درخت حوزه‌های تخصصی

A logo epitomizes a brand and depicts the picture of a product; consequently, attention, as an initial step of the AIDA model, to the logo is a good-looking index to survey the cognitive processing during consumers’ decision-making. Eye tracker extracts the visual attention data. For these reasons and appreciated from fixation duration, in the present study, the process of visual attention to the logo of a brand during decision-making was studied. To analyze the effects of the popularity of a brand on consumers’ decision-making, visual attention of 53 undergraduate students was studied. The brands were selected from two categories of beverages: soft drinks and non-alcoholic beers. Prior to the test, the participants had declared their favorite categories. The results showed that 75% of the participants selected a popular brand of their unfavorite categories. On the other hand, the difference of fixation duration between logos of popular and unknown brands did not directly relate to the choices of the participants. Therefore, these results did not correspond with the AIDA model. Additionally, cognitive processing toward the unknown brands’ logos was more than the popular brands’ logos. Moreover, the consumers who changed their decision were subjected to more cognitive processing compared to the consumers who insisted on their selection. In contrast to the AIDA model which implies that decision-making is triggered by attention, the present study indicated that decision making can also be influenced by the popularity of the brand. This can be due to optimization of the working memory usage by the brain. Finally, these results could be helpful in creating a new brand. According to the AIDA model, the more attractive logo and package of the brand, the more chance for being selected by the customers. However, our findings emphasize the importance of the popularity of the brand.

The new paradigm of good governance has an emphasis on international transparency, and this in this study takes into account the actual impacts of organizational intelligence in policymaker organizations. This study primarily aims to design an intelligent model of transparent governance in policymaker organizations with the approach of good governance. The study is a fundamental research in terms of objectives. In the qualitative section, data collection was done through Delphi interview questions, and the statistical population was senior managers, specialists, and policymakers with targeted sampling. In the quantitative part, the population was mid-level managers and organizational intelligence experts. The random sampling method was via the Cochran formula, and 432 individuals were selected. Data gathering tools were interviews and researcher-made survey questionnaires. The content and face validity and Cronbach alpha reliability were employed. The data were analyzed by descriptive and inferential statistics, including factor analysis, regression, and structural equations. Model fit and Friedman test were employed. The findings indicated three dimensions in the proposed model design, including transparency, knowledge creation, and knowledge translation, along with six components, five subcomponents, and 23 indicators. The results suggested that there is a relatively strong and appropriate relationship between organizational intelligence and organizational transparency. Furthermore, sense-making had the highest correlation with organizational transparency. Also, the strongest predictor was the sense-making variable.

The purpose of present study in terms of data collection is practical, and in terms of descriptive research is correlation. The statistical population of this study is all Pasargad insurance customers in 2019. For collecting data, 397 standard questionnaires were distributed and returned. The collected data were analyzed by SPSS 24 and SmartPLS3 software. The results show that brand reputation has a significant effect on brand trust and customer loyalty; alternative attractiveness has a positive and significant effect on brand trust, but its effect on customer loyalty was rejected. Also, the company's image has a positive and significant effect on customer loyalty and emotional satisfaction. Brand trust has a positive and significant effect on customer loyalty. Emotional satisfaction also has a positive and significant effect on customer loyalty. Also, the mediating role of emotional satisfaction in influencing the company's image on customer loyalty was confirmed, and finally, the mediating role of brand trust in the influencing of brand reputation on customer loyalty and alternative attractiveness on customer loyalty was confirmed.