دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 Designing a Marketing Model for Masstige Using Interpretive Structural Modeling (ISM) طراحی مدل بازاریابی ماستیژ با استفاده از مدل‌سازی ساختاری تفسیری 1 22 5089 10.22070/cs.2026.21433.1467 FA علی شریعت نژاد دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان، خرم آباد، ایران. 0000-0001-8609-6960 سیده نسیم موسوی دانشجوی دکتری مدیریت منابع انسانی، دانشکده مدیریت و اقتصاد، دانشگاه لرستان ، خرم آباد، ایران. 0000-0001-8124-2180 Journal Article 2025 04 02 Introduction and Purpose: The concept of masstige marketing, as a novel strategy for offering authentic and luxury products at affordable prices in order to attract the middle class, has captured the attention of marketing researchers in recent years. This approach requires a deep understanding of how the four elements of marketing interact in order to maintain brand prestige while simultaneously reaching the mass market. This research is grounded in the positivist paradigm; however, it employs an interpretivist approach in the Interpretive Structural Modeling (ISM) phase to model the complex relationships among masstige factors. This combination enables the quantitative modeling of cause-and-effect relationships after the collection of expert-validated data. Methodology: The main objective of this study is to design a structural marketing model for masstige using the Interpretive Structural Modeling (ISM) algorithm. In terms of objective, this research is applied, and it falls within the category of descriptive-survey studies. The statistical population of this study comprises managers and university professors in Khorramabad. With regard to the selection of the statistical population, given that the topic is masstige marketing, it was necessary to include individuals who were familiar with this concept both theoretically and practically and who possessed the required knowledge and expertise to answer the interview and questionnaire questions. Therefore, using the purposive sampling method and based on the principle of theoretical saturation, 30 managers and professors from universities in Khorramabad were selected. The selection of managers and professors as the initial statistical population was highly appropriate because, through their deep understanding of market structure, they were better able to explain the cause-and-effect relationships among the various factors of masstige marketing. They represent the most suitable choice for examining the masstige marketing model. The data collection tool in the qualitative section was a semi-structured interview, part of which was conducted in person and another part by telephone with the sample members over a period of 30 to 40 minutes, during which the key points mentioned by the experts were recorded. Furthermore, in the qualitative section, the data collection method involved content analysis, and theoretical validity, together with inter-coder reliability testing, confirmed the validity of both questionnaires. Specifically, a 16 × 16 matrix questionnaire was provided to the experts both in person and via email, asking them to respond based on the Interpretive Structural Modeling (ISM) algorithm. To measure the validity and reliability of the data collection tool, a content validity index of 0.78 and a test-retest reliability coefficient of 0.85 were confirmed in the quantitative section. In this research, content analysis and coding using MaxQDA (2020) software were employed to analyze the data in the qualitative section, while the Interpretive Structural Modeling (ISM) method using MATLAB software was utilized in the quantitative section. Findings: Masstige marketing, as a specialized branch of marketing within the domain of wellness and relaxation services, requires a deep understanding of intervening factors, contextual backgrounds, key outcomes, and various dimensions. An examination of these four components reveals that success in this field is not limited to providing high-quality services, but rather depends on a combination of environmental factors, professional skills, and effective marketing strategies that can create a significant difference in customer acquisition and retention. Initially, the intervening factors play a decisive role in shaping marketing strategies. Market competition stands out as one of the most important factors, directly influencing marketers’ decisions; recognizing the number of competitors, the intensity of competition, and the positioning of each competitor can help identify market opportunities and threats. Furthermore, the laws and regulations related to massage and health services, including permits, hygiene standards, and advertising restrictions, create a legal framework that either restricts or guides marketers’ activities. On the other hand, social culture and attitudes determine the acceptance of massage services and the importance of relaxation and wellness within society; understanding beliefs, traditions, and health trends allows marketers to align their messaging with the target audience. Finally, the provider’s skill is presented as a vital human factor, as the provider’s experience, expertise, and ability to communicate with customers determine the quality of service and directly affect customer satisfaction and loyalty. In addition to these intervening factors, the environmental contexts provide the background against which effective marketing takes shape. Discussion and Conclusion: The results of the qualitative section identified the key factors influencing masstige marketing, while the quantitative section used ISM to model the structural relationships among these factors. This modeling facilitated the separation and identification of root factors at higher levels and dependent factors at lower levels within the masstige marketing strategy. The findings successfully provide an ISM-based structural framework for explaining the system of cause-and-effect relationships among masstige factors. This model enables managers to maximize the effectiveness of their strategies in a competitive environment by focusing on the root factors. Overall, the conclusion is that masstige marketing is a multidimensional and dynamic process that requires a combination of environmental analysis, human factor management, the use of new technologies, and a focus on customer experience. This combination not only improves brand positioning and increases revenue, but also positively affects the target community by enhancing the social and economic value of the services provided. Therefore, it is recommended that marketers