Iranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Point of Purchase (POP) Marketing Model with a Sensory and Experiential Marketing Approach in Chain Stores11022395210.22034/oajre.2025.469130.1089ENPezhmanRashedDepartment of Management, Ali.C., Islamic Azad University, Aliabad Katoul, Iran.BehzadShahrabiDepartment of Management, Ali.C., Islamic Azad University, Aliabad Katoul, Iran.ElaheMasoumiDepartment of Management, Ali.C., Islamic Azad University, Aliabad Katoul, Iran.Journal Article20240722Abstract<br /><br />The purpose of this study is to propose a point of purchase (POP) marketing model with an emphasis on sensory and experiential marketing approaches in chain stores. Based on its objectives, this research is classified as an applied-developmental study. Employing a qualitative approach, the study utilized thematic analysis to develop the proposed model. The statistical population consisted of experts and experienced academic faculty members from universities. The researcher applied the snowball sampling method, achieving theoretical saturation after conducting interviews with 16 elites and experts. Data collection in the qualitative phase was carried out through semi-structured interviews. The design of the model and identification of primary and secondary themes were performed using Maxqda2020 software. The findings revealed seven main themes, including visual appeal and aesthetics of the shopping environment, sensory marketing and its impact on customers’ senses, experiential marketing and customer interaction with the brand, facilitation of the purchase process and reduction of customer effort, emotional and cognitive influence on customers, social influence and communication at the point of purchase, and smart technologies in POP marketing.https://www.oajre.ir/article_223952_8d21a713303b582cb4902ded04e0eda7.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Challenges and Opportunities of Human Resource Empowerment in Network Marketing: An Analysis of Informal and Experiential Training112122985510.22034/oajre.2025.547816.1147ENHamzehAlizadeh SeyghalanPhD student in Entrepreneurship, Department of Management, Sar.C., Islamic Azad University, Sari, Iran0000-0001-6744-3103MaryamTaghvaee YazdiAssociate Professor, Department of Educational Management, Sar.C., Islamic Azad University, Sari, Iran.0000-0003-0066-7078Mohammad AliNasimiAssistant Professor, Department of Business Management, To.C., Islamic Azad University, Tonekabon, IranJournal Article20240729Network marketing has experienced significant growth in recent years as an emerging business model in Iran. A critical component in the development of this model is the portrayal of success through social media, motivational events, and personal narratives of financial freedom and luxurious lifestyles. This study adopts a mixed-methods approach (qualitative-quantitative) to investigate the impact of success imagery on psychological motivation and participation behavior in network marketing. In the qualitative phase, grounded theory methodology was employed, involving interviews with 15 active participants and analysts in the field. Data analysis was conducted in three stages—open, axial, and selective coding—revealing that success imagery serves not only as a tool for recruitment but also as a factor contributing to frustration and early withdrawal from the activity. In the quantitative phase, data were collected via a standardized questionnaire from 384 participants and analyzed using confirmatory factor analysis (CFA). The quantitative findings indicated that factors such as “portrayal of a luxurious lifestyle,” “promises of rapid success,” and “sense of belonging to a motivational community” had the highest factor loadings. The final research model demonstrates that success imagery functions as a dual-edged motivational strategy: it stimulates motivation and attracts individuals, yet it can lead to distrust and psychological failure when promises remain unfulfilled. This study underscores the psychological and social consequences of unrealistic representations, emphasizing the need for transparent advertising, pre-membership education, and oversight of media content.https://www.oajre.ir/article_229855_06ed736e68067403e745c29cabd81e2d.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Social Costs of Bankruptcy, Government Intervention, and Stock Price Crash Risk223321149610.22034/oajre.2024.493270.1098ENAli AsgharTorabiDepartment of Accounting, Payam Noor University, Tehran, IranJournal Article20240310This research examines the impact of the social costs of bankruptcy and government intervention on stock price crash risk. The study's statistical population consists of 166 companies listed on the Tehran Stock Exchange from 2013 to 2022. Given that the dependent variable in this research is binary (zero and one), logistic regression was used to analyze the hypotheses. The results indicated that as the social costs of bankruptcy for companies increase, the risk of stock price crashes for these companies decreases. The degree of influence of the social costs of bankruptcy on the risk of stock price crashes increased with government intervention. It can be said that in situations where a significant portion of a company's shares is owned by the government or state-owned enterprises, the negative impact of the social costs of bankruptcy on the risk of stock price crashes is greater.<br /><br />Keywords: Social costs of bankruptcy, government intervention, stock price crash riskhttps://www.oajre.ir/article_211496_0841792e7d09464bd8d2e785a50a66f5.