassador of nature, attracting multicultural talents, increasing brand social capital, increasing brand flexibility, promoting environmental awareness and sensitivity, creating a sustainable competitive advantage, increasing a sense of belonging and customer loyalty, improving customer satisfaction indicators, reducing business costs, helping to develop a circular and sustainable economy, increasing consumer empathy, facilitating the consumer decision-making process, strengthening business emotional intelligence, strengthening a sense of brand social responsibility, attracting green and sustainable investments, increasing creativity and innovation, and increasing customer participation) were identified for start-up businesses. Also, using fuzzy mapping, helping to develop a circular and sustainable economy, attracting multicultural talents, creating a sustainable competitive advantage, reducing business costs, facilitating the consumer decision-making process, and creating a brand identity as an ambassador of nature are the most important consequences of biophilic marketing in start-up businesses.<br /><br />Conclusion<br /><br />Biophilic marketing, as a new and comprehensive approach, reflects fundamental changes in consumer behavior and society's attitudes towards the environment. In today's world, where environmental awareness is rapidly increasing, start-ups are faced with financial and time constraints that require differentiating and efficient solutions. Biophilic marketing allows start-ups to create a significant competitive advantage by integrating natural elements into products, services and marketing communications, while fulfilling their social responsibilities. From a strategic perspective, this approach helps start-ups to increase market share and align their long-term vision with sustainable development, as today's consumers are looking for brands that consider not only product quality but also its environmental and social impacts.<br /><br />Keywords: Biophilic Marketing, Circular Economy Development, Multicultural Talents, Creating a brand identity, Start-up Businessesپژوهش حاضر با هدف تحلیل پیامدهای استراتژیک بازاریابی بیوفیلی در کسب و کارهای نوپا انجام پذیرفت. این پژوهش از نظر هدف کاربردی و از حیث روش گردآوری اطلاعات توصیفی و از نوع پیمایشی و از لحاظ نوعشناسی در زمره-ی پژوهشهای آمیخته قرار میگیرد. جامعه آماری پژوهش مدیران کسب و کارهای نوپا و اساتید دانشگاه تشکیل می-دهند که براساس روش نمونه گیری هدفمند و اصل اشباع نظری تعداد 16 نفر به عنوان نمونه انتخاب شدند. در بخش کیفی ابزار گردآوری دادهها، مصاحبه نیمه ساختار یافته است که روایی و پایایی ابزارها به ترتیب با استفاده از روایی ساختاری محتوایی (بعد از تحلیل اولیه، یافتهها یا تفسیرهای مصاحبهها با خود مشارکتکنندگان به اشتراک گذاشته شد) و پایایی درون کدگذار و میان کدگذار مورد تأیید قرار گرفت. ابزار گردآوری دادهها در بخش کمی، پرسشنامه محقق ساخته است که با استفاده از روایی محتوایی و پایایی بازآزمون تایید شد. در بخش کیفی این پژوهش، داده-های بدست آمده از مصاحبه با استفاده از تحلیل مضمون و با نرمافزار مکس- کیو- دی- ای تحلیل و پیامدهای بازاریابی بیوفیلی بر رشد و پایداری کسب و کارهای نوپا شناسایی شدند. در بخش کمی پژوهش با استفاده از نقشه شناختی فازی اولویتبندی عوامل و روابط علی آنها مشخص گردید. یافتهها حکایت از آن دارد با استفاده از نقشه نگاشت فازی به ترتیب کمک به توسعه اقتصاد چرخشی و پایدار، جذب استعدادهای چندفرهنگی، ایجاد مزیت رقابتی پایدار، کاهش هزینههای کسبوکار، تسهیل فرایند تصمیمگیری مصرفکننده و ایجاد هویت برند بهمثابه سفیر طبیعت مهمترین پیامدهای بازاریابی بیوفیلی در کسب وکارهای نوپا میباشند.https://bar.yazd.ac.ir/article_4235_f99171c777ab021b8befb5c4b0d0a7cd.pdf