and managers in this field design and implement their strategies based on the precise identification of intervening factors, by leveraging existing platforms, focusing on key outcomes, and strengthening various dimensions of marketing in order to achieve sustainable success in market competition. مفهوم بازاریابی ماستیژ، به‌‌‌‌‌‌‌‌‌‌‌‌عنوان استراتژی نوین ارائه محصولات معتبر و لوکس با قیمت‌های مقرون‌به‌صرفه به‌منظور جذب طبقه متوسط، در سال‌های اخیر توجه پژوهشگران حوزۀ بازاریابی را به خود جلب کرده است. این رویکرد مستلزم درک عمیقی از نحوۀ تعامل عناصر چهارگانه بازاریابی برای حفظ اعتبار برند هم‌زمان با نفوذ به بازارهای انبوه است. پژوهش حاضر بر پایۀ پارادایم اثبات‌گرایی استوار است، اما باهدف مدل‌سازی روابط پیچیده میان عوامل ماستیژ، در مرحله تحلیل ساختار (ISM) از یک رویکرد تفسیری بهره می‌برد. این ترکیب روش‌شناختی، امکان مدل‌سازی کمی روابط علی و معلولی را پس از جمع‌آوری داده‌های مورد تأیید خبرگان فراهم می‌آورد. هدف اصلی این پژوهش، طراحی مدل ساختاری بازاریابی ماستیژ با استفاده از الگوریتم مدل‌سازی ساختاری تفسیری (ISM) است. این پژوهش ازنظر هدف، کاربردی و از حیث روش، آمیخته (کمی و کیفی) و توصیفی-پیمایشی است. جامعۀ آماری پژوهش شامل ۳۰ نفر از مدیران و اساتید دانشگاه‌ است که به روش نمونه‌گیری هدفمند انتخاب شده‌اند. ابزار گردآوری اطلاعات در بخش کیفی شامل مصاحبه نیمه‌ساختاریافته و در بخش کمی شامل پرسشنامه ماتریسی [۱۶×۱۶] بوده است. تحلیل داده‌های کیفی با بهره‌گیری از نرم‌افزار Maxqda (2020) و تحلیل داده‌های کمی با استفاده از روش ISM در محیط نرم‌افزار Matlab انجام‌شده است. یافته‌های بخش کیفی منجر به استخراج عوامل کلیدی مؤثر بر بازاریابی ماستیژ شد و در بخش کمی، روابط ساختاری میان این عوامل از طریق مدل ISM، مدل‌سازی گردید. این مدل‌سازی امکان تفکیک و تعیین عوامل ریشه‌ای (سطح بالاتر) و عوامل وابسته (سطح پایین‌تر) را در استراتژی بازاریابی ماستیژ فراهم آورده است. درنهایت، این پژوهش با موفقیت یک چارچوب ساختاری مبتنی بر ISM را جهت تبیین نظام روابط علت و معلولی عوامل ماستیژ ارائه می‌دهد. این مدل به مدیران این امکان را می‌دهد که با تمرکز بر عوامل ریشه‌ای، اثربخشی استراتژی‌های خود را در محیط رقابتی به حداکثر برسانند. نتیجه‌گیری کلی نشان می‌دهد که بازاریابی ماستیژ فرایندی چندبُعدی و پویا است که نیازمند تلفیقی از تحلیل محیطی، مدیریت منابع انسانی، بهره‌گیری از فناوری‌های نوین و تمرکز بر تجربۀ مشتری است. این رویکرد نه‌تنها موجب بهبود جایگاه برند و افزایش درآمد می‌شود، بلکه با ایجاد تأثیر مثبت بر جامعه هدف، ارزش اجتماعی و اقتصادی خدمات را ارتقا می‌بخشد. ازاین‌رو، توصیه می‌شود بازاریابان و مدیران این حوزه، استراتژی‌های خود را با شناسایی دقیق عوامل مداخله‌گر، بهره‌گیری از بسترهای موجود، تمرکز بر پیامدهای کلیدی و تقویت ابعاد مختلف بازاریابی طراحی و اجرا کنند تا موفقیت در بازار را تضمین نمایند.

https://cs.shahed.ac.ir/article_5089_12b668a1ada1828ba795332f419d4ef7.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 Dynamic Evaluation and Ranking of the Performance of Good Governance Dimensions in Urban Management of Bushehr _A Dynamic Grey Relational Analysis Approach ارزیابی و رتبه‌بندی پویای عملکرد ابعاد حکمرانی خوب در مدیریت شهری بوشهر؛ رویکرد تحلیل خاکستری پویا 23 52 5058 10.22070/cs.2026.21345.1465 FA سمانه شاکری تالارپشتی گروه مدیریت صنعتی - دانشگاه کسب و کار واقتصاد - دانشگاه خلیج فارس - بوشهر - ایران 0009-0004-0587-3350 هادی بالویی جام خانه گروه مدیریت صنعتی-دانشکده کسب و کار و اقتصاد -دانشگاه خلیج فارس -بوشهر - ایران 0000-0001-5250-7127 Journal Article 2025 04 12 Introduction and Purpose: Rapid urbanization in recent decades has significantly increased the complexity of urban management and intensified citizens’ expectations regarding transparency, accountability, service quality, and institutional effectiveness. In Iran, where nearly three-quarters of the population reside in urban areas, municipalities face mounting pressure to deliver efficient public services under financial and institutional constraints. In this context, urban governance has emerged as a vital conceptual and operational framework for improving managerial performance and enhancing citizen satisfaction. Although the concept of “good urban governance” has been widely discussed, many empirical studies have relied primarily on static or cross-sectional approaches. Such studies often examine limited dimensions of governance, overlooking the dynamic evolution of performance over time. This limitation is particularly relevant in developing countries, where frequent managerial changes, policy discontinuities, and institutional instability significantly influence the effectiveness of local governance. Consequently, a methodological gap remains in evaluating how different dimensions of good urban governance evolve dynamically and how their relative performance contributes to citizen satisfaction. The present study addresses this gap by conducting a dynamic evaluation and ranking of good urban governance dimensions in Bushehr, Iran, with a specific emphasis on citizen satisfaction. By applying the Dynamic Grey Relational Analysis (D-GRA) approach, this research aims to identify which governance dimensions demonstrate stronger temporal alignment with the desired governance pattern and which require greater policy attention to improve their effectiveness and stability.. Methodology: This research adopts an applied, quantitative approach. Initially, a systematic review of international and national literature was conducted to identify common governance indicators. Based on this review and considering the institutional characteristics of Iranian urban management, global governance indicators were localized and adapted to the municipal level. As a result, six core dimensions of good urban governance were identified: managerial efficiency and effectiveness, quality of budget formulation, enforcement of urban regulations, managerial stability, transparency and accountability, and corruption control. The empirical analysis focuses on Bushehr as a medium-sized Iranian city with distinct administrative, economic, and geographical characteristics. Performance data related to municipal governance were collected over a four-year period (2019–2022). Given the limited data availability and the presence of uncertainty in governance performance, D-GRA was employed as the primary analytical method. This method is particularly suitable for analyzing complex systems with small samples and incomplete information, as it allows for the evaluation of dynamic relationships among variables over time. Through the D-GRA procedure, the performance of each governance dimension was compared with an ideal reference sequence representing the desirable pattern of governance. Grey relational coefficients were calculated annually, and dynamic grey relational grades were derived to assess both the