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Testing the Social Media Marketing Model in the Fashion and Apparel Industry344823193210.22034/oajre.2025.552574.1153ENValiAbarDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.MajidFaniDepartment of Business management, Bob.C., Islamic Azad University, Babol, Iran.MajidFattahiDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.Journal Article20240718The growing utilization and effectiveness of social media in marketing has captured the attention of both academic researchers and industry practitioners. Therefore, the purpose of this study is to test a social media marketing model within the fashion and apparel industry. This research is applied in nature and descriptive-survey in terms of data collection methodology. The research strategy employs structural equation modeling. The statistical population consists of managers of large-scale fashion and apparel businesses in Iran. Given the large (effectively infinite) population size, the sample size was determined using Cochran’s formula, resulting in 385 participants selected through convenience sampling. Data were collected using a researcher-developed questionnaire, whose face validity, content validity, construct validity, and reliability were calculated and confirmed. Data analysis was conducted using SPSS 22 and SmartPLS 4 software. The findings indicate that all indicators and factors exhibit factor loadings greater than 0.4, confirming the validity of the proposed indicators and constructs. Furthermore, the causal factors significantly influence the social media marketing model in the fashion and apparel industry, while contextual and mediating factors significantly affect marketing strategies. Additionally, the strategies demonstrate a positive and significant impact on outcomes. Finally, the results confirm that the proposed model exhibits an appropriate fit.https://www.oajre.ir/article_231932_af43b46ef623d64955e1669f3f3ef4a5.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250515Analyzing the Impact of Cryptocurrencies on the Economies of Sanctioned Countries, with a Focus on Iran497423451910.22034/oajre.2025.559897.1165ENZahraKhalaj HedayatiPhD student, Financial Economics, Aras Campus, University of Tehran, Iran.MohsenMehraraProfessor, Faculty of Economics, University of Tehran, Tehran, Iran.Journal Article20241102For decades, Iran's economy has confronted extensive challenges stemming from international economic sanctions, which have severely restricted access to global financial systems and impeded foreign trade facilitation. Under these circumstances, cryptocurrencies have emerged as a potential instrument to mitigate the adverse effects of sanctions. This study adopts a mixed-methods approach to conduct a comprehensive and in-depth analysis of the impact of cryptocurrencies and Decentralized Finance (DeFi) on Iran’s economy within the context of dynamic economic sanctions. Econometric modeling results indicate that cryptocurrencies and DeFi have exerted a statistically significant positive effect on the volume of Iran's foreign trade and, in the long run, have demonstrated moderating effects on exchange rates and inflation. Moreover, findings from the ABM+ML (Agent-Based Modeling combined with Machine Learning) simulations corroborate the potential of these technologies to reduce cross-border transaction costs and attract capital as a hedge against inflation, while simultaneously highlighting their high volatility and systemic risks—particularly in the absence of a robust legal framework. Key insights from expert interviews further confirm the critical role of cryptocurrencies and DeFi in facilitating foreign trade under sanctions, yet emphasize the lack of a transparent regulatory framework, security vulnerabilities, and extreme price volatility as major impediments. This research concludes that cryptocurrencies and DeFi represent a dual-edged instrument for Iran’s economy under sanctions: on one hand, they offer opportunities to facilitate trade and counteract sanction-induced constraints; on the other, they introduce significant systemic and regulatory challenges.https://www.oajre.ir/article_234519_f72bf73bfbe083ce5c9b3b3fc7bd5646.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250601Designing a Model for the Economic Development of Theater758523539610.22034/oajre.2025.561495.1171ENSamadGhorbannezhadPhD student in Cultural Management and Planning, SR.C., Islamic Azad University, Tehran, IranFatemehAzizabadi FarahaniDepartment of Cultural Management, SR.C., Islamic Azad University, Tehran, Iran0000-0002-1839-7726AliRashidpoorDepartment of Culture and Communication, IS.C, Islamic Azad University, Isfahan, Iran0000-0001-5643-8157RozitaSepehrniaDepartment of Cultural and Media Studies, CT.C, Islamic Azad University, Tehran, IranRamazanaliRoyaeiDepartment of Accounting, SR.C., Islamic Azad University, Tehran, IranJournal Article20251101The purpose of this research is to design a model for the economic development of theater. In terms of purpose, this study is applied, and according to the method of data collection, it is descriptive-survey. The data collection method in this research is quantitative. Quantitative data were collected using a researcher-developed questionnaire. The statistical population of this study includes artists active in various fields of theater, including directors, producers, actors, theater venue managers, and graduates of theater studies. Since accurate statistics regarding the statistical population of this research are not available, it was considered unlimited; therefore, based on Cochran's formula, a sample size of 384 individuals was determined and selected using simple random sampling.Furthermore, the discriminant and convergent validity of the questionnaire indicated its appropriate validity. Data analysis was performed using structural equation modeling with the SmartPLS4 software. The results showed that the model for the economic development of theater includes causal conditions , contextual factors (including physical infrastructure, education and research for training specialized human resources, and professional and specialized infrastructure), intervening factors, strategies (including infrastructure development, education and empowerment, financial support for productions, marketing and advertising, and international, national, and local collaborations), and outcomes (including economic growth, strengthening of cultural components, and the development of cultural, social, artistic, and political tourism). Given that all factor loadings exceeded 0.4, this indicates the model's appropriateness, and it can be stated that the model has a strong fit.https://www.oajre.ir/article_235396_3b87722172df6beeff6a2fb119817356.