کامبیز حیدرزاده هنزایی

According to the matter of knowledge-based businesses development in economic development and job creation of the state, it is so important to identify effective strategies and factors in developing entrepreneurship, supporting commercializing and branding of knowledge-based businesses and the environment in which these businesses fare formed. The purpose of the present research is offering an entrepreneurial branding model to knowledge-based firms. This is a qualitative research with the grounded theory approach. In this research, 20 experts of marketing, branding fields and managing directors of knowledge-based firms were studied through semi structured interviews by using purposive sampling method. Interviews were continued up to reach theoretical saturation point and after analyzing extracted codes in triple coding stages, 165 primary conceptual propositions were identified from open coding, 5 categorical propositions from axial coding and 23 main factors from selective coding and then the final model were extracted. In paradigm model of grounded theory, the pivotal phenomenon of the research has been considered the entrepreneurial branding process in the knowledge-based firms of the state and the casual, demographic and intervening conditions of this phenomenon were identified after fulfilling research stages. It was also offered the results and consequences of branding in these types of institutes in the model.

Since the Islamic Revolution in 1979, Iran has been affected by economic sanctions imposed by Western countries especially the U.S. Since 2006 and with increasing Iranian nuclear standoff with the P5+1 group, the United Nations has frequently imposed economic and financial sanctions against Iran. As a result of these international restrictions and their management by an international organization, Iran's exports have been heavily reduced. Given the sanctions on the oil industry in Iran and the lack of a comprehensive model of export performance of Iranian petroleum products in the sanctions period, this research can help improve and develop this industry in international markets. The research method is phenomenological and the statistical population includes export and marketing managers and oil industry experts. Non-probable sampling and snowball sampling methods were used in this research. In this qualitative study, semistructured in-depth interviews were used to gather information, and 7 in-depth interviews on saturation law were conducted. Structural, internal, interpretive, and descriptive validity were used for validation. For surveying reliability, revision while coding and surveying by another informed person were used to ensure correct coding. This research uses a qualitative study to determine the effect of returning sanctions on the export performance model of Iranian petroleum products. After open, pivotal, and selective coding and the use of Atlas quality software, the background of Iran's oil products export performance in sanctions is market orientation, company resources, marketing mix, macro environment, and items of Iranian oil products export performance in sanction includes: financial performance,customer satisfaction and customer retention in sanction situation. Most of the previous studies have focused onpositivism and quantitative research methodology while we used the qualitative and mixed-method in this research. 

In this research, researchers deal with the study of the antecedents and consequences model of the brand attachment in the form of CBR. In this study, consumer-brand relationships are divided into two kinds: communal and exchange ones. The statistical society totally consists of 864 students of the marketing in Tehran City. The available relationships in the model are separately examined by using the structural equations modelling (AMOS 5.0) within each group in order to test the model and hypothesis. The results of the research show that the variables including brand experience, brand love, commitment, trust, in the communal group play a more effective role than the others in producing the brand attachment, also the variables such as brand reliability, brand satisfaction in the exchange group are among the fundamental ones for developing the brand attachment. This study is the first attempt to identify the importance of relationships aspects in young adult consumer. The current study extends branding literature by shedding lights on the roles of communal/exchange relationships factors in brand management, which also help brand managers.