temporal proximity and stability of each dimension relative to the optimal governance pattern. This approach enabled a dynamic ranking of governance dimensions, providing a clearer understanding of their performance trajectories throughout the study period. Finding: The results of the dynamic grey relational analysis reveal notable differences among governance dimensions in terms of temporal convergence with the optimal governance pattern. Managerial efficiency and effectiveness (EM), measured primarily through the realization of municipal development budgets, achieved the highest dynamic grey relational grade (γD = 1.017) and ranked first among the evaluated dimensions. The high level of dynamic convergence indicates that the implementation of development budgets in Bushehr has shown relatively stable performance throughout the study period and has remained closest to the reference pattern. Transparency and accountability (TA), measured through indicators related to financial commitments and institutional reporting mechanisms, ranked second with a dynamic grey relational grade of 0.875. This result indicates that financial commitment fulfillment and transparency mechanisms have maintained a relatively strong alignment with the reference governance pattern. Managerial stability (SM), calculated based on the frequency of changes in senior municipal management, ranked third with a dynamic grade of 0.682. Although this dimension showed lower convergence compared with the two leading indicators, the results suggest that managerial fluctuations have gradually stabilized during parts of the study period. The enforcement of urban regulations (PL), derived from the proportion of development expenditures within the total municipal budget, ranked fourth with a dynamic grade of 0.608. The results indicate that although regulatory and planning compliance was satisfactory in some years, periodic fluctuations limited stronger convergence with the reference pattern. Quality of budget formulation (QD), measured through the ratio of realized development budgets to total budget allocations, ranked fifth with a dynamic grade of 0.605. The moderate convergence of this indicator suggests that improvements in some years were insufficient to fully compensate for earlier performance gaps. Finally, corruption control (CC), measured through the number of official oversight communications, formal inquiries, and monitoring actions, ranked sixth with a dynamic grade of 0.576. The relatively lower convergence indicates that monitoring and oversight activities during the study period remained further from the desired governance benchmark. Overall, the D‑GRA results (λ = 0.25) indicate that EM and TA exhibit the strongest dynamic convergence with the reference governance pattern and demonstrate greater performance stability. In contrast, QD and CC show the weakest alignment and therefore require greater attention in future governance improvement strategies.. Discussion and Coclusion: The rapid growth of cities in recent decades has transformed urban governance into a complex, multidimensional process. Increasing population pressures, infrastructure demands, and environmental challenges have rendered traditional management approaches insufficient for addressing contemporary urban problems. In this context, improving managerial effectiveness and governance quality has become a central priority for urban administrations. The findings of this study indicate that the governance pattern in Bushehr during the study period was relatively asymmetric. While managerial efficiency and transparency demonstrated stronger and more stable performance, other dimensions—such as budget quality and corruption control—showed greater distance from the desired governance pattern. These results suggest that improvements in urban governance cannot rely on isolated, short-term interventions; rather, they require sustained institutional development and long-term policy continuity. The study also highlights the influence of institutional cycles in Iran; as municipal leadership and city council terms often follow four-year cycles, managerial transitions can introduce short-term performance fluctuations. In such contexts, dynamic evaluation methods like D-GRA provide a more accurate perspective by capturing cumulative performance trends rather than relying on static annual assessments.From a policy perspective, strengthening governance in Bushehr requires maintaining managerial efficiency, expanding transparency mechanisms and digital information systems, improving institutional stability, and reforming budget planning and oversight. Methodologically, the study demonstrates the efficacy of D-GRA for evaluating governance performance in environments characterized by data limitations and institutional uncertainty. By capturing temporal dynamics, this method offers policymakers more realistic insights into governance performance evolution. Ultimately, evaluating urban governance through a dynamic framework provides a deeper understanding of how governance dimensions influence citizen satisfaction, supporting evidence-based, transparent, and resilient urban management systems رضایتمندی شهروندان یکی از مهم‌ترین شاخص‌های ارزیابی موفقیت مدیریت شهری است که تحقق آن به‌طور مستقیم تحت تأثیر کیفیت حکمرانی شهری قرار دارد. با وجود گسترش مطالعات مرتبط با حکمرانی خوب، اغلب پژوهش‌ها رویکردی ایستا داشته و بررسی پویای ابعاد حکمرانی در طول زمان و سنجش میزان اثربخشی نسبی هر ُبعد در سطح مدیریت شهری کمتر موردتوجه قرارگرفته است. ازاین‌رو، هدف این پژوهش، سنجش، مقایسه و رتبه‌بندی پویای ابعاد حکمرانی خوب در مدیریت شهری شهر بوشهر با تأکید بر ارتقای رضایتمندی شهروندان است. در این راستا، پس از مرور نظام‌مند مطالعات پیشین و بومی‌سازی شاخص‌های جهانی حکمرانی خوب در مقیاس مدیریت شهری، شش ُبعد اصلی شامل کارایی و اثربخشی مدیریتی، کیفیت تعریف بودجه، اجرای ضوابط شهری، ثبات مدیریت، شفافیت و پاسخ‌گویی و کنترل فساد استخراج شد. داده‌های مربوط به عملکرد مدیریت شهری شهر بوشهر در دورۀ زمانی چهار ساله ۱۳۹۹ تا ۱۴۰۲ گردآوری و با استفاده از روش تحلیل رابطۀ خاکستری پویا D‑GRA مورد تحلیل قرار گرفت تا میزان هم‌ترازی پویای هر ُبعد با وضعیت مطلوب حکمرانی سنجیده شود. نتایج پژوهش نشان می‌دهد که ابعاد «کارایی و اثربخشی مدیریتی» و «شفافیت و پاسخ‌گویی» بالاترین میزان نزدیکی پویای زمانی به وضعیت مطلوب را دارا بوده و پایدارترین ابعاد حکمرانی در دورۀ موردبررسی محسوب می‌شوند. بر این اساس، نتایج بیانگر آن است که سیاست‌گذاری مدیریت شهری بوشهر در راستای ارتقای رضایتمندی شهروندان باید در گام نخست بر تقویت اثربخشی اجرایی و انضباط نهادی و در گام بعد بر بهبود شفافیت، سازوکارهای نظارتی و تقویت فرایندهای مشارکت شهروندان متمرکز شود.