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Testing a Model of Factors Influencing the Sales Development of Fast-Moving Consumer Goods at Kalleh Company: A Shopper Marketing Approach9710823195310.22034/oajre.2025.552827.1155ENNilaNejati SaraviDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.MajidFattahiDepartment of Business Management, Sar.C., Islamic Azad University, Sari, Iran.MajidFaniDepartment of Business management, Bob.C., Islamic Azad University, Babol, Iran.Journal Article20241012Abstract<br><br>This study aims to examine and test a model of factors influencing the sales development of fast-moving consumer goods (FMCG) at Kalleh Company through a shopper marketing approach. The research is applied in terms of purpose and descriptive-survey in terms of data collection methodology. A quantitative approach was employed to collect data, using a researcher-developed standardized questionnaire. The statistical population comprises all promoters of Kalleh Company operating in chain stores nationwide. A chain-store promoter is defined as an individual responsible for promoting and advertising products or services within a chain retail outlet. Given the geographical dispersion of the population, a stratified geographical sampling method was adopted. The population size was approximately 253 individuals, and based on Cochran’s formula, a sample of 153 participants was selected. The composite reliability and reliability of each construct were calculated, with results confirming the reliability of the measurement instrument. Additionally, both convergent and discriminant validity assessments indicated that the questionnaire possesses adequate validity. Structural equation modeling (SEM) was applied to analyze the data, using SmartPLS 4 software. The findings revealed five main themes: (1) shopper behavior and cognition, (2) point-of-purchase marketing strategies, (3) brand sales strategy, (4) brand and marketing communications, and (5) supply chain and distribution management. Among these, shopper behavior and cognition emerged as the most influential factor, followed by point-of-purchase marketing strategies, brand sales strategy, brand and marketing communications, and supply chain and distribution management as the fifth-ranked factor in terms of priority and impact.https://www.oajre.ir/article_231953_726bbf7875945ee03a310deb1d7eb312.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Analyzing the Impact of Central Bank Independence on Its Credibility and Reputation in Afghanistan10912821988410.22034/oajre.2025.509253.1106ENMohammad IbrahimAkbariPHD in Monetary Economics and Faculty Member of the Faculty of Economics, Bamika Higher Education Institute, Bamyan, Afghanistan0009-0003-0251-8401Journal Article20250301This study aims to critically analyze the impact of central bank independence on the credibility and reputation of the institution in the Islamic Republic of Afghanistan over the period from 2002 to 2023. In this context, the research seeks to provide a comprehensive and precise examination of various dimensions of central bank institutional independence, such as the reduction of political interference, the enhancement of transparency, and the promotion of the implementation of scientifically grounded and sustainable monetary policies. The research methodology is based on the Autoregressive Distributed Lag (ARDL) model and time-series data analysis. The results indicate that central bank independence has a significant and positive effect on its credibility and reputation. Moreover, exchange rate volatility has a significant negative impact on these variables, while economic growth and inflation control serve as complementary factors that play a crucial role in strengthening the credibility and reputation of the central bank. These findings provide a solid foundation for economic policy formulation aimed at reinforcing the central bank’s standing both domestically and internationally.https://www.oajre.ir/article_219884_5d25b7bb60a6c7c9b8429b1816be4b49.pdfIranian Business Management AssociationInternational Journal of Resistive Economics2345-495413220250401Using taste tests for consumer brand preferences in the food industry12914322502610.22034/oajre.2025.485127.1096ENSedigheAhangariDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University, IranSeyed MojtabaMojaverianDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University, Sari, Iran0000-0003-4821-1539FoadEshghieDepartment of Agricultural Economics, Faculty of Agricultural Engineering, Sari Agricultural Sciences and Natural Resources University, Iran0000-0002-5763-1917JavadSetarehPsychiatry and Behavioral Sciences Research Center, Addiction Institute, Mazandaran University of Medical SciencesJournal Article20241023Taste tests are being increasingly used by marketers to influence consumers to change their preferences toward their brands. Obtaining data via surveys (Stated Preferences) or studying customers' buying behavior (Revealed Preferences) in the case of foodstuff are created bias in the results, because these methods assume that people can separate the quality features from the brand name. In the proposed method, the data was collected with taste tests before and after knowing the brand, and the results were compared. This study aims to present a new approach to measuring consumer preferences toward brands. The case study is stirred yogurt brands. Research data were collected from 92 students living in the dormitory of SANRU. Volunteers' preferences were measured for three famous brands in the country's dairy industry, including: Kalleh, Mihan, and Haraz. Due to the results of this study, after dividing people in terms of brand influence, most of the volunteers chose the brand based on its desirable features. Only less than 10% are in the brand lovers group and they prefer it despite the unfavorable features of the product. In addition, the experimental results showed that the distribution of people from brand net effectiveness is different between different brands. The results also showed that the proposed approach can classify people in terms of brand influence. Also, the results of this approach are completely different from the results of surveys of people's interest in the brand. The output results are suitable for regression modeling such as ordered logistic regression.https://www.oajre.ir/article_225026_d036750b0c051a40ae279c98ffb1784d.pdf