https://cs.shahed.ac.ir/article_5058_7ffb4e0ece07869880d51662a2234143.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 Configuring Knowledge and Innovation Strategies Based on Social Capital and Their Competitive Outcomes in Local Markets پیکربندی راهبردهای دانش و نوآوری باز مبتنی بر سرمایۀ اجتماعی و پیامدهای رقابتی آن در بازارهای محلی 53 80 5081 10.22070/cs.2026.21546.1472 FA ایمان قاسمی همدانی دکترای تخصصی بازاریابی، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران. 0000-0002-7372-9092 مریم اخوان خرازیان استادیار، دانشکده اقتصاد و حسابداری، دانشگاه شهید بهشتی، تهران، ایران. 0000-0001-8743-9339 سکینه ابراهیمی دانشجوی دکترای بازاریابی، گروه مدیریت بازرگانی، دانشکده اقتصاد و مدیریت، دانشگاه ارومیه، ارومیه، ایران. 0009-0004-4151-6238 Journal Article 2025 04 22 Introduction and Purpose: In recent decades, profound economic, social, and technological transformations have demonstrated that economic growth alone is an insufficient metric for evaluating societal success. Escalating inequalities, resource constraints, declining social capital, and increasing environmental complexities have underscored the imperative of sustainable development. By emphasizing the equilibrium between economic, social, and institutional dimensions, sustainable development aims to foster long-term value creation, enhance systemic resilience, and safeguard the well-being of future generations. Local markets, serving as pivotal socio-economic platforms for value creation, play a decisive role in facilitating sustainable development. Beyond their primary economic functions, these markets function as critical arenas for social interaction, knowledge exchange, trust-building, and collective collaboration. Within this framework, open innovation—by facilitating knowledge flows, network-based interactions, and multi-actor cooperation—can bolster learning capabilities and support the generation of shared value. However, the efficacy of open innovation is contingent upon the presence of social capital, trust, shared norms, and robust relational networks. Social capital fosters innovation by strengthening cooperation, facilitating knowledge transfer, and mitigating interaction costs. Concurrently, knowledge management plays a fundamental role in transforming social capacities into structured processes of knowledge creation, sharing, and utilization, thereby underpinning sustainable development. Conversely, detrimental behaviors such as knowledge hiding can erode trust, impede knowledge flows, and constrain collective learning and innovation. In such contexts, community leadership may serve as a facilitating mechanism by enhancing participation, coordination, and trust among community members. Despite extensive research, the simultaneous interaction among social capital, knowledge management, open innovation, and boundary factors—specifically knowledge hiding and community leadership—in achieving the sustainable development of local markets remains insufficiently explored. This study aims to develop an integrated framework to examine these interrelationships and provide strategic insights for enhancing innovation, resilience, and sustainable value creation in local markets. Methodology: This study employs a quantitative, applied, and descriptive-analytical approach to examine the relationships among social capital, knowledge management, open innovation, and the determinants of rural local market development via a survey method. The statistical population comprises economic and institutional actors active in the rural local markets of Urmia County, including farmers, cooperative members, local managers, and village council members. Utilizing stratified random sampling, the sample size was estimated at approximately 400 participants using the Soper (2025) calculator for structural equation modeling (SEM). Data were collected through a structured 40-item questionnaire utilizing a five-point Likert scale. Furthermore, the instrument’s psychometric properties were rigorously assessed, confirming content validity, convergent validity (AVE), discriminant validity (based on the Fornell–Larcker criterion), and reliability through Cronbach’s alpha and composite reliability (CR). Finding: Factor analysis revealed that all measurement item loadings, with the exception of the final sustainable development item, exceeded 0.4, and t-values surpassed the 1.96 threshold, thereby validating the indicators. Reliability coefficients for all constructs were above 0.7, indicating satisfactory measurement reliability. Convergent validity was established through AVE values exceeding 0.5, while the Fornell–Larcker criterion verified discriminant validity, as the square root of the AVE for each construct was greater than its correlations with other constructs. The structural model was evaluated using R2R^2R2, Q2Q^2Q2, and Goodness-of-Fit (GOF) criteria. The results demonstrated strong explanatory power for sustainable development, moderate levels for perceived knowledge quality, and relatively lower levels for knowledge management and open innovation. The Q2Q^2Q2 values indicated robust predictive capability, with sustainable development exhibiting strong prediction, while other constructs showed moderate predictive power. Overall, the findings confirm the acceptable fit of the model and its capacity to explain the complex relationships among the research constructs. Discussion and Conclusion: The comprehensive findings of this study indicate that achieving sustainable development in local markets necessitates a simultaneous focus on social, knowledge-based, and innovation-oriented factors. The results underscore that social capital, serving as the bedrock for trust, cooperation, and actor interaction, plays a pivotal role in fortifying knowledge and innovation capacities. Indeed, robust social relationships and effective networks establish the prerequisite conditions for knowledge sharing, collective learning, and sustainable value creation. Furthermore, the findings demonstrate that knowledge management and open innovation function as critical mechanisms for translating social capacities into developmental outcomes. By facilitating knowledge flows, enhancing learning processes, and strengthening adaptive capabilities, these mechanisms contribute significantly to sustainable development. Additionally, perceived knowledge quality is central to the efficacy of developmental processes, as knowledge yields a sustainable advantage only when it is perceived as reliable, useful, and applicable. Ultimately, the findings suggest that sustainable development is not the product of a single determinant but emerges from the synergistic interaction among social capital, knowledge management, innovation, knowledge quality, and supportive factors such as community leadership. Consequently, fostering collaboration, promoting knowledge sharing, and cultivating a trust-based environment are essential to enhancing resilience, innovation, and long-term value creation in local markets. در فضای پویای کسب‌وکارهای امروزی، گذار از مدل‌های سنتی به سمت شبکه‌سازی‌های هوشمند، عامل حیاتی در بقا و پیشتازی در بازارهای محلی محسوب می‌شود. هدف این پژوهش، واکاوی پیکربندی راهبردهای دانش و نوآوری باز با تأکید بر سرمایه اجتماعی است تا از این طریق، چگونگی تبدیل شبکه‌های تعاملی به محرک ایجاد مزیت رقابتی شناسایی‌شده و الگویی کاربردی برای تقویت جایگاه بنگاه‌ها در اکوسیستم‌های منطقه‌ای ارائه گردد. پژوهش حاضر ازنظر هدف، کاربردی و ازنظر روش، توصیفی-تحلیلی با رویکرد پیمایشی است. جامعۀ آماری شامل کنشگران اقتصادی و نهادی فعال در بازارهای محلی روستایی شهرستان ارومیه است که در فرایندهای خلق، تبادل و بهره‌برداری از منابع دانشی نقش دارند. نمونه‌گیری به روش طبقه‌ای تصادفی انجام شد و حجم نمونه ۴۰۰ نفر تعیین گردید. داده‌ها از طریق پرسشنامه استاندارد جمع‌آوری شدند و روایی آن‌ها با روایی محتوایی، همگرا و واگرا و پایایی آن‌ها با پایایی ترکیبی و آلفای کرونباخ بررسی موردبررسی قرار گرفت. تحلیل داده‌ها با استفاده از روش حداقل مربعات جزئی و نرم‌افزار Smart PLS انجام گرفت. نتایج نشان داد سرمایه اجتماعی تأثیر مثبت و معناداری بر مدیریت دانش، نوآوری باز و کیفیت دانش ادراک‌شده دارد. مدیریت دانش و نوآوری باز نیز رابطه مثبت و معناداری با توسعه پایدار و بهبود موقعیت رقابتی نشان دادند. همچنین این متغیرها نقش میانجی مؤثری در انتقال اثر سرمایه اجتماعی به توسعه پایدار ایفا کردند. پنهان‌کاری دانش، روابط بین سرمایه اجتماعی، کیفیت دانش ادراک‌شده و توسعه پایدار را منفی تعدیل کرد، درحالی‌که رهبری جامعه اثر تقویت‌کننده‌ای بر رابطه مدیریت دانش و توسعه پایدار داشت. نتایج پژوهش نشان داد که سرمایۀ اجتماعی در ابعاد ساختاری، رابطه‌ای و شناختی، بستر اصلی تسهیم دانش و توسعه نوآوری باز را در جوامع محلی فراهم می‌آورد. این عامل از طریق تقویت فرایندهای دانشی و نوآورانه، نقش مهمی در تحقق توسعه پایدار و ارتقای موقعیت رقابتی ایفا می‌کند. یافته‌ها همچنین حاکی از آن است که مدیریت دانش، نوآوری باز و کیفیت دانش ادراک‌شده، سازوکارهای اصلی انتقال اثر سرمایه اجتماعی هستند. بر این اساس، برای فعال‌سازی ظرفیت‌های دانشی، کاهش پنهان‌کاری دانش و تقویت رهبری جامعه امری ضروری به نظر می‌رسد؛ ازاین‌رو، توصیه می‌شود مدیران و سیاست‌گذاران بر توسعه سرمایۀ اجتماعی، تقویت سازوکارهای دانشی و ترویج سبک رهبری در بازارهای محلی تمرکز کنند.

https://cs.shahed.ac.ir/article_5081_a4bd4d2b1cc64abf1fffb8103da2b890.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 Orchestrating Organizational Resource Portfolios for Adaptive Advantage: Evidence from the Construction Industry کسب مزیت انطباقی به‌واسطۀ راهبری پرتفوی منابع سازمانی: مطالعه‌ای در صنعت ساختمان 81 100 5140 10.22070/cs.2026.21581.1475 FA سید حسین جلالی استاد مدعو گروه استراتژی، دانشکده مدیریت کسب وکار، دانشگاه تهران، تهران، ایران. 0000-0002-3008-6058 عماد گل محمدی مدرس دانشگاه جامع علمی کاربردی، مرکز آموزشی ایلام 1، تهران، ایران . 0000-0002-8822-4484 Journal Article 2025 05 01 Introduction and Purpose: Ongoing environmental turbulence and the accelerating pace of change call for a reconsideration of conventional strategy frameworks, such as sustainable competitive advantage. Adaptive advantage has emerged as a central construct for formulating effective strategies under such conditions; however, due to its novelty, it remains underexamined. Viewed through a resource-centric lens, it is organizational resources that generate adaptive capacity and provide competitive capability. This raises a pivotal question: how does resource portfolio management shape the attainment of adaptive advantage? This study examines the nature and impact mechanisms of three organizational processes—namely, organizing, combining, and leveraging resources—in generating adaptive advantage, with the aim of clarifying the mechanisms underlying its emergence. In particular, the study addresses a theoretical gap in traditional resource-based view research, which has tended to emphasize resource possession rather than the actionable processes through which resources are managed. These mechanisms are examined within the Iranian construction sector, a context characterized by institutional volatility and fluctuating demand, to assess the framework’s applicability in an emerging-economy context and to provide a more nuanced understanding of strategic navigation under such constraints. Methodology: This exploratory study draws on quantitative data from the construction industry. The population comprises active construction companies with capital exceeding 10 billion rials that are members of the Construction Companies Syndicate of Iran, the sector’s main professional association. Given a population of 470 companies, the required sample size at a 5% margin of error was determined to be 212. Data were collected through the random distribution of questionnaires among the population. Correlation analysis and regression modeling were applied across eight models: the first model incorporated control variables; models two through four tested the effects of the three resource management mechanisms individually; models five through seven examined the combined effects of each pair of mechanisms; and the eighth model tested the simultaneous effect of all three mechanisms together. To ensure robustness, 255 questionnaires were distributed, representing 20% more than the required sample size, yielding 227 usable responses after a one-month data collection period. Instrument validity was established through an expert panel consisting of strategy scholars and industry CEOs, with a Cronbach’s alpha coefficient of 0.911. Firm size, firm age, main industry focus, environmental context, project size, and financial capability were controlled for in order to isolate environmental effects. Findings: Results from the regression models indicate that, among the three resource management mechanisms examined, the combining mechanism exerts the strongest influence on the attainment of adaptive advantage. This finding is further substantiated by the models testing pairwise combinations of mechanisms: each pairing of mechanisms demonstrates markedly greater explanatory power than any single mechanism applied in isolation, indicating that resource management mechanisms operate more effectively in tandem than individually. The eighth model, which incorporates all three mechanisms simultaneously, further confirms their synergistic and mutually reinforcing effects on the attainment of adaptive advantage within the study’s population, underscoring the collaborative and complementary roles that organizing, combining, and leveraging play together in shaping this outcome. With respect to the control variables, financial capability emerges as significantly and positively associated with the combining mechanism, a result suggesting that resource slack—that is, the availability of uncommitted or surplus resources—facilitates the process of capability creation within firms. Finally, the full model, encompassing all three mechanisms concurrently, yields the highest adjusted R-squared value among the eight models tested, confirming that the simultaneous deployment of the three mechanisms accounts for a greater proportion of variance in adaptive advantage than either isolated or pairwise implementations. This finding reinforces the conclusion that these mechanisms operate most effectively in concert rather than in isolation. Discussion and Conclusion: Responding effectively to environmental change and disruption requires organizations to implement resource management mechanisms and embed them within organizational processes. The findings demonstrate that ambidexterity for adapting to dynamic and turbulent environments is not achieved solely through exploration via organizing mechanisms or exploitation via leveraging mechanisms. Rather, combining functions as the crucial intermediary mechanism through which ambidexterity, and consequently adaptive advantage, is realized. From a practical perspective, this suggests that managers should prioritize transforming raw resources into specialized capabilities through combination before pursuing exploitation, as illustrated by integrated project delivery approaches such as EPCF. While these results affirm the overall structure of Sirmon et al.’s (2007) framework, they reveal a more prominent role for the combination mechanism in dynamic, project-based industries and suggest that future research should consider this mechanism as a key variable in comparable settings. Given the cross-sectional design of this study, longitudinal and mixed-methods research is recommended for deeper validation. Practically, investing in resource management capabilities, particularly bundling and configuration skills, yields greater returns than simply expanding the resource portfolio, enabling managers to navigate environmental change more effectively. Future research is encouraged to integrate dynamic capabilities perspectives and examine longitudinal antecedents and consequences, contributing to the development of more comprehensive models of adaptive strategy formation in volatile industries. تغییرات شتابان محیطی، چارچوب‌های سنتی استراتژی، مانند مزیت رقابتی پایدار را به چالش کشیده است. مفهوم نوظهور مزیت انطباقی، زیربنای تدوین استراتژی‌های پایدار در محیط کنونی است. از دیدگاه منبع‌محور، مدیریت پرتفوی منابع، توان انطباق‌پذیری را ایجاد می‌کند. این پژوهش تأثیر سه سازوکار سازماندهی، ترکیب و بهره‌برداری از منابع را بر کسب مزیت انطباقی ارزیابی و این مفهوم نوپدید را از جنبۀ سازوکارهای شکل‌دهندۀ آن تحلیل می‌کند. این پژوهش پیمایشی، بر مبنای تحلیل داده‌های کمّی گردآوری‌شده از بستر صنعت ساختمان، به انجام رسیده است. جامعۀ آماری این پژوهش شامل آن دسته از شرکت‌های ساختمانی است که عضو سندیکای شرکت‌های ساختمانی ایران، به‌عنوان اصلی‌ترین تشکل صنفی صنعت ساختمان هستند، همچنین فعال بوده و حجم سرمایۀ آن‌ها بیش از 10 میلیارد ریال است. با توجه به قرار گرفتن 470 شرکت در این جامعه آماری، حجم نمونه موردنیاز در سطح خطای 5 درصد، برابر با 212 نمونه است. داده‌ها به‌وسیلۀ توزیع تصادفی پرسشنامه میان اعضای جامعه آماری گردآوری شده‌اند و برای تحلیل آن‌ها از تحلیل همبستگی و مدل‌سازی رگرسیونی در قالب هشت مدل استفاده‌شده است. مدل نخست به متغیرهای کنترل، مدل‌های دوم تا چهارم به تأثیر مستقل سازوکارهای مدیریت منابع بر متغیر وابسته، مدل‌های پنجم تا هفتم به تأثیر تلفیق دوتایی سازوکارهای مدیریت منابع بر متغیر وابسته و مدل هشتم به تأثیر توأمان هر سه سازوکار بر متغیر وابسته اختصاص داشتند. نتایج حاصل از مدل‌های رگرسیونی نشان می‌دهد که سازوکار ترکیب، تأثیرگذارترین سازوکار مدیریت منابع برای دستیابی به مزیت انطباقی است. ضرایب تعیین در مدل‌های تلفیق دوتایی سازوکارها، مؤید این یافته است، زیرا تلفیق سازوکارهای ترکیب و سازماندهی و ترکیب و بهره‌برداری، قدرت تعیین بیشتری نسبت به تلفیق سازماندهی و بهره‌برداری به ثبت رسانده‌اند. نتیجۀ مدل هشتم پژوهش نیز تأثیر تعاملی و تقویت‌شونده هر سه سازوکار بر کسب مزیت انطباقی در جامعۀ آماری پژوهش را تأیید می‌کند و بر نقش توأمان هر سه سازوکار در شکل‌گیری مزیت انطباقی تأکید دارد.

https://cs.shahed.ac.ir/article_5140_5ef99d16d1954578b0df2f38b866449b.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 Conceptualizing Enabling Factors for Knowledge-Based Companies in the Internationalization Process مفهوم‌پردازی عوامل توانمندساز شرکت‌های دانش‌بنیان در فرایند بین‌المللی سازی 101 120 5136 10.22070/cs.2026.21764.1485 FA بیژن رضایی دانشیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران. 0000-0002-2808-5689 خدیجه عزیزی دانشجوی دکتری کارآفرینی، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران. 0000-0003-0811-593X یوسف محمدی فر دانشیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران. 0000-0002-7357-0886 نادر نادری دانشیار، گروه مدیریت و کارآفرینی، دانشکده اقتصاد و حسابداری، دانشگاه رازی، کرمانشاه، ایران. 0009-0005-5907-309X Journal Article 2025 04 16 Introduction and Purpose: Knowledge-based companies (KBCs) play a crucial role in innovation, technological advancement, and economic growth in knowledge-driven economies. By transforming knowledge into high-value-added products and services, these firms contribute to improved productivity, export diversification, and national competitiveness. In recent years, many governments have emphasized the development of knowledge-based ecosystems to strengthen economic resilience and technological independence. In Iran, the number of knowledge-based companies has increased significantly as a result of supportive national policies. Despite this growth, many of these firms face major obstacles when attempting to enter international markets. Structural challenges, such as economic instability, limited access to global financial systems, export infrastructure limitations, and international sanctions, have restricted their ability to expand globally. In addition, limited international experience, weak global branding, insufficient familiarity with foreign regulatory frameworks, and difficulties in accessing international distribution networks further complicate the internationalization process. Although several studies have examined internationalization strategies, limited research has focused on the internal organizational capabilities that enable knowledge-based companies to succeed in international markets, particularly in challenging economic environments. Therefore, the purpose of this study is to identify and prioritize the key internal factors that empower Iranian knowledge-based companies to successfully internationalize and sustain their presence in global markets. Methodology: This research adopts a mixed-methods design consisting of qualitative and quantitative phases. In the qualitative phase, semi-structured interviews were conducted with experts, including university faculty members, managers of internationalized knowledge-based companies, and policy specialists within the innovation ecosystem. Using purposive and snowball sampling, 34 interviews were conducted until data saturation was achieved. The interview data were analyzed using inductive qualitative content analysis based on the framework proposed by Elo and Kyngäs, with the support of MAXQDA 2020 software. The analysis resulted in 91 open codes, which were categorized into 38 conceptual factors representing key organizational capabilities related to internationalization. These factors encompassed strategic orientation, innovation management, market intelligence, digital capabilities, financial mechanisms, and network development. In the quantitative phase, the Fuzzy Delphi method was used to evaluate and prioritize these factors. A panel of 20 experts assessed the importance of each factor using a five-point linguistic scale represented by triangular fuzzy numbers. The results were analyzed through defuzzification and ranking procedures, with a threshold value of 0.70 used to determine factor acceptance. The reliability of the qualitative coding was confirmed using Holsti's coefficient (0.875), indicating a high level of agreement between the coders. Findings: The findings show that empowering knowledge-based companies for internationalization is a multidimensional process involving strategic, organizational, technological, and financial capabilities. Among the identified factors, "organizational transformation toward international market orientation" and "management of export-related financial resources and costs" received the highest rankings, highlighting the critical role of a managerial mindset shift and financial resilience. Other highly prioritized factors include market knowledge development, technological trend analysis, product customization, professional branding, and digital marketing. Additionally, operational capabilities, such as compliance with international standards, supply chain coordination, quality improvement, and risk management, were confirmed as essential for enhancing global credibility and competitiveness. The results further emphasize the importance of digital platforms, intelligent logistics, and collaborative mechanisms, such as export consortia and joint investments, which help firms overcome structural barriers and reduce market entry risks. These findings indicate that successful internationalization requires a balanced integration of strategic vision, innovation capacity, financial agility, and network-based cooperation. Discussion and Conclusion: The results indicate that successful internationalization requires an integrated set of organizational capabilities. Strategic transformation toward a global perspective serves as the foundation that enables firms to effectively leverage other resources, such as innovation capacity, market knowledge, and digital marketing tools. Organizational learning and innovation capabilities help firms adapt their products to international market demands and respond to rapid technological changes. In addition, digital platforms, data-driven marketing, and online communication channels provide new opportunities for firms to overcome geographical and institutional barriers while reducing market entry costs. Financial resilience and collaborative networks also play an important role in overcoming structural limitations. Mechanisms such as strategic partnerships, export consortia, technology alliances, and innovative financing methods can facilitate international market entry and reduce operational risks. Furthermore, strengthening human capital, developing internationally oriented managerial competencies, and fostering collaboration with research institutions and innovation networks can significantly enhance the global readiness of knowledge-based firms. Continuous capability development, knowledge sharing, and strategic learning from international experience will further support sustainable export growth. Additionally, policymakers can facilitate this process by designing targeted support programs, improving access to international markets, and strengthening innovation ecosystems. Such supportive policies can enhance the international competitiveness of knowledge-based firms and accelerate their integration into global value chains. Overall, empowering knowledge-based companies for internationalization requires a comprehensive and coordinated approach that integrates strategic orientation, organizational learning, technological innovation, digital transformation, and financial capability. The findings of this study provide practical insights for policymakers and managers seeking to strengthen the global competitiveness of knowledge-based firms and promote sustainable knowledge-based exports. شرکت‌های دانش‌بنیان نقش تعیین‌کننده‌ای در توسعه اقتصادی و ارتقای رقابت‌پذیری جهانی دارند. بااین‌حال بسیاری از شرکت‌های ایرانی در مسیر بین‌المللی‌سازی با چالش‌های مالی، مدیریتی و زیرساختی مواجه‌اند. تقویت توانمندی‌های درونی و بازآرایی راهبردی سازمان، پیش‌نیاز دستیابی به مزیت رقابتی پایدار در بازارهای جهانی است. هدف این پژوهش، شناسایی و اولویت‌بندی عوامل کلیدی داخلی مؤثر بر موفقیت فرایند بین‌المللی‌سازی شرکت‌های دانش‌بنیان بود. این پژوهش با رویکرد آمیخته (کیفی – کمی) انجام شد. در بخش کیفی، از طریق مصاحبه‌های عمیق با خبرگان، ابعاد و مؤلفه‌های اصلی استخراج شد و در بخش کمی، با بهره‌گیری از روش دلفی فازی، عوامل کلیدی غربال و اولویت‌بندی شدند. یافته‌ها نشان داد که تحول سازمانی با جهت‌گیری بین‌المللی و اصلاح نگرش مدیریتی نسبت به رقابت جهانی، به‌عنوان پیشران اصلی، در کنار مدیریت مالی صادرات‌محور، توسعه دانش بازارهای هدف، سفارشی‌سازی محصولات و برندسازی حرفه‌ای، از ارکان کلیدی موفقیت پایدار در بازارهای بین‌المللی هستند. همچنین، نتایج بیانگر آن است که توسعۀ قابلیت‌های نوآورانه، بهره‌گیری از ابزارهای دیجیتال در بازاریابی بین‌المللی، ایجاد شبکه‌های همکاری راهبردی و ارتقای مهارت‌های سرمایۀ انسانی، نقش مکمل و تقویت‌کننده‌ای در فرایند ورود و تداوم حضور در بازارهای خارجی دارند. یکپارچگی میان جهت‌گیری راهبردی، یادگیری سازمانی و مدیریت منابع مالی می‌تواند میزان ریسک‌های ناشی از عدم قطعیت‌های محیط بین‌المللی را کاهش دهد. افزون بر این، هم‌سویی سیاست‌های حمایتی دولت با نیازهای واقعی شرکت‌های دانش‌بنیان و تسهیل دسترسی به منابع مالی و بازارهای هدف، می‌تواند اثربخشی این قابلیت‌ها را افزایش داده و فرایند بین‌المللی‌سازی را تسریع کند. دستاورد این پژوهش، ارائه چارچوبی عملیاتی برای هدایت شرکت‌های دانش‌بنیان در مسیر بین‌المللی‌سازی و بازطراحی سیاست‌های حمایتی با تمرکز بر توانمندسازی مدیریتی و مالی است؛ چارچوبی که می‌تواند زمینه‌ساز تقویت جایگاه ایران در اقتصاد دانش‌بنیان بین‌المللی باشد.

https://cs.shahed.ac.ir/article_5136_0e79548081b4bd0df3c77c5ba2c23289.pdf

دانشگاه شاهد نشریه علمی راهبردهای بازرگانی 2345-220X 22 25 2025 08 23 The Effect of Ethical Marketing on Brand Self-Expression and Consumer Willingness to Pay: The Mediating Roles of Value Co-Creation and Brand Trust بررسی تأثیر بازاریابی اخلاقی بر خودبیانگری برند و تمایل به پرداخت مصرف‌کننده با نقش میانجی خلق ارزش مشترک و اعتماد به برند 121 143 5141 10.22070/cs.2026.21699.1483 FA مهران الیاسی الموتی دانشجوی کارشناسی ارشد مدیریت بازرگانی دانشگاه شاهد، تهران، ایران. 0009-0004-6750-389X ابراهیم زارع پور عضو هیئت‌علمی گروه مدیریت بازرگانی دانشگاه شاهد، تهران، ایران. 0000-0002-0205-9757 Journal Article 2025 04 21 Introduction and Purpose: In today's intensely competitive environment, creating a favorable brand image in customers' minds has become essential. Brand self-expression, defined as the alignment between personal identity and a brand, plays a key role in shaping consumers' willingness to pay. Willingness to pay, defined as the maximum amount a consumer is willing to spend for a service, serves as a valid indicator for measuring brand value and customer loyalty. Technological advancements and changing consumer priorities have increasingly directed customers toward organizations committed to ethical practices. Consumers are becoming more aware of unethical corporate behaviors, and ethical considerations significantly influence their purchasing decisions.In this context, sharing economy platforms such as Snap and Tapsi, as relatively emerging phenomena in Iran, seek to adopt ethical marketing strategies based on honesty, fairness, and accountability to build consumer trust and create value beyond mere economic exchanges. Value co-creation is a process in which customers and companies actively interact and collaborate to create mutual value. This collaborative value creation not only enhances brand trust but also provides a foundation for developing a shared identity, thereby strengthening brand self-expression. Brand trust refers to consumers' confidence that a brand will perform as expected and develops when consumers perceive the brand as reliable and consistently capable of meeting their expectations. Brand self-expression reflects the connection between customers and brands; the more consumers identify with a brand, the greater significance the brand gains in their lives. Humans inherently seek connection, and sharing economy companies facilitate such relationships. Brand self-expression develops through a three-stage process: first, customers process brand-related messages to understand their meanings and benefits; second, they reflect on their actual and ideal selves; and finally, they integrate these two stages by evaluating how the brand corresponds with who they are and who they aspire to become. Willingness to pay is inherently personal and primarily influenced by consumers' financial conditions; however, social and ethical considerations may also affect their willingness to pay. According to the value-based pricing literature, companies determine prices based on customers' perceived value of products or services. This perspective is closely associated with value co-creation. Willingness to pay is a fundamental component of marketing strategies and guides critical pricing decisions.A significant research gap exists regarding how ethical marketing affects key behavioral variables in Iran's sharing economy platforms, particularly considering the mediating roles of value co-creation and brand trust. Therefore, this study applies the S-O-R framework to investigate how perceptions of ethical marketing (stimulus), through value co-creation and brand trust (organism), influence brand self-expression and willingness to pay (response) among Snap and Tapsi users. Based on theoretical foundations, nine hypotheses were developed. Methodology: This applied research employs a descriptive-survey method with a correlational approach. The statistical population consisted of all Snap and Tapsi users in Tehran Province. The sample size was determined as 384 respondents based on Cochran's formula for infinite populations. A two-stage cluster sampling method was applied: Tehran's 22 districts were divided into four clusters (North, South, East, and West), and 96 individuals were randomly selected from each cluster. Data were collected using a standard questionnaire adapted from Nadeem et al. (2023) and Wallace et al. (2022), measured on a five-point Likert scale. Content validity was confirmed by experts, and construct validity was verified through convergent validity (AVE values above 0.50) and discriminant validity (Fornell-Larcker criterion). Reliability was assessed using Cronbach's alpha and composite reliability, with all values exceeding 0.70. Therefore, PLS-SEM was employed using SPSS and SmartPLS 3 to test the research hypotheses. Findings: A total of 384 valid responses were collected. Among the respondents, 182 were male and 202 were female. Moreover, 207 participants selected Snap as their preferred platform, while 177 selected Tapsi. This demographic distribution indicates an appropriate balance regarding gender and platform representation within the sample. The GOF index, which simultaneously evaluates the fit of both the measurement and structural models, was 0.628 for the proposed model. Since this value exceeds 0.36, it indicates a strong and acceptable overall model fit. The hypothesis testing results confirmed all nine hypotheses, as all t-statistics exceeded the critical value of 1.96 at the 95% confidence level. The strongest relationship was observed between ethical marketing and value co-creation. Subsequently, value co-creation demonstrated the strongest effect on brand self-expression. Other significant path relationships included the effects of value co-creation on brand trust and willingness to pay; ethical marketing on willingness to pay and brand self-expression; brand trust on brand self-expression and willingness to pay; and brand self-expression on willingness to pay. The indirect effects also confirmed the full mediating roles of value co-creation and brand trust in the relationship between ethical marketing and the dependent variables. Discussion and Conclusion: The findings demonstrated that ethical marketing influences brand self-expression and willingness to pay on Snap and Tapsi platforms through two key mechanisms: value co-creation and brand trust. All nine research hypotheses were supported, and the proposed model showed strong fit. The strongest effect was related to the influence of ethical marketing on value co-creation. Consumers participate more actively in value creation processes when they perceive that a brand is committed to ethical principles. Furthermore, ethical marketing affects brand self-expression and willingness to pay both directly and indirectly through value co-creation and brand trust. Consumers perceive ethical brands as more consistent with their personal identities and demonstrate greater willingness to pay for their services. Value co-creation, by fostering emotional and identity-based connections, enhances brand trust, brand self-expression, and willingness to pay. Brand trust, as a fundamental element of the brand–customer relationship, facilitates deeper consumer engagement with the brand and increases willingness to pay. Finally, brand self-expression, as the final link in the causal chain, increases willingness to pay when consumers perceive the brand as part of their identity. این پژوهش باهدف بررسی تأثیر بازاریابی اخلاقی بر خودبیانگری برند و تمایل ‌به پرداخت مصرف‌کننده با نقش میانجی خلق ارزش مشترک و اعتماد به برند انجام‌شده است. پژوهش حاضر ازنظر هدف، کاربردی و ازنظر شیوۀ اجرا، توصیفی-‌پیمایشی با رویکرد همبستگی است. جامعۀ آماری را مصرف‌کنندگان پلتفرم‌های اقتصاد اشتراکی اسنپ و تپسی در شهر تهران تشکیل داده‌اند. با توجه به نامحدود بودن جامعۀ آماری، بر اساس جدول مورگان، 384 داده با استفاده از روش نمونه‌گیری خوشه‌ای جمع‌آوری شد. ابزار گردآوری داده‌ها، پرسشنامه استاندارد بود. اطلاعات جمع‌آوری‌شده با استفاده از نرم‌افزارهای SPSS و Smart PLS تجزیه‌وتحلیل شدند. نتایج به‌دست‌آمده نشان داد که بازاریابی اخلاقی تأثیر مثبت و معناداری بر خلق‌ ارزش مشترک، خودبیانگری ‌برند و تمایل به پرداخت مصرف‌کننده دارد. همچنین، اثر خلق ارزش مشترک بر اعتماد به برند، خودبیانگری برند و تمایل به پرداخت مصرف‌کننده در پلتفرم‌های اقتصاد اشتراکی نیز مستقیم و معنادار بود. افزون بر این، اعتماد به برند نیز تأثیر مثبت و معنادار بر خودبیانگری برند و تمایل به پرداخت مصرف‌کننده در پلتفرم‌های اقتصاد اشتراکی دارد. همچنین، خودبیانگری برند به‌صورت مستقیم بر تمایل به‌ پرداخت مصرف‌کننده در پلتفرم‌های اقتصاد اشتراکی تأثیر می‌گذارد. به‌طورکلی، پلتفرم‌های اقتصاد اشتراکی، نظیر اسنپ و تپسی، با رقابت بسیار شدیدی مواجه هستند و نوع بازاریابی، کیفیت خدمات و محصولات ازجمله مهم‌ترین عوامل جذب و حفظ مشتریان به شمار می‌روند. این عوامل نه‌تنها بر خودبیانگری برند و تمایل به پرداخت مصرف‌کنندگان فعلی تأثیرگذارند، بلکه بر جذب و رفتار مشتریان بالقوه نیز اثر قابل‌توجهی خواهند داشت.

https://cs.shahed.ac.ir/article_5141_130ea938864f051b9a40c85b6a713306